empower connect11 trend flash

Empower Trend Flash

Fixing “One & Done” | Increasing Engagement through Gamification

• Steve Daly, Development Practice Leader

The Data Explosion

• Robert Migliara, Market Intelligence Practice Leader

• Julie Pahutski, Market Intelligence Practice Leader

8 Ways to #FAIL with Bloggers

• Ashley Walters, Word of Mouth Marketing Manager

Empower Trend Flash

Malnutrition in a Digital Age

• Jaime Arszman, Digital Media Director

• Kate Reichsteiner, Media Marketing Practice Leader

Stop Marketing Jargon

• Drew McKenzie, Digital Strategy Director

Fixing “One & Done”IncreasingEngagement withGamification

A simple sidewalk???

Or a treacherous, death defying walk!

A boring drive home…

Or a race to the checkered flag!

Games became

popular.

People reached

for games for

Accomplishment

outside reality.

Games are everywhere – Everyone is a gamer

120M people are enrolled

in travel award programs

Starbucks is awarding

points and badges for store

visits

200M+ people play social

games with only virtual

rewards

Satisfy

Content

Optimization

(A/B Testing, Copy, Creative)

Engage??

Attract

Traffic Optimization

(SEM, PPC, Display, Email)

We work

hard for

this.

And this.

Will it ever

happen

again???

Fixing the

“One and

Done”

“Companies of all shapes and sizes

have begun to use games to revolutionize

the way they interact with customers

and employees, becoming more

competitive and more profitable as a

result.”

- “Changing the Game”, David Edery,

Ethan Mollick

15

ga∙mi∙fi∙ca∙tion [gay-muh-fi-kay-

shuhn]

1. Applying the mechanics of gaming to

non-gaming activities to change

people’s behavior.

2. Integrating game dynamics and

game mechanics to drive

participation and engagement.

16

Gamification drives

participation/engagement.

Participation/engagement drives

business value.

What is Engagement?

Positive EmotionFun / Delight / Trust / Pride / Curious

Newbie

Onboarding

(social) Call to ActionCustomize / Share / Help / Compete

Player (re)EngagementTask / Mission / Game / Quiz / Gift

Visible Progress Stats / Challenges / Awards / Messages

Any Kind of Participation

18

Watching a video

Subscribing Listening Reading

Taking a quiz Searching Sharing Rating

Writing a comment

Visiting affiliated sites

Participating in discussions

Posting to forums

Viewing a photo

Taking a pollVisiting site more often

Other Actions

7 Lessons Learned From Games1) Progress: Bars, Levels, Points, Badges,

Customization –

we like to see our progress

2) Missions: Provide multiple long-and-short-term

aims for players to tackle

3) Credit: track & reward effort, not just achievement

4) Feedback: tangibly link actions to consequences

5) Surprise: add the Element of Uncertainty to drive

and sustain interest

6) People: we're most engaged by people – especially

collaborating in groups

7) Engagement: games are tuned to dole out rewards

that engage the brain and keep us wanting more

CONGRATS! You have earn the Steve Daly Prezo Badge!Doesn’t mean much, but tell your kids!They’ll think it’s COOL!

The Data Explosion

The Data Explosion

Separating signal from noise

“We create as much information in two days now as we did from the dawn of man through 2003.”Eric Schmidt, Executive Chairman of Google

•User generated content (pictures, chat, video)•Monetization•Research•Permanent in nature, no longer temporary

Facebook--80 billion photos / 1.2 million photo “calls” per second; two billion pieces of new content added / weekGoogle--Indexing and search databasesZynga--5 terabytes per day to its servers

It’s us!

Wal-Mart1 million customer transactions per hourFeeds massive databases in the “petabytes”.

Petabyte =1,000 terabyte = 1 quadrillion bytes

Where else is data coming from?

80%+ of the information is unstructured

We now see pattern technology and recognition technology serving up content like never before

Positioning themselves for monster data

Tuning into the data

“We are going to move the digital hub, the center of your digital life, into the cloud.”- Steve Jobs

We generate data at a faster pace than we can use it

Statisticians will be hot!

Data is worthless without interpretation

Separating the signal from the noise takes expertise.

Nobel Prize in the future………?

Separating the signal from the noise takes expertise..

We recognize that data is increasing in value.

Excited to be at Empower:This is a company that Gets Data!

Our true goal is to help you separate the signal from the noise and support your brand development and drive actionable insights.

Eight Ways to #FAILwith Bloggers

8 Ways to #Fail with Bloggers

#Don’t invite just anyone!

#Don’t pretend to read the

blog if you don’t!

#Don’t use deceptive means!

#Don’t ignore the problems!

#Don’t end the relationship!

#Don’t demand a review!

#Don’t dump your crap on

them!

#Don’t forget their fans!

So what was the result?

1. Don’t invite just anyone!

2. Don’t pretend to read

the blog if you don’t!

3. Don’t use deceptive means!

4. Don’t ignore the

problems!

5. Don’t end the

relationship!

6. Don’t demand a

review!

7. Don’t dump your crap

on them!

8. Don’t forget their fans!

Malnutrition inthe Digital Age

Malnutrition in the Digital Age

Brands Are Digitally

Malnourished

We All Like Sweets

A Well-Balanced Digital Diet

A Complex Shopper Experience

The average

grocery store carries

50,000 SKUs

Goes in-store to look at a product

Makes a 1-800 call to learn more

Sees an ad on CNN.com

Watches a video on MSN.com

Searches on Google

Reads reviews on Amazon

Checks Comparison Shopping Engines

Asks a friend for a recommendation

Uses mobile phone to shop

Media Choices Multiply

Complex Digital Diet

Digital Budgets VS. Time Spent

Source: Online Publishing Association and Nielsen//NetRatings, August 2010

Digital Budget Allocation Consumer Time

Search - 5%

Commerce - 11%

Email/IM - 20%

Content & Community -64%

Search - 46%

Email/IM - 0.4%

Commerce - 13%

Content & Community - 40%

The Food Plate

The Digital Diet

Recipe for Success

Be Data-Driven

Measure Carefully

Don’t Put All Your Eggs in One Basket

CTR = Success

Attribution modeling

Blend the Right Ingredients

Variety is the Spice of Life

Emerging Media

Eat Your Digital Veggies!

Stop MarketingJargon

Jargon: terminology which is especially defined in a relationship to a specific profession

Agency: Be Human, Compelling, & Simple

But We Use Words Like

SEVERESevere risk of BS

HIGHHigh risk of BS

ELEVATEDSignificant risk of BS

GUARDEDGeneral risk of BS

LOWLow risk of BS

Buzzwords & BS Warning System

Jargon invades personal life

I wonder if he is OBA Compliant?

Why is he looking at me

like that?

StatementLet’s Decode: Get Simple

Build loyalty & increased engagement through ongoing conversation and brand experience.

TRANSLATION

Give consumers reasons to buy your product over and over again, maybe use a puppet?

Aggregate, platform, transparency, reproducibility, data touch points

TRANSLATION

Just trust us, we do a bunch of stuff that we don’t even understand to produce results.

Statement

Expanded Brandsphere

Social Networks

Googlism

Location Based

Services

Mobile Video

TRANSLATION

Be Where Your Customers Are.

Welcome To The World of

Socialomics

TRANSLATION

Let’s talk about how we can use Facebook to drive sales

BONUS ROUND: Acronyms

Acronym finder is great!

So Bad People Make Fun

We Have A Widespread Problem

Did you pass the grandma test?

StatementThe Challenge