+

Groups Gamification

Product Review

8/23/2013

+Where is Groups Today?

6.2M Unique Visitors/Week

1.9M Groups

370M Group Memberships

51M Unique Users in Groups

380M Emails Sent/Week

+Very few confirmed members

participate in groups

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Group Participation

Creator

Contributor

Lurker

+Very few confirmed members

participate in groups

98.85%

1.10%

0.05%

96%

97%

97%

98%

98%

99%

99%

100%

100%

Group Participation

Creator

Contributor

Lurker

+Current Gamification

+Aspirational

+But no one knows how it works

+Our proposal

Encourage better content in groups by:

Increasing the aspirational value of being a Top Contributor

Messaging how to increase one’s contribution level

Displaying user progress to achieving status

+Design – Kevin Bury

+Scores

Group Specific – Users have 1 score per group

Back end scores are: -100 to 100

Users see graphical representation of their level

Scores designed to be stable

“Top Contributor” callout achieved when user reaches a

score of 75

+Scoring System

Actions that Increase Score Actions that Decrease Score

Likes on your Discussion Your Discussion or Comment is

flagged by a user or LI Classifier

Likes on your Comment Your Discussion or Comment is

deleted

Comments on your Discussion

(limited)

Comments after your comment

(limited)

Values for actions are parameterized and will be tested

Scores normalized based on group activity level

Scores decay over time

+Test & Launch Plan

Pre-Launch Test

We will analyze histogram data to ensure that each test algorithm

produces a suitable distribution of each level

Launch Testing

We will A/B/C test all users where B and C are two different

variants of the algorithm (A will be the existing version without

individual score). We will optimize for Unique Users primarily,

and Page Views secondarily.

We will solicit qualitative feedback from group members about

the accuracy of their score and their groups’ top contributors

+OKRs

Increased Unique Users

15% increase in Groups Weekly UUs (6.2M 7.1M)

Increased Page Views

25% increase in PVs: (45M PVs/Week 56M PVs/Week)

+Future Projects

Moderation: Users who have an average negative score

across their groups can be moderated.

Segmentation: How do we differentiate and create better

experiences for “Intermediate” versus “Top Contributors.”

Relevance: Which groups produce the highest quality

content? Which discussions are the most interesting?

+The End

+Update

Make the names more “fun”

Where else to show gamification?

+Naming Changes

+My Groups

+My Profile

+Notifications

+Email

+New Email Design

http://scream-

ld.linkedin.biz/~bmedeiro/?path=work/Comm/Groups/Group%20Digest&

show=group_digest_03.png

+Mirror

Design still TBD