drive customer engagement with gamification
TRANSCRIPT
LIGHTNING REWARDS Influence Fan Behaviour
How can Lightning Rewards add value across the business?
Long term vision for the program:
• DATA Aggregate more data from fans & members
• BEHAVIOUR Identify consumption behaviours
• INFLUENCE Incentivise greater engagement
• COMMERCIAL Deliver ROI for commercial partners
Members GA
Ticketholders Local Fans Distant Fans
Transient Fans
Spend extra $20
Bring a mate to the game
Come to your first game
Buy interstate membership
Like us on Facebook
Game Day
Digital Platform
Fanbase Corporate Community Stakeholders
Every business challenge is solved through greater engagement
First year – 6 months trial resulted in 520K actions
71% Video views
52% Dwell Time – Top in NRL
11% UBs
31% IMPS
80% Game day spend – F&B + Merch 9% Member retention rate
Digital Inventory
Game Day Membership
Increased Asset Value
$500K - 600K
Unify the Digital & Game Day fans
Rewards scaled to drive engagement
Change structure in year 2 • Top 40 gamers will be the same year on year • Make entry levels more accessible & attractive • Broaden the appeal – objective is wide engagement • New season has a new points leaderboard, with historical
“Career Earnings” table created
Game Day extension – tangible iteration of benefits
Your Season Ticket
• All regular season home matches loaded onto your membership
Your Payment Method
• Transfer money to your membership card
• Tap your Membership Pass for exclusive in-stadium offers
Your Rewards Pass
• Earn points and be rewarded with one of a kind experiences, merchandise, and in stadium offers
• The card will store loyalty data (eg. No of games attended)
Your Transport Pass
• Use your pass as your travel token
1 2 3 4
“A card/app that allows you to leave your cash and credit cards at home”
MORE THAN JUST A TICKET
Leverage Partner Assets at no cost to the Club
Immediate & tangible activation mechanic for partners Deliver appealing rewards the don’t cost club money Core categories: - FMCG – Coke & CUB in-stadia - Auto - Airline - Tourist destination - Hotel - Inner Sanctum experience - Merchandise
Mobile vs Membership Card – let the fans dictate
Extends through Storm mobile site & team app Facilitate transactions through the app for game day How do we extend this product to general ticketed fans?
The Future – Real time game day consumption feedback
Game Day Automation – Influencing fan consumption
Evolution of Brand Activation
2016 Growth & Development
Grow Game Day Use Drive Digital Reach Centralise Assets
Drive Commercial Engagement
6 Years + 300 deployments
Our service adds a digital motivation layer to enterprise applications so companies can motivate repeatable, revenue producing behaviors while inspiring loyalty, collaboration, innovation and performance.
What we do
ABOUT BADGEVILLE
Taking Customer Engagement to the Next Level with MotivationMetrics™
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Combining Data Leads Greater Insights
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Millionsofnewac-vi-esperdaypercompany
MobileHCM
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Millionsofnewac-vi-esperdaypercompany
MobileHCM
Combining Data Leads Greater Insights
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Millionsofnewac-vi-esperdaypercompany
MobileHCM
Combining Data Leads Greater Insights
All Levels of Organization Demand Insights that Drive Action
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CEO
Line of Business Owner
Program Manager
IT
Increase organization success!
Improve business performance!
Increase program success!
Increase system success!
Each Level Needs Tailored View of Data
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People
Program
Behaviors
What Is MotivationMetrics?• Self-service analytics and 30+ pre-built visualizations
– Program: how well is my Gamification program running? – Performance: are we meeting our KPI targets? – People: who are our top/bottom performers and teams?
• MotivateOne™ Data Service – Data Service: Scheduled Exports / Raw Gamification Data over SFTP – Enhanced Data Discovery: Enriched BI Dashboards, better predictive algorithms – Future Service Improvements: API and more!
