enterprise gamification by itzcorinne
DESCRIPTION
Is Gamification legit or a leap of faith? Presentation investigates whether (or not) there is real business value by looking at case studies, market data, enterprise use cases and best practices. Includes user adoption impact and potential to improve brand loyalty and brand visibility.TRANSCRIPT
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ENTERPRISE GAMIFICATIONR E A L V A L U E O R L E A P O F F A I T H ?
Corinne Schmid, ECMM
Director, Solution Marketing | OpenText
[email protected] | Twitter: itzCorinne
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I‟ve been reading a lot
about Gamification lately.
ForbesThe Gamification of SAP,
Wall Street JournalGamification: Hype or Game-Changer?,
Business WeekCEO Guide to Business Gamification
InformationWeekDell Hopes to Score with Gamification,
Financial PostGamification – Games Business Play
Los Angeles TimesBusinesses are using game mechanics online
to rev up sales
BBC NewsGamification time: What if everything were
just a game?
Imediaconnections15 Brand Examples of Gamification
Mashable5 Predictions for Game Mechanics in 2011
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Was this legit?
Or a leap of faith?
I needed to investigate:
• Who‟s using Gamification?
• Why?
• What is Gamification?
• Why would I want it?
• Does it drive business value?
• How do I get started?
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I quickly found companies
who had taken the leap…
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After three months -
184,000 players
First three weeks
30,000 players
Users completed
7 challenges
Source: http://mashable.com/2011/07/18/gamification-marketing/
Buffalo Wild Wings
They generated 100+ million social
impressions via Facebook and Twitter
1 in 3 players
returned to play again.
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Green Giant & Farmville gamified vegetables!
Source: Farmvillefreak.com
The campaign generated
420,000+ „Likes‟ on Facebook
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Playboy crowned „Miss Social‟ illustrating
that sex sells, even more, when gamified…
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Playboy doubled its consumer base within 4
months
Source: VentureBeat
85 % rate of re-engagement
60 % improvement in
revenues from one month to
the next.
December 2010 – March
2011, grew active user base
by 80,000.
Errr, I just read it for
the articles, of
course…
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American Express Nextpedition
„Travel sign‟ racks up over 2 million „likes‟
Source: Facebook
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The US Army gamified recruitment.
America‟s Army was more successful
than all other recruiting programs
combined.
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SAP + Fun + Gamification?
“Had the most fun I’ve had at an analyst event…”
SAP Plays Games with the Analysts, and the Gamification of the Enterprise BeginsJosh Greenbaum, Posted on February 28, 2011
I went to a preview showing of a new SAP product last week, and had about the most fun I’ve had an analyst event since….well, if I had more fun than I had at last week’s event, I can’t remember… That’s because SAP chose to “gamify” the presentation
Michael Krigsman, on March 1, 2011 at 2:49 am said: I was at the same event and must agree strongly with Josh’s positive impression. The entire setup was designed to be engaging, substantive, and thoughtful….
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It certainly looked promising.
But what exactly is
Gamification?
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Gamification
The use of game play thinking and mechanics to
solve problems and engage audiences.
Typically applied to non-game applications;
particularly consumer-oriented web and mobile sites,
in order to encourage people to adopt the
applications.
Source: Wikipedia
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Huh?
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I found it easier to
define what
gamification isn’t…
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It‟s not monkey business at work…
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No knights No dragons No aliens…
Or turning work into a fantasy land
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No virtual farms….
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And no (mis) leading employees...
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So what is Gamification?
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Source: Gameinformer.com (Feb 2011)
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I think I‟ve got it!
It‟s about applying the
principles of gaming
to non-games.
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But why would a business want this?
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Enterprise Gamification can
increase user engagement,
influence behavior and
motivate participation.
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I‟ll paint a picture to see
if I understand…
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Enterprise gamification would help me go
from this…
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and this…
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to this!!
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HOW?
By applying gaming
principles - game
mechanics and game
dynamics
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What on earth are game
mechanics and dynamics?!
