This document discusses how to launch an effective B2B social marketing campaign using a single leaderboard. It provides examples of successful leaderboard campaigns from AdParlor Cannes Pride and Zoopla Property Power 100. Leaderboards instantly engage players in competition and encourage sharing on social media. This drives brand awareness, engagement, and leads. Key considerations for planning a leaderboard campaign include social design to enhance players' image, building an engaged community, and deciding on individual vs. team focus. These campaigns resulted in large increases in traffic, social sharing, and community participation.

1. 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

2. 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. 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?

4. AdParlor Cannes Pride

5. 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).

6. 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

7. 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

8. 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…

9. Zoopla Property Power 100

10. 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

11. 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!