Badgeville Summit, Engage 2012

KEYNOTE:
The Secret Sauce for
Building Digital Relationships

SARAH
ROTMAN-EPPS
Senior Analyst
Forrester Research

The Secret Sauce For Building
Digital Relationships
Sarah Rotman Epps, Senior Analyst
August 8, 2012

Twitter: @srepps

How do you create customer
relationships in your business?
Grocery clerk, c. 1935

Image source: Crooked Lake Review

© 2012 Forrester Research, Inc. Reproduction Prohibited 4

Digital technology makes some
relationships less personal
Online grocery shopping, 2012

Image source: Peapod website


But digital can also enable relationships
where none were possible before

Image source: Samsung Nation (www.samsung.com/us/samsungnation/)

Digital relationships are crucial for
competing in the digital age
HOW NETFLIX SUCCEEDED WHERE EVERYONE ELSE IN VIDEO FAILED

Netflix digitized the customer
relationship before the product
Netflix started digitizing the relationship
as early as 1999—8 years before
launching ―Watch Instantly‖—by:
• Designing a product that rewarded
frequent digital interaction
• Not waiting for new technology to
create innovation opportunities
• Expanding the relationship to any
touchpoint consumers adopted


Digital technology brings disruption to
every industry

• New competition, from unexpected places
• New touchpoints to reach your customer

Image source: Square website

Tools alone are not enough to create relationships

Image source: Bon Appetit

You need…secret sauce


This guy needs secret sauce:
ACTUAL FORRESTER CLIENT INQUIRY FROM A MULTINATIONAL BANK

“We want to do something with
„gamification,‟ but we‟re not
sure what or why.”


Chase’s secret sauce:

Motivate customers to do something that’s good for
them—creating a reason to visit more frequently
Image source: Chase website

SugarSync’s secret sauce:

Incent customers to get the most possible value from
using their product—driving free-to-paid conversion
Image source: SugarSync website

Everyday Health’s secret sauce:

Help consumers stick with their workout—increasing
paid conversions and new customer acquisition
Image source: Badgeville

How to create your own secret sauce

1. Understand customer needs
2. Link customer benefits with business
benefits
3. Only then, brainstorm and spec the
actual experience you want to build
4. Continuously learn from your digital
relationship to improve it


Thank you
Sarah Rotman Epps
+1 415.294.8178
srotman@forrester.com
@srepps

FIRESIDE CHAT:
Fan Loyalty Gets Gamified

MODERATOR: Bill Hanifin
Managing Director
Hanifin Loyalty
LEE HAMMOND
VP of Digital
Interscope Records

CASE STUDY:
Autodesk Gamifies
Software Trial Marketing

DAWN WOLFE
Sr. Mgr of Integrated Marketing Programs ·

SCOTT SAWICKI
Assoc. Dir of Client Management ·

Autodesk Gamifies Software Trials
Dawn Wolfe, Autodesk
Scott Sawicki, Resource Interactive

© 2011 Autodesk

Dawn Wolfe
Sr. Digital Marketing Manager
eBusiness
Autodesk

© 2011 Autodesk

Autodesk At-a-Glance

 Founded 1982
 $1.95+ billion in revenues
 6,800+ employees worldwide
 10+ million professional users in 187 countries
 1+ million students a year trained
 The last 17 Oscar winners for Best Visual Effects have all used
®

Autodesk software

© 2011 Autodesk

In Trial Marketing
 Trials Key To Purchase Decision
 90% of dotcom traffic
 3 Uses=2x likelihood to buy
 #1 Campaign CTA

© 2011 Autodesk

3DS Max In-Trial Marketing Tests

No change
Trial Usage

14% increase
Trial Usage

© 2011 Autodesk

Drivers to Gamification

 Increase Engagement
 Guide Experience
 Highlight features that sell the product
 Make the Value Prop Visceral
 Make it Fun!

© 2011 Autodesk

Case Study: 3DS Max Trial

This actually happens to be a game….
But it wouldn’t have to be….

