empower connect11 trend flash
DESCRIPTION
5 trends, no more than 20 slides apiece, speakers had 5 minutes. Not unlike Ignite, without the automatic slide advances. Great stuff from Team Empower.TRANSCRIPT
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