BP304 Become a Social Business:                    Leverage User Adoption Through Gamification                    Sasja Be...
Agenda       About me                                             What motivates us?       What is gamification ?      ...
About me    e-office 1970             sasja.beerendonk@e-office.com    history teacher           twitter.com/sbeerendonk...
What do you think of at the word gamification? Gamification is the use of game elements and game design techniques  (mech...
Gamification is everywhere In consumer areas
Greener energy Utilities company Nissan Leaf6
And also business-like LinkedIn7
Gartner Research•   By 2014, more than 70% of Global 2000 organizations will have at least one    gamified application•   ...
Statistics and research      how many of you are   is playing games a           gamers?            waste of time?      wha...
2012 gaming research                                                   33,6 million gamers                              55...
2012 gaming research                                                  157 million gamers                             271.0...
What do you see?           urgency        ‘anxiety’      concentration                     optimism         surprise12   P...
Time spent gaming                                                              training                                   ...
How does gamification leverage user-adoption ?              The way                                   The way        The w...
Make social collaboration possible       knowledge | information | everywhere         process | control | predictable     ...
Yellow & Blue16
What motivates us ? from Maslow’s Need to Pink’s Drive17   Source: Michael Wu, Ph.D.
Changing behavior - Fogg’s Behavior Model (FBM)                                                                  trigger  ...
Encourage to engage in desired behavior19   Source: Vancouver Island Assistance Dogs on Youtube: http://www.youtube.com/wa...
Clicker training – Teaching a chain of actions Small steps                                                               ...
How does gamification leverage user-adoption ?              The way                                   The way        The w...
How does gamification work ?     measure         Set goals, levels, points and measure if they are met.      reward       ...
Encourage users to engage in desired behavior        game mechanics       behaviour motivators        points              ...
Drive engagement with game design techniques      rapid/instant feedback     clear goals and rules                        ...
Some roadblocks to change Fear of the unknown Comfort with the status quo Pushback on being forced to change           ...
How then? Profile progress     – Photo     – About me     – Tags     – Network     – Tag others     – Status updates26
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expert                advanced     beginner29
Sticks and carrots: path to sustained adoption                                                                            ...
About motivation and rewards                           extrinsic rewards                                                  ...
Behaviour loop                        desire                      incentive                      challenge                ...
Is gamification a long-term approach?            gamification                                        extrinsic rewards    ...
Gamification in social software Badgeville for Yammer + Jive + IBM Connections ® Bunchball Level Up for IBM Connections ...
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IBM partner     On-premise environment     Focused on first steps and long-term     Integration with other tools     Custo...
Q&A Questions ?                                                Need more? Get the whitepaper                            ...
Legal disclaimer     © IBM Corporation 2013. All Rights Reserved.     The information contained in this publication is pro...
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BP304 Become a social business: leverage user-adoption through gamification

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User adoption is key to success when implementing social software within your organization. When confronted with social software, employees often find themselves clueless about how to get started, because it requires a different work manner, behavior and attitude. Step-by-step gamification guides employees into the right direction and takes them to a higher level of understanding and usage. This session covers topics such as: What is gamification? Is it suitable for my organization? What motivates people? From "Maslow's Need" to "Pink's Drive", you'll understand the basic concepts of motivation that gamification uses. we'll also show a demo on gamification for IBM Connections and the metrics used to measure and stimulate desired behavior.

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BP304 Become a social business: leverage user-adoption through gamification

