GWC2012 - Scott Schnaars - Una mirada internacional de la tendencia
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GWC2012 - Scott Schnaars - Una mirada internacional de la tendencia
- 2. #GWC2012 20-Minutes of @Schnaars
- 3. #GWC2012 4-Things 5-Minutes Each + a question or two
- 4. #GWC2012 This presentation is NOT highly- confidential, proprietary, extra-super- duper top secret or otherwise restricted in a corporate governance kind of way. Please tweet, blog, like, link, post, friend, share, snap, photograph, pin, thumb up or down, vote, star, cheer, fan or whatever verb you’re in to. We are all friends.
- 5. #GWC2012 1. It’s All About Behavior 2. Game, Reputation & Social Mechanics 3. Who is Badgeville? 4. Who does this stuff?
- 8. 845 Million 2 Billion Minutes of 60 Hours of Video Active Users Play Per Day Uploaded Per Minute Common Theme : HIGHLY ENGAGED USERS
- 9. THEN THERE’S STRUGGLING TO ENGAGE YOUR THE REST OF US CUSTOMERS AND EMPLOYEES CUSTOMERS EMPLOYEES
- 14. #GWC2012 1. It’s All About Behavior 2. Game, Reputation & Social Mechanics 3. Who is Badgeville? 4. Who does this stuff?
- 17. New Context is not the Goal
- 18. New Context is not the Goal
- 19. What is Gamification? • • • • • • •
- 36. What Does An Engagement Layer Do?
- 37. #GWC2012 1. It’s All About Behavior 2. Game, Reputation & Social Mechanics 3. Who is Badgeville? 4. Who does this stuff?
- 40. STATUS AND WITH A HIGHLY SOCIAL EXPERIENCE YOU CAN DELIVER MEANINGFUL REWARD VALUE LOW-COST REWARDS RECOGNITION ($) Reputation, Status, Badges, Levels, Icons PERCEIVED VALUE OF REWARD PRIVILEGES ($$) Early/VIP Access, Moderation Powers, Stronger Votes MONETARY ($$$) Discounts, Free Shipping, Prizes SOCIALNESS OF SITE
- 41. 200+ WORLD CLASS COMPANIES TECHNOLOGY MEDIA FINANCE GREEN TECH HEALTH & EDUCATION TELCO CPG / CONSUMER RETAIL / ECOMMERCE & DEALS BRANDS
- 42. #GWC2012 1. It’s All About Behavior 2. Game, Reputation & Social Mechanics 3. Who is Badgeville? 4. Who does this stuff?
- 46. DELOITTE’S CHALLENGE 182,000 Consultants on the road, meeting with high value clients How do you get them to share those high-value interactions with relevant colleagues?
- 47. WHO — WHAT —WHERE APP POWERED BY BADGEVILLE
- 48. BUSINESS RESULTS EMPLOYEE-FACING Increase sharing in social intranet Rewards drive additional high value behaviors Improved expertise location
- 51. 20+ AROUND EMEA
Hinweis der Redaktion
- Today I’m going to talk a lot about behavior management.This isn’t going to be some kind of MBA thesis, I’m going to talk about practical ways that you can adjust your customers and employees behaviors in order to drive your business.More specifically, I’m going to talk about it in terms of game mechanics, reputation mechanics and social mechanics.And I’m passionate about this. I believe in 2-years asking about if you need these mechanics for your business will be like asking if you need a social strategy. It will be a given.Hopefully this talk today can help you get ahead of that curve.
- We’ve all heard of social and have seen how companies like Facebook, Zynga and YouTube change behaviors to encourage people to stay onsite longer.Is there anyone in this room that has never heard of these companies?Is there anyone in this room that has never used any of these services?
- When I see this, a little part of me dies. Companies work so hard for customers, only to give them away.
- Need to justify market capWill begin to charge for access to data
- DDB, the famous ad agency, has a slogan – we aren’t in the advertising business, we are in the de-commodification businessAmazon moving in on the high streetPeople are much more sensitive to price shopping than ever beforeHow do you create an experience that is unique for your customers and encourages your customers to do 1-more step to add their value
- Everything that we are talking about today depends on how you influence your customers & employees behaviors.
- And what are game dynamics?These are the aspects of a game that make it fun. And examples of this are everywhere:The UK visa process has a points system that I’m dealing with nowLoyalty programs all leverage a number of these mechanicsHypermiling in the toyotapriusGetting my kids to empty the dishwasher by giving them specific tasksIn all cases, the goal is to get someone to become a better customer or employee by making some process more compelling, easier and fulfilling
- Game Mechanics and Dynamics?Pieces of games that change behavior to keep people engaged with an experience longer
- A fairly common misconception I deal with when educating potential customers is that gamification is about adding games and avatars to an experience.This couldn’t be further from the truth Think of it this way:By putting a game on your site, unless you’re a gaming site, you’ve given your customers or your employees something to do other than what you want them to do.In fact, you’ve done the opposite of what you wanted.
