« September 2011 | Main | November 2011 »
October 27, 2011
“Gameification” and Public Relations
I was in Frankfurt last week with my German leadership team. Carsten La Tendresse, the head of Gosub, our digital arm in Germany, told me about gameification as a key part of the future of public relations. He defined it as, "integration of computer game design techniques and mechanics into a website or campaign to encourage users to engage in desired behaviors." He went on to identify the game mechanics, from competitive social elements, to use of badges and earning of rewards for themselves and friends. His unit is working with the largest daily newspaper in Berlin, the B.Z., to encourage local residents to "support their districts" with badges and scoring (click here for a short video about the project). We are not talking Farmville here; we are using game-like qualities as a way to engage with customers, employees and other stakeholders with concepts that are easily shared, rewarding and even addictive.
My interest piqued, I consulted with Edelman Digital leaders Kevin King, Dave Armano and Marshall Manson. I also called on my pals such as David Kenny formerly of Vivaki now Akamai, George Colony of Forrester and Michael Wolf of Activate. Here is what I learned:
- All About Status and Social-Wolf -believes that you are giving participants the means to showcase personal achievement. Armano describes this phenomenon as social currency, shared information that encourages further social encounters.
- Gaming Culture to be Universal-Colony said this will be the next major user interface, inescapable in popular culture in five years.
- Who Will Play-Wolf says it is not just a teen phenomenon. Games are also being played by professionals and housewives. The potential market grows every time a smart phone is sold.
- Impact-Kenny believes that social games, which create peer pressure, can surely influence change in behavior. He is not so sure that skill games will do the same as it is too easy to opt out.
- Continued Interaction-This is the holy grail for PR-too many of us have grown up in a world of "one and done" meaning a single big story then shut out by other outlets. Manson said that "gamefication techniques keep people engaged and bring people back for more."
- Use in Employee Context-Badges are awarded for tasks as diverse as participating in car-pooling, keeping sales calls short or completing training courses. It uses leader boards to let players see who is ahead. Rypple is a work based tool which uses leader-boards, badges and game mechanics to encourage collaboration and performance.
- Rewards-Beyond the badges and implied status, there is a further benefit in Klout, a social network that partners with brands and offers deals to members with high scores based on reach, amplification and network impact.
- When to Use-King noted that gameification works best when "a certain level of intrinsic motivation of the user already exists." A good example might be an anti-smoking drug seeking to promote compliance.
Posted by Edelman at 4:47 PM |
Comments
I've been waiting for someone to connect the dots between engagement (which is essential to game design) and the stimulation of the "good feelings of accomplishment" rewards of gameplay (which can effectively "grease the skids" in the shaping of public opinion one person/player at a time.) The key is scaling up from the individual level...perhaps by concepts such as invitations to join in team play using leadership badges or thought-leader ranks as recruitment rewards?
Posted by: Tom Nocera at October 27, 2011 7:12 PM
I can’t tell if gamification is actually a word (the red line under it makes me think not) but it does have its own Wikipedia entry (http://en.wikipedia.org/wiki/Gamification). The marketers at Duke’s Fuqua School are using games as a way of further educating and engaging key stakeholders. For example, instead of simply sending out messages or talking points, they have quizzes where recipients (often alums who they want to be ambassadors) can earn points that translate into swag, etc. Duke’s ISIS program (http://isis.duke.edu/) has been looking, from a multi-disciplinary perspective, at how to further incorporate games into learning and corporation operations.
A lesson here is gamificaiton isn’t solely a consumer idea, we can apply these tactics to a range of assignments in the corporate, PA, employee engagement, technology and CSR realms. Whenever we are trying to engage an audience – be it employees or other ambassadors – games can be an effective way of helping them better understand our client’s narrative and reward them for carrying it.
Posted by: Justin Blake at October 28, 2011 6:33 PM
Post a comment
| TrackBackOctober 21, 2011
Europe: Moment of Decision

I have been in the financial centers and political capitals of Europe this week: Paris, Brussels, London and now Frankfurt. At the start of the week, expectations were being raised that the EU leaders converging on Brussels this weekend would agree on the final shape of the Greek bailout, the recapitalization of the banking sector, and the possible creation of a European super-fund to manage special situations with alacrity. By Thursday evening, the need for an additional Summit a few days later underlines how incredibly intractable the issues really are for politicians desperate to settle nerves in the markets worldwide as well as in the Eurozone. The issues of sovereign decision-making (versus policy dictates from Brussels), public tolerance for further funding of the banking sector, and the civil unrest in a few of the member states add to the drama.