• Goal: 3-D insight on rewards, behaviors, and people – Fine-tune the program, drive cultural change – Identify key individuals for reward or coaching opportunities – Access insights anywhere
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Report Classifications and Value
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Adoption
Engagement
Achievements
Program Activities KPI Attainment
Business Impact
Reputation Scorecards
Rankings
Player Detail
Gam
ifica
tion
Perfo
rman
ce
Reco
gniti
on
Badgeville Reports Badgeville MotivationMetrics Dashboards Reports & Dashboards
General: Aggregate performance of the game by users, activities, and rewards. ü Users: Active Users, Daily Return Rate,
Activities by User, Daily Active / Monthly Active
ü Activities: Activities by Type, Activities by User, Average Activities by User, Count of Activities Today
ü Rewards: Rewards and Level Distributions
ü Retention & Return Rates: Weekly Return Rate, Week 2 Retention
Gamification: Gamification/reward metrics. ü Adoption:
• Registered Users Over Time • Active/Inactive Users • % <Period> Active
ü Engagement • Event Volume • Average/Median Event Volume per User • Visit Frequency & Return Rate
ü Achievements • Points Earned • Level/Reward Distribution • Earned Badge Distribution • Mission / Track Progression
ü Time to Completion / Average Duration
Performance: performance of the program/organization. ü Program Activities
• Activity Counts/Distribution • Social Advocacy Activities • Activity Correlation
ü Performance against Defined Goals • Average Activities • Count Activities • Max/Min Activities • Performance against KPIs * • Use of Extended Attributes *
ü Business Impact • Activity Lift: Baseline vs. Now • KPI Performance vs. Goals Overlay * • Explicit Program ROI *
Recognition: people and team reputation. ü Reputation Scorecards
• Players with Badge X • Team/ Player Achievement vs.
Program Goals (or KPI*) • Player Engagement (Segmentation)
ü Rankings • Top to Bottom Player/Team • Expertise Distribution
ü Player Detail • Summary by Player, Team, Reward • Drill-down to Player Details • History (Activities & Rewards) • Player distribution by Activity
ü All reports filterable by time period, reward, activity, behavior, mission, or track specified in program.
Advanced Analytics Advanced Analytics • Not Available ü Cohort Analysis
ü Heat Maps ü Trend Analysis
ü Segmentation by Core Attributes ü Extended Attribute Support
Custom Reports Premium Reports * • Services-Driven One-Offs • No Portal / Export Only
ü Report Templates, Tailored by Use Case ü Segmentation by Custom Attributes ü Customer-Specific KPIs / Goal Overlay
ü Correlations and data blending ü Mash-Ups with external data
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Who Cares? Why?
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TargetAudience ChallengesandQues3ons
Sponsor-VPMarke-ng,ChiefCustomerOfficer
Which fans are most engaged? Who has tweeted the most and is your best brand advocate? Who has helped to increase audience size? Who is your most effective brand advocate? Which fans are spending the most?
Sponsor-CHRO,VPTalent,L&D How can we improve manager performance? Are we retaining talent? Are we hiring the right talent? Do we have right talent mix?
Sponsor-VPSales/Service Aretheyperformingthesalesac-onsfortheirroles?Aremysalespeoplefullyu-lized?DoIhavetherightnumberofsalespeopleineachregion?Howarepeoplemovingopportuni-esthroughthepipeline?
Who Cares and for What Use Case?
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TargetAudience Ques3ons
Manager HowdoIincreasethesuccessofmypeople?Byteam?Byindividual?
CEO HowdoIimprovetheperformanceofmyorganiza-on?
Ecobuyer HowdoIincreasesuccessofmysystems?
Melbourne Storm Example
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Example Gamification Report
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ACTIONChange program to increase engagement in Q4
INSIGHT Engagement drops off in Q4 due to seasonality
ACTIONChange program to increase engagement in Q4
ACTIONChange program to increase engagement in Q4ACTIONChange program to increase engagement in Q4
Example Performance Report
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ACTIONChange program to increase engagement in Q4
INSIGHT Purchase highly correlated with website activity (e.g. Facebook like on website, read article)
ACTIONNeed to increase number of people spending time on site, answering questions
ACTION Increase points for website activity
Example Reputation Report – Engagement Score
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INSIGHT Dark green people are most engaged
ACTION Recognize these people separately, give them special offer to advocate more
Example Reputation Report
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INSIGHT These people are most engaged
ACTION Recognize these people separately, give them special offer to advocate more
Example Reputation Report
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ACTIONReach out to those people
INSIGHT Those with 0 points are likely to leave the company within 6 months
Across Use Cases, Systems
MotivationMetrics
Truly Insight + Action
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Customer Systems
Key Takeaways• What is your digital value? For your customers? As workers?
– Gamification “tells the story” of who’s doing what, when, where and how! – Must look “beyond the game” to behaviors, top performers and more!
• How do you show ROI? How do you know where to improve? – Quantify the benefits and successes of your program – Pinpoint where improvements can be made and what those improvements
should be
• It’s a big deal – Truly Insight + Action
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MotivateOne MotivationMetrics Analytics Portal
• Gamification • Performance • Recognition
Big Data Reporting DB
MashupData
ExportData
Improved Data Architecture
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Operational DB
Customer Systems
Customer DBs / Data Warehouse
Customer Reporting /
BI Tools
EndUserEvents
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Customer Platforms & Applications
Thank you!We appreciate the opportunity to improve your business
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