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Sean MacNiven - Head of Communications Innovation - SAP at Beyond Enterprise 2.0

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ENCOURAGING AND MOTIVATING EMPLOYEES THROUGH
GAMIFICATION
Are you capitalising on games, gaming platforms and gamification?
In this session our speaker will discuss how they have implemented
gamification strategies and initiatives into their company. We will
examine this new way of working, incentives, buy in from senior
management, engagement strategies, transformational leadership
to drive the campaigns and lessons learned.
Sean MacNiven - Head of Web Services - SAP

Publié dans : Technologie, Sports
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Sean MacNiven - Head of Communications Innovation - SAP at Beyond Enterprise 2.0

  1. 1. GAMIFYING THE ENTERPRISE GAMIFYING THE ENTERPRISE©  2011 SAP AG. All rights reserved. 1
  2. 2. GAMIFYING THE ENTERPRISE @rogueduck©  2011 SAP AG. All rights reserved. 2
  3. 3. ©  2011 SAP AG. All rights reserved. 3
  4. 4. ©  2011 SAP AG. All rights reserved. 4
  5. 5. GAMIFYING THE ENTERPRISE©  2011 SAP AG. All rights reserved. 5
  6. 6. GAMIFYING THE ENTERPRISE©  2011 SAP AG. All rights reserved. 6
  7. 7. GAMIFYING THE ENTERPRISE©  2011 SAP AG. All rights reserved. 7
  8. 8. GAMIFYING THE ENTERPRISE©  2011 SAP AG. All rights reserved. 8
  9. 9. GAMIFYING THE ENTERPRISE©  2011 SAP AG. All rights reserved. 9
  10. 10. GAMIFYING THE ENTERPRISE©  2011 SAP AG. All rights reserved. 10
  11. 11. What’s Gamification? Gamification is the use of game design techniques & mechanics to solve problems and engage audiences. Gamification strives to encourage users to engage in desired behaviors in connection with non-game applications. Source: Wikipedia http://en.wikipedia.org/wiki/Gamification©  2011 SAP AG. All rights reserved. 11
  12. 12. Common Reactions to Gamification “I don’t need to waste my time on fun stuff, I have to do serious work.” German colleague “Do we make now a shooting game out of invoicing?” Skeptical colleague “This is just exploiting employees. Nobody is gonna do that just for points.” Skeptical German colleague“FarmVille: I don’t play that, who’s playing that anyways?”http://enterprise-gamification.com/index.php/en/blog/2-news/39-common-criticism-of-gamification-and-how-to-respond-to-it©  2011 SAP AG. All rights reserved. 12
  13. 13. It’s Nature http://www.google.nl/url?sa=t&rct=j&q=polar%20bear%20video%20first %20science&source=web&cd=1&ved=0CCUQtwIwAA&url=http%3A%2F %2Fwww.youtube.com%2Fwatch%3Fv%3DJE-Nyt4Bmi8&ei=9vcfT8mXO8eN- wa4y43EBA&usg=AFQjCNEymB0rcFmDWSByIGvAjo1hFSx4fA www.youtube.com/watch?v=JE-Nyt4Bmi8©  2011 SAP AG. All rights reserved. 13
  14. 14. Phunny PhactsØ  Average age of gamers in years: 37Ø  % of gamers older than Fifty: 25Ø  % of youth playing computer & video games: 97Ø  % of female gamers: 42Ø  Social vs. Competitive Games: >3:1Ø  Avg. of hours/week played in World of Warcraft (WoW): 22Ø  # of articles in WoWWiki: ˜250,000Ø  Rank of WoWWiki compared to all Wikis: 2ndØ  Rank of Wikipedia: 1stØ  Avg. of hours/week played in WoW: 20Ø  Gamers have collectively spent 5.93 million years playing WoW ©  2011 SAP AG. All rights reserved. 14
  15. 15. DRIVE: What Motivates People www.youtube.com/watch?v=u6XAPnuFjJc©  2011 SAP AG. All rights reserved. 15
  16. 16. STATUS ACCESS POWER STUFF©  2011 SAP AG. All rights reserved. 16
