measure, reward , enhance: leverage user adoption with gamification

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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.

Source: Wikipedia

what do you think of at the word gamification?

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

it’s about meaning, not flairto pursue purpose, not leaderboard points

games are everywhere

and also business-like

LinkedIn profile

how many of you are gamers?

is it a boy thing?

is playing games a waste of time?

what is the average age of gamers?

43.000.000 hours per day

9.7 hours per week

31 million gamers

53% women47% men

women little less hrsmen little more hrs

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

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.

again ... what is gamification ?

and how does it relate to adoption?

technology = 10%People = 90% !of success.

human – technology - organization

G

make social collaboration possible

Yellow & Blue

structure & process

process | control | predictablemanage | low costs | mechanical

9 to 5 | no errors | internal focusno change | control | process leading

smart & flexible

knowledge | information | everywherenetwork | creativity | goal oriented

intrinsically | independent | trustcollaborate | discipline | facilitate

social collaboration, how do I start?

YELLOW&BLUE

architecturegovernance

vision

workforce analysis infrastructure analysis

prioritize

scenarios and personas1. think

2. prepare

desired results

project execution3. pilot

4. adopt

measuring results5. consolidate

2. prepare•attention•best practices•enliving applicability

•making it real

adoption

time spent

playing Draw Something

training

If we could only engage our employees to put in as many hours learning

10,000 hrs!

what do you see?

urgency

optimism

concentration‘anxiety’

surprise

epic winepic win

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.

measuremeasure

rewardreward

enhanceenhance

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

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

indicate what needs to be done to go further, invite to use advanced functionality or show desired behaviour

how does gamification work?

encourage to engage in desired behaviours

beginner

advanced

expert

game mechanics behaviour motivators

points reward

levels status

badges achievement

leaderboards competition

challenges self-expression

feedback altruism

encouraging users to engage in desired behaviors

CASH or SAPS?

SAPS

StatusAccessPowerStuff

about motivation and rewardsis gamification a long-term approach?

extrinsic rewards

competetive:helping, giving, welcoming, exchange, participate

explorative: look at, search, collect, complement

intrinsic rewards

• being good at your job

• gather knowledge• autonomy• belonging• having fun• doing work that

matters

drive engagement

rapid/instant feedback

tasks that are challenging but

achievable

clear goals and rules

a compelling narrative

desire

challenge

incentive

mastery

achievement / reward

feedback

behaviour loop

social

gamification in social software

• Badgeville for Yammer + Jive + Connections• Level Up for Connections• Kudos Badges for Connections

Bunchball Level Up

gamification partnerhosted environmentfocused on training, first steps

IBM partnerinternal installationfocused on first steps and long-termintegration with other toolswidgetsconfiguration tool for creating your own Badges

ISW’s Kudos Badges

demo

create metrics

create / edit a badge

E

want more?

july 5thadoption strategy workshophttp://www.e-office.com/eog/nl/website2011.nsf/index/adoptiestrategieworkshop

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