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GWC14: Bernardo Crespo - "5000 hours of learning"
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
Gamification : Gamification:
5,000 hours of learning
Bernardo Crespo
Twitter: @b_crespo
#GWC14
Madrid, 6 noviembre 2013
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
BBVA Game
Setting up a platform to educate
customers on how to use our
transactional website. And it
works!
2011
2014
3 years of learning
You are
here
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
Our approach
http://youtu.be/OsaJoNYmoeM
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
End 2010 / Beginning 2011
Source: Google Trends / “Gamification” / http://www.google.es/trends/explore#q=gamification%2C%20&cmpt=q
Gamification: PBL Points
Badges
Leaderboards
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
Our goal
The challenge
• Contribution to our
Digitalization goal.
• Main goal. Engagement
on actual users.
• Secondary Goal. User
Acquisition.
The use of Gamification techniques as a means to enhance business goals.
11
22
33
POINTS
BADGES
LEADERBOARDS
Challenges
+ Rewards
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
19%
0-20 20-30
años
30-45 >6045-59
2% 23%48% 8%
71%
Is everyone a gamer?
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
Is gamification about fun?
Makes bbva.es more
enjoyable…
Source: Opinator – YoY April 2014
Keeps my curiosity…
I value your rewards…
Overall satisfaction with bbva.es…
Overall satisfaction with game…
7.95
7.40
7.13
8.03
7.24
29,767
29,709
29,683
29,672
29,637
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
How do we keep the “flow”?
PASSION
Source: Adapted form Flow: The Psychology of Optimal Experience , Mihaly Csikszentmihalyi.
CHALLENGE
SKILL
Anxiety
Boredom
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
> 80% automated
direct
communications
How do we keep the “flow”?
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
How to measure Gamification?
Game metrics
There is no magic formula.
Web metrics Biz Metrics
KPIs KSIs
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
¿Cómo se mide Gamification?
No existe una fórmula mágica
User activity
Return Frequencychallenges
sections
redemption
User acquisition
Traffic channels
CTR + Logins
rewards
Virality
KPIs KSIs
margin
ROI
frequency
+ a lot of curiosity
Video views
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
One “game” fits all?
Achievers
Source: Adapted form Richard Bartle:
Interacting
Acting
Players
Killers
ExplorersSocializers
World
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
videos
Hiring new products
Social challenges
data qualification
transactions
Friends
Quiz
logon
permanency
goals
games
One “game” fits all?
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
How to Sell Gamification To Your
CEO?
Biz Metrics
KSIs
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
No way using Gamification awards
Fuente: http://www.gamification.co/2012/10/31/spanish-bank-bbva-embraces-gamification-with-online-game/
http://www.forrester.com/Case+Study+BBVA+Drives+Online+Banking+Use+With+Game+Mechanics/fulltext/-/E-RES101441?docid=101441
http://my.gartner.com/portal/server.pt?open=512&objID=202&&PageID=5553&mode=2&in_hi_userid=2&cached=true&resId=2355215&ref=AnalystProfile
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
201,639 Game users
> 1 MM Video views
50% Spanish villages playing
BBVA game NOW
NOW
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
3x ClickOpen email
2x Overall satisfaction BBVA.es
#2 Bank by Social Media audience. Spain.
24x Video views [first 12 months]
NOW
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GWC Gamification 5.000 horas de Aprendizaje – mayo 2014
BBVA Game
Creamos una plataforma donde
enseñamos a mejorar el uso de
BBVA.es entre los clientes BBVA.
Gamification funciona!
LigaBBVAgame.com
2011
2014
Usted
está
aquí
3 years of learning
Taking advantage of our learning to
adapt BBVA game to an acquisition
tool.