Gamification And Social Driving Employee Collaboration And Marketing

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.




Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]