Richard Millington (FeverBee) - Cracking The Social Code: How To Turn Your Members Intro...
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BY RICHARD MILLINGTON FOUNDER, WWW.FEVERBEE.COM crack the social code: Turn Members Into Contributors
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Transcript of Richard Millington (FeverBee) - Cracking The Social Code: How To Turn Your Members Intro...
BY RICHARD MILLINGTON FOUNDER, WWW.FEVERBEE.COM
crack the social code: Turn Members Into Contributors
7% of members will CONTRIBUTE TO the community
HigherLogic, 2015Community Benchmarking Report
37% WHO participate will make 1+ contribution
HigherLogic, 2014Community Benchmarking Report
we need 39 members to get 1 REGULAR, active, participant
(0.07 * 0.37) = 0.02591/0.0259 = 38.61
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2000"
2500"
3000"
3500"
1" 2" 3" 4" 5" 6"
Sector"Growth"Rate"
Community"Burn"Rate"
We’re in a life and death struggle For retention
fix the pipes first
+ Technology + Data + Psychology = Retention
Level 1: improve your basic calls to action
I can’t wait to connect, share, and be
welcomed today!!!
Invite people to do something specific
within the community
Level 2: asking members to do the right things
must interest new and old members
doing thinking feeling fearing
doing thinking feeling fearing
Working on?Upcoming events?
Spend time on?
doing thinking feeling fearing
Books read?Recently learned?
Future predictions?
doing thinking feeling fearing
What do you think about {topic}?
What do you like/dislike about {topic}?
doing thinking feeling fearing
Worried about?Struggling with?
Biggest challenges?
Level 3: use 6 communication tools effectively
Direct messages and notifications
Forum posts and replies
Banners / sticky discussions
News / blog posts / content
Newsletters / mass e-mails
ThemYouWelcome e-mails & autoresponders
Frequency of use
# people you reach
Direct messages and notifications
Forum posts and replies
Banners / sticky discussions
News / blog posts
Newsletters / mass e-mails
ThemYouWelcome e-mails & autoresponders
Frequency of use
# people you reach
optimise every tool
Notifications
existing discussions
Add CTAs to the areas people
actually visit
single-focus welcome e-mails
what’s popular?
drive peopleto your most
popular discussions
Autoresponders
This is what your e-mails look like in the
future of the inbox
Deliver hugevalue in 1st e-mail
Deliver hugevalue in 1st e-mail
Culture / USP of the community
Culture / USP of the community
simple hack: who isn’t the group for?
More resources in the 3rd e-mail
More resources in the 3rd e-mail
Community culture in the 4th e-mail
Culture / CTA in the 4th e-mail
Use curiosity-driven subject lines for
higher open rates
Level 4: create explosive momentum
you can’t have social momentum without….
specific, hard, goals
interview 20+ members then survey the group to validate
solicit opinions first from 20 people
this sounds suspiciously hard
so let’s cheat…
remove the bad stuff
solicit ideas to achieve group goals
in-page analytics can quickly identify least
popular areas of the site
focus on the successful stuff
List discussions by popularity (replies/activity/views). Categorise
top 30 discussion topics.
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Technology Onboarding Metrics Gamification Guidelines Security Definitions Examples PseudonymitySub-Groups
More discussions, articles, and spotlighting
on the winners
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75
150
225
300
Technology Onboarding Metrics Gamification Guidelines Security Definitions GamificationPseudonymitySub-Groups
More discussions, articles, and spotlighting
on the winners
big wins are usually 1) + 2)
Level 5: Keeping members active for life
Level 5: Keeping members active for life
2 - 3 years
“No clear evidence”“No support”
(Wahba & Bridwell, 1979)
competence autonomy relatednes
SELF- DETERMINATION
THEORY
everyone is too busy to participate
Your community
Priorities
e-mailFacebook
BlogsTwitter
Relevantnews sites
Game of ThronesSpoiler Sites
INFORMATION SEEKERS
THE PROBLEM is
People look for information far less frequently than they look
to satisfy social needs
competence
members will participate in a group if they can keep make
unique, useful, contributions
ASK MEMBERS ABOUT THEIR EXPERIENCE & EXPERTISE
label their experience and Expertise
Find and reference their expertise
be specific where they contribute expertise
HIGHLIGHT gREAT CONTRIBUTIONS
…AND DOCUMENT THEM!
turn members into experts
autonomy
autonomyperceived
support
how do we design an autonomy-supportive Community ?
how do we design an autonomy-supportive Community ?
MeasureRecruit volunteerstrain volunteersautomated messagesfeel understooddesign optionsfollow-up
www.selfdeterminationtheory.org/perceived-autonomy-support/
Measure your group’s PAS
recruit greeters
train volunteers IN ‘ALCO’
e-mails appear from you.
Replies go to you
ask questions to create understanding
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?
follow up and sustain interest
Use inbox.google.com
Use inbox.google.com
Social relatedness
what to look for
References to the past
Mentions by name
Inside jokes
High self-disclosure
Off-site connections
Sub-groups forming
more references to the past
content about members, mention by name
Increase the level of disclosure
More specific
More detailed
More researched
More emotive
More self-disclosure
More funny
More ……….?
Ask clarifying questions, push for more information,
and for more disclosure
List both your online/offline events AND other events in your
sector (linked to discussions!)
Let members create and promote their own events for other members
Introduce RITUALS
Firstritual
EngagementExperience
Introduce to similar member
etc…
Identifywants
Createopportunities
Recruitvolunteers
Followup
Identifyexpertise
Explain whereto use expertise
Highlightexpertise
Give ownership
Level 6: Become more Influential
do you have a style of participation?
being nice doesn’t lead to influence
don’t be a customer service rep
don’t be the angry god
AN INFLUENCE- BASED MODEL OF PARTICIPATION
=
connected
=
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
Research top people by Amazon books, top blogs/content sites, and speakers
at relevant conferences.
Publish the interviews as blog posts, white papers,
podcasts or webinars
Ask for introductions to key people you want to meet
respected
=
practical steps to become
respected
SYNTHESIZE EXISTING KNOWLEDGE
PUBLISH NEW RESEARCH/DATA/CONTRADICTORY PERSPECTIVES
SPEAK AT EVENTS IN YOUR FIELD
What people know/agree on
Good speakingtopics
likeable
=
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
CONNECTED:“I don’t know personally, but I know
@Jon, @Susan, and @Carol have worked on this. Can they help?”
RESPECTED:“There are four great systems here. These are the pros and cons of each…Here are
some examples of these in action”
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?”
select a participation style and stay consistent
SUMMARIZE THIS!1) Promote an activity within the community2) Ask members to share what they’re doing, thinking, feeling, or fearing3) Optimize your 6 communication tools4) Set goals, remove the bad stuff, and focus on good stuff5) Make members feel they can make unique, useful, contributions6) Design ways members can participate7) Build a better sense of connection8) Become more influential
