badgeville summit, engage 2012
DESCRIPTION
Day One - Master DecTRANSCRIPT
KEYNOTE: The Secret Sauce for Building Digital Relationships
SARAH ROTMAN-EPPS Senior AnalystForrester Research
The Secret Sauce For Building Digital Relationships
Sarah Rotman Epps, Senior AnalystAugust 8, 2012
Twitter: @srepps
© 2012 Forrester Research, Inc. Reproduction Prohibited
Image source: Crooked Lake Review
4
How do you create customer relationships in your business?Grocery clerk, c. 1935
© 2012 Forrester Research, Inc. Reproduction Prohibited
Image source: Peapod website
5
Digital technology makes some relationships less personalOnline grocery shopping, 2012
© 2012 Forrester Research, Inc. Reproduction Prohibited
Image source: Samsung Nation (www.samsung.com/us/samsungnation/)6
But digital can also enable relationships where none were possible before
© 2012 Forrester Research, Inc. Reproduction Prohibited
Digital relationships are crucial for competing in the digital age
Netflix digitized the customer relationship before the productNetflix started digitizing the relationship as early as 1999—8 years before launching “Watch Instantly”—by:
• Designing a product that rewarded frequent digital interaction
• Not waiting for new technology to create innovation opportunities
• Expanding the relationship to any touchpoint consumers adopted
7
HOW NETFLIX SUCCEEDED WHERE EVERYONE ELSE IN VIDEO FAILED
© 2012 Forrester Research, Inc. Reproduction Prohibited
Digital technology brings disruption to every industry
• New competition, from unexpected places• New touchpoints to reach your customer
8
Image source: Square website
© 2012 Forrester Research, Inc. Reproduction Prohibited
Image source: Bon Appetit9
Tools alone are not enough to create relationships
© 2012 Forrester Research, Inc. Reproduction Prohibited
You need…secret sauce
10
© 2012 Forrester Research, Inc. Reproduction Prohibited
This guy needs secret sauce:
“We want to do something with ‘gamification,’ but we’re not sure what or why.”
11
ACTUAL FORRESTER CLIENT INQUIRY FROM A MULTINATIONAL BANK
© 2012 Forrester Research, Inc. Reproduction Prohibited
Image source: Chase website12
Chase’s secret sauce:
Motivate customers to do something that’s good for them—creating a reason to visit more frequently
© 2012 Forrester Research, Inc. Reproduction ProhibitedImage source: SugarSync website
13
SugarSync’s secret sauce:
Incent customers to get the most possible value from using their product—driving free-to-paid conversion
© 2012 Forrester Research, Inc. Reproduction ProhibitedImage source: Badgeville
14
Everyday Health’s secret sauce:
Help consumers stick with their workout—increasing paid conversions and new customer acquisition
© 2012 Forrester Research, Inc. Reproduction Prohibited
How to create your own secret sauce
1. Understand customer needs
2. Link customer benefits with business benefits
3. Only then, brainstorm and spec the actual experience you want to build
4. Continuously learn from your digital relationship to improve it
15
FIRESIDE CHAT: Fan Loyalty Gets Gamified
MODERATOR: Bill Hanifin
Managing DirectorHanifin Loyalty LEE HAMMOND
VP of DigitalInterscope Records
CASE STUDY: Autodesk Gamifies Software Trial Marketing
DAWN WOLFESr. Mgr of Integrated Marketing Programs ·
SCOTT SAWICKIAssoc. Dir of Client Management ·
© 2011 Autodesk
Autodesk Gamifies Software Trials
Dawn Wolfe, AutodeskScott Sawicki, Resource Interactive
© 2011 Autodesk
Dawn WolfeSr. Digital Marketing ManagereBusinessAutodesk
© 2011 Autodesk
Autodesk At-a-Glance
Founded 1982 $1.95+ billion in revenues 6,800+ employees worldwide 10+ million professional users in 187 countries 1+ million students a year trained The last 17 Oscar® winners for Best Visual Effects have all used
Autodesk software
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
In Trial Marketing
Trials Key To Purchase Decision 90% of dotcom traffic 3 Uses=2x likelihood to buy #1 Campaign CTA
© 2011 Autodesk
14% increase Trial Usage
No change Trial Usage
3DS Max In-Trial Marketing Tests
© 2011 Autodesk
Drivers to Gamification
Increase Engagement Guide Experience Highlight features that sell the product Make the Value Prop Visceral Make it Fun!
