Gamifying Enterprise Social Collaboration

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Thomas Hsu

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What do we mean by
enterprise social collaboration?
Copyright © 2013 Accenture. All rights reserved.

Copyright © 2013 Accenture. All rights reserved.

Why does this matter?
Copyright © 2013 Accenture. All rights reserved.

McKinsey Global Institute
Copyright © 2013 Accenture. All rights reserved.

What’s the challenge?
Copyright © 2013 Accenture. All rights reserved.

People are stuck in their old habits.
?? Personal network
Global network
I’ve got an answer.
I have the same question. I’ve got a better answer.
That’s not the only question
you should be asking…
I have a question.
Copyright © 2013 Accenture. All rights reserved.

What motivates people to
collaborate?
Copyright © 2013 Accenture. All rights reserved.

We did a user study.
Copyright © 2013 Accenture. All rights reserved.

Sustained Behavior Change
Copyright © 2013 Accenture. All rights reserved.
Time
Short Medium Long
L
H
M
Rapid Adoption Sustained Engagement
Adoption /
Behavior
Change
Cooperation
Common Narrative
Progression
Player Autonomy
Extrinsic
Motivation
Intrinsic Motivation
80% of gamification
projects will fail due to
poor design (Gartner)
Learning Games
Onboarding
Competition
Early adopter rewards
Public recognition
Sustained behavior
change is not just
about points and
badges, it’s about
tapping into people’s
intrinsic motivations.

People want to understand their impact.
Measuring and quantifying
online influence
Copyright © 2013 Accenture. All rights reserved.

Extrinsic Motivation: Points, Badges, Leaderboards
…visibility into their impact …visibility into how they compare
Copyright © 2013 Accenture. All rights reserved.

Reward quality, not quantity.
Copyright © 2013 Accenture. All rights reserved.

Extrinsic Motivation: Performance Management
myPerformance
Feedback for:
Thomas Hsu
Feedback from:
Sean Collins
Chief Strategy Officer
Performance management feedback
At Accenture, social learning through collaboration and knowledge sharing enables us
to cultivate our greatest asset: our people.
Thomas is one of our top performers at Accenture, and is leading the way we learn
and develop by utilizing our formal collaboration and knowledge-sharing resources.
Thomas was recognized for being among the top 50 individuals across the firm during
FY12 for engaging in activities associated with:
• CONNECTING to the right people and content
• CONTRIBUTING their knowledge and experience
• CULTIVATING the ideas and insights of others
My personal thanks to Thomas for helping us, through collaboration and sharing, to
bring the very best of Accenture to our clients every day and for epitomizing our core
value of 'One Global Network'.
Formally measuring and
recognizing people for
collaborative behaviors.
Copyright © 2013 Accenture. All rights reserved.

Extrinsic Motivation: Existing Recognition Programs
Recognize Collaboration
Copyright © 2013 Accenture. All rights reserved.

Extrinsic Motivation: Visibility and Social Proof
Copyright © 2013 Accenture. All rights reserved.

Extrinsic Motivation: Social Influence
Copyright © 2013 Accenture. All rights reserved.

Intrinsic Motivation: Mastery
Copyright © 2013 Accenture. All rights reserved.

Intrinsic Motivation: Autonomy
1 5 25 100 500
Networker
Chatterbox
Blogger
Knowledge Builder
Community Champion 
Copyright © 2013 Accenture. All rights reserved.

Intrinsic Motivation: Purpose
Copyright © 2013 Accenture. All rights reserved.

Does it work?
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Results
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2000
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2009 2010 2011 2012 2013
Activity (single quarter)
Blogs
Microblogs
tipping point
Copyright © 2013 Accenture. All rights reserved.

Copyright © 2013 Accenture. All rights reserved.
Anecdotal Feedback

Questions?
Copyright © 2013 Accenture. All rights reserved.

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Gamifying Enterprise Social Collaboration

1. Copyright © 2013 Accenture. All rights reserved. Gamifying Enterprise Social Collaboration Thomas Hsu Executive – Social Collaboration Strategy Accenture Gamification Community of Practice Lead thomas.hsu@accenture.com http://www.linkedin.com/in/HsuThomas Copyright © 2013 Accenture. All rights reserved. Steve Kaukonen Senior Manager – Social Learning Social Collaboration Change Lead stephen.d.kaukonen@accenture.com http://www.linkedin.com/in/SteveKaukonen

12. People are stuck in their old habits. ?? Personal network Global network I’ve got an answer. I have the same question. I’ve got a better answer. That’s not the only question you should be asking… I have a question. Copyright © 2013 Accenture. All rights reserved.

15. Sustained Behavior Change Copyright © 2013 Accenture. All rights reserved. Time Short Medium Long L H M Rapid Adoption Sustained Engagement Adoption / Behavior Change Cooperation Common Narrative Progression Player Autonomy Extrinsic Motivation Intrinsic Motivation 80% of gamification projects will fail due to poor design (Gartner) Learning Games Onboarding Competition Early adopter rewards Public recognition Sustained behavior change is not just about points and badges, it’s about tapping into people’s intrinsic motivations.

19. Extrinsic Motivation: Performance Management myPerformance Feedback for: Thomas Hsu Feedback from: Sean Collins Chief Strategy Officer Performance management feedback At Accenture, social learning through collaboration and knowledge sharing enables us to cultivate our greatest asset: our people. Thomas is one of our top performers at Accenture, and is leading the way we learn and develop by utilizing our formal collaboration and knowledge-sharing resources. Thomas was recognized for being among the top 50 individuals across the firm during FY12 for engaging in activities associated with: • CONNECTING to the right people and content • CONTRIBUTING their knowledge and experience • CULTIVATING the ideas and insights of others My personal thanks to Thomas for helping us, through collaboration and sharing, to bring the very best of Accenture to our clients every day and for epitomizing our core value of 'One Global Network'. Formally measuring and recognizing people for collaborative behaviors. Copyright © 2013 Accenture. All rights reserved.

27. Results 0 5 10 15 20 25 30 35 40 2009 2010 2011 2012 2013 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2009 2010 2011 2012 2013 Average A3 Scores Penetration Email digest subscription People Profile Joined a CoP Collaborated in some manner Copyright © 2013 Accenture. All rights reserved.

28. Results 0 100 200 300 400 500 600 700 800 0 2000 4000 6000 8000 10000 12000 14000 16000 2009 2010 2011 2012 2013 Activity (single quarter) Blogs Microblogs tipping point Copyright © 2013 Accenture. All rights reserved.

Hinweis der Redaktion

Badges engage people (not everyone) but if people don’t get them – they actually email – when is my flair getting out there?Not just how many but who is downloading
Social chit-chat does have some value
Blog – blog effectively – market your blogChoose how to make an impactPart of something bigger than yourself
Blog – blog effectively – market your blogChoose how to make an impactPart of something bigger than yourself
Blog – blog effectively – market your blogChoose how to make an impactPart of something bigger than yourself

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