Jun 172010
 
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GAMIFICATION of the Enterprise: Rewarding badges and points systems on your intranet – social scorecards – could be the turning point for turning your enterprise 2.0 systems from a thing of work to a thing of play. Foursquare becomes Social Work and all the better for it. And don’t be surprised if Facebook comes up with some kind of Facebook Credits/Work Game scorecard integration. If you are new to these concepts you might like Verified Accounts and Leadership Badges or, more likely, The Role of Leaderboards in Online Communities.

Yesterday I attended the Sharepoint geekfest at The Hilton Sydney. I plonked myself down in the front row, iPad at the ready, to listen to Daniel McPherson (danmc) talk about socialising the business with Sharepoint. His company is ZevenSeas which wins points for having a cool name, I reckon.

The Game of Work and Gamification

One item caught my attention: turning work into a game. Daniel proposed that we set up Foursquare style badges to encourage staff to contribute and use the internet. Just before I go into his concepts, I want to point out that yes, I know it’s not a new concept. But. But. Ideas have their time, and I think Foursquare might just put Achievements (a la World of Warcraft) and karma points (everyone really, starting with Slashdot) onto the Enterprise 2.0 agenda. Before today, and probably still in many companies, the response to Badges for incentives would be met with a sneer and a “who gives a flying fig about stamps of approval?”. Now we can see leaderboards and games played out in social spaces, it’s easier to buy into as a concept. Maybe your work day will soon have a game attached. Badges for no missed sick days would be a good start. *cough cough* Australian winters aren’t that cold but still seem rife with flu. *cough cough*

ZevenSeas and Sharepoint:

What Dan showed us, in prototype was a module – or whatever Sharepoint calls plugins (WordPress) and components (Joomla!) – which allowed Leaders to set badge names and criteria for meeting that badge. I can’t remember the actual badges but it was something like Video Hero for people who rate or comment on Corporate Videos on the intranet, and so on. I couldn’t find anything on his site, and actually wish the whole presentation had been on this concept, rather than just a few minutes. Though to be honest, given the “But does Twitter have a business use” questions, the audience weren’t quite ready to make the work place a fun and social environment. Mores the pity. :P

Taking Badges Further:

I use incentives to reward influencers in my online communities in three ways:

  • Points for repetitive, ongoing and countable activity. A point for every comment you make, a point for every video uploaded etc. Get to 1000 points to get a new BADGE. Foursquare give you points for first login of the day, for becoming a Mayor etc. ENTERPRISE: points for logging in, points for updating status, points for completing a ToDo item, points for rating anothers business blog post, points for contributing to the  wiki (I think Confluence has that built in?) and so on.
  • Badges for levelling rewards. Reach a target or goal. Uploaded 30 videos? Get a Broadcaster badge. Commented 1000 times? Get an Oversharing badge. Foursquare has secret World Cup badges (you have to check in at a world cup pub in one of six locations around the world). ENTERPRISE: contributing to an unpopular wiki subject, logging in before 9am, talking like a pirate on pirate day.
  • Titles for acknowledging quality input. Obvious one is Community Moderator for those that volunteer community admin duties. Teacher titles for those that are helpful. Newbie for newcomers. Some of these are manually entered, others are automatic. I tend to use Titles to show that the “Gods of the Community” are paying attention and approving certain behaviours. Badges are automatic. ENTERPRISE awkward because enterprise is hierarchal from top down. Perhaps the future manager is appointed by the “machine” given their contribution, leadership and votes from the employee community. How scary is that!

Be warned:

  • Gaming occurs when people want to climb the leaderboard and cheat – or at least don’t play within the spirit of the game – to get to the top. This is a absolutely hideous yet interesting problem for me in communities. On one hand I want to spank them silly for pushing the envelope. Just wait until some smartypants has posted 3,459 times on YOUR site “thanks for the information, totally awesome dude” by using a bot and you have to hand remove each comment AND their 3459 points from their social scorecard.  Then tell me that violence doesn’t spring to mind! (note: today most community software has a spam removal system). On the other hand, “gamers” (in this sense, “almost cheaters”) are teaching you what you need to clarify, to correct and remove from the “game”. I also have a soft spot for them -they are the true entrepreneurs and pioneers of social behaviour online. The little monkeys. :p
  • The Not Fair Brigade are always around. They will whinge, resign and sue if they don’t get their points that they deserve. Or so they think. Be aware: every member of an online community turns into a lawyer, is married to a lawyer or has a dad that is a lawyer if you don’t give them what they demand when it comes to badges, points or titles. Who knew there were that many lawyers interested in gaming points around *end sarcasm*. This is particularly important if you use the contribution karma points to reward with real world prizes e.g. a trip to Tahiti or dinner with the CEO. Heh the last could be for punishment.

