gamification - toolkit and process
DESCRIPTION
Slides from my talk at Product Camp Silicon ValleyTRANSCRIPT
What is Gamification?
The application of
game mechanics
to
non-game contexts
Cool!
Points!
Badges!
Leaderboards!
Missions!
Quests!
Uh oh.
And it’s annoying.
“Pointsification” doesn’t work.
“Badges”
Badges are like e-mails.
People respond to them if they mean something.
Feedback loops• Badges• Points• Leaderboards• Social notifications
• 64x64 pixel image• AmEx Black card• Frequent Flyer miles• Military Medal• “CEO” on a business
card
Good GamificationUses models from Psychology,
Loyalty design,
to apply key feedback loops
Neuroscience,
Game Design
at the right time
in the right context
to get people to do stuff.
Why?
RETENTION CONVERSIONACQUISITION
THE MARKETER’S CHALLENGEThree key imperatives for today’s marketers remain…
How do I getmore customers?
How do I get them to spend more money?
How do I keep them over time?
MASSIVE INVESTMENTSIn key technologies & programs to driveacquisition, retention and conversions…
In SEMIn Online Ad Spend
In Marketing Software
On Loyalty Programs
In Online Communities
In Social Media Ad Spend
$40B $1.5B
$50B $4.8B
$26B
$25B
Sources: McKinsey, Gartner, IDC, 6S Marketing, BIA/Kelsey
DESPITE BIG INVESTMENT….We’re knee deep in an engagement crisis
Low Adoption
Visitors Actually Login
Customers Who See Facebook Brand Updates
Limited Loyalty
Customers Inactive in Loyalty Programs
Customers Swayed by a Brand
Average Online Conversion Rates
Abandon Shopping Carts
16%
28%
25%
55%
3%
65%
Few Converting
Sources: Gartner, FMC, Forrester, Colloquy, Statista
ENHANCE EMPLOYEEPERFORMANCE
OPTIMIZE BUSINESS PROCESS
THREE KEY IMPERATIVESFor today’s enterprises…
How do we serve customers better?
How do we get more from our employees?
How do we break down knowledge silos?
FOSTERCOLLABORATION
MASSIVE INVESTMENTSIn key technologies to optimize business process, foster collaboration, and enhance employee performance…
Billion in Social Software
Trillion in softwarespend last five years
Billion in Marketing Software
Billion in Support & Services Software
Billion in CRM Software
Billion in HR and Learning Software
$1 $12
$4.5 $15
$1
$25
Sources: Gartner, Ovum, IDC, and Bersin
DESPITE BIG INVESTMENT….We’re knee deep in an engagement crisis
Broken Business Process
Provide consistent customer service & support experience
Average adoption of enterprise apps
Limited Collaboration
Enterprise communitiesthat fail from poor adoption
Workers that actually use social software
Employees disengaged at work
Employees with adequate skill sets to maximize performance
50%
1%
12%
70%
70%
5%
Underperforming Teams
Sources: Forrester, Gartner Neochange, Gallup, CEB
Toolkit
Feedback loops
Game Mechanics Reputation Mechanics Social Mechanics
GAME MECHANICSUse virtual rewards, for behaviors big and small…
Missions & ChallengesGuide employees to interact with process or content
Achievements & AwardsDeliver rewards that showcase strong performance and highlight expertise
Examples
Instant FeedbackEncourage valuable behaviors in real-time with points and progress bars
REPUTATION MECHANICSShowcase employee expertise
Examples
Champion Top PerformersAcross departments or teams
Showcase MasteryBy creating different levels of achievement across the enterprise
Expertise TracksHighlight expertise in specific content or business processes
SOCIAL MECHANICSConnect employees with relevant people, content, and process
Examples
Activity StreamsEmpower employees to discover relevant process and content in their app of choice
Finding & FollowingConnect them with like-minded colleagues
Real-time NotificationsDeliver them alerts as they happen across enterprise
How?
Process
Determine Business Goals
Determine Key Behaviors
Examine Context of Behaviors
Apply Appropriate Mechanics
Business Goals
If it can’t be measured, it’s not a good business goal.
Business Goals
Behaviors
Context
Mechanics
Determine key behaviors
What does the target audience need to do in order to achieve the
business goals?
Business Goals
Behaviors
Context
Mechanics
Examine the context
Online or Offline?Social or Asocial?
Competitive or Collaborative?
Business Goals
Behaviors
Context
Mechanics
Examine the context
Business Goals
Behaviors
Context
Mechanics
Demographics:Male / Female?
Age Group?Culture / Nationality?
Apply the mechanics
What feedback loop is missing to trigger, motivate or make easier
the behavior?
Business Goals
Behaviors
Context
Mechanics
Behavior =Motivation, Ability, Trigger
From the work of BJ Fogg
Example
ONLINE EDUCATION
Business goals: - Increase average grades- Decrease fail rate
Lack of student engagement
Process
Determine Business Goals
Determine Key Behaviors
Examine Context of Behaviors
Apply Appropriate Mechanics
