gamifying enterprise social collaboration
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Copyright © 2013 Accenture. All rights reserved.
Gamifying Enterprise Social Collaboration
Thomas HsuExecutive – Social Collaboration StrategyAccenture Gamification Community of Practice Leadthomas.hsu@accenture.comhttp://www.linkedin.com/in/HsuThomas
Copyright © 2013 Accenture. All rights reserved.
Steve KaukonenSenior Manager – Social LearningSocial Collaboration Change Lead
stephen.d.kaukonen@accenture.com http://www.linkedin.com/in/SteveKaukonen
What do we mean by enterprise social collaboration?
Copyright © 2013 Accenture. All rights reserved.
Copyright © 2013 Accenture. All rights reserved.
Copyright © 2013 Accenture. All rights reserved.
Copyright © 2013 Accenture. All rights reserved.
Copyright © 2013 Accenture. All rights reserved.
Copyright © 2013 Accenture. All rights reserved.
Copyright © 2013 Accenture. All rights reserved.
Why does this matter?
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McKinsey Global Institute
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What’s the challenge?
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People are stuck in their old habits.
?? Personal network
Global network
I’ve got an answer.
I have the same question. I’ve got a better answer.
That’s not the only question you should be asking…
I have a question.
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What motivates people to collaborate?
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We did a user study.
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Sustained Behavior Change
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Time
Short Medium Long
L
H
M
Rapid Adoption Sustained Engagement
Adoption /Behavior Change
CooperationCommon NarrativeProgressionPlayer Autonomy
Extrinsic Motivation
Intrinsic Motivation
80% of gamification projects will fail due to poor design (Gartner)
Learning Games
Onboarding
Competition
Early adopter rewards
Public recognition
Sustained behavior change is not just about points and badges, it’s about tapping into people’s intrinsic motivations.
People want to understand their impact.
Measuring and quantifying online
influence
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Extrinsic Motivation: Points, Badges, Leaderboards
…visibility into their impact …visibility into how they compareCopyright © 2013 Accenture. All rights
reserved.
Reward quality, not quantity.
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Extrinsic Motivation: Performance Management
myPerformance
Feedback for:Thomas Hsu
Feedback from:Sean CollinsChief Strategy Officer
Performance management feedback
At Accenture, social learning through collaboration and knowledge sharing enables us to cultivate our greatest asset: our people.
Thomas is one of our top performers at Accenture, and is leading the way we learn and develop by utilizing our formal collaboration and knowledge-sharing resources. Thomas was recognized for being among the top 50 individuals across the firm during FY12 for engaging in activities associated with: • CONNECTING to the right people and content• CONTRIBUTING their knowledge and experience• CULTIVATING the ideas and insights of others
My personal thanks to Thomas for helping us, through collaboration and sharing, to bring the very best of Accenture to our clients every day and for epitomizing our core value of 'One Global Network'.
Formally measuring and recognizing
people for collaborative
behaviors.
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Extrinsic Motivation: Existing Recognition Programs
Recognize Collaboration
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Extrinsic Motivation: Visibility and Social Proof
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Extrinsic Motivation: Social Influence
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Intrinsic Motivation: Mastery
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Intrinsic Motivation: Autonomy
1 5 25 100 500
Networker
Chatterbox
Blogger
Knowledge Builder
Community Champion Copyright © 2013 Accenture. All rights reserved.
Intrinsic Motivation: Purpose
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Does it work?
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Results
2009 2010 2011 2012 20130
5
10
15
20
25
30
35
40
2009 2010 2011 2012 20130%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%Average A3 Scores Penetration
Email digest subscription
People Profile
Joined a CoP
Collaborated in some manner
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Results
2009 2010 2011 2012 20130
2000
4000
6000
8000
10000
12000
14000
16000
0
100
200
300
400
500
600
700
800
Activity (single quarter)
Blogs
Microblogs
tipping point
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Copyright © 2013 Accenture. All rights reserved.
Anecdotal Feedback
Questions?
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