Leaderboards - the greatest game mechanic of them all - by leaderboarded at dialogkonferansen marketing conference
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CEO and Founder of Leaderboarded explains why Leaderboards are in fact the greatest game mechanic of them all to drive consumer behaviour. Multi dimension, multi competition Leaderboards can be used to make sure that everyone feels like they are winning. Marketers must become coaches that celebrate with our customers rather than distant referees - this is a closer relationship as well as giving us more messaging opportunities. Winning can be at any of three levels - personal best, beating peers or team success. Examples include AdParlor Cannes Pride a guerilla leaderboard at the Cannes Lions creative conference, Exhibition leaderboards, Zoopla property power 100 and the London tech startup exaleague.
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Leaderboards - the greatest game mechanic of them all - by leaderboarded at dialogkonferansen marketing conference
- 1. Leaderboards The Greatest Game Mechanic Of Them All
- 2. MyTop5GameMechanicstodrive consumerbehaviour 1. Leaderboards - show if I’m winning 2. Appointments – enforce scarcity 3. Challenges – clarify objectives 4. Badges – mark status 5. Levels – offer progression
- 3. Today’sWorkshop • About me / my company • Why we need Leaderboards • How Leaderboards work • Example Leaderboards • How to use leaderboards in your organisation
- 4. Aboutme–TobyBeresford • 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)
- 5. AboutLeaderboarded.com • Digital scoreboards for managers to run engaging competitions • SelfServiceLeaderboards – Biggest Tweeter, Event Hashtag, Golf Tournament, Sales Team… • EnterpriseLeaderboards – Integrated CRM, Large scale consumer campaigns, Multi Region Sales Teams
- 8. #WINNINGISENGAGING Insight: We all want to be successful. We all want to be winners.
- 9. TRADITIONALMARKETING COMPETITIONSAREONE DIMENSIONAL How most marketers use game mechanics
- 10. Singledimensioncompetitions • 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%ofplayerslose • Points – Purchases win points that can be redeemed for prizes – Bribed behaviour always requires ongoing bribes. – Expensivetomaintain
- 11. NEXTGENMARKETING COMPETITIONSAREMULTI DIMENSIONAL Everyone has lots of ways to win.
- 12. NEWDIMENSIONSTHATCANBE LEADERBOARDED 1. Platform 2. Locality 3. Time period
- 13. DIMENSION1: 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
- 14. Examplesofplatformcompetitions • Loyalty program rewards • FacebookCandyCrushSaga– level based social leaderboard • Online Community – Forrst top contributors
- 15. DIMENSION2:Locality • Category • Geography • Demographics • Ability • Previous experience (divisions)
- 16. Examplesoflocalitycompetitions Category: • Social Media Influencer of the year • Social Media Outreacher of the year Geography/Demographic: • Stromstad Under 15 Girls Soccer Player of the Match Abilitybased: • Stromstad Under 15 Girls 3rd XI Soccer Player of the Match
- 18. Examplesoftimeperiodcompetitions • Annual – 2013 Forbes Rich List • Monthly – Employee of the month – Top 40 Global Gamification Gurus • Weekly – Domino’s Pizza King of the week
- 19. CONTEXTISKING We need leaderboards that are local to us, on platforms we use and over time periods that reflect our level of engagement.
- 20. OURJOBISTOBETHECOACH CELEBRATINGWINS We need to move from being referees to being the coach.
- 21. DIFFERENTWAYSFORPEOPLETOWIN Personal Best Beat Peers Team Success
- 22. CELEBRATE: PERSONALBESTS • Bestroundeveron the golf course • Sold moreunitsthisweekthan last week • You got your first points from BP this month! • Hey, your Klout score has gone up this week!
- 23. CELEBRATE:BEATINGYOURPEERS • You’ve won our top prize! • You’reinthetop10%of our customers • You’ve beaten your friend Harry in this week’s quiz
- 24. CELEBRATE:TEAMWINS • 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
- 25. LEADERBOARDSKEEPTRACKOFTHE 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
- 27. AnatomyofmyStats Current Rank and score Details of how score achieved 90 day history
- 30. WHOARELONDON’SHOTTEST TECHSTARTUPS? We asked the question. 30
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- 41. WherecanIusealeaderboardinour marketing? Prospects Customers Advocates • Campaigns • Loyalty program offshoots • VIPs • Influencers
- 42. Wheredoleaderboardsfitinthecampaign? • Fairly interesting… • At the end of the experience • How did I do? • Really interesting… • At the heart of the experience • How do I become?
- 43. WhatcanIuseleaderboardstodrive? • Lift–newsletter views and clicks, page views, SEO links, social media amplification • Engagement – desired activity on and off site • DataAccuracy - players complain if scores are wrong • CommunityConnections – players see peers worth engaging with
- 44. WhatrewardtypesshouldIuse? 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
- 46. Leaderboards • Drive engagement when at the centre of the campaign • Multiple context leaderboards give people multiplewaystowin • Are best when they champion status rather than financial rewards. • Are actually the greatest of all game mechanics… J
- 47. QUESTIONSTOASK 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!
- 48. That’sallfolks. Nextstep: • 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 Connectwithme: • toby@leaderboarded.com • @tobyberesford Visittheblog: • http://www.leaderboarded.com/home/blog
- 49. Handlingtheissues 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’