Intro:Loyalty 3.0

Part 1: 7 Steps to Build Your Case

Part 2: The Top Ten Metrics

BIG DATA GAMIFICATIONLOYALTY

3.0+ =MOTIVATION +

The 5 Intrinsic

Motivators:

Autonomy

Mastery

Purpose

Progress

Social

Gartner’s

3Vs:

Volume

Velocity

Variety

The 10 Key

Gamification

Mechanics:

Fast Feedback

Transparency

Goals

Badges

Leveling Up

Onboarding

Competition

Collaboration

Community

Points

Part 1:

7 Steps to Build Your Case

The 7 Steps

1. Problem

2. Audience

3. Behaviors

4. KPIs

5. Mission Statement

6. Playing Field

7. ROI

Workshop 1: 7 Steps

The 7 Steps

1. Problem

2. Audience

3. Behaviors

4. KPIs

5. Mission Statement

6. Playing Field

7. ROI

The 7 Steps

1. Problem

2. Audience

3. Behaviors

4. KPIs

5. Mission Statement

6. Playing Field

7. ROI

The 7 Steps

1. Problem

2. Audience

3. Behaviors

4. KPIs

5. Mission Statement

6. Playing Field

7. ROI

The 7 Steps

1. Problem

2. Audience

3. Behaviors

4. KPIs

5. Mission Statement

6. Playing Field

7. ROI

KPI Definition

1. Increased Adoption & Continuous Engagement of business tools

2. Influence and motivate specific behaviors impacting enterprise success

• Increased activity

• Faster on-boarding

Short-term adoption (Quick wins) Long-term engagement

• Better data for management decision-making (CRM)

• Increased compliance (HCM)

Significantly different business outcomes are driven by these measures…

• Points, Goals, Competition

• Mastery, Leveling up

+ Game Mechanics*

*Most if not all of the 10 game mechanics can lead to increases in long term engagement when applied correctly, specifically Fast Feedback, Transparency & Goals.

• Increased pipeline• Increased User-Generated Content• Productivity Increase• Proficiency Increase

• Goals related to leads & sharing• Newsfeeds, Community• Progress, Goals, Competition• Leveling Up

• Increase Sales (CRM)• Increased call deflection (Social Collaboration)• Decreased time to resolution(CRM)• Higher customer satisfaction (CRM)

The 7 Steps

1. Problem

2. Audience

3. Behaviors

4. KPIs

5. Mission Statement

6. Playing Field

7. ROI

gamification + KPIs = goal attainment

The 7 Steps

1. Problem

2. Audience

3. Behaviors

4. KPIs

5. Mission Statement

6. Playing Field

7. ROI

Playing Field: Who can help you be successful?

The 7 Steps

1. Problem

2. Audience

3. Behaviors

4. KPIs

5. Mission Statement

6. Playing Field

7. ROI

The 7 Steps – Complete!

1. Problem

2. Audience

3. Behaviors

4. KPIs

5. Mission Statement

6. Playing Field

7. ROI

The 7 Steps Become Your Business Case

5. Mission Statement

4. KPIs

7. ROI

6. Playing Field

1. Problem

2. Audience

3. Behaviors

This will empower you to sell to internal stakeholders.

Creating Your Program:

How-to guidance is key as we empower Bunchball clients to execute. Follow these steps to successfully design a motivating program:

List Goals

Highlight the Obstacles

Identify Actions (Assign Value, Difficulty etc.)

