Internal & External Engagement through Gamification · engagement. 3. Make it fun: Gamification is not only about creating and implementing gaming mechanicsin mundane or traditional

TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.


Internal & External Engagement through Gamification

Albe Zakes Global VP, Communication

[email protected] @AlbeZakes Join the conversation:

#digitalpr

TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766. TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.

What is Gamification?

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•  Utilizing game mechanics such as scoring, leaderboards and prizes/rewards/trophies to increase engagement around a company, product or service.

•  Gamification taps into the basic desires and needs of humans to seek out status, recognition and achievement.

•  Examples of Gamification range from “employee of month” rewards to Facebook Games to social badges and point systems on user generated review sites.

“Gamification allows consumers to have fun, get useful information & encourages

them to share it with their friends.” – Joe Rork, UX at Ford Motors


3 WHAT IS GAMIFICATION?


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Why utilize Gamification?

•  Tapping into people’s innate competitiveness and drive to win helps to create deeper, longer lasting engagement.

•  Create multiple touch points and opportunities for engagement. Consumers are willing to take multiple actions in order to increase their chances of winning.

•  Can be deployed across multiple platforms and used in conjunction with other marketing efforts.

“We like to think of it as behavior management. It’s how to get people to do more stuff, more often, for more periods of time.” – Steve Sims, Badgeville


5 STATS ON THE SUCCESS OF GAMIFICATION

1.  In 2014 more than 70% of Global 2000 organizations had at least one gamified application, driving 50% of all marketing innovation.

2.  The overall market for gamification tools, services, and applications is projected to be $5.5 billion by 2018.

3.  97% of ‘kids’ play computer and video games, making gamification a key platform for engaging millennials and beyond!

4.  63% of American adults agree that making everyday activities more like a game would make them more fun and rewarding.

5.  80% of current gamified enterprise applications will fail to meet their objectives, due largely to poor design


6 SUCESSFUL CASE STUDIES IN GAMIFICATION

1.  SAP: Regamified its reputation system, leading to increased usage by over 400% and consumer feedback by over 96%.

2.  Nissan: Leaf vehicles track metrics used to improve driver "efficiency." The driver’s achievements are displayed as tree symbols on the dashboard. Owners can compare their "scores" with others, adding an element of competition.

3.   DoSomething.org: had a 26% response rate from their teen audience to a scavenger hunt. By comparison, 2-3% of their users respond to other marketing offers.

4.   Recyclebank: The company's entire business model is based on Gamification. Municipalities use the site as the basis to support specific recycling efforts. Philadelphia has seen a 29 percent increase in the diversion rates to its landfills since the program went citywide in 2010.


7 BUT DOES IT REALLY WORK?

Major corporations already running major Gamification campaigns:

MLB, Adobe, NBC, IBM, Walgreens, Ford, Southwest, eBay, Panera and Threadless.

Even B2B companies like Oracle, AstraZeneca, SAP, Jive, Cisco, Pearson and Salesforce


How Gamification can work for your

Company?

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•  Identify your business objectives to make sure you are utilizing Gamification effectively.

•  Understand what motivates your consumers/employees so your efforts creating more than competition.

•  Survey your consumers via Facebook polls, email questionnaires and your CS platform too what types of prizes and recongition they desire.

“Gamification means engaging our audience on an exciting new platform. It’s the perfect way to keep our iconic brand

front and center without the use of nudity.” – Steve Gilberg, Playboy Digital Ventures


9 BEFORE YOU START GAMIFYING...

1.   Set an Objective: Pursuing a gamification initiative without a stated objective is a prescription for failure, as these applications are intended to address a business problem. A question that can help define the business objective is, “What is missing in current behaviors?”

2.   Target audience: Identifying and defining the target audience is also very

important. Keeping this audience in mind is critical to incorporating the most effective nuances in the gamification platform for continuous audience engagement.

3.   Make it fun: Gamification is not only about creating and implementing gaming mechanicsin mundane or traditional processes; it also needs to add a fun element to your engagement processes.

4.   Make it Worthwhile: Finally, users need a compelling reason to begin engaging with the gamification element and continue to do so over time. Without user participation, the intended outcomes will not be realized.


10 WHAT TYPE OF USER ARE YOU TARGETING?


11 BUILDING A GAMIFICATION FRAME WORK

Set Goals Define clear business goals and definable metrics for the game to ensure it creates value. Set clear in-game goals ensure participants feel able to and empowered to achieve objectives.

