How gamification works and how to apply that knowledge to engaging brand advocates, whether they are staff or customers. Slides from Pete Jenkins' talk at the Wave Influencer Summit. London, UK on 14th November 2017.

1. Gamification: how to motivate brand advocates
Pete Jenkins – November 2017 at WAVE 2017

2. © GAMIFICATION+ LTD 2015 2
Founder – GAMIFICATION+ LTD
Entrepreneur in Residence at University of Brighton
Chair – International Gamification Confederation (GamFed)
Researcher in Gamification in HR at CROME (Centre for
Research on Management & Employment)
Ambassador - Brighton & Hove Chamber of Commerce
Chair - Gamification Europe Conference

3. What do
you play?

4. Gamification refers to the use of game
mechanics in non-gaming contexts

5. Dopamine
Oxytocin
Serotonin

6. Maslow’s Hierarchy
of Needs

7. Three basic needs
Competence
Autonomy
Relatedness
Self-Determination Theory

8. Three key drivers
Mastery
Purpose
Autonomy
Daniel Pink - Drive

9. Marczewski’s Three Layers of
Motivation

11. Creating advocates
Putting trust back into the employee relationship

12. 74% of employees feel that they're
missing out on company information
and news
Source: Gallup

13. • Encourage competition, but also
collaboration – team competitionsRelatedness
• Trust employees to share (or not)
and be authenticAutonomy
• Encourage employees to become
thought leaders & industry expertsMastery
• Create content that reminds of
company & individuals’ goalsPurpose

17. #PwC GP 100 key stats
• Organic Twitter advocacy program
• 963 users
• 900,000 followers
• 20,000 mentions per week
• 11,000 retweets per week

18. How much trust are you willing
to give to your employees?

19. • Is it affordable over the long term?
• People may game the system just
to win prizes
• Avoid material rewards that aren’t
really connected to your business
Monetary
rewards
• Relate them to professional
recognition: public praise
• Appoint top players as
ambassadors – they’ll be your
ultimate advocates
Non-
Monetary
rewards

20. https://www.superbetter.com
Please attempt:
• Bad Guys –
• The Sticky Chair
• Power Ups -
• Hug Yourself
• Human Tag

21. Thank you for playing.
Today we’ve looked at:
• Gamification
• Neuroscience & psychology
• Advocacy examples
• Rewards
Any questions?
pete.jenkins@gamificationplus.uk
https://gamificationplus.uk
@gamifiplus @petejenkins