ReSource Pro - June IAC - Gamification

Terms & Taxonomy• Actions – the activities people take part in, the data points that are captured from the systems, the building blocks of the

behavior change/motivation system you are is creating.• Missions/Challenges – the construct that rewards a person for taking one or more actions.• Points – a way to assign value to desired activities. A mechanism for earning as a result of good behavior. Often rewarded for

completing a Mission or Challenge.• Badges – a visual indicator of achievement. Often rewarded for completing a Mission or Challenge.• Icon – a visual symbol that is understood by employees at a glance• On-boarding – leading an employee step-by-step through a system in order to teach them how to be proficient at the system.

Learning by doing.• Levels – indicators of status, Levels are a result of achieving longer milestones than badges, are represented in a hierarchical

fashion, and are usually based on an employee’s lifetime point balance. Generally, like a lifetime point balance, levels increase over time and are not impacted by the spending of points.

• Leaderboards – a list presented to employees that shows which employees are leading based on a certain metric, such as who has the most points or who has done the most of a desired activity.

• Rewards – Anything that an employee earns or can be purchased as a result of positive engagement with the program• Intrinsic – rewards that appeal to your irrational self, these things are motivating based on our human desire for Mastery,

Autonomy, Purpose, Progress, Social Connection• Extrinsic – rewards that appeal to your rational mind, offered as an exchange based usually on financial gain such as money or

stuff• Profile – centralized dashboard that contains all of the artifacts of your success with the program such as Point balance, Badges

earned, Activity history, Level, Rewards etc. The single point of truth about what you’ve accomplished.

In this full-day workshop you’ll learn the details about some of the buzz-words you've been hearing – such as ‘gamification’ and ‘big data.’ You’ll be given steps to

successfully design a motivating program whether you’re interested in motivating sales reps to be more efficient and effective or enticing clients to engage more

deeply with your products and services.

The full-day agenda will include:Overview Presentation

Consumer & Enterprise Examples Framework

Break-out working sessionsWrap-up presentations

BIG DATA GAMIFICATION LOYALTY 3.0+ =MOTIVATION +

loyalty 3.0


motivation

motivationWhat does mean to you?

Extrinsic

Choice

Acquire Bond

Defend Create

Lawrence’s 4-Drive Model

Courtesy of the Maritz Institute

The five intrinsic motivators.

As defined in Loyalty 3.0

Autonomy MasterySo

cial

Purpose

Progress

There’s a never ending supply of it, and whoever figures out how to harness that energy is going to win.”

“Human motivation is like

cold fusion for loyalty.

Rajat PahariaFounder, Bunchball

loyalty 3.0


Big Data =

VolumeVelocity

Variety

Gartner’s 3Vs Model

Transactions

actionsInter

loyalty 3.0


Gamification is the engine of Loyalty 3.0

ga mi fi ca tion ∙ ∙ ∙ ∙[gay-muh-fi-kay-shuhn]

Integrating game mechanics and dynamics into your digital experience to increase engagement, participation and retention.

Gamification is not

The Ten Key Mechanics Of Gamification1. Fast Feedback2. Transparency3. Goals4. Badges5. Leveling Up6. Onboarding7. Competition8. Collaboration9. Community10. Points


The 5 Intrinsic Motivators:AutonomyMasteryPurposeProgress

Social

Gartner’s 3Vs:

VolumeVelocityVariety

The 10 Key Gamification Mechanics:

Fast FeedbackTransparency

GoalsBadges

Leveling UpOnboardingCompetition

CollaborationCommunity

Points

?

Gamification = Motivating People Through Data

Motivating Better

Performance

Gamification captures the BIG DATA that: • Consumers• Partners• Employees generate as they interact with online experiences, and uses that data to create a more engaging experience and drive: • Better Performance• Better Business Results• Competitive Advantage

LearningCollaborationServiceOnline

Experiences

BIG DATA on User Activity


Motivating Better

Performance

• Reward and Recognize

• Measure and Motivate

• Reputation• Loyalty• Guiding & Amplifying

High Value Activity


Experiences


Motivating Better

Performance


Experiences


A Thermometer measures

A Thermostat regulates

Employees Consumers

• Better Knowledge -> Better Outcomes• Speed to Proficiency• Improving Performance• Retain Top Talent (via Reputation)• Sales, Service, Training, Collaboration

• Customer Community• Fan Engagement• Loyalty• Trial Conversion• Marketing• Co-Innovation• E-Commerce


Vision: The Connected Ecosystem

Portal

Content

Intranet

.com

University

Bunchball(Measure,

Message & Motivate)

Platforms (Devices, social, partners)

Marketing(Consistent messaging, campaigns, events…)

BEHAVIOR CHANGEHEALTH & WELLNESS

Basis, HopeLab - Zamzee

Results!

