Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Turning Members into (better) Customers
The science of getting your members to finally do what you want
FeverBee Limited
w...
The hard part isn’t sales,
it’s changing behavior
Most engagement efforts today
don’t change long-term behavior
- THE PROBLEM -
so, what behavior
do you want to change?
ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to
change
behavior
ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to
change
behavior
What Brand
wants to say
what people
want to do
ISSUE THE
SCHWARTZ VALUE SURVEY
http://bit.ly/schwartzvalues
adjusting for
behavior
Value Behavior
Achievement Solve the toughest problems in this field
Power Build your reputation as an expert in this field
...
high stimulation!
ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to
change
behavior
stop trying to convince,
start trying to persuade
stop trying to convince,
start trying to persuade
emotionS
facts
TELL A STORY
TASTE TEST
NEW INFO
changing
attitudes
TELL A STORY
TASTE TEST
NEW INFO
changing
attitudes
FIND YOUR
EMOTIVE
STORIES
interview success stories
(focus on how they felt)
TELL A STORY
TASTE TEST
NEW INFO
changing
attitudes
shrink the
behavioral
change
tell people to
ask questions in
the community
instead OF EMAIL
defy their
expectations
2* FASTER
2* CHEAPER
2* BETTER
2* MORE
Uses skills list to tag
in people who can help
(takes 30 seconds,
HUGE response)
TELL A STORY
TASTE TEST
NEW INFO
changing
attitudes
“our collaboration
platform is a
waste of time”
“our collaboration
platform is a
waste of time”
“We can
collaborate better”
“I don’t have time
to participate”
“I don’t have time
to participate”
DON’T CHALLENGE
EXISTING BELIEFS!
“I don’t have time
to participate”
“Solve your
problem faster than
a google search”
DON’T CHALLENGE
EXISTING BELIEFS!
INTR...
solicit a future
commitment
ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to
change
behavior
Most participation
is short-term
SMALL CHANGES HAVE
A BIG IMPACT
motivation
competence
autonomy
relatedness
motivation
competence
autonomy
relatedness
design a competence journey
Gets a 2x
response
1 2
Asks a
questions
design a competence journey
Asks a
questions
Gets a 2x
response
1 2
DON’T LET THIS BE
THE END OF THE JOURNEY!
design a competence journey
Gets a 2x
response
1 42 3
Prompted to
say response
solved the
problem
(or didn’t)
Added to lis...
List of skills
and problems
solved
design a competence journey
Gets a 2x
response
1 42 3
Prompted to
say response
solved the
problem
(or didn’t)
65
Tagged or...
help people
feel like
experts
motivation
competence
autonomy
relatedness
Ask “how would
you like to be
involved?”
Guide them
to a related
contribution
1 2
design an autonomy journey
“Hi Joe,
Glad to see you join us.
Quick question, what brought you to the
community?
What is the best way to get you invol...
design an autonomy journey
Ask “how would
you like to be
involved?”
Guide them
to a related
contribution
Design
options
to...
design an autonomy journey
Ask “how would
you like to be
involved?”
Guide them
to a related
contribution
Design
options
to...
follow up
and sustain
interest
Use
inbox.google.com
Use
inbox.google.com
motivation
competence
autonomy
relatedness
design a relatedness journey
Make the
introduction
into a sub
group
1 2
Identify same
kind of people
or same kind of
probl...
design a relatedness journey
Make the
introduction
into a sub
group
Introduce
newcomers
to existing
members
Invite people
...
keep group
sizes small!
ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to
change
behavior
ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to
change
behavior
ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to
change
behavior
ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to
change
behavior
getvideos.feverbee.com
Download 40
online community
videos for free
FeverBee: Persuasion and Social Media – OMN London, 19 July 2016
FeverBee: Persuasion and Social Media – OMN London, 19 July 2016
FeverBee: Persuasion and Social Media – OMN London, 19 July 2016
FeverBee: Persuasion and Social Media – OMN London, 19 July 2016
FeverBee: Persuasion and Social Media – OMN London, 19 July 2016
FeverBee: Persuasion and Social Media – OMN London, 19 July 2016
FeverBee: Persuasion and Social Media – OMN London, 19 July 2016
FeverBee: Persuasion and Social Media – OMN London, 19 July 2016
FeverBee: Persuasion and Social Media – OMN London, 19 July 2016
FeverBee: Persuasion and Social Media – OMN London, 19 July 2016
FeverBee: Persuasion and Social Media – OMN London, 19 July 2016
FeverBee: Persuasion and Social Media – OMN London, 19 July 2016
Upcoming SlideShare
Loading in …5
×

FeverBee: Persuasion and Social Media – OMN London, 19 July 2016

306 views

Published on

Presentation from Richard Millington - Founder of community consultancy FeverBee and author of 'Buzzing Communities' - Rich is one of the world's foremost experts on Community. We are extraordinarily lucky to have him join us and share his experiences and insights into current thinking on building communities around brands.

