How To Build Addictive Online Communities
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Transcript of How To Build Addictive Online Communities
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
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
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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
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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
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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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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
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
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: