Let the B2B Games Begin!
everything new must prove itself over time.
A credit to my Yankee roots, I don’t get excited about much. This is sometimes a disadvantage. For example, when I was invited into the
gmail beta in the *very* early days, I could have had my [email protected],
but no, I ignored the invite rather than risk my personal cachet. I was a
twitter-naysayer for some time, but began to say “yes” and now have 20K
followers – investing time and energy only after I saw the real business
value. Perhaps this is why my B2B
clients and I understand each other so well — we agree that social business
initiatives have to make business sense to be worth the effort. We bring critical
thinking and analysis, a proven methodology and a careful process to all that
we do. There is no happy, frivolous social talk in my world of financial
service, healthcare, manufacturing, and oil and gas firms.
them with mild amusement and my wait-and-see attitude firmly in place. Just
what will people actually do to earn
a virtual badge? How can this be applied
in the business-to-business world? Online
socially-driven war games, crowd-sourced products and services, predictive virtual
markets – all these online competitions and contests might yield significant
value, well beyond the entertaining frivolity of tending a virtual corn crop in
Farmville.
“gamification” in an online community we were building to support traders. Instinctively competitive, traders took to
online predictive market trading games like thoroughbreds racing for the finish
line. The trading games allowed them to take risks and conduct experiments that
they (typically) could not do as part of their jobs. It also gave the
sponsoring organization insights into the real hunches the traders had about
the market, and tapped into the passion so many traders have about the work
they do. All this took place in a safe, private environment. We didn’t call it ‘gamification’ five years
ago, but we brought urgency, competition and teamwork into an online community
setting via this custom application
potential to change the face of medicine – especially when embedded in a
private online community. There are two approaches
to these medical games in the market now. The consumer versions create social
competitions to stop smoking, build healthy eating habits, create patient
support groups and other activities – all with the goal of educating, informing
and changing behaviors via reward systems.
The second group is focused on encouraging knowledge exchange among
medical professionals, where experts come together in a virtual environment to share
information and build on each other’s work or research perspectives and
insights.
a competition which seeks “to predict a biological endpoint” or build the best
molecule possible – with a grand prize of $20,000. They also launched a crowd-sourcing
competition called Predicting a
Biological Response which attracted hundreds of players within Kaggle,
an online community of almost 31,000 data scientists.
online. The Wall Street Journal recently described how gamification in online communities
has helped high tech firms such as SAP and IBM derive tangible business returns
that help customers and the firm. Companies like Deloitte are using online
games to train clients and its own consultants in leadership best practices via
the Deloitte Leadership Academy.
elements– they make online experiences more enjoyable and engaging, and usually
strive to change a behavior, be it buying more Skittles or sharing a dataset on
the latest molecular research. However, the
social milieu in which the games take place can have a significant impact on
the outcomes, depending on the mission of the game and relationships which
exist between the game participants. In
my experience, gamification is most effective when the games are embedded
within an existing online community – a virtual society. In social space the
participants know each other, the knowledge exchanged is meaningful and the
results can accumulate to serve others. It’s a “win-win” game for everyone.
Vanessa DiMauro is the CEO of Leader Networks, a research and strategy consulting company that helps large organizations succeed in social business and B2B online community building. DiMauro is a popular speaker, researcher and author. With over 15 years experience in social media leadership positions, she has founded and run leading online communities for CXO Systems, Cambridge Technology Partners and IDG, and has developed winning social strategies for influential companies such as Cisco, Cognizant, EMC, Palladium Group and SAP.
Vanessa DiMauro is an Executive-In-Residence at Babson College’s Olin School of Management, and holds both a B.A. and M.A. from Boston College. She serves on the Advisory Board at WEGO Health and blogs at http://blog.leadernetworks.com.
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