Business Gamification For Dummies

Learn to: Build a successful gamification program Entice and retain customers Drive employee behavior within your organization Want to use gamification concepts in business? Game on! Interested in improving customer loyalty, engagement, and retention? This expert guide to business gamification explains how to apply the principles of this strategic concept to your own business model to entice and retain customers in any web- or app-based experience. If you're interested in learning more about this exciting and innovative business strategy, Business Gamification For Dummies has you covered. Gamification 101 — find out how gamification helps you understand the psychology of your users, see how that relates to your business objectives, and determine what behaviors are likely to drive those objectives Pick your path — get a handle on the six types of gamification frameworks — social loyalty, community expert, competitive pyramid, gentle guide, company collaborator, and company challenge — to decide which is best for your business goals Get your game on — discover how to assemble your team and get your gamification program off the ground, whether you're building your own gamification program from scratch or partnering with a provider Smart gamification — expand your knowledge with suggested resources for further study and sites and apps that get gamification right Open the book and find: The lowdown on game mechanics What makes users tick Tips on clarifying business objectives Valued vs. valuable behavior The rewards of rewarding The 4-1-1 on gamification frameworks How to use gamification technology Advice on deploying your gamification program The scoop on analyzing data

Introduction 1 Part I: Basic Training: Grasping the Basics 7 Chapter 1: Gamifi –wha? Introducing Gamification 9 Chapter 2: Head Case: Understanding What Makes Users Tick 23 Chapter 3: Object Lesson: Establishing Business Objectives 37 Chapter 4: Target Practice: Targeting Desired Behaviors 51 Chapter 5: You Win! The Rewards of Rewarding 65 Chapter 6: Game On: Understanding Game Mechanics 93 Part II: Decisions, Decisions: Choosing a Gamification Framework 113 Chapter 7: Freeze Frame: Understanding Gamification Frameworks 115 Chapter 8: Customer–Facing Frameworks 131 Chapter 9: Employee–Facing Frameworks 155 Part III: Getting Your Gamification Program Off the Ground 173 Chapter 10: Choosing a Gamification Provider 175 Chapter 11: Key Expertise for Your Gamification Team 187 Chapter 12: Ready, Set, Go! Configuring and Deploying Gamification Elements 193 Chapter 13: Analyze This: Understanding Analytics 211 Chapter 14: What’s Next: The Future of Gamification 235 Part IV: The Part of Tens 243 Chapter 15: Ten Additional Gamification Resources 245 Chapter 16: Ten Great Gamified Sites and Apps 251 Appendix: Supercharge Your Sales Team with Gamification 257 Index 265

Kris Duggan is a thought leader of innovative ways to incorporate game mechanics and real-time loyalty programs into web and mobile experiences. Kate Shoup has written more than 25 books, has co-written a feature-length screenplay, and worked as the sports editor for NUVO newsweekly.