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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