Thought leaders Brian Weimer of Bunchball and Natasha Oxenburgh of Bluewolf share practical tips and advice on how to get your employees engaged around the customer experience:
-How collaborative sales teams drive more revenue
-How gamification recognizes individuals and rewards teamwork -- rather than focusing on only a few top achievers
-Innovative Change Management strategies
-How Bluewolf turned employees into brand ambassadors while growing inbound Marketing efforts
3. GAMIFICATION IS:
Applying Game Mechanics
to Non-Game Experiences
To Drive Sustainable Adoption, Usage & Behavior.
Any Behavior, Any Digital Experience.
4. Two Big Problems for Today’s Sales Leaders
How do I get
How do I effectively
people to use our
and efficiently
CRM and
motivate and retain
productivity tools?
my sales team?
5. Success = Business Results & Usage
How do you define success of an enterprise software solution?
Results
75.4%
(Revenue Generation, Lower Costs, etc)
High levels of usage 62.0%
Software is deployed 45.3%
On time, on budget implementation 43.6%
Source: “Achieving Enterprise Software Success, 2009”, Neochange, SandHill & Technology Services Association
6. User adoption and usage are key to realizing
the promise of enterprise software
What’s the most important factor for success?
Gaining user buy-in & usage 71.7%
Software functionality 15.9%
Organizational change mgmt 6.5%
Process alignment 5.9%
Source: “Achieving Enterprise Software Success, 2009”, Neochange, SandHill & Technology Services Association
7. Who Has Figured Out Adoption & Engagement?
Game Designers Social Networks Airlines & Hotels
500M People 850M+ People 120M People
playing games at least sharing & commenting choosing vendors to earn
1hr per day 4 hours every day 500B points per year
9. These Businesses Use Game Mechanics that
Satisfy Basic Human Needs and Motivators
Progress Status Rewards
Levels in games Standings & leaderboards Access to exclusives & perks
Miles & points Likes & Follows Early boarding/upgrades
Progress bars Communities, Groups, Teams Recognition / Acknowledgement
10. Enterprise Gamification Becoming Pervasive
50%+ 70%+ 50%
Of all social business Of the 2,000 largest Of companies that
initiatives will include global companies will manage innovation
an enterprise use gamification for at processes will gamify
gamification least one aspect of those processes
component their organization
Constellation Research Gartner Gartner
2013 2013 2014
2014 2015
2015
12. Sales Managers Have Always Relied on Proven
Techniques for Motivating Salespeople
13. But managing these programs has
been a tedious, manual chore
Clunky spreadsheets Or worse
14. POWERFUL TECHNOLOGY IS NEEDED TO IMPLEMENT
GAMIFICATION PROGRAMS
Rules engine
• to manage missions, levels & points
APIs
• to track behaviors within and across platforms
Widgets
• for leaderboards, profiles, redemption
Admin console
• to easily optimize programs
Real time analytics
• to understand behaviors and results
Easy to deploy
• and manage in real-time
Secure & scalable
• to handle massive amounts of data
17. Engage your sales team
A persistent sidebar displays:
Progress Bar: shows them how they’re doing
and how close they are to the next level
18. Engage your sales team
A persistent sidebar displays:
Progress Bar: shows them how they’re doing
and how close they are to the next level
Featured Challenge: what their manager wants
them focused on and who’s already completed it
19. Engage your sales team
A persistent sidebar displays:
Progress Bar: shows them how they’re doing
and how close they are to the next level
Featured Challenge: what their manager wants
them focused on and who’s already completed it
Team Leaderboard displaying who’s on top –
and who’s not
20. A dynamic newsfeed informs your team and helps them
spread your marketing messages
Manager Newsfeed: Share
key
messages, accolades, and
new rewards
Leader Showcase: Highlight
your top-performers
Marketing Booster Box:
Give each salesperson their
own URL, and they earn
points when their
connections click on it
21. The Profile Pages keeps your team focused on the
activities that matter most to your business
My Points: How many have
I earned and how many do I
need
Featured Challenge: What
should I be focused on
achieving?
