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sky_customer journey mapping- 凯捷咨询sky客户体验旅程设计管理咨询项目交付件之sky community & gamification workshop
Community&Gamificationworkshop&discussionLaurenceBuchanan BackgroundThisisacutdownversionofapresentationgivenataworkshopforSkytodefinetheirambitionlevelfortheuseofCommunitywithinanewonlinebusiness.Clientconfidentialmaterialhasbeenremoved ContentsShouldwebuildorleverage?Whybuildacommunity?PotentialusesofSocial&CommunitythroughthecustomerexperienceOpenconsiderations&dependencies Powerhasshiftedtotheconsumerwhoplacesincreasedtruston“peoplelikethem”andonline“experts”*EdelmanTrustBarometer,2010**GartnerUserSurveyAnalysis:ConsumerMarketingUsingSocialNetworkAnalysis,Worldwide,201017%ofconsumersfindcorporateadvertisingcredible*44%ofconsumerstrust“peoplelikethem”*64%ofconsumerstrustindependentexperts*74%ofconsumerpurchasingdecisionsareaffectedbykeyinfluencersonsocialnetworkingsites**CommunityandSocialareincreasinglybecomingmust-havesbecausecustomersarerelyingonthemtomakepurchasingdecisions ThenetworkeffecthasradicallychangedthepotentialtoacceleratemassscaleAcceleratedpaceofadoptionPlane68y.Phone50y.Radio38y.TV22y.PC14y.Internet7y.iPod3y.Facebook2y.Timeneededfor“massadoption”(50millionusers)GooglePlusgrewfromzeroto20musersinjust2weeksthroughavirallaunchcampaignthatencourageduserstoinvitetheirfriends Butahealthycommunityisnotjustamarketingtacticorasupportforum…AwarenessJoinFind&DiscoverRent&ShortlistPlay&ConsumeCommunityManage&SupportLeave/SuspendViralwordofmouthreviews(bothpositive&negative!)IntroduceafriendSocialShopping&wisdomofthecrowdFollowfriendsandexpertshortlistsSupportForumsCompanionapps&devices,giftamovieMovie-basedforums,Ideas,feedbackAhealthycommunitystretchesacrossthecustomerexperiencecomplimentingotherchannelsandprocesses AwarenessJoinFind&DiscoverRent&ShortlistPlay&ConsumeCommunityManage&SupportLeave/SuspendExamplesofthepowerofCommunitythroughthecustomerlifecycleGiffGaff:anonline-onlyMVNO(GiffGaffhavejust14staffandrelyonincentivisingtheirmemberswithloyaltypointsforreferralsandcustomersupport;pointsareconvertedtocash/pre-paycredit)DellIdeaStorm:crowd-sourcedinnovation(14,322ideaspostedbycustomers,ofwhichDellhasimplemented417.Thecompanyhasalsosold$6.5viaitsTwitteraccount)Logitech:Peer-to-Peercustomersupport(Kachiwachi,apassionateLogitechcustomerhasindividuallyansweredover41,000customersupportquestionswithinLogitech’sonlinesupportforum)PriceComparisonServiceforFinanceOneofthemostprolificcommunitysitesintheUKfocussedonthepowerofthecollectiveandtransparencyofinformation.Estimate£120savingspercustomerCommunitysiteforboutiquewinesHavecreatedtheirownwinecommunityaroundboutiquewinesconnectingwineloverswithwinemakers.CommunitydrivesongoingengagementaroundtransactionsLocalrestaurantrecommendationsGenerates53mvisitspermonth,20mlocalreviews83%ofwhichhavea3starorgreaterrating AwarenessJoinFind&DiscoverRent&ShortlistPlay&ConsumeCommunityManage&SupportLeave/SuspendCommunitiesalsohaveadarkside–Customershaveaccesstothesamepower!NetflixusersrebelagainstpricechangeNetflixcreatedasocialmediastormbychangingit’spricingpolicywithoutconsultingcustomers.It’sstockpricedropped48%frompeakinJuly2011AdidasPricediscriminationNewZealandrugbyfansweredisgustedtoseethatAllBlacksrugbyfanswerebeingchargedmoretobuytheshirtinNZthaninothermarkets.TheyorchestratedareturnscampaignintostoresM&SBustsforJusticecampaign(Contributedto7.1%sharepricedropduringfirstweekpromptingapublicapologyand25%pricepromotion)StudentscelebrateFacebooktriumphoverHSBC20,000studentslaunchedanonlinepetitiononFacebookagainstHSBCsproposedpolicytocutinterestfreestudentloans.ChryslerTwitteraccountdropsF-BombAnagencyemployeeworkingforChryslerwrote“IfinditironicthatDetroitisknownas#motorcityandnooneknowshowtoxxxxxxxdrive!CommunityprotestsagainstfalsereviewsAmazonhasfacednumerousprotestswithinit’scommunityagainstfalseproductreviewsandbookrankings