gamification keynote - new marketing international congress 2012

ENTERPRISE GAMIFICATIONNEW STRATEGIES FOR

GAINING CUSTOMER LOYALTY & INCREASING EMPLOYEE PERFORMANCE

TODAY’S AGENDA AN IN-DEPTH EXPLORATION OF SMART GAMIFICATION

THE ENGAGEMENT CRISIS

SMART GAMIFICATION, DEFINED

THE SCIENCE: WHY & HOW THIS WORKS

FOUR COMPONENTS OF VALUE FOR THE ENTERPRISE

A BIT ABOUT BADGEVILLE

WAIT, WHO IS THIS GUY?

• FORMER SR. SOCIAL MEDIA ENGAGEMENT MANAGER AT EMC CORPORATION

• SPECIALIST IN SOCIAL MEDIA METRICS, SOCIAL MONETIZATION, AND GAMIFICATION

• DESIGNED AND DEPLOYED “RAMP”, EMC’S GAMIFICATION PROGRAM

BACKGROUND

• SPEAKER AT INAUGURAL GAMIFICATION SUMMIT• SPEAKER AT INAUGURAL BADGEVILLE “ENGAGE” EVENT• FORRESTER GROUNDSWELL AWARD FINALIST

CREDENTIALS

• SOLUTIONS ARCHITECT AT BADGEVILLE• FOCUSED ON DEFINING BEHAVIOR MANAGEMENT AS A PART OF A FULL

STRATEGIC PLAN

CURRENT WORK

BUENOS DÍAS

LANGUAGES I HAVE STUDIED• ENGLISH• LATIN• ITALIAN

LANGUAGES I SHOULD HAVE STUDIED• SPANISH

THE ENGAGEMENT CRISISOUR SHARED CHALLENGE

THE WEB’S MOST

SUCCESSFULC O M PA N I E S

845 Million Active Users

2 Billion Minutes of Play Per Day

60 Hours of Video Uploaded Per Minute

Common Theme : H I G H LY E N G A G E D U S E R S

THEN THERE’S THE REST OF US

STRUGGLING TO ENGAGE YOUR CUSTOMERS AND EMPLOYEES

CUSTOMERS EMPLOYEES

WHY LACK OF ENGAGEMENT

HURTSWith ample choice, they flee to your competitors and social networks

Underutilizing the technology

you provide, they fail to optimize business process

CUSTOMERS AREN’T LOYAL

EMPLOYEES UNDER-PERFORM

HOW WE’VE COPED

$1 TRILLION in tech spend

over the last 5 years*

MORE TECHNOLOGY

*Source – Gartner 20122008

2010

HERE’S WHAT

YOU’RE GETTING…

STRUGGLING TO DRIVE ENGAGEMENT ACROSS YOUR TECHNOLOGY INVESTMENTS

YOUR EMPLOYEES

Don’t Adopt Your Enterprise Software

54 % 69 % Don’t Use Your

Online Communities

Are Inactive in Loyalty Programs Don’t Use Your

Social Software88 % 50 %

YOUR CUSTOMERS

SMART GAMIFICATION, DEFINEDWHAT IS IS, AND WHAT IT IS NOT

THE SIMPLE EXPLANATION

Gamification, noun.

“the use of game mechanics and game design techniques in non-game contexts”

Source: Wikipedia

NOT

MY TAG:TyBlues95

A SMARTER EXPLANATION

Smart Gamification,

“the use of game mechanics and game design techniques to motivate increased engagement with customers and/or increased performance from employees”

EARLY EXAMPLES OF GAMIFICATION

AN INDUSTRY ON THE EDGE OF THE CHASM

70% of Global 2000 will have at

least one gamified app by

2014

Gamification: $2.8 Billion Industry by

2016

"Businesses are embracing the idea of

using game techniques to

influence behavior both inside and

outside their enterprises."

THE SCIENCE OF GAMIFICATIONWHY AND HOW THESE TECHNIQUES DRIVE BEHAVIOR CHANGE

To avoid the engagement crisis,

you need to first know what motivates your audience.