© 2011 Autodesk
Case Study: 3DS Max Trial
This actually happens to be a game….But it wouldn’t have to be….
© 2011 Autodesk
Scott E. Sawicki Associate Client Director – San Francisco Office Technology Client Team
© 2011 Autodesk
Gamification Launch Phases
Kick-off Understanding the audience Establishing goals and objectives, KPIs Determining roles and responsibilities
Information Architecture/Wireframing Creative Concepting Design Execution Development
Technical Consultation and/or Technical Development Rules Creation, if needed
Launch… Measurement and Analytics Optimization
© 2011 Autodesk
© 2011 Autodesk
Autodesk 3ds Max Original Concepts
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
Achievements
Behaviors
Points
Register for the Competition 25Download support materials 25Register and download support materials within 15 minutes 50Be one of the first fifty (50) Entrants to complete the Coimbra, Portuga Mission
100
Complete any three (3) Missions within five (5) consecutive calendar days
100
Share any Competition feature on Facebook for the 1st time 1,000
Submit your 1st Mission 50Have any Mission submission rejected for the 1st time 10Submit all eight (8) Missions within seven (7) calendar days of registration
100
Clicking the “Buy Now” button for the 1st time 1,000
Click on the Leader Board for the 10th time 500Get approval on your Coimbra Portugal Mission submission 100Get approval on your Santiago, Spain Mission submission 200Get approval on your Mediterranean Island Mission submission 500
Get approval on your Istanbul, Turkey Mission submission 1,000
Get approval on your Giza, Egypt Mission submission 1,500
Get approval on your Marrakesh, Morocco Mission submission 2,500
Get approval on your M’zab Valley, Algeria Mission submission 4,000
Get approval on The Desert, Algeria Mission submission 8,000
Complete all levels of the Competition 10,000
Complete all levels of the Competition within twenty (20) consecutive calendar days of registration
10
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
Case Study: Results
48
40% increase in trial usage Ratio of day 2-30 trial use to day 1 use increased 40%
What You Need to Understand: Connecting game mechanics to an ordinary tutorial drove our key objective higher than any previous attempt
!
© 2011 Autodesk
Gamification: Final Thoughts…
Using game mechanics provide incentive for action and increases engagement.
Connects with conditioned, internal reward systems Helps us do things we may not normally do Makes things we have to do more rewarding
© 2011 Autodesk
Customer experiences – even the most mundane – can be more rewarding and pleasurable (for all involved) if you think differently about your customers’ motivations. Help them do what they already want or need to do and if you can make it fun or pleasurable and social – even better.
PANEL: The Intersection of Social and Gamification
Jason Rupp Sr. Director of Product Management · Ask.com
Matthew Price Product Mgr. of Technology Partnerships · Bazaarvoice
Jodee Rich CEO · Peoplebrowsr
MODERATOR: Chris Lynch
Director of Product Marketing Badgeville
PRESENTATION: Gamifying Retail Loyalty Strategieswith America’s #1 Book Retailer
MARC PARRISHVP of Customer Retention and Loyalty Marketing
Gamifying Your Retail Loyalty Strategies
Marc ParrishVP, Customer Retention & Loyalty Marketing, Barnes & Noble
Retail Brands crave loyalty.
Source: Google Insights News Search
It means that marketing dollars can be spent more effectively on a convinced audience.
But most Retailers cannot pivot easily…
… they think little about loyalty and believe it will naturally occur. Also, ads to acquire new customers are sexier.
But technically, customers evolved quickly.
So must retailers.
Spray & Pray
Customization
Segmentation
Individualization
1995
2000
2005
2013
From Inbox to Clutterbox.12 hours in my digital life …
and these are brands I want to relate to!
