Enterprise Gamification

Tapping Enterprise CommunitiesThrough GamificationMarta RauchSTC Summit 2012 @martarauch

Audience Poll • Do you work with an online enterprise community, such as a forum, support site, or corporate blog? • Have you worked on a gamification project?Marta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

What Well Cover: • Strategies, tips, & best practices for enterprise communities • Enterprise gamification • Tech comm implications • Gamification examples • How to learn more Key Takeaway: Enterprise gamification Details are in the Summit Proceedings article is here. and slides posted on SlideShare: Be prepared! http://www.slideshare.net/MartaRauchMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Enterprises Benefit from Community Help Web 2.0 has changed: • The definition of enterprise user assistance • User expectations Online enterprise help is becoming Community help: • Complements traditional docs • Links to and includes community-created content • Gives credit to contributors Samartha’s article, "Community Help: Technical Communication for the Web 2.0 User http://blogs.adobe.com/livecyclepost/Marta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012. http://blogs.adobe.com/techcomm/

Kudos for Community Content Enterprise customers love it! http://blog.pandyaparth.com/2012/02/livecyclesuperblog/ http://tjordahl.blogspot.in/2011/10/adep-post.htmlMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012. http://www.assuredynamics.com/index.php/2011/10/adep- designer-blogs/

Best Practices for Tapping Enterprise Content Know your users, and what they want Provide valuable content, keep it fresh: 1. Seek out product experts, community leaders 2. Engage, develop relationships 4. Encourage them to share their expertise Reward with visibility, 5. Leverage their content recognition 6. Reward contributors WIFM - “What’s in it for me” • Visibility • Recognition • Access Samartha’s Adobe blog: http://blogs.adobe.com/samartha/category/community-helpMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Who Uses Enterprise Communities? Enterprise consultants, IT staff, architects, implementation experts, and end-users. They specialize in enterprise products. • Distribution is often through channel partners or system integrators • Installation and configuration may be performed by consultants Understand your enterprise community participantsMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Strategies for Finding Content Content Creators Type of Content Internal to your organization: How To articles, top customer engineering, quality issues, knowledgebase engineering, field, sales, articles, case studies, training, training, support social networks Partners, consultants Implementation notes, scenarios, blogs, social media, web sites, forums Customer organizations and Customizations, field issues, user groups product web sites, Be questionnaires creative!Marta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Strategies for Engaging How and where to engage: • Interact on forums • Review blogs and comments • Analyze feedback, ratings • Connect with field professionals • Connect with user groups at conferences, social networks, Google+ • Start a Customer Partnering initiative • Implement gamification Engage with your networkMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Tip: Partner with Tech Support Review customer issues, solutions https://support.oracle.comMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Tip: Hold a Contest! Adobe held a contest for their tech comm community http://blogs.adobe.com/techcomm/2012/02/graphiti.htmlMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Tip: Conduct Surveys Create a survey, and link to it from the community http://www.surveymonkey.com/Marta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

It Motivates Users in Social Media Klout leaderboard Badges from Foursquare, Empire AvenueMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

What Is Gamification, Anyway? Game techniques .. …in non-game situations …to motivate people and drive behavior.Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.

It Benefits Enterprises, Too! It can:  Increase user engagement Very useful  Influence behavior for enterprise communities!  Motivate participation  Reduce time, costs  Improve quality of service  Drive user adoption, learning, loyalty  Increase efficiency  Meet customer expectations  Drive profitsMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

It’s Even Coming to the Workforce Workforce benefits: • Energize employees • Drive performance Get ready for a gamified • Identify leaders performance review • Motivate teams Example: SAP Internal Sales Training Example: Xerox Performance ManagementMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Video Demo Nitro for Salesforce http://www.youtube.com/watch?v=LprAZKSnm4Q&feature=player_embeddedMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Successful Gamified Enterprise Community  Leaderboard  Recognition  Rewards  Competition  Points  Levels  Badges  Achievements Oracle Forum https://forums.oracle.comMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

