TYLER ALTRUP, Sr. Social Media Engagement Manager ·EMC

1. CASE STUDY:
EMC Gamifies Global
ECN Community
TYLER ALTRUP
Sr. Social Media Engagement Manager
EMC

2. Recognition, Awards &
Motivation Program
A Badgeville Case Study
@TylerAltrup
August, 2012
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3. Origins
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4. The Challenge
How can EMC…
Recognize key Reward various
social types of social
champions activity
Build an Motivate
aspirational increased
system social activity
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5. My Muse…
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6. © Copyright 2012 EMC Corporation. All rights reserved. 6

7. Launch
•Event Deployment
•Impact
•Innovations
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8. RAMP, Meet ECN.
Level Trophy
Badge/
Reward
Showcase
Real-Time
Notifications
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9. RAMP, Meet ECN.
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10. Journey,
Accelerated
Live Partner
in the for
Cloud Success
Transform IT
Transform
Transform Your
Your Business
Career
On the
Scene
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11. EMC Implementation Plan
The Moonshot
• EMC World Launch
• ECN Integration
Q3
• EMC|One Integration
Q4
• External Social Integration
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12. Buzzboard Leaderboarding
Showcasing participant achievement on the show floor
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13. ECN Impact:Year-over-Year
+20% Increase in Total Activity
Activity Post-RAMP
50%
41%
40%
30%
19% 21%
20%
15%
12%
10% 10% 9% 9%
10%
3%
-3%
0%
-10%
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14. EMC World: Performance Analysis
Lessons Learned
Monetary prizes are inefficient
• Lost in the crowd at EMC World
• Focus on status must also influence prize strategy
Contest consolidation needed
• For 2013, we should consolidate all social contests under RAMP
Expectation setting
• Must set appropriately based on program characteristics
• Must compare against other BV client baselines
• Must goal for performance, not badge accumulation
• Ex: more difficult behavior, lower expected completion
Design for the lowest common denominator
• Future event experiences will defined for simplicity
• Additional special elements will be layered on top of this minimal, broad approach
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15. Big Wins & Innovations
Historical Recognition
• Previous activity will translate into
one-for-one recognition of past
activity
• User Levels will reflect previous
activity with further levels for growth
Badge Scan Integration
• EMC is the first company to fully
integrate and reward traditional
badge scan data as a user check-in
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16. Planning for the
Future
•Redefining Goals
•Planning for Expansion
•Delivering Value to Clients
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17. Overall Program Goals & Objectives
The platform-agnostic view
Improve User
Increase Experience
Grow
user &
user base
engagement Gain User
Insight
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18. Community Roadmap
Stage II: Additional Functionality from Jive & Badgeville
Full import of Content-level
Profile
all Jive events and
enhancements
(aka community-
and tracking
behaviors) level rewards
Employee Social sharing “Mission
badging mechanics Mondays”
EMC|One
Deployment
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19. Delivering Value for
Internal Clients
Increasing engagement since 2012
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20. Program Design: Consultation Process
Design + Funding + Communication
Four Steps for Four Funding Communication
Program Design Requirements Planning
1
Identify primary goals Signage Integrate with planned
user/attendee
communication
2 Collateral
Identify aligned
behaviors
Leverage social
Handouts
3 channels
Develop rewards plan
Rewards
4 Optional: paid
Frame as a component Optional: scanner promotion and
of status technology advertising
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21. RAMP Service Catalog
One portion of our new SMaaS (Social-Media-as-a-Service)
approach
Service
Offering What’s Included Cost Eligibility Ordering
Online Program Offline Program Short-Term:
Components Components
•Definition of desired (optional) •All ordering
user behaviors •Identification of will be
Program •Translation to offline digital data handled via
Consultatio trackable user sources (ex: badge EMC Marketing email
n activities scan data) requests to
Client only
•Creation of badges •Creation of hybrid Tyler Altrup
incurs cost
and bonuses online/offline
when
•Creation of mission missions and Post-EMCW:
adding:
structure rewards
•All ordering
•Badges •New data
will be
•If the client wishes to highlight and source
process
recognize a specific, singular user behavior,
through our
Badge/ our team will help to create a badge to or
online info-
Mission motivate this behavior. EMC Marketing
gathering
Creation •Missions •Exporting
tool
•If the client wishes to motivate a collection status to
of behaviors, a mission will be crafted to new platform
capture this full set of user activities.
The social team will work with the client(s)
Advanced Only clients who
to analyze:
Data have already
•Interaction rate with program components
Consultatio completed a
•Success in motivating the desired user
n program.
behaviors
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22. Coming Soon…
•Platform Expansion Possibilities
•RAMP for Master User Identity
•RAMP Scorecard
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23. More Platforms, More Data Points
Expanding our understanding of users across platforms
Goals
Platform User Base Behaviors
ECN Registered users Visits, views, comments, posts, etc.
Communities
EMC|One Registered users Visits, views, comments, posts, etc.
Facebook Followers Clicks, likes, comments, shares
LinkedIn Followers Clicks, likes, comments, shares
Social Spiceworks Followers Clicks, likes, comments
Twitter Followers Tweets, RTs, Mentions, Hashtags
YouTube Subscribers Views, ratings, shares
Web EMC.com Unique viewers Visits, views
Mobile EMC Folio Downloads Views, clicks, comments, visits
Aprimo Registrants Event and webinar registration
Saba New hires Complete training modules, complete on-
Applications
boarding
SurveyMonkey Unique users Survey completion
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24. RAMP as a Big Data Solution
Revolutionizing user insight by connecting multiple identities
RAMP User Master User
Showcase Identity
Community Behavior RAMP User
Showcase
Social Interaction
Web Activity
GMDB
Data
Mobile Activity
SFDC
Application Activity Data
© Copyright 2012 EMC Corporation. All rights reserved. 24

25. RAMP Scorecard
Progress, Not Perfection
Improve User
Experience
Increase user Grow our user
engagement base &
Gain User
Insight
Social
+19% increase Very positive
integration
in total ECN community
challenges
interactions response
Need for
“Mission Piloting user
promotional
Mondays” data import
spend
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26. Thank You!
@TylerAltrup
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