gamifying enterprise social collaboration

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Page 1: Gamifying enterprise social collaboration

Copyright © 2013 Accenture. All rights reserved.

Page 2: Gamifying enterprise social collaboration

Copyright © 2013 Accenture. All rights reserved.

Page 3: Gamifying enterprise social collaboration

What is it?

Page 4: Gamifying enterprise social collaboration

What is gamification? It’s about learning from games to engage people and solve problems.

Game-like

Feels like a game

A Game

Simulations, Serious games

Not a game

Subtle, almost

imperceptible

Gamification+

Overt, ubiquitous use of mechanics

Pre-gamification

Use of behavioral economics

common to games/gamification

LinkedIn

Loyalty Programs

Foursquare

Zombies, Run!

Gamification Lite

Selective use of mechanics

Amazon Reviews

America’s army

Gamification

Spectrum

Copyright © 2013 Accenture. All rights reserved.

LinkedIn

Page 5: Gamifying enterprise social collaboration

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People are stuck in their old habits.

? ? Personal network

Global network

I’ve got an answer.

I have the same question. I’ve got a better answer.

That’s not the only question

you should be asking…

I have a question.

Copyright © 2013 Accenture. All rights reserved.

Page 6: Gamifying enterprise social collaboration

k

This is a behavior problem.

Accenture places

gamification within

the proper context

of a larger behavior

change framework*. Gamification Social

Influence

“Traditional”

Change

Techniques

Behavior

Change

*Builds on Accenture Tech Labs’ behavior shaping research. Copyright © 2013 Accenture. All rights reserved.

Page 7: Gamifying enterprise social collaboration

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Sustained Behavior Change

Time

Short Medium Long

L

H

M

Rapid Adoption Sustained Engagement

Adoption /

Behavior

Change

Cooperation

Common Narrative

Progression

Player Autonomy

Extrinsic

Motivation

Intrinsic Motivation

80% of gamification

projects will fail due to

poor design (Gartner)

Learning Games

Onboarding

Competition

Early adopter rewards

Public recognition

Sustained behavior

change is not just

about points and

badges, it’s about

tapping into people’s

intrinsic motivations.

Page 8: Gamifying enterprise social collaboration

What is it?

Page 9: Gamifying enterprise social collaboration

Intrinsic and Extrinsic Motivation

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Page 10: Gamifying enterprise social collaboration

Intrinsic Motivation: Mastery

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Page 11: Gamifying enterprise social collaboration

Intrinsic Motivation: Autonomy

1 5 25 100 500

Networker

Chatterbox

Blogger

Knowledge Builder

Community Champion

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Page 12: Gamifying enterprise social collaboration

Intrinsic Motivation: Purpose

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Page 13: Gamifying enterprise social collaboration

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Extrinsic Motivation: Points, Badges, Leaderboards

…visibility into their impact …visibility into how they compare

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Page 14: Gamifying enterprise social collaboration

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Extrinsic Motivation: Performance Management

myPerformance

Feedback for:

Thomas Hsu

Feedback from:

Sean Collins

Chief Strategy Officer

Performance management feedback

At Accenture, social learning through collaboration and knowledge sharing enables us

to cultivate our greatest asset: our people.

Thomas is one of our top performers at Accenture, and is leading the way we learn

and develop by utilizing our formal collaboration and knowledge-sharing resources.

Thomas was recognized for being among the top 50 individuals across the firm during

FY12 for engaging in activities associated with:

• CONNECTING to the right people and content

• CONTRIBUTING their knowledge and experience

• CULTIVATING the ideas and insights of others

My personal thanks to Thomas for helping us, through collaboration and sharing, to

bring the very best of Accenture to our clients every day and for epitomizing our core

value of 'One Global Network'.

Formally measuring and

recognizing people for

collaborative behaviors.

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Page 15: Gamifying enterprise social collaboration

Extrinsic Motivation: Existing Recognition Programs

Recognize Collaboration

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Page 16: Gamifying enterprise social collaboration

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Extrinsic Motivation: Visibility and Social Proof

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Page 17: Gamifying enterprise social collaboration

Where We Are

Traditional Change

Gamification Social Influence

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Traditional Change

Gamification Social Influence

Where We’re Headed

Page 18: Gamifying enterprise social collaboration

What is it?

Page 19: Gamifying enterprise social collaboration

It’s not just points, badges, leaderboards.

Dopamine

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Page 20: Gamifying enterprise social collaboration

Reward quality, not quantity

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Page 21: Gamifying enterprise social collaboration

It’s not a silver bullet.

Page 22: Gamifying enterprise social collaboration

Use social influence to gain new converts.

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Page 23: Gamifying enterprise social collaboration

Evolve and Cultivate

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Page 24: Gamifying enterprise social collaboration

What is it?

Page 25: Gamifying enterprise social collaboration

Results

0

5

10

15

20

25

30

35

40

2009 2010 2011 2012 2013

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2009 2010 2011 2012 2013

Average A3 Scores Penetration

Email digest subscription

People Profile

Joined a CoP

Collaborated in some manner

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Page 26: Gamifying enterprise social collaboration

Results

0

100

200

300

400

500

600

700

800

0

2000

4000

6000

8000

10000

12000

14000

16000

2009 2010 2011 2012 2013

Activity (single quarter)

Blogs

Microblogs

tipping point

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Page 27: Gamifying enterprise social collaboration

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Anecdotal Feedback

27

Page 28: Gamifying enterprise social collaboration

Copyright © 2013 Accenture. All rights reserved.

Mi s s ion A c comp l i s hed !

Any que s t ions ?