jive webcast: gamification #201: 7summits, hitachi and solarwinds presentation

Gamification 201:

Winning with

Gamification, a Guide to

Success

Hosted by: 7Summits, Bunchball & Jive Software

Panelists: Hitachi Data Systems, SolarWinds

Gamification 201: Agenda

• Introductions

• Gamification Best Practices within Jive

• Hitachi Overview

• SolarWinds Overview

• Panelist Question/Answer Session

Introductions

Speakers

James Davidson,

Partner & Vice President of Digital Strategy

7Summits

@jdavidson

Michael Torok,

Director of Community,

SolarWinds

@micktorok

Donna Garber,

External Community Manager,

Hitachi Data Systems

@dgarberhds

Nick Gable,

Community Manager


Gamification Best Practices – 7Summits

Confidential & Proprietary

2009 70+ FOUNDED TEAM OUR MISSION CLIENTS SERVED

90+ Creating online communities

that transform business and

enhance people’s lives

Strategy

Experience

Technology

+

+

+

PARTNERED WITH SOCIAL

INDUSTRY LEADERS COMPREHENSIVE CAPABILITIES

Milwaukee, WI

Schaumburg, IL

National Client

Reach

OFFICE LOCATIONS FOCUS ON SOCIAL BUSINESS

AWARDS / RECOGNITIONS

Jive 2012 MVP

7Summits Introduction

6

Source: Gartner

Consider this… “More than 70% of the world’s largest 2,000 companies are expected to have deployed at least one gamified application by year-end 2014”

Yet… “Gartner predicts that by 2014, 80% of current gamified applications will fail to meet business objectives”

Gartner


Commons Criticisms of Gamification

■ It creates an artificial sense of achievement

– Meaningless badges - “Who cares if I am the emperor?”

■ It’s not fun or engaging

– “This is too hard” or “I am bored.”

■ Encourages unintended, and unwanted behaviors

– “I know how to game this.”

■ Just a simple reward system that lacks impact (and value) for my business

– “Will this badge REALLY get me to eat better?

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3

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A lack of alignment between your community strategy and gamification are often to blame for poor engagement or results


When do I plan for gamification?

TWO TYPES OF COMMUNITY BUILDING

2. POST-LAUNCH 1. PRE-LAUNCH

Common Focus and Questions : • How do we align with business

processes • Which Jive features should be enabled • How do we simplify the user experience • Which community metrics are

important? • How do I drive adoption at launch?

Common Questions: • How do I get user to engage within the

community? • Is there an easy was to identify and

incent my community advocates? • How do I keep user coming back? • How do I measure community vitality?

Gamification should be a key part of your community strategy and implementation. It should NOT be an after thought and needs to be planned, managed, measured and adjusted as your community matures.


Aligning gamification with your strategy

WHY: Review Business Objectives and Goals

WHO: Identify Participants & Value Statements

HOW: Plan for your Bunchball implementation and measurement pre and post launch

WHAT: Define & Prioritize Gamification Uses


Purpose Communications User Experience Motivators

Mem

ber

ship

O

per

atio

ns

NEEDS & EXPECTATIONS

VALUE DRIVERS

LAUNCH / WELCOME

USER-GENERATED

TRIGGERED

CAMPAIGN-BASED

CONTENT (BRAND- AND USER-GENERATED)

“WEB 2.0” EFFECTS

CONNECTIONS

RELEVANCY

UTILITY & EFFICIENCY

RECOGNITION & REWARDS

ROLE OF COMMUNITY

GOVERNANCE

INTEGRATION

KPIs & MEASUREMENT

RECRUITMENT

NURTURING

MODERATION & SUPPORT

REACTIVATION

FEATURES & FUNCTIONALITY

CONTENT PRODUCTION & CURATION

RESPONSIVENESS

HELP & SUPPORT

MOVING FROM “VISITOR” TO “MEMBER” TO “ENGAGED”

