Enterprise Gamification

Tapping Enterprise Communities
Through Gamification

Marta Rauch
STC Summit 2012

@martarauch

Audience Poll
• Do you work with an online enterprise
community, such as a forum, support site,
or corporate blog?

• Have you worked on a gamification project?

Marta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012.

What We'll Cover:
• Strategies, tips, & best practices for
enterprise communities
• Enterprise gamification
• Tech comm implications
• Gamification examples
• How to learn more Key Takeaway:
Enterprise
gamification
Details are in the Summit Proceedings article
is here.
and slides posted on SlideShare: Be prepared!
http://www.slideshare.net/MartaRauch


Assignment
Listen for the top 3 tips you’d like to
take back to your workplace.


Strategies, Tips, & Best Practices
for Enterprise Communities


Enterprises Benefit from Community Help
Web 2.0 has changed:
• The definition of
enterprise user assistance
• User expectations

Online enterprise help is becoming
Community help:
• Complements traditional docs
• Links to and includes
community-created content
• Gives credit to contributors

Samartha’s article,
"Community Help: Technical
Communication for the Web 2.0 User

http://blogs.adobe.com/livecyclepost/
Marta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012. http://blogs.adobe.com/techcomm/

Kudos for Community Content
Enterprise
customers
love it!

http://blog.pandyaparth.com/2012/02/livecyclesuperblog/
http://tjordahl.blogspot.in/2011/10/adep-post.html
Marta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012. http://www.assuredynamics.com/index.php/2011/10/adep-
designer-blogs/

Best Practices for Tapping Enterprise Content
Know your users, and what they want

Provide valuable content, keep it fresh:
1. Seek out product experts, community leaders
2. Engage, develop relationships
4. Encourage them to share their expertise Reward with
visibility,
5. Leverage their content recognition
6. Reward contributors

WIFM - “What’s in it for me”
• Visibility
• Recognition
• Access
Samartha’s Adobe blog: http://blogs.adobe.com/samartha/category/community-help


Who Uses Enterprise Communities?

Enterprise consultants, IT staff, architects,
implementation experts, and end-users.

They specialize in enterprise products.

• Distribution is often through channel partners
or system integrators
• Installation and configuration may be performed
by consultants
Understand your
enterprise
community
participants


Strategies for Finding Content

Content Creators Type of Content
Internal to your organization: How To articles, top customer
engineering, quality issues, knowledgebase
engineering, field, sales, articles, case studies, training,
training, support social networks
Partners, consultants Implementation notes,
scenarios, blogs, social media,
web sites, forums
Customer organizations and Customizations, field issues,
user groups product web sites,
Be
questionnaires
creative!


Strategies for Engaging

How and where to engage:
• Interact on forums
• Review blogs and comments
• Analyze feedback, ratings
• Connect with field professionals
• Connect with user groups at
conferences, social networks,
Google+
• Start a Customer Partnering
initiative
• Implement gamification
Engage with
your network


Tip: Partner with Tech Support

Review
customer
issues,
solutions

https://support.oracle.com


Tip: Hold a Contest!

Adobe held
a contest
for their
tech comm
community

http://blogs.adobe.com/techcomm/2012/02/graphiti.html


Tip: Conduct Surveys
Create a survey,
and link to it from
the community

http://www.surveymonkey.com/


Tip: Interview Partners

http://blogs.adobe.com/dmspost/

Engage with a
key customer


Tip: Promote Through Social Networks


Enterprise Gamification


Games in the
enterprise?
You’re kidding!


It Motivates Users in Social Media

Klout
leaderboard

Badges from
Foursquare,
Empire Avenue


What Is Gamification, Anyway?

Game techniques
.. …in non-game situations
…to motivate people and
drive behavior.

Marta Rauch, @martarauch "Gamification is Here: Build a Winning Plan" LavaCon 2012. Copyright 2012.

