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JUST DONE IT
Deconstructing Nike+:
how we can create a feedback layer
to get better at what we do
Toby Beresford
toby@rise.global
@tobyberesford
Blog.rise.global
Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do
Gamification
Today
Broken Hopes
 Motivates and engages anyone to do anything
we want them to do, even if they don’t want to
do it
 Easy to implement, cheap and fast, one size fits
all solution can be applied
Reality
 You can’t fool all the people all the time
 Gamification is a two way street – both player
and manager must benefit
 Every gamification project is different
Nike+ Running
https://www.youtube.com/watch?v=46hEaFKa638
Nike+ Ecosystem
Nike+ FuelBandNikeFuel
Nike+ Move
Nike+ Training Club
Nike+ Shoes
Nike+ Sportwatch
Nike+ Running
Nike+ Fuel
https://www.youtube.com/watch?v=46hEaFKa638
What have Nike achieved?
 Feedback layer that amplifies our intrinsic
motivation to run
 True loyalty program without bribes.
 Rich data from over 28 million customers.
JUST DECONSTRUCTED
Intrinsic motivation
Single Score
Personalised Feedback
Great Design
Friendly Competition
Elegant Achievements
Social Features
Feedback Layer
 Intrinsic motivation
 Single score
 Personalised feedback
 Great design
 Friendly competition
 Elegant Achievements
 Social features
HR
JUST DO IT
Intrinsic motivation at work
 Employees
 Learn a skill
 Develop career
 Be a great colleague
 Managers
 Drive behaviour change
Digital Ecosystem
Business Systems
Learning Management
Internal Social Media
External Social Media
Single Score
Program Components
Learning Adoption Performance
Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do
Example
 Digital Selling Expertise
 How can I become a “digital seller”?
 Build a personal brand online
 Engage and Influence others
 Drive results
E-Learning Program
 Training courses
 Resource library
 Access to Mentors
 Access to Tools
 Case studies and testimonials
Personal Dashboard
Weekly Email
Stories and Tips
Approach Benefits
 Simple – a single score is easy to communicate
and understand
 Flexibility – a score can condense much,and
get more sophisticated over time
 Triggers learning demand – players with low
scores want to learn
DIGITAL MARKETING
JUST DO IT
Build your own influencer marketing channel
Example
 Influential Thought Leaders
 How can I become a “thought leader” in topic X?
Create your own social Media
Channel
Design
Player List
Score Algorithm
Score Data
Scores
Leaderboard
Movers
Release Stats
IN OUT
Standalone Leaderboard
As a Blog Page
Robo Blog Posts
On the move
Twitter Top 100 Show
Sponsored Emails
Approach Benefits
 Audience Development – grab attention of top
influencers
 Automatic Liquid Content – updates every week
as new players join and scores change
 Brand Authority – become the champion brand
 New Social Channel – a social media channel
which you can monetise
JUST DESIGN IT
The design decisions you need to make
#1 – Why are we tracking?
Measuring or scorekeeping?
Measurement Scorekeeping
Measurement
Catches people doing it wrong
Externally imposed
Presented after the fact
Forces competition
Maximises excuses
Discourages ownership
Enforces manager goals
Scorekeeping
Reinforces good habits
Chosen by individual
Feedback during journey
Allows competition
Maximises celebration
Stimulates ownership
Enables player goals
Adapted from Scorekeeping for Success, © Chuck Coonradt
#2 – Why will they play?
“if-then rewards usually do more harm
than good. By neglecting the
ingredients of genuine motivation—
autonomy, mastery, and purpose—
they limit what each of us can
achieve.”
Daniel Pink
Drive – the surprising truth about
what motivates us
Extrinsic: Win an Ipad
 Short term increase in any metric
 Attracts ‘compers’
 Lots of cheating
 Zero engagement post campaign
Intrinsic: Become a Guru
 Personalised activity tracking
 Social comparison
 Attracts dedicated individuals
 Infinite engagement
#3 – What is the game?
The score algorithm
Multiple or Single Score?
#4 – What is the league?
The leaderboard design
e.g. Tray processing rate / scanner
e.g. Tray processing rate / shift
#5 – How do we publish?
The release schedule
Email
e.g. Twitter Counter
Tweet
e.g. Rise
Report
e.g. HDI
Magazine
e.g. Campaign
Big Screen
e.g. Geckoboard
Reformat everywhere
Email Tweet Report Magazine Big Screen
Not to mention distribution via app, poster, watch, web and word of mouth….
Worst
board
ever?
Out of date
Last release was 4 months
ago.
Period unclear
Is this all time / this week?
Two ways to win
Is this a leaderboard of
brews or of liters (sic)?
Poor Old Vladimir
Can he ever win?
Distribution medium
Scrappy paper makes it
feel unimportant
Twitter Show
JUST DO IT
Create your Feedback Layer
Nike+ Work or Home
Q&A
More questions… toby@rise.global

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Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do

Editor's Notes

  1. https://www.youtube.com/watch?v=46hEaFKa638
  2. http://www.nike.com/us/en_us/c/nikeplus/nikefuel
  3. https://www.youtube.com/watch?v=46hEaFKa638
  4. B2B external (gamification gurus) or internal (digital mastery)
  5. Could be journalists or bloggers or celebritoes or even other companies
  6. “ego bait”
  7. Measurement is what the nurse does when she measures how tall you are as a child, marks it at the doctos office on a chart you’ll never see again, and uses it to place you in a national percentile that lets you know you’re not the tallest person in your age group in the country Scorekeeping is what your mother does when she periodically measures how tall you are as a child and makes a mark on the wall, charting your ‘growth; in a manner that is visible, encouraging and stimiulating. The nurses measurement will result in no behaviour change. Create a defeatist attitute based on realisation that most kids are taller than you are. It won’t get you to drink your milk The mum’s scorekeping as you watch the marks she make proceed progresivley up the wall, the marks will motivate you, they will get you to drink uyour milk
  8. Difference between disinterested media owner, manager and player
  9. “Show people how to win” Chuck Coonradt
  10. Number of trays per queue per hour. “Something for management not us”