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Marc-Alexandre Gagnon

Demystifying Enterprise Gamification for Business | Constellation Research Inc. [06Dec11] - 0 views

www.constellationrg.com/...terprise-gamification-business

gamification

shared by Marc-Alexandre Gagnon on 07 Dec 11 - No Cached
  • Gamification describes a series of design principles, processes and systems used to influence, engage and motivate individuals, groups and communities to drive behaviors and effect desired outcomes. Originating from the video game industry, many of these pioneering concepts now play a key role in driving incentive and behavior management for both brands in the consumer world and internal scenarios in the workplace. Enterprise Gamification is a user experience (UX) and consumerization of IT (CoIT) trend that will take the market by storm in 2012. Constellation believes that by 2013, more than 50 percent of all social business initiatives will include an enterprise Gamification component.
  • In interviews with 55 early adopters of enterprise gamification, Constellation identifies the three core pillars that include measurable action, reputation and incentives. By creating triggers through both monetary and non-monetary incentives among customers, employees, partners, suppliers and other interested parties, organizations can secure sustainable engagement and drive business outcomes such as improved marketing response from external communities, sustained long-term customer loyalty, increased collaboration among internal teams, or enriched onboarding, delivering success with new hires, partners, and customers.
  • Enterprise gamification requires an application of psychology and behavioral economics to incentivize outcomes. Because enterprise gamification maps closely to human behavior, organizations will want to follow Constellation’s best practices in appealing to the “Seven Deadly Sins” for gamification design.
  • ...1 more annotation...
  • Purpose and Intent Much hype surrounds the topic of gamification. Often seen as a technique to add engagement to existing tasks, projects, marketing campaigns, and initiatives, the term gamification unfortunately lacks the seriousness it deserves. This report seeks to change the point of view and demonstrate where gamification plays a role in the enterprise. More importantly, executives will discover how gamification can drive behavior and outcomes through both monetary and non-monetary incentives in enterprise class settings.
Marc-Alexandre Gagnon

Research Summary: Demystifying Enterprise Gamification For Business « A Software Insider's Point of View [07Dec11] - 0 views

blog.softwareinsider.org/...rise-gamification-for-business

gamification

shared by Marc-Alexandre Gagnon on 07 Dec 11 - No Cached
  • Gamification describes a series of design principles, processes and systems used to influence, engage and motivate individuals, groups and communities to drive behaviors and effect desired outcomes. Originating from the video game industry, many of these pioneering concepts now play a key role in driving incentive and behavior management for both brands in the consumer world and internal scenarios in the workplace. Enterprise Gamification is a user experience (UX) and consumerization of IT (CoIT) trend that will take the market by storm in 2012. Constellation believes that by 2013, more than 50 percent of all social business initiatives will include an enterprise Gamification component.
  • In interviews with 55 early adopters of enterprise gamification, Constellation identifies the three core pillars that include measurable action, reputation and incentives. By creating triggers through both monetary and non-monetary incentives among customers, employees, partners, suppliers and other interested parties, organizations can secure sustainable engagement and drive business outcomes such as improved marketing response from external communities, sustained long-term customer loyalty, increased collaboration among internal teams, or enriched onboarding, delivering success with new hires, partners, and customers.
  • Enterprise gamification requires an application of psychology and behavioral economics to incentivize outcomes. Because enterprise gamification maps closely to human behavior, organizations will want to follow Constellation’s best practices in appealing to the “Seven Deadly Sins” for gamification design.
  • ...2 more annotations...
  • Some highlights of the report include: Details on who’s using gamification across the enterprise The three pillars of enterprise gamification The six elements of sustainable engagement Sustainable behaviors to drive desired business outcomes The Seven Deadly Sins to Optimize gamification Design The top gamified business processes for the enterprise (see Figure 1)
  • Designing your gamification models?  What enterprise business processes will you gamify first? next?   Ready to turbo charge your next generation customer experience?  Have you tested out iActionable, CrowdTwist or the 3B’s (i.e. Badgeville, Bigdoor, and Bunchball?  Ready to here how you can apply the white arts of the 7 Virtues to work?  Add your comments to the blog or reach me via email: R (at) ConstellationRG (dot) com or R (at) SoftwareInsider (dot) com.
Marc-Alexandre Gagnon

Adding Gamification to Your Community | Social Media Today [25Oct11] - 0 views

socialmediatoday.com/...ng-gamification-your-community

shared by Marc-Alexandre Gagnon on 26 Oct 11 - No Cached
  • It is interesting to see gamification now being applied in a marketing/website/community context, because many marketers and community managers have already been using these techniques to build engagement for several years.
  • there are many ways to incorporate game mechanics into a community and which ones are appropriate depend a lot on the make-up of your community audience and what the ultimate goals for the community are.
  • my belief is that you need to gradually introduce new elements into a community and make sure that any new features are fully explained and documented.
  • ...22 more annotations...
  • According to a definition in the Gamification Wiki,"Game Mechanics are constructs of rules and feedback loops intended to produce enjoyable gameplay."
  • Before you can add gamification to your community, you need to really understand your community.
  • Recency -- when was the last visit? Frequency -- how often does the member visit? Duration -- how long do members stay on the sight when they visit? Virality -- how often do members share content on the site?  and how much is their sharing amplified through their network? Ratings -- how often do members rate content on the site?
  • Community Goals
  • What goals are you trying to accomplish with the community?  Can you measure them?  Do you have any elements of gamification incorporated into your community today? Does your community platform support gamification elements?  Can you track your measures in your community system?
  • Measures of Engagement for a Community
  • Do you have an open or closed community?  Is your community a professional, social, support, informational, hybrid or something else community?  How do you want members to use the community?  How many members do you have and how many do you add in a typical week or month?  What is the typical member profile?  How engaged are your community members?  How do you measure engagement?  What motivates your members to join, participate and stay engaged in the community?  Do you have robust member profiles?  Are member profiles searchable?  Can members 'friend' or message other members?  Do you have a way for members to add their Twitter or Facebook accounts to their profiles?  How  easy is it for members to share content on other sites?
  • Suggestions for Community Gamification
  • Robust profile system [self-expression, status, achievement]-
  • I also want members to receive recognition for their achievements by earning badges that can be displayed on their profiles and announced via their social networks.  As a community manager, I want to be able to create different types of badges including limited edition or special occasion badges.
  • Point system [competition, achievement, reward, status] -
  • I definitely want to keep track of points, but I want to be able to customize the calculation of the points.  I don't know what the ideal point values would be, but I know that I would want to experiment with rewarding members for recent visits, the frequency and duration of their visits, their sharing of content on the site or in their social networks, creating content, participating in discussions or rating content.
  • Leaderboards [reward, status, achievement, recognition, competition] -
  • Customization is also important in the leaderboards.  I want to have multiple leaderboard; for example, I may want a weekly, monthly and all-time versions of the leaderboard that I will post in different parts of the community site to recognize leaders who are currently contributing the most to the community experience and to others who have been long time contributors.
  • Badges [status, achievement, reward, recognition, competition, self-expression]
  • First of all, the member profile system needs to be robust with the option to upload a picture and have free form bio descriptive fields.  Most importantly, I should be able to link my profile to my Twitter, Facebook and LinkedIn profiles and possibly use single-sign-on use those services.  The profiles should also keep a history of a user's activity, badges and points.  Another requirement for the profile system is that members should be able to create virtual friendships or groups within the community site.
  • Content ratings have been around for awhile, and they are an important part of increasing engagement.  I would push the envelop further by making it easier for users to share their content ratings and to search for content based on the rating.
  • Content rating [altruism, self-expression] -
  • Content sharing [altruism, self-expression] -
  • Members must be able to easily share content they like within their social networks, via bookmarking sites and by email.
  • Challenges [competition, reward, achievement]
  • As a phase 2 implementation, I would also want to add some custom challenges to my community to drive additional engagement.  I am not sure what form these would take, but I would start thinking about how to incorporate challenges while implementing the other elements noted above.
Dan R.D.

4 Reasons Every Online Brand Should Explore Gamification Strategies [23Sep11] - 0 views

mashable.com/...gamification-strategies

gamification branding

shared by Dan R.D. on 24 Sep 11 - No Cached
  • So what’s making gamification so popular today? Consider these four factors.
  • 1. Consumers Want It
  • consumers are looking for new ways to entertain themselves — 40% of U.S. online adults have expressed this interest in a recent survey. What’s more, consumers want game elements everywhere. 60% of consumers play a video game online in a typical week. Consumers (especially Gen Yers) are increasingly accessing games online and on mobile devices.
  • ...11 more annotations...
  • 2. Social Media Enhances It
  • 4. Early Starters Have Proven It
  • 3. Gamification Vendors Enable It
  • Badgeville, BigDoor and Bunchball all offer SaaS platforms with mechanics, accessible consumer tracking and data, and the ability to easily iterate a gamification strategy as needed.
  • When consumers can share achievements like badges and trophies with their social networks, it enhances the innate human motivations that games have used for generations to keep people engaged (i.e. the desire for status, access, power, etc.)
  • Recent gamification efforts from brands like Chiquita, HP and Sephora have succeeded, increasing confidence that, if applied correctly, the right gamification strategy can work.
  • How exactly does gamification help increase engagement?
  • Involvement: Gamification can foster participation by increasing site returns, new visitors and registrations through reward systems and incentivized word-of-mouth efforts.
  • Interaction: Marketers need visitors to spend time with their content and brand in order to foster engagement.
  • Intimacy: Consumers are able to connect with a brand more intimately when they’re interacting in real-time versus visiting a static brand website.
  • Influence: Word-of-mouth marketing has taken off recently, and companies have realized it can have a significant effect on brand visibility.
Dan R.D.

