A Long Engagement and a Shotgun Wedding: Why Engagement is the Power Metric of the Decade - Gabe Zichermann

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Opening remarks & "A Long Engagement"

Pageviews and MAU/DAU are dead. In our new, gamified world, we need a more powerful metric that easily conveys to advertisers, investors and even consumers, how engaging are our sites, apps and experiences. In this barnstorming keynote, Conference Chair and author of "Game Based Marketing" , Gabe Zichermann, will share the latest insights from his research on engagement metrics. Gabe will share the state of the art and lay out a clear path for you to measure your consumer engagement to maximize ROI and make the right decisions. Learn how Zynga and other successful social game design companies live and breathe metrics, and how you can bring that same discipline to your engagement marketing and design.

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A Long Engagement and a Shotgun Wedding: Why Engagement is the Power Metric of the Decade - Gabe Zichermann

  1. 1. WELCOME! #GSUMMIT
  2. 2. WOW.
  3. 3. BECAUSE YOU’RE HERE 12+ COUNTRIES AT HOME SOLD OUT: 375 ATTENDEES
  4. 4. GAMIFICATION IS BIG BUSINESS
  5. 5. WANDA MELONI, CEO
  6. 6. Gamification is: the process of using game thinking and game mechanics to solveproblems and engage users
  7. 7. GAMIFICATION IS THE NEW BLACK
  8. 8. WHY NOW?
  9. 9. WHAT NOW? LOYALTY ENGAGEMENT METRICS RULE DESIGNING FOR MOTIVATION DESIGN OVER TIME
  10. 10. LOYALTY V4.0
  11. 11. loyalty’s historyTangible Virtual Status Virtual Goods Currencies Systems Rewards 1800s 1930s 1980s 2010+
  12. 12. THOSE WHO ARE MOST LIKELY TO PAY, GET STUFF FOR FREE
  13. 13. STATUSACCESSPOWERSTUFF
  14. 14. The Game’s The Thing
  15. 15. POUR SOME GAMESUGAR ON ME
  16. 16. OUR LAST HOPE?
  17. 17. MOTIVATION
  18. 18. ENGAGEMENT
  19. 19. ENGAGEMENT RECENCY FREQUENCY DURATION VIRALITY RATINGS
  20. 20. ESCORE
  21. 21. ESCORE DIMENSIONS INDUSTRY RELATIVE REBALANCED ANNUALLY FLEXIBLE, EXTENSIBLE, TRACKABLE MEASURED OVER TIME COMPARABLE
  22. 22. BALANCING ENGAGEMENT100 75 50 25 0 CAFE DATING E-COMMERCE recency frequency duration virality ratings
  23. 23. OLD LOYALTY1. BUY NOW2. JOIN LOYALTY PROGRAM3. RE-ENGAGE (LOYALTY MARKETING)4. BUY NOW
  24. 24. GAMIFIED LOYALTY 8-9-:.4( !"#$%#&( 25"5499(;( )*"#"&( 64<%5=( 2.%345(647 +",-%.(/%..(0"( )&%4*4&0( 1,#"&(
  25. 25. LIKE NOW!
  26. 26. BUY NOW!
  27. 27. CONVERSION RATE E∕ $
  28. 28. AGILE &GAMIFICATIONUSER BEHAVIOR TRACKED WITH XPFLEXIBLE REPORTING & GREATDASHBOARDSLOOK FOR EXCEPTIONSFOCUS ON E PRIORITIESAGILE A/B TEST & MEASUREIMPLEMENT POSITIVE CHANGES
  29. 29. GAMES WERE ALWAYS SOCIAL
  30. 30. UNTIL 1977
  31. 31. AND THEY ARE AGAIN
  32. 32. Bartle’s Player Motivations killer achiever socializer explorer
  33. 33. DESIGNERS ALSO COMMIT OVER TIME
  34. 34. DON’T STOPINNOVATING
  35. 35. NEITHER WILL WEWORKSHOPS ACROSS THE US AND IN 6+ COUNTRIESGSUMMITS FALL 20112 NEW BOOKSINSTRUCTIONAL VIDEOSGAMIFICATION UCONSULTINGRESEARCH, WRITING
  36. 36. THANKS. ENJOY THE SHOW

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