Actuate - Gamification

28
“Shall We Play A Game?” Using Game Mechanics to Build Community Nobby Akiha, SVP Marketing Ray Gans, Community Manager Actuate Corporation

description

Actuate's Presentation on Gamification, Given at Evans Data Corp's Developer Relations Conference 2012.

Transcript of Actuate - Gamification

Page 1: Actuate - Gamification

“Shall We Play A Game?”

Using Game Mechanics to Build Community

Nobby Akiha, SVP Marketing Ray Gans, Community Manager Actuate Corporation

Page 2: Actuate - Gamification

Agenda

•  Introduction and Community Objectives

•  Concepts

•  What Is Gamification?

•  Rewards

•  Plans & Accomplishments

•  Business Objectives

•  Roll Out

•  Future Directions

•  Get Started

Page 3: Actuate - Gamification

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

Page 4: Actuate - Gamification

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

Page 5: Actuate - Gamification

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

Page 6: Actuate - Gamification

Shall We Play A Game?

Page 7: Actuate - Gamification

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

Page 8: Actuate - Gamification

Gamification: What It’s Not…

Page 9: Actuate - Gamification

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

Page 10: Actuate - Gamification

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

Page 11: Actuate - Gamification

Recognition is “Coin of the Realm”

Page 12: Actuate - Gamification

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

Page 13: Actuate - Gamification

Game Mechanics and Constructs

•  Points

•  Levels

•  Leaderboards

•  Badges & Trophies

•  Virtual Currency

•  Karma

•  Customization

•  Onboarding

•  Challenges and Quests

•  Social Engagement Loops

Page 14: Actuate - Gamification

Social Engagement Loop

Motivating Emotion

External Response

Social Call to Action

Visible Progress

or Reward

…adapted from Gamification by Design

Page 15: Actuate - Gamification

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

Page 16: Actuate - Gamification

Gamification by Design

•  Good introduction to concepts and mechanics

•  3 hour companion video: Gamification Master Class with Gabe Zichermann

Authors

•  Gabe Zichermann

•  Christopher Cunningham

Page 17: Actuate - Gamification

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

Page 18: Actuate - Gamification

What We’ve Done at Actuate

Page 19: Actuate - Gamification

Business Objectives

•  Increase registrations

•  Learn more about our community

•  Demographics

•  Motivations

•  Interests

•  Increase contributions

•  Improve “stickiness”

•  Understand what will keep people coming back

Page 20: Actuate - Gamification

Roll Out

•  Leaderboard

•  Badging System

•  Weekly Polls

•  Contests

•  Levels (planned)

•  Challenges (planned)

•  Dashboard (planned)

•  Affiliations (planned)

•  Social Networking (planned)

Page 21: Actuate - Gamification

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

Page 22: Actuate - Gamification

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

Page 23: Actuate - Gamification

Polls

•  Nice way to get feedback

•  Exploratory award

•  Badge for first vote

Page 24: Actuate - Gamification

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

Page 25: Actuate - Gamification

Where To Next

Page 26: Actuate - Gamification

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

Page 27: Actuate - Gamification

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/

Page 28: Actuate - Gamification

It’s Your Move… But Don’t Rush It