Rajat Paharia - "How to Sell Gamification To Your Organization"


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During the Summit you’ll get two days of intensive gamification theory, tactics and best practices. But how do you translate that into action when you get back to work? Bunchball invented gamification, we’ve launched more successful applications with clients than anyone in the industry, and in this session we will arm you with the tools you need to get your management, coworkers and partners bought in and excited about gamification.

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  • Hello Aperture Science colleagues, thank you for joining me today. For those of you who don’t know me, my name is Rajat Paharia and I’m a manager in the Portal technology group. I recently attended a conference in San Francisco called the Gsummit and learned about a new field called Gamification and I was blown away by the potential that it has to grow our business on every dimension, which is why I called this meeting, so I can share with you what I learned and we can figure out how to apply it here.
  • So let’s start with the problem – we’re struggling to make our constituents, our customers, partners and employees, more active and loyal. With customers: there are 500M websites out there, with another 30M being added every month. That’s the market that Aperture Media is competing in for attention, participation, and loyalty. With partners: Black Mesa and others are trying to leverage the same partner channels that we’re using, for our portal technology, gels and shower curtains. How do we get those channels to learn more about our products and to sell more of our stuff? With employees: Our employees are our number one asset, but all the studies have shown that employee disengagement is costing companies like ours millions, even billions of dollars.
  • We are living our lives online: WorkPlayEntertainmentCommunityTechnology is now mediating almost everything that we do. And generating Big Data on User Activity: Everything that we do online can be tracked and measured, and it's generating reams of data. Which can be used to motivatemore high-value activity and loyaltyAs frequent flyer programs, Mint and Weight Watchers have shown over the years, once you measure something, you can motivate high-value activity and loyalty around it. But Mint, Weight Watchers, and Frequent Flyer programs are one-offs. The big opportunity is to create a flexible platform that can do this, that any business can use. Background: It used to be that this only worked for dollar/transactional systems (purchase) or explicit data entry systems (Mint, Weight Watchers), but now we have access to all the implicit data – the data generated as a by-product of users living their technology-mediated lives.
  • So we’re all on the same page, here’s how we define Gamification. Game mechanics are the techniques that game designers have used for years to engage and motivate players. Things like: Goal SettingReal-time FeedbackTransparencyLevelsBadgesCompetitionTeamsetc.We know that the term itself might be throwing some of you. If that’s the case, other ways to describe what gamification does are: Measure and MotivateRecognition and RewardReputationLoyalty
  • Boy Scouts & the Military
  • Martial Arts. Six Sigma.
  • Work
  • Loyalty Programs
  • And it works across platforms, websites and devices.
  • The analysts agree that gamification is going to penetrate the enterprise. And the sooner that we can start using it, the sooner we start to realize the competitive advantage.
  • This is our future - The Engaged Enterprise. What makes it possible is companies leveraging their user activity data and our products to create active and loyal Customers, Partners, and Employees.
  • Let’s start by looking at ways of engaging Customers.
  • Here are 5 examples of gamification being used to engage Customers:In the upper left, Bravo TV created an audience engagement program for the TV show Top Chef, that rewarded users for consuming, sharing and creating content online. In the upper right, Adobe gamified a tutorial that teaches users of the free 30-day trial of Photoshop how to learn key features and functionality, and they’ve been able to drive an increase in the number of people who buy Photoshop at the end of the trial. In the lower right, HopeLab is motivating kids to exercise more. Kids wear an activity monitor, run around all day, and then upload their activity data to the HopeLab website. For every 10 minutes that they spend in a certain activity zone, they earn points that they can redeem for virtual and physical goods. They’ve been able to affect a 30% increase in activity, the equivalent of running an extra marathon every month. In the lower left, Chiquita ran a marketing campaign around the movie Rio that facilitated an entire community working together to unlock sweepstakes rewards, and they saw huge increases in site traffic. In the middle is Warner Bros. Insider Rewards loyalty program, which rewards users for both purchase and online activity – watching trailers, sharing to the social networks, etc. As you can see, anywhere that we’re engaging our customers – media, marketing, loyalty, trial, etc. – we can use gamification to drive high-value activity and loyalty.
  • Next up is Partners & Independent ContractorsCompanies that have distributed, contract workforces and channel partners that they needed to motivateand make loyal.How do you get these independent agents to go through training, collaborate, and sell more? Companies like LiveOps, Stella & Dot, Ford, HON and Cisco are doing exactly that.
  • And finally, how do we engage our employees? To help answer that, I brought in some friends that I met at the Gsummit that have successfully implemented gamification inside their organizations, to share with us what they did.
  • First up, we have Corinne Sklar, Vice President of Marketing at Bluewolf.
  • CORINNE: Hi, I’m Corinne Sklar, VP of Marketing at Bluewolf. We’re a consultancy, and our 350 employees are our competitive advantage. The problem that we were having was that they weren’t engaged in social media, so all the social media marketing was having to be done by our marketing team. So we created a program called Going Social, that included education about how to be social, Pack Profile pages that our employees could use to showcase their knowledge, and gamification to motivate employees to engage in the program. We’ve seen tremendous results since we launched, including: Huge increases in social sharing80% increase in blog traffic from social media45% increase in website traffic from social mediaCompany Klout score increased57% increase in internal Salesforce Chatter activity
  • Thank you Corinne. Next up we have Nicki Powers, a Digital Engagement Designer at Maritz Loyalty & Motivation, and she’s going to talk to us about how Maritz successfully used gamification in a program for Ford.
  • NICKI: Hi, I’m Nicki Powers from Maritz Loyalty and Motivation, and we recently utilized gamification in a program to improve onboarding and training for salespeople at Ford dealerships throughout Canada. These sales reps need to learn the intimate details about all the new model year cars, and it’s been a challenge to get them to go through the training content every year. This year, we gamified the process, and the results compared to the previous year were nothing short of outstanding. Ford saw a 400% increase in visits to the site, employees coming back and engaging with the content over and over again, and a dramatic increase in activity and participation in the program compared to the year before. PRESENTER: Thank you Nicki
  • Colleagues at Aperture, gamification is at the intersection of a bunch of macro trends that can’t be ignored. Our future is as an engaged enterprise, and it starts now. I hope this presentation has sparked some ideas about ways that you can use gamification in some of your initiatives. I’ll be taking point on gamification initiatives here at Aperture – so I’ll distribute this deck, and follow up with each of you to see if there’s an opportunity for gamification in what you’re working on. We’ll understand your business objectives, get connected with the right people, spec out a solution, and POWER UP our customers, partners and employees.
  • And before I forget, today is Glados’s birthday, so be sure to drop by the break room for cake!
  • Thank you for listening, and if you’d like a copy of this presentation to take back and use at your own company, please drop by the Bunchball booth and we’ll hook you up.
  • Rajat Paharia - "How to Sell Gamification To Your Organization"