ROI of Enterprise Gamification IBM’s return on investment (ROI): • IBM Social Laboratory gamified their doc translation process • Awarded points to employees who helped translate documents • Employees used points to earn money for their charities Result: • Improved accuracy • Reduced internal project time • Reduced costs – saved millions in translation costsWhy IBM Represents the Future of Social Businesshttp://articles.businessinsider.com/2011-07-20/tech/30034737_1_ibm-executive-ibm-employees-sametimeMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Enterprise Gamification is Growing Rapidly M2 Research: • Market growth from $100 M in 2011 to over $2.8 B in 2016 • 197% growth in 2012, up from 155% growth in 2011 • 47% of implementations focus on user engagement Phenomenal growth! • Enterprise is the largest vertical segment • Enterprise is 25% of the gamification market Gartner: • By 2014, 70% of companies will have at least one gamified product • By 2015, over 50% of organizations will gamify innovation • A company providing gamification for marketing & customer retention will be as important as Facebook, eBay, or Amazon Source: Gartner Press Release Egham, UK, April12, 2011: http://www.gartner.com/it/page.jsp?id=1629214 M2: http://www.m2research.com/gamification.htmMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

It’s Time to Get in the Game Apply ideas from games:  Game dynamics – ways to motivate and drive behavior  Game mechanics – ways to encourage users to achieve goals Badgeville http://badgeville.com/Marta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Game Skills for Tech Comm Be familiar with games Know the rules of the game Understand players’ motivation Plan messages to guide players, reward mastery Organize content by levels Update editing, translation guidelines Provide fresh, eye-catching graphics Have an upgrade strategyMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012. http://nikeplus.nike.com/plus/

Write Effective Gamification Messages Define the goal of the game Introduce game levels, points, strategy Provide feedback, motivation Use a fun, informal style Offer encouraging progress messages Reward players when they reach levels, meet goals Link to a game FAQ Alert players when the rules of the game changeMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012. http://nikeplus.nike.com/plus/

Best Practices for Gamified Enterprise Communities  Define the mission and rules: Give users a clear problem to solve. Present the “gaming system.”  Display progress: Show users their progress, for example, using points or levels. Make the game easy to learn but hard to master.  Show status: Post a leaderboard to give users a sense of social status. Provide real-time feedback. Leverage groups, teams, social media, mobile.  Provide rewards: Provide some degree of rewards, such as a new level or abilities.  Motivate users: Use intrinsic motivation to keep users to the end. Rajat Paharia, Bunchball Founder, http://www.bunchball.com/solutionsMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Video Demo Level Up for IBM Connections http://www.youtube.com/watch?v=rro5G0yLyeE&feature=relmfuMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Define Levels Keep the interface clean, link to a FAQ http://nikerunning.nike.com/nikeos/p/nikeplus/en_MY/plus/#//goals/create/runFaster/ http://nikerunning.nike.com/nikeos/p/nikeplus/en_MY/support#/faqs/article/11560Marta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Award Points Why IBM Represents the Future of Social Business http://articles.businessinsider.com/2011-07- 20/tech/30034737_1_ibm-executive-ibm-employees-sametime ibm-executive-ibm-employees-sametimeMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Award Badges Make awards fun http://blogs.technet.com/b/microsoft_blog/archive/2012/01/18/visual-studio-achievements-program-brings-gamification-to-development.aspx http://www.i-programmer.info/news/99-professional/3635-visual-studio-achievements-program.htmlMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Provide Encouragement Congratulate players for achievements, introduce the next level http://technorati.com/social-media/article/isw-introduces-gamification-for-ibm-connections/Marta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Use a Fun, Friendly Tone Make messages light, fun, friendly, and supportive http://technorati.com/social-media/article/isw-introduces-gamification-for-ibm-connections/Marta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Praise Progress Motivate players and keep them interested in the game Microsoft PPT RibbonMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Oracle and Gamification Apps User Experience Presentation at Gamification Summit 2012 http://www.gsummit.com/session/enterprise-user-experience- making-work-engaging-at-oracle/Marta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Oracle Is In the Game• Gamified online enterprise communities: https://forums.oracle.com https://support.oracle.com• Gamification focus group• Blogs Games At Work, Part 1, Games at Work, Part 2, Apps UX Worldwide Gamification Design Jam• Twitter: @GamifyOracleApps, #GamifyOracle hashtagMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Adobe and Gamification• Gamified online enterprise forums• Content contributions from the community are evaluated, rated, and showcased to encourage participation• Enterprise community content pages showcase the best of community content, and identify and reward community leaders• Adobe’s consumer product, Digital Marketing Suite, incorporates gamification analytics through a partnership with BunchBall http://blogs.adobe.com/livecyclepost http://blogs.adobe.com/DMSPost http://venturebeat.com/2011/11/16/bunchball-brings-gamification-to-adobes-digital-marketing-suite/Marta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Other Enterprises • IBM gamifies products, employee learning, doc translation projects • SAP held an Enterprise Gamification Cup, gamified its TechEd conference • Cisco gamified its Sales Kickoff, introducing education, collaboration, fun, and engagement • Dell used gamification to help attendees get the most out of its Dell World conference • Microsoft gamified the PowerPoint ribbon to make learning fun; Visual Studio provides badges for success • SalesForce gamified products by incorporating Nitro by Bunchball • Volvo uses a smartphone app to motivate fans to participate in its community, earn points for products or charity donationsMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012. 7 Examples: Put Gamification to Work

