Great article today in Total Customer highlighting our views on disrupting the loyalty industry with gamification: Gamification your ticket to brand loyalty.
The key to next generation loyalty is providing value and meaning behind the program – do provide consumers feedback on a meaningful goal they already want to achieve, don’t try and twist their behaviour to suit your own goals.
Giving away big prizes on the leaderboard rankings alone is fraught with difficulty for novice managers – is the game fair? do all players stand an equal chance of succeeding? do they all perform the same activity at the same time? are my metrics correct?
In many cases the answer to these questions is no. If that’s you then giving away prizes can quickly become a quagmire of player complaints. To counter this I now recommend running a weighted raffle at the end of the leaderboard score period to give away prizes. The advantage of a weighted raffle is that it still benefits those who have worked hard to do well on the leaderboard but it also gives those who haven’t done so well on the leaderboard, for whatever reason, a chance to win the overall prize. This is ultimately a more engaging way to give out prizes.
The leaderboard becomes primarily a feedback mechanism showing players how they are doing versus peers on the behaviours they already want to do.
The lottery (raffle) becomes the reward mechanism that marketers in particular like to use to motivate players to engage with the experience in the first place.
To provide the weighted randomised draw Leaderboarded has partnered with specialist firm RandomPicker.com that will do the draw in an auditable and fair way. As one of our channels we now offer an easy way to export all players and their scores (the number of raffle tickets) into a special format accepted by Random Picker. Full guidance is provided in our Knowledge Base article How to run a weighted raffle using Leaderboarded scores.
We look forward to hearing how you get on.
We’ve updated the Leaderboarded navigation today to add a global navigation bar across all leaderboards today and made the Gallery public.
What does this mean for Leaderboarders?
- Your leaderboards can now be discovered by public browsers via the Gallery at leaderboarded.com
- It’s easier to navigate between leaderboards and your settings for your profile and each leaderboard. That means less chance to get lost!
- A seamless user experience across all leaderboards you are following, playing in and managing. While custom themes are great, we want to ensure that each user still has access to their Leaderboarded dashboard.
Have you been sold on the benefits of social selling yet? If not I recommend you download a copy of Matt Heinz’s e-book on Successful Social Selling for your weekend reading. I’ve ploughed through all the other e-books on the subject recently and this is far and away the most practical and down to earth. I’ll leave it to Matt to convince you that social selling is the future (which it really is, especially for anyone selling to an enterprise or within a business to business environment).
Once sold on social selling the question for sales managers becomes – how do I train up my sales team to become social sellers?
One client of ours recently found the solution through using a leaderboard. Here’s how it worked – they created a leaderboard for each sales team based on standard sales metrics (number of meetings, closed deals etc) but combined it with social selling metrics (number of tweets, number of new LinkedIn connections). They then created an overall leaderboard comparing the teams against each other each week.
Here’s one of the sub team leaderboards:
In this example they chose to allocate more than one point to each connection – e.g. a score of 110 on Linkedin connections meant 11 new connections made that week, 100 for retweets meant the player had been retweeted 10 times that week and so on. With leaderboarded you can choose your own points system to suit your business.
The results were astonishing – on average the reps were growing 10 new LinkedIn connections every week, they started Twitter accounts that they didn’t previously have. The incentivisation of the program was subtle too – rather than award individuals or teams for success on the leaderboard – every point scored was worth a raffle ticket in a grand draw at the end of the program (Leaderboarded supports this easily with our RandomPicker.com output channel).
The reps used the leaderboards for the three f’s at the heart of every good gamification initiative – fun, feedback and friends. It turns out that most sales reps are engaged simply by providing better feedback on their performance in the context of peers. A leaderboard achieves this brilliantly.
If you’d like us to run a social sales leaderboard for your team for 90 days then get in touch, we’d love to help you become a social selling business.
If you’d like your Sales Prospects to Jump into your lap then creating a power leaderboard of your prospects is one way to do it.
Here’s how I recommend you approach it:
- Make a Twitter list of all your prospects in a sector you are marketing to – the narrower the field the better – lets say the top 100 Delaware Dentists for example. You can short cut this if you like by choosing an influencer in your field. Check out his Twitter Lists and use that as the start up of players for your leaderboard.
