gamification keynote - new marketing international congress 2012
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ENTERPRISE GAMIFICATIONNEW STRATEGIES FOR
GAINING CUSTOMER LOYALTY & INCREASING EMPLOYEE PERFORMANCE
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
WAIT, WHO IS THIS GUY?
• 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
BACKGROUND
• SPEAKER AT INAUGURAL GAMIFICATION SUMMIT• SPEAKER AT INAUGURAL BADGEVILLE “ENGAGE” EVENT• FORRESTER GROUNDSWELL AWARD FINALIST
CREDENTIALS
• SOLUTIONS ARCHITECT AT BADGEVILLE• FOCUSED ON DEFINING BEHAVIOR MANAGEMENT AS A PART OF A FULL
STRATEGIC PLAN
CURRENT WORK
BUENOS DÍAS
LANGUAGES I HAVE STUDIED• ENGLISH• LATIN• ITALIAN
LANGUAGES I SHOULD HAVE STUDIED• SPANISH
THE ENGAGEMENT CRISISOUR SHARED CHALLENGE
THE WEB’S MOST
SUCCESSFULC O M PA N I E S
845 Million Active Users
2 Billion Minutes of Play Per Day
60 Hours of Video Uploaded Per Minute
Common Theme : H I G H LY E N G A G E D U S E R S
THEN THERE’S THE REST OF US
STRUGGLING TO ENGAGE YOUR CUSTOMERS AND EMPLOYEES
CUSTOMERS EMPLOYEES
WHY LACK OF ENGAGEMENT
HURTSWith ample choice, they flee to your competitors and social networks
Underutilizing the technology
you provide, they fail to optimize business process
CUSTOMERS AREN’T LOYAL
EMPLOYEES UNDER-PERFORM
HOW WE’VE COPED
$1 TRILLION in tech spend
over the last 5 years*
MORE TECHNOLOGY
*Source – Gartner 20122008
2010
HERE’S WHAT
YOU’RE GETTING…
STRUGGLING TO DRIVE ENGAGEMENT ACROSS YOUR TECHNOLOGY INVESTMENTS
YOUR EMPLOYEES
Don’t Adopt Your Enterprise Software
54 % 69 % Don’t Use Your
Online Communities
Are Inactive in Loyalty Programs Don’t Use Your
Social Software88 % 50 %
YOUR CUSTOMERS
SMART GAMIFICATION, DEFINEDWHAT IS IS, AND WHAT IT IS NOT
THE SIMPLE EXPLANATION
Gamification, noun.
“the use of game mechanics and game design techniques in non-game contexts”
Source: Wikipedia
NOT
NOT
NOT
NOT
NOT
MY TAG:TyBlues95
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”
EARLY EXAMPLES OF GAMIFICATION
EARLY EXAMPLES OF GAMIFICATION
EARLY EXAMPLES OF GAMIFICATION
EARLY EXAMPLES OF GAMIFICATION
EARLY EXAMPLES OF GAMIFICATION
AN INDUSTRY ON THE EDGE OF THE CHASM
70% of Global 2000 will have at
least one gamified app by
2014
Gamification: $2.8 Billion Industry by
2016
"Businesses are embracing the idea of
using game techniques to
influence behavior both inside and
outside their enterprises."
THE SCIENCE OF GAMIFICATIONWHY AND HOW THESE TECHNIQUES DRIVE BEHAVIOR CHANGE
To avoid the engagement crisis,
you need to first know what motivates your audience.
