Slides from my talk at Product Camp Silicon Valley

1. Gamification
Driving user behavior
Zack Bodnar
zack@badgeville.com
@yack87

2. What is Gamification?

3. The application of
game mechanics
to
non-game contexts

4. Cool!
Points! Leaderboards!
Badges!
Missions!
Quests!

5. Uh oh.
“Pointsification” doesn’t work.
And it’s annoying.

6. “Badges”
Badges are like e-mails.
People respond to them if they
mean something.

7. Feedback loops
• Badges
• Points
• Leaderboards • 64x64 pixel image
• Social notifications • AmEx Black card
• Frequent Flyer miles
• Military Medal
• “CEO” on a business
card

8. Good Gamification
Uses models from Psychology,
Loyalty design,
Neuroscience,
Game Design
to apply key feedback loops
at the right time
in the right context
to get people to do stuff.

9. Why?

10. THE MARKETER’S CHALLENGE
Three key imperatives for today’s marketers remain…
ACQUISITION RETENTION CONVERSION
How do I get How do I keep How do I get them to spend
more customers? them over time? more money?

11. MASSIVE INVESTMENTS
In key technologies & programs to drive
acquisition, retention and conversions…
$40B In Online
Ad Spend $1.5B In Online
Communities $26B In SEM
On Loyalty In Social Media In Marketing
$50B Programs $4.8B Ad Spend $25B Software
Sources: McKinsey, Gartner, IDC, 6S Marketing, BIA/Kelsey

12. DESPITE BIG INVESTMENT….
We’re knee deep in an engagement crisis
Low Adoption Few Converting
Customers Who See Average Online
16% Facebook Brand Updates 3% Conversion Rates
28% Visitors Actually Login
65% Abandon Shopping Carts
Limited Loyalty
Customers Swayed
25% by a Brand
Customers Inactive in
55% Loyalty Programs
Sources: Gartner, FMC, Forrester, Colloquy, Statista

13. THREE KEY IMPERATIVES
For today’s enterprises…
OPTIMIZE FOSTER ENHANCE EMPLOYEE
BUSINESS PROCESS COLLABORATION PERFORMANCE
How do we serve How do we break down How do we get more from
customers better? knowledge silos? our employees?

14. MASSIVE INVESTMENTS
In key technologies to optimize business process, foster
collaboration, and enhance employee performance…
$1 Trillion in software
spend last five years $12 BillionSoftware
CRM
in
$1 Billion in
Social Software
$4.5 Billion in Support &
Services Software $15 Billion in HR and
Learning Software $25 Billion in Marketing
Software
Sources: Gartner, Ovum, IDC, and Bersin

15. DESPITE BIG INVESTMENT….
We’re knee deep in an engagement crisis
Broken Business Process Underperforming Teams
Average adoption of Employees disengaged
50% enterprise apps 70% at work
Provide consistent customer Employees with adequate skill sets
1% service & support 5% to maximize performance
experience
Limited Collaboration
Enterprise communities
70% that fail from poor adoption
Workers that actually
12% use social software
Sources: Forrester, Gartner Neochange, Gallup, CEB

16. Toolkit

17. Feedback loops
Game Mechanics Reputation Mechanics Social Mechanics

18. GAME MECHANICS
Use virtual rewards, for behaviors big and small…
Examples
Instant Feedback
Encourage valuable behaviors in real-
time with points and progress bars
Achievements & Awards
Deliver rewards that showcase strong
performance and highlight expertise
Missions & Challenges
Guide employees to interact
with process or content

19. REPUTATION MECHANICS
Showcase employee expertise
Examples
Champion Top Performers
Across departments or teams
Showcase Mastery
By creating different levels of
achievement across the enterprise
Expertise Tracks
Highlight expertise in specific
content or business processes

20. SOCIAL MECHANICS
Connect employees with relevant
people, content, and process
Examples
Activity Streams
Empower employees to discover
relevant process and content in
their app of choice
Finding & Following
Connect them with
like-minded colleagues
Real-time Notifications
Deliver them alerts as they
happen across enterprise

21. How?

22. Process
Determine Business Goals
Determine Key Behaviors
Examine Context of Behaviors
Apply Appropriate Mechanics

23. Business Goals
If it can’t be measured, it’s not a
good business goal.
Business Goals
Behaviors
Context
Mechanics

24. Determine key behaviors
What does the target audience
need to do in order to achieve the
business goals?
Business Goals
Behaviors
Context
Mechanics

25. Examine the context
Online or Offline?
Social or Asocial?
Competitive or Collaborative?
Business Goals
Behaviors
Context
Mechanics

26. Examine the context
Demographics:
Male / Female?
Age Group?
Culture / Nationality?
Business Goals
Behaviors
Context
Mechanics

27. Apply the mechanics
What feedback loop is missing to
trigger, motivate or make easier
the behavior?
Business Goals
Behaviors
Context
Mechanics

28. Behavior =
Motivation, Ability, Trigger
From the work
of BJ Fogg

29. Example

30. ONLINE EDUCATION
Lack of student engagement
Business goals:
- Increase average grades
- Decrease fail rate

31. Process
Determine Business Goals
Determine Key Behaviors
Examine Context of Behaviors
Apply Appropriate Mechanics

32. Thanks!
Zack Bodnar
zack@badgeville.com
@yack87