playing your way to becoming a fully-engaged enterprise
DESCRIPTION
Slides from the webinar "It's no game: Playing your way to becoming a fully-engaged enterprise," hosted by Ant's Eye View and Badgeville. Key topics include: -Are you activating your customers and driving the behaviors that are most valuable to your brand? -Are your employees educated, trained, and invested in collaborating to improve how business gets done? -Are you closing the gap between your company and your customers to build loyalty? -Can you measure the real impact of those efforts?TRANSCRIPT
Presented by: Sean O’Driscoll Date: April 25, 2012
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It’s No Game:Playing Your Way to Becoming a Fully Engaged Enterprise
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley 2
• About Ant’s Eye View• The social engagement journey• From “push” to “pull” – why engagement
and activation matter• Social + Reputation + Games =
Entanglement• Why it matters• Accelerating your journey• Q&A
Agenda
3©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
Experienced practitionersAnt’s Eye View is a strategic management consulting firm that helps recognizable brands transform into enterprises that fully engage with their customers. Our practitioner heritage sets us apart.
A platinum client listFounded in 2009, our client list now includes large, complex organizations such as AT&T, Autodesk, Cisco, Google, Jack in the Box, KPMG, Microsoft, P&G, Scotiabank, Unilever, USAA and Wells Fargo.
Ant’s Eye View: Who we are
Our leadership team:
Sean O’Driscoll, CEO & co-founderJake McKee, SVP & co-founderDustin Johnson, SVP & Managing Director, SeattleSean McDonald, SVP & Managing Director, AustinTodd Shimizu, SVP & Managing Director, Mountain View
Our team includes social engagement leaders from:
4©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
B2B B2C
Our social business clients, B2B and B2C
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley 5
Same as it ever was
“The purpose of a business is to create a customer.”
“The purpose of a business is to create customers who create customers!”
6©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
Stage 1Traditional
Traditional, command and control business operations using one-way communication to drive business outcomes.
Stage 4Measurable
Social engagement drives real business results, with systems and tools fully optimized to support confident and competent employees and to more fully harness online relationships.
Stage 3Operational
Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration begin to deliver tangible results.
Stage 2Experimental
Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.
Stage 5Fully engaged
Social engagement and customer experience is part of the organization’s DNA. Breakthrough business results – increased revenue and loyalty are realized.
The social engagement journey
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley 7
Business outcomes• Increased speed – and relevancy – to market• Engaged users spend more time participating on site• Influencers drive revenue via reputation• Activation creates choice at retail• More efficient research, development, marketing &
ops• Differentiate on something other than cost• Reduced financial risk, even in uncertain times
Your destination
Organizational impacts• All employees have a 360° view of the
customer• Customer engagement is part of the company
DNA • Brand dashboard tied to revenue• Attract and retain the best talent• Senior execs lead with customer engagement• Breakthrough business results - Increased
awareness, revenue, loyalty, advocacy
Stage 5Fully engaged
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley 8
Customers and employees will tell you when you’re there
“I trust you”
“I recommend you”
“You talk TO me, not AT me”
“I’m valued and heard”
“That was my idea!”
“This is exactly the product I needed”
“I don’t care if it’s cheaper someplace else”
“I don’t want to work anywhere else”
“You’ve improved my life”
“I defend you”
9©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
Companies on the social engagement journey
Stage 5Stage 1 Stage 3 Stage 4Stage 2
10©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
Social-driven marketingValue-add products/services, supported by campaigns and consistent social interaction, yield sustained relationships, helping to inspire loyalty and advocacy.
Key
Interest Platform / service
Campaign size Social media base
From push to pull to always on
Traditional marketingCyclical campaigns and press announcements yield transactional relationships.
