gsummit sf 2014 - personalizing customer engagement through gamification by pamela radford @pamrad36
DESCRIPTION
TRANSCRIPT
Personalizing CustomerEngagement Through
Gamification
GSummit SF 2014
EA Sports® FIFa™
Enjoyed by
35M+gamers globally
EASPORTS.com
They engage with EA across many channels
Leverage the power of our highly engaged fan base to drive gameplay and sales referrals
Goal
Prioritize relevant content to distinct gamer segments
Challenge
Utilize a Gamification platform that connects all online touch points to amplify and personalize fan engagement with Recognition and Rewards
Strategy
How it Works
Acknowledge and Reward Existing Engagement
Leverage Data to motivate Desired Engagement
Test & Optimize
2
1
3
rewardsDigital Items
Sweepstakes
Next year: Physical Items
Game MechanicsFast FeedbackTransparency
GoalsBadges
PointsLeaderboard
Personalize the Customer JourneyEducate select segments
Retain fans by connecting with players’ passions
Boost Advocacy by simplifying content sharing
DriveDeeperEngagement
Measuring Success
Discovering More Content
270% Increase in
Page Views
170% Increase in
Time on Site
200% More
Content Shared on
Year 1 KPIs
MeasureFunnel Velocity
Drive incremental
lift at key funnel stages
Increase LTV
Lift Average NPS
Year 2 KPIs
Key considerations• Responsive Design
• Real-time Data Integration
• Ongoing Feature Support
Platform
• Keep it fresh
• Process Integration
• Editorial Calendar
Content
• Control Groups
• Testing
• Meaningful Metrics
Measurement
Thanks!