What We Covered: • Strategies, tips, & best practices for enterprise communities • Enterprise gamification • Tech comm implications • Enterprise gamification examples • How to learn more Key Takeaway: Enterprise gamification is here. Details are in our Summit Proceedings article and in our slides posted on SlideShare: Be prepared! http://www.slideshare.net/MartaRauchMarta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

Selected Resources • Kevin Werbach, Dan Hunter: For The Win: How Game Thinking Can Revolutionize Your Business (coming soon) http://wdp.wharton.upenn.edu/books/for-the-win/ • Gamification course taught online by Kevin Werbach through Coursera: https://www.coursera.org/course/gamification • Michael Wu, What is Gamification, Really? http://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447 • Gartner Press Release Egham, UK, April12, 2011 http://www.gartner.com/it/page.jsp?id=1629214 • M2 Research http://www.m2research.com/gamification.htm • Jane McGonigal , TED talk on how games can make a better world http://blog.ted.com/2010/03/17/gaming_can_make/ • Michael Wu, Gamification 101: The Psychology of Motivation http://lithosphere.lithium.com/t5/Building-Community-the-Platform/Gamification-101- The-Psychology-of-Motivation/ba-p/21864 • For the Win: What’s the big deal about Bartle’s Player Types? http://gamifyforthewin.com/2012/08/whats-the-big-deal-about-bartles-player-types/ • Richard Bartle, “Hearts, Clubs, Diamonds, Spades: Players Who Suit MUDs” http://www.mud.co.uk/richard/hcds.htm • Amy Jo Kim, Gamification 101: Design the Player Journey • Games at Work, Part 1: https://blogs.oracle.com/userassistance/entry/games_at_work_part_1 Games at Work, Part 2: https://blogs.oracle.com/userassistance/entry/games_at_work_part_2 Gamification, by Erika Noll Webb https://blogs.oracle.com/gamification/ Oracle Apps Gamification Worldwide UX Design Jam https://blogs.oracle.com/userassistance/entry/oracle_applications_gamification_worldwide_ux Making Work Engaging at Oracle http://www.gsummit.com/session/enterprise-user-experience-making-work-engaging-at-oracle/ @GamifyOracleApps , #GamifyOracle • Gamification Gets Down to Business http://articles.businessinsider.com/2011-07-20/tech/30034737_1_ibm-executive-ibm-employees-sametime • Cisco Information Through Play http://www.nomimes.com/casestudies/hunt/ • Dell Hopes to Score with Gamification http://www.informationweek.com/thebrainyard/news/strategy/231601797/dell-hopes-to-score-with-gamification • Nitro for SalesForce http://www.bunchball.com/products/nitroforsalesforce, http://www.youtube.com/watch?v=LprAZKSnm4Q • Ribbon Hero: How Microsoft Made Office Fun http://www.youtube.com/watch?v=TRhjOBhAPb8 Microsoft Visual Studio Achievements Program Brings Gamification to Development http://blogs.technet.com/b/microsoft_blog/archive/2012/01/18/visual-studio-achievements-program-brings-gamification-to-development.aspx • Why IBM Represents the Future of Social Business http://articles.businessinsider.com/2011-07-20/tech/30034737_1_ ibm-executive-ibm-employees-sametime • 7 Examples: Put Gamification to Work http://www.informationweek.com/thebrainyard/slideshows/view/232901489/7-examples-put-gamification-to-work • Bringing Gamification to Adobe’s Digital Marketing Suite http://venturebeat.com/2011/11/16/bunchball-brings-gamification-to-adobes-digital-marketing-suite/ • Game Accessibility http://www.game-accessibility.com/index.php?pagefile=visual http://www.gameaccessibilityguidelines.com/guidelines/full-list/ • Game localization, http://gamelocalisation.wordpress.com/Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.

