Drive Business Transformation thru Enterprise Collaboration & Gamification - Enterprise 2.0 Conference

1. Drive Business Transformation through
Enterprise Collaboration & Gamification
June 21, 2012
Karthik Chakkarapani
Senior Solution Architect
Enterprise Strategic Services
I. Salesforce.com, Chicago, IL
in/chakraj

2. Agenda
 2012 Technology Trends
 Top Business Drivers, Needs & Challenges
 State of IT
 Drive Business Transformation?
 Enterprise Collaboration – Overview, Value, Strategy, Adoption, Model
 Enterprise Gamification – Overview, Value, Trends, Strategy
 Collaboration + Gamification – Value?
 Sample Business Use Cases
 Q&A
Disclaimer: I am an employee of Salesforce.com, the materials may not represent the views of my employer
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3. Top Technology Trends
Business Drivers, Needs &
Challenges
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4. Social Media Revolution
“The ROI of social media is that your business will exist in 5 years”
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5. Trends - Social Business & Collaboration
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6. Trends - Consumerization of IT (CoIT)/Mobiltiy
1.2B mobile workforce users by 2013
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7. Trends - Cloud Computing
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8. Trends - Gamification
By 2014, 70% of Organizations will have Gamified Applications
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9. Trends - Big Data/Analytics
35T GB by 2020
Source: Intel
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10. Business Needs/Challenges Internal
Improve Discover experts Increase Speed of Generate New Improve Employee
Communication & quickly & easily Access to Knowledge Product Ideas & Engagement &
Collaboration Solutions Satisfaction
Tap Collective One-Stop Hub for Improve Knowledge Improve Business Access from Any
Intelligence to Information Capture & Retention Process Efficiency Device, Time,
Solve Issues Location

11. Business Needs/Challenges External
Improve Discover experts Increase Speed of Foster New Ideas, Increase Effectiveness
Communication & quickly & easily Access to Knowledge Innovation & of Marketing
Collaboration Creativity
Improve Customer Speed of Time to Decrease Costs – Improve Customer Increase Network
Support & Market on New Marketing, Support, Engagement & Effect
Satisfaction Products & Services Communication Retention

12. IT Business Drivers & Forces
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13. Future State of CIO
Source: CIO Executive Council
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14. Key Business Driver – It’s You

15. Drive Business Transformation?
Value Created ?
Gamification
Collaboration
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16. Enterprise Collaboration
Overview, Benefits & Value

17. Enterprise Collaboration
Communication Collaboration Share Knowledge Share Ideas/Solutions
Naturally Leads to
Process Excellence Improvement Break Down of Silos Creativity & Innovation
Culture of Sharing

18. Key Tenets of Collaboration
People Data Process Context
+ + +

19. Business Benefits & Value
• Improved Collaboration & Communication
• Improved Employee Engagement & Satisfaction
• Improved Productivity & Efficiency
• Better Knowledge Capture & Retention
• Discover Experts & Information quickly & easily
• Foster Innovation & Creativity
• Smart Enterprise & Workplace
• More Transparency – Top-Down/Bottom-Up
• Break-down of Silos
• Drive towards Culture of Sharing

20. Strategy & Approach – Key to Success
 Strategy – Start with a clear, specific intent in mind
 Technology – Invest in technology designed around user behavior
 Organization – Create new structures/practices that support collaboration
 Personal Engagement – Catalyze individual discretionary efforts

21. Strategy & Approach – Vision to Value
Prepare -> Architect -> Construct ->Validate -> Deploy
Assessment Requirements/Design Deploy Solution
Understand the environment Functional/Technical Reqs Roll-out Strategy?
Current Technology Landscape Map to business needs & value Champions, Evangelists?
Organization Readiness?
Platform Solution Communication/Marketing
Compelling Strategy Map to Collaboration Capabilities Purpose?
Vision, Goals, Objectives? High-level Solution Architecture Management Communication?
Business Benefits & Value
Business Use Case Adoption Strategy/Plan Success Stories
Key Business Drivers? Goals, Objectives?
Operation Exceptions? Adoption plan Training/Road Shows
Metrics? 101 Training, Hands-On
Communication/Training Plan
Road-map/Plan Communication types Listen, Monitor, Analyze
High-level Transformation Plan Delivery types, Collateral Continuous Improvement
Feedback Loop
Steering Committee Change/Risk Management Measure against Metric
Who? Roles? Responsibilities? Change Plan, Impact Analysis
Decision Matrix? Organization Structure Changes Community Management
Members? Culture & Process Changes Community Managers
Drive & Execute Adoption
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22. Collaboration Architecture
Considerations, Solution Mapping,
Reference Model

23. Architecture – Key Considerations
 Collaboration is much more than just the “Technology”
 Successful Collaboration is not a “One Size fits all” architecture approach
 Selective architecture components that help meet identified business use cases
 Scalable , Flexible, Extensible & Adaptive architecture frameworks to align and evolve
with the organization needs
 Interoperability & Openness to access info from any device, any application
 User Adoption & Usage are the primary indicators of success

