a long engagement and a shotgun wedding: why engagement is the power metric of the decade - gabe...
DESCRIPTION
Opening remarks & "A Long Engagement" Pageviews and MAU/DAU are dead. In our new, gamified world, we need a more powerful metric that easily conveys to advertisers, investors and even consumers, how engaging are our sites, apps and experiences. In this barnstorming keynote, Conference Chair and author of "Game Based Marketing" , Gabe Zichermann, will share the latest insights from his research on engagement metrics. Gabe will share the state of the art and lay out a clear path for you to measure your consumer engagement to maximize ROI and make the right decisions. Learn how Zynga and other successful social game design companies live and breathe metrics, and how you can bring that same discipline to your engagement marketing and design.TRANSCRIPT
WELCOME!
#GSUMMIT
WOW.
BECAUSE YOU’RE HERE
12+ COUNTRIES
SOLD OUT: 375 ATTENDEES
AT HOME
GAMIFICATION IS BIG BUSINESS
WANDA MELONI, CEO
Gamification is: the process of using game thinking and game mechanics to solve
problems and engage users
GAMIFICATION IS THE NEW BLACK
WHY NOW?
WHAT NOW?
LOYALTY ENGAGEMENT
METRICS RULE
DESIGNING FOR MOTIVATION
DESIGN OVER TIME
LOYALTY V4.0
loyalty’s history
TangibleGoods1800s
VirtualCurrencies
1930s
VirtualRewards2010+
StatusSystems1980s
THOSE WHO ARE MOST LIKELY TO PAY, GET STUFF FOR FREE
STATUS
ACCESS
POWER
STUFF
The Game’s The Thing
POUR SOME GAMESUGAR ON ME
OUR LAST HOPE?
MOTIVATION
ENGAGEMENT
RECENCY
FREQUENCY
DURATION
VIRALITY
RATINGS
ENGAGEMENT
ESCORE
ESCORE DIMENSIONS
INDUSTRY RELATIVE
REBALANCED ANNUALLY
FLEXIBLE, EXTENSIBLE, TRACKABLE
MEASURED OVER TIME
COMPARABLE
BALANCING ENGAGEMENT
0
25
50
75
100
CAFE DATING E-COMMERCE
recency frequency duration virality ratings
1. BUY NOW
2. JOIN LOYALTY PROGRAM
3. RE-ENGAGE (LOYALTY MARKETING)
4. BUY NOW
OLD LOYALTY
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2.%345(647)&'%'4*4&0(
8-9-:.4(25"'5499(;(64<%5=(
GAMIFIED LOYALTY
LIKE NOW!
BUY NOW!
E∕$
CONVERSION RATE
AGILE & GAMIFICATION
USER BEHAVIOR TRACKED WITH XP
FLEXIBLE REPORTING & GREAT DASHBOARDS
LOOK FOR EXCEPTIONS
FOCUS ON E PRIORITIES
AGILE A/B TEST & MEASURE
IMPLEMENT POSITIVE CHANGES
GAMES WERE ALWAYS SOCIAL
UNTIL 1977
AND THEY ARE AGAIN
killer achiever
socializer explorer
Bartle’s Player Motivations
DESIGNERS ALSO COMMIT OVER TIME
DON’T STOPINNOVATING
NEITHER WILL WE
WORKSHOPS ACROSS THE US AND IN 6+ COUNTRIES
GSUMMITS FALL 2011
2 NEW BOOKS
INSTRUCTIONAL VIDEOS
GAMIFICATION U
CONSULTING
RESEARCH, WRITING
THANKS. ENJOY THE SHOW