Jason Marchant - The Power and Pitfalls of Status in Social Networks: Scruff's Blue Dot

Date post:	10-May-2015
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Scruff is a fast-growing global brand in mobile dating, and the world's second largest mobile social network distinguished by a tight-knit community, vocal users and strong brand image. With this powerful cohesion and motivated users, the introduction of status items can have unintended consequences - both positive and constructively challenging. Founding Partner and Chief Product Officer Jason Marchant shares the lessons of Scruff's Blue Dot - an arbitrary status program that pushed the community's buttons - and how you can leverage those insights for your community-oriented site, service or app.

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The Power & Pitfalls of Status in Social Networks: SCRUFF’s Blue Dot Jason Marchant Chief Product Officer SCRUFF

Transcript

Page 1: Jason Marchant - The Power and Pitfalls of Status in Social Networks: Scruff's Blue Dot

The Power & Pitfalls of Status in Social Networks: SCRUFF’s Blue Dot

Jason MarchantChief Product Officer

SCRUFF

Nike+

SCRUFF

…versus the rest

Page 5: Jason Marchant - The Power and Pitfalls of Status in Social Networks: Scruff's Blue Dot

Page 6: Jason Marchant - The Power and Pitfalls of Status in Social Networks: Scruff's Blue Dot

About SCRUFF

Page 7: Jason Marchant - The Power and Pitfalls of Status in Social Networks: Scruff's Blue Dot

How it works

Page 8: Jason Marchant - The Power and Pitfalls of Status in Social Networks: Scruff's Blue Dot

Constraints

Page 9: Jason Marchant - The Power and Pitfalls of Status in Social Networks: Scruff's Blue Dot

Enter the blue dot…

Page 10: Jason Marchant - The Power and Pitfalls of Status in Social Networks: Scruff's Blue Dot

Profound Engagement Increases

6.5x profile views4.2x Woofs3.4x inbound messages2.5x average daily visits2.2x average session length91% drop in grantee attrition

Page 11: Jason Marchant - The Power and Pitfalls of Status in Social Networks: Scruff's Blue Dot

The Zeitgeist

Page 12: Jason Marchant - The Power and Pitfalls of Status in Social Networks: Scruff's Blue Dot

Page 13: Jason Marchant - The Power and Pitfalls of Status in Social Networks: Scruff's Blue Dot

Discontinuation

Page 14: Jason Marchant - The Power and Pitfalls of Status in Social Networks: Scruff's Blue Dot

Lessons• Elevating advocate status can be a tremendously powerful

engagement driver• In a community setting, recognition that garners attention will be

welcomed—eagerly• Manual grant schemes are easy to implement but subject to

personal bias and don’t scale well• The path to recognition should be fair and at least somewhat

transparent. Opaque elevation requirements will lead to resentment and fairness criticism

• Keep your eyes open for unexpected effects as the community adapts to status differences

• Invest the extra effort to build your recognition system to last! The consequences of discontinuing a system that does not scale will undermine the very behavior you sought to encourage

Jason Marchant - The Power and Pitfalls of Status in Social Networks: Scruff's Blue Dot

Technology