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Social Psychology Hacks To keep members active
by Richard Millington
# Members Conversion rate
0 - 100 30%
100 - 1k 1% - 10%
1k - 10k 0.5% - 1%
10k - 100k 0.25%
100k+ 0.1%
1% of visitors will register to join
15% who register will contribute to the community
20%WHO participate will still be active in 6 months
we need 3.3m visitors to get 1000 actively participating members
(0.01 * 0.15 * 0.2) = 0.00031000/0.0003 = 3,333,333
Churn > sector growth = Death
0"
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1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12"
Sector"growth"rate"
Community"burn"rate"
Churn > sector growth = Death
0"
500"
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1" 2" 3" 4" 5" 6"
Sector"Growth"Rate"
Community"Burn"Rate"
Interest in ‘online communities’
Interest in ‘social media’
a life and death struggle for
retention
We need to fuse Technology, Psychology, with our DATA
..and escape the digital dark-ages
LEvel 1 Converting Traffic
Gate it
create multiple entrances pages
bigger and brighter registration box
‘nyt-it’ (10 clicks)
‘nyt-it’ (3 clicks)
INSERT a CTA INTO Places Members visit
What is a good CTA?
I can’t wait to connect, share, and be welcomed
today!!!
No appeal
Pleasure
Pain
Hope
Fear
Social inclusion
Social rejection
No appeal “Join the community”
Pleasure “The funniest HR tales on the net”
Pain “Swap time-saving teacher hacks”
Hope “Using social tech to find the right applicants"
Fear “Get help to make your business hack-proof”
Social inclusion “The World-Class Community for World-Class Bartenders”
Social rejection “join 17000 models at ….”
LEvel 2 participation hooks
what we do now…
what we should be asking people to do…
Disclosure hooks
doing thinking feeling fearing
or drive peopleto your most
popular discussions
Sticky Thread
Notification
Autoresponders
Welcome e-mails
level 3: members for life
level 3: members for life3 - 5 years
INFORMATION SEEKERS
THE PROBLEM WITH
everyone is too busy to participate
Check e-mail
Your community
Check Facebook
Check the news
Priorities
competence autonomy relatedness
competence
if members feel they can make unique contributions, they will
ASK MEMBERS ABOUT THEIR EXPERIENCE & EXPERTISE
label their experience and Expertise
Find and referencetheir expertise
be specific where they contribute expertise
HIGHLIGHT gREAT CONTRIBUTIONS
…AND DOCUMENT THEM!
turn members into experts
autonomy
autonomyperceived
support
we participate in groups which support our beliefs & values
how do we create an autonomy-supportive group ?
www.selfdeterminationtheory.org/perceived-autonomy-support/
Measure your group’s PAS
autonomy begins with feeling understood
Design options to be involved Tackle questions
on key topic
Run column/ group/category
Find experts
Give feedback
How would you like to be involved?
train volunteers IN ‘ALCO’Ask Listen Create options
Joins
Joins
Participate
Joins
Participate
Autoresponder ask about goals - reply to e-mail
