Leaderboards
The Greatest Game Mechanic Of Them All
MyTop5GameMechanicstodrive
consumerbehaviour
1.  Leaderboards - show if I’m winning
2.  Appointments – enforce scarcity
3....
Today’sWorkshop
•  About me / my company
•  Why we need Leaderboards
•  How Leaderboards work
•  Example Leaderboards
•  H...
Aboutme–TobyBeresford
•  CEO and Founder of Leaderboarded.com
•  Chair of GamFed International Gamification Confederation
(...
AboutLeaderboarded.com
•  Digital scoreboards for managers to run engaging
competitions
•  SelfServiceLeaderboards
–  Bigg...
WHYMARKETERSSHOULDLOVE
LEADERBOARDS
HOWDOIENGAGEMYCOMMUNITY?
A Marketers Question
#WINNINGISENGAGING
Insight: We all want to be successful. We all want to be winners.
TRADITIONALMARKETING
COMPETITIONSAREONE
DIMENSIONAL
How most marketers use game mechanics
Singledimensioncompetitions
•  Lotteries
–  Enter your details for our CRM database and you might win an
iPad / bottle of ...
NEXTGENMARKETING
COMPETITIONSAREMULTI
DIMENSIONAL
Everyone has lots of ways to win.
NEWDIMENSIONSTHATCANBE
LEADERBOARDED
1.  Platform
2.  Locality
3.  Time period
DIMENSION1:
Platform
•  Loyalty Program - purchases
•  Website account – registration forms, clicks, views
•  Social Media...
Examplesofplatformcompetitions
•  Loyalty program rewards
•  FacebookCandyCrushSaga– level
based social leaderboard
•  Onl...
DIMENSION2:Locality
•  Category
•  Geography
•  Demographics
•  Ability
•  Previous experience (divisions)
Examplesoflocalitycompetitions
Category:
•  Social Media Influencer of the year
•  Social Media Outreacher of the year
Geog...
DIMENSION3:
Timeperiod
Annual
Monthly
Weekly
Daily
Examplesoftimeperiodcompetitions
•  Annual
–  2013 Forbes Rich List
•  Monthly
–  Employee of the month
–  Top 40 Global G...
CONTEXTISKING
We need leaderboards that are local to us, on platforms we use and
over time periods that reflect our level o...
OURJOBISTOBETHECOACH
CELEBRATINGWINS
We need to move from being referees to being the coach.
DIFFERENTWAYSFORPEOPLETOWIN
Personal	
  Best	
  
Beat	
  Peers	
  
Team	
  Success	
  
CELEBRATE: PERSONALBESTS
•  Bestroundeveron the golf course
•  Sold moreunitsthisweekthan last
week
•  You got your first p...
CELEBRATE:BEATINGYOURPEERS
•  You’ve won our top
prize!
•  You’reinthetop10%of
our customers
•  You’ve beaten your
friend ...
CELEBRATE:TEAMWINS
•  Arsenal are top of the English
Premier League
•  North West Region is top performer
this quarter
•  ...
LEADERBOARDSKEEPTRACKOFTHE
SCORE
•  The leaderboard should show:
–  the competition results
–  my score whatever the game
...
Anatomyofaleaderboard
Description
Publisher
Source
Platforms
Score
Period
Name
Release
Time
Player
profiles
AnatomyofmyStats
Current Rank
and score
Details of how
score achieved
90 day history
SUCCESSFULLEADERBOARDS
Examples
29
CASESTUDY
SOCIALMEDIA
WHOARELONDON’SHOTTEST
TECHSTARTUPS?
We asked the question.
30
31
Wrong Distorted Accurate
SUBJECTIVE
OPINION
SINGLE
PLATFORM
MULTI
PLATFORM
32
ADPARLORCANNESPRIDE
Example
34
THERAPYEXPO
Example
DelegateTwitterLeaderboard
ExhibitorTwitterLeaderboard
ZOOPLAPROPERTYPOWER100
Example
WherecanIusealeaderboardinour
marketing?
Prospects	
  
