Will Stuart Jones - 3Radical London UK - WHY GAMIFICATION IS FUNDAMENTAL TO BUILDING COMPELLING CONSUMER EXPERIENCES’
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Will Stuart Jones - 3Radical London UK - WHY GAMIFICATION IS FUNDAMENTAL TO BUILDING COMPELLING CONSUMER EXPERIENCES’
- 1. WHY GAMIFICATION IS FUNDAMENTAL TO BUILDING COMPELLING CONSUMER EXPERIENCES Will Stuart-Jones 3rd June 2018
- 2. “THE WORLD IS CHANGING VERY FAST. BIG WILL NOT BEAT SMALL ANYMORE. IT WILL BE THE FAST BEATING THE SLOW.” Rupert Murdoch, 21st Century Fox 14/06/2018 3radical confidential 2
- 3. TITLE ONLY This is especially true within consumer engagement… 3
- 4. Sending ‘flat’ content by email is no longer the the best way to engage with today’s consumers! 4
- 5. Brands are also often failing to engage where today’s conversations are taking place… “2.4 Billion Smartphone Users” (eMarketer 2017)
- 6. TITLE ONLY Brands don’t just need to change how they communicate - they also need to change the nature of the messages they are communicating... 6
- 7. …10,600,000 ‘hits’ on Google! “78% of Millennials would rather spend money on ‘experiences’ than ‘things’ ” (PWC 2014)
- 8. Every touch-point should be an opportunity to deliver interactive and immersive experiences!
- 9. 9 In the ‘Age of the Customer’ consumers expect a value exchange for engagement…
- 10. TITLE ONLY More bad news - consumers also expect their experiences to be personalised! 11
- 11. Finally, one last challenge - consumers are socially connected – all the time… 13
- 12. Let’s recap - to create compelling experiences we need to be… • Interactive and Responsive • Use ‘Mobile First’ • Facilitate Value Exchange • Tailor Engagement to Individuals • Omni-Channel including Social 15
- 14. How have restaurant chain Zizzi adopted gamification to revolutionise consumer engagement?
- 15. Zizzi use gamification to extend the in-store experience beyond the restaurant…
- 16. 20
- 17. 21
- 18. Gamification is a suite of techniques which can be used to create compelling experiences for ANY audience… 22
- 19. AIRBUS ‘DISCOVERY WEEK’ • Annual staff ‘Discovery Week’ training conference • Over 50 different workshops with 1000’s of ‘seats’ • Airbus are working with 3radical to help: • Encourage staff to book more training sessions! • Increase the number of sessions attended per person • Obtain feedback about each training workshop • Train and test staff on the Airbus ‘Core Values’ • Most importantly - make the event fun and memorable!
- 20. 24
- 21. 25 • The on-site experience launches tomorrow! • Prior to ‘go live’ Airbus have had: • 153% increase in bookings! • 20 workshops entirely ‘sold out’ • 721 unique staff registrations
- 22. SO, IN THESE EXAMPLES, GAMIFICATION HAS ALLOWED BRANDS TO… Create truly immersive, interactive content Reward ALL forms of engagement Drive clear business outcomes ‘Tailor experiences to each individual Deliver customer engagement fit for the 21st century!
- 23. So go out and use your gamification super powers - and change the world! 27
- 24. <Recap Slide> Thanks for listening! To find out more, speak to me today or visit our new website at www.3radical.com Twitter: @3RadicalTweets
Editor's Notes
- SPEAK SLOWLY! Istanbul WSJ Flight – uni – 20 years ago 20 years – social media, Amazon, electric cars – and gamification! Carry life in my pocket – laugh
- Pace of change not slowing… <Quote>
- Consumer engagement Over the last 20 years we’ve seen the rise of the digital economy 75% customers shop online
- Engagement has not kept pace Email 20th not 21st One way Brand push – consumers ignore Content is flat Great experiences need to be interactive – conversations, dancing, kissing! Why not consumer engagement?
- Conversation has moved on – mobile and social 2.4 billion mobile devices - 75 billion WhatsApp Messages NYE 2017! 75 billion! Can’t comprehend…
- Not just how brands communicate - also need to change the message are delivering…
- Previously brands promoted ‘things’ – products that people aspired to own Today’s consumers – driven by Instagram and Snapchat – want experiences! This should include digital engagement
- Evert touch-point should be an opportunity – interactive, immersive and rewarding experiences!
- Forrester define the period we are living in as the ‘Age of the Customer’… Customer is in command… we know there is value to brand for our engagement So we expect to be rewarded - physical rewards, symbolic rewards or just experience that are more rewarding Follow on Twitter, share content to Facebook, post to Instagram – what’s in it for me? “If you want my time and my loyalty, I expect something in return!”
- Brands therefore need to re-think their audience engagement strategies so that each engagement with the brand is rewarded in some way….
- So our list of challenges is growing… But there is more bad news – consumers now expect engagement to be personalised! “By 2018, organizations that have invested in all types of personalization will outsell companies that have not by 20%.” (Gartner)
- Consumers also increasingly expect experiences to offer choice and be personalised…
- Finally, one last challenge… Socially connected – all time time. Bad experience, either online or in-store, I can share with the world. “92% of consumer are more likely to trust peer recommendations…” (Nielsen 2015) Kim Kardashian I can instantly share my thoughts with 10’s of millions of people. Single tweet from Kylie Jenner wiped $1.5 billion dollars off the value of Snapchat $1.5 billion, with one tweet!
- If this situation wasn’t bad enough, brands also now have to contend with the fact that peer recommendation is arguably more powerful than brand messaging – we’ve heard a lot of the past two days how influencer marketing can be used to tap in to this power of ‘word of mouth’ - or ‘word of sharing’ - marketing
- So let’s recap – compelling experiences need to be… Interactive and Responsive as consumers engage Delivered with a ‘Mobile First’ approach Facilitate a value exchange at every touch point Tailored to each individual Omni-channel – we need to reward consumers however and wherever they choose to engage Don’t panic… Ladies and gentleman – saviour of modern consumer engagement is… gamification… Everyone in this room can use gamification to change the world!
- So, how can gamification be used to save consumer engagement… Here are some practical examples!
- Zizzi national restaurant chain UK - 200 stores… Zizzi rely on email marketing, pushing offers to consumers, constantly striving to hit the perfect moment… Love pizza – once a month… How do they drive engagement between visits? How do they remain front of mind with customers between visits?
- Zizzi & 3radical – gamify marketing Extend Zizzi experience beyond the restaurant…
- Interactive games – daily basis – drive customers back into store… Complete other tasks – share, review, refer, purchase This example, collect tokens Three dice rolls – additional tasks per day
- In this example customers must complete tasks to flip cards on a daily basis and reveal matching cards…. …collect points to ‘purchase’ prizes Drives repeat engagement between visits, other positive actions Each campaign engages over 100,000 customers driving 1000s of additional store visits etc. Now moving from campaigns to ‘always on’ mechanisms to drive engagement
- Gamification is a series of techniques ANY audience, ANY vertical 3R Bank training SG On-boarding international students AUS Gamified conferences UK – GE Brighton Latest work Airbus –World Premiere! Manufacturers of planes that safely carry people like me to events like this!
- Airbus – annual training conference – Discovery Week Over 50 courses Previously used website and email Airbus -> 3radical to bring the event to life… Key goals: Book more training sessions Attend sessions Provide feedback Roll out a new company core values Create fun and memorable event! 3radical/Airbus have turned to process of booking, attending and rating training courses into a game!
- Tasks to collect parts of a plane…. More tasks, the faster their plane is built. When plane built game is unlocked Staff compete to win a VIP trip to a major aviation industry air-show.
- Love to share results - but the training week doesn’t start until tomorrow! So far results extremely positive… <Stats>
- Gamification enables us… Create experiences that take consumers on a journey System for rewarding all engagement – however big or small – with a range of symbolic or real world rewards Build relationships by driving repeat engagement over time Unlock the value of social networks by rewarding consumers for welcoming us into their networks Revolutionise consumer engagement as we know it!
- Gamification is a series of techniques ANY audience, ANY vertical 3R Bank training SG On-boarding international students AUS Gamified conferences UK – GE Brighton Latest work Airbus –World Premiere! Manufacturers of planes that safely carry people like me to events like this!