Gamification and HR visibility - Gamification in HR - Manu Melwin Joy
RTCRM Gamification
-
Upload
david-benbassett -
Category
Documents
-
view
262 -
download
2
description
Transcript of RTCRM Gamification
Gamification
Digital Integration & InnovationAugust 2011
2rtcrm proprietary and confidential
The forecast
RTC Brainstorm
What is Gamification
The Psychology
Common Features
3rtcrm proprietary and confidential
Before We Begin…
4rtcrm proprietary and confidential
72% play video games
Of people between the ages of 6 and 44
For an average of 18+ hrs/wk
5rtcrm proprietary and confidential
5.93 billion yearsWoW players have collectively spent solving virtual problems
Definition
7rtcrm proprietary and confidential
The use of gameplay elements in non-game applications
Executed by: • Adding game mechanics, generally as a
reward system, to an existing platform
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
For purposes like:
Education and
Awareness
Developing and
Encouraging Behaviors
Motivating Continued
Use
Psychology
9rtcrm proprietary and confidential
The psychology behind Gamification
Major obstacles to behavior:• Gap between performance and results• Lack of immediate feedback
Overcome these obstacles by:• Tapping into innate desires for:
• Power • Status• Achievement
• Updating players at short term intervals
“Gamification works to satisfy some of the most fundamental human desires: recognition and reward, status, achievement, competition and collaboration…”
Douglas Karr, MarketingTech Blog
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
10rtcrm proprietary and confidential
Motivation through reward
“If you give people money, it often messes up their mentalities and encourages cheating…But if you challenge people and reward them for good behavior, it gives them self-esteem.”
Esther Dyson,Investor – HealthCare 2.0
11rtcrm proprietary and confidential
Immediate notification or
reward
Results trigger response in the mind of user
Reinforce the behavior
Short-term rewards that encourage long-term participation
Motivation through reward
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
12rtcrm proprietary and confidential
“Employees could contest each other to reach various statuses
first, or they can motivate wellness initiative peers to get healthier by gifting an online
calorie counter.”
William Ng, Incentive Mag
Motivation through competition
13rtcrm proprietary and confidential
Motivation through competition
Everybody wants to be the best
Encourage increased engagement through:• Ranking• Leveling
Fuel the will to participate by:• Showing users what others are doing • Illustrating how close they are to a milestone
Add a “physical” component• Collectibles can be used for bragging rights
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
14rtcrm proprietary and confidential
“it’s about creating a long-term engagement with the consumer that moves them along what we
call, ‘the player journey’ – the long-term emotional engagement
of the user with the brand.”
Gabe Zichermann,“Game-Based Marketing”
Motivation through interactivity
15rtcrm proprietary and confidential
Connection Loyalty
Habitual Action
Reinforced Behavior
Motivation through interactivity
Speak directly to the customers
• Congratulate them on their accomplishments encourage them to keep going.
• As they begin to feel connected, their participation should increase.
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
Common Features
17rtcrm proprietary and confidential
Point systems
A simple reward for completing certain behaviors or viewing content
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
18rtcrm proprietary and confidential
Badges
Status symbols commemorating achievements
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
19rtcrm proprietary and confidential
Leaderboards
Competition in its simplest form
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
20rtcrm proprietary and confidential
Progress bars and maps
Let people know how close they are to “winning”
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
21rtcrm proprietary and confidential
Progress maps
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
22rtcrm proprietary and confidential
Trash Talk Support
Communication
“Trash talk” and encouragement fuel participation
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
23rtcrm proprietary and confidential
Communication – not always pretty…
24rtcrm proprietary and confidential
Gamification in kids versus adults
Fully Developed games for kids, practical applications for adults
Young Children/teens• Full games make learning fun • build brand loyalty from a young age• interactivity and immersion
Adults• Quick, pickup and putdown platform• Simple and intuitive user-experience• Target behaviors that people often don’t
have time to track
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
26rtcrm proprietary and confidential