a walk through engagement & gamification @stevealter @carriepeters +

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.


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?


Task completion


Surprise and delight


Social sharing


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


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


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


Next generation analytics


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


Tracking behavior, not just activity


Actionable analytics


• 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

Questions?

a walk through engagement & gamification @stevealter @carriepeters +

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