Key
Interest
Campaign size
Year 1 Year 2 Year 3 Year 1 Year 2 Year 3
12©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
What it takes: engagement and activation
Stage 5Stage 1 Stage 3 Stage 4Stage 2
Measure social impact
Reward employee contributions
Integrate VOC into process and products
Programmatically engage with advocates
Enable and incent customer collaboration
Reward customer contributions
Establish social roles and responsibility
Create social engagement policy
Launch social listening to capture VOC
React to customers in social channels
Launch a social platform
Gather and leverage social feedback
Enable employee collaboration
Conduct social engagement training
Connect social touchpoints
Proactive engagement in social channels
Highlight user contributed content
Enable portable reputation
Customers
Employees
13©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
Gamification is a modern business strategy that uses proven techniques from social gaming to measure and influence behavior.
Done right, gamification combines…
• Game mechanics• Missions
• Tracks
• Awards
• Social networking
• Social media
• Reputation management
• Behavioral analytics
…to drive the increasing participation of customers and employees in valued activities, deepening engagement and building loyalty.
Enter gamification
14©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
Gamify for speed, impact and scale
Stage 5Stage 1 Stage 3 Stage 4Stage 2
Customers
Employees
Drive participation in training
Increase employee collaboration
Reward loyalty through promotions
Identify and engage brand advocates
Improve performance
through competition
Increase participation on website
15©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
• Experts.3%• Activists6.7%
• Enthusiasts11%
• Dabblers16%
• Spectators65%
Experts are not enough
16©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
Why it matters (from Tony Ventrice, Badgeville Game Designer)
Q: Why not just rely on existing rewards and status?A: They do not tell a story of growth
Why? What is Growth?
Lets put it this way:In life:
What’s the point?Why are we here?
You are born You do some stuff And then you die
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley 17
No matter who you ask, the answer is almost always a form of growth.
Typically one or more of the following 4:
Learning
The things I learned – the experiences I had – the knowledge I harnessed.
Overcoming Challenges
The challenges I overcame – my measurable accomplishments – my products.
Making Social Connections
The connections I made – the people I knew – the relationships I fostered.
Building Order
My moral code – my ability to bring order to chaos – the things I taught others.
These are the things that give our life meaning. They’re kind of important.
Gamification offers the ability to measure tiny victories in the realm of growth.
What’s the point? Growth
18©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
Stage 1Traditional
Traditional, command and control business operations using one-way communication to drive business outcomes.
Stage 4Measurable
Social engagement drives real business results, with systems and tools fully optimized to support confident and competent employees and to more fully harness online relationships.
Stage 3Operational
Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration begin to deliver tangible results.
Stage 2Experimental
Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.
Stage 5Fully engaged
Social engagement and customer experience is part of the organization’s DNA. Breakthrough business results – increased revenue and loyalty are realized.
The social engagement journey
Questions?
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21©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
Training across the company is a critical step in moving from Stage 2 to Stage 3 on the journey. Motivating employees and ensuring compliance can be costly and arduous, however.
Adding gameplay can drive employee engagement and participation, while rich behavioral analytics provide valuable feedback to make future training more effective.
Internal collaboration is another major challenge for most enterprises. – despite significant investments in collaboration platforms.
Gamification can get value from those platforms by recognizing and rewarding expertise throughout the company, as well as interactions across groups that have business impact.
Activating employees: getting to Stage 3
Stage 2Experimental
Stage 3Operational
22©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
Engaging and involving brand advocates - who write reviews, answer questions and provide great feedback – can impact virtually every aspect of your business
Identifying and managing those influencers, though, can be challenging and manual work.
With Badgeville’s Behavior Platform, it’s easy to optimize for participation, discover your most valuable contributors and deliver personalized rewards to keep them actively engaged.
Measuring the impact of social engagement and attributing the value of customer activities to business impact is becoming a requirement for doing social business.
By gamifying social interactions, you can access real-time behavioral analytics that go far beyond “likes” and “follows.” You’ll now be able to understand not just what customers are doing, but why – and how it impacts your business.
Activating customers: on the road to Stage 4
Stage 3Operational
Stage 4Measureable
23©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
How can you involve customers and employees more deeply in your brand and business? We now have the capabilities to combine…
• Game mechanics• Missions
• Tracks
• Awards
• Social networking
• Social media
• Reputation management
• Behavioral analytics
…to drive the increasing participation of customers and employees in valued activities, deepening engagement and building loyalty.
Changing the game of engagement