Badgeville Knits Mini Social Networks With Social Fabric

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ADOTAS – Exactly a year after it was founded and right before the Gamification Summit hits NYC, Badgeville has introduced tools to turn any publisher’s site into a mini social network. Pretty much with the turn of a switch, a brand can transform its user community and its actions on-site into Facebook-lite — an interactive social and consumer experience.

Social Fabric enables publishers and brands to install feeds with real-time relevant social notifications and alerts, from both internal site mechanics and third-party social outlets like Twitter and Facebook.

Badgeville’s site explains:

“For instance, a user may be notified when another user replies to a comment she has left on an article; or, a user may receive a notification when someone that has purchased similar items has reviewed an item currently stored in their shopping cart.”

In other words, any site with this technology becomes an inter-connected mini-social network — roaming users are almost instantly turned into a community.

The magic behind Social Fabric comes from Badgeville’s Behavior Graph, a site tool that tracks the actions of site users. These actions themselves are customizable — brands can follow anything from adding items to a cart to product reviews to referrals to purchases. Badgeville adds that the Behavior Graph is compliant with Facebook’s Open Graph Protocol.

Back in June, Badgeville introduced its Dynamic Game Engine, a platform for incorporating advanced social and game mechanics into a brand’s web, mobile and social properties. Currently, major customers like NBC, Bluefly, Interscope Records, TechCrunch, Major League Gaming, Deloitte Digital and The Active Network use Badgeville’s gamification tools.

It’s not surprising that big brands are signing up — as CEO Kris Duggan explained on Adotas last week, gamification is already mainstream.

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