Choose Challenge Concepts

Plan Rewards

Weave into the Presentation Layer

Follow Roll-out Best Practices

Measure and Optimize

Part 2

Top 10 Metrics

The 10 critical metrics you need to capture

1. Composition - % of total audience taking an action

2. Frequency - individual action

3. Activity distribution - user ranges

4. Value

5. Difficulty

6. Actions Per User - all actions

7. Active Composition

8. Conversion Rate

9. % Above Benchmark

10. % Goal Attainment

Easy ways to make those metrics actionable

Benchmarks: comp, fqcy

• Create your points economy using: Vol, Diff, Fq, Comp

• Create challenges using: activity distribution

• Monitoring: APU, Active Composition

• Goal Attainment: % increase, conversion rate, thermometer

General Optimization:

• If APU/%Active Comp is low: Introduce new challenges to focus on areas that need add'l motivation

• If drop off between levels: adjust levels to be more attainable,

• When introducing new (above) creating proactive feedback with Notifications (either alerts or reminders)

The 10 critical metrics you must capture

Part 2 will make the assumption that you have the stakeholder buy-in you need and are ready to look at the metrics

Set-upSet Up Optimization Success

Metrics for the life of the program

Benchmarks

Configuration

Monitoring

Success

Optimization

Set-up

Optimization

Success

Configuration

• Overall set of behaviors and activity levels

• Set Benchmarks

• Establish Progressive Challenge Increments

• Establish leveling structure

Actions Table

Activity Binning Table

Set-up

Squishy Metrics

• Subjective metrics aid in the nuanced components

• Value: How important is the activity to the business

• Difficulty: How difficult is the activity for the audience?

• 3 ways to be more confident

• Survey

• Composition data

• Panel of experts

Set-up

Identify Actions, Assign Value, DifficultySet-up

Active User Composition

Percent of Weekly Active Users (Pilot vs. Others)

67%

59%

44%

52%48%

56%

48%

78%

56%

44%

56%

30%

24%21% 22% 23%

26%

32% 31%

41% 40%38% 37%

16%

8% 7% 7% 8% 9%11% 10%

14% 13% 13% 12%

5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

9-Feb 16-Feb 23-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr

Optimization

Usage over time (Actions)

• Actions for Access System and Content View remained stable to slightly lower over the course of the pilot.

Optimization

Leveling Analysis

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Level 1 Level 2 Level 3

Current Adobe Level-up 2011 Results Other Nitro Products

• Users see value \as denoted by the high matriculation rates of current users.

• 42% of all users completed level 3 of the program. A 5% increase since the early 2012 beta.

• Overall matriculation is high when compared to benchmarks from other Nitro instances.

Source: ww.slideshare.net/gzicherm/mira-dontcheva-learning-how-to-use-adobe-photoshop-through-

gamification. “Other Nitro Products” a compilation of 7 Enterprise clients with Level-Based on-boarding

programs.

Optimization

User In/Out Points

1 Out 57,035

2 Out 53,410

3 Out 50,615

4 Out 45,500

5 Out 41,010

6 Out 40,870

7 Out 37,200

8 Out 34,435

9 Out 34,185

10 Out 32,000

11 Out 28,130

12 Out 26,825

13 Out 26,295

14 Out 25,980

15 Out 25,690

16 Out 25,080

17 Out 24,395

18 Out 22,925

19 Out 19,830

20 Out 19,100

21 In 5,450

22 In 5,080

23 In 3,905

24 In 3,450

25 In 3,210

26 In 3,200

27 In 3,110

The Economy

• On prem users appear to

have an inequitable

stake in the gamification

efforts.

Optimization

Persona Recognition

• Base ideal state of behaviors on various scenarios

Pareto Analysis

Optimization

Benchmark Comparisons - Setup

• More users answering questions instead of employees• Customers engaged in the community more likely to renew• Vibrant community attracts customers• 40% increase in support call deflection

Success

• Relating activity to Sales performance shows a strong, statistically significant relationship.

Business Impact: High value actions are correlated to sales performance

Success

Creating Your Program:

How-to guidance is key as we empower Bunchball clients to execute. Follow these steps to successfully design a motivating program:

List Goals

Highlight the Obstacles

Identify Actions (Assign Value, Difficulty etc.)

Choose Challenge Concepts

Plan Rewards

Weave into the Presentation Layer

Follow Roll-out Best Practices

Measure and Optimize