Soccnxiii Sasja Beerendonk - Measure, reward, enhance: leverage user adoption with gamification

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presentation at Social Connections III in Dublin in 2012 on using gamification to enhance engagement and user-adoption for IBM Connections.

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  • Soccnxiii Sasja Beerendonk - Measure, reward, enhance: leverage user adoption with gamification

    1. 1. measure, reward , enhance:leverage user adoption with gamification
    2. 2. about me e-office 1970 history teacher collaboration consultantsasja.beerendonk@e-office.com Rotterdam social IBM cookingtwitter.com/sbeerendonkhttp://nl.linkedin.com/in/sbeerendonk adoption cat-lover travel sci-fi dine
    3. 3. what do you think of at the word gamification?Gamification is the use of game design techniques and mechanics toenhance non-games.Typically gamification applies to non-game applications and processes, in orderto encourage people to adopt them, or to influence how they are used. it’s about meaning, not flair to pursue purpose, not leaderboard points Gamification wont solve your business problem it only solves your (short-term) engagement problem Source: Wikipedia
    4. 4. games are everywhere
    5. 5. and also business-likeLinkedIn profile
    6. 6. how many of you are is playing games a gamers? waste of time?what is the average is it a boy thing? age of gamers?
    7. 7. 31 million gamers 43.000.000 hours per day 9.7 hours per weekwomen little less hrsmen little more hrs 53% women 47% men average age is 37 Source: Newzoo, National Gaming Onderzoek 2011
    8. 8. research• By 2014, more than 70% of Global 2000 organizations will have at least one gamified application• By 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes Source: http://www.gartner.com/it/page.jsp?id=1629214
    9. 9. again ... what is gamification ?Gamification is the use of game design techniques and mechanics toenhance non-games.Typically gamification applies to non-game applications and processes, in orderto encourage people to adopt them, or to influence how they are used.and how does it relate to adoption?
    10. 10. human – technology - organizationtechnology = 10%People = 90% !of success.
    11. 11. make social collaboration possible Yellow & Blue process | control | predictable knowledge | information | everywhere manage | low costs | mechanical network | creativity | goal oriented structure & G smart & flexible process 9 to 5 | no errors | internal focus intrinsically | independent | trust no change | control | process leading collaborate | discipline | facilitate social collaboration, how do I start?
    12. 12. YELLOW&BLUE
    13. 13. adoption vision workforce analysis infrastructure analysis desired resultsgovernance prioritize architecture scenarios and personas 1. think 2. prepare 2. prepare • attention • best practices project execution • enliving 3. pilot applicability 4. adopt • making it real measuring results 5. consolidate
    14. 14. time spent training 10,000 hrs! playing Draw Something If we could only engage our employees to put in as many hours learning
    15. 15. what do you see? urgency ‘anxiety’ concentration epic win optimism surprise
    16. 16. what motivates us? from Maslow’s Need to Pink’s Drive Bron: Michael Wu, Ph.D.
    17. 17. Change behaviour• Fogg’s Behavior Model (FBM) Why and how can game dynamics stimulate change in actions/behaviour?• 3 factors for human behavioural change: – Motivation – Ability – TriggerSource: Michael Wu, Ph.D.
    18. 18. how does gamification work?measure set goals, levels, points and measure if they are met reward give badges and indicate what needs to be done to go further, show the best indicate what needs to be done to go further,enhance invite to use advanced functionality or show desired behaviour
    19. 19. encourage to engage in desired behaviours
    20. 20. expert advancedbeginner
    21. 21. encouraging users to engage in desired behaviors game mechanics behaviour motivators points reward levels status badges achievement leaderboards competition challenges self-expression feedback altruism
    22. 22. CASH or SAPS? SAPS Status Access Power Stuff
    23. 23. about motivation and rewardsis gamification a long-term approach? extrinsic rewards intrinsic rewards competetive: • being good at your helping, giving, welcoming, job exchange, participate • gather knowledge • autonomy explorative: • belonging look at, search, collect, • having fun complement • doing work that matters
    24. 24. drive engagementrapid/instant feedback clear goals and rules tasks that area compelling narrative challenging but achievable
    25. 25. behaviour loop desire incentive challenge social achievement / reward feedback mastery
    26. 26. gamification in social software• Badgeville for Yammer + Jive + Connections• Level Up for Connections• Kudos Badges for Connections
    27. 27. Bunchball Level Up gamification partner hosted environment focused on training, first steps
    28. 28. ISW’s Kudos Badges IBM partner internal installation focused on first steps and long-term integration with other tools widgets configuration tool for creating your own Badges
    29. 29. demo
    30. 30. create metrics
    31. 31. create / edit a badge
    32. 32. want more?july 5thadoption strategy workshophttp://www.e-office.com/eog/nl/website2011.nsf/index/adoptiestrategieworkshopWhitepaper on request: EMeasure, reward, enhance: leverage adoptionof IBM Connections by applying gamification

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