Gamification Keynote - New Marketing International Congress 2012

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The keynote I delivered to the New Marketing International Congress in El Salvador in November 2012.

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  • So lets talk about gamification and let’s start at the beginning.Whether you’re an manager in an office trying to motivate a workforce or a brand manager trying to build interest in a product or service – we’re chasing the same rabbitsEveryone has problems. Everyone has results to drive.ParticipationContent CreationSharingRegistrationPurchasesStickinessSoftware AdoptionTime on SiteTurnoverOnboardingProductivityetc.AdoptionActivityRetention
  • http://www.bakadesuyo.com/how-to-get-more-done
  • Why is growth important?The science is still new but it appears each of these has at least one neurotransmitter associated with itnorephinephrine is being researched for treating ADD (nor-epi-nefrin)Adrenaline junkiesOxytocin is being researched for treating autism - The ‘social’ hormoneserotonin is being researched for treating OCD----- Meeting Notes (8/3/12 15:08) -----one way that researchers are approaching the motivation question is by starting with neurotransmitters and hormones
  • http://rowansimpson.com/2008/05/23/rhino-vs-unicorn/
  • Three key “GAMIFICATION ELEMENTS”
  • The blue box above is not locked. Click to resize based on your header.
  • Gamification Keynote - New Marketing International Congress 2012

    1. 1. ENTERPRISE GAMIFICATION NEW STRATEGIES FOR GAINING CUSTOMER LOYALTY &INCREASING EMPLOYEE PERFORMANCE
    2. 2. TODAY’S AGENDA AN IN-DEPTH EXPLORATION OF SMART GAMIFICATION THE ENGAGEMENT CRISIS SMART GAMIFICATION, DEFINED THE SCIENCE: WHY & HOW THIS WORKS FOUR COMPONENTS OF VALUE FOR THE ENTERPRISE A BIT ABOUT BADGEVILLE
    3. 3. WAIT, WHO IS THIS GUY? BACKGROUND • FORMER SR. SOCIAL MEDIA ENGAGEMENT MANAGER AT EMC CORPORATION • SPECIALIST IN SOCIAL MEDIA METRICS, SOCIAL MONETIZATION, AND GAMIFICATION • DESIGNED AND DEPLOYED “RAMP”, EMC’S GAMIFICATION PROGRAM CREDENTIALS • SPEAKER AT INAUGURAL GAMIFICATION SUMMIT • SPEAKER AT INAUGURAL BADGEVILLE “ENGAGE” EVENT • FORRESTER GROUNDSWELL AWARD FINALIST CURRENT WORK • SOLUTIONS ARCHITECT AT BADGEVILLE • FOCUSED ON DEFINING BEHAVIOR MANAGEMENT AS A PART OF A FULL STRATEGIC PLAN
    4. 4. BUENOS DÍAS LANGUAGES I LANGUAGES I HAVE STUDIED SHOULD HAVE • ENGLISH STUDIED • LATIN • SPANISH • ITALIAN
    5. 5. THE ENGAGEMENT CRISISOUR SHARED CHALLENGE
    6. 6. THE WEB’S MOSTSUCCESSFULCOMPANIES 845 Million 2 Billion Minutes 60 Hours of Video Active Users of Play Per Day Uploaded Per Minute Common Theme : HIGHLY ENGAGED USERS
    7. 7. THEN THERE’S STRUGGLING TO ENGAGE YOURTHE REST OF US CUSTOMERS AND EMPLOYEES CUSTOMERS EMPLOYEES
    8. 8. WHY LACK OFENGAGEMENTHURTSCUSTOMERSAREN’T LOYALWith ample choice, they fleeto your competitors andsocial networks EMPLOYEES UNDER-PERFORM Underutilizing the technology you provide, they fail to optimize business process
    9. 9. HOW WE’VE COPEDMORETECHNOLOGY $1 TRILLION in tech spend over the last 5 years* 2010 2008 *Source – Gartner 2012
    10. 10. H E R E ’ S WH A TYOU’RE GETTING… STRUGGLING TO DRIVE ENGAGEMENT ACROSS YOUR TECHNOLOGY INVESTMENTS YOUR CUSTOMERS YOUR EMPLOYEES Are Inactive in 54 % Loyalty Programs 50 % Don’t Adopt Your Enterprise Software 69 % Don’t Use Your Online Communities 88 % Don’t Use Your Social Software
    11. 11. SMART GAMIFICATION, DEFINEDWHAT IS IS, AND WHAT IT IS NOT
    12. 12. THE SIMPLE EXPLANATION Gamification, noun. “the use of game mechanics and game design techniques in non-game contexts” Source: Wikipedia
    13. 13. MY TAG:TyBlues95
    14. 14. A SMARTER EXPLANATION Smart Gamification, “the use of game mechanics and game design techniques to motivate increased engagement with customers and/or increased performance from employees”
    15. 15. EARLY EXAMPLES OF GAMIFICATION
    16. 16. EARLY EXAMPLES OF GAMIFICATION
    17. 17. EARLY EXAMPLES OF GAMIFICATION
    18. 18. EARLY EXAMPLES OF GAMIFICATION
    19. 19. EARLY EXAMPLES OF GAMIFICATION
    20. 20. AN INDUSTRY ON THE EDGE OF THE CHASM "Businesses are 70% of Global Gamification: embracing the idea of 2000 will have at $2.8 Billion using game techniques least one Industry by 2016 to influence behavior gamified app by both inside and outside 2014 their enterprises."
