Sam Creek - Executive Insider: How to Drive Engagement in Digital Communities
 

Sam Creek - Executive Insider: How to Drive Engagement in Digital Communities

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Driving engagement in enterprise communities can be extraordinarily challenging - and B2B ecosystems only make this harder. Join CA's lead gamification advocate Samuel Creek as he discusses the unique ...

Driving engagement in enterprise communities can be extraordinarily challenging - and B2B ecosystems only make this harder. Join CA's lead gamification advocate Samuel Creek as he discusses the unique opportunities, threats and solutions CA has used to gamify its community and create breakthrough connections.

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  • Challenges – Complex, Attention to detail, not every community is ready

Sam Creek - Executive Insider: How to Drive Engagement in Digital Communities Sam Creek - Executive Insider: How to Drive Engagement in Digital Communities Presentation Transcript

  • How to Drive Engagement inDigital CommunitiesSam Creek
  • 2 April 29, 2013 Copyright © 2012 CA. All rights reserved.About CA TechnologiesCA Technologies is a leading provider ofIT management software and solutionsto global private and public enterprises:• Broad and deep portfolio ofsolutions that deliver businessoutcomes across the entire businessservices lifecycle• Innovation through organicinvestments and acquisitions• Customer choice: multi-platformand system agnostic, consumesoftware the way you want –on-premise, on-demand,service providers* IDC, “Worldwide Cloud Systems Management Software, 2011 Vendor Shares: Market Moves Beyond Self –Service”, Document No. 236556, August2012**Forrester Research, Inc., “Who’s Who In IT Management Software 2.0”, August 17, 2010MARKET LEADERSHIPRANKED #1 in Cloud Systems Management Software*RANKED #1 in Forrester’s list of IT Management SoftwareVendors by Revenue, in 2010**One of Fortune Magazine’s Most Admired Companies(software industry)One of Newsweek’s Top 10 greenest companies35+ years managing complex IT environments$4.5 billion annual revenue & strong profit
  • 3 April 29, 2013 Copyright © 2012 CA. All rights reserved.CA Communities: the landscape• For customers and partners to collaborate and share ideas / insightswith business peers and CA Technologies• Run by customers; supported by CA Technologies• 41 Global user & business communities• 141 Regional user groups• 87,000+ community members• 35,000+ distinct users
  • 4 April 29, 2013 Copyright © 2012 CA. All rights reserved.MyCA communitiesEventsForums & SocialCollaborationDocument libraryMore….
  • 5 April 29, 2013 Copyright © 2012 CA. All rights reserved.MyCA user home pagesUser infoConnectActivity streamsContacts
  • Forum ranksPointsFamiliarSimpleOut of the BoxPredictable6 April 29, 2013 Copyright © 2012 CA. All rights reserved.The Situation in 2011
  • Forum ranksPointsFamiliarSimpleOut of the BoxPredictable7 April 29, 2013 Copyright © 2012 CA. All rights reserved.The Situation in 20111/9/90 ruleForums dominantNeglected ContentMissing Value
  • No reward for visiting or contributing to other areas8 April 29, 2013 Copyright © 2012 CA. All rights reserved.What was missing?
  • No reward for visiting or contributing to other areasNo guidance for where they should go next9 April 29, 2013 Copyright © 2012 CA. All rights reserved.What was missing?
  • No reward for visiting or contributing to other areasNo guidance for where they should go nextNo reason why they should explore10 April 29, 2013 Copyright © 2012 CA. All rights reserved.What was missing?
  • 11 April 29, 2013 Copyright © 2012 CA. All rights reserved.The Answer: CA ChampionsMove up the levels byParticipating• View Content• Post Questions• Post Answers• Rate Content• Subscribe to Content• Feed ideas• Blog
  • 12 April 29, 2013 Copyright © 2012 CA. All rights reserved.How do we get the users involved?Mission What it Represents TrophyBlog Commenter Participate in blog discussionsBlogger Broadcasting through blogsBlog Reader Becoming an expert across blogsFan Visiting message boardsNetworker Connecting to other users on MyCAReader Becoming an expert across message boardsSolver Answering questions
  • 1/9/90 was amplified13 April 29, 2013 Copyright © 2012 CA. All rights reserved.What did we learn from the 1st game?
  • 1/9/90 was amplifiedUser behavior insights14 April 29, 2013 Copyright © 2012 CA. All rights reserved.What did we learn from the 1st game?
  • 1/9/90 was amplifiedUser behavior insightsBusiness users crave predictability15 April 29, 2013 Copyright © 2012 CA. All rights reserved.What did we learn from the 1st game?
  • 16 April 29, 2013 Copyright © 2012 CA. All rights reserved.First round resultsQuestionsAnsweredBUSINESS RESULTSWiki PagesCreatedWall-to-WallCommunicationBlog Comments57%15% 306% 600%
  • Relative ranks according to the user’s communitiesUnique missions for each communityDifferent goals for each communitySame levels17 April 29, 2013 Copyright © 2012 CA. All rights reserved.Community specific missions
  • 18 April 29, 2013 Copyright © 2012 CA. All rights reserved.The EngineRewards arecollected intoMissions or Levelsfor eachcommunityCommunitySpecificRewardsGlobalBehaviors
  • 19 April 29, 2013 Copyright © 2012 CA. All rights reserved.Community Levels and RewardsUnique IconsFlexible MissionsConsistent Levels
  • CA Employees can be tracked in teamsThey are rewarded as users and as teammembersTeams progress can be tracked againstone another.20 April 29, 2013 Copyright © 2012 CA. All rights reserved.CA Employees getting in the game
  • Liked:RanksLeaderboardsBadges/PointsGuidanceImmediate Feedback21 April 29, 2013 Copyright © 2012 CA. All rights reserved.External Challenges: How do I earn more points?
  • Liked:RanksLeaderboardsBadges/PointsGuidanceImmediate Feedback22 April 29, 2013 Copyright © 2012 CA. All rights reserved.External Challenges: How do I earn more points?Did not like:InterruptionsFuzzy encouragementAnything that distractsthem if they have a task athandAnomalies in the system
  • 23 April 29, 2013 Copyright © 2012 CA. All rights reserved.Internal Challenges: This is business, not a gameLiked:Teams to trackdepartmentsContests betweendepartmentsGranular metricsAcross site tracking
  • 24 April 29, 2013 Copyright © 2012 CA. All rights reserved.Internal Challenges: This is business, not a gameLiked:Teams to trackdepartmentsContests betweendepartmentsGranular metricsAcross site trackingDid not like:ComplexitySocial rewards vs. TangiblerewardsWhen will this be onintranet resources?
  • Engagement with new missions and rewardsExpand across multiple sitesEnter real world behavior25 April 29, 2013 Copyright © 2012 CA. All rights reserved.Going Forward
  • Thank you!