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Fantasy Football Equals Engagement

imgres-1TAKEAWAY THURSDAY Take it away! This is the sixth in a series of posts that will be featured on Fonteva’s blog highlighting important strategies associations can take away from other industries. In today’s sixth-degrees-of-separation world, your members are assessing your association not just in comparison to similar organizations but in relation to the totality of their experiences as consumers. As such, we want to help you stay abreast of key trends and best practices, those takeaways that may benefit your association. As you go through your busy day, playing games may be the last thing on your mind.  Yet, gamification continues to be an important trend. According to Gartner, by year-end 2014, an estimated 70 percent of the world’s 2,000 largest companies will deploy at least one gamification application. Last year, I wrote about this trend with some skepticism. I wasn’t convinced that gamification would be useful to associations in engaging their members: “You don’t need a game when you’re delivering significant benefits for achievement.” While I still believe this is the case, I am also open to new approaches to gamification that help association staffs and their members be more engaged with one another. I recently came across an excellent example of the former. In a December blog post, Frank Humada, general manager for MultiView, shared the company’s success with using gamification internally with employees. “After hearing some employees discuss their Fantasy Football success over a weekend, the idea to use this concept at MultiView made too much sense to not act on it,” he writes. The basic concept for fantasy sports involves people becoming general managers for teams of professional athletes for a given sport. You draft your players and earn points from a few categories of statistics from their games. In MultiView’s case, 40 operations staff employees become GMs of a team of sales reps. They received points if their sales reps hit more than 120 minutes each day, for sales under and over $1,500, and even earned points if their drafted sales team was the top team of the day. Some employees even worked late to ensure that they that they would hit their targets for the day. Fantasy Football turned out to be a great way to motivate staff and build a bridge between the company’s operations staff and sales team: “The operations staff began communicating with more people on the sales floor than they did before, while also engaging in friendly competition with opponents in their departments for a playoff spot.” Based on the success of this effort, Humada plans to “continue to utilize gamification across the company, or even outside of work. You can make anything more engaging, so why wait? Implement today, or run the risk of missing out on increased productivity and interest.” Perhaps, there’s an appropriate way for your association to deploy gamification. There’s nothing like a little friendly competition to get people engaged and motivated. Original Article
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