    21. 21. THE SCIENCE OF GAMIFICATIONWHY AND HOW THESE TECHNIQUES DRIVE BEHAVIOR CHANGE
    22. 22. To avoid the engagement crisis, you need to first know what motivates your audience.
    23. 23. WE’RE CHASING THE SAMETHREE RABBITS • Adoption • Activity • Retention
    24. 24. 1. USAGE & ADOPTION72% of customersnever use online communities Sources: Gartner & Neochange
    25. 25. 2. GET PEOPLE TO DO MORE STUFF 54% of customers aren’t active with loyalty programs 70% of employees are disengaged Sources: Colloquy and Gallup
    26. 26. 3. And Keep Them… 62% of customers take their business to competitors Sources: Kiss Metrics & Society for Human Resource Management
    27. 27. TELL A STORY OFPERSONAL GROWTH Learning Overcoming Social Building & Challenges Connections Finding Order
    28. 28. AND INFLUENCING BEHAVIOR THATMAPS TO THAT GROWTH
    29. 29. THREE ENGAGEMENT MECHANICSTODRIVE DESIRED BEHAVIOR GAME REPUTATION SOCIAL MECHANICS MECHANICS MECHANICS Reward People Elevate Their Status Give Them Context
    30. 30. GAMEMECHANICSTangible Data, Organized Goals Notifications auction Challenges Achievement Collections Task Lists Receive 20 ‘Likes’ in one week Points Competitions / Races Game Mechanics Applications
    31. 31. REPUTATIONMECHANICS Status, Aptitude Levels / Points totals Status Leaderboards Achievement badges Expertise achievements Exclusive privileges Reputation Mechanics Applications
    32. 32. SOCIALMECHANICSForming Groups / Facilitating Connections Groups / Teams Group Achievements Activity Streams Gift Manjeera: Friending / Following Away Notifications send Filtering / Recommendations Share with David? Sharing, Gifting Most helpful share team award Social Mechanics Applications
    33. 33. WHY THIS WORKS RECOGNITION ($) Reputation, Status, Badges,PERCEIVED VALUE OF REWARD Levels, Icons PRIVILEGES ($$) Early/VIP Access, Moderation Powers, Stronger Votes MONETARY ($$$) Discounts, Free Shipping, Prizes SOCIALNESS OF SITE
    34. 34. FOUR COMPONENTS OF VALUECREATING AND AMPLIFYING VALUE WITHIN THE ENTERPRISE
    35. 35. To truly deliver impact and value, businesses must deploy gamification to engage, unify, analyze, and optimize.
