2204
Real experience of the introduction of gamification in online marketing agency
Gamification is becoming more and more popular phenomenon. In this post I'll tell you how the system was implemented gamification agency internet marketing Netpeak few years ago, and in that this system has grown to the current moment.
First, very briefly about the company in which the system is being implemented: in Netpeak employs about 110 people. The agency is focused on SEO and PPC. They will soon be 8 years, two of which they are working on gamification system, and what will be discussed later in the article.
So, remember what is gamification?
gamification - is the introduction of non-player game approach to processes. I>
Example gamification in real life
It would seem that each of us understands what it takes to play sports, you have to run and walk in the fresh air. But most people find dozens of reasons to avoid it.
In such a case comes to the aid of gamification, with which to engage in their health becomes much more interesting. A good example of gamification - a bracelet Jawbone UP, which are very popular among employees Netpeak.
With bracelets can do the following:
1. set a goal and achieve it. For example, the 10,000 steps a day, which you need to pass in order to feel refreshed. The number of steps you've walked (and the percentage of achievement) you can look at any moment.
2. Get badges for achieving good performance.
3. To see the results of their friends who want to compete and share achievements.
And all this in a perfectly legible interface, with beautiful charts and graphs:
It would seem that the process of walking or running remains the same. But thanks to the introduction of gamification, he turns into an interesting game.
Not the fact that geymifiktsiya can completely solve the problem of attention to their own health (bracelet to track not only the steps but also the dream of the owner) for all who try it. But we can confidently say that gamification - it's a great attempt to solve this problem.
____________________________
Geymifitsirovat can be almost any activity or process.
I talked to the Vladimir Polonik , who participated in the development of gamification in Netpeak, and asked him to describe the process of fully implementing the system. Next to his words.
The first system in gamification Netpeak (2012)
We have to think carefully and chose two dozen metrics with indicators at which employees will receive virtual rewards, medals. These medals, by tradition, are called "badges" and they are displayed in the profile of each employee in our ERP-system.
For example, such metrics were "Punctually to come to work", "Maximum number of projects" or "Increased turnover in the month."
An important feature of badges is that they have to "eat" look. The badge must be beautiful medal, which will want to get yourself.
Therefore desirable to leave the awards in a tabular format. Much more effective to consider the design of the medals, with an emphasis on the information content to employees was easier to adapt at first. We made our badges such:
Our first experiment with gamification has allowed us to understand the following shortcomings of the system:
1. We started giving points for "age" achievement. Ie employee can earn points simply for the fact that long working in the company, even if he is behind in terms of younger employees.
2. On the one hand, there were badges, received that it was impossible to lose them. For example, if you ever get a badge manager "Turnover N thousand a month", the scores for this achievement into account forever, even if then turn down. Such a system was unfair, as newcomers was very difficult to overtake the "oldies" who in different periods of the time to get a large number of different badges.
3. On the other hand, had a series of badges, for example, "Saturday", which were temporary. This badge was issued to staff who over the past 30 days were more than once at work on weekends. But if in the next month, the employee does not come at the weekend, the badge was lost, and the employee has not had any memory of it. It was also unfair.
4. There was no clear system of informing and alerting the staff of the badges. Employees are not immediately recognized that they received the badge, and the more that badge was their colleague.
The first system went quite crude, so we started to refine it and to think about the solution to the above problems.
The evolution of the system
From 2012 to 2014 the system has evolved, some badges were added, some, on the contrary, disappears. So, for example, added badges for employees with a whole number of years in Netpeak:
One of the badges, which we removed was a badge "Wedding".
Originally we planned it as a badge for those who married while working in the company. But eventually we decided to bring all the badges to one, clearly described system. In this system, the badges are only for actions that benefit the company. Wedding can not be called such action, hence the badge has been removed from the system.
The system has grown and developed. And after 2 years from the start of the system, we have prepared for the staff of a big update. With our commitment to corporate structuring, we have given our badges four properties:
1. Working badges and name tags for the activity:
1.1. Workers badges. This includes, for example, badges for speaking at conferences (and the more the employee performs, the higher the "Level" in this skill), badges for the turnover in the quarter or for the best estimates obtained from the client in the Dashboard.
1.2. Badges for the activity. Some of these badges are issued to employees for acts that do not bring us benefit directly, but these actions still have a positive effect. For example, an employee badge, read the maximum number of books in the library or Netpeak who became a star on the last corporate party company.
2. Badges, which are given for points (rating badges), and "zero" badges:
2.1. First - it's badges, which are given for different number of points. For the important work achievements (for example, the maximum turnover of project) is given up to 40 points. For less important achievements in terms of direct benefit to the company (for example, "10 presentations at conferences," or "Saturday"), issued on 15 and 7 points respectively.