• Adoption• Activity• Retention
WE’RE CHASING THE SAME THREE RABBITS
72% of customers never use online
communities
Sources: Gartner & Neochange
1. USAGE & ADOPTION
54% of customers aren’t active with loyalty programs
70% of employees are disengaged
Sources: Colloquy and Gallup
2. GET PEOPLE TO DO MORE STUFF
62% of customers take their business
to competitors
Sources: Kiss Metrics & Society for Human Resource Management
3. And Keep Them…
Learning Overcoming Challenges
Social Connections
Building & Finding Order
TELL A STORY OFPERSONAL GROWTH
AND INFLUENCING BEHAVIOR THATMAPS TO THAT GROWTH
GAME MECHANICS
SOCIAL MECHANICS
REPUTATION MECHANICS
Reward People Elevate Their Status Give Them Context
THREE ENGAGEMENT MECHANICS TODRIVE DESIRED BEHAVIOR
Receive 20 ‘Likes’ in one
week
Game Mechanics Applications
Points
Achievement Collections
Task Lists
Notifications
Competitions / Races
Challenges
Tangible Data, Organized Goals
GAMEMECHANICS
Reputation Mechanics Applications
Levels / Points totals
Status Leaderboards
Achievement badges
Expertise achievements
Exclusive privileges
Status, Aptitude
REPUTATIONMECHANICS
Most helpful team award
Social Mechanics Applications
Groups / Teams
Away Notifications
Friending / Following
Activity Streams
Filtering / Recommendations
Sharing, Gifting
Forming Groups / Facilitating Connections
Group Achievements
SOCIALMECHANICS
Reputation, Status, Badges, Levels, Icons
RECOGNITION ($)
Early/VIP Access, Moderation Powers, Stronger Votes
PRIVILEGES ($$)
Discounts, Free Shipping, Prizes
MONETARY ($$$)
SOCIALNESS OF SITE
PER
CEIV
ED
VA
LU
E O
F R
EW
AR
DWHY THIS WORKS
FOUR COMPONENTS OF VALUECREATING AND AMPLIFYING VALUE WITHIN THE ENTERPRISE
To truly deliver impact and value,
businesses must deploy gamification to engage, unify,
analyze, and optimize.
ENGAGE
IMPACT THROUGH ENGAGEMENT & INSIGHTFOUR-FOLD VALUE
ENABLE
MORE4
PEOPLE
INTERACTIONS
FREQUENCY
QUALITY
A SINGLE VIEW
A SINGLE, UNIVERSAL,
COMPREHENSIVE PROFILE
ACTIONABLE INSIGHT
UNPARALLELED UNDERSTANDING
OF YOUR AUDIENCE
CONSTANT STRATEGIC
REFINEMENT
OPTIMIZED INVESTMENTS
DELIVERING MORE VALUABLE
PLATFORMS TO SUPPORT
YOUR ORGANIZATIONAL
PRIORITIES
UNIFY ANALYZE
ENGAGE
IMPACT THROUGH ENGAGEMENT & INSIGHTFOUR-FOLD VALUE
ENABLE
MORE4
PEOPLE
INTERACTIONS
FREQUENCY
QUALITY
A SINGLE VIEW
A SINGLE, UNIVERSAL,
COMPREHENSIVE PROFILE
ACTIONABLE INSIGHT
UNPARALLELED UNDERSTANDING
OF YOUR AUDIENCE
CONSTANT STRATEGIC
REFINEMENT
OPTIMIZED INVESTMENTS
DELIVERING MORE VALUABLE
PLATFORMS TO SUPPORT
YOUR ORGANIZATIONAL
PRIORITIES
UNIFY ANALYZE
DRILLING INTO YOUR STRATEGY
UNDERSTANDING THE 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?
