A Walk Through Engagement & Gamification @stevealter @carriepeters +
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Transcript of A Walk Through Engagement & Gamification @stevealter @carriepeters +
2©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
Who we are
Ant’s Eye View – Steve Alter
@stevealter• Director of Social Business Strategy
• Ant’s Eye View is a strategic management consulting firm helping the Fortune 500 fully engage with their customers and employees.
• We work with large brands that you’ve heard of: Cisco, AT&T, KPMG, Dell, Jim Beam, Google.
• We partner with Badgeville.
BigDoor – Carrie Peters
@carriepeters • Vice President of Marketing
• BigDoor Powers Gamified Rewards Programs That Help Websites Increase User Engagement and Loyalty.
• We work with all sizes of online web publishers from blog sites to Dell, Major League Baseball, Nickelodeon, Wetpaint and more.
3©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
Lots of activity…
Online
Sales
Customer
Service
Comms PR & HR
Product Group
Marketing
Services Solutions
QUALITY
DEMAND
CREDIBILITY
CONVERSION
CLOSE RATE
RESOLUTION
REPUTATION
Ideation 5 Star Reviews Staff Reviews Expertise Early Warning Field Incidents
Awareness Message Reach Product Buzz Trusted Expertise Demand Leads
Awareness Message Reach Thought Leadership Blogs Customer Stories
Rating & Reviews Sharing Syndication Community Answers Co-Browsing
Blogs Thought Leadership Customer Stories Co-Browsing Collaboration
Listening Outreach Support Widgets Command Center @DellCares Advocacy
Influencers Blogs Rich Media Outreach Thought Leadership Corporate Reputation
Products
Marketing
Services
…equals lots of value…
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley 5a
Your Customers Your Employees
• 54 % Are Inactive in Loyalty Programs
• 69 % Don’t Use Your Online Communities
Static
Sources: Gartner, Neochange, Forrester and ColloquyPhoto: Eurleif
• Only 50 % Adopt Your Enterprise Software
• 88 % Don’t Use Your Social Software
Poor Adoption
…but only if people participate
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley 6
Engage En*gage"\, v. 1. To attract and hold the attention of; engross.
2. To gain for service; to bring in as associate or aid; to enlist; as, to engage friends to aid in a cause.
3. To gain over; to win and attach; to attract and hold..
4. To draw into; involve: engage a shy person in conversation.
What is “engagement” anyway?
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley 7
Task completion
8©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
Surprise and delight
9©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
Social sharing
10©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
Gamification is a modern business strategy that uses proven techniques from social gaming to measure and influence behavior.
Done right, gamification combines…
• Game mechanics• Missions
• Tracks
• Awards
• Social networking
• Social media
• Reputation management
• Behavioral analytics
…to drive the increasing participation of customers and employees in valued activities, deepening engagement and building loyalty.
Enter gamification
11©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
Social-driven marketingValue-add products/services, supported by campaigns and consistent social interaction, yield sustained relationships, helping to inspire loyalty and advocacy.
Key
Interest Platform / service
Campaign size Social media base
From push to pull to always on
Traditional marketingCyclical campaigns and press announcements yield transactional relationships.
Key
Interest
Campaign size
Year 1 Year 2 Year 3 Year 1 Year 2 Year 3
13©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
Gamify for speed, impact and scaleCustomers
Employees
Drive participation in training
Increase employee collaboration
Reward loyalty through promotions
Identify and engage brand advocates
Improve performance
through competition
Increase participation on website
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley 14
Next generation analytics
15©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
Why current social analytics are limited
What gamification adds to the analytics picture and enables companies to take engagement to another level
Measuring what matters
16©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
Tracking behavior, not just activity
17©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley
Actionable analytics
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley 18
• Consolidation of analytics
• Holistic view of campaigns
• Data-driven relevancy
• Consume and respond to data in real-time
• Construct games to drive research• Gamifying surveys and focus groups• Creating games to gather specific insights
What it means for you