- Import the list into a ‘Power Leaderboard’ on Leaderboarded.com
- Run the leaderboard for a couple of weeks in ‘stealth’ mode (that means no-one else can see it) so you get the hang of it.
- When ready, make the leaderboard public, and tweet out the ranks to the Top 100 players . (Leaderboarded has a bulk tweet out facility to save you time).
- The following week update all the scores and re-release the leaderboard ‘this week’s scores’ which shows changes from the previous week.
- Continue for as long as you need to keep selling to that community.
I’d love you to try out the technique and let me know how you get on. We’re just getting started and have lots of other ideas for social selling leaderboards but this is one approach we’ve seen work more than once. You can read more about it with the Glass Of Bubbly case study.
If you are like me, you like making lists when you’re selling – lists of prospects, lists of companies, lists of funny cat videos (!) and so on.
But lists, once deposited in a CRM system somehow lose their lustre. No longer the dynamic, fresh, exciting ‘golden leads’ they once were.
Wouldn’t it be wonderful, if our prospect lists updated themselves?! Not just updating with latest prospect information (thanks LinkedIn and Nimble for helping here). But how about if when someone moves jobs, their replacement comes along and adds themselves to the list without you lifting a finger!
Sounds like ‘cloud cuckoo land’? No sir! It’s a reality using a gamification technique applied to social selling – a Power Leaderboard. The idea is that you create a leaderboard of your prospect list, pitting them against each other in an online game.
Now of course, you don’t call the game “my golden leads”. No instead you name the game as an aspirational list that your leads would like to be seen as part of. I am currently selling to Sales Directors in the UK so I have created a sales prospecting list called the ‘’. It is a game of influence – who is the ‘most influential’ within the community. Each week I update the Klout scores of my prospects and tweet them their current rank.
As a social seller this brings me some great benefits:
- It starts a conversation with prospects on a subject that isn’t about solely my product. I can engage with my buyers before I’ve even pitched them anything meaning I get warm leads from day one.
- The players not only maintain their own contact details, but new players request to be added to the list. For them it’s a chance to play a digital game with their peers, for me it’s free contact details submitted by the prospects themselves.
- It makes me more interested in my prospects. Now that I have taken on an active role in their community, (that of ‘scorekeeper’) I have to remember to check in with them each week. Like all good social selling – it’s a two way street.
I’ve now seen the power leaderboard social selling technique work more than once so I’d love to see it being tried by readers of this blog. If you’d like to read more, check out the Glass Of Bubbly case study which tells how one social seller managed to connect with French champagne brands and now gets invited to champagne tastings around the world. Or get started now with our quick quide on how to create a social selling power leaderboard of your prospects.
Photo credit: Michael Sandoval via Flickr
I recently interviewed Glass of Bubbly on how the Leaderboarded service has benefited their business. I summarised the results into a case study which I paste in full below:
UK based community website start up, Glass of Bubbly, wanted to engage champagne and sparkling wine producers around the world. They needed new content to drive a weekly conversation with major champagne labels such as Veuve Cliquot and Laurent Perrier. This luxury brand audience are traditionally hard to engage.
The Glass of Bubbly team used Leaderboarded.com to publish a social media leaderboard of the Top 100 Sparkling Wine producers on their site. The Sparkling Wines of the World Social Media Leaderboard was based on social media influence scores for different labels. Glass of Bubbly then used the Leaderboarded bulk tweet out facility to notify all 100 producers of their rank and score on the leaderboard each week. This drove traffic to the site from the producers themselves as well as retweets on Twitter, sending the followers of producer labels to the site as well.
It has been highly successful – the leaderboard now drives the greatest percentage of traffic to the Glass of Bubbly site. When the site re-launched with a new design that included the social media leaderboard, Glass of Bubbly saw 600% growth. The vast majority, 500%, of this new engagement was directly attributed to the social media leaderboard. Additionally the leaderboard has brought Glass of Bubbly new followers on Twitter from among the champagne producer labels. Glass of Bubbly has changed rapidly from a start up to being seen as an expert within their industry. The Glass of Bubbly team are now invited to new product launches, champagne tastings in Whitehall. “The leaderboard has put us on the radar” said co-founder Chris Walkey. “If we didn’t have Leaderboarded we’d never be this effective.” Glass of Bubbly content is now retweeted by the major labels.
