Post on 16-Jul-2020
transcript
Become a Social Business Leverage User Adoption Through Gamification
Sasja Beerendonk | Collaboration consultant @ e-office
Agenda
• About me • What is gamification ?
• Gamification is everywhere • Statistics and research
• Gamification and adoption • 10.000 hours • NWOW • Yellow&Blue • The path to social collaboration:
change is social
• What motivates us? • Maslow – Pink – Fogg
• How does gamification work? • Measure, reward, enhance –
desired behaviour • Game techniques / Behaviour
motivators • Roadblocks to change • Extrinsic / Intrinsic behaviour • Behaviour loop
• Gamification for IBM® Connections®
About me
• sasja.beerendonk@e-office.com • twitter.com/sbeerendonk • http://nl.linkedin.com/in/
sbeerendonk • http://thoughtsoncollaboration.com • www.e-office.com
e-office 1970 history teacher
collaboration consultant Rotterdam
social IBM cooking adoption cats-and-dogs travel sci-fi spinach
Source: Wikipedia
What do you think of at the word gamification?
• Gamification is the use of game elements and game design techniques (mechanics) to enhance non-games.
• Typically gamification applies to non-game applications and processes, in order to encourage people to adopt them, or to influence how they are used.
Gamification won't solve your business problem it only solves your (short-term) engagement problem
It’s about meaning, not flair to pursue purpose, not leaderboard points
Encourage users to engage in desired behavior
game mechanics behaviour motivatorspoints reward
levels status
badges achievement
leaderboards competition
challenges self-expression
feedback altruism
Gamification is everywhere
In consumer areas
Greener energy
• Utilities company
• Nissan Leaf
And also business-like
http://www.gartner.com/it/page.jsp?id=1629214
Gartner Research
• By 2014, more than 70% of Global 2000 organizations will have at least one gamified application
• By 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes
Statistics and research
how many of you are gamers?
is it a boy thing?
is playing games a waste of time?
what is the average age of gamers?
Source: Newzoo, National Gaming Research 2012, UK
2012 gaming research
55.000.000 hours per day
33,6 million gamers
53% men
47% womenwomen little less hrs
men little more hrs
average age is 30
Source: Newzoo, National Gaming Research 20112 US
2012 gaming research
271.000.000 hours per day
157 million gamers
53% men
47% womenwomen little less hrs
men little more hrs
average age is 30
Source: Phil Toledano in Reality is Broken by Jane McGonigal
What do you see?
urgency
optimism
concentration‘anxiety’
surprise
Outliers, Malcom Gladwell, The 10.000 hrs succes theory
Time spent gaming
• If we could only engage our employees to put in as many hours learning …
training
playing games10,000 hrs!
Source: Michael Sampson User Adoption Strategies 2nd ed. 2012
How does gamification leverage user-adoption ?
ADOPTION
The way we work now
The way we work new
The way we work now
Make social collaboration possible
Social collaboration, how do I start?
structure & process
process | control | predictable manage | low costs | mechanical
9 to 5 | no errors | internal focus no change | control | process leading
smart & flexible
knowledge | information | everywhere network | creativity | goal oriented
intrinsically | independent | trust collaborate | discipline | facilitate
Yellow & Blue
Source: Michael Wu, Ph.D.
What motivates us ?
• from Maslow’s Need to Pink’s Drive
Source: Michael Wu, Ph.D.
Changing behavior - Fogg’s Behavior Model (FBM)m
otiv
atio
n
abilityhighlow
high
low
target behaviour
behavioral trajectory
(difficult behaviour)
(engaging)
trigger
activation threshold
Source: Vancouver Island Assistance Dogs on Youtube: http://www.youtube.com/watch?v=tjbGKXESh24
Encourage to engage in desired behavior
Clicker training – Teaching a chain of actions
• Small steps • Instant feedback • Positive rewards
• Turning on the light switch • Touch the plate with her nose • Change the position of the plate • Position the plate on the wall • Jump on the chair
(so she can reach the switch on the wall)
• Put together the chair and the switch
• The real switch • Put it all together: jump and switch
Source: Michael Sampson User Adoption Strategies 2nd ed. 2012
How does gamification leverage user-adoption ?
ADOPTION
The way we work now
The way we work new
The way we work now
How does gamification work ?
measure
reward
enhance
Set goals, levels, points and measure if they are met.
Give feedback, give badges, show the best.
Indicate what needs to be done to go further, invite to use advanced functionality or show desired behaviour.
Drive engagement with game design techniques
rapid/instant feedback
tasks that are challenging but achievable
clear goals and rules
a compelling narrative
Source: Michael Sampson User Adoption Strategies 2nd ed. 2012
Some roadblocks to change
• Fear of the unknown • Comfort with the status quo • Pushback on being forced to change • No sense of the future possible benefit • Being overwhelmed with possibilities • Change is a process not an event • Change takes time • Change is made real by what people do
Change is social !
How then?
• Profile progress – Photo – About me – Tags – Network – Tag others – Status updates
beginner
advanced
expert
Source: John McGuigan, Fiberlink Communications
Sticks and carrots: path to sustained adoption
usage
time
increased utility
financial rewards / carrots
punishment / sticks
Behaviour loop
desire
challenge
incentive
mastery
achievement / reward
feedback
social
Is gamification a long-term approach?
gamification
intrinsic/long term
extrinsic rewards
Gamification in social software
• Badgeville for Yammer + Jive + IBM Connections ® • Bunchball Level Up for IBM Connections ® • ISW Kudos Badges for IBM Connections ® • TemboSocial The Hive for IBM Connections ®
IBM partner On-premise environment Focused on first steps and long-term Integration with other tools Customize Badges, Ranks
Q & A• Questions ? • Contact me
• Need more? Get the whitepaper – ‘Measure, reward, enhance’
(NL or EN)
– ‘Social Business’ (NL)•• sasja.beerendonk@e-office.com • twitter.com/sbeerendonk • http://nl.linkedin.com/in/sbeerendonk • http://thoughtsoncollaboration.com • www.e-office.com