ReSource Pro - June IAC - Gamification

Terms & Taxonomy
• Actions–theactivitiespeopletakepartin,thedatapointsthatarecapturedfromthesystems,thebuildingblocksofthe
behaviorchange/motivationsystemyouareiscreating.
• Missions/Challenges–theconstructthatrewardsapersonfortakingoneormoreactions.
• Points–awaytoassignvaluetodesiredactivities. Amechanismforearningasaresultofgoodbehavior. Oftenrewardedfor
completingaMissionorChallenge.
• Badges–avisualindicatorofachievement. OftenrewardedforcompletingaMissionorChallenge.
• Icon–avisualsymbolthatisunderstoodbyemployeesataglance
• On-boarding–leadinganemployeestep-by-stepthroughasysteminordertoteachthemhowtobeproficientatthe
system. Learningbydoing.
• Levels–indicatorsofstatus,Levelsarearesultofachievinglongermilestonesthanbadges,arerepresentedinahierarchical
fashion,andareusuallybasedonanemployee’slifetimepointbalance. Generally,likealifetimepointbalance,levelsincrease
overtimeandarenotimpactedbythespendingofpoints.
• Leaderboards–alistpresentedtoemployeesthatshowswhichemployeesareleadingbasedonacertainmetric,suchaswho
hasthemostpointsorwhohasdonethemostofadesiredactivity.
• Rewards–Anythingthatanemployeeearnsorcanbepurchasedasaresultofpositiveengagementwiththeprogram
• Intrinsic–rewardsthatappealtoyourirrationalself,thesethingsaremotivatingbasedonourhumandesireforMastery,
Autonomy,Purpose,Progress,SocialConnection
• Extrinsic–rewardsthatappealtoyourrationalmind,offeredasanexchangebasedusuallyonfinancialgainsuchasmoneyor
stuff
• Profile–centralizeddashboardthatcontainsalloftheartifactsofyoursuccesswiththeprogramsuchasPointbalance,Badges
earned,Activityhistory,Level,Rewardsetc. Thesinglepointoftruthaboutwhatyou’veaccomplished.

Inthisfull-dayworkshopyou’lllearnthedetailsaboutsomeofthebuzz-wordsyou've
beenhearing–suchas‘gamification’and‘bigdata.’ You’llbegivenstepsto
successfullydesignamotivatingprogramwhetheryou’reinterestedinmotivating
salesrepstobemoreefficientandeffectiveorenticingclientstoengagemore
deeplywithyourproductsandservices.
Thefull-dayagendawillinclude:
OverviewPresentation
Consumer&EnterpriseExamples
Framework
Break-outworkingsessions
Wrap-uppresentations

BIG DATA GAMIFICATION
LOYALTY
3.0+ =MOTIVATION +

loyalty 3.0
LOYALTY
3.0+ =MOTIVATION +

motivationWhat does mean to you?

Choice
Acquire Bond
Defend Create
Lawrence’s 4-Drive Model
Courtesy of the Maritz Institute

The five intrinsic motivators.
As defined in Loyalty 3.0
Progress

There’s a never ending supply of it, and
whoever figures out how to harness that
energy is going to win.”
“Human motivation is like
cold fusion for loyalty.
Rajat Paharia
Founder, Bunchball

BigData=
Volume
Velocity
Variety
Gartner’s 3Vs Model

Gamification is the
engine of Loyalty 3.0

ga∙mi∙fi∙ca∙tion
[gay-muh-fi-kay-shuhn]
Integrating game mechanics and dynamics
into your digital experience to increase
engagement, participation and retention.