Customers	
  
Advocates	
  
•  Campaigns	
  
•  Loyalty	
  program	...
Wheredoleaderboardsfitinthecampaign?
•  Fairly interesting…
•  At the end of the
experience
•  How did I do?
•  Really inte...
WhatcanIuseleaderboardstodrive?
•  Lift–newsletter views and clicks, page views, SEO links,
social media amplification
•  E...
WhatrewardtypesshouldIuse?
Financial
•  Encourages ‘compers’
and gaming the system
•  You have to keep giving
out prizes
•...
KEYTAKEAWAYS
What we’ve covered
Leaderboards
•  Drive engagement when at the centre of the campaign
•  Multiple context leaderboards give people multiplew...
QUESTIONSTOASK
Where could I run a leaderboard style competition in my
communities to increase engagement?
Who are my play...
That’sallfolks.
Nextstep:
•  Book a free - 1-to-1 gamification session looking at your business
objectives (slots till afte...
Handlingtheissues
Problems
•  Early player bias
•  Unwinnability
•  High secretarial load (entering scores)
•  Players try...
Leaderboards - the greatest game mechanic of them all - by leaderboarded at dialogkonferansen marketing conference
Leaderboards - the greatest game mechanic of them all - by leaderboarded at dialogkonferansen marketing conference
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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. 1. Leaderboards The Greatest Game Mechanic Of Them All
  2. 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. 3. Today’sWorkshop •  About me / my company •  Why we need Leaderboards •  How Leaderboards work •  Example Leaderboards •  How to use leaderboards in your organisation
  4. 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. 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
  6. 6. WHYMARKETERSSHOULDLOVE LEADERBOARDS
  7. 7. HOWDOIENGAGEMYCOMMUNITY? A Marketers Question
  8. 8. #WINNINGISENGAGING Insight: We all want to be successful. We all want to be winners.
  9. 9. TRADITIONALMARKETING COMPETITIONSAREONE DIMENSIONAL How most marketers use game mechanics
  10. 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. 11. NEXTGENMARKETING COMPETITIONSAREMULTI DIMENSIONAL Everyone has lots of ways to win.
  12. 12. NEWDIMENSIONSTHATCANBE LEADERBOARDED 1.  Platform 2.  Locality 3.  Time period
  13. 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. 14. Examplesofplatformcompetitions •  Loyalty program rewards •  FacebookCandyCrushSaga– level based social leaderboard •  Online Community – Forrst top contributors
  15. 15. DIMENSION2:Locality •  Category •  Geography •  Demographics •  Ability •  Previous experience (divisions)
  16. 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
  17. 17. DIMENSION3: Timeperiod Annual Monthly Weekly Daily
  18. 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. 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. 20. OURJOBISTOBETHECOACH CELEBRATINGWINS We need to move from being referees to being the coach.
  21. 21. DIFFERENTWAYSFORPEOPLETOWIN Personal  Best   Beat  Peers   Team  Success  
  22. 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. 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. 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. 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
  26. 26. Anatomyofaleaderboard Description Publisher Source Platforms Score Period Name Release Time Player profiles
  27. 27. AnatomyofmyStats Current Rank and score Details of how score achieved 90 day history
  28. 28. SUCCESSFULLEADERBOARDS Examples
  29. 29. 29 CASESTUDY SOCIALMEDIA
  30. 30. WHOARELONDON’SHOTTEST TECHSTARTUPS? We asked the question. 30
  31. 31. 31 Wrong Distorted Accurate SUBJECTIVE OPINION SINGLE PLATFORM MULTI PLATFORM
  32. 32. 32
  33. 33. ADPARLORCANNESPRIDE Example
  34. 34. 34
  35. 35. THERAPYEXPO Example
  36. 36. DelegateTwitterLeaderboard
  37. 37. ExhibitorTwitterLeaderboard
  38. 38. ZOOPLAPROPERTYPOWER100 Example
  39. 39. WherecanIusealeaderboardinour marketing? Prospects   Customers   Advocates   •  Campaigns   •  Loyalty  program   offshoots   •  VIPs   •  Influencers  
  40. 40. 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?
  41. 41. 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
  42. 42. 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
  43. 43. KEYTAKEAWAYS What we’ve covered
  44. 44. 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
  45. 45. 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!
  46. 46. 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
  47. 47. 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’

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