It Benefits Enterprises, Too!
It can:
 Increase user engagement Very useful
 Influence behavior for enterprise
communities!
 Motivate participation
 Reduce time, costs
 Improve quality of service
 Drive user adoption, learning, loyalty
 Increase efficiency
 Meet customer expectations
 Drive profits


It’s Even Coming to the Workforce

Workforce benefits:
• Energize employees
• Drive performance Get ready for
a gamified
• Identify leaders performance
review
• Motivate teams

Example: SAP Internal Sales Training Example: Xerox Performance Management

Video Demo

Nitro for Salesforce
http://www.youtube.com/watch?v=LprAZKSnm4Q&feature=player_embedded


It's Also Great for Enterprise Communities

Twitter.com , gamification


Successful Gamified Enterprise Community

 Leaderboard
 Recognition
 Rewards
 Competition
 Points
 Levels
 Badges
 Achievements

Oracle Forum https://forums.oracle.com

ROI of Enterprise Gamification

IBM’s return on investment (ROI):
• IBM Social Laboratory gamified their doc translation process
• Awarded points to employees who helped translate documents
• Employees used points to earn money for their charities

Result:
• Improved accuracy
• Reduced internal project time
• Reduced costs –
saved millions
in translation costs
Why IBM Represents the Future of Social Business
http://articles.businessinsider.com/2011-07-20/tech/30034737_1_
ibm-executive-ibm-employees-sametime


Enterprise Gamification is Growing Rapidly
M2 Research:
• Market growth from $100 M in 2011 to over $2.8 B in 2016
• 197% growth in 2012, up from 155% growth in 2011
• 47% of implementations focus on user engagement Phenomenal
growth!
• Enterprise is the largest vertical segment
• Enterprise is 25% of the gamification market

Gartner:
• By 2014, 70% of companies will have at least one gamified product
• By 2015, over 50% of organizations will gamify innovation
• A company providing gamification for marketing & customer retention
will be as important as Facebook, eBay, or Amazon

Source:
Gartner Press Release Egham, UK, April12, 2011: http://www.gartner.com/it/page.jsp?id=1629214
M2: http://www.m2research.com/gamification.htm

It’s Time to Get in the Game

Apply ideas from games:
 Game dynamics – ways to motivate and drive
behavior
 Game mechanics – ways to encourage users to
achieve goals

Badgeville http://badgeville.com/

Game Skills for Tech Comm

 Be familiar with games
 Know the rules of the game
 Understand players’ motivation
 Plan messages to guide players, reward mastery
 Organize content by levels
 Update editing,
translation guidelines
 Provide fresh,
eye-catching graphics
 Have an upgrade strategy
Marta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012. http://nikeplus.nike.com/plus/

Write Effective Gamification Messages
 Define the goal of the game
 Introduce game levels, points, strategy
 Provide feedback, motivation
 Use a fun, informal style
 Offer encouraging
progress messages
 Reward players when they
reach levels, meet goals
 Link to a game FAQ
 Alert players when the
rules of the game change
Marta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012. http://nikeplus.nike.com/plus/

Best Practices for Gamified Enterprise Communities
 Define the mission and rules:
Give users a clear problem to solve. Present the “gaming system.”
 Display progress:
Show users their progress, for example, using points or levels. Make
the game easy to learn but hard to master.
 Show status:
Post a leaderboard to give users a sense of social status. Provide
real-time feedback. Leverage groups, teams, social media, mobile.
 Provide rewards:
Provide some degree of rewards, such as a new level or abilities.
 Motivate users:
Use intrinsic motivation to keep users to the end.

Rajat Paharia, Bunchball Founder, http://www.bunchball.com/solutions


Enterprise Gamification
Examples


Video Demo

Level Up for IBM Connections
http://www.youtube.com/watch?v=rro5G0yLyeE&feature=relmfu


Invite Players to the Game

http://nikeplus.nike.com/plus/


Explain the Rules of the Game

Game
tips


Define Levels
Keep the
interface clean,
link to a FAQ

http://nikerunning.nike.com/nikeos/p/nikeplus/en_MY/plus/#//goals/create/runFaster/
http://nikerunning.nike.com/nikeos/p/nikeplus/en_MY/support#/faqs/article/11560


Define the Point System

Show how to
earn points
http://www.samsung.com/us/samsungnation/


Award Points

Why IBM Represents the Future of Social Business http://articles.businessinsider.com/2011-07-
20/tech/30034737_1_ibm-executive-ibm-employees-sametime
ibm-executive-ibm-employees-sametime

Award Badges

Make
awards
fun

http://blogs.technet.com/b/microsoft_blog/archive/2012/01/18/visual-studio-achievements-program-brings-gamification-to-development.aspx
http://www.i-programmer.info/news/99-professional/3635-visual-studio-achievements-program.html


Show Status on a Leaderboard

Top
participants

Samsung.com


Provide Encouragement

Congratulate
players for
achievements,
introduce the
next level

http://technorati.com/social-media/article/isw-introduces-gamification-for-ibm-connections/


Use a Fun, Friendly Tone

Make messages
light, fun,
friendly, and
supportive

http://technorati.com/social-media/article/isw-introduces-gamification-for-ibm-connections/


