Sales and marketing gamification, Amsterdam, October 2014
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Gamification - the new buzzword Workshop slides from the Sales and Marketing in Pharma conference in Amsterdam October 2014. The purpose of the workshop was to give a flavour of what organisations have done with gamification for sales and marketing purposes in the pharmaceutical sector and beyond. #FEeMKT
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Sales and marketing gamification, Amsterdam, October 2014
- 1. Gamification - the new buzzword An Coppens Chief Game Changer Gamification Nation
- 2. Poll Are you an active user of LinkedIn? Yes, all over it Sort of, probably could do more with it No don’t use it at all
- 3. LinkedIn
- 4. Leaderboards
- 5. What is gamification? Gamification (pronounced game-i-fi-ka-tion) is the application of game dynamics, game psychology and game mechanics to non-game situations and applications
- 7. Poll What games do conference attendees play? Sports Puzzles (crosswords, sudoku, etc) Computer games Board games Console games Games are for kids, I don’t play
- 8. What games do you play? Why do you enjoy them?
- 9. Examples
- 10. Gamified asthma test http://youtu.be/M6E8rY_Pc3c
- 11. Diabetes management: MySugr http://vimeo.com/85338614
- 12. GoMeals: diabetes friendly app
- 13. Medication Management: Mango Health
- 14. Magnum treasure hunt http://youtu.be/LD4uiqejOLg
- 15. From these examples, what strikes you most?
- 16. Think like a game designer: Let’s design a gamification campaign
- 17. The models 6 D gamification design framework – Kevin Werbach 1. Design business objectives 2. Delineate target behaviour 3. Describe your players 4. Devise activity loops 5. Don’t forget the fun 6. Deploy the appropriate tools
- 18. The models Mapping the player’s journey to mastery – Gabe Zicherman 1. Find the target audience wants/ needs emotional triggers ->emotional profile 2. Design challenges based on these triggers -> emotional trigger challenges 3. Design rewards based on wants/ needs -> reward structure 4. Design communication for platforms where your target group spends time -> communication plan 5. Invite players to participate -> implement communication plan and player registration
- 19. What would the business objectives be for your project
- 20. Time for a bit of behavioural and emotional profiling
- 21. Motivation to tap into
- 22. Motivational drivers 1. Epic meaning and calling 2. Development and achievement 3. Empowerment of creativity and feedback 4. Ownership and possession 5. Social influence and relatedness 6. Scarcity and impatience 7. Unpredictability and curiosity 8. Loss and avoidance Source: Octalysis framework by Yukai Chou
- 23. Design the experience – the journey to mastery
- 24. Fun
- 25. Deploy your first pilot Test & measure, keep improving
- 26. Test pilot with different audience segments Men – Women – age groups – tech savvy – tech novices – etc.
- 27. Monitor – evaluate - Iterate
- 28. If in doubt, who can help you out? Ask an expert Have an expert on board to facilitate the process Learn from colleagues Share experiences
- 29. Download my ebook http://bookboon.com/en/gamification-in-business-ebook
- 30. Useful resources www.gamification.co www.enterprise-gamification.com Octalysis: www.yukaichou.com Wiki on gamification: www.gamification.org Courses: Coursera, Udemy, iVersity My blog and online courses: www.gamificationnation.com
- 31. Thank you for playing Have fun designing your gamified HR processes Keep in touch via @GamificationNat www.gamificationnation.com
Editor's Notes
- Contres add: http://youtu.be/bGJSEEx2pXc?list=PLfbtDJcZvTsGbZ_CXHRbMUDniGuwUeCtf
- http://youtu.be/M6E8rY_Pc3c
- http://vimeo.com/85338614
- Group exercise
- Group exercise (ideal if seated at tables) – each table discusses what they want to focus on and picks a process) Why is it important? Depending on numbers in the room we can have a pitch or work with each table picking one topic.
- 6 D Design framework for Kevin Werbach – Gamification MOOC on Coursera
- 5 steps to mastery – Gabe Zicherman
- Group exercise (ideal if seated at tables) – each table discusses what they want to focus on and picks a process) What are the business reasons for your gamification project, What are you fixing? How will you know when it is achieved? Compare notes with others in the room – sharing by table if feasible (runner with microphone?)
- Around the table – decide on the target audience and their various wants/ needs/ behaviours/ likes/ dislikes Think demographic, think education, think hobbies, think work conversations,
- Pick 5 Ideally intrinsically motivational actions they are willing to do Onboarding – Novice | Problem solving | Expert | Master | Visionary
- for novice, problem solver, expert, master, visionary Example of HR recruitment journey application – interview – follow-up – offer – negotiation - hired
- What would your target group consider to be fun? Know them, ask them, let them test it
- Be mindful of technology and your audience’s ability to use it Alpha, beta, go live
- Experts are very active online – twitter, LinkedIn groups, Facebook groups They are a friendly bunch Some of us also do it for a living Conferences like these are excellent to learn from other people’s experiences