Can the user behaviors that power social networks be used to achieve business goals? Gamification vendor Badgeville thinks so, and on Wednesday the company released its Social Mechanics to do just that.
The software-as-a-service (SaaS) Social Mechanics, which expands and encompasses the company’s Social Context service that launched in September, seeks to make site interaction more social and dynamic by enabling customers or employees to follow people, content or products.
'More Engaging Experiences’
Kris Duggan, Badgeville’s CEO, said in a statement that Social Mechanics seeks to “drive more engaging experiences across websites and applications” for companies by encouraging users to follow other users’ behaviors, thereby improving customer loyalty or employee performance.
Social Mechanics can increase the number of desired behaviors by users, and a site could then use the company’s Game Mechanics service to provide rewards, including points, achievements, levels and missions. Badgeville’s Behavior Platform can also be employed — to increase the number of users, their adoption and retention, and overall engagement. Social Mechanics can be obtained as a standalone app, or as part of the Platform gamification engine.
To visualize the interaction between its various offerings, the company gives the example of a sporting goods site. Through Social Mechanics, a user is notified that someone has written a review on the site about a new line of sneakers. That user reads the review, writes a comment, and then writes his or her own review. Badgeville’s gamification components, such as Game Mechanics, can award the user with a Marathon achievement level, which the Platform allows to be used for special privileges or discounts.
Social Mechanics consists of several sets of features. The Behavior Graph allows for person-to-person connection, as standard social networking might, but it also allows sites to connect users around activities, such as commenting or products.
The Social Context feature set consists of activity streams related to contextually relevant activities. For instance, personalized filtering can be utilized so that users only receive updates from specified people and content. Metadata can be used to relate certain kinds of behavior to specific apps or content.
Find & Follow allows users to see if they have friends from their social networks on a given site, so they can follow them. Additionally, products or specific content can similarly be followed. And Real-Time Notifications provides real-time alerts about content and products.
Based in Menlo Park, California and founded in 2010, Badgeville provides gamification and social engagement solutions to influence and analyze user behavior. Its customers include NBC, Universal Music, Deloitte, EMC, Samsung, Dell and others.