Gamification techniques can increase user engagement by applying game mechanics to non-gaming activities. Data is increasing exponentially from sources like social media, sensors, and user uploads. It is important for companies to understand different digital marketing channels and integrate various tactics into a well-balanced strategy to reach consumers. Marketing professionals should communicate simply and avoid excessive jargon that does not clearly explain concepts.

2. Empower Trend Flash
Fixing “One & Done” | Increasing Engagement
through Gamification
• Steve Daly, Development Practice Leader
The Data Explosion
• Robert Migliara, Market Intelligence Practice Leader
• Julie Pahutski, Market Intelligence Practice Leader
8 Ways to #FAIL with Bloggers
• Ashley Walters, Word of Mouth Marketing Manager

3. Empower Trend Flash
Malnutrition in a Digital Age
• Jaime Arszman, Digital Media Director
• Kate Reichsteiner, Media Marketing Practice Leader
Stop Marketing Jargon
• Drew McKenzie, Digital Strategy Director

4. Fixing “One & Done”
Increasing
Engagement with
Gamification

5. A simple sidewalk??

6. Or a treacherous, death defying walk!

7. A boring drive home…

8. Or a race to the checkered flag

10. Games became
popular.
People reached
for games for
Accomplishment
outside reality.

11. Games are everywhere – Everyone is a
gamer
120M people are enrolled
in travel award programs
Starbucks is awarding
points and badges for store
visits
200M+ people play social
games with only virtual
rewards

12. We work
hard for Engage??
this.
Attract Satisfy
Traffic Optimization Content
(SEM, PPC, Display, Email) Optimization
(A/B Testing, Copy, Creative)
And this.

13. Fixing the
“One and
Done”
Will it ever
happen
again???

14. “Companies of all shapes and sizes
have begun to use games to revolutionize
the way they interact with customers
and employees, becoming more
competitive and more profitable as a
result.”
- “Changing the Game”, David Edery,
Ethan Mollick

15. ga∙mi∙fi∙ca∙tion [gay-muh-fi-kay-
shuhn]
1. Applying the mechanics of gaming to
non-gaming activities to change
people’s behavior.
2. Integrating game dynamics and
game mechanics to drive
participation and engagement.
15

16. Gamification drives
participation/engagement.
Participation/engagement drives
business value.
16

17. What is Engagement?
Visible Progress Positive Emotion
Stats / Challenges / Awards / Messages Fun / Delight / Trust / Pride / Curious
Player (re)Engagement (social) Call to Action
Task / Mission / Game / Quiz / Gift Customize / Share / Help / Compete
Newbie
Onboarding

18. Any Kind of Participation
Watching a
Subscribing Listening Reading
video
Taking a quiz Searching Sharing Rating
Writing a Visiting Participating in Posting to
comment affiliated sites discussions forums
Viewing a Visiting site
Taking a poll Other Actions
photo more often
18

19. 7 Lessons Learned From Badges,
1) Progress: Bars, Levels, Points, Games
Customization –
we like to see our progress
2) Missions: Provide multiple long-and-short-term
aims for players to tackle
3) Credit: track & reward effort, not just achievement
4) Feedback: tangibly link actions to consequences
5) Surprise: add the Element of Uncertainty to drive
and sustain interest
6) People: we're most engaged by people – especially
collaborating in groups
7) Engagement: games are tuned to dole out rewards
that engage the brain and keep us wanting more

22. CONGRATS! You have earn the
Steve Daly Prezo Badge!
Doesn’t mean much, but tell your kids!
They’ll think it’s COOL!

23. The Data Explosion

24. The Data Explosion

25. Separating signal from noise

26. “We create as much information in two days now as we
did from the dawn of man through 2003.”
Eric Schmidt, Executive Chairman of Google
•User generated content
(pictures, chat, video)
•Monetization
•Research
•Permanent in nature, no
longer temporary

27. It’s us!
Facebook--80 billion photos / 1.2 million photo “calls” per
second; two billion pieces of new content added / week
Google--Indexing and search databases
Zynga--5 terabytes per day to its servers

28. Wal-Mart
1 million customer transactions per hour
Feeds massive databases in the “petabytes”.
Petabyte =1,000 terabyte = 1 quadrillion bytes

