GWC14: Carlos Guardiola - "Who gamifies the gamificators?

WHO GAMIFIES THE GAMIFICATORS?

HELLO, MY NAME IS CARLOS GUARDIOLA. I’M CHIEF INNOVATION OFFICER AT MEDIANET SOFTWARE WE ARE AN ITC COMPANY FOUNDED IN 1995, NOWADAYS PRESENT IN SPAIN, USA AND MEXICO WE ARE 200 TALENTECH PEOPE, WITH COMMON LOVE FOR QUALITY AND INNOVATION

OUR FIRST CONTACT WITH GAMIFICATION WAS IN JANUARY 2012, WHEN WE STARTED THE DEVELOPMENT OF BBVA GAME’S ARCHITECTURE

Gamification: A Growing Business to Invigorate Stale Websites (Businessweek)

Gartner Predicts +70% of Global 2000 Organisations will have at least one Gamified Application by 2014

MediaNet Software starts working in Gamification

IN MAY 2012 WE CREATED A PROJECT WITH THE CODE NAME ‘MNSGAME’ WITH A ROADMAP TO LEARN ABOUT GAMIFICATION AND HOW TO APPLY IT IN OUR COMPANY

IN SUMMER 2012 WE LAUNCHED ‘TOP SECRET’ A ROLE PLAY CAMPAIGN TO TEST OUR COLLEAGUES’ INCLINATION IN GAMING

LESSON WE LEARNED DON’T WASTE YOUR ENERGY TRYING TO ENGAGE EVERYBODY. THERE’S THIS KIND OF PEOPLE WHO LIKE TO BE ANGRY. GET USED TO IT

LESSON WE LEARNED

15%

85%

Engaged in email & twitter

Ignored the campaign

INTERNAL GAMIFICATION IS LIKE ANY OTHER KIND OF ONLINE BUSINESS. IT REQUIRES MASTERING THE CONVERSION FUNNEL

AS A RESULT OF OUR FIRST GAMIFICATION CAMPAIGN, WE REALISED OUR NEED FOR TOOLS DURING 2013 OUR MOBILE DEPT. DEVELOPED MAIAP* BUILT AS AN IOS + ANDROID APP, BACKED IN GOOGLE APP ENGINE, MAIAP IS THE HEART OF OUR ENTERPRISE SOCIAL NETWORK *MOBILE APP FOR INSTANT ACCESS TO PEOPLE

IN SUMMER 2013 WE WERE READY FOR THE SECOND PHASE OF OUR PROJECT, INCLUDING THE FOLLOWING DEFINITION OF OBJECTIVES

SKILLS &

ENDORSEMENT

ONLINE MARKETING

SEARCHING FOR TALENT

LEARNING &

TEACHING

NEW BUSINESS

MEANWHILE, WE GAMIFIED OUR BUDGET FOR INNOVATION: AS INTRAPRENEURS, WE DID ELEVATOR PITCHES OF OUR PROPOSALS

LESSON WE LEARNED

BEWARE OF PEOPLE WHO KNOW THE RULES OF THE GAME, AS THEY’LL TRY TO BREAK THEM - AS I DID J

#MNSHUNT WAS A SHORT CAMPAIGN TO TEST OUR NEW SITE. INSPIRED IN 1996 ‘ALIENS’, WE SPENT 5 DAYS HUNTING BUGS

179%

12:02’

250%

287

31

2772

7

LESSON WE LEARNED INTERNAL GAMIFICATION IS LIKE ANY OTHER KIND OF ONLINE BUSINESS. IT REQUIRES OBJECTIVES, KPIs AND PERFORMANCE MONITORING 10,95

LESSON WE LEARNED

‘ALIEN WHO?’ MAYBE YOUR COLLEAGUES DON’T SHARE YOUR SAME CULTURAL REFERENCES IN A GLOBALIZED COMPANY

WE STAMP BUTTON BADGES TO RECOGNIZE THE MORE COMPROMISED PEOPLE WITHIN OUR STAFF, OR THOSE WHO RULE OUR BLOG…

LESSON WE LEARNED

R-E-S-P-E-C-T STATUS WITHIN A HIGH QUALIFIED TEAM IS ONE OF THE GREATEST MOTIVATORS

RECENTLY WE LAUNCHED #FLOWERPOWER, A GAMIFICATION CAMPAIGN WHERE WE SUGGEST HOW WE’D LIKE OUR WORKPLACE TO BE

LESSON WE LEARNED

PEOPLE ENGAGE WHEN THEY FEEL THEY CAN MAKE DECISIONS

28% 62% 9%

76

3*

*Only 3 proposal of retro arcade machines, including our CEO’s

SINCE JANUARY 2014 MAIAP INCLUDES THE BASIC ELEMENTS FOR GAMIFICATION: POINTS, BADGES, A GLOBAL + SOCIAL RANKING, AND NOTIFICATIONS USING JIRA PROJECT TRACKER, OUR GAMERS CAN PURCHASE ITEMS WITH THEIR POINTS NEXUS 5 IS THE BEST-SELLING ITEM IN OUR CATALOGUE J

LESSON WE LEARNED

GAMIFICATION IS LIKE ANY OTHER INVESTMENT: IT NEEDS BUDGET AND ROI. DON’T FORGET REAL-WORLD REWARDS IN YOUR BUDGET

‘MAIAP: THE GATHERING’ IS OUR LATEST CAMPAIGN. AS IN A RPG, PEOPLE DEFINE THEIR SKILLS, THAT THEIR COLLEAGUES CAN ENDORSE PEOPLE CAN ASK FOR AN ENDORSEMENT, AND MAIAP RANDOMLY SUGGEST NEW ENDORSEMENTS (LIKE LINKEDIN) SKILLS & ENDORSEMENTS ALLOW PEOPLE TO FIGHT PROJECTS OF DIFFERENT LEVELS

CREATE THE BEST TEAM TO SUCCEED IN EACH PROJECT IDENTIFY PEOPLE’S INTERESTS TO OFFER THEM NEW ASSIGNMENTS LEARN ABOUT WHAT WE’RE DOING

IN MEDIANET SOFTWARE WE USE THREE KIND OF MOTIVATORS

1 INCENTIVES TO ENCOURAGE DESIRED BEHAVIOURS

2 MONEYFICATION TO STRENGHTHEN THE VALUE & DUTIES OF EACH JOB DEFINITION

3 GAMIFICATION TO ENGAGE PEOPLE IN TASKS CONSIDERED OUT OF THEIR JOB

INTERNAL GAMIFICATION IS LIKE ANY OTHER INVESTMENT

1

OBJECTIVES WHY ARE YOU DOING IT?

2

RESOURCES WHAT DO YOU NEED TO DO IT?

3

KPIs HOW DO YOU KNOW IF YOU

ARE GOING TO WIN OR LOSE?

4

ROI IS THIS AN EFFICIENT

INVESTMENT?

LESSON WE LEARNED MAYBE NO ONE LIKES TO BE ALWAYS ANGRY. IT’S JUST A MATTER OF FINDING THE GAME THEY LIKE. WE ARE LOOKING FOR IT J

THANK YOU! CARLOS.GUARDIOLA@MEDIANETSOFTWARE.COM

@CARLOSGUARDIOLA

Altavista  Business  Center  Av  Universidad  1134  1º  Col.  Xoco  Del.  Benito  Juárez,  03330    

www.medianetsoAware.com  Telf.:+34  917  680  440  Fax:+34  917  680  441  Avenida  del  Llano  

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