How Using Game Principles Can Help Businesses
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Questions to ask in the process of gamifying user experiences, 10 tips, Cisco examples
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How Using Game Principles Can Help Businesses
- 1. How Can Businesses Use Game Principles? Petra Neiger, Cisco, Senior Manager, Social Media Marketing @petra1400 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
- 2. Games Gamification • Uses game thinking in a non-game context • Applies game principles © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
- 3. Sample Questions: • Why am I doing this? What do I want to accomplish? • What behaviors do I want to drive? • How does this effort tie back to the “big picture”? What other higher level initiatives/objectives do I need to consider? • Why would people care to participate? What’s in it for them? • What tactics will help me provoke each desired behavior? • How, when and where am I going to reward participants? What will they find meaningful? • How can participants advance to the next level(s)? • How am I going to measure success? What information do I need to collect and what do I need to put in place to measure? • What resources (financial, human, infrastructure, etc) do I need? • What’s the long-term plan to maintain this effort? Why will people stay engaged? © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
- 4. • Drive adoption & engagement • Foster community growth • Increase word of mouth • Build loyalty • Uncover potential advocates • Facilitate learning © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
- 5. Key Considerations Results • What actions do we want • Engagement up 17% users to take? • What’s in it for them? • Returning visits up 6% • How can readers express their affinity? • New visitors up 9% • Adoption of a new tool? • Page views up 13% • Behaviors we want users to engage in? • Pages viewed per visit up 6% • Join badge program • Complete profile • New visits up 3% • Comment • Share posts/accomplishments • Visit often • Watch video • Refer others to the site © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
- 6. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
- 7. Social sign-on Badges Reputation © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
- 8. • Multi-level, multi-track program • Outlines a learning path • Difficulty increases with each Level of difficulty increases level • Incents participation • Rewards accomplishments • Promotes a sense of community/belonging • Increases visibility and perceived status • Integrates into Cisco’s overall education management effort © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
- 9. • Bridges on- and offline engagement • Offers check-in opportunities to events, sessions and activities • Facilitates information sharing • Encourages program-specific conversations • Allows for instant feedback/research • Promotes healthy competition © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
- 10. 1. Start with the “big picture” 2. Do your homework before you begin 3. Make this effort relevant to your business 4. Always think why your audience should care 5. Clearly outline the benefits of participation 6. Be smart about rewarding 7. Create a clear progression path 8. Make the experience engaging 9. Stay engaged 10. Experiment 210 followers © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
- 11. Thank you.
Notas del editor
- What kind of concepts? A few definitions:A game is structured play, usually for fun.Gameplay is interaction inside of a game.Game Mechanics are constructs or tactics commonly used in games to encourage gameplay. These are things like badges, points, leader boards, levels, challenges, achievements and virtual sheep you can put on your virtual farm.Game Dynamics are strategies commonly used in game design based on psychological motivations. These include things like “Appointments,” in which someone does something to gain a reward, “Avoidance,” in which someone does something to avoid a punishment, or the “Free Lunch” dynamic, in which people feel they are getting something because of their behavior.Currencies are ways to give people incentives based on various motivations in a digital world: the need for financial reward, the need to do good, the need to help one’s community, the need for recognition and influence, the need for pleasure. We can assign currencies to each one of these motivations to reward people for desired behaviors.http://mashable.com/2011/07/18/gamification-marketing/
- Harvard Business Review, 2010 study: People are motivated by a sense of progress – a progress plan is critical to success
- By 2015, more than 50% of organizations that manage innovation processes will gamify those processes, andBy 2014, a gamified service for marketing and customer retention will become as important as Facebook, eBay or Amazon.”Gartner Gamification Report 2011
- Join badge programComplete profileCommentShare posts/accomplishmentsVisit oftenWatch videoRefer others to the site
- Join badge programComplete profileCommentShare posts/accomplishmentsVisit oftenWatch videoRefer others to the site
- Training on IWE: http://iwe.cisco.com/html/index.html#url=/web/socialmedia/training“Test out” quizzes: targeting July for launch, will send further communication when availableMust register for classes through EMS to participate and get creditClasses are 30 or 45 minutes long, INCLUDING 10-15 minutes for Q&A at the end of each presentationA recording of each course will be available 5 days after live session. You may take the VOD version of each course in Cisco’s Education Management System
- Start with the “big picture” – how does this fit into the overall business goals? Will this initiative hurt/cannibalize a higher level initiative, etc?Do your homework – research what’s already out there and set realistic expectations about budget, resource and infrastructure needs. Don’t reinvent the wheel, don’t underestimate the time, effort and resources this effort will takeMake it relevant to your business - avoid the shiny object syndrome, gamify only what makes sense Always think why your audience should careClearly outline the benefits of participatingBe smart about rewarding – reward but don’t over-reward, make incentives meaningful Create a clear progression path – people’s main motivation is PROGRESSIONMake the experience engaging – and funStay engaged – you will need to manage this experience for your users on an on-going basis, have a plan for that and execute on this planExperiment – pilot new ideas, see what’s working/not working, learn and adjust