1. +
Groups Gamification
Product Review
8/23/2013

2. +
Where is Groups Today?
6.2M Unique
Visitors/Week
1.9M Groups
370M Group
Memberships
51M Unique
Users in
Groups
380M Emails
Sent/Week

3. +
Very few confirmed members
participate in groups
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Group Participation
Creator
Contributor
Lurker

4. +
Very few confirmed members
participate in groups
98.85%
1.10%
0.05%
96%
97%
97%
98%
98%
99%
99%
100%
100%
Group Participation
Creator
Contributor
Lurker

5. +
Current Gamification

6. +
Aspirational

7. +
But no one knows how it works

8. +
Our proposal
 Encourage better content in groups by:
 Increasing the aspirational value of being a Top Contributor
 Messaging how to increase one’s contribution level
 Displaying user progress to achieving status

9. +
Design – Kevin Bury

10. +
Scores
 Group Specific – Users have 1 score per group
 Back end scores are: -100 to 100
 Users see graphical representation of their level
 Scores designed to be stable
 “Top Contributor” callout achieved when user reaches a
score of 75

11. +
Scoring System
Actions that Increase Score Actions that Decrease Score
Likes on your Discussion Your Discussion or Comment is
flagged by a user or LI Classifier
Likes on your Comment Your Discussion or Comment is
deleted
Comments on your Discussion
(limited)
Comments after your comment
(limited)
 Values for actions are parameterized and will be tested
 Scores normalized based on group activity level
 Scores decay over time

12. +
Test & Launch Plan
 Pre-Launch Test
 We will analyze histogram data to ensure that each test algorithm
produces a suitable distribution of each level
 Launch Testing
 We will A/B/C test all users where B and C are two different
variants of the algorithm (A will be the existing version without
individual score).We will optimize for Unique Users primarily,
and Page Views secondarily.
 We will solicit qualitative feedback from group members about
the accuracy of their score and their groups’ top contributors

13. +
OKRs
 Increased Unique Users
 15% increase in Groups Weekly UUs (6.2M  7.1M)
 Increased Page Views
 25% increase in PVs: (45M PVs/Week  56M PVs/Week)

14. +
Future Projects
 Moderation: Users who have an average negative score
across their groups can be moderated.
 Segmentation: How do we differentiate and create better
experiences for “Intermediate” versus “Top Contributors.”
 Relevance:Which groups produce the highest quality
content? Which discussions are the most interesting?

15. +
The End

16. +
Update
 Make the names more “fun”
 Where else to show gamification?

17. +
Naming Changes

18. +
My Groups

19. +
My Profile

20. +
Notifications

21. +
Email

22. +
New Email Design
http://scream-
ld.linkedin.biz/~bmedeiro/?path=work/Comm/Groups/Group%20Digest&
show=group_digest_03.png

23. +
Mirror
 Design still TBD