Tricia Gellman - "4 Tips to Gamification Success"

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Gamification has proven to be a powerful tool to excite communities, boost engagement, create influence and build loyalty. The challenge companies have is how they successfully introduce gamification mechanisms that align communities with business goals. In this presentation, Tricia Gellman, senior director of product marketing at Salesforce’s Data.com, will provide attendees with four tips for leading a gamified community to business success by illustrating case studies that delivered real-world results.Each month, Data.com’s 2 million-member strong community provides over one million new pieces of business information essential to Data.com’s success. This level of motivation is a direct result of four simple steps:

Defining user motivation
Applying incentives to meet member goals
Creating MVPs to champion the community
Staying on top of trouble by maintaining fair play

After participating in this presentation, attendees will understand how to duplicate this approach by growing a gamified community that rewards members, encourages fun, manages competition and maintains community standards. Don’t miss out on this awesome session!

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  • As a publicly traded company I want to share with you our Safe Harbor statement. In this presentation we may touch on some future technologies, it is important that you make any purchasing decisions you plan to make based on what is publicly available today in the market. If you want to read this in more depth you can do so at our website.
  • Just as Wikipedia and Yelp have shown us, the best and most useful model to collect and manage accurate data is to leverage the wisdom of the crowds. Why? Crowds tends to be self policing and more efficient.
  • Jigsaw leverages this by using a 2 million + member community. This model not only creates a robust data asset, but gathers business data in a better and more accurate way.  
  • And we use this great contact asset to help power salesforce.com’s data product—data.com which combines the most accurate contact data with the best company data from D&B, and seamlessly manages and updates this data via the cloud.
  • At Jigsaw we’ve been doing community involvement for years, and so we’ve come a long way. It hasn’t always been so easy, and it clear that most companies today struggle with community involvement. Whether you have a community model like Jigsaw or if your community is your web site visitors and customers and prospects. We all spend so much time trying to create marketing programs, collateral etc. At the end of the day what makes these successful? It is successful if you get these people to interact and engage with your site and marketing the way they are already engaging with each other on the social web.
  • And at Jigsaw, we’ve seen that Gamification helps build this bridge between your marketing and your “community”
  • Before you can create any gamification program you need to understand what motivates your community. Is it status? Connections? Incentives? Knowing what matters is key to designing a program that works. At Jigsaw we quickly realized that for us it was a combination of all three things, and so we were able to create different gamification elements around each one. For our status lovers we created a special MVP program. For our connections-obsessed, we built out our message boards and implemented a “kudos program”. For those who love incentives we developed a cadence of unique contests.
  • Once you know your users motivations, it is much easer to apply incentives to get the types of behavior you want. For example, and Jigsaw, we divided our users into tiers. A few years ago we launched an event for the top tier, the “Rainmakers” WE stressed the exclusivity of the event, and positioned it as a VIP experience and have promoted it as such to our entire community—not just the Rainmakers. As such in the last year we doubled the number of rainmakers as people raced to contribute data to be invited to the event.
  • One of the best tools you can have in your arsenal is taking your top users and creating a group of expert evangelists. These people are key to spreading your message and providing legitimacy to your story. But how do you find these people?. The people who are engaging the most with your game, winning all the perks, are often looking for a more ways to engage with you. At Jigsaw, we crafted a program for them—where we gave them options like blogging, tweeting, starting their own user groups to earn additonal perks on the site. It might not be part of the official “game” but we use the same elements, and as a result we have a loyal army ready to help us when needed.
  • Like with any game, there are winners and losers, and often poor sports. To remedy this, you need to do the following Make sure the rules are very clear—and there is no room for subjective decisions Give your users a clear place to ask questions—at Jigsaw we usually post a blog and allow people to comment and ask questions, and often other users will help address other people’s concerns Keep your MVPs in the loop when you get a disgruntled user. When poor sports start making noise, especially on social channels, it helps to have a group of people willing to jump to your defense.
  • Tricia Gellman - "4 Tips to Gamification Success"

    1. 1. Four Tips to GamificationSuccessTricia GellmanSr Director, Product Marketing /add_address @add_address in/add_address
    2. 2. Safe HarborSafe harbor statement under the Private Securities Litigation Reform Act of 1995:This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any suchuncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differmaterially from the results expressed or implied by the forward-looking statements we make. All statements other thanstatements of historical fact could be deemed forward-looking, including any projections of product or service availability,subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans ofmanagement for future operations, statements of belief, any statements concerning new, planned, or upgraded services ortechnology developments and customer contracts or use of our services.The risks and uncertainties referred to above include – but are not limited to – risks associated with developing anddelivering new functionality for our service, new products and services, our new business model, our past operating losses,possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of oursecurity measures, the outcome of intellectual property and other litigation, risks associated with possible mergers andacquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain,and motivate our employees and manage our growth, new releases of our service and successful customer deployment, ourlimited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Furtherinformation on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual reporton Form 10-Q for the most recent fiscal quarter ended October 31, 2011. This documents and others containing importantdisclosures are available on the SEC Filings section of the Investor Information section of our Web site.Any unreleased services or features referenced in this or other presentations, press releases or public statements are notcurrently available and may not be delivered on time or at all. Customers who purchase our services should make thepurchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and doesnot intend to update these forward-looking statements.
    3. 3. Gathering Data from the Crowd is Effective Wikipedia Yelp xxx xxx Millions of Contributors Millions of Reviews 12,568,906 users made… 15 million reviews 395,177,595 edits… 1 million photos 20,676,516 articles 45 million visitors
    4. 4. Jigsaw Uses the Crowd to Gather Business Data a BetterWay Old New Hard to find. 2 Million Members Time consuming. Costly. Have information on millions of business professionals Out of data. Business data goes bad quickly. Make updates in real time 36,000 adds, 25,000 updates a day Expensive. Limited to those who can pay. Free Members add information to get information
    5. 5. nd this Data Helps Power Data.com Companies People
    6. 6. Most Companies Struggle with CommunityInvolvement Marketing Channels Web site MobileCampaigns Email PR Social
    7. 7. Companies: Struggling with CommunityInvolvement Marketing Channels Web site Mobile N ATIO I FIC GAMCampaigns Email PR Social
    8. 8. Benefits of a Gamified Community Engagement Addiction Loyalty The Community Your Community will wants to experience be come your biggest The Community your message all day fans—communicating doesn’t just consume all the time your message your message, they experience it outside of your site
    9. 9. Four Simple Steps to Success 1 Define User Motivations 2 Apply Incentives Create Expert Evangelists 3 Have a plan for when people get angry 4
    10. 10. Step 1: Define User Motivations Status Connections Incentives
    11. 11. Step 2: Apply Incentives
    12. 12. Step 3: Create Expert Evangelists
    13. 13. Have a plan when people get angryMake the Rules of the Game ClearProvide a place to ask questions.Have people on call to deal withthe disgruntled..
    14. 14. The Litmus Test: Are You Set up for Success? I can describe in one sentence what motivates my community. My incentive model helps grow the results in my key business goals I know who my expert evangelists are and they know additional ways they can help support my business goals I have an emergency plan for dealing with angry members

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