Small Business Social Media and Gamification Tips


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This slide deck was presented at the Williamsport Business Association event. This workshop is about business-to-business and business-to-consumer marketing techniques using Facebook, Twitter, LinkedIn, YouTube and other social media. Understanding how to implement social media and which platforms are best for your business is very important in today’s business environment. You won’t want to miss this workshop, because it just may offer you the insight you need to succeed.
This WBA Workshop will prove to be both informative and highly enlightening, and will feature six guest speakers and a Q&A session following the presentations. Speakers will include Larry Manolini of Lycoming College, Dennis Gilbert of Appreciative Strategies, Laura Templeton of Rettew Engineering, Ron Lassiter of Affiniton, representatives of Clear Channel Media & Entertainment, consultant Patrick Cummings, and Joel Vincent of BilltownLIVE & Vinsense Creative Development.

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Small Business Social Media and Gamification Tips

  1. 1. Topics Customers from the Outside In Social Media 4 small businessesCombine Social Networks & Gaming to boost employee & customer engagement
  2. 2. Customers: Outside InThe Three Levels of Customer Experience
  3. 3. The Three Levels of Customer Experience
  4. 4. FedEx Use Case• FedEx ships about 3.5 million packages per day.• FedEx management thought they had been doing a pretty good job of serving customers.
  5. 5. Define Customer Interactions & Needs• Journey Mapping – Document customer touch-points & interactions with my business – Use sticky notes or diagram – Develop customer personas• Surveys – Survey customers – 3 questions maximum
  6. 6. Leaning Tower of Packages• Personas: Frisbee customer, The confirmer• The Confirmer: "My package will get lost because its on that pile!".• And that made customers highly at risk of taking their shipping business elsewhere.
  7. 7. Who are your customers?• Who are your customers? Theyre both the people who have purchased your goods or services and those who intend to buy your goods or services.• Customer experience goes to the heart of everything you do--how you conduct your business, the way your people behave when they interact with customers and each other, the value you provide. You literally cant afford to ignore it, because your customers take it personally each and every time they touch your products, your services, and your support.
  8. 8. Social Media 4 Business Consumer Focused
  9. 9. For small business owners, social mediaultimately should be a two-way street. It’sabout business owners connecting withcustomers and customers connecting withbusinesses. Engage
  10. 10. Interesting StatsThe average ages of social mediausers holds no surprises … morethan half are between 25 and 44years old, with only 5 percentunder 17 and only 1 percent over65.
  11. 11. Men or Women?Another interesting stat: 71percent of the sites Pingdomchecked are dominated by women.Pinterest is female-dominated,with a 79 percent ratio. There are alot of other sites that are in the 50percent to 60 percent range:Tumblr, Tagged, Yelp, and Flickr.
  12. 12. Social Media is Free Right?• Technically, you can create a social media presence for free but . . . No, it’s not free if you want to succeed.
  13. 13. Listen & Search• Listen & Search – Search Google, Yelp, Facebook, Twitter, & blogs for related businesses – Listen, take notes, capture trends & activities – Pay attention to what people aren’t saying or sharing – Prioritize who you network with – Cool tip of the day: • Create Facebook lists to monitor clients, competition and industry leaders
  14. 14. Create Your Listening Station• Your listening station: where you Stay up-to-date with key clients. (Private) monitor what goes on with your Monitor the competition. (Private) competition, customers & industry Create a public list for your customers leaders.• To create a new Interest List, hover over the settings icon next to any page or profiles like/add button while logged in as yourself, not your companys page. Adding that page or person to a list is the first option youll see in the dropdown menu. You dont have to "like" a page to add it to a list.• You can create a new list or add to an existing one and choose from three privacy options: Public, Friends or Only Me.
  15. 15. Develop Your Brand• Tip: Don’t sell or overly promote…• Define why you are different than your competition• Design the brand and the persona you would like to convey online• What is it that you want people to see or think when they find you in social networks• Portray your brand, persona and the experience in your profiles
  16. 16. Make Your Presence Matter• Tip: Find the balance between personal and professional activity online, it can’t be ALL business• Curate relevant and interesting content that reflects your professional and personal interests• Describe what social media success will look like• Customize your presence, goals, and what success looks like in each network
  17. 17. Share & Become Trusted• Tip: Invest proportionally in social media, search engine optimization/digital and your real world activities• Share insights in the communities that matter to your business and reach beyond the friends, fans, and followers you already have• Identify and talk to local online influencers who can help you spread your expertise and value• Ask and answer questions in your communities and across other vibrant communities hosted by others• Create a “linked” network of resources: Link to or recommend people who can also help your customers
  18. 18. The Do not’s• Do not over promote & advertise – You can interleave promotions with regular customer engagements but be careful not to over promote. (Rule of Thumb: about 1 in every 4 posts can be a promotion).• Do not ignore – Always respond to comments even if they are negative. Turn the situation around and try to help. Social customers expect to have their problems solved & questions answered.• Do not attack competitors. Follow them & learn.• Do not be generic. – If someone makes a comment, do not leave it at “thank you.” Make your response personal. People will interact, and engage more when they see that your business is human.
  19. 19. The Do’s• Listen – Listen to your followers. Track their responses to different post types. Pay attention to what is driving engagement & virility.• React – Respond quickly. – Focus on representation of your business. – Pay attention to the bad comments & respond respectfully. Help solve their problem.• Engage – Engage in meaningful conversation. – Promote others. Share helpful information related to your business. This will build a stronger trust and brand. – Stay active: Posting once or twice a week simply is not enough. Treat social media seriously by interacting with others multiple times a day on different social channels.
