playing your way to becoming a fully-engaged enterprise

Presented by: Sean O’Driscoll Date: April 25, 2012

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It’s No Game:Playing Your Way to Becoming a Fully Engaged Enterprise

©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley 2

• About Ant’s Eye View• The social engagement journey• From “push” to “pull” – why engagement

and activation matter• Social + Reputation + Games =

Entanglement• Why it matters• Accelerating your journey• Q&A

Agenda

3©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Silicon Valley

Experienced practitionersAnt’s Eye View is a strategic management consulting firm that helps recognizable brands transform into enterprises that fully engage with their customers. Our practitioner heritage sets us apart.

A platinum client listFounded in 2009, our client list now includes large, complex organizations such as AT&T, Autodesk, Cisco, Google, Jack in the Box, KPMG, Microsoft, P&G, Scotiabank, Unilever, USAA and Wells Fargo.

Ant’s Eye View: Who we are

Our leadership team:

Sean O’Driscoll, CEO & co-founderJake McKee, SVP & co-founderDustin Johnson, SVP & Managing Director, SeattleSean McDonald, SVP & Managing Director, AustinTodd Shimizu, SVP & Managing Director, Mountain View

Our team includes social engagement leaders from:


B2B B2C

Our social business clients, B2B and B2C


Same as it ever was

“The purpose of a business is to create a customer.”

“The purpose of a business is to create customers who create customers!”

6©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View

Stage 1Traditional

Traditional, command and control business operations using one-way communication to drive business outcomes.

Stage 4Measurable

Social engagement drives real business results, with systems and tools fully optimized to support confident and competent employees and to more fully harness online relationships.

Stage 3Operational

Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration begin to deliver tangible results.

Stage 2Experimental

Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.

Stage 5Fully engaged

Social engagement and customer experience is part of the organization’s DNA. Breakthrough business results – increased revenue and loyalty are realized.

The social engagement journey


Business outcomes• Increased speed – and relevancy – to market• Engaged users spend more time participating on site• Influencers drive revenue via reputation• Activation creates choice at retail• More efficient research, development, marketing &

ops• Differentiate on something other than cost• Reduced financial risk, even in uncertain times

Your destination

Organizational impacts• All employees have a 360° view of the

customer• Customer engagement is part of the company

DNA • Brand dashboard tied to revenue• Attract and retain the best talent• Senior execs lead with customer engagement• Breakthrough business results - Increased

awareness, revenue, loyalty, advocacy



Customers and employees will tell you when you’re there

“I trust you”

“I recommend you”

“You talk TO me, not AT me”

“I’m valued and heard”

“That was my idea!”

“This is exactly the product I needed”

“I don’t care if it’s cheaper someplace else”

“I don’t want to work anywhere else”

“You’ve improved my life”

“I defend you”


Companies on the social engagement journey

Stage 5Stage 1 Stage 3 Stage 4Stage 2


Social-driven marketingValue-add products/services, supported by campaigns and consistent social interaction, yield sustained relationships, helping to inspire loyalty and advocacy.

Key

Interest Platform / service

Campaign size Social media base

From push to pull to always on

Traditional marketingCyclical campaigns and press announcements yield transactional relationships.

Key

Interest

Campaign size

Year 1 Year 2 Year 3 Year 1 Year 2 Year 3


What it takes: engagement and activation


Measure social impact

Reward employee contributions

Integrate VOC into process and products

Programmatically engage with advocates

Enable and incent customer collaboration

Reward customer contributions

Establish social roles and responsibility

Create social engagement policy

Launch social listening to capture VOC

React to customers in social channels

Launch a social platform

Gather and leverage social feedback

Enable employee collaboration

Conduct social engagement training

Connect social touchpoints

Proactive engagement in social channels

Highlight user contributed content

Enable portable reputation

Customers

Employees


Gamification is a modern business strategy that uses proven techniques from social gaming to measure and influence behavior.

Done right, gamification combines…

• Game mechanics• Missions

• Tracks

• Awards

• Social networking

• Social media

• Reputation management

• Behavioral analytics

…to drive the increasing participation of customers and employees in valued activities, deepening engagement and building loyalty.

Enter gamification


Gamify for speed, impact and scale


Customers

Employees

Drive participation in training

Increase employee collaboration

Reward loyalty through promotions

Identify and engage brand advocates

Improve performance

through competition

Increase participation on website


• Experts.3%• Activists6.7%

• Enthusiasts11%

• Dabblers16%

• Spectators65%

Experts are not enough


Why it matters (from Tony Ventrice, Badgeville Game Designer)

Q: Why not just rely on existing rewards and status?A: They do not tell a story of growth

Why? What is Growth?

Lets put it this way:In life:

What’s the point?Why are we here?

You are born You do some stuff And then you die


No matter who you ask, the answer is almost always a form of growth.

Typically one or more of the following 4:

Learning

The things I learned – the experiences I had – the knowledge I harnessed.

Overcoming Challenges

The challenges I overcame – my measurable accomplishments – my products.

Making Social Connections

The connections I made – the people I knew – the relationships I fostered.

Building Order

My moral code – my ability to bring order to chaos – the things I taught others.

These are the things that give our life meaning. They’re kind of important.

Gamification offers the ability to measure tiny victories in the realm of growth.

What’s the point? Growth

18©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View

Stage 1Traditional

Traditional, command and control business operations using one-way communication to drive business outcomes.

Stage 4Measurable

Social engagement drives real business results, with systems and tools fully optimized to support confident and competent employees and to more fully harness online relationships.

Stage 3Operational

Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration begin to deliver tangible results.

Stage 2Experimental

Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.


Social engagement and customer experience is part of the organization’s DNA. Breakthrough business results – increased revenue and loyalty are realized.

The social engagement journey

Questions?

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Austin6600 N. LamarAustin, TX 78752

Silicon Valley154 Dana St.Mountain View, CA 94041

antseyeview.com@antseyeview


Training across the company is a critical step in moving from Stage 2 to Stage 3 on the journey. Motivating employees and ensuring compliance can be costly and arduous, however.

Adding gameplay can drive employee engagement and participation, while rich behavioral analytics provide valuable feedback to make future training more effective.

Internal collaboration is another major challenge for most enterprises. – despite significant investments in collaboration platforms.

Gamification can get value from those platforms by recognizing and rewarding expertise throughout the company, as well as interactions across groups that have business impact.

Activating employees: getting to Stage 3

Stage 2Experimental

Stage 3Operational


Engaging and involving brand advocates - who write reviews, answer questions and provide great feedback – can impact virtually every aspect of your business

Identifying and managing those influencers, though, can be challenging and manual work.

With Badgeville’s Behavior Platform, it’s easy to optimize for participation, discover your most valuable contributors and deliver personalized rewards to keep them actively engaged.

Measuring the impact of social engagement and attributing the value of customer activities to business impact is becoming a requirement for doing social business.

By gamifying social interactions, you can access real-time behavioral analytics that go far beyond “likes” and “follows.” You’ll now be able to understand not just what customers are doing, but why – and how it impacts your business.

Activating customers: on the road to Stage 4

Stage 3Operational

Stage 4Measureable


How can you involve customers and employees more deeply in your brand and business? We now have the capabilities to combine…

• Game mechanics• Missions

• Tracks

• Awards

• Social networking

• Social media

• Reputation management

• Behavioral analytics

…to drive the increasing participation of customers and employees in valued activities, deepening engagement and building loyalty.

Changing the game of engagement

playing your way to becoming a fully-engaged enterprise

Business

game

engagement

experts

point