gamifica)on% emerging%technology%summit% … · 2020-01-02 · gamifica)on%is…%...
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Make%it%S)ck.%
Gamifica)on%
Emerging%Technology%Summit%
October%21,%2014%
Gamifica)on%is…%
Effec%ve'and'proven'tool'for'engaging'aBen)on%and'opening'recep)vity%''
'''
Gamifica)on%is%NOT…%
Does'not'deliver''sustained'results''unto'itself.''Except'where'that'is'being'measured.'''
Why'have'u%li%es,'and'other'world'changing'industries,'embraced'gamifica%on?'''
What’s%the%buzz?%
Because'something'was'not'working:''
%%%%%How%to%influence%change%'
Now'finding'there’s'something'STILL'not'working:''
'%%%%How%to%measure%and%ensure%change%'
Start%with%a%taste%of%it…% Play%>%Learn%>%Win%
One'winner%One'drawing'winner''''
Today%only%
'''
%%%%%DOWNLOAD%ringorang®%'
• Smartphones:''Go'to'your'App'Store,''''search'for'“Ringorang®,”'download'and'run'it.'
''
• PCs%&%Macs:'Go'to'demo.ringorang.com'and'click'on''''''''''''''''','then'run'it.'
''
• SELECT%HOST:%%Click'the'LIST'buRon'and'select'the'“DEMO”'Host.'
''
• CREATE%ACCOUNT:%%On'the'“DEMO”'Host'page,''select'"Create'Account'on'this'Host”.'
''
• GET%PLAYED!%%Create'your'account,'''''''then'go'back'&'sign'In'to'the'game...'''''''and'get'ready'to''Play%>%Learn%>%Win!%
“I'am'stuck'on'Bandaid…”'
Start%with%a%taste%of%it…%
“…cuz'Bandaid’s'stuck'on'me!”'
LeY'brain'='measurable'(problem'solving).'''Right'brain'='unmeasurable'(fun).''Games'are'enjoyable'because''they'combine'the'two:''''measurable'and'unmeasurable.''REMEMBER'THIS!''
Where%did%games%come%from%anyway?%
Ancient'China'and'Egypt.''''Allow'players'to'imagine%the%possibility%%
of'a'good'outcome.'In'bite'size'pieces.''Dice'–'maybe'a'winning'roll?'Tiles'–'maybe'a'winning'combina%on?%Riddles'–'maybe'I'know'the'answer?'
Empower'someone'to'be'BETTER'at'it…''That’s'when'it'starts'ge`ng'interes%ng'
New'York'Times'Wall'Street'Journal'Fortune'Forbes''
What%do%Games%have%to%do%with%business?%
Gartner:''By'2014,'70%%of%Global%2000%%will'use'gamifica%on.''
IBM'SAP'Accenture'DeloiRe'PG&E'SDG&E'Glendale'W&P'SMUD'
Is%Gamifica)on%on%the%upswing%or%downswing?%
Gamifica)on%1.0'(past)'='badges'and'points'LOYALTY,'WITH'BOOSTERS'j'DRIVING'FIRST'ACTION:''ENGAGEMENT''Gamifica)on%2.0%(current)'='solving'problems'j'FOCUS'ON'DRIVING'ACTIONS'TO'MAKE'A'DIFFERENCE''Gamifica)on%3.0'(coming)'='change%a_tudes%and%cultures'–'CHANGE'BEHAVIORS'AND'GATHER'BIG'DATA'
Sample%customer%engagement%at%a%leading%u)lity%
Over'a'four'month'period'of'consistent'Ringorang®'engagement,'the'number'of'discrete'interac%ons'with'informa%on'delivered'by'Ringorang®'outnumbered'email'openings'by'a'factor'of'over'6x'and'outnumbered'website'page'views'by'a'factor'of'10x'over'the'same'%me'period.
Website%page%views'
Emails%opened'
Ringorang®%interac)ons'
Comparing%volume%of%interac)ons'
Customer%Engagement%&%Educa)on:%
% 50%%of'par%cipants'engage'weekly'30%%of'par%cipants'engage'daily'7%%a%15%%monthly'increase'in'awareness'and'learning'Over%30%interac)ons%%per'month'%
%
%
%
20%minutes'
%
%
%
%
%per'month%
Where%can%it%go%wrong?%
By'NOT'bringing'in'the'experts.''Gamifica%on'isn’t'complicated,'but'very%specific.''
How%do%I%recognize%good%Gamifica)on?%
WHO%TO%LISTEN%TO?''Don’t'let'detractors'deter'you.'''They'are'either'purists''or'they’ve'had'subjop%mal'experiences'or'they'have'NO'experience.'''%
How%do%I%recognize%good%Gamifica)on?%
THE%NEED'''Need'something'that'moves'the'needle!'Nothing'seems'to'really'drive'the'big%win'on''
1) changing'customer'habits,''2) safety'and'cybersecurity'and'other'
cri%cal'training'to'mi%gate'incidents'''
How%do%I%recognize%good%Gamifica)on?%
THE%NEED'''Need'something'that'moves'the'needle!'Nothing'seems'to'really'drive'the'big%win''
Why'not?''''
BECAUSE%WE'RE%STUCK%IN%SHORTa
TERM%METRICS.%%%'
So'busy'with'short'sprints'to'get'liRle'wins'that'we're'not'training'for'the'marathon.'%%'
Know%the%difference%between%sprints%and%distance%
MARATHON%TRAINING%
Distance'condi%oning'includes'sprints.'''Psychological:''Immediate'results!'''• Against'yourself'(my'best'%me)''• Against'others'(social'norms)'
1.0%'got'people'to'show'up'to'the'race'
2.0''inducing'them'to'care'about'results'
3.0%%train%them%to%be%good%racers%
How%does%a%u)lity%use%Gamifica)on%effec)vely?%
To'condi%on'your'customers'for'the'marathon,'condi%on'yourselves'for'the'marathon.'''
Sprints'won’t'change'these:'• Longstanding'culture'and'habit'• A'desire'for'comfort'and'automa%on'
Condi%oning'formula:'1. Compel%
2. Reward%3. Repeat%
How%does%a%u)lity%use%Gamifica)on%effec)vely?%
1. COMPEL%
Build%a%culture%of%responsiveness''Brain'science'jj'neuroreceptors'are'condi%oned'with'every'ac%on''A'thousand'other'ac%ons'will'counter'those.''''''''''''''''''''''''''''''''• Highlight'pain%• Offer'the'promise'of'reward%• Show'a'simple'path'to'both''
How%does%a%u)lity%use%Gamifica)on%effec)vely?%
How%does%a%u)lity%use%Gamifica)on%effec)vely?%
How%does%a%u)lity%use%Gamifica)on%effec)vely?%
1%Day%
1%Week%
1%Month%
1%Quarter%
Mul)ple%
Quarters%
Reten)on%
Habit%
Compliance%
New%Behavior%
ABen)on%and%
ini)al%learning%
How%does%a%u)lity%use%Gamifica)on%effec)vely?%
2.%Reward%
Condi)on%them%to%learn'Reward'helps'to'cut%above%the%cluBer%Build'more'and'be&er'receptors''
Extrinsic%
• prizes'• badges/points''Intrinsic%
• Sense'of'belonging'• Sense'of'empowerment''
If%you%select%“play”%%%%%%%%%%%%%%%%
the%app%opens%with%%%%%%%%%%%%%%%%%%%%%%%%%
a%ques)on%on%a%)cking%clock,%
for%everyone%simultaneously!%
Example:%'Customer'Educa%on'in'Energy'Efficiency''%
First%a%clue…%%%%%
while%the%system%
waits%for%all%other%
players%to%join%
The%ques)on%
appears…%as%the%
clock%)cks%down%
Once%you%answer,%%%%%
an%insight%appears%
while%results%for%%%%%%%%%%%%%%%%%%
all%players%%%%%%%%%%%%%%%%%
are%being%compiled.%
Find%out%if%you%got%it%
right%or%wrong%
If%you%got%it%wrong,%you%
see%the%right%answer.%
Leaderboard%is%
updated%in%real%)me%
Click%on%“Learn%More”%
to%go%to%source%
material%
Learn'more'
The%%
Learn%More%
Library%
The%%
Learn%More%
Library%
Engagement%Metrics%
Educa)on%Metrics%
Time%Metrics%
How%does%a%u)lity%use%Gamifica)on%effec)vely?%
3.'Make%the%learning%s)ck%
Repe))on!%%''You’ve'won'their'aRen%on.'You’ve'rewarded'ac%ons.'Now'repeat,'and'repeat,'un%l'it's%cks''''
How%does%a%u)lity%use%Gamifica)on%effec)vely?%
receptors'
Habits'are'formed'by'forming'more'and'beRer'receptors'
How%does%a%u)lity%use%Gamifica)on%effec)vely?%
Habits'are'formed'by'forming'more'and'beRer'receptors'
How%does%a%u)lity%use%Gamifica)on%effec)vely?%
3.'Make%the%learning%s)ck%
Repe))on!%%''Set'yourself'up'for'success:'
• Iden%fy'des%na%on(s):'• Make'your'website'easy%to%navigate.'• Connect'your'social'media'outlets'with'your'
des%na%on'website''• If'you'don't'have'that'manpower'in'house,'
contract'them.'
