HOW-TO: Boost Customer Engagement (With an Intro to Gamification)
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HOW-TO: BOOST CUSTOMER ENGAGEMENT Make Your Life Easier & Improve Your Customer’s Experience +Chris Mohritz | [email protected] | #IdeaToOperations
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21-Oct-2014 -
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Presentation given at a workshop for entrepreneurs. Customer engagement is the heart and soul of community-building and online marketing. Are you putting the right message in front of the right prospect at just the right time? Need ideas to help boost customer engagement and move them along the buying journey? Join us for an introduction to gamification and other participation-boosting strategies.
Transcript of HOW-TO: Boost Customer Engagement (With an Intro to Gamification)
HOW-TO:BOOST CUSTOMER
ENGAGEMENTMake Your Life Easier &
Improve Your Customer’s Experience
+Chris Mohritz | [email protected] | #IdeaToOperations
OUR JOURNEY
● The one thing: plan the experience● The one thing: be unexpected● The one thing: make it fun
Discussion (not just a presentation)Interupt me at anytime (questions / comments)
WHAT IS CUSTOMER ENGAGEMENT?
The goal of consumer engagement is to create meaningful consumer impact and generate either a behavioral result (such as driving a sale or inquiry) or an attitudinal result (such as making an emotional impression or changing attitudes).
http://www.fusemarketing.com/Definition_Consumer_Engagement
HELP YOU BOOST ENGAGEMENT...?
CUSTOMER LIFECYCLEIncreasing Engagement With
Understanding
PART I
SHOW THEM THE COURTESY
● Understand your customer, subscriber, etc.● Their needs, wants, struggles● Where you can best help them
“Seek first to understand, then to be understood” ~Stephen Covey
WHY PLAN THE EXPERIENCE?
● It makes everything else easier● No second guessing● More customers (better experience)
WHERE ENGAGEMENT APPLIES
● Your tribe● Your blog● Your book● Your ad campaign● Your explainer video● Your social media bio● Networking● Sales calls● etc.
BLOG EXAMPLE
● http://www.redbull.com/us/en/bike/stories/1331632524218/5-reasons...-why-loic-bruni-will-rock-2014
PATTERN INTERRUPTIncreasing Engagement by Capturing
Attention
PART II
BACK TO LES…
BE UNEXPECTED
THE PATTERN INTERRUPT
● Snap them out of (it)● Strip away past prejudices ● Disrupt their current “pattern” of thinking● Stop their automatic response ● Bypass the gatekeeper (expectation)● Creates a more receptive audience
WHY PATTERN INTERRUPT?
● It makes everything else easier● Actually get their attention● Sets you apart from masses
EXAMPLES
● huffingtonpost.com/news/pattern-interruption● funnyordie.com/zachgalifianakis
MAKE IT EASY FUNIncreasing Engagement With Fun
PART III
WHY NOW...WHAT’S DIFFERENT?
● Internet (communication explosion)● MMOGs (virtual worlds)● Mobile (casual games)● iPads (easy & early access)
Millennials define reality through the lens of a game (it’s how they grow/grew up)
GAMIFICATION IS...
The use of game thinking and game mechanics in non-game contexts to engage users in solving problems.
~Wikipedia
● A terrible name● A mindset● Should be "Fun theory"● Next step in evolution of marketing● Only one ingredient in engagement● Spirit of a game● Fun is job #1
GAMIFICATION IS NOT...
● Bells & whistles● Fix for poor product or experience● Fix for weak understanding of customers
& prospects● Actual games
WHY MAKE IT FUN?
● It makes everything else easier● Message-to-market match (its expected)● Its the new reality
"Everything in the future online is going to look like a multiplayer game."
Eric SchmidtGoogle Chairman
INTERNET GOES MMOG
http://xeodesign.com/whyweplaygames.html
Game Design to Drive
Mass Change
Game Mechanics
Game DesignThinking
Sociological Motivators in Game Design
THE GAMIFICATION ONION
MINDSET SHIFT
ProspectsLeads
CustomersReaders
Subscribersetc.
