Paul hearing
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The document discusses game mechanics and how they relate to Maslow's hierarchy of needs. It also discusses how creating a sense of flow can lead to user happiness and satisfaction through intrinsic and extrinsic motivators like points, rewards, objectives, and status/recognition systems. Metrics for tracking user engagement, behaviors, and segments are presented.
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Paul hearing
- 8. First, there was a website. The site has content.
- 9. Marketing Sales Data Service
- 12. 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
- 20. Collaboration Karma MegaCorp Knowledge Bank Sharing Recognition
- 23. Set Configure Integrate Track Define Define Business User with your Engagement Behaviors Rewards Objectives Experience Site Analytics
- 29. Quantify User Engagement 20000 Measure Active & Lapsed Users Gain Insight with Behavior Analytics Players 10000 Track User Cohorts & Segments 0 Newbie Fan Enthusiast Superstar Level
- 34. Intrinsic Motivators Virtual Rewards Status & Recognition
- 35. Extrinsic & Intrinsic Motivators Real Prizes “Win VIP passes to meet the band” Virtual Rewards
Editor's Notes
- I. The Evolution of CRM– An overview of how social media, emerging channels have redefined traditional CRM and why that lends itself to Gamification.II. Introduce Gamification- Create a basic understanding of what game mechanics means and how they apply to the CRM world.II. The Path to Conversion—Creating a Customer Experience – How to engage the customer in a collaborative conversation in order to provide mutually beneficial value leveraging gamificationIII. Applying Game Mechanics in SCRM- Examples of Game Mechanics in the wild- Show quoted text -
- I have 2 goals today.to convince you that Gamification isn’t fad – it is SCRM and if properly enabled, it does grow engagement and drive behavior.to give you all a Noob Badge – a noobie level of expertise in Gamificaiton.I’m going to do that by
- Engaging – collaboriate – responseYou may be familiar with Paul Greenberg – a thought leader in CRM.
- The mechanics enable An engaging, collaborative, response that influence behaviors that tie to business objectives, such as referrals, retention and UGC.
- To understand the evolution of CRM and the power of these mechanics, we’ll look at New types of networks– networks that provide multiple layers of contextual data which enable us to manage customer relationships in real-time in a more contextual, way. From basic website hits > clicks > page views –based on a single-customer-view, to the social graph – based on relationships, now to the behavior graph – based on contextual behaviors – purchased red shoes, read 5 articles, registered>purchased>reviewed.
- As a result, the CRM flow is much more robust due to the contextual nature of this data. Beyond the new networks and data, this flow is also enhanced becauseConsumers are viewed as individualsCommunication is a two way conversationInterrelated departments with integrated communication and learnings, across channelsReal-time tracking, analytics, and optimization capabilities were enabled
- this allows us to better understand the customer journey and optimize the conversation move the customer up the engagement ladder.
- PsychologyUnderstanding your audienceTypes, OR ACHIEVEMENT FRAMEWORKS Psychology and Type of Game, or Achievement Frameworks, are the only components you may not be all that familiar with.
- So, To understand the mechanics we’ll look at Social Gaming and the ideas behind positive psychology – why people do things?Maslow's hierarchy of needs is a theory in psychology, proposed by Abraham Maslow in his 1943 paper A Theory of Human Motivation.[2] Maslow subsequently extended the idea to include his observations of humans' innate curiosity. We focus on the top 3 of the pyramid - spontaneity, achievement, friendship. We developed 6 frameworks around this.Top right is social gaming engagement loop - the concept of positive reinforcement. Essentially influencing behaviors at opportunistic times in the customer journey to keep them on the path.Bottom left – flow channel- Positive interactions can generate the affinity to make you feel like you’re “in the flow channel”. You’re sucked in.Finally, you may be familiar with social gaming expert Jane Mcgonigal - PERMA argues that we are never more productive than when we are immersed in a good game – in a positive mood.So.. Set aside your belief of what a GAME is and what is NOT - let’s at least agree on the fact that these mechanics can influence behaviors outside of the traditional definition of a game. If you don’t believe you me now – what until I show you the RESULTS. Mapping to Maslowhttp://adachen.com/2010/09/02/how-games-fulfill-maslows-hierarchy/Level 3, social needs, loosely correlates to ideas around social grooming and reciprocity (gifts), competition, and loyalty. Esteem needs, level 2, has strong correlations to achievement, progression, status, leveling and ranking.For the top-level, self-actualization, is the deeper purpose of games, and what Jane McGonical in her TED talk (transcript here) refers to as epic meaning. Engagement loops – From Amy Jo Kim talk on Intrinsic and Extrinsic Motivators and Game Mechanics
- This helps us understand MOTIVATION which is fundamental to Motiviation is going to depend on the individual and the environment. UNDERSTAND MOTIVATORS will help us later in determining the behaviors and the achievement framework.
- Undersanding motivators allows you to define behaviors. What behaviors are you trying to influence, who is your audience? Establish the type of game you are creating – the framework. This
- We look at 6 Unique frameworks - based on B2B or B2C needs.
- Classic gamification
- SocialGamification
- Amplifying games
- Managing and Incentivizing Your Employees
- Building bridges
- Friendly competition
- works with your customers to help define its business objectives and then map the appropriate behaviors and metadata to the right achievement framework. This includes consultation on the creation of rewards and feedback on a customers implementation where appropriate to deliver an optimal experience. From there work with customers as they implement the platform and service into their sites.
- Undersanding motivators allows you to define behaviors. What behaviors are you trying to influence, who is your audience? Establish the type of game you are creating – the framework. This
- As the conversation becomes more social, the relative value shifts from extrensic rewards to intrinsic rewards. Reputation is KING. AMEX Black CardLabels -the badges themselves and the names you give them -completely free but only meaningful in context.Privileges -restricted features, early access, discounts, etc -free or minimal cost, also more meaningful in context.Monetary – something with a $$, discounts, raffles, free stuff -most costly but always meaningful (if the price is right)
- design context: Making it MeaningfulWhen designing an achievement program and defining rewards it’s important to understand context. How does the user see themselves? How are the actions that the user is being asked to do map to that view. Setting the right context can magnify the success of the implementation.
- We are able to understand how users are moving up the engagement ladder
- Fine tuning behaviors response based on player type. Actively optimize your conversation- CHANGE A GRAPH WITH LEVELS – 1, 2, 3, 4, 5 – are they increase over timeThink about your audience data in a whole new way. Tie identity to behavior for a deeper level of insight into the health of your community.
- Add linked in, Mint, foursquare