Presentation from Richard Millington - Founder of community consultancy FeverBee and author of 'Buzzing Communities' - Rich is one of the world's foremost experts on Community. We are extraordinarily lucky to have him join us and share his experiences and insights into current thinking on building communities around brands.

1. Turning Members into (better) Customers
The science of getting your members to finally do what you want
FeverBee Limited
www.feverbee.com
@RichMillington

2. The hard part isn’t sales,
it’s changing behavior

11. Most engagement efforts today
don’t change long-term behavior
- THE PROBLEM -

12. so, what behavior
do you want to change?

13. ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to
change
behavior

14. ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to
change
behavior

15. What Brand
wants to say

16. what people
want to do

17. ISSUE THE
SCHWARTZ VALUE SURVEY
http://bit.ly/schwartzvalues

20. adjusting for
behavior

21. Value Behavior
Achievement Solve the toughest problems in this field
Power Build your reputation as an expert in this field
Hedonism Share your favourite tips about {x}
Stimulation Tackle brand new challenges about {x}
Self-direction What are the toughest challenges you face?
Security Check your {x} is aligned with the top experts
Conformity Participate in the most popular discussion about {x}
Tradition Help mentor newcomers to accomplish {x}
Universalism Work with {x} to solve {x}
Benevolence Can you use your experience to help {x}?

22. high stimulation!

24. ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to
change
behavior

25. stop trying to convince,
start trying to persuade

26. stop trying to convince,
start trying to persuade
emotionS
facts

27. TELL A STORY
TASTE TEST
NEW INFO
changing
attitudes

28. TELL A STORY
TASTE TEST
NEW INFO
changing
attitudes

29. FIND YOUR
EMOTIVE
STORIES

30. interview success stories
(focus on how they felt)

31. TELL A STORY
TASTE TEST
NEW INFO
changing
attitudes

32. shrink the
behavioral
change

33. tell people to
ask questions in
the community
instead OF EMAIL

34. defy their
expectations
2* FASTER
2* CHEAPER
2* BETTER
2* MORE

35. Uses skills list to tag
in people who can help
(takes 30 seconds,
HUGE response)

36. TELL A STORY
TASTE TEST
NEW INFO
changing
attitudes

37. “our collaboration
platform is a
waste of time”

38. “our collaboration
platform is a
waste of time”
“We can
collaborate better”

39. “I don’t have time
to participate”

40. “I don’t have time
to participate”
DON’T CHALLENGE
EXISTING BELIEFS!

41. “I don’t have time
to participate”
“Solve your
problem faster than
a google search”
DON’T CHALLENGE
EXISTING BELIEFS!
INTRODUCE NEW,
ACCEPTABLE, IDEAS

42. solicit a future
commitment

43. ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to
change
behavior

45. Most participation
is short-term

46. SMALL CHANGES HAVE
A BIG IMPACT

47. motivation
competence
autonomy
relatedness

48. motivation
competence
autonomy
relatedness

49. design a competence journey
Gets a 2x
response
1 2
Asks a
questions

50. design a competence journey
Asks a
questions
Gets a 2x
response
1 2
DON’T LET THIS BE
THE END OF THE JOURNEY!

51. design a competence journey
Gets a 2x
response
1 42 3
Prompted to
say response
solved the
problem
(or didn’t)
Added to list
of people
who solved
the problem
Asks a
questions

52. List of skills
and problems
solved

53. design a competence journey
Gets a 2x
response
1 42 3
Prompted to
say response
solved the
problem
(or didn’t)
65
Tagged or
asked to solve
relevant
problem
Contribute to
ebook, webinar,
or something
bigger
Asks a
questions
Added to list
of people
who solved
the problem

54. help people
feel like
experts

55. motivation
competence
autonomy
relatedness

56. Ask “how would
you like to be
involved?”
Guide them
to a related
contribution
1 2
design an autonomy journey

57. “Hi Joe,
Glad to see you join us.
Quick question, what brought you to the
community?
What is the best way to get you involved?
- Rich”

58. design an autonomy journey
Ask “how would
you like to be
involved?”
Guide them
to a related
contribution
Design
options
to participate
Offer more
responsibility
(host webinar,
run a live chat,
moderator role)
1 42 3

59. design an autonomy journey
Ask “how would
you like to be
involved?”
Guide them
to a related
contribution
Design
options
to participate
Offer more
responsibility
(host webinar,
run a live chat,
moderator role)
Check in how
they’re doing
and ask for
advice
Set
notifications
to follow up
1 42 3 65

60. follow up
and sustain
interest
Use
inbox.google.com
Use
inbox.google.com

61. motivation
competence
autonomy
relatedness

62. design a relatedness journey
Make the
introduction
into a sub
group
1 2
Identify same
kind of people
or same kind of
problems

63. design a relatedness journey
Make the
introduction
into a sub
group
Introduce
newcomers
to existing
members
Invite people
to form their
own sub-
groups
1 42 3
Identify same
kind of people
or same kind of
problems

64. keep group
sizes small!

65. ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to
change
behavior

66. ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to
change
behavior

67. ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to
change
behavior

68. ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to
change
behavior

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