leaderboards - the greatest game mechanic of them all - by leaderboarded at dialogkonferansen...
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Leaderboards The Greatest Game Mechanic Of Them All
My Top 5 Game Mechanics to drive consumer behaviour
1. Leaderboards - show if I’m winning 2. Appointments – enforce scarcity 3. Challenges – clarify objectives 4. Badges – mark status 5. Levels – offer progression
Today’s Workshop
• About me / my company • Why we need Leaderboards • How Leaderboards work • Example Leaderboards • How to use leaderboards in your organisation
About me – Toby Beresford
• CEO and Founder of Leaderboarded.com • Chair of GamFed International Gamification Confederation
(gamfed.com) • Editor of GamificationOfWork.com • Previously
– Won London Facebook Hackathon judged by Mark Zuckerberg – Built and sold Nudge Social Media Agency. One of FB’s first
Preferred Marketing Developers (PMDs)
About Leaderboarded.com
• Digital scoreboards for managers to run engaging competitions
• Self Service Leaderboards – Biggest Tweeter, Event Hashtag, Golf Tournament, Sales Team…
• Enterprise Leaderboards – Integrated CRM, Large scale consumer campaigns, Multi Region
Sales Teams
WHY MARKETERS SHOULD LOVE LEADERBOARDS
HOW DO I ENGAGE MY COMMUNITY?
A Marketers Question
#WINNING IS ENGAGING Insight: We all want to be successful. We all want to be winners.
TRADITIONAL MARKETING COMPETITIONS ARE ONE DIMENSIONAL
How most marketers use game mechanics
Single dimension competitions
• Lotteries – Enter your details for our CRM database and you might win an
iPad / bottle of wine / key ring – We take the role of ‘steward’ / referee. – 99.99% of players lose
• Points – Purchases win points that can be redeemed for prizes – Bribed behaviour always requires ongoing bribes. – Expensive to maintain
NEXT GEN MARKETING COMPETITIONS ARE MULTI DIMENSIONAL
Everyone has lots of ways to win.
NEW DIMENSIONS THAT CAN BE LEADERBOARDED
1. Platform
2. Locality
3. Time period
DIMENSION 1: Platform • Loyalty Program - purchases • Website account – registration forms, clicks, views • Social Media – twitter tweets, retweets and @mentions • Email newsletter – views and click • Smartphone App - action • In-store activity - attendance
Examples of platform competitions
• Loyalty program rewards • Facebook Candy Crush Saga – level
based social leaderboard • Online Community – Forrst top
contributors
DIMENSION 2: Locality
• Category • Geography • Demographics • Ability • Previous experience (divisions)
Examples of locality competitions
Category: • Social Media Influencer of the year • Social Media Outreacher of the year Geography / Demographic: • Stromstad Under 15 Girls Soccer Player of the
Match Ability based: • Stromstad Under 15 Girls 3rd XI Soccer Player of
the Match
DIMENSION 3: Time period
Annual
Monthly
Weekly
Daily
Examples of time period competitions
• Annual – 2013 Forbes Rich List
• Monthly – Employee of the month – Top 40 Global Gamification Gurus
• Weekly – Domino’s Pizza King of the week
CONTEXT IS KING We need leaderboards that are local to us, on platforms we use and over time periods that reflect our level of engagement.
OUR JOB IS TO BE THE COACH CELEBRATING WINS
We need to move from being referees to being the coach.
DIFFERENT WAYS FOR PEOPLE TO WIN
Personal Best
Beat Peers
Team Success
CELEBRATE: PERSONAL BESTS
• Best round ever on the golf course • Sold more units this week than last
week • You got your first points from BP this
month! • Hey, your Klout score has gone up this
week!
CELEBRATE: BEATING YOUR PEERS
• You’ve won our top prize!
• You’re in the top 10% of our customers
• You’ve beaten your friend Harry in this week’s quiz
CELEBRATE: TEAM WINS
• Arsenal are top of the English Premier League
• North West Region is top performer this quarter
• Jim’s team has beaten Sally’s team on the Customer Service Heroes leaderboard
• Heywoods is now in the Zoopla Property Power Top 100
LEADERBOARDS KEEP TRACK OF THE SCORE
• The leaderboard should show: – the competition results – my score whatever the game – my position relative to peers – breakdown of how I got my score (‘Stats’) – my performance history
Anatomy of a leaderboard
Description Publisher Source Platforms
Score Period
Name
Release Time
Player profiles
Anatomy of my Stats
Current Rank and score
Details of how score achieved
90 day history
SUCCESSFUL LEADERBOARDS Examples
29
CASE STUDY
SOCIAL MEDIA
WHO ARE LONDON’S HOTTEST TECH STARTUPS?
We asked the question.
30
31
Wrong Distorted Accurate
SUBJECTIVE OPINION
SINGLE PLATFORM
MULTI PLATFORM
32
ADPARLOR CANNES PRIDE Example
34
THERAPY EXPO Example
Delegate Twitter Leaderboard
Exhibitor Twitter Leaderboard
ZOOPLA PROPERTY POWER 100 Example
Where can I use a leaderboard in our marketing?
Prospects
Customers
Advocates
• Campaigns
• Loyalty program offshoots
• VIPs • Influencers
Where do leaderboards fit in the campaign?
• Fairly interesting…
• At the end of the experience
• How did I do?
• Really interesting…
• At the heart of the experience
• How do I become?
What can I use leaderboards to drive?
• Lift – newsletter views and clicks, page views, SEO links, social media amplification
• Engagement – desired activity on and off site • Data Accuracy - players complain if scores are wrong • Community Connections – players see peers worth
engaging with
What reward types should I use?
Financial
• Encourages ‘compers’ and gaming the system
• You have to keep giving out prizes
• Arguments can become legal issues
Non-financial
• Encourages bragging with its positive viral effect
• Best when seeking to optimise existing behaviours
• Can run indefinitely
KEY TAKE AWAYS What we’ve covered
Leaderboards
• Drive engagement when at the centre of the campaign
• Multiple context leaderboards give people multiple ways to win
• Are best when they champion status rather than financial rewards.
• Are actually the greatest of all game mechanics… J
QUESTIONS TO ASK
Where could I run a leaderboard style competition in my communities to increase engagement?
Who are my players? What behaviours do I want? What is the name of my leaderboard? Don’t forget – status is the primary incentive, not cash!
That’s all folks.
Next step: • Book a free - 1-to-1 gamification session looking at your business
objectives (slots till after lunch tomorrow. )
• Create a self-service leaderboard at www.leaderboarded.com
Connect with me: • toby@leaderboarded.com • @tobyberesford
Visit the blog: • http://www.leaderboarded.com/home/blog
Handling the issues
Problems
• Early player bias
• Unwinnability
• High secretarial load (entering scores)
• Players try to ‘game the system’
• Low player trust
• Player scoring disputes
Solutions
• Shorter score periods
• Lots of leaderboards, offer many ways to win
• Use automated connectors
• Conceal scoring algorithm
• More transparent scoring
• Appoint an independent ‘steward’
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