The Ten Key Mechanics Of Gamification
1. FastFeedback
2. Transparency
3. Goals
4. Badges
5. LevelingUp
6. Onboarding
7. Competition
8. Collaboration
9. Community
10. Points

LOYALTY
3.0+ =MOTIVATION +
The 5 Intrinsic
Motivators:
Autonomy
Mastery
Purpose
Progress
Social
Gartner’s
3Vs:
Volume
Velocity
Variety
The 10 Key
Gamification
Mechanics:
Fast Feedback
Transparency
Goals
Badges
Leveling Up
Onboarding
Competition
Collaboration
Community
Points

Gamification = Motivating People Through Data
Motivating
Better
Performance
Gamification captures the
BIG DATA that:
• Consumers
• Partners
• Employees
generate as they interact with
online experiences, and uses
that data to create a more
engaging experience and drive:
• Better Performance
• Better Business Results
• Competitive Advantage
LearningCollaborationService
Online
Experiences
BIG DATA
on User
Activity

Motivating
Better
Performance
• Reward and
Recognize
• Measure and
Motivate
• Reputation
• Loyalty
• Guiding & Amplifying
High Value Activity
Online
Experiences
BIG DATA
on User
Activity

Motivating
Better
Performance
Online
Experiences
BIG DATA
on User
Activity
A Thermometer
measures
A Thermostat
regulates

Employees Consumers
• Better Knowledge -> Better Outcomes
• Speed to Proficiency
• Improving Performance
• Retain Top Talent (via Reputation)
• Sales, Service, Training, Collaboration
• Customer Community
• Fan Engagement
• Loyalty
• Trial Conversion
• Marketing
• Co-Innovation
• E-Commerce

Vision: The Connected Ecosystem
Portal
Content
Intrane
t
.com
University
Bunchball
(Measure,
Message &
Motivate)
Platforms
(Devices,
social,
partners)
Marketing
(Consistent
messaging,
campaigns,
events…)

BEHAVIOR CHANGE
HEALTH & WELLNESS
Basis,HopeLab-Zamzee

Results!
• 59%increaseinphysicalactivity
• Doingpush-upsnon-stopfor45
min/week
• Scrubbingfloorsfor3hrs/month
• Chasingwildpigsfor6min/day
• Impactpersistedforatleast6mos
• Slowedgainin“bad”cholesterol
• Helpedcontrolbloodsugarlevels

LEARNING
Vmware,CourseHero,Adobe

LMS Journey
Courses
Welcome Widget
3. Course GHI
1. Course ABC Couse
2. Course DEF
CTA
CTA
CTA
STEP 1
Download!
Course ABC
STEP 2
Take Quiz!
Course Content
Far far away, behind the word mountains, far from the
countries Vokalia and Consonantia, there live the blind
texts. Separated they live in Bookmarksgrove right at the
coast of the Semantics, a large language ocean.Far far
away, behind the word mountains, far from the countries
Vokalia and Consonantia, there live the blind texts.
Separated they live in Bookmarksgrove right at the coast
of the Semantics, a large language ocean.
A small river named Duden flows by their place and
supplies it with the necessary regelialia. It is a
paradisematic country, in which roasted parts of
sentences fly into your mouth.
A small river named Duden flows by their place and
supplies it with the necessary regelialia. It is a
paradisematic country, in which roasted parts of
sentences fly into your mouth.
Video XYZ
STEP 4
Take Quiz!
STEP 3
Watch Video!
Course ABC Quiz
Answer 3
Answer 2
Answer 1
1. Quiz Question ABC
CTA
WOW!
100%
STEP 5
Watch Video 2
Video XYZ Quiz
Answer 3
Answer 2
Answer 1
1. Quiz Question ABC
CTA
WOW!
100%
1.0 2.0 3.0
4.0 5.0

Results:
21% course completion rate
44% better retention than other products
3x time on site
400% increase in social sharing

Customer loyalty drives profitability and growth
Customer satisfaction drives customer loyalty
Value drives customer satisfaction
Employee productivity drives value
Employee loyalty drives productivity
Employee satisfaction drives loyalty
Employee engagement drives employee satisfaction
Putting the Service-Profit
Chain to Work
HBR OnPoint, 2000

Top Motivators forSales Staff
1. Compensation
2. Internal Recognition
3. Competition

Activities vs. Outcomes
• Q:IsitbettertomotivateActivities:
• Entertitle,phoneandemailforeverycontact
• Keepyourpipelineuptodate
• Sharea“Win”story
• orOutcomes?
• Hit100%ofyourquotainthefirst6weeksofthequarter
• Sellapackagethatincludeseveryproductinourportfolio
• Close$1Millioninrenewalsthisquarter

TRAINING, SERVICE & SALES
LiveOps

Improve training and performance
for 20k Distributed Call Center Agents.