Chatter Newsfeed: A
chronological story of what
I’ve accomplished
22. The Profile Page keeps your team focused on the
activities that matter most to your business
My Trophies: How many
have I earned and how many
do I need
Trophy Detail: The more
important the activity, the
more points I earn
Progress Bar: How close
am I to completing this task?
25. Unlock your sales team’s competitive spirit with
Team Standings and Profiles
Team Standings: Which
teams are crushing it?
Chatter Stream: who are the
most active contributors to
the team competitions?
28. Incentivize your team with rewards that are
available right in Salesforce
Real or virtual rewards:
Provide real prizes or virtual
gifts, with a running total of
how many are available
One-click buy: once the
salesperson chooses their
gift and clicks “buy,” an email
is delivered to the individual
responsible for fulfillment
29. A simple pre-configured admin console will
get you up and running in no time.
Pre-configured: Spark
Sales comes with hooks into
all of the key Salesforce
actions, and it’s easy to
create new ones for Custom
Objects.
30. A simple pre-configured admin console will
get you up and running in no time.
Pre-configured: Spark
Sales comes with hooks into
all of the key Salesforce
actions, and it’s easy to
create new ones for Custom
Objects.
Default challenges: Out of
the box, Spark Sales comes
with a package of default
challenges related to winning
deals, creating leads, and
beating quotas. And you can
use the New Challenge
Wizard to create your own.
49. 45% Increase in Social Traffic to Website
› This graph represents the 45% increase in website traffic from all social media
platforms from January-April 2012.
49
50. 80% Increase in Social Traffic to Blogs
› This graph represents website traffic to our blog from social media platforms.
That's an 80% increase overall in traffic from January-April 2012.
50
52. Q&A
Please submit any questions for Brian or Natasha using the “Submit
Questions” box on the right side of your presentation console. Or contact us
after the webinar with questions at the coordinates below:
Brian Weimer Natasha Oxenburgh
• brian.weimer@bunchball.com • noxenburgh@bluewolfgroup.com
• (408) 703-2618 • 415-813-3171
• @bunchball • @njoxen
Thanks Dan, Thanks you everyone for joining us today, My name is Brian Weimer and I am a sales Director at Bunchball-The industry leader in Gamification, which means for the last 5 years we've successfully using game mechanics to drive digital loyalty on the consumer web and improving things like employee performance and adoption and usage on the enterprise application side. And more specifically today we are going to share how we can gain greater sales peformarnce through gamification..And since were all on a webcast together I think it’s safe to assume you’ve got some curiosity in this in this area and you may even be far enough down the line that you’re using these types of engagement programs in some form in your own work place but I think a good place to start for everyone is to standardize on a definition of Gamification because that term gets thrown around fairly liberaly and it’s come mean a different things to different people. So lets beginwithtalking about whatgaimificationis…and maybe more importantly to whatitisn’t
And let’s start by debunking or dispelling some myths about gamification right out of the gate.Making games and goofing off in the workplace-www of warcraftetc, (joke)And its also not about slappping badges or any simple game mechanic on to situation or business objective and hoping for sustained engagement because throwing something like a virtual award (like badging at a business problem is not what gamification is for at least todays conversationSo with those two things in mind let’s talk about what gamification is…
Applying game mechanics (like points, levels competion, and rewards)To non game situatuions, specifically today to enterprise applications like salesforce.com in order to drive XXXXAnd that could be any behavior in any digital experience, we are going to talk specifically about sales and change mgt today but don’t let that limit you because digital engagement programs like this ones we’ll could be used for channel mgt, or parnter enablement, they could drive better performance in our customer service centers they could provide motivation to your customers to be more loyal or active in communities or our customer portalsBut I’m are going to focus on sales today because there are a couple big problems or challenges that all sales leaders face
(desrcibe two challenges) because it’s of a foregone conclusion that effective use of sales force automation tools like CRM really do drive performance And how at the end of the day do we make our investment successful
and the first step down that path is landing on the right definition of succcess of our enterprise apps And as we look at those defining characterics I’ll think you’ll see some of the usual suspects things like….But the overwhelming contributers to success are High levels of usage and getting the desired business results and in case of the most of folks here that desired business result from implementing CRM means revenue generation or increased sales productivity. And so how we do make sure that the applications are mapping to the desired business result...
