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’