EMC's Gamification Program (RAMP) Increases User Engagement by 21 Percent
EMC has been at the leading edge of adopting social technologies for its customers, partners, and employees. Nearly four years ago, the global leader in hardware and cloud-based computing implemented social software from Jive to power communities across its ecosystem, including those for employees, customers, and partners.
But with many technologies and offerings jockeying for their attention, EMC experienced challenges in getting users to post messages, fill out profiles, answer questions, and perform other valuable behaviors that drove a healthy online community. It needed a new way to recognize users who performed these key behaviors, and encourage them to do more of them to stay actively engaged within the EMC community.
Business Solution - Badgeville for Jive
EMC leveraged The Behavior Platform by Badgeville to build what it called RAMP -- the Recognition, Awards & Motivation Program. RAMP sits on top of EMC’s Community Network (ECN), a Jive-based online community of 240,000 people that brings together EMC customers, partners and employees.
EMC utilized Badgeville’s robust Game Mechanics to drive, influence, and reward valuable user behaviors across ECN. Unlike gamification “apps” that limit community managers to a pre-packaged set of activities and rewards, The Behavior Platform allowed EMC to gamify virtually any user behavior across its ecosystem. Inside of the Behavior Engine admin console, EMC easily set Point values users would earn for performing dozens of behaviors, including:
In addition, EMC configured hundreds of Achievements that users unlocked for performing these behaviors. For example, users now earn the “Discussion Starter” achievement after they start five discussion threads. EMC also enabled Missions to walk users through a sequence of relevant achievements inside ECN that showcases their expertise within a particular EMC product area, such as cloud computing or content management.
With Badgeville, we went from signing a contract to being ‘Live’ in about six weeks -- it was very fast for a company of our size. In addition to offering a flexible platform that was malleable to our needs, we found that Badgeville was incredibly consultative in the process. We felt that we had an expert with regard to how to leverage gaming theory to drive community behavior and community engagement.”
--Todd Forsythe, VP of Global Marketing, EMC
Since building and layering Badgeville’s Game Mechanics on top of its Jive-based ECN Community, EMC has seen a 21% increase in overall user activity, including lift in these key behaviors (percent increase):