The basis of SocialLadder’s ambassador program gamification is the point system: ambassadors earn points for completing challenges and exchange those points for rewards. Understanding the way that the point system works in your program is crucial to making attractive and sensible choices for challenge and reward point amounts and ultimately making your program successful and ambassadors happy.
Point System Overview
SocialLadder point systems are a fun way of gamifying a basic relationship: how many of a certain task should ambassadors need to complete in order to earn a given reward? Putting everything on a single point scale allows the ambassador to complete any combination of challenges in order to earn the required point amount for a reward.
These point systems are often grounded by a single, standard reference point to a real dollar value, but points awarded for challenge completions are ultimately only meaningful in relation to the reward point structure, and vice versa.
Challenge Point Structures As mentioned above, most SocialLadder programs have a single, standard reference point that helps to ground the entire program to corresponding dollar amounts. In nearly every case, this will be the selling challenge’s 10 points per $1 dollar point award ratio. This is a default that can only be changed for programs on specific pricing packages. What this ratio refers to is the fact that the point awards for successful referrals are contingent upon the dollar amount referred; ambassadors are incentivized to sell more expensive products or tickets because they receive more points for those referrals.
You can think of your challenges relative to this point structure. A Facebook Engagement challenge that awards 25 points could be considered equivalent to selling $2.50 worth of product, or ten user-created Instagram posts worth 50 points each could be considered equivalent to a $50 ticket sale.
One interesting thing to keep in mind with challenge point structures is the fact that while most challenges assign out a flat point amount, manual challenges as well as postering and flyering challenges have per-submission points in addition to bonus points upon completion. For example, setting the Number of Submissions on a Manual challenge to 4, the Points field to 25, and the Points per Submission to 20 would give an award of 20 upon each successful submission but an overall award of 105 once the goal is met.
Challenge Point Recommendations
Because SocialLadder point structures are generally based off of the 10 points per dollar sold ratio mentioned above, we can provide some recommended best practices for setting your challenge points. Some situations may call for different point amounts, so use your own discretion, but here's what we've generally found works for our programs:
- Standard Facebook Engagement, Share, and Instagram (provided image)challenges: 25 points. You may want to offer more points for Facebook Engagements that prompt users to tag multiple friends in the post. - User-generated Instagram challenges: 50 points. This should also apply to Manual challenges that prompt ambassadors to post user-generated content in other places, although you might want to reduce that for temporary posts such as Instagram stories or Snapchat stories.
- Postering & Flyeringcampaigns should be approached carefully, as the combination of valuable activity and a large volume of available submissions can result in large point totals for ambassadors fairly quickly. You should consider the point rewards for various postering & flyering activities as a proportion of your reward point amounts (i.e. how many posters should a user have to submit to earn a specific reward) before beginning a long-term postering or flyering campaign. Check out our article on best practices for field marketing challenges for more information. - Manual challenge point rewards are highly variable based on the nature of the task. For these challenges, it may be helpful to think about the point awards relative to your selling challenge point awards. For example, if you are asking ambassadors to leave a review on your Facebook page, you can think about how valuable that action is to your brand and translate that to points; if leaving a positive review is comparable to selling a $5 product, then we would recommend awarding 50 points.
Reward Point Structures
Reward point structures should generally be thought of as an extension of the challenges that your program focuses on, and how many of those challenges you would expect an ambassador to complete in order to earn a reward. Note that rewards may or may not have an exact and agreed-upon dollar value that the point value corresponds to; some experiential rewards, for example a backstage pass, are not available for purchase. Placing a point value on these rewards ultimately comes down to a judgment call on the part of program organizers.
Outside of actually deciding which rewards you’ll be offering, the biggest decision that you’ll make when creating your reward structure will be to set the point values for each reward that you are offering. Here are the two chief things to consider when deciding these values:
Consider the point scale of your program. Unless you have worked out a custom point scale with your Customer Success representative, your point scale will operate off a 10 points per dollar sold ratio. This means that when ambassadors sell product, they will be rewarded with 10 points for every dollar that they sell. This, in turn, should give you a sense of the point scale that should be used when determining rewards. Check out our article on increasing incentives for users for more information!
Try to hit a 5:1 ratio for selling a product to earn a reward of an equal value. Using the $10/1 ratio, we might imagine a reward that you’ve estimated to have a value of $50. While the reward points will ultimately be up to you, we would recommend that you set the points on this reward to 2500. Each sale of that $50 product would earn the ambassador 500 points, and 5 sales would net 2500 points. It’s important to note that those points can be earned through any combination of selling products (selling one $250 product or twenty-five $10 products, for example) and completing social media challenges.
Keep track of the amount of challenge points you've published with a Manual Social Media budget. The manual social media budget is a great way to know exactly how many points you've published in your program, either from month to month or overall, and to compare that amount to your rewards in order to get a better sense of how many points your challenges should be worth. Check out our article on manual social media budgets for more information!
For any other questions about this feature, you can use the Submit a Request button at the top of this page, click on the blue chat icon at the bottom of the Admin Web Portal to activate the chat feature, or reach out to your dedicated Customer Success Specialist to learn more!