Presentation on theme: "Tennessee BTA Gamification Overview July, 2013 Tom Ruesink, President Ruesink Consulting Group, Inc."— Presentation transcript:
Tennessee BTA Gamification Overview July, 2013 Tom Ruesink, President Ruesink Consulting Group, Inc.
What is and isn’t gamification? Yes “Gamification is the process of using game thinking and game mechanics to solve problems and engage audiences.” No
Why talk about gamification? Avg 21 yr old spent 10,000 hours gaming By 2016, Over 2.8 Billion USD to be spent by corporations (M2) By 2015, 70% of Global 2000 companies will have one gamified app (Gartner) Drugs! (dopamine ) 70%
HOWEVER Looking at a program through a gamification lense doesn’t have to be “high tech” or “high complexity”
Gamification Recipe One part sexy Three parts strategic points, leader boards, badges, challenges, scoring, levels, etc What’s the journey of the player, narrative, onboarding strategy, keep them interested, etc
Mechanics – Sexy Part 1 1. Player = User/Consumer. Allowed to customize & express themselves – social interactions. Old WorldCurrently
2. Game Dynamics = Pacing of the game, reward schedules, habit/addicting, appointments to come back, etc. CurrentlyOld World Mechanics – Sexy Part 2
Mechanics – Sexy Part 3 3. Progress = Levels, leader board, badges, points Old WorldNew World
Mechanics – Sexy Part 4 Old World New World 4. Aesthetics = The emotional component…how does the game evoke trust, curiosity, surprise, envy, pride, connection
What is the user journey? How will we show progression? How will the user connect with others? What is the onboarding strategy – what are the first 30 seconds like for the user? Is there a clear path for the user – do they know their next actions? How will the user be allowed to customize/express themselves? What strategies will make users want to come back repeatedly?
Supplier to Corporation Way too many contract terms – no control over most Complexity forces corporations into 3 rd party analytics No ongoing narrative – organization doesn’t know progress Not clearly articulating/measuring steps to share, not just share: Biasing strategy ratings Organic v Intentional Share Rational Partner Airfare Inventory assumptions 10 Key Markets
Supplier to Traveler Status, Access, Power, Stuff They’ve figured out that it isn’t just about the free ticket anymore
Fundamental Tenet #2: What motivates? Status / Access / Power / Stuff IN THAT ORDER
Corporation to Traveler Only time I hear from travel program is exception/negative Travel isn’t hard – Corporations haven’t made the story compelling. We spit information and policy. How does my travel compliance help the company? Would I join the travel program if it was optional? Never onboarded Empower = Do what I want?
Recognition That Doesn’t Cost Much Thank you letters/notes when they reach a level or accomplish something - videoclips Picture or placement on a portal page Donations to charity in their name Early access to events, tickets Access to executives - webinars Titles or labels When an expense report gets processed Remember: Status / Power / Access / Stuff
Visual Recognition: From the fundraising thermometer to this…
Possible ways to approach gamification in travel Compliance Approach: Natural tendency to immediately think “recognize compliant bookings” Comes with its share of challenges (refunds, exchanges, not wanting to encourage more travel, etc) Feedback Approach: Using visual recognition to encourage traveler feedback like hotel reviews, forum posts, etc. Education Approach: Helping travelers understand travel policy and company positions through game mechanics.
Where can we find Gamification in travel? MeetingsConference apps – awarding points for desired behaviors. Booking & Education GetThere Travel Hero, Serko: Leaderboard Runzheimer: SmartTrip Concur: Pts vs Benchmark T&T: Leaderboard Adelman: Leaderboard ReportingCornerstone: OneScore Travel GPA: Grade Pt Avg Air, Car, Hotel Vendors Most EVERY Air, Hotel, Car vendor. LOYALTY PROGRAMS WHERE USER EXPERIENCE IS BASED ON POINTS/STATUS
Examples in Travel One Number Score Cornerstone
Final Thoughts Before Breakout: Start small – try out a “campaign” rather than a “system” Clearly define the actions you’re looking for from your stakeholder Digestible Ask them to do something – not just you pushing information to them Scoring is a good place to start Directionally correct – won’t be perfect
Breakout Think of every possible action or accomplishment that you could possibly congratulate a traveler or department for. Make a list. Now add every possible action or accomplishment that you could congratulate an employee for. Brainstorm list of potential rewards that don’t cost money (remember status, access, power, stuff) Brainstorm list of potential fun badges/badge names