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measure, reward , enhance:
leverage user adoption with gamification
about me                                e-office 1970 history teacher

                                        collaboration consultant
sasja.beerendonk@e-office.com           Rotterdam social IBM cooking
twitter.com/sbeerendonk
http://nl.linkedin.com/in/sbeerendonk   adoption cat-lover travel sci-fi

                                        dine
what do you think of at
                        the word gamification?


Gamification is the use of game design techniques and mechanics to
enhance non-games.
Typically gamification applies to non-game applications and processes, in order
to encourage people to adopt them, or to influence how they are used.


                                          it’s about meaning, not flair
                                   to pursue purpose, not leaderboard points



                          Gamification won't solve your business problem
                      it only solves your (short-term) engagement problem




                                                                  Source: Wikipedia
games are everywhere
Soccnxiii Sasja Beerendonk - Measure, reward, enhance: leverage user adoption with gamification
and also business-like

LinkedIn profile
how many of you are   is playing games a
     gamers?            waste of time?




what is the average
                      is it a boy thing?
 age of gamers?
31 million gamers

       43.000.000 hours per day

       9.7 hours per week

women little less hrs
men little more hrs               53% women
                                  47% men

        average age is 37

                        Source: Newzoo, National Gaming Onderzoek 2011
research

• By 2014, more than 70% of Global 2000
  organizations will have at least one gamified
  application
• By 2015, more than 50 percent of
  organizations that manage innovation
  processes will gamify those processes




                       Source: http://www.gartner.com/it/page.jsp?id=1629214
again ... what is gamification ?


Gamification is the use of game design techniques and mechanics to
enhance non-games.
Typically gamification applies to non-game applications and processes, in order
to encourage people to adopt them, or to influence how they are used.




and how does it relate to adoption?
human – technology - organization




technology = 10%
People = 90% !
of success.
make social collaboration possible

                                Yellow & Blue
     process | control | predictable           knowledge | information | everywhere
    manage | low costs | mechanical             network | creativity | goal oriented



        structure &
                                           G      smart & flexible
          process
     9 to 5 | no errors | internal focus          intrinsically | independent | trust
  no change | control | process leading          collaborate | discipline | facilitate




          social collaboration, how do I start?
YELLOW&BLUE
adoption               vision

   workforce analysis                infrastructure analysis


                                           desired results


governance              prioritize               architecture

              scenarios and personas
                      1. think                         2. prepare
                    2. prepare                         • attention
                                                       • best practices
                 project execution                     • enliving
                      3. pilot                           applicability
                     4. adopt                          • making it real

                 measuring results
                  5. consolidate
time spent                            training




                 10,000 hrs!
             playing Draw Something




  If we could only engage our employees
      to put in as many hours learning
what do you see?

 urgency        ‘anxiety’      concentration




              epic win

           optimism         surprise
Soccnxiii Sasja Beerendonk - Measure, reward, enhance: leverage user adoption with gamification
what motivates us?

   from Maslow’s Need to Pink’s Drive




                                 Bron: Michael Wu, Ph.D.
Change behaviour

• Fogg’s Behavior Model (FBM)
  Why and how can game dynamics stimulate
  change in actions/behaviour?
• 3 factors for human behavioural change:
  – Motivation
  – Ability
  – Trigger




Source: Michael Wu, Ph.D.
Soccnxiii Sasja Beerendonk - Measure, reward, enhance: leverage user adoption with gamification
how does gamification work?


measure       set goals, levels, points and measure if they are
              met




 reward       give badges and indicate what needs to be done
              to go further, show the best




              indicate what needs to be done to go further,
enhance       invite to use advanced functionality or show
              desired behaviour
encourage to engage in desired behaviours
expert




           advanced




beginner
encouraging users to engage in desired behaviors


     game mechanics      behaviour motivators
     points              reward
     levels              status
     badges              achievement
     leaderboards        competition
     challenges          self-expression
     feedback            altruism
CASH or SAPS?


       SAPS

       Status
       Access
       Power
       Stuff
about motivation and rewards
is gamification a long-term approach?
 extrinsic rewards             intrinsic rewards

 competetive:                  • being good at your
 helping, giving, welcoming,     job
 exchange, participate         • gather knowledge
                               • autonomy
 explorative:                  • belonging
 look at, search, collect,     • having fun
 complement                    • doing work that
                                 matters
drive engagement



rapid/instant feedback   clear goals and rules




                            tasks that are
a compelling narrative     challenging but
                              achievable
behaviour loop

                  desire

                 incentive

                 challenge
                                  social
           achievement / reward

                 feedback

                 mastery
Soccnxiii Sasja Beerendonk - Measure, reward, enhance: leverage user adoption with gamification
gamification in social software

• Badgeville for Yammer + Jive + Connections
• Level Up for Connections
• Kudos Badges for Connections
Soccnxiii Sasja Beerendonk - Measure, reward, enhance: leverage user adoption with gamification
Bunchball Level Up

                     gamification partner
                     hosted environment
                     focused on training, first steps
ISW’s Kudos Badges