    36. 36. IMPACT THROUGH ENGAGEMENT & INSIGHT FOUR-FOLD VALUE ENGAGE UNIFY ANALYZE ENABLE A SINGLE ACTIONABLE OPTIMIZED MORE4 VIEW INSIGHT INVESTMENTS PEOPLE UNPARALLELED UNDERSTANDING OF YOUR DELIVERING INTERACTIONS A SINGLE, AUDIENCE MORE VALUABLE UNIVERSAL, PLATFORMS TO COMPREHENSIVE SUPPORT YOUR FREQUENCY PROFILE ORGANIZATIONAL CONSTANT PRIORITIES STRATEGIC QUALITY REFINEMENT
    37. 37. IMPACT THROUGH ENGAGEMENT & INSIGHT FOUR-FOLD VALUE ENGAGE UNIFY ANALYZE ENABLE A SINGLE ACTIONABLE OPTIMIZED MORE4 VIEW INSIGHT INVESTMENTS PEOPLE UNPARALLELED UNDERSTANDING OF YOUR DELIVERING INTERACTIONS A SINGLE, AUDIENCE MORE VALUABLE UNIVERSAL, PLATFORMS TO COMPREHENSIVE SUPPORT YOUR FREQUENCY PROFILE ORGANIZATIONAL CONSTANT PRIORITIES STRATEGIC QUALITY REFINEMENT
    38. 38. UNDERSTANDING THEDRILLING INTO YOUR STRATEGY FOUNDATION OF YOUR ENTIRE PROGRAM VISION & STRATEGY • How would you define your organization’s/division’s overall vision and strategy? CHALLENGES & GOALS • What are the specific challenges that you hope to address? What are your program goals? BEHAVIORAL MANAGEMENT • What high-value behaviors do you hope to motivate and manage? MEASURES OF SUCCESS • What does success look like? How will you measure it?
    39. 39. DRIVING ENGAGEMENT VOLUME AND QUALITYMOTIVATING BEHAVIORS VALUABLE TO BOTH THE BUSINESS AND THE AUDIENCE PAGE VIEWS, DAILY/ WEEKLY CONTENT CREATED, / MONTHLY QUESTIONS ASKED RETENTION UNIQUE VISITORS, COMMENTS, LIKES, REGISTERED USERS SHARES, FAVORITES, BOOKMARKS
    40. 40. IMPACT THROUGH ENGAGEMENT & INSIGHT FOUR-FOLD VALUE ENGAGE UNIFY ANALYZE ENABLE A SINGLE ACTIONABLE OPTIMIZED MORE4 VIEW INSIGHT INVESTMENTS PEOPLE UNPARALLELED UNDERSTANDING OF YOUR DELIVERING INTERACTIONS A SINGLE, AUDIENCE MORE VALUABLE UNIVERSAL, PLATFORMS TO COMPREHENSIVE SUPPORT YOUR FREQUENCY PROFILE ORGANIZATIONAL CONSTANT PRIORITIES STRATEGIC QUALITY REFINEMENT
    41. 41. QUANTIFY EMPLOYEE CONTRIBUTION, ANYWHERE SOCIAL COLLABO- Unify the employee ecosystem RATION and the employee profile REWARD & CONTINUING RECOGNITION EDUCATION Motivate high-value behaviors EMPLOYEE Deliver innovative on-boarding programs WEB TRAINING Build a broader, deeper understanding of each employee’s total contribution COMMUNITY
    42. 42. QUANTIFYING CUSTOMER ENGAGEMENT, ANYWHERE SOCIAL COLLABO- Who are my customers and prospects? RATION SALES CONTINUING & EDUCATION Where are they talking to CRM and about my brand? CUSTOMER Deliver innovative awareness and conversion programs WEB TRAINING Build a broader, deeper understanding of each customer’s total brand interaction COMMUNITY
    43. 43. IMPACT THROUGH ENGAGEMENT & INSIGHT FOUR-FOLD VALUE ENGAGE UNIFY ANALYZE ENABLE A SINGLE ACTIONABLE OPTIMIZED MORE4 VIEW INSIGHT INVESTMENTS PEOPLE UNPARALLELED UNDERSTANDING OF YOUR DELIVERING INTERACTIONS A SINGLE, AUDIENCE MORE VALUABLE UNIVERSAL, PLATFORMS TO COMPREHENSIVE SUPPORT YOUR FREQUENCY PROFILE ORGANIZATIONAL CONSTANT PRIORITIES STRATEGIC QUALITY REFINEMENT