That reminds me: tell HR and Legal what you are doing. Don’t stop because they have a fit, but keep them informed. Don’t be misled by the simplicity of these systems. They may well overturn the industrial revolution into a employee revolution. I kid you not.

Gamification: Economies of Social Scorecards

Balancing the economy is the hardest thing, as economies dictate behaviours. In one game, we had “he who has the most gold” leaderboard. Suddenly there is no marketplace. In order to save gold people weren’t spending it. If they weren’t spending it, they weren’t buying which means others couldn’t go up the list. Good virtual goods became insanely cheap. The economy crashed. Annoyed customers everywhere. So we implemented a “he who is most generous with gold” leaderboard. Now they were donating gold everywhere. Another set of problems. I failed Economics at High School but more than made up for it trying to work with Devs to get this sort of behavioural economy working right. I really should resit that school exam. Heh.

Trust and Social Scorecards

What’s in it for the User or Member? They get to show off their elite skills in whatever your niche network is about. Social standing, trust, reputation and leadership. And just plain cool. Who doesn’t want to show off their gold star or camel stamp to mum? Well trolls (bad boys) don’t. But you manage them in other ways. Conforming to social rules is something that humans ache to do – it’s what defines community-  and badges and scorecards tell them in much clearer ways than ‘etiquette statements’ or ‘social media staff guidelines’ ever can how to behave.

Over time we gain “points” – usually unspoken but now declared through badges and measurable behaviour – and that gains us trust and reputation.

What’s in it for the employer (or community manager if your members are “employees”)? Reward behaviours. Remind people of good acts by having a monthly “double your points” game if they greet a newcomer, or upload something or whatever you want to be highlighted that month. When it comes to stick and carrot, too many companies have big big sticks and the tiny carrot is “well you’ve got a job and a paycheck”.  Better companies had stock options dependent on general overall company behaviours. But badges, points and titles start to allow you to fine tune rewards for results. Salesmen have worked with these reward systems forever. But rarely do admin and general staff get to play. Now they can. Yay!

Have a look at these case studies

Have a look at these content management social systems using reputation badges etc – List of Karma Points

If Twitter is working with Foursquare, why can’t Yammer and other social enterprise communication tools play with badges and points? If we give points to customers for loyalty and service in ecommerce systems why can’t we reward employees for the same behaviours? Maybe the golden handcuffs become karma handcuffs in the future. As in “I can’t resign, I have too many karma points invested in this company”. Oh stop laughing, it’s possible! :D

What do you think? If your company gave you badges and points (and maybe real world bonuses attached) would you sign up for a social scorecard at the office? Or would you sneer, beat up and take the lunch money of those that do want to play the work game?

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  60 Responses to “Enterprise 2.0: social scorecard and social media karma Gamification”

  1. Nice ideas and strategy particularly for the big corporates where it’s very easy to hide in the background and not contribute to the greater good. Visible rewards via badges and karma gives motivation to most types of users except the deeply reluctant. It would be great if the social karma would then have impact on employee’s promotions opportunies. That means a buy in from HR and upper management and would be the ultimate motivator to become a social employee.

    • Thankyou Tip. I’ve seen this used in education too, effectively. Usually a big mouth puts in too much and is bossy (like me :p) , the majority do an adequate amount and a few do absolutely zero when it comes to collaborating on a paper. Measuring each persons input starts to equalise the process and truly becomes a meritocracy.
      I’d love to know if behaviours are simply revealed by points systems or if behaviour actually changes. The bored employee suddenly wants the “Most Productive” badge.
      On another note, I loved being a Brownie, and getting Scout badges like “camping” and “rug making”. But I got kicked out before Girl Guides for talking too much. *sad face*

    • This is a fantastic idea! I love it.
      I was going to say that I work at a small-ish company that it may not work at, but Tiphereth pretty much already summed up what I was thinking about using it in a corporate setting.

