The keynote I delivered to the New Marketing International Congress in El Salvador in November 2012.

1. ENTERPRISE GAMIFICATION
NEW STRATEGIES FOR
GAINING CUSTOMER LOYALTY &
INCREASING EMPLOYEE PERFORMANCE

2. TODAY’S AGENDA AN IN-DEPTH EXPLORATION
OF SMART GAMIFICATION
THE ENGAGEMENT CRISIS
SMART GAMIFICATION, DEFINED
THE SCIENCE: WHY & HOW THIS WORKS
FOUR COMPONENTS OF VALUE FOR THE ENTERPRISE
A BIT ABOUT BADGEVILLE

3. WAIT, WHO IS THIS GUY?
BACKGROUND
• FORMER SR. SOCIAL MEDIA ENGAGEMENT MANAGER AT EMC
CORPORATION
• SPECIALIST IN SOCIAL MEDIA METRICS, SOCIAL MONETIZATION, AND
GAMIFICATION
• DESIGNED AND DEPLOYED “RAMP”, EMC’S GAMIFICATION PROGRAM
CREDENTIALS
• SPEAKER AT INAUGURAL GAMIFICATION SUMMIT
• SPEAKER AT INAUGURAL BADGEVILLE “ENGAGE” EVENT
• FORRESTER GROUNDSWELL AWARD FINALIST
CURRENT WORK
• SOLUTIONS ARCHITECT AT BADGEVILLE
• FOCUSED ON DEFINING BEHAVIOR MANAGEMENT AS A PART OF A FULL
STRATEGIC PLAN

4. BUENOS DÍAS
LANGUAGES I LANGUAGES I
HAVE STUDIED SHOULD HAVE
• ENGLISH STUDIED
• LATIN • SPANISH
• ITALIAN

6. THE ENGAGEMENT CRISIS
OUR SHARED CHALLENGE

7. THE WEB’S MOST
SUCCESSFUL
COMPANIES
845 Million 2 Billion Minutes 60 Hours of Video
Active Users of Play Per Day Uploaded Per Minute
Common Theme : HIGHLY ENGAGED USERS

8. THEN THERE’S STRUGGLING TO ENGAGE YOUR
THE REST OF US CUSTOMERS AND EMPLOYEES
CUSTOMERS EMPLOYEES

9. WHY LACK OF
ENGAGEMENT
HURTS
CUSTOMERS
AREN’T LOYAL
With ample choice, they flee
to your competitors and
social networks
EMPLOYEES
UNDER-PERFORM
Underutilizing the technology
you provide, they fail to
optimize business process

10. HOW WE’VE COPED
MORE
TECHNOLOGY
$1 TRILLION
in tech spend
over the last 5 years*
2010
2008 *Source – Gartner 2012

11. H E R E ’ S WH A T
YOU’RE GETTING… STRUGGLING TO DRIVE ENGAGEMENT
ACROSS YOUR TECHNOLOGY INVESTMENTS
YOUR CUSTOMERS YOUR EMPLOYEES
Are Inactive in
54 % Loyalty Programs 50 % Don’t Adopt Your
Enterprise Software
69 % Don’t Use Your
Online Communities 88 % Don’t Use Your
Social Software

12. SMART GAMIFICATION, DEFINED
WHAT IS IS, AND WHAT IT IS NOT

13. THE SIMPLE EXPLANATION
Gamification, noun.
“the use of game mechanics and game design
techniques in non-game contexts”
Source: Wikipedia

18. MY TAG:
TyBlues95

19. A SMARTER EXPLANATION
Smart Gamification,
“the use of game mechanics and game design
techniques to motivate increased engagement with
customers and/or increased performance from
employees”

20. EARLY EXAMPLES OF GAMIFICATION

21. EARLY EXAMPLES OF GAMIFICATION

22. EARLY EXAMPLES OF GAMIFICATION

23. EARLY EXAMPLES OF GAMIFICATION

24. EARLY EXAMPLES OF GAMIFICATION

25. AN INDUSTRY ON THE EDGE OF THE CHASM
"Businesses are
70% of Global Gamification: embracing the idea of
2000 will have at $2.8 Billion using game techniques
least one Industry by 2016 to influence behavior
gamified app by both inside and outside
2014 their enterprises."

