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Business Gamification: case studies
 

Business Gamification: case studies

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Dass sich eine Investition in Gamification lohnt, das versucht Scott Schnaars (Badgeville) anhand verschiedener Beispiele erfolgreicher Gamification-Programme zu zeigen. »Heutzutage tun die Kunden ...

Dass sich eine Investition in Gamification lohnt, das versucht Scott Schnaars (Badgeville) anhand verschiedener Beispiele erfolgreicher Gamification-Programme zu zeigen. »Heutzutage tun die Kunden nicht das, was ich mir als Unternehmen wünsche, also muss ich ihr Verhalten ändern, um Waren zu verkaufen und sie an mich zu binden und genau das gelingt mir mit Hilfe von Gamification«, ist sich Schnaars sicher.

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    Business Gamification: case studies Business Gamification: case studies Presentation Transcript

    • THE NEW LOYALTY Modern. Social. Engaged. Scott Schnaars, GM - EMEA, Badgeville
    • LOYALTY DISRUPTION It’s harder than ever to retain customers… MORE ! CHOICE! LIMITED! TIME! EMPOWERED ! CUSTOMERS! More channels than ever before to engage   Average customer attention span of 8 seconds More “madvocates” than advocates
    • MASSIVE INVESTMENTS In marketing technology & programs to support customer experience and loyalty… On Loyalty Programs $50B   $1.5B    In Online Communities $26B  In SEM 80%   Budget allocation on rewards $4.8B     In $25B     Marketing Software In Social Media Ad Spend Sources: McKinsey, Gartner, IDC, 6S Marketing, BIA/Kelsey
    • DESPITE BIG INVESTMENT…. We’re knee deep in an engagement crisis Low Adoption 16% Customers Who See Facebook Brand Updates 28% Visitors Actually Login Few Converting 3% Average Online Conversion Rates 65% Abandon Shopping Carts Limited Loyalty 25% Customers Swayed by a Brand 55% Customers Inactive in Loyalty Programs Sources: Gartner, FMC, Forrester, Colloquy, Statista
    • THE HEART OF THE PROBLEM… We’re caught in a rut of rewarding value based on one primary behavior… Did They Purchase?!
    • THE OPPORTUNITY Embrace expansive set of new behaviors New Behaviors Traditional Behaviors $   Purchase Pin Like Vote Log In Phone call Share on Facebook Add to Cart Write e-mail Register Invite Friends Write Blog Fill Out Profile Respond to a Review ? + Register a Product Ask a Question Share Online Support Chat Tweet Post File Support Request + Trial Product Write a Review Follow a Friend Or Peer Comment
    • THE OPPORTUNITY And the new rewards that go along with them… Traditional Rewards (Tangible) Free products Punchcards Discounts New Rewards (Virtual) BOOST REPUTATION AND STATUS EARLY ACCESS & PRIVILEGES  
    • MODERNIZED LOYALTY STRATEGY Low-cost, virtual rewards can exceed the value of tangible when in the right context… Virtual Rewards Perceived  Value  of  Reward   •  Elevated reputation & status •  Early access & privileges •  Championed expertise Tangible Rewards •  Free products •  Loyalty Cards •  Discounts Socialness  of  Customer  Experience  
    • GAMIFICATION: YOUR SECRET WEAPON FOR SOCIAL LOYALTY Influence expanded set of behaviors for expanded set of rewards Purchase Comment REVENUE" NET EFFECT Share Drive engagement that grows revenue Vote Like Login Read Low Medium ENGAGEMENT" High
    • GAME MECHANICS Reward your customers, for behaviors big and small… Examples   Give Instant Feedback
 Points can reinforce valuable behaviors Show Recognition Achievements incentivize engagement Guide Customers
 Missions help them interact with products & content
    • REPUTATION MECHANICS Showcase customer rank and status Examples   Champion Loyal Brand Advocates 
 With contextual Leaderboards Showcase Mastery or Status
 With different Levels in customer community Highlight Expertise
 In specific areas with Tracks
    • SOCIAL MECHANICS Connect customers with relevant products and content Examples   Highlight Activities Discover relevant content and how people interact with it Follow People & Content
 Connect with like-minded customers or key products Real-time Notifications
 Deliver alerts as they happen across site or app
    • BEHAVIOR DATA Made actionable   Generate real-time offers on your website Trigger campaigns in your ESP or Marketing Automation tool 
 