I needed a quick run through…
GAME MECHANICS
Tactics commonly used in games
to encourage gameplay. This
includes Badges, Points, Leader
boards, Levels, Challenges, and
Achievements
GAME DYNAMICS
Strategies commonly used in
game design based on
psychological motivations to
drive behavior.
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I didn‟t see the real value it
would bring to the business…
I looked to industry experts
Getting warmer.. But I still wasn‟t 100% clear…
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http://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447
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http://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447
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http://gamificationofwork.com/2011/09/gamification-is-not-a-game/
Michael also says,
“Rather than speak corporatese and
gobbleygook, start using game mechanics.”
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http://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447
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http://blog.socialcast.com/e2sday-adding-play-to-the-enterprise/
SocialCast sees 5 Ways it can
strengthen your business
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1. Energize Your Workforce
2. Drive Performance Improvement
3. Innovate Organically
4. Motivate Teams
5. Identify Emerging Leaders
http://blog.socialcast.com/e2sday-adding-play-to-the-enterprise/
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I knew that many
experts come from
software vendors…
…Would industry
analysts share
their enthusiasm?
Quite compelling!
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Gartner seems to!
Webinar hosted by Mark Raskino, VP & Gartner Fellow, February 2011
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Gartner also added Gamification to its Hype Cycle
for Emerging Technologies, 2011.
Source: Gartner (July 2011)
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M2 Research forecasts rapid market growth –
from $100m (2011) to nearly $3 BILLION in 2016!
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
2011 2012 2013 2014 2015 2016
(in $100m)
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Gartner predicts significant adoption from the
Global 2000.
Gartner Says By 2015,
More Than 50 Percent of
Organizations That
Manage Innovation
Processes Will Gamify
Those Processes
Press Release
Egham, UK,
April 12, 2011
“By 2014, a gamified service
for consumer goods
marketing and customer
retention will become as
important as Facebook,
eBay or Amazon, and more
than 70% of Global 2000
organizations will have at
least one gamified
application,”
Gartner
http://www.gartner.com/it/page.jsp?id=1629214
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What about B2B? And
could it be effective
for non-marketing
applications?
The analysts see potential and huge growth!
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OpenText gamified its internal Social Media
program and increased adoption by 250%
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Cisco gamified its annual sales kick-off
http://www.nomimes.com/casestudies/hunt/
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Microsoft PowerPoint Ribbon taught the company that the
more users leverage additional portions of the platform, the
more it leads to retention and customer satisfaction.
http://blog.junta42.com/2011/07/gamification-examples-content-marketing/
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SAP gamified their Las Vegas TechEd
Conference
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SAP‟s Gamification Strategy
“Unite 1 billion Earthlings within 48 moons to
defend the empire against the dark hordes.”
Their words, not mine. I‟m a
frog and not part of any
dark horde.
Source: SAP Gamification Overview
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IBM saved millions by gamifying product
manual translation and localization.
The IBM Social laboratory is also using gamification and crowdsourcing principles to reduce the cost of internal projects….[Jeff] Schick cited a language translation and localization effort
for product manuals that typically cost the company millions.
Yet IBM was able to significantly reduce the expense and increase accuracy by awarding points to employees who helped translate the documents. Employees with the highest point totals earned money for their charities.”
http://gamification.com/post/7903026979/the-ibm-social-laboratory-is-also-using
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MetaStorm gamified their community to provide
better support for their customers and partners.
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That‟s legit!
Enterprise Gamification
improves engagement
and participation among
employees, partners and
customers.
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All together, I‟ve seen
three ways that
Gamification can benefit
the business…
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Gamification is being used to build brand loyalty
and awareness plus engage end users.
Brand Awareness,
22%
Brand Loyalty, 33%
User Engagement,
44%
Brand Awareness Brand Loyalty User Engagement
Source: M2 Research
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Wait!
What about VALUE ?
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We know that user
adoption is key to the
ROI of technology
investments.
Let‟s take a look a the
state of end user
adoption…
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2010 Survey asked, What is the greatest factor preventing end-users’ from deriving value from software?