• 59% increase in physical activity• Doing push-ups non-stop for 45

min/week• Scrubbing floors for 3 hrs/month• Chasing wild pigs for 6 min/day

• Impact persisted for at least 6 mos• Slowed gain in “bad” cholesterol• Helped control blood sugar levels

LEARNINGVmware, Course Hero, Adobe

LMS Journey

Results:

21% course completion rate

44% better retention than other products

3x time on site

400% increase in social sharing

Customer loyalty drives profitability and growth

Customer satisfaction drives customer loyalty

Value drives customer satisfaction

Employee productivity drives value

Employee loyalty drives productivity

Employee satisfaction drives loyalty

Employee engagement drives employee satisfaction

Putting the Service-Profit Chain to Work

HBR OnPoint, 2000

SALESNitro for Salesforce

Top Motivators for Sales Staff

1. Compensation2. Internal Recognition3. Competition

Activities vs. Outcomes

• Q: Is it better to motivate Activities:• Enter title, phone and email for every contact• Keep your pipeline up to date• Share a “Win” story

• or Outcomes?• Hit 100% of your quota in the first 6 weeks of the quarter• Sell a package that includes every product in our portfolio• Close $1 Million in renewals this quarter

TRAINING, SERVICE & SALESLiveOps

Improve training and performance

for 20k Distributed Call Center Agents.

LiveOps – My Work Community

Gamification Elements: • Earn points by hitting performance goals, completing

certifications, and interacting with the community• Apply for certain opportunities, choice of shift, etc.• Badges signify accomplished training and performance goals• Profile pages and leaderboards show agents where they stand

Results:

80% opt-in within 1 week of roll-out

Reduced onboarding from 4 weeks to 14 hours

Outperformed peers by 23% in avg call handle

time Boosted customer sat by 9%

2011 CLO “Excellence in Social Learning” Awards

SALES & SERVICE TRAININGFord of Canada

Ford of Canada – The Ford p2p Cup

• Train sales and service reps across 450 dealerships

• Goals: • Drive site traffic• Combat under-utilization of valuable resources• Encourage informal and formal learning• From “have to” to “want to” use p2p Cup

Motivate dealer employees to improve sales effectiveness.

2010 2011

• Motivate learning, watching informational videos, downloading and consuming the latest product information, and taking web courses.

• Participants can earn RPMs (points) and Gear Up (level up), work toward individual goals, earn badges that are visible in a trophy case, compete with their peers on leaderboards, work together to accomplish team goals, compete against other dealerships, and receive real-time feedback as they engage in desired behavior.

Ford of Canada – The Ford p2p Cup Results

• A 417% increase in site usage vs. the same period the previous year• Within the first three months of the program the site exceeded the

traffic volume of the entire previous year• A positive correlation between engagement in the Ford p2p Cup and

key performance measures including sales and customer satisfaction• Increased engagement by younger audiences, which represented 40%

of the total audience, in the Ford p2p Cup• An increase in volunteer learning – participants completing courses

above and beyond what they were required to do for their annual certification requirements

• A month over month increase in engagement with their program as word of mouth spread among the sales and service community

COLLABORATION & SERVICET-Mobile

T-Mobile – T-Community

Engage more than 30,000 frontline representatives so they can effectively respond to customers’ queries, even as the devices they sell and support grow more complex.

• Goals: • To provide superior customer support and expedite resolution

rates• To motivate customer care and retail store representatives to

make T-Mobile’s online social business community their go-to resource for answering customer questions.

T-Mobile – T-Community Results

• Participation increased 1,000 percent in the first six weeks.• More than 15,000 of frontline employees completed different Getting

Started missions in the first two weeks — a radical departure from the typically low adoption to self-guided learnings.

• Members were so active and so quick to adopt the platform that T-Community awarded 187,000 badges in the first six weeks.

