just done it - deconstructing nike+: how we can create a feedback layer using gamification to get...
TRANSCRIPT
![Page 1: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/1.jpg)
JUST DONE ITDeconstructing Nike+:
how we can create a feedback layer to get better at what we do
Toby [email protected]@tobyberesfordBlog.rise.global
![Page 2: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/2.jpg)
![Page 3: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/3.jpg)
GamificationToday
![Page 4: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/4.jpg)
Broken Hopes Motivates and engages anyone to do
anything we want them to do, even if they don’t want to do it
Easy to implement, cheap and fast, one size fits all solution can be applied
![Page 5: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/5.jpg)
Reality You can’t fool all the people all the time Gamification is a two way street – both
player and manager must benefit Every gamification project is different
![Page 6: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/6.jpg)
Nike+ Running
https://www.youtube.com/watch?v=46hEaFKa638
![Page 7: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/7.jpg)
Nike+ Ecosystem
Nike+ FuelBandNikeFuel
Nike+ Move
Nike+ Training Club
Nike+ Shoes
Nike+ Sportwatch
Nike+ Running
![Page 9: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/9.jpg)
What have Nike achieved?
Feedback layer that amplifies our intrinsic motivation to run
True loyalty program without bribes. Rich data from over 28 million customers.
![Page 10: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/10.jpg)
JUST DECONSTRUCTED
![Page 11: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/11.jpg)
Intrinsic motivation
![Page 12: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/12.jpg)
Single Score
![Page 13: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/13.jpg)
Personalised Feedback
![Page 14: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/14.jpg)
Great Design
![Page 15: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/15.jpg)
Friendly Competition
![Page 16: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/16.jpg)
Elegant Achievements
![Page 17: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/17.jpg)
Social Features
![Page 18: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/18.jpg)
Feedback Layer Intrinsic motivation
Single score
Personalised feedback
Great design
Friendly competition
Elegant Achievements
Social features
![Page 19: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/19.jpg)
HR JUST DO IT
![Page 20: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/20.jpg)
Intrinsic motivation at work
Employees Learn a skill Develop career Be a great colleague
Managers Drive behaviour change
![Page 21: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/21.jpg)
Digital Ecosystem
Business Systems
Learning Management
Internal Social Media
External Social Media
Single Score
![Page 22: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/22.jpg)
Program Components
Learning Adoption Performance
![Page 23: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/23.jpg)
![Page 24: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/24.jpg)
Example Digital Selling Expertise How can I become a “digital seller”?
Build a personal brand online Engage and Influence others Drive results
![Page 25: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/25.jpg)
E-Learning Program Training courses Resource library Access to Mentors Access to Tools Case studies and testimonials
![Page 26: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/26.jpg)
Personal Dashboard
![Page 27: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/27.jpg)
Weekly Email
![Page 28: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/28.jpg)
Stories and Tips
![Page 29: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/29.jpg)
Approach Benefits Simple – a single score is easy to
communicate and understand Flexibility – a score can condense
much,and get more sophisticated over time
Triggers learning demand – players with low scores want to learn
![Page 30: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/30.jpg)
DIGITAL MARKETINGJUST DO IT
Build your own influencer marketing channel
![Page 31: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/31.jpg)
Example Influential Thought Leaders How can I become a “thought leader” in
topic X?
![Page 32: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/32.jpg)
Create your own social Media Channel
Design
Player List
Score Algorithm
Score Data
Scores
Leaderboard
Movers
Release Stats
IN OUT
![Page 33: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/33.jpg)
Standalone Leaderboard
![Page 34: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/34.jpg)
As a Blog Page
![Page 35: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/35.jpg)
Robo Blog Posts
![Page 36: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/36.jpg)
On the move
![Page 37: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/37.jpg)
Twitter Top 100 Show
![Page 38: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/38.jpg)
Sponsored Emails
![Page 39: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/39.jpg)
Approach Benefits Audience Development – grab attention of top
influencers Automatic Liquid Content – updates every
week as new players join and scores change Brand Authority – become the champion brand New Social Channel – a social media channel
which you can monetise
![Page 40: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/40.jpg)
JUST DESIGN ITThe design decisions you need to make
![Page 41: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/41.jpg)
#1 – Why are we tracking?
Measuring or scorekeeping?
![Page 42: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/42.jpg)
Measurement Scorekeeping
![Page 43: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/43.jpg)
MeasurementCatches people doing it wrong
Externally imposedPresented after the fact
Forces competitionMaximises excuses
Discourages ownershipEnforces manager goals
ScorekeepingReinforces good habitsChosen by individual
Feedback during journeyAllows competition
Maximises celebrationStimulates ownershipEnables player goals
Adapted from Scorekeeping for Success, © Chuck Coonradt
![Page 44: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/44.jpg)
#2 – Why will they play?
![Page 45: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/45.jpg)
“if-then rewards usually do more harm than good. By neglecting
the ingredients of genuine motivation—autonomy, mastery,
and purpose—they limit what each of us can achieve.”
Daniel PinkDrive – the surprising truth
about what motivates us
![Page 46: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/46.jpg)
Extrinsic: Win an Ipad
Short term increase in any metric Attracts ‘compers’ Lots of cheating Zero engagement post campaign
#FAIL
![Page 47: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/47.jpg)
Intrinsic: Become a Guru
Personalised activity tracking Social comparison Attracts dedicated individuals Infinite engagement
#WIN
![Page 48: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/48.jpg)
#3 – What is the game?
The score algorithm
![Page 49: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/49.jpg)
Multiple or Single Score?
![Page 50: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/50.jpg)
#4 – What is the league?
The leaderboard design
![Page 51: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/51.jpg)
e.g. Tray processing rate / scanner
#FAIL
![Page 52: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/52.jpg)
e.g. Tray processing rate / shift
#WIN
![Page 53: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/53.jpg)
#5 – How do we publish?
The release schedule
![Page 54: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/54.jpg)
e.g. Twitter Counter
Tweet
e.g. Rise
Report
e.g. HDI
Magazine
e.g. Campaign
Big Screen
e.g. Geckoboard
Reformat everywhere
Email Tweet Report Magazine Big Screen
Not to mention distribution via app, poster, watch, web and word of mouth….
![Page 55: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/55.jpg)
Worst board ever?
Out of dateLast release was 4 monthsago.
Period unclearIs this all time / this week?
Two ways to winIs this a leaderboard of brews or of liters (sic)?
Poor Old VladimirCan he ever win?
Distribution mediumScrappy paper makes it feel unimportant
#FAIL
![Page 56: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/56.jpg)
Twitter Show
#WIN
![Page 57: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/57.jpg)
JUST DO IT
![Page 58: Just Done it - Deconstructing Nike+: how we can create a feedback layer using gamification to get better at what we do](https://reader031.vdocument.in/reader031/viewer/2022030120/58a0f5061a28abbf248b45e7/html5/thumbnails/58.jpg)
Create your Feedback Layer
Nike+ Work or Home