Gamification Summit (GSummit) Mark Yolton 2013

1. Mark Yolton | SVP of Digital, Social, and Communities at SAP
GSummit San Francisco 2013
Nurturing and Growing Global Communities:
The SAP Example

2. © 2013 SAP AG. All rights reserved. 2
About SAP
The world’s leading provider of enterprise application software
232,000
customers

180+
countries

65,667
employees


€16 Billion
revenue

3. © 2013 SAP AG. All rights reserved. 3
Digital, Social, and Communities at SAP
Digital Social Communities

4. © 2013 SAP AG. All rights reserved. 4
2 million
unique visitors each month
57 million
total visits in 2012
9,200
active bloggers
5,000+
discussion threads per day
400+
discussion topics
160 million
page views in 2012
46
net promoter score (NPS)
SAP Community Network (SCN)
700+
community moderators

5. © 2013 SAP AG. All rights reserved. 5
Evolution of Gamification on SCN
2003 2005 2009 2011
Community
Moderation
100K
Members
2007
Top
Contributors
Annual
Contest
Badges for
Levels
2013
Launch Gamification
Module
Celebrate SCN 10
th

Anniversary!
Member of the
Month
U.N.
World Food
Program
Gamified
SAP TechEd
2011:
•  Jane
McGonigal
Keynote
•  Knowledge
Quest

Ask the
Experts
Points
Introduced
SAP
Mentor
Program
12 Month
Rolling
Points
New SCN
Platform

6. © 2013 SAP AG. All rights reserved. 6
Why Gamification on SCN?
Knowledge, Reputation
and Recognition
Points
Badges
SAP Mentors
Activities
Leaderboards
Original intent:
• Facilitate technical/platform success through
collaborative problem solving
• Empower the community to help each other vs. SAP
providing all the expertise
•  Enable learning through knowledge sharing
Primary Outcome:
• Use points system and other game techniques to
encourage knowledge sharing by rewarding
members
“Bonus” Outcomes:
•  Members build their professional reputations
•  Experts & thought leaders are easily identified
Behaviors

7. © 2013 SAP AG. All rights reserved. 7
Rewards and Recognition on SCN in 2012
Member of the Month
Quality Content
Featured on SCN Recognition at Live Events
Badges for Contribution

8. © 2013 SAP AG. All rights reserved. 8
Why Implement a Modern Gamification Module?
Challenge
Declining visitor
engagement
Members overly focused
on points - quantity over
quality
Some members cheating
to get points
Opportunity
Encourage participation by
making it easier, fun and
valuable to connect with
others
Introduce missions that focus
on community behaviors and
recognize quality and value
Design missions that highlight
engagement and provide
visual badges (vs. just total
points)
Desired Outcomes


A more fun, exciting,
dynamic community

Increased quality and
quantity of contributions
from both active
members and “standby
observers”


Improved reputation
information; Easier
identification of topic
experts

9. © 2013 SAP AG. All rights reserved. 9
New and Improved Gamification to Increase Engagement
(1 of 2)
Badges
• Based on Missions
• 20+ Badges at launch
• System recommends
“Next Mission” to reach
next level
• More status levels to
demonstrate attainable
progress
• Detailed “Reputation Tab” in
each member’s profile
• How you rank vs. your
connections
*Screenshots subject to change

10. © 2013 SAP AG. All rights reserved. 10
Example Missions
Explore Engage Create Influence
*Screenshots subject to change

11. © 2013 SAP AG. All rights reserved. 11
New and Improved Gamification to Increase Engagement
(2 of 2)
Onboarding
Collaboration
Recognition
Healthy
Competition
Self
Expression
Altruism
Maslow’s Hierarchy of Needs Maslow’s Hierarchy of Needs

12. © 2013 SAP AG. All rights reserved. 12
Key Learnings
! Know your audience and what they value…focus there
! Tie your vision to business goals
! Involve community members in the process
! Give your project team time and “space” to experiment and evolve together
! Leverage Design Thinking approaches (“audience-in”)
! Have an open mind to changing the status quo
! Inject playfulness!

13. Game On!

14. Thank you


Mark Yolton
SVP, Digital, Social, and Communities
SAP Marketing
www.sap.com
http://scn.sap.com




http://linkedin.com/in/markyolton
[email protected]
@markyolton