Gamification And Social Driving Employee Collaboration And Marketing
Four years ago, Bluewolf started to experiment with gamification for external and internal collaboration and were one of the first to use social technology to unlock productivity and collaboration. A 2012 global McKinsey report found that $900 billion – $1.3 trillion in annual value could be unlocked by social technologies.
Corinne Sklar, Global CMO of consulting firm Bluewolf, which was acquired by IBM earlier this year for $200 million, spoke to B&T earlier today at Dreamforce in San Francisco on this subject.
For Sklar, the simple premise that happy employees leads to happy customers is key. Driving employee engagement creates great customer engagement.
Four years ago, the marketing department realised that they had an amazing group of individuals (consultants and experts) within their business but they had a challenge in taking their thought leadership and amplifying not only the voices of the individuals but also the Bluewolf brand.
They were using the Salesforce internal collaboration tool “Chatter” but were dealing with globalisation as a growing company and they were finding it harder to drive internal collaboration and communication.
First of all, they benchmarked the company to see how collaborative they were internally and ran a separate study on how social each of their employees were by measuring how often they posted and engaged with social media platforms like Facebook and Twitter.
They then gave each of their employees control over their individual Profile pages on their company website, connected these to social channels and encouraged every employee to become socially active.
Bluewolf helped individuals build content and every time a staff member shared this content on their Twitter or LinkedIn page, they would get points. If the content reached a certain number of views, there would be additional points. They used gamification to drive content creation and distribution.
This was just one part of the puzzle but helped expand their employee’s personal brands and also the Bluewolf business simultaneously. They immediately saw huge improvements in their SEO and an increase in inbound leads.
Gamification was also used for “Chatter” to encourage individuals to post content and drive collaboration and conversation internally.
The Bluewolf CMO shared that she finds this the biggest challenge in her role. Data and technology challenges are important but they are secondary to communication and collaboration. It’s a personal world with so many dimensions. Driving collaboration, in a visual way to execute the vision is hard.
However gamifying the internal “Chatter” tool has helped – this is another way employees can gain points.
Points can be redeemed for prizes and the top 50 people across departments are given the opportunity to go on a rewards trip.
Instead of a “President’s Club” system where only the top performing sales people are given the opportunity to be rewarded. Instead it is based on promoting those who live and engage with Bluewolf’s culture and values, something Sklar is very proud of.
The program was first launched as “#goingsocial” but has now evolved to become PRIME.
Please login with linkedin to comment
Advertising Standards Bureau bluewolf dreamforce Rob CreekmoreLatest News
“The Bulls**t-ometer Will Be On Full Alert”: B&T Awards Live Judge William Leach Shares His Tips For Finalists
B&T Awards judge William Leach is on the lookout for "bullshit". Hopefully he doesn't read our daily newsletter then.
Spikes Asia Appoints Jenny Lau As Events Director
Spikes Asia has announced the appointment of Jenny Lau as events director. Based in Singapore, Lau will take overall responsibility for Spikes Asia. Lau (pictured) has worked within the Asia-Pacific advertising industry for more than 20 years and brings a deep understanding of the trends and issues affecting the regional advertising and marketing industry. Lau […]
ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Expands Executive Leadership Team
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]
GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business
GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]
Glow Survey Finds: Consumers Want FMCG Sector To Tackle Plastic Waste & Packaging
B&T encourages FMCGs to tackle plastic waste, except when it comes to tarpaulins, cling wrap or novelty fake dog poo.
IntelligenceBank Ranks No.1 In G2 Digital Asset Management Relationship Index
IntelligenceBank nabs prestigious industry award that sadly comes with neither sash, tiara or swimsuit competition.
New National Association For The Visual Artists Campaign Gives Visual Artists A Shot At Recovery
Today, the National Association for the Visual Artists (NAVA) launched a new campaign, Sit For An Artist, urging everyone who is e
Revolution360 Wins Sydney Trains Contract For Bespoke Assets
Street Poster and OOH provider Revolution360 has been awarded a 7+ year contract with Sydney Trains for its bespoke road-facing advertising assets.
