Badgeville Summit, Engage 2012 - KEYNOTE: Proving the Value of Gamification in the Enterprise

KEYNOTE: Proving the Value of Gamification in the Enterprise

R “RAY” WANGCEO & Principal AnalystConstellation Research

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Proving the Value of Gamification in the EnterpriseMoving Beyond Transactions to Engagement

August 8, 2012

R “Ray” Wang (@rwang0)Principal Analyst & CEO

© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential4

Where will your business be in

2015?


• Project based• Globalization

• New stakeholders• Goliath vs start-up

• Public/ private /hybrid• Regulation/ deregulation

• Business process outsourcing

• Pace of obsolescenceincreasing fasterthan the rate ofadoption

• Consumer tech ahead of enterprise

• Digital divide closing around the world• Connected ubiquity drives new adoption

models

• Changing workplace norms• Distributed nature of work

• New work force models• Mixed generations

• Aging workforce• Global talent

• Temporary talent

• Loss of faith in capitalism• Commodity shortages• Political instability• Sustainability and environmental focus• Economic crisis• Price spikes Macro

conditionsWorkplace dynamics

Business Models

Pace of tech adoption

Organizations face massive and unprecedented levels of change

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1. Macro economic forces

2. Dynamic work force

3. New business models

4. Disruptive tech adoption


Twitter – I need to peeFacebook – I peedGoogle+ - More peeFourSquare – I’m peeing herePinterest– My pee scrapbookYou Tube – Watch me peeLinkedIn – I pee well

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© 2011 - 2012 R Wang & Insider Associates, LLC. All rights reserved.

Social tools are pretty crude


Email faces Fatal Fatigue, will social?

Source: September 2011, A Weber Communications


Fatal fatigue in adoption is near..

1. Eager early

adopters

2. Ubiquitous usage

3. Relevant rationalization

4. Fatal fatigue

5. Revival and rejuvenation


The enterprise is shifting from transaction to engagement to experience

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Gamification is the solution…

… to influencing behavior and outcomes


The shift starts with active listening for rewards, achievement, broader trends.

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Gamification is not about at technology. It’s about solving a business problem…

Future of Work

NextGen Customer

Experience

Matrix Commerce

From Data to

Decisions

Technology Optimizatio

n and Innovation

CoIT and the New C-

Suite

How disruptive technologies and new business models affect business operations

Moving From Transactions To Personal Fulfillment Systems

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Move beyond gamification tactics…

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© 2011 R Wang & Insider Associates, LLC. All rights reserved. Source: 2012 Q1 Gamification Early Adopters Best Practices, n - 55


People Centric Values

Culture

Community

Credibility

Delivery and Comm Styles

Channel

Content

Cadence

Right Time Drivers

Context

Catalyst

Cause

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© 2012 R Wang & Insider Associates, LLC. All rights reserved.

Apply the 9C’s of engagement to create business value for brands and enterprises


Use non-monetary rewards to influence behaviorLevel 1: Recognition

• Influence tracking• Leaderboards• Achievement badges• Featured placement• Awards and contests• PR and media

placement• Speaking slots• Virtual currencies

and points

Level 2: Access

• Community resources and tutorials

• Virtual goods• Special groups• Key executives• New features• New products• Beta versions• Public events• Private events

Level 3: Impact

• Raise personal & community profile

• Participate in feedback surveys

• Influence product direction

• Drive business outcomes

• Provide proof point references

• Evangelize products and concepts

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2011 Constellation Research Q1 & Q4 qualitative survey on community engagement incentive drivers


Drive value across the entire ecosystem

The new world of

outcomes

Individuals: Portable

Reputation

Organizations: Accountability

Networks: Facilitation of

Trust

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2011 Constellation Research Q1 & Q4 qualitative survey on community engagement incentive drivers


Start with the DEEPR to drive business value across the organization

Level 1: Discovery

•Discerning hype from reality•Garnering executive support

Level 2: Experimentation

•Identifying meaningful metrics•Incorporating gamification into business models

Level 3: Evangelization

•Choosing the right tools•Fostering Internal collaboration

Level 4: Pervasiveness

•Scaling to match demand•Ensuring long term funding

Level 5: Realization

•Keeping up with social innovations•Developing social business governance

© 2011 R Wang & Insider Associates, LLC. All rights reserved.

DE

EP

R

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Early adopters starting to identify meaningful metrics and business models

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© 2011 R Wang & Insider Associates, LLC. All rights reserved. Source: 2012 Q1 Gamification Early Adopters Best Practices, n = 55


Six simple steps to success

Engagement Best

Practices

1. Identify the business

outcomes

2. Design the use cases

3. Apply the 9C’s of

engagement

4. Gamify the business

processes

5. Measure and analyze

6.Refine and improve

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Questions And Answers

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Thank you

R “Ray” [email protected]: @rwang0http://blog.softwareinsider.orgwww.ConstellationRG.com

© 2010 - 2012 Constellation Research, Inc. All rights reserved. Client Confidential© 2010 - 2012 Constellation Research, Inc. All rights reserved. www.ConstellationRG.com

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