26. THE SCIENCE OF GAMIFICATION
WHY AND HOW THESE TECHNIQUES DRIVE BEHAVIOR CHANGE

27. To avoid the engagement crisis,
you need to first know what
motivates your audience.

28. WE’RE CHASING THE SAME
THREE RABBITS
• Adoption
• Activity
• Retention

29. 1. USAGE & ADOPTION
72% of customers
never use online
communities
Sources: Gartner & Neochange

30. 2. GET PEOPLE TO DO MORE STUFF
54% of customers
aren’t active with
loyalty programs
70% of employees
are disengaged
Sources: Colloquy and Gallup

31. 3. And Keep Them…
62% of customers
take their business
to competitors
Sources: Kiss Metrics & Society for Human Resource Management

32. TELL A STORY OF
PERSONAL GROWTH
Learning Overcoming Social Building &
Challenges Connections Finding Order

33. AND INFLUENCING BEHAVIOR THAT
MAPS TO THAT GROWTH

34. THREE ENGAGEMENT MECHANICS
TO
DRIVE DESIRED BEHAVIOR
GAME REPUTATION SOCIAL
MECHANICS MECHANICS MECHANICS
Reward People Elevate Their Status Give Them Context

35. GAME
MECHANICS
Tangible Data, Organized Goals
Notifications auction
Challenges
Achievement Collections
Task Lists Receive 20
‘Likes’ in one
week
Points
Competitions / Races
Game Mechanics Applications

36. REPUTATION
MECHANICS
Status, Aptitude
Levels / Points totals
Status Leaderboards
Achievement badges
Expertise achievements
Exclusive privileges
Reputation Mechanics Applications

37. SOCIAL
MECHANICS
Forming Groups /
Facilitating Connections
Groups / Teams
Group Achievements
Activity Streams Gift Manjeera:
Friending / Following
Away Notifications send
Filtering / Recommendations Share with David?
Sharing, Gifting Most helpful share
team award
Social Mechanics Applications

38. WHY THIS WORKS
RECOGNITION ($)
Reputation, Status, Badges,
PERCEIVED VALUE OF REWARD
Levels, Icons
PRIVILEGES ($$)
Early/VIP Access, Moderation
Powers, Stronger Votes
MONETARY ($$$)
Discounts, Free Shipping,
Prizes
SOCIALNESS OF SITE

39. FOUR COMPONENTS OF VALUE
CREATING AND AMPLIFYING VALUE WITHIN THE ENTERPRISE

40. To truly deliver impact and value,
businesses must deploy
gamification to engage, unify,
analyze, and optimize.

41. IMPACT THROUGH ENGAGEMENT & INSIGHT FOUR-FOLD VALUE
ENGAGE UNIFY ANALYZE ENABLE
A SINGLE ACTIONABLE OPTIMIZED
MORE4
VIEW INSIGHT INVESTMENTS
PEOPLE UNPARALLELED
UNDERSTANDING
OF YOUR DELIVERING
INTERACTIONS A SINGLE, AUDIENCE MORE VALUABLE
UNIVERSAL, PLATFORMS TO
COMPREHENSIVE SUPPORT YOUR
FREQUENCY PROFILE ORGANIZATIONAL
CONSTANT PRIORITIES
STRATEGIC
QUALITY REFINEMENT

42. IMPACT THROUGH ENGAGEMENT & INSIGHT FOUR-FOLD VALUE
ENGAGE UNIFY ANALYZE ENABLE
A SINGLE ACTIONABLE OPTIMIZED
MORE4
VIEW INSIGHT INVESTMENTS
PEOPLE UNPARALLELED
UNDERSTANDING
OF YOUR DELIVERING
INTERACTIONS A SINGLE, AUDIENCE MORE VALUABLE
UNIVERSAL, PLATFORMS TO
COMPREHENSIVE SUPPORT YOUR
FREQUENCY PROFILE ORGANIZATIONAL
CONSTANT PRIORITIES
STRATEGIC
QUALITY REFINEMENT

