Gamification: A Capability for the 21st Century Employee Presented by Matthew Carson and Allison Carroll

Agenda What is Gamification? Why is Gamification Important? Where is Gamification being done today? What are the things to listen for from your clients?

3 WHAT IS GAMIFICATION

GAMIFICATION: DEFINITION Gamification is the use of game attributes to drive game-like player behavior in a non-game context. This definition has three components: “The use of game attributes,” which includes game mechanics/dynamics, game design principles, gaming psychology, player journey, game play scripts and storytelling, and/or any other aspects of games “To drive game-like player behavior,” such as engagement, interaction, addiction, competition, collaboration, awareness, learning, and/or any other observed player behavior during game play “In a non-game context,” which can be anything other than a game (e.g. education, work, health and fitness, community participation, civic engagement, volunteerism, etc.) Source: Dr. Michael Wu, Principal Scientist of Analytics at Lithium. http://lithosphere.lithium.com/t5/Science-of-Social-blog/What-is-Gamification-Really/ba-p/30447 Bottom Line: Use game principles to reward positive behavior and progress

GAME MECHANICS Companies use at least one of six primary game mechanics already: Points Levels Challenges Badges Leaderboards Rewards All of the mechanics can be leveraged to engages employees and increase retention rates The goal is to develop a model that simultaneously engages employees and assists in identifying top talent for leadership Badges can help gauge employee interests and interests Leaderboards help identify emerging leaders Challenges identify innovators Points give a manager a framework to assess employees Rewards provide incentive to accomplish tasks and focus employees on goals Levels showcase expertise level in specific topic areas Source: http://visual.ly/adding-play-enterprise

A MODEL FOR GAMIFICATION: THE SAPS FRAMEWORK Status – opportunities to level up, desire for status is universal and people don’t want to lose status Access – giving people something that they can’t have without you. Power – giving people control over other people. Moderator on a forum, leader of a group, etc. Stuff – can be expensive and is a known quantity. Would you rather get a free 11th cup or not have to wait in line for the coffee? Source: http://www.inc.com/inctv/201107/live-chat-gabe-zichermann.html?nav=next

SERIOUS GAMES: NOT GAMIFICATION Urgent Evoke www.urgentevoke.com IBM – CityOne We do have an internal team working on development of serious games internally in the firm. Santiago Pikula is the SrAsc leading this up and has examples of tools that help CyberSec

WHAT ARE SOME GAMIFICATION EXAMPLES 8 WHAT ARE SOME GAMIFICATION EXAMPLES

GAMIFICATION IN PRACTICE: TESTING Scenario: An employee wants to demonstrate their level of expertise across the firm to be recognized as an internal thought leader and to increase their professional network Value: Management can identify skills of employees for proposals or project staffing without mass resume calls or internal team resumes Solution: Smarterer’s Approach using Game Mechanics Employee: Quests – No Badges – Yes, badges to display your intellectual prowess Rewards – No Points – Sort of, tied to each skill/capability Levels – Yes, decided by correctness of answers Leaderboards – Yes, visual of where you stand in level of expertise on a topic Challenges – can challenge colleagues to see who is the smartest in a topic area Approved questions that determine level of mastery on a specific body of knowledge Ranking within the community to identify a fit on future projects

IN PRACTICE EXAMPLE: LEARNING Scenario: A manager needs to develop an individualized learning plan for each of their employees under the direction of senior management with the expectations that they will be able to track progress and achievement in real-time. Solution: The Khan Academy Approach to Game Mechanics Employees see progress for their individualized learning path Managers can track and assist employees using real-time KPIs Employee Manager Knowledge Map Learning Plan Multi-Employee Training Activity Employee: Quests – Yes, customized learning plans Badges – Yes, badges to display your intellectual prowess Rewards – Yes (virtual), updated profile, unlocking of new areas Points – Yes, points derive from correct answers provided Levels – Yes, the more points, the more Manager: Leaderboards – Yes – real-time visual of where your employees rack & stack Challenges – Yes – send out a training challenge to staff Profile Multi-Employee Training Performance Video Tutorials

IBM Rewards Quests Challenges Badges Leaderboards Points Levels IBM’s internal collaboration network is using IBM Connections, a platform that is the evolution of Lotus – this is just a snapshot of one person’s platform and does not represent the robust-ness of the platform. This is meant to show an example of how a platform can incentivize productive and rewarding activity.

