Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do
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Nike+ have created a true loyalty program without bribes that engages over 28 million people. How can we learn from their success to create our own next generation customer engagement programs? How might a simple influencer board be the jumping off point to a greater customer experience?
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Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do
- 1. JUST DONE IT Deconstructing Nike+: how we can create a feedback layer to get better at what we do Toby Beresford toby@rise.global @tobyberesford Blog.rise.global
- 4. Broken Hopes Motivates and engages anyone to do anything we want them to do, even if they don’t want to do it Easy to implement, cheap and fast, one size fits all solution can be applied
- 5. Reality You can’t fool all the people all the time Gamification is a two way street – both player and manager must benefit Every gamification project is different
- 7. Nike+ Ecosystem Nike+ FuelBandNikeFuel Nike+ Move Nike+ Training Club Nike+ Shoes Nike+ Sportwatch Nike+ Running
- 9. What have Nike achieved? Feedback layer that amplifies our intrinsic motivation to run True loyalty program without bribes. Rich data from over 28 million customers.
- 12. Single Score
- 14. Great Design
- 17. Social Features
- 18. Feedback Layer Intrinsic motivation Single score Personalised feedback Great design Friendly competition Elegant Achievements Social features
- 19. HR JUST DO IT
- 20. Intrinsic motivation at work Employees Learn a skill Develop career Be a great colleague Managers Drive behaviour change
- 21. Digital Ecosystem Business Systems Learning Management Internal Social Media External Social Media Single Score
- 22. Program Components Learning Adoption Performance
- 24. Example Digital Selling Expertise How can I become a “digital seller”? Build a personal brand online Engage and Influence others Drive results
- 25. E-Learning Program Training courses Resource library Access to Mentors Access to Tools Case studies and testimonials
- 27. Weekly Email
- 28. Stories and Tips
- 29. Approach Benefits Simple – a single score is easy to communicate and understand Flexibility – a score can condense much,and get more sophisticated over time Triggers learning demand – players with low scores want to learn
- 30. DIGITAL MARKETING JUST DO IT Build your own influencer marketing channel
- 31. Example Influential Thought Leaders How can I become a “thought leader” in topic X?
- 32. Create your own social Media Channel Design Player List Score Algorithm Score Data Scores Leaderboard Movers Release Stats IN OUT
- 34. As a Blog Page
- 35. Robo Blog Posts
- 36. On the move
- 37. Twitter Top 100 Show
- 38. Sponsored Emails
- 39. Approach Benefits Audience Development – grab attention of top influencers Automatic Liquid Content – updates every week as new players join and scores change Brand Authority – become the champion brand New Social Channel – a social media channel which you can monetise
- 40. JUST DESIGN IT The design decisions you need to make
- 41. #1 – Why are we tracking? Measuring or scorekeeping?
- 43. Measurement Catches people doing it wrong Externally imposed Presented after the fact Forces competition Maximises excuses Discourages ownership Enforces manager goals Scorekeeping Reinforces good habits Chosen by individual Feedback during journey Allows competition Maximises celebration Stimulates ownership Enables player goals Adapted from Scorekeeping for Success, © Chuck Coonradt
- 44. #2 – Why will they play?
- 45. “if-then rewards usually do more harm than good. By neglecting the ingredients of genuine motivation— autonomy, mastery, and purpose— they limit what each of us can achieve.” Daniel Pink Drive – the surprising truth about what motivates us
- 46. Extrinsic: Win an Ipad Short term increase in any metric Attracts ‘compers’ Lots of cheating Zero engagement post campaign
- 47. Intrinsic: Become a Guru Personalised activity tracking Social comparison Attracts dedicated individuals Infinite engagement
- 48. #3 – What is the game? The score algorithm
- 49. Multiple or Single Score?
- 50. #4 – What is the league? The leaderboard design
- 51. e.g. Tray processing rate / scanner
- 52. e.g. Tray processing rate / shift
- 53. #5 – How do we publish? The release schedule
- 54. Email e.g. Twitter Counter Tweet e.g. Rise Report e.g. HDI Magazine e.g. Campaign Big Screen e.g. Geckoboard Reformat everywhere Email Tweet Report Magazine Big Screen Not to mention distribution via app, poster, watch, web and word of mouth….
- 55. Worst board ever? Out of date Last release was 4 months ago. Period unclear Is this all time / this week? Two ways to win Is this a leaderboard of brews or of liters (sic)? Poor Old Vladimir Can he ever win? Distribution medium Scrappy paper makes it feel unimportant
- 56. Twitter Show
- 57. JUST DO IT
- 58. Create your Feedback Layer Nike+ Work or Home
Editor's Notes
- https://www.youtube.com/watch?v=46hEaFKa638
- http://www.nike.com/us/en_us/c/nikeplus/nikefuel
- https://www.youtube.com/watch?v=46hEaFKa638
- B2B external (gamification gurus) or internal (digital mastery)
- Could be journalists or bloggers or celebritoes or even other companies
- “ego bait”
- Measurement is what the nurse does when she measures how tall you are as a child, marks it at the doctos office on a chart you’ll never see again, and uses it to place you in a national percentile that lets you know you’re not the tallest person in your age group in the country Scorekeeping is what your mother does when she periodically measures how tall you are as a child and makes a mark on the wall, charting your ‘growth; in a manner that is visible, encouraging and stimiulating. The nurses measurement will result in no behaviour change. Create a defeatist attitute based on realisation that most kids are taller than you are. It won’t get you to drink your milk The mum’s scorekeping as you watch the marks she make proceed progresivley up the wall, the marks will motivate you, they will get you to drink uyour milk
- Difference between disinterested media owner, manager and player
- “Show people how to win” Chuck Coonradt
- Number of trays per queue per hour. “Something for management not us”