Set Rules Define a simple set of principles that can be interpreted easily. Communicating the rules is a critical task in defining and deploying a game.

Rewards Setting a desirable reward system is equally critical. The right motivation is key to high and continued participation. Consider real-life prizes AND social capital (badges etc).

Leaderboards It is important players know where they stand in the game and also other players’ status. A sense of progress and standing helps to drive motivation and participation.

Real-Time Feedback

When possible provide instant updates on progress. Positive feedback energizes players; negative feedback enables players to focus on their improvement areas and perform better.

Measurement Be sure you can measure the levels of engagement concisely. There may be situations or events requiring a change in the defined metrics and elements.


12 BASIC PARTS OF GAMIFICATION


13 TERRACYCLE CONTESTS

TerraCycle utilizes a variety of contests to engage our consumer, modify behavior and create PR opportunities. Contest types vary based on the behavior we want to modify or business goal we are hoping to achieve.

•  When we need to increase collection rates in our recycling fundraisers

we run collection contests providing bonus points, prize packs, trips and more to top collecting participants.

•  In order to increase shipment size – and thus economic and sustainable efficiency – we run threshold contests in which every

shipment over a certain size (i.e 10 pounds) receives a prize.

•  When we need to create PR opportunities or show ROI to our brand partners we run a variety of submission contests – essay, photos,

video, design etc. This content can be used in presentations to our brands or as a PR tool for local media and relevant media verticals.


14 TERRACYCLE COLLECTION CONTEST

TerraCycle partnered with Colgate and Shop Rite to run a collection contest in which the winning school received a recycled playground! Last year over

1000 schools participated and collectively helped recycle over 1 million pieces of oral care waste. The program also garnered over 150 media

placements and 50 million impressions.


15 TERRACYCLE DESIGN CONTEST

In addition to over 150 submissions and 1200 votes, TerraCycle saw a 41% growth in glue product collections and a 370% growth

in Web traffic!

Grand Prize Winner, 64.7% of votes

“Light Up Desk Organizer” Aniq Chunara

Corsicana , TX , Age 10

Elmer’s Glue Crew Brigade® Collections

During the promotion and life of contest we saw, a 41% INCREASE

from the previous months’ collections.

Elmer’s Glue and TerraCycle challenged students to use commonly discarded materials to

create new products. Participants designed upcycled products using Elmer’s packaging and emailed photos or drawings with descriptions of their design to TerraCycle.


16 PHOTO SUBMISSION CONTEST

Garnered over 1600 views, 800 votes, 250 shares, 35 entries and increased FB page likes and web traffic by 130% during contest.

Participants entered the contest by posting a picture of their large laundry pile on our Facebook App. The fans on the TerraCycle page choose which picture they think should be the winner by voting through our custom Facebook Tab. The

winner of the contest will received a one-year supply of Dropps Laundry Pacs.


17 SOCIAL MEDIA CONTESTS

In addition to over 150 submissions and 2500 votes, ‘Likes’ growth increased 30% during month of contest.

Also 30+ press hits and over 1 million total impressions.

Make-A-Difference Mom Contest Summary: Participants entered the contest by emailing a 250 word essay to TerraCycle about how

the entrant’s parent or teacher made a difference for the environment and the local community. TerraCycle and Ziploc picked finalists and the winner was determined by

public voting. Winner won 1000 dollars!


18 RULES ON FACEBOOK CONTESTS

Facebook is the most common place for social media contests. It is also the only network with strict regulations on the game mechanics a company can utilize.

For any contest on FB, you must expressly state that Facebook is in no way sponsoring, endorsing or involved in the contest. You must also guarantee a

complete release of Facebook by any entrant or contestant.

Banned mechanics: •  Like to win

•  Share to win •  Tag to win

•  Uploading a Page’s profile photo to win.

Allowable Mechanics: •  Liking a post

•  Commenting on a post •  Comment with the most likes

•  Post to the Page •  Sending a message to the page

•  Using a specific hashtag


19 USING FACEBOOK APPS

Using Facebook’s myriad Apps for contests and game mechanics will provide increased functionality and help you navigate the confusion and often

changing rules around contests. Here are a few options we like at TerraCycle:

Free Versions: •  Heyo Timeline Contest Creator •  ContestCapture.com •  WooBox.com •  Agora Pulse – allows contests right on

your timeline!

