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Gamification Summit (GSummit) Mark Yolton 2013
1.
Nurturing and Growing
Global Communities: The SAP Example Mark Yolton | SVP of Digital, Social, and Communities at SAP GSummit San Francisco 2013
2.
About SAP The world’s
leading provider of enterprise application software 232,000 customers 180+ countries 65,667 employees €16 Billion revenue © 2013 SAP AG. All rights reserved. 2
3.
Digital, Social, and
Communities at SAP Digital Social Communities © 2013 SAP AG. All rights reserved. 3
4.
SAP Community Network
(SCN) 2 million unique visitors each month 160 million page views in 2012 57 million 5,000+ discussion threads per day total visits in 2012 9,200 400+ active bloggers 700+ discussion topics 46 net promoter score (NPS) community moderators © 2013 SAP AG. All rights reserved. 4
5.
Evolution of Gamification
on SCN Launch Gamification Gamified New SCN Module SAP TechEd Platform 2011: Celebrate SCN 10th Member of the Anniversary! 12 Month • Jane McGonigal Month SAP Rolling Points Keynote Top Mentor Program • Knowledge Contributors Quest Annual Points Contest Badges for Introduced Levels Ask the U.N. Experts 100K World Food Members Program Community Moderation 2003 2005 2007 2009 2011 2013 © 2013 SAP AG. All rights reserved. 5
6.
Why Gamification on
SCN? Activities Original intent: Behaviors • Facilitate technical/platform success through Points collaborative problem solving Badges • Empower the community to help each other vs. SAP providing all the expertise Leaderboards • Enable learning through knowledge sharing SAP Mentors Primary Outcome: • Use points system and other game techniques to encourage knowledge sharing by rewarding members “Bonus” Outcomes: • Members build their professional reputations • Experts & thought leaders are easily identified Knowledge, Reputation and Recognition © 2013 SAP AG. All rights reserved. 6
7.
Rewards and Recognition
on SCN in 2012 Badges for Contribution Member of the Month Quality Content Recognition at Live Events Featured on SCN © 2013 SAP AG. All rights reserved. 7
8.
Why Implement a
Modern Gamification Module? Challenge Opportunity Desired Outcomes Declining visitor Encourage participation by engagement making it easier, fun and A more fun, exciting, valuable to connect with dynamic community others Increased quality and Members overly focused Introduce missions that focus quantity of contributions on points - quantity over on community behaviors and from both active quality recognize quality and value members and “standby observers” Improved reputation Some members cheating Design missions that highlight information; Easier to get points engagement and provide identification of topic visual badges (vs. just total experts points) © 2013 SAP AG. All rights reserved. 8
9.
New and Improved
Gamification to Increase Engagement (1 of 2) Badges • Based on Missions • More status levels to • Detailed “Reputation Tab” in • 20+ Badges at launch demonstrate attainable each member’s profile • System recommends progress • How you rank vs. your “Next Mission” to reach connections next level *Screenshots subject to change © 2013 SAP AG. All rights reserved. 9
10.
Example Missions
Explore Engage Create Influence *Screenshots subject to change © 2013 SAP AG. All rights reserved. 10
11.
New and Improved
Gamification to Increase Engagement (2 of 2) Maslow’s Hierarchy of Needs Altruism Self Expression Healthy Competition Recognition Collaboration Onboarding © 2013 SAP AG. All rights reserved. 11
12.
Key Learnings n
Know your audience and what they value…focus there n Tie your vision to business goals n Involve community members in the process n Give your project team time and “space” to experiment and evolve together n Leverage Design Thinking approaches (“audience-in”) n Have an open mind to changing the status quo n Inject playfulness! © 2013 SAP AG. All rights reserved. 12
13.
Game On!
14.
Thank you Mark Yolton SVP,
Digital, Social, and Communities http://linkedin.com/in/markyolton SAP Marketing mark.yolton@sap.com www.sap.com @markyolton http://scn.sap.com
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