  17. 17. People – Gamification/Incentives SAPS Keep the “Cheese” Bartholomew, I have “Status” now...   Status is standing, psychic reputation, expert standing   Access plays on the desire for exclusivity. An access reward might be having lunch with the CEO, or being first to test a new application, program or device   Power plays on people’s desire to exert influence over others, an example being elevated to moderator, gaining mentor standing etc. It is related to access and is a given result of status   Stuff refers literally to giveaways, monetary benefits, etc. It is commonly used in shopping malls, but is a poor long term motivator if used in isolation©  2011 SAP AG. All rights reserved. 17
  18. 18. The Grass is Greener… Game Work Tasks repetitive, but fun repetitive and dull Feedback constantly once a year Goals clear contradictory, vague Path to Mastery clear unclear Rules clear, transparent unclear, intransparent Information right amount at the right time too much and not enough Failure expected, encouraged, forbidden, punished, don’t talk about it spectacular, brag about it Status of Users transparent, timely hidden Promotion meritocracy kiss-up-o-cracy Collaboration yes yes Speed/Risk high low Autonomy high mid to low Narrative yes only if you are lucky Obstacles on purpose accidental©  2011 SAP AG. All rights reserved. 18
  19. 19. Quotes “The opposite of play isnt work, it’s depression.” Brian Sutton-Smith “Fun is just another word for learning.” Ralph Koster “Games are giving us unnecessary obstacles that we volunteer to tackle.” Jane McGonigal Source: Wikipedia http://en.wikipedia.org/wiki/Gamification©  2011 SAP AG. All rights reserved. 19
  20. 20. Gamified apps that you have played Ø  Frequent Flyer Programs Ø  Fuel/Gas/Shopping card Ø  Coupons Ø  eBay Ø  LinkedIn Ø  Youtube Ø  Online Magazines Ø  Amazon©  2011 SAP AG. All rights reserved. 20
  21. 21. Enterprise Gamification Market Gamification Software Market $2.8B by 2016 $3,000 Global 2000 $2,500 70 % $2,000Millions $1,500 will have at least one gamified $1,000 application by $500 2014 $0 2011 2012 2013 2014 2015 2016 M2 Research Innovators 50 % A little fun can go a long way, especially in the enterprise. will gamify “If a company like SAP can not just reach these users, but engage them in a innovation gamified experience that is compelling and fun, SAP can potentially make users processes by something more than just users: they can be participants in a community 2015 environment where that old coercive model of engagement is a thing of the past.” Gartner Joshua Greenbaum, February, 2011 ”SAP Plays Games with the Analysts, and the Gamification of the Enterprise Begins” ©  2011 SAP AG. All rights reserved. 21
  22. 22. Positive Psychology - PERMA P Positive Emotions Experiencing joy, pleasure, fun, safety, etc. E Engagement / Flow Being consciously involved in our activities R Relationships Enjoyable / supportive interaction with others M Meaning Creating a purposeful narrative A Accomplishment Completing goals & following core values Source: Martin Seligman©  2011 SAP AG. All rights reserved. 22
  23. 23. Flow – “keeping the balance”Mihaly Csikszentmihalyi: Flow: The Psychology of Optimal Experience, 1991 Beyond Boredom and Anxiety: Experiencing Flow in Work and Play, 1975©  2011 SAP AG. All rights reserved. 23
  24. 24. Values & Rewards Intrinsic Values Extrinsic Rewards©  2011 SAP AG. All rights reserved. 24
  25. 25. Game Mechanics SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/ Gamification.org: http://gamification.org/wiki/Game_Mechanics©  2011 SAP AG. All rights reserved. 25