  1. 1. BP304 Become a Social Business: Leverage User Adoption Through Gamification Sasja Beerendonk | Collaboration consultant @ e-office© 2013 IBM Corporation
  2. 2. Agenda  About me  What motivates us?  What is gamification ?  Maslow – Pink – Fogg  Gamification is everywhere  How does gamification work?  Statistics and research  Measure, reward, enhance – desired behaviour  Gamification and adoption  Game techniques / Behaviour  10.000 hours motivators  NWOW  Roadblocks to change  Yellow&Blue  Extrinsic / Intrinsic behaviour  The path to social collaboration: change  Behaviour loop is social  Gamification for IBM® Connections®2 © 2013 IBM Corporation
  3. 3. About me e-office 1970  sasja.beerendonk@e-office.com history teacher  twitter.com/sbeerendonk collaboration  http://nl.linkedin.com/in/sbeerendonk consultant Rotterdam  http://thoughtsoncollaboration.com social IBM cooking  www.e-office.com adoption cats-and- dogs travel sci-fi spinach3
  4. 4. 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 order to 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 problem4 Source: Wikipedia
  5. 5. Gamification is everywhere In consumer areas
  6. 6. Greener energy Utilities company Nissan Leaf6
  7. 7. And also business-like LinkedIn7
  8. 8. Gartner 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 processes8 http://www.gartner.com/it/page.jsp?id=1629214
  9. 9. Statistics and research 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?9
  10. 10. 2012 gaming research 33,6 million gamers 55.000.000 hours per day women little less hrs men little more hrs 53% men 47% women average age is 3010 Source: Newzoo, National Gaming Research 2012, UK
  11. 11. 2012 gaming research 157 million gamers 271.000.000 hours per day women little less hrs men little more hrs 53% men 47% women average age is 3011 Source: Newzoo, National Gaming Research 20112 US
  12. 12. What do you see? urgency ‘anxiety’ concentration optimism surprise12 Phil Toledano
  13. 13. Time spent gaming training 10,000 hrs! playing games If we could only engage our employees to put in as many hours learning …13 Outliers, Malcom Gladwell, The 10.000 hrs succes theory
  14. 14. How does gamification leverage user-adoption ? The way The way The way we work now we work new we work now ADOPTION14 Source: Michael Sampson User Adoption Strategies 2nd ed. 2012
  15. 15. Make social collaboration possible knowledge | information | everywhere process | control | predictable network | creativity | goal oriented manage | low costs | mechanical smart & flexible structure & 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?15
  16. 16. Yellow & Blue16
  17. 17. What motivates us ? from Maslow’s Need to Pink’s Drive17 Source: Michael Wu, Ph.D.
  18. 18. Changing behavior - Fogg’s Behavior Model (FBM) trigger high(engaging) target behaviour motivation activation threshold low low high (difficult behaviour) ability 18 Source: Michael Wu, Ph.D.
  19. 19. Encourage to engage in desired behavior19 Source: Vancouver Island Assistance Dogs on Youtube: http://www.youtube.com/watch?v=tjbGKXESh24
  20. 20. Clicker training – Teaching a chain of actions Small steps  Turning on the light switch Instant feedback  Touch the plate with her nose Positive rewards  Change the position of the plate  Position the plate on the wall  Jump on the chair (so she can reach the switch on the wall)  Put together the chair and the switch  The real switch  Put it all together: jump and switch20 Source: Vancouver Island Assistance Dogs on Youtube: http://www.youtube.com/watch?v=tjbGKXESh24
  21. 21. How does gamification leverage user-adoption ? The way The way The way we work now we work new we work now ADOPTION21 Source: Michael Sampson User Adoption Strategies 2nd ed. 2012
  22. 22. How does gamification work ? measure Set goals, levels, points and measure if they are met. reward Give feedback, give badges, show the best. enhance Indicate what needs to be done to go further, invite to use advanced functionality or show desired behaviour.22
  23. 23. Encourage users to engage in desired behavior game mechanics behaviour motivators points reward levels status badges achievement leaderboards competition challenges self-expression feedback altruism23
  24. 24. Drive engagement with game design techniques rapid/instant feedback clear goals and rules tasks that are challenging a compelling narrative but achievable24
  25. 25. Some roadblocks to change Fear of the unknown Comfort with the status quo Pushback on being forced to change Change is social ! No sense of the future possible benefit Being overwhelmed with possibilities Change is a process not an event Change takes time Change is made real by what people do25 Source: Michael Sampson User Adoption Strategies 2nd ed. 2012
  26. 26. How then? Profile progress – Photo – About me – Tags – Network – Tag others – Status updates26
  27. 27. 27
  28. 28. 28
  29. 29. expert advanced beginner29
  30. 30. Sticks and carrots: path to sustained adoption increased utility u s a g e financial rewards / carrots punishment / sticks time30 Source: John McGuigan, Fiberlink Communications
  31. 31. About motivation and rewards extrinsic rewards intrinsic rewards competetive: • being good at your job helping, giving, welcoming, • gather knowledge exchange, participate • autonomy • belonging • having fun explorative: • doing work that matters look at, search, collect, complement Source: Michael Whu, Pd. D., http://lithosphere.lithium.com/t5/Building-Community-the-Platform/The-Gamification-Backlash-Two-Long-Term-31 Business-Strategies/ba-p/30891
  32. 32. Behaviour loop desire incentive challenge achievement / reward social feedback mastery32
  33. 33. Is gamification a long-term approach? gamification extrinsic rewards intrinsic/long term33
  34. 34. Gamification in social software Badgeville for Yammer + Jive + IBM Connections ® Bunchball Level Up for IBM Connections ® ISW Kudos Badges for IBM Connections ® TemboSocial The Hive for IBM Connections ®34
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  38. 38. IBM partner On-premise environment Focused on first steps and long-term Integration with other tools Customize Badges, Ranks38
  39. 39. Q&A Questions ?  Need more? Get the whitepaper – ‘Measure, reward, enhance’ Contact me (NL or EN)  sasja.beerendonk@e-office.com – ‘Social Business’ (NL)  twitter.com/sbeerendonk  http://nl.linkedin.com/in/sbeerendonk  http://thoughtsoncollaboration.com  www.e-office.com Go see Jane McGonigal, author of Reality is Broken Wednesday 8:15 – Attend my webinar on february 13th AM Keynote 2013 http://bit.ly/Zw3Ylz40
  40. 40. Legal disclaimer © IBM Corporation 2013. All Rights Reserved. The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this publication or any other materials. Nothing contained in this publication is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in this presentation may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by you will result in any specific sales, revenue growth or other results.41 © 2013 IBM Corporation

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