45. UNDERSTANDING THE
DRILLING INTO YOUR STRATEGY FOUNDATION OF YOUR
ENTIRE PROGRAM
VISION & STRATEGY
• How would you define your organization’s/division’s overall vision and
strategy?
CHALLENGES & GOALS
• What are the specific challenges that you hope to address?
What are your program goals?
BEHAVIORAL MANAGEMENT
• What high-value behaviors do you hope to motivate and manage?
MEASURES OF SUCCESS
• What does success look like? How will you measure it?

46. DRIVING ENGAGEMENT VOLUME AND QUALITY
MOTIVATING BEHAVIORS VALUABLE TO BOTH THE BUSINESS AND THE AUDIENCE
PAGE VIEWS, DAILY/ WEEKLY
CONTENT CREATED, / MONTHLY
QUESTIONS ASKED RETENTION
UNIQUE VISITORS, COMMENTS, LIKES,
REGISTERED USERS SHARES, FAVORITES,
BOOKMARKS

47. IMPACT THROUGH ENGAGEMENT & INSIGHT FOUR-FOLD VALUE
ENGAGE UNIFY ANALYZE ENABLE
A SINGLE ACTIONABLE OPTIMIZED
MORE4
VIEW INSIGHT INVESTMENTS
PEOPLE UNPARALLELED
UNDERSTANDING
OF YOUR DELIVERING
INTERACTIONS A SINGLE, AUDIENCE MORE VALUABLE
UNIVERSAL, PLATFORMS TO
COMPREHENSIVE SUPPORT YOUR
FREQUENCY PROFILE ORGANIZATIONAL
CONSTANT PRIORITIES
STRATEGIC
QUALITY REFINEMENT

49. QUANTIFY EMPLOYEE CONTRIBUTION, ANYWHERE
SOCIAL
COLLABO-
Unify the employee ecosystem RATION
and the employee profile
REWARD & CONTINUING
RECOGNITION EDUCATION
Motivate high-value behaviors
EMPLOYEE
Deliver innovative on-boarding programs
WEB TRAINING
Build a broader, deeper understanding of
each employee’s total contribution COMMUNITY

50. QUANTIFYING CUSTOMER ENGAGEMENT, ANYWHERE
SOCIAL
COLLABO-
Who are my customers and prospects? RATION
SALES
CONTINUING
&
EDUCATION
Where are they talking to CRM
and about my brand?
CUSTOMER
Deliver innovative awareness and
conversion programs
WEB TRAINING
Build a broader, deeper understanding of
each customer’s total brand interaction COMMUNITY

51. IMPACT THROUGH ENGAGEMENT & INSIGHT FOUR-FOLD VALUE
ENGAGE UNIFY ANALYZE ENABLE
A SINGLE ACTIONABLE OPTIMIZED
MORE4
VIEW INSIGHT INVESTMENTS
PEOPLE UNPARALLELED
UNDERSTANDING
OF YOUR DELIVERING
INTERACTIONS A SINGLE, AUDIENCE MORE VALUABLE
UNIVERSAL, PLATFORMS TO
COMPREHENSIVE SUPPORT YOUR
FREQUENCY PROFILE ORGANIZATIONAL
CONSTANT PRIORITIES
STRATEGIC
QUALITY REFINEMENT

52. “Gamification, like Social, provides data
to analyze how your organization
operates that previously did not exist”
Busification Article: The Rise of Gamification Analytics

53. PERFORMANCE MEASUREMENT ASSESSING CONTRIBUTION
WE UNDERSTAND YOUR EMPLOYEE-FACING VISION, AND
WE WILL ALIGN PERFORMANCE METRICS TO YOUR GOALS.
GOAL PERFORMANCE METRIC BEHAVIORS
COMMENT, LIKE, SHARE, CREATE DISCUSSION,
ENGAGEMENT INTERACTIONS PER PERSON
ANSWER QUESTION
COLLABORATION CONTENT CREATION CREATE PROJECT, POST TASK, COMMENT ON POST
AWARENESS CONTENT OBSERVATION PAGE VIEWS, SITE VISITS, TIME ON SITE
PARTICIPATION INTERACTIONS PER PAGE VIEW COMMENT, LIKE, SHARE, POST
RETENTION RETURN VISITS % RETURNING DAILY/WEEKLY/MONTHLY/ETC.
IDEATION IDEAS GENERATED / IMPLEMENTED POST/VOTE/COMMENT ON IDEA

