Get in the Game: How Gamification can Supercharge Business Development
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Get in the Game:
How Gamification can
Supercharge
Business Development
Our Panel…
Kristen Leis
Chief Marketing & BD Officer
Parker Poe
Ian Turvill
Chief Marketing Officer
Freeborn & Peters
Heather McCullough
Partner
Society 54
Jill Huse
Partner
Society 54
Get in the Game: Gamification
What is it?
“game design elements in non-game contexts”
Get in the Game: Gamification
Simply another internal tool that can be used to help build engagement and confidence in an activity (e.g.an individuals’ ability to build a base of clients)
An effective internal “game” includes:
Outlining what outcomes the firm hopes to achieve
Identifying which behaviors will be changed
Defining how progress will be measured
Clearly describing success in the program and how it will be rewarded
Get in the Game: Gamification
This is NOT a new trend.
Deloitte built a leadership training curriculum for senior executives. Low engagement with the program.
Introduced game elements (leaderboard, badges, status symbols etc.) - average time to complete curriculum dropped 50 percent, program has seen a 46.6 percent increase in the number of users that return to the site daily
Google needed more of its employees to submit travel expense information on a timely and regular schedule.
Gamifying Google's travel expense system translated into 100 percent compliance within six months of launching the program.
Case Study: Freeborn & Peters
Get in the Game: Freeborn & Peters
Site Overview: A “Community Site”, not “Alumni Site”
Freeborn Community:
Critical Success Factors
If the Freeborn Community site is to be successful, then there must be engagement among current attorneys and staff and former attorneys and staff:
– #1: We must get the site “right” before we launch it more broadly
– #2: Marketing will play a key role in curating “Interests” content, but we must also encourage other focused, deliberate contributions
– #3: As many existing employees as possible should sign up and participate
– #4: Obvious and active participation by senior firm leaders is essential
– #5: We need to establish quickly a critical mass of former attorneys and staff on the site
– #6: The site should be one part of the “platform” for the firm’s activities and external communications
Freeborn Community:
Critical Success Factors
CSF #3: As many existing employees as possible should
sign up and participate.
Divide all current employees into five teams
Teams blend attorneys and staff from various departments
Teams participate in three simultaneous competitions: The Freeborn
Triple Crown!
Results-to-date displayed prominently in a common area – Shabat Theater
Freeborn Community Portal
Freeborn Community: Values
Freeborn Community: Results
86% of all
attorneys
and staff
logged on
in 4 weeks!
Get in the Game: Freeborn Community
Case Study: Moore & Van Allen
MVA Impact: Goals
Primary Goal: Capture and Highlight the Firm’s Impact
in the Communities in which we worked.
Secondary Goal: Increase Firm Morale.
MVA Impact: Solution
Firm-wide Challenge for All Attorneys and Staff
Annual Campaign
Develop a tracking system to capture involvement with
the following activities:
Fundraising (Firm sponsored and Personal)
Volunteer Time (Firm sponsored and Personal)
Pro Bono Activities
Green Initiatives
Monetary Donations
MVA Impact: Educate. Motivate. Participate.
Marketing hosted monthly socials and educational events to encourage
employees to participate.
Kick-off party
March Madness celebration/bracket challenge
Public Service Involvement Fair
Cinco de Mayo fiesta
Ice Cream Social
Internal Panel with Key Leaders
Fall Tailgating Party
Wii bowling Tournament
Holiday wrap-up party
MVA Impact: Rewards
Monthly: $50 gift certificate to MVA online shop for
Top Performing Attorney and Top Performing Staff
(by points accrued).
Annual: Points accumulated and translated into
tickets. Tickets could be used for Annual Holiday
Party where over 80 gifts were raffled.
MVA Impact: Results
Year One: $955,000 contributed in monetary donations and over 11,000 hours of support at over 220 organizations
Year Two: $1.1M contributed in monetary donations and over 13,000 hours of support at over 250 organizations
Broad Scale Impact:
Better grasp on community initiatives, involvement and support
Ability to leverage cumulative involvement into promotion of firm in media (contributing factor to firm’s Best Places to Work award)
Enhanced annual public service report and incorporated results into annual holiday card
MVA Impact: Budget
Annual budget for the campaign was $12,000
Actual spend was:
Year 1: $3,150
Year 2: $4,300
Rewarded monthly winners with firm promotional
swag and for annual wrap up, solicited area
businesses for donations.
Case Study: Parker Poe
The Path: Goals
“Plant seeds to make business development part of
everyone’s DNA”
Year 1: Build and Sustain Superior Relationships
Provide Training, Mentoring, Coaching, and
Support at Every Stage of Attorneys Career: One
Size Fits One
Metrics using point system for attorneys and teams
Building the Game: Teams
Pre-Path Survey to establish baseline and interest
Utilization of gamification + curriculum
Composition of Teams - How
Responsibilities of Teams - Commitment
Team Captain Role – Accountability
Building the Game: Dashboard
Customized dashboard:
Reinforce Firm Goals
Track Activities
Real Time Personal and Team Accountability
Interactive Game board
Communication from Firm Managing Partner
RSS Feed with relevant business news and/or client specific news feeds
Calendar for promoting Firm Events and Upcoming Training/Curriculum
The Path Dashboard
The Path Dashboard
The Path Dashboard: Activities
Building the Game: Curriculum
40 programs during the four month program including:
Webinars on a myriad of Relationship Building Topics
In House Client Panels
Bio and Social Media Workshops
The Path: Results
Attorneys tracked over 15,000 points representing
over 9,000 business building activities
Attorneys connected with nearly 400 local, regional
and national businesses
94% participation overall (179 attorneys) with 3
offices realizing 100% participation
Get in the Game: Parker Poe
Awards!
Design Elements
Best Practices
Now It’s Your Turn
Ready… Set… Go!
What elements will you incorporate?
What are the drivers that will get the attorneys to
participate?
What are some best practices that you will incorporate?
What are some new ideas that you will bring to the table?
(the more “un law firm-like” the better!)
How will success be measured?
Let the Public Decide.
Take a photo of your plan and post it to
Twitter using the hashtag: #LMAtech
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