The document outlines strategies for building addictive online communities. It recommends: 1) basing the community concept on an existing motivation like pleasure, pain, hope, fear or social acceptance; 2) responding quickly to initial posts with engaging questions; and 3) ensuring members feel unique through personalized interactions and highlighting unique contributions. It also stresses the importance of forging real relationships between members and leveraging existing habits to turn lurkers into regular participants.

1. How to build
Addictive Communities
Richard Millington
@RichMillington
The secrets behind the world’s most addictive communities
FeverBee.com

2. 2FeverBee Community Consultancy @RichMillington
We researched the !
success rate of online forums

3. 3FeverBee Community Consultancy @RichMillington

4. 4FeverBee Community Consultancy @RichMillington
Most new forums fail to !
reach 100 active members

5. 5FeverBee Community Consultancy @RichMillington
How can we build
?addictive communities

6. 6FeverBee Community Consultancy @RichMillington
Base the concept upon an
existing motivation1)1)

7. 7FeverBee Community Consultancy @RichMillington

8. 8FeverBee Community Consultancy @RichMillington
Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com

9. 9FeverBee Community Consultancy @RichMillington
Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com

10. 10FeverBee Community Consultancy @RichMillington

11. 11FeverBee Community Consultancy @RichMillington

12. 12FeverBee Community Consultancy @RichMillington

13. 13FeverBee Community Consultancy @RichMillington
Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com

14. 14FeverBee Community Consultancy @RichMillington

15. 15FeverBee Community Consultancy @RichMillington

16. 16FeverBee Community Consultancy @RichMillington

17. 17FeverBee Community Consultancy @RichMillington
Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com

18. 18FeverBee Community Consultancy @RichMillington

19. 19FeverBee Community Consultancy @RichMillington
Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com

20. 20FeverBee Community Consultancy @RichMillington

21. 21FeverBee Community Consultancy @RichMillington

22. 22FeverBee Community Consultancy @RichMillington
SOCIAL INCLUSION

23. 23FeverBee Community Consultancy @RichMillington
SOCIAL INCLUSION

24. 24FeverBee Community Consultancy @RichMillington
SOCIAL REJECTION

25. 25FeverBee Community Consultancy @RichMillington
MOST EFFECTIVE MOTIVATIONAL APPEALS
No appeal
Pleasure
Pain
Hope
Fear
Social inclusion
Social rejection

26. 26FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure
Pain
Hope
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS

27. 27FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain
Hope
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS

28. 28FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS

29. 29FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS

30. 30FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS

31. 31FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion 37%
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS

32. 32FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion 37%
Social rejection N/A
MOST EFFECTIVE MOTIVATIONAL APPEALS

33. 33FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion 37%
Social rejection N/A
MOST EFFECTIVE MOTIVATIONAL APPEALS

34. 34FeverBee Community Consultancy @RichMillington
ACTION STEPS
1) Ask newcomers motivation-based questions!
2) Align concept with an existing motivation!
3) Change first contribution to a motivating question

35. 35FeverBee Community Consultancy @RichMillington
2) Initial Feedback

36. 36FeverBee Community Consultancy @RichMillington
How many members don’t make a !
second contribution ?

37. 37FeverBee Community Consultancy @RichMillington
40% - 90%

38. 38FeverBee Community Consultancy @RichMillington
1) Speed!
2) Ask a good question!
3) Impact

39. 39FeverBee Community Consultancy @RichMillington
1) Speed!
2) Ask a good question!
3) Impact

40. 40FeverBee Community Consultancy @RichMillington
0"
10"
20"
30"
40"
50"
60"
5" 10" 15" 20" 25" 30" 35" 40" 45" 50" 55" 60" 65" 70" 75" 80" 85" 90" 95" 100" 105" 110" 115" 120" 125" 130"
%"members"who"make"a"second"contribu3on"
Response to initial post by hours

41. 41FeverBee Community Consultancy @RichMillington
30#
40#
50#
60#
70#
80#
90#
100#
5# 15# 25# 35# 45# 55# 65# 75# 85# 95# 105# 115# 125# 135# 145# 155# 165# 175# 185# 195# 205# 215# 225# 235# 245# 255# 265# 275# 285# 295#
%"members"who"make"a"second"contribu3on"
Response to initial post by minutes

