A Walk Through Engagement & Gamification

1. + • @stevealter @carriepeters • A Walk Through Engagement & Gamification

2. 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. Lots of activity…

4. …equals lots of value… Products Product Group QUALITY Ideation 5 Star Reviews Staff Reviews Expertise Early Warning Field Incidents Marketing DEMAND Marketing Awareness Message Reach Product Buzz Trusted Expertise Demand Leads Services Services Solutions CREDIBILITY Awareness Message Reach Thought Leadership Blogs Customer Stories Online CONVERSION Rating & Reviews Sharing Syndication Community Answers Co-Browsing Sales CLOSE RATE Blogs Thought Leadership Customer Stories Co-Browsing Collaboration Customer Service RESOLUTION Listening Outreach Support Widgets Command Center @DellCares Advocacy Comms PR & HR REPUTATION Influencers Blogs Rich Media Outreach Thought Leadership Corporate Reputation

5. …but only if people participate a Your Customers Your Employees Static Poor Adoption • 54 % Are Inactive in Loyalty Programs • 69 % Don’t Use Your Online Communities • Only 50 % Adopt Your Enterprise Software • 88 % Don’t Use Your Social Software Sources: Gartner, Neochange, Forrester and Colloquy Photo: Eurleif

6. What is “engagement” anyway? • 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.

7. Task completion

8. Surprise and delight

9. Social sharing

10. Enter gamification • 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.

11. From push to pull to always on Year 1 Year 2 Year 3 Year 1 Year 2 Year 3 • Social-driven marketing • Value-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 • Traditional marketing • Cyclical campaigns and press announcements yield transactional relationships.Key • Interest • Campaign size

13. Gamify for speed, impact and scale Customers 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

14. Next generation analytics

15. Measuring what matters • Why current social analytics are limited • What gamification adds to the analytics picture and enables companies to take engagement to another level

16. Tracking behavior, not just activity

17. Actionable analytics

18. What it means for you • 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

19. Questions?