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Thomas Hsu - Gamifying Enterprise Social Collaboration

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A recent report by the McKinsey Global Institute claims that applying social technologies to enhance enterprise collaboration will add twice as much value to the global economy than using it to reach consumers. However, most of this value remains untapped. Why? The biggest challenge is behavior change – getting people to discard their old ways to embrace social collaboration in the enterprise.

Accenture firmly believes gamification can have a big impact in this space, when executed as part of a larger behavior shaping program. This session will unpack the intrinsic and extrinsic motivations specific to enterprise social collaboration based on our user studies. We will also share lessons learned and results from our journey to gamify our own social collaboration capabilities.

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Thomas Hsu - Gamifying Enterprise Social Collaboration

  1. 1. Copyright © 2013 Accenture. All rights reserved.Gamifying Enterprise Social CollaborationThomas HsuGlobal Knowledge Management (Social Collaboration Strategy)Accenture Gamification Community of Practice Leadthomas.hsu@accenture.comhttp://www.linkedin.com/in/HsuThomas@ThomasHsuACNCopyright © 2013 Accenture. All rights reserved.
  2. 2. What do we mean byenterprise social collaboration?Copyright © 2013 Accenture. All rights reserved.
  3. 3. Copyright © 2013 Accenture. All rights reserved.
  4. 4. Copyright © 2013 Accenture. All rights reserved.
  5. 5. Copyright © 2013 Accenture. All rights reserved.
  6. 6. Copyright © 2013 Accenture. All rights reserved.
  7. 7. Copyright © 2013 Accenture. All rights reserved.
  8. 8. Copyright © 2013 Accenture. All rights reserved.
  9. 9. Why does this matter?Copyright © 2013 Accenture. All rights reserved.
  10. 10. McKinsey Global InstituteCopyright © 2013 Accenture. All rights reserved.
  11. 11. What’s the challenge?Copyright © 2013 Accenture. All rights reserved.
  12. 12. People are stuck in their old habits? Personal networkI’ve got an answer.I have a question.Copyright © 2013 Accenture. All rights reserved.
  13. 13. People are stuck in their old habits?? Personal networkGlobal networkI’ve got an answer.I have the same question. I’ve got a better answer.That’s not the only questionyou should be asking…I have a question.Copyright © 2013 Accenture. All rights reserved.
  14. 14. This is a behavior problem.Accenture placesgamification withinthe proper contextof a larger behaviorchange framework*.*Builds on Accenture Tech Labs’ behavior shaping research.Copyright © 2013 Accenture. All rights reserved.kGamificationSocialInfluence“Traditional”ChangeTechniquesBehaviorChange
  15. 15. What motivates people tocollaborate?Copyright © 2013 Accenture. All rights reserved.
  16. 16. We did a user study.Copyright © 2013 Accenture. All rights reserved.
  17. 17. 1. People want to understand their impactMeasuring and quantifyingonline influenceCopyright © 2013 Accenture. All rights reserved.
  18. 18. Knowledge score points systemBadgesFormal recognitionRedeemable pointsVisibility into their impact3 Cs (Connect, Contribute, Cultivate)Copyright © 2013 Accenture. All rights reserved.
  19. 19. 2. Integrate with performance management …myPerformanceFeedback for:Thomas HsuFeedback from:Sean CollinsChief Strategy OfficerPerformance management feedbackAt Accenture, social learning through collaboration and knowledge sharing enables usto cultivate our greatest asset: our people.Thomas is one of our top performers at Accenture, and is leading the way we learnand develop by utilizing our formal collaboration and knowledge-sharing resources.Thomas was recognized for being among the top 50 individuals across the firm duringFY12 for engaging in activities associated with:• CONNECTING to the right people and content• CONTRIBUTING their knowledge and experience• CULTIVATING the ideas and insights of othersMy personal thanks to Thomas for helping us, through collaboration and sharing, tobring the very best of Accenture to our clients every day and for epitomizing our corevalue of One Global Network.Formally measuring andrecognizing people forcollaborative behaviors.Copyright © 2013 Accenture. All rights reserved.
  20. 20. … and existing recognition programs.Recognize CollaborationCopyright © 2013 Accenture. All rights reserved.
  21. 21. 3. Engage users with visibility and social proof.Copyright © 2013 Accenture. All rights reserved.
  22. 22. …and use social influence to gain new converts.Copyright © 2013 Accenture. All rights reserved.
  23. 23. 4. Focus on collaboration’s intrinsic valueMastery Autonomy PurposeNetworkerChatterboxBloggerKnowledge BuilderCurator/CultivatorCopyright © 2013 Accenture. All rights reserved.
  24. 24. 5. Reward quality, not quantityCopyright © 2013 Accenture. All rights reserved.
  25. 25. Does it work?Copyright © 2013 Accenture. All rights reserved.
  26. 26. Results05101520253035402009 2010 2011 2012 20130%10%20%30%40%50%60%70%80%90%100%2009 2010 2011 2012 2013Average A3 Scores PenetrationEmail digest subscriptionPeople ProfileJoined a CoPCollaborated in some mannerCopyright © 2013 Accenture. All rights reserved.
  27. 27. Results010020030040050060070080002000400060008000100001200014000160002009 2010 2011 2012 2013Activity (single quarter)BlogsMicroblogstipping pointCopyright © 2013 Accenture. All rights reserved.
  28. 28. Copyright © 2013 Accenture. All rights reserved.Anecdotal Feedback
  29. 29. Questions?Copyright © 2013 Accenture. All rights reserved.

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