42. 42FeverBee Community Consultancy @RichMillington
30#
40#
50#
60#
70#
80#
90#
100#
5# 15# 25# 35# 45# 55# 65# 75# 85# 95# 105# 115# 125# 135# 145# 155# 165# 175# 185# 195# 205# 215# 225# 235# 245# 255# 265# 275# 285# 295#
%"members"who"make"a"second"contribu3on"
Big difference!
Response to initial post by minutes

43. 43FeverBee Community Consultancy @RichMillington
Respond within
15 minutes

44. 44FeverBee Community Consultancy @RichMillington
1) Speed!
2) Ask a good question!
3) Impact

45. 45FeverBee Community Consultancy @RichMillington
1) Why do you think that?!
2) Have you also found …. ? !
3) People interested in {x} might agree…!
4) Reveal something personal!
5) Don’t solve the problem*

46. 46FeverBee Community Consultancy @RichMillington
1) Speed!
2) Ask a good question!
3) Impact

47. 47FeverBee Community Consultancy @RichMillington
Prick the ego

48. 48FeverBee Community Consultancy @RichMillington
ACTION STEPS
1) Respond quickly!
2) Respond with a question!
3) Demonstrate impact

49. 49FeverBee Community Consultancy @RichMillington
Ensure members feel unique
3)

50. 50FeverBee Community Consultancy @RichMillington

51. 51FeverBee Community Consultancy @RichMillington

52. 52FeverBee Community Consultancy @RichMillington

53. 53FeverBee Community Consultancy @RichMillington

54. 54FeverBee Community Consultancy @RichMillington

55. 55FeverBee Community Consultancy @RichMillington

56. 56FeverBee Community Consultancy @RichMillington

57. 57FeverBee Community Consultancy @RichMillington

58. 58FeverBee Community Consultancy @RichMillington
ACTION STEPS
1) Ask members what makes them unique!
2) Provide opportunities for members to be unique!
3) Highlight unique contributions through content

59. 59FeverBee Community Consultancy @RichMillington
Forge real relationships4)

60. 60FeverBee Community Consultancy @RichMillington

61. 61FeverBee Community Consultancy @RichMillington

62. 62FeverBee Community Consultancy @RichMillington

63. 63FeverBee Community Consultancy @RichMillington

64. 64FeverBee Community Consultancy @RichMillington
ACTION STEPS
1) Initiate activities for members to interact!
2) Foster small groups on or off the platform!
3) Make introductions by age/location/profession

65. 65FeverBee Community Consultancy @RichMillington
Build habits
5)

66. 66FeverBee Community Consultancy @RichMillington

67. 67FeverBee Community Consultancy @RichMillington

68. 68FeverBee Community Consultancy @RichMillington
“Lurkers become !
regulars!”

69. 69FeverBee Community Consultancy @RichMillington
Use Intensive Habit-Building Programmes
Awareness Visit Registration Participation
First discussion
Feedback
Second discussion
event

70. 70FeverBee Community Consultancy @RichMillington
ACTION STEPS
1) Identify a trigger within existing behaviour!
2) Opt-out notification systems (e-mail)!
3) Intensive 3-week habit-building programme

71. 71FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fast and well!
3) Make members feel unique!
4) Build real relationships!
5) Bring in existing habits

72. 72FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fast and well!
3) Make members feel unique!
4) Build real relationships!
5) Bring in existing habits

73. 73FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fast and well!
3) Make members feel unique!
4) Build real relationships!
5) Bring in existing habits

74. 74FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fast and well!
3) Make members feel unique!
4) Build real relationships!
5) Bring in existing habits

75. 75FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fast and well!
3) Make members feel unique!
4) Build real relationships!
5) Bring in existing habits

76. 76FeverBee Community Consultancy @RichMillington
SUMMARY
1) Align your concept with an existing motivation!
2) Respond fast and well!
3) Make members feel unique!
4) Build real relationships!
5) Bring in existing habits

77. 77FeverBee Community Consultancy @RichMillington
CONTACT
http://www.feverbee.com
Twitter: @RichMillington
richard@feverbee.com
Website:
e-mail: