{"id":18892,"date":"2015-06-19T00:00:00","date_gmt":"2015-06-18T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/el-poder-del-joc-la-gamificacio\/"},"modified":"2015-06-19T00:00:00","modified_gmt":"2015-06-18T22:00:00","slug":"el-poder-del-joc-la-gamificacio","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/el-poder-del-joc-la-gamificacio\/","title":{"rendered":"El poder del joc: la gamificaci\u00f3"},"content":{"rendered":"

Probablement has participat en incomptables tipus de gamification sense saber-ho. Alguna vegada has acumulat punts despr\u00e9s d\u2019una compra? Has aconseguit un caf\u00e8 gratis despr\u00e9s d\u2019omplir de segells una targeta de fidelitzaci\u00f3? Has tingut acc\u00e9s a contingut VIP despr\u00e9s de superar algun repte? Tots s\u00f3n exemples de t\u00e8cniques de gamification que fan servir les empreses per influir en la teva compra o fidelitzar-te a la marca.<\/p>\n

Els videojocs han assolit uns nivells d\u2019engagement i motivaci\u00f3 que molt pocs sectors han aconseguit, i han estat aquestes qualitats les que han despertat l\u2019inter\u00e8s per la mec\u00e0nica del joc i per com aplicar-la en \u00e0mbits m\u00e9s quotidians.<\/p>\n

\"Gamificaci\u00f3\"<\/a><\/p>\n

Qu\u00e8 \u00e9s la gamification?<\/h2>\n

La gamification \u00e9s l\u2019aplicaci\u00f3 d\u2019elements i t\u00e8cniques relacionades amb el joc (punts, medalles, recompenses) en contextos no l\u00fadics.<\/p>\n

L\u2019objectiu principal \u00e9s atreure i motivar els usuaris aprofitant el desig hum\u00e0 de guanyar per reduir el temps de decisi\u00f3 de compra, adquirir m\u00e9s productes, fidelitzar-los a la marca…
\nPer fer-ho, s\u2019incentiva el jugador a participar, compartir i interactuar en alguna activitat de manera individual o amb la comunitat.<\/p>\n

Quins tipus de gamification hi ha?<\/h2>\n

Implementar estrat\u00e8gies de gamification aconsegueix que els usuaris participin de manera din\u00e0mica i proactiva en accions que generalment requereixen esfor\u00e7 o s\u00f3n avorrides.<\/p>\n

Segons l\u2019\u00e0mbit d\u2019aplicaci\u00f3, hi ha tres tipus diferents de gamification.<\/p>\n

Gamification interna<\/h3>\n

S\u00f3n les t\u00e8cniques i t\u00e0ctiques del joc aplicades dins d\u2019una empresa<\/strong>, que normalment no s\u00f3n p\u00fabliques i el nombre d\u2019usuaris de les quals es limita a l\u2019organitzaci\u00f3.<\/p>\n

Quan Microsoft va llan\u00e7ar Windows 7, ho va fer en diferents pa\u00efsos i idiomes, i havia d\u2019assegurar-se que els quadres de di\u00e0leg estiguessin ben tradu\u00efts a cada idioma. Per fer-ho, caldria contractar personal natiu per revisar tots els textos. En lloc d\u2019aix\u00f2, van crear una competici\u00f3 interna entre totes les oficines que Microsoft t\u00e9 repartides pel planeta amb l\u2019objectiu de trobar errors en aquests quadres de di\u00e0leg. No hi havia recompenses, nom\u00e9s ser la millor oficina i apar\u00e8ixer al primer lloc de la classificaci\u00f3.
\nEl que va aconseguir Microsoft \u00e9s que els seus empleats revisessin mig mili\u00f3 de quadres de di\u00e0leg i reportessin milers d\u2019errors que no s\u2019havien detectat durant la traducci\u00f3 inicial.
\nCap empleat de Microsoft no hauria llegit quadres de di\u00e0leg per diversi\u00f3, i amb aquest tipus de gamification van aconseguir un benefici per a l\u2019empresa a trav\u00e9s de la motivaci\u00f3.<\/p>\n

Gamificaci\u00f3 externa<\/h3>\n

\u00c9s la gamificaci\u00f3 utilitzada en eCommerce<\/strong> que t\u00e9 com a objectiu implicar l\u2019usuari en aspectes de l\u2019empresa.<\/p>\n

El 2011 Nike va llan\u00e7ar Nike+, una xarxa social que pretenia convertir el running en un aut\u00e8ntic joc. Aquesta app et permet registrar els quil\u00f2metres recorreguts, les pulsacions, el temps i les calories cremades a cada cursa. Despr\u00e9s es fixen una s\u00e8rie d\u2019objectius diaris i setmanals per motivar els usuaris perqu\u00e8 continu\u00efn fent exercici. L\u2019app tamb\u00e9 t\u00e9 una part social: hi ha una comunitat on pots desafiar els teus amics. Els punts equivalen a la dist\u00e0ncia recorreguda a cada cursa, amb un r\u00e0nquing on els primers s\u00f3n els que m\u00e9s entrenen i on pots anar pujant posicions a mesura que augmenta el nombre d\u2019entrenaments.
\nAmb aquesta aplicaci\u00f3 Nike va aconseguir augmentar el nombre d\u2019usuaris registrats (Engagement<\/b><\/strong>), incrementar les vendes de vambes esportives (Beneficis<\/b><\/strong>) i reptar els usuaris a continuar amb els seus exercicis (Motivaci\u00f3<\/b><\/strong>).<\/p>\n

