Steve Sims - Badgeville GSummit 2013 Tech Talk

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Given during the Workshop portion of GSummit SF 2013

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  • DesignersPeople looking to gamify? - Business owners etc.?Tech People
  • DesignersPeople looking to gamify? - Business owners etc.?Tech People
  • The right team (with the right skills)Guiding Principles/StrategyA  design planA  developmentA nOngoing Operational Plan (Review, Identify, Refine) A Plan to Correct (if not growing...) - talking points
  • Smart and achievable goalsStart with the most valuable usersConcentrate on key lifecycle stagesDefine Measurable metrics for insight and successMulti-layered engagement mechanismsPlanning beyond the uplift
  • Autodesk, makers of AutoCAD, make powerful yet expensive software.This makes software trials an important component of the customer purchase decision.Past research had shown that customers were TWICE as likely to purchase if they had used the software at least 3 times during the 30-day trial period.How could they increase engagement?
  • Designed for users to experience the full benefits and key differentiators of the 3ds Max® productMissions – Required users to upload projects made with the 3ds Max® software. Video Tutorials attached.Contest – Users with the most points win a free copy of Autodesk® Entertainment Creation Suite
  •    Business objectives - Define for the right objectives (make sure there is interlock with your customer)     Touch points - make sure the design addresses them (mobile , event etc.)     Make sure you understand the conversation - the personas/user journeys/ what they value motivation/psychology     Using the right mechanics for the situation
  •  - Adapt your initial designs from learnings (even before launch)
  •  
  • 21% Increase in Registered Users33% Returning on Daily325,000 behaviors performed in just the first month59% Increase in behaviors performed week to weekAverage of 14+ behaviors per user
  • Behavioral Business Solution Analysis X Sell Opp 1 the customer doesn’t understand bv but we are in X Sell Opp 2 customer does understand Bv.ConceptScriptStoryboard
  • Behavioral Business Solution Analysis X Sell Opp 1 the customer doesn’t understand bv but we are in X Sell Opp 2 customer does understand Bv.ConceptScriptStoryboard
  • LoginRegisterFill out profileLikeShareCommentPostWrite ReviewRespond to ReviewVoteTweetShare on FacebookPinAsk questionAnswer questionRegister productInvite friendsFollow friend or peerWrite blog File support requestOnline support chatTrial productAdd to cart
  • LoginRegisterFill out profileLikeShareCommentPostWrite ReviewRespond to ReviewVoteTweetShare on FacebookPinAsk questionAnswer questionRegister productInvite friendsFollow friend or peerWrite blog File support requestOnline support chatTrial productAdd to cart
  • Steve Sims - Badgeville GSummit 2013 Tech Talk

