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ENGAGE TREND REPORT 09.28.11
Accenture's Gamification
Lithium's Michael Wu, does a good job of explaining how gamification can influence behavior. There are three primary principles, he submits, in order to maximize gamification effectiveness: sufficient motivation, the ability to carry out the activity, and a well timed trigger. He continues by suggesting the most crucial aspect of these three factors is that they must all converge at the same time. Anything less, and the gamification impact is degraded.
You should play Pass It On! -- AXA Equitable new insurance game-of-life -- for a solid brand example.
Meanwhile, Accenture is using gamification to affect the social alchemy at Accenture. SharePoint forms the heart of Accenture's social networking capabilities. It serves as a content management system, a publishing platform and for internal communications. For Accenture, gaming dynamics are proving to be successful in augmenting their internal social business objectives.
Accenture realized that the key to higher adoption of SharePoint starts with user profiles, with a direct correlation between the number of customized user profiles, and the amount of internal collaboration, so they organized 'complete your profile' contests including the publishing of stats on the percentage of the company that actually did.
Accenture's employees earn badges for accomplishing various tasks or to specify how long they've worked at Accenture. Accenture extracts content from their employees by leveraging Wu's principles. They've created an environment where points and badges are the social currency that rewards and compels employees to contribute to SharePoint.
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