Jim Larrison Dynamic Signal - Giving Tuesday connected learning - 10-14-2014

1. Tapping Advocates for True Engagement
Gamification: Integrating Fun into Your #GivingTuesday Campaign
October 14th, 2014 - 2:25PM - 2:35PM
: : Connected Learning

2. Who We Are
Dynamic Signal is the leader in employee and consumer, partnering with top brands to help them empower their employees and influencers as advocates
Over $30MM in Venture Funding
Founded in 2010
San Francisco • New York • Chicago • London

3. Tapping Advocates for True Engagement
Large scale advocate relationships are critical to the mid and long term success. These relationships should drive tremendous ROI and provide for ongoing engagement.
Gamification: Integrating Fun into Your #GivingTuesday Campaign
Operational Drivers of Large Scale Influencer & Advocate Management
Credit
Compliance
Convenience
One click allows advocates to immediately share content across every social network
We ensure advocates only have access to approved content, eliminating all risk of violating social media policies
We motivate, reward, and recognize advocates for their participation through leaderboards and badges

4. Tapping Advocates for True Engagement
Trust Matters Everywhere!
The percent of people that trust recommendations or information shared from…
Gamification: Integrating Fun into Your #GivingTuesday Campaign
15%
70%
Friends & Acquaintances

5. Tapping Advocates for True Engagement
Large scale advocate relationships are critical to the mid and long term success. These relationships should drive tremendous ROI and provide for ongoing engagement.
Gamification: Integrating Fun into Your #GivingTuesday Campaign
Operational Drivers of Large Scale Influencer & Advocate Management
Social & Earned Media Strategy
Highly Fragmented Audiences
Complicated Marketing Messages
Difficulty in Building True Consumer Engagement
Fans
Advocates
Influencers

6. Tapping Advocates for True Engagement
Understanding Advocates in the Market Today…
What Does An Advocate Look Like?
Advocates
Influencers
Fans and Followers
Semi-pro content creators
Content bloggers/enthusiasts who expect to be paid
Social Publishers
Enthusiasts looking for content and non-cash social currency
Super fans
Brand advocates seeking Brand perks and recognition

7. Understanding Advocates in the Market Today…
How to Get to Sustained Advocacy…
Tapping Advocates for True Engagement

8. Tapping Advocates for True Engagement
What are the primary drivers for cause advocates and fans to continue a direct relationship by advocating and sharing content on behalf of the cause/brand?
Overview of the Operational Components to Advocate Marketing
% Advocate Strong Motivation Drivers
Recognition Access Rewards
73% 63% 56%
•Thank You recognition
•Viewed as good advocate
•Identified as value add
•Called on to help out
•Invited into program
•Exclusive membership
•Access to unique content
•Authentic relationships
•Increased levels in program
•Prizes & gifts
•Branded products & swag
•Virtual rewards

9. Overview of the Operational Components to Advocate Marketing
Brands & Non-Profits are empowering and tapping into the many different types of market voices to build and operate engagement communities. Each of these segments can offer tangible and measurable ROI
Market
Voices
Reach
Influence
Rewards
Mass
Significant
Viral
Large
High Trust
Category
Engaged
Brand
Peers
Unlimited
Influencer
Amplifier
Connector
Fanatic
Relationships
Tapping Advocates for True Engagement
The types and levels of rewards and recognition is driven by the type of advocate or fan member, and their active participation in being a strong ambassador.

10. Gamification: Integrating Fun into Your #GivingTuesday Campaign
Values of On-Going Advocate Incentive Program
Activate Advocate Members
•Keeping your advocates and fans coming back
•Activating your advocates to share your owned media
•Create true cause expert willing to share experiences
•Empowering your fans to generate branded & relevant content that can be shared across program
Grow Member Loyalty
•Increase & grow your relationship with your advocates and fans
•Drive ROI via sharing coupons and deals across members
•Provide measurable value to the advocates & influencers
•Ensuring always feel recognized for their contribution & loyalty
•Building a stronger relationship between you and your customer
•Thanking and acknowledging them for their patronage
The ideal relationship ensures you have an advocate that visits the program regularly, engages with you cause across the web, and actively promotes your business…
Tapping Advocates for True Engagement

11. Points can translate directly into rewards for users based on their sharing and participation in the program.
Tapping Advocates for True Engagement
Overview of the Operational Components to Advocate Marketing

12. Examples of Rewards & Incentive Programs
Tapping Advocates for True Engagement

13. Building Gamification into Engagement
Gamification: Integrating Fun into Your #GivingTuesday Campaign
Tapping Advocates for True Engagement
Member A
Joins Community and connects 2 Channels:
+5 Pts. for joining
Shares 2 posts per channel
(10 pts. / share x # of channels shared on)
+40 Pts.
Member A completes Share Activity #1 (shares 1 article on Twitter and Facebook (10 pts. each) + 10 bonus pts. for completing activity)
+30 Pts.
Total points earned in Week #1 by Member A: 75
Member initiated
Brand initiated

14. The goals and objectives behind any incentives built into your ambassador program should be tied to building a sustainable relationship with advocates
Gamification: Integrating Fun into Your #GivingTuesday Campaign
Building active GT ambassadors through an authentic relationship between your cause and your fans/advocates can activate and empower your membership to become involved and hyper loyal!
Rewards & Incentives
Gifts & Prizes Events & Concerts Merchandise Industry Events
Digital Rewards Charitable Donations Travel Tickets Special Experiences
Tapping Advocates for True Engagement

15. The types and levels of rewards and recognition is driven by the type of advocate or fan member, and their active participation in being a strong #GT ambassador.
Gamification: Integrating Fun into Your #GivingTuesday Campaign
Extrinsic Rewards
Intrinsic Rewards
Explicit Rewards
•Better life/supporting cause
•Challenge/competition
•Creativity
•Fun & enjoyment
•Group effort/achievement
•Learning & betterment
•Satisfying curiosity
•Part of making better product
•Access to GT/Charity Exec
•More networking opps
•Behind the scenes
•People of similar interests
•Progress badges
•Charity badges/gifts
•Prizes & gifts
•Information/advice
•3rd party incentives
•Customized/personalized treatment
•New products
•Cash rewards
•Non-monetary rewards
•Deals & discounts
•Special events & shows
•Invitation to Events
•Points accumulation
•Virtual rewards/badges
•Travel & experiences
•Ability to join VIP circle
•Access to exclusive channels
•Access to exclusive resources
•Chance for wider fame
•Reputation building
•Exposure in the media
•Recognition by leadership
•Reputation by peers
•Followers on social channels
•Subscribers sign-up
•Membership badges
•More traffic to blog/site
•Higher Influence score
Types of Advocate Program Rewards
Tapping Advocates for True Engagement

16. All Content Company Confidential ©2014 Dynamic Signal
16
Thank You!