    1. 1. Executing The VisionSTEVE SIMSVP, Badgeville Behavior LabPreparing for the Zombie Apocalypse byDelivering a Successful Gamification Program
    2. 2. Setting the Stage• Introduction• What this Talk is About?• Role Call
    3. 3. Introduction: Behavior LabBadgeville’s Behavior Lab functions as a center ofexcellence providing:• Thought Leadership• Evangelization• Best practices• Support• Training• Research
    4. 4. @badgevilleCreating a SuccessfulGamification Program• The Right Team• Guiding Principles/Strategy• A Design Plan• A Development Plan• An Ongoing Operational PlanA Thoughtful Approach Increases Your Odds for Success
    5. 5. @badgevilleThe Right Team• Marketing/Business Owner• Designer• Tech Resources• Executive SponsorAll Roles Must Be Present and Involved to Deliver the Best Results
    6. 6. @badgevilleA Guiding StrategyFocus 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
    7. 7. AUTODESK CHALLENGESoftware trials are an importantpart of the customer’s purchasingdecisionPast research showed users were 2xlikely to purchase if they had used thetrial at least 3x during the 30-day trialBusiness Objectives:• Increase user engagement andinteraction during 30-day trialwindow• Increase conversions of trial-to-purchase
    8. 8. Users experience the full benefits and keydifferentiators of 3ds Max® during theirsoftware trial with:• Missions & Video Tutorials – Create andupload projects using the 3ds Max®software• Leaderboards – Compete for rank byearning Points and completing missions• Contest – Users with the most points canwin free software licensesAutodesk’s Engagement Layerpowered by BadgevilleAUTODESK SOLUTION
    9. 9. AUTODESK RESULTSINCREASED ENGAGEMENTTRIALDOWNLOADS10% TRIALUSAGE40%Utilizing Badgeville’s GameMechanics, Autodesk drove higherlevels of user engagement
    10. 10. @badgevilleA Design Plan• Business objectives• Touch Points• Understanding the Conversation• Use the Right Mechanics
    11. 11. s n e a k p e e q ’ s C H A L L E N G EBusiness Objectives:• Repeat Visits & Retention• Engage Users with newdesigners• Integrate with Facebookand share out to network• Generate additionalrevenue
    12. 12. s n e a k p e e q ’ sE N G A G E M E N T L A Y E RApplies Game Mechanics toReward for Peeqs, Loves andSharesIntegration with Facebook OpenGraph
    13. 13. s n e a k p e e q ’ sR E S U L T SEngagement encourages transactionsand social interactionsCONVERSIONSMonthoverMonth935%LovesENGAGEMENT590%Shares18%.
    14. 14. @badgevilleA Development Plan• Determine a Baseline• Spend time on the project schedule• Put in Technical and Quality checks.• Be FlexibleUse the Right Tools and Be Flexible
    15. 15. BUSINESS CHALLENGEMarketo created the Marketo Community in order to better serveand connect with their clients.Although they saw initial success, they knew there was stillpotential to better engage customers and …Drive More Customer CommunityEngagement• Share Best Practices• Leverage Other Customers’Expertise• Connect with Other MarketoCustomers & Partners
    16. 16. BUSINESS SOLUTIONSocial Engagement Layer Powered by Badgeville⬆ 48% Question Replies⬆ 36% Idea Submissions⬆ 40% Idea Comments⬆ 124% Idea Votes⬆ 71% Daily ActivitiesBusiness Results
    17. 17. @badgevilleAn Ongoing Operational Plan• Build a foundation• Not everything works right away• Everything Changes• Review, Identify, Refine“Program not a Project”
    18. 18. BELL MEDIA’S CHALLENGEMuchmusic.com Has Millions of Fans,But Many Didn’t ReturnKey Business Objectives:• Generate Repeat Visits• User Generated Content• Drive engagement aroundspecial events
    19. 19. BELL MEDIA’S SOLUTION Bell Media’s EngagementLayer Powered byBadgeville
    20. 20. BELL MEDIA’S RESULTS More User Generated Content…Contributed by More Loyal UsersENGAGEMENTRETENTIONIncrease inUser Behaviors59%21%DailyRetentionRegisteredUsersPEOPLE33%
    21. 21. @badgevilleThank you!Steve SimsVP of Solutions & Designsteve@badgeville.com
    22. 22. @badgevilleBackup
    23. 23. @badgevilleHere are some images. Just in case you want to use.
    24. 24. STEP 1: START AT THE BEGINNINGWhat does my organization do? (As it relates to this endeavor)What are the Primary Business Outcomes You Are Looking For? (SaveMoney, Make Money, Increase Engagement)Does My Experience Exist or Am I Building It From the Ground Up?
    25. 25. STEP 2: KNOW YOUR USERSWho am I talking to? What do they Value ?What is the Context?AccessStuffStatus/ReputationIdentify the Right Personas and Establish What Matters To Them
    26. 26. How often do your users engage with each touch point?STEP 3: DETERMINE TOUCH POINTSAccessE-ReadersMobileSocialIn-Store, POSWebsiteApplications
    27. 27. What is the nature of the experience?STEP 4: EVALUATE THE EXPERIENCEOrParticipationSoloSocialExpertiseOrIntrinsicmotivationExtrinsicMotivationOrOrSelf DirectedPrescriptive
    28. 28. Step 5: Translating the Experience into ActionsWhich behaviors matter most?Log InStartDiscussionFill OutProfileLikeSharePostCommentDraft ContentEditCheck in?Ask aQuestion+Post Updatesto Mobile+Follow aColleaguePost BlogCheck OutDocumentReply toDiscussion
    29. 29. Step 6: RewardsWhat’s in it for me? The many ways to recognize users…Socially ValuedSuccessfulSmartStructuredIntrinsicRewardedExtrinsic

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