In John Bernd’s recent post Building Efficiency Isn’t a Game, or Is It? he discussed the principles of gamification: increasing engagement by turning otherwise common tasks into those that are fun or offer an incentive. Sports marketing naturally lends itself to gamification, but these principles have been at work for decades. Do you recall the last time you used your rewards card to get a discount at your favorite retailer? That’s right — gamification was in play.
In consumer marketing, the ability to assign metrics to brand interaction and loyalty becomes invaluable. Social media has provided a platform for quickly and accurately gauging interest unlike anything we’ve ever seen before. In the appropriate application, these metrics then can be used to determine ROI in a different sense — Return on Influence. Unlike the traditional definition of ROI (return on investment), Return on Influence measures exactly how much interest is generated by reactions to social media engagement, such as retweets on Twitter® or likes on Facebook®.
This same principle is at work with the growing popularity of social influence indicators such as Klout and the recently launched Kred. Both use gamification to some degree — as you interact more with social media, your score increases. Eventually, these scores lead to some level of professional or personal recognition to help establish status in the community.
Now that building data has entered the social media space with the release of Panoptix by Johnson Controls and its companion, the Panoptix Connected Community, what are the possibilities for creating similar metrics to measure the influence of sustainable or energy-efficient buildings?
The same factors that motivate people to seek their own social influence could be applied to sustainable and energy-efficient building influence:
- The impact of energy and carbon data collected by today’s smart buildings is influential.
- The scoring and tracking of this data can introduce a competitive element.
- Buildings can compete by building type or within their competitive markets and trade organizations.
The concept already has proven successful through the EPA’s Energy Star rating system for buildings, so why not take it one step further and measure building influence?
People and organizations who do socially responsible things want to be recognized for it — and they should. The resulting recognition not only will help building owners and operators become more influential within their own organizations, but also it could impact the decision-making of the people and communities in which they interact.
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