One of our guru lads over here is Ross Hill, on his Blog is a great piece of intriguing information I think all businesspeople and educators can learn a lot from.
He starts off talking about games and what makes them addictive… Then he goes on to show the comparison to social media (“aint” that the buzz at the moment) then I figure if you know what makes social media addictive, you could create a business that is addictive for your customers.
Imagine that people addicted to what you have, and they keep coming back to buy more… Yep the old loyal customer routine. Only now (thanks to Ross and others…) we can start to build an understanding of how that happens, so lets do it for business. Oh I mentioned educators as well, in a stale classroom, sit down, shut up, take down these notes… a fresh perspective on what engages people has got to be useful!
I’m going to cut to the chase here… The five central elements of Game Mechanics are:
- Collecting things.
- Earning Points.
- Getting/giving feedback.
- Exchanges/Gifting.
- User Customization.
In looking at the game mechanics and the social media link up to it there are plenty of things that make these points work, If you ever played pinball, getting the high score was way cool, in the latter day digital gamers world collecting things to give you more power, gifts, tokens etc was way cool too. then in a connected world being able to give feedback via facebook, twitter etc became a big buzz. then they allowed “games” of giving flowers, plants (virtual etc…)
Lets go across to:
Business…
- Collecting things – Tokens in adverts.
- Earning points – Buy five things get the sixth one free or at a discount (loyalty card ticked off.)
- Getting/giving feedback – Hello – how are you – query form.
- Exchanges/gifting – For every $10 you spend we give $1 to charity…
- Customisation – if you have an online store they can personalise in some way then that’s useful.
Education…
- Collect and bring things for show and tell.
- Get points for good behaviour.
- Discussing progress – giving feedback on what they liked in class.
- Exchanges of information in group sessions
- Customising by selecting which type of final assessment device they want to choose.
These are a few examples of possibilities, I’m sure there are plenty more, the thing is making sure you can provide enough to ensure your service is the one they are addicted to.
If you are still not sure about any of this check out Mc Donald’s and think about their happy meals for kids… you get a toy to collect, while the parent is there they probably buy something too, so even just having a single part of the formula in place can be highly valuable. Now put on your thinking caps and come up with a few ways you can use this information to your advantage.
I’m almost excited about the prospect of saying AND… lets add in our target market personality types, motivators and Drivers it would really assist us to be able truly effectively hit them between the eye’s solid targeted information they want to act on… but perhaps I better leave that for another day…
Tags: business mechanics, business success, creativity, game mechanics, innovation, lateral thinking, loyalty programs, Planning, strategy, The Customer Service Dept