 Create tasks for sales & services in your CRM
    • THE REAL OPPORTUNITY Behavior data to gain bigger, better 
 understanding of your customer… Customer Performs Behavior Apply to Customer Experience Analyze Behavior Data YOUR CUSTOMER   Enhance Engagement Closed Loop System of Engagement
    • MUCH MUSIC’S CHALLENGE Keep users engaged between live events and programs Business Objectives! •  Increase customer retention" •  Grow User Generated Content" •  Drive engagement to make customers more attractive to advertisers " CASE STUDY
    • ENGAGEMENT DRIVES RESULTS CASE STUDY Maximize customer revenue with more engaged audience… % 40% I’ll insert stat Daily Retention 590% Social Shares 18% Conversions
    • SAMSUNG’S ’ S SAMSUNG CHALLENGE E & existing product owners CHALLENG Gain a deeper connection with new How to harness customers online? More user generated content? Social sharing
    • Kendall S U N G ’ S– Raise a Glass Jackson SAM Mobile L L E N G E C H A Connections
    • Kendall Jackson – Raise a Glass Mobile Connections   Goals   Value:     •  Increase  product  awareness   •  First  to  market  in  wine  industry  with   mobile  community  powered  by   •  Develop  high-­‐quality  user   gamificaPon   generated  content   •  Previously  un-­‐tapped  ability  to  connect     •  Build  community     with  K-­‐J  fans   •  Increase  online  store  sales   •  Commerce,  Community,  Altruism        
    • ENGAGEMENT DRIVES REVENUE product owners Gain a deeper connection with new & existing 10X MORE SUBMIT ANSWERS 47% 16% ANONYMOUS TO REGISTERED USERS TIME ON SITE PEOPLE 5X MORE COMMENTS 6X MORE SHOP CLICKS 2X MORE REVIEWS ENGAGEMENT CONVERSION
    • WHY BADGEVILLE Manage engagement across all touchpoints…. MARKETING/ ANALYTICS SOCIAL WEB WEBSITES & MOBILE APPS COMMUNITIES                                                                                             CRM SOCIAL COLLABORATION LMS/HR CMS                                                                                              
    • How  can  we  sell     gamificaPon  internally?  
    • 1.  AVOID  THE  G-­‐WORD   Avoid  gamificaPon  in  front  of  the  wrong  audiences…   It’s about behavior management and business results
    • EXAMPLE:  EMC   RAMP:  RecogniPon,  Awards  and  MoPvaPon  Program  
    • 2.  IT’S  ABOUT  BEHAVIORS   That  we  can  moPvate  and  influence  to  drive  engagement   $   Edit Wiki Finish Certification Check in Document Open Support Ticket Approve Expenses Close a Deal Write Review File Support Ticket Log In Close Support Ticket Open Opportunity Share Post Status Message Comment Update Record Check out Document Create Lead $   Submit Expense Report Reply to Discussion Convert Lead Begin Certification
    • 3.  IT’S  MORE  THAN  POINTS,  BADGES   AND  LEADERBOARDS   Tapping  into  the  human  psyche   make progress I how know pare com I want to… get recogniz for my w ed ork WIN!
    • 4.  IT’S  ABOUT  HARD  BUSINESS  VALUE   Tie  back  to  the  ROI  of  the  app  in  quesPon…   200% More Reviews 20% Faster Ticket Response 63% of customers are more likely to purchase products after reading a review Resolving tickets on the same day reduces cost of services by 66% Sources: iPerceptions and UK Customer Satisfaction Index
    • 5.  IT’S  AN  ENTERPRISE  INVESTMENT   GamificaPon  must  delight  end  users,  but  saPsfy  requirements   FULL SUITE OF ENGAGEMENT MECHANICS REQUIRED   Game  Mechanics   ✔   Portable  ReputaQon  Mechanics   ✔   Social  Mechanics   ✔   Social  Rewards   ✔   HARDENED SECURITY REQUIRED   Private  Cloud  &  Database   ✔   Global  Data  Center   ✔   MulQ-­‐Qered  user  access     ✔   ENTERPRISE SCALE REQUIRED   Enterprise  Networks  &  Sites   ✔   Advanced  Metadata  Support   ✔   Private  Customer  Community     ✔  
    • THANK YOU! Scott Schnaars Badgeville, GM - EMEA Twitter: @schnaars www.badgeville.com