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Richard Millington (FeverBee) - Cracking The Social Code: How To Turn Your Members Intro Contributors

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Our current retention rates are terrible. In this presentation, Richard Millington, founder of online community consultancy FeverBee (www.feverbee.com), explains how we can systematically get more people to participate in a community.

This begins with changing our calls to action, introducing them into the right areas of the community, creating a sense of momentum, and then ensuring members have higher levels of competence, autonomy, and social relatedness. The talk ends with explaining the notion of influence and leadership within the community.

Published in: Marketing, Business
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Richard Millington (FeverBee) - Cracking The Social Code: How To Turn Your Members Intro Contributors

  1. 1. BY RICHARD MILLINGTON FOUNDER, WWW.FEVERBEE.COM crack the social code: Turn Members Into Contributors
  2. 2. 7% of members will CONTRIBUTE TO the community HigherLogic, 2015 Community Benchmarking Report
  3. 3. 37%WHO participate will make 1+ contribution HigherLogic, 2014 Community Benchmarking Report
  4. 4. we need 39 members to get 1 REGULAR, active, participant (0.07 * 0.37) = 0.0259 1/0.0259 = 38.61
  5. 5. 0" 500" 1000" 1500" 2000" 2500" 3000" 3500" 1" 2" 3" 4" 5" 6" Sector"Growth"Rate" Community"Burn"Rate"
  6. 6. We’re in a life and death struggle For retention
  7. 7. fix the pipes first
  8. 8. + Technology + Data + Psychology = Retention
  9. 9. Level 1: improve your basic calls to action
  10. 10. I can’t wait to connect, share, and be welcomed today!!!
  11. 11. Invite people to do something specific within the community
  12. 12. Level 2: asking members to do the right things
  13. 13. must interest new and old members
  14. 14. doing thinking feeling fearing
  15. 15. doing thinking feeling fearing Working on? Upcoming events? Spend time on?
  16. 16. doing thinking feeling fearing Books read? Recently learned? Future predictions?
  17. 17. doing thinking feeling fearing What do you think about {topic}? What do you like/ dislike about {topic}?
  18. 18. doing thinking feeling fearing Worried about? Struggling with? Biggest challenges?
  19. 19. Level 3: use 6 communication tools effectively
  20. 20. Direct messages and notifications Forum posts and replies Banners / sticky discussions News / blog posts / content Newsletters / mass e-mails ThemYou Welcome e-mails & autoresponders Frequency of use # people you reach
  21. 21. Direct messages and notifications Forum posts and replies Banners / sticky discussions News / blog posts Newsletters / mass e-mails ThemYou Welcome e-mails & autoresponders Frequency of use # people you reach optimise every tool
  22. 22. Notifications
  23. 23. existing discussions
  24. 24. Add CTAs to the areas people actually visit
  25. 25. single-focus welcome e-mails
  26. 26. Tell members where to go next (use a bit.ly link) to track it
  27. 27. what’s popular?
  28. 28. drive people to your most popular discussions
  29. 29. Autoresponders
  30. 30. This is what your e-mails look like in the future of the inbox
  31. 31. Deliver huge value in 1st e-mail
  32. 32. Deliver huge value in 1st e-mail
  33. 33. Culture / USP of the community
  34. 34. Culture / USP of the community
  35. 35. simple hack: who isn’t the group for?
  36. 36. More resources in the 3rd e-mail
  37. 37. More resources in the 3rd e-mail
  38. 38. Community culture in the 4th e-mail
  39. 39. Culture / CTA in the 4th e-mail
  40. 40. Use curiosity-driven subject lines for higher open rates
  41. 41. Level 4: create explosive momentum
  42. 42. you can’t have social momentum without….
  43. 43. specific, hard, goals
  44. 44. interview 20+ members then survey the group to validate
  45. 45. solicit opinions first from 20 people
  46. 46. this sounds suspiciously hard so let’s cheat…
  47. 47. remove the bad stuff
  48. 48. solicit ideas to achieve group goals in-page analytics can quickly identify least popular areas of the site
  49. 49. focus on the successful stuff
  50. 50. List discussions by popularity (replies/activity/views). Categorise top 30 discussion topics.
  51. 51. 0 75 150 225 300 Technology Onboarding Metrics Gamification Guidelines Security Definitions Examples PseudonymitySub-G More discussions, articles, and spotlighting on the winners
  52. 52. 0 75 150 225 300 Technology Onboarding Metrics Gamification Guidelines Security Definitions GamificationPseudonymitySub-G More discussions, articles, and spotlighting on the winners big wins are usually 1) + 2)