    44. 44. “Gamification, like Social, provides datato analyze how your organizationoperates that previously did not exist” Busification Article: The Rise of Gamification Analytics
    45. 45. PERFORMANCE MEASUREMENT ASSESSING CONTRIBUTION WE UNDERSTAND YOUR EMPLOYEE-FACING VISION, AND WE WILL ALIGN PERFORMANCE METRICS TO YOUR GOALS.GOAL PERFORMANCE METRIC BEHAVIORS COMMENT, LIKE, SHARE, CREATE DISCUSSION,ENGAGEMENT INTERACTIONS PER PERSON ANSWER QUESTIONCOLLABORATION CONTENT CREATION CREATE PROJECT, POST TASK, COMMENT ON POSTAWARENESS CONTENT OBSERVATION PAGE VIEWS, SITE VISITS, TIME ON SITEPARTICIPATION INTERACTIONS PER PAGE VIEW COMMENT, LIKE, SHARE, POSTRETENTION RETURN VISITS % RETURNING DAILY/WEEKLY/MONTHLY/ETC.IDEATION IDEAS GENERATED / IMPLEMENTED POST/VOTE/COMMENT ON IDEA
    46. 46. ENGAGEMENT MEASUREMENT ASSESSING IMPACT WE UNDERSTAND YOUR CUSTOMER-FACING VISION, AND WE WILL ALIGN ENGAGEMENT METRICS TO YOUR GOALS.GOAL ENGAGEMENT METRIC BEHAVIORS COMMENT, LIKE, SHARE, CREATE DISCUSSION,ENGAGEMENT INTERACTIONS PER PERSON ANSWER QUESTIONAWARENESS CONTENT OBSERVATION PAGE VIEWS, SITE VISITS, TIME ON SITEPARTICIPATION INTERACTIONS PER PAGE VIEW COMMENT, LIKE, SHARE, POSTCONVERSION REVENUE AVERAGE SALE SIZE, TOTAL PURCHASESADVOCACY CUSTOMER SENTIMENT AND BROADCASTING POSITIVE REVIEWS, SOCIAL SHARES/MENTIONSCUSTOMER FEEDBACK NON-SALES INTERACTIONS REVIEW PRODUCT/PROCESS, SHARE PURCHASERETENTION RETURN VISITS % RETURNING DAILY/WEEKLY/MONTHLY/ETC.
    47. 47. PUTTING INSIGHT TO WORK TOBEHAVIORAL DATA = BIG DATA IMPACT YOUR CORE STRATEGY MACRO DATA INITIAL DATA POINTS STRATEGY MICRO CORRELATIONS CORRELATIONS SWOT DATA ANALYSIS CROSS- USER PLATFORM REFINED DATA STRATEGY INSIGHT GATHERING BEHAVIORAL DATA TRANSLATING DATA INTO REFINING AND EDUCATING ACTIONABLE INSIGHTS GOALS FROM INSIGHTS
    48. 48. IMPACT THROUGH ENGAGEMENT & INSIGHT FOUR-FOLD VALUE ENGAGE UNIFY ANALYZE ENABLE A SINGLE ACTIONABLE OPTIMIZED MORE4 VIEW INSIGHT INVESTMENTS PEOPLE UNPARALLELED UNDERSTANDING OF YOUR DELIVERING INTERACTIONS A SINGLE, AUDIENCE MORE VALUABLE UNIVERSAL, PLATFORMS TO COMPREHENSIVE SUPPORT YOUR FREQUENCY PROFILE ORGANIZATIONAL CONSTANT PRIORITIES STRATEGIC QUALITY REFINEMENT
    49. 49. OPTIMIZE AND ENABLESMART GAMIFICATION BUILDS PLATFORMS THAT SUPPORT BUSINESSPRIORITIES STRONGER GREATER MORE ASSETS TO HIGHER FEEDBACK & VALUABLE SUPPORT ENGAGEMENT ADVOCACY PLATFORMS MARKETING PROGRAMS
    50. 50. A BIT ABOUT BADGEVILLEINNOVATIVE STRATEGY MEETS PIONEERING TECHNOLOGY
    51. 51. THE BEHAVIOR PLATFORM
    52. 52. WHAT’S BEEN MISSING? MEASURE AND INFLUENCE BEHAVIORS THAT MATTER TO YOU YOUR ENGAGEMENT LAYER WEBSITES & APPLICATIONS ENTERPRISE MOBILE SYSTEMS
    53. 53. DRIVEDESIRED BEHAVIOR EVERYWHERE YOUR CUSTOMERSMARKETING/AN SOCIAL WEB WEBSITES & COMMUNITIES ALYTICS MOBILE APPS CRM SOCIAL LMS/HR CMS COLLABORATION YOUR EMPLOYEES
    54. 54. GET THE VALUEYOU WANTED DRIVE DESIRED BEHAVIORS ACROSS YOUR TECHNOLOGY INVESTMENTS 150% SIGN UPS 120% 85% SOCIAL SHARING 70% USER 60% REPEAT GENERATED CONTENT VISITS 40% TIME 40% ON SITEPAGE ADD 25%VIEWS TO 15% CART REFERRALS CONVERSION ENGAGEMENT LOYALTY COMMERCE
