Sam Creek - Executive Insider: How to Drive Engagement in Digital Communities

How to Drive Engagement in Digital Communities

Sam Creek

2 April 9, 2023 Copyright © 2012 CA. All rights reserved.

About CA Technologies

CA Technologies is a leading provider of IT management software and solutions to global private and public enterprises:

• Broad and deep portfolio of solutions that deliver business outcomes across the entire business services lifecycle

• Innovation through organic investments and acquisitions

• Customer choice: multi-platform and system agnostic, consume software the way you want – on-premise, on-demand, service providers

* IDC, “Worldwide Cloud Systems Management Software, 2011 Vendor Shares: Market Moves Beyond Self –Service”, Document No. 236556, August 2012**Forrester Research, Inc., “Who’s Who In IT Management Software 2.0”, August 17, 2010

MARKET LEADERSHIP

RANKED #1 in Cloud Systems Management Software*

RANKED #1 in Forrester’s list of IT Management Software Vendors by Revenue, in 2010**

One of Fortune Magazine’s Most Admired Companies (software industry)

One of Newsweek’s Top 10 greenest companies

35+ years managing complex IT environments

$4.5 billion annual revenue & strong profit


CA Communities: the landscape

• For customers and partners to collaborate and share ideas / insights with business peers and CA Technologies

• Run by customers; supported by CA Technologies• 41 Global user & business communities• 141 Regional user groups• 87,000+ community members• 35,000+ distinct users


MyCA communities

EventsForums & Social CollaborationDocument libraryMore….


MyCA user home pages

User infoConnectActivity streamsContacts

Forum ranks

Points

Familiar

Simple

Out of the Box

Predictable


The Situation in 2011

Forum ranks

Points

Familiar

Simple

Out of the Box

Predictable


The Situation in 2011

1/9/90 rule

Forums dominant

Neglected Content

Missing Value

No reward for visiting or contributing to other areas


What was missing?


No guidance for where they should go next


What was missing?


No guidance for where they should go next

No reason why they should explore


What was missing?


The Answer: CA Champions

Move up the levels by Participating

• View Content• Post Questions • Post Answers• Rate Content• Subscribe to Content• Feed ideas• Blog


How do we get the users involved?

Mission What it Represents Trophy

Blog Commenter Participate in blog discussions

Blogger Broadcasting through blogs

Blog Reader Becoming an expert across blogs

Fan Visiting message boards

Networker Connecting to other users on MyCA

Reader Becoming an expert across message boards

Solver Answering questions

1/9/90 was amplified


What did we learn from the 1st game?


User behavior insights




User behavior insights

Business users crave predictability




First round results

Questions Answered

BUSINESS RESULTS

Wiki Pages Created

Wall-to-Wall Communication

Blog Comments57%15% 306% 600%

Relative ranks according to the user’s communities

Unique missions for each community

Different goals for each community

Same levels


Community specific missions


The Engine

Rewards are collected into

Missions or Levels for each community

Community Specific Rewards

Global Behaviors


Community Levels and Rewards

Unique Icons

Flexible Missions

Consistent Levels

CA Employees can be tracked in teams

They are rewarded as users and as team

members

Teams progress can be tracked against

one another.20 April 9, 2023 Copyright © 2012 CA. All rights reserved.

CA Employees getting in the game

Liked:

Ranks

Leaderboards

Badges/Points

Guidance

Immediate Feedback


External Challenges: How do I earn more points?

Liked:

Ranks

Leaderboards

Badges/Points

Guidance

Immediate Feedback


External Challenges: How do I earn more points?

Did not like:

Interruptions

Fuzzy encouragement

Anything that distracts them if they have a task at hand

Anomalies in the system


Internal Challenges: This is business, not a game

Liked:

Teams to track departments

Contests between departments

Granular metrics

Across site tracking


Internal Challenges: This is business, not a game

Liked:

Teams to track departments

Contests between departments

Granular metrics

Across site tracking

Did not like:

Complexity

Social rewards vs. Tangible rewards

When will this be on intranet resources?

Engagement with new missions and rewards

Expand across multiple sites

Enter real world behavior


Going Forward

Thank you!

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Sam Creek - Executive Insider: How to Drive Engagement in Digital Communities

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