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#MozCon
Richard Millington • FeverBee
@RichMillington • richard@feverbee.com
HOW TO USE SOCIAL SCIENCE TO
BUILD ADDICTIVE COMMUNITIES

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2FeverBee Community Consultancy @RichMillington

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3FeverBee Community Consultancy @RichMillington

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4FeverBee Community Consultancy @RichMillington
THE BIG, DIRTY, SECRET

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5FeverBee Community Consultancy @RichMillington
MOST COMMUNITIES ARE A
WASTE OF TIME AND MONEY!

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6FeverBee Community Consultancy @RichMillington
…UNLESS YOU DEVELOP A
SENSE OF COMMUNITY

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7FeverBee Community Consultancy @RichMillington
Carlson et a. (2008)!
Rosenbaum et al. (2005)!
Algeshelmer et al. (2005)!
Holland and baker (2001)!
CUSTOMER RETENTION

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8FeverBee Community Consultancy @RichMillington
CUSTOMER ADVOCACY
Henning-Thurau et al. (2004)!
Kim et al. (2008)!
Carlson et al. (2008)!
Mangold et al. (2009)!

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9FeverBee Community Consultancy @RichMillington
KNOWLEDGE EXCHANGE
Ardichvili (2008) !
Chiu et al. (2006)!
Sharat and Usoro (2003)

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10FeverBee Community Consultancy @RichMillington
HIGHER PRODUCTIVITY
Price (1985)!
Milliman et al. (1999)!
Burroughs and Ebby (1998)

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11FeverBee Community Consultancy @RichMillington
HIGHER EMPLOYEE RETENTION
Klein and D’Aunno (2006)!
White et al. (2010)!
Barnes et al. (1998)

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HIGHER EMPLOYEE RETENTION
12FeverBee Community Consultancy @RichMillington
Klein and D’Aunno (2006)!
White et al. (2010)!
Barnes et al. (1998)

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13FeverBee Community Consultancy @RichMillington
HEALTHIER, HAPPIER, WEALTHIER

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14FeverBee Community Consultancy @RichMillington
WE CAN MAKE ANY
EXISTING GROUP STRONGER

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15FeverBee Community Consultancy @RichMillington
GROUP MANIPULATOR?

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16FeverBee Community Consultancy @RichMillington
CREATE A BOUNDARY

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17FeverBee Community Consultancy @RichMillington
Mensa!
2%!
110,000

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18FeverBee Community Consultancy @RichMillington
Mensa!
2%!
110,000
Triple Nine !
0.1%!
1,225

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19FeverBee Community Consultancy @RichMillington
Mensa!
2%!
110,000
Triple Nine !
0.1%!
1,225
Prometheus !
0.003%!
120

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20FeverBee Community Consultancy @RichMillington
THE TERA SOCIETY!
205 IQ!
0.000000000001%

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21FeverBee Community Consultancy @RichMillington
THE TERA SOCIETY!
205 IQ!
0.000000000001%
> 0 MEMBERS <!

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22FeverBee Community Consultancy @RichMillington
PRIVATE MEMBERS’ CLUBS

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23FeverBee Community Consultancy @RichMillington
APPLE HAS A TOP 100 GROUP

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24FeverBee Community Consultancy @RichMillington
WORKS ONLINE TOO!

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25FeverBee Community Consultancy @RichMillington
CREATE AN INSIDER GROUP

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26FeverBee Community Consultancy @RichMillington
DEMOGRAPHICS HABITS PSYCHOGRAPHICS

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27FeverBee Community Consultancy @RichMillington
DEMOGRAPHICS HABITS PSYCHOGRAPHICS
PICK TWO QUALIFIERS

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28FeverBee Community Consultancy @RichMillington
DEMOGRAPHICS HABITS PSYCHOGRAPHICS
A COMMUNITY FOR {X} WHO {Y}

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29FeverBee Community Consultancy @RichMillington
BEGIN WITH FRIENDS
15

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30FeverBee Community Consultancy @RichMillington
INTRODUCE RITUALS

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31FeverBee Community Consultancy @RichMillington
INTRODUCE RITUALS

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32FeverBee Community Consultancy @RichMillington
NOT PAINFUL ONES!

