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SAP Gamification Success!

06.07.2013
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On Monday, April 28, our SAP Community Network (SCN) Gamification team launched the Jive Gamification Module (JGM) for the community. In one of the smoothest go lives I've experienced in my 20+ years of project management, Laure Cetin, the project manager, and her core team members, Audrey Stevenson, Sean Yang, andOliver Kohl did a stellar job defining requirements, testing the deliverables from Jive, and preparing the community for the big changes.

The goal was to change behaviors. Specifically, we wanted to increase engagement (likes, ratings, bookmarks, messages/comments) grow contributions, and improve quality of contributions.

The team assessed the situation. Although number of unique visitors continued to climb (more than 2,000,000 per month), the number of visitors who logged in was decreasing rapidly.  In 2011, we recorded 4.9 million log ins, however in 2012, this number dropped to 1.6 million. Part of the reason for this drop was attributed to the excellent work of our SEO expert, Jason Lax. Regardless, to support SAP's goal to make everyone run better than ever, we need to know who is searching for answers, and what problems they want to solve.

So the team determined that these we needed new badges and missions to support increased log ins and engagement.

First, our levels were very exclusive. In an environment where publishing a blog or a document was worth 10 points, and initial level icons only started at 250 points, it was pretty daunting to think of ever getting a level icon. And the message that displayed in personal profiles was "0 Not active contributor", "250 points until active contributor". Pretty discouraging.

We designed a new scheme for levels that would give everyone a badge the first time they logged in after go live. And in addition, we based it on the lifetime points they had earned since first joining the community. That was an improvement because in the previous system, levels were based on 12 month rolling points - points for levels expired after 12 months.The figure below illustrates how the new levels increased the number of members who have level icons by ~540k, and for over 350k members who had less than 4 lifetime points, leveling up became much less daunting.

Levels.JPG

In addition to level icons, the team came up with creative missions and badges to support desired behaviors.  The figure below illustrates examples of the missions/badges that encourage activities for stronger engagement amongst members.

Screenshot2.png

But what about cheating? Well, we're always going to have that, and our diligent moderators work with our core team to report abuse so that we can warn members, remove points, etc. And actually, the JGM helps us combat some of the cheating because it enables us to limit the maximum points for activities that one can gain in a given time frame.

The results have been very impressive.  In the first week ofour launch, we saw a significant uplift in logins, activities, missions and points.

Results.JPG

So what does the community think about gamification?  Here is some of the feedback.

Community Feedback.JPG

We are really excited about our new gamification of SCN! And with the launch of Gamification Phase 2 yesterday, we can't wait to make our efforts even more successful.

Watch for our core teamLaure Cetin, Audrey Stevenson, Sean Yang, andOliver Kohl, who will connect in Jive Gamification to collaborate on requirements for Phase 2 and share key learnings. And join in the conversation to share your opinions and experiences with the gamification module too!

Last, but certainly not least, I'd like to thank all of the team members from Bunchball and Jive who helped to make this project a success:

Nimi Berman

Kevin Conaway

Meg Splaine

Mary Lahlouh

Dan Katz

Kyle Clark

Molly Kittle

Joseph Cole

We couldn't have done it without you!

Published at DZone with permission of Jive Community, author and DZone MVB.

(Note: Opinions expressed in this article and its replies are the opinions of their respective authors and not those of DZone, Inc.)