BING REWARDS: A CASE STUDY IN MOVING FROM STUFF TO SAPS

Microsoft launched the Bing Rewards program in 2010 with the vision of rewarding search activity and using rewards content to retain users by educating them about Bing's value as they 'searched for points’.

The initial product heavily promoted earning & redemption as it’s primary value. Today the program is strongly positioned as a discovery tool, helping people learn the value of Bing, being social on Bing, all while earning redeemable points.

Leapfrog's Josh Kramer will quickly take us through some of their work with the Bing Rewards team, which over 9+ months has yielded increased user retention and higher active user engagement.

A LEAPFROG CLIENT CASE STUDY

FROM STUFF TO SAPS

RewardsSTATUSACCESSPOWERSTUFF

MY NAME IS JOSH KRAMER

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15 years leading companies from start-ups to Fortune 100s Background in general business, product design, and

technology

Founded Leapfrog in January 2010 to help companies of all sizes with high-value growth objectives and goals

GAMIFICATION is a valuable tool in both B2B & B2C environments► Proven internet technologist, entrepreneur, product ‘guy’

► Building consumer internet experiences since 1994► 3x Co-Founder, including IPO in 2000► Built social & commerce service platforms for global brands► Incubated digital media platforms from launch to 30mm+ mau/revenues of $100mm+► Increased consumer e-commerce & ad revenues 30+% ► Specialized in Digital Media, Games, E-Commerce, Mobile

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Leapfrog Advisors provides growth oriented global business leaders with strategic guidance in a variety of industries.

LEAPFROGADVISORS

Leapfrog Builders is a team of talented professionals providing global business leaders turnkey execution of strategic projects.

LEAPFROGBUILDERS

Growth Strategy

Monetization

Performance Optimization & Metrics

Innovation Leadership

Marketing Strategy

C-Level Advisory

Interim Management

Product Design

Loyalty Program & Game Design

Project Management

Requirements Identification

Software Development

Quality Assurance & Testing

DIGITAL MEDIA

ONLINE ADVERTISING

RETAIL

CONSUMERPRODUCTS GAMES

ENTERPRISESOFTWARE

TELECOM

HEALTHCARE

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LIST

WHO IS BING?

Search Engine from Microsoft

Launched in 2009

High quality Search

Visually organized

Task centric

Social

GOALS OF OUR ENGAGEMENT

Encouraging existing Bing users to use Bing exclusively

Incentivize new users to learn the full value of Bing

Attract & engage new users with a unique value offering

Reward most loyal users with perks

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BING REWARDS 1.0 (2010)

Leveraging Lessons Learned In Early Programs

Toolbar Driven

Points For Search…

Stuff for Points

EVOLVING THE BING REWARDS JOURNEY• Increase rewards users 5x: Focused on Activation & Retention• Create a deep behavioral change: Using Gamification to drive users

engaged with Bing more often, for longer, doing natural search activities, sharing their Bing experience with friends & family

• Build an evangelist worthy offering for users: Create a progressive journey through which users will increase their understanding & appreciation of searching with Bing

Data Collection

Storyboarding

Game Mechanics

Design

User Interface Design

Detailed Evergreen

Game Design

Day 0 - 30 Day 31 - 60 Day 61 - 90

THE STORYBOARD

• Promote the 250 points earned• Train user to look at rewards

link for daily tasks• Get the user started on their

welcome mission

Activation “Thank You” Page

• Get user comfortable in Membership Center

• Orient user to the concept of ongoing quests for mastery & discovery of Bing through missions

• Begin the exploration of Bing

Welcome Mission • Introduction to key areas of Bing• Opportunity to share your Bing

experience with friends• BONUSES available for certain

activities

Starter Missions

User onboarding flow designed to retain and progressively increase a user’s appreciation of Bing & Bing Rewards

EXPLORE LEARN HAVE FUN

BING REWARDS TODAY: GAME MECHANICS 101

Access & Power Status

The Offers page displays clear Opportunities to Learn & Earn

User levels deepen engagement and reward most loyal members

INSTANT GRATIFICATION

Redemption center only offering digitally delivered credits

Less Stuff…

Get it Now!

Stuff

REWARDS AS A DRIVER FOR DISCOVERY

Welcome Tour: New users greeted by a carefully curated set of fun & engaging search activities designed to take the user through a tour of Bing’s unique qualities

Appointments: Daily Offers

Time-bound Scarcity: 30 Day Challenges

Instant Feedback: Strong visual feedback on task completion

Redemption always accessible: The “Member Center” includes easy access to offers & redemptions

ENGAGING USERS SOCIALLY

USERS ENGAGING SOCIALLY

BING REWARDS IN 2012

1. 1.7M users have signed up to the program since launch.

2. New member conversion rates 3x our initial baseline. 3. Bing Rewards members do on average 50% more

searches vs. the average Bing user.4. Members over-index in Bing’s target demographic

audiencea. 40% are less than 24 years oldb. They are twice as likely to be online and on

Facebook than the average internet user5. Bing Rewards is now consistently the top drivers of

Bing marketing buzz online.

WE ARE STRATEGIC ADVISORS & DIGITAL PRODUCT SPECIALISTS

LEAPFROGADVISORS

LEAPFROGBUILDERS

Rewards

Please reach out:josh@leapfroggroup.co