Gamification is a very trendy term right now, what does it mean?
The main purpose for employing Gamification is to incentify, engage and improve user engagement. In devising a “game” you work out the particular behaviors you want and then give points when people exhibit those behaviors.
For example, at a recent conference I attended, an App was provided to download. Gamification was “provided” by offering points for leaving speaker feedback, looking at the exhibitors details, etc etc. The organisers then hoped that people’s natural competitive streak will mean they will compete (results published on a “Leaderboard”). To get further up the Leaderboard you need to leave more speaker and session feedback, all good behaviors.
Gamification is for Trendy Marketing People it has no Place in Sales, Right?
Recently had a demonstration from a Gamification company called Rise (previously called Leaderboard) and it got me thinking. This is all very well and good but how do we monetize this? Better still, can we use such technology to create leads and make our quota?
The value proposition of Rise (as with other Gamification platforms), allows you to create Leaderboards based on certain criteria, hashtags, Klout etc. Leader Boards allow people to track progress of their journeys and by doing this a program and individual achievement is more likely to be a success. For example, tracking progress of salespeople, as part of rolling out a Social Selling program.
How Gamification Creates Community
If we take the Social Selling leaderboard (to the left), which I am a member of. My position or ranking does not really concern me. That said, I am in contact with all the people on it. We follow each other on Twitter and I try and contribute to debate in a subject matter area such as Social Selling, a subject I am passionate about.
Thus by tracking my Leaderboard Colleagues, making contact with new entrants, (always keen to support and nurture new talent) a community is created.
Another example is by the Procurement Social Network, Procurious – They created this article “24 of the most influential people in procurement on Procurious http://tinyurl.com/omvltat” immediately the people in that article started to network with each and Tweet the article. Creating a community and reach of the article across Social Networks.
But let us take a step back here. Who are we trying to sell to? Let us not forget, you know the prospects and customers in your forecast. The people you are trying to speak to, are those who are “thinking” about buying. But we can go one better than that! If we have community, we can pull in those that haven’t thought about buying. Your competitors or prospects that might not even know they have a problem OR that your solution exists.
This is the true way that we can find people before our competitors.
How Gamification can help you Create Prospects
In the recent meeting with Rise they showed me how their customers were creating prospects. One customer a small enterprise needed to compete against larger completion. So they set up a Leaderboard in Stealth mode.
They then tracked people who used certain hashtags. Then in a way I discuss in previous blogs they engaged with Influencers on that board. They also watched for newcomers.
They have since turned that into a public Leaderboard, by taking it public a community forms. As people start networking with people with a common interest. It is at this point that prospects turn to leads as they start to engage with the board leaders and members.
Gamification for Lead Generation in Target Accounts
Rise also suggest running Leader Boards against target accounts so you can see who in that account is “influential” and you can then target them as part of your Account Prospecting For example, Rise is running a Leader Board on my employer and they approached me as my name was 2nd on the list.
Rise is just one technical solution (there are others) that can be used to support you in prospecting accounts, creating leads and achieving your quota.
Hope you can see that using Social Techniques and “sprinkling it” with a little technology can help you and will make an impact on your quota achievement.
If you have any experiences of using Communities for creating leads or have a platform that can do something like this, please let me know.
Tim Hughes is a Blogger and Speaker on Social Selling, he can be contacted at @timothy_hughes
Please be aware that I am not using Rise, have not been paid by Rise and this blog is not an endorsement of the Rise product. There are other competitive products to Rise in the market. Thanks to Rise for the discussion and for allowing me to publish what we discussed.