  26. 26. Game Mechanics (full & barely readable list)1.  Achievement 17.  Epic Meaning 33.  Progression Dynamic2.  Appointment Dynamic 18.  Extinction 34.  Ratio Reward Schedules3.  Avoidance 19.  Fixed Interval Rewards Schedules 35.  Real-time v. Delayed Mechanics4.  Behavioral Contrast 20.  Fixed Ratio Rewards Schedule 36.  Reinforcer5.  Behavioral Momentum 21.  Free Lunch 37.  Response6.  Blissful Productivity 22.  Fun Once, Fun Always 38.  Reward Schedules7.  Cascading Information Theory 23.  Interval Reward Schedules 39.  Rolling Physical Goods8.  Chain Schedules 24.  Lottery 40.  Shell Game9.  Communal Discovery 25.  Loyalty 41.  Social Fabric of Games10.  Companion Gaming 26.  Meta Game 42.  Status11.  Contingency 27.  Micro Leader-board 43.  Urgent Optimism12.  Countdown 28.  Modifiers 44.  Variable Interval Reward Sched.13.  Cross Situational Leaderboards 29.  Moral Hazard of Game Play 45.  Variable Ratio Reward Schedule14.  Disincentives 30.  Ownership 46.  Viral Game Mechanics15.  Endless Games 31.  Pride 47.  Virtual Items16.  Envy 32.  Privacy SCVNGR: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/ ©  2011 SAP AG. All rights reserved. 26
  27. 27. 7 Core Concepts of Smart Games1.  Engagement Styles of your players2.  Design for onboarding, habit-building and mastery3.  Put PERMA into Your Core Engagement Loops4.  Use Progress Mechanics to Light the Way5.  As Players Progress, Increase Challenge & Complexity6.  Reward Players with Power, Autonomy & Belonging7.  Build a System that’s Easy to Learn but Hard to Master Source: Amy Jo Kim©  2011 SAP AG. All rights reserved. 27
  28. 28. Rookie, Regular, Master Master Mastery Teaching Challenge CreationLevel of Expertise Regular Habit-building Rookie Onboarding Source: Amy Jo Kim ©  2011 SAP AG. All rights reserved. 28
  29. 29. Matrix of Examples©  2011 SAP AG. All rights reserved. 29
  30. 30. Gamification Examples – The Speed Camera http://www.youtube.com/watch?v=iynzHWwJXaA©  2011 SAP AG. All rights reserved. 30
  31. 31. Gamification @ others – The Guardian©  2011 SAP AG. All rights reserved. 31
  32. 32. Gamification @ others – GuttenPlag Wiki©  2011 SAP AG. All rights reserved. 32
  33. 33. Avvo©  2011 SAP AG. All rights reserved. 33
  34. 34. Gamification Examples – Bottlebank Arcade http://www.youtube.com/watch?v=zSiHjMU-MUo©  2011 SAP AG. All rights reserved. 34
  35. 35. stackoverflow©  2011 SAP AG. All rights reserved. 35
  36. 36. Samsung Nation©  2011 SAP AG. All rights reserved. 36
  37. 37. Starbucks My Ideas©  2011 SAP AG. All rights reserved. 37
  38. 38. Gamification Examples – Piano Stairs http://www.youtube.com/watch?v=2lXh2n0aPyw©  2011 SAP AG. All rights reserved. 38
  39. 39. Innovation Market©  2011 SAP AG. All rights reserved. 39
  40. 40. Gamification @ SAP – SAP Community Networks©  2011 SAP AG. All rights reserved. 40
  41. 41. Gamification @ SAP – Expense system©  2011 SAP AG. All rights reserved. 41
  42. 42. Gamification – Arena©  2011 SAP AG. All rights reserved. 42
  43. 43. Sustainable Gaming©  2011 SAP AG. All rights reserved. 43
  44. 44. Gamification @ SAP – Lead Management©  2011 SAP AG. All rights reserved. 44
  45. 45. Gamification @ SAP – Intranet Groups and Communities©  2011 SAP AG. All rights reserved. 45
  46. 46. Gamification @ SAP – Intranet News – Portal©  2011 SAP AG. All rights reserved. 46
  47. 47. Gamification @ SAP – Intranet News – Portal©  2011 SAP AG. All rights reserved. 47
  48. 48. The Holistic Strategy Achievements Communication tools & channels Developer tools DevStudio ABAP Workbench Business Applications Office tools ProcessesTravel Expense Call Center System Leave Request … ©  2011 SAP AG. All rights reserved. 48
  49. 49. Leveling up Byron Gabe Amy Jo Kim Reeves Zichermann Sebastian Jane Deterding McGonigal©  2011 SAP AG. All rights reserved. 49
  50. 50. Building up©  2011 SAP AG. All rights reserved. 50
  51. 51. For more information visit the Enterprise Gamificationwebsite (Run by SAP gamification expert MarioHerger): www.enterprise-gamification.comSean MacNivenHead of Communications Innovationsean.macniven@sap.com
  52. 52. Questions?©  2011 SAP AG. All rights reserved. 52

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