LiveOps – My Work Community
GamificationElements:
• Earnpointsbyhittingperformancegoals,completing
certifications,andinteractingwiththecommunity
• Applyforcertainopportunities,choiceofshift,etc.
• Badgessignifyaccomplishedtrainingandperformancegoals
• Profilepagesandleaderboardsshowagentswheretheystand

Results:
80% opt-in within 1 week of roll-out
Reduced onboarding from 4 weeks to 14 hours
Outperformed peers by 23% in avg call handle
time Boosted customer sat by 9%
2011 CLO “Excellence in Social Learning” Awards

SALES & SERVICE TRAINING
FordofCanada

Ford of Canada – The Ford p2p Cup
• Trainsales and service reps across 450 dealerships
• Goals:
• Drivesitetraffic
• Combatunder-utilizationofvaluableresources
• Encourageinformalandformallearning
• From“haveto”to“wantto”usep2pCup

Motivate dealer employees
to improve sales effectiveness.
2010 2011

• Motivate learning, watching informational videos, downloading and consuming the
latest product information, and taking web courses.
• Participants can earn RPMs (points) and Gear Up (level up), work toward individual
goals, earn badges that are visible in a trophy case, compete with their peers on
leaderboards, work together to accomplish team goals, compete against other
dealerships, and receive real-time feedback as they engage in desired behavior.

Ford of Canada – The Ford p2p Cup Results
• A417%increaseinsiteusagevs.thesameperiodthepreviousyear
• Withinthefirstthreemonthsoftheprogramthesiteexceededthe
trafficvolumeoftheentirepreviousyear
• ApositivecorrelationbetweenengagementintheFordp2pCupand
keyperformancemeasuresincludingsalesandcustomersatisfaction
• Increasedengagementbyyoungeraudiences,whichrepresented40%
ofthetotalaudience,intheFordp2pCup
• Anincreaseinvolunteerlearning–participantscompletingcourses
aboveandbeyondwhattheywererequiredtodofortheirannual
certificationrequirements
• Amonthovermonthincreaseinengagementwiththeirprogramas
wordofmouthspreadamongthesalesandservicecommunity

COLLABORATION & SERVICE
T-Mobile

T-Mobile– T-Community
Engagemore than30,000 frontlinerepresentativesso they
can effectivelyrespondto customers’queries,even as the
devicesthey sell and supportgrow more complex.
• Goals:
• Toprovidesuperiorcustomersupportandexpediteresolution
rates
• Tomotivatecustomercareandretailstorerepresentativesto
makeT-Mobile’sonlinesocialbusinesscommunitytheirgo-to
resourceforansweringcustomerquestions.

T-Mobile– T-Community Results
• Participationincreased1,000percentinthefirstsixweeks.
• Morethan15,000offrontlineemployeescompleteddifferentGetting
Startedmissionsinthefirsttwoweeks—aradicaldeparturefromthe
typicallylowadoptiontoself-guidedlearnings.
• MembersweresoactiveandsoquicktoadopttheplatformthatT-
Communityawarded187,000badgesinthefirstsixweeks.
• “Likes”—thoseassessmentsofthehelpfulnessoraccuracyofa
response—increasedastaggering6,000percent.
• Mostimportantly,thisvibrantcommunityfacilitatedsuperior
customersupport.Resolutionratesandcustomersatisfactionscores
havesteadilyimprovedeachmonthsinceimplementinggamification.

