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This presentation will explain how to use proven social science to build thriving online communities. It takes the core principles of psychology, social-psychology, and a range of other disciplines to provide specific, practical, steps to create a thriving community. Right now, branded communities aren't as successful as they should be. The vast majority of branded communities fail. From 250 branded communities, just 1 is likely to attract more than 100 active members. These communities don't fail because they can't get enough people to visit their community, they fail because they're bad at making their communities fun, addictive, places where members want to spend their spare time. From our research, there are five elements that any organisation can add in to make their community more addictive. These elements are: 1) Get the concept right. Attach your community concept to an existing motivation (pleasure, pain, hope, fear, social inclusion, or social rejection). 2) Initial feedback. Respond within 15 minutes. Ask a question in your own response, and add your own testimonial. Build up a volunteer or support team that can help you do this. 3) Help the member feel unique. Ask members what makes them unique and ensure that's reflected in your communications with them. Provide opportunities for members to be unique and highlight how unique they are. 4) Forge real friendships. Initiate lots of activities so members can make friends in that communities. Introduce people to one another based upon their age and location. 5) Integrate habits. Bring in existing habits into the community and create specific habit-building programmes. This presentation also uses examples from the world's most addictive communities and breaks the talk down into five elements; the concept, initial feedback, efficacy, affiliation, and habit theory.
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How to buildAddictive Communities
Richard Millington@RichMillington
The secrets behind the world’s most addictive communities
FeverBee.com
2FeverBee Community Consultancy @RichMillington
% communities that reach !100 active members
3FeverBee Community Consultancy @RichMillington
% communities that reach !100 active members 0.4%
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Branded communities are in !
bad shape
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How can we build ?addictive communities
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We don’t want to !connect & share
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Align the community concept to an existing motivation
1) 1)
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Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
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Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
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Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
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Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
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Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
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Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
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MOST EFFECTIVE MOTIVATIONAL APPEALS
No appeal
Pleasure
Pain
Hope
Fear
Social inclusion
Social rejection
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No appeal 8%
Pleasure
Pain
Hope
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
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No appeal 8%
Pleasure 25%
Pain
Hope
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
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No appeal 8%
Pleasure 25%
Pain 29%
Hope
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
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No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
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No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
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No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion 37%
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
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No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion 37%
Social rejection N/A
MOST EFFECTIVE MOTIVATIONAL APPEALS
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No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion 37%Social rejection N/A
MOST EFFECTIVE MOTIVATIONAL APPEALS
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ACTION STEPS
1) Attach your concept to an existing motivation!
2) Align messaging from awareness to participation!
3) Change first contribution to a motivating question
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2) Initial Feedback
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How many members don’t make a !
second contribution ?
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40% - 90%
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1) Speed!
2) Ask a good question!
3) Impact
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1) Speed!
2) Ask a good question!
3) Impact
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0"
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5" 10" 15" 20" 25" 30" 35" 40" 45" 50" 55" 60" 65" 70" 75" 80" 85" 90" 95" 100" 105" 110" 115" 120" 125" 130"
%"members"who"make"a"second"contribu3on"
Response to initial post by hours
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30#
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90#
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5# 15# 25# 35# 45# 55# 65# 75# 85# 95# 105# 115# 125# 135# 145# 155# 165# 175# 185# 195# 205# 215# 225# 235# 245# 255# 265# 275# 285# 295#
%"members"who"make"a"second"contribu3on"
Response to initial post by minutes
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30#
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5# 15# 25# 35# 45# 55# 65# 75# 85# 95# 105# 115# 125# 135# 145# 155# 165# 175# 185# 195# 205# 215# 225# 235# 245# 255# 265# 275# 285# 295#
%"members"who"make"a"second"contribu3on"
Big difference!
Response to initial post by minutes
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Respond within 15 minutes
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1) Speed!
2) Ask a good question!
3) Impact
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1) Why do you think that?!
2) Have you also found …. ? !
3) People interested in {x} might agree…!
4) Reveal something personal!
5) Don’t solve the problem*
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1) Speed!
2) Ask a good question!
3) Impact
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Prick the ego
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ACTION STEPS
1) Respond quickly!
2) Respond with a question!
3) Demonstrate impact
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Ensure members feel unique3)
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Create opportunities for members to
show how unique they are
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ACTION STEPS
1) Ask members what makes them unique !
2) Provide opportunities for members to be unique!
3) Highlight unique contributions
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Forge real relationships4)
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Create shared experiencesMeetups, eBooks, live interviews, etc…
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Collaborating on an eBook filled with the community’s best/funniest advice is a great idea
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Create sub-groups outside of the community platform for friendships to blossom
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Guide members living close to one another !to join sub-groups
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ACTION STEPS
1) Initiate activities for members to interact!
2) Foster small groups on or off the platform!
3) Make introductions by age/location/profession
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Build habits5)
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Identify a trigger within your member’s existing routines/workflow to visit the community
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Use a good notification system
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Let lurkers lurk
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“Lurkers become !regulars!”
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Build Intensive Habit-Building Programmes
Awareness Visit Registration ParticipationFirst discussion
Feedback
Second discussion
event
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ACTION STEPS
1) Identify a trigger within existing behaviour!
2) Opt-out notification systems (e-mail)!
3) Intensive 3-week habit-building programme
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SUMMARY
1) Align your concept with an existing motivation!
2) Respond fast and well!
3) Make members feel unique!
4) Build real relationships!
5) Bring in existing habits
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SUMMARY
1) Align your concept with an existing motivation!
2) Respond fast and well!
3) Make members feel unique!
4) Build real relationships!
5) Bring in existing habits
87FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fast and well!
3) Make members feel unique!
4) Build real relationships!
5) Bring in existing habits
88FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fast and well!
3) Make members feel unique!
4) Build real relationships!
5) Bring in existing habits
89FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fast and well!
3) Make members feel unique!
4) Build real relationships!
5) Bring in existing habits
90FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fast and well!
3) Make members feel unique!
4) Build real relationships!
5) Bring in existing habits
91FeverBee Community Consultancy @RichMillington
CONTACT
http://www.feverbee.com
Twitter: @RichMillington
Website:e-mail:
92FeverBee Community Consultancy @RichMillington
FURTHER INFORMATIONhttp://www.communitygeek.com
Buzzing Communities: “Buzzing Communities” On amazon.com
http://course.feverbee.com/learn-more
Community Geek:
Free eBook:
