Download - Who Gamifies the Gamificators?
WHO GAMIFIES THE GAMIFICATORS?
HELLO, MY NAME IS CARLOS GUARDIOLA. I’M CHIEF INNOVATION OFFICER AT MEDIANET SOFTWARE WE ARE AN ITC COMPANY FOUNDED IN 1995, NOWADAYS PRESENT IN SPAIN, USA AND MEXICO WE ARE 200 TALENTECH PEOPE, WITH COMMON LOVE FOR QUALITY AND INNOVATION
OUR FIRST CONTACT WITH GAMIFICATION WAS IN JANUARY 2012, WHEN WE STARTED THE DEVELOPMENT OF BBVA GAME’S ARCHITECTURE
Gamification: A Growing Business to Invigorate Stale Websites (Businessweek)
Gartner Predicts +70% of Global 2000 Organisations will have at least one Gamified Application by 2014
MediaNet Software starts working in Gamification
IN MAY 2012 WE CREATED A PROJECT WITH THE CODE NAME ‘MNSGAME’ WITH A ROADMAP TO LEARN ABOUT GAMIFICATION AND HOW TO APPLY IT IN OUR COMPANY
IN SUMMER 2012 WE LAUNCHED ‘TOP SECRET’ A ROLE PLAY CAMPAIGN TO TEST OUR COLLEAGUES’ INCLINATION IN GAMING
LESSON WE LEARNED DON’T WASTE YOUR ENERGY TRYING TO ENGAGE EVERYBODY. THERE’S THIS KIND OF PEOPLE WHO LIKE TO BE ANGRY. GET USED TO IT
LESSON WE LEARNED
15%
85%
Engaged in email & twitter
Ignored the campaign
INTERNAL GAMIFICATION IS LIKE ANY OTHER KIND OF ONLINE BUSINESS. IT REQUIRES MASTERING THE CONVERSION FUNNEL
AS A RESULT OF OUR FIRST GAMIFICATION CAMPAIGN, WE REALISED OUR NEED FOR TOOLS DURING 2013 OUR MOBILE DEPT. DEVELOPED MAIAP* BUILT AS AN IOS + ANDROID APP, BACKED IN GOOGLE APP ENGINE, MAIAP IS THE HEART OF OUR ENTERPRISE SOCIAL NETWORK *MOBILE APP FOR INSTANT ACCESS TO PEOPLE
IN SUMMER 2013 WE WERE READY FOR THE SECOND PHASE OF OUR PROJECT, INCLUDING THE FOLLOWING DEFINITION OF OBJECTIVES
SKILLS &
ENDORSEMENT
ONLINE MARKETING
SEARCHING FOR TALENT
LEARNING &
TEACHING
NEW BUSINESS
MEANWHILE, WE GAMIFIED OUR BUDGET FOR INNOVATION: AS INTRAPRENEURS, WE DID ELEVATOR PITCHES OF OUR PROPOSALS
LESSON WE LEARNED
BEWARE OF PEOPLE WHO KNOW THE RULES OF THE GAME, AS THEY’LL TRY TO BREAK THEM - AS I DID J
#MNSHUNT WAS A SHORT CAMPAIGN TO TEST OUR NEW SITE. INSPIRED IN 1996 ‘ALIENS’, WE SPENT 5 DAYS HUNTING BUGS
179%
12:02’
250%
287
31
2772
7
LESSON WE LEARNED INTERNAL GAMIFICATION IS LIKE ANY OTHER KIND OF ONLINE BUSINESS. IT REQUIRES OBJECTIVES, KPIs AND PERFORMANCE MONITORING 10,95
LESSON WE LEARNED
‘ALIEN WHO?’ MAYBE YOUR COLLEAGUES DON’T SHARE YOUR SAME CULTURAL REFERENCES IN A GLOBALIZED COMPANY
WE STAMP BUTTON BADGES TO RECOGNIZE THE MORE COMPROMISED PEOPLE WITHIN OUR STAFF, OR THOSE WHO RULE OUR BLOG…
LESSON WE LEARNED
R-E-S-P-E-C-T STATUS WITHIN A HIGH QUALIFIED TEAM IS ONE OF THE GREATEST MOTIVATORS
RECENTLY WE LAUNCHED #FLOWERPOWER, A GAMIFICATION CAMPAIGN WHERE WE SUGGEST HOW WE’D LIKE OUR WORKPLACE TO BE
LESSON WE LEARNED
PEOPLE ENGAGE WHEN THEY FEEL THEY CAN MAKE DECISIONS
28% 62% 9%
76
3*
*Only 3 proposal of retro arcade machines, including our CEO’s
SINCE JANUARY 2014 MAIAP INCLUDES THE BASIC ELEMENTS FOR GAMIFICATION: POINTS, BADGES, A GLOBAL + SOCIAL RANKING, AND NOTIFICATIONS USING JIRA PROJECT TRACKER, OUR GAMERS CAN PURCHASE ITEMS WITH THEIR POINTS NEXUS 5 IS THE BEST-SELLING ITEM IN OUR CATALOGUE J
LESSON WE LEARNED
GAMIFICATION IS LIKE ANY OTHER INVESTMENT: IT NEEDS BUDGET AND ROI. DON’T FORGET REAL-WORLD REWARDS IN YOUR BUDGET
‘MAIAP: THE GATHERING’ IS OUR LATEST CAMPAIGN. AS IN A RPG, PEOPLE DEFINE THEIR SKILLS, THAT THEIR COLLEAGUES CAN ENDORSE PEOPLE CAN ASK FOR AN ENDORSEMENT, AND MAIAP RANDOMLY SUGGEST NEW ENDORSEMENTS (LIKE LINKEDIN) SKILLS & ENDORSEMENTS ALLOW PEOPLE TO FIGHT PROJECTS OF DIFFERENT LEVELS
CREATE THE BEST TEAM TO SUCCEED IN EACH PROJECT IDENTIFY PEOPLE’S INTERESTS TO OFFER THEM NEW ASSIGNMENTS LEARN ABOUT WHAT WE’RE DOING
IN MEDIANET SOFTWARE WE USE THREE KIND OF MOTIVATORS
1 INCENTIVES TO ENCOURAGE DESIRED BEHAVIOURS
2 MONEYFICATION TO STRENGHTHEN THE VALUE & DUTIES OF EACH JOB DEFINITION
3 GAMIFICATION TO ENGAGE PEOPLE IN TASKS CONSIDERED OUT OF THEIR JOB
INTERNAL GAMIFICATION IS LIKE ANY OTHER INVESTMENT
1
OBJECTIVES WHY ARE YOU DOING IT?
2
RESOURCES WHAT DO YOU NEED TO DO IT?
3
KPIs HOW DO YOU KNOW IF YOU
ARE GOING TO WIN OR LOSE?
4
ROI IS THIS AN EFFICIENT
INVESTMENT?
LESSON WE LEARNED MAYBE NO ONE LIKES TO BE ALWAYS ANGRY. IT’S JUST A MATTER OF FINDING THE GAME THEY LIKE. WE ARE LOOKING FOR IT J
THANK YOU! [email protected]
@CARLOSGUARDIOLA
Altavista Business Center Av Universidad 1134 1º Col. Xoco Del. Benito Juárez, 03330
www.medianetsoAware.com Telf.:+34 917 680 440 Fax:+34 917 680 441 Avenida del Llano
Castellano, 13 5º 28034 Madrid
www.medianetsoftware.com @medianet
La Regenta 13, bajo 33006 Oviedo
MADRID OVIEDO MEXICO DF 2828 Coral Way, 33145 Coral Gables, FL
USA