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November 12, 2013
Gamification: A Real Life Case Studyprepared for AA-ISP Dallas ConferenceNovember 12, 2013
Douglas Hannan, Business Unit ExecutiveInside Sales Marketing, IBM North America
@DouglasHannanUS
linkedin.com/in/DouglasHannan
@JBrowning
linkedin.com/in/jbrowning
Jeannette Browning. Digital StrategistInside Sales Marketing, IBM North America
ibm.com/myrep/dhannan ibm.co/jlbrowni
$17.6B net income
About
170 countries
434Kemployees
$104.5Brevenue
41%HardwareServices
Software 45%
14%
Inside Client Reps
Lead Development Sales
Inside Brand Specialists
Online Commerce Consultants
Inside sellers and the web provide end-to-end coverage
for our clients
IBM Inside Salescreates client value and drives growth
Digital contact tools are integrated into the B2B sales engagement model.
Digital Contact Tools
Text Chat
Video
Telephone
Social Media
IBM Rep Page / Web Presence
Marketing Content
Rep Driven Content
Contact Module with Real-time collaboration
Over 1000 sellersuse these tools
Social Media and video embedded
Beginner Creator Collaborator Social Seller
Establish a web presence
Be findable Easy to reach Find new contacts
Create personal brand. Listen to the
conversation Send messages Understand
customer trends and how IBM can help solve problems
Multi-way Collaboration
Uses chat and video Adds value to
networks using microblogs, forums, and Social groups
Relevant leadership Clients contact you Constant mind-share Engaged earlier than
competition
Social Selling Transformation
Where we started: our strategy required a skills transformation
Our Challenge: Too many metrics, too many reports, too little time …
Governance & Policies
Identify Business Value
Phased Planning
Measurement
Management System
Highly motivated advocates, initial low level of adoption, focus on seeding communities of information, value returned in context for that lager user community
Data has gained critical mass and can now be used as an asset in other services for improving findability, integration with other sales systems
Broad Growth
Early Adopters
Mature
Communities
Wider deployment with growing rate of adoption and content, value returned immediately to adopters, and overall dataset growing in size and quality
IntegrationProgress Slowed
Adoption Curve
Our Solution: Gamify the Digital Metrics to Motivate Behavioral Change
What is Gamification?
Gamification is the use of game design techniques, game thinking and game mechanics to enhance non-game contexts.
• Typically gamification applies to non-game applications and processes, in order to encourage people to adopt them, or to influence how they are used.
• Gamification works by: making technology more engaging encouraging users to engage in desired behaviors showing a path to mastery and autonomy helping to solve problems and not being a distraction taking advantage of humans' psychological predisposition to engage in gaming
Noun; Gamification - gam(e) + -ification. Verb; gamify gerund: gamifying.
Skills enablement programsdrive sales behavioral changes
AmbassadorCouncil
We value
PEER to PEERLearning
We lead in
Sales &MarketingIntegration
InnovationTeam
LeaderBoard
We transformSales
Activities &Behaviors
EditorialCalendars
LinkedInSales Plus
SocialSeller
Showcase
IntelligentListening
RepPages
Gamification combines 10 reports into 1 number & makes it fun!
SMARTScore
22 Metrics into 1!
CRM
98
How does my SMART Score work? …Royalty
Rock Star
Super StarStar
Preferred
GoodBetter
67 Elements are
weighted for job role and incentives
Success stories most points
Point System: Value Demonstrated:eContact click-thru = 1 Touching key contacts on campaigns.
5 Rep Page Visits = 1 Promoting Rep Page effectively.
Text Chat = 1 Clients knowing they are accessible.
Social Network Referrer = 1 Social Messages are driving action.
Sales Widget updates = 1 Rep page content is fresh.
Logged Customer touches = 1 Talking to customers & logging into CRM.
Opportunity Identification = 1 Incorporates basic sales activity.
Won & Lost opportunities = 1 Incorporates basic deal activity.
Gamification ensures we are using Social Media to drive Sales Key Performance Indicators (KPIs)
Focus on impact to sales process, cycle, and revenue vs. just digital activity.
Sales KPIs: Identify key sales triggers that drive OITarget audience executes call to actionBreaking into accounts, new contactsEnhancing client experience Increasing reach to new buyersSocial Messages are driving actionProgressing opportunitiesClosing deals faster Increase win ratio
Social Selling Technique:1. Social Listening2. eContacts3. LinkedIn Network4. Rep Page Visits5. New Visitors6. Social Network Referrers7. Text chats8. ST Meetings9. ST Video Meetings
Benefits to Sellers: Simplify business metrics into a gamified system
Digital tool use ● Game Mechanics ● Expertise
Encourages trying new techniques
Drives social selling as a habit
Understanding impact to sales
Earn status relative to peers
Saves me time viewing reports
Set short term individual and team targets
Competitive Fun!
Rep Page helps to be ready when ever and where ever, the client needs you!
Kekoa KuhiaEnterprise Subscription and North America - West Region
Teamed effort …
THANK YOU!
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