0
How to build
Addictive Communities
Richard Millington
@RichMillington
The secrets behind the world’s most addictive commun...
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
Soc...
31FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure
Pain
Hope
Fear
Social inclusion
Social rejection
MO...
32FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain
Hope
Fear
Social inclusion
Social rejectio...
33FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope
Fear
Social inclusion
Social reje...
34FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear
Social inclusion
Social ...
35FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion
Soc...
36FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion 37%...
37FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion 37%...
38FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion 37%...
39FeverBee Community Consultancy @RichMillington
ACTION STEPS
1) Attach your concept to an existing motivation!
2) Align m...
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"...
46FeverBee Community Consultancy @RichMillington
30#
40#
50#
60#
70#
80#
90#
100#
5# 15# 25# 35# 45# 55# 65# 75# 85# 95# 1...
47FeverBee Community Consultancy @RichMillington
30#
40#
50#
60#
70#
80#
90#
100#
5# 15# 25# 35# 45# 55# 65# 75# 85# 95# 1...
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 intere...
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) Demonstra...
54FeverBee Community Consultancy @RichMillington
Ensure members feel unique
3)
55FeverBee Community Consultancy @RichMillington
56FeverBee Community Consultancy @RichMillington
57FeverBee Community Consultancy @RichMillington
58FeverBee Community Consultancy @RichMillington
Create opportunities for members to
show how uniquethey 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 opportuni...
65FeverBee Community Consultancy @RichMillington
Forge real relationships4)
66FeverBee Community Consultancy @RichMillington
Create shared experiences
Meetups, eBooks, live interviews, etc…
67FeverBee Community Consultancy @RichMillington
68FeverBee Community Consultancy @RichMillington
Collaborating on an eBook filled with the
community’s best/funniest advice...
69FeverBee Community Consultancy @RichMillington
70FeverBee Community Consultancy @RichMillington
Create sub-groups outside of the community
platform for friendships to bl...
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 sm...
75FeverBee Community Consultancy @RichMillington
Build habits
5)
76FeverBee Community Consultancy @RichMillington
Identify a trigger within your member’s existing
routines/workflow to visi...
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 Pa...
84FeverBee Community Consultancy @RichMillington
ACTION STEPS
1) Identify a trigger within existing behaviour!
2) Opt-out ...
85FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fas...
86FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fas...
87FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fas...
88FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fas...
89FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fas...
90FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fas...
91FeverBee Community Consultancy @RichMillington
CONTACT
http://www.feverbee.com
Twitter: @RichMillington
richard@feverbee...
92FeverBee Community Consultancy @RichMillington
FURTHER INFORMATION
http://www.communitygeek.com
Buzzing Communities: “Bu...
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How To Build Addictive Online Communities

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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.

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Transcript of "How To Build Addictive Online Communities"

