uklug 2012 leverage user adoption with gamification
TRANSCRIPT
measure, reward , enhance:
leverage user adoption with gamification
about me
twitter.com/sbeerendonk http://nl.linkedin.com/in/sbeerendonk
e-office 1970 history teacher
collaboration consultant
Rotterdam social IBM cooking
adoption cats-and-dogs travel
sci-fi spinach
Gamification is the use of game elements and game design techniques (mechanics) to enhance non-games. Typically gamification applies to non-game applications and processes, in order to encourage people to adopt them, or to influence how they are used.
Source: Wikipedia
what do you think of at the word gamification?
Gamification won't solve your business problem
it only solves your (short-term) engagement problem
it’s about meaning, not flair
to pursue purpose, not leaderboard points
games are everywhere
in consumer areas
• electricity company
and also business-like
• LinkedIn profile
how many of you are gamers?
is it a boy thing?
is playing games a waste of time?
what is the average age of gamers?
43.000.000 hours per day
9.7 hours per week
31 million gamers
53% women
47% men
women little less hrs
men little more hrs
average age is 37
Source: Newzoo, National Gaming Research 2011
research
• By 2014, more than 70% of Global 2000
organizations will have at least one gamified
application
• By 2015, more than 50 percent of
organizations that manage innovation
processes will gamify those processes
Source: http://www.gartner.com/it/page.jsp?id=1629214
Gamification is the use of game elements and game design techniques (mechanics) to enhance non-games. Typically gamification applies to non-game applications and processes, in order to encourage people to adopt them, or to influence how they are used.
again ... what is gamification ?
and how does it relate to adoption?
Source: Michael Sampson User Adoption Strategies 2nd ed. 2012
ADOPTION
time spent
playing Draw Something
training
If we could only engage our employees to put in as many hours learning
10,000 hrs!
Outliers, Malcom Gladwell, The 10.000 hrs succes theory
what do you see?
urgency
optimism
concentration ‘anxiety’
surprise
epic win
Source: Phil Toledano
technology = 10%
People = 90% ! of success.
human – technology - organization
G
make social collaboration possible
social collaboration, how do I start?
structure &
process
process | control | predictable
manage | low costs | mechanical
9 to 5 | no errors | internal focus
no change | control | process leading
smart & flexible
knowledge | information | everywhere
network | creativity | goal oriented
intrinsically | independent | trust
collaborate | discipline | facilitate
Yellow & Blue
some roadblocks to change
• fear of the unknown
• comfort with the status quo
• pushback on being forced to change
• no sense of the future possible benefit
• being overwhelmed with possibilities
Source: Michael Sampson User Adoption Strategies 2nd ed. 2012
change is social
• change is a process, not an event
• change takes time
• change is made real by what people do
Source: Michael Sampson User Adoption Strategies 2nd ed. 2012
what motivates us?
• from Maslow’s Need to Pink’s Drive
Bron: Michael Wu, Ph.D.
measure
reward
enhance
set goals, levels, points and measure if they are met
give badges, give feedback, notifications, show the best
indicate what needs to be done to go further, invite to use advanced functionality or show desired behaviour
how does gamification work?
encourage to engage in desired behaviours
beginner
advanced
expert
game mechanics behaviour motivators
points reward
levels status
badges achievement
leaderboards competition
challenges self-expression
feedback altruism
encouraging users to engage in desired behaviors
drive engagement with game design techniques
rapid/instant feedback
tasks that are challenging but achievable
clear goals and rules
a compelling narrative
about motivation and rewards
is gamification a long-term approach?
extrinsic rewards
competetive:
helping, giving, welcoming,
exchange, participate
explorative:
look at, search, collect,
complement
intrinsic rewards
• being good at your
job
• gather knowledge
• autonomy
• belonging
• having fun
• doing work that
matters
Source: Michael Whu, Pd. D., http://lithosphere.lithium.com/t5/Building-Community-the-Platform/The-Gamification-Backlash-Two-Long-Term-Business-Strategies/ba-p/30891
desire
challenge
incentive
mastery
achievement / reward
feedback
behaviour loop
social
sticks and carrots:
Path to Sustained Adoption
Source: John McGuigan, Fiberlink Communications
u
s
a
g
e
time
increased utility
financial rewards / carrots
punishment / sticks
gamification in social software
• Badgeville for Yammer + Jive + Connections
• Level Up for Connections
• Kudos Badges for Connections
• The Hive for Connections
Bunchball Level Up
gamification partner
hosted environment
focused on training, first steps
TemboSocial The Hive
gamification partner
hosted environment
focused on training, first steps
IBM partner internal installation
focused on first steps and long-term
integration with other tools
widgets
configuration tool for creating your own Badges
ISW’s Kudos Badges
Kudos demo
create metrics
create / edit a badge
gaming the system
bending the rules, taking a short-cut, creating our own solution,
finding a loop-hole
A sign that people have a high level of affinity with an experience, engaged
and enhacing skills by doing this!
• anticipate likely behaviour and put measures in place
• choose rewards that resonate with your core audience (culture, business goals)
• create pre-requisites that require someone to satisfy a variety of different criteria within a certain timeframe
• reward for quality rather than quantity
E
want more?
Get badges and earn your free adoption workshop !
• leave your business card
• get in touch with me
Whitepaper on request:
Measure, reward, enhance: leverage adoption of IBM Connections
by applying gamification
twitter.com/sbeerendonk http://nl.linkedin.com/in/sbeerendonk