Game On! • Your goal: Learn gamification skills to enhance your career and prepare for new projects. • Your strategy: Gain skills by completing quests, and progressing through the levels. Demonstrate mastery when you complete Level 6. • Helping you get there: After you complete each level, you earn a badge. After you level up to Level 6, you will be ready to work on a gamification project! • Badges and levels: Level 1 Level 2 Level 3 Level 4 Level 5 Level 6: Newbie Apprentice Gamer Enterprising Designer GamificationMarta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012. Guru!

Level 1: Journey Begun  Your quest: Attend this presentation Level 1 and listen for tips to bring back to your Newbie workplace. Level 1 Level 2 Level 3 Level 4 Level 5 Level 6Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.

Level 2: Gamification Technology  Your quests: Level 2 • Learn about some gamification providers, such as: Apprentice - Badgeville - Bunchball - Gamify.it - Lithium - Shufflebrain - SCVNGR • Become familiar with some gamification platforms Level 1 Level 2 Level 3 Level 4 Level 5 Level 6Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.

Level 3: Deeper Understanding  Your quests: Level 3 • Play a variety of games to develop an understanding of Gamer game mechanics, dynamics, leveling up, rewards, language, and aesthetics • Become familiar with game concepts and terminology Level 1 Level 2 Level 3 Level 4 Level 5 Level 6Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.

Level 4: Involved  Your quests: • Learn about gamification projects at your company. Level 4 Suggest ways gamification could provide benefits. Enterprising • Search for “enterprise gamification” on the internet and social networks, find members of the gamification community, and follow, learn, and interact. • Read gamification articles and posts, and consider attending gamification events and conferences. Level 1 Level 2 Level 3 Level 4 Level 5 Level 6Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.

Level 5: Design and Playtest Your quest: Design a gamification system, do playtesting. 1. Pick an enterprise problem that is suitable for gamification and addresses business goals. Level 5 2. Understand your players, learn what motivates them. Designer 4. Plan business objectives, game dynamics, mechanics, and components, including player journey, feedback, intrinsic rewards. 5. Create a storyboard and mockup. 6. Invite players to playtest the game. 7. Confirm that players are motivated and reach goal, and that game meets business objectives. 8. Incorporate feedback and iterate. Level 1 Level 2 Level 3 Level 4 Level 5 Level 6Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.

Level 6: Mission Accomplished!  Your quests: • Like the Oracle Apps User Experience group, hold an internal Gamification Summit. Collaborate on integrating Level 6 Guru gamification in your company’s products and communities. • Like Oracle, hold a customer focus group to learn what motivates players and ways to enhance it using gamification. • Design game systems that are fun and meet business needs using internal motivation. Do playtesting and iterations. • Enjoy increased customer adoption, learning, motivation, satisfaction, loyalty, and retention. Level 1 Level 2 Level 3 Level 4 Level 5 Level 6Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.

You are developing gamification skills, and are on track to be prepared for 2015, when 50% of enterprises will gamify innovation, and 70% will have at least one gamified product. Following the tips in this presentation will help you achieve your goal. You’re in the game! Best wishes for success with your gamified enterprise project.Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.

• @martarauch • Marta Rauch Connect • +Marta Rauch with me! • Marta Rauch Join me at my upcoming presentations: • STC gamification webinar, October, 2012 • TC Camp, 2013 • Intelligent Content 2013 mobile workshop • HCII 2013 enterprise gamification presentationMarta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.

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Enterprise Gamification

by Marta Rauch

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