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R “RAY” WANG, CEO & Principal Analyst · Constellation Research
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KEYNOTE: Proving the Value of Gamification in the Enterprise
R “RAY” WANGCEO & Principal AnalystConstellation Research
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential© 2010 - 2012 Constellation Research, Inc. All rights reserved. www.ConstellationRG.com
San Francisco | Andalucia | Belfast | Boston | Brussels | Chicago | Colorado Springs | Cupertino | Denver | Irvine | London | Madrid New York | NOVA |Pune | Sacramento | Santa Fe | Santa Monica | Sedona | South Portland | Sydney | Tokyo | Toronto | Washington, D.C.
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© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
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Proving the Value of Gamification in the EnterpriseMoving Beyond Transactions to Engagement
August 8, 2012
R “Ray” Wang (@rwang0)Principal Analyst & CEO
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential4
Where will your business be in
2015?
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
• Project based• Globalization
• New stakeholders• Goliath vs start-up
• Public/ private /hybrid• Regulation/ deregulation
• Business process outsourcing
• Pace of obsolescenceincreasing fasterthan the rate ofadoption
• Consumer tech ahead of enterprise
• Digital divide closing around the world• Connected ubiquity drives new adoption
models
• Changing workplace norms• Distributed nature of work
• New work force models• Mixed generations
• Aging workforce• Global talent
• Temporary talent
• Loss of faith in capitalism• Commodity shortages• Political instability• Sustainability and environmental focus• Economic crisis• Price spikes Macro
conditionsWorkplace dynamics
Business Models
Pace of tech adoption
Organizations face massive and unprecedented levels of change
5
1. Macro economic forces
2. Dynamic work force
3. New business models
4. Disruptive tech adoption
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Twitter – I need to peeFacebook – I peedGoogle+ - More peeFourSquare – I’m peeing herePinterest– My pee scrapbookYou Tube – Watch me peeLinkedIn – I pee well
6
© 2011 - 2012 R Wang & Insider Associates, LLC. All rights reserved.
Social tools are pretty crude
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential77
Email faces Fatal Fatigue, will social?
Source: September 2011, A Weber Communications
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Fatal fatigue in adoption is near..
1. Eager early
adopters
2. Ubiquitous usage
3. Relevant rationalization
4. Fatal fatigue
5. Revival and rejuvenation
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
The enterprise is shifting from transaction to engagement to experience
9
© 2011 - 2012 R Wang & Insider Associates, LLC. All rights reserved.
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Gamification is the solution…
… to influencing behavior and outcomes
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
The shift starts with active listening for rewards, achievement, broader trends.
11
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Gamification is not about at technology. It’s about solving a business problem…
Future of Work
NextGen Customer
Experience
Matrix Commerce
From Data to
Decisions
Technology Optimizatio
n and Innovation
CoIT and the New C-
Suite
How disruptive technologies and new business models affect business operations
Moving From Transactions To Personal Fulfillment Systems
12
© 2011 - 2012 R Wang & Insider Associates, LLC. All rights reserved.
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Move beyond gamification tactics…
13
© 2011 R Wang & Insider Associates, LLC. All rights reserved. Source: 2012 Q1 Gamification Early Adopters Best Practices, n - 55
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
People Centric Values
Culture
Community
Credibility
Delivery and Comm Styles
Channel
Content
Cadence
Right Time Drivers
Context
Catalyst
Cause
14
© 2012 R Wang & Insider Associates, LLC. All rights reserved.
Apply the 9C’s of engagement to create business value for brands and enterprises
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Use non-monetary rewards to influence behaviorLevel 1: Recognition
• Influence tracking• Leaderboards• Achievement badges• Featured placement• Awards and contests• PR and media
placement• Speaking slots• Virtual currencies
and points
Level 2: Access
• Community resources and tutorials
• Virtual goods• Special groups• Key executives• New features• New products• Beta versions• Public events• Private events
Level 3: Impact
• Raise personal & community profile
• Participate in feedback surveys
• Influence product direction
• Drive business outcomes
• Provide proof point references
• Evangelize products and concepts
15
2011 Constellation Research Q1 & Q4 qualitative survey on community engagement incentive drivers
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Drive value across the entire ecosystem
The new world of
outcomes
Individuals: Portable
Reputation
Organizations: Accountability
Networks: Facilitation of
Trust
16
2011 Constellation Research Q1 & Q4 qualitative survey on community engagement incentive drivers
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Start with the DEEPR to drive business value across the organization
Level 1: Discovery
•Discerning hype from reality•Garnering executive support
Level 2: Experimentation
•Identifying meaningful metrics•Incorporating gamification into business models
Level 3: Evangelization
•Choosing the right tools•Fostering Internal collaboration
Level 4: Pervasiveness
•Scaling to match demand•Ensuring long term funding
Level 5: Realization
•Keeping up with social innovations•Developing social business governance
© 2011 R Wang & Insider Associates, LLC. All rights reserved.
DE
EP
R
17
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Early adopters starting to identify meaningful metrics and business models
18
© 2011 R Wang & Insider Associates, LLC. All rights reserved. Source: 2012 Q1 Gamification Early Adopters Best Practices, n = 55
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Six simple steps to success
Engagement Best
Practices
1. Identify the business
outcomes
2. Design the use cases
3. Apply the 9C’s of
engagement
4. Gamify the business
processes
5. Measure and analyze
6.Refine and improve
19
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential
Questions And Answers
20
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential21
Thank you
R “Ray” [email protected]: @rwang0http://blog.softwareinsider.orgwww.ConstellationRG.com
© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential© 2010 - 2012 Constellation Research, Inc. All rights reserved. www.ConstellationRG.com
San Francisco | Andalucia | Belfast | Boston | Brussels | Chicago | Colorado Springs | Cupertino | Denver | Irvine | London | Madrid New York | NOVA |Pune | Sacramento | Santa Fe | Santa Monica | Sedona | South Portland | Sydney | Tokyo | Toronto | Washington, D.C.
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