Gamificaiton and loyalty
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Can Gamification drive loyalty? Well - gamification done right WILL drive loyalty. But there is a separation between a loyalty program and a reward program and depending on your type of service, product or company you should choose path. * Loyalty systems should be more aimed at creating intrinsic motivation - targeting the audience core values. * Reward systems should focus at keeping extrinsic motivitation up.
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Gamificaiton and loyalty
- 1. @MATSBJORK
- 2. @MATSBJORK
- 3. RELATEDNESS AUTONOMY MASTERY PURPOSE © Andrzej Marczewski - http://gamified.uk/gamification-framework/the-intrinsic-motivation-ramp/ @MATSBJORK
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- 8. WHY © Simon Sinek - https://www.startwithwhy.com/ @MATSBJORK
- 11. AQUIRE ACTIVATE RETAIN REVENUE REFERAL PURPOSE VALUE PROMISE EXTRINSIC MASTERY + AUTONOMY NO REBATES!! SOCIAL RELATEDNESS TRIGGER FREE LUNCH CHANGE UP OFTEN VOUCHERS + REBATES!! SOCIAL IF POSSIBLE LOYALTY REWARD @MATSBJORK
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Editor's Notes
- SLIDE 1 30 years ago a few guys found out that they had the same love. This wasnt a big problem since this was a love for a brand. For a car. So they started a club.
- SLIDE 2 Östgöta Saabklubb. This is an image from one of their many yearly meetings. This is actually just one of many Saab clubs in sweden. So why does Saab have clubs? Why does Östgöta Saabklubb exist?
- SLIDE 3 Why do people feel compelled to build * a club - a community of people they can RELATE to * an AUTONOMOUS club where they can do what they want, when they want * a club that clearly gathers around the love for this car and all the details, stuff and knowledge linked to that - knowledge they can MASTER ofcourse * a club with no other objective - PURPOSE - than to keep loving this car. A club LOYAL to a brand.
- SLIDE 4 So if i was to introduce this car here - Volvo XC90 2015 Hey - SAAB is a nice car. But this one clearly outperforms every Saab ever built on every level in every known universe. So how would i go about doing that? Could it be done?
- SLIDE 5 My name is Mats Björk and im gonna … talk a bit about Gamification and loyalty today. And my question is : SLIDE 5.1 Can Gamification drive loyalty? So lets start with loyalty. What is loyalty? I link loyalty to love and faithfullness. We talked about Östgöta Saabklubb – a faithfull and lovingly following of a brand. I also feel we just talked a bit about the cornerstones of that faithfull following worked - how their loyalty worked - RELATEDNESS, AUTONOMY, MASTERY and PURPOSE. And it just happens to be the exact same cornerstones as what creates intrinsic motivation. So to answer my own question : Yes. Gamification can drive loyalty. SLIDE 5.2 Gamification done right WILL drive loyalty. Cus Gamification done right makes a huge separation between intrinsic motiviation and extrinsic rewards. That is pretty much what this game is all about right? Balancing the right levels of extrinsic rewards - the short term value - to engage enough to have the possibility to present the good stuff - the intrinsic motivation stuff - the long term value - to the user. This is also where most gamification fails fail : Building extrinsic rewards systems - PBL - on top of crap?
- SLIDE 5 My name is Mats Björk and im gonna … talk a bit about Gamification and loyalty today. And my question is : SLIDE 5.1 Can Gamification drive loyalty? So lets start with loyalty. What is loyalty? I link loyalty to love and faithfullness. We talked about Östgöta Saabklubb – a faithfull and lovingly following of a brand. I also feel we just talked a bit about the cornerstones of that faithfull following worked - how their loyalty worked - RELATEDNESS, AUTONOMY, MASTERY and PURPOSE. And it just happens to be the exact same cornerstones as what creates intrinsic motivation. So to answer my own question : Yes. Gamification can drive loyalty. SLIDE 5.2 Gamification done right WILL drive loyalty. Cus Gamification done right makes a huge separation between intrinsic motiviation and extrinsic rewards. That is pretty much what this game is all about right? Balancing the right levels of extrinsic rewards - the short term value - to engage enough to have the possibility to present the good stuff - the intrinsic motivation stuff - the long term value - to the user. This is also where most gamification fails fail : Building extrinsic rewards systems - PBL - on top of crap?
- SLIDE 5 My name is Mats Björk and im gonna … talk a bit about Gamification and loyalty today. And my question is : SLIDE 5.1 Can Gamification drive loyalty? So lets start with loyalty. What is loyalty? I link loyalty to love and faithfullness. We talked about Östgöta Saabklubb – a faithfull and lovingly following of a brand. I also feel we just talked a bit about the cornerstones of that faithfull following worked - how their loyalty worked - RELATEDNESS, AUTONOMY, MASTERY and PURPOSE. And it just happens to be the exact same cornerstones as what creates intrinsic motivation. So to answer my own question : Yes. Gamification can drive loyalty. SLIDE 5.2 Gamification done right WILL drive loyalty. Cus Gamification done right makes a huge separation between intrinsic motiviation and extrinsic rewards. That is pretty much what this game is all about right? Balancing the right levels of extrinsic rewards - the short term value - to engage enough to have the possibility to present the good stuff - the intrinsic motivation stuff - the long term value - to the user. This is also where most gamification fails fail : Building extrinsic rewards systems - PBL - on top of crap?
- Loyalty system when a customer relation means a lot of transactions. Reward system when a customer relation means just a few transactions at a few spots in life.
- Loyalty system when a customer relation means a lot of transactions. Reward system when a customer relation means just a few transactions at a few spots in life.
- LOYALTY Loyalty - The common purpose and meaning is the key. The game is to get users to connect to intrinsic motivation factors. AQUIRE : Do stuff that matters to people. Align with their purpose. Be inspiring. ACTIVATE : Activitate with clever extrinsic stuff. A good value promise and something extrinsic. RETAIN : I would argue using virtual currency as your point base since its a good retainer - it keeps engagement over time + it should be autonomus. Also : Give them a path to mastery. The retain will not be as much problem as the Aquire and Activate stage REVENUE : Dont overuse vouchers, rebates and stuff thats gonna hurt your revenue. Be clever instead. The game is about purpose, not extrinsic triggers. REFERAL : For gods sake. Make it social. Its the shared dream that creats loyalty. Otherwise its just another rewardsystem. Relatedness.
- So back to us here. We´re totally a loyalty club. We are Östgöta Saabklubb – but with a slightly different approach. Other content. * We can relate to each and other. * We´re autonomus – we have no other affiliation than our interest in gamification. We share our knowledge so all of us gets to be on our path to mastery. I am a visionary dreamer with a lot of imagination. Other would say crazy My purpose in life is actually to find out what makes people tick – to inspire them to achieve beyond the boundaries of their own beliefs. This is my purpose and I feel that gamification fits right in to that fram. The purpose : The WHY : We – my fellow gamifiers – we do this out of love. Thanks