© 2011 Autodesk

Scott E. Sawicki
Associate Client Director – San Francisco Office
Technology Client Team

© 2011 Autodesk

Gamification Launch Phases

 Kick-off
 Understanding the audience
 Establishing goals and objectives, KPIs
 Determining roles and responsibilities
 Information Architecture/Wireframing
 Creative Concepting
 Design Execution
 Development
 Technical Consultation and/or Technical Development
 Rules Creation, if needed
 Launch… Measurement and Analytics
 Optimization

© 2011 Autodesk

Autodesk 3ds Max Original Concepts

© 2011 Autodesk

Achievements

Points
Behaviors
Register for the Competition 25
Download support materials 25
Register and download support materials within 15 minutes 50
Be one of the first fifty (50) Entrants to complete the Coimbra, 100
Portuga Mission
Complete any three (3) Missions within five (5) consecutive 100
calendar days
Share any Competition feature on Facebook for the 1st time 1,000
Submit your 1st Mission 50
Have any Mission submission rejected for the 1st time 10
Submit all eight (8) Missions within seven (7) calendar days of 100
registration
Clicking the “Buy Now” button for the 1st time 1,000
Click on the Leader Board for the 10th
time 500
Get approval on your Coimbra Portugal Mission submission 100
Get approval on your Santiago, Spain Mission submission 200
Get approval on your Mediterranean Island Mission submission 500
Get approval on your Istanbul, Turkey Mission submission 1,000
Get approval on your Giza, Egypt Mission submission 1,500
Get approval on your Marrakesh, Morocco Mission submission 2,500
Get approval on your M’zab Valley, Algeria Mission submission 4,000
Get approval on The Desert, Algeria Mission submission 8,000
Complete all levels of the Competition 10,000

Complete all levels of the Competition within twenty (20) 10
consecutive calendar days of registration
© 2011 Autodesk

Case Study: Results

40% increase in trial usage
Ratio of day 2-30 trial use to day 1 use increased 40%

! What You Need to Understand: Connecting game mechanics to an
ordinary tutorial drove our key objective higher than any previous
attempt

© 2011 Autodesk 48

Gamification: Final Thoughts…

Using game mechanics provide incentive for action and increases
engagement.

 Connects with conditioned, internal reward systems
 Helps us do things we may not normally do
 Makes things we have to do more rewarding

© 2011 Autodesk

Customer experiences – even the most mundane – can be more
rewarding and pleasurable (for all involved) if you think differently
about your customers’ motivations. Help them do what they
already want or need to do and if you can make it fun
or pleasurable and social – even better.

© 2011 Autodesk

THANK YOU!

Dawn Wolfe
Dawn.wolfe@autodesk.com
415.846.2898
@Dawn_Michelle_W

Scott Sawicki
Ssawicki@resource.com
415.796.8964

© 2011 Autodesk

PANEL:
The Intersection of Social
and Gamification
MODERATOR: Chris Lynch
Director of Product Marketing
Badgeville

Jason Rupp Sr. Director of Product Management · Ask.com
Matthew Price Product Mgr. of Technology Partnerships · Bazaarvoice
Jodee Rich CEO · Peoplebrowsr

PRESENTATION:
Gamifying Retail Loyalty Strategies
with America’s #1 Book Retailer

MARC PARRISH
VP of Customer Retention and
Loyalty Marketing

Gamifying Your Retail Loyalty Strategies

Marc Parrish
VP, Customer Retention &
Loyalty Marketing, Barnes & Noble

Retail Brands crave loyalty.

It means that marketing dollars can be spent
more effectively on a convinced audience. News Search
Source: Google Insights

But most Retailers cannot pivot easily…

… they think little about loyalty and believe it will naturally occur.
Also, ads to acquire new customers are sexier.

But technically, customers evolved quickly.
So must retailers.
Email & Direct Marketing
1995

2000

2005

2013

Individualization

Customization

Segmentation
From Inbox to Clutterbox.
Spray & Pray 12 hours in my digital life …
and these are brands I want to relate to!

The Goal of Loyalty Marketing is always
white glove service….

