Intranet Gamification 101

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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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

www.PrescientDigital.com

Aadam.Zaidi@PrescientDigital.comwww.PrescientDigital.com

www.IntranetBlog.com

@intranet2 @aadamzaidi416.926.8800

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Aadam Zaidi