GWC14: Carlos Guardiola - "Who gamifies the gamificators?

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Carlos Guardiola's presentation from his talk at Gamification World Congress 2014

Carlos Guardiola's presentation from his talk at Gamification World Congress 2014

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  • 1. WHO GAMIFIES THE GAMIFICATORS?
  • 2. HELLO, MY NAME IS CARLOS GUARDIOLA. I’M CHIEF INNOVATION OFFICER AT MEDIANET SOFTWARE WE ARE AN ITC COMPANY FOUNDED IN 1995, NOWADAYS PRESENT IN SPAIN, USA AND MEXICO WE ARE 200 TALENTECH PEOPE, WITH COMMON LOVE FOR QUALITY AND INNOVATION
  • 3. OUR FIRST CONTACT WITH GAMIFICATION WAS IN JANUARY 2012, WHEN WE STARTED THE DEVELOPMENT OF BBVA GAME’S ARCHITECTURE Gamification: A Growing Business to Invigorate Stale Websites (Businessweek) Gartner Predicts +70% of Global 2000 Organisations will have at least one Gamified Application by 2014 MediaNet Software starts working in Gamification
  • 4. IN MAY 2012 WE CREATED A PROJECT WITH THE CODE NAME ‘MNSGAME’ WITH A ROADMAP TO LEARN ABOUT GAMIFICATION AND HOW TO APPLY IT IN OUR COMPANY
  • 5. IN SUMMER 2012 WE LAUNCHED ‘TOP SECRET’ A ROLE PLAY CAMPAIGN TO TEST OUR COLLEAGUES’ INCLINATION IN GAMING
  • 6. LESSON WE LEARNED DON’T WASTE YOUR ENERGY TRYING TO ENGAGE EVERYBODY. THERE’S THIS KIND OF PEOPLE WHO LIKE TO BE ANGRY. GET USED TO IT
  • 7. LESSON WE LEARNED 15% 85% Engaged in email & twitter Ignored the campaign INTERNAL GAMIFICATION IS LIKE ANY OTHER KIND OF ONLINE BUSINESS. IT REQUIRES MASTERING THE CONVERSION FUNNEL
  • 8. AS A RESULT OF OUR FIRST GAMIFICATION CAMPAIGN, WE REALISED OUR NEED FOR TOOLS DURING 2013 OUR MOBILE DEPT. DEVELOPED MAIAP* BUILT AS AN IOS + ANDROID APP, BACKED IN GOOGLE APP ENGINE, MAIAP IS THE HEART OF OUR ENTERPRISE SOCIAL NETWORK *MOBILE APP FOR INSTANT ACCESS TO PEOPLE
  • 9. IN SUMMER 2013 WE WERE READY FOR THE SECOND PHASE OF OUR PROJECT, INCLUDING THE FOLLOWING DEFINITION OF OBJECTIVES SKILLS & ENDORSEMENT ONLINE MARKETING SEARCHING FOR TALENT LEARNING & TEACHING NEW BUSINESS
  • 10. MEANWHILE, WE GAMIFIED OUR BUDGET FOR INNOVATION: AS INTRAPRENEURS, WE DID ELEVATOR PITCHES OF OUR PROPOSALS
  • 11. LESSON WE LEARNED BEWARE OF PEOPLE WHO KNOW THE RULES OF THE GAME, AS THEY’LL TRY TO BREAK THEM - AS I DID J
  • 12. #MNSHUNT WAS A SHORT CAMPAIGN TO TEST OUR NEW SITE. INSPIRED IN 1996 ‘ALIENS’, WE SPENT 5 DAYS HUNTING BUGS
  • 13. 179% 12:02’ 250% 287 31 2772 7 LESSON WE LEARNED INTERNAL GAMIFICATION IS LIKE ANY OTHER KIND OF ONLINE BUSINESS. IT REQUIRES OBJECTIVES, KPIs AND PERFORMANCE MONITORING10,95
