We live in a world of big data - collecting consumer registrations or social media fans all the time. What do you do to keep them engaged?

1. Now you have my number, when are you going to
call me?

2. I once knew someone who
decided to get himself a
girlfriend by playing guitar
on the street and collecting
phone numbers instead of
money
(It wasn’t Jonathan Rhys-
Meyers – you think he needs
to do this to get himself a
girlfriend?)
My friend told me he gave
up after 4 days. “Not
enough numbers?” I asked
“Not at all!” he replied. “I
just didn’t know what to say
to each one – and frankly I
couldn’t figure out which
one was which!”

3. Hardly Surprising
You see, my friend had
discovered the problem with
having fans or followers or
subscribers:
1. You don’t really know who
they are
2. It’s not easy figuring out
what to say to them

4. I see the same thing happening
with brands who run social
media pages and collect
millions of fans or followers
You don’t know enough about
them to deliver them content
that’s interesting and
compelling

5. It may be slightly easier in a CRM context where you’re
starting with more data on each individual…

6. And in loyalty marketing it’s even better because you’re talking
to someone who is already familiar and has chosen to buy your
brand.

7. However, the onus of creating content and
pushing it to consumers still rests with the brand –
which is a burden
And they may not do anything with it – so it
doesn’t get amplified

9. How can you keep
generating content
for your consumer
community that is
interesting and
compelling? In any
context – social
media, CRM, loyalty
marketing – there are
only so many times
you can send out a
special offer or
promotion or trial or
even talk about a
new launch. How do
you consistently keep
up a dialogue with
consumers without
running the risk of
boring them with too
much of the same

10. Involvemen
Frequency of Purchase
What to say next? And When?
For coffee lovers, who buy at
least a cup every day, it’s not
hard to talk to them frequently
and keep the content simple –
focusing on promotions or offers,
new seasonal drinks and so
forth.
However, when you’ve just
bought a car and aren’t likely
to make another purchase of
the same kind for a few years,
what else is there to talk about?
Quite a lot, actually – just not
necessarily more offers and
discounts
The challenge is to keep your
consumers engaged with you,

11. What is Engagement?

12. I’ve heard several definitions of consumer engagement, and the one I think makes the most
sense is Brand Love.
Facebook likes, shares and other things are all good and fine – but real brand love results in
consumers actively going out to bat for a brand – learn about it, share it’s content and
contribute their stories, tell other consumers about it and so on – that’s worth a lot more than
just a like in social media or forwarding a link

13. What do you do when you love
someone?

14. Engaging Consumers
SEEING REACTING PARTICIPATING
Brand love should result in tangible, measurable actions. Content viewed, shared and
generated. Recommendations, referrals, purchase, opinions shared… all linked to marketing
objectives, all measurable and all very valuable to a brand. The question is, how do you get
consumers to go from reacting to your brand content to active participation?

15. Gamification
The one consistent answer I’ve found to that is to make content inherently more
interesting and engaging
By introducing an element of gamification – making it interactive, allowing
consumers to participate and rewarding them for doing so

16. Application of typical elements of game playing (point scoring,
competition with others, badges and rewards) to other areas of

17. The Psychology of Gamification

18. The Technology of Gamification

19. It’s not a one-off activity to solve some immediate crisis

20. Ideally, gamification is a long term program to keep a consumer community engaged with a bra

21. • Lots of people sign up for a free
trial of Adobe Photoshop
• Most people never actually try the
product during the free trial period
because they don’t know how to
use it
• Since they haven’t actually tried it
for free, it’s a lot harder to get
them to pay for it

22. • Adobe has lots of user manuals
showing how to use Photoshop
• This content was converted into
gamified content and Adobe
created Level Up Photoshop -
gamified missions to teach
common tasks like removing red-
eye or whitening teeth in a photo
– levels to get users to more
advanced tasks
• 4X increase in conversion as new
users learned the product and
developed new skills

23. • First time investors in
property have a lot of fears
and perceived risks in
buying property purely for
investment
• This prevents them from
taking the plunge
• Australian Commonwealth
Bank wanted to remove
some of these barriers and
build it’s home loan
business

25. Not just consumers
• HP uses gamification to engage its
resellers
• Project Everest - online platform
that offers resellers rewards for
selling HP’s ISS & ESS products.
• Game-based, with e-learning and
rewards schemes integrated into a
seller’s profile
• The star prize was the holiday of a
lifetime to each of the three target
groups, but all of the resellers are
offered rewards such as TV’s,
discounted and iPads and music.

26. Not just consumers
• The platform literally had a Pacman-
style game and online scratch-cards –
it’s a fundamental shift towards
gaming. The tagline reads: “Win prizes
for yourself and your sales team!”
• 950 sales people out of possible 1200
registered (80%)
• Aimed for 50% of revenue growth –
achieved 56.4% - over $1bn

27. Involvement
Information rich
Ripe for gamification
Gamification works best in categories with high involvement that are also information rich
However, low involvement, information rich categories can benefit immensely from gamifying their c

28. There are literally thousands of gamified platforms out there – so no need to hire a CTO and build
Use an existing platform at least initially so you can experiment quickly and cheaply

29. Gamification is not the only arrow in the quiver – it’s not a substitute for CRM or social
media but an additional layer to make them all more effective

30. For any further information or ideas
d.sriram@andurilconsulting.n
et
+8615121018202