5 Ways to to Implement Gamification in Social Media
1. Badges & Rewards
Now that the archetypes have been explained, it may make more sense how to appeal to each of these personality types when using gamification in marketing strategy. People love to be given a reward for some action they have taken, even if what is being given away is virtually worthless.
Consider Facebook’s “Top Fan” badges – some groups are split about using these in the first place, as they find it cheapens the quality of engagement, creating a situation where some people are being raised above others. It makes it appear like favoritism by the Page owner, when that’s not the case, it’s just the gamification technique used by Facebook to boost engagement. If a business isn’t already utilizing the Top Fan badges, they may want to reconsider.
2. Challenging Objectives
Challenges matter little if the target group isn’t personalized in terms of targeting, because what will work for one age group or status, won’t for another.
Take what Audi did as a perfect real world example of this. Back in 2013, they launched the A3 car and utilized a fully gamified campaign including an 18-wheeler carrying the car which would be guided by the real-time Tweets of Twitter users living in South Africa.
They promised that the truck would end up wherever gave the most Tweets, and in Johannesburg they made good on that promise, giving away that A3 to one of 3 finalists. During the 3 week campaign, over 11 thousand people entered, and within 5 hours Audi South Africa was already trending. Over 50,000 Tweets resulted in a massive impact on the brand, and all they had to do was figure out a clever way to give away a car.
One great way to appeal to the achievers and the killers are to create leaderboards where they get joy from beating out others trying for the same thing. People as a species are decently competitive, and creating a way to track even insignificant achievements made by users is a great way to incentivize engagement.
4. Coordinated Efforts
Creating apps which go hand in hand with a website or social media site go a long way in pleasing people. Popular sporting brand Nike among others, has done this like with their Nike+ running app, which can track distance, pace, time and even the amount of calories burned with a GPS function built in. They’ve also worked in a way to compete with other users by having the ability to see how far others have traveled, similar to a leaderboard.
People also like interactive content that seeks out things about them, to tell them about themselves. “What type of fantasy character would you be” or “What animal is your spirit animal” are great examples of the types of quizzes people love to interact with. It appeals most to the socializers of the gaming world, but many will respond even those not interested in gaming at all.
More Companies to Learn From:
- LinkedIn (Progress bar)
- Hallmark (Facebook credits, gifting, sharing, free cards)
- Foursquare (Badges & rewards)
- Starbucks (Leveling & rewards)
The options for gamification in your social media marketing strategy implementation are only limited by a company’s own foresight, creativity, and adaptability. Let’s see yours!