54. ENGAGEMENT MEASUREMENT ASSESSING IMPACT
WE UNDERSTAND YOUR CUSTOMER-FACING VISION, AND
WE WILL ALIGN ENGAGEMENT METRICS TO YOUR GOALS.
GOAL ENGAGEMENT METRIC BEHAVIORS
COMMENT, LIKE, SHARE, CREATE DISCUSSION,
ENGAGEMENT INTERACTIONS PER PERSON
ANSWER QUESTION
AWARENESS CONTENT OBSERVATION PAGE VIEWS, SITE VISITS, TIME ON SITE
PARTICIPATION INTERACTIONS PER PAGE VIEW COMMENT, LIKE, SHARE, POST
CONVERSION REVENUE AVERAGE SALE SIZE, TOTAL PURCHASES
ADVOCACY CUSTOMER SENTIMENT AND BROADCASTING POSITIVE REVIEWS, SOCIAL SHARES/MENTIONS
CUSTOMER FEEDBACK NON-SALES INTERACTIONS REVIEW PRODUCT/PROCESS, SHARE PURCHASE
RETENTION RETURN VISITS % RETURNING DAILY/WEEKLY/MONTHLY/ETC.

55. PUTTING INSIGHT TO WORK TO
BEHAVIORAL DATA = BIG DATA IMPACT YOUR CORE STRATEGY
MACRO DATA INITIAL
DATA POINTS STRATEGY
MICRO CORRELATIONS
CORRELATIONS
SWOT
DATA ANALYSIS
CROSS-
USER PLATFORM
REFINED
DATA STRATEGY
INSIGHT
GATHERING BEHAVIORAL DATA TRANSLATING DATA INTO REFINING AND EDUCATING
ACTIONABLE INSIGHTS GOALS FROM INSIGHTS

56. IMPACT THROUGH ENGAGEMENT & INSIGHT FOUR-FOLD VALUE
ENGAGE UNIFY ANALYZE ENABLE
A SINGLE ACTIONABLE OPTIMIZED
MORE4
VIEW INSIGHT INVESTMENTS
PEOPLE UNPARALLELED
UNDERSTANDING
OF YOUR DELIVERING
INTERACTIONS A SINGLE, AUDIENCE MORE VALUABLE
UNIVERSAL, PLATFORMS TO
COMPREHENSIVE SUPPORT YOUR
FREQUENCY PROFILE ORGANIZATIONAL
CONSTANT PRIORITIES
STRATEGIC
QUALITY REFINEMENT

57. OPTIMIZE AND ENABLE
SMART GAMIFICATION BUILDS PLATFORMS THAT SUPPORT BUSINESS
PRIORITIES
STRONGER
GREATER MORE ASSETS TO
HIGHER
FEEDBACK & VALUABLE SUPPORT
ENGAGEMENT
ADVOCACY PLATFORMS MARKETING
PROGRAMS

58. A BIT ABOUT BADGEVILLE
INNOVATIVE STRATEGY MEETS PIONEERING TECHNOLOGY

59. THE BEHAVIOR PLATFORM

60. WHAT’S BEEN MISSING? MEASURE AND INFLUENCE
BEHAVIORS THAT MATTER TO YOU
YOUR ENGAGEMENT LAYER
WEBSITES & APPLICATIONS ENTERPRISE
MOBILE SYSTEMS

61. DRIVE
DESIRED BEHAVIOR EVERYWHERE
YOUR CUSTOMERS
MARKETING/AN SOCIAL WEB WEBSITES & COMMUNITIES
ALYTICS MOBILE APPS
CRM SOCIAL LMS/HR CMS
COLLABORATION
YOUR EMPLOYEES

