Innovation Infusion: GamificationMarco Ryan18 April 2013
My Contrex ExperienceCopyright © 2012 Accenture. All rights reserved. 2People would break their routines for a bit of fun
What is GamificationCopyright © 2012 Accenture. All rights reserved. 3Gamification distills the essence that makes games s...
Why is It Relevant to BusinessCopyright © 2012 Accenture. All rights reserved. 4Gamification can achieve real and practica...
FMCGCoca-Cola Happiness RefillCopyright © 2012 Accenture. All rights reserved. 5When you seek happiness go to Coca-Cola
Consumer ElectronicsSamsung NationCopyright © 2012 Accenture. All rights reserved. 6Driving engagement and advocacy with g...
F&BMy Starbucks IdeasCopyright © 2012 Accenture. All rights reserved. 7Customer ideation through voting and leader boards7...
At Accenture, we do not just preach Gamification; wepractice itCopyright © 2012 Accenture. All rights reserved. 8Gamifying...
10 Tips for Getting StartedCopyright © 2012 Accenture. All rights reserved. 9Choose a StickyProblemDifferent People,Differ...
Facilitate, Not Override, Existing Motivations10 Tips for Getting StartedCopyright © 2012 Accenture. All rights reserved. ...
10 Tips for Getting StartedCopyright © 2012 Accenture. All rights reserved. 11Don’t Reinvent theWheelRemember theClobber’s...
Facilitate, Not Override, Existing Motivations10 Tips for Getting StartedCopyright © 2012 Accenture. All rights reserved. ...
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Innovation Infusion: Gamification . Jornada SPAIN IS DIGITAL. Marco Ryan. Accenture Interactive

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Innovation Infusion: Gamification.
Presentacion de Marco Ryan en Jornada Spain is Digital.
Managing Director de Accenture Interactive.
Marco es el Responsable de Accenture Interactive de la Zona ASEAN con sede en Singapur. Tiene más de 15 años de experiencia en la gestión de empresas eCommerce, liderando equipos de marketing digital, creación e implementación de estrategías digitales y selección y uso de analytics, plataformas digitales, gestión de contenidos... Su experiencia abarca desde el sector del automóvil de lujo en Italia, a empresas farmacéuticas en China. Tiene una comprensión profunda de las tecnologías digitales claves como ATG, Endeca, Hybris, Adobe CQ5, IMB Websphere.

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Innovation Infusion: Gamification . Jornada SPAIN IS DIGITAL. Marco Ryan. Accenture Interactive

  1. 1. Innovation Infusion: GamificationMarco Ryan18 April 2013
  2. 2. My Contrex ExperienceCopyright © 2012 Accenture. All rights reserved. 2People would break their routines for a bit of fun
  3. 3. What is GamificationCopyright © 2012 Accenture. All rights reserved. 3Gamification distills the essence that makes games socompelling, and applies it to non-game contexts toachieve practical outcomes.AddictiveGamesCompelling EssenceNon-GameContextPracticalOutcome
  4. 4. Why is It Relevant to BusinessCopyright © 2012 Accenture. All rights reserved. 4Gamification can achieve real and practical business outcomes, often throughapproaches that are novel and more effective than traditional means.Selected Business Outcomes Gamification Can Drive• Brand Perception• Brand Attachment• Product Differentiation• Usage Patterns• Demand Generation• Customer InsightCustomer Employee• Productivity• Education• Employee Engagement• Job Satisfaction• Knowledge Sharing• Collaboration
  5. 5. FMCGCoca-Cola Happiness RefillCopyright © 2012 Accenture. All rights reserved. 5When you seek happiness go to Coca-Cola
  6. 6. Consumer ElectronicsSamsung NationCopyright © 2012 Accenture. All rights reserved. 6Driving engagement and advocacy with gamification… it didn’t happenaccidentallyOut-selling the iPhoneReferences:Samsung Nation website: http://www.samsung.com/us/samsungnation/Outselling iPhone comment: http://mashable.com/2012/07/27/samsung-surpasses-iphone-shipments/
  7. 7. F&BMy Starbucks IdeasCopyright © 2012 Accenture. All rights reserved. 7Customer ideation through voting and leader boards70,000 ideas… in just the first year3 million visitsReferences:http://mystarbucksidea.force.comhttp://www.socialmedia.org/blog/case-studies/my-starbucks-idea-generates-70000-ideas-in-its-first-year/http://www.casestudiesonline.com/tag/mystarbucksidea-com/
  8. 8. At Accenture, we do not just preach Gamification; wepractice itCopyright © 2012 Accenture. All rights reserved. 8Gamifying for employees…CollaborationKnowledge ManagementStrategic Initiative AdoptionHealth & FitnessLeadership IntroductionCorporate Social ResponsibilityPeople.AccentureKnowledge ExchangeValue Pursuit GameSteptacularSpot the LeaderEco Challenge
  9. 9. 10 Tips for Getting StartedCopyright © 2012 Accenture. All rights reserved. 9Choose a StickyProblemDifferent People,Different GamesUnderstand YourObjectives1 2 3Solved witha game in 3 weeksBaffling scientist for15 yearsGap Free JeansGiveaway Event10,000 pairs of jeans!Check-in…using Facebook Places1 day of amazingtrafficSustained behaviour
  10. 10. Facilitate, Not Override, Existing Motivations10 Tips for Getting StartedCopyright © 2012 Accenture. All rights reserved. 10Gamification is aSpectrum4 5Not a GameGameLike a GameLinkedInNike+Windows SolitaireDisney’s Electronic WhipLaundry RoomEfficiencyWorker1027 Kristina Lopez 105%0912 Elvita Santiago 90%
  11. 11. 10 Tips for Getting StartedCopyright © 2012 Accenture. All rights reserved. 11Don’t Reinvent theWheelRemember theClobber’s ChildrenWalk Before YouRun6 7 8Platform ProvidersDesign+BusinessObjectiveProgrammeDesignGameDesignPlayerAnalysisSurprises from pilots…Don’t need prizes tomotivate participation…... but people don’tplay just because it’sa gameCollaborationKnowledge ManagementStrategic Initiative AdoptionHealth & FitnessLeadership IntroductionPeople.AccentureKnowledge ExchangeValue Pursuit GameSteptacularSpot the Leadergamifying for employees…
  12. 12. Facilitate, Not Override, Existing Motivations10 Tips for Getting StartedCopyright © 2012 Accenture. All rights reserved. 12Make It Fun!9 10+ +Doctor≠Stetho-scopeGrownManLab CoatNo MedicalDegree10pt!Gamification≠Points Leader-boardsBadgesNo Fun!+ +Boss offered $10 to workers to guess who would be fired next“If the name in your envelope has the right answer, you will win$10 CASH. … And no fair picking Mike Miller from (theRockingham Road store). He was fired at around 11:30 a.m. todayfor wearing a hat and talking on his cell phone. Good luck!!!!!!!!!!”Employees walked out on a convenience storeowner in Iowa after he introduced the contest.
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