Inzet op maat 2015 BrandNewGame - Bart Hufen
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Hierbij de lezing die Bart Hufen van BrandNewGame hield tijdens Inzet op Maat 2015 over #gamification binnen HR en facility management.
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Inzet op maat 2015 BrandNewGame - Bart Hufen
- 1. BrandNewGame Playful solutions for serious change Twitter: @BartHufen #gamification
- 2. Content 1. Wie zijn we? 2. Wat verwachten jullie? 3. Waarom games inzetten als marketing-/ trainingsmiddel? 4. Hoe kan je ze gebruiken als marketing-/ trainingsmiddel? 5. Waar is meer informatie?
- 4. 1/5: Wie…? Consultancy Concepts ABN Amro Bank ACN / Schiphol Airport BelCompany Fontys Hogescholen Footlocker Europe Gemeente Amsterdam Haven Amsterdam Hogeschool van Amsterdam Holland Casino Novamedia Red Bull Unilever Vodafone Retail Ziggo Player 1 Player 2
- 5. 1/5: Wie…? Player 1 Player 2 ABN Amro Bank ACN / Schiphol Airport BelCompany Fontys Hogescholen Footlocker Europe Gemeente Amsterdam Haven Amsterdam Hogeschool van Amsterdam Holland Casino Novamedia Red Bull Unilever Vodafone Ziggo ABN Amro Bank ACN / Schiphol Airport BelCompany Fontys Hogescholen Footlocker Europe Gemeente Amsterdam Haven Amsterdam Hogeschool van Amsterdam Holland Casino Novamedia Red Bull Unilever Vodafone Retail Ziggo Consultancy Concepts
- 6. DOWNLOAD AT www.brandnewgame.nl/book Twitter: @BartHufen #gamification 200 pages of inspiration!
- 7. Wie overweegt serious games of gamification in te zetten? Waarom wel? Waarom niet? 2/5: Wat willen jullie?
- 8. Some Facts to kick off? #Downloads of Angry Birds games 75 Million - 350 Million - 1 billion The average gamer is 18 years old 36 years old 54 years old
- 9. Some Facts to kick off? What would you offer the publisher of Candy Crush 750 Million - 2 billion - 6 billion
- 10. Applying game mechanics within a non-game context What is Gamification?
- 11. What is this?
- 12. What is this?
- 13. 1. 100% Attention 2. Fun! 3. Voluntary 4. Active experience 5. Multi-sensory 6. Re-playable: Hours, weeks and potentially years of engagement 7. Immersion: suitable to address complex issues 8. Measurable effect! Why use Games?
- 15. Game Mechanics
- 16. Game Mechanics
- 17. Game Mechanics
- 18. Games are routine mechanisms New routinesOld routines PLAY = PRACTICE
- 19. Objective CHALLENGE S.M.A.R.T. Drives PLAYER Motivations Content APPLIED GAME Context + + + FEEDBACK - - - + + + BEHAVIOR - - - UI & UX Where & When 3/5: What do we know? ShapeStructure Game Mechanics copyright BrandNewGame 2009 - 2015
- 21. Schillen van games NIET STOREN! Visueel Doel Tactiek Content Mastery Regels moeten Rechtvaardig voelen voor alle spelers Context bepaald groot deel van het succes
- 22. HEBBEN BEWIJZENLEREN BINDENFantaseren Ontdekken Uitdagen Sensatie Sociale Interactie Verhalen Expressie Onderschikken Spelers Drijfveren & Motivaties Kennis is Macht! Kracht is Macht! Bezit is Macht! Populariteit is Macht!
- 23. 3/5: How can We? I - Wat is het doel van de game? 1. Op organisatie niveau 2. Op het niveau van de speler 3. In de game...? II - Wie gaat de game spelen? 1. Primaire drijfveren en motivaties 2. Wat moeten spelers gaan kunnen/weten/ervaren/snappen/willen? 3. Binnen welke context? III - Wat is de essentie van de content die we erin gaan stoppen?