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33FeverBee Community Consultancy @RichMillington
HAVE A ‘PLACE’

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34FeverBee Community Consultancy @RichMillington
PERHAPS ONLINE?

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35FeverBee Community Consultancy @RichMillington
CREATE A SHARED NARRATIVE

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36FeverBee Community Consultancy @RichMillington
SHARED EMOTIONAL CONNECTION

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37FeverBee Community Consultancy @RichMillington
SHARE UNIQUE EXPERIENCES

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38FeverBee Community Consultancy @RichMillington
FIND SMALL VICTORIES

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39FeverBee Community Consultancy @RichMillington

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40FeverBee Community Consultancy @RichMillington

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41FeverBee Community Consultancy @RichMillington
PROVOKE VULNERABILITY

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42FeverBee Community Consultancy @RichMillington
INITIATE DEEPER DISCUSSIONS

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43FeverBee Community Consultancy @RichMillington

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44FeverBee Community Consultancy @RichMillington

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45FeverBee Community Consultancy @RichMillington

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46FeverBee Community Consultancy @RichMillington

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47FeverBee Community Consultancy @RichMillington
ENCOURAGE SELF-DISCLOSURE

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48FeverBee Community Consultancy @RichMillington

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49FeverBee Community Consultancy @RichMillington
ENCOURAGE SELF-DISCLOSURE

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50FeverBee Community Consultancy @RichMillington
STEAL POPULAR DISCUSSIONS

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52FeverBee Community Consultancy @RichMillington

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53FeverBee Community Consultancy @RichMillington
POWER AND INFLUENCE

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54FeverBee Community Consultancy @RichMillington
ASK YOUR MEMBERS ABOUT !
THEIR EXPERIENCE & EXPERTISE

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55FeverBee Community Consultancy @RichMillington
CREATE OPPORTUNITIES TO BE
SEEN POSITIVELY BY PEERS

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56FeverBee Community Consultancy @RichMillington

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57FeverBee Community Consultancy @RichMillington

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58FeverBee Community Consultancy @RichMillington

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59FeverBee Community Consultancy @RichMillington
1) Create a group within the group (or multiple groups)!
2) Introduce rituals and traditions!
3) Create a shared narrative!
4) Encourage unique, shared, experiences!
5) Push towards vulnerable, self-disclosure, discussions!
6) Give everyone influence and expertise

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60FeverBee Community Consultancy @RichMillington
1) Create a group within the group (or multiple groups)!
2) Introduce rituals and traditions!
3) Create a shared narrative!
4) Encourage unique, shared, experiences!
5) Push towards vulnerable, self-disclosure, discussions!
6) Give everyone influence and expertise

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61FeverBee Community Consultancy @RichMillington
1) Create a group within the group (or multiple groups)!
2) Introduce rituals and traditions!
3) Create a shared narrative!
4) Encourage unique, shared, experiences!
5) Push towards vulnerable, self-disclosure, discussions!
6) Give everyone influence and expertise

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62FeverBee Community Consultancy @RichMillington
1) Create a group within the group (or multiple groups)!
2) Introduce rituals and traditions!
3) Create a shared narrative!
4) Encourage unique, shared, experiences!
5) Push towards vulnerable, self-disclosure, discussions!
6) Give everyone influence and expertise

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63FeverBee Community Consultancy @RichMillington
1) Create a group within the group (or multiple groups)!
2) Introduce rituals and traditions!
3) Create a shared narrative!
4) Encourage unique, shared, experiences!
5) Push towards vulnerable, self-disclosure, discussions!
6) Give everyone influence and expertise

63.
64FeverBee Community Consultancy @RichMillington
1) Create a group within the group (or multiple groups)!
2) Introduce rituals and traditions!
3) Create a shared narrative!
4) Encourage unique, shared, experiences!
5) Push towards vulnerable, self-disclosure, discussions!
6) Give everyone influence and expertise

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65FeverBee Community Consultancy @RichMillington
CREATE A SENSE OF COMMUNITY
AMONG YOUR AUDIENCE

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#MozCon
Richard Millington • FeverBee
@RichMillington • richard@feverbee.com
www.feverbee.com
course.feverbee.com