UKLUG 2012 Leverage user adoption with gamification
measure, reward , enhance:leverage user adoption with gamification
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what do you think of at the word gamification?Gamification is the use of game elements and game design techniques(mechanics) to enhance 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
how many of you are is playing games agamers? waste of time?what is the average is it a boy thing?age of gamers?
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 Research 2011
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
again ... what is gamification ?Gamification is the use of game elements and game design techniques(mechanics) to enhance 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? ADOPTION Source: Michael Sampson User Adoption Strategies 2nd ed. 2012
time spent training 10,000 hrs! playing Draw SomethingIf we could only engage our employeesto put in as many hours learning Outliers, Malcom Gladwell, The 10.000 hrs succes theory
what do you see? urgency ‘anxiety’ concentration epic win optimism surprise Source: Phil Toledano
make social collaboration possible Yellow & Blue knowledge | information | everywhere process | control | predictable network | creativity | goal oriented manage | low costs | mechanicalG structure & smart & flexible process intrinsically | independent | trust 9 to 5 | no errors | internal focus collaborate | discipline | facilitate no change | control | process leading social collaboration, how do I start?
some roadblocks to change• fear of the unknown• comfort with the status quo• pushback on being forced to change• no sense of the future possible benefit• being overwhelmed with possibilities Source: Michael Sampson User Adoption Strategies 2nd ed. 2012
change is social• change is a process, not an event• change takes time• change is made real by what people do Source: Michael Sampson User Adoption Strategies 2nd ed. 2012
what motivates us? • from Maslow’s Need to Pink’s Drive Bron: Michael Wu, Ph.D.
how does gamification work?measure set goals, levels, points and measure if they are met reward give badges, give feedback, notifications, show the best indicate what needs to be done to go further,enhance invite to use advanced functionality or show desired behaviour
encouraging users to engage in desired behaviors game mechanics behaviour motivators points reward levels status badges achievement leaderboards competition challenges self-expression feedback altruism
drive engagement with game design techniquesrapid/instant feedback clear goals and rules tasks that area compelling narrative challenging but achievable
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 Source: Michael Whu, Pd. D., http://lithosphere.lithium.com/t5/Building-Community-the- Platform/The-Gamification-Backlash-Two-Long-Term-Business- Strategies/ba-p/30891
gaming the systembending the rules, taking a short-cut, creating our own solution,finding a loop-holeA sign that people have a high level of affinity with an experience, engagedand enhacing skills by doing this!• anticipate likely behaviour and put measures in place• choose rewards that resonate with your core audience (culture, business goals)• create pre-requisites that require someone to satisfy a variety of different criteria within a certain timeframe• reward for quality rather than quantity
want more? Get badges and earn your free adoption workshop ! • leave your business card • get in touch with meE Whitepaper on request: Measure, reward, enhance: leverage adoption of IBM Connections by applying gamification firstname.lastname@example.org twitter.com/sbeerendonk http://nl.linkedin.com/in/sbeerendonk