B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • State of Origin
  • WPP
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • AFL
  • Anthony Albanese
  • AI
  • Spotlight on Sponsors
  • Foxtel
  • Meta
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Gamification And Social Driving Employee Collaboration And Marketing
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Gamification And Social Driving Employee Collaboration And Marketing
Marketing

Gamification And Social Driving Employee Collaboration And Marketing

Rosie Oakshott
Published on: 7th October 2016 at 11:25 AM
Rosie Oakshott
Share
4 Min Read
SHARE

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.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Advertising Standards Bureau, dreamforce, Rob Creekmore
Share
Rosie Oakshott
By Rosie Oakshott
Follow:
Started out at Retail Week in London before tackling large-scale expo’s around Australia. Rosie’s background gives her the nous to bring together B&T’s editorial, events and commercial vision.

Latest News

Patrick Rowe, Mandie Van Der Merwe, Avish Gordhan.
Agency Scorecard: Saatchi & Saatchi
15/07/2025
SCA Chief Content Officer Dave Cameron To Depart After 30 Years
15/07/2025
Harley-Davidson Rallies Riders For Inaugural ‘United We Ride’ Fundraiser Via The Salvation Army
15/07/2025
Agency Scorecard: Nunn Media
15/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?