  2. This is a well researched and thought out post! Is there an app or plugging that manages these Loyalty programs?

    • It depends on your CMS Mairia – Joomla, Drupal, WordPress, Elgg etc have the plugins listed above. I’m unaware of an open source, distributed karma points system unless Facebook Credits opens up soon.
      If they do, it’s game over for real world currencies. karma points will effectively becoming a medium of exchange coin. Someone tell the tax department!

      • That’s cool. So does this mean that we will be able to integrate Facebook credits into our loyalty program? I’ve always struggled with how to pay out cash to either kids, people who don’t have or want to supplier their banking info, issuing invoices and VAT hurdles. It could be the solution. And finally, I wonder if a person will be able to donate their credits, assuming there is a cash value, to charity.

  3. RT @danmc: RT @SilkCharm: would WORK be more fun with 4square badges? http://bit.ly/cyOHoM Enterprise 2.0: social scorecard & social med …

  4. Using badges and points systems outside of traditional social networks – interesting ideas from @silkcharm http://ow.ly/20xk1

  5. Interesting view of Reputation Management via Badges a la FourSquare: http://instapaper.com/zu5y8wiZ

  6. Interesting view of Reputation Management via Badges a la FourSquare: http://instapaper.com/zu5y8wiZ

  7. [...] Facebook, LinkedIn, Posterous and Blogspot. STORE – Amazon, eBay, PRICE, OnlineCart, Facebook Credits, Related. BTW – ‘GAMES’ is a catch-all that triggers overlayed game engines once [...]

  8. Enterprise 2.0: social scorecard and social media karma http://bit.ly/d82N3h #scrm #pr #cmo #e20

  9. RT @HKotadia: Enterprise 2.0: social scorecard and social media karma http://bit.ly/d82N3h #scrm #pr #cmo #e20

  10. Interesting thoughts. I’ve developed a ‘Checkins for Companies’ SaaS (www.pinpoints.us) but decided to omit badges and points. I may have to revisit that decision I think :)

  11. Enterprise 2.0: social scorecard and social media karma | Laurel… http://lnkd.in/Mjd8Wk

  12. Facebook : Enterprise 2.0: social scorecard and social media karma | Laurel Papworth: http://bit.ly/9GgTeS

  13. Enterprise 2.0: social scorecard and social media karma | Laurel Papworth http://bit.ly/9GgTeS #socialmedia #smm

  14. RT @SilkCharm Enterprise 2.0: social scorecard and social media karma http://bit.ly/bITSRm

  15. [...] Enterprise 2.0: social scorecard and social media karma [...]

  16. Enterprise 2.0: social scorecard and social media karma | @SilkCharm | Laurel Papworth http://t.co/Gc2ptuy1 via @AddToAny

  17. Enterprise 2.0: social scorecard and social media karma | @SilkCharm | Laurel Papworth http://t.co/Gc2ptuy1 via @AddToAny

  18. Enterprise 2.0: social scorecard and social media karma | @SilkCharm | Laurel Papworth http://t.co/Gc2ptuy1 via @AddToAny

  19. Such great points, particularly around the incentives you apply in attaining and sustaining a solid following. Keep up the great content, Laurel!

  20. Gamification of the Enterprise http://t.co/kYmderRo how companies can implement badges and virtual currencies at work. Forgot I wrote this.

  21. Gamification of the Enterprise http://t.co/kYmderRo how companies can implement badges and virtual currencies at work. Forgot I wrote this.

  22. Gamification of the Enterprise http://t.co/kYmderRo how companies can implement badges and virtual currencies at work. Forgot I wrote this.

  23. Gamification of the Enterprise http://t.co/kYmderRo how companies can implement badges and virtual currencies at work. Forgot I wrote this.

  24. Gamification of the Enterprise http://t.co/kYmderRo how companies can implement badges and virtual currencies at work. Forgot I wrote this.

