Executing The Vision

STEVE SIMSVP, Badgeville Behavior Lab

Preparing for the Zombie Apocalypse by Delivering a Successful Gamification Program

Setting the Stage

• Introduction• What this Talk is About?• Role Call

Introduction: Behavior Lab

Badgeville’s Behavior Lab functions as a center of excellence providing:

• Thought Leadership• Evangelization• Best practices• Support• Training • Research

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Creating a Successful Gamification Program

• The Right Team• Guiding Principles/Strategy• A Design Plan• A Development Plan• An Ongoing Operational Plan

A Thoughtful Approach Increases Your Odds for Success

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The Right Team

• Marketing/Business Owner• Designer• Tech Resources• Executive Sponsor

All Roles Must Be Present and Involved to Deliver the Best Results

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A Guiding Strategy

Focus on the Big Wins

• Smart and Achievable Goals• Start With the Most Valuable Users• Concentrate on Key Lifecycle Stages• Define Measureable Metrics For Insight and Success• Multi-layered Engagement Mechanisms• Plan Beyond the Uplift

AUTODESK CHALLENGESoftware trials are an important part of the customer’s purchasing decision

Past research showed users were 2x likely to purchase if they had used the trial at least 3x during the 30-day trial

Business Objectives:• Increase user engagement

and interaction during 30-day trial window

• Increase conversions of trial-to-purchase

Users experience the full benefits and key differentiators of 3ds Max® during their software trial with:

• Missions & Video Tutorials – Create and upload projects using the 3ds Max® software

• Leaderboards – Compete for rank by earning Points and completing missions

• Contest – Users with the most points can win free software licenses

Autodesk’s Engagement Layer powered by BadgevilleAUTODESK SOLUTION

AUTODESK RESULTS

INCREASED ENGAGEMENT

TRIALDOWNLOADS

10% TRIALUSAGE

40%

Utilizing Badgeville’s Game Mechanics, Autodesk drove

higher levels of user engagement

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A Design Plan

• Business objectives• Touch Points• Understanding the Conversation• Use the Right Mechanics

s n e a k p e e q ’ s C H A L L E N G E

Business Objectives:

• Repeat Visits & Retention

• Engage Users with new designers

• Integrate with Facebook and share out to network

• Generate additional revenue

s n e a k p e e q ’ sE N G A G E M E N T L AY E R

Applies Game Mechanics to Reward for Peeqs, Loves and

Shares

Integration with Facebook Open Graph

s n e a k p e e q ’ s R E S U LT S Engagement encourages transactions

and social interactions

CONVERSIONS

Monthover

Month

935%

Loves

ENGAGEMENT

590%

Shares18%

.

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A Development Plan

• Determine a Baseline • Spend time on the project schedule • Put in Technical and Quality checks.• Be Flexible

Use the Right Tools and Be Flexible

BUSINESS CHALLENGEMarketo created the Marketo Community in order to better serve and connect with their clients.

Although they saw initial success, they knew there was still potential to better engage customers and …

Drive More Customer Community Engagement

• Share Best Practices

• Leverage Other Customers’ Expertise

• Connect with Other Marketo Customers & Partners

BUSINESS SOLUTIONSocial Engagement Layer Powered by Badgeville

⬆ 48% Question Replies

⬆ 36% Idea Submissions

⬆ 40% Idea Comments

⬆ 124% Idea Votes

⬆ 71% Daily Activities

Business Results

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An Ongoing Operational Plan

• Build a foundation• Not everything works right away• Everything Changes• Review, Identify, Refine

“Program not a Project”

BELL MEDIA’S CHALLENGE

Muchmusic.com Has Millions of Fans,

But Many Didn’t Return

Key Business Objectives:

• Generate Repeat Visits

• User Generated Content

• Drive engagement around special events

BELL MEDIA’S SOLUTION

Bell Media’s Engagement Layer Powered by

Badgeville

BELL MEDIA’S RESULTS

More User Generated Content…Contributed by More Loyal Users

ENGAGEMENTRETENTION

Increase in User

Behaviors

59%

21%

Daily

Retention

Registered Users

PEOPLE

33%

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Thank you!Steve SimsVP of Solutions & Designsteve@badgeville.com

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Backup

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Here are some images. Just in case you want to use.

STEP 1: START AT THE BEGINNING

What does my organization do? (As it relates to this endeavor)

What are the Primary Business Outcomes You Are Looking For? (Save Money, Make Money, Increase Engagement)

Does My Experience Exist or Am I Building It From the Ground Up?

STEP 2: KNOW YOUR USERS

Who am I talking to?

What do they Value ?

What is the Context?

Access

Stuff

Status/Reputation

Identify the Right Personas and Establish What Matters To Them

How often do your users engage with each touch point?

STEP 3: DETERMINE TOUCH POINTS

Access

E-Readers

Mobile

Social

In-Store, POS

Website

Applications

What is the nature of the experience?

STEP 4: EVALUATE THE EXPERIENCE

Or

Participation

Solo Social

Expertise

Or

Intrinsicmotivation

ExtrinsicMotivation

Or

Or

Self DirectedPrescriptive

Step 5: Translating the Experience into ActionsWhich behaviors matter most?

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Step 6: RewardsWhat’s in it for me? The many ways to recognize users…

Socially Valued

Successful Smart

Structured

Intrinsic

RewardedExtrinsic