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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 MarchantChief Product Officer
SCRUFF
Nike+
SCRUFF
…versus the rest
About SCRUFF
How it works
Constraints
Enter the 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
The Zeitgeist
Discontinuation
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