DRIVING ENGAGEMENT VOLUME AND QUALITY
ENGAGEMENT
USERS
INTERACTIONS FREQUENCY
QUALITY
MOTIVATING BEHAVIORS VALUABLE TO BOTH THE BUSINESS AND THE AUDIENCE
PAGE VIEWS, CONTENT CREATED,
QUESTIONS ASKED
DAILY/ WEEKLY / MONTHLY RETENTION
COMMENTS, LIKES, SHARES, FAVORITES, BOOKMARKS
UNIQUE VISITORS, REGISTERED USERS
ENGAGE
IMPACT THROUGH ENGAGEMENT & INSIGHTFOUR-FOLD VALUE
ENABLE
MORE4
PEOPLE
INTERACTIONS
FREQUENCY
QUALITY
A SINGLE VIEW
A SINGLE, UNIVERSAL,
COMPREHENSIVE PROFILE
ACTIONABLE INSIGHT
UNPARALLELED UNDERSTANDING
OF YOUR AUDIENCE
CONSTANT STRATEGIC
REFINEMENT
OPTIMIZED INVESTMENTS
DELIVERING MORE VALUABLE
PLATFORMS TO SUPPORT
YOUR ORGANIZATIONAL
PRIORITIES
UNIFY ANALYZE
Build a broader, deeper understanding of each employee’s total contribution
Deliver innovative on-boarding programs
Motivate high-value behaviors
Unify the employee ecosystem and the employee profile
QUANTIFY EMPLOYEE CONTRIBUTION, ANYWHERE
EMPLOYEE
SOCIAL COLLABO-
RATION
CONTINUING EDUCATION
TRAINING
COMMUNITY
WEB
REWARD & RECOGNITION
QUANTIFYING CUSTOMER ENGAGEMENT, ANYWHERE
CUSTOMER
ENGAGE
IMPACT THROUGH ENGAGEMENT & INSIGHTFOUR-FOLD VALUE
ENABLE
MORE4
PEOPLE
INTERACTIONS
FREQUENCY
QUALITY
A SINGLE VIEW
A SINGLE, UNIVERSAL,
COMPREHENSIVE PROFILE
ACTIONABLE INSIGHT
UNPARALLELED UNDERSTANDING
OF YOUR AUDIENCE
CONSTANT STRATEGIC
REFINEMENT
OPTIMIZED INVESTMENTS
DELIVERING MORE VALUABLE
PLATFORMS TO SUPPORT
YOUR ORGANIZATIONAL
PRIORITIES
UNIFY ANALYZE
“Gamification, like Social, provides data to analyze how your organization operates that previously did not exist”
Busification Article: The Rise of Gamification Analytics
PERFORMANCE MEASUREMENT
ASSESSING CONTRIBUTION
GOAL PERFORMANCE METRIC BEHAVIORS
ENGAGEMENT INTERACTIONS PER PERSONCOMMENT, LIKE, SHARE, CREATE DISCUSSION, 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
WE UNDERSTAND YOUR EMPLOYEE-FACING VISION, ANDWE WILL ALIGN PERFORMANCE METRICS TO YOUR GOALS.
ENGAGEMENT MEASUREMENT ASSESSING IMPACT
WE UNDERSTAND YOUR CUSTOMER-FACING VISION, ANDWE WILL ALIGN ENGAGEMENT METRICS TO YOUR GOALS.
GOAL ENGAGEMENT METRIC BEHAVIORS
ENGAGEMENT INTERACTIONS PER PERSONCOMMENT, LIKE, SHARE, CREATE DISCUSSION, 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.
BEHAVIORAL DATA = BIG DATA PUTTING INSIGHT TO WORK TO IMPACT YOUR CORE STRATEGY
MACRO DATA
MICRO DATA
USER DATA
DATA POINTS
CORRELATIONS
CROSS-PLATFORM
INSIGHT
INITIAL STRATEGY
SWOT ANALYSIS
REFINED STRATEGY
GATHERING BEHAVIORAL DATA TRANSLATING DATA INTO ACTIONABLE INSIGHTS
REFINING AND EDUCATING GOALS FROM INSIGHTS
CORRELATIONS
ENGAGE
IMPACT THROUGH ENGAGEMENT & INSIGHTFOUR-FOLD VALUE
ENABLE
MORE4
PEOPLE
INTERACTIONS
FREQUENCY
QUALITY
A SINGLE VIEW
A SINGLE, UNIVERSAL,
COMPREHENSIVE PROFILE
ACTIONABLE INSIGHT
UNPARALLELED UNDERSTANDING
OF YOUR AUDIENCE
CONSTANT STRATEGIC
REFINEMENT
OPTIMIZED INVESTMENTS
DELIVERING MORE VALUABLE
PLATFORMS TO SUPPORT
YOUR ORGANIZATIONAL
PRIORITIES
UNIFY ANALYZE
OPTIMIZE AND ENABLE
SMART GAMIFICATION BUILDS PLATFORMS THAT SUPPORT BUSINESS PRIORITIES
HIGHER ENGAGEMEN
T
GREATER FEEDBACK & ADVOCACY
MORE VALUABLE
PLATFORMS
STRONGER ASSETS TO SUPPORT
MARKETING PROGRAMS
A BIT ABOUT BADGEVILLEINNOVATIVE STRATEGY MEETS PIONEERING TECHNOLOGY
THE BEHAVIOR PLATFORM
ENTERPRISESYSTEMS
APPLICATIONS
MEASURE AND INFLUENCE BEHAVIORS THAT MATTER TO YOU
WEBSITES & MOBILE
WHAT’S BEEN MISSING?