Email & Direct Marketing
The Goal of Loyalty Marketing is always white glove service….
But one hat does not fit all CustomersHow Often Do You Shop? Once a Year
or LessSeveral Times
a Year
Once a month or
more
Once a week or
more
Unique Yearly Cust.
(M) Store Count
Walmart 7% 19% 36% 38% 132 3,300
Target 23% 37% 30% 11% 100 1,800
Warehouse store (e.g., Costco, Sam's or BJs) 25% 31% 35% 9% 75 1,000
Amazon.com 23% 41% 27% 9% 87
Best Buy 47% 41% 10% 2% 70 1,300
Office supply store (e.g, Staples or Office Depot) 36% 47% 15% 2% 82 4,200
Once a Year or
Less
Several Times a
Year
Once a month or
more
Once a week or
more
0%5%
10%15%20%25%30%35%40%45%50%
Wedges Low Frequency
Once a Year or
Less
Several Times a
Year
Once a month or
more
Once a week or
more
0%5%
10%15%20%25%30%35%40%45%50%
Once a Year or
Less
Several Times a
Year
Once a month or
more
Once a week or
more
0%5%
10%15%20%25%30%35%40%45%
Bells Moderate Frequency Direct Competitors High Frequency
To bring your shoppers back, customer friendly machinery is required.
So all Retailers have loyalty programs.But after decades, who listens?
• In 2009*– 1.807 billion: loyalty program
memberships in US• Up 25% from 2006
– 14.1: average memberships per US household
– 56%: percent of memberships that are inactive
• No engagement within a 12-month period
– 6.2: active programs per household– 80%: percent of consumers with at
least one loyalty card
* 2009 Colloquy Report
CC Program Point / Money Back Program
Free ProgramPaid Program
That something is gamification.
Something has to be done.
How retailers see “Gamification”
I’m a Gamer!• I can’t wait for the next
great gaming experience!
• Mobile
• Casual
• Hard Core
I’m a retailer!• How can I use gaming
to make my products & services more engaging?
should
Scary!
Because Retail has already been gamified.Retailers just didn’t lead the way.
Starbucks went out front.
Mobile gamification tied to Retail Strores. From January 2011 beta to today, Starbucks is now the largest mobile payments company, with 8,000 outlets.
Starbucks cards now account for 22% of all transactions
Lesson: It will work!
(Just don’t give up.)
Challe
ng
e
Skill
Boredom
Anxiety1. Desire
2. Incentive
3. Challenge
4. Achievement
5. Reward
6. feedback
7. Mastery
Think of it this way.
• Gamification is using digital candy to capture that special place in your customer’s brain for your brand, and defend your physical footprint.
Thank You
Marc [email protected]
PANEL: Gamification for Good: Changing the World, One Behavior at a Time
Marshall Alexander VP of Engineering · KarmaWell
Justin Ramers Director of Social Media · The Active Network
Wayne Lin Product Management Director · Opower
Jamie Kennedy Director of Social Media · O2 Media
MODERATOR: Adena DeMonte
Director of Corporate Marketing Badgeville
KEYNOTE: Proving the Value of Gamification in the Enterprise
R “RAY” WANGCEO & Principal AnalystConstellation Research
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential© 2010 - 2012 Constellation Research, Inc. All rights reserved. www.ConstellationRG.com
San Francisco | Andalucia | Belfast | Boston | Brussels | Chicago | Colorado Springs | Cupertino | Denver | Irvine | London | Madrid New York | NOVA |Pune | Sacramento | Santa Fe | Santa Monica | Sedona | South Portland | Sydney | Tokyo | Toronto | Washington, D.C.
TM
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
TM
Proving the Value of Gamification in the Enterprise
Moving Beyond Transactions to Engagement
August 8, 2012
R “Ray” Wang (@rwang0)
Principal Analyst & CEO
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential78
Where will your business be in
2015?
