UKLUG 2012 User Group in Cardiff. Presentation on leveraging user adoption for IBM Connections through gamification

1. measure, reward , enhance:
leverage user adoption with gamification

2. e-office 1970 history teacher
about me collaboration consultant
Rotterdam social IBM cooking
sasja.beerendonk@e-office.com adoption cats-and-dogs travel
twitter.com/sbeerendonk sci-fi spinach
http://nl.linkedin.com/in/sbeerendonk

3. 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.
it’s about meaning, not flair
to pursue purpose, not leaderboard points
Gamification won't solve your business problem
it only solves your (short-term) engagement problem
Source: Wikipedia

4. games are everywhere

5. in consumer areas
• electricity company

6. and also business-like
• LinkedIn profile

7. how many of you are is playing games a
gamers? waste of time?
what is the average
is it a boy thing?
age of gamers?

8. 31 million gamers
43.000.000 hours per day
9.7 hours per week
women little less hrs
men little more hrs 53% women
47% men
average age is 37
Source: Newzoo, National Gaming Research 2011

9. 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
Source: http://www.gartner.com/it/page.jsp?id=1629214

10. again ... what is 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.
and how does it relate to adoption?
ADOPTION
Source: Michael Sampson User Adoption Strategies 2nd ed. 2012

11. time spent training
10,000 hrs!
playing Draw Something
If we could only engage our employees
to put in as many hours learning
Outliers, Malcom Gladwell, The 10.000 hrs succes theory

12. what do you see?
urgency ‘anxiety’ concentration
epic win
optimism surprise
Source: Phil Toledano

13. human – technology - organization
technology = 10%
People = 90% !
of success.

14. make social collaboration possible
Yellow & Blue
knowledge | information | everywhere process | control | predictable
network | creativity | goal oriented manage | low costs | mechanical
G
structure &
smart & flexible
process
intrinsically | independent | trust 9 to 5 | no errors | internal focus
collaborate | discipline | facilitate no change | control | process leading
social collaboration, how do I start?

15. 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
Source: Michael Sampson User Adoption Strategies 2nd ed. 2012

16. change is social
• change is a process, not an event
• change takes time
• change is made real by what people do
Source: Michael Sampson User Adoption Strategies 2nd ed. 2012

17. what motivates us?
• from Maslow’s Need to Pink’s Drive
Bron: Michael Wu, Ph.D.

18. how does gamification work?
measure set goals, levels, points and measure if they are
met
reward give badges, give feedback, notifications, show
the best
indicate what needs to be done to go further,
enhance invite to use advanced functionality or show
desired behaviour

19. encourage to engage in desired behaviours

20. expert
advanced
beginner

21. encouraging users to engage in desired behaviors
game mechanics behaviour motivators
points reward
levels status
badges achievement
leaderboards competition
challenges self-expression
feedback altruism

22. drive engagement with game design techniques
rapid/instant feedback clear goals and rules
tasks that are
a compelling narrative challenging but
achievable

23. about motivation and rewards
is gamification a long-term approach?
extrinsic rewards intrinsic rewards
competetive: • being good at your
helping, giving, welcoming, job
exchange, participate • gather knowledge
• autonomy
explorative: • belonging
look at, search, collect, • having fun
complement • doing work that
matters
Source: Michael Whu, Pd. D.,
http://lithosphere.lithium.com/t5/Building-Community-the-
Platform/The-Gamification-Backlash-Two-Long-Term-Business-
Strategies/ba-p/30891

24. behaviour loop
desire
incentive
challenge
social
achievement / reward
feedback
mastery

25. sticks and carrots:
Path to Sustained Adoption
increased utility
u
s
a
g
e
financial rewards / carrots
punishment / sticks
time
Source: John McGuigan, Fiberlink Communications

26. gamification in social software
• Badgeville for Yammer + Jive + Connections
• Level Up for Connections
• Kudos Badges for Connections
• The Hive for Connections

28. Bunchball Level Up
gamification partner
hosted environment
focused on training, first steps

29. TemboSocial The Hive
gamification partner
hosted environment
focused on training, first steps

30. ISW’s Kudos Badges
IBM partner
internal installation
focused on first steps and long-term
integration with other tools
widgets
configuration tool for creating your
own Badges

31. Kudos demo

33. create metrics

34. create / edit a badge

35. gaming the system
bending the rules, taking a short-cut, creating our own solution,
finding a loop-hole
A sign that people have a high level of affinity with an experience, engaged
and enhacing skills by doing this!
• anticipate likely behaviour and put measures in place
• choose rewards that resonate with your core audience (culture,
business goals)
• create pre-requisites that require someone to satisfy a variety of
different criteria within a certain timeframe
• reward for quality rather than quantity

36. want more?
Get badges and earn your free adoption workshop !
• leave your business card
• get in touch with me
E
Whitepaper on request:
Measure, reward, enhance: leverage adoption of IBM Connections
by applying gamification
sasja.beerendonk@e-office.com
twitter.com/sbeerendonk
http://nl.linkedin.com/in/sbeerendonk