1. Game On – SCTEM: Gamification and Travel October, Tom Ruesink, President Ruesink Consulting Group, Inc.

2. What is and isn’t gamification?
Yes No
“Gamification is the process of using game thinking and game mechanics to solve problems and engage audiences.”

3. Why talk about gamification?
Avg 21 yr old spent 10,000 hours gaming
By 2015, 70% of Global 2000 companies will have one gamified app (Gartner)
70%
By 2016, Over 2.8 Billion USD to be spent by corporations (M2)
Drugs! (dopamine)

4. Nike
Plus

5. Nike
Plus
Avatar

6. Is Nike Plus a game? In a traditional sense?
What do we get in Nike Plus?
Badges Levels Avatars
Social Layer Challenges Appointments
Statistics

7. I want to have MY OWN UNIQUE experience within your system
Fundamental Tenet #1
I want to have
MY OWN UNIQUE
experience within
your system

8. Do frequent flyer programs use gamification?
What do we see?
Status
Points
Levels
Leaderboards

9. What about these? Linked In Progress Bar: Scores profile completeness
Facebook Likes, Twitter Retweets & Followers: Not enough to just add content or share - scored

10. Takeaway: Looking at a program through a gamification doesn’t have to be “high tech” or “high complexity”

11. Gamification Recipe One part sexy Three parts strategic
points, leader boards, badges, challenges, scoring, attaboys, etc
What’s the journey of the player, narrative, onboarding strategy, keep them interested, etc

12. Mechanics – Sexy Part 1
Old World
Currently
1. Player = User/Consumer. Allowed to customize & express themselves – social interactions.

13. Mechanics – Sexy Part 2
Old World
Currently
2. Game Dynamics = Pacing of the game, reward schedules, habit/addicting, appointments to come back, etc.

14. Mechanics – Sexy Part 3
Old World
New World
3. Progress = Levels, leaderboard, badges, points

15. Mechanics – Sexy Part 4
Old World
New World
4. Aesthetics = The emotional component…how does the game evoke trust, curiosity, surprise, envy, pride, connection

16. Applying gamification techniques

17. Applying gamification techniques

18. What makes a good game?
Flo
Journey

19. What makes a good game?

20. Supplier to corporation/college
Way too many contract terms – no control over most
Complexity forces corporations into 3rd party analytics
No ongoing narrative – organization doesn’t know progress
Not clearly articulating/measuring steps to share, not just share:
Biasing strategy ratings
Organic v Intentional Share
Rational Partner Airfare
Inventory assumptions
10 Key Markets

21. Supplier to Traveler
Status, Access, Power, Stuff
They’ve figured out that it isn’t just about the free ticket anymore

22. Fundamental Tenet #2
Status / Access /
Power / Stuff
IN THAT ORDER

23. Corporation/college to traveler
Only time I hear from travel program is exception/negative
Travel isn’t hard – Corporations haven’t made the story compelling. We spit information and policy.
How does my travel compliance help the company?
Would I join the travel program if it was optional?
Never onboarded
Empower = Do what I want?

24. Looking at your program through the eyes of a game designer
Canonical Stories (who), groupings of players?
Top 5 actions want the player to take
Advocate, Recommend, Taunt, Show Off, Argue, Comment, Give, Flirt, Like, Explore, Greet, View, Vote, Join
Objective statements – what behaviors do I want from my players?
Levels/Progress – how will I show progress and status?
Customization – how will I allow the user to customize?
Onboarding – What are the first 30 to 60 seconds like?
Action, Reward, Action, Action, Reward
Rewards: What are all the touch points where we can say good job and thank you?