Well most important factor in getting that desired result is gaining buy in and and usage, so it’s less about XXXXX and more about adoption, and sustained usage. And it may seem fairly elementary that usage and and adoption of sales productivity tools are going to leads us to greater sales performance but it’s also fairly clear that this a people issue not a technology issue so we need to look at who has done a really great job of engaging people in different types of behaviors
And the good news is there are esixitng examples of people and companies that have figured out adoption and usage. So, the game designers have figured it out. More than 500M people spend an 1hr a day playing games. The social networks have figured it out. On Facebook alone, more than 750M people are sharing and commenting for more than 4 hours every day.But there are other business that have figured out engagement and loyalty as well - like the travel industry. They’ve figured out how to get 120M people to choose a vendor to earn over 500B miles per yearWhat could games, social networks, and the travel industry have in common? What’s their secret?
It’s simple. They’re tapping into some very basic human motivators that have always existed.Achievement. People have always loved a sense a progress. Most business travelers know exactly how many miles they have and how many more they need to get to the next level. We love to check things off our to-do list. The “profile completeness” bar is one of the most powerful drivers of profile completeness on LinkedInStatus. Whether it’s the number of likes a piece of content generates, whether it’s your job title, or whether it’s belts in karate – a sense of status is a key human motivatorRewards. Access to exclusive content, early boarding privileges, discounts & incentives.In other words, these businesses are using game mechanics to drive engagement and loyalty.
And because we are tapping into existing motivators and people are starting to realize how effective they can be in the enterprise application space, what we are seeing is gamification is sweeping in to the enterprise application space in a pretty big wayList anaylstsBut despite some these insights my sense is there’s probably some resistance or skeptisicm to the notion of game mechanic from some sectors of your business and maybe even from you…so I thought it was important that we
And that’s why I think its important to share a bit about the history of our customer base because just like other disruptive technologies in the past we really took our cues from the consumer web side and that’s where we started by putting game mechanics into the consumer facing web sites and then we and our customers realized the application of digital engagement tactics could be used in driving employee performance, and if you want to draw a line to some other disruptiovetechnoloies or where this has happened in the past think about how ease of use web based consumer app/sites like amazon ended up driving the a lot of the look and feel and personlization of apps like salesforce.com and the collabroivenatrue of facebook and other social networks ended up the driving the creation of apps like yammer, chatter and jive. So this idea of taking things that are successful on the consumer we side into the eneterprise is a well worn path to success.And you’ll prpobalynotis just looking at some those logos on the employee engement side those are some fairly traditional companies or maybe even conservatie in how they might approach new technologies and the reason that they’ve adopted these gamifictiaon so readily or quickly is because these ideas around sales performace at least aren’t necessisarliy new
The dilemma has been that these programs are difficult and tedious to administer
But I would like to let everyone know as part of our follow up process we will be reaching out to everyone to offer a live demonstration in the most appropriate environment to youSo What I would like to do is talk about the key concepts for a a successful gamified sales environment and give everyone a sense of what that would look like and what are the core mechanics involved
Having something like a persistent side so game mechanics are front and center through out the digital experieinceProgress bar-real time feedbackFeaured challenges keeping people on task
We talked the importance of progress in motivation o driving types of behavior so the best practice here would be makes sure create the measurable instant feedback loop like a progress bar
And as we talked about
Team leaderboard to foster and encourage competition