SocialListening&SentimentAnalysisChatAppsOnlineMobileE-mailSkillsCultureIncentives&AlignmentKnowledgeCollaborationBICustomerVision&StrategyCommunity&PeertoPeerCustomerInteractionChannelsPeople&Eco-SystemSupportingProcessesOutside-InInside-OutCustomerExperienceValueCreationProcessMarketingSalesBilling&DebtServiceCommunityneedstobeembeddedwithintheCustomerInteractionOperatingmodel–listeningandmonitoringarecrucial WithintheCIVprogramwebuiltamodelfor“SocialInsightintoAction” Weneedtodefinewhethertobuild,leverageorembedacommunityplatformLeverageorembedanotherplatformBuildProprietaryPlatformHybridIt’sincreasinglydifficulttobuildanewplatform.Mostcommunitiesaremovingtohybridtoleverageanotherplatform NakedWineshavebuilttheirownproprietarycommunityNakedWineswasbuiltprimarilyasaproprietaryplatformforboutiquewinelovers.Userscreatetheirownprofiles,wishlists,likes&dislikes LevisFriendsstoreleveragestheFacebookplatformLevisFriendsStorebringsFacebookfunctionalityintotheLevisstoree.g.Seewhatyourfriendslike Amazondoesboth…AmazonhomepagewithFacebookConnectAmazonproprietaryprofileAmazonareahybrid–theyhavetheirowncommunityprofilesandfunctionalitybutalsoallowuserstoconnecttheirsocialaccounts RottenTomatoesdoesboth…RottenTomatoesstartedlifeasaproprietaryplatformbutthenextendedtoallowuserstointegratetoFacebook StartingpointforthecommunitymustbecontentProductContentServiceContentKnowledgeBaseFAQsSupportForumsIdeas&FeedbackEditorialblogsMoviereviewsDiscussionForumsEngagementaroundcontent(productsandservice)createsthefoundationforthecommunityandforthecustomerdrivendesignapproach. RottenTomatoes–editorialcontentdrivesengagementintheformofcommentsanddiscussion.AwarenessJoinFind&DiscoverRent&ShortlistPlay&ConsumeCommunityManage&SupportLeave/Suspend RottenTomatoes–anyonecancommentbutonlyapprovedcriticscanposteditorialreviews.Whodowewanttobeabletowritereviews&whocancomment?AwarenessJoinFind&DiscoverRent&ShortlistPlay&ConsumeCommunityManage&SupportLeave/Suspend MoviefonedrivesadditionalengagementaroundmoviescontentviaquizzesandQ&As–theyallowbloggerstoembedthesewidgetsintotheirsitestodriveadditionaltrafficAwarenessJoinFind&DiscoverRent&ShortlistPlay&ConsumeCommunityManage&SupportLeave/SuspendEventBoxQ&AwidgetCodeforbloggerstoembedwidgetAnalytics&Insight AwarenessJoinFind&DiscoverRent&ShortlistPlay&ConsumeCommunityManage&SupportLeave/SuspendSharingisanextremelylowcostwayofdrivingtrafficandawareness.Google+grewthrougharestrictedinvitesprogramSocialsharingbuttonsIntroduceafriend AwarenessJoinFind&DiscoverRent&ShortlistPlay&ConsumeCommunityManage&SupportLeave/SuspendMostsharingplatformsgivesyoustandardanalyticse.g.fromFacebookInsightswhichisvaluableforMarketing AwarenessJoinFind&DiscoverRent&ShortlistPlay&ConsumeCommunityManage&SupportLeave/SuspendAvarietyoftechnologiesexisttoallowuserstoauthenticatethemselvestositesbasedontheirsocialIDs–weneedtodefinewhetherwewanttouseSocialIDstoauthenticatecustomersandwhatplatformswewanttointegratetoOpenSocial(Google,MySpaceetal)FacebookConnect AwarenessJoinFind&DiscoverRent&ShortlistPlay&ConsumeCommunityManage&SupportLeave/SuspendSocial&communitycanplayabroadrolewithinsearch&recommendations–weneedtodefinetheprioritiesSocialGraphRecommendationsForumsRecommendationsProfile-basedrecommendations AwarenessJoinFind&DiscoverRent&ShortlistPlay&ConsumeCommunityManage&SupportLeave/SuspendSpotifyallowsuserstofollowcelebrity&friendsplaylists.UserscansharetheirplaylistswithotherusersandwiththeirsocialnetworksCelebrityPlaylistsSocialSharingofplaylists