10 questions to ask your players before gamifying them

Under the lightweight gamification model framework we focus on the intrinsic motivation of our players and offer them regular feedback on their progress towards their goal.

So, in the planning stage of our gamification program we need to uncover what feedback we can give that our players will actually value.

A great way to discover this is to ask them! A series of interviews should do the trick – how you do those interviews is up to you.

Here’s a few questions I would want to ask my prospective players, why not ask yours and see what response you get. It will help you laser target your  program on what really matters.

Epic Win

1. In this context, what does success look like for you?

2. What are the key goals you want to achieve this year?

Progress

3. What are the various baby steps you need to take to get to that goal?

4. What disciplines do you need to adopt?

Feedback

5. What personalised feedback do you need to see how you are progressing?

6. What social feedback (comparison with others) would you find useful?

7. How often would you to receive feedback on your progress (daily, weekly or monthly?) Any particular day / time that suits best?

8. How would you like to receive the feedback? Email, Social Media, Via Web, Mobile phone notification?

9. Would you find knowing how your  team / club / community as a whole is performing valuable?

Badges

10. Are there any  milestones you’d like to mark and keep a record of along the way?

I’ve structured the questions in line with lightweight gamification principles of giving players great feedback only as often as they need it, against a goal they themselves want to achieve. For example with the Zoopla Property Power 100, Zoopla provides estate agents feedback on their progress to becoming great social media marketers.

I’ve used an annual epic win goal but you can use different time periods – thinking about a program lasting a year at a time will give it a natural fit with the typical, more formal, annual appraisal system used in most businesses.

With the results of your interviews, you then need to filter them by what you can track digitally for the players. You may need to be creative in what you use for signals! Then plan to start your program with just a subset of commonly required feedback. It’s all about getting started!

What key questions would you ask? Suggest them in the comments.

How pull marketers use Rise as their engagement platform to keep customers in orbit.

Great brands have something in common – they have an inescapable gravity that brings customers to them. Top brands pull their customers into orbit.

Take Google, Nike or Apple.  These three companies rarely reach out and chat to you, you go to them. Why? Because they have active ‘orbit strategies’.

An orbit strategy is defined by Mark Bonchek as creating “a gravitational field that attracts customers into orbit around their brand.”  This is pull marketing. To succeed, you need to use engagement platforms that “engage customers outside the purchase process and deliver value beyond the products being sold.”

Some great engagement platforms include Google’s search engine, Apple’s ITunes and the Nike+ running community. As Bonchek points out, “Google, Apple and Nike don’t charge people for using these platforms. But they keep their customers in frequent orbit around the brand, and make it easy for customers to purchase a product, whether an ad, song, or shoe.”

Rise offers marketers a new type of engagement platform that they can offer their customers, a leaderboard. A leaderboard pulls people in because they want to see where they rank against their peers, and it retains them because they keep coming back to see how they are doing. A good leaderboard is the perfect tool to maintain your customers in a weekly or monthly orbit around your brand.

You can think of Rise as creating your own Nike+ for your brand but instead of being about running, it creates and tracks a community around the metrics that are important to you.

We can see Zoopla doing this with its leaderboard of estate agents in the UK based on social influence – the Zoopa Property Power 100 (ZPP100). Estate agencies are Zoopla’s customers who pay to have properties featured on the site. By creating the ZPP100, Zoopla gets estate agents to check in with the Zoopla brand every Monday morning, just to see their score – they are now ‘in orbit’. The agents are engaged in Zoopla and Zoopla gains authority in the community and creates gravity for their brand. Most importantly, it keeps customers engaged in Zoopla as a digital marketing platform beyond its main product offering of online property listings.

Screen Shot 2014-05-14 at 10.38.35

And it’s not just Zoopla who are using leaderboards for their orbit strategy. See Veritas’ recently released Health and Safety Top 500 on Rise, SustMeme’s Climate Change & Energy leaderboard or Gardening Express’s Passion for Gardening 100. All boards reach the community and bring key influencers and customers into the orbit of these brands, each week, using Twitter as the key channel.

In these leaderboards, the metrics being tracked happen to be the same – the social media influence score of each player. Many influencer leaderboards start this way – by using a general measure of social influence (Klout or Kred) and over time, develop metrics that are more specific to their sector. The Gamification Gurus leaderboard, for example, started as 100% based on Klout score but over time new metrics have been added (such as tweets using the word #gamification) that means Klout now makes up only 2% of the final score for each player.

Get started creating a gravity engagement platform for your brand today with a leaderboard. You can either use our self service tools (try a Power Leaderboard)  or ask us and we will create and manage a leaderboard for you.

Isn’t it time your brand started generating some gravity of its own?

Create your own Nike Plus style program with Rise

I’ve been saying this so often recently I just thought I’d make sure it was on the blog.  Leaderboarded provides a technology for you to run your own Nike+ style program so your brand can give additional value to your customers around their core motivations.

Let’s compare Nike + and  how Zoopla have created a Zoopla + program for their customers, estate agents, called the Zoopla Property Power 100.

Nike+: Lets footwear customers track performance in the activity they really care about and the reason they buy footwear – Running

ZPP100: Lets online marketing customers track performance in another activity area for online marketing – Social Media

 

Oh yes, they are exactly the same from a strategic marketing point of view.

The only difference is cost:

Nike+: Millions of pounds and a lot of hard work

ZPP100: Hundreds of pounds and learning to use Leaderboarded.