Badgeville Summit, Engage 2012 - CASE STUDY : EMC Gamifies Global ECN Community
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Transcript of Badgeville Summit, Engage 2012 - CASE STUDY : EMC Gamifies Global ECN Community
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
3© Copyright 2012 EMC Corporation. All rights reserved.
Origins
4© Copyright 2012 EMC Corporation. All rights reserved.
The ChallengeHow can EMC…
Recognize key social champions
Reward various types of social
activity
Build an aspirational
system
Motivate increased
social activity
5© Copyright 2012 EMC Corporation. All rights reserved.
My Muse…
6© Copyright 2012 EMC Corporation. All rights reserved.
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Launch•Event Deployment•Impact•Innovations
8© Copyright 2012 EMC Corporation. All rights reserved.
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
11© Copyright 2012 EMC Corporation. All rights reserved.
EMC Implementation PlanT
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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
21© Copyright 2012 EMC Corporation. All rights reserved.
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
26© Copyright 2012 EMC Corporation. All rights reserved.
Thank You!@TylerAltrup