ENTERPRISE GAMIFICATIONR E A L V A L U E O R L E A P O F F A I T H ?

Corinne Schmid, ECMM

Director, Solution Marketing | OpenText

cschmid@opentext.com | Twitter: itzCorinne

I‟ve been reading a lot

about Gamification lately.

ForbesThe Gamification of SAP,

Wall Street JournalGamification: Hype or Game-Changer?,

Business WeekCEO Guide to Business Gamification

InformationWeekDell Hopes to Score with Gamification,

Financial PostGamification – Games Business Play

Los Angeles TimesBusinesses are using game mechanics online

to rev up sales

BBC NewsGamification time: What if everything were

just a game?

Imediaconnections15 Brand Examples of Gamification

Mashable5 Predictions for Game Mechanics in 2011

Was this legit?

Or a leap of faith?

I needed to investigate:

• Who‟s using Gamification?

• Why?

• What is Gamification?

• Why would I want it?

• Does it drive business value?

• How do I get started?

I quickly found companies

who had taken the leap…

After three months -

184,000 players

First three weeks

30,000 players

Users completed

7 challenges

Source: http://mashable.com/2011/07/18/gamification-marketing/

Buffalo Wild Wings

They generated 100+ million social

impressions via Facebook and Twitter

1 in 3 players

returned to play again.

Green Giant & Farmville gamified vegetables!

Source: Farmvillefreak.com

The campaign generated

420,000+ „Likes‟ on Facebook

Playboy crowned „Miss Social‟ illustrating

that sex sells, even more, when gamified…

Playboy doubled its consumer base within 4

months

Source: VentureBeat

85 % rate of re-engagement

60 % improvement in

revenues from one month to

the next.

December 2010 – March

2011, grew active user base

by 80,000.

Errr, I just read it for

the articles, of

course…

American Express Nextpedition

„Travel sign‟ racks up over 2 million „likes‟

Source: Facebook

The US Army gamified recruitment.

America‟s Army was more successful

than all other recruiting programs

combined.

SAP + Fun + Gamification?

“Had the most fun I’ve had at an analyst event…”

SAP Plays Games with the Analysts, and the Gamification of the Enterprise BeginsJosh Greenbaum, Posted on February 28, 2011

I went to a preview showing of a new SAP product last week, and had about the most fun I’ve had an analyst event since….well, if I had more fun than I had at last week’s event, I can’t remember… That’s because SAP chose to “gamify” the presentation

Michael Krigsman, on March 1, 2011 at 2:49 am said: I was at the same event and must agree strongly with Josh’s positive impression. The entire setup was designed to be engaging, substantive, and thoughtful….

It certainly looked promising.

But what exactly is

Gamification?

Gamification

The use of game play thinking and mechanics to

solve problems and engage audiences.

Typically applied to non-game applications;

particularly consumer-oriented web and mobile sites,

in order to encourage people to adopt the

applications.

Source: Wikipedia

Huh?

I found it easier to

define what

gamification isn’t…

It‟s not monkey business at work…

No knights No dragons No aliens…

Or turning work into a fantasy land

No virtual farms….

And no (mis) leading employees...

So what is Gamification?

Source: Gameinformer.com (Feb 2011)

I think I‟ve got it!

It‟s about applying the

principles of gaming

to non-games.

But why would a business want this?

Enterprise Gamification can

increase user engagement,

influence behavior and

motivate participation.

I‟ll paint a picture to see

if I understand…

Enterprise gamification would help me go

from this…

and this…

to this!!

HOW?

By applying gaming

principles - game

mechanics and game

dynamics

What on earth are game

mechanics and dynamics?!

I needed a quick run through…

GAME MECHANICS

Tactics commonly used in games

to encourage gameplay. This

includes Badges, Points, Leader

boards, Levels, Challenges, and

Achievements

GAME DYNAMICS

Strategies commonly used in

game design based on

psychological motivations to

drive behavior.