62. GET THE VALUE
YOU WANTED DRIVE DESIRED BEHAVIORS ACROSS
YOUR TECHNOLOGY INVESTMENTS
150%
SIGN UPS 120%
85% SOCIAL
SHARING
70%
USER 60% REPEAT
GENERATED
CONTENT VISITS
40% TIME
40%
ON
SITE
PAGE ADD 25%
VIEWS TO 15%
CART REFERRALS
CONVERSION
ENGAGEMENT LOYALTY COMMERCE

63. HOW WE
DELIVER
WE HELP YOU BUILD THE
ENGAGEMENT LAYER
THAT’S RIGHT FOR YOU
THE PLATFORM THE VISION THE RESOURCES
Powerful, flexible technology, Gamification frameworks Deep game design &
built on modern web standards mapped to business objectives enterprise background

64. BADGEVILLE EMERGES AS THE
CLEAR MARKET LEADER
THE RESOURCES EXECUTION THE RIGHT TEAM

65. 200+ WORLD CLASS COMPANIES
TECHNOLOGY MEDIA FINANCE GREEN TECH
HEALTH &
EDUCATION TELCO
CPG / CONSUMER RETAIL / ECOMMERCE & DEALS
BRANDS
5.1.2012

66. SUCCESS STORIES
REAL BUSINESS DELIVERING REAL IMPACT WITH SMART GAMIFICATION

67. Recognition, Awards &
Motivation Program
A Badgeville Case Study

68. EMC’S CHALLENGE
Recognize key Reward various
social types of social
champions activity
Build an Motivate
aspirational increased
system social activity

69. RAMP, MEET THE ECN
Level Trophy
Badge/ Reward
Showcase
Real-Time Notifications

70. RAMP, MEET THE ECN

71. B I G WI N S & I N N O V A T I O N S
Historical Recognition
• Previously activity will translate into one-
for-one recognize of past activity
• User Levels will reflect previous activity with
further levels for growth
Badge Scan Integration
• EMC is the first company to fully integrate
and reward traditional badge scan data as a
user check-in

72. GAMIFICATION AS A BIG DATA SOLUTION
RAMP User Master User
Showcase Identity
Community Behavior RAMP User
Showcase
Social Interaction
Web Activity GMDB Data
Mobile Activity
SFDC Data
Application Activity

74. CUSTOMER COMMUNITY
ENGAGEMENT
…ACROSS MULTIPLE TOUCHPOINTS
Points: 500 cglynch unlocked
Rewards: 12 Transformer!
41%
1 week ago
USER
21% CONSUMPTION
USER
10% ACTIVITIES
VISITS
2/3 1/2 2/5 4/5 3/5
On-Site Event Online Community
Activity Contributions

75. CUSTOMER
ACQUISITION
Once customers see their peers being rewarded,
they’re more likely to register, login, and engage.
47%
Registered
Users

76. SOCIAL
LOYALTY
Influence, recognize and reward key social
behaviors that keep customers coming back…
33%
Daily
Retention

77. CUSTOMER COMMUNITY
ENGAGEMENT
Drive user generated content and overall activity
across websites and online communities…
10X
ANSWERS
5X
COMMENTS
2X
REVIEWS

78. DRIVE MORE
CONVERSIONS
Drive user generated content and overall activity
across websites and online communities
18%
Conversions

79. A FEW FINAL THOUGHTS
STRATEGIES FOR SUCCESSFUL GAMIFICATION

80. GAMIFICATION IS A PROVEN STRATEGY
ENGAGE UNIFY
ANALYZE OPTIMIZE

81. A STRATEGIC PARTNER

82. BEHAVIORAL SCIENCE
A SCIENTIFIC PARTNER

83. ANALYTICS & REFINEMENT
AN ANALYTICAL PARTNER

84. "[By 2015] 40% of the Global 1000
organizations will use gamification as the
primary mechanism to transform
business operations.”
GARTNER TREND STUDY

85. QUESTIONS ?
www.badgeville.com | tyler@badgeville.com