But one hat does not fit all Customers
How Often Do You Shop? Once a Once a Unique
Once a Year Several Times month or week or Yearly Cust.
or Less a Year more more (M) Store Count

Walmart 7% 19% 36% 38% 132 3,300

Target 23% 37% 30% 11% 100 1,800

Warehouse store (e.g., Costco, Sam's or BJs) 25% 31% 35% 9% 75 1,000

Amazon.com 23% 41% 27% 9% 87

Best Buy 47% 41% 10% 2% 70 1,300

Office supply store (e.g, Staples or Office Depot) 36% 47% 15% 2% 82 4,200

Wedges Low Frequency Bells Moderate Frequency Direct Competitors High Frequency
50% 50% 50%
40% 40% 40%
30% 30% 30%
20% 20% 20%
10% 10% 10%
0% 0%
0%
Once a Several Once a Once a Once a Several Once a Once a
Once a Several Once a Once a
Year or Times a month week or Year or Times a month week or
Year or Times a month or week or
Less Year or more more Less Year or more more
Less Year more more

To bring your shoppers back,
customer friendly machinery is required.

So all Retailers have loyalty programs.
But after decades, who listens?

• In 2009*
– 1.807 billion: loyalty program
memberships in US
• Up 25% from 2006
– 14.1: average memberships per US
household
– 56%: percent of memberships that
are inactive
• No engagement within a 12-month
period
– 6.2: active programs per household
– 80%: percent of consumers with at
least one loyalty card
* 2009 Colloquy Report

CC Program Point / Money Back Program

Paid Program Free Program

Something has to be done.

That something is gamification.

How retailers see “Gamification”
should
I’m a Gamer! I’m a retailer!
• I can’t wait for the next • How can I use gaming
great gaming experience! to make my products
& services more
• Mobile engaging?

• Casual

• Hard Core

Scary

Because Retail has already been gamified.
Retailers just didn’t lead the way.

Starbucks went out front.
Mobile gamification tied to
Retail Strores.
From January 2011 beta to
today, Starbucks is now the
largest mobile payments
company, with 8,000
outlets.

Starbucks cards now account
for 22% of all transactions

Anxiety
Challenge

Boredom

Skill

Think of it this way.
• Gamification is using
digital candy to
capture that special
place in your
customer’s brain for
your brand, and
defend your physical
footprint.

Thank You

Marc Parrish
mparrish@book.com

PANEL:
Gamification for Good:
Changing the World, One Behavior at a Time

MODERATOR: Adena DeMonte
Director of Corporate Marketing
Badgeville
Marshall Alexander VP of Engineering · KarmaWell
Justin Ramers Director of Social Media · The Active Network
Wayne Lin Product Management Director · Opower
Jamie Kennedy Director of Social Media · O2 Media

KEYNOTE:
Proving the Value of
Gamification in the Enterprise

R “RAY” WANG
CEO & Principal Analyst
Constellation Research

Proving the Value of
Gamification in the Enterprise

Moving Beyond Transactions to Engagement

August 8, 2012

R ―Ray‖ Wang (@rwang0)
TM

Principal Analyst & CEO

© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential

Where will your business be in 2015?

78

Organizations face massive and
1. Macro economic forces
unprecedented levels of change
• Loss of faith in capitalism
• Commodity shortages • Changing workplace norms
• Political instability • Distributed nature of work
2. •Dynamic and force
Sustainability work • New work force models
environmental focus • Mixed generations
• Economic crisis • Aging workforce
• Price spikes Macro Workplace • Global talent
conditions dynamics • Temporary talent

3. • Pace ofbusiness models
New obsolescence
increasing faster
than the rate of Pace of tech Business • Project based
adoption
• Consumer tech ahead adoption Models • Globalization
of enterprise • New stakeholders
• Digital divide closing around the • Goliath vs start-up
4. Disruptive tech adoption
world • Public/ private /hybrid
• Connected ubiquity drives new • Regulation/ deregulation
adoption models • Business process outsourcing
79

Social tools are pretty crude
Twitter – I need to pee
Facebook – I peed
Google+ - More pee
FourSquare – I’m peeing here
Pinterest– My pee scrapbook
You Tube – Watch me pee
LinkedIn – I pee well
© 2011 - 2012 R Wang & Insider Associates, LLC. All rights reserved.

80

Email faces Fatal Fatigue, will social?

Source: September 2011, A Weber Communications

81
81

Fatal fatigue in adoption is near..

5. Revival and 1. Eager
rejuvenation early
adopters

4. Fatal 2. Ubiquitous
fatigue usage

3. Relevant
rationalization

The enterprise is shifting from
transaction to engagement to experience


83

Gamification is the solution…

… to influencing
© 2010 - 2012 Constellation Research, Inc. All rights reserved.
behavior and outcomes
Client Confidential

The shift starts with active listening for
rewards, achievement, broader trends.