  25. RT @SilkCharm Gamification of the Enterprise http://t.co/yCO4HDjd how companies can implement badges and virtual currencies at work.

  26. RT @silkcharm: Gamification of the Enterprise http://t.co/WGFUqssJ how companies can implement badges and virtual currencies at work….

  27. RT @SilkCharm Gamification of the Enterprise http://t.co/EhIuzJJd how companies can implement badges and virtual currencies at work.

  28. RT @juliancarter: RT @SilkCharm: Gamification of the Enterprise http://t.co/fNMkY92y how companies can implement badges and virtual…

  29. Gamification of the Enterprise http://t.co/kYmderRo how companies can implement badges and virtual currencies at work. Forgot I wrote this.

  30. Gamification of the Enterprise http://t.co/kYmderRo how companies can implement badges and virtual currencies at work. Forgot I wrote this.

  31. Gamification of the Enterprise http://t.co/7Fyk12KE how companies can implement badges and virtual currencies at work. Forgot I wrote this.”

  32. RT @adepossesse: #Gamification of the Enterprise http://t.co/PRnEwPRj #gamify #socbiz #e20

  33. RT @adepossesse: #Gamification of the Enterprise http://t.co/PRnEwPRj #gamify #socbiz #e20

  34. Good best practices by Laurel Papworth on Enterprise 2.0: social scorecard and social media gamification in companies: http://t.co/Bq2rUsSn

  35. #Enterprise2.0 best practices: use of #socialscorecard and social media #gamification in companies: http://t.co/Bq2rUsSn

  36. Enterprise 2.0: Social Business #Gamification & Reputation Management Cycles http://t.co/1PbEMgQK by @SilkCharm via @SThielke

  37. Enterprise 2.0: Social Business #Gamification & Reputation Management Cycles http://t.co/J5Ss9P0T by @SilkCharm via @SThielke (@webtechman)

  38. Enterprise 2.0: social scorecard and social media karma Gamification http://t.co/k9guaat1 #e20 #socbiz

  39. Enterprise 2.0: social scorecard and social media karma Gamification http://t.co/DU2tiAfi #e20 #socbiz

  40. [...] Enterprise 2.0: social scorecard and social media karma Gamification | @SilkCharm | Laurel Papworth [...]

  41. Enterprise 2.0: social scorecard and social media karma Gamification http://t.co/AeucoAQ7

  42. Enterprise 2.0: social scorecard and social media karma Gamification http://t.co/lp1xCsob

  43. Enterprise 2.0: social scorecard and social media karma Gamification http://t.co/zUVVGVXO http://t.co/6fGONguJ

  44. Enterprise 2.0: social scorecard and social media karma Gamification http://t.co/zUVVGVXO http://t.co/6fGONguJ http://t.co/uquxYZCa

  45. Enterprise 2.0: social scorecard and social media karma Gamification http://t.co/lp1xCsob

  46. Enterprise 2.0: social scorecard and social media karma Gamification http://t.co/zUVVGVXO http://t.co/6fGONguJhttp://t.co/7DcoqlHg

  47. RT @ZoeHeredia: Enterprise 2.0: social scorecard and social media karma #Gamification http://t.co/SSNqMPbP #e20 #socbiz #gamify

  48. Enterprise 2.0: social scorecard and social media karma Gamification http://t.co/zUVVGVXO http://t.co/6fGONguJ…… http://t.co/pbpkFhg8

  49. Interesante concepto. Yo lo veo funcionar muy bien en redes como Waze http://t.co/MkMO2aUo

  50. [...] Enterprise 2.0: social scorecard and social media karma Gamification » Laurel Papworth @SilkCharm [...]

  51. Great post. It is worth keeping in mind the vast amount of research there is that shows the demotivating effect of extrinsic rewards, especially for any kind of creative task. (Deci et al). This talk by Daniel Pink is well worth watching, it is great summary of what actually motivates us.

    You mention reputation, which is also a great motivator – everyone likes to feel that have some level of importance or status. The more intrinsic motivators you can work with (such as altruism) the better!!

  52. [...] Enterprise 2.0: social scorecard and social media karma Gamification » Laurel Papworth @SilkCharm [...]

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