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JUST DONE ITDeconstructing Nike+:
how we can create a feedback layer to get better at what we do
Toby Beresfordtoby@rise.global@tobyberesfordBlog.rise.global
GamificationToday
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
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
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 MARKETINGJUST 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 ITThe design decisions you need to make
#1 – Why are we tracking?
Measuring or scorekeeping?
Measurement Scorekeeping
MeasurementCatches people doing it wrong
Externally imposedPresented after the fact
Forces competitionMaximises excuses
Discourages ownershipEnforces manager goals
ScorekeepingReinforces good habitsChosen by individual
Feedback during journeyAllows competition
Maximises celebrationStimulates ownershipEnables 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 PinkDrive – 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
#FAIL
Intrinsic: Become a Guru
Personalised activity tracking Social comparison Attracts dedicated individuals Infinite engagement
#WIN
#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
#FAIL
e.g. Tray processing rate / shift
#WIN
#5 – How do we publish?
The release schedule
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 dateLast release was 4 monthsago.
Period unclearIs this all time / this week?
Two ways to winIs this a leaderboard of brews or of liters (sic)?
Poor Old VladimirCan he ever win?
Distribution mediumScrappy paper makes it feel unimportant
#FAIL
Twitter Show
#WIN
JUST DO IT
Create your Feedback Layer
Nike+ Work or Home
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