Most online communities have a terrible conversion rate - sometimes as bad as 0.1%. We want to guide you through the process of increasing conversion. This includes converting newcomers, soliciting the first contribution, and using psychology to keep people active over the long term. These are the tactics we've been using at FeverBee for years.

1. Social Psychology Hacks
To keep members active
by
Richard
Millington

2. # Members Conversion rate
0 - 100 30%
100 - 1k 1% - 10%
1k - 10k 0.5% - 1%
10k - 100k 0.25%
100k+ 0.1%

3. 1%of visitors will
register to join

4. 15%who register
will contribute
to the community

5. 20%WHO participate
will still be
active in 6 months

6. we need 3.3m visitors to get 1000
actively participating members
(0.01 * 0.15 * 0.2) = 0.0003
1000/0.0003 = 3,333,333

7. Churn > sector growth
= Death
0"
500"
1000"
1500"
2000"
2500"
1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12"
Sector"growth"rate"
Community"burn"rate"

8. Churn > sector growth
= Death
0"
500"
1000"
1500"
2000"
2500"
3000"
3500"
1" 2" 3" 4" 5" 6"
Sector"Growth"Rate"
Community"Burn"Rate"

9. Interest in ‘online communities’

10. Interest in ‘social media’

11. a life and death
struggle for
retention

12. We need
to fuse
Technology,
Psychology,
with our DATA

13. ..and escape the
digital dark-ages

14. LEvel 1
Converting Traffic

18. Gate it

19. create
multiple
entrances
pages

21. bigger and brighter
registration box

23. ‘nyt-it’ (10 clicks)

24. ‘nyt-it’ (3 clicks)

25. INSERT a CTA INTO
Places Members visit

27. What is a good CTA?

31. I can’t wait to connect,
share, and be welcomed
today!!!

32. No appeal
Pleasure
Pain
Hope
Fear
Social inclusion
Social rejection

33. No appeal “Join the community”
Pleasure “The funniest HR tales on the net”
Pain “Swap time-saving teacher hacks”
Hope
“Using social tech to find
the right applicants"
Fear
“Get help to make your
business hack-proof”
Social inclusion
“The World-Class Community for World-
Class Bartenders”
Social rejection “join 17000 models at ….”

34. LEvel 2
participation hooks

36. what we do now…

42. what we should be asking
people to do…

43. Disclosure
hooks

44. doing
thinking
feeling
fearing

45. or drive people
to your most
popular discussions

46. Sticky Thread

47. Notification

48. Autoresponders

49. Welcome e-mails

50. Tell members
where to
go next
(use a bit.ly link)
to track it

51. level 3:
members for life

52. level 3:
members for life
3 - 5 years

53. INFORMATION
SEEKERS
THE PROBLEM WITH

54. everyone is too busy
to participate

55. Check e-mail
Your community
Check Facebook
Check the news
Priorities

56. competence
autonomy
relatedness

57. competence

58. if members feel they can make
unique contributions, they will

59. ASK MEMBERS
ABOUT THEIR
EXPERIENCE &
EXPERTISE

60. label their
experience
and Expertise

62. Find and reference
their expertise

63. be specific
where they
contribute
expertise

65. HIGHLIGHT gREAT
CONTRIBUTIONS

67. …AND DOCUMENT THEM!

68. turn members
into experts

71. autonomy

72. autonomy
perceived
support

74. we participate
in groups which
support our
beliefs & values

75. how do we create an
autonomy-supportive
group ?

76. www.selfdeterminationtheory.org/
perceived-autonomy-support/
Measure your
group’s PAS

77. autonomy begins with
feeling understood

78. Design
options
to be
involved Tackle questions
on key topic
Run column/
group/category
Find
experts
Give
feedback
How would you like
to be involved?

79. train
volunteers
IN ‘ALCO’
Ask
Listen
Create options

81. Joins

82. Joins
Participate

83. Joins
Participate
Autoresponder ask about goals -
reply to e-mail

85. Joins
Participate
Autoresponder ask about goals -
reply to e-mail
Replies go to you / volunteers -
individual contact

86. e-mails appear
from you.
Replies go to you

87. Joins
Participate
Autoresponder ask about goals -
reply to e-mail
Replies go to you / volunteers -
individual contact
Set reminders to sustain interest

88. set reminders
Use
inbox.google.com

89. Social
relatedness

90. what to
look for
References to past events
Mentions of other
members by name
Inside jokes
High levels of self-
disclosure
Off-site bonding
Sub-groups forming

91. Introduce
RITUALS

92. unique
experiences

94. deeper
level
discussions
More specific
More detailed
More researched
More emotive
More self-disclosure
More funny
More ……….?

95. Ask clarifying questions,
push for more information,
for most disclosure

96. First
ritual
Engagement
Experience
Introduce to
similar member
etc…
Identify
wants
Create
opportunities
Recruit
volunteers
Follow
up
Identify
expertise
Explain where
to use expertise
Highlight
expertise
Give
ownership

97. download.feverbee.com
get half a book
for free!

98. download.feverbee.com
get half a book
for free!
They make great christmas
gifts for your friends
and family too!