I’ve been talking about gamification a lot lately, as I prepared for our webinar, Gaming the System: 5 Gamification Strategies to Energize Your Community . In today’s blog, let’s leave the theoretical strategies behind and look at how several Jive customers have successfully implemented gamification programs at their organizations.
Scientist community geeks out on level and quest names
Making your gamification program match the brand, purpose and tone of your community is essential. Is it okay for employees to be a little wacky sometimes, for instance, or do you want folks to stay more buttoned up? This should be reflected in the names of your point levels. Create names for your levels that are relevant to your industry or organization and on-brand with the “vibe” of your community.
One customer in the science field, for instance, connected their program to their brand by naming all their levels and quests things that relate to the field of physics.
Global travel company uses over 80 quests to support adoption of corporate objectives
CWT, a digital travel management company, has done extensive work to create quests that are targeted at any level of employee, from new employees to seasoned veterans. They also have quests that train their Traveler Experience teams on promotions that are going on with the airlines they work with. Many of these quests are only active for a certain period of time. Quests can be pushed into the Jive inbox to call attention to them, which works especially well for time-bound activities and contests.
Belgian telecom creates excitement and engagement for their intranet launch
When a Belgian telecom launched their Jive intranet in 2017, they went for a "big bang" approach, rolling out to 28K employees in 3 languages. How did they do it?
- Every day for the first week of launch, there was a new quest to complete. Each quest had one activity to complete to get the badge.
- The next day there was a different one. Employees could also complete the ones from the days before.
- If the employee completed all 5 quests, they got an additional badge at the end of the week.
- All the quests expired at the end of the week, creating a sense of urgency.
- They used an HTML tile on the home page to create a pop-up that announced the new quest each day, as well as "promoting" each quest so that it would appear in the Jive inbox (and in email if the preferences were set that way.)
Global media company uses peer-to-peer badges for charitable giving campaign
Informa, one of the world’s leading B2B event organizers, uses peer-to-peer badging in a unique way that brings a corporate charitable giving program into Jive. Once a year, their Hub is used to first advertize the campaign and nominate the charities that will be targeted for donations. Once the charities are selected, a user profile is set up for each charity. A special badge is created for the program. Employees can award points to the charity of their choice by awarding the charity profile the badge and give away their points. The proportion of points awarded to each charity is converted to GBP and donated to the charity - and the results published in the Hub. Informa reports that this program has many positive benefits:
- Enables employees to actively mirror company values
- Creates a "one Informa" culture
- Grows a culture of appreciation and sense of belonging
- Empowers all employees to reward positive behavior
- Increases community engagement and participation by boosting awareness of opportunities
You can learn more about Informa’s innovative engagement strategies as Steven Rigby joined me in our gamification webinar.
In conclusion: Let them play games!
Gamification has seeped into our daily lives to such an extent that we expect to be rewarded for doing things others want us to do. With this in mind, accept the inevitable and create a great gamification strategy for your community. Your users will enjoy it and your organization will thank you.
To learn more about incorporating game theory into Jive communities, watch the webinar here.