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Case Study: Bing January 2011 Gamification Summit
| Date post: | 14-Jan-2015 |
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Case Study: Bing
January 2011Gamification Summit
Q & A
Lessons Learned
Why Bing
Marketing Bing
Agenda
USERS11.8% Explicit
Share
+48% Growth(Since Launch)
Over Index in 18 to 24
DEMOGRAPHICS+72% Heavy & Medium
27M New
VISUALLY ORGANIZED TASK CENTRIC SOCIAL
SEARCH QUALITY
EXPLORING LOYALTY PROGRAMSDonations
Prizes
MAKING SEARCH FUNCasual Games
2 M Community Members
REWARDS AT SCALE
Insights from diving deep into data
32%Search 1+ days
per week
33Queries per
Week
2/3Search 3+
days per week
56Queries per
Week
77%Bing Share
1/3Search 1-2
days per week
78%Bing Share
77%Bing Share
9Queries per
Week
Average
Moderately Engaged Segment
Heavily Engaged Segment
Who are the players? What’s the journey? What’s the experience?
Next step: design the game
Design the experience
Iterate
Differentiate based on data
Lessons
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