GAMIFICATION IT IS ALL OVER, BUT ONLY ENGAGEMENT BY DESIGN IS EXCHANGE OF VALUE.

Are you applying Gamification techniques for your clients? Can you see advantages or barriers, by customers, to such an approach on gamification? Do you register a specific request for gamification from the client side? Let’s speak about with NICOLA FAVINI – DG LODOTEL www.logotel.it|@ilnikkio

The question is unexpressed. This thing is an interesting starting point. 

From the moment you help clients understanding that in fact they already live in a world based on gamification, they discover that they did not know about. When you explain that gamification is that stuff that push you to colletc Esselunga’s “Strawberry-points”, to check in into a place to unlock a badge on Foursquare, to suggest people on Linkedin to make you a round of applause when you change jobs, they finally understand.

Today gamification it is all over.

We like to see the logic though: what is it behind the engagement?

We walked through the subject enough. We have developed both supports and methods which contain the concept of “Engagement By Design” and what it means to design and draw the engagement.

Engagement is always based on a logic of exchange. If there is an exchange of value, things work.

The trigger, the incentive, this exchange can also be mysterious, but the important thing is to create these dynamics and logic of everyday engagement.

For example if you have a community of 1.000 financial advisors you can engage them because you need them to do something when they meet customers.

Engagement is a long proces. For example you can carry 300 people in a week to tell and testify activity and unlock badges that allow them to qualify on training. One of our customers has done a great thing. He designed a model so if you do training you win “your” training. The amazing thing is when you bring people to understand that a moment of reflection on line, reading mail, watch a small video can actually be content to turn a prize. So people unlock the virtual credits that allow them to unlock more training . The difference is that the first line is the one that gives you the company and the second is that you want. This, we think, it is engagement via gamification .

Can you apply game dynamics to motivate, engage, train using virtual or collaborative platforms with internal/external social visibility  for a company?

If you see the engagement of a community of professionals or managers as a process, a story, a storyboard that you have to plan, even if there are not physical moments together, the project can work any way .

The majority of communities on which engagement works, start in a virtual environment. Usually they benefit from a moment of gathering together, meeting, joining classroom which is definitely important but not necessary for the development of the community itself. The important thing when it comes to virtual platforms, is to respect the freedom that these platforms give.

If you do a call-for-action, ask people to log into an environment where they receive information, where they see a brief, where they trigger to do things, where they can digitally testify thanks to the usage of tools provided by the platform ....... writing a comment, posting photo, acquiring information that allow them to do more ..... putting all these things in a sequence or in a storyboard and build all the time knowing that it is a prerequisite to trigger the next moment, and you have a nice overview and objectives .... it is not easy job, but it is working.

An example. We have created, with a very low budget, a large training project, based on Webex, in the automotive world (as an alternative to the classic road shows): they had to talk about regulatory changes in the field of consumer loans. As a first step, we have prepared a mini website that gave a whole range of information;  then we put other content, we invited people to ask questions and, finally,  we created a schedule of 12 meetings using CISCO’s Webex collaborative platform, dividing participants by territory and distribution channel). People were allowed to partecipate but only having studied and having prepared the content. They already  knew the subject they studied before when a 15 minutes speech by a trainer who countered the main points of the material, started. Then, in each virtual classroom was created a forum to debate live on a limited number of participants.

In two weeks, 800 participants from all vendors, logged in, inscribed , did the pre-work before the Webex, participated in small groups, have fueled a forum and at the end, if they wanted, attended the final forum in which they found all the FAQ, with a question time open to everyone. All information has become a paper delivered electronically to the community. We calculate people have committed 3 hours of work during the two weeks period: If we had an event streamed 3 hours continuously, up to 800 people , we would not have had the same results .

@GamEventing
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