                 IBM partner
                 internal installation
                 focused on first steps and long-term
                 integration with other tools
                 widgets
                 configuration tool for creating your
                 own Badges
demo
Soccnxiii Sasja Beerendonk - Measure, reward, enhance: leverage user adoption with gamification
create metrics
create / edit a badge
want more?




july 5th
adoption strategy workshop
http://www.e-office.com/eog/nl/website2011.nsf/index/adoptiestrategieworkshop



Whitepaper on request:                                                          E
Measure, reward, enhance: leverage adoption
of IBM Connections by applying gamification

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Soccnxiii Sasja Beerendonk - Measure, reward, enhance: leverage user adoption with gamification

  • 1. measure, reward , enhance: leverage user adoption with gamification
  • 2. about me e-office 1970 history teacher collaboration consultant sasja.beerendonk@e-office.com Rotterdam social IBM cooking twitter.com/sbeerendonk http://nl.linkedin.com/in/sbeerendonk adoption cat-lover travel sci-fi dine
  • 3. what do you think of at the word gamification? Gamification is the use of game design techniques and mechanics to enhance non-games. Typically gamification applies to non-game applications and processes, in order to encourage people to adopt them, or to influence how they are used. it’s about meaning, not flair to pursue purpose, not leaderboard points Gamification won't solve your business problem it only solves your (short-term) engagement problem Source: Wikipedia
  • 7. how many of you are is playing games a gamers? waste of time? what is the average is it a boy thing? age of gamers?
  • 8. 31 million gamers 43.000.000 hours per day 9.7 hours per week women little less hrs men little more hrs 53% women 47% men average age is 37 Source: Newzoo, National Gaming Onderzoek 2011
  • 9. research • By 2014, more than 70% of Global 2000 organizations will have at least one gamified application • By 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes Source: http://www.gartner.com/it/page.jsp?id=1629214
  • 10. again ... what is gamification ? Gamification is the use of game design techniques and mechanics to enhance non-games. Typically gamification applies to non-game applications and processes, in order to encourage people to adopt them, or to influence how they are used. and how does it relate to adoption?
  • 11. human – technology - organization technology = 10% People = 90% ! of success.
  • 12. make social collaboration possible Yellow & Blue process | control | predictable knowledge | information | everywhere manage | low costs | mechanical network | creativity | goal oriented structure & G smart & flexible process 9 to 5 | no errors | internal focus intrinsically | independent | trust no change | control | process leading collaborate | discipline | facilitate social collaboration, how do I start?
  • 14. adoption vision workforce analysis infrastructure analysis desired results governance prioritize architecture scenarios and personas 1. think 2. prepare 2. prepare • attention • best practices project execution • enliving 3. pilot applicability 4. adopt • making it real measuring results 5. consolidate
  • 15. time spent training 10,000 hrs! playing Draw Something If we could only engage our employees to put in as many hours learning
  • 16. what do you see? urgency ‘anxiety’ concentration epic win optimism surprise
  • 18. what motivates us? from Maslow’s Need to Pink’s Drive Bron: Michael Wu, Ph.D.
  • 19. Change behaviour • Fogg’s Behavior Model (FBM) Why and how can game dynamics stimulate change in actions/behaviour? • 3 factors for human behavioural change: – Motivation – Ability – Trigger Source: Michael Wu, Ph.D.
  • 21. how does gamification work? measure set goals, levels, points and measure if they are met reward give badges and indicate what needs to be done to go further, show the best indicate what needs to be done to go further, enhance invite to use advanced functionality or show desired behaviour
  • 22. encourage to engage in desired behaviours
  • 23. expert advanced beginner
  • 24. encouraging users to engage in desired behaviors game mechanics behaviour motivators points reward levels status badges achievement leaderboards competition challenges self-expression feedback altruism
  • 25. CASH or SAPS? SAPS Status Access Power Stuff
  • 26. about motivation and rewards is gamification a long-term approach? extrinsic rewards intrinsic rewards competetive: • being good at your helping, giving, welcoming, job exchange, participate • gather knowledge • autonomy explorative: • belonging look at, search, collect, • having fun complement • doing work that matters
  • 27. drive engagement rapid/instant feedback clear goals and rules tasks that are a compelling narrative challenging but achievable
  • 28. behaviour loop desire incentive challenge social achievement / reward feedback mastery
  • 30. gamification in social software • Badgeville for Yammer + Jive + Connections • Level Up for Connections • Kudos Badges for Connections
  • 32. Bunchball Level Up gamification partner hosted environment focused on training, first steps
  • 33. ISW’s Kudos Badges IBM partner internal installation focused on first steps and long-term integration with other tools widgets configuration tool for creating your own Badges
  • 34. demo
  • 37. create / edit a badge
  • 38. want more? july 5th adoption strategy workshop http://www.e-office.com/eog/nl/website2011.nsf/index/adoptiestrategieworkshop Whitepaper on request: E Measure, reward, enhance: leverage adoption of IBM Connections by applying gamification

Notas del editor

  1. demo