CONSUMER FINANCIAL EDUCATION
SunLifeCanada,Kapital

• ForemployeeswhohavetheirworkplaceretirementandsavingsplanwithSunLife.
• WhatismoneyUP?http://www.youtube.com/watch?v=VPQMHT0nrNU
• Increasedfinancialliteracyandconfidence
Themissionsaredesignedtoincreaseemployees’knowledgeaboutsavingandinvestingforretirement.
Andthey’requizzedateachleveltoensuretheirnewknowledgesticks.
• Afriendlycompetition
Asemployeescompletemissionsandmovethroughthelevels,theycompeteagainsttheircolleaguesby
movinguptheLeaderBoard.
• Earnmorebylearningmore
Themoreemployeeslearnaboutsettingasidemoneyforretirement,thebetterthey’llgetatitandthe
morethey’llsave.
• Havesomefun!
Withagametheme,amulti-mediaapproachtolearningandanabilitytosharewiththeirfriendson
FacebookandTwitter,employeesareguaranteedtohavefunalongtheway.
Site | Video

LOYALTY, MOBILE, SOCIAL,
COMMERCE
UrbanOutfitters

Year-over-Year
Results:
Voting increased by 236%
Page views up 530%
Downloads up 159% for MTV's mobile and tablet
apps

Gary Ellis, VP
International Digital @
Viacom:
"Time spent increased, the overall engagement
increased, and whether or not the activity
happened on a PC, a smartphone or a tablet,
everything connected to all the social networks
and with each other.
We absolutely want everything to be as
integrated, shareable and connected as
possible."

Results:
30% Increase in Overall Site Traffic
47% Increase In Online Merchandise Sales
130% Increase In Page Views
47% Increase In Return Visits

Engagement
Time
Autonomy
Mastery
Missions
Progress
Social
Connection
Loyalty 3.0

LoyaltyHabit
 Reward Schedules
 Groups & Teams
 Increasing Effort
 Moderate Value Rewards
 Social Feedback
 Sharing Milestones
 Advanced Paths & Quests
 Choice
 Scarcity
 Increased Time Pressure
 Status & Reputation Rewards
 Unlocks
 Visual Cues
 Fast Feedback
 Early Wins
 Tutorials
 Personal Achievement
 Exploration-focused
 Disincentives
Adoption Retention
Mastery – Autonomy – Social Interaction
Effort – Risk – Reward
+
Customer or Employee Lifecycle
Alignment
On-boarding
Convert

Creating Your Program: Checklist
How-toguidanceiskeyasweempowerBunchballclientstoexecute.
Followthesestepstosuccessfullydesignamotivatingprogram:
 ListGoals
 HighlighttheObstacles
 IdentifyActions(AssignValue,Difficultyetc.)
 ChooseChallengeConcepts
 PlanRewards
 WeaveintothePresentationLayer
 FollowRoll-outBestPractices
 MeasureandOptimize
Butfirst,weneedtomakesurewe’reallspeakingthesamelanguage…

IdentifyActions,AssignValue, Difficulty

Choose Challenge Concepts
 Visual Cues
 Fast Feedback
 Early Wins
 Tutorials
 Exploration-focused
 Single-Action Triggers (Moments)
 Disincentives
 Reward Schedules
 Groups & Teams (Missions)
 Increasing Effort
 Social Feedback
 Sharing Milestones
 Advanced employee Paths & Quests
 Choice
 Scarcity
 Increased Time Pressure
 Status & Reputation Based Rewards
 Unlocks

Thebestrewardsmixinagamifiedexperienceisonethatoffersawiderangeandvariety
ofoptionsandincludesamixofredeemableandnon-redeemablerewards:
• Status whereemployeesareheldupinarelevantcommunityoftheirpeers
• Recognition&Appreciation amazingthepowerofasimple“Thanks,”eithersite-
wideorwithinasmallergroup
• Early&ExclusiveAccesspresentedtoemployeeforcompletionofspecific
challenges,ratherthansimplybeingpresentedtotheentireemployeebaseandthe
offersbecomericherthemoreactivetheemployeeisintheexperience.
• Power&Abilitiesusuallyearnedforcontinuedengagement,havingprovenyoucan
betrusted,asinthecaseofmoderatorprivileges.canalsoincludestatus-based
offerings,theabilitytounlockspecialcontentonorearlyaccesstoupgradesornew
producttrials.
• Pro-Socialrewardsthatcanonlybegiventoothers.
Plan Rewards