IDENTIFYING & ENLISTING INFLUENCERS

REWARDS AND RECOGNITION

REASON(S) FOR ENGAGING

MESSAGE CONSUMPTION

SATISFACTION DRIVERS

ENGAGEMENT DRIVERS

ROLE OF THE COMMUNITY & INTEGRATION

MESSAGING STRATEGY

DESIGN, CONTENT, & UTILITY

ADVOCACY & LOYALTY

Gamification Considerations


Gamification Planning

What We Want What They Want What the Tool Does Strategy

Business & Community Objectives

Members’ Needs & Motivations

Missions

Badges

Concepting

Planning (Content, Administrative)

Implementation

Evaluation & Refinement


Bunchball + Jive Best Practices

■ Benchmark community metrics prior to adding gamification

■ The greatest rewards should be the ones that provide the greatest business value – don’t incent the wrong things

■ Makes sure there is a combination of easy- and difficult-to-get rewards – and avoid “maxing out” too quickly

■ Consider “unexpected” badges – for the surprise and delight factor

■ Let the community know gamification is coming before “flipping the switch”

■ Create content that guides members through the gamification features – and be prepared to respond to feedback

■ Consider how existing Jive points and status levels should be applied to gamification – because they will become invisible

■ Review default gamification settings and test – all active missions will be visible when it’s turned on


Key Takeaways

1. Aligning Bunchball with your community strategy is the key to success

2. Ensure gamification statistics are mapped and included within your measurement plan and reporting to guide activation / adoption efforts

3. Continually monitor and modify your Bunchball configuration based audience behavior, number and types of activity and content in the community (don’t set it and forget it)

4. Frequency of action is also a factor you'll need to take into consideration - if an activity can happen frequently or repeatedly it's important not to reward too heavily, to avoid rapid accumulation of points

5. Set rate limits and/or daily challenge limits for all rewards - having a cap on earning is a must in having control on earning potential

6. Commenting is a unique use case that requires care in how you incent volume of commenting - focus on quality rather than quantity – reward helpful or insightful comments over just general feedback

Hitachi Implementation Overview

HDS, a wholly owned

subsidiary of Hitachi Ltd.,

helps our customers convert

huge stores of data into

information they can use to

innovate.

For more than 100 years,

Hitachi has believed that

business innovation helps

society.


External facing, Peer to peer technical

information sharing

‒ Support call deflection

Enable members to collaborate,

network and learn from other

professionals

Listen and learn from our customers

Access to experts and HDS thought

leadership

HDS Community Overview

Share our propriety services content with our Services

Specialization Partners in a secret space

Build relationships with customers, partners and prospects

Demonstrate innovation and thought leadership

Leverage and amplify our partners’ expertise to share important

product information

Change the perception that HDS culture is secretive

‒ “Open the kimono!”

Community Objectives

Tailored missions and criteria

based on community objectives

- about 50% were changed from

defaults

Revised points and rewards

based on anticipated user

activity and to incent behavior

‒ Ask / Answer a Question

‒ Marking content as correct or helpful

Customized Bunchball images

based on revisited missions and

to fit Hitachi branding (examples

on the right)

Bunchball Highlights

Employee at Strategic

Technology Partner awarded

the HDS Most Valued

Professional award

Handpicked community

advocates were promoted as

a “Featured user” on

community welcome page

MVP’s would get special

access to HDS resources

Success: MVP Program

“The HDS Community is

from my view a success

platform for best technical

discussions, share ideas

and make connections.”

– Head of Storage & Backup

Engineering, Major International

Corporation

Lessons Learned

Orientation Reputation Self-Help Global Accounts HDS-Related Special Awards

Level 1

1-3 days

10-25 points

Level 2

2-4 weeks

25-100 points

Level 3

2-6 months

100-250 points

Level 4

6+ months

250-1,000 points

Plan key actions and missions around central business objectives early

in development

Space-specific missions to engage a targeted audience

Attendee mission to drive real-world actions at live events

Lessons Learned

Activity Importance Point Value

Liking a piece of content Low 10

Following a space Med 25

Posting an answer marked

as correct

High 50

Evolution:

Communications & awareness strategy around tougher missions

Monthly featured missions with real world prizes

Challenges:

Slotting in time each week to consistently evolve the program

Working with MarCom on badge images

Moving forward…

SolarWinds Implementation Overview

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SolarWinds – No we are not a ‘green’ energy company

» We’re an IT generalist software company We have over 29 licensed products and another 30 free tools

THWACK – WINS IN GAMIFICATION

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150k customers

180 countries

450 of the F500

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What is thwack?

» An evolution of our original, non-Jive, support forum

» A major component of SolarWinds’ Community strategy

Our blog platform

Our announcement platform

Our idea/feature request platform

Our main social platform, and a self-help support platform

The only support channel for the free tools we offer

» A series of topical places for customers, resellers, employees and ‘visitors’ (read-only access) to connect, share, and learn

THWACK – WINS IN GAMIFICATION 27

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What’s the point? Why does SWI care?

» It’s the hub - customers at the center Customers Connecting with one another – provide creative synergy around

content and uses and recognize us as thought leaders

» Support, products, dev, marketing & sales teams are the spokes Support sees call deflection value Products and dev team gets ideas & product

innovation Marketing has two-way dialog with our install base

and potential customers while also leveraging it for brand awareness and thought leadership

Sales uses the existence of thwack as a selling point but they also use our reviews to help with sales friction

» We are at the center of customer marketing, charged with engaging and retaining customer membership and giving prospects a view into the customer experience.


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Gamification – Some of Our Points and Missions

» Dealt with a points migration (needed to avoid point inflation)

» Mission Goals

Incent more customer champions

Educate our current and potential customers

Started with the out-of-the box missions to intro people to the new platform

Created our own set of incented actions

Most proud of: understanding our biggest customer draws and created a future-proof mission to highlight them.


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• Create an account • Check out the content exchange (download

an extension) • Vote on a feature request (feedback on the

product) • Get support by browsing the forum (like a

thread) • Bookmark our roadmap post (know what’s

coming) • Read 2 blogs (learn)

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Goal = Support Call Deflection

Support - the original purpose of the SolarWinds forums » We still associate a large amount of our traffic with the product-specific

forums

» We incent good info and showing appreciation for good info

We give you points for liking/rating and marking posts helpful and correct.

We give you even more points when your content is marked correct.


Action Value

Get your content rated or liked 5

Mark an answer as Helpful 5

Mark an answer as Correct 10

Get your post marked Helpful 5

Get your post marked Correct 25

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Behavior and Education Gamed

» Our monthly missions are focused mainly on educating users or incenting behavior. Mark 5 helpful and 5 correct, earn 500 pts. Extra: Like 25 replies that are helpful and

earn 250 pts

It works. In most cases the halo is also powerful.

» We added the ‘liking’ useful and correct answers instead along with the marking of correct/helpful answers. We drove users to like those threads they felt were answered.

180% increase in Helpful answers marked

240% increase in Correct answers marked

170% increase in Likes


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Rating Gamed

» In February, we drove “rating” with a monthly mission for extra points. Again, for only 500pts.


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Jan February Mar

Ratings 20 789 129

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FSM Challenge

» For a number of months we have had product-centric monthly missions. We have been using gamification to educate. May was take the Firewall Security Manager Challenge – this was 10

question quiz with each question worth 400 pts. Questions were both prod specific and general firewall knowledge. (SurveyGizmo)

184 completed the challenge

29 joined thwack to complete the challenge.

4900 views of the challenge announcement and 69 comments

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Customer to Customer Interaction

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Engage and Retain

» To engage and retain our membership, we can’t always be mired in the technical, nor can we always be looking for the sale or an overt business objective.

» You need to be able to have fun.

» You need the latitude to have fun.