  20. 20. Social Media & Gaming to ImproveCustomer & Employee Engagement Digital Loyalty Program
  21. 21. Problems?• High churn rate causing increased costs• On-boarding new employees is slow driving higher costs• Training not always consistent causing low efficiency & higher cost• Tools to increase efficiency not used consistently > lower ROI• Employees not engaged & low performing• Organizational purpose may be unclear• Lack of inspiration• Boring work• Goals are uncertain• Feedback is missing or not consistent• Skills and challenges do not match• Lack of control over work
  22. 22. What is Gamification? Gamification is the process of using game thinking and game mechanics with non-gaming environments. Gamification leverages the techniquesgame designers have used for years to solve problems, motivate & engage people. Mechanics include: goal setting, real-time feedback, transparency, competition, teams, etc.
  23. 23. By 2015, 50% of companies will embrace gamification estimated 70% of the top 2,000 businesses in the world will be involvedin gamification by 2014, and small businesses are also jumping on the bandwagon according to Stamford, Connecticut-based technology research andanalysis firm Gartner, Inc.
  24. 24. It’s Science• Dopamine is a key element in the brain’s reward system, and when people trigger that system they reinforce behavior.
  25. 25. What Motivates People• Abraham Maslow’s Hierarchy of needs (1043)Being-needs Self realize your full potential(Meta-needs) actualization Status, achievements,Deficiency needs esteem ranks, reputation, etc. Social cohesion, belonging virality & Community dynamics safety Security, money physical Food, water, etc
  26. 26. Meaning Inspiration (Transform)Recognition Loyalty (Succeed) Base Money Motivation (Survival)
  27. 27. Trigger Depends on Personality• What triggers someone to do somethingType Characteristics Effective TriggerKiller (<1%) Highly competitive Challenge themSocializer (80%) Hate confrontation, Show that their friends followers, value are doing it relationshipAchiever (10%) Driven by status (i.e. Spark the trigger special access, etc) associated with status increaseExplorer (10%) Driven by discovery and Call upon their unique uniqueness of their skill, no time pressure contributions, hate spatial and temporal limits
  28. 28. Game Mechanics• Autonomy – Ownership, blissful productivity, serendipity, etc• Mastery – Points, progression, level up, set completion, etc• Purpose – Epic meaning, quest, discovery, justice, save the world, etc
  29. 29. Learning & Conditioning• Human behaviors are learned though conditioning – Radical: disregard innate needs – Conditional reinforcers (typically some kind of points) are learned and become a motivator – Points themselves are not inherently rewarding• Proper use of points depends on reward schedule – When, how many, and at what rate the points are give or taken away – Progression and level up dynamics
  30. 30. Reward Desired Behavior• Reward, and incentivize desired behaviors – Focus on company’s core values, goals and align with recognition strategy – Give ownership to employees to provide recognition to each other• Identify high value behaviors – Gamify those behaviors correctly
  31. 31. Dynamic Competition Achievement Mastery Feedback Points Levels LeaderBoardsMechanics Badges Others
  32. 32. Reality:Work is already filled with game elements
  33. 33. “it’s tempting to begin with game mechanics; however it iscritical to understand what motivates employees” Today,there are five generations represented in the workplace. Tosuccessfully deploy a gamified recognition program, yourstrategy must acknowledge that some people are motivatedby opportunities for personal achievement, while others aremotivated by competition. Reward & recognition strategiesmust be personalized & have meaning.”
  34. 34. Gamification of the Workplace• Improve performance• Improve on-boarding time (lower training costs)• Lower churn rate (customer and employee)• Retain experts – keep them interested• Drive tools/system usage, drive ROI• Improve efficiency, lower costs• Improve quality• Meet customer expectations
  35. 35. Create your digital loyalty program Actions Rewarded 34,753 Tyler redeemed for preferred shift Up 17% Up 12% Wendy completed a Training video for 50 XP Joy finished a sales mission for level 5 Ethan recruited & earned 1000 coins Loyalty Lift Engagement Lift• Digital Loyalty Program I met my goal by improving our internal process & – Missions received 500 coins. hehe . . – Challenges I’m going to redeem for a preferred shift next week! Yay – Competitions
  36. 36. 80% of users opted in within first weekReduced onboarding: 4 weeks -> 14 hoursTrained agents outperformed peers by 23%in call handle time and +9% in cust. sat2011 CLO Excellence in Social Learning Award
  37. 37. • Research by Gallup and others shows • 1% are Engaged, and 17% are that engaged employees are more Disengaged. productive. They are more profitable, • More employees are looking for new more customer-focused, safer, and opportunities more likely to withstand temptations • Engaged employees plan to stay for to leave. what they give; the Disengaged stay• Actively disengaged employees erode for what they get. an organizations bottom line while • Employees worldwide view breaking the spirits of colleagues in opportunities to apply their the process. Within the U.S. talents, career development and workforce, Gallup estimates this cost training as top drivers of job to be more than $300 billion in lost satisfaction. productivity alone. • Managers are not necessarily doing the things that matter most. The actions most correlated with high engagement are not always the ones that receive the most favorable ratings. ort.asp Engagement.aspx
  38. 38. Consumer Gamification• Increase customer engagement• Influence customer behavior• Sustain long term customer loyalty• Improve customer satisfaction• Lower support costs• Improve customer knowledge• Meet customer expectations• Grow number of issues resolved by community
  39. 39. Welcome to my restaurant. As mayor of this store, enjoy $1.00 off your next pizza.Magic Sells
  40. 40. • 141% year-on-year growth in unique visitors• 530% year-on-year increase in page views• 159% increase in mobile downloads• 158 million votes, up 236%
  41. 41. Providers• BunchBall **• BadgeVille **• BigDoor ** - consumer only• iActionable• Cubepoints• TemboSocial•• Lithium• Shufflebrain• SCVNGR