85

Gamification is not about at technology.
It’s about solving a business problem…
How disruptive technologies and new business models affect business operations

Technology
NextGen
Future of Matrix From Data to Optimization CoIT and the
Customer
Work Commerce Decisions and New C-Suite
Experience
Innovation

Moving From Transactions To Personal Fulfillment Systems


86

Move beyond gamification tactics…

© 2011 R Wang & Insider Associates, LLC. All rights reserved. Source: 2012 Q1 Gamification Early Adopters Best Practices, n - 55

87

Apply the 9C’s of engagement to create
business value for brands and enterprises

People Centric Delivery and
Right Time Drivers
Values Comm Styles

Culture Channel Context

Community Content Catalyst

Credibility Cadence Cause

© 2012 R Wang & Insider Associates, LLC. All rights reserved.

88

Use non-monetary rewards to influence
behavior
Level 1: Recognition Level 2: Access Level 3: Impact

• Influence tracking • Community • Raise personal &
• Leaderboards resources and community profile
• Achievement badges tutorials • Participate in
• Featured placement • Virtual goods feedback surveys
• Awards and contests • Special groups • Influence product
• Key executives direction
• PR and media
placement • New features • Drive business
• New products outcomes
• Speaking slots
• Beta versions • Provide proof point
• Virtual currencies
references
and points • Public events
• Evangelize products
• Private events
and concepts

2011 Constellation Research Q1 & Q4 qualitative survey on community engagement incentive drivers

89

Drive value across the entire ecosystem

Organizations:
Accountability

Individuals: Networks:
Portable Facilitation of
Reputation Trust

The new
world of
outcomes
2011 Constellation Research Q1 & Q4 qualitative survey on community engagement incentive drivers

90

Start with the DEEPR to drive business
value across the organization
R
P Level 5:
Realization

E Level 4:
Pervasiveness
• Keeping up with
social
innovations
E Level 3:
Evangelization
• Scaling to match
demand
• Developing
social business

D Level 2:
Experimentation
• Choosing the
right tools
• Fostering
• Ensuring long
term funding
governance

Level 1: • Identifying
Discovery Internal
meaningful
collaboration
metrics
• Discerning hype
from reality • Incorporating
gamification
• Garnering
into business
executive
models
support

© 2011 R Wang & Insider Associates, LLC. All rights reserved.

91

Early adopters starting to identify
meaningful metrics and business models

© 2011 R Wang & Insider Associates, LLC. All rights reserved. Source: 2012 Q1 Gamification Early Adopters Best Practices, n = 55

92

Six simple steps to success
1. Identify
the
business
outcomes
6.Refine 2. Design
and the use
improve cases

Engagement
Best Practices
3. Apply
5.
the 9C’s
Measure
of
and
engageme
analyze
4. Gamify
nt
the
business
processes

93

Questions And Answers

94

Thank you

R ―Ray‖ Wang
650.918.6619
R@ConstellationRG.com
Twitter: @rwang0
http://blog.softwareinsider.org
www.ConstellationRG.com

95

FIRESIDE CHAT
with ORACLE:
Gamifying a Global Business
MODERATOR: Paul Hearing
Senior Producer
Badgeville
NICK GIANNASI
VP of Life Sciences Product Strategy
Oracle Health Sciences

FIRESIDE CHAT:
Mobile Gamification Around the Globe

MODERATOR: Eric Montoya
Business Development
Badgeville
KOJI FUKADA
CEO & Co-Founder ·

STEPHEN DUKE
CEO & Co-Founder ·

PRESENTATION:
Insights & Analytics:
The Big Data Side of Gamification

MARTIN SCHNEIDER
Research Manager · 451 Research

Insight & Analytics: The Big Data Side of
Gamification

Martin Schneider Research Manager, 451 Research

Agenda

• Big Data & Gamification…Wuzzah?
• The Future of Insight
• Examples of Big Data Gamification Insight
• Q&A

Ok…So, your gamification initiative is kicking ass…

Big Data vs. “Big Picture Data”

VS.