I didn‟t see the real value it

would bring to the business…

I looked to industry experts

Getting warmer.. But I still wasn‟t 100% clear…

http://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447

http://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447

http://gamificationofwork.com/2011/09/gamification-is-not-a-game/

Michael also says,

“Rather than speak corporatese and

gobbleygook, start using game mechanics.”

http://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447

http://blog.socialcast.com/e2sday-adding-play-to-the-enterprise/

SocialCast sees 5 Ways it can

strengthen your business

1. Energize Your Workforce

2. Drive Performance Improvement

3. Innovate Organically

4. Motivate Teams

5. Identify Emerging Leaders

http://blog.socialcast.com/e2sday-adding-play-to-the-enterprise/

I knew that many

experts come from

software vendors…

…Would industry

analysts share

their enthusiasm?

Quite compelling!

Gartner seems to!

Webinar hosted by Mark Raskino, VP & Gartner Fellow, February 2011

Gartner also added Gamification to its Hype Cycle

for Emerging Technologies, 2011.

Source: Gartner (July 2011)

M2 Research forecasts rapid market growth –

from $100m (2011) to nearly $3 BILLION in 2016!

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

2011 2012 2013 2014 2015 2016

(in $100m)

Gartner predicts significant adoption from the

Global 2000.

Gartner Says By 2015,

More Than 50 Percent of

Organizations That

Manage Innovation

Processes Will Gamify

Those Processes

Press Release

Egham, UK,

April 12, 2011

“By 2014, a gamified service

for consumer goods

marketing and customer

retention will become as

important as Facebook,

eBay or Amazon, and more

than 70% of Global 2000

organizations will have at

least one gamified

application,”

Gartner

http://www.gartner.com/it/page.jsp?id=1629214

What about B2B? And

could it be effective

for non-marketing

applications?

The analysts see potential and huge growth!

OpenText gamified its internal Social Media

program and increased adoption by 250%

Cisco gamified its annual sales kick-off

http://www.nomimes.com/casestudies/hunt/

Microsoft PowerPoint Ribbon taught the company that the

more users leverage additional portions of the platform, the

more it leads to retention and customer satisfaction.

http://blog.junta42.com/2011/07/gamification-examples-content-marketing/

SAP gamified their Las Vegas TechEd

Conference

SAP‟s Gamification Strategy

“Unite 1 billion Earthlings within 48 moons to

defend the empire against the dark hordes.”

Their words, not mine. I‟m a

frog and not part of any

dark horde.

Source: SAP Gamification Overview

IBM saved millions by gamifying product

manual translation and localization.

The IBM Social laboratory is also using gamification and crowdsourcing principles to reduce the cost of internal projects….[Jeff] Schick cited a language translation and localization effort

for product manuals that typically cost the company millions.

Yet IBM was able to significantly reduce the expense and increase accuracy by awarding points to employees who helped translate the documents. Employees with the highest point totals earned money for their charities.”

http://gamification.com/post/7903026979/the-ibm-social-laboratory-is-also-using

MetaStorm gamified their community to provide

better support for their customers and partners.

That‟s legit!

Enterprise Gamification

improves engagement

and participation among

employees, partners and

customers.

All together, I‟ve seen

three ways that

Gamification can benefit

the business…

Gamification is being used to build brand loyalty

and awareness plus engage end users.

Brand Awareness,

22%

Brand Loyalty, 33%

User Engagement,

44%

Brand Awareness Brand Loyalty User Engagement

Source: M2 Research

Wait!

What about VALUE ?

We know that user

adoption is key to the

ROI of technology

investments.

Let‟s take a look a the

state of end user

adoption…

2010 Survey asked, What is the greatest factor preventing end-users’ from deriving value from software?

60% cited “slow adoption/transference of

best practices”

Source: NeoChange (2010)

The same study cited the average effective

usage rate was 54%

Source: NeoChange (2010)

Source: NeoChange (2010)

Up to 25% of end-users' application face-

time can be lost productivity.