EMC Points Leaderboards Quests Rewards Challenges Levels Badges EMC is using the JIVE collaboration platform (allows internal and external communications) with Badgeville’s integrated solution. Badgeville is another leading provider and EMC’s platform is a great example of how emphasizing activity by means of “badges” and levels gets people to return to a social platform. Badges

SALESFORCE WORK.COM CUSTOMIZE Recognition: Work.com also uses custom badges, so GSA is going to look at customizing badges tailored to the way that it does business – customer satisfaction, tenant satisfaction, etc. You can attach skills to reflect the meaning of each badge — reinforce principles learned in training and this can all be viewed publically Have leaderboards, rankings and other statistics Other clients – LivingSocial, HubSpot EXAMPLE: Living Social created “Escape Artist” Badge to amplify behavior and public recognition on the global sales team

HOW ARE ORGANIZATIONS USING GAMIFICATION 14 HOW ARE ORGANIZATIONS USING GAMIFICATION

BY 2015, 50 PERCENT OF COMPANIES WILL EMBRACE GAMIFICATION, GARTNER SAYS “Gamification describes the broad trend of employing game mechanics to non-game environments such as innovation, marketing, training, employee performance, health and social change,” said Brian Burke, an analyst at Gartner. “Enterprise architects, CIOs and IT planners must be aware of, and lead, the business trend of gamification, educate their business counterparts and collaborate in the evaluation of opportunities within the organization.” Source: http://venturebeat.com/2011/04/14/by-2015-50-percent-of-companies-will-embrace-gamification-gartner-says/

GAME MECHANICS AND ORGANIZATIONS Gamification is being leveraged within typical organization’s today through: Performance Awards Sales Leaderboards Contests & Innovation Challenges Reputation and Skills Management Management Oversight & Insight Knowledge Management

UNDERSTANDING EMPLOYEE BEHAVIORS To avoid the grass is greener mentality there are four guiding principles that shape employee behaviors and improve company engagement: Progress Paths – How close is an employee to the next “level up”? Social Connection – How do employees determine what peers share the same skills (e.g. Belting) and where they rank? Interface/User Experience – What environments can be used to engage employees on existing/future social platforms? (multi-device access, augmented reality)? Feedback and Rewards – What motivates employees and / or leadership? (determine reward models to incentivize behavior, so-called “turbocharging” effect) Progress Paths – is there a new way to “level up” an employee when they meet all the criteria, as opposed to waiting for an annual conversation Social Connection – Employees are a wealth of capital beyond the skills and knowledge they bring. They frequently have connections with other employees across the firm. This can be hard to maintain and manage if not used with the internal system. Interface/User Experience – the burning platform vs. the sustainable platform Feedback/Rewards – Most companies do this today, but acknowledgement/kudos aren’t always socialized. http://visual.ly/adding-play-enterprise

IN PRACTICE EXAMPLES: USE BADGING TO INCREASE ENGAGEMENT Contract Badge: Understanding of a contract vehicle Novice to expert levels, perhaps different badges for different contract types Capability Badge: Understand the Service Offerings in different capabilities ST&I, Sys Dev, Cyber, Master Technologist (all tech capabilities understood), S&O, Analytics, etc. Idea Generator Badge: Promote new ideas with key career incentives Top 50 idea generators in the firm receive mentoring time with senior leadership based upon badge level Idea generator badge – generate 5 ideas, get a 30-minute brainstorming session per quarter with senior leaders. Key Need: Develop an incentive/reward/acknowledgement system Have a clear concept of what we want our employees to accomplish Understand what matters for employee and firm success Goal: Have a leaderboard to allow both employees and management measure progress along the way. Remember when we were kids and were in the Girl / Boy scouts…everyone wanted badges and the ultimate status was the Eagle Badge. Badges are a mechanism to showcase talents and be acknowledged for the use of those talents in a business environment.