YOUR ENGAGEMENT LAYER
D E S I R E D B E H AV I O R E V E RY W H E R E
DRIVE
COMMUNITIES
CRM SOCIAL COLLABORATION
LMS/HR CMS
SOCIAL WEB
YO U R C U S T O M E R S
WEBSITES & MOBILE APPS
MARKETING/ANALYTICS
YO U R E M P LOY E E S
YOU WANTED
GET THE VALUE
COMMERCELOYALTYENGAGEMENT
DRIVE DESIRED BEHAVIORS ACROSS YOUR TECHNOLOGY INVESTMENTS
PAGE VIEW
S
USERGENERATE
D CONTENT TIME
ON SITE
REPEAT
VISITS
SIGN UPS
SOCIALSHARING
ADD TO
CART CONVERSIONREFERRALS
40%
85%
60% 70%
150%
120%
40%
15% 25%
DELIVER
HOW WE
Powerful, flexible technology, built on modern web standards
Gamification frameworks mapped to business objectives
WE HELP YOU BUILD THEENGAGEMENT LAYER THAT’S RIGHT FOR YOU
THE PLATFORM THE VISION THE RESOURCES
Deep game design & enterprise background
BADGEVILLE EMERGES AS
THE CLEAR MARKET LEADER
THE RESOURCES EXECUTION THE RIGHT TEAM
2 0 0 + W O R L D C L A S S C O M PA N I E S
5.1.2012
GREEN TECHMEDIA FINANCE
RETAIL / ECOMMERCE & DEALS
TECHNOLOGY
HEALTH & EDUCATION TELCO
CPG / CONSUMER
BRANDS
SUCCESS STORIESREAL BUSINESS DELIVERING REAL IMPACT WITH SMART GAMIFICATION
RAMPRecognition, Awards &
Motivation Program
A Badgeville Case Study
Recognize key social
champions
Reward various types of social
activity
Build an aspirational
system
Motivate increased
social activity
EMC’S CHALLENGE
Real-Time Notifications
Badge/ Reward Showcase
Level Trophy
RA M P , M E E T T H E E C N
RAMP, MEET THE ECN
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
BIG WINS & INNOVATIONS
RAMP User Showcase
Community Behavior
Social Interaction
Web Activity
Mobile Activity
Application Activity
Master User Identity
RAMP User Showcase
GMDB Data
SFDC Data
GAMIFICATION AS A BIG DATA SOLUTION
IT WORKED
…ACROSS MULTIPLE TOUCHPOINTS
On-Site Event Activity
Online Community Contributions
2/3 1/2 2/5 4/5 3/5
Points: 500Rewards: 12
cglynch unlocked Transformer!1 week ago
41%USER
CONSUMPTION
10%VISITS
21%USER
ACTIVITIES
CUSTOMER COMMUNITYENGAGEMENT
CUSTOMER ACQUISITION Once customers see their peers being rewarded, they’re more likely to register, login, and engage.
47%Registered
Users
SOCIAL LOYALTYInfluence, recognize and reward key social behaviors that keep customers coming back…
33%Daily
Retention
Drive user generated content and overall activity across websites and online communities…
2XREVIEW
S
5XCOMMENTS
10XANSWERS
CUSTOMER COMMUNITYENGAGEMENT
Drive user generated content and overall activity across websites and online communities
18%Conversion
s
DRIVE MORECONVERSIONS
A FEW FINAL THOUGHTSSTRATEGIES FOR SUCCESSFUL GAMIFICATION
ENGAGE UNIFY
ANALYZE OPTIMIZE
GAMIFICATION IS A PROVEN STRATEGY
A STRATEGIC PARTNER
BEHAVIORAL SCIENCE
A SCIENTIFIC PARTNER
ANALYTICS & REFINEMENT
AN ANALYTICAL PARTNER
"[By 2015] 40% of the Global 1000 organizations will use gamification as the primary mechanism to transform business operations.”
GARTNER TREND STUDY
QUESTIONS?
www.badgeville.com | tyler@badgeville.com
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