Enterprise Gamification by itzCorinne

E NTERPRISE G AMIFICATION
REAL VALUE OR LEAP OF FAITH?

Corinne Schmid, ECMM
Director, Solution Marketing | OpenText
cschmid@opentext.com | Twitter: itzCorinne

Forbes
The Gamification of SAP,

Wall Street Journal
Gamification: Hype or Game-Changer?,
I‟ve been reading a lot
about Gamification lately. Business Week
CEO Guide to Business Gamification

InformationWeek
Dell Hopes to Score with Gamification,

Financial Post
Gamification – Games Business Play

Los Angeles Times
Businesses are using game mechanics online
to rev up sales

BBC News
Gamification time: What if everything were
just a game?

Imediaconnections
15 Brand Examples of Gamification

Mashable
5 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…

Buffalo Wild Wings

They generated 100+ million social
impressions via Facebook and Twitter

First three weeks After three months -
30,000 players 184,000 players

Users completed 1 in 3 players
7 challenges returned to play again.

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

Green Giant & Farmville gamified vegetables!

The campaign generated
420,000+ „Likes‟ on Facebook

Source: Farmvillefreak.com

Playboy crowned „Miss Social‟ illustrating
that sex sells, even more, when gamified…

Playboy doubled its consumer base within 4
months

 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…
Source: VentureBeat

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 Begins
Josh 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

I found it easier to
define what
gamification isn’t…

It‟s not monkey business at work…

Or turning work into a fantasy land

No knights No dragons No aliens…

And no (mis) leading employees...

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…

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 DYNAMICS GAME MECHANICS
Strategies commonly used in Tactics commonly used in games
game design based on to encourage gameplay. This
psychological motivations to includes Badges, Points, Leader
drive behavior. boards, Levels, Challenges, and
Achievements

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

I didn‟t see the real value it
would bring to the business…

I looked to industry experts

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

Michael also says,
“Rather than speak corporatese and
gobbleygook, start using game mechanics.”

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

SocialCast sees 5 Ways it can
strengthen your business

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

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/

Quite compelling!
I knew that many
experts come from
software vendors…

…Would industry
analysts share
their enthusiasm?

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!

(in $100m)

$3,000

$2,500

$2,000

$1,500

$1,000

$500

$0
2011 2012 2013 2014 2015 2016

Gartner predicts significant adoption from the
Global 2000.

Gartner Says By 2015, “By 2014, a gamified service
More Than 50 Percent of for consumer goods
Organizations That marketing and customer
Manage Innovation retention will become as
Processes Will Gamify important as Facebook,
Those Processes eBay or Amazon, and more
than 70% of Global 2000
organizations will have at
Press Release
least one gamified
Egham, UK,
application,”
April 12, 2011
Gartner

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

The analysts see potential and huge growth!

What about B2B? And
could it be effective
for non-marketing
applications?

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 Brand Loyalty User Engagement

Brand
Awareness,
User 22%
Engagement,
44%
Brand Loyalty,
33%

Source: M2 Research

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)

Up to 25% of end-users' application face-
time can be lost productivity.

Ho-hum

Source: NeoChange (March(2010)
Source: NeoChange 2011)

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

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.

To evaluate „readiness‟ for gamification, I
needed to look into the state of our…

 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.

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…

Far from an exhaustive list, these are some
of my fav‟s
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

I liked these books;
Amazon has many, many more.

Game-Based Marketing: Total Engagement: Using Fun Inc.: Why Gaming
Inspire Customer Loyalty Games and Virtual Will Dominate the
Through Rewards, Worlds to Change the Twenty-First Century
Challenges, and Contests Way People Work and By: Tom Chatfield
By: Gabe Zichermann and Businesses Compete (Nov 15, 2010)
Joselin Linder By: Byron Reeves and J.
(Mar 29, 2010) Leighton Read
(Nov 2, 2009)

Slideshare has lots of
presentations.

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

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

Enterprise Gamification by itzCorinne

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (7)

Similaire à Enterprise Gamification by itzCorinne

Similaire à Enterprise Gamification by itzCorinne (20)

Dernier

Dernier (20)

Enterprise Gamification by itzCorinne