60% cited “slow adoption/transference of
best practices”
Source: NeoChange (2010)
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The same study cited the average effective
usage rate was 54%
Source: NeoChange (2010)
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Source: NeoChange (2010)
Up to 25% of end-users' application face-
time can be lost productivity.
Source: NeoChange (March 2011)
Ho-hum
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Gamers tend to be more
motivated than non-gamers to be
connected to others, and they
display a higher than average
propensity to interact with brands
on social networks...
Adam Kleinberg for Mashable
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That‟s cool.
User Adoption creates
business value by
improving ROI and
lowering TCO.
That‟s important stuff for
IT and the business.
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And gamification impacts
user adoption (by
improving user
engagement).
That will drive ROI and
TCO. That‟s real value.
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Brand loyalty is related to
customer satisfaction and
retention.
If customers are satisfied
and loyal – this reduces
churn rates.
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Research shows that SaaS
companies experience
between 8.5% to 60%
churn rates.
If Gamification can reduce
churn rates, that impacts
real dollars.
Sources: Cloudave.com
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I understood the value.
Now, I just needed to
skate through HOW one
applies gamification.
Sources: AIIM and Cloudave.com
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Remember these guys?
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It‟s about staying in the „Game Mechanic Zen‟ zone
Source: Mashable
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And there‟s method to design…
Source: Gabe Zichermann (Loop) and Gamificationofwork.com [Logo] . Note: Gabe is a Gamification super hero.
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Gamification gurus from Bunchball recommend these
11 steps
Source: http://www.bunchball.com/
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Know the Rules and Considerations – avoid
getting into deep Sheep!
Source: Davis Wright, Tremaine, An Introduction to Gamification, April 2011.
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Content Strategy
Social Media Program
User Experience & Design (UXD)
Strategy! Yep, you’ll need one of those with clear
objectives and performance metrics.
Oh yeah, don’t’ forget that budget and resource thing too!
Commitment from executive sponsors and key
stakeholders
Project management: experienced at coordinating
multiple departments, deadlines and diverse personalities.
Could also include agencies, vendors and/or contractors.
To evaluate „readiness‟ for gamification, I
needed to look into the state of our…
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I had found answers:
Who‟s using Gamification?
Why?
What is Gamification?
Why would I want it?
Does it drive business value?
How do I get started?
I used many sources to find this
information…
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Gamification Gurus:
• Gabe Zicherman, gamification.co• Mary Jo Kim, shufflebrain.com• Michael Wu, Ph.D, Lithium.com• Seth Priebatsch, SCVNGR.com• Adam Kleinberg, Traction.com
Cool Companies:Many out there - these ones have great information online.
• Bunchball• Gamify.it• Lithium• Shufflebrain• SCVNGR
Far from an exhaustive list, these are some
of my fav‟s
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I liked these books;
Amazon has many, many more.
Fun Inc.: Why Gaming Will Dominate the
Twenty-First CenturyBy: Tom Chatfield
(Nov 15, 2010)
Game-Based Marketing: Inspire Customer Loyalty
Through Rewards, Challenges, and ContestsBy: Gabe Zichermann and
Joselin Linder(Mar 29, 2010)
Total Engagement: Using Games and Virtual
Worlds to Change the Way People Work and Businesses Compete
By: Byron Reeves and J. Leighton Read(Nov 2, 2009)
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Slideshare has lots of
presentations.
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SHE‟S PASSIONATE ABOUT
• Marketing 3.0, Apps (software & marketing automation) combined with the
consumerization of IT – and how it‟s blazing a trail for new B2B marketing practices.
• Keeping up with the Joneses and writing | blogging | sharing info on Content Strategy,
Marketing and Mgmt.
• Managing an insatiable obsession for shoes.
• Certified Yoga Teacher and aspiring Yoga Therapist
You can contact this nice lady too.
• She‟s the Director of Solution Marketing at OpenText,
• With over 15 years in B2B software marketing,
• And is a master, an AIIM certified ECM master, that is.
• She writes editorial and is a columnist with
CMSWire.com
• And she presented on Gamification and Content
strategy at the EU Content Strategy Forum, Europe,
2011
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That‟s it. Thanks!