» Yes, that is my desk. My Gummi-bear-laden Pessimist mug and the point of this slide


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Know thy customer. Know their fun


We were born of 3 Network Admins who wanted simple tools to do their jobs… we’re geeks. Our customers tend to be… geeks. We embraced our inner Sci-Fi geek…

Each level of the bracket was image-mapped and hot linked to a gamified poll, allowing you to vote for a winner and state your reason why they should win. We’re doing it again this year… very soon, stay tuned for the theme. We’ve changed it up.

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Bracket numbers…

» The bracket battle was a new space, so these are broken out by date for the individual rounds of the bracket.

» Total views driven into the new space in < 1 month: 58,702

» Continued 4 month viewing halo yielding ~15,000 more views.


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Round Date Bracket page views Poll views Total views during round

Prequel 03/08 - 03/11 2537 1712 4249

Sector I 03/12 - 03/15 15062 19298 34360

Intermission 03/16 - 03/17 861 374 1235

Fleet 16 03/18 - 03/20 3768 3926 7694

Super 8 03/21 - 03/25 3303 2436 5739

Death Quad 03/26 - 03/27 1565 801 2366

Judgment Day 03/28 - 04/02 1936 1123 3059

Round Date Avg. votes/poll Total Votes Number of Polls in play

Prequel 03/08 - 03/11 93 93 1

Sector I 03/12 - 03/15 248.266 3724 15

Intermission 03/16 - 03/17 N/A

Fleet 16 03/18 - 03/20 138.875 1111 8

Super 8 03/21 - 03/25 146 584 4

Death Quad 03/26 - 03/27 86 172 2

Judgment Day 03/28 - 04/02 115 115 1

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Crowd Sourcing – Front and Center

» Ideas/Feature Requests are front and center and sub-spaces/forums are available for every product.


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A year and ¾ after implementing ideation and gamification, we have 2423 ideas with 15532 votes. 121 of those ideas were implemented in products. 45 more were in the process of being implemented. That means customers drove 166 new ideas from the crowd into our products. The power to run a report and say, “You asked and we listened.” Ideas are 25 pts and then voting also gains you 5 pts (whether you vote up or down).

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Spread the Word

» Our Spread the Word forum eases sales friction When we hit friction, sales can send prospects to thwack.

» We know that people want to hear from others using the products.

» We always encourage posts in Spread the Word with points

» Adding gamification revitalized an important part of our strategy. We once again saw 5-6 posts a month in a forum that was not seeing activity.

THWACK – WHAT IT IS AND HOW WE GAMED IT

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Action Points

Posting in Spread the Word 1,200 + custom badge for your profile

After posting in Spread the Word, link us to 3rd party sites where you've mentioned us

300 per link

Post a link in Spread the Word to where you've blogged about us or reviewed us

1,500

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Points are More than Leaderboard Position – They are Currency

THWACK – WHAT IT IS AND HOW WE GAMED IT

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Gamification = Results

» Millions in support cost savings

» 150+ new ideas that customers drove

» 6x more ‘customer champions’ – MVPs

» 100+ testimonials for Solarwinds “saving our customers’ bacon”


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Q&A Panelists

James Davidson,

Partner & Vice President of Digital Strategy

7Summits

@jdavidson

Michael Torok,

Director of Community,

SolarWinds

@MickTorok

Donna Garber,

External Community Manager,


@dgarberhds

Nick Gable,

Community Manager


Register today for our free

webcast series on Gamification.

Gamification 301 - 5 Ways Gamification is

Essential to a Social Business featuring

Kim Celestre.

Gamification Webcast Series

https://info.jivesoftware.com/gamificationseries1.html

https://info.jivesoftware.com/gamificationseries1.html

Questions

Thank you for joining us today! If you have any

remaining questions, please feel free to email us or

tweet us at:

[email protected] / @jdavidson [email protected] / @jivesoftware

mailto:[email protected]

https://twitter.com/jdavidson




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jive webcast: gamification #201: 7summits, hitachi and solarwinds presentation

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