Presentation given at a workshop for entrepreneurs. Customer engagement is the heart and soul of community-building and online marketing. Are you putting the right message in front of the right prospect at just the right time? Need ideas to help boost customer engagement and move them along the buying journey? Join us for an introduction to gamification and other participation-boosting strategies.

1. HOW-TO:
BOOST CUSTOMER
ENGAGEMENT
Make Your Life Easier &
Improve Your Customer’s Experience
+Chris Mohritz | chris@mohritz.co | #IdeaToOperations

2. OUR JOURNEY
● The one thing: plan the experience
● The one thing: be unexpected
● The one thing: make it fun
Discussion (not just a presentation)
Interupt me at anytime (questions / comments)

3. WHAT IS CUSTOMER ENGAGEMENT?
The goal of consumer engagement is
to create meaningful consumer
impact and generate either a
behavioral result (such as driving a
sale or inquiry) or an attitudinal result
(such as making an emotional
impression or changing attitudes).
http://www.fusemarketing.com/Definition_Consumer_Engagement

4. HELP YOU BOOST ENGAGEMENT...?

6. TI
AR
P
CUSTOMER LIFECYCLE
Increasing Engagement With
Understanding

7. SHOW THEM THE COURTESY
● Understand your customer, subscriber, etc.
● Their needs, wants, struggles
● Where you can best help them
“Seek first to understand, then to be
understood” ~Stephen Covey

8. WHY PLAN THE EXPERIENCE?
● It makes everything else easier
● No second guessing
● More customers (better experience)

9. WHERE ENGAGEMENT APPLIES
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Your tribe
Your blog
Your book
Your ad campaign
Your explainer video
Your social media bio
Networking
Sales calls
etc.

12. BLOG EXAMPLE
● http://www.redbull.
com/us/en/bike/stories/1331632524218/5reasons...-why-loic-bruni-will-rock-2014

13. T II
AR
P
PATTERN INTERRUPT
Increasing Engagement by Capturing
Attention

14. BACK TO LES…

15. BE UNEXPECTED

16. THE PATTERN INTERRUPT
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Snap them out of (it)
Strip away past prejudices
Disrupt their current “pattern” of thinking
Stop their automatic response
Bypass the gatekeeper (expectation)
Creates a more receptive audience

17. WHY PATTERN INTERRUPT?
● It makes everything else easier
● Actually get their attention
● Sets you apart from masses

18. EXAMPLES
● huffingtonpost.com/news/pattern-interruption
● funnyordie.com/zachgalifianakis

19. III
RT
PA
MAKE IT EASY FUN
Increasing Engagement With Fun

20. WHY NOW...WHAT’S DIFFERENT?
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Internet (communication explosion)
MMOGs (virtual worlds)
Mobile (casual games)
iPads (easy & early access)
Millennials define reality through the lens of a
game (it’s how they grow/grew up)

21. GAMIFICATION IS...
The use of game thinking and game mechanics in non-game
contexts to engage users in solving problems.
~Wikipedia
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A terrible name
A mindset
Should be "Fun theory"
Next step in evolution of marketing
Only one ingredient in engagement
Spirit of a game
Fun is job #1

22. GAMIFICATION IS NOT...
● Bells & whistles
● Fix for poor product or experience
● Fix for weak understanding of customers
& prospects
● Actual games

23. WHY MAKE IT FUN?
● It makes everything else easier
● Message-to-market match (its expected)
● Its the new reality

24. ANYTHING CAN BE MADE FUN
goo.gl/pNGhC

25. INTERNET GOES MMOG
"Everything in the future
online is going to look like a
multiplayer game."
Eric Schmidt
Google Chairman

26. http://xeodesign.com/whyweplaygames.html

27. THE GAMIFICATION ONION
Game
Mechanics
Game Design
Thinking
Game Design
to Drive
Mass Change
Sociological
Motivators in
Game Design

28. MINDSET SHIFT
Prospects
Leads
Customers
Readers
Subscribers
etc.
Players

29. PLAYER TYPES (BARTLE'S)
Achievers
Socializers
Defined by:
A focus on attaining status and
achieving preset goals quickly and/or
completely.
Defined by:
A focus on socializing and a drive to
develop a network of friends and
contacts.
Engaged by:
Achievements
Engaged by:
Newsfeeds, Friends, Lists, Chat
Typical makeup: 10%
Typical makeup: 75%
Killers
Explorers
Defined by:
A focus on winning, rank, and direct
peer-to-peer competition.
Defined by:
A focus on exploring and a drive to
discover the unknown.
Engaged by:
Leaderboards, Ranks
Engaged by:
Hidden Achievements
Typical makeup: 5%
Typical makeup: 10%