    1. 1. Gamification @ APERTUREConfidential - Do not distribute
    2. 2. Our Problem We’re Struggling to make our Customers, Partners & Employees more Active & Loyal Declining engagement and EMPLOYEES satisfaction CUSTOMERS BUSINESS Fighting for attention, participation and loyalty Increasing competition for partner attention and sales PARTNERSConfidential - Do not distribute
    3. 3. The Opportunity We are living our And generating data Which can be used to lives online on user activity motivate more high-value activity and loyaltyConfidential - Do not distribute
    4. 4. The Solution Gamification We are living our And generating data Which can be used to lives online on user activity motivate more high-value activity and loyaltyConfidential - Do not distribute
    5. 5. Gamification is… Applying Game Mechanics to Non-Game Experiences to Motivate High-Value Activity and LoyaltyConfidential - Do not distribute
    6. 6. Confidential - Do not distribute
    7. 7. Confidential - Do not distribute
    8. 8. Confidential - Do not distribute
    9. 9. Confidential - Do not distribute
    10. 10. Engage Users Across Platforms, Websites, and Devices Gamification Enterprise Apps Websites/Portals Social Platforms DevicesConfidential - Do not distribute
    11. 11. Here’s Who’s Using it Today To engage customers, partners & employeesConfidential- - Do not distributeConfidential Do not distribute
    12. 12. Our Competitors Will be Using it Tomorrow 50% 70% 50% Of all social business Of the 2,000 largest Of companies that initiatives will include global companies will manage innovation an enterprise use gamification for at processes will gamify gamification least one aspect of those processes component their organization Constellation Research Gartner Gartner 2013 2014 2015Confidential - Do not distribute
    13. 13. Our Future: The Engaged Enterprise Active & Loyal Customers, Employees & Partners EMPLOYEES CUSTOMERS BUSINESS PARTNERSConfidential - Do not distribute
    14. 14. The Engaged Enterprise Active & Loyal Customers, Employees & Partners EMPLOYEES CUSTOMERS BUSINESS PARTNERSConfidential - Do not distribute
    15. 15. Media, Marketing, Loyalty, etc.Confidential - Do not distribute
    16. 16. The Engaged Enterprise Active & Loyal Customers, Employees & Partners EMPLOYEES CUSTOMERS BUSINESS PARTNERSConfidential - Do not distribute
    17. 17. Improving Productivity: LiveOps Distributed Call CentersObjective:Create a learning community (“MyWork”) improve performanceof 20,000 virtual call center call agentsResults:80% of users opted in within week one of rolloutReduced onboarding from 4 weeks to 14 hoursAgents trained through MyWork outperformed peers by 23%in average call handle time and boosted customersatisfaction by 9%2011 CLO “Excellence in Social Learning” AwardSource: Chief Learning Officer, December 2011 (www.CLOmedia.com)Confidential - Do not distribute
    18. 18. The Engaged Enterprise Active & Loyal Customers, Employees & Partners EMPLOYEES CUSTOMERS BUSINESS PARTNERSConfidential - Do not distribute
    19. 19. Corinne Sklar VP of MarketingConfidential - Do not distribute
    20. 20. Going Social at Bluewolf Objective: Motivate Bluewolf’s 350 employees to utilize social media and increase Bluewolf’s visibility and reputation Results: • Huge increases in social sharing • 80% increase in blog traffic from social media • 45% increase in website traffic from social media • Company Klout score increased • 57% increase in internal Salesforce Chatter activityConfidential - Do not distribute
    21. 21. Nicki Powers Digital Engagement DesignerConfidential - Do not distribute
    22. 22. Driving Learning at Ford Canada Objective: Improve onboarding and ongoing training of dealerships Results: • Over 100,000 visits to the site on Day One (400% increase) • Multiple replays of the trivia module to better the learning of the content and earn points • By Week 5 of the program, actions per user more than doubled and total actions increased another 60%Confidential - Do not distribute
    23. 23. We will be an Engaged Enterprise Active & Loyal Customers, Employees & Partners BIG DATA WORKFORCE ANALYTICS EMPLOYEES CUSTOMERS CIT CLOUD BUSINESS SAAS APPS PARTNERSConfidential - Do not distribute
    24. 24. Confidential - Do not distribute
    25. 25. Visit our booth for a copy of this presentation! http://www.bunchball.com http://www.gamification.com @bunchballConfidential - Do not distribute