How to launch a powerful B2B social marketing campaign based on a single leaderboard Learnings from AdParlor Cannes Pride and Zoopla Property Power 100
Toby Beresford - @tobyberesford
Marketing with a leaderboard
• Why market with just a leaderboard? – Instantly engage players in a game – Players share their position and ranks and
change in rank on social media – Players do more of the behaviours that are
being measured in order to move up the ranks – Players engage with other members of the
community being leaderboarded – Players feel recognised for their actions
• What marketing results can I expect? – Drives SEO uplift – massive increase in inbound
links – Drives Brand Awareness – sharing of brand on
social media – Drives Conversation and Engagement –
community engaged – Build CRM database – collect player contact
details
3 questions to answer when planning your next leaderboarded marketing campaign
• Social Design – How are you enhancing your players’ presented view
of themselves? –
• Community Building – You are creating a community – How will people respond to being part of this
community? – Do they care who’s company they keep?
• Leaderboard focus – Will you focus on individual performance or that of a
team?
AdParlor Cannes Pride
Social Design
• The Cannes Pride 100 are the top social influencers among a highly influential 11,000 advertising execs engaging in the Cannes Lions conference over 7 days
• Being in the Cannes Pride top 100 is worth bragging about because being a top influencer in advertising shows you know your business and will increase client confidence in using you and your agency.
• It’s worth changing your profile picture to reflect your inclusion (with a twibbon).
Community Building
• Is the rivalry between members of the leaderboard good natured?
– You are creating a community – How will people respond to being part of this community? – Do they care who’s company they keep? – e.g. 3 Coca Cola V-Ps were playing in the top 30, cross tweeting with
each other
Leaderboard Focus
• Will people enjoy competing as individuals (as in the Cannes Pride) or would a team v team format have been more engaging? – E.g. we could have done Cannes Pride as top Agency with everyone
from each Agency contributing to the overall team score
Marketing Results • Great engagement from HNW influencers
– Retweets sent out to 10’s of thousands of followers • Drove Brand Awareness – sharing of brand on social media • Drove Conversation and Engagement – community engaged with
brand
• This was applied to an event, what if you apply it to a permanent community. E.g. Estate Agents …. … enter the ZPP100…
Zoopla Property Power 100
Results
• Drove massive uplift in SEO – Over 4,000 shares
• Drove conversation around Zoopla brand – 200 tweets on #ZPP100 every
week
• Drove community engagement – Huge growth in registered
players
What next?
• Once you’ve decided who you are going to leaderboard and how head over to http://www.leaderboarded.com
• Pick one of our Marketing Templates – Hashtag leaderboard – as used by AdParlor Cannes Pride – Power leaderboard – as used by Zoopla Property Power 100
• Create your leaderboard and embed it on your site. Now you just have to tweet out to players and see the results!
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