Hamleys+rg
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The document discusses digital innovation and gaming. It outlines an innovation process that moves from problem discovery through developing minimum viable products (MVPs) and getting feedback to iterate and scale solutions. Several case studies are presented, including addressing film piracy and building trust in eBay. The rest of the document covers gaming mechanics and how gaming principles can be applied to engage customers and drive ROI in areas like training, call centers, and loyalty/healthcare programs.
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Hamleys+rg
- 4. How is digital is evolving? 1.0 2.0 3.0 Read Write Learn Merge 4.0 1990 2000 2010 2020
- 5. Insight Key objectives Problems Opportunities Business Market Trends Deliverables Market insight Competition Digital strategy Break points Behaviors The brand The consumer Implementations Key insights Roll-out factors Stage-gate When? how? 1-2-1 insight Research Peer intelligence Insight > analysis > review > MVP Feedback > Iterate > upgrade> Scale ROI
- 7. Problem ‘ Film piracy is on the increase’ Finger wagging campaigns not working. Increasing bandwidths. Solution ‘ Easy beats free’ Making legal sources of film easily accessible M.V.P. 1 ‘ FindAnyFilm.com 1.0” The Google of film. M.V.P. 2 ‘ FindAnyFilm 2.0’ Socialising film discovery
- 8. Problem ‘ Pharma products cost a lot and there is little time to exploit them’ Getting adoption into medical practice takes time. Solution ‘ Encourage discussion of the data’ Physicians trust other physicians M.V.P. 1 ‘ Rochecongress.info 1.0’ A congress utility released at ESMO in Milan M.V.P. 2 ’ Rochecongress.info 2.0’ Further iteration at SABCS in San Antonio
- 9. Problem ‘ The Trust Discount’ Lack of trust in eBay means shoppers will pay 20% less for goods than on Amazon Solution ‘ With you every step of the way’ Research suggested lack of overt customer service was damaging Trust M.V.P. 1 ‘ The People behind eBay’ Site display banners across 5% of UK site M.V.P. 2 ‘ Online Customer Service’ Reworking of OCS architecture, design & tone
- 10. Game on!
- 14. Gaming: Before Digital 80% of FFP users have taken unnecessary flights to gain airmilesa 10 trillion unredeemed airmiles Moneyweek.com $7 billion estimated global value
- 15. Gaming: Game Mechanics 1. Achievement Definition: A virtual or physical representation of having accomplished something. Often viewed as rewards in themselves. Example: a badge , a level, a reward, points, really anything defined as a reward can be a reward. 2. Appointment Dynamic Definition: To succeed, one must return at a predefined time to take some action. Often related to interval based reward schedules Example: Cafe World and Farmville where if you return at a set time to do something you get rewards 6. Blissful Productivity Definition: The idea that playing in a game makes you happier working hard , than you would be relaxing. Example: World of Warcraft players play on average 22 hours/week. They’re willing to work hard, perhaps harder than in real life, because of their blissful productivity in the game world. 21. Free Lunch Definition: The player feels they are getting something for free due to someone else having done work. The player must feel that they’ve “lucked” into something. Example: Groupon. By virtue of 100 other people having bought the deal, you get it for cheap.
- 16. The art of creating gameplay
- 18. Game Play Engagement R.O.I Revenue Data
- 19. Game Play E R.O.I. revenue D
- 20. Training Websites Call Centres Products Loyalty Healthcare HR
- 23. Game Changers
- 24. Living Digital: The Innovation Process
Editor's Notes
- Thanks everyone for coming The goal of today’s presentation is to arm you with enough information to be able to decide the final direction of the end product for ASCO We’ve discussed a lot of potential ideas and included everything in the costings, we now need to understand which are feasible from a budgetary POV in order to commence production. We have the capacity (now) to deliver everything in the required time however we really need your direction to understand your hierarchy of needs. We have taken the liberty to make some suggestions/recommendations based on our: Prior congress experience Understanding of user experience Interpretation of your needs Understanding of time/production limitations and constraints Given our time constraints it’s also paramount that we now begin work on delivery in order to meet delivery requirements, but we’ll go through timelines towards the end of the presentation. Once we have your approvals on budget, timings, deliverables we will move on to completing the Functional and Technical Specification and then commence production.
- In order to achieve the goal mentioned previously we’ve decided today to: Begin with the key goal we need to achieve with the end product we deliver Explain the product we recommend to achieve this goal Discuss how we’ll get uptake Recommend how we’ll identify KPIs Describe what we need from you in order to deliver on time End with a list of deliverables for you to choose from
- Image http://goo.gl/yDl0L Read, write, learn 1.0 – 3.0 the internet is now around 170 quadrillion computer chips wired up to a network – number of transistors = same as neurons in ur brain The links between pages = nearly same as synapse links in ur brain Growing interplanetary membrane = nearly as complex as ur brain Consumes around 5% of the world’s electricity but u can’t touch it When computer scientists look at the massive rivers of information flowing through it there’s some info they can’t account for. Most mutations can be id’d as hacking or line damage there are always a few % that can’t be id’d… the membrane is beginning to whisper to itself In next 10 years. Search my verbs not nouns. Search based on desired outcomes Immersion: your system knows and learn about you. It engages past, present and future senses, it engages time, location, appetite and needs. Mixed with an environment of marketing (special offers, education etc).
- Case study
- Case study
- In re to social media (facebook = campfire) Play important to humans – get info from article
- We’re born to play. It’s innate. So where’s the commercial application? Professor Richard Bartle divides game players into 4 essential categories: Killer: Self explanatory Call of Duty Achiever: Improve own characters gain power and wealth – World of Warcraft Explorers: Interacts with the game itself , unpicking it’s secrets Socialiser: Social capital interaction with others. 80% of public are socializer. Poke on Facebook is a way to allow public socializer to achieve. Farmville is Poke with cows. 10% are achievers 9% Explores. They are playing for the social credit for finding things. 1% they like to win when you loose. Sounds bad, but actually they are good often. (e.g ‘comment killers’ on blogs). They are the most active, proactive type. So if you running the game, manage them. Give them an incentive structure. Give them a carrot not a stick. OR the US tax system. It’s 100% stick and no carrot
- Game is more attractive than the prize
- Game play of course isn’t new, humans have come a long way and great games have mastered how to engage people and groups for thousand of years through emotional triggers. (get to a new level, become the King in the game, running faster, scoring more goals and working up a league. Romans > CityVille the principle are the same. Adding gaming mechanics to real life, points, scoring, group dynamics etc and when applied to even traditional services produces incredible results. Now we’re seeing this style of marketing as the customer coming to the marketing and being completely immersed. Motivators to engage Accelerators Additional Levels/Modes Aesthetics Consumables Full Unlock Item Unlock Power-up Coming back Fun Progress Multiple long and short term goals Rewards for effort Frequent feedback Uncertainty Risk Other people! Reciprocity! Escapism
- By playing to our sense of reward and triggers, companies can engage customers in new ways and promote certain behaviors .