www.peakload.org

Gamification: is DR in the Game?

Ward Eames, NTCSharyn Barata, Opinion DynamicsAndrea Simmonsen, Idaho Power

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15 minutes

Ward Intro on what gamification is, how it works, how it causes engagement, game theory, parameters to accomplish goals

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Gamification

Live Performance

Print Materials

Web Development

Video Production

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What’s in a game?

Gamification

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What’s in a game?

Gamification

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What’s in a game?

Gamification

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What’s in a game?

Gamification

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What’s in a game?

Gamification

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Mobile Application = AppAndroid and iPhone

or

What’s in a game?

Is it an App or a Game?

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An app: a tool to get work done

A Game:a structured form of play, usually undertaken for enjoyment and sometimes used as an educational tool.

Tetris Candy Crush

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Educational Digital Games

- eLearning Industry

“involves the use of computer and video games specifically aimed to produce learning outcomes. It is designed to balance subject matter and gameplay, and later assesses the ability of the learner to retain and apply the acquired knowledge to real-world scenarios.”

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Educational Digital Games

- eLearning Industry

“involves the use of computer and video games specifically aimed to produce learning outcomes. It is designed to balance subject matter and gameplay, and later assesses the ability of the learner to retain and apply the acquired knowledge to real-world scenarios.”

Applies to Customer Engagement

in DSM and DR

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Educational Digital Games for DR

A game designed to balance subject matter and gameplay and measure the ability of the customer to retain and apply the acquired knowledge to utility demand response programs.

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Educational Digital Games for Customer Engagement in DR

Gamification

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15 minutes Andrea Examples of Games

Examples of Games

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Examples

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Cool Choices x x x x xWeSpire x x x x x x xEcoinomy x x x x xVermontivate x x x x x x x x xPower Agent x x x x x x xJouleBug x x x x x x x xReduce the Use x x x x x xSMECO Savings x x x x x x x xKansas Take Charge x x x x x x x xBeat the Peak x x x x x x x x

Workplace Examples• Cool Choices

• Set of cards each month with actions• Document actions on website• Earn points = donation to charity

• Ecoinomy• Actions tied to sustainability and financial savings• Earn e.coins for logging sustainable actions• Leaderboard shows rankings

• WeSpire• Earn points with 1-time and repeatable actions• Advance through levels• Web-based and mobile applications

Vermontivate• Form teams (Vermont towns or schools)• Weekly challenges to earn points• Raising awareness• Winning town received ice cream party from Ben & Jerry’s

Power Agent• Two teams (family with teens) competed• Mr. Q announced mission daily via mobile phone• Used AMI data• Daily summary of performance and potential savings if continued

JouleBug• Uses an app• Take action X# of times to earn pin (badge)• Share on social media (competitive)

Reduce the Use in District 39• Households competed• Received monthly updates and tips• Compared to peers

SMECO Energy Savings Challenge• Reduce use compared to previous year• Facebook • Prizes

Kansas Take Charge Challenge• Six/16 towns competed• Actual savings, long-term predicted savings from upgrades• No online presence (lack of home computers)

≠

Beat the Peak• Day ahead notification of events• Reduce use to win prizes• Tips on Ways to Beat the Peak

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10 minutes

Sharyn Measuring Customer Engagement Success

www.peakload.org

ASSESSING THE EFFECTIVENESS OF CUSTOMER ENGAGEMENT

STRATEGIES

Sharyn BarataOpinion Dynamics

Measurement of Customer Engagement (CE)Utilities and Program Administrators (PAs) throughout the country are experimenting with different customer engagement strategies

Understanding their effectiveness is critical to figuring out return on investment Sponsors look at the value of customer engagement from many

perspectives: Customer relationship development Participation lift Higher levels of customer satisfaction Energy and demand savings

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Measurement of Customer Engagement (CE)

Various techniques are used to explore the effectiveness of CE strategies and determine if they generated the desired effects

• Customer interviews are often used to explore engagement effects on a qualitative level and then used to suggest campaign improvements.

• Quantitative CE research can include surveys, experimental design and statistical research. This research measures customer engagement results and the effects the campaign is having on future customer behavior and indirect effects resulting from this change in behavior - such as higher participation and/or energy and demand savings.