2.1. The second ("zero") - a name badges for which no points are given. This badges for actions that only indirectly benefit the company. For example, badges for the number of years worked in the company, or for the best costume at corporate.
3. Permanent and resettable badges.
3.1.Postoyannye - those badges, the achievement of which will not have to repeat again. For example, once is enough to stick a sticker with the logo on Netpeak private car to get the badge "Avtopatriot", or just once to get a tattoo with the logo of the company to forever get a badge "Tattoo".
3.2. Nullable badges need to re-confirm. Because if the employee has been successful on any indicator a year ago, it was not the fact that he is as successful in it now.
4. Automatic and "manual" badges:
4.1. We love the automation, so try to make the maximum possible number of badges automatic. The system checks whether the employee has reached a particular criteria and automatically writes out his badge.
4.2. "Manual" badges - those badges that are issued manually HR-manager. For example, the system itself can not track whether the employee was in a team of support last conference 8P or whether the employee members of the corporate football team. In this case, HR person produces appropriate badges.
For example, we show the properties of our two badges:
System gamification in Netpeak - this aggregation of all points for all badges for all employees.
What is further reinforced by the system of gamification in Netpeak:
1. Overall Rating employees. B>
Employees receive points for badges for finding bugs or offer new ideas for posts on the blog and for useful threads on the internal forum.
This ranking officers visible in several places - on the main page of our ERP-system and on a large plasma in the hallway of our office.
For the first three places employees also receive badges, but extra points for this is not given:
The rating is updated on a quarterly basis, so every three months for employees there is a new motivation to compete with each other:
Of course, there are badges that are not set to zero, and remain at the employee from quarter to quarter. For example, if an employee has resulted in the company of three newcomers, the badge "Recruiter-combatant" will remain in it forever. As a badge "Tattoo" will be with the employee regardless of the quarter :)
By the way, there are employees who have received this badge:
2. Track
Parallel rating also have a system of tracks (similar to the race track).
The employees of a number of roles on the main page of our ERP-system output track, which displays the vehicle. The higher rates in the current quarter, the steeper the vehicle at the employee.
For example, because the track looks at the manager at the beginning of the quarter. Increasing turnover, manager begins to change to other vehicles. We see that very soon will receive manager Scooter:
Depending on performance, over time it is transplanted to the scooter on a bike with a bike and a car, and so on to jet aircraft.
If an employee, for whatever reason, starts worse, his vehicle to "break", and it is immediately noticeable.
3. Alerts
Not to lose the information content, it is necessary to inform employees that they have received the badge. For this we derive specifically to each employee personal notification
and report on the new "beydzhenostsah" in the block with morning greeting.
4. Information and rules
In addition, we have created a separate section in our internal Wikipedia, which is devoted exclusively to gamification. It was there that describes the function of our system of gamification:
As well as a full list of badges with the criteria for their preparation, description and "value in points».
5. History badges
In addition, we realize the dream of those employees who are spared the "selected" system of badges.
Now we show the history of all received employee badges:
We go in to the employee profile and see that he now owns seven badges, and once he had previously been two more (they are displayed in black and white reduced copies).
That's what the system says gamification director Artyom Netpeak Borodatyuk:
Watching the current system:
Of course, as with most systems, our system gamification can be improved. We distinguish two important points:
1. The balance of power. In Netpeak there are different roles of employees, and measures the system all together. Accordingly, the programmer can not become a better manager. Therefore, we sought to introduce unique badges for each of the roles. The system has become much more stable, but still not ideal. In roles that produce basic services are more likely to get more badges. For example, an online marketer potentially has a large variety of badges than HR-manager.
2. In the system yet requires significant human involvement. Approximately 65% of badges are issued automatically, but are still 35% to be issued by the hand. Ie increases the load on the HR-department, but it is inevitable costs in implementing such a system.
We continue to watch our system and improve it.
Offline badges
Finally talk about yet another nice addition to our gamification.
Recently we made another update. We print all our badges in the form of beautiful convex stickers and thereby brought gamification from the virtual world to the real.
In the morning, in one of the spring days, the staff came to work and found on his desk envelopes with nicknames.
Each envelope was lying set of badges, which has employee.
Now every employee has had an opportunity to stick badges on your laptop or on a monitor so that they are visible to all other employees. And if the laptop will continue to pass on an inheritance to another employee, the labels, of course, will be removed. Badges - a highly individual awards.
And netpikovtsy began to actively use this feature! Now Netpeak unique working technique:
And what pleases me most strongly - this system gamification really works! Many of the staff are very jealous of the situation where not considered some of their merits and not given a badge. And some even specially come to work on weekends, not only to cope with the large amount of work, but also to get the badges of honor "Saturday" and "Stakhanovite".
Of course, the badges are very rarely able to act as the sole motivation. But at the same time they are always pleasant and well-deserved reward for employees Netpeak :)
We will continue to improve and refine our system gamification, so until the next major update!