• Adoption• Activity• Retention

WE’RE CHASING THE SAME THREE RABBITS

72% of customers never use online

communities

Sources: Gartner & Neochange

1. USAGE & ADOPTION

54% of customers aren’t active with loyalty programs

70% of employees are disengaged

Sources: Colloquy and Gallup

2. GET PEOPLE TO DO MORE STUFF

62% of customers take their business

to competitors

Sources: Kiss Metrics & Society for Human Resource Management

3. And Keep Them…

Learning Overcoming Challenges

Social Connections

Building & Finding Order

TELL A STORY OFPERSONAL GROWTH

AND INFLUENCING BEHAVIOR THATMAPS TO THAT GROWTH

GAME MECHANICS

SOCIAL MECHANICS

REPUTATION MECHANICS

Reward People Elevate Their Status Give Them Context

THREE ENGAGEMENT MECHANICS TODRIVE DESIRED BEHAVIOR

Receive 20 ‘Likes’ in one

week

Game Mechanics Applications

Points

Achievement Collections

Task Lists

Notifications

Competitions / Races

Challenges

Tangible Data, Organized Goals

GAMEMECHANICS

Reputation Mechanics Applications

Levels / Points totals

Status Leaderboards

Achievement badges

Expertise achievements

Exclusive privileges

Status, Aptitude

REPUTATIONMECHANICS

Most helpful team award

Social Mechanics Applications

Groups / Teams

Away Notifications

Friending / Following

Activity Streams

Filtering / Recommendations

Sharing, Gifting

Forming Groups / Facilitating Connections

Group Achievements

SOCIALMECHANICS

Reputation, Status, Badges, Levels, Icons

RECOGNITION ($)

Early/VIP Access, Moderation Powers, Stronger Votes

PRIVILEGES ($$)

Discounts, Free Shipping, Prizes

MONETARY ($$$)

SOCIALNESS OF SITE

PER

CEIV

ED

VA

LU

E O

F R

EW

AR

DWHY THIS WORKS

FOUR COMPONENTS OF VALUECREATING AND AMPLIFYING VALUE WITHIN THE ENTERPRISE

To truly deliver impact and value,

businesses must deploy gamification to engage, unify,

analyze, and optimize.

ENGAGE

IMPACT THROUGH ENGAGEMENT & INSIGHTFOUR-FOLD VALUE

ENABLE

MORE4

PEOPLE

INTERACTIONS

FREQUENCY

QUALITY

A SINGLE VIEW

A SINGLE, UNIVERSAL,

COMPREHENSIVE PROFILE

ACTIONABLE INSIGHT

UNPARALLELED UNDERSTANDING

OF YOUR AUDIENCE

CONSTANT STRATEGIC

REFINEMENT

OPTIMIZED INVESTMENTS

DELIVERING MORE VALUABLE

PLATFORMS TO SUPPORT

YOUR ORGANIZATIONAL

PRIORITIES

UNIFY ANALYZE

DRILLING INTO YOUR STRATEGY

UNDERSTANDING THE FOUNDATION OF YOUR

ENTIRE PROGRAM

VISION & STRATEGY• How would you define your organization’s/division’s overall vision and

strategy?

CHALLENGES & GOALS• What are the specific challenges that you hope to address?

What are your program goals?

BEHAVIORAL MANAGEMENT• What high-value behaviors do you hope to motivate and manage?

MEASURES OF SUCCESS• What does success look like? How will you measure it?

DRIVING ENGAGEMENT VOLUME AND QUALITY

ENGAGEMENT

USERS

INTERACTIONS FREQUENCY

QUALITY

MOTIVATING BEHAVIORS VALUABLE TO BOTH THE BUSINESS AND THE AUDIENCE

PAGE VIEWS, CONTENT CREATED,

QUESTIONS ASKED

DAILY/ WEEKLY / MONTHLY RETENTION

COMMENTS, LIKES, SHARES, FAVORITES, BOOKMARKS

UNIQUE VISITORS, REGISTERED USERS

ENGAGE


ENABLE

MORE4

PEOPLE

INTERACTIONS

FREQUENCY

QUALITY

A SINGLE VIEW



ACTIONABLE INSIGHT


OF YOUR AUDIENCE

CONSTANT STRATEGIC

REFINEMENT




YOUR ORGANIZATIONAL

PRIORITIES

UNIFY ANALYZE

Build a broader, deeper understanding of each employee’s total contribution

Deliver innovative on-boarding programs

Motivate high-value behaviors

Unify the employee ecosystem and the employee profile

QUANTIFY EMPLOYEE CONTRIBUTION, ANYWHERE

EMPLOYEE

SOCIAL COLLABO-

RATION

CONTINUING EDUCATION

TRAINING

COMMUNITY

WEB

REWARD & RECOGNITION

QUANTIFYING CUSTOMER ENGAGEMENT, ANYWHERE

CUSTOMER

ENGAGE


ENABLE

MORE4

PEOPLE

INTERACTIONS

FREQUENCY

QUALITY

A SINGLE VIEW



ACTIONABLE INSIGHT


OF YOUR AUDIENCE

CONSTANT STRATEGIC

REFINEMENT




YOUR ORGANIZATIONAL

PRIORITIES

UNIFY ANALYZE

“Gamification, like Social, provides data to analyze how your organization operates that previously did not exist”