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Example - Energy Upgrade California – Umbrella Marketing Campaign• The Statewide Marketing, Education and Outreach (SW ME&O)

program, implemented under the umbrella brand, Energy Upgrade California, is a social marketing initiative that utilizes a wide range of marketing channels – with the goal of educating, motivating and activating consumers to take energy-savingactions

• The Center for Sustainable Energy (CSE) used a range of marketing channels to engage residential customers and meet program objectives

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Energy Upgrade California

Source: Center for Sustainable Energy (CSE)PLMA Austin 2018

CPUC ME&O Workshop - Evaluation Results 34

The CPUC, CSE, and stakeholders participated in a process to develop specific metrics to judge performance of the program

Awareness of Energy Upgrade California Knowledge among IOU ratepayers who are aware of Energy

Upgrade California of the specific actions and opportunities communicated by the initiative that they can take to better manage their energy use Engagement with Energy Upgrade California website, digital media,

social media, and community outreach Participation in and engagement with Energy Upgrade CA by CBOs,

local governments, retailers, and realtors

Program Metrics

Establishing Metrics and Success Criteria is Key

However, once established - planning, tracking and measurement of metrics is critical to implementing successful customer engagement efforts

•Develop strategic marketing plans

Establish Objectives

•Identify most salient metrics

Identify Metrics•Use industry

benchmarks, historical experience

Determine SuccessCriteria

•Document•Tie perform.

to objectives

Measure & Track Achievement

PLMA Austin 2018

Evaluation Overview: Audit and Verification Study Component

CPUC ME&O Workshop - Evaluation Results 36

Evaluation Activity Evaluation Purpose

In-Depth Interviews with Program Staff

Provides context around overall strategy and implementation of program activities

Program Material Review Serves as documentation of program activities

Observations of Retail and CBO Events

Provides qualitative data on the implementation of retail and CBO events, including the consumer experience

In-Depth Interviews with CBOs

Provides qualitative data on the role of CBOs in the program, their feedback on the process, challenges and recommendations for improvement

Evaluation Overview: Effectiveness Study Component

CPUC ME&O Workshop - Evaluation Results 37

Evaluation Activity Evaluation Purpose

Residential General Population Surveys

Provides a measure of change over time for key metrics among the general population

Self-Report Attribution Survey

Provides a measure of attribution to the program for key metrics such as awareness, knowledge and action taking

Event Follow-Up Survey

Mobile Outreach Survey

Some Findings from Marketing Campaign Research

PLMA Austin 2018 38

Each marketing channel reached vastly different numbers of California residents Awareness is often not a good indicator of future actions Consumers were significantly more likely to remember some types of

interactions than others (retail events, mobile outreach) Retail events appeared to have the greatest impact on information

seeking behavior Changes in daily routines were more common than home

improvements

Is your initiative successful at lifting participation and achieving energy savings?

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When Creating your DR Game - Remember

Research and Evaluation matters! What are your goals and anticipated outcomes? What metrics will you use to see if your game is successful? How will you measure these metrics?

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15 minutes

Ward Professional Educators Network (PEN) study

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• 7,000 Members• K-12 Teachers• Rural, Suburban, Urban• Public and Private Schools• Variety of Socioeconomic Environments

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10 minutes Ward Set up for breakout: here’s what you need, how to create a game/structure for various issues in DR, include how you will evaluate, target group, how people will play, what will keep them coming back, how does it fit into what you need to drive and your goals, what would it look like.

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Let’s Create Our Own Educational Digital Game for Customer Engagement in DR

Gamification

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If you build it will they come?

For Your Consideration

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Electric Vehicles Time of Use

Smart HomeTechnologies

Direct load Control

Emergency DROther

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For Your Consideration3. Creative:

Access?Tracking?

Name?Music?

Sound Effects?Game play?

Leader Board?

2. Demographic Target:Adults with Children?

Young Adults?Home owners?

Seniors?Small Business?

4. Evaluation:How do you measure success?

1. Objectives:Engagement?

Reputation (JD Powers)?Push Messaging?

Education?Opt-in?

Expressed Written Consent?

5. Promotion:50% of the total budget

Contacts

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Ward Eames, NTCWEames@NTCCorporate.com612-839-3829

Sharyn Barata, Opinion Dynamicssbarata@opiniondynamics.com509-288-4094

Andrea Simmonsen, Idaho Powerasimmonsen@idahopower.com208-388-5488