Here are a few of observations from a week of meeting with clients and government officials:
1) France and Germany Leading the Show—Mrs. Merkel and Mr. Sarkozy are taking the lead on resolving the key issues facing the EU, and are asking—even demanding--that other member states fall into line. This is not the usual consensual EU style, but there is a crisis and decisions must be made quickly. The member states most unhappy are the new ones from Eastern Europe who freed themselves from the Soviet Union and now expect some say and measure of autonomy, exemplified by Slovakia’s rejection of expanding the euro zone's rescue fund, earlier this week. Despite the challenges for even these two countries to reach a common view on Eurozone problems, one potential positive to the current crisis is that it may be reinvigorating the Franco-German engine pushing the EU forward. That said, Merkel finds herself in a political fix at home; Sarkozy has an impending election and is behind in the polls; both – like many politicians in the region - are waiting to see who else blinks and then who blinks first.
2) Fury Against Banking Sector—The suggestion that banks may respond to need for higher capital ratios by selling off assets, thereby shrinking balance sheets and diminishing lending, is causing outrage. Attached is a copy of the headline from Die Zeit, the leading German newspaper, calling for restraint of the banks with a visual of a rope around a bank skyscraper. Banks are loudly protesting the likely revaluation of the Greek debt because bondholders’ losses are likely to double from the present 21% to something like 40%.
3) Decline in Trust in Government—Leaders in France, Germany and the UK are all losing popularity. The same goes for Spain and Italy, where Mr. Berlusconi barely survived a vote of confidence last week in Rome. The Economist even ran a recent headline that said ‘The man who screwed an entire country.’ Government institutions are national but the markets are demanding a more unified solution. One expert said that the EU was created in the 50s for a much smaller number of nations in a much less connected world. A business executive commented that the political risk in developed countries is now as high as in developing nations, citing German’s decision to stop nuclear energy by 2020 as an example of unpredictability. The deep irony may be that greater political EU integration may be the only way to stave off monetary collapse.
4) Attitude toward USA—There is amazement here about the unpopularity of President Obama in his own country. For example, Obama gets 71% approval rating in the UK. There is great interest in the Occupy Wall Street movement, in particular whether this is truly a populist movement in the making (I think not). Given America’s own economic travails, the EU recognized that they need solve the crisis themselves (USA will participate only as an IMF member in financial super fund). The Europeans see America as more similar to them than in any time since WWII, given high unemployment and constrained budgets. The joint campaign in Libya is seen as a perfect example of European American cooperation.
5) Companies Playing Hardball—The CEO of Fiat has informed the unions in his home country, Italy, that unless they agree to wages at the level of Eastern Europe workers, he will relocate his production. Mr. Marchionne recognizes that there is excess car manufacturing capacity in the Continent and that it is survival of the fittest. Business leaders in the UK are openly complaining about excessive personal taxation levels leading to a flight of talent and a brain drain.
6) Gap Between Rich and Poor—Restaurants are jammed in Paris and London. Shops seem to be busy. But as in the USA, go outside of the capitals and you will see a different picture. When I was in the UK, the inflation rate was 5% and TV coverage was mostly about families having to choose between paying rent or utilities or feeding the family. In Spain, youth unemployment stands at almost 50%, with little prospect of a ‘quick fix.’ How long before they lose patience with their elder and usually wealthier citizens?
7) Sustainable Consumption—Despite the economic challenges, executives seem to be convinced that their companies must continue to advance sustainability practices, though many are still to reconcile what ‘sustainable growth’ truly looks like. There seems to be less concern about reducing demand as prices rise to compensate for higher costs of production. In fact, the solution in Europe seems to be smaller sizes (I eat a lot more bread at meals here as portions are smaller than in USA).
We are witnessing a battle for Europe’s soul. Is it a region of nations or is it moving towards greater integration and becoming being a quasi nation-state with federal powers? Is the solution the hard-edged reduction of government spending carried out in Ireland and the UK (where not everyone is so convinced by Chancellor Osborne’s medicine) or the muddle through philosophy of the Mediterranean states? Or could the Scandinavian model balancing entrepreneurialism and state support in so-called ‘flexicurity’ prove itself the better template? Will Germany be willing, as the economic superpower most benefitting from the Euro as a giant exporter, be willing to shoulder as much as half of the $1 trillion total cost of the bail-out of Greece, bank refinancing and super fund for future crises?
I feel like a witness to history; let’s hope that sanity prevails and the package comes together over the next few days. The officials seemly oddly calm that it will, even if their political masters’ leadership skills are being tested to the limit.
Posted by Edelman at 8:17 AM |
Comments
Post a comment
| TrackBackOctober 13, 2011
Two Tall Trees
Two of the giants of the Chicago business community passed away in the last week. Bob Galvin and Art Nielsen were the CEOs of Motorola and A.C. Nielsen. But they were much more to a young man looking for role models. Both were close friends of my parents, supporters of Senator Charles Percy, members of Young Presidents Organization and major contributors to the non-profit sector. They had so much in common:
1) Technology—They were unabashed geeks. They saw the potential in digital before there was such a word. Mr. Galvin always had the latest Motorola device—I thought his CB radio was the coolest thing ever.
