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Transcript of A Long Engagement and a Shotgun Wedding: Why Engagement is the Power Metric of the Decade - Gabe...
![Page 1: A Long Engagement and a Shotgun Wedding: Why Engagement is the Power Metric of the Decade - Gabe Zichermann](https://reader030.fdocuments.net/reader030/viewer/2022013114/54c812be4a7959ee7a8b4580/html5/thumbnails/1.jpg)
WELCOME!
#GSUMMIT
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WOW.
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BECAUSE YOU’RE HERE
12+ COUNTRIES
SOLD OUT: 375 ATTENDEES
AT HOME
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GAMIFICATION IS BIG BUSINESS
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WANDA MELONI, CEO
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Gamification is: the process of using game thinking and game mechanics to solve
problems and engage users
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GAMIFICATION IS THE NEW BLACK
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WHY NOW?
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WHAT NOW?
LOYALTY ENGAGEMENT
METRICS RULE
DESIGNING FOR MOTIVATION
DESIGN OVER TIME
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LOYALTY V4.0
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loyalty’s history
TangibleGoods1800s
VirtualCurrencies
1930s
VirtualRewards2010+
StatusSystems1980s
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THOSE WHO ARE MOST LIKELY TO PAY, GET STUFF FOR FREE
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STATUS
ACCESS
POWER
STUFF
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The Game’s The Thing
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POUR SOME GAMESUGAR ON ME
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OUR LAST HOPE?
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MOTIVATION
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ENGAGEMENT
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RECENCY
FREQUENCY
DURATION
VIRALITY
RATINGS
ENGAGEMENT
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ESCORE
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ESCORE DIMENSIONS
INDUSTRY RELATIVE
REBALANCED ANNUALLY
FLEXIBLE, EXTENSIBLE, TRACKABLE
MEASURED OVER TIME
COMPARABLE
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BALANCING ENGAGEMENT
0
25
50
75
100
CAFE DATING E-COMMERCE
recency frequency duration virality ratings
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1. BUY NOW
2. JOIN LOYALTY PROGRAM
3. RE-ENGAGE (LOYALTY MARKETING)
4. BUY NOW
OLD LOYALTY
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!"#$%#&'()*"#"&(
+",-%.(/%..(0"(1,#"&(
2.%345(647)&'%'4*4&0(
8-9-:.4(25"'5499(;(64<%5=(
GAMIFIED LOYALTY
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LIKE NOW!
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BUY NOW!
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E∕$
CONVERSION RATE
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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
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GAMES WERE ALWAYS SOCIAL
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UNTIL 1977
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AND THEY ARE AGAIN
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killer achiever
socializer explorer
Bartle’s Player Motivations
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DESIGNERS ALSO COMMIT OVER TIME
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DON’T STOPINNOVATING
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NEITHER WILL WE
WORKSHOPS ACROSS THE US AND IN 6+ COUNTRIES
GSUMMITS FALL 2011
2 NEW BOOKS
INSTRUCTIONAL VIDEOS
GAMIFICATION U
CONSULTING
RESEARCH, WRITING
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THANKS. ENJOY THE SHOW