30. GAMER PSYCHOLOGY QUIZ
Explorer: 74%
Achiever: 66%
Socializer: 60%
Killer: 7%
goo.gl/fnQN3

31. MINDSET SHIFT
Extrinsic Rewards
Intrinsic Value
AmyJoKim.com

32. Game
Mechanics
Game Design
Thinking
Game Design
to Drive
Mass Change
Sociological
Motivators in
Game Design

33. GAME MECHANICS
Badges
Incentive
Loops
Onboarding
Points
Levels
Leaderboards
Rewards
Challenges

34. Types of Points
Experience: most important,
earned for every action, may expire,
never go down, not redeemed
(always goes up, keep earning)
Redeemable: goes up & down, redeemable for goods (ie. bank
balance)
Skill-based: assigned to specific activities that are tangential to
XP or tangential to redemption
Karma: sole purpose is to be given them away, get no benefit
from keeping them (ie. voting system)
Reputation: often most complex, incorporate a number of
different things, used when a system can't verify trust

35. WHY BADGES
● Collecting: historically badges were a collection
mechanism
● Surprise/pleasure: "awesome, I earned a badge"
● Visually valuable: aesthetically pleasing, people can
want them because they look good
● Social promotion: opportunity for a user to promote
your product in the social graph, "I'm gonna share
this with others"
● Goals & progress: can be a progress mechanic

36. LEVELS
● Provide a “Path to Mastery”
● Progression of difficulty (don't
slam them up front)
● Difficulty from level to level is
not linear, usually exponential
up front and then decreasing
over time

37. REWARD INTERVALS
Fixed Ratio: given after a
fixed number of actions
Variable ratio: given after an
unknown number of actions

38. CHALLENGES
Aligned with levels and experience points
Maintain "Flow" - balance between ability
level and challenge
(Treasure hunt)

39. LEADERBOARD TIPS
● Always put the user in
middle of the
leaderboard
● Show friends above and
below them
● Show them a specific
instruction on what they
can do to move up

40. INCENTIVE LOOP TIPS
(Viral loop)
Evolve through levels
Be deliberate & focused:
● how to get users into the experience,
● what keeps them engaged, and
● how to bring them back
ie. connecting & expressing > tweet > @mentions >
followers > rinse & repeat

41. ONBOARDING
First minute is the
most important
Minimize choice
Slowly reveal complexity of system to user
Don't explain, experience
Offer benefits first, then ask for registration
(give them something for free first, RIA)

42. EXAMPLES
McDonalds: Monopoly
Xbox.com/live: achievements, leaderboards
FourSquare.com: badges, rewards
LinkedIn.com: progress bar
SalesForce.com: leaderboard, achievements, leveling
Mint.com: achievements, progress bar
ShopKick.com: virtual currency, rewards, contests
Starbucks.com: leveling, rewards
Nike.com: achievements, badges, challenges, rewards
BuffaloWildWings.com: trivia, challenges

43. SERVICE PROVIDERS
Bigdoor.com
Bunchball.com
Badgeville.com
iActionable.com
Gigya.com

44. GABE ZICHERMANN
goo.gl/xW9Bj

45. Game
Mechanics
Game Design
Thinking
Game Design
to Drive
Mass Change
Sociological
Motivators in
Game Design

46. KEVIN WERBACH
goo.gl/l07iw

47. Game
Mechanics
Game Design
Thinking
Game Design
to Drive
Mass Change
Sociological
Motivators in
Game Design

48. WILL WRIGHT
goo.gl/WfNim

49. Game
Mechanics
Game Design
Thinking
Game Design
to Drive
Mass Change
Sociological
Motivators in
Game Design

50. JANE MCGONIGAL
goo.gl/fe9C5

51. GAMES FOR CHANGE
● gamesforchange.org
● yukaichou.com/gamificationexamples/top-10-gamification-exampleshuman-race

52. FUN IS JOB #1

53. TO SUM IT UP...
● Map out the overall experience
● Be unexpected
● Be fun

54. Feedback?
Questions?
chris@mohritz.co