2) Global Thinkers—Motorola was involved in China shortly after the opening with Nixon and Mao. Both understood that American clients could be the base business but that there had to be a truly global platform.
3) Entrepreneurs—They inherited their companies from their fathers. But they were not satisfied simply to keep things moving along—they wanted game change. They were close to key clients (Nielsen with P&G). They operated on instinct as much as numbers.
4) Competitors—Art Nielsen was a fantastic tennis player. He brought the same type of intensity to the office, controlled and cool but always ready to pounce. Galvin was intent on winning, but only the right way. They recognized the need for quality in all aspects of the company; in fact, Motorola won the first Baldridge Award from the US Government for its Six Sigma program.
5) Family—They were not workaholics; they recognized that the next generation needed space but also guidance (a bit of pushing for excellence).
6) Community—They were the best of the post-war Chicago business elite, serving on charitable boards, raising money, leading from the front. They understood that a great company needed a viable community.
Mark Twain wrote, “The miracle, or the power, that elevates the few is to be found in their industry, application and perseverance under the prompting of a brave, determined spirit.” Bob and Art, I salute you.
Posted by Edelman at 10:27 AM |
Comments
Post a comment
| TrackBackOctober 12, 2011
Social Comes to Health
The Edelman Health Barometer 2011, released last week in Europe, indicates a profound impact of friends and family on personal health, now comparable in importance to health care providers. This dispersion of authority is a consistent theme in the 12 country, 15,000 person survey. In fact, after themselves, nearly half (43%) of respondents believe their friends and family have the most impact on their lifestyle as it relates to health and over a third (36%) believe friends and family have the most impact on personal nutrition.
The three most important sources of information on health decisions are conversations with health professionals (45%), discussions with friends and family (32%) and health related websites (29%), with several mainstream media options trailing at 20-27%. The most credible spokespeople are clinicians: physicians (88%), pharmacists (81%), nurses (77%) and nutritionist/dieticians (75%), as well as academics (72%). There is an important role for “someone living with the disease” (65%) or friend/family member (55%). Celebrities are not trusted at all (17%) unless they also belong to one of the afore-cited categories, an important call-out to PR people and marketers; nor are government regulators (31%). Commercial interest, however, does not detract from credibility—by a five or six to one ratio, pharmaceutical companies are seen as credible sources of health related information. The power of expertise in evidence again.
I was amazed to learn that nearly a third of people (31%), predominantly those with healthy behaviors, distance themselves from friends who engage in unhealthy behaviors. A larger proportion (44%) do not factor health into decisions on social interaction—these tend to be those with less healthy behaviors consuming less health information.
What you begin to understand is the virtuous, inherently social circle of health and the downward spiral of poor health behavior. The study confirms that the primary trigger for “personal health advocacy” is to improve the long term health of another person. Meanwhile, half of those who initiated behavior change surveyed said that they had failed to change a negative health behavior, relapsing because they enjoyed it, were addicted, or didn’t experience the benefits of making the change soon enough. This is pretty powerful indication that key to change that really sticks is early, engaging reinforcement.
Personal health devices and technologies are helping, with nearly 7 in 10 people who use them finding them helpful in improving their health. But only 20% of those surveyed are using such instruments.
Both Business and Government are receiving failing grades for their roles in health. US Business gets bad marks on nutrition (52% negative), environment (60% negative) and Healthcare system (60% negative)—government rates somewhat better. In Europe the story for business is even worse, with about twice as many negative as positive on business’ role in nutrition, environment, lifestyle and health care system, with government again faring only slightly better in most categories. Note that globally, 82 percent of respondents said it was important for business to improve and maintain the health of the public but only 32 percent said business is currently doing a good job of it.
The opportunity for Business and Government is best described by the new expectation of health; for 80%of the public surveyed, it means more than being disease-free. People want support from institutions as employers, educators, innovators and information sources to help them change behavior, sustain a healthier lifestyle, and make a positive difference in others’ well-being. Individuals who lead in business, government and civil society have a particularly substantial remit by dint of our health influence in professional and public spheres as well as personal.
I can tell you from my own bizarre experience with prostate cancer that I am more committed than ever to eating right, sleeping enough hours, working out, going for regular medical check-ups, and turning off my Blackberry at 9 pm. And to creating a climate that makes it easier for others to do the same. You can evolve if you try hard enough.
