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Building A Powerful Sense of Community - MozCon 2014
Building A Powerful Sense of Community - MozCon 2014
1.
#MozCon
Richard Millington • FeverBee
@RichMillington • richard@feverbee.com
HOW TO USE SOCIAL SCIENCE TO
BUILD ADDICTIVE COMMUNITIES
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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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…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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GROUP MANIPULATOR?
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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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APPLE HAS A TOP 100 GROUP
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WORKS ONLINE TOO!
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CREATE AN INSIDER GROUP
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DEMOGRAPHICS HABITS PSYCHOGRAPHICS
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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
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INTRODUCE RITUALS
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INTRODUCE RITUALS
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NOT PAINFUL ONES!
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HAVE A ‘PLACE’
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PERHAPS ONLINE?
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CREATE A SHARED NARRATIVE
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SHARED EMOTIONAL CONNECTION
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SHARE UNIQUE EXPERIENCES
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FIND SMALL VICTORIES
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PROVOKE VULNERABILITY
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INITIATE DEEPER DISCUSSIONS
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ENCOURAGE SELF-DISCLOSURE
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ENCOURAGE SELF-DISCLOSURE
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STEAL POPULAR DISCUSSIONS
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POWER AND INFLUENCE
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ASK YOUR MEMBERS ABOUT !
THEIR EXPERIENCE & EXPERTISE
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CREATE OPPORTUNITIES TO BE
SEEN POSITIVELY BY PEERS
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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
59.
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
60.
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
61.
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
62.
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
64.
65FeverBee Community Consultancy @RichMillington
CREATE A SENSE OF COMMUNITY
AMONG YOUR AUDIENCE