Content Mapping the Buyer Experience

I recently presented on 'Content Mapping the Buyer Experience' at the 2011 Canadian Marketing Association's (cma.org) B2B Summit in Toronto. Gotta say, it was an impressive (oversold) event. The combination of a good agenda, great people and interesting content made for time well spent.

I'm an advocate of supporting the 'Buyer Experience' which goes beyond the traditional buying cycle. How so?
1. The Buyer Experience includes various stakeholders, such as influencers, partners, end users, procurement, executive sponsors, etc - all those involved in a purchase decision - and looks at their motivations and involvement along the buying stages.
2. I include the loyalty cycle after the deal closes as part of the Buyer Experience. This is a discipline that is often managed separately under a 'customer experience' or 'customer satisfaction' label. While this is all well and good, I prefer to include it with the Buyer Experience because customers are potential repeat buyers. Having a holistic view of your buyers - even after they become a customer - provides a better view into patterns, people and purchase characteristics.
3.The Buyer Experience also includes all the pre-buying cycle activities that are done before the vendor is ever contacted or even knows there's an opportunity in play. With the evolution of social media, word of mouth, and user generated content, the Buyer is exposed to a wealth of information - an incredibly powerful and influential force,  that impact the buyer's perspective, perception and purchase decision criteria. If vendors aren't including this in their content marketing strategy, it's a missed opportunity.

While I could have spent all day on the topic, here's what I covered in the thirty minute session. Enjoy.

Content Map the Buyer Experience-CMA B2B Event

View more presentations from Corinne Schmid

Gamification and Content? Yes, really....

Let me start off by saying: I'm not a gamer. Never was. No shocker that my first reaction to the term 'Gamification' was less than favorable and I wasn't going to waste a moment of my time on such nonsense.

Three minutes later, I've opened a dozen browser tabs with various search results for Gamification, Gamify, Game Layer, Game Dynamics, Game Mechanics, there's no shortage of related terms. Having dabbled in the MMO and MMORPG industry (business planning, not playing), I was definitely intrigued...but not convinced about its use for non (video) gaming applications. Then I found these two videos:

 

1. Seth Priebatsch's TEDxBoston talk (July 2010), The Game Layer On Top Of The World. 

Seth talks about the "game layer" being constructed on top of the existing social infrastructure (which Priebatsch notes is already established and is called Facebook). At the root of it: gamification has the potential to motivate and drive behavior towards specific actions and outcomes.

2. Jesse Schell's infamous DICE 2010 Design Outside the Box presentation. 

Perhaps you're one of the million people who already viewed the video, Jesse has an entertaining and quirky way of presenting the 'unexpected' and the possibilities. He presents how game mechanics and dynamics could - and will - soon apply to our everyday lives.

Gamification 101

Gamification is the use of game design, game dynamics, and game mechanics in non-gaming applications. In other words, it's NOT about playing video games at work and having a game controller instead of a keyboard. 

Summarizing the two key terms defined by Michael Wu, Ph.D Lithium's Principal Scientist of Analytics, on the Lithium blog:

"At the most fundamental level, gamification is the use of game mechanics to drive game-like engagement and actions....in everyday life, we are often presented with activities we hate, whether it is boring chores or stressful works. Gamification is the process of introducing game mechanics into these abhorred activities to make them more game-like (i.e. fun, rewarding, desirable, etc.), so that people would want to proactively take part in these tasks."

Wu continues about game mechanics. "They are principles, rules, and/or mechanisms that govern a behavior through a system of incentives, feedback, and rewards with reasonably predictable outcome. Some of them are so predictable that they can almost be seen as a kind of behavioral or psychological reflex, much like the patellar reflex of your knee when tapped by a physician."

What does this mean for Work?

Sky's the limit! While gamification is only in its infancy, given the rapid adoption of consumer-based applications, like social networking and communities, into the work environment (given a fancy industry term called 'Consumerization of IT'), it will ramp up quickly. While more prevalent in B2C markets, the opportunity to increase participation in learning, education, loyalty programs and product innovation and testing is ubiquitous.

Where is this going in 2011?

Gabe Zichermann, author of Game-Based Marketing (2010) and industry pioneer, writes about the 5 Predictions for Game Mechanics in 2011. Notably, this presents a big opportunity for the consumer space, he calls out the 'big brands' to drive customer engagement, brand loyalty and brand awareness.


R Ray Wang writes how Gamification Will Drive Future Enterprise Software User Experiences in Trends: 5 Engagement Factors For Gamification And The Enterprise which outlines how the enterprise can apply game mechanics and dynamics to improve engagement and participation within the business and also with partners, customers, suppliers and other stakeholders.

What's this got to do with Content?

• Social was about connecting, collaborating and engaging with others. We saw Content become increasingly (now exponentially) user-generated. Gamification is about participation, motivating behavior and rewards. Content will be much more pervasively co-created as well as user-generated.
• Digital content is the current standard; gamification requires mobile access, delivery and publishing for all content, content/social/gaming objects and their associated interactions and processing.
• Content marketing was the new black in 2010 and will evolve to becoming interactive and immersive (gamified) in 2011.
• Content strategy and strategists will be essential element for planning and execution.