Praise Progress

Motivate players
and keep them
interested in the
game

Microsoft PPT Ribbon


Oracle and Gamification

Apps User Experience
Presentation at
Gamification Summit 2012

http://www.gsummit.com/session/enterprise-user-experience-
making-work-engaging-at-oracle/

Oracle Is In the Game
• Gamified online enterprise communities:
https://forums.oracle.com
https://support.oracle.com
• Gamification focus group
• Blogs Games At Work, Part 1, Games at Work, Part 2,
Apps UX Worldwide Gamification Design Jam
• Twitter: @GamifyOracleApps, #GamifyOracle hashtag


Adobe and Gamification
• Gamified online enterprise forums
• Content contributions from the community are evaluated, rated, and
showcased to encourage participation
• Enterprise community content pages showcase the best of
community content, and identify and reward community leaders
• Adobe’s consumer product,
Digital Marketing Suite,
incorporates gamification
analytics through a
partnership with BunchBall

http://blogs.adobe.com/livecyclepost
http://blogs.adobe.com/DMSPost http://venturebeat.com/2011/11/16/bunchball-brings-gamification-to-adobes-digital-marketing-suite/

Other Enterprises
• IBM gamifies products, employee learning, doc translation projects
• SAP held an Enterprise Gamification Cup, gamified its TechEd conference
• Cisco gamified its Sales Kickoff, introducing education, collaboration, fun,
and engagement
• Dell used gamification to help attendees get the most
out of its Dell World conference
• Microsoft gamified the PowerPoint ribbon to make learning
fun; Visual Studio provides badges for success
• SalesForce gamified products by incorporating
Nitro by Bunchball
• Volvo uses a smartphone app to motivate fans to participate
in its community, earn points for products or charity donations

Marta Rauch, @martarauch "Tapping Enterprise Communities Through Gamification“ STC Summit 2012. Copyright 2012. 7 Examples: Put Gamification to Work

What We Covered:
• Strategies, tips, & best practices for
enterprise communities
• Enterprise gamification
• Tech comm implications
• Enterprise gamification examples
• How to learn more Key Takeaway:
Enterprise
gamification
is here.
Details are in our Summit Proceedings article
and in our slides posted on SlideShare:
Be prepared!
http://www.slideshare.net/MartaRauch


Selected Resources
• Kevin Werbach, Dan Hunter: For The Win: How Game Thinking Can Revolutionize Your Business (coming soon)
http://wdp.wharton.upenn.edu/books/for-the-win/
• Gamification course taught online by Kevin Werbach through Coursera: https://www.coursera.org/course/gamification
• Michael Wu, What is Gamification, Really? http://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447
• Gartner Press Release Egham, UK, April12, 2011 http://www.gartner.com/it/page.jsp?id=1629214
• M2 Research http://www.m2research.com/gamification.htm
• Jane McGonigal , TED talk on how games can make a better world http://blog.ted.com/2010/03/17/gaming_can_make/
• Michael Wu, Gamification 101: The Psychology of Motivation http://lithosphere.lithium.com/t5/Building-Community-the-Platform/Gamification-101-
The-Psychology-of-Motivation/ba-p/21864
• For the Win: What’s the big deal about Bartle’s Player Types? http://gamifyforthewin.com/2012/08/whats-the-big-deal-about-bartles-player-types/
• Richard Bartle, “Hearts, Clubs, Diamonds, Spades: Players Who Suit MUDs” http://www.mud.co.uk/richard/hcds.htm
• Amy Jo Kim, Gamification 101: Design the Player Journey
• Games at Work, Part 1: https://blogs.oracle.com/userassistance/entry/games_at_work_part_1
Games at Work, Part 2: https://blogs.oracle.com/userassistance/entry/games_at_work_part_2
Gamification, by Erika Noll Webb https://blogs.oracle.com/gamification/
Oracle Apps Gamification Worldwide UX Design Jam https://blogs.oracle.com/userassistance/entry/oracle_applications_gamification_worldwide_ux
Making Work Engaging at Oracle http://www.gsummit.com/session/enterprise-user-experience-making-work-engaging-at-oracle/
@GamifyOracleApps , #GamifyOracle
• Gamification Gets Down to Business http://articles.businessinsider.com/2011-07-20/tech/30034737_1_ibm-executive-ibm-employees-sametime
• Cisco Information Through Play http://www.nomimes.com/casestudies/hunt/
• Dell Hopes to Score with Gamification http://www.informationweek.com/thebrainyard/news/strategy/231601797/dell-hopes-to-score-with-gamification
• Nitro for SalesForce http://www.bunchball.com/products/nitroforsalesforce, http://www.youtube.com/watch?v=LprAZKSnm4Q
• Ribbon Hero: How Microsoft Made Office Fun http://www.youtube.com/watch?v=TRhjOBhAPb8 Microsoft Visual Studio Achievements Program Brings
Gamification to Development http://blogs.technet.com/b/microsoft_blog/archive/2012/01/18/visual-studio-achievements-program-brings-gamification-to-development.aspx
• Why IBM Represents the Future of Social Business http://articles.businessinsider.com/2011-07-20/tech/30034737_1_ ibm-executive-ibm-employees-sametime
• 7 Examples: Put Gamification to Work http://www.informationweek.com/thebrainyard/slideshows/view/232901489/7-examples-put-gamification-to-work
• Bringing Gamification to Adobe’s Digital Marketing Suite http://venturebeat.com/2011/11/16/bunchball-brings-gamification-to-adobes-digital-marketing-suite/
• Game Accessibility http://www.game-accessibility.com/index.php?pagefile=visual http://www.gameaccessibilityguidelines.com/guidelines/full-list/
• Game localization, http://gamelocalisation.wordpress.com/