Published in: Social Media
  • Be the first to comment

FeverBee: Persuasion and Social Media – OMN London, 19 July 2016

  1. 1. Turning Members into (better) Customers The science of getting your members to finally do what you want FeverBee Limited www.feverbee.com @RichMillington
  2. 2. The hard part isn’t sales, it’s changing behavior
  3. 3. Most engagement efforts today don’t change long-term behavior - THE PROBLEM -
  4. 4. so, what behavior do you want to change?
  5. 5. ALIGN WITH VALUES CHANGE ATTITUDES SUSTAIN MOTIVATION How to change behavior
  6. 6. ALIGN WITH VALUES CHANGE ATTITUDES SUSTAIN MOTIVATION How to change behavior
  7. 7. What Brand wants to say
  8. 8. what people want to do
  9. 9. ISSUE THE SCHWARTZ VALUE SURVEY http://bit.ly/schwartzvalues
  10. 10. adjusting for behavior
  11. 11. Value Behavior Achievement Solve the toughest problems in this field Power Build your reputation as an expert in this field Hedonism Share your favourite tips about {x} Stimulation Tackle brand new challenges about {x} Self-direction What are the toughest challenges you face? Security Check your {x} is aligned with the top experts Conformity Participate in the most popular discussion about {x} Tradition Help mentor newcomers to accomplish {x} Universalism Work with {x} to solve {x} Benevolence Can you use your experience to help {x}?
  12. 12. high stimulation!
  13. 13. ALIGN WITH VALUES CHANGE ATTITUDES SUSTAIN MOTIVATION How to change behavior
  14. 14. stop trying to convince, start trying to persuade
  15. 15. stop trying to convince, start trying to persuade emotionS facts
  16. 16. TELL A STORY TASTE TEST NEW INFO changing attitudes
  17. 17. TELL A STORY TASTE TEST NEW INFO changing attitudes
  18. 18. FIND YOUR EMOTIVE STORIES
  19. 19. interview success stories (focus on how they felt)
  20. 20. TELL A STORY TASTE TEST NEW INFO changing attitudes
  21. 21. shrink the behavioral change
  22. 22. tell people to ask questions in the community instead OF EMAIL
  23. 23. defy their expectations 2* FASTER 2* CHEAPER 2* BETTER 2* MORE
  24. 24. Uses skills list to tag in people who can help (takes 30 seconds, HUGE response)
  25. 25. TELL A STORY TASTE TEST NEW INFO changing attitudes
  26. 26. “our collaboration platform is a waste of time”
  27. 27. “our collaboration platform is a waste of time” “We can collaborate better”
  28. 28. “I don’t have time to participate”
  29. 29. “I don’t have time to participate” DON’T CHALLENGE EXISTING BELIEFS!
  30. 30. “I don’t have time to participate” “Solve your problem faster than a google search” DON’T CHALLENGE EXISTING BELIEFS! INTRODUCE NEW, ACCEPTABLE, IDEAS
  31. 31. solicit a future commitment
  32. 32. ALIGN WITH VALUES CHANGE ATTITUDES SUSTAIN MOTIVATION How to change behavior
  33. 33. Most participation is short-term
  34. 34. SMALL CHANGES HAVE A BIG IMPACT
  35. 35. motivation competence autonomy relatedness
  36. 36. motivation competence autonomy relatedness
  37. 37. design a competence journey Gets a 2x response 1 2 Asks a questions
  38. 38. design a competence journey Asks a questions Gets a 2x response 1 2 DON’T LET THIS BE THE END OF THE JOURNEY!
  39. 39. design a competence journey Gets a 2x response 1 42 3 Prompted to say response solved the problem (or didn’t) Added to list of people who solved the problem Asks a questions
  40. 40. List of skills and problems solved
  41. 41. design a competence journey Gets a 2x response 1 42 3 Prompted to say response solved the problem (or didn’t) 65 Tagged or asked to solve relevant problem Contribute to ebook, webinar, or something bigger Asks a questions Added to list of people who solved the problem
  42. 42. help people feel like experts
  43. 43. motivation competence autonomy relatedness
  44. 44. Ask “how would you like to be involved?” Guide them to a related contribution 1 2 design an autonomy journey
  45. 45. “Hi Joe, Glad to see you join us. Quick question, what brought you to the community? What is the best way to get you involved? - Rich”
  46. 46. design an autonomy journey Ask “how would you like to be involved?” Guide them to a related contribution Design options to participate Offer more responsibility (host webinar, run a live chat, moderator role) 1 42 3
  47. 47. design an autonomy journey Ask “how would you like to be involved?” Guide them to a related contribution Design options to participate Offer more responsibility (host webinar, run a live chat, moderator role) Check in how they’re doing and ask for advice Set notifications to follow up 1 42 3 65
  48. 48. follow up and sustain interest Use inbox.google.com Use inbox.google.com
  49. 49. motivation competence autonomy relatedness
  50. 50. design a relatedness journey Make the introduction into a sub group 1 2 Identify same kind of people or same kind of problems
  51. 51. design a relatedness journey Make the introduction into a sub group Introduce newcomers to existing members Invite people to form their own sub- groups 1 42 3 Identify same kind of people or same kind of problems
  52. 52. keep group sizes small!
  53. 53. ALIGN WITH VALUES CHANGE ATTITUDES SUSTAIN MOTIVATION How to change behavior
  54. 54. ALIGN WITH VALUES CHANGE ATTITUDES SUSTAIN MOTIVATION How to change behavior
  55. 55. ALIGN WITH VALUES CHANGE ATTITUDES SUSTAIN MOTIVATION How to change behavior
  56. 56. ALIGN WITH VALUES CHANGE ATTITUDES SUSTAIN MOTIVATION How to change behavior
  57. 57. getvideos.feverbee.com Download 40 online community videos for free

×