Plan Rewards
(continued)
• VirtualRewards(redeemable)–cantaketheformofdigitaldownloads,discounts,
scarcedigitalgoods(ideallybrandorpartner-brandeditemsthatcanbedisplayedon
theemployee’sprofileorsharedouttotheirsocialnets).
• Surprise-and-Delight–cancomeintheformofbonuspointsoranyoftheabove
types,butisnotexplicitlycommunicatedasavailableuntiltheemployeehas
completedtherequisitebehaviors. Thisissupportedviathe“hidden-until-earned”
capabilityofchallenges.
• TangibleGoods(redeemable)–cantaketheformofphysicalgoods,partnergoods,
giftcards…
Thekeyistocreateacompellingmixofrewardsandtoincludeaheavypercentagethat
havehighperceivedvalueandlowmonetaryvalue. Gamificationcanhelpprovidea
highersenseofvalueforin-kindandvirtualrewardsbypresentingthemwithinthe
framingoflevel-restrictedaccess,unlocks,scarcityandchallengecompletion. Andwhile
itmayseemcounter-intuitive,employeeshaveshownaninclinationtoredeemfor
virtualgoodswiththesamepointsthatcouldberedeemedfortangiblegoods.

Use Case Decision Criteria
• Whatisthebusinessinitiativethedeploymentsupports?
• Howisthesuccessofthatbusinessinitiativemeasured?
• Doyouhavetheabilitytoaccessthedatarequiredtotriggerrewardsforthe
keyactivitiesinvolvedintheusecase?
• Doyouhavetheabilitytoshowtheemployeecommunitytheirprogress
towardtheirgoals?
• CanyouisolatePhaseOnetooneroletypeand/orlocation? BestPracticeis
tobeginsimpleandmoveintosomethingmorecomplexinaPhased
approach.
• Isthereareasonabletime-linefordeployment? Doesthisfitwithyour
releaseschedule?
• Areyouabletomeasuretheimpactoftheusecase?Aretherebaselinesor
theabilitytoA/Btest?

Workshop 1: 7 Steps
To Build Your Case

The 7 Steps
1. Problem
2. Audience
3. Behaviors
4. KPIs
5. Mission Statement
6. Playing Field
7. ROI

KPI Definition
1. IncreasedAdoption&ContinuousEngagementofbusinesstools
2. Influenceandmotivatespecificbehaviorsimpactingenterprisesuccess
• Increasedactivity
• Fasteron-boarding
Short-term adoption (Quick wins) Long-term engagement
• Betterdataformanagementdecision-making(CRM)
• Increasedcompliance(HCM)
Significantly different business outcomes are driven by these measures…
• Points,Goals,Competition
• Mastery,Levelingup
+ Game Mechanics*
*Most if not all of the 10 game mechanics can lead to increases in long term engagement when applied correctly,
specifically Fast Feedback, Transparency & Goals.
• Increasedpipeline
• IncreasedUser-GeneratedContent
• ProductivityIncrease
• ProficiencyIncrease
• Goalsrelatedtoleads&sharing
• Newsfeeds,Community
• Progress,Goals,Competition
• LevelingUp
• IncreaseSales(CRM)
• Increasedcalldeflection(SocialCollaboration)
• Decreasedtimetoresolution(CRM)
• Highercustomersatisfaction(CRM)

The 7 Steps
1. Problem
2. Audience
3. Behaviors
4. KPIs
6. Playing Field
7. ROI
gamification + KPIs = goal attainment

Playing Field: Who can help you be successful?

The 7 Steps – Complete!
1. Problem
2. Audience
3. Behaviors
4. KPIs
6. Playing Field
7. ROI

The 7 Steps Become Your Business Case
5. MissionStatement
4. KPIs
7. ROI
6. Playing Field
1. Problem
2. Audience
3. Behaviors
This willempoweryou to sell to internalstakeholders.

Creating Your Program:
How-toguidanceiskeyasweempowerBunchballclientstoexecute.
Followthesestepstosuccessfullydesignamotivatingprogram:
 ListGoals
 HighlighttheObstacles
 IdentifyActions(AssignValue,Difficultyetc.)
 ChooseChallengeConcepts
 PlanRewards
 WeaveintothePresentationLayer
 FollowRoll-outBestPractices
 MeasureandOptimize

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