24. Identify The “Right” Business Use Cases
Identify Define
Identify Solution
Opportunity/ Collaboration
Metrics & Value Mapping
Exception Capabilities
Identify the right Identify business Identify desired Map collaboration
opportunity/ metrics for success collaboration capabilities to platform
exception operations/financial capabilities capabilities/features
• Can collaboration • Operating metrics & • Facilitate Collaboration • Profile
address this exceptions • Manage Info • Blog
opportunity? • Department (s) • Discover Experts • Forums
• What are the potential • How will you monitor, • Knowledge Capture • Share
business benefits & measure & analyze? • Foster Innovation • Content
value? • Social Business • Ideas
Process • APIs/Mobile

25. Sample Collaboration Architecture Reference
One-Stop Hub

26. Deployment Approach
Maturity Model

27. Business Processes – Value Created
Collaboration, Social Intranet, Business Application Integration, Strategy Alignment, Project
Document Management SSO Management
• Culture of openness • Ease of access • Improved alignment of strategy
• Find expert s quickly • Improved business processes and projects across the
• Collaboration effectiveness • Centralize identity mgmt organization
• Provides a single “source of • Effective Communication • Increased Strategy awareness
truth” for information • Increased productivity • Taps the collective intelligence
• Eliminate email as the medium • Contextual Collaboration • Foster innovation and creativity
for content sharing • Improved project collaboration

28. Business Processes – Value Created
Knowledge Base, Ideas, Customer & Partner Gamification
Innovation Center Communities, Monitoring
• Increases participation in key
• Knowledge retention • Integrated customer portals and programs
• Centralized knowledge communities • Expedites learning & mastery of
• Find knowledge quickly and • Integrated partner networks new skills
easily • Speed of information sharing • Facilitates and improves adoption
• Culture of openness • Tap the collective intelligence of new technologies
• Improved creativity and • Fosters engagement ,
innovation performance & motivation

29. Collaboration Adoption
Challenges, Obstacles &
Strategies

30. Adoption & Usage Challenges
‘People , Process or Technology Related”
Obstacles
Not useful…
• Lack of understanding on the value/intent of
• Is not required to get any work done social media in a business context
• Requires one more login/password • Lack of management engagement
• Not all the employees are on the platform • Organization structure not ready
• Cannot discover expertise • Business/IT divide and hold-up
• Cannot find information • Demonstrate ROI for acceptance
• More “white noise” • No Community Management
• Not used for organization communication • Internal Resistance – Culture, Change
• Cannot collaborate on business data • Lack of business context/app integration
• “Above the Flow” process
• View it as “Optional” use for collaboration
• Too many collaboration tools

31. Adoption & Usage Maturity Curve
Early Adoption -> Critical Mass Adoption -> Mainstream Adoption -> Sustainable Adoption
Source – Deloitte

32. Drive Adoption?
Office Water Cooler Effect
Add Water - Find disparate sources of info
News, updates, documents, blogs, forums, feeds,
wikis, websites
Identify Thirstiest Groups? - Who will benefit from
Collaboration
Employees, teams, customers, partners, customer
support, help desk
Keep Adding Water – Recruit Evangelists/Champions
Who are well connected, social network users,
collaboration tool users, active in community
Find New Sources of Water
Business applications, contextual information, email,
chat, digital media, projects, strategy, ideas, problems

33. Drive Adoption?
Prescription Effect
Must have Information/Content
(Social Intranet)
News, Updates, Alerts, Help Desk, Corporate Services,
Get them in the door… FAQs, Policies & Procedures, Single Sign-On
Knowledge Base
Product Information, FAQs, Roadmap, Community,
Answers, Articles, Whitepapers, Best Practices
Business Applications
Integrated & contextual information from ERP, CRM,
BI, Document Management Systems
Business Operations
Idea Center, Strategy, Projects, Sales & Marketing
collateral, Financial Information

34. Adoption Strategies
#1 Establish a Clear Purpose #2 Identify/Engage Champions #3 Help Leadership
& Influencers Set The Tone/Message
#4 Connect to #5 Invest in Strategic #6 Do Consumer
Business Purposes & Community Management Style Marketing
Measure on Business Results

35. Adoption Strategies
#7 User Training #8 Engage Key #9 Reward Usage,
“Draw Them In” Stakeholders/Evangelists Contribution & Participation
#10 Share Success #11 Socialize Business #12 Build Trust & Culture
Stories Processes of Sharing

36. Enterprise Gamification
Overview & Business Benefits
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37. What Gamification Is Not
“It’s not about playing Games at Work”

