Gamifying enterprise social collaboration

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Gamifying enterprise social collaboration

  1. 1. Copyright © 2013 Accenture. All rights reserved.
  2. 2. Copyright © 2013 Accenture. All rights reserved.
  3. 3. What is it?
  4. 4. What is gamification? It’s about learning from games to engage people and solve problems. Game-like Feels like a game A Game Simulations, Serious games Not a game Subtle, almost imperceptible Gamification+ Overt, ubiquitous use of mechanics Pre-gamification Use of behavioral economics common to games/gamification LinkedIn Loyalty Programs Foursquare Zombies, Run! Gamification Lite Selective use of mechanics Amazon Reviews America’s army Gamification Spectrum Copyright © 2013 Accenture. All rights reserved. LinkedIn
  5. 5. Copyright © 2013 Accenture. All rights reserved. People are stuck in their old habits. ?? Personal network Global network I’ve got an answer. I have the same question. I’ve got a better answer. That’s not the only question you should be asking… I have a question. Copyright © 2013 Accenture. All rights reserved.
  6. 6. k This is a behavior problem. Accenture places gamification within the proper context of a larger behavior change framework*.Gamification Social Influence “Traditional” Change Techniques Behavior Change *Builds on Accenture Tech Labs’ behavior shaping research. Copyright © 2013 Accenture. All rights reserved.
  7. 7. Copyright © 2013 Accenture. All rights reserved. Sustained Behavior Change Time Short Medium Long L H M Rapid Adoption Sustained Engagement Adoption / Behavior Change Cooperation Common Narrative Progression Player Autonomy Extrinsic Motivation Intrinsic Motivation 80% of gamification projects will fail due to poor design (Gartner) Learning Games Onboarding Competition Early adopter rewards Public recognition Sustained behavior change is not just about points and badges, it’s about tapping into people’s intrinsic motivations.
  8. 8. What is it?
  9. 9. Intrinsic and Extrinsic Motivation Copyright © 2013 Accenture. All rights reserved.
  10. 10. Intrinsic Motivation: Mastery Copyright © 2013 Accenture. All rights reserved.
  11. 11. Intrinsic Motivation: Autonomy 1 5 25 100 500 Networker Chatterbox Blogger Knowledge Builder Community Champion  Copyright © 2013 Accenture. All rights reserved.
  12. 12. Intrinsic Motivation: Purpose Copyright © 2013 Accenture. All rights reserved.
  13. 13. Copyright © 2013 Accenture. All rights reserved. Extrinsic Motivation: Points, Badges, Leaderboards …visibility into their impact …visibility into how they compare Copyright © 2013 Accenture. All rights reserved.
  14. 14. Copyright © 2013 Accenture. All rights reserved. Extrinsic Motivation: Performance Management myPerformance Feedback for: Thomas Hsu Feedback from: Sean Collins Chief Strategy Officer Performance management feedback At Accenture, social learning through collaboration and knowledge sharing enables us to cultivate our greatest asset: our people. Thomas is one of our top performers at Accenture, and is leading the way we learn and develop by utilizing our formal collaboration and knowledge-sharing resources. Thomas was recognized for being among the top 50 individuals across the firm during FY12 for engaging in activities associated with: • CONNECTING to the right people and content • CONTRIBUTING their knowledge and experience • CULTIVATING the ideas and insights of others My personal thanks to Thomas for helping us, through collaboration and sharing, to bring the very best of Accenture to our clients every day and for epitomizing our core value of 'One Global Network'. Formally measuring and recognizing people for collaborative behaviors. Copyright © 2013 Accenture. All rights reserved.
  15. 15. Extrinsic Motivation: Existing Recognition Programs Recognize Collaboration Copyright © 2013 Accenture. All rights reserved.
  16. 16. Copyright © 2013 Accenture. All rights reserved. Extrinsic Motivation: Visibility and Social Proof Copyright © 2013 Accenture. All rights reserved.Copyright © 2013 Accenture. All rights reserved.
  17. 17. Where We Are Traditional Change Gamification Social Influence Copyright © 2013 Accenture. All rights reserved. Traditional Change Gamification Social Influence Where We’re Headed
  18. 18. What is it?
  19. 19. It’s not just points, badges, leaderboards. Dopamine Copyright © 2013 Accenture. All rights reserved.
  20. 20. Reward quality, not quantity Copyright © 2013 Accenture. All rights reserved.
  21. 21. It’s not a silver bullet.
  22. 22. Use social influence to gain new converts. Copyright © 2013 Accenture. All rights reserved.
  23. 23. Evolve and Cultivate Copyright © 2013 Accenture. All rights reserved.
  24. 24. What is it?
  25. 25. Results 0 5 10 15 20 25 30 35 40 2009 2010 2011 2012 2013 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2009 2010 2011 2012 2013 Average A3 Scores Penetration Email digest subscription People Profile Joined a CoP Collaborated in some manner Copyright © 2013 Accenture. All rights reserved.
  26. 26. Results 0 100 200 300 400 500 600 700 800 0 2000 4000 6000 8000 10000 12000 14000 16000 2009 2010 2011 2012 2013 Activity (single quarter) Blogs Microblogs tipping point Copyright © 2013 Accenture. All rights reserved.
  27. 27. Copyright © 2013 Accenture. All rights reserved. Anecdotal Feedback 27
  28. 28. Copyright © 2013 Accenture. All rights reserved. Mission Accomplished! Any questions?
  29. 29. Thomas Hsu Thomas.Hsu@accenture.com www.linkedin.com/in/HsuThomas Steve Kaukonen Stephen.D.Kaukonen@accenture.com www.linkedin.com/in/SteveKaukonen

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