29. Where else is data coming from?

30. 80%+ of the information is unstructured

31. We now see pattern technology and recognition
technology serving up content like never before

32. Positioning themselves for monster data

33. Tuning into the data
“We are going to move the digital hub, the center of
your digital life, into the cloud.”
- Steve Jobs

34. We generate data at a faster pace than we can use it

35. Statisticians will be hot!

36. Data is worthless without interpretation
Separating the signal from the noise takes expertise.

37. Nobel Prize in the future………?
Separating the signal from the noise takes expertise..
We recognize that data is increasing in
value.
Excited to be at Empower:
This is a company that Gets Data!
Our true goal is to help you separate the signal from
the noise and support your brand development and
drive actionable insights.

38. Eight Ways to #FAIL
with Bloggers

39. 8 Ways to #Fail with Bloggers

41. #Don’t invite just anyone!

42. #Don’t pretend to read the
blog if you don’t!

43. #Don’t use deceptive means!

44. #Don’t ignore the problems!

45. #Don’t end the relationship!

46. #Don’t demand a review!

47. #Don’t dump your crap on
them!

48. #Don’t forget their fans!

49. So what was the result?

50. 1. Don’t invite just anyone! 5. Don’t end the
relationship!
2. Don’t pretend to read
the blog if you don’t! 6. Don’t demand a
review!
3. Don’t use deceptive
means! 7. Don’t dump your crap
on them!
4. Don’t ignore the
problems! 8. Don’t forget their fans!

51. Malnutrition in
the Digital Age

52. Malnutrition in
the
Digital Age

53. Brands Are
Digitally
Malnourished

54. We All Like Sweets

55. A Well-Balanced Digital Diet

56. A Complex Shopper Experience
The average
grocery store carries
50,000 SKUs

57. Media Choices Multiply
Reads reviews on Searches on
Amazon Google
Checks Comparison
Goes in-store to Shopping Engines
look at a product
Uses mobile
phone to shop
Sees an ad on
CNN.com
Makes a 1-800 call
to learn more
Asks a friend for a Watches a
recommendation video on
MSN.com

58. Complex Digital Diet

59. Digital Budgets VS. Time Spent
Digital Budget Allocation Consumer Time
Search - 5%
Search - 46%
Commerce - 11%
Content &
Community - 40%
Email/IM - 20%
Commerce - 13%
Content & Community -
Email/IM - 0.4% 64%
Source: Online Publishing Association and Nielsen//NetRatings, August 2010

60. The Food Plate

61. The Digital Diet

62. Recipe for Success

63. Measure Carefully
Be Data-Driven

64. Don’t Put All
Your Eggs in
One Basket
CTR = Success

65. Blend the Right
Ingredients
Attribution modeling

66. Variety is the Spice of Life
Emerging
Media

67. Eat Your Digital Veggies!

68. Stop Marketing
Jargon

69. Jargon: terminology which is
especially defined in a relationship
to a specific profession

70. Agency: Be Human, Compelling, &
Simple

71. But We Use Words Like

72. Buzzwords & BS
Warning System
SEVERE
Severe risk of BS
HIGH
High risk of BS
ELEVATED
Significant risk of BS
GUARDED
General risk of BS
LOW
Low risk of BS

73. Why is he
looking at me I wonder if he is
like that? OBA Compliant?
Jargon invades personal life

74. Let’s Decode: Get Simple
Statement

75. Build loyalty & increased
engagement through
ongoing conversation and
brand experience.

76. TRANSLATION
Give consumers reasons to
buy your product over and
over again, maybe use a
puppet?

77. Aggregate, platform, transparency,
reproducibility, data touch points

78. TRANSLATION
Just trust us, we do a bunch
of stuff that we don’t even
understand to produce
results.

79. Social
Networks
Mobile Expanded Googlism
Video Brandsphere
Statement
Location
Based
Services

80. TRANSLATION
Be Where Your Customers
Are.

81. Welcome To The
World of
Socialomics

82. TRANSLATION
Let’s talk about how we can
use Facebook to drive sales

83. BONUS ROUND: Acronyms

84. Acronym finder is great!

85. So Bad People Make Fun

86. We Have A Widespread Problem

87. Did you pass the grandma test?

88. The Challenge
Statement