38. Do Badges Make a Great Soldier?

39. What about Taekwondo Belts?

40. What Motivates & Engages People?
Escalators to Stairs
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41. What Motivates & Engages People?
Speeding Tickets
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42. Gamification is a Means to an End
1. Customer Engagement and Loyalty
2. Employee Engagement and Productivity
3. Sales and Service Improvements
4. Better Collaboration and Innovation
5. Increased Business Results

43. Gamification is About Human Motivation
“Want-To”
Performance
Discretionary
Performance
“Have-To”
Minimum Requirements
Time
Source: CLG

44. Gamification Theory
1. Autonomy: We Like Having Choices
2. Mastery: We Like to Overcome Challenges
3. Progress: We Like to Get Better at What We Do
4. Purpose: Meaning Amplifies What We Do
5. Social: Means More With Others

45. Current Employee State?
Less than 1/3 of the Workforce is Engaged - $300B Loss Annually
Engaged & Motivated at Home Less Engaged & Motivated at Work
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46. Enterprise Gamification
What’s the Business Value?
Business Value
Gamification is the application of Game Mechanics & Principles
into Non-Gaming environments to improve “Engagement”,
“Motivation” & meet “Desired Outcomes” by tapping inherent
Human Motivations
• Increases participation in key
programs
• Expedites learning & mastery of new
skills
• Facilitates and improves adoption of
new technologies & business
processes
• Improves Collaboration & Innovation
• Fosters engagement , performance
& motivation
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47. Gamification Trends
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48. Gamification Trends
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49. Gamification Characteristics
Performance
• Real-time feedback
•Transparency
• Goal Setting
Achievement
• Badges
• Leveling Up
• On Boarding & Mastery
Social Interaction
• Competition
• Teams
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50. Gamification
How does it Drive Business Transformation?
Targeting Work Activities to Reward Desired Behavior
Source: Zdnet
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51. Gamification + Collaboration
What’s the Business Value?
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52. Gamification Strategy & Steps
Understand Gamification Level Up Design
Is it the same as designing a game? How to keep motivation & engagement high?
Why does it work? How to make it competitive?
Can it replace good content? Design the Level Up mechanism
Do I need a community? How can user go to higher levels?
Map Goals to Business Needs Badges & Trophies
Understand business goals What type of badges and trophies?
Understand the users Map it to business goals, objectives & outcomes
Map solution for both user experience & goals How to earn these? Level of effort?
Determine Outcomes Rewards Design
Prioritize actions that users need to take When to reward users? Virtual goods?
Determine success metrics What rewards needs to be given?
Determine baseline measures Design Leader boards to foster competition
Recognition Design Mobile, Social Media & Collaboration
How to recognize/reward users? (Points) What communities need to be integrated?
Design a point scale system with users Integrate with other communication channels
Basic, Experience, Premium points? Integrate with collaboration news feed
How many points needs to be assigned? Access from any device
How can the users use their points?
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53. Use Cases & Business Value
Call Center
Sales Training & Development Customer Community
Customer Support
Taps Competitiveness Increased Response Quick Mastery of New Sustains Long Term
Times Skills Engagement & Loyalty
Increases Motivation
Delivers Superior Improves Adoption of Connect w/Customers 1:1
Drives Collaboration Customer Service New Technologies
Drives Collaboration
Accurate Pipeline Data Drives Collaboration Drives Collaboration
Increases Issue Resolution
Keep CRM Data Updated Improves Knowledge Increases Workplace by Community
Capture & Retention Engagement &
Motivation
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54. Gamification in Consulting - Deloitte
“Take Engagement & Learning to the Next Level”
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55. Gamification in Healthcare – Aetna/Mind Bloom
“Help Drive Healthy Habits”
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56. Gamification in Banking - Barclays
“Engage & Reward Customers”
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57. Gamification in Hospitality – Marriott International
“Expand in growth markets outside the U.S., and seek to attract more Millennials”
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58. Gamification in Job Search – Identified.com
“Socialize & Gamify Job Search”
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59. Gamification in Consumer Electronics – Verizon Wireless & Samsung
“Engage Customers, Drive Participation & Reward Loyalty”
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60. Achieve Business Transformation
Revenue Growth & Sales
Motivated & Engaged Employees, Customers & Partners
Customer Engagement & Loyalty
Collaboration With Customers & Partners
Employee Adoption & Mastery of New Skills/Technologies
Speed to Market of New Products/Services
Customer Support & Services
Accuracy of Business Data
Efficient Business Processes
Drive Towards Innovation, Creativity
& Transparent Organization
Discover Expertise & Info Quickly
Drive Towards Contextual Collaboration
One Stop Information Hub
Collaboration & Communication,
Knowledge Retention & Capture Across
the Organization
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61. Thank You For Your Attention
Karthik Chakkarapani
kchakkarapani@salesforce.com
kchakkarapani@yahoo.com
LinkedIn - www.linkedin.com/in/chakraj
Blog - karthikchakkarapani.wordpress.com
Pinterest - www.pinterest.com/chakraj
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