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.
30. 30FeverBee Community Consultancy @RichMillington
MOST EFFECTIVE MOTIVATIONAL APPEALS
No appeal
Pleasure
Pain
Hope
Fear
Social inclusion
Social rejection
31. 31FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure
Pain
Hope
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
32. 32FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain
Hope
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
33. 33FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
34. 34FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
35. 35FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
36. 36FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion 37%
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
37. 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
38. 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
39. 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
50. 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*
64. 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
74. 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
83. 83FeverBee Community Consultancy @RichMillington
Build Intensive Habit-Building Programmes
Awareness Visit Registration Participation
First discussion
Feedback
Second discussion
event
84. 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
85. 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
86. 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
87. 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
88. 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
89. 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
90. 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
92. 92FeverBee Community Consultancy @RichMillington
FURTHER INFORMATION
http://www.communitygeek.com
Buzzing Communities: “Buzzing Communities” On amazon.com
http://course.feverbee.com/learn-more
Community Geek:
Free eBook: