thomas hsu - gamifying enterprise social collaboration

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Copyright © 2013 Accenture. All rights reserved. Gamifying Enterprise Social Collaboration Thomas Hsu Global Knowledge Management (Social Collaboration Strategy) Accenture Gamification Community of Practice Lead [email protected] http:// www.linkedin.com/in/HsuThomas @ThomasHsuACN Copyright © 2013 Accenture. All rights reserved.

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A recent report by the McKinsey Global Institute claims that applying social technologies to enhance enterprise collaboration will add twice as much value to the global economy than using it to reach consumers. However, most of this value remains untapped. Why? The biggest challenge is behavior change – getting people to discard their old ways to embrace social collaboration in the enterprise. Accenture firmly believes gamification can have a big impact in this space, when executed as part of a larger behavior shaping program. This session will unpack the intrinsic and extrinsic motivations specific to enterprise social collaboration based on our user studies. We will also share lessons learned and results from our journey to gamify our own social collaboration capabilities.

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Page 1: Thomas Hsu - Gamifying Enterprise Social Collaboration

Copyright © 2013 Accenture. All rights reserved.

Gamifying Enterprise Social Collaboration

Thomas HsuGlobal Knowledge Management (Social Collaboration Strategy)Accenture Gamification Community of Practice [email protected]://www.linkedin.com/in/HsuThomas @ThomasHsuACN

Copyright © 2013 Accenture. All rights reserved.

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What do we mean by enterprise social collaboration?

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Copyright © 2013 Accenture. All rights reserved.

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Why does this matter?

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McKinsey Global Institute

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What’s the challenge?

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People are stuck in their old habits

? Personal network

I’ve got an answer.

I have a question.

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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.

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This is a behavior problem.

Accenture places gamification within the proper context of a larger behavior change framework*.

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

k

Gamification Social Influence

“Traditional”Change

Techniques

Behavior Change

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What motivates people to collaborate?

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We did a user study.

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1. People want to understand their impact

Measuring and quantifying online

influence

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Knowledge score points system

Badges

Formal recognition

Redeemable points

Visibility into their impact

3 Cs (Connect, Contribute, Cultivate)

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2. Integrate with performance management …

myPerformance

Feedback for:Thomas Hsu

Feedback from:Sean CollinsChief 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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… and existing recognition programs.

Recognize Collaboration

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3. Engage users with visibility and social proof.

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…and use social influence to gain new converts.

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4. Focus on collaboration’s intrinsic value

Mastery AutonomyPurpose

Networker

Chatterbox

Blogger

Knowledge Builder

Curator/Cultivator

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5. Reward quality, not quantity

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Does it work?

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Results

2009 2010 2011 2012 20130

5

10

15

20

25

30

35

40

2009 2010 2011 2012 20130%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%Average A3 Scores Penetration

Email digest subscription

People Profile

Joined a CoP

Collaborated in some manner

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Results

2009 2010 2011 2012 20130

2000

4000

6000

8000

10000

12000

14000

16000

0

100

200

300

400

500

600

700

800

Activity (single quarter)

Blogs

Microblogs

tipping point

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Anecdotal Feedback

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Questions?

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