Badgeville, the gamification service, introduced “social mechanics” on June 20, with features including a “Behavior Graph” that allows companies to measure specific social behaviors, and “Social Context,” an activity stream not unlike a Facebook newsfeed that companies can add to their own web and mobile properties. In this interview, FIR co-host Shel Holtz talks with Adena DeMarco, Badgeville’s director of marketing, about social mechanics, the gamification platform introduced last month, and the potential roles for gamification in both internal and external communications.

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About our Conversation Partner

Adena DeMonte is the director of Marketing at Badgeville. Founded in 2010 to help companies measure and influence user behavior, Badgeville is a leader in enterprise gamification, having added a global client roster of over 170 customers including Deloitte, EMC, eBay’s X.Commerce, Samsung, Dell, NBC, CA Technologies, Universal Music, The Active Network and Recyclebank.

DeMonte has over a decade of experience in social media marketing and community management for F1000 enterprises and startups across B2C and B2B. She previously ran social media marketing at Nokia Point & Find for the Emmy-Nominated Alternate Reality Game (ARG) Conspiracy for Good in collaboration with Tim Kring and Nokia’s global communities, and led community management at numerous startups. Prior to her career in marketing, DeMonte reported on web and mobile technology and venture capital for Red Herring Magazine, GigaOm and MobileMarketingWatch.com.

Connect with Adena on Twitter at @GamificationGal.

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