LoyaltyGames 2014 - Finals Game Plan - Martin Naude

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This Social Innovation Game Plan was produced by Martin Naude as part of the 4-hour World Vision Case Study completed by the 12 World Finalists of LoyaltyGames 2014, the Loyalty and Gamification World Championships (http://www.theloyaltygames.com). All rights reserved.

Transcript of LoyaltyGames 2014 - Finals Game Plan - Martin Naude

  • 2014 WORLD FINALS Note: All copyright and intellectual property rights remain with the Finalist who authored this submission. Published by Professional Services Champions League (LoyaltyGames) with the authors permission. Finalist: MARTIN NAUDE Country: SOUTH AFRICA This Game Plan was created in 4 hours as part of the LoyaltyGames 2014 World Finals
  • pin Improving maternal and infant health
  • What does pin represent? A safety pin is recognizable and associated with mothers and babies. A safety pin is used to hold things together. A safety pin is attached to something. A safety pin is used to link things together. The safety pin is the symbol for maternal and infant health and care and us such underpins the efforts of World Vision to address these issues. The pin programme provides the branding and mechanism to reach a wider audience and tie them into the MDG vision. The pin also represents the individuals commitment to these goals.
  • The pins Pins are physical as well as virtual representations of an individuals commitment to the vision. Each pin is unique (has a unique number) and can be collected physically or virtually. Each pin has some associated cost. Pins can be seen as a fashion item. Pins are purchased through a wide range of suppliers and virtual pins can be purchased online. Partners can be brought in for distribution or to be aligned to the brand. These may include baby stores, online baby retailers, Toys R Us or large supermarket chains. Pins can be stored in a virtual wallet by capturing the number (barcode with app). Pins can be shared with friends (by SMSing, tweeting or facebooking the code to them) creating a chain of pins and creating a network effect. People can then get bigger pin chains. Sharing of pins is similar to virtually linking them together. Mothers with babies/young children will feel the most empathy towards the cause. Focusing on this market and the channels (physical and digital) they frequent would increase engagement with the brand and programme.
  • Marketing The pin represents the commitment to mother and child health. Purchasing pins and collecting pins provides a mechanism to get the message out there. Pins can be shared to create a network allowing for a viral effect. To launch though, the following can be used: Celebrity endorsements. Many celebrities have children or are pregnant, the pin is a simple item for them to support. Linking to celebrities pins could be an achievement. Fashion pins. Pins can be customized and designed by leading pop culture or fashion icons. You could have a Gucci pin that may be awarded to people or sold. Competitions around pins by fresh/upcoming designers. Jewelry could be fashioned for higher end items. Jewelry could be made by the individuals and shared. Partner with Facebook causes. Guinness world record. The most pins linked together physically. Virtual pin networks ability to view the links created through virtually linking pins together. Vending machines machines that vend pins and automatically tweet the number is available to create a network. Pins could be given with large product suppliers (such as pampers) in support of the cause.
  • Virtual Pins Each pin has a unique number. This number gives it purpose in the digital realm. This digital representation links people online with the vision and lays the groundwork for building loyalty in the future. People can link pins together (via an app, tapping their phones or SMSing each other or sharing on twitter/facebook) forming a chain of pins. This pin network allows for people to disseminate information later on to their network and get them behind causes. This network is backed by Twitter and Facebook layering the communication on top of these tools. Innovative ideas can then be explored using these networks such as location based views (how many people are using pins near me or are there members of my pin network near by?)
  • Challenges Distribution and manufacture of pins to physical locations. The virtual aspect mitigates this somewhat but the physical rollout needs quite a big effort. Partnering with large stores initially can limit the risk. Education of people on how to utilize the virtual networks. This needs to be succinctly communicated. Maybe use platforms such as The View to educate people. Need to make it as simple as possible. Reasons for collecting pins may need to be emphasized digitally. Communication is essential here as well as the emphasis on the longer term programme. Digital rollout requires quite a bit technology to support longer term vision. Need to ensure technology partner has a proven track record. Localisation requires more effort. Localization may need to be addressed following the success of the initial rollout.
  • Loyalty Rewards Programme Our vision is to improve the lives of mothers and children through the creation of a network of like minded individuals in support of a noble cause. Through our interactions and efforts, we can make a difference in the lives of mothers and children. Our strategy is to create a virtual network of like minded individuals utilizing the pin as the call to action. This network will distribute information and rally behind causes providing the necessary resources to accomplish our goals. Utilising the pin as the foundation and pneumonic trigger, the loyalty programme will incentivize and reward individuals who engage and contribute to smaller causes and the overall vision.
  • The Loyalty Rewards Programme The programme will be a behavior driven structure whereby members doing some type of activity (posting, sharing etc.) will be rewarded. These behaviours can be quantitative (such as posting or sharing) or qualitative another member can recognize you). Rewards can be direct (as in when a behavior is performed the reward is provided). Rewards can be digital vouchers such as iTunes or discount vouchers negotiated with vendors. Alternatively points may be assigned and redeemed in a store. Members are alerted when they perform these actions and they may be recognized on social networks. This would be a vanilla rewards programme with minimal gamification elements. The next section ratchets it up.
  • The Loyalty Rewards Programme Predictive analytics are used to work out which members are more likely to respond to the best incentives and perform the behaviours if reminded. Mobile channels are used for engaging with the programme and receiving alerts. They may also be sued as a redemption mechanism for rewards. USSD may be used in other countries. This simplified interface allows for members across all walks of life to integrate with the programme. This can also be used for education of recipients of the World Vision assistance.
  • Measurability Members engagement can be measured in behavior being performed, logging on to engage with the programme or the redemption of rewards. The data should be available through a system which has recorded and verified the data. The activity data should be measured before and after. The metrics define the behaviors (such as number of shares) and can be measured. The budget for profit may be higher and the type of behaviours to drive might change.
  • Gamification The pin programme can be gamified and aligned with the vision by providing a structure to leverage the networks and peoples resources.
  • How it works The pin is the digital currency and reflection of an individuals impact on the network. A cause is a set of requirements created to further the vision. Causes are created by World Vision to further the vision and may be physical as well as virtual call to actions. Causes may require money, resources or information. Members connect with other members via linking their pins together. This network can be used for communication or to rally behind a cause. Pins are assigned as follows: Pins can be purchased in store or online and are added to a members virtual wallet. These are not realized towards their pin score until such time as theyre used in a cause or donated to another member. Members can donate pins to other members who they think have had an impact on a cause. Members can receive pins for taking actions within the network. For example, if a cause requires blankets and members donate, members will receive pins accordingly. Members can receive pins for communicating a cause.
  • Causes The key to the programme is furthering causes. Members gain pins (and ranking) based on their contributions to a cause. Members may join a cause and view the progress. A cause requires the following: Cash resources utilized through the distribution of purchased pins by members. Informational resources whereby members distribute the information to their networks and realize pins that way. Time resources whereby members assist with the cause. Physical resources whereby members provide goods. Each of these elements is controlled by the cause organizer who initially is a member of World Vision. Later iterations may allow members to create their own causes and rally their networks to it.