forumcon: addictive communities, richard millington
DESCRIPTION
ForumCon 2014TRANSCRIPT
How to buildAddictive Communities
Richard Millington@RichMillington
The secrets behind the world’s most addictive communities
FeverBee.com
2FeverBee Community Consultancy @RichMillington
We researched the !success rate of online forums
3FeverBee Community Consultancy @RichMillington
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Most new forums fail to !reach 100 active members
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How can we build ?addictive communities
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Base the concept upon an existing motivation1) 1)
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Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
9FeverBee Community Consultancy @RichMillington
Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
10FeverBee Community Consultancy @RichMillington
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Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
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Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
18FeverBee Community Consultancy @RichMillington
19FeverBee Community Consultancy @RichMillington
Pleasure Pain
Hope Fear
Social acceptance Rejection
Source BJFogg.com
20FeverBee Community Consultancy @RichMillington
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SOCIAL INCLUSION
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SOCIAL INCLUSION
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SOCIAL REJECTION
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MOST EFFECTIVE MOTIVATIONAL APPEALS
No appeal
Pleasure
Pain
Hope
Fear
Social inclusion
Social rejection
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No appeal 8%
Pleasure
Pain
Hope
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
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No appeal 8%
Pleasure 25%
Pain
Hope
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
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No appeal 8%
Pleasure 25%
Pain 29%
Hope
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
29FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
30FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
31FeverBee Community Consultancy @RichMillington
No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion 37%
Social rejection
MOST EFFECTIVE MOTIVATIONAL APPEALS
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
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No appeal 8%
Pleasure 25%
Pain 29%
Hope 15%
Fear 15%
Social inclusion 37%Social rejection N/A
MOST EFFECTIVE MOTIVATIONAL APPEALS
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
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2) Initial Feedback
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How many members don’t make a !
second contribution ?
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40% - 90%
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1) Speed!
2) Ask a good question!
3) Impact
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1) Speed!
2) Ask a good question!
3) Impact
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0"
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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
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30#
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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
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30#
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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
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Respond within 15 minutes
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1) Speed!
2) Ask a good question!
3) Impact
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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*
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1) Speed!
2) Ask a good question!
3) Impact
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Prick the ego
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ACTION STEPS
1) Respond quickly!
2) Respond with a question!
3) Demonstrate impact
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Ensure members feel unique3)
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ACTION STEPS
1) Ask members what makes them unique!
2) Provide opportunities for members to be unique!
3) Highlight unique contributions through content
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Forge real relationships4)
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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
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Build habits5)
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“Lurkers become !regulars!”
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Use Intensive Habit-Building Programmes
Awareness Visit Registration ParticipationFirst discussion
Feedback
Second discussion
event
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ACTION STEPS
1) Identify a trigger within existing behaviour!
2) Opt-out notification systems (e-mail)!
3) Intensive 3-week habit-building programme
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
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
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
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
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
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
77FeverBee Community Consultancy @RichMillington
CONTACT
http://www.feverbee.com
Twitter: @RichMillington
Website:e-mail: