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
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
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!
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?
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!