Gamification: A Capability for the 21st Century Employee

Presented by Matthew Carson and Allison Carroll

Agenda

• What is Gamification?• Why is Gamification Important?• Where is Gamification being done today?• What are the things to listen for from your

clients?

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WHAT IS GAMIFICATION

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GAMIFICATION: DEFINITION

Gamification is the use of game attributes to drive game-like player behavior in a non-game context. This definition has three components:

1. “The use of game attributes,” which includes game mechanics/dynamics, game design principles, gaming psychology, player journey, game play scripts and storytelling, and/or any other aspects of games

2. “To drive game-like player behavior,” such as engagement, interaction, addiction, competition, collaboration, awareness, learning, and/or any other observed player behavior during game play

3. “In a non-game context,” which can be anything other than a game (e.g. education, work, health and fitness, community participation, civic engagement, volunteerism, etc.)

Source: Dr. Michael Wu, Principal Scientist of Analytics at Lithium. http://lithosphere.lithium.com/t5/Science-of-Social-blog/What-is-Gamification-Really/ba-p/30447

Bottom Line: Use game principles to reward positive behavior and progress

GAME MECHANICS• Companies use at least one of six

primary game mechanics already:– Points– Levels– Challenges– Badges– Leaderboards– Rewards

• All of the mechanics can be leveraged to engages employees and increase retention rates

• The goal is to develop a model that simultaneously engages employees and assists in identifying top talent for leadership

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Source: http://visual.ly/adding-play-enterprise

A MODEL FOR GAMIFICATION: THE SAPS FRAMEWORK

• Status – opportunities to level up, desire for status is universal and people don’t want to lose status

• Access – giving people something that they can’t have without you.

• Power – giving people control over other people. Moderator on a forum, leader of a group, etc.

• Stuff – can be expensive and is a known quantity. Would you rather get a free 11th cup or not have to wait in line for the coffee?

Source: http://www.inc.com/inctv/201107/live-chat-gabe-zichermann.html?nav=next

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SERIOUS GAMES: NOT GAMIFICATION

Urgent Evoke

www.urgentevoke.com

• IBM – CityOne

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WHAT ARE SOME GAMIFICATION EXAMPLES

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GAMIFICATION IN PRACTICE: TESTING

• Scenario: An employee wants to demonstrate their level of expertise across the firm to be recognized as an internal thought leader and to increase their professional network

• Value: Management can identify skills of employees for proposals or project staffing without mass resume calls or internal team resumes

• Solution: Smarterer’s Approach using Game Mechanics

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Approved questions that determine level of mastery on a specific body of knowledgeRanking within the community to identify a fit on future projects

IN PRACTICE EXAMPLE: LEARNING Scenario: A manager needs to develop an individualized learning plan for

each of their employees under the direction of senior management with the expectations that they will be able to track progress and achievement in real-time.

Solution: The Khan Academy Approach to Game Mechanics Employees see progress for their individualized learning path Managers can track and assist employees using real-time KPIs

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Knowledge Map

Manager

Learning Plan

Multi-Employee Training Activity

Multi-Employee Training Performance

Profile Video Tutorials

Employee

IBM

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BadgesLeaderboardsPoints

Levels

Rewards

Quests

Challenges

EMC

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Badges

LeaderboardsPoints

Quests

Levels

ChallengesRewards

CUSTOMIZE

SALESFORCE WORK.COM

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HOW ARE ORGANIZATIONS USING GAMIFICATION

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BY 2015, 50 PERCENT OF COMPANIES WILL EMBRACE GAMIFICATION, GARTNER SAYS

“Gamification describes the broad trend of employing game mechanics to non-game environments such as innovation, marketing, training, employee performance, health and social change,” said Brian Burke, an analyst at Gartner. “Enterprise architects, CIOs and IT planners must be aware of, and lead, the business trend of gamification, educate their business counterparts and collaborate in the evaluation of opportunities within the organization.”

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Source: http://venturebeat.com/2011/04/14/by-2015-50-percent-of-companies-will-embrace-gamification-gartner-says/

GAME MECHANICS AND ORGANIZATIONS

• Gamification is being leveraged within typical organization’s today through: – Performance Awards– Sales Leaderboards– Contests & Innovation Challenges– Reputation and Skills Management– Management Oversight & Insight– Knowledge Management

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UNDERSTANDING EMPLOYEE BEHAVIORSTo avoid the grass is greener mentality there are four guiding principles that shape employee behaviors and improve company engagement:•Progress Paths – How close is an employee to the next “level up”?•Social Connection – How do employees determine what peers share the same skills (e.g. Belting) and where they rank?•Interface/User Experience – What environments can be used to engage employees on existing/future social platforms? (multi-device access, augmented reality)?•Feedback and Rewards – What motivates employees and / or leadership? (determine reward models to incentivize behavior, so-called “turbocharging” effect)

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http://visual.ly/adding-play-enterprise

IN PRACTICE EXAMPLES: USE BADGING TO INCREASE ENGAGEMENT

• Contract Badge: Understanding of a contract vehicle

– Novice to expert levels, perhaps different badges for different contract types

• Capability Badge: Understand the Service Offerings in different capabilities

– ST&I, Sys Dev, Cyber, Master Technologist (all tech capabilities understood), S&O, Analytics, etc.

