Contests. The term “gamification” is a tired buzzword, but driving competitions, done right, are still a useful tactic.
Offering a prize to whoever can get the most likes on a blog post or whichever department gets done uploading all their XYZ reports won’t create sustainable engagement by itself. However, it will get people visiting your platform and – if they discover other things of long-term value while they’re there – that can translate to repeat visits.
One of our industrial clients did a contest between their three international subsidiaries to see which country could get all of their maintenance technicians to watch a series of videos on the company’s new line of equipment first. All of the teams were rewarded with a catered party and sports on a big screen in a conference room, but the winning country got to choose the sport (football vs. American football vs. Australian rules football) and the cuisine. And during the promotion the company stirred up a good-natured rivalry among the three countries involved, and the teams gamely played along.
The important thing about this contest wasn’t football and beer, but rather that it made all of the maintenance technicians worldwide aware of the technical video library, which translated to sustained usage even after the contest ended.