How to build
Addictive Communities
Richard Millington
@RichMillington
The secrets behind the world’s most addictive commun...
2FeverBee Community Consultancy @RichMillington
We researched the !
success rate of online forums
3FeverBee Community Consultancy @RichMillington
4FeverBee Community Consultancy @RichMillington
Most new forums fail to !
reach 100 active members
5FeverBee Community Consultancy @RichMillington
How can we build
?addictive communities
6FeverBee Community Consultancy @RichMillington
Base the concept upon an
existing motivation1)1)
7FeverBee Community Consultancy @RichMillington
8FeverBee Community Consultancy @RichMillington
Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
9FeverBee Community Consultancy @RichMillington
Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
10FeverBee Community Consultancy @RichMillington
11FeverBee Community Consultancy @RichMillington
12FeverBee Community Consultancy @RichMillington
13FeverBee Community Consultancy @RichMillington
Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
14FeverBee Community Consultancy @RichMillington
15FeverBee Community Consultancy @RichMillington
16FeverBee Community Consultancy @RichMillington
17FeverBee Community Consultancy @RichMillington
Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
18FeverBee Community Consultancy @RichMillington
19FeverBee Community Consultancy @RichMillington
Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
20FeverBee Community Consultancy @RichMillington
21FeverBee Community Consultancy @RichMillington
22FeverBee Community Consultancy @RichMillington
SOCIAL INCLUSION
23FeverBee Community Consultancy @RichMillington
SOCIAL INCLUSION
24FeverBee Community Consultancy @RichMillington
SOCIAL REJECTION
25FeverBee Community Consultancy @RichMillington
MOST EFFECTIVE MOTIVATIONAL APPEALS
No appeal
Pleasure
Pain
Hope
Fear
Soc...
26FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure
Pain
Hope
Fear
Social inclusion
Social rejection
MO...
27FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain
Hope
Fear
Social inclusion
Social rejectio...
28FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope
Fear
Social inclusion
Social reje...
29FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear
Social inclusion
Social ...
30FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion
Soc...
31FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion 37%...
32FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion 37%...
33FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion 37%...
34FeverBee Community Consultancy @RichMillington
ACTION STEPS
1) Ask newcomers motivation-based questions!
2) Align concep...
35FeverBee Community Consultancy @RichMillington
2) Initial Feedback
36FeverBee Community Consultancy @RichMillington
How many members don’t make a !
second contribution ?
37FeverBee Community Consultancy @RichMillington
40% - 90%
38FeverBee Community Consultancy @RichMillington
1) Speed!
2) Ask a good question!
3) Impact
39FeverBee Community Consultancy @RichMillington
1) Speed!
2) Ask a good question!
3) Impact
40FeverBee Community Consultancy @RichMillington
0"
10"
20"
30"
40"
50"
60"
5" 10" 15" 20" 25" 30" 35" 40" 45" 50" 55" 60"...
41FeverBee Community Consultancy @RichMillington
30#
40#
50#
60#
70#
80#
90#
100#
5# 15# 25# 35# 45# 55# 65# 75# 85# 95# 1...
42FeverBee Community Consultancy @RichMillington
30#
40#
50#
60#
70#
80#
90#
100#
5# 15# 25# 35# 45# 55# 65# 75# 85# 95# 1...
43FeverBee Community Consultancy @RichMillington
Respond within
15 minutes
44FeverBee Community Consultancy @RichMillington
1) Speed!
2) Ask a good question!
3) Impact
45FeverBee Community Consultancy @RichMillington
1) Why do you think that?!
2) Have you also found …. ? !
3) People intere...
46FeverBee Community Consultancy @RichMillington
1) Speed!
2) Ask a good question!
3) Impact
47FeverBee Community Consultancy @RichMillington
Prick the ego
48FeverBee Community Consultancy @RichMillington
ACTION STEPS
1) Respond quickly!
2) Respond with a question!
3) Demonstra...
49FeverBee Community Consultancy @RichMillington
Ensure members feel unique
3)
50FeverBee Community Consultancy @RichMillington
51FeverBee Community Consultancy @RichMillington
52FeverBee Community Consultancy @RichMillington
53FeverBee Community Consultancy @RichMillington
54FeverBee Community Consultancy @RichMillington
55FeverBee Community Consultancy @RichMillington
56FeverBee Community Consultancy @RichMillington
57FeverBee Community Consultancy @RichMillington
58FeverBee Community Consultancy @RichMillington
ACTION STEPS
1) Ask members what makes them unique!
