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Gamification of User Engagement Process

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This presentation is about understanding Gamification. I presented this in 3rd Annual Digital Marketing conference DigiMark2014. It explains how games engage audience in doing repetitive tasks and take pleasure out of it. It also share some stats and example projects of giant companies using gamification. It also explains different concepts associated with gamification like extrinsic and intrinsic motivation, dopamine cycle, SAPS framework, Octaylsis framework.

BTW I also have left the slide notes intacts. Hope it helps you some way.

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Gamification of User Engagement Process

  1. 1. US ARMY VIDEO Question
  2. 2. Human-focused Design  Gamemakers have spent decades learning how to master motivation and engagement.  They design user engagement processes which remember that people in the system have feelings, insecurities, and reasons why they want or do not want to do things, and therefore optimizes for their feelings, motivations, and engagement.  This is called Human-focused design.
  3. 3. Chemistry of Games
  4. 4. Chemistry of Games  Well, this is called Dopamine. Whenever you set a goal and achieve it, your brain releases this chemical.  It brings you all that pleasure and makes you want to do it again. This can be represented to what I call a dopamine cycle.
  5. 5. Dopamine Cycle Challenge Pleasure Achievement
  6. 6. My Business isn't a Game!
  7. 7. Function-focused Design  This design assumes that you are dealing with may be robots and whatever they are required to do, they will do because robots do not like or dislike it.
  8. 8. FfD+HfD  (F+H )(fD) = Gamification  Gamification is making your users do what you want them to do in a way that they like doing it while ultimately getting what they wanted from the whole engagement and making you realize your business objectives.
  9. 9. Is it worth trying?  Who is using it?  Does it fit with-in my industry?  What is the projected future of gamification?
  10. 10. Microsoft uses Gamification  Beta one: 4x improvement in participation  Language Quality: 500,000 screens were reviewed by over 4,500 people to correct and/or improve the translations  Communicate Hope: 16x more feedbacks  Ribbon Hero 1 & 2: MS office learning skills. this game proved so successful, that a sequel was launched.
  11. 11. SAP uses Gamification  SAP ERP: tele-presence is improved by 29.75%, interface by 23.4%, flow by 30.353%, enjoyment by 53.414%, and perceived ease of use by 36.123%.  The SAP Community Network regamified its already-mature reputation system, increasing usage by 400% and community feedback by 96%  SAP Streamwork: added gamification in brainstorming groups and grew generated ideas by 58%
  12. 12. Cisco uses Gamification  The Hunt: used gaming strategies  to enhance its virtual global sales meeting  reduce call time by 15%  improved sales by around 10%
  13. 13. Coka Cola uses Gamification  MyCokeRewards  The program was first launched in 2006.  By November of that year, more than one million prizes had been redeemed.  The program has since been extended every year for the past 5 years with the current extension until December 31, 2014.
  14. 14. Samsung uses Gamification  Samsung Nation: 500% increase in customers' product reviews, 66% increase in site visitors, 30% increase in comments, reduced marketing costs, reduced product support costs
  15. 15. HP uses Gamification  Project Everest:  950 sales people out of possible 1200 registered (80%)  Aimed for 50% of revenue growth – achieved 56.4%  $1bn revenue growth for HP in first three months
  16. 16. T-Mobile uses Gamification  T-Mobile's online social business community  participation in T-Community increase 1,000 percent  within the first two weeks, more than 15,000 frontline employees completed an array of Getting Started missions  T-Mobile awarded 187,000 achievement badges in the first six weeks  the number of "likes" assigned by employees to indicate a helpful response increased a staggering 6,000 percent.
  17. 17. Some interesting Stats  More than 70% of the world’s largest 2,000 companies are expected to have deployed at least one gamified application by year-end 2014 (Gartner)  The enterprise industry vertical already accounts for 1/4th of all gamification vendor revenues (M2 Research)  Vendors claim that gamification can lead to a 100% to 150% pickup in engagement metrics including unique views, page views, community activities, and time on site (M2 Research)
  18. 18. Does it fit with-in my industry?  Let me ask what is your target audience?
  19. 19. Future of Gamification
  20. 20. How to Gamify?  But before we get into ‘how’ we need to do a ‘what’ analysis.
  21. 21. ‘What’ Analysis  What problem I am going to address?  What audience will participate?  What are the desired behaviors I want to drive from my audience?  What are the KPIs to monitor a positive change?
  22. 22. Let’s talk about ‘how’  What is the difference between Extrinsic & Intrinsic motivation factors?
  23. 23. Gamification Frameworks There are multiple gamification frameworks available to help devise your plan. The 2 most widely used are SAPS and Octalysis.
  24. 24. SAPS Status Access Power Stuff • Levels • Badges • Ranks • Privillage • Reach • Moderator • Enforcer • Editor • Discounts • Giveaways • Deals
  25. 25. Octalysis
  26. 26. Giveaways  Rather Homework :p  Do a SAPS or Octalysis of three internet giants (Facebook, Twitter, Linkedin) for fun.  Try to find out what game tactics they are using to engage their audience.
  27. 27. Hint! Who ever figures out motivation. Wins!

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