Driving user behavior

Gamification

Zack Bodnar zack@badgeville.com

@yack87

What is Gamification?

The application of

game mechanics

to

non-game contexts

Cool!

Points!

Badges!

Leaderboards!

Missions!

Quests!

Uh oh.

And it’s annoying.

“Pointsification” doesn’t work.

“Badges”

Badges are like e-mails.

People respond to them if they mean something.

Feedback loops• Badges• Points• Leaderboards• Social notifications

• 64x64 pixel image• AmEx Black card• Frequent Flyer miles• Military Medal• “CEO” on a business

card

Good GamificationUses models from Psychology,

Loyalty design,

to apply key feedback loops

Neuroscience,

Game Design

at the right time

in the right context

to get people to do stuff.

Why?

RETENTION CONVERSIONACQUISITION

THE MARKETER’S CHALLENGEThree key imperatives for today’s marketers remain…

How do I getmore customers?

How do I get them to spend more money?

How do I keep them over time?

MASSIVE INVESTMENTSIn key technologies & programs to driveacquisition, retention and conversions…

In SEMIn Online Ad Spend

In Marketing Software

On Loyalty Programs

In Online Communities

In Social Media Ad Spend

$40B $1.5B

$50B $4.8B

$26B

$25B

Sources: McKinsey, Gartner, IDC, 6S Marketing, BIA/Kelsey

DESPITE BIG INVESTMENT….We’re knee deep in an engagement crisis

Low Adoption

Visitors Actually Login

Customers Who See Facebook Brand Updates

Limited Loyalty

Customers Inactive in Loyalty Programs

Customers Swayed by a Brand

Average Online Conversion Rates

Abandon Shopping Carts

16%

28%

25%

55%

3%

65%

Few Converting

Sources: Gartner, FMC, Forrester, Colloquy, Statista

ENHANCE EMPLOYEEPERFORMANCE

OPTIMIZE BUSINESS PROCESS

THREE KEY IMPERATIVESFor today’s enterprises…

How do we serve customers better?

How do we get more from our employees?

How do we break down knowledge silos?

FOSTERCOLLABORATION

MASSIVE INVESTMENTSIn key technologies to optimize business process, foster collaboration, and enhance employee performance…

Billion in Social Software

Trillion in softwarespend last five years

Billion in Marketing Software

Billion in Support & Services Software

Billion in CRM Software

Billion in HR and Learning Software

$1 $12

$4.5 $15

$1

$25

Sources: Gartner, Ovum, IDC, and Bersin

DESPITE BIG INVESTMENT….We’re knee deep in an engagement crisis

Broken Business Process

Provide consistent customer service & support experience

Average adoption of enterprise apps

Limited Collaboration

Enterprise communitiesthat fail from poor adoption

Workers that actually use social software

Employees disengaged at work

Employees with adequate skill sets to maximize performance

50%

1%

12%

70%

70%

5%

Underperforming Teams

Sources: Forrester, Gartner Neochange, Gallup, CEB

Toolkit

Feedback loops

Game Mechanics Reputation Mechanics Social Mechanics

GAME MECHANICSUse virtual rewards, for behaviors big and small…

Missions & ChallengesGuide employees to interact with process or content

Achievements & AwardsDeliver rewards that showcase strong performance and highlight expertise

Examples

Instant FeedbackEncourage valuable behaviors in real-time with points and progress bars

REPUTATION MECHANICSShowcase employee expertise

Examples

Champion Top PerformersAcross departments or teams

Showcase MasteryBy creating different levels of achievement across the enterprise

Expertise TracksHighlight expertise in specific content or business processes

SOCIAL MECHANICSConnect employees with relevant people, content, and process

Examples

Activity StreamsEmpower employees to discover relevant process and content in their app of choice

Finding & FollowingConnect them with like-minded colleagues

Real-time NotificationsDeliver them alerts as they happen across enterprise

How?

Process

Determine Business Goals

Determine Key Behaviors

Examine Context of Behaviors

Apply Appropriate Mechanics

Business Goals

If it can’t be measured, it’s not a good business goal.

Business Goals

Behaviors

Context

Mechanics

Determine key behaviors

What does the target audience need to do in order to achieve the

business goals?

Business Goals

Behaviors

Context

Mechanics

Examine the context

Online or Offline?Social or Asocial?

Competitive or Collaborative?

Business Goals

Behaviors

Context

Mechanics

Examine the context

Business Goals

Behaviors

Context

Mechanics

Demographics:Male / Female?

Age Group?Culture / Nationality?

Apply the mechanics

What feedback loop is missing to trigger, motivate or make easier

the behavior?

Business Goals

Behaviors

Context

Mechanics

Behavior =Motivation, Ability, Trigger

From the work of BJ Fogg

Example

ONLINE EDUCATION

Business goals: - Increase average grades- Decrease fail rate

Lack of student engagement

Process

Determine Business Goals

Determine Key Behaviors

Examine Context of Behaviors

Apply Appropriate Mechanics

Thanks!

Zack Bodnar

zack@badgeville.com

@yack87