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
• Loss of faith in capitalism
• Commodity shortages• Political instability• Sustainability and
environmental focus• Economic crisis• Price spikes
• Changing workplace norms
• Distributed nature of work
• New work force models
• Mixed generations• Aging workforce
• Global talent• Temporary talent
• Project based• Globalization
• New stakeholders• Goliath vs start-up
• Public/ private /hybrid
• Regulation/ deregulation
• Business process outsourcing
• Pace of obsolescenceincreasing fasterthan the rate ofadoption
• Consumer tech ahead of enterprise
• Digital divide closing around the world
• Connected ubiquity drives new adoption models
Macro conditions
Workplace dynamics
Business Models
Pace of tech
adoption
Organizations face massive and unprecedented levels of change
79
1. Macro economic forces
2. Dynamic work force
3. New business models
4. Disruptive tech adoption
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Twitter – I need to pee
Facebook – I peed
Google+ - More pee
FourSquare – I’m peeing here
Pinterest– My pee scrapbook
You Tube – Watch me pee
LinkedIn – I pee well
80
© 2011 - 2012 R Wang & Insider Associates, LLC. All rights reserved.
Social tools are pretty crude
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential8181
Email faces Fatal Fatigue, will social?
Source: September 2011, A Weber Communications
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Fatal fatigue in adoption is near..
1. Eager early adopters
2. Ubiquitous usage
3. Relevant rationalization4. Fatal fatigue
5. Revival and rejuvenation
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
The enterprise is shifting from transaction to engagement to experience
83
© 2011 - 2012 R Wang & Insider Associates, LLC. All rights reserved.
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Gamification is the solution…
… to influencing behavior and outcomes
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
The shift starts with active listening for rewards, achievement, broader trends.
85
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Gamification is not about at technology. It’s about solving a business problem…
Future of Work
NextGen Customer
Experience
Matrix Commerce
From Data to Decisions
Technology Optimization
and Innovation
CoIT and the New C-Suite
How disruptive technologies and new business models affect business operations
Moving From Transactions To Personal Fulfillment Systems
86
© 2011 - 2012 R Wang & Insider Associates, LLC. All rights reserved.
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Move beyond gamification tactics…
87
© 2011 R Wang & Insider Associates, LLC. All rights reserved. Source: 2012 Q1 Gamification Early Adopters Best Practices, n - 55
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
People Centric Values
Culture
Community
Credibility
Delivery and Comm Styles
Channel
Content
Cadence
Right Time Drivers
Context
Catalyst
Cause
88
© 2012 R Wang & Insider Associates, LLC. All rights reserved.
Apply the 9C’s of engagement to create business value for brands and enterprises
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Use non-monetary rewards to influence behavior
Level 1: Recognition
•Influence tracking•Leaderboards•Achievement badges•Featured placement•Awards and contests•PR and media placement•Speaking slots•Virtual currencies and points
Level 2: Access
•Community resources and tutorials•Virtual goods•Special groups•Key executives•New features•New products•Beta versions•Public events•Private events
Level 3: Impact
•Raise personal & community profile•Participate in feedback surveys•Influence product direction•Drive business outcomes•Provide proof point references•Evangelize products and concepts
89
2011 Constellation Research Q1 & Q4 qualitative survey on community engagement incentive drivers
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Drive value across the entire ecosystem
The new world of outcomes
Individuals: Portable Reputation
Organizations: AccountabilityNetworks:
Facilitation of Trust
90
2011 Constellation Research Q1 & Q4 qualitative survey on community engagement incentive drivers
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Start with the DEEPR to drive business value across the organization
Level 1: Discovery
•Discerning hype from reality•Garnering executive support
Level 2: Experimentation
•Identifying meaningful metrics•Incorporating gamification into business models
Level 3: Evangelization
•Choosing the right tools•Fostering Internal collaboration
Level 4: Pervasiveness
•Scaling to match demand•Ensuring long term funding
Level 5: Realization
•Keeping up with social innovations•Developing social business governance
© 2011 R Wang & Insider Associates, LLC. All rights reserved.