The leaderboard is now evolving as Glass of Bubbly add a second league leaderboard for global sparkling wine producers. This has given them global reach beyond the initial group of Champagne producers in France.
What next? A ‘badge’ for companies on the Glass of Bubbly leaderboard is being designed to display on their own website. A leaderboard scoring system to cover more than social media metrics is under development – for example rating producer’s wider corporate social impact. Glass of Bubbly also intends to seek a sponsor for the leaderboard among their supplier community – this will make the leaderboard self-financing and indeed profitable.
If you would like to engage your customers with a social media leaderboard, create a Twitter list then login to Leaderboarded and try creating a Power Leaderboard.
GamFed – the non-profit trade association for the gamification industry finally opens its web site to welcome new memberships today. You can join the growing community of professionals looking to build best practice into every gamification initiative at www.gamfed.com.
Leaderboarded is very proud to support this new association as we want to see the emergence of a transparent and fair gamified world that benefits all stakeholders – GamFed’s community is open to all, and the vision of peer reviewed best practice and community events chimes well with our own. In the same way that GamFed is open and transparent so too is the Leaderboarded approach to gamification. Leaderboarded’s platform balances the needs of spectators, players and managers for any gamified experience in a way quite unlike any other.
Tuesday 1 April 2014 is “G-day” for our new algorithm on the Gamification Gurus leaderboard which includes the new “Aviary” metric.
I’m going to be implementing a new algorithm which will update the ranking of the Gamification Gurus leaderboard that has proved popular among the Gamification community over the years.
In the existing algorithm I already take into account the following signals:
- tweets, retweets and mentions on the hashtag #gamification
- uploads, views and comments on YouTube videos tagged gamification
- a general social influence measure using Klout
- general blog activity each month
- one low valued secret metric
From 1 April I will be upgrading the algorithm to include new metrics:
- Slideshare views (on slides posted within last 90 days)
- the Alexa rank of your web site
- Instagram uploads tagged #gamification
- The Aviary twitter influence score – our measure of who is following who within the Gamification community (this is proving to be really interesting)
What do you need to do to get ready for G-Day?
Well, if you haven’t already, log in to your Leaderboarded account using your Twitter handle and connect your social networks – in particular Slideshare and Instagram are now going to be needed. It’s worth connecting LinkedIn too and adding a URL for your web site.
To make sure you get updates via email make sure you “Follow” the leaderboard – visit the public gallery and hit the follow button.
The #GGurus leaderboard is a way of providing you feedback on your community influence and social media performance around the topic of gamification. You can also use it as a way of finding other interesting experts within the gamification community to engage with.
Leaderboarded exists to provide stand alone leaderboards that are transparent and flexible. You decide who is playing (players) the rules for scoring (metrics), the frequency of update and score period (release) and decide who will see the leaderboard and how (channels).
But often it’s not obvious, at first glance why a standalone solution is going to be better. Many apps have leaderboards ‘baked in’ to the software, why would you ever need a stand alone leaderboard? If you were wondering, then here are 4 good reasons:
1. You can display it on multiple channels – that means your leaderboard isn’t buried inside a single app – i.e. on a Salesforce tab, or under a Yammer menu. Instead you can post on a LIve TV, project is on massive 50 foot wall, print it out and stick it to the noticeboard, tweet about it – you get the idea. Making the leaderboard as visible as possible is part of ensuring it’s appeal.
2. You can control who is playing more easily. You might want to exclude the admin team from the leaderboard or perhaps senior managers – by running the leaderboard as stand alone, this gives you control over who is playing.
3. Players can opt-in and opt-out easily. Not everyone wants to be on a leaderboard, having a stand-alone leaderboard allows people to opt-in and out according to their own wishes.
4. You can mash in new metrics from other systems. Not all leaderboards are ‘single system’ – there are plenty of times you might want to weave in data and activity from other systems – a LinkedIn – Twitter – Salesforce mash-up leaderboard can be really effective in driving social selling performance for example.
If you’re in need of inspiration, take a look at the Exaleague of London Tech Startups. This league is on the web, on TV screens and noticeboards at the participating tech community venues – it covers scores from a multitude of systems (social media platforms).