Source: habrahabr.ru/post/223575/
First, very briefly about the company in which the system is being implemented: in Netpeak employs about 110 people. The agency is focused on SEO and PPC. They will soon be 8 years, two of which they are working on gamification system, and what will be discussed later in the article.
So, remember what is gamification?
gamification - is the introduction of non-player game approach to processes. I>
Example gamification in real life
It would seem that each of us understands what it takes to play sports, you have to run and walk in the fresh air. But most people find dozens of reasons to avoid it.
In such a case comes to the aid of gamification, with which to engage in their health becomes much more interesting. A good example of gamification - a bracelet Jawbone UP, which are very popular among employees Netpeak.
With bracelets can do the following:
1. set a goal and achieve it. For example, the 10,000 steps a day, which you need to pass in order to feel refreshed. The number of steps you've walked (and the percentage of achievement) you can look at any moment.
2. Get badges for achieving good performance.
3. To see the results of their friends who want to compete and share achievements.
And all this in a perfectly legible interface, with beautiful charts and graphs:
It would seem that the process of walking or running remains the same. But thanks to the introduction of gamification, he turns into an interesting game.
Not the fact that geymifiktsiya can completely solve the problem of attention to their own health (bracelet to track not only the steps but also the dream of the owner) for all who try it. But we can confidently say that gamification - it's a great attempt to solve this problem.
____________________________
Geymifitsirovat can be almost any activity or process.
I talked to the Vladimir Polonik , who participated in the development of gamification in Netpeak, and asked him to describe the process of fully implementing the system. Next to his words.
The first system in gamification Netpeak (2012)
We have to think carefully and chose two dozen metrics with indicators at which employees will receive virtual rewards, medals. These medals, by tradition, are called "badges" and they are displayed in the profile of each employee in our ERP-system.
For example, such metrics were "Punctually to come to work", "Maximum number of projects" or "Increased turnover in the month."
An important feature of badges is that they have to "eat" look. The badge must be beautiful medal, which will want to get yourself.
Therefore desirable to leave the awards in a tabular format. Much more effective to consider the design of the medals, with an emphasis on the information content to employees was easier to adapt at first. We made our badges such:
Our first experiment with gamification has allowed us to understand the following shortcomings of the system:
1. We started giving points for "age" achievement. Ie employee can earn points simply for the fact that long working in the company, even if he is behind in terms of younger employees.
2. On the one hand, there were badges, received that it was impossible to lose them. For example, if you ever get a badge manager "Turnover N thousand a month", the scores for this achievement into account forever, even if then turn down. Such a system was unfair, as newcomers was very difficult to overtake the "oldies" who in different periods of the time to get a large number of different badges.
3. On the other hand, had a series of badges, for example, "Saturday", which were temporary. This badge was issued to staff who over the past 30 days were more than once at work on weekends. But if in the next month, the employee does not come at the weekend, the badge was lost, and the employee has not had any memory of it. It was also unfair.
4. There was no clear system of informing and alerting the staff of the badges. Employees are not immediately recognized that they received the badge, and the more that badge was their colleague.
The first system went quite crude, so we started to refine it and to think about the solution to the above problems.
The evolution of the system
From 2012 to 2014 the system has evolved, some badges were added, some, on the contrary, disappears. So, for example, added badges for employees with a whole number of years in Netpeak:
One of the badges, which we removed was a badge "Wedding".
Originally we planned it as a badge for those who married while working in the company. But eventually we decided to bring all the badges to one, clearly described system. In this system, the badges are only for actions that benefit the company. Wedding can not be called such action, hence the badge has been removed from the system.
The system has grown and developed. And after 2 years from the start of the system, we have prepared for the staff of a big update. With our commitment to corporate structuring, we have given our badges four properties:
1. Working badges and name tags for the activity:
1.1. Workers badges. This includes, for example, badges for speaking at conferences (and the more the employee performs, the higher the "Level" in this skill), badges for the turnover in the quarter or for the best estimates obtained from the client in the Dashboard.
1.2. Badges for the activity. Some of these badges are issued to employees for acts that do not bring us benefit directly, but these actions still have a positive effect. For example, an employee badge, read the maximum number of books in the library or Netpeak who became a star on the last corporate party company.
2. Badges, which are given for points (rating badges), and "zero" badges:
2.1. First - it's badges, which are given for different number of points. For the important work achievements (for example, the maximum turnover of project) is given up to 40 points. For less important achievements in terms of direct benefit to the company (for example, "10 presentations at conferences," or "Saturday"), issued on 15 and 7 points respectively.
2.1. The second ("zero") - a name badges for which no points are given. This badges for actions that only indirectly benefit the company. For example, badges for the number of years worked in the company, or for the best costume at corporate.