- 26. en
- 27. verkoop!
- 29. inzicht
- 30. in
- 31. het
- 32. NUT
- 33. van
- 34. keten- denken
- 35. in
- 37. medewerker
- 38. betrokkenheid!
- 40. medewerkers
- 41. in
- 42. up-
- 44. cross
- 45. selling
- 46. Challenge # 4 INTERN EXTERN Laten we starten met een GameStorm!
- 48. traffic
- 49. naar
- 50. onze
- 52. inzicht
- 53. in
- 54. het
- 55. NUT
- 56. van
- 57. keten- denken
- 58. in
- 60. medewerker
- 61. betrokkenheid!
- 62. Challenge # 3 - KOSTEN + OMZET INTERN EXTERN Train
- 63. medewerkers
- 64. in
- 65. up-
- 67. cross
- 68. selling
- 70. uitval
- 71. %
- 72. van
- 73. eerstejaars
- 74. studenten
- 76. medewerkers
- 77. in
- 78. voeren
- 79. persoonlijk
- 80. verkoopgesprek
- 81. Challenge # 6
- 85. copyright BrandNewGame 2012 4/5: How to play the game? Practice with post-its and Play for real in the app the ‘plastic playground’ APP = GUIDE THROUGH GAME
- 86. 3/5: How can We? Wie heeft zijn plan voor 2016 al af?
- 89. branche
- 90. samenwerken
- 91. en
- 92. omzet
- 93. vergroten
- 95. inzicht
- 96. in
- 97. het
- 98. NUT
- 99. van
- 100. keten- denken
- 101. in
- 103. betrokkenheid
- 104. vergroten
- 105. Challenge # 3 - KOSTEN + OMZET INTERN EXTERN Train
- 106. medewerkers
- 107. in
- 108. up-
- 110. cross
- 111. selling
- 113. %
- 114. van
- 115. eerstejaars
- 116. studenten
- 118. trainen
- 119. in
- 120. herkennen
- 121. persona’s
- 122. Challenge # 4
- 123. 3/5: How can We? TALENT LOADING 68%
- 124. 3/5: How can We?
- 125. 3/5: How can We?
- 126. 3/5: How can We? A game concept to train store staff Objective: Turn sales employees into caring partners that sell based on a personal sales conversation instead of best functional offering Target: 700 employees in 140 stores Essence: BelCompany improved the contents of their service concept and wanted to train and measure the sales skills of store employees.
- 127. 3/5: How can We? A game concept to train store staff The required evolution was to experience the effect of speaking the same language as different types of clients and adjusting the speed and contents of the sales conversation.
- 128. 3/5: How can We? SPELER: Dylan Winkel: Utrecht Binnenstad TALENT Klanten geholpen 19 Tevreden klanten 13 verdient 14.500
- 129. 3/5: How can We?
- 130. 3/5: How can We?
- 131. 3/5: How can We?
- 132. 3/5: How can We?
- 133. 3/5: How can We?
- 134. 3/5: How can We?
- 135. 3/5: How can We?
- 136. 3/5: How can We?
- 137. 3/5: How can We?
- 138. 3/5: How can We?
- 139. 3/5: How can We?
- 140. 3/5: How can We?
- 141. 3/5: How can We?
- 142. 3/5: How can We? Ken je klant - Retail Game www.brandnewgame.biz/demo/kenjeklant Personeelsnummer: 0001 Geboortedatum: 01-01-2013
- 143. 3/5: How can We?
- 144. 3/5: How can We? Gamified training - player dashboard
- 145. A Game to Train Marketeers Objective: Create Awareness Change Behavior Target: 100 marketeers of a big telecom-, tv- internet provider Essence: create awareness for the intranet portal that contains loads of information of consumer segments and train marketeers to work more ‘segment-conscious’... http://www.segmentenchallenge.nl/ 3/5: How can We?
