CASE STUDY: EMC Gamifies Global ECN Community

TYLER ALTRUPSr. Social Media Engagement ManagerEMC

2© Copyright 2012 EMC Corporation. All rights reserved.

RAMPRecognition, Awards & Motivation Program

@TylerAltrup

A Badgeville Case Study

August, 2012

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Origins

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The ChallengeHow can EMC…

Recognize key social champions

Reward various types of social

activity

Build an aspirational

system

Motivate increased

social activity

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My Muse…

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Launch•Event Deployment•Impact•Innovations

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RAMP, Meet ECN.

Real-Time Notifications

Badge/ Reward

Showcase

Level Trophy

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RAMP, Meet ECN.

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Mission:EMC World

On the Scene

Live in the Cloud

Journey, Accelerated

Transform Your

Career

Transform IT

Transform Your

Business

Partner for

Success

Motivating and Capturing User Data

Use

r D

ata

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EMC Implementation PlanT

h

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Q3• E

MC|One Integration

Q4• E

xternal Social Integration

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Buzzboard LeaderboardingShowcasing participant achievement on the show floor

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ECN Impact:Year-over-Year+20% Increase in Total Activity

-10%

0%

10%

20%

30%

40%

50%

-3%

12%10% 10% 9%

3%

15%

19%

41%

21%

9%

Activity Post-RAMP

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EMC World: Performance AnalysisLessons Learned

Monetary prizes are inefficient

• Lost in the crowd at EMC World• Focus on status must also influence prize strategy

Contest consolidation needed

• For 2013, we should consolidate all social contests under RAMP

Expectation setting

• Must set appropriately based on program characteristics• Must compare against other BV client baselines• Must goal for performance, not badge accumulation• Ex: more difficult behavior, lower expected completion

Design for the lowest common denominator

• Future event experiences will defined for simplicity• Additional special elements will be layered on top of this minimal, broad approach

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Big Wins & Innovations

Historical Recognition

• Previous activity will translate into one-for-one recognition of past activity

• User Levels will reflect previous activity with further levels for growth

Badge Scan Integration

• EMC is the first company to fully integrate and reward traditional badge scan data as a user check-in

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Planning for the Future•Redefining Goals•Planning for Expansion•Delivering Value to Clients

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Overall Program Goals & ObjectivesThe platform-agnostic view

Increase user engagement

Grow

user base

Improve

User Experience &

Gain User

Insight

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Community RoadmapStage II: Additional Functionality from Jive & Badgeville

Full import of all Jive events

(aka behaviors)

Profile enhancements and tracking

Content-level and community-

level rewards

Employee badging

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Delivering Value for Internal Clients

RAMP Bros.Increasing engagement since 2012

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Program Design: Consultation ProcessDesign + Funding + Communication

Four Steps for Program Design

Identify primary goals

Identify aligned behaviors

Develop rewards plan

Frame as a component of status

Four Funding Requirements

Signage

Collateral

Handouts

Rewards

Optional: scanner technology

Communication Planning

Integrate with planned user/attendee

communication

Leverage social channels

Optional: paid promotion and

advertising

1

2

3

4

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RAMP Service CatalogOne portion of our new SMaaS (Social-Media-as-a-Service) approach

Service Offering What’s Included Cost Eligibility Ordering

Program Consultation

Online Program Components•Definition of desired user behaviors•Translation to trackable user activities•Creation of badges and bonuses•Creation of mission structure

Offline Program Components (optional)•Identification of offline digital data sources (ex: badge scan data)•Creation of hybrid online/offline missions and rewards

Client only incurs cost when adding:

•New data source

or

•Exporting status to new platform

EMC Marketing

Short-Term:

•All ordering will be handled via email requests to Tyler Altrup

Post-EMCW:

•All ordering will be process through our online info-gathering tool

Badge/ Mission Creation

•Badges•If the client wishes to highlight and recognize a specific, singular user behavior, our team will help to create a badge to motivate this behavior.•Missions•If the client wishes to motivate a collection of behaviors, a mission will be crafted to capture this full set of user activities.

EMC Marketing

Advanced Data Consultation

The social team will work with the client(s) to analyze:•Interaction rate with program components•Success in motivating the desired user behaviors

Only clients who have already completed a program.

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Coming Soon…•Platform Expansion Possibilities•RAMP for Master User Identity•RAMP Scorecard

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More Platforms, More Data PointsExpanding our understanding of users across platforms

Goals

Platform User Base Behaviors

CommunitiesECN Registered users Visits, views, comments, posts, etc.

EMC|One Registered users Visits, views, comments, posts, etc.

Social

Facebook Followers Clicks, likes, comments, shares

LinkedIn Followers Clicks, likes, comments, shares

Spiceworks Followers Clicks, likes, comments

Twitter Followers Tweets, RTs, Mentions, Hashtags

YouTube Subscribers Views, ratings, shares

Web EMC.com Unique viewers Visits, views

Mobile EMC Folio Downloads Views, clicks, comments, visits

Applications

Aprimo Registrants Event and webinar registration

Saba New hires Complete training modules, complete on-boarding

SurveyMonkey Unique users Survey completion

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RAMP as a Big Data SolutionRevolutionizing user insight by connecting multiple identities

RAMP User Showcase

Community Behavior

Social Interaction

Web Activity

Mobile Activity

Application Activity

Master User Identity

RAMP User Showcase

GMDB Data

SFDC Data

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RAMP ScorecardProgress, Not Perfection

Increase

user engagement

Grow our user base

Improve User

Experience &

Gain User Insight

+19% increase in total ECN interactions

“Mission Mondays”

Social integration challenges

Need for promotional

spend

Very positive community response

Piloting user data import

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Thank You!@TylerAltrup