• Idea Generator Badge: Promote new ideas with key career incentives

– Top 50 idea generators in the firm receive mentoring time with senior leadership based upon badge level

– Idea generator badge – generate 5 ideas, get a 30-minute brainstorming session per quarter with senior leaders.

• Key Need: Develop an incentive/reward/acknowledgement system

– Have a clear concept of what we want our employees to accomplish– Understand what matters for employee and firm success

• Goal: Have a leaderboard to allow both employees and management measure progress along the way. 18

ENGAGEMENT AND GAME MECHANICS

• Adding game mechanics is an effort to solve the “interactions per person” problem as opposed to just increasing social activities.

– We want all employees to start engaging, not just employees that already engage to engage more.

• Employee behaviors change over time, and injecting game mechanics is a means to assist that change.

– When you’re a Consultant (level 1) you have different goals, different objectives, different skills, different activities, etc. from when you’re an Associate, or a Senior Associate, or a Vice President.

– Each level can approach their working life with the right set of tools and a shaped environment to be successful in their work. (In games, as you level up, your quest challenges increase and enemies get stronger but have higher rewards for success, and it just isn’t fun to fight lower level enemies)

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POTENTIAL VALUE PROPOSITION

• Energize the workforce

– Provide employees with a sense of purpose and incentive to engage in collaborative efforts

• Drive Performance Improvement

– Timely feedback to directly engage employees• Innovate in an Organic way

– Capitalize on geographic diversity of workforce

– Enable Grass-Roots efforts• Motivate Teams and Individuals

– Clearly identify what teams/individuals get if they do well

• Identify Emerging Leaders

– Senior Leaders can identify upwardly mobile staff

• Institutionalizing these concepts can help develop patterns for project resource allocation

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WHERE ISGAMIFICATIONBEING DONE TODAY

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LEADING CAPABILITY PROVIDERSCompany

(Not an exhaustive list)Technology Partners Integrators Supported Platforms

Bunchballwww.bunchball.com

IBM, Microsoft, Yammer, Jive, Salesforce.com

Perficient, Riser Media, Salesforce Sharepoint, Yammer, Jive, IBM Connections, Jive, Microsoft

Badgevillewww.badgeville.com

Yammer, tibco, IBM, Microsoft, Jive

Perficient, Appirio, Oracle, Saba, Deloitte, CloudSquads

Jive, Yammer, Zendesk, Salesforce, Sharepoint, Bazaarvoice

Work.com www.work.com

Salesforce.com PwC, Knowledge Infusion Mobile, Salesforce, Web-based

PugPharmwww.pugpharm.com

N/A N/A Mobile Devices / Web-based, facebook

Echo.itwww.echo.it

N/A N/A Web-based, SaaS solution

Company(Not an exhaustive list)

Additional Information

Mozilla Open Badges www.openbadges.org – uses an “open badge infrastructure”

Userinfuser http://code.google.com/p/userinfuser/ - Google Open Source Project

Zurmo http://zurmo.org/features - Open Source CRM Platform with Gamification

Open Source Platforms

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OTHERS IMPLEMENTING GAMIFICATION

• Nike – Nike+ running techniques• iFit – badges for running, competition against others• Recycle Bank - Recycling incentives

Source: http://gamification.co/2012/05/14/status-is-gamifications-endgame-badges-are-not/

Source: http://www.gsummit.com/23

IS GAMIFICATION RIGHT FOR MY CLIENTS

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ASK YOURSELF

1. MOTIVATION:

Would my client derive value from encouraging behavior?

2. MEANINGFUL CHOICES:

Are target activities sufficiently interesting?

3. STRUCTURE:

Can desired behaviors be modeled through algorithms?

4. POTENTIAL CONFLICTS:

Can the game avoid tension with other motivational structures?

