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Gamify your Community Laure Cetin, Community Reputation Manager, SAP Community Network February 2013
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Gamify your CommunityLaure Cetin, Community Reputation Manager, SAP Community NetworkFebruary 2013
The SAP Community Network (SCN)
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2,000,000+unique individual visitors each month
270,000+members have ever contributed
9,200active bloggers
5,000+discussion threads per day
400+discussion topics
230+Countries & territories
9,300,000total messages
The Social Network for SAP Professionals
30,000Wiki pages
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 4
Content Is King
Technical & Business Content
Troubleshooting:
Discussion Forums
Storytelling:
Blogs
Collaborating:
Wiki
Downloading:
Software, Tools… and
Moderation!
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 5
A High-Tech, Professional Community
A 10-year old, mature community:
External
Diverse
Organic growth
Need to encourage quality contributions
A professional, high tech community:
It takes time to contribute content
It is about building a reputation as an SAP Professional
Cheating/Gaming the system is not good!
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 6
SCN Architecture (Jive)
Customer Relationship Management
ABAP Development
Master Data Management
Current Structure = Topic Based
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Community Management Tips
Orchestrate, don’t control Listen (forums, social media) Respond Build personal relationships
Ensure diversity Make it interesting
Bring expertise Ensure high quality of content
Bring dynamism and passion Advocate for your community
Add here…
What is Gamification?
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Definition
Gamification is the use of game-thinking and game mechanics in a non-game context in order to engage users and solve problems. Gamification is used in applications and processes to improve user engagement, ROI, data quality, timeliness, and learning.
Source: Wikipedia
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Not Just a Hype
2011 2012 2013 2014 2015 2016$0
$500,000,000
$1,000,000,000
$1,500,000,000
$2,000,000,000
$2,500,000,000
$3,000,000,000Gamification Software Market - $2.8B by 2016
By 2014, a gamified service for consumer goods, marketing and customer retention will become as important as Facebook, eBay or Amazon, and more than 70% of Global 2,000 organizations will have at least one gamified application.
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 11
What Gamified Companies Are Saying (source: Bunchball)
• 40% increase• 30% increase• 19% increase
Increased Unique Users
• 100% increase
• 85% increase from 20M
• From 3 per visit to 4-4.5
IncreasedPage Views
• 2-3X increase• 85% increase• From 3.5 min.
to 4.5 min.
Increased Time on Site
• From 0 to 2.4M• From 0 to
50,000• 30% of visitors
registered
Increased Registered
Users
• 47% increase in associated sales
Increased Product
Revenue
• 40% increase in ad sales
• 40% increase in ad sales
Improved CPM/CPV
Rates
Current Use of Game Mechanics on SCN
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Points
Lifetime points Never expire Don’t represent current activity
12-month rolling points Represent current activity Expire – this is perceived as unfair and demotivating
SCN points are not redeemable
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Status and Badges
Active Contributors: 250+ points in the last 12 months 4 levels (Bronze, Silver, Gold, Platinum)
Top Participants leaderboard
Topic Leader contest
Moderators ~1,000 members Volunteers Guardians of quality
Mentors ~100 members Influencers nominated by the community
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 15
Rewards and Recognition
Quality content featured prominently on SCN
Member of the Month recognition
Access to systems, information (SAP Mentors)
Participation in events (SAP Mentors)
Recognition at events (SAP Mentors, SCN Topic Leaders)
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 16
I Am On the SCN Home Page!
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I Am the SCN Member of the Month!
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I Am an SAP Mentor!
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I Am an SCN Topic Lead!
A Gamification Platform and a New Program
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A Gamified SCN Experience
Onboarding
Collaboration
Recognition
Competition
SelfExpression
Altruism
Badges StatusLevels
ExpertiseReputation
Real-time positive feedback reinforces good behavior
Real-time negative/corrective feedback: learn and adjust
Transparency provided to members who know where they stand
Goals to keep members motivated
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 22
Gamification Strategy
Recognition and Reputation
PointsBadges
“My” spaces
Space status
Activities/Behaviors
Leaderboards
Leverage gamification to motivate community
members to take actions beneficial to the community and SAP
Reward participation and achievements with points and badges.
Let people shine in leaderboards, where we feature them for achievements of point levels and missions.
Help members grow their reputation as an
expert in a topic
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 23
How to engage and achieve reputation:
SCN-Level: Lifetime points across SCN Levels determined by lifetime points
Missions: Start with a few, add more with time Make missions progressive to
encourage and motivate Site-wide and space-specific
missions
Topic expertise in spaces: Lifetime points by space Leaderboards in spaces and across
SCN
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 24
Reputation and Gamification Mechanics
User Profile My business card A summary of my achievements An overview of my expertise
Missions Fun, engaging Address all personalities in your community Point economy:
– Simple vs. hard
– Low value vs. high value
– Low point reward vs. high point reward
Badges Role-based badges: Mission-based badges:
– Represent expertise
– Represent what type of person I am
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 25
Looking Forward
Transformation of the high-tech industry: Impacting human interaction Helping Sales and Support
Gamification can be serious Improve moderation tools and controls Implement reputation mechanisms similar to stackoverflow.com
Concept of portable reputation Ability to port point status, badges onto other platforms Very valuable for independent consultants or marketers
Mobile!
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 26
May 2013 Update
We are live!
Visit scn.sap.com/welcome
Visit my profile and take a look
Read: The announcement blog The SCN Reputation Program Overview
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
Thank you
Contact information:
Laure CetinCommunity Reputation [email protected]@LaureCetin