• “Likes” — those assessments of the helpfulness or accuracy of a response — increased a staggering 6,000 percent.

• Most importantly, this vibrant community facilitated superior customer support. Resolution rates and customer satisfaction scores have steadily improved each month since implementing gamification.

CONSUMER FINANCIAL EDUCATIONSun Life Canada, Kapital

• For employees who have their workplace retirement and savings plan with Sun Life.

• What is money UP? http://www.youtube.com/watch?v=VPQMHT0nrNU • Increased financial literacy and confidence

The missions are designed to increase employees’ knowledge about saving and investing for retirement. And they’re quizzed at each level to ensure their new knowledge sticks.

• A friendly competitionAs employees complete missions and move through the levels, they compete against their colleagues by moving up the Leader Board.

• Earn more by learning moreThe more employees learn about setting aside money for retirement, the better they’ll get at it and the more they’ll save.

• Have some fun!With a game theme, a multi-media approach to learning and an ability to share with their friends on Facebook and Twitter, employees are guaranteed to have fun along the way.

Site | Video

http://www.youtube.com/watch?v=VPQMHT0nrNU

http://www.youtube.com/watch?v=VPQMHT0nrNU

http://www.sunlife.ca/Canada/sunlifeCA/Investments/Gamification/Sun+Life+Gamification?vgnLocale=en_CA

http://www.sunlife.ca/Canada/sunlifeCA/Investments/Gamification/Sneak+Peak?vgnLocale=en_CA

http://www.sunlife.ca/Canada/sunlifeCA/Investments/Gamification/Sun+Life+Gamification?vgnLocale=en_CA

LOYALTY, MOBILE, SOCIAL, COMMERCE

Urban Outfitters

Year-over-Year Results:

Voting increased by 236%

Page views up 530%

Downloads up 159% for MTV's mobile and tablet apps

Gary Ellis, VP International Digital @ Viacom:

"Time spent increased, the overall engagement increased, and whether or not the activity happened on a PC, a smartphone or a tablet, everything connected to all the social networks and with each other. We absolutely want everything to be as integrated, shareable and connected as possible."

Results:

30% Increase in Overall Site Traffic

47% Increase In Online Merchandise Sales

130% Increase In Page Views

47% Increase In Return Visits

Lunch?


The 5 Intrinsic Motivators:AutonomyMasteryPurposeProgress

Social

Gartner’s 3Vs:

VolumeVelocityVariety

The 10 Key Gamification Mechanics:

Fast FeedbackTransparency

GoalsBadges

Leveling UpOnboardingCompetition

CollaborationCommunity

Points

Enga

gem

ent

Time

Autonomy

MasteryMissions

Progress

Social Connection

Loyalty 3.0

LoyaltyHabit

Reward Schedules Groups & Teams Increasing Effort Moderate Value Rewards Social Feedback Sharing Milestones

Advanced Paths & Quests Choice Scarcity Increased Time Pressure Status & Reputation Rewards Unlocks

Visual Cues Fast Feedback Early Wins Tutorials Personal Achievement Exploration-focused Disincentives

Adoption Retention

Mastery – Autonomy – Social Interaction

Effort – Risk – Reward +

Customer or Employee Lifecycle Alignment

On-boarding

Convert

Creating Your Program: Checklist

How-to guidance is key as we empower Bunchball clients to execute. Follow these steps to successfully design a motivating program:

List Goals Highlight the Obstacles Identify Actions (Assign Value, Difficulty etc.) Choose Challenge Concepts Plan Rewards Weave into the Presentation Layer Follow Roll-out Best Practices Measure and Optimize

But first, we need to make sure we’re all speaking the same language…

Start with KPIs

Identify Actions, Assign Value, Difficulty

Choose Challenge Concepts

Choose Challenge Concepts Visual Cues Fast Feedback Early Wins Tutorials Exploration-focused Single-Action Triggers (Moments) Disincentives Reward Schedules Groups & Teams (Missions) Increasing Effort Social Feedback Sharing Milestones Advanced employee Paths & Quests Choice Scarcity Increased Time Pressure Status & Reputation Based Rewards Unlocks

The best rewards mix in a gamified experience is one that offers a wide range and variety of options and includes a mix of redeemable and non-redeemable rewards:

• Status where employees are held up in a relevant community of their peers• Recognition & Appreciation amazing the power of a simple “Thanks,” either site-

wide or within a smaller group• Early & Exclusive Access presented to employee for completion of specific

challenges, rather than simply being presented to the entire employee base and the offers become richer the more active the employee is in the experience.

