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Intro:
Loyalty 3.0
Part 1:
7 Steps to Build Your Case
Part 2:
The Top Ten Metrics
BIG DATA GAMIFICATION
LOYALTY
3.0+ =MOTIVATION +
The 5 Intrinsic
Motivators:
Autonomy
Mastery
Purpose
Progress
Social
Gart...
Part 1:
7 Steps to
Build Your Case
The 7 Steps
1. Problem
2. Audience
3. Behaviors
4. KPIs
5. Mission Statement
6. Playing Field
7. ROI
Workshop 1: 7 Steps
The 7 Steps
1. Problem
2. Audience
3. Behaviors
4. KPIs
5. Mission Statement
6. Playing Field
7. ROI
The 7 Steps
1. Problem
2. Audience
3. Behaviors
4. KPIs
5. Mission Statement
6. Playing Field
7. ROI
The 7 Steps
1. Problem
2. Audience
3. Behaviors
4. KPIs
5. Mission Statement
6. Playing Field
7. ROI
The 7 Steps
1. Problem
2. Audience
3. Behaviors
4. KPIs
5. Mission Statement
6. Playing Field
7. ROI
KPI Definition
1. IncreasedAdoption&ContinuousEngagementofbusinesstools
2. Influenceandmotivatespecificbehaviorsimpactinge...
The 7 Steps
1. Problem
2. Audience
3. Behaviors
4. KPIs
5. Mission Statement
6. Playing Field
7. ROI
gamification + KPIs =...
The 7 Steps
1. Problem
2. Audience
3. Behaviors
4. KPIs
5. Mission Statement
6. Playing Field
7. ROI
Playing Field: Who can help you be successful?
The 7 Steps
1. Problem
2. Audience
3. Behaviors
4. KPIs
5. Mission Statement
6. Playing Field
7. ROI
The 7 Steps – Complete!
1. Problem
2. Audience
3. Behaviors
4. KPIs
5. Mission Statement
6. Playing Field
7. ROI
The 7 Steps Become Your Business Case
5. MissionStatement
4. KPIs
7. ROI
6. Playing Field
1. Problem
2. Audience
3. Behavi...
Creating Your Program:
How-toguidanceiskeyasweempowerBunchballclientstoexecute.
Followthesestepstosuccessfullydesignamotiv...
Part 2
Top 10
Metrics
The 10 critical metrics you need to capture
1. Composition-%oftotalaudiencetakinganaction
2. Frequency-individualaction
3....
Easy ways to make those metrics actionable
Benchmarks:comp,fqcy
• Createyourpointseconomyusing: Vol,Diff,Fq,Comp
• Createc...
The 10 critical metrics you must capture
Part2willmaketheassumptionthatyouhavethestakeholderbuy-in
youneedandarereadytoloo...
Metrics for the life of the program
Benchmarks
Configuration
Monitoring
Success
Optimization
Set-up
Optimization
Success
Configuration
• Overallsetofbehaviorsandactivitylevels
• SetBenchmarks
• EstablishProgressiveChallenge
Increments
• Establ...
Squishy Metrics
• Subjectivemetricsaidinthe
nuancedcomponents
• Value:Howimportantistheactivity
tothebusiness
• Difficulty...
IdentifyActions,AssignValue, DifficultySet-up
Active User Composition
Percent of Weekly Active Users (Pilot vs. Others)
67%
59%
44%
52%
48%
56%
48%
78%
56%
44%
56%
30%
...
Usage over time (Actions)
• ActionsforAccessSystemandContentViewremainedstableto
slightlyloweroverthecourseofthepilot.
Opt...
Leveling Analysis
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Level 1 Level 2 Level 3
Current Adobe Level-up 2011 Results Other...
User In/Out Points
1 Out 57,035
2 Out 53,410
3 Out 50,615
4 Out 45,500
5 Out 41,010
6 Out 40,870
7 Out 37,200
8 Out 34,435...
PersonaRecognition
• Base ideal state of behaviors on various scenarios
Pareto Analysis
Optimization
Benchmark Comparisons- Setup
• More users answering questions instead of employees
• Customers engaged in the community mo...
• RelatingactivitytoSalesperformanceshowsastrong,statisticallysignificant
relationship.
BusinessImpact:Highvalueactionsare...
Creating Your Program:
How-toguidanceiskeyasweempowerBunchballclientstoexecute.
Followthesestepstosuccessfullydesignamotiv...
GSummit SF 2014 - Hands-on Lab: Gamification Evolves – How To Optimize A Data-Driven Approach by Molly Kittle @MolKittle +...
GSummit SF 2014 - Hands-on Lab: Gamification Evolves – How To Optimize A Data-Driven Approach by Molly Kittle @MolKittle +...
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GSummit SF 2014 - Hands-on Lab: Gamification Evolves – How To Optimize A Data-Driven Approach by Molly Kittle @MolKittle + Keith Conley @ConleyInsights

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GSummit SF 2014 - Hands-on Lab: Gamification Evolves – How To Optimize A Data-Driven Approach by Molly Kittle @MolKittle + Keith Conley @ConleyInsights

  1. 1. Intro: Loyalty 3.0 Part 1: 7 Steps to Build Your Case Part 2: The Top Ten Metrics
  2. 2. BIG DATA GAMIFICATION LOYALTY 3.0+ =MOTIVATION + The 5 Intrinsic Motivators: Autonomy Mastery Purpose Progress Social Gartner’s 3Vs: Volume Velocity Variety The 10 Key Gamification Mechanics: Fast Feedback Transparency Goals Badges Leveling Up Onboarding Competition Collaboration Community Points
  3. 3. Part 1: 7 Steps to Build Your Case
  4. 4. The 7 Steps 1. Problem 2. Audience 3. Behaviors 4. KPIs 5. Mission Statement 6. Playing Field 7. ROI
  5. 5. Workshop 1: 7 Steps
  6. 6. The 7 Steps 1. Problem 2. Audience 3. Behaviors 4. KPIs 5. Mission Statement 6. Playing Field 7. ROI
  7. 7. The 7 Steps 1. Problem 2. Audience 3. Behaviors 4. KPIs 5. Mission Statement 6. Playing Field 7. ROI
  8. 8. The 7 Steps 1. Problem 2. Audience 3. Behaviors 4. KPIs 5. Mission Statement 6. Playing Field 7. ROI
  9. 9. The 7 Steps 1. Problem 2. Audience 3. Behaviors 4. KPIs 5. Mission Statement 6. Playing Field 7. ROI
  10. 10. KPI Definition 1. IncreasedAdoption&ContinuousEngagementofbusinesstools 2. Influenceandmotivatespecificbehaviorsimpactingenterprisesuccess • Increasedactivity • Fasteron-boarding Short-term adoption (Quick wins) Long-term engagement • Betterdataformanagementdecision-making(CRM) • Increasedcompliance(HCM) Significantly different business outcomes are driven by these measures… • Points,Goals,Competition • Mastery,Levelingup + Game Mechanics* *Most if not all of the 10 game mechanics can lead to increases in long term engagement when applied correctly, specifically Fast Feedback, Transparency & Goals. • Increasedpipeline • IncreasedUser-GeneratedContent • ProductivityIncrease • ProficiencyIncrease • Goalsrelatedtoleads&sharing • Newsfeeds,Community • Progress,Goals,Competition • LevelingUp • IncreaseSales(CRM) • Increasedcalldeflection(SocialCollaboration) • Decreasedtimetoresolution(CRM) • Highercustomersatisfaction(CRM)
  11. 11. The 7 Steps 1. Problem 2. Audience 3. Behaviors 4. KPIs 5. Mission Statement 6. Playing Field 7. ROI gamification + KPIs = goal attainment
  12. 12. The 7 Steps 1. Problem 2. Audience 3. Behaviors 4. KPIs 5. Mission Statement 6. Playing Field 7. ROI
  13. 13. Playing Field: Who can help you be successful?
  14. 14. The 7 Steps 1. Problem 2. Audience 3. Behaviors 4. KPIs 5. Mission Statement 6. Playing Field 7. ROI
  15. 15. The 7 Steps – Complete! 1. Problem 2. Audience 3. Behaviors 4. KPIs 5. Mission Statement 6. Playing Field 7. ROI
  16. 16. The 7 Steps Become Your Business Case 5. MissionStatement 4. KPIs 7. ROI 6. Playing Field 1. Problem 2. Audience 3. Behaviors This willempoweryou to sell to internalstakeholders.
  17. 17. Creating Your Program: How-toguidanceiskeyasweempowerBunchballclientstoexecute. Followthesestepstosuccessfullydesignamotivatingprogram:  ListGoals  HighlighttheObstacles  IdentifyActions(AssignValue,Difficultyetc.)  ChooseChallengeConcepts  PlanRewards  WeaveintothePresentationLayer  FollowRoll-outBestPractices  MeasureandOptimize
  18. 18. Part 2
  19. 19. Top 10 Metrics
  20. 20. The 10 critical metrics you need to capture 1. Composition-%oftotalaudiencetakinganaction 2. Frequency-individualaction 3. Activitydistribution-userranges 4. Value 5. Difficulty 6. ActionsPerUser-allactions 7. ActiveComposition 8. ConversionRate 9. %AboveBenchmark 10. %GoalAttainment
  21. 21. Easy ways to make those metrics actionable Benchmarks:comp,fqcy • Createyourpointseconomyusing: Vol,Diff,Fq,Comp • Createchallengesusing:activitydistribution • Monitoring: APU,ActiveComposition • GoalAttainment:%increase,conversionrate,thermometer GeneralOptimization: • IfAPU/%ActiveCompislow:Introducenewchallengestofocuson areasthatneedadd'lmotivation • Ifdropoffbetweenlevels: adjustlevelstobemoreattainable, • Whenintroducingnew(above)creatingproactivefeedbackwith Notifications(eitheralertsorreminders)
  22. 22. The 10 critical metrics you must capture Part2willmaketheassumptionthatyouhavethestakeholderbuy-in youneedandarereadytolookatthemetrics Set-upSet Up Optimization Success
  23. 23. Metrics for the life of the program Benchmarks Configuration Monitoring Success Optimization Set-up Optimization Success
  24. 24. Configuration • Overallsetofbehaviorsandactivitylevels • SetBenchmarks • EstablishProgressiveChallenge Increments • Establishlevelingstructure Actions Table Activity Binning Table Set-up
  25. 25. Squishy Metrics • Subjectivemetricsaidinthe nuancedcomponents • Value:Howimportantistheactivity tothebusiness • Difficulty:Howdifficultisthe activityfortheaudience? • 3waystobemoreconfident • Survey • Compositiondata • Panelofexperts Set-up
  26. 26. IdentifyActions,AssignValue, DifficultySet-up
  27. 27. Active User Composition Percent of Weekly Active Users (Pilot vs. Others) 67% 59% 44% 52% 48% 56% 48% 78% 56% 44% 56% 30% 24% 21% 22% 23% 26% 32% 31% 41% 40% 38% 37% 16% 8% 7% 7% 8% 9% 11% 10% 14% 13% 13% 12% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 9-Feb 16-Feb 23-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr Optimization
  28. 28. Usage over time (Actions) • ActionsforAccessSystemandContentViewremainedstableto slightlyloweroverthecourseofthepilot. Optimization
  29. 29. Leveling Analysis 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Level 1 Level 2 Level 3 Current Adobe Level-up 2011 Results Other Nitro Products • Usersseevalueasdenoted bythehighmatriculationrates ofcurrentusers. • 42%ofalluserscompleted level3oftheprogram.A5% increasesincetheearly2012 beta. • Overallmatriculationishigh whencomparedto benchmarksfromotherNitro instances. Source: ww.slideshare.net/gzicherm/mira-dontcheva-learning-how-to-use-adobe-photoshop-through- gamification. “Other Nitro Products” a compilation of 7 Enterprise clients with Level-Based on-boarding programs. Optimization
  30. 30. User In/Out Points 1 Out 57,035 2 Out 53,410 3 Out 50,615 4 Out 45,500 5 Out 41,010 6 Out 40,870 7 Out 37,200 8 Out 34,435 9 Out 34,185 10 Out 32,000 11 Out 28,130 12 Out 26,825 13 Out 26,295 14 Out 25,980 15 Out 25,690 16 Out 25,080 17 Out 24,395 18 Out 22,925 19 Out 19,830 20 Out 19,100 21 In 5,450 22 In 5,080 23 In 3,905 24 In 3,450 25 In 3,210 26 In 3,200 27 In 3,110 The Economy • On prem users appear to have an inequitable stake in the gamification efforts. Optimization
  31. 31. PersonaRecognition • Base ideal state of behaviors on various scenarios Pareto Analysis Optimization
  32. 32. Benchmark Comparisons- Setup • More users answering questions instead of employees • Customers engaged in the community more likely to renew • Vibrant community attracts customers • 40% increase in support call deflection Success
  33. 33. • RelatingactivitytoSalesperformanceshowsastrong,statisticallysignificant relationship. BusinessImpact:Highvalueactionsarecorrelatedtosales performance Success
  34. 34. Creating Your Program: How-toguidanceiskeyasweempowerBunchballclientstoexecute. Followthesestepstosuccessfullydesignamotivatingprogram:  ListGoals  HighlighttheObstacles  IdentifyActions(AssignValue,Difficultyetc.)  ChooseChallengeConcepts  PlanRewards  WeaveintothePresentationLayer  FollowRoll-outBestPractices  MeasureandOptimize

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