Busification Article: The Rise of Gamification Analytics

PERFORMANCE MEASUREMENT

ASSESSING CONTRIBUTION

GOAL PERFORMANCE METRIC BEHAVIORS

ENGAGEMENT INTERACTIONS PER PERSONCOMMENT, LIKE, SHARE, CREATE DISCUSSION, ANSWER QUESTION

COLLABORATION CONTENT CREATION CREATE PROJECT, POST TASK, COMMENT ON POST

AWARENESS CONTENT OBSERVATION PAGE VIEWS, SITE VISITS, TIME ON SITE

PARTICIPATION INTERACTIONS PER PAGE VIEW COMMENT, LIKE, SHARE, POST

RETENTION RETURN VISITS % RETURNING DAILY/WEEKLY/MONTHLY/ETC.

IDEATION IDEAS GENERATED / IMPLEMENTED POST/VOTE/COMMENT ON IDEA

WE UNDERSTAND YOUR EMPLOYEE-FACING VISION, ANDWE WILL ALIGN PERFORMANCE METRICS TO YOUR GOALS.

ENGAGEMENT MEASUREMENT ASSESSING IMPACT

WE UNDERSTAND YOUR CUSTOMER-FACING VISION, ANDWE WILL ALIGN ENGAGEMENT METRICS TO YOUR GOALS.

GOAL ENGAGEMENT METRIC BEHAVIORS

ENGAGEMENT INTERACTIONS PER PERSONCOMMENT, LIKE, SHARE, CREATE DISCUSSION, ANSWER QUESTION

AWARENESS CONTENT OBSERVATION PAGE VIEWS, SITE VISITS, TIME ON SITE

PARTICIPATION INTERACTIONS PER PAGE VIEW COMMENT, LIKE, SHARE, POST

CONVERSION REVENUE AVERAGE SALE SIZE, TOTAL PURCHASES

ADVOCACY CUSTOMER SENTIMENT AND BROADCASTING POSITIVE REVIEWS, SOCIAL SHARES/MENTIONS

CUSTOMER FEEDBACK NON-SALES INTERACTIONS REVIEW PRODUCT/PROCESS, SHARE PURCHASE

RETENTION RETURN VISITS % RETURNING DAILY/WEEKLY/MONTHLY/ETC.

BEHAVIORAL DATA = BIG DATA PUTTING INSIGHT TO WORK TO IMPACT YOUR CORE STRATEGY

MACRO DATA

MICRO DATA

USER DATA

DATA POINTS

CORRELATIONS

CROSS-PLATFORM

INSIGHT

INITIAL STRATEGY

SWOT ANALYSIS

REFINED STRATEGY

GATHERING BEHAVIORAL DATA TRANSLATING DATA INTO ACTIONABLE INSIGHTS

REFINING AND EDUCATING GOALS FROM INSIGHTS

CORRELATIONS

ENGAGE


ENABLE

MORE4

PEOPLE

INTERACTIONS

FREQUENCY

QUALITY

A SINGLE VIEW



ACTIONABLE INSIGHT


OF YOUR AUDIENCE

CONSTANT STRATEGIC

REFINEMENT




YOUR ORGANIZATIONAL

PRIORITIES

UNIFY ANALYZE

OPTIMIZE AND ENABLE

SMART GAMIFICATION BUILDS PLATFORMS THAT SUPPORT BUSINESS PRIORITIES

HIGHER ENGAGEMEN

T

GREATER FEEDBACK & ADVOCACY

MORE VALUABLE

PLATFORMS

STRONGER ASSETS TO SUPPORT

MARKETING PROGRAMS

A BIT ABOUT BADGEVILLEINNOVATIVE STRATEGY MEETS PIONEERING TECHNOLOGY

THE BEHAVIOR PLATFORM

ENTERPRISESYSTEMS

APPLICATIONS

MEASURE AND INFLUENCE BEHAVIORS THAT MATTER TO YOU

WEBSITES & MOBILE

WHAT’S BEEN MISSING?

