Gamification has become an increasingly popular technique over the years, including in the B2B space as well. B2C marketers have derived great value from gamification to drive engagement levels with their consumers. NASSCOM Community Member - Sameer Murdeshwar, recently wrote a post on an overview of what Gamification is all about – it is a great read! While browsing through the NASSCOM community, I was pleasantly surprised to find real-time feasible working gamification models across the site. The NASSCOM Community strategists, administrators and moderators have done an excellent job planning these models to improve engagement across the community.
Here are a few thoughts around how community leads may have come up with these gamification models – in a step-by-step approach.
- Identify key engagement goals tied to the objectives of the community
- Key engagement models depend on the results that each model delivers - For example, if the objective is to increase member interaction and foster networking, then an engagement model that incentivizes users to follow others, comment on articles, and contribute to discussions may be the right approach.
- Assess if gamification is possible
- Evaluating the feasibility can involve many steps that vary by the goals. But one of the key elements that drives gamification models is whether the objective is ‘measurable’. For instance, the number of members followed can easily be quantified – so, we can include that in gamification. But unless aspects like quality and usefulness of comments (akin to how helpful reviews are on e-commerce sites) is made measurable, it cannot be gamified.
- Set the context of gamification for identified objectives in line with user analysis
- For each objective, the circumstances under which it can be valid has been determined. It may be complemented by aspects related to circumstances under which the users engage such as type of frequency of interaction. For instance, a new user may be thrilled to just write a single comment while a veteran member would be more interested in moderating successful discussions in the community.
- Design and build the gamification models in line with available engagement technologies and tools
- This may have involved intense ideating sessions including brainstorming and focused group discussions to identify potential gamification designs in line with community goals, governing circumstances, user categories and gamification theories. Based on the outcomes of these sessions, prototypes may have been discussed taking into consideration UX, UI and technical constraints. For example, rewarding new users to log-in every day with the objective to influence engagement may have been one of the ideas. A web interface that supports these goals may have followed with measurable engagement models.
- Improvise and fine-tune
- Based on engagement metrics, the design and model would be continuously fine-tuned to maximize the impact of gamification. Currently, there is significant engagement occurring in the community with members awarded with points, badges and ranks for performing various tasks including blogging, commenting, responding and even following other members.
The continued success of the model depends on continuous innovation and improvisation, of course – I believe the team is already doing this to enhance our experience. I’d be stoked to connect with the core NASSCOM team to know more about how they achieved this level of Gamification and confirm my observations. Long way to go!