2) Provide opportunit...
59FeverBee Community Consultancy @RichMillington
Forge real relationships4)
60FeverBee Community Consultancy @RichMillington
61FeverBee Community Consultancy @RichMillington
62FeverBee Community Consultancy @RichMillington
63FeverBee Community Consultancy @RichMillington
64FeverBee Community Consultancy @RichMillington
ACTION STEPS
1) Initiate activities for members to interact!
2) Foster sm...
65FeverBee Community Consultancy @RichMillington
Build habits
5)
66FeverBee Community Consultancy @RichMillington
67FeverBee Community Consultancy @RichMillington
68FeverBee Community Consultancy @RichMillington
“Lurkers become !
regulars!”
69FeverBee Community Consultancy @RichMillington
Use Intensive Habit-Building Programmes
Awareness Visit Registration Part...
70FeverBee Community Consultancy @RichMillington
ACTION STEPS
1) Identify a trigger within existing behaviour!
2) Opt-out ...
71FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fas...
72FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fas...
73FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fas...
74FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fas...
75FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fas...
76FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fas...
77FeverBee Community Consultancy @RichMillington
CONTACT
http://www.feverbee.com
Twitter: @RichMillington
richard@feverbee...
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ForumCon: Addictive Communities, Richard Millington

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ForumCon: Addictive Communities, Richard Millington

  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 We researched the ! success rate of online forums
  3. 3. 3FeverBee Community Consultancy @RichMillington
  4. 4. 4FeverBee Community Consultancy @RichMillington Most new forums fail to ! reach 100 active members
  5. 5. 5FeverBee Community Consultancy @RichMillington How can we build ?addictive communities
  6. 6. 6FeverBee Community Consultancy @RichMillington Base the concept upon an existing motivation1)1)
  7. 7. 7FeverBee Community Consultancy @RichMillington
  8. 8. 8FeverBee Community Consultancy @RichMillington Pleasure Pain Hope Fear Social acceptance Rejection Source BJFogg.com
  9. 9. 9FeverBee Community Consultancy @RichMillington Pleasure Pain Hope Fear Social acceptance Rejection Source BJFogg.com
  10. 10. 10FeverBee Community Consultancy @RichMillington
  11. 11. 11FeverBee Community Consultancy @RichMillington
  12. 12. 12FeverBee Community Consultancy @RichMillington
  13. 13. 13FeverBee Community Consultancy @RichMillington Pleasure Pain Hope Fear Social acceptance Rejection Source BJFogg.com
  14. 14. 14FeverBee Community Consultancy @RichMillington
  15. 15. 15FeverBee Community Consultancy @RichMillington
  16. 16. 16FeverBee Community Consultancy @RichMillington
  17. 17. 17FeverBee Community Consultancy @RichMillington Pleasure Pain Hope Fear Social acceptance Rejection Source BJFogg.com
  18. 18. 18FeverBee Community Consultancy @RichMillington
  19. 19. 19FeverBee Community Consultancy @RichMillington Pleasure Pain Hope Fear Social acceptance Rejection Source BJFogg.com
  20. 20. 20FeverBee Community Consultancy @RichMillington
  21. 21. 21FeverBee Community Consultancy @RichMillington
  22. 22. 22FeverBee Community Consultancy @RichMillington SOCIAL INCLUSION
  23. 23. 23FeverBee Community Consultancy @RichMillington SOCIAL INCLUSION
  24. 24. 24FeverBee Community Consultancy @RichMillington SOCIAL REJECTION
  25. 25. 25FeverBee Community Consultancy @RichMillington MOST EFFECTIVE MOTIVATIONAL APPEALS No appeal Pleasure Pain Hope Fear Social inclusion Social rejection
  26. 26. 26FeverBee Community Consultancy @RichMillington No appeal 8% Pleasure Pain Hope Fear Social inclusion Social rejection MOST EFFECTIVE MOTIVATIONAL APPEALS
  27. 27. 27FeverBee Community Consultancy @RichMillington No appeal 8% Pleasure 25% Pain Hope Fear Social inclusion Social rejection MOST EFFECTIVE MOTIVATIONAL APPEALS
  28. 28. 28FeverBee Community Consultancy @RichMillington No appeal 8% Pleasure 25% Pain 29% Hope Fear Social inclusion Social rejection MOST EFFECTIVE MOTIVATIONAL APPEALS
  29. 29. 29FeverBee Community Consultancy @RichMillington No appeal 8% Pleasure 25% Pain 29% Hope 15% Fear Social inclusion Social rejection MOST EFFECTIVE MOTIVATIONAL APPEALS
  30. 30. 30FeverBee Community Consultancy @RichMillington No appeal 8% Pleasure 25% Pain 29% Hope 15% Fear 15% Social inclusion Social rejection MOST EFFECTIVE MOTIVATIONAL APPEALS
  31. 31. 31FeverBee Community Consultancy @RichMillington No appeal 8% Pleasure 25% Pain 29% Hope 15% Fear 15% Social inclusion 37% Social rejection MOST EFFECTIVE MOTIVATIONAL APPEALS
  32. 32. 32FeverBee 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
  33. 33. 33FeverBee 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
  34. 34. 34FeverBee Community Consultancy @RichMillington ACTION STEPS 1) Ask newcomers motivation-based questions! 2) Align concept with an existing motivation! 3) Change first contribution to a motivating question
  35. 35. 35FeverBee Community Consultancy @RichMillington 2) Initial Feedback
  36. 36. 36FeverBee Community Consultancy @RichMillington How many members don’t make a ! second contribution ?