Players
PLAYER TYPES (BARTLE'S)AchieversDefined by:A focus on attaining status and achieving preset goals quickly and/or completely.
Engaged by:Achievements
Typical makeup: 10%
SocializersDefined by:A focus on socializing and a drive to develop a network of friends and contacts.
Engaged by:Newsfeeds, Friends, Lists, Chat
Typical makeup: 75%
KillersDefined by:A focus on winning, rank, and direct peer-to-peer competition.
Engaged by:Leaderboards, Ranks
Typical makeup: 5%
ExplorersDefined by:A focus on exploring and a drive to discover the unknown.
Engaged by:Hidden Achievements
Typical makeup: 10%
GAMER PSYCHOLOGY QUIZ
Explorer: 74%Achiever: 66%Socializer: 60%Killer: 7%
goo.gl/fnQN3
MINDSET SHIFT
Extrinsic Rewards Intrinsic Value
AmyJoKim.com
Game Design to Drive
Mass Change
Game Mechanics
Game DesignThinking
Sociological Motivators in Game Design
GAME MECHANICS
Badges
LevelsLeaderboards
ChallengesRewards
Onboarding Incentive Loops
Points
Types of Points
Experience: most important, earned for every action, may expire, never go down, not redeemed (always goes up, keep earning)
Redeemable: goes up & down, redeemable for goods (ie. bank balance)Skill-based: assigned to specific activities that are tangential to XP or tangential to redemptionKarma: sole purpose is to be given them away, get no benefit from keeping them (ie. voting system)Reputation: often most complex, incorporate a number of different things, used when a system can't verify trust
WHY BADGES
● Collecting: historically badges were a collection mechanism
● Surprise/pleasure: "awesome, I earned a badge"● Visually valuable: aesthetically pleasing, people can
want them because they look good● Social promotion: opportunity for a user to promote
your product in the social graph, "I'm gonna share this with others"
● Goals & progress: can be a progress mechanic
LEVELS
● Provide a “Path to Mastery”● Progression of difficulty (don't
slam them up front)● Difficulty from level to level is
not linear, usually exponential up front and then decreasing over time
REWARD INTERVALS
Fixed Ratio: given after a fixed number of actions Variable ratio: given after an unknown number of actions
CHALLENGES
Aligned with levels and experience pointsMaintain "Flow" - balance between ability level and challenge(Treasure hunt)
LEADERBOARD TIPS
● Always put the user in middle of the leaderboard
● Show friends above and below them
● Show them a specific instruction on what they can do to move up
INCENTIVE LOOP TIPS
(Viral loop)Evolve through levelsBe deliberate & focused:● how to get users into the experience,● what keeps them engaged, and● how to bring them back
ie. connecting & expressing > tweet > @mentions > followers > rinse & repeat
ONBOARDING
First minute is the most important
Minimize choice
Slowly reveal complexity of system to userDon't explain, experience
Offer benefits first, then ask for registration (give them something for free first, RIA)
EXAMPLESMcDonalds: MonopolyXbox.com/live: achievements, leaderboardsFourSquare.com: badges, rewardsLinkedIn.com: progress barSalesForce.com: leaderboard, achievements, levelingMint.com: achievements, progress barShopKick.com: virtual currency, rewards, contestsStarbucks.com: leveling, rewardsNike.com: achievements, badges, challenges, rewardsBuffaloWildWings.com: trivia, challenges
SERVICE PROVIDERS
Bigdoor.comBunchball.comBadgeville.comiActionable.comGigya.com
Game Design to Drive
Mass Change
Game Mechanics
Game DesignThinking
Sociological Motivators in Game Design
Game Design to Drive
Mass Change
Game Mechanics
Game DesignThinking
Sociological Motivators in Game Design
Game Design to Drive
Mass Change
Game Mechanics
Game DesignThinking
Sociological Motivators in Game Design
GAMES FOR CHANGE
● gamesforchange.org● yukaichou.com/gamification-
examples/top-10-gamification-examples-human-race
FUN IS JOB #1
TO SUM IT UP...
● Map out the overall experience● Be unexpected● Be fun