25. Recognition That Doesn’t Cost Much
Remember: Status / Power / Access / Stuff
Thank you letters/notes when they reach a level or accomplish something
Picture or placement on a portal page
Donations to charity in their name
Early access to events, tickets
Access to executives - webinars
Badges
Decorations of their avatar / points or karma points

26. Exercise – Partner Off
Think of every possible action or accomplishment that you could possibly congratulate a traveler or department for. Make a list.
Now add every possible action or accomplishment that you could congratulate an employee for.
Brainstorm list of potential fun badges/badge names
Brainstorm list of potential rewards that don’t cost money (remember status, access, power, stuff)

27. What pieces of gamification exist today in corporate travel programs or companies?
Gamifying the Enterprise:
Most common application that companies would be familiar with is HR/Wellness Challenges.
Sabre had PSP (Sustainability) challenges.
Virtual meeting rooms, virtual campuses (avatar representations) – Sun
SAP, Salesforce – common apps having platforms built in
Microsoft – Ribbon Hero
Scoring the Transaction – Digestible Outputs
Cornerstone’s C3, TravelGPA, Coca-Cola custom dashboard
Other
SERKO – points & leaderboard – self booking Asia/Australia
Xilinx – working with Bunchball to create employee portal including travel
Large computer company – working with platform provider to create agent awareness contests/education
GetThere – Travel Hero

28. What help is out there to add/enhance your program with program
Platforms: Bunchball, Badgeville, Big Door
Consultancies: AIMIA, Maritz, Dopamine
Meetings Applications: QuickMobile, Goosechase, Scavngr
Interactive Newsletters: Jive

29. Fully Gamified Platforms…Examples – The Office Front Page

30. Examples – The Office, Drill-in Page

31. Providing meaningful value for points

32. The Office - Self-expression matters to people

33. Examples – Real Housewives of Atlanta Front Page

34. Examples – Real Housewives of Atlanta Drill-In

35. Examples – NFL Fan Rewards

36. Examples – Chamillionaire Chamillionaire.com

37. Meetings Apps & Platforms

38. Employee Travel Portal - Today

39. Sample Portal Tomorrow
Make it more like a travel community – look at tripit.
Should include:
Performance Indicators:
Real-time-feedback - The immediate delivery of positive or corrective feedback solidifies learnings or provides an opportunity for adjustment.  Surface a notification that an employee is on track or has just been successful.
Transparency - Show your employees where they stand in relation to company goals and others in the organization.  You can do this with leaderboards, newsfeeds, progress bars, badges and other techniques.
Goal-setting - Break large goals down into achievable steps on a path toward long term success.
Achievement
Badges - Universally understood symbols that indicate mastery of skills and accomplishment.  Display them on a profile and they can act as a visual checklist or a point of pride and status.
Levels - A shorthand way of indicating long-term, sustained achievement and status.  An employee's current Level Icon should be closely tied to their profile photo, name or other identity items and is most effective when used to unlock special privileges or abilities.
Mastery - The drive to master new skills and feel competent is an essential human motivator. (see self determination theory and this blog about the dopamine response) For example, onboarding employees shouldn't be about reading instructions, it should revolve around “teaching by doing” - coached along by a system that provides step-by-step guidance, until they feel they have sufficient mastery to venture off on their own
Social
Competition - Employees and organizations often involve competitive situations.  There is an opportunity to move beyond competing for a position or a raise and foster competition around enablement (top performers/first to complete training).
Collaboration – Introduce Groups and Teams Team provide an opportunity to connect and bond with others “like” you, (even if the only similarity is that you’re on the same team), and work together as a cohesive unit to accomplish goals and compete with other teams.
Connection - We are spending more of our work lives online and the line between personal and professional continues to blur.  Encouraging employees to share their work success with their social networks (LinkedIn, Facebook, Twitter) deepens their pride in accomplishment as it’s broadcast to a broader audience.

40. Sample Onboarding Experience
1. Employee comes to the portal and sees a Notification asking them to read the Travel Policy
2. When the Employee finishes reading the Travel Policy, they are asked to take the quiz.
3. When the Employee finishes reading the Travel Policy, they are asked to take the quiz.
4. Once the Employee finishes sharing (with their mgr or another Employee) they receive a reward.

41. Employee Profile
Answers the question: how am I doing?

42. Questions & Discussion