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Presentation at Event Forum Gstaad about Social Media Marketing and Gamification for Brands within Tourism - showcase: Questli
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life is your playground
About Nicolas Berg
• Serial entrepreneur with 8 start-ups (1984-2000) – e.g. founder of Borsalino 1998 – sold 2000 at 20x multiple to Ringier
• Full time angel investor in 16 start-ups (2000-2006)
– e.g. Investor & Country Manager XING 2004-2010 – IPO with 30x 2006
• Partner at Redalpine Venture Partners (since 2007) – 5 portfolio companies ranked among 13 Swiss top start-ups in 2011
– Co-founder & CEO at Questli, a Brand Gamification App sourced in Russia
• Lecturer, journalist and jury member– Teaching students and entrepreneurs at venturelab.ch since 2006
– Source and contributor for several leading media (Die Welt, Bilanz, bloggers)
– Jury member of business plan & seed money contests (venturekick, Suvorov)
2
Gamification: the next big thing
3
2011 2012 2013 2014 2015 2016
Social Media MarketingGamification
Sources: Gartner, M2 Research
4
Daily media usage
Current media usage:
• 10h per day media usage
• 2h per day internet usage
– Facebook & Youtube
– Mobile internet (increasing)
• 1h gaming (offline/online/mobile)
min/day
Print TV Radio Online Mobile Others0
50100150200250
200520102015
Sources: SevenOne 2010, Gartner, Nokia and others
Mobile and gaming trends for 2015
• 1h Facebook & Youtube
• 1h mobile internet (increasing)
• 1h for gaming (offline/online/mobile)
• 50%+ of gaming on smartphones by 2015
• 50%+ of gaming will be casual by 2015
• 30%+ of game creation crowd-sourced by 2015
5Sources: SevenOne 2010, Gartner, Nokia and others
time gapAdvertising budgets follows user attention
Gamification works
Recognition StatusCompetition
Intrinsic Motivation Learning Edutainment
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Questli – gamification of branding
Ads
Games
branding
quest
Engaging branding and edutainment in one App
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How many layers does our euro burger have?
A:
B:
C:
7
11
9
9
Ask the cashier for the secret Questli code.
What is the hit of the week?
A:
B:
C:
Stereo Burger
Toast Hawaii
Euro Burger
Our Slogan:I‘m ........ it
A:
B:
C:
eating
lovin
trying
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Questli – the pioneer of gamification
• Questli – effective mobile gamification of brand marketing
• Consumers play games about 1 hour a day and the preferred device is a smartphone
• Marketing budgets must follow the trend of consumer attention
We offer you a risk free brand campaign
• 5 min customer attention
• Check-in at Point of Sales
• Edutains with your brand message
• Strong conversion / customer retention
• Rewards loyalty, not bargain hunting
13
Become a gamification marketing pioneer
Three steps for your brand campaign
1. Briefing• Communication goal• Target group• Where? Point of Sales?• Want to collect data? (Email, Facebook like, etc.)
2. Quest competition• High level quest creators propose 10-15 quests• Brand partner chooses quests that fit best with
brand3. Campaign with winner quests
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Risk free branding compared to display
• CHF 2 per played quest with 5 tasks
• CHF 3 per played quest with 6 to 10 tasks
• CHF 1 extra for player‘s email addresses and check-in at Point-of-Sales
• CHF 5000 setup fee
• Define budget with cost cap option
15
Questli Switzerland • Marketing: Stefan Steiner, Nicolas Berg, Roger Tschallener, Mario GötzMarketing & Business
Roger TschallenerCTO
Nicolas BergCEO
Stefan SteinerCOO
Mario GötzMarketing Manager
Questli RussiaDevelopment
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• Founder: Danil Koziatnikov• Design: Alex Lapin• iPhone: Sergey Saytsev• Android: Anton Izkovich• Web: Vitalij Tanakov• Mobile Web: Roman Salnikov• Back End: Alexey Ponomarev
Questli AG, Pfingstweidstrasse 60, 8005 Zürich Nicolas Berg <[email protected]> + 41 79 431 55 17
Be a pioneer – think Questli
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... go mobile with your brand
... take advantage of gamification
... become a pioneer – go for Questli
Since ad budgets shall follow user attention...
Appendix
Slides download at http://slideshare.net/nicoberg/
About gamification
• Gamification is the integration of game mechanics and game-thinking in non-game marketing and management environments to boost engagement, loyalty and fun.
• Examples
– Points
– Leaderboard
– Badges
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Gamification is the next megatrendGartner says:
• Gamification will become as important as Facebook
• Over 50% of innovation processes will include gamification by 2015
M2 Research says:
• Gamification will reach over $2.8 billion in direct spending in the US by 2016
212011 2012 2013 2014 2015 2016
Social Media Marketing
Gamification
Sources: Gartner, M2 Research
WoW type of gamesAddicting at home for hours
QuestliCasual anytime anywhere
Takes hours, days or even weeks to become a successful player
Can be played anytime, anywhere in only 5 to 10 minutes
Most massive multiplayer games include violence
Most quests are funny and educative
Stickiness by group pressure: Don`t leave team alone against attackers
You play and create for your own fame and share with friends
Branding by product placement or display advertising only
Branding by communication of the best crowd-sourced brand quest
Little integration in social media
Sharing quests with friends and try to solve the ones they created
For playing you need a fast computer and high-speed internet
For playing Questli you need only a smartphone or a standard PC
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Deals (coupons)drives short demand
QuestliDrives long term loyalty
Short term involvement, no loyalty.
Loyal customers due to long term involvement via Quests.
Limited to simple services and smaller promotions.
Any sophisticated message may be delivered to the prospects’ minds.
New customers get better deal than best customers.
The deeper the involvement the better the reward.
Giving away profit without long term benefits.
Rewarding customers based on engagement, which lasts.
Deals are promoted, merchants changes everyday.
Questli promotes brandand the deal.
Attracting customers who will not be willing to pay full price ever again.
Better conversion to pay full price due to education with quests.
23
How many layers does our euro burger have?
Wrong answer please try again!
How many layers does our euro burger have?
Well done!