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!