Gamification: 75% Psychology, 25% Technology [06Oct11] - 0 views

www.informationweek.com/...on-75-psychology-25-technology

gamification 1UE_NS

shared by Dan R.D. on 06 Oct 11 - No Cached
  • Should enterprise applications be as addictive as Angry Birds? A true believer in gamification would say yes, if you want people to actually use them.
  • [Social media is a powerful tool to connect with customers, but it can create big problems for your company if it's not done right. Learn more at 10 Social Networking Don'ts.]
  • Most of all, gamificiation is about understanding that "if you can make something more fun, and include notions of play, you can get people to do things they otherwise might not want to do."
  • ...4 more annotations...
  • Businesses have successfully applied gamification principles to achieving goals like reducing travel expenses (Google) and improving cashier checkout performance (Target). The Google example is interesting because it "actually got people talking about how to save money on travel," whereas the more traditional corporate water cooler conversation would be about how to cheat the system, Zimmerman said.
  • "Gamification by Design" largely focuses on the psychology of engagement and ways it can be applied to business applications.
  • Gamifying an application doesn't necessarily mean adding fancy graphics and sound effects, but often it does mean keeping score and letting "players" see how they rank on a leader board--the equivalent of the high scores screen on a video game. In a business context, that might mean letting salespeople see how they rank and how close they are to achieving a goal or securing a bonus as a way of getting the competitive juices flowing.
  • On the other hand, in a traditional loyalty program you might award one point for every dollar a user spends. In a gamified system, you might want to instead provide variable, unpredictable reinforcement where participants can hit the jackpot. This is the design principle that keeps slot machine players glued to their chairs, even though they ought to know the house always wins.
Dan R.D.

Why are so many game developers opposed to gamification? - Quora [08Aug11] - 0 views

www.quora.com/lopers-opposed-to-gamification

1UE_NS

shared by Dan R.D. on 09 Aug 11 - No Cached
  • John Jainschigg, Virtual event, 3D, web, social media,...
  • I've been reading Jane McGonigal's 'Reality is Broken,' and despite my agreeing with much of her thesis, I think she omits confronting a few troublesome ideas about gamification that _some_ (by no means all) game developers find chilling. For example:
  • - The emotional complex she wants to evoke through gamification is the same potent combination of intense engagement, flow, esprit-de-corps, loop-reinforced sense of accomplishment (fiero) and surrender to a higher purpose that inflames all True Believers. I'm not sure how you can seriously talk about gamification at world-changing scales without thinking about how scary the present crop of True Believer games can be (e.g., Unbridled Capitalism, Globalization, the Tea Party, Al Quada, etc.)
  • ...2 more annotations...
  • - The best practical example we have of enterprise gamification are the incentive systems applied to telesales, which -- bottom line -- turn people into monkey-cogs in a machine, competing for tokens of dubious value in exchange for optimal performance in generating hard revenue for the organization employing them.
  • - McGonigal is very fair about acknowledging her precursors, from Ted Castronova to Abraham Maslow. But she doesn't (I don't recall, anyway) mention Lawrence Lessig, whose line 'Code is Law' strikes me as relevant. The idea of moving governance into code is very powerful, but also profound and terrifying.
Dan R.D.

Badgeville looks beyond gamification, launches a behavior platform - Tech News and Analysis [07Nov11] - 0 views

gigaom.com/...n-launches-a-behavior-platform

badges behavior enterprise2.0 1UE_NS

shared by Dan R.D. on 07 Nov 11 - No Cached
  • Badgeville has been synonymous with gamification, the idea of incorporating game mechanics to motivate employees and consumers to do specific tasks. But the company says it’s not stopping with gamification; it sees a future in shaping behavior through a combination of game mechanics, private social networks and reputation and rank.
  • building off its Social Fabric technology that allows any website to build a social network out of its community using a new behavior graph. The behavior graph helps track a user’s interaction within a social context on any site, application or product.
  • provide corporate clients with a suite of services that can help them apply “behavior management” to their own employees or consumers.
  • ...3 more annotations...
  • We think there’s a new category called behavior management. Individual things such as analytics, social, gamification, private label social networks. It’s all scratching this issue. We focus on how to turn it all into a platform that allows any type of company, anyone with an audience, to use these techniques for user behavior.
  • The new behavior platform will potentially pit Badgeville against some enterprise social networking tools like Chatter, Yammer and others. But Duggan said it’s also working to integrate with those services so the behavior platform can incorporate actions on these channels into its larger reputation and rank system.
  • The company, which launched a year ago, raised $12 million in July.
D'coda Dcoda