ENGAGEMENT AND GAME MECHANICS Adding game mechanics is an effort to solve the “interactions per person” problem as opposed to just increasing social activities. We want all employees to start engaging, not just employees that already engage to engage more. Employee behaviors change over time, and injecting game mechanics is a means to assist that change. When you’re a Consultant (level 1) you have different goals, different objectives, different skills, different activities, etc. from when you’re an Associate, or a Senior Associate, or a Vice President. Each level can approach their working life with the right set of tools and a shaped environment to be successful in their work. (In games, as you level up, your quest challenges increase and enemies get stronger but have higher rewards for success, and it just isn’t fun to fight lower level enemies)

POTENTIAL VALUE PROPOSITION Energize the workforce Provide employees with a sense of purpose and incentive to engage in collaborative efforts Drive Performance Improvement Timely feedback to directly engage employees Innovate in an Organic way Capitalize on geographic diversity of workforce Enable Grass-Roots efforts Motivate Teams and Individuals Clearly identify what teams/individuals get if they do well Identify Emerging Leaders Senior Leaders can identify upwardly mobile staff Institutionalizing these concepts can help develop patterns for project resource allocation

21 WHERE IS Gamification BEING DONE TODAY

LEADING CAPABILITY PROVIDERS Company (Not an exhaustive list) Technology Partners Integrators Supported Platforms Bunchball www.bunchball.com IBM, Microsoft, Yammer, Jive, Salesforce.com Perficient, Riser Media, Salesforce Sharepoint, Yammer, Jive, IBM Connections, Jive, Microsoft Badgeville www.badgeville.com Yammer, tibco, IBM, Microsoft, Jive Perficient, Appirio, Oracle, Saba, Deloitte, CloudSquads Jive, Yammer, Zendesk, Salesforce, Sharepoint, Bazaarvoice Work.com www.work.com Salesforce.com PwC, Knowledge Infusion Mobile, Salesforce, Web-based PugPharm www.pugpharm.com N/A Mobile Devices / Web-based, facebook Echo.it www.echo.it Web-based, SaaS solution Open Source Platforms Company (Not an exhaustive list) Additional Information Mozilla Open Badges www.openbadges.org – uses an “open badge infrastructure” Userinfuser http://code.google.com/p/userinfuser/ - Google Open Source Project Zurmo http://zurmo.org/features - Open Source CRM Platform with Gamification

OTHERS IMPLEMENTING GAMIFICATION Nike – Nike+ running techniques iFit – badges for running, competition against others Recycle Bank - Recycling incentives Source: http://gamification.co/2012/05/14/status-is-gamifications-endgame-badges-are-not/ Source: http://www.gsummit.com/

24 Is Gamification Right For My Clients

Would my client derive value from encouraging behavior? ASK YOURSELF MOTIVATION: Would my client derive value from encouraging behavior? MEANINGFUL CHOICES: Are target activities sufficiently interesting? STRUCTURE: Can desired behaviors be modeled through algorithms? POTENTIAL CONFLICTS: Can the game avoid tension with other motivational structures? Gamification is a powerful tool when designed to accomplish purposeful goals around set business objectives. Gamified systems are not the same for all organizations. Motivation: Motivation is important in situations that involve deep creativity, skills, or teamwork- either this, or when it is required to make something that is boring interesting. Meaningful Choices: There are several situations that make choices meaningful – are there options for the user, does the gamified system do things in a way that seem interesting, does the user care about the outcome? Structure: Can rules and algorithms be used to implement a gamified system? The business should be able to encode in rules and algorithms in order for gamification to be effective. Conflicts: This is particularly important in companies, in which there are several motivators for employees, including salaries, HR policies and more. The motivational structure within the gamified system should not create a conflict in the mind of the user. Game vs. Job

CHALLENGES & WHAT TO LISTEN FOR Lack of innovation in the workplace Ineffective collaboration across the enterprise Customer Engagement (technology partners, service consumers, Interest from leadership to increase productivity at work Lack of Knowledge Management Retention Issues Interest in Interactive Learning Systems Boredom with existing social platforms

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Beyond Badges: The New Rules of Gamification Portion of online article: "For years, no one could see how they were doing—it was all opaque," says Paharia. But now, by letting employees compete against colleagues with points, each worker knows exactly where they stand. It's also a powerful motivational tool, showing employees that they're not working in a vacuum. "It encourages the notion of teams, that an not only doing it as part of myself, but part of a group," he says. "It's all about focusing on internal." Source: http://www.inc.com/articles/201112/5-new-rules-for-adding-gamification-to-your-business.html COMPLETE BONUS ROUND