“Leading By Example Is One Of The Most Powerful Things Brands Can Do!” Gumtree’s Erin Holt On How Sustainability Drives Customers
It's top branding tips from Gumtree’s Erin Holt. Who can also get you a top deal on a slightly worn leather recliner.
Why Microsoft Searches For Insurance Have Lifted During COVID (And How This Affects Advertisers)
Study finds searches for insurance are on the up. And here's B&T thinking it would've been Lil Nas X or Emmy frocks.
LinkedIn Names Thinkerbell One Of The Top Aussie Start-Ups In New Study
Gnomes R Us and Haggis-In-A-Cup conspicuous by their absence in LinkedIn's list of hot new start-ups.
72andSunny Strengthens Team With Four New Hires Across Strategy And Creative
72andSunny ups the team with four new hires. Could've even been five if that unsuccessful pitch had gone the other way.
Seismic Announces New Zealand Partnerships To Empower Businesses And Workers
Seismic has announced an expanded New Zealand (NZ) presence to support the transformation of sales and marketing teams, and enable the nation’s employers to focus on upskilling their workforces to overcome a digital skills shortage. The company has also signed NZ-based specialist consultancies, Fresh Perspective Sales (FPS) and Jumping Fox Interactive, as its first two […]
Fake Funeral Home’s “Don’t Get Vaccinated” Ad Turns Out To Be Best Pro-Vax Ad Ever!
If only AstraZeneca & Pfizer scientists could manage to distil their products into an M&M-like sugar-coated confection.
ABC News Breakfast Experiences Literal On-Air Wobble As Earthquake Hits Victoria
"Did the earth move for you?" gags doing the rounds after today's earthquake. Unless you actually did get laid, that is.
The Inspired Unemployed Launch Their Own Podcast Via Spotify
Are The Inspired Unemployed making money from their new podcast? If so, is it being declared to Centrelink, B&T poses?
Diversity Is Good For The Bottom Line, So Why Isn’t Anyone Listening?
No one's a greater advocate for inclusion than B&T. Hell, we even have Adelaidians on staff as proof we'll take anyone!
Tuesday TV Wrap: Masked Singer Reveal Falls From Monday As Pavlova Is Uncovered
Know who'd make terrific contestants on The Masked Singer? Henry the Octopus or Mr Blobby.
Ray White Goes In-House For New “Proudly” Campaign Just In Time For Spring Selling Season
If anything, at least real estate house inspections provide an opportunity to laugh at your neighbour's appalling decor.
Channel Seven Reporter Attacked With “Urine” While Reporting!
When they're charging you a $350 call-out fee to arrive a week late, it beggars why these tradies are so angry.
Beer Brand Roasts The High Cost Of Advertising, Instead Pays Drinkers To Plaster Their Home With Its Ads
When it comes to nuclear submarines, Mars Rovers and warped celebrities, America has no peers. Less so with beer.
JCDecaux Unveils Mass Digitisation Plans After Snaring Sydney Trains Advertising Contract
JCDecaux wins Sydney Trains contract. Rather than ads, B&T would prefer to see repeats of I Dream Of Jeannie or ALF.
The Lab Expands Executive Team With Three Promotions
The Lab expands executive team who can now look forward to spending more time in totally pointless executive meetings.
Like It Or Not, TikTok Has Become A Crime Solving App
In the absence of Batman and Robin, it appears Commissioner Gordon can now rely on TikTok to fight the baddies.
InMoment Appoints Eric Weight As Vice President Of Solutions Consulting For APAC
A handy batter, Eric Weight is the perfect addition for InMoment as the office cricket team prepares for a tough summer.
Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic
Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]
Nestlé Oceania Adds The Edison Agency To Strategic Design Roster
The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]
Wunderman Thompson Releases Adland’s Roadmap For The Metaverse
Much like how one can always manage to lose individual socks, the metaverse remains one of the great modern mysteries.
SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown
SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]
