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Feb2013 Social Media MeetUp: Community Management and Gamification

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This is a presentation I gave at a MeetUp in the SF Bay Area in February 2013. As a community manager, I shared my best practices and talked about my plans to gamify the community. We are now live ...

This is a presentation I gave at a MeetUp in the SF Bay Area in February 2013. As a community manager, I shared my best practices and talked about my plans to gamify the community. We are now live with gamification on the SAP Community Network! Check it out at scn.sap.com/welcome.

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    Feb2013 Social Media MeetUp: Community Management and Gamification Feb2013 Social Media MeetUp: Community Management and Gamification Presentation Transcript

    • Gamify your CommunityLaure Cetin, Community Reputation Manager, SAP Community NetworkFebruary 2013
    • The SAP Community Network(SCN)
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 32,000,000+unique individual visitors each month270,000+members have ever contributed9,200active bloggers5,000+discussion threads per day400+discussion topics230+Countries & territories9,300,000total messagesThe Social Network for SAP Professionals30,000Wiki pages
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 4Content Is KingTechnical & BusinessContentTroubleshooting:Discussion ForumsStorytelling:BlogsCollaborating:WikiDownloading:Software, Tools
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 5A High-Tech, Professional CommunityA 10-year old, mature community:ExternalDiverseOrganic growthNeed to encourage quality contributionsA professional, high tech community:It takes time to contribute contentIt is about building a reputation as an SAP ProfessionalCheating/Gaming the system is not good!
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 6SCN Architecture (Jive)CustomerRelationshipManagementABAPDevelopmentMaster DataManagementCurrent Structure = Topic Based
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 7Community Management TipsOrchestrate, don’t control Listen (forums, social media) Respond Build personal relationshipsEnsure diversity Make it interestingBring expertise Ensure high quality of contentBring dynamism and passion Advocate for your communityAdd here…
    • What is Gamification?
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 9DefinitionGamification is the use ofgame-thinking and gamemechanics in a non-gamecontext in order to engageusers and solve problems.Gamification is used inapplications and processesto improve userengagement, ROI, dataquality, timeliness, andlearning.Source: Wikipedia
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 10Not Just a Hype$0$500$1,000$1,500$2,000$2,500$3,0002011 2012 2013 2014 2015 2016MillionsGamification Software Market - $2.8B by 2016By 2014, a gamified service for consumer goods, marketing and customerretention will become as important as Facebook, eBay or Amazon, and morethan 70% of Global 2,000 organizations will have at least one gamifiedapplication.
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 11What Gamified Companies Are Saying (source: Bunchball)• 40% increase• 30% increase• 19% increaseIncreasedUnique Users• 100%increase• 85% increasefrom 20M• From 3 pervisit to 4-4.5IncreasedPage Views• 2-3X increase• 85% increase• From 3.5 min.to 4.5 min.IncreasedTime on Site• From 0 to 2.4M• From 0 to50,000• 30% of visitorsregisteredIncreasedRegisteredUsers• 47% increasein associatedsalesIncreasedProductRevenue• 40% increasein ad sales• 40% increasein ad salesImprovedCPM/CPVRates
    • Current Use of GameMechanics on SCN
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 13PointsLifetime points Never expire Don’t represent current activity12-month rolling points Represent current activity Expire – this is perceived as unfair and demotivatingSCN points are not redeemable
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 14Status and BadgesActive Contributors: 250+ points in the last 12 months 4 levels (Bronze, Silver, Gold, Platinum)Top Participants leaderboardTopic Leader contestModerators ~1,000 members Volunteers Guardians of qualityMentors ~100 members Influencers nominated by the community
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 15Rewards and RecognitionQuality content featured prominently on SCNMember of the Month recognitionAccess to systems, information (SAP Mentors)Participation in events (SAP Mentors)Recognition at events (SAP Mentors, SCN Topic Leaders)
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 16I Am On the SCN Home Page!
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 17I Am the SCN Member of the Month!
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 18I Am an SAP Mentor!
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 19I Am an SCN Topic Lead!
    • A Gamification Platform anda New Program
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 21A Gamified SCN ExperienceOnboardingCollaborationRecognitionCompetitionSelfExpressionAltruism Real-time positive feedback reinforces good behavior Real-time negative/corrective feedback: learn and adjust Transparency provided to members who know where theystand Goals to keep members motivated
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 22Gamification StrategyRecognitionand ReputationPointsBadges“My” spacesSpace statusActivities/BehaviorsLeaderboardsLeverage gamification to motivate communitymembers to take actions beneficial to thecommunity and SAPReward participation and achievementswith points and badges.Let people shine in leaderboards, where wefeature them for achievements of point levels andmissions.Help members grow their reputation as anexpert in a topic
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 23How to engage and achieve reputation:SCN-Level: Lifetime points across SCN Levels determined by lifetime pointsMissions: Start with a few, add more with time Make missions progressive toencourage and motivate Site-wide and space-specificmissionsTopic expertise in spaces: Lifetime points by space Leaderboards in spaces and acrossSCN
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 24Reputation and Gamification MechanicsUser Profile My business card A summary of my achievements An overview of my expertiseMissions Fun, engaging Address all personalities in your community Point economy:– Simple vs. hard– Low value vs. high value– Low point reward vs. high point rewardBadges Role-based badges: Mission-based badges:– Represent expertise– Represent what type of person I am
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 25Looking ForwardTransformation of the high-tech industry: Impacting human interaction Helping Sales and SupportGamification can be serious Improve moderation tools and controls Implement reputation mechanisms similar to stackoverflow.comConcept of portable reputation Ability to port point status, badges onto other platforms Very valuable for independent consultants or marketersMobile!
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 26May 2013 UpdateWe are live!Visit scn.sap.com/welcomeVisit my profile and take a lookRead: The announcement blog The SCN Reputation Program Overview
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved.Thank youContact information:Laure CetinCommunity Reputation Managerlaure.cetin@sap.com@LaureCetin