Gamificaci\u00f3 social<\/h3>\n

Pret\u00e9n, mitjan\u00e7ant la implantaci\u00f3 del joc, canviar el comportament de les persones<\/strong> en determinats \u00e0mbits d\u2019aplicaci\u00f3.<\/p>\n

Es va observar que, davant d\u2019unes escales tradicionals i unes de mec\u00e0niques, la gran majoria de la gent triava les mec\u00e0niques malgrat els consells de salut sobre els beneficis de pujar escales. Es va pensar a afegir diversi\u00f3 al fet de pujar les escales i, per fer-ho, es va convertir en un piano (so incl\u00f2s) les escales tradicionals del metro.<\/p>\n

L\u2019\u00e8xit va ser rotund: molt pocs van ser els que no van provar l\u2019escala piano<\/u><\/a>. Fent d\u2019una cosa quotidiana una cosa divertida es pot canviar el comportament de la gent.<\/p>\n

Gamificaci\u00f3 en eCommerce<\/h2>\n

Com que no tots tenim el pressupost de Microsoft o Nike per invertir en gamificaci\u00f3 tant com voldr\u00edem, podem fer servir elements propis de la gamificaci\u00f3 al nostre eCommerce.<\/p>\n

Acumular punts, obtenir recompenses, competir contra altres usuaris, rebre mencions especials en assolir reptes\u2026 s\u00f3n alguns dels conceptes que podem utilitzar amb els nostres clients.<\/p>\n

MGM (Member gets a member)<\/b><\/strong>
\nEls teus clients et poden recomanar als seus amics perqu\u00e8 facin una compra o es registrin. Per cada registre o compra feta per un dels teus amics, tu o tots dos podeu rebre una recompensa.
\nLa recompensa pot ser tangible (descompte, enviament gratu\u00eft) o intangible (acc\u00e9s a la compra de productes exclusius).<\/p>\n

La probabilitat que un usuari compri a la teva botiga \u00e9s 4 vegades superior si l\u2019usuari ve recomanat per un amic<\/b><\/strong>. El marge de benefici que aporten les recomanacions \u00e9s un 25% m\u00e9s alt que el dels clients que arriben per altres canals.<\/p>\n

ePoints
\n<\/b><\/strong>Per cada compra feta, per cada comentari de producte publicat o per cada nou client registrat, s\u2019acumularan punts al compte del client. Aquests punts es podran bescanviar per descomptes, o b\u00e9 el client els podr\u00e0 repartir entre els seus amics (que tamb\u00e9 han de ser clients).<\/p>\n

Rewards (Recompenses)
\n<\/b><\/strong>Aconsegueix que els teus clients facin alguna cosa per la teva marca, la m\u00e9s esbojarrada que se t\u2019acudeixi, i els que ho aconsegueixin els pots obsequiar amb una recompensa. Aquesta recompensa no ha de ser necess\u00e0riament un val regal o un descompte en la propera compra: pot ser l\u2019acc\u00e9s a productes VIP visibles nom\u00e9s per als guanyadors.<\/p>\n

Com pot ajudar la gamificaci\u00f3 al nostre eCommerce?<\/h2>\n

Avui dia l\u2019eCommerce \u00e9s omnicanal i un usuari, abans de fer una compra, buscar\u00e0 i comparar\u00e0 el producte. Perqu\u00e8 l\u2019acabi comprant a la teva eShop i no a la compet\u00e8ncia, cal oferir al client alguna cosa m\u00e9s que productes: cal motivar-lo.<\/p>\n

Accions que no tindrien cap benefici per al consumidor, com registrar-se a la teva botiga online o fer comentaris sobre productes, aconsegueixes que es facin gr\u00e0cies a la gamificaci\u00f3.<\/p>\n

El resultat final: Win-Win.<\/strong><\/p>\n

Qui va dir que els jocs eren cosa de nens?<\/p>\n","protected":false},"excerpt":{"rendered":"

Probablement has participat en incomptables tipus de gamification sense saber-ho. Alguna vegada has acumulat punts despr\u00e9s d\u2019una compra? Has aconseguit un caf\u00e8 gratis despr\u00e9s d\u2019omplir de segells una targeta de fidelitzaci\u00f3? Has tingut acc\u00e9s a contingut VIP despr\u00e9s de superar algun repte? Tots s\u00f3n exemples de t\u00e8cniques de gamification que fan servir les empreses per […]<\/p>\n","protected":false},"author":2,"featured_media":12606,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[1255],"class_list":["post-18892","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing","tag-gamificacio"],"yoast_head":"\nEl poder del joc: la gamificaci\u00f3 | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Probablement has participat en incomptables tipus de gamification sense saber-ho. Alguna vegada has acumulat punts despr\u00e9s d\u2019una compra? 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