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Kris Duggan - Fighting the Engagement Crisis: The Future of Gamification
 

Kris Duggan - Fighting the Engagement Crisis: The Future of Gamification

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Strengthened by its early success, gamification is now becoming a staple in the arsenal of world-class companies everywhere. But it only represents one tool in addressing a larger business challenge ...

Strengthened by its early success, gamification is now becoming a staple in the arsenal of world-class companies everywhere. But it only represents one tool in addressing a larger business challenge that remains unanswered: How do you comprehensively manage user behaviors across all your digital properties to fight the engagement crisis. In this talk, Badgeville Co-Founder Kris Duggan will discuss the engagement challenges faced by 21st century enterprises, and how they can leverage gamification, along with other key engagement mechanics, to fight them.

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Kris Duggan - Fighting the Engagement Crisis: The Future of Gamification Kris Duggan - Fighting the Engagement Crisis: The Future of Gamification Presentation Transcript

  • FIGHTING THEENGAGEMENT CRISISWhere we are and where we’re goingKris Duggan, Co-Founder, Badgeville
  • @badgevilleWHY WE’RE ALL HEREEngagement apocalypse is real, and pervasiveCRM50% Failure RateWebsites & Communities29% Login RateSocial Media1% Return to FB Fan PagesEnterprise Social12% Adoption Rate
  • GAMIFICATION IS THE CUREIt enhances your most vital enterprise investments, helpingyou get the ROI you always wanted…
  • @badgevilleIt’s changing the way we interact withour customers…everywhere.
  • CUSTOMER ENGAGEMENTTied to the core business objectives of marketers
  • ACQUIREHow can you attract new customers?
  • RETAINHow can you keep customers engaged over time?
  • CONVERTHow do we maximize revenue throughreal-time engagement?
  • @badgevilleIt’s changing the way our employeesget work done…
  • EMPLOYEE ENGAGEMENTTied to the business objectives that matter for today’s enterprises
  • OPTIMIZEKey business processes across the enterprise, such asmanaging leads, customer tasks, and opportunities…ExampleReal-time recognitionfor closing a deal orconverting a lead…Key GoalInfluence low performersto emulate highperformers.
  • COLLABORATEReward employees who share knowledge acrossdepartments and boundariesExampleAchievement forsharing valuablefield knowledge
  • LEARNMaximize employee performance by encouragingcompletion of key programs…ExampleGuide usersthrough coursesand training
  • @badgevilleHow can we sellgamification internally?
  • 1. AVOID THE G-WORDAvoid gamification in front of the wrong audiences…It’s aboutbehavior management andbusiness results
  • EXAMPLE: EMCRAMP: Recognition, Awards and Motivation Program
  • 2. IT’S ABOUT BEHAVIORSThat we can motivate and influence to drive engagementLog InShareComment PostStatusMessageWriteReviewReply toDiscussionCheck inDocument Check outDocumentUpdateRecordCovertLeadCreateLeadEditWikiOpenOpportunityClosea DealCloseSupportTicketFileSupportTicketOpenSupportTicketBeginCertificationFinishCertification$SubmitExpenseReport$ApproveExpenses
  • 3. IT’S MORE THAN POINTS, BADGESAND LEADERBOARDSTapping into the human psycheI want to…makeprogress
  • 4. IT’S ABOUT HARD BUSINESS VALUETie back to the ROI of the app in question…20%FasterTicketResponse200% MoreReviews63% of customers aremore likely to purchase productsafter reading a reviewResolving tickets on the same dayreduces cost of services by 66%Sources: iPerceptions and UK Customer Satisfaction Index
  • 5. IT’S AN ENTERPRISE INVESTMENTGamification must delight end users, but satisfy requirementsREQUIREDGame Mechanics ✔Portable Reputation Mechanics ✔Social Mechanics ✔Social Rewards ✔REQUIREDPrivate Cloud & Database ✔Global Data Center ✔Multi-tiered user access ✔HARDENED SECURITYENTERPRISE SCALE REQUIREDEnterprise Networks & Sites ✔Advanced Metadata Support ✔Private Customer Community ✔FULL SUITE OFENGAGEMENT MECHANICS
  • @badgevilleWhere is it going?
  • PORTABLE REPUTATIONAcross different applications and sitesUnified Engagement LayerSCIALSCMBIEXPENSECRMECNERPMDMHRMSOCIALCOMMUNITIESMARKETINGAUTOMATION
  • UNIVERSAL PROFILESRolling up behavior and achievements across sites and apps
  • BEHAVIOR DATA = BIG DATAIterating with closed loop of engagementTrack & AnalyzeBehaviorsExport Data toOther Tools• Traditional analytics, data warehouse,CRM, and BIDesign & UpdateYour Mechanics• Game, Reputation, SocialApply to CloudUser Experience YOURUSER
  • GAMIFICATION WILL GET SMARTERAnticipating and guiding user behavior before it happens
  • NO ZOMBIESGo back to the Badgeville booth and tellthem the secret password is….to earn your badge.
  • @badgevilleThank you! Additional ReadingKRIS DUGGANBadgeville, Chief Strategy Officer & Co-FounderTwitter: @kdugganwww.badgeville.com