3. Permanent and resettable badges.
3.1.Postoyannye - those badges, the achievement of which will not have to repeat again. For example, once is enough to stick a sticker with the logo on Netpeak private car to get the badge "Avtopatriot", or just once to get a tattoo with the logo of the company to forever get a badge "Tattoo".
3.2. Nullable badges need to re-confirm. Because if the employee has been successful on any indicator a year ago, it was not the fact that he is as successful in it now.
4. Automatic and "manual" badges:
4.1. We love the automation, so try to make the maximum possible number of badges automatic. The system checks whether the employee has reached a particular criteria and automatically writes out his badge.
4.2. "Manual" badges - those badges that are issued manually HR-manager. For example, the system itself can not track whether the employee was in a team of support last conference 8P or whether the employee members of the corporate football team. In this case, HR person produces appropriate badges.
For example, we show the properties of our two badges:
System gamification in Netpeak - this aggregation of all points for all badges for all employees.
What is further reinforced by the system of gamification in Netpeak:
1. Overall Rating employees. B>
Employees receive points for badges for finding bugs or offer new ideas for posts on the blog and for useful threads on the internal forum.
This ranking officers visible in several places - on the main page of our ERP-system and on a large plasma in the hallway of our office.
For the first three places employees also receive badges, but extra points for this is not given:
The rating is updated on a quarterly basis, so every three months for employees there is a new motivation to compete with each other:
Of course, there are badges that are not set to zero, and remain at the employee from quarter to quarter. For example, if an employee has resulted in the company of three newcomers, the badge "Recruiter-combatant" will remain in it forever. As a badge "Tattoo" will be with the employee regardless of the quarter :)
By the way, there are employees who have received this badge:
2. Track
Parallel rating also have a system of tracks (similar to the race track).
The employees of a number of roles on the main page of our ERP-system output track, which displays the vehicle. The higher rates in the current quarter, the steeper the vehicle at the employee.
For example, because the track looks at the manager at the beginning of the quarter. Increasing turnover, manager begins to change to other vehicles. We see that very soon will receive manager Scooter:
Depending on performance, over time it is transplanted to the scooter on a bike with a bike and a car, and so on to jet aircraft.
If an employee, for whatever reason, starts worse, his vehicle to "break", and it is immediately noticeable.
3. Alerts
Not to lose the information content, it is necessary to inform employees that they have received the badge. For this we derive specifically to each employee personal notification
and report on the new "beydzhenostsah" in the block with morning greeting.
4. Information and rules
In addition, we have created a separate section in our internal Wikipedia, which is devoted exclusively to gamification. It was there that describes the function of our system of gamification:
As well as a full list of badges with the criteria for their preparation, description and "value in points».
5. History badges
In addition, we realize the dream of those employees who are spared the "selected" system of badges.
Now we show the history of all received employee badges:
We go in to the employee profile and see that he now owns seven badges, and once he had previously been two more (they are displayed in black and white reduced copies).
That's what the system says gamification director Artyom Netpeak Borodatyuk:
Watching the current system:
Of course, as with most systems, our system gamification can be improved. We distinguish two important points:
1. The balance of power. In Netpeak there are different roles of employees, and measures the system all together. Accordingly, the programmer can not become a better manager. Therefore, we sought to introduce unique badges for each of the roles. The system has become much more stable, but still not ideal. In roles that produce basic services are more likely to get more badges. For example, an online marketer potentially has a large variety of badges than HR-manager.
2. In the system yet requires significant human involvement. Approximately 65% of badges are issued automatically, but are still 35% to be issued by the hand. Ie increases the load on the HR-department, but it is inevitable costs in implementing such a system.
We continue to watch our system and improve it.
Offline badges
Finally talk about yet another nice addition to our gamification.
Recently we made another update. We print all our badges in the form of beautiful convex stickers and thereby brought gamification from the virtual world to the real.
In the morning, in one of the spring days, the staff came to work and found on his desk envelopes with nicknames.
Each envelope was lying set of badges, which has employee.
Now every employee has had an opportunity to stick badges on your laptop or on a monitor so that they are visible to all other employees. And if the laptop will continue to pass on an inheritance to another employee, the labels, of course, will be removed. Badges - a highly individual awards.
And netpikovtsy began to actively use this feature! Now Netpeak unique working technique:
And what pleases me most strongly - this system gamification really works! Many of the staff are very jealous of the situation where not considered some of their merits and not given a badge. And some even specially come to work on weekends, not only to cope with the large amount of work, but also to get the badges of honor "Saturday" and "Stakhanovite".
Of course, the badges are very rarely able to act as the sole motivation. But at the same time they are always pleasant and well-deserved reward for employees Netpeak :)
We will continue to improve and refine our system gamification, so until the next major update!
Source: habrahabr.ru/post/223575/