Big Data & Gamification
Gamification Data is:
• Semi-Structured
• Growing Exponentially
• Typically Meta-Data Around a Business Context
• Captured/Stored by SaaS Providers

This Lends Itself To:
• Classification
• Deep Analysis
• Business Insight
• Benchmarks

Gamification Big Data Can Better Answer…

Gamification Insight - Examples
• Greater Time Series Insight
• Marketing
• Sales
• Support

• Identify Customer Segments Based on Real Behavior
• No More Relying on Bland Demographics
• Context-driven Insight

• Understand Behavior Across Platforms/Properties/Brands

• Bridge Between Transactional BI and Behavioral Insight

Old Style Business Intelligence – Lots of “What”

Gamification Powered Insight – More “Why and How”

Where to Begin?

• Re-Think Your Metrics and Goals
• Think Behavior not “Numbers”
• What is the End Game?

• Work with your Gamification Provider
• Best Practices (You Can’t Have Big Data Without Lots and
Lots of Engagement!)
• Dashboard Optimization

• Recognize, Respond, Repeat!

Q&A

Questions?

@mschneider718

martin.schneider@451research.com

PANEL:
Baking Gamification
into your Core Product

MODERATOR: Chris Duskin
VP of Product
Badgeville
Neil Gandhi Sr. Software Engineer · Sneakpeeq
Rita Ferrari Marketing Manager · Premier Healthcare Exchange (PHX)
Sal Partovi Sr. Mgr. CloudSpokes Community & Social Marketing · Appirio
Giles House VP of Marketing · CallidusCloud

CASE STUDY:
EMC Gamifies Global
ECN Community

TYLER ALTRUP
Sr. Social Media Engagement Manager
EMC

Origins


The Challenge
How can EMC…

Recognize key Reward various
social types of social
champions activity

Build an Motivate
aspirational increased
system social activity


My Muse…


Launch
•Event Deployment
•Impact
•Innovations


RAMP, Meet ECN.
Level Trophy

Badge/
Reward
Showcase

Real-Time
Notifications


RAMP, Meet ECN.


Journey, Acc
elerated
Live Partner
in the for
Cloud Success

Transform IT

Transform
Transform Your
Your Business
Career

On the
Scene


EMC Implementation Plan
The Moonshot
• EMC World Launch
• ECN Integration

Q3
• EMC|One Integration

Q4
• External Social Integration


Buzzboard Leaderboarding
Showcasing participant achievement on the show floor


ECN Impact:Year-over-Year
+20% Increase in Total Activity

Activity Post-RAMP
50%

41%
40%

30%

19% 21%
20%
15%
12%
10% 10% 9% 9%
10%
3%
-3%
0%

-10%


EMC World: Performance Analysis
Lessons Learned
Monetary prizes are inefficient

• Lost in the crowd at EMC World
• Focus on status must also influence prize strategy

Contest consolidation needed

• For 2013, we should consolidate all social contests under RAMP

Expectation setting

• Must set appropriately based on program characteristics
• Must compare against other BV client baselines
• Must goal for performance, not badge accumulation
• Ex: more difficult behavior, lower expected completion

Design for the lowest common denominator

• Future event experiences will defined for simplicity
• Additional special elements will be layered on top of this minimal, broad approach


Big Wins & Innovations
Historical Recognition

• Previous activity will translate into
one-for-one recognition of past
activity
• User Levels will reflect previous
activity with further levels for growth

Badge Scan Integration

• EMC is the first company to fully
integrate and reward traditional
badge scan data as a user check-in


Planning for the
Future
•Redefining Goals
•Planning for Expansion
•Delivering Value to Clients


Overall Program Goals & Objectives
The platform-agnostic view

Improve User
Increase Experience
Grow
user &
user base
engagement Gain User
Insight


Community Roadmap
Stage II: Additional Functionality from Jive & Badgeville

Full import of Content-level
Profile
all Jive events and
enhancements
(aka community-
and tracking
behaviors) level rewards

Employee Social sharing “Mission
badging mechanics Mondays”

EMC|One
Deployment


Delivering Value for
Internal Clients

Increasing engagement since 2012


Program Design: Consultation Process
Design + Funding + Communication

Four Steps for Four Funding Communication
Program Design Requirements Planning
1
Identify primary goals Signage Integrate with planned
user/attendee
communication
2 Collateral
Identify aligned
behaviors
Leverage social
Handouts
3 channels
Develop rewards plan
Rewards
4 Optional: paid
Frame as a component Optional: scanner promotion and
of status technology advertising


