Published on June 25, 2013
GAMIFICATION AND THE POWER OF BOOSTING ENGAGEMENT STEVE SIMS (VICE PRESIDENT, BEHAVIOR LAB, BADGEVILLE) @SteveBadge #EngageSydney
Capgemini ConsulIng and Badgeville have a global partnership to leverage innovaIve gamiﬁcaIon techniques to accelerate digital transformaIon in major organizaIons by engaging, rewarding and moIvaIng employees and customers. IN AUSTRALIA To ﬁnd out how Capgemini and Badgeville can help you realise a digital advantage through the intelligent applicaIon of enterprise gamiﬁcaIon please contact email@example.com
THE BEHAVIOR PLATFORMEngage EverywhereEnterprise Networks facilitate scaleEnterprise!Social!Website!Communities!Marketing!CRM!Learning!Social !Media!Game DesignersBehavioral Psychologistsand Loyalty ExpertsTechnical ExpertsHelp you integrate and deploy into your customer experienceAnalyze the strength of your programData ScientistsWorld-class teamFull Engagement SuiteMuch more than points, badges & leaderboards Customized !Game Mechanics!Portable !Reputation Mechanics!Social !Mechanics!Social !Rewards !Behavior Analytics !& Data!
GAMIFICATIONIt’s buzzword central, but don’t get lost in the noiseIt’s not games
It all starts with a question…
How do I get more people to do more stuﬀ more often?
IT’S ABOUT MOTIVATING PEOPLEHelping your customers feel…Socially ValuedSuccessful Smart Structured Intrinsic RewardedExtrinsic Discovering new things &proving knowledgeWinning & besting competitionEarning elevated reputation,status or prestige Finding purpose & directionGetting stuﬀthey want
WHY THIS WORKSEngagement techniques leverage key motivators…How do I compare?Am I being recognized? Am I makingprogress?Am I winning?What’s my status?
ENHANCING WHAT YOU’VE GOTBy layering more engaging experiences on topof your existing investmentsThat Reach Your Customers
ENGAGEMENT MECHANICSReward users, elevate their status, and give them contextExamples Game Mechanics Deliver achievements and instantrecognition for key behaviorsReputation Mechanics Elevate user rank, status and expertiseSocial Mechanics Surface behaviors andachievements in context
Applying game mechanics to change behavior
RETAIN! CONVERT!ACQUIRE!THE CUSTOMER CHALLENGEThree key imperatives that you should map gamiﬁcation to…How do I getmore customers?How do I get them tospend more money?How do I keep them over time?
AUTODESK’S CHALLENGEConvert trial users to paid usersCustomer Adoption HurdlesUsers were 2x likely topurchase if they had used the trial at least 3x during the 30-day trialC A S ES T U D Y
AUTODESK MISSIONSGuide and reward customers to interact with key featuresC A S ES T U D Y40%Trial Usage10%TrialDownloads
Maximize customer revenue with more engaged audience…SNEAKPEEQ’S CHALLENGEC A S ES T U D YBusiness Objectives!• Repeat Visits & Retention !• Integrate tightly withFacebook Open Graph!• Grow more revenue!
Maximize customer revenue with more engaged audience…ENGAGEMENTDRIVES RESULTS%I’ll insert stat40%DailyRetention18%Conversions590%SocialSharesC A S ES T U D Y
How do I get started?
It’s about behavior management andbusiness resultsAVOID THE G-WORDAvoid gamification in front of the wrong audiences…
EXAMPLE: MUCH MUSICMUCH CLOSER, their social loyalty program
Log InShareComment PostStatusMessageWrite ReviewReply toDiscussionSubmitProductFeedbackForward to aFriendUpdate RecordSign UpCreate LeadRate a ProductVisit DailyRefer aFriendHelp Answera QuestionStart aDiscussionBeginTutorialFinishTutorial$ Add toBasket$ CompleteOrderIT’S ABOUT BEHAVIORSThat we can motivate and influence to drive engagement
I want to…makeprogress getrecognizedWIN!know how IcompareIT’S MORE THAN POINTS, BADGES,AND LEADERBOARDS Tapping into the human psyche
MANIACAL FOCUS ON VALUEWe establish tangible ROI based on your business objectives Business ObjectiveIncrease Loyalty Reviews Repeat VisitsComments SharesExample behaviors tosupport KPIs100% 50%200% 300% 25%!20%!Repeat PurchasesCustomer AdvocatesExample KPIs to support objective• Lifetime customer value• Number of advocates• Repeat purchases$ • Advocates spend 2x asmuch as regular customers• 5x greater lifetime value(Source: Deloitte)$
• The moIvaIon mechanics are separated from the applicaIon • Recorded behaviors idenIfy the value of those acIons in context of the overall objecIve • ReporIng and AnalyIcs help IdenIfy paWerns of behavior THEN MEASURING THE RESULTSand adjusting the motivations in real time…Design Record Report Recommend • Recommended changes to the design can be implemented and measured for eﬀecIveness (conInuously)
REQUIRED Game Mechanics ✔ Portable Reputa;on Mechanics ✔ Social Mechanics ✔ Social Rewards ✔ REQUIRED Private Cloud & Database ✔ Global Data Center ✔ Mul;-‐;ered user access ✔ HARDENED SECURITYENTERPRISE SCALE REQUIRED Enterprise Networks & Sites ✔ Advanced Metadata Support ✔ Private Customer Community ✔ FULL SUITE OF ENGAGEMENT MECHANICSIT’S AN ENTERPRISE INVESTMENT Gamification must delight end users, but satisfy requirements
Helping you ﬁnd,size, and catalysedigital opportunities.Driving Digital TransformationThe Capgemini Digital Transformation consultingpractice helps organisations find the digital opportunitieswithin their business. Our team specialises in identifying,designing, and developing new ventures, innovativedelivery models, and digital transformations to get realvalue from the digital economy.We offer a fresh approach based on collaborative anditerative design with a focus on targeted outcomes. Youbring your customer and business experience. We bringperspectives from our understanding of the Australianand global digital economy and our leadership inorganisation transformation and technology.Digital TransformationThink - Design - DevelopContact PointsBen Gilchriestben.firstname.lastname@example.orgJean-Baptiste Vincentjeanemail@example.comMani Thirumani.firstname.lastname@example.orgMark Andersonmark.email@example.com
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