Post on 23-Aug-2014
description
transcript
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%
4FeverBee Community Consultancy @RichMillington
5FeverBee Community Consultancy @RichMillington
6FeverBee Community Consultancy @RichMillington
Branded communities are in !
bad shape
7FeverBee Community Consultancy @RichMillington
How can we build ?addictive communities
8FeverBee Community Consultancy @RichMillington
We don’t want to !connect & share
9FeverBee Community Consultancy @RichMillington
Align the community concept to an existing motivation
1) 1)
10FeverBee Community Consultancy @RichMillington
Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
11FeverBee Community Consultancy @RichMillington
Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
12FeverBee Community Consultancy @RichMillington
13FeverBee Community Consultancy @RichMillington
14FeverBee Community Consultancy @RichMillington
15FeverBee Community Consultancy @RichMillington
Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
16FeverBee Community Consultancy @RichMillington
17FeverBee Community Consultancy @RichMillington
18FeverBee Community Consultancy @RichMillington
Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
19FeverBee Community Consultancy @RichMillington
20FeverBee Community Consultancy @RichMillington
21FeverBee Community Consultancy @RichMillington
Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
22FeverBee Community Consultancy @RichMillington
23FeverBee Community Consultancy @RichMillington
24FeverBee Community Consultancy @RichMillington
Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
25FeverBee Community Consultancy @RichMillington
26FeverBee Community Consultancy @RichMillington
27FeverBee Community Consultancy @RichMillington
28FeverBee Community Consultancy @RichMillington
29FeverBee Community Consultancy @RichMillington
30FeverBee Community Consultancy @RichMillington
MOST EFFECTIVE MOTIVATIONAL APPEALS
No appeal
Pleasure
Pain
Hope
Fear
Social inclusion
Social rejection
31FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure
Pain
Hope
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
32FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain
Hope
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
33FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
34FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
35FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
36FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion 37%
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
37FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion 37%
Social rejection N/A
MOST EFFECTIVE MOTIVATIONAL APPEALS
38FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion 37%Social rejection N/A
MOST EFFECTIVE MOTIVATIONAL APPEALS
39FeverBee Community Consultancy @RichMillington
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
40FeverBee Community Consultancy @RichMillington
2) Initial Feedback
41FeverBee Community Consultancy @RichMillington
How many members don’t make a !
second contribution ?
42FeverBee Community Consultancy @RichMillington
40% - 90%
43FeverBee Community Consultancy @RichMillington
1) Speed!
2) Ask a good question!
3) Impact
44FeverBee Community Consultancy @RichMillington
1) Speed!
2) Ask a good question!
3) Impact
45FeverBee Community Consultancy @RichMillington
0"
10"
20"
30"
40"
50"
60"
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
46FeverBee Community Consultancy @RichMillington
30#
40#
50#
60#
70#
80#
90#
100#
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
47FeverBee Community Consultancy @RichMillington
30#
40#
50#
60#
70#
80#
90#
100#
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
48FeverBee Community Consultancy @RichMillington
Respond within 15 minutes
49FeverBee Community Consultancy @RichMillington
1) Speed!
2) Ask a good question!
3) Impact
50FeverBee Community Consultancy @RichMillington
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*
51FeverBee Community Consultancy @RichMillington
1) Speed!
2) Ask a good question!
3) Impact
52FeverBee Community Consultancy @RichMillington
Prick the ego
53FeverBee Community Consultancy @RichMillington
ACTION STEPS
1) Respond quickly!
2) Respond with a question!
3) Demonstrate impact
54FeverBee Community Consultancy @RichMillington
Ensure members feel unique3)
55FeverBee Community Consultancy @RichMillington
56FeverBee Community Consultancy @RichMillington
57FeverBee Community Consultancy @RichMillington
58FeverBee Community Consultancy @RichMillington
Create opportunities for members to
show how unique they are
59FeverBee Community Consultancy @RichMillington
60FeverBee Community Consultancy @RichMillington
61FeverBee Community Consultancy @RichMillington
62FeverBee Community Consultancy @RichMillington
63FeverBee Community Consultancy @RichMillington
64FeverBee Community Consultancy @RichMillington
ACTION STEPS
1) Ask members what makes them unique !
2) Provide opportunities for members to be unique!
3) Highlight unique contributions
65FeverBee Community Consultancy @RichMillington
Forge real relationships4)
66FeverBee Community Consultancy @RichMillington
Create shared experiencesMeetups, eBooks, live interviews, etc…
67FeverBee Community Consultancy @RichMillington
68FeverBee Community Consultancy @RichMillington
Collaborating on an eBook filled with the community’s best/funniest advice is a great idea
69FeverBee Community Consultancy @RichMillington
70FeverBee Community Consultancy @RichMillington
Create sub-groups outside of the community platform for friendships to blossom
71FeverBee Community Consultancy @RichMillington
72FeverBee Community Consultancy @RichMillington
Guide members living close to one another !to join sub-groups
73FeverBee Community Consultancy @RichMillington
74FeverBee Community Consultancy @RichMillington
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
75FeverBee Community Consultancy @RichMillington
Build habits5)
76FeverBee Community Consultancy @RichMillington
Identify a trigger within your member’s existing routines/workflow to visit the community
77FeverBee Community Consultancy @RichMillington
78FeverBee Community Consultancy @RichMillington
Use a good notification system
79FeverBee Community Consultancy @RichMillington
80FeverBee Community Consultancy @RichMillington
Let lurkers lurk
81FeverBee Community Consultancy @RichMillington
82FeverBee Community Consultancy @RichMillington
“Lurkers become !regulars!”
83FeverBee Community Consultancy @RichMillington
Build Intensive Habit-Building Programmes
Awareness Visit Registration ParticipationFirst discussion
Feedback
Second discussion
event
84FeverBee Community Consultancy @RichMillington
ACTION STEPS
1) Identify a trigger within existing behaviour!
2) Opt-out notification systems (e-mail)!
3) Intensive 3-week habit-building programme
85FeverBee 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
86FeverBee 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
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
richard@feverbee.com
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: