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GM EMEA
SCOTT SCHNAARS
#TMUbbms
20-MINUTES
@schnaars
#TMUbbms
FOUR THINGS
@schnaars
FOUR MINUTES EACH + questions
#TMUbbms
@schnaars
1. Games, Gamification & Engagement
2. Who is Badgeville ?
3. Is this a fad ?
4. Does it work ?
#TMUbbms
WHAT IS GAMIFICATION?
Game Dynamics integrated into a non-game
experience In order to hit a business objective
@schnaars
Gamification is —
#TMUbbms
NEW CONTEXT IS NOT THE GOAL
Gamification isn’t just adding games
@schnaars
#TMUbbms
NEW CONTEXT IS NOT THE GOAL
If you put an Xbox in the break-
room, have you ‘gamified’ work ?
@schnaars
#TMUbbms
WHAT IS GAMIFICATION?
@schnaars
Something put on a site or
into an activity — to increase:
• Stickiness
• Time On Site
• Sharing
• Content Creation
• Registration
• Purchases
• Valued Behaviors
#TMUbbms
WHAT DOES GAMIFICATION DO?
@schnaars
LIFT — • Commerce
• Loyalty
• Retention
• Engagement
#TMUbbms
THE WEB’S MOST
S UCCE S S F UL C O M P A N I E S
845 Million
Active Users
2 Billion Minutes
of Play Per Day
60 Hours of Video
Uploaded Per Minute
Common Theme : H I G H L Y E N G A G E D U S E R S
@schnaars
#TMUbbms
ENGAGEMENTLADDER
@schnaars
M E D I U M L O Y A L T Y
L O W L O Y A L T Y
H I G H L O Y A L T Y
1. Do your users know what you’d like them to do? 2. Are you giving your users clear
reasons to come back?
#TMUbbms
ENGAGEMENTLADDER
@schnaars
M E D I U M L O Y A L T Y
9 , 0 0 0 CUSTOMERS
L O W L O Y A L T Y
9 0 , 0 0 0 CUSTOMERS
H I G H L O Y A L T Y
1 , 0 0 0 CUSTOMERS
RETAILER X – 100K CUSTOMERS
#TMUbbms
ENGAGEMENTLADDER
@schnaars
M E D I U M L O Y A L T Y
9 , 0 0 0 CUSTOMERS
$60 per year
L O W L O Y A L T Y
9 0 , 0 0 0 CUSTOMERS
$12 per year
RETAILER X – 100K CUSTOMERS
H I G H L O Y A L T Y
1 , 0 0 0 CUSTOMERS $100 per year
#TMUbbms
1% MIGRATION = 4% in REVENUE
ENGAGEMENTLADDER
@schnaars
M E D I U M L O Y A L T Y
9 , 0 0 0 CUSTOMERS
$60 per year
$ 5 4 0 K
L O W L O Y A L T Y
9 0 , 0 0 0 CUSTOMERS
$12 per year
$ 1 .0 8 0 M
RETAILER X – 100K CUSTOMERS
H I G H L O Y A L T Y
1 , 0 0 0 CUSTOMERS $100 per year
$ 1 0 0 K
5% MIGRATION = 15% in REVENUE
#TMUbbms
THE BEHAVIOR GRAPH
@schnaars
SOCIAL NETWORKS
USER VALUE
Shared investments
Recognized experts
Shared enthusiasm
Content discovery
SITE VALUE
Behavior Analytics
Marketing Value
Proprietary Data
USER VALUE
Universal Log In
SITE VALUE
Distribution Network
Potential Virality
YOUR NETWORK
Users on
Your Network
Loves Sports Your User
(Loves Sports)
No Interest
in Sports
Friends on Social Networks
#TMUbbms
STATUS AND REWARD VALUE
WITH A HIGHLY SOCIAL EXPERIENCE YOU CAN DELIVER MEANINGFUL LOW-COST REWARDS
@schnaars
Reputation, Status, Badges, Levels, Icons
RECOGNITION ($)
Early/VIP Access, Moderation Powers, Stronger Votes
PRIVILEGES ($$)
Discounts, Free Shipping, Prizes MONETARY ($$$)
#TMUbbms
@schnaars
Does this cure all ails…
#TMUbbms
@schnaars
GOOD GAMIFICATION BAD CONTENT
#TMUbbms
@schnaars
GOOD CONTENT
#TMUbbms
BAD GAMIFICATION
1. Games, Gamification & Engagement
3. Is this a fad ?
4. Does it work ?
@schnaars
2. Who is Badgeville ?
#TMUbbms
150+ BEHAVIOR PLATFORM CL I ENTS
5.1.2012
GREEN TECH MEDIA
CONSUMER BRANDS, ECOMMERCE & DEALS
TECHNOLOGY HEALTH, EDU &
FINANCE
TELCO
#TMUbbms @schnaars
THE BEHAVIOR PLATFORM
#TMUbbms
@schnaars
DEVELOPERS EMPLOYEES
CUSTOMERS/USERS CHANNEL PARTNERS
THE BEHAVIOR PLATFORM
KEY COMPONENTS TO
Game
Mechanics
Social
Mechanics Reputation
Mechanics
Drive, measure, & reward high
value behaviors with
smart gamification
Socialize, recommend,
and notify users about
contextually rich behaviors
Elevate user status across
all your communities
of engagement
BUILD YOUR ENGAGEMENT LAYER
#TMUbbms
@schnaars
D E S I R E D B E H A V I O R
E V E R Y W H E R E
DRI VE
YOUR WEBSITE
COMUNITIES
CRM SOCIAL COLLABORATION
HR CMS
SOCIAL WEB YOUR SITE
YOUR EMPLOYEES
YOUR CUSTOMERS
#TMUbbms @schnaars
OWN YOUR USER, EXPERIENCE & DATA
#TMUbbms @schnaars
SOCIAL GRAPH
GOOGLE+
YOUR SITE
YOUR
NETWORK
YOUR
DEVICE
YOUR
APP
YOUR
MOBILE
YOUR OWN BEHAVIOR GRAPH
FACEBOOOK
YOUR
BLOG YOUR
REVIEWS
1. Games, Gamification & Engagement
2. Who is Badgeville?
4. Does it work ?
@schnaars
3. Is this a fad ?
#TMUbbms
#TMUbbms
@schnaars
#TMUbbms
@schnaars
#TMUbbms
@schnaars
#TMUbbms
@schnaars
#TMUbbms
@schnaars
1. Games, Gamification & Engagement
2. Who is Badgeville?
3 Is this a fad?
@schnaars
4. Does it work ?
#TMUbbms
@schnaars #TMUbbms
#TMUbbms @schnaars
#TMUbbms @schnaars
#TMUbbms @schnaars
#TMUbbms @schnaars
423% increase in answer submittal
@schnaars
DOES I T WORK?
#TMUbbms
40% increase in review submissions
400% increase in time on site
40% WoW customer retention
220% increase in shopping cart adds
THANK YOU!
www.badgeville.com | [email protected]
Scott Schnaars GM EMEA
@schnaars @badgeville #TMUbbms
2012
