Employee-of-the-Month Badge Unlocked!Engaging Your Employees to Describe Enterprise Data SemanticallyElena Simperl, Karlsruhe Institute of Technology, Germany & STI Innsbruck, Austria Germán Toro del Valle, Telefónica Investigación y Desarrollo, Spain Talk at SemTech 2011, London, UK5/3/2012 www.insemtives.eu 1
The Semantic Enterprise• Semantic solutions for enterprise knowledge management enhance how – Existing content and knowledge are used and exploited (sometimes in novel, unexpected ways). – Employees collaborate and interact within the team and with customers.• Applicable to ECM, CRM, SCM etc.
Semantic technologies are mainly about automation• But many tasks in semantic content authoring fundamentally rely on human input. – Modeling a domain. – Understanding text and media content (in all their forms and languages). – Integrating data sources originating from different contexts.• What motivates people to undertake such tasks?• What rewards could be effective?• How can an enterprise ensure that such tasks are executed effectively? – And the adoption of semantic technologies pays-off…
Incentives and motivators• Incentives can be related to both extrinsic and intrinsic motivations.• Successful volunteer crowdsourcing is difficult to predict or replicate. – Highly context-specific, not applicable to arbitrary tasks.• Reward models often easier to study and control. – Different models: pay-per-time, pay-per-unit, winner-takes-it- all. – But assume performance can be reliably measured. – Not always easy to abstract from social aspects (free-riding, social pressure). – May undermine intrinsic motivation.
Turn work into play www.insemtives.eu 5
What makes game mechanics successfull?* • Accelerated feedback cycles. – Annual performance appraisals vs immediate feedback to maintain engagement. • Clear goals and rules of play. – Players feel empowered to achieve goals vs fuzzy, complex system of rules in real-world. • Compelling narrative. – Gamification builds a narrative that engages players to participate and achieve the goals of the activity. • But in the end it’s about what task users want to get better at.*http://www.gartner.com/it/page.jsp?id=1629214Images from http://gapingvoid.com/2011/06/07/pixie-dust-the-mountain-of-mediocrity/ and http://www.hideandseek.net/wp-content/uploads/2010/10/gamification_badges.jpg
Guidelines • Focus on the actual goal and incentivize related actions. – Write posts, create graphics, annotate pictures, reply to customers in a given time… • Build a community around the intended actions. – Reward helping each other in performing the task and interaction. – Reward recruiting new contributors. • Reward repeated actions. – Actions become part of the daily routine.Image from http://t1.gstatic.com/images?q=tbn:ANd9GcSzWEQdtagJy6lxiR2focH2D01Wpz7dzAilDuPsWnL0i4GAHgnm_0hyw3upqw
What tasks can be gamified?* • Tasks that are decomposable into simpler tasks, nested tasks. • Performance is measurable. • Obvious rewarding scheme. • Skills can be arranged in a smooth learning curve.*http://www.lostgarden.com/2008/06/what-actitivies-that-can-be-turned-into.htmlImage from http://www.powwownow.co.uk/blog/wp-content/uploads/2011/06/gamification.jpeg
What is different about semantic systems?• It‘s still about the context of the actual application.• User engagement with semantic tasks in order to – Ensure knowledge is relevant and up-to-date. – People accept the new solution and understand its benefits. – Avoid cold-start problems. – Optimize maintenance costs.
Enterprise Knowledge Management at Telefónica• Services: • Metrics: – Bank of Ideas – 1200 employees – Blogs – 7 cities / 3 countries (↑) – Corporate Directories – ˜3050 visits per day – Document management. – ˜56000 page views (impressions) per day – Forums – Average visit time: 20’ – News • Main consequence: – Pilot/Product/Service Catalogues – Alternatives means to get what we are looking for – Search engines – Wikis – …
OKenterprise annotation tool
Incentive 1: Reputation• Reputation is very powerful motivation in an enterprise.• Show benefit of annotations expert network based on the annotations.
Incentive 2: Competition/Rewards• Everyone (even employees ;-) ) like to play and to compete• ... and win prizes in return
Incentive 3: Fun• Making everyday‘s tasks more fun
Incentive 4: Public good• Getting profit out of everyone‘s contributions