Game On!
• Your goal: Learn gamification skills to enhance your career and
prepare for new projects.
• Your strategy: Gain skills by completing quests, and progressing
through the levels. Demonstrate mastery when you complete Level 6.
• Helping you get there: After you complete each level, you earn a
badge. After you level up to Level 6, you will be ready to work on a
gamification project!
• Badges and levels:

Level 1 Level 2 Level 3 Level 4 Level 5 Level 6:
Newbie Apprentice Gamer Enterprising Designer Gamification
Guru!

Level 1: Journey Begun

 Your quest: Attend this presentation Level 1
and listen for tips to bring back to your Newbie
workplace.

Level 1 Level 2 Level 3 Level 4 Level 5 Level 6


Level 2: Gamification Technology

 Your quests:
Level 2
• Learn about some gamification providers, such as: Apprentice
- Badgeville
- Bunchball
- Gamify.it
- Lithium
- Shufflebrain
- SCVNGR

• Become familiar with some gamification platforms



Level 3: Deeper Understanding

 Your quests:
Level 3
• Play a variety of games to develop an understanding of Gamer
game mechanics, dynamics, leveling up, rewards,
language, and aesthetics
• Become familiar with game concepts and terminology



Level 4: Involved

 Your quests:
• Learn about gamification projects at your company. Level 4
Suggest ways gamification could provide benefits. Enterprising

• Search for “enterprise gamification” on the internet and social
networks, find members of the gamification community,
and follow, learn, and interact.
• Read gamification articles and posts, and consider
attending gamification events and conferences.



Level 5: Design and Playtest
 Your quest:
Design a gamification system, do playtesting.
1. Pick an enterprise problem that is suitable for gamification
and addresses business goals. Level 5
2. Understand your players, learn what motivates them. Designer
4. Plan business objectives, game dynamics, mechanics, and
components, including player journey, feedback, intrinsic rewards.
5. Create a storyboard and mockup.
6. Invite players to playtest the game.
7. Confirm that players are motivated and reach goal,
and that game meets business objectives.
8. Incorporate feedback and iterate.



Level 6: Mission Accomplished!

 Your quests:
• Like the Oracle Apps User Experience group, hold
an internal Gamification Summit. Collaborate on integrating Level 6
Guru
gamification in your company’s products and communities.
• Like Oracle, hold a customer focus group to learn what motivates
players and ways to enhance it using gamification.
• Design game systems that are fun and meet business needs using
internal motivation. Do playtesting and iterations.
• Enjoy increased customer adoption, learning,
motivation, satisfaction, loyalty, and retention.



You are developing gamification skills, and are on track to be
prepared for 2015, when 50% of enterprises will gamify innovation,
and 70% will have at least one gamified product.
Following the tips in this presentation will help you achieve your goal.

You’re in the game!

Best wishes for success with your
gamified enterprise project.

Top Tips To Take Back
Share the top tip you plan to
take back to your workplace.


• @martarauch
• Marta Rauch
Connect
• +Marta Rauch with me!
• Marta Rauch

Join me at my upcoming presentations:
• STC gamification webinar, October, 2012
• TC Camp, 2013
• Intelligent Content 2013 mobile workshop
• HCII 2013 enterprise gamification presentation


Enterprise Gamification

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