• Apply'gamifica%on'to'drive'to'des%na%ons,'reward'for'ac%ons,'and'repeat%into%a%habit.''
Why%does%this%work%BETTER%than%other%solu)ons?%
Why%do%we%learn%in%school?%
'• Des%na%on'we'were'
COMPELLED'to'visit'daily.''• REWARD'system'of'grades.'
• REPETITION'of'daily'learning'for'at'least'12'years.'
Why%do%Games%work%BETTER%than%other%solu)ons?%
Why%do%we%learn%in%school?%
'• Des%na%on'we'were'
COMPELLED'to'visit'daily.''• REWARD'system'of'grades.'
• REPETITION'of'daily'learning'for'at'least'12'years.'
• A_tude%is%everything!'
The'survey'or'ac%on'
Tradi%onal'Reten%on'
Ringorang®%Reten)on%
Tradi%onal'marke%ng'is'eventjbased'and'not'a'process.'
With'Ringorang®,'audience'engagement'and'ac%ons'will'be'ongoing.'
Tradi%onally,'the'audience'is'expected'to'absorb'too'much'informa%on'at'once'
So'the'results'are'misleading.'' 'And'the'lack'of'reten%on'is'leY'unmeasured.''…and'is'then'measured'by'survey'or'ac%ons'just'before'the'knowledge'vanishes.'
Did%you%remember?%
“I'am'stuck'on'Bandaid…”'
“…cuz'Bandaid’s'stuck'on'me!”'
LeY'brain'='measurable'(problem'solving).'''Right'brain'='unmeasurable'(fun).''Games'are'enjoyable'because''they'combine'the'two:''''measurable'and'unmeasurable.''
Gamifica)on%is…%
ENGAGING'j'more'fun'than'reading,'training'sessions,'etc.'NATURAL'j'more'so'than'current'structures.''So'when'you're'looking'for'beRer'results,'go'back'to'original'design'PROVEN%RESULTS%j'we're'in'3.0,'train'leY'the'sta%on'on'Gamifica%on.''But's%ll'rela%vely'new'for'u%li%es.''''''
Make%it%S)ck.%
Robert%Feeney%
Founder%&%CEO%
Ringorang®%
rjfeeney@ringorang.com%
818a929a1310%
Call%me%with%ques)ons%
Ringorang®'delivers'educated'people.''Educated'people'are'engaged'people,'because'they'know'what'they'value.'''
Lean Learning Design
The'science'at'the'core'of'Ringorang’s'impacrulness'is'a'proprietary'curriculum'design'methodology'called'ASK,'which'stands'for'A`tudes,'Skills'and'Knowledge.'''
ASK'combines'instruc%onal'design'principles'from'Bloom’s%Taxonomy,'cu`ngjedge'Lean%methodology,'and'B.F.%Skinner’s'%meless'discoveries'on'incen%viza%on.'''
Ques)ons?%
Envision' Prepare' Define'
• Increase%accountability%
• Focus%the%issues%
• Melt%down%siloes%• Ensure%comple)on%
• Overcome%capacity%limita)ons%
%%%%%%%(no%one%has%any%)me!)%
Install%the
%
communa
ica)on%too
l%
Spot%the%r
ight%
people%for
%
the%right%
roles%
Drive%chan
ge%
without%
taking%)m
e%
away!%
Drive'the'Change'Process'with'
Refine'
Keep%it%
fresh%and%
relevant%
%%Lay%your%communica5ons%track…%
Tell%them%
what’s%coming%
Share%some%
detail%Implement%
change%
Reinforce%
processes%
%
8Establish%response%%8Inspire%hope%%
%
8Update%the%hope!%%8Iden5fy%change%agents%&%detractors%%
%
8Drive%engagement%%8Monitor%what’s%working%or%not%%
%
8Drill%down%%8Drive%to%all%pieces%of%the%change%%
Confiden%al'and'proprietary'to'Vergence'Entertainment'LLC'
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