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📋 Gamification: Building your Foundation

What (Ranks Bad, Gamification Planning

Behavior Identification

What are the broad behaviors you want to encourage in your audience?
- Knowledge sharing
- Peer-to-peer support
- User generated content creators
What community behaviors will help them engage in the broader behaviors?
- Return visits to the community
- Reacting to posts and resources
- Commenting on posts
- Answering questions
- Tagging others in posts and comments
- Start a discussion
- Asking questions
- Accessing resources
What product behaviors would help them adopt the product more effectively
- Complete trainings
- Attend events
- Customer journey milestone completion
- Ideation contributions (idea was added to roadmap, etc)

Creating the Strategy

Ranks – create a number of levels that encourage members to grow to achieve the next one. Be sure to create a system that resonates with your audience and reflects the increased engagement, participation, and contributions.
- Think through how you will reward your audience as they climb
  - Extrinsic
    - Badges
    - Customer spotlights/featured profile
    - Invitations to VIP events (webinars, meet-ups, closed categories or groups, Q&A with leadership)
    - Early access to new products, features, beta programs
    - SWAG
    - Gift cards, discounts to events or products
    - Premium resource access (e-books, training, advanced tools)
    - Content creation
    - Invitation to a CAB or volunteer group
  - Intrinsic
    - Recognition as a peer leader and trusted expert
    - Special access to a group that helps drive community programs and/or product development
    - Relationship building
    - Personal and professional growth
- Think through point system for ranks
  - Too low and your members will fly through them and achieve a top rank too quickly, lessening its value
  - Too high and the audience gets frustrated and stops trying to earn them
  - Remember that you can add additional ranks as your community ages to continue giving a path toward growth
  - You can come up with point spreads first and then work with badges to align or you can assign points to badges first and then determine how quickly the points add up for behaviors
Badges
- Which out of the box badges align with your behavioral goals?
  - Create brand-aligned badges
  - Determine points – higher value/impact/effort behaviors should be higher points with low lift options being lower points
- What behaviors do not have badges in place?
  - Create those badges and upload branded graphics
  - Determine point using the same recommendations above
Community Journey
- Observer
  - What behaviors would a new member/observer in the community typically do
    - Pick a custom avatar
    - Fill out profile/profile fields
    - Like articles
    - React to posts
    - Initial post
      - Low barrier introduction or what do you hope to get out of this type
    - Community scavenger hunt
      - Hide graphics or other easter eggs on pages you want the audience to access and give a badge for those who complete it
    - Subscribe to email digest
    - Follow specific categories
    - Participate in a poll
    - Upvote an idea
- Engaged Member
  - Comment on a discussion
  - Answer a question
  - Add insights or comments to an idea
  - Tag another member
  - Attend an event
- Super User
  - Private message other members
  - Be part of a community volunteer program or CAB
  - Start discussion posts
  - Ask questions
  - Submit product ideas
  - Contribute content (playbooks, blogs, podcast guest, case study)
  - Lead an event (AMA, webinar, Office Hours)
  - Speaker at a product conference
  - Referral
  - Testimonial
  - Review

Setting Up the System

Create the ranks with determined point spread
Create the badges and assign points
Create a category (nested) and develop a custom layout
- HTML widget for content
  - Include overview of the program
    - Why it exists (growth, access, etc.)
    - Who is eligible to participate
    - How do they earn points
    - What is the value in participating
  - List of badges available
    - Describe the requirements to earn each badge
    - Include a link to request any non-integrated badges
Create leaderboards
- Weekly or Monthly leaders
- All Time Leaders
Set up campaigns
- Onboarding
  - What behaviors would be a part of onboarding?
- Question of the month
  - Space to share the question and the badge with link

Internal Stakeholder Program

What behaviors do you want your internal teams to exhibit
Develop a ranking system specifically for internal stakeholders
Work with team leaders to create expectations and develop processes