Badgeville Badges / Leaderboards / Points / Quests / Works with Yammer, SharePoint, Jive, IBM Connections, Salesforce and other platforms that use JS, HTML5 or JSON API – lightweight interface that allows administrators to manage all the gamification pieces and how they interact with the social platform JavaScript API and Widget Library – After you install Badgeville’s JavaScript library with a simple line of code, you can easily leverage any of Badgeville’s 30+ HTML5 widgets across your site or app. Widget Studio – Badgeville’s Widget Studio makes it easy to do CSS styling around all your different gamification elements that align to a company’s personal brand. Gears – Apply specific pieces of data from The Behavior Platform into existing elements of your webpage or application Badges / Leaderboards / Points / Quests / Levels / Challenges / Rewards Source: http://www.badgeville.com/products/developer-tools COMPLETE BONUS ROUND

Bunchball Badges / Leaderboards / Points / Quests / Works with Yammer, SharePoint, Jive, IBM Connections, Salesforce, Jive, SAP, JIRA, Box.net, ADP, NetSuite, Oracle PeopleSoft, SugarCRM, Taleo, Workday Create and personalize challenges aligned with your business goals Use progress bars, newsfeeds, levels and competition to inspire and engage your employees Use real-time feedback to recognize incremental improvement Offer virtual and real rewards right in Service Cloud to incent agents to reach key productivity milestones Create missions and rewards that motivate employees to respond quickly to complaints or queries that flow from social networks like Facebook and Twitter Badges / Leaderboards / Points / Quests / Levels / Challenges / Rewards Source: http://www.bunchball.com/products/nitro-salesforce/service-cloud COMPLETE BONUS ROUND

Zurmo Badges / Leaderboards / Points / Quests / Challenges / Rewards Completely Open Source CRM – not a pure social platform, but focused on Customer Relationship Management Could be used to manage consultant relationships spanning multiple markets Extensive documentation and Community Support Built on Yii/Jquery – Runs on Windows or Linux Restful API Google Mapping / Geocode Proven to improve User Adoption Badges / Leaderboards / Points / Quests / Challenges / Rewards COMPLETE BONUS ROUND

Work.com Badges / Leaderboards / Points / Quests / Work.com is a Software-As-A-Service (SaaS) solution that is the current Gamification platform of Salesforce.com It is unclear if this system allows for customizability or not Currently being piloted at GSA with the support of Booz Allen Hamilton Setup videos and documentation are provided by work.com Badges / Leaderboards / Points / Quests / Levels / Challenges / Rewards COMPLETE BONUS ROUND

Pug Pharm - Picnic Source: www.pugpharm.com Will take additional research to determine integration viability with Yammer/SharePoint/etc. Picnic™ provides a comprehensive set of tools for web and application developers. Embed game mechanics into your web or mobile application, build a brand new application, or develop a custom web site. Or simply add game elements to your existing web site. The Picnic™ platform and components are a third-generation technology designed and built over the past 3+ years by a team of expert system engineers and gameplay designers. Picnic™ delivers a robust set of cloud-deployed services built for high scalability and availability. Services are accessed through fully documented APIs and SDKs. SDKs are currently available for Flash, Javascript, and are suitable for creating solutions for the web and mobile devices including iOS and Android. Source: www.pugpharm.com COMPLETE BONUS ROUND

Echo.it web-based technology to promote desirable behavior and create better data-points for implementing corporate strategies and reach targets in organizations Integrates from SharePoint and cloud-hosted The system includes several game mechanics; some quantitative, some qualitative. Management can also set a shared purpose and reward contributors on indivudal and department levels. Source: https://echo.it/benefits/benefitsforemployees COMPLETE BONUS ROUND

Mozilla – Open Badges Mozilla uses an Open Badge Infrastructure located at https://github.com/mozilla/openbadges and written using javascript recognition for skills and achievements gained outside of school. Mozilla's Open Badges project is working to solve that problem, making it easy for any organization or learning community to issue, earn and display badges across the web. Learners and badge earners can then collect badges from different sources and display them across the web—on their resume, web site, social networking profiles, job sites or just about anywhere any organization or community can issue badges backed by their own seal of approval COMPLETE BONUS ROUND