Gamification is a new opportunity for innovation, monetization and productivity.There are already some well documented successes:

• Innovation: website modernization can increase brand awareness, loyalty and customer engagement. Much more than your traditional loyalty program Microsoft, Google, Playboy, Ford and others have realized these benefits by adopting game dynamics.
• Monetization: DevHub increased engagement rate of 300% and increased revenue for virtual goods grew to 30% of overall revenue within 3 months.
• Productivity: Microsoft gamified software development testing to drive significant improvements and user participation. Microsoft’s Beta1 Game from the Vista release  increased beta testers by 400% and their Language Quality Game for Windows 7 had users provide feedback and commentary on 500,000 screenshots.
• All of the above: In November 2010, a co-created report between Stamford University and Seriosity Inc published a report that presents the significant benefits gaming and virtual world would bring to government and its citizens: Government Uses for Games and Virtual Worlds: Optimizing Choices for Citizens and Government Workers in  the Areas of Energy Efficiency, Educational Assessment, Worker Productivity, Safety and Health, and Quality of Information Exchanges.

How companies adopt and deploy 'gamification' is yet to be seen. I recently published an article via CMS Wire that looks at the potential to improve sales enablement and productivity through gamification. While many have doubts about the validity and value in the non-gaming world, the industry research and support suggests that it's not a passing fad:

• Gartner included Gamification in its CIO New Years Resolutions, 2011
• Venturebeat.com writes that over $25 million US went to businesses using gamification as a core customer strategy and at least one $100 million fund dedicated in part to gamification was launched. You can read more on Venturebeat's website which has an entire stream dedicated to
• M2 Research estimates that the production of gamification projects will generate $1.6 billion in revenues by 2015 with an average growth rate for the next two years of 150%.
• Bloomberg Businesssweek writes that Gamification is a trendy technique to build addictive websites and has raised the number of return visitors by 20% for some sites.

I'm sure we'll see a few business-related early adopter / experimental applications in 2011. From my perspective, a lens that combines enterprise software, mobility and MMORPG  experience, I see several immediate opportunities:

• Product Testing: as noted above about the success Microsoft has experienced
• Sales Productivity: there's no better captive audience to deploy an incentive-based, reward-driven, status granting gamified application. We joke that sales is coin operated; what if we gave them lots of virtual coins for giving feedback, co-creating content and  participating with communities? As noted above, I detail some examples via CMS Wire.
• User Adoption: gamify learning systems and work process. Whether it's onboarding, product training or domain/subject/application specific learning - make the experience tolerable and potentially fun. The more end users who know how to use a system, application or process - this will increase productivity and even may lower the TCO of enterprise software purchases and implementations.

What's your perspective on this concept? Any examples of failed or fantastic case studies? Feel free to write your POV or link to other resources on this topic.

User-Generated Content: The Game-Changer towards Enterprise 3.0

How have your behavior, actions - even beliefs, changed over the last year or two? I'm willing to bet your behavior and actions on making a purchase have changed and I'll go out on a limb to say that it's because of User-Generated content.

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Sidebar: "User" generated content...really? Why is it that only drug dealers and techies call their consumers "users"? I've seen some references to "consumer' generated content... well, I'd say that users are consumers (by any definition, not just techies and drug dealers). My point is that in this social, collaborative and connected world, we use a term that de-humanizes content created by people when we call it 'user' ... I digress....

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The world is a mash-up. And User Generated Content is at the heart of it. The impact of UGC on the B2C world - and increasingly B2B world is significant. You can read more about my POV on UGC and how it impacts the business world in the March edition of KM World Magazine at UGC KM World Magazine. 

What is more interesting is the 'mash-up'. UGC is the collision of the business and consumer world - no matter if you're a B2C, B2B or government organization. It's the new reality. Are you ready for it?

Consider:

1. People talk. The fancy new term for it is, "Word of Mouth". Whether you're a vet, a grocery store, restaurant or major brand - people are now empowered to share their experience, their POV, their recommendation - whether you like it or not. Unfortunately, the more they DON'T like it, the more likely they are to tell others about it. AKA: Misery loves company. The personal and consumer world has infiltrated the business/corporate/government operating environment - what's your plan to embrace it and use it as a source for change/improvement?

2. People talk ALL THE TIME - and increasingly (thanks to the social infrastructure) to people whom they've never met before. We're tweeting and status updating and LinkedIn'ing our opinions, interests and beliefs all the time to the masses in the Cloud. 

The business world needs to accept that when people have something to say - ready or not - there it is: tweeted, retweeted, Facebook status update, etc. It's for all to see. The sad irony is that when we we've had a great experience, we relish in our contentment and have a great day. When it goes sideways: we're on our iPhone, Blackberry or other device to tweet about it before the situation/incident has even concluded. In many instances, the world could be notified of it before you are - and before having the opportunity to correct it.

3. People have influence and impact on your business, brand: The champion of mind-controlling tapeworms (a great profile I came across on Twitter) could be as influential as CNN. We're all publishers and media outlets! This could mean that the person from high school who you can only recollect as being the recipient of wedgies, is now the person with significant influence over your brand.. .subsequently your company's brand equity... subsequently, the company's EPS. No joke, if you aren't paying attention to or embracing UGC, it could be too late when you do. You may think wedgie-tapeworming guy doesn't matter, but the reality is that you should care that much more!

Bottom line: hellooooo brand new world. The Madmen of the 60's no longer dictate. This is not a command and control Marketing 1.0 world. The upside of Marketing 2.0 (enter UGC): the inmates ARE running the asylum and calling out the perpetrators of bad business, bad practices, bad... well... just being bad. If that's not you - or your business - then you have nothing to worry about. Even then, drop your guard for good service, good business, good practice - let's just hope that Guy K or someone else who's listed 24,000 times on Twitter doesn't hear about it first.

We're evolving from the Enterprise/Web 2.0 world of Engagement to the new 3.0 world of Participation. Consumers are engaged and now participating far more frequently on Twitter, LinkedIn, Blog sites, Online communities, etc. And there are millions of them out there. It's an exciting time when your words - your voice - matter and have impact.  For the business and government world - I hope you're listening.