How To Build Addictive Online Communities
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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......

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