"Driving Engagement and Building Believers: The Power of Gamification and Community in LinkedIn and Beyond"

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Glasp

Sep 19, 2023 β€’ 4 min read

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"Driving Engagement and Building Believers: The Power of Gamification and Community in LinkedIn and Beyond"

Introduction:

In today's digital landscape, platforms like LinkedIn have revolutionized the way professionals connect, network, and advance in their careers. One of the most intriguing aspects of LinkedIn is its effective use of gamification to drive engagement and motivate users to complete their profiles. By incorporating elements of game design and psychology, LinkedIn has successfully created a platform that not only provides valuable opportunities but also appeals to human satisfaction and intrinsic rewards. In this article, we will delve into the analysis of LinkedIn's gamification strategies and explore the concept of building believers in online communities.

LinkedIn: Driving Engagement with Gamification:

LinkedIn's profile completeness bar is a prime example of how gamification can be used to drive user engagement. It not only showcases the percentage of profile completion but also provides a powerful motivator by stating that users with complete profiles are 40 times more likely to receive opportunities through LinkedIn. By displaying useful and meaningful statistics, LinkedIn effectively taps into the basic human desire for achievement and progress. The profile strength indicator, represented by a filled circle, further reinforces the need for users to continuously update their profiles and remain active on the platform.

Furthermore, LinkedIn's endorsement feature adds an interesting dimension to gamification. According to LinkedIn, users who utilize the "Skills & Endorsements" section receive 13 times more profile views. Endorsements act as intrinsic rewards, reflecting personal achievements and professional growth. By visualizing users' skills and strengths, endorsements not only increase their credibility but also provide a sense of achievement. LinkedIn has successfully transformed what could be perceived as a mundane service into a fun and rewarding experience.

Building for Believers: Community Engagement Strategies:

Building a successful online community requires a strategic approach that focuses on gradually increasing commitment levels and generating incremental rewards. Meetup and Airbnb exemplify this approach by starting with low barrier asks and gradually ramping up the commitment curve. Instead of immediately asking new members to host a meetup or post a listing, these platforms first engage them by asking them to perform smaller tasks such as reading a blog post or watching an instructional video.

The concept of Community-Member-Fit (CMF) plays a crucial role in community engagement. CMF refers to the point at which members consistently provide meaningful value to each other without being prompted. To find CMF, it is essential to identify individuals who are already highly committed and actively seeking the benefits your community offers. These early believers serve as the foundation for community growth and can help attract more members.

Contrary to popular belief, starting a community does not require a massive number of participants. Instead, it requires a core group of true believers. In the early stages, finding 10 true believers who are passionate about the community's purpose can be more impactful than having a large number of members who are less committed. These believers can help self-organize events, engage with others, and contribute meaningful value to the community.

Actionable Advice:

  • 1. Utilize gamification elements: Whether you are building an online platform or an offline community, consider incorporating gamification elements to drive engagement. Create progress indicators, meaningful statistics, and intrinsic rewards to motivate users or community members to take action and achieve their goals.
  • 2. Focus on early believers: When starting a new community or platform, identify individuals who are already highly committed and actively seeking the benefits your community offers. These early believers can serve as advocates, attract more members, and provide meaningful value to the community.
  • 3. Start small, but start strong: Remember that the size of your community or platform is not as important as the dedication and commitment of its members. Begin with a core group of true believers who share a passion for your community's purpose, and gradually expand from there. Their enthusiasm and dedication can be instrumental in driving the growth and success of your community.

Conclusion:

LinkedIn's effective use of gamification and the concept of building believers in online communities showcase the power of engagement strategies that tap into human psychology and motivation. By incorporating game design elements, LinkedIn has successfully created a platform that not only provides valuable opportunities but also motivates users to continuously update their profiles and engage with the platform. Similarly, building a successful community requires finding committed believers and gradually increasing their engagement levels. By focusing on early believers and providing incremental rewards, communities have the potential to grow and thrive. So, whether you're a professional seeking career opportunities or an entrepreneur building a community, remember the importance of gamification and building believers to drive engagement and achieve success.

Resource:

  1. "Analysis of LinkedIn: Driving Engagement with Gamification", https://blog.captainup.com/analysis-of-linkedin-driving-engagement-with-gamification/ (Glasp)
  2. "Building for Believers", https://davidspinks.substack.com/p/building-for-believers (Glasp)

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