- Let’s think about it a different way.In this scenario, what you’ve done is you’ve created a potential distraction for your employees. And the perception is bad. You’re suggesting people do one thing, but wanting them to do another.Not good.
- So in more practical terms, what is gamification?The intent is probably no big secret.Gamification is an element that you add to a site or process that will make it:More sticky – Increase the amount of time that people spend engaged in the experienceEncourages sharing amongst your social graph and the sharing of content in your organizationEncourages more content creation – whether that is wiki / blog posts internally or submitting more UGC externally, we want to drive those eventsMany of our customers use it to drive registrations to capture more user informationCommerce and transactions are huge drivers for our customers Really, the goal is to drive an increase in the behaviors that you value the most
- One of the big complaints about the term gamification is the name in that it doesn’t sound serious enough for real businessSo some suggestions to think aboout including Behavior Management,Employee MotivationOr Eomployee Optimization
- PHOTO OF GOOD REPUTATIONPHOTO OF BAD REPUTATIONWe all know what reputation is and how we work so hard to maintain it.
- Another way to do this is by offering status and reputation15-years ago, when eBay launched, people said no way will epople send stuff to strangers and expect to get money in exchange. It won’t happen.eBay said ocontrae, and created what is still one of the gold standards for online reputation in the world today.
- The great part about reputation is that people will work harder to build and maintain a reputation than they will for money.
- Don’t believe me? Take a look at some of these characters and ask yourself, if you were in the same position, would it have been worth it?Some will sometimes bounce back, but most don’t.
- Think about the areas in your life, non-digital life, where you have a strong reputation:Your neighborhoodYour jobYour schoolYour clubs that you belong toAll of these are areas where you’ve set certain goals, either individually or collectively – as a team, and because you reached them, you established a strong reputation.My guess is that a lot of you wouldn’t be here today if you didn’t have a good reputation in your company.
- Like gamification, helping members of your community build their reputation is similar to a syllabus that you get in school.You’re specifically lettting members of your community know exactly what you want them to do.
- IF you don’t believe that people will work on their online reputation for nothing more than the status and reputation that it brings, look no further than the success of wikipedia.The leaders of these online communitiesThey work incredibly hard for this kind of reputationIt is fulfilling to them
- But it is also transportable – a member of a Microsoft community, in good standing, can add that to their resume and leverage that reputation as a way to ask for more money when it comes to promotions or new jobs
- Going back to gamification, the biggest challenge that our partners face, is that games come to an end.Every game you’ve ever played, ends.
- However, people build their reputation for years. They work hard for years to maintain it and when applied correctly, reputation mechanics are a key driver for long term behavioral change.
- We’ve talked about gamification and reputation. Now the question is who looks at Facebook and the 1 in 7 minutes that people spend on there and question how they can get just some of that?
- Who here has ever posted a photo in side of Facebook?Your friend comes along and leaves a comment and then another friend leaves another comment and a dialog gets created around that content
- This is social mechanicsThis is the act of giving your users the ability to follow people and objects based on either explicit or implicit interest.This is the Pavlovian response that gets triggered and drives people back to Facebook based on what their friends sayAnd you should have it too
- At Badgeville, we measure success based on a single criteria:LiftAre we getting lift in the areas that you care about the most:Engagement – are your users interacting more frequently with your content?Commerce – are your customers buying more things?Loyalty – do they have a sense of loyalty that you’d expect from your best customers?Retention – do they continue to come back day / week or month in and out?
- As you can see here, the more social an experience becomes, the lower the costs associated with rewards become. Reputation is free and yet people will work hard and for free in order to maintain it. Other rewards like access to exclusive content and special privileges in the community are proven experiencesSo, this sounds great. Rewarding people for doing valuable work for free, right?What’s the catch, I’m sure you’re asking yourselves
- At my company, Badgeville, we have over 200-customers who are leveraging our platform to create experiences that drive their customers and employees in ways that are more profitable.
- SamsungProgramIdea Success
- Lets’ take a look at some of the success stories:Ask.com
- Lets’ take a look at some of the success stories:Ask.com
- Finally, this isn’t a US thing. This isn’t something that has been thought up by a bunch of flip-flop wearing Californians for people in Silicon Valley.Our platform has been deployed in over 20-countries in 15 languagesSome of the worlds largest brandsAll leverage these types of programs to influence and change the ways that their customers behave
- And it is just getting started…
- It is just getting started….