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Gamification Summit (GSummit) Mark Yolton 2013
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Gamification Summit (GSummit) Mark Yolton 2013

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  • 1. Nurturing and Growing Global Communities:The SAP ExampleMark Yolton | SVP of Digital, Social, and Communities at SAPGSummit San Francisco 2013
  • 2. About SAPThe world’s leading provider of enterprise application software 232,000 customers 180+ countries 65,667 employees €16 Billion revenue©  2013 SAP AG. All rights reserved. 2
  • 3. Digital, Social, and Communities at SAP Digital Social Communities©  2013 SAP AG. All rights reserved. 3
  • 4. SAP Community Network (SCN) 2 million unique visitors each month 160 million page views in 2012 57 million5,000+discussion threads per day total visits in 2012 9,200 400+ active bloggers 700+ discussion topics 46 net promoter score (NPS) community moderators ©  2013 SAP AG. All rights reserved. 4
  • 5. Evolution of Gamification on SCN Launch Gamification Gamified New SCN Module SAP TechEd Platform 2011: Celebrate SCN 10th Member of the Anniversary! 12 Month •  Jane McGonigal Month SAP Rolling Points Keynote Top Mentor Program •  Knowledge Contributors Quest Annual Points Contest Badges for Introduced LevelsAsk the U.N.Experts 100K World Food Members Program Community Moderation 2003 2005 2007 2009 2011 2013©  2013 SAP AG. All rights reserved. 5
  • 6. Why Gamification on SCN? ActivitiesOriginal intent: Behaviors• Facilitate technical/platform success through Points collaborative problem solving Badges• Empower the community to help each other vs. SAP providing all the expertise Leaderboards•  Enable learning through knowledge sharing SAP MentorsPrimary Outcome:• Use points system and other game techniques to encourage knowledge sharing by rewarding members“Bonus” Outcomes:•  Members build their professional reputations•  Experts & thought leaders are easily identified Knowledge, Reputation and Recognition©  2013 SAP AG. All rights reserved. 6
  • 7. Rewards and Recognition on SCN in 2012 Badges for Contribution Member of the Month Quality Content Recognition at Live Events Featured on SCN©  2013 SAP AG. All rights reserved. 7
  • 8. Why Implement a Modern Gamification Module?Challenge Opportunity Desired OutcomesDeclining visitor Encourage participation byengagement making it easier, fun and A more fun, exciting, valuable to connect with dynamic community others Increased quality andMembers overly focused Introduce missions that focus quantity of contributionson points - quantity over on community behaviors and from both activequality recognize quality and value members and “standby observers” Improved reputationSome members cheating Design missions that highlight information; Easierto get points engagement and provide identification of topic visual badges (vs. just total experts points) ©  2013 SAP AG. All rights reserved. 8
  • 9. New and Improved Gamification to Increase Engagement(1 of 2) Badges •  Based on Missions •  More status levels to •  Detailed “Reputation Tab” in •  20+ Badges at launch demonstrate attainable each member’s profile •  System recommends progress •  How you rank vs. your “Next Mission” to reach connections next level*Screenshots subject to change©  2013 SAP AG. All rights reserved. 9
  • 10. Example Missions Explore Engage Create Influence*Screenshots subject to change©  2013 SAP AG. All rights reserved. 10
  • 11. New and Improved Gamification to Increase Engagement(2 of 2)Maslow’s Hierarchy of Needs Altruism Self Expression Healthy Competition Recognition Collaboration Onboarding©  2013 SAP AG. All rights reserved. 11
  • 12. Key Learningsn  Know your audience and what they value…focus theren  Tie your vision to business goalsn  Involve community members in the processn  Give your project team time and “space” to experiment and evolve togethern  Leverage Design Thinking approaches (“audience-in”)n  Have an open mind to changing the status quon  Inject playfulness! ©  2013 SAP AG. All rights reserved. 12
  • 13. Game On!
  • 14. Thank youMark YoltonSVP, Digital, Social, and Communities http://linkedin.com/in/markyoltonSAP Marketing mark.yolton@sap.comwww.sap.com @markyoltonhttp://scn.sap.com