YOUR ENGAGEMENT LAYER

D E S I R E D B E H AV I O R E V E RY W H E R E

DRIVE

COMMUNITIES

CRM SOCIAL COLLABORATION

LMS/HR CMS

SOCIAL WEB

YO U R C U S T O M E R S

WEBSITES & MOBILE APPS

MARKETING/ANALYTICS

YO U R E M P LOY E E S

YOU WANTED

GET THE VALUE

COMMERCELOYALTYENGAGEMENT

DRIVE DESIRED BEHAVIORS ACROSS YOUR TECHNOLOGY INVESTMENTS

PAGE VIEW

S

USERGENERATE

D CONTENT TIME

ON SITE

REPEAT

VISITS

SIGN UPS

SOCIALSHARING

ADD TO

CART CONVERSIONREFERRALS

40%

85%

60% 70%

150%

120%

40%

15% 25%

DELIVER

HOW WE

Powerful, flexible technology, built on modern web standards

Gamification frameworks mapped to business objectives

WE HELP YOU BUILD THEENGAGEMENT LAYER THAT’S RIGHT FOR YOU

THE PLATFORM THE VISION THE RESOURCES

Deep game design & enterprise background

BADGEVILLE EMERGES AS

THE CLEAR MARKET LEADER

THE RESOURCES EXECUTION THE RIGHT TEAM

2 0 0 + W O R L D C L A S S C O M PA N I E S

5.1.2012

GREEN TECHMEDIA FINANCE

RETAIL / ECOMMERCE & DEALS

TECHNOLOGY

HEALTH & EDUCATION TELCO

CPG / CONSUMER

BRANDS

SUCCESS STORIESREAL BUSINESS DELIVERING REAL IMPACT WITH SMART GAMIFICATION

RAMPRecognition, Awards &

Motivation Program

A Badgeville Case Study

Recognize key social

champions

Reward various types of social

activity

Build an aspirational

system

Motivate increased

social activity

EMC’S CHALLENGE

Real-Time Notifications

Badge/ Reward Showcase

Level Trophy

RA M P , M E E T T H E E C N

RAMP, MEET THE ECN

Historical Recognition

• Previously activity will translate into one-for-one recognize of past activity

• User Levels will reflect previous activity with further levels for growth

Badge Scan Integration

• EMC is the first company to fully integrate and reward traditional badge scan data as a user check-in

BIG WINS & INNOVATIONS

RAMP User Showcase

Community Behavior

Social Interaction

Web Activity

Mobile Activity

Application Activity

Master User Identity

RAMP User Showcase

GMDB Data

SFDC Data

GAMIFICATION AS A BIG DATA SOLUTION

IT WORKED

…ACROSS MULTIPLE TOUCHPOINTS

On-Site Event Activity

Online Community Contributions

2/3 1/2 2/5 4/5 3/5

Points: 500Rewards: 12

cglynch unlocked Transformer!1 week ago

41%USER

CONSUMPTION

10%VISITS

21%USER

ACTIVITIES

CUSTOMER COMMUNITYENGAGEMENT

CUSTOMER ACQUISITION Once customers see their peers being rewarded, they’re more likely to register, login, and engage.

47%Registered

Users

SOCIAL LOYALTYInfluence, recognize and reward key social behaviors that keep customers coming back…

33%Daily

Retention

Drive user generated content and overall activity across websites and online communities…

2XREVIEW

S

5XCOMMENTS

10XANSWERS

CUSTOMER COMMUNITYENGAGEMENT

Drive user generated content and overall activity across websites and online communities

18%Conversion

s

DRIVE MORECONVERSIONS

A FEW FINAL THOUGHTSSTRATEGIES FOR SUCCESSFUL GAMIFICATION

ENGAGE UNIFY

ANALYZE OPTIMIZE

GAMIFICATION IS A PROVEN STRATEGY

A STRATEGIC PARTNER

BEHAVIORAL SCIENCE

A SCIENTIFIC PARTNER

ANALYTICS & REFINEMENT

AN ANALYTICAL PARTNER

"[By 2015] 40% of the Global 1000 organizations will use gamification as the primary mechanism to transform business operations.”

GARTNER TREND STUDY

QUESTIONS?

www.badgeville.com | [email protected]

gamification keynote - new marketing international congress 2012

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