Nike+ have created a true loyalty program without bribes that engages over 28 million people. How can we learn from their success to create our own next generation customer engagement programs? How might a simple influencer board be the jumping off point to a greater customer experience?
Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do
1. JUST DONE IT
Deconstructing Nike+:
how we can create a feedback layer
to get better at what we do
Toby Beresford
toby@rise.global
@tobyberesford
Blog.rise.global
4. Broken Hopes
Motivates and engages anyone to do anything
we want them to do, even if they don’t want to
do it
Easy to implement, cheap and fast, one size fits
all solution can be applied
5. Reality
You can’t fool all the people all the time
Gamification is a two way street – both player
and manager must benefit
Every gamification project is different
9. What have Nike achieved?
Feedback layer that amplifies our intrinsic
motivation to run
True loyalty program without bribes.
Rich data from over 28 million customers.
24. Example
Digital Selling Expertise
How can I become a “digital seller”?
Build a personal brand online
Engage and Influence others
Drive results
25. E-Learning Program
Training courses
Resource library
Access to Mentors
Access to Tools
Case studies and testimonials
29. Approach Benefits
Simple – a single score is easy to communicate
and understand
Flexibility – a score can condense much,and
get more sophisticated over time
Triggers learning demand – players with low
scores want to learn
39. Approach Benefits
Audience Development – grab attention of top
influencers
Automatic Liquid Content – updates every week
as new players join and scores change
Brand Authority – become the champion brand
New Social Channel – a social media channel
which you can monetise
45. “if-then rewards usually do more harm
than good. By neglecting the
ingredients of genuine motivation—
autonomy, mastery, and purpose—
they limit what each of us can
achieve.”
Daniel Pink
Drive – the surprising truth about
what motivates us
46. Extrinsic: Win an Ipad
Short term increase in any metric
Attracts ‘compers’
Lots of cheating
Zero engagement post campaign
47. Intrinsic: Become a Guru
Personalised activity tracking
Social comparison
Attracts dedicated individuals
Infinite engagement
54. Email
e.g. Twitter Counter
Tweet
e.g. Rise
Report
e.g. HDI
Magazine
e.g. Campaign
Big Screen
e.g. Geckoboard
Reformat everywhere
Email Tweet Report Magazine Big Screen
Not to mention distribution via app, poster, watch, web and word of mouth….
55. Worst
board
ever?
Out of date
Last release was 4 months
ago.
Period unclear
Is this all time / this week?
Two ways to win
Is this a leaderboard of
brews or of liters (sic)?
Poor Old Vladimir
Can he ever win?
Distribution medium
Scrappy paper makes it
feel unimportant
B2B external (gamification gurus) or internal (digital mastery)
Could be journalists or bloggers or celebritoes or even other companies
“ego bait”
Measurement is what the nurse does when she measures how tall you are as a child, marks it at the doctos office on a chart you’ll never see again, and uses it to place you in a national percentile that lets you know you’re not the tallest person in your age group in the country
Scorekeeping is what your mother does when she periodically measures how tall you are as a child and makes a mark on the wall, charting your ‘growth; in a manner that is visible, encouraging and stimiulating.
The nurses measurement will result in no behaviour change. Create a defeatist attitute based on realisation that most kids are taller than you are. It won’t get you to drink your milk
The mum’s scorekeping as you watch the marks she make proceed progresivley up the wall, the marks will motivate you, they will get you to drink uyour milk
Difference between disinterested media owner, manager and player
“Show people how to win” Chuck Coonradt
Number of trays per queue per hour. “Something for management not us”