Posted by Edelman at 4:30 PM |
Comments
Post a comment
| TrackBackOctober 7, 2011
TouchPoints—A Guide for Leadership
I had an opportunity to interview Doug Conant, former CEO of Campbell Soup Company, at the Sixth Annual Edelman Change Summit yesterday in Edelman’s New York office. Conant has recently released a book, TouchPoints, on how to lead an organization. Campbell is a remarkable turnaround story; it outperformed food industry peers in stock price and market share in key categories of ready-to-eat meals, beverage and snacks in the decade of Conant’s stewardship. One would assume that he would be the usual CEO tough guy, spitting nails, radiating self-assurance, solely focused on performance. In fact, he is a self-described introvert whose views are markedly different from many of his peers. Here are a few of his comments:
1) Get the Culture Right First—You start by winning in the workplace. Then you can win in the marketplace. You must not stop there; you must also win in the community.
2) Leadership Model-- His six-step leadership model begins with Inspire Trust, then Create Direction, Drive Organizational Alignment, Build Organizational Vitality, Execute with Excellence, Produce Extraordinary Results. He said that he is tough minded on standards but tender hearted with his people. “You have to confront the brutal facts and the feelings that get in the way of execution. His mantra was ‘Campbell Valuing People’ and ‘People Valuing Campbell.’
3) Engage Employees --He cited a Towers Watson 2010 Study stating that 21% of employees are engaged, 42% are enrolled, 38% are actively disengaged or disenchanted. He talks in his book about solving the morale issue by being both consistent and flexible. “To be fully alive in the way you lead, you need to be curious, to ask good questions….to make a commitment to inquiry.” He suggests that leaders take both assertive and adaptive approaches; “Ancient Taoist philosophy sees the assertive YANG and adaptive yin as the complementary opposites that together form a whole….wisdom lies in understanding the movement between opposites or the dance of change.”
4) Hold Leaders Accountable to Performance—He had to dismiss 300 of the top 350 executives at Campbell’s in his first three years on the job. Why? The Gallup study of engagement (wildly engaged to disengaged) showed a 2-1 ratio. For every two people wildly engaged, one was widely disengaged 1 to 70 ratio when normal World class is 12 to 1 and world class is 15 to 1. He replaced half of the 300 dismissed with internal people ready for the challenge, the other half with outsiders from PepsiCo, General Mills and other food companies. He said that the average CEO tenure is four years and he could not afford to wait around for his top team to get on board. He has completely reversed the situation; the engagement ratio is now 17 to 1.
5) Get Feedback—Every day Conant would don his walking shoes and take 30 minutes to visit different parts of the operation. He made sure to take advantage of “the power of Touch Points….because the action is in the interaction.” He describes his role as a leader, “It is not a matter of title or position, it is a matter of behavior. The leader is the one who listens carefully, helps others frame the issue, brings a sense of urgency and creates confidence about the next step.”
6) Accountability—In his book, Conant says of leaders, “They wonder whether their first loyalty should be to the customers, the shareholders, the employees or the community.” He quotes Shakespeare, “To thyself be true….you are accountable to yourself.” He believes in winning with integrity. In military parlance, “the code is first the mission, second the team, and then oneself.”
7) Giving Back to Community—The company made $100 million investment in a new employee center and upgrades to existing facilities a new factory in Camden, its headquarters city struggling with unemployment and out-migration. It ripped down the rusting barbed wire fence around the office. Nine hundred Campbell employees volunteer in the community with company-paid time off under the Nourishing our Neighbors commitment. It contributed $10M to help address childhood obesity and hunger.
8) Balancing Shareholder and Stakeholder—Conant did not make quarterly projections for Wall Street, but provided annual guidance. He simply made the numbers for the year. He said that he needed a long term perspective to make the important changes in the company’s portfolio. He acknowledged the tension between the Milton Friedman school of a narrow view of company responsibility and his own sense of the critical role of the private sector in achieving a “shared value” outcome.
I started my career as a convinced tough guy. My schooling at Harvard B School was in the mode of the West Point of Capitalism because war was our dominant metaphor. Strategy and tactics were terms of art, taking the hill or rallying the troops usual metaphors. I remember about fifteen years ago showing a clip from the movie, Glory, in which Matthew Broderick, playing Colonel Robert Shaw, forces his African American regiment to shoot their rifles in target practice, then yells at them, “Faster. Load the gun. Faster. Shoot now,” because he believes this is the right way to get the soldiers ready for real conflict. I have recognized the value of Conant’s thinking. When one of my direct reports brought me a package to a recent meeting, I opened it to find a bottle of liquor and a shot glass. She told me that we had won a new client. I turned the cap on the bottle, poured, and chugged the shot. Then I passed the shot glass to each person who did the same. Empathy and humanity are what people remember, not the numbers.
Posted by Edelman at 3:52 PM |
Comments
Empathy and humanity, indeed, always win. You can't win the game watching the scoreboard. Nice piece!
Posted by: Barry Collodi at October 17, 2011 6:49 AM




