Badgeville Summit, Engage 2012 - CASE STUDY : EMC Gamifies Global ECN Community

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TYLER ALTRUP, Sr. Social Media Engagement Manager ·EMC

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Badgeville Summit, Engage 2012 - CASE STUDY : EMC Gamifies Global ECN Community

  1. CASE STUDY:EMC Gamifies GlobalECN Community TYLER ALTRUP Sr. Social Media Engagement Manager EMC
  2. Recognition, Awards & Motivation Program A Badgeville Case Study @TylerAltrup August, 2012© Copyright 2012 EMC Corporation. All rights reserved. 2
  3. Origins© Copyright 2012 EMC Corporation. All rights reserved. 3
  4. The ChallengeHow can EMC… Recognize key Reward various social types of social champions activity Build an Motivate aspirational increased system social activity© Copyright 2012 EMC Corporation. All rights reserved. 4
  5. My Muse…© Copyright 2012 EMC Corporation. All rights reserved. 5
  6. © Copyright 2012 EMC Corporation. All rights reserved. 6
  7. Launch •Event Deployment •Impact •Innovations© Copyright 2012 EMC Corporation. All rights reserved. 7
  8. RAMP, Meet ECN. Level Trophy Badge/ Reward Showcase Real-Time Notifications© Copyright 2012 EMC Corporation. All rights reserved. 8
  9. RAMP, Meet ECN.© Copyright 2012 EMC Corporation. All rights reserved. 9
  10. Journey, Accelerated Live Partner in the for Cloud Success Transform IT Transform Transform Your Your Business Career On the Scene© Copyright 2012 EMC Corporation. All rights reserved. 10
  11. EMC Implementation Plan The Moonshot • EMC World Launch • ECN Integration Q3 • EMC|One Integration Q4 • External Social Integration© Copyright 2012 EMC Corporation. All rights reserved. 11
  12. Buzzboard LeaderboardingShowcasing participant achievement on the show floor© Copyright 2012 EMC Corporation. All rights reserved. 12
  13. ECN Impact:Year-over-Year+20% Increase in Total Activity Activity Post-RAMP50% 41%40%30% 19% 21%20% 15% 12% 10% 10% 9% 9%10% 3% -3% 0%-10%© Copyright 2012 EMC Corporation. All rights reserved. 13
  14. EMC World: Performance AnalysisLessons 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© Copyright 2012 EMC Corporation. All rights reserved. 14
  15. 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© Copyright 2012 EMC Corporation. All rights reserved. 15
  16. Planning for the Future •Redefining Goals •Planning for Expansion •Delivering Value to Clients© Copyright 2012 EMC Corporation. All rights reserved. 16
  17. Overall Program Goals & ObjectivesThe platform-agnostic view Improve User Increase Experience Grow user & user base engagement Gain User Insight© Copyright 2012 EMC Corporation. All rights reserved. 17
  18. Community RoadmapStage 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© Copyright 2012 EMC Corporation. All rights reserved. 18
  19. Delivering Value for Internal Clients Increasing engagement since 2012© Copyright 2012 EMC Corporation. All rights reserved. 19
  20. Program Design: Consultation ProcessDesign + 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© Copyright 2012 EMC Corporation. All rights reserved. 20
  21. RAMP Service Catalog One portion of our new SMaaS (Social-Media-as-a-Service) approachServiceOffering 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 beProgram •Translation to offline digital data handled viaConsultatio trackable user sources (ex: badge EMC Marketing emailn 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 ourBadge/ our team will help to create a badge to or online info-Mission motivate this behavior. EMC Marketing gatheringCreation •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 componentsConsultatio completed a •Success in motivating the desired usern program. behaviors © Copyright 2012 EMC Corporation. All rights reserved. 21
  22. Coming Soon… •Platform Expansion Possibilities •RAMP for Master User Identity •RAMP Scorecard© Copyright 2012 EMC Corporation. All rights reserved. 22
  23. More Platforms, More Data PointsExpanding 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, sharesSocial Spiceworks Followers Clicks, likes, comments Twitter Followers Tweets, RTs, Mentions, Hashtags YouTube Subscribers Views, ratings, sharesWeb EMC.com Unique viewers Visits, viewsMobile 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© Copyright 2012 EMC Corporation. All rights reserved. 23
  24. RAMP as a Big Data SolutionRevolutionizing user insight by connecting multiple identitiesRAMP User Master UserShowcase Identity Community Behavior RAMP User Showcase Social Interaction Web Activity GMDB Data Mobile Activity SFDC Application Activity Data© Copyright 2012 EMC Corporation. All rights reserved. 24
  25. 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 © Copyright 2012 EMC Corporation. All rights reserved. 25
  26. Thank You! @TylerAltrup© Copyright 2012 EMC Corporation. All rights reserved. 26

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