The Behavior Platform

GamificationDriving & Analyzing sCRM

Paul Hearing@badgeville

@paulhearing

2 GOALS

1. Develop a Noob Level understanding of the mechanics.

2. Learn to apply the mechanics.

EXPLORE THE LANDSCAPE

DISCUSS THE MECHANICS

IMPLEMENT A PROGRAM

SEE THEM IN THE WILD

LANDSCAPE

SCRM

We’ve moved from the transaction to the interaction with customers, though we haven’t eliminated the transaction – or the data associated with it…Social CRM focuses on engaging the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted an transparent business environment. Social CRM is the company’s response to the customer’s ownership of the conversation. – Paul Greenberg

Enable an engaging, collaborative, response.

The mechanics are sCRM.

First, there was a website. The site has content.

EVOLUTION OF NETWORKS

FLOW

Data

Marketing

Sales Service

HIGH LOYALTY

MEDIUM LOYALTY

LOW LOYALTY

ENGAGEMENT LADDER

ARE YOU GIVING YOUR

HIGH LOYALTY USERS THE

TOOLS TO BROADCAST

THEIR AFFINITY?

DO YOUR USERS KNOW WHAT YOU’D LIKE

THEM TO DO?

THE MECHANICS

Game mechanics Map to Maslow’s hierarchy Which drives the player engagement loop

Creating a sense of flow for the user Leading to happiness and user satisfaction

PSYCHOLOGY

Place in Community

Self-Expression

Social Status

Co-Operation

Sharing

Motivators with Friends

KNOW YOUR AUDIENCE

Identity

Progress

Direction

Success

Entitlement

Growth

Victory

Suspense

Surprise

Mastery

Expertise

Personal Motivators

Across the Group

“YOU’VE JUST ACCOMPLISHE

D X!”

“DID YOU KNOW 67% OF YOUR FRIENDS HAVE

DONE X?”

“YOU ARE THE FIRST TO DO

X!”

BEHAVIORS

ACHIEVEMENT FRAMEWORKS

Core

Community Expert

Competitive Pyramid

Genlte Guide

Company Collaborator

Company Challenge

B2C B2B

PointsRewardsObjectivesLoyalty

CORE

CLASSIC

COMMUNITY EXPERTPrivilegesExpertiseAuthorityStatus

SOCIAL

COMPETITIVE PYRAMIDGamesLeadersChallenges

AMPLIFYING

GENTLE GUIDETasksGoalsRewardsHand-Holding

MANAGING

COMPANY COLLABORATOR

MegaCorp Knowledge Bank

CollaborationKarmaSharingRecognition

BUILD

BRIDGES

COMPANY CHALLENGECompetitionChallengesLeadersPrizes

FRIENDLY

COMPETITION

IMPLEMENT

PROCESS

Set Business

Objectives

DefineBehaviors

DefineRewards

Configure User

Experience

DESIGN

Integrate with your

Site

Track Engagement Analytics

DEPLOY

BEHAVIORS

REWARDS

REWARDS

People See Themselves Through Context Not Behaviors

FAN EXPERT WINNER

HELPER

ANALYSIS

HIGH LOYALTY

MEDIUM LOYALTY

LOW LOYALTY

ENGAGEMENT LADDER

ARE YOU GIVING YOUR

HIGH LOYALTY USERS THE

TOOLS TO BROADCAST

THEIR AFFINITY?

DO YOUR USERS KNOW WHAT YOU’D LIKE

THEM TO DO?

ANALYTICS

Quantify User Engagement

Measure Active & Lapsed Users

Gain Insight with Behavior Analytics

Track User Cohorts & Segments

Newbie Fan Enthusiast Superstar0

10000

20000

Pla

yers

Level

RESPONSE

Lift in Facebook Likes and Twitter Retweets

More posts and contributions from users

Increase in social referrals through Facebook and Twitter

Average increase in business objectives tied to user behavior25%

104%

90%

53%

IN THE WILD

IN THE WILD

INDIVIDUAL

SOCIAL

LOYALTYREPUTATION

IN THE WILD

Intrinsic Motivators

Virtual Rewards

Status & Recognition

IN THE WILD

IN THE WILD

Extrinsic & IntrinsicMotivators

Real Prizes“Win VIP passes to meet the band”

Virtual Rewards

IN THE WILD

The Behavior Platform

Thank You!For More Information Contact: sales@badgeville.com

or visit www.badgeville.com

@badgeville