  1. 1. How to build Addictive Communities Richard Millington @RichMillington The secrets behind the world’s most addictive communities FeverBee.com
  2. 2. 2FeverBee Community Consultancy @RichMillington % communities that reach ! 100 active members
  3. 3. 3FeverBee Community Consultancy @RichMillington % communities that reach ! 100 active members 0.4%
  4. 4. 4FeverBee Community Consultancy @RichMillington
  5. 5. 5FeverBee Community Consultancy @RichMillington
  6. 6. 6FeverBee Community Consultancy @RichMillington Branded communities are in ! bad shape
  7. 7. 7FeverBee Community Consultancy @RichMillington How can we build ?addictive communities
  8. 8. 8FeverBee Community Consultancy @RichMillington We don’t want to ! connect & share
  9. 9. 9FeverBee Community Consultancy @RichMillington Align the community concept to an existing motivation 1)1)
  10. 10. 10FeverBee Community Consultancy @RichMillington Pleasure Pain Hope Fear Social acceptance Rejection Source BJFogg.com
  11. 11. 11FeverBee Community Consultancy @RichMillington Pleasure Pain Hope Fear Social acceptance Rejection Source BJFogg.com
  12. 12. 12FeverBee Community Consultancy @RichMillington
  13. 13. 13FeverBee Community Consultancy @RichMillington
  14. 14. 14FeverBee Community Consultancy @RichMillington
  15. 15. 15FeverBee Community Consultancy @RichMillington Pleasure Pain Hope Fear Social acceptance Rejection Source BJFogg.com
  16. 16. 16FeverBee Community Consultancy @RichMillington
  17. 17. 17FeverBee Community Consultancy @RichMillington
  18. 18. 18FeverBee Community Consultancy @RichMillington Pleasure Pain Hope Fear Social acceptance Rejection Source BJFogg.com
  19. 19. 19FeverBee Community Consultancy @RichMillington
  20. 20. 20FeverBee Community Consultancy @RichMillington
  21. 21. 21FeverBee Community Consultancy @RichMillington Pleasure Pain Hope Fear Social acceptance Rejection Source BJFogg.com
  22. 22. 22FeverBee Community Consultancy @RichMillington
  23. 23. 23FeverBee Community Consultancy @RichMillington
  24. 24. 24FeverBee Community Consultancy @RichMillington Pleasure Pain Hope Fear Social acceptance Rejection Source BJFogg.com
  25. 25. 25FeverBee Community Consultancy @RichMillington
  26. 26. 26FeverBee Community Consultancy @RichMillington
  27. 27. 27FeverBee Community Consultancy @RichMillington
  28. 28. 28FeverBee Community Consultancy @RichMillington
  29. 29. 29FeverBee Community Consultancy @RichMillington
  30. 30. 30FeverBee Community Consultancy @RichMillington MOST EFFECTIVE MOTIVATIONAL APPEALS No appeal Pleasure Pain Hope Fear Social inclusion Social rejection
  31. 31. 31FeverBee Community Consultancy @RichMillington No appeal 8% Pleasure Pain Hope Fear Social inclusion Social rejection MOST EFFECTIVE MOTIVATIONAL APPEALS
  32. 32. 32FeverBee Community Consultancy @RichMillington No appeal 8% Pleasure 25% Pain Hope Fear Social inclusion Social rejection MOST EFFECTIVE MOTIVATIONAL APPEALS
  33. 33. 33FeverBee Community Consultancy @RichMillington No appeal 8% Pleasure 25% Pain 29% Hope Fear Social inclusion Social rejection MOST EFFECTIVE MOTIVATIONAL APPEALS
  34. 34. 34FeverBee Community Consultancy @RichMillington No appeal 8% Pleasure 25% Pain 29% Hope 15% Fear Social inclusion Social rejection MOST EFFECTIVE MOTIVATIONAL APPEALS
  35. 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. 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. 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. 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. 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
  40. 40. 40FeverBee Community Consultancy @RichMillington 2) Initial Feedback
  41. 41. 41FeverBee Community Consultancy @RichMillington How many members don’t make a ! second contribution ?
  42. 42. 42FeverBee Community Consultancy @RichMillington 40% - 90%
  43. 43. 43FeverBee Community Consultancy @RichMillington 1) Speed! 2) Ask a good question! 3) Impact
  44. 44. 44FeverBee Community Consultancy @RichMillington 1) Speed! 2) Ask a good question! 3) Impact
  45. 45. 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
  46. 46. 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
  47. 47. 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
  48. 48. 48FeverBee Community Consultancy @RichMillington Respond within 15 minutes
  49. 49. 49FeverBee Community Consultancy @RichMillington 1) Speed! 2) Ask a good question! 3) Impact
  50. 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*
  51. 51. 51FeverBee Community Consultancy @RichMillington 1) Speed! 2) Ask a good question! 3) Impact
  52. 52. 52FeverBee Community Consultancy @RichMillington Prick the ego
  53. 53. 53FeverBee Community Consultancy @RichMillington ACTION STEPS 1) Respond quickly! 2) Respond with a question! 3) Demonstrate impact
  54. 54. 54FeverBee Community Consultancy @RichMillington Ensure members feel unique 3)
  55. 55. 55FeverBee Community Consultancy @RichMillington
  56. 56. 56FeverBee Community Consultancy @RichMillington
  57. 57. 57FeverBee Community Consultancy @RichMillington
  58. 58. 58FeverBee Community Consultancy @RichMillington Create opportunities for members to show how uniquethey are
  59. 59. 59FeverBee Community Consultancy @RichMillington
  60. 60. 60FeverBee Community Consultancy @RichMillington
  61. 61. 61FeverBee Community Consultancy @RichMillington
  62. 62. 62FeverBee Community Consultancy @RichMillington
  63. 63. 63FeverBee Community Consultancy @RichMillington
  64. 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
  65. 65. 65FeverBee Community Consultancy @RichMillington Forge real relationships4)
  66. 66. 66FeverBee Community Consultancy @RichMillington Create shared experiences Meetups, eBooks, live interviews, etc…
  67. 67. 67FeverBee Community Consultancy @RichMillington
  68. 68. 68FeverBee Community Consultancy @RichMillington Collaborating on an eBook filled with the community’s best/funniest advice is a great idea
  69. 69. 69FeverBee Community Consultancy @RichMillington
  70. 70. 70FeverBee Community Consultancy @RichMillington Create sub-groups outside of the community platform for friendships to blossom
  71. 71. 71FeverBee Community Consultancy @RichMillington
  72. 72. 72FeverBee Community Consultancy @RichMillington Guide members living close to one another ! to join sub-groups
  73. 73. 73FeverBee Community Consultancy @RichMillington
  74. 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
  75. 75. 75FeverBee Community Consultancy @RichMillington Build habits 5)
  76. 76. 76FeverBee Community Consultancy @RichMillington Identify a trigger within your member’s existing routines/workflow to visit the community
  77. 77. 77FeverBee Community Consultancy @RichMillington
  78. 78. 78FeverBee Community Consultancy @RichMillington Use a good notification system
  79. 79. 79FeverBee Community Consultancy @RichMillington
  80. 80. 80FeverBee Community Consultancy @RichMillington Let lurkers lurk
  81. 81. 81FeverBee Community Consultancy @RichMillington
  82. 82. 82FeverBee Community Consultancy @RichMillington “Lurkers become ! regulars!”
  83. 83. 83FeverBee Community Consultancy @RichMillington Build Intensive Habit-Building Programmes Awareness Visit Registration Participation First discussion Feedback Second discussion event
  84. 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. 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. 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. 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. 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. 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. 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
  91. 91. 91FeverBee Community Consultancy @RichMillington CONTACT http://www.feverbee.com Twitter: @RichMillington richard@feverbee.com Website: e-mail:
  92. 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:
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