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Gamification case by SEMrush

What is the best way to learn? Many think through interactive activities and games. In fact, some of the most memorable lessons we learn are through games.

Gamification is a way to apply gaming elements - fun and competition - to a non-gaming activity. You are basically telling your customers that your brand can be fun, different, and creative while retaining all of its qualitative characteristics.

So we decided to use gamification method to change users’ behaviour and encourage them to try more tools and features within our software thus to increase users' retention.

What we have seen was a huge success and great outcomes for both our users and our brand. After all, our Easter Egg Hunt game was among the nominees for the UK Social Media Communications Awards as the Best Use of Twitter and for the DADI Awards in “B2B sector website, app or campaign” category.

To give you a basic idea of what we did, we will sketch out the game our team came up with. During the Easter season, we released a game, directly built into our interface - an Easter Egg Hunt. We challenged our users to find 15 Easter eggs, hidden anywhere within our platform. To collect the egg, a user had to set up a project, create a report, or basically perform any action that showed off the functionality of our diverse tools.

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Gamification case by SEMrush

  1. 1. Gamification Case by SEMrush: an effective way to improve customers retention
  2. 2. Anna Lebedeva Head of Media at SEMrush @digitalanya a.lebedeva@semrush.com 2
  3. 3. ❖ Zero investment with incredible ROI Why this campaign? ❖ Simple but viral idea ❖ Education + Traffic generation 3
  4. 4. 4
  5. 5. What was the business case?
  6. 6. FROM SEO SUITE TO ALL-IN-ONE MARKETING TOOLKIT 7
  7. 7. Rapid development ● we doubled the number of tools within 2016 ● 107 updates were released in 2017 ● new features were added to existing tools weekly ● 3 new tools have been released each quarter 8
  8. 8. Sounds impressive but… We faced marketing challenge 9
  9. 9. Users couldn’t follow the fast development pace 1
  10. 10. “ Retention is the number one strategy for profitability and growth. 11
  11. 11. Retention is less expensive than acquisition (5-25x) ❖ It decreases churn 1 % difference in churn - can have 12 % impact on company valuations in 5 years ❖ Existing customers is where big speding happens 60-70% chance to sell to existing customers 5-20% chance to sell to new customers 12
  12. 12. When they’re just not getting enough value from it - they churn 13
  13. 13. “ An educated customer is a capable customer. A capable customer will churn less likely, eventually staying longer with you. 14
  14. 14. “ The time is the biggest obstacle. The faster user learns how to use your product to the full capacity, the faster they can experience its full value. 15
  15. 15. Customer education in SAAS 16 Customer Success Content Marketing
  16. 16. Customer success 17 USER ONBOARDING WITH TUTORIALS emails knowledge base live support one-one demo
  17. 17. Content marketing 18 social blog case studies white papers webinar
  18. 18. 19
  19. 19. Communications channels are cluttered 2 ❖ Especially on over saturated markets
  20. 20. YOU SHOULD FIND CREATIVE WAYS TO STAND OUT 21
  21. 21. Any campaign should be 22 Creative Easy Engaging
  22. 22. Gamification was a perfect solution 23 Creative Easy EngagingGAMES
  23. 23. Increase current users’ awareness about various tools of SEMrush The campaign goals 24
  24. 24. Find the Easter eggs & discover new SEMrush tools 25
  25. 25. 26
  26. 26. GAME TOUR https://www.youtube.com/watch?time_continue=93&v=q34hgfIk6 V8
  27. 27. 28 We encourage user to Tweet when they found the egg
  28. 28. Massive tweeting by users 29
  29. 29. 9,300 participated in the campaign (in 2 weeks) 15,000 actions in SEMrush 30
  30. 30. 8,575,612 Impressions of tweets with #semrushegghunt 31 2,330,802 unique users who were shown at least one tweet with the campaign hashtag
  31. 31. Campaign Virality 32 Worth spreading Provoke the desire to spread
  32. 32. 33 97% actions came from existing users 16% users had over 1000 followers
  33. 33. 34 Loads of clients reported discovering new tools
  34. 34. +3 toolsthe players started using on monthly basis 35
  35. 35. What we learnt? ❖ Successful campaigns don’t mean complicated campaigns ❖ Oftenly the best things are done inhouse ❖ Social media is where magic happens - connect with your clients in the most informal way possible 36
  36. 36. 37 THINK CREATIVELY BE ANALYTICAL THINK OUTSIDE THE BOX
  37. 37. “ First you need to build an army of loyal and passionate users. The brand will come naturally. 38
  38. 38. 39 Good luck! Any questions? You can find me a.lebedeva@semrush.com

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  • johnyvo

    Jun. 2, 2018

What is the best way to learn? Many think through interactive activities and games. In fact, some of the most memorable lessons we learn are through games. Gamification is a way to apply gaming elements - fun and competition - to a non-gaming activity. You are basically telling your customers that your brand can be fun, different, and creative while retaining all of its qualitative characteristics. So we decided to use gamification method to change users’ behaviour and encourage them to try more tools and features within our software thus to increase users' retention. What we have seen was a huge success and great outcomes for both our users and our brand. After all, our Easter Egg Hunt game was among the nominees for the UK Social Media Communications Awards as the Best Use of Twitter and for the DADI Awards in “B2B sector website, app or campaign” category. To give you a basic idea of what we did, we will sketch out the game our team came up with. During the Easter season, we released a game, directly built into our interface - an Easter Egg Hunt. We challenged our users to find 15 Easter eggs, hidden anywhere within our platform. To collect the egg, a user had to set up a project, create a report, or basically perform any action that showed off the functionality of our diverse tools.

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