Study: Most Americans Want Gamifications At Work [08Jun11] - 0 views

www.gamasutra.com/...Want_Gamifications_At_Work.php

mobile gamification Employment

shared by D'coda Dcoda on 14 Jun 11 - No Cached
  • 55 percent of Americans are interested in working for a company that uses gamification to increase productivity, according to a new survey by consulting firm Saatchi & Saatchi S. In its report titled "Engagement Unleashed: gamification for Business, Brands and Loyalty", the agency found that around half of online Americans play social game during a typical day -- 28 percent of them who work play them more than 30 minutes a day at their jobs.
  • 37 percent of survey respondents said they prefer to hear about a new product via online game experiences, versus the 44 percent who said they prefer email and the 3 percent that prefer TV or radio advertisements
  • Among smartphone owners, 75 percent of participants want to play clues-based challenges from brands, and 85 percent would be willing to play them for at least half an hour for the chance to win a $100 cash prize
  • ...3 more annotations...
  • Of those interested in game challenges tied to products, 27 percent said they would be likely to try out a challenge sponsored by a large corporate brand, and 64 percent said they would try it if sent by a friend or family member.
  • “Leaders are beginning to understand the enormous opportunities that games hold for businesses, brands and people," says Saatchi S co-founder and CEO Judah Schiller. Games, challenges and the notion of weaving fun and play into the fabric of society is tantamount to a renaissance."
  • He added, Well-designed games have the potential to create dynamic, rich and deeply enjoyable experiences that can foster innovation, reinforce positive behavior and increase engagement."
Dan R.D.

Ian Bogost - Gamification is Bullshit [08Aug11] - 0 views

www.bogost.com/...gamification_is_bullshit.shtml

1UE_NS

shared by Dan R.D. on 09 Aug 11 - No Cached
  • In his short treatise On Bullshit, the moral philosopher Harry Frankfurt gives us a useful theory of bullshit. We normally think of bullshit as a synonym—albeit a somewhat vulgar one—for lies or deceit. But Frankfurt argues that bullshit has nothing to do with truth. Rather, bullshit is used to conceal, to impress or to coerce. Unlike liars, bullshitters have no use for the truth. All that matters to them is hiding their ignorance or bringing about their own benefit. Gamification is bullshit. I'm not being flip or glib or provocative. I'm speaking philosophically. More specifically, Gamification is marketing bullshit, invented by consultants as a means to capture the wild, coveted beast that is videogames and to domesticate it for use in the grey, hopeless wasteland of big business, where bullshit already reigns anyway. Bullshitters are many things, but they are not stupid. The rhetorical power of the word "Gamification" is enormous, and it does precisely what the bullshitters want: it takes games—a mysterious, magical, powerful medium that has captured the attention of millions of people—and it makes them accessible in the context of contemporary business.
Marc-Alexandre Gagnon

Gamification trend to take hold in travel | Tnooz [08Nov11] - 0 views

www.tnooz.com/...n-trend-to-take-hold-in-travel

shared by Marc-Alexandre Gagnon on 08 Nov 11 - No Cached
  • The trend in online games, already popular in the entertainment industry, is set to extend to the travel industry according to research released this week. 
  • The WTM Global Trends Report 2011 reveals the ‘gamification of travel’ is already taking hold with companies and tourism organisations including Lufthansa and Tourism Ireland using gaming techniques to create brand awareness and build loyalty.
  • Last year Tourism Ireland unveiled its Ireland Town game on Facebook giving it the potential to engage with more than 62 million people.
  • ...3 more annotations...
  • The report, carried out in conjunction with Euromonitor, also highlights campaigns such as Nothing Like Australia with Australians encouraged to upload a photo and share their holiday experiences with the world.
  • According to Gartner, by 2015 more than 70% of Forbes Global 200 companies will have at least one gamified application.
  • The WTM Euromonitor research also reveals location-based social networks such as foursquare will start to target travellers with local deals while airlines will launch games based on status levels.
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