Sitecore Customer Experience Conference 2013 - Gamification

1,421 views

Published on

This is the presentation held during Sitecore Norway's Customer Experience Conference 2013 about Gamification

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,421
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Sitecore Customer Experience Conference 2013 - Gamification

  1. 1. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeEkteGamification.EktekundeopplevelserSitecore CXM 20.06.13
  2. 2. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeHva er det?
  3. 3. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeHype?Kilde:http://tomfishburne.com/2011/09/gamification.html
  4. 4. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeGamificationBruk av spillmekanismer i sammenhenger som ikke har noemed spill å gjøre, for å motivere og påvirke folks atferd
  5. 5. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeGamification ≠ SpillKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge http://www.wallsave.com/wallpapers/1920x1080/rancid/911524/rancid-re-post-your-gamer-background-911524.jpg
  6. 6. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeGamification ≠ Kun digitaltKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge http://www.wallpapersgroup.com/wallpapers/2012/11/Digital-blue-1260x1680.jpg
  7. 7. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeGamification ≠ NERDKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge
  8. 8. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeHvordan virker det?
  9. 9. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge Kilde:http://www.supercell.net/games/view/hay-day
  10. 10. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge Kilde:http://www.supercell.net/games/view/hay-day
  11. 11. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge Kilde:http://hayday.wikia.com/wiki/Hay_Day_Wiki
  12. 12. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge
  13. 13. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKilde:http://www.funnyjunk.com/funny_pictures/3956174/Like+Whores+In+A+Nutshell/
  14. 14. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge
  15. 15. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge
  16. 16. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge/in/kbarw
  17. 17. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge
  18. 18. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge
  19. 19. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKilde:http://memeburn.com/2012/06/foursquare-teases-new-maps-major-redesign/
  20. 20. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge
  21. 21. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge
  22. 22. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge Kilde:http://sport-locker.net/2012/01/19/nike-launch-nike-fuelband-measuring-movement-to-make-life-a-sport/
  23. 23. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge
  24. 24. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge
  25. 25. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge
  26. 26. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge
  27. 27. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeHvorfor virker det?
  28. 28. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKilde:http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs
  29. 29. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeWhat work I have done I have donebecause it has been play. If it had beenwork I shouldn’t have done it.Mark TwainKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/kbarwin
  30. 30. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeStatusStatus er en større driver ennøkonomisk gevinst
  31. 31. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge
  32. 32. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeEksempel: Sneakpeeq
  33. 33. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKilde:http://www.sneakpeeq.comKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge
  34. 34. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge Kilde:http://www.sneakpeeq.com
  35. 35. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge Kilde:http://www.sneakpeeq.com
  36. 36. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge Kilde:http://www.sneakpeeq.com
  37. 37. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKilde:http://www.sneakpeeq.noKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge
  38. 38. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge Kilde:http://www.sneakpeeq.com
  39. 39. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeHvorfor bør du vurdere det?
  40. 40. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeGartner predicts over 70 % of global 2000organizations will have at least onegamified application by 2014!http://www.gartner.com/it/page.jsp?id=1844115!
  41. 41. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKilde:http://www.gamesindustry.biz/articles/2013-05-24-microsoft-applies-for-patent-on-tv-achievements
  42. 42. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge=Gamification igamle dager
  43. 43. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeThe word most frequently used to describeengagement, particularly in a marketingcontext, is loyalty.Gamification by Design by Gabe ZichermannHandler om lojalitet
  44. 44. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeGamification=SocialCRM=CustomerExperience
  45. 45. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeHva er verdien?
  46. 46. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeFra 5 til 45 interaksjoner pr. minutt18 % økning i konverteringerKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge Kilde:http://www.retailtouchpoints.com/shopper-engagement/1952-sneakpeeq-increases-conversions-18-with-gamification-
  47. 47. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKilde:Badgeville
  48. 48. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeBusiness case
  49. 49. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeLojalitetGrunntallAntall kunder 50 000Omsetning 50 000 000Brutto frafall 12%Brutto tilvekst 15%Netto tilvekst 3 %Glidende reduksjonav churn2%EffektÅrlig tilvekst 5%Økt omsetning år 1 1 000 000Økt omsetning år 2 1 050 000Økt omsetning år 3 1 102 500Totalomsetningsverdi3 152 500
  50. 50. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeOmsetning pr. kunde (ARPU)GrunntallOmsetning 50 000 000Økt ARPU 5%EffektØkt omsetning pr. år 2 500 000Totalt over 3 år 7 500 000
  51. 51. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeAnnen verdiskapingOmsetningEngasjementSamtykkerMerkevarebyggingVervingAtferdsdata
  52. 52. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeBig dataLitt dataDataEn gamified infrastruktur danner ryggmargen i all annen markedsføring og CRM,og vokser i verdi over tid”Gamified infrastruktur”= Big Data
  53. 53. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeEkte gamification
  54. 54. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge”Ekte”gamificationimarkedsføring•  Bruk av spillmekanismer!•  Motivere og påvirke kunder•  Benytte seg av og se verdien av produkter og tjenester!•  Stimulere til engasjement!•  Appellere til menneskets konkurrerende natur•  Styrke båndet mellom leverandør og kunde
  55. 55. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge5 bud for ”ekte”gamification1.  Du skal tilby nytteverdi og glede2.  Du skal belønne bruk av produkt/tjeneste3.  Du skal ikke markedsføre/snakke om gamification4.  Du skal ikke gjøre gamification som en kampanje5.  Du skal kontinuerlig vedlikeholde og videreutvikle
  56. 56. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeLitt gamification er bedre enn ingen gamification
  57. 57. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeSpørsmål?Kilde:http://twicsy.com/i/jHJbPb
  58. 58. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge
  59. 59. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeLeftovers
  60. 60. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKilde:http://www.thinkwithgoogle.com/mobileplanet/no/graph/?country=noJenter liker å spille spill
  61. 61. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeEksempel: Let your body drive
  62. 62. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge http://www.wallsave.com/wallpapers/1920x1080/rancid/911524/rancid-re-post-your-gamer-background-911524.jpg
  63. 63. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKilde:http://www.ddb.no
  64. 64. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKilde:http://www.ddb.no
  65. 65. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKilde:http://www.ddb.no
  66. 66. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKilde:http://www.ddb.no
  67. 67. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeKilde:http://www.ddb.no
  68. 68. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorge
  69. 69. Kent Barwin | The Customer | +47 90 74 11 91 | kent.barwin@thecustomer.no | @kbarw | facebook.com/TheCustomerNorgeSammenligningLet Your Body Drive SneakpeeqBruker spillteknikker Bruker spillteknikkerBruker spill Bruker ikke spillSammenligne seg med andre(Leaderboard)Sammenligne seg med andre(Facebook-venner, ”lokale” leaderboards)Stimulerer ikke til bruk av produkt Stimulerer til bruk av tjenestenHøy fokus på merkantil belønning (til én vinner) Fokus både på merkantil og ikke-merkantilbelønning (til alle)Kampanje Løpende aktivitetMerkevarebygging/akvisisjon En del av tjenesten, bygger ”oppsigelsesvern”

×