intranet gamification 101
TRANSCRIPT
Intranet Gamification 101
Aadam Zaidi, Director of Client Services
Agenda
• What is Gamification?• Bringing Gamification to your Organization• Success Stories
– Deloitte, LiveOps, Marriott, T-Mobile, NextJump
• Tying it together– The future of gamification– Key lessons
• Q&A
Slides
www.Slideshare.net/Prescient
Hashtag
#intranet2
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• 14 years of profitable history • Dozens of Fortune 500 Clients• World-Renowned Thought Leaders• 200+ intranet projects• Highly specialized
First to study & formally define “social intranet”
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What is Gamification?
Definition(s)
“The process of adding game-like elements to a task (or non-game activity), so as to encourage participation.”
- Merriam Webster
“Gamification is the concept of applying game mechanics and game design techniques to engage and motivate people to achieve their goals.”
- Gartner
Simplified
“To apply rules and rewards to non-game activities, in order to incite specific behaviors.”
Gamification
Game Mechanics Game Dynamics
Game mechanics
“The game elements/components (actions or control mechanisms) that are assigned to an activity.”
Most common examples:• Points• Levels• Challenges• Leaderboard rankings• Badges/Accolades
Game dynamics
“The emotional responses or incentives triggered by the game mechanics.”
They satisfy intrinsic desires:• Motivation• Status• Achievement• Self-expression
Gaming is inherent in social media
Mechanics:• Rating (Likes, Thumbs-Ups, Favorites, etc.)• Amassing a following• Retweets / Shares• Comments / Responses
Dynamics:• Social Status• Self-expression
Gaming is more common than you think
Bringing Gamification to Your Organization
Gamification on your intranet
Gamification software solutions
But where to begin?
DO NOT:• Start with software• Focus on game mechanics
Instead:• Look at the intranet as a whole• Identify gaps• Start with game dynamics
I) Develop a specific strategy
Organizational Strategy
Intranet Strategy
Objectives Goals
Functional Areas
Processes Priorities
Developing your strategy
Gamification Efforts
What are your top organizational directives?
How does your intranet’s vision, goals & objectives
support those?
What intranet tasks are involved in successfully supporting directives?
KPIs
II) Identify desired values & behaviors
• What values should employees feel / convey?• What aspects of the corporate culture are digital?• What behaviors are associates currently rewarded for?• What defines an exemplary employee?
– Per department / function? – Per region?
• What behaviors / activities are currently lacking on the intranet?– Engagement– Collaboration– Etc. Game Dynamics
III) Prioritize dynamics & assign mechanics
1. Marry game activities with most valuable intranet activities2. Defining desired behavioral outcomes = game dynamics3. Assess what game mechanics would be most effective4. MEASURE
IV) Plan rewards appropriately
• What perks do your audiences most enjoy? – Poll your audiences
• Recognition, career development, office perks, etc.
• Categorize and prioritize awards– Community (User generated)– Company (System generated)
Community• Likes• Comments• Views• Kudos• Nominations
Company• Points• Rankings• Levels• Badges• Accolades
Assigning employee rewards
• Turn digital rewards into something real– Quarterly, semi-annually, annually – Prizes– Formal recognition– Vacation days
• Make the juice worth the squeeze! • Don’t make it too easy to achieve high-value rewards• Don’t make rewarding employees too difficult
Gamification Success Stories
Deloitte
Training – Deloitte Leadership Academy
50,000+ Senior Executives:
– Submit ideas– Course modules– Rankings– Badges– Rewards
Training – Deloitte Leadership Academy
Within 3 months: 46% increase in daily site visits
Live Ops
Performance & Retention
LiveOps Results
• 80% adoption rate in the very first week– Adopters outperformed non-users by 23%
• An average +9% higher rate of customer satisfaction • Gamification reduced training an average four weeks - 14 hours
– That's over three-and-a-half weeks of earned productivity
Marriott
Recruitment
T-Mobile
T-Community – Collaboration & Support
T-Community Results
• Widespread employee collaboration resulting in – 96% increase in participation – 583% increase in contributions – 783% increase in responses
• 31% improvement in customer satisfaction scores • 40% improvement in call deflection (reduced support costs)• Continuous month-over-month improvement scores
Gamification data revealed new customer needs & staff strengths
NextJump
Motivation & Wellness - NextJump
Motivation & Wellness - NextJump
The Problem:• More exercise = less sick days• Active employees are more productive• Offices had gyms on-site with low attendance
– Low ROI; less than 5% used 2x/week– Top performing employees went least often, and vice-versa
NextJump Goal & Process
Kept it Simple: “Get every NxJumper to work out 2x/week”
NextJump – Process
1) On-site gyms– Accessibility: open 24 hours, all were right in the office
2) Team competitions + Leaderboards– Began with prizes ($), but didn’t sustain activity– Peer motivation– Stronger helped low performers in each team– Leaderboards tracked progress daily
NextJump – Process
3) Recognition programs– At first the 100% ceiling wasn’t enough, pep talks didn’t work– Recognition awards: Inspired new norms, celebrated publically
4) Use Data– Losing teams would blame inequality & give up– Began collecting individual data and balancing teams
NextJump – Process
5) Focus on Top People– Keep raising the bar– Invest more in continuous improvement
• Top personal training• Perk given first to top performers• Scheduling appts = routine behavior
NextJump – Rewards
Tying it all together
From the top
I. Develop your intranet strategyII. Identify desired values, behaviors (game dynamics)
– Strategy + Game dynamics = Goals
III. Prioritize game dynamics and related activities– Assign game mechanics per applicable activity– Measure activities & set objectives– Objectives should be tied to strategic goals
IV. Plan and appropriate rewards accordingly– Drives continuous participation and evolution
The future of gamification
“Organizations who deploy gamification improve engagement by 48% and turnover by 36%”
Aberdeen Group
“80% of gamification applications will fail if not designed correctly”
Gartner
“35 is the average age of a gamer.”“61% of senior executives say they take daily game breaks at work.”
“Reality is Broken”
50
Key lessons
Closely integrate digital activities (intranet) with organization
Begin with game dynamics in mind
Plan & prioritize behaviors and associated rewards
Identify the most effective game mechanics
Turn your digital activities into something real
Measure, improve, measure
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