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CHALLENGES & WHAT TO LISTEN FOR

• Lack of innovation in the workplace• Ineffective collaboration across the enterprise• Customer Engagement (technology partners,

service consumers, • Interest from leadership to increase productivity at

work• Lack of Knowledge Management• Retention Issues• Interest in Interactive Learning Systems• Boredom with existing social platforms

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BACKUP

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Beyond Badges: The New Rules of Gamification

Portion of online article:

"For years, no one could see how they were doing—it was all opaque," says Paharia. But now, by letting employees compete against colleagues with points, each worker knows exactly where they stand. It's also a powerful motivational tool, showing employees that they're not working in a vacuum.

"It encourages the notion of teams, that an not only doing it as part of myself, but part of a group," he says. "It's all about focusing on internal."Source: http://www.inc.com/articles/201112/5-new-rules-for-adding-gamification-to-your-business.html

B O N U S R O U N D 28C O M P L E T E

Badgeville• Works with Yammer, SharePoint, Jive, IBM Connections,

Salesforce and other platforms that use JS, HTML5 or JSON

• API – lightweight interface that allows administrators to manage all the gamification pieces and how they interact with the social platform

• JavaScript API and Widget Library – After you install Badgeville’s JavaScript library with a simple line of code, you can easily leverage any of Badgeville’s 30+ HTML5 widgets across your site or app.

• Widget Studio – Badgeville’s Widget Studio makes it easy to do CSS styling around all your different gamification elements that align to a company’s personal brand.

• Gears – Apply specific pieces of data from The Behavior Platform into existing elements of your webpage or application

Badges / Leaderboards / Points / Quests /

Levels / Challenges / Rewards

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Source: http://www.badgeville.com/products/developer-tools

C O M P L E T E B O N U S R O U N D

Bunchball Works with Yammer, SharePoint, Jive, IBM Connections, Salesforce,

Jive, SAP, JIRA, Box.net, ADP, NetSuite, Oracle PeopleSoft, SugarCRM, Taleo, Workday

Create and personalize challenges aligned with your business goals

Use progress bars, newsfeeds, levels and competition to inspire and engage your employees

Use real-time feedback to recognize incremental improvement

Offer virtual and real rewards right in Service Cloud to incent agents to reach key productivity milestones

Create missions and rewards that motivate employees to respond quickly to complaints or queries that flow from social networks like Facebook and Twitter

Badges / Leaderboards / Points / Quests /Levels / Challenges / Rewards

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Source: http://www.bunchball.com/products/nitro-salesforce/service-cloud

C O M P L E T E B O N U S R O U N D

Zurmo• Completely Open Source CRM – not a pure social platform, but

focused on Customer Relationship Management – Could be used to manage consultant relationships

spanning multiple markets• Extensive documentation and Community Support• Built on Yii/Jquery – Runs on Windows or Linux• Restful API• Google Mapping / Geocode• Proven to improve User Adoption

Badges / Leaderboards / Points / Quests /

Challenges / Rewards

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Work.com• Work.com is a Software-As-A-Service (SaaS) solution that is the

current Gamification platform of Salesforce.com

• It is unclear if this system allows for customizability or not

• Currently being piloted at GSA with the support of Booz Allen Hamilton

• Setup videos and documentation are provided by work.com

Badges / Leaderboards / Points / Quests /Levels / Challenges / Rewards

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Pug Pharm - Picnic• Will take additional research to determine integration viability

with Yammer/SharePoint/etc.

• Picnic™ provides a comprehensive set of tools for web and application developers. Embed game mechanics into your web or mobile application, build a brand new application, or develop a custom web site. Or simply add game elements to your existing web site.

• The Picnic™ platform and components are a third-generation technology designed and built over the past 3+ years by a team of expert system engineers and gameplay designers. Picnic™ delivers a robust set of cloud-deployed services built for high scalability and availability. Services are accessed through fully documented APIs and SDKs. SDKs are currently available for Flash, Javascript, and are suitable for creating solutions for the web and mobile devices including iOS and Android.

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Source: www.pugpharm.com

C O M P L E T E B O N U S R O U N D

Echo.it• web-based technology to promote desirable

behavior and create better data-points for implementing corporate strategies and reach targets in organizations

• Integrates from SharePoint and cloud-hosted

• The system includes several game mechanics; some quantitative, some qualitative. Management can also set a shared purpose and reward contributors on indivudal and department levels.

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Source: https://echo.it/benefits/benefitsforemployees

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Mozilla – Open Badges• Mozilla uses an Open Badge Infrastructure located at

https://github.com/mozilla/openbadges and written using javascript

• recognition for skills and achievements gained outside of school. Mozilla's Open Badges project is working to solve that problem, making it easy for any organization or learning community to issue, earn and display badges across the web.

• Learners and badge earners can then collect badges from different sources and display them across the web—on their resume, web site, social networking profiles, job sites or just about anywhere

• any organization or community can issue badges backed by their own seal of approval

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