Post on 28-Jan-2015
description
“Shall We Play A Game?”
Using Game Mechanics to Build Community
Nobby Akiha, SVP Marketing Ray Gans, Community Manager Actuate Corporation
Agenda
• Introduction and Community Objectives
• Concepts
• What Is Gamification?
• Rewards
• Plans & Accomplishments
• Business Objectives
• Roll Out
• Future Directions
• Get Started
Actuate and BIRT
AUGUST 2004
Actuate Joins Eclipse Foundation
as Strategic Developer and Board Member
Actuate proposed and started
BIRT Business Intelligence
and Reporting Tools Project
… a top-level Eclipse project Adds BI and Reporting as Open Source Project
Professional open source Primary development resources
funded by Actuate
Contributions from many sources IBM, Innovent Solutions and community
Business Perspective
Enterprise-wide Deployment by
Large Corporations
Expanded Development by Any Organization
Early Adoption by a Million Developers
Open Source Eclipse BIRT
- Free -
Commercial Development Tools
Enterprise Solutions
Why Invest in a Community?
• Provide medium to expose commercial products • Find new customers
• Leverage outside expertise to increase site value • Create new content • Provide support • Receive feedback
• Build buzz and excitement • One stop shop for sharing:
• News & Events • Technical content & expertise
• Show appreciation • Recognize and reward
desired behavior
Shall We Play A Game?
What is “Gamification”
• Creating games to advertise products or services
• Building reward systems to foster brand loyalty
• Using games to educate or drive behavior
• “The use of game thinking and game mechanics to engage users and solve problems.” – Gabe Zichermann
Gamification: What It’s Not…
It’s Not About Playing Games
• Gamification is not entertainment but…
• Applying appealing aspects of games for business and/or learning purposes
to improve…
• Customer Engagement
• Product or Brand Loyalty & Buzz
• Expert Retention
• Use “fun” to engage the interest of an audience and make what you’re selling/teaching exciting
• Reward them for their successes
Rewards Most Humans Crave
• Satisfying Work
• Games give us clearer missions and more satisfying, hands-on work
• The Experience (or at least hope) of Success
• Games eliminate our fear of failure and improve our chances for success
• Social Connection
• Games build stronger social bonds and lead to more active social networks
• Meaning
• Games make us part of something bigger and give epic meaning to our actions
– from “Reality Is Broken” by Jane McGonigal
Recognition is “Coin of the Realm”
Rewards That Work – SAPS
• Status
• Badges, Trophies and Leaderboards
• Access
• Premium content
• Exclusive beta programs
• Conference/trade show perks
• Power
• Control (over others or over site content)
• Stuff
• Prizes & Earned Incentives (monetary or material) • Can be powerful but probably least effective long term
– “from Gamification By Design” by Zichermann & Cunningham
Game Mechanics and Constructs
• Points
• Levels
• Leaderboards
• Badges & Trophies
• Virtual Currency
• Karma
• Customization
• Onboarding
• Challenges and Quests
• Social Engagement Loops
Social Engagement Loop
Motivating Emotion
External Response
Social Call to Action
Visible Progress
or Reward
…adapted from Gamification by Design
Sage Advice
“Just make people better at something they want to be
better at.
When your goals and your user’s goals are truly aligned, you
don’t need pixie dust. Don’t out-spend, don’t out-friend, and
please don’t out-badge. There is a world of difference
between helping someone *appear* more awesome and
helping them actually BE more awesome.”
–Kathy Sierra
Gamification by Design
• Good introduction to concepts and mechanics
• 3 hour companion video: Gamification Master Class with Gabe Zichermann
Authors
• Gabe Zichermann
• Christopher Cunningham
Reality Is Broken
• Explains why games are psychologically important
• Heavy video game focus
• Promotes restructuring work/life to become more personally rewarding
Author
• Jane McGonigal
What We’ve Done at Actuate
Business Objectives
• Increase registrations
• Learn more about our community
• Demographics
• Motivations
• Interests
• Increase contributions
• Improve “stickiness”
• Understand what will keep people coming back
Roll Out
• Leaderboard
• Badging System
• Weekly Polls
• Contests
• Levels (planned)
• Challenges (planned)
• Dashboard (planned)
• Affiliations (planned)
• Social Networking (planned)
Leaderboard
• Monthly compilation
• Badges awarded
• 1st, 5th, 10th, …
• All contributions get points
• Start forum thread
• Answer forum question
• Submit technical article
• Comment on blog post
• etc.
• All leaders thanked via personal e-mail
Badges
• Awarded for contributions and participation
• Leaderboard appearances
• Forum posts
• Contest wins
• Technical submissions
• Voted in a poll?
• etc.
• Easy to get the first one
• Assigned in real time
• Linked to award info
Polls
• Nice way to get feedback
• Exploratory award
• Badge for first vote
Contests
Developer Contests
• Typically just appeals to developers who have time
• Explain specifically what you want – give examples
• Can be good for jumpstarting interest
• Protect yourself in the contest rules – involve legal
Where To Next
Future Directions
• Social Networking
• Leverage game mechanics to Facebook, LinkedIn, etc.
• Customer Engagement and Evangelism
• Investigate “fun” ways to get customer feedback
• Look at means to recognize customer champions
• Advertising and Brand Loyalty
• Tie marketing efforts to appropriate “gamified” activities
• Training and Certification
• Create paths towards developer certification through learning activities and earned training credits
• Product Demos and Trials
• Look into rewards for commercial product evaluation
How To Get Started
• Books
• Gamification by Design by Zichermann & Cunningham
• Reality Is Broken by Jane McGongigal
• Videos
• Gamification Master Class with Gabe Zichermann from O’Reilly Media
• Conferences
• Gamification Summit – June 19-21, 2012 @ San Francisco http://gsummit.com
• Vendors
• Badgeville – http://badgeville.com/
• Bunchball – http://www.bunchball.com/
• BigDoor – http://www.bigdoor.com/
It’s Your Move… But Don’t Rush It