  • 14. LESSON WE LEARNED ‘ALIEN WHO?’ MAYBE YOUR COLLEAGUES DON’T SHARE YOUR SAME CULTURAL REFERENCES IN A GLOBALIZED COMPANY
  • 15. WE STAMP BUTTON BADGES TO RECOGNIZE THE MORE COMPROMISED PEOPLE WITHIN OUR STAFF, OR THOSE WHO RULE OUR BLOG…
  • 16. LESSON WE LEARNED R-E-S-P-E-C-T STATUS WITHIN A HIGH QUALIFIED TEAM IS ONE OF THE GREATEST MOTIVATORS
  • 17. RECENTLY WE LAUNCHED #FLOWERPOWER, A GAMIFICATION CAMPAIGN WHERE WE SUGGEST HOW WE’D LIKE OUR WORKPLACE TO BE
  • 18. LESSON WE LEARNED PEOPLE ENGAGE WHEN THEY FEEL THEY CAN MAKE DECISIONS 28%62% 9% 76 3* *Only 3 proposal of retro arcade machines, including our CEO’s
  • 19. SINCE JANUARY 2014 MAIAP INCLUDES THE BASIC ELEMENTS FOR GAMIFICATION: POINTS, BADGES, A GLOBAL + SOCIAL RANKING, AND NOTIFICATIONS USING JIRA PROJECT TRACKER, OUR GAMERS CAN PURCHASE ITEMS WITH THEIR POINTS NEXUS 5 IS THE BEST-SELLING ITEM IN OUR CATALOGUE J
  • 20. LESSON WE LEARNED GAMIFICATION IS LIKE ANY OTHER INVESTMENT: IT NEEDS BUDGET AND ROI. DON’T FORGET REAL-WORLD REWARDS IN YOUR BUDGET
  • 21. ‘MAIAP: THE GATHERING’ IS OUR LATEST CAMPAIGN. AS IN A RPG, PEOPLE DEFINE THEIR SKILLS, THAT THEIR COLLEAGUES CAN ENDORSE PEOPLE CAN ASK FOR AN ENDORSEMENT, AND MAIAP RANDOMLY SUGGEST NEW ENDORSEMENTS (LIKE LINKEDIN) SKILLS & ENDORSEMENTS ALLOW PEOPLE TO FIGHT PROJECTS OF DIFFERENT LEVELS
  • 22. CREATE THE BEST TEAM TO SUCCEED IN EACH PROJECT IDENTIFY PEOPLE’S INTERESTS TO OFFER THEM NEW ASSIGNMENTS LEARN ABOUT WHAT WE’RE DOING
  • 23. IN MEDIANET SOFTWARE WE USE THREE KIND OF MOTIVATORS 1 INCENTIVES TO ENCOURAGE DESIRED BEHAVIOURS 2 MONEYFICATION TO STRENGHTHEN THE VALUE & DUTIES OF EACH JOB DEFINITION 3 GAMIFICATION TO ENGAGE PEOPLE IN TASKS CONSIDERED OUT OF THEIR JOB
  • 24. INTERNAL GAMIFICATION IS LIKE ANY OTHER INVESTMENT 1 OBJECTIVES WHY ARE YOU DOING IT? 2 RESOURCES WHAT DO YOU NEED TO DO IT? 3 KPIs HOW DO YOU KNOW IF YOU ARE GOING TO WIN OR LOSE? 4 ROI IS THIS AN EFFICIENT INVESTMENT?
  • 25. LESSON WE LEARNED MAYBE NO ONE LIKES TO BE ALWAYS ANGRY. IT’S JUST A MATTER OF FINDING THE GAME THEY LIKE. WE ARE LOOKING FOR IT J
  • 26. THANK YOU! CARLOS.GUARDIOLA@MEDIANETSOFTWARE.COM @CARLOSGUARDIOLA
  • 27. Altavista  Business  Center   Av  Universidad  1134  1º   Col.  Xoco  Del.  Benito  Juárez,  03330     www.medianetsoAware.com   Telf.:+34  917  680  440   Fax:+34  917  680  441   Avenida  del  Llano   Castellano,  13  5º   28034  Madrid   www.medianetsoftware.com @medianet La  Regenta  13,  bajo   33006  Oviedo   MADRID   OVIEDO   MEXICO  DF   2828  Coral  Way,     33145  Coral  Gables,  FL   USA