  37. 37. 37FeverBee Community Consultancy @RichMillington 40% - 90%
  38. 38. 38FeverBee Community Consultancy @RichMillington 1) Speed! 2) Ask a good question! 3) Impact
  39. 39. 39FeverBee Community Consultancy @RichMillington 1) Speed! 2) Ask a good question! 3) Impact
  40. 40. 40FeverBee 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
  41. 41. 41FeverBee 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
  42. 42. 42FeverBee 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
  43. 43. 43FeverBee Community Consultancy @RichMillington Respond within 15 minutes
  44. 44. 44FeverBee Community Consultancy @RichMillington 1) Speed! 2) Ask a good question! 3) Impact
  45. 45. 45FeverBee 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*
  46. 46. 46FeverBee Community Consultancy @RichMillington 1) Speed! 2) Ask a good question! 3) Impact
  47. 47. 47FeverBee Community Consultancy @RichMillington Prick the ego
  48. 48. 48FeverBee Community Consultancy @RichMillington ACTION STEPS 1) Respond quickly! 2) Respond with a question! 3) Demonstrate impact
  49. 49. 49FeverBee Community Consultancy @RichMillington Ensure members feel unique 3)
  50. 50. 50FeverBee Community Consultancy @RichMillington
  51. 51. 51FeverBee Community Consultancy @RichMillington
  52. 52. 52FeverBee Community Consultancy @RichMillington
  53. 53. 53FeverBee Community Consultancy @RichMillington
  54. 54. 54FeverBee Community Consultancy @RichMillington
  55. 55. 55FeverBee Community Consultancy @RichMillington
  56. 56. 56FeverBee Community Consultancy @RichMillington
  57. 57. 57FeverBee Community Consultancy @RichMillington
  58. 58. 58FeverBee Community Consultancy @RichMillington ACTION STEPS 1) Ask members what makes them unique! 2) Provide opportunities for members to be unique! 3) Highlight unique contributions through content
  59. 59. 59FeverBee Community Consultancy @RichMillington Forge real relationships4)
  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) Initiate activities for members to interact! 2) Foster small groups on or off the platform! 3) Make introductions by age/location/profession
  65. 65. 65FeverBee Community Consultancy @RichMillington Build habits 5)
  66. 66. 66FeverBee Community Consultancy @RichMillington
  67. 67. 67FeverBee Community Consultancy @RichMillington
  68. 68. 68FeverBee Community Consultancy @RichMillington “Lurkers become ! regulars!”
  69. 69. 69FeverBee Community Consultancy @RichMillington Use Intensive Habit-Building Programmes Awareness Visit Registration Participation First discussion Feedback Second discussion event
  70. 70. 70FeverBee 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
  71. 71. 71FeverBee 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
  72. 72. 72FeverBee 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
  73. 73. 73FeverBee 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
  74. 74. 74FeverBee 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
  75. 75. 75FeverBee 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
  76. 76. 76FeverBee 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
  77. 77. 77FeverBee Community Consultancy @RichMillington CONTACT http://www.feverbee.com Twitter: @RichMillington richard@feverbee.com Website: e-mail:
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