DE
EP
R
91
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Early adopters starting to identify meaningful metrics and business models
92
© 2011 R Wang & Insider Associates, LLC. All rights reserved. Source: 2012 Q1 Gamification Early Adopters Best Practices, n = 55
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Six simple steps to success
Engagement Best
Practices
1. Identify the business
outcomes
2. Design the use cases
3. Apply the 9C’s of
engagement
4. Gamify the business
processes
5. Measure and analyze
6.Refine and improve
93
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Questions And Answers
94
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential95
Thank you
R “Ray” Wang650.918.6619
Twitter: @rwang0
http://blog.softwareinsider.org
www.ConstellationRG.com
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential© 2010 - 2012 Constellation Research, Inc. All rights reserved. www.ConstellationRG.com
San Francisco | Andalucia | Belfast | Boston | Brussels | Chicago | Colorado Springs | Cupertino | Denver | Irvine | London | Madrid New York | NOVA |Pune | Sacramento | Santa Fe | Santa Monica | Sedona | South Portland | Sydney | Tokyo | Toronto | Washington, D.C.
TM
FIRESIDE CHAT with ORACLE: Gamifying a Global Business
MODERATOR: Paul Hearing
Senior ProducerBadgevilleNICK GIANNASI
VP of Life Sciences Product Strategy Oracle Health Sciences
FIRESIDE CHAT: Mobile Gamification Around the Globe
MODERATOR: Eric Montoya Business Development
BadgevilleKOJI FUKADACEO & Co-Founder ·
STEPHEN DUKECEO & Co-Founder ·
PRESENTATION: Insights & Analytics: The Big Data Side of Gamification
MARTIN SCHNEIDERResearch Manager · 451 Research
Insight & Analytics: The Big Data Side of Gamification
Martin Schneider Research Manager, 451 Research
Agenda
• Big Data & Gamification…Wuzzah?• The Future of Insight• Examples of Big Data Gamification Insight• Q&A
Ok…So, your gamification initiative is kicking ass…
Drive More Value?
Big Data?
Big Data vs. “Big Picture Data”
VS.
Big Data & Gamification
Gamification Data is:• Semi-Structured• Growing Exponentially• Typically Meta-Data Around a Business Context• Captured/Stored by SaaS Providers
This Lends Itself To:• Classification• Deep Analysis• Business Insight• Benchmarks
Gamification Big Data Can Better Answer…
Gamification Insight - Examples
• Greater Time Series Insight• Marketing• Sales• Support
• Identify Customer Segments Based on Real Behavior• No More Relying on Bland Demographics• Context-driven Insight
• Understand Behavior Across Platforms/Properties/Brands
• Bridge Between Transactional BI and Behavioral Insight
Old Style Business Intelligence – Lots of “What”
Gamified Insight
Gamified Insight
Gamification Powered Insight – More “Why and How”
Where to Begin?
• Re-Think Your Metrics and Goals• Think Behavior not “Numbers”• What is the End Game?
• Work with your Gamification Provider• Best Practices (You Can’t Have Big Data Without Lots and
Lots of Engagement!)• Dashboard Optimization
• Recognize, Respond, Repeat!
©2007 SugarCRM Inc. All rights reserved.
PANEL: Baking Gamification into your Core Product
Neil Gandhi Sr. Software Engineer · Sneakpeeq
Rita Ferrari Marketing Manager · Premier Healthcare Exchange (PHX)
Sal Partovi Sr. Mgr. CloudSpokes Community & Social Marketing · Appirio
Giles House VP of Marketing · CallidusCloud
MODERATOR: Chris Duskin VP of Product
Badgeville
CASE STUDY: EMC Gamifies Global ECN Community
TYLER ALTRUPSr. Social Media Engagement ManagerEMC
123© Copyright 2012 EMC Corporation. All rights reserved.
RAMPRecognition, Awards & Motivation Program
@TylerAltrup
A Badgeville Case Study
August, 2012
124© Copyright 2012 EMC Corporation. All rights reserved.
Origins
125© Copyright 2012 EMC Corporation. All rights reserved.
The ChallengeHow can EMC…
Recognize key social champions
Reward various types of social
activity
Build an aspirational
system
Motivate increased
social activity
126© Copyright 2012 EMC Corporation. All rights reserved.
My Muse…
127© Copyright 2012 EMC Corporation. All rights reserved.
128© Copyright 2012 EMC Corporation. All rights reserved.
Launch•Event Deployment•Impact•Innovations
129© Copyright 2012 EMC Corporation. All rights reserved.
RAMP, Meet ECN.
Real-Time Notifications
Badge/ Reward
Showcase
Level Trophy
130© Copyright 2012 EMC Corporation. All rights reserved.
RAMP, Meet ECN.
131© Copyright 2012 EMC Corporation. All rights reserved.
Mission:EMC World
On the Scene
Live in the Cloud
Journey, Accelerated
Transform Your
Career
Transform IT
Transform Your
Business
Partner for
Success
Motivating and Capturing User Data
Use
r D
ata
132© Copyright 2012 EMC Corporation. All rights reserved.
EMC Implementation PlanT
h
e
M
o
o
n
s
h
o
t
E
M
C
W
o
rl
d
L
a
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c
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C
N
I
n
t
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g
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a
ti
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Q3• E
MC|One Integration
Q4• E
xternal Social Integration
133© Copyright 2012 EMC Corporation. All rights reserved.
Buzzboard LeaderboardingShowcasing participant achievement on the show floor
134© Copyright 2012 EMC Corporation. All rights reserved.
ECN Impact:Year-over-Year+20% Increase in Total Activity
-10%
0%
10%
20%
30%
40%
50%
-3%
12%10% 10% 9%
3%
15%
19%
41%
21%
9%
Activity Post-RAMP
135© Copyright 2012 EMC Corporation. All rights reserved.
EMC World: Performance AnalysisLessons Learned
Monetary prizes are inefficient
• Lost in the crowd at EMC World• Focus on status must also influence prize strategy
Contest consolidation needed
• For 2013, we should consolidate all social contests under RAMP
Expectation setting
• Must set appropriately based on program characteristics• Must compare against other BV client baselines• Must goal for performance, not badge accumulation• Ex: more difficult behavior, lower expected completion
Design for the lowest common denominator
• Future event experiences will defined for simplicity• Additional special elements will be layered on top of this minimal, broad approach
136© Copyright 2012 EMC Corporation. All rights reserved.
Big Wins & Innovations
Historical Recognition
• Previous activity will translate into one-for-one recognition 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
137© Copyright 2012 EMC Corporation. All rights reserved.
Planning for the Future•Redefining Goals•Planning for Expansion•Delivering Value to Clients
138© Copyright 2012 EMC Corporation. All rights reserved.
Overall Program Goals & ObjectivesThe platform-agnostic view
Increase user engagement
Grow
user base
Improve
User Experience &
Gain User
Insight
139© Copyright 2012 EMC Corporation. All rights reserved.
Community RoadmapStage II: Additional Functionality from Jive & Badgeville
Full import of all Jive events
(aka behaviors)
Profile enhancements and tracking
Content-level and community-
level rewards
Employee badging
140© Copyright 2012 EMC Corporation. All rights reserved.
Delivering Value for Internal Clients
RAMP Bros.Increasing engagement since 2012
141© Copyright 2012 EMC Corporation. All rights reserved.
Program Design: Consultation ProcessDesign + Funding + Communication
Four Steps for Program Design
Identify primary goals
Identify aligned behaviors
Develop rewards plan
Frame as a component of status
Four Funding Requirements
Signage
Collateral
Handouts
Rewards
Optional: scanner technology
Communication Planning
Integrate with planned user/attendee
communication
Leverage social channels
Optional: paid promotion and
advertising
1
2
3
4
142© Copyright 2012 EMC Corporation. All rights reserved.
RAMP Service CatalogOne portion of our new SMaaS (Social-Media-as-a-Service) approach
Service Offering What’s Included Cost Eligibility Ordering
Program Consultation
Online Program Components•Definition of desired user behaviors•Translation to trackable user activities•Creation of badges and bonuses•Creation of mission structure
Offline Program Components (optional)•Identification of offline digital data sources (ex: badge scan data)•Creation of hybrid online/offline missions and rewards
Client only incurs cost when adding:
•New data source
or
•Exporting status to new platform
EMC Marketing
Short-Term:
•All ordering will be handled via email requests to Tyler Altrup
Post-EMCW:
•All ordering will be process through our online info-gathering tool
Badge/ Mission Creation
•Badges•If the client wishes to highlight and recognize a specific, singular user behavior, our team will help to create a badge to motivate this behavior.•Missions•If the client wishes to motivate a collection of behaviors, a mission will be crafted to capture this full set of user activities.
EMC Marketing
Advanced Data Consultation
The social team will work with the client(s) to analyze:•Interaction rate with program components•Success in motivating the desired user behaviors
Only clients who have already completed a program.
143© Copyright 2012 EMC Corporation. All rights reserved.
Coming Soon…•Platform Expansion Possibilities•RAMP for Master User Identity•RAMP Scorecard
144© Copyright 2012 EMC Corporation. All rights reserved.
More Platforms, More Data PointsExpanding our understanding of users across platforms
Goals
Platform User Base Behaviors
CommunitiesECN Registered users Visits, views, comments, posts, etc.
EMC|One Registered users Visits, views, comments, posts, etc.
Social
Facebook Followers Clicks, likes, comments, shares
LinkedIn Followers Clicks, likes, comments, shares
Spiceworks Followers Clicks, likes, comments
Twitter Followers Tweets, RTs, Mentions, Hashtags
YouTube Subscribers Views, ratings, shares
Web EMC.com Unique viewers Visits, views
Mobile EMC Folio Downloads Views, clicks, comments, visits
Applications
Aprimo Registrants Event and webinar registration
Saba New hires Complete training modules, complete on-boarding
SurveyMonkey Unique users Survey completion
145© Copyright 2012 EMC Corporation. All rights reserved.
RAMP as a Big Data SolutionRevolutionizing user insight by connecting multiple identities
RAMP User Showcase
Community Behavior
Social Interaction
Web Activity
Mobile Activity
Application Activity
Master User Identity
RAMP User Showcase
GMDB Data
SFDC Data
146© Copyright 2012 EMC Corporation. All rights reserved.
RAMP ScorecardProgress, Not Perfection
Increase
user engagement
Grow our user base
Improve User
Experience &
Gain User Insight
+19% increase in total ECN interactions
“Mission Mondays”
Social integration challenges
Need for promotional
spend
Very positive community response
Piloting user data import
147© Copyright 2012 EMC Corporation. All rights reserved.
Thank You!@TylerAltrup
PANEL: The Importance of Reputation in Online Communities
Bill Platt VP of Operations · Engine Yard
Alex Maier Community Manager · VMware
Sean O’Driscoll CEO & Co-Founder · Ant’s Eye View
Annie Fox General Manager · Buzznet at BUZZMEDIA
MODERATOR: Caroline Dangson
Producer Badgeville
BADGEVILLE ANNOUNCEMENT
WELCOME TO BADGEVILLE COMMUNITY
Share & Exchange Best Practices Around Your Gamification & Engagement Programs
Leverages Game, Reputation, and Social Mechanics
BADGEVILLE IMPLEMENTATION
• Status and progress on every page• Sharing and exchanging best practices • Rewarding quality contributions and contributors
COMMUNITY ENGAGEMENT Early Adopter program
• 51 Discussions Started• 160 Discussions Replies• 107 Upvoted Discussions• 57 Upvotes Received• 3,617 Articles Read
Some of our Founding Members• Sneakpeeq• George Mobile• Pivot• Foryouandyourcustomer
Earn your “Visit Jenny” achievement, part of the
Badgeville Summit Mission, by visiting the Badgeville
Community table.
LIVE DEMO TOMORROW
KEYNOTE: The Future of Gamification
TIM CHANGManaging Partner Mayfield Fund