Sales and marketing gamification, Amsterdam, October 2014
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Gamification - the new buzzword
An CoppensChief Game Changer Gamification Nation
PollAre you an active user of LinkedIn?
Yes, all over it
Sort of, probably could do more with it
No don’t use it at all
Leaderboards
What is gamification?
Gamification (pronounced game-i-fi-ka-tion)
is the application of game dynamics, game psychology and game mechanics to non-game
situations and applications
Curiosity?
http://youtu.be/bGJSEEx2pXc?list=PLfbtDJcZvTsGbZ_CXHRbMUDniGuwUeCtf
PollWhat games do conference attendees play?
Sports
Puzzles (crosswords, sudoku, etc)
Computer games
Board games
Console games
Games are for kids, I don’t play
What games do you play?Why do you enjoy them?
Examples
Gamified asthma test
http://youtu.be/M6E8rY_Pc3c
Diabetes management: MySugr
http://vimeo.com/85338614
GoMeals: diabetes friendly app
Medication Management: Mango Health
Magnum treasure hunt
http://youtu.be/LD4uiqejOLg
From these examples, what strikes you most?
Think like a game designer:
Let’s design a gamification campaign
The models6 D gamification design framework – Kevin
Werbach1. Design business objectives
2. Delineate target behaviour
3. Describe your players
4. Devise activity loops
5. Don’t forget the fun
6. Deploy the appropriate tools
The modelsMapping the player’s journey to mastery – Gabe
Zicherman1. Find the target audience wants/ needs emotional
triggers ->emotional profile
2. Design challenges based on these triggers -> emotional trigger challenges
3. Design rewards based on wants/ needs -> reward structure
4. Design communication for platforms where your target group spends time -> communication plan
5. Invite players to participate -> implement communication plan and player registration
What would the business objectives be for your project
Time for a bit of behavioural and
emotional profiling
Motivation to tap into
Motivational drivers1. Epic meaning and calling
2. Development and achievement
3. Empowerment of creativity and feedback
4. Ownership and possession
5. Social influence and relatedness
6. Scarcity and impatience
7. Unpredictability and curiosity
8. Loss and avoidance
Source: Octalysis framework by Yukai Chou
Design the experience – the journey to mastery
Fun
Deploy your first pilotTest & measure, keep improving
Test pilot with different audience segments
Men – Women – age groups – tech savvy – tech novices – etc.
Monitor – evaluate - Iterate
If in doubt, who can help you out?
Ask an expert
Have an expert on board to facilitate the process
Learn from colleagues
Share experiences
Download my ebookhttp://bookboon.com/en/gamification-in-business-ebook
Useful resourceswww.gamification.co
www.enterprise-gamification.com
Octalysis: www.yukaichou.com
Wiki on gamification: www.gamification.org
Courses: Coursera, Udemy, iVersity
My blog and online courses: www.gamificationnation.com
Thank you for playing
Have fun designing your gamified HR processes
Keep in touch via @GamificationNatwww.gamificationnation.com