    55. 55. HOW WEDELIVER WE HELP YOU BUILD THE ENGAGEMENT LAYER THAT’S RIGHT FOR YOU THE PLATFORM THE VISION THE RESOURCES Powerful, flexible technology, Gamification frameworks Deep game design &built on modern web standards mapped to business objectives enterprise background
    56. 56. BADGEVILLE EMERGES AS THECLEAR MARKET LEADER THE RESOURCES EXECUTION THE RIGHT TEAM
    57. 57. 200+ WORLD CLASS COMPANIES TECHNOLOGY MEDIA FINANCE GREEN TECH HEALTH & EDUCATION TELCOCPG / CONSUMER RETAIL / ECOMMERCE & DEALS BRANDS 5.1.2012
    58. 58. SUCCESS STORIESREAL BUSINESS DELIVERING REAL IMPACT WITH SMART GAMIFICATION
    59. 59. Recognition, Awards & Motivation ProgramA Badgeville Case Study
    60. 60. EMC’S CHALLENGE Recognize key Reward various social types of social champions activity Build an Motivate aspirational increased system social activity
    61. 61. RAMP, MEET THE ECN Level Trophy Badge/ Reward Showcase Real-Time Notifications
    62. 62. RAMP, MEET THE ECN
    63. 63. B I G WI N S & I N N O V A T I O N S Historical Recognition • Previously activity will translate into one- for-one recognize of past activity • User Levels will reflect previous activity with further levels for growthBadge Scan Integration• EMC is the first company to fully integrate and reward traditional badge scan data as a user check-in
    64. 64. GAMIFICATION AS A BIG DATA SOLUTION RAMP User Master User Showcase Identity Community Behavior RAMP User Showcase Social Interaction Web Activity GMDB Data Mobile Activity SFDC Data Application Activity
    65. 65. CUSTOMER COMMUNITYENGAGEMENT …ACROSS MULTIPLE TOUCHPOINTS Points: 500 cglynch unlocked Rewards: 12 Transformer! 41% 1 week ago USER 21% CONSUMPTION USER 10% ACTIVITIES VISITS 2/3 1/2 2/5 4/5 3/5On-Site Event Online Community Activity Contributions
    66. 66. CUSTOMERACQUISITIONOnce customers see their peers being rewarded,they’re more likely to register, login, and engage. 47% Registered Users
    67. 67. SOCIALLOYALTYInfluence, recognize and reward key socialbehaviors that keep customers coming back… 33% Daily Retention
    68. 68. CUSTOMER COMMUNITYENGAGEMENTDrive user generated content and overall activityacross websites and online communities… 10X ANSWERS 5X COMMENTS 2X REVIEWS
    69. 69. DRIVE MORECONVERSIONSDrive user generated content and overall activityacross websites and online communities 18% Conversions
    70. 70. A FEW FINAL THOUGHTSSTRATEGIES FOR SUCCESSFUL GAMIFICATION
    71. 71. GAMIFICATION IS A PROVEN STRATEGY ENGAGE UNIFY ANALYZE OPTIMIZE
    72. 72. A STRATEGIC PARTNER
    73. 73. BEHAVIORAL SCIENCEA SCIENTIFIC PARTNER
    74. 74. ANALYTICS & REFINEMENTAN ANALYTICAL PARTNER
    75. 75. "[By 2015] 40% of the Global 1000organizations will use gamification as theprimary mechanism to transformbusiness operations.” GARTNER TREND STUDY
    76. 76. QUESTIONS ? www.badgeville.com | tyler@badgeville.com

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