Gamification boosts engagement, amplification and fun quotient at IBM Connect
Branavan Ganesan 110000SGFR firstname.lastname@example.org |
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The thrill of victory
It was 6:30 pm on Sunday, January 26th in Orlando, Florida, and Ray Bilyk was nervous. I watched him as he paced up and down the Social Cafe, glancing up at the leaderboard and muttering to himself.
“One more hour, Ray,” I said to him. “I think you might have it.”
He shook his head. “Anything can happen. If Mitch or Chris Miller pull out the stops they can knock me out in a heartbeat.”
I was cradling a GoPro in my hand. In one hour it would go to the daily winner of the #IBMConnect Game. From watching the boards for the last few days and analyzing patterns, I knew he was likely going to hold on. But Ray didn't think so.
Around us, there was Lego mayhem. Warren Elsmore, a former IBM Champion was holding court in his new profession as a Lego expert. Four teams at a time were vying for the tallest building they could construct in five minutes. With Veronica Belmont providing colorful commentary, it was hard to tell that this was the Social Cafe kickoff event for serious business.
Having a game element to the conference was clearly going to make it more fun. However the core reason for employing game dynamics in a work construct is to increase productivity and/or to motivate certain behaviors. Here's what our analysis revealed:
We weighted results (getting a tweet retweeted, getting a picture liked) more than the actions (tweeting and posting pictures). In addition, we capped points for activities. For example users only got points for their first 30 tweets in a day, whereas there was no cap on points earned for the retweets they received. Therefore, people who wanted to get on the top 100 leaderboard focused on creating quality tweets.
Some additional facts and observations
Did @raybilyk win the day 1 challenge? Spoiler alert. He did. Here he is accepting his prize from Veronica Belmont. Please go congratulate him on Twitter. Tell him @brenny sent you.
How did the game influence overall dynamics at the game? What other themes emerged from gamifying a conference? Stay tuned for my next blog post to find out.
In the meantime, please tell us your experiences with gamification. We are always striving to improve and are listening.