  53. 53. Level 5: Keeping members active for life
  54. 54. Level 5: Keeping members active for life 2 - 3 years
  55. 55. “No clear evidence” “No support” (Wahba & Bridwell, 1979)
  56. 56. competence autonomy relatednes SELF- DETERMINATION THEORY
  57. 57. everyone is too busy to participate
  58. 58. Your community Priorities e-mailFacebook BlogsTwitter Relevant news sites Game of Thrones Spoiler Sites
  59. 59. INFORMATION SEEKERS THE PROBLEM is
  60. 60. People look for information far less frequently than they look to satisfy social needs
  61. 61. competence
  62. 62. members will participate in a group if they can keep make unique, useful, contributions
  63. 63. ASK MEMBERS ABOUT THEIR EXPERIENCE & EXPERTISE
  64. 64. label their experience and Expertise
  65. 65. Find and reference their expertise
  66. 66. be specific where they contribute expertise
  67. 67. HIGHLIGHT gREAT CONTRIBUTIONS
  68. 68. …AND DOCUMENT THEM!
  69. 69. turn members into experts
  70. 70. autonomy
  71. 71. autonomy perceived support
  72. 72. how do we design an autonomy-supportive Community ?
  73. 73. how do we design an autonomy-supportive Community ? Measure Recruit volunteers train volunteers automated messages feel understood design options follow-up
  74. 74. www.selfdeterminationtheory.org/ perceived-autonomy-support/ Measure your group’s PAS
  75. 75. recruit greeters
  76. 76. train volunteers IN ‘ALCO’
  77. 77. e-mails appear from you. Replies go to you
  78. 78. ask questions to create understanding
  79. 79. 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?
  80. 80. follow up and sustain interest Use inbox.google.com Use inbox.google.com
  81. 81. Social relatedness
  82. 82. what to look for References to the past Mentions by name Inside jokes High self-disclosure Off-site connections Sub-groups forming
  83. 83. more references to the past
  84. 84. content about members, mention by name
  85. 85. Increase the level of disclosure More specific More detailed More researched More emotive More self-disclosure More funny More ……….?
  86. 86. Ask clarifying questions, push for more information, and for more disclosure
  87. 87. List both your online/offline events AND other events in your sector (linked to discussions!)
  88. 88. Let members create and promote their own events for other members
  89. 89. Introduce RITUALS
  90. 90. 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
  91. 91. Level 6: Become more Influential
  92. 92. do you have a style of participation?
  93. 93. being nice doesn’t lead to influence
  94. 94. don’t be a customer service rep
  95. 95. don’t be the angry god
  96. 96. AN INFLUENCE- BASED MODEL OF PARTICIPATION
  97. 97. = connected
  98. 98. = practical steps to get connected INTERVIEW EVERY TOP EXPERT IN YOUR FIELD HOST EVENTS, ACTIVITIES (ONLINE OR OFFLINE) ATTEND AS MANY EVENTS AS YOU POSSIBLY CAN ASK FOR INTRODUCTIONS
  99. 99. Research top people by Amazon books, top blogs/ content sites, and speakers at relevant conferences.
  100. 100. Publish the interviews as blog posts, white papers, podcasts or webinars
  101. 101. Ask for introductions to key people you want to meet
  102. 102. respected
  103. 103. = practical steps to become respected SYNTHESIZE EXISTING KNOWLEDGE PUBLISH NEW RESEARCH/ DATA/CONTRADICTORY PERSPECTIVES SPEAK AT EVENTS IN YOUR FIELD
  104. 104. What people know/agree on Good speaking topics
  105. 105. likeable
  106. 106. = practical steps to become likeable ADD POSITIVE LANGUAGE TO EVERY INTERACTION IDENTIFY MEMBER PROBLEMS AND HELP TO RESOLVE THEM DELIVER FREQUENT, UNEXPECTED, PRAISE SHOW GENUINE INTEREST IN MEMBERS
  107. 107. CONNECTED: “I don’t know personally, but I know @Jon, @Susan, and @Carol have worked on this. Can they help?”
  108. 108. RESPECTED: “There are four great systems here.These are the pros and cons of each…Here are some examples of these in action”
  109. 109. LIKEABLE “Love the question. I don’t think we’ve spoken about automated text analysis before. How are you using it right now? Can you share any successes?”
  110. 110. select a participation style and stay consistent
  111. 111. SUMMARIZE THIS! 1) Promote an activity within the community 2) Ask members to share what they’re doing, thinking, feeling, or fearing 3) Optimize your 6 communication tools 4) Set goals, remove the bad stuff, and focus on good stuff 5) Make members feel they can make unique, useful, contributions 6) Design ways members can participate 7) Build a better sense of connection 8) Become more influential
  112. 112. download.feverbee.com get half the book for free!

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