• Power & Abilities usually earned for continued engagement, having proven you can be trusted, as in the case of moderator privileges. can also include status-based offerings, the ability to unlock special content on or early access to upgrades or new product trials.

• Pro-Social rewards that can only be given to others.

Plan Rewards

Plan Rewards(continued)

• Virtual Rewards (redeemable) – can take the form of digital downloads, discounts, scarce digital goods (ideally brand or partner-branded items that can be displayed on the employee’s profile or shared out to their social nets).

• Surprise-and-Delight – can come in the form of bonus points or any of the above types, but is not explicitly communicated as available until the employee has completed the requisite behaviors. This is supported via the “hidden-until-earned” capability of challenges.

• Tangible Goods (redeemable) – can take the form of physical goods, partner goods, gift cards…

The key is to create a compelling mix of rewards and to include a heavy percentage that have high perceived value and low monetary value. Gamification can help provide a higher sense of value for in-kind and virtual rewards by presenting them within the framing of level-restricted access, unlocks, scarcity and challenge completion. And while it may seem counter-intuitive, employees have shown an inclination to redeem for virtual goods with the same points that could be redeemed for tangible goods.

Plan Rewards

Break

Use Case Decision Criteria

• What is the business initiative the deployment supports?• How is the success of that business initiative measured?• Do you have the ability to access the data required to trigger rewards for

the key activities involved in the use case?• Do you have the ability to show the employee community their progress

toward their goals? • Can you isolate Phase One to one role type and/or location? Best Practice

is to begin simple and move into something more complex in a Phased approach.

• Is there a reasonable time-line for deployment? Does this fit with your release schedule?

• Are you able to measure the impact of the use case? Are there baselines or the ability to A/B test?

Workshop 1: 7 StepsTo Build Your Case

The 7 Steps

1. Problem2. Audience3. Behaviors4. KPIs5. Mission Statement 6. Playing Field 7. ROI

The 7 Steps


The 7 Steps


The 7 Steps


The 7 Steps


KPI Definition

1. Increased Adoption & Continuous Engagement of business tools2. Influence and motivate specific behaviors impacting enterprise success

• Increased activity• Faster on-boarding

Short-term adoption (Quick wins) Long-term engagement• Better data for management decision-making (CRM)• Increased compliance (HCM)

Significantly different business outcomes are driven by these measures…

• Points, Goals, Competition• Mastery, Leveling up

+ Game Mechanics*

*Most if not all of the 10 game mechanics can lead to increases in long term engagement when applied correctly, specifically Fast Feedback, Transparency & Goals.

• Increased pipeline• Increased User-Generated Content• Productivity Increase• Proficiency Increase

• Goals related to leads & sharing• Newsfeeds, Community• Progress, Goals, Competition• Leveling Up

• Increase Sales (CRM)• Increased call deflection (Social Collaboration)• Decreased time to resolution(CRM)• Higher customer satisfaction (CRM)

The 7 Steps

1. Problem2. Audience3. Behaviors4. KPIs5. Mission Statement6. Playing Field 7. ROI

gamification + KPIs = goal attainment

The 7 Steps

1. Problem2. Audience3. Behaviors4. KPIs5. Mission Statement6. Playing Field7. ROI

Playing Field: Who can help you be successful?

The 7 Steps

1. Problem2. Audience3. Behaviors4. KPIs5. Mission Statement6. Playing Field7. ROI

The 7 Steps – Complete!


The 7 Steps Become Your Business Case

5. Mission Statement 4. KPIs7. ROI6. Playing Field1. Problem2. Audience3. Behaviors

This will empower you to sell to internal stakeholders.

Creating Your Program:

How-to guidance is key as we empower Bunchball clients to execute. Follow these steps to successfully design a motivating program:

List Goals Highlight the Obstacles Identify Actions (Assign Value, Difficulty etc.) Choose Challenge Concepts Plan Rewards Weave into the Presentation Layer Follow Roll-out Best Practices Measure and Optimize

FIN