Source: NeoChange (March 2011)

Ho-hum

Gamers tend to be more

motivated than non-gamers to be

connected to others, and they

display a higher than average

propensity to interact with brands

on social networks...

Adam Kleinberg for Mashable

That‟s cool.

User Adoption creates

business value by

improving ROI and

lowering TCO.

That‟s important stuff for

IT and the business.

And gamification impacts

user adoption (by

improving user

engagement).

That will drive ROI and

TCO. That‟s real value.

Brand loyalty is related to

customer satisfaction and

retention.

If customers are satisfied

and loyal – this reduces

churn rates.

Research shows that SaaS

companies experience

between 8.5% to 60%

churn rates.

If Gamification can reduce

churn rates, that impacts

real dollars.

Sources: Cloudave.com

I understood the value.

Now, I just needed to

skate through HOW one

applies gamification.

Sources: AIIM and Cloudave.com

Remember these guys?

It‟s about staying in the „Game Mechanic Zen‟ zone

Source: Mashable

And there‟s method to design…

Source: Gabe Zichermann (Loop) and Gamificationofwork.com [Logo] . Note: Gabe is a Gamification super hero.

Gamification gurus from Bunchball recommend these

11 steps

Source: http://www.bunchball.com/

Know the Rules and Considerations – avoid

getting into deep Sheep!

Source: Davis Wright, Tremaine, An Introduction to Gamification, April 2011.

Content Strategy

Social Media Program

User Experience & Design (UXD)

Strategy! Yep, you’ll need one of those with clear

objectives and performance metrics.

Oh yeah, don’t’ forget that budget and resource thing too!

Commitment from executive sponsors and key

stakeholders

Project management: experienced at coordinating

multiple departments, deadlines and diverse personalities.

Could also include agencies, vendors and/or contractors.

To evaluate „readiness‟ for gamification, I

needed to look into the state of our…

I had found answers:

Who‟s using Gamification?

Why?

What is Gamification?

Why would I want it?

Does it drive business value?

How do I get started?

I used many sources to find this

information…

Gamification Gurus:

• Gabe Zicherman, gamification.co• Mary Jo Kim, shufflebrain.com• Michael Wu, Ph.D, Lithium.com• Seth Priebatsch, SCVNGR.com• Adam Kleinberg, Traction.com

Cool Companies:Many out there - these ones have great information online.

• Bunchball• Gamify.it• Lithium• Shufflebrain• SCVNGR

Far from an exhaustive list, these are some

of my fav‟s

I liked these books;

Amazon has many, many more.

Fun Inc.: Why Gaming Will Dominate the

Twenty-First CenturyBy: Tom Chatfield

(Nov 15, 2010)

Game-Based Marketing: Inspire Customer Loyalty

Through Rewards, Challenges, and ContestsBy: Gabe Zichermann and

Joselin Linder(Mar 29, 2010)

Total Engagement: Using Games and Virtual

Worlds to Change the Way People Work and Businesses Compete

By: Byron Reeves and J. Leighton Read(Nov 2, 2009)

Slideshare has lots of

presentations.

SHE‟S PASSIONATE ABOUT

• Marketing 3.0, Apps (software & marketing automation) combined with the

consumerization of IT – and how it‟s blazing a trail for new B2B marketing practices.

• Keeping up with the Joneses and writing | blogging | sharing info on Content Strategy,

Marketing and Mgmt.

• Managing an insatiable obsession for shoes.

• Certified Yoga Teacher and aspiring Yoga Therapist

You can contact this nice lady too.

• She‟s the Director of Solution Marketing at OpenText,

• With over 15 years in B2B software marketing,

• And is a master, an AIIM certified ECM master, that is.

• She writes editorial and is a columnist with

CMSWire.com

• And she presented on Gamification and Content

strategy at the EU Content Strategy Forum, Europe,

2011

That‟s it. Thanks!