- 146. 3/5: How can We?
- 147. 3/5: How can We?
- 148. A Game concept to Train Helpdesk employees in up- and cross-selling Objective: Teach employees to translate product features into consumer benefits Target: 1.400 ‘customer touchpoint’ employees (retail helpdesk staff) Essence: 3 product area’s (telephone, tv and internet) and 3 consumer segments (starters, families and senior citizens) with their specific product features and needs. 3/5: How can We?
- 149. 5 DAGEN 5 VRAGEN = EEN WEEK LEERZAME LOL WEET JIJ DE HARTEN VAN ONZE KLANTEN TE VEROVEREN EN TEGELIJKERTIJD EEN MAXIMALE OMZET TE SCOREN? DE ULTIEME KLANTBELEVING “ALTIJD IETS VOOR JOU“ STARTERS GEZINNEN SENIOREN TV INTERNET BELLEN BEHOEFTEN KENMERKENMATCH = = €+SCORE = + JOUW PERSOONLIJKE RESULTAAT IN EEN INFOGRAPHIC? 3/5: How can We?
- 150. 5 DAYS 5 QUESTS = A WEEK OF FUN LEARNING DO YOU KNOW HOW TO STEAL THE HEARTS OF OUR CLIENTS AND INCREASE THE TURNOVER? THE ULTIMATE CLIENT SATISFACTION “ALWAYS SOMETHING FOR YOU“ STARTERS FAMILIES SENIOR C TV INTERNET TELEPHONE NEEDS FEATURESMATCH = = €+SCORE = + YOUR PERSONAL RESULT IN AN INFO-GRAPHIC 3/5: How can We?
- 151. 3/5: How can We?
- 152. 3/5: How can We? http://www.segmentenchallenge.nl/hvdk/index.php Results after 1 month: double digit growth in up and cross-selling
- 153. 3/5: How can We? How can we reduce churn and win-back clients? A Game to Train Helpdesk employees in winning back clients
- 154. 3/5: How can We?
- 155. 3/5: How can We?
- 156. 3/5: How can We?
- 157. 3/5: How can We? A game concept to address compliance Objective: Create awareness and teach contents of 12 compliance documents Target: 3.300 employees and service providers Essence: Address and teach the consequences of the most important possible scenario’s about security, legal issues, privacy, corporate values and more...
- 166. 3/5: How can We?
- 168. 3/5: How can We? Results 72% of all Ziggo employees played the game voluntarily (1.827 employees) An average of 3,2 times Scores improved 12% compared to the first played game 724 multiplayer battles registered More than 500 hours of engagement Demo http://ziggo.flavour.nl
- 169. 3/5: How can We? A game to stimulate students to study earlier Objective: motivate students to engage with the curriculum in an earlier stage and make it more ‘personal’. Target: 160 students Essence: challenge students to engage with four courses in their first semester: economics, business administration, law and marketing.
- 170. 3/5: How can We? A game to stimulate students to study earlier Students form teams, choose a name logo, choose a brand and product Every other week define one question per course to level up in the ‘Branson building’ to grow out to be the best ‘Management Team’ in 8 weeks. Teams could challenge each other through battles (one theory question per course - to be answered individually).
- 171. 3/5: How can We?
- 172. 3/5: How can We?
- 173. 3/5: How can We?
- 174. 3/5: How can We?
- 175. 1. 100% Attention 2. Fun! 3. Voluntary 4. Active experience 5. Multi-sensory Re-playable 6. Hours, weeks and potentially years of engagement 7. Immersion: suitable to address complex issues 8. Measurable effect! 4/5: Why should We?
- 176. FREE DOWNLOAD www.brandnewgame.nl/book Twitter: @BartHufen #gamification 200 pages of inspiration!
- 177. Book: www.brandnewplayground.com Blog: www.gamingandbranding.com Bizz: www.brandnewgame.nl Twitter: @BartHufen #gamification PLAY INGCONSULT CONCEPT