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
Games becamepopular.People reachedfor games forAccomplishmentoutside 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
We work hard for Engage?? this. Attract Satisfy Traffic Optimization Content(SEM, PPC, Display, Email) Optimization (A/B Testing, Copy, Creative) And this.
Fixing the“One andDone”Will it everhappenagain???
“Companies of all shapes and sizeshave begun to use games to revolutionizethe way they interact with customersand employees, becoming morecompetitive and more profitable as aresult.”- “Changing the Game”, David Edery,Ethan Mollick
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. 15
Gamification drives participation/engagement.Participation/engagement drives business value. 16
What is Engagement? Visible Progress Positive EmotionStats / Challenges / Awards / Messages Fun / Delight / Trust / Pride / CuriousPlayer (re)Engagement (social) Call to Action Task / Mission / Game / Quiz / Gift Customize / Share / Help / Compete Newbie Onboarding
Any Kind of Participation Watching a Subscribing Listening Reading video Taking a quiz Searching Sharing Rating Writing a Visiting Participating in Posting to comment affiliated sites discussions forums Viewing a Visiting site Taking a poll Other Actions photo more often 18
7 Lessons Learned From Badges, 1) Progress: Bars, Levels, Points, Games 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: were 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 theSteve Daly Prezo Badge!Doesn’t mean much, but tell your kids!They’ll think it’s COOL!
“We create as much information in two days now as wedid 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
It’s us!Facebook--80 billion photos / 1.2 million photo “calls” persecond; two billion pieces of new content added / weekGoogle--Indexing and search databasesZynga--5 terabytes per day to its servers
Wal-Mart1 million customer transactions per hourFeeds massive databases in the “petabytes”. Petabyte =1,000 terabyte = 1 quadrillion bytes
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 invalue.Excited to be at Empower:This is a company that Gets Data!Our true goal is to help you separate the signal fromthe noise and support your brand development anddrive actionable insights.
1. Don’t invite just anyone! 5. Don’t end the relationship!2. Don’t pretend to read the blog if you don’t! 6. Don’t demand a review!3. Don’t use deceptive means! 7. Don’t dump your crap on them!4. Don’t ignore the problems! 8. Don’t forget their fans!
A Complex Shopper Experience The average grocery store carries 50,000 SKUs
Media Choices Multiply Reads reviews on Searches on Amazon Google Checks Comparison Goes in-store to Shopping Engines look at a product Uses mobilephone to shop Sees an ad on CNN.com Makes a 1-800 call to learn more Asks a friend for a Watches a recommendation video on MSN.com
Digital Budgets VS. Time Spent Digital Budget Allocation Consumer Time Search - 5% Search - 46% Commerce - 11% Content & Community - 40% Email/IM - 20% Commerce - 13% Content & Community - Email/IM - 0.4% 64%Source: Online Publishing Association and Nielsen//NetRatings, August 2010