AwarenessJoinFind&DiscoverRent&ShortlistPlay&ConsumeCommunityManage&SupportLeave/SuspendHulu’sFacebookApphasbeencriticisedforofferinguserslessfunctionalitythantheirotherapps.Facebookcreditspaymentsalsomeansthat30%oftransactionrevenueislost! AwarenessJoinFind&DiscoverRent&ShortlistPlay&ConsumeCommunityManage&SupportLeave/SuspendAppsforcompaniondevicesareanemergingarea.AppscansyncwithTVcontentandbringasociallayerintoplay/consume.ThisisnotyetbigintheUKmarketdowewanttobeafirstmover?Grey’sAnatomyiPadcompanionappGetGlue–Socialcheck-ins AwarenessJoinFind&DiscoverRent&ShortlistPlay&ConsumeCommunityManage&SupportLeave/SuspendSocialGamingcompanieslikeZyngasuccessfullyleveragegiftingtodrivehugescale.Dowewantuserstobeabletogiftmoviestotheirfriends?BuyagiftforafriendRedeemagiftfromafriend Healthycommunitiesarenotjustsupportforums.Theygenerateideas&feedback–crucialforcustomercentreddesign.Superuserscanevenbuildapps!AwarenessJoinFind&DiscoverRent&ShortlistPlay&ConsumeCommunityManage&SupportLeave/Suspend AwarenessJoinFind&DiscoverRent&ShortlistPlay&ConsumeCommunityManage&SupportLeave/SuspendGiffGaffexcelatcommunitybased,peertopeersupport.CustomersasktheGiffGaffcommunity50%ofthetime,andwhentheydotheygetananswer(onaverage)inunder3minutes24x7Source:GiffGaff GamemechanicscanbeintegratedintoacommunityLeaderboardsBadgesOffersPointsGamemechanicsareaprovenwaytoincentivise“addictive”behaviourandincentivisepositivecontributions GameMechanicswaspioneeredwithinAirlineLoyaltyprogramsUnitedAirlines’TeamFrequentFlyerChallengeof2008encouragedcustomerstoregisterteamsinordertotrackpointstogetheroverayear.Winningteamswon50millionfrequentflyerpointstobedistributedamongtheplayers. NikePlus&GameMechanicsNikePlusmakesextensiveuseofgamemechanicswithinthesite–userscan“play”againsttheirowntargetsandagainsttheirfriends.Sinceitslaunch,morethan1.2millionrunnershavecollectivelytracked130millionmiles. America’sArmybringstogethergaming,gamemechanicsandSocialwithphenomenalsuccess!America’sArmyusesbothgamemechanicsaswellasanactualgame.Thegamehasbeenplayedover20mtimesandby26%ofall13-26yearoldsinAmerica,runningonanannualbudgetof$3m. WeneedtodefinewhatbehaviorswewanttoincentivizeandhowwewanttoincentivizethosebehaviorsRemember-ifweallowredemptionofpointsthentheybecomeafinancialliabilityonthebalancesheet.BehaviorwewanttoincentivisePointsValue?Introduceafriend500£5Suggestanideaweimplement500£5Writeareview(moderatedandaccepted)100£1Fixaproblemontheforum(validatedbyuser)5050petcexampleonly! Points,Prizes,£££arejustonemeanstoincentivizepositivecontributionstoacommunityGamificationisascience!SourceMichaelWu(ChiefScientistatLithium)http://tinyurl.com/68bmjy4 ContentsWhybuildacommunity?Openconsiderations&dependenciesShouldwebuildorleverage?PotentialusesofSocial&Community OpenquestionsDependenciesOpenquestionsContentCreationEffortrequiredtocreateservicecontente.g.knowledgearticles,FAQs,postingguidelines,communitycharterEffortrequiredtocreateeditorialcontente.g.filmreviews&recommendationsControlofcontent&moderationMindsettowardscontrolofcontente.g.howdowereacttonegativecomments,inappropriatecommentsetcManualreviewsofcontentvscommunitymoderatione.g.“flagasinappropriate”Listen&respondmechanismManualreviewsvsautomatedtechnology(SMM+Textanalytics)Abilitytoturninsightintoaction(linktocustomerdrivendesign)Transparencyregardingfeedbackonideas&commentse.g.wehearyourcomplaintandareactingonfeedbackCommunityManagementResourcerequiredtobuildandmanagecommunityServiceresource+editorialresourceScalabilityascommunityexpandsIncentivesMechanismstoincentivizecommunityactivitye.g.pointsthatcanberedeemedforPPVcontentImpactonbusinesscase/Finance(pointsareafinancialliability)IntegrationNeedtoensurethatcommunitydoesnotbecomeasiloedchannelbyintegratingcommunityactivityintoCRM查看更多