RAMP Service Catalog
One portion of our new SMaaS (Social-Media-as-a-Service)
approach
Service
Offering What’s Included Cost Eligibility Ordering
Online Program Offline Program Short-Term:
Components Components
•Definition of desired (optional) •All ordering
user behaviors •Identification of will be
Program •Translation to offline digital data handled via
Consultatio trackable user sources (ex: badge EMC Marketing email
n activities scan data) requests to
Client only
•Creation of badges •Creation of hybrid Tyler Altrup
incurs cost
and bonuses online/offline
when
•Creation of mission missions and Post-EMCW:
adding:
structure rewards
•All ordering
•Badges •New data
will be
•If the client wishes to highlight and source
process
recognize a specific, singular user behavior,
through our
Badge/ our team will help to create a badge to or
online info-
Mission motivate this behavior. EMC Marketing
gathering
Creation •Missions •Exporting
tool
•If the client wishes to motivate a collection status to
of behaviors, a mission will be crafted to new platform
capture this full set of user activities.
The social team will work with the client(s)
Advanced Only clients who
to analyze:
Data have already
•Interaction rate with program components
Consultatio completed a
•Success in motivating the desired user
n program.
behaviors

Coming Soon…
•Platform Expansion Possibilities
•RAMP for Master User Identity
•RAMP Scorecard


More Platforms, More Data Points
Expanding our understanding of users across platforms

Goals
Platform User Base Behaviors
ECN Registered users Visits, views, comments, posts, etc.
Communities
EMC|One Registered users Visits, views, comments, posts, etc.
Facebook Followers Clicks, likes, comments, shares
LinkedIn Followers Clicks, likes, comments, shares
Social Spiceworks Followers Clicks, likes, comments
Twitter Followers Tweets, RTs, Mentions, Hashtags
YouTube Subscribers Views, ratings, shares
Web EMC.com Unique viewers Visits, views
Mobile EMC Folio Downloads Views, clicks, comments, visits
Aprimo Registrants Event and webinar registration
Saba New hires Complete training modules, complete on-
Applications
boarding
SurveyMonkey Unique users Survey completion


RAMP as a Big Data Solution
Revolutionizing user insight by connecting multiple identities

RAMP User Master User
Showcase Identity
Community Behavior RAMP User
Showcase
Social Interaction

Web Activity
GMDB
Data
Mobile Activity
SFDC
Application Activity Data


RAMP Scorecard
Progress, Not Perfection

Improve User
Experience
Increase user Grow our user
engagement base &
Gain User
Insight

Social
+19% increase Very positive
integration
in total ECN community
challenges
interactions response
Need for
“Mission Piloting user
promotional
Mondays” data import
spend


Thank You!
@TylerAltrup


PANEL:
The Importance of Reputation
in Online Communities

MODERATOR: Caroline Dangson
Producer
Badgeville
Bill Platt VP of Operations · Engine Yard
Alex Maier Community Manager · VMware
Sean O’Driscoll CEO & Co-Founder · Ant’s Eye View
Annie Fox General Manager · Buzznet at BUZZMEDIA

WELCOME TO
BADGEVILLE COMMUNITY

Share & Exchange Best Practices
Around Your Gamification & Engagement Programs

BADGEVILLE
IMPLEMENTATION
Leverages Game, Reputation,
and Social Mechanics

• Status and progress on every page
• Sharing and exchanging best practices
• Rewarding quality contributions and contributors

COMMUNITY ENGAGEMENT Early Adopter program

Some of our Founding Members
• 51 Discussions Started
• Sneakpeeq
• 160 Discussions Replies
• George Mobile
• 107 Upvoted Discussions
• Pivot
• 57 Upvotes Received
• Foryouandyourcustomer
• 3,617 Articles Read

LIVE DEMO TOMORROW

Earn your “Visit Jenny”
achievement, part of the
Badgeville Summit Mission,
by visiting the Badgeville
Community table.

KEYNOTE:
The Future of Gamification

TIM CHANG
Managing Partner
Mayfield Fund

Badgeville Summit, Engage 2012

Badgeville Summit, Engage 2012

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