Paid Versions: •  OfferPop •  ShortStack.com •  Binkd.com •  WooBox.com •  Pagemodo.com


20 TERRACYCLE’S FACEBOOK GAME

TerraCycle partnered with Guerillapps – a start-up developer - to create a Facebook Game, Trash Tycoon, which mirrored

TerraCycle’s real-life business model!


21 GAME PLAY AND FUNCTIONALITY

Customize your avatar with branded clothing

options for TerraCycle and our other partners!

Players become the mayors of a city in need of some serious cleaning, everything from garbage strikes to landfill overflow puts their town at

threat!


22 GAME PLAY (CONT.)

As they clean the city they earn points to buy plastic extruders, paper pulpers, and upcycling equipment just like TerraCycle uses.

Players can actually make real TerraCycle products. They can share the items

they make on their Facebook wall or go to our

e-commerce site to buy the item!


23 WEB TRAFFIC & SOCIAL THROUGH GAMIFICATION

•  The game gained 300k users and over 15,000 ‘Likes” on its fan

page in first 3 months!

•  TerraCycle’s website increased traffic by roughly 37% during

launch months!

•  Sales on our E-Commerce site TerraCycleShop.com saw 122%

sales increase!

•  During the first 12 weeks our average “Likes” to TC fan page

per week doubled to over 800 per week

• Headlines for in-game newsletter provided by blog partner –

Treehugger the game’s media partner. Treehugger provides web

ads and updates on their highly trafficked site in return.


24 TRASH TYCOON PR RESULTS

Consumer: Green/Social: Gaming/Tech:

Between 2011 and 2012 Trash Tycoon created:

• Over 220 Press Placements •  Over 120 million Impressions

•  Almost $750,000 Ad Value Equivalency •  61 Articles included sponsor Kraft Foods

Business:


25 PARTNER INTEGRATION

TerraCycle integrated brand partner Kraft Cheese into Trash Tycoon via food products, upcycled products, stores

and factories.


“I’ve been encouraged by recent developments like Trash Tycoon” Al Gore at Games for Change Festival, June 2011


27 GAMIFICATION FOR EMPLOYEE ENGAGEMENT

A 2014 survey by the Aberdeen Group found that organizations who deploy gamification improve engagement by 48% and turnover by 36%!

Gamification can help you take employee engagement beyond...


28 WHY DOES GAMIFICATION WORK INTERNALLY?

1. Increase Problem-Solving: People are hard-wired to enjoy a challenge, and it is often the routine and un-challenging nature of work that makes it dull. Stretching yourself, however, can be incredibly rewarding. 2. Support Exploration: This desire to solve problems often leads us to attempt new things and requires us to learn new skills in order to solve each problem. This sense of exploration is an inherently rewarding experience. 3. Teamwork: The massive multiplayer environments of modern games should show managers how much people like working together to crack a problem. We are often natural collaborators, so you should use all the tools at your disposal to encourage this innate drive. 4. Recognition: Studies have shown that people place a high value on recognition and appreciation. A simple thank-you can raise employee engagement by as much as 30%.


29 EXAMPLES OF SUCCESSFUL INTERNAL GAMIFICATION

•  Target Stores: Implemented a game for otherwise rarely engaged cashiers. It shows the cashier in red and green based on whether the item that was just scanned was done so in the optimum time. Then they see their immediate score on screen and know how "in-time" they are with the ideal time.

•  Practically Green: Offers major companies like NBC an

interactive, employee facing sustainability platform via a Gamification format. Employees are rewarded for pledging to mark certain environmental efforts from turning off lights at the office to carpooling.


30 CHALLENGES TO INTERNAL GAMIFICATION

As with external Gamification, if the concept isn’t well designed, it can lead to a variety of problems such as:

· The goal can shift to ‘winning’ the game to the detriment of the actual aim of increasing engagement or upping productivity. · If there is too much resting on the outcome there can be a risk of people attempting to cheat the system. Disillusioning other employees and defeating the original purpose. · There is always the desire to get to the next ‘level’ and therefore employees can become fatigued with the game itself and become burnout.


31 KEY TAKEAWAYS

1.  Set valuable, but attainable goals, for your Gamification strategy.

2.  Understand what type of player you are trying to reach and what their drives their motivation to stay involved.

3.  Provide proper motivation/prizes/social capital.

4.  Stay flexible but clear in how/why/what results you are measuring.

Want to play more games? Stay in touch!

Albe Zakes [email protected]

@AlbeZakes

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Internal & External Engagement through Gamification · engagement. 3. Make it fun: Gamification is not only about creating and implementing gaming mechanicsin mundane or traditional