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Richard Millington - Applying Next Generation Motivation Techniques To Increase Participation

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FeverBee Sprint 2015

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Richard Millington - Applying Next Generation Motivation Techniques To Increase Participation

  1. 1. November 11 - 12 San Francisco, USA #fbsprint Feverbee SPRINT
  2. 2. Psychology is the power drill of community building
  3. 3. TACTICAL PSYCHOLOGY feverbee sprint
  4. 4. TACTICAL PSYCHOLOGY feverbee sprint
  5. 5. TACTICAL PSYCHOLOGY feverbee sprint
  6. 6. get the app! feverbee sprint feverbee.minsh.com/launch.html
  7. 7. BY RICHARD MILLINGTON FOUNDER, WWW.FEVERBEE.COM crack the social code: Turn NEWCOMERS Into regulars
  8. 8. # Members Conversion rate 0 - 100 30% 100 - 1k 1% - 10% 1k - 10k 0.5% - 1% 10k - 100k 0.25% 100k+ 0.1%
  9. 9. 1%of visitors will register to join
  10. 10. 15%who register will contribute to the community
  11. 11. 20%WHO participate will still be active in 6 months
  12. 12. we need 3,333 new visitors to get 1 actively participating member (0.01 * 0.15 * 0.2) = 0.0003 1000/0.0003 = 3,333,333
  13. 13. 0" 500" 1000" 1500" 2000" 2500" 3000" 3500" 1" 2" 3" 4" 5" 6" Sector"Growth"Rate" Community"Burn"Rate"
  14. 14. We’re in a life and death struggle For retention
  15. 15. fix the pipes first
  16. 16. + Technology + Data + Psychology = Retention
  17. 17. Level 1: turn visitors into registered members
  18. 18. Gate it
  19. 19. create multiple entrances pages
  20. 20. bigger and brighter registration box
  21. 21. ‘nyt-it’ (3 clicks)
  22. 22. INSERT a CTA INTO Places Members visit
  23. 23. Add CTAs to the areas people regularly visit
  24. 24. Level 2: asking members to do the right things
  25. 25. I can’t wait to connect, share, and be welcomed today!!!
  26. 26. What is a good CTA?
  27. 27. Invite people to do something specific within the community
  28. 28. must interest new and old members
  29. 29. doing thinking feeling fearing
  30. 30. doing thinking feeling fearing Working on? Upcoming events? Spend time on?
  31. 31. doing thinking feeling fearing Books read? Recently learned? Future predictions?
  32. 32. doing thinking feeling fearing What do you think about {topic}? What do you like/ dislike about {topic}?
  33. 33. doing thinking feeling fearing Worried about? Struggling with? Biggest challenges?
  34. 34. Level 3: Keeping members active for life
  35. 35. Level 3: Keeping members active for life 2 - 3 years
  36. 36. “No clear evidence” “No support” (Wahba & Bridwell, 1979)
  37. 37. competence autonomy relatedness SELF- DETERMINATION THEORY
  38. 38. everyone is too busy to participate
  39. 39. Your community Priorities e-mailBlogs SlackFB/Twitter Relevant news sites Game of Thrones Spoiler Sites
  40. 40. INFORMATION SEEKERS THE PROBLEM is
  41. 41. People look for information far less frequently than they look to satisfy social needs
  42. 42. competence
  43. 43. members will participate in a group if they can keep making unique, useful, contributions
  44. 44. ASK MEMBERS ABOUT THEIR EXPERIENCE & EXPERTISE
  45. 45. label their experience and Expertise
  46. 46. Find and reference their expertise
  47. 47. be specific where they contribute expertise
  48. 48. HIGHLIGHT gREAT CONTRIBUTIONS
  49. 49. …AND DOCUMENT THEM!
  50. 50. turn members into experts
  51. 51. autonomy
  52. 52. autonomy perceived support
  53. 53. how do we design an autonomy-supportive Community ?
  54. 54. how do we design an autonomy-supportive Community ? Measure Recruit volunteers train volunteers automated messages feel understood design options follow-up
  55. 55. www.selfdeterminationtheory.org/ perceived-autonomy-support/ Measure your group’s PAS
  56. 56. recruit greeters
  57. 57. train greeters IN ‘ALCO’
  58. 58. e-mails appear from you. Replies go to you
  59. 59. ask questions to create understanding
  60. 60. Design options to pursue this unique beliefs and passions Tackle questions on key topic Run column/ group/category Find experts Give feedback How would you like to be involved?
  61. 61. follow up and sustain interest Use inbox.google.com Use inbox.google.com
  62. 62. Social relatedness
  63. 63. what to look for References to the past Mentions by name Inside jokes High self-disclosure Off-site connections Sub-groups forming
  64. 64. more references to the past
  65. 65. content about members, mention by name
  66. 66. Increase the level of disclosure More specific More detailed More researched More emotive More self-disclosure More funny More ……….?
  67. 67. Ask clarifying questions, push for more information, and for more disclosure
  68. 68. List both your online/offline events AND other events in your sector (linked to discussions!)
  69. 69. Let members create and promote their own events for other members
  70. 70. Introduce RITUALS
  71. 71. First ritual Engagement Experience Introduce to similar member etc… Identify wants Create opportunities Recruit volunteers Follow up Identify expertise Explain where to use expertise Highlight expertise Give ownership
  72. 72. SUMMARY! 1) Use doing, thinking, feeling, fearing CTAs in places people actually visit 2) Use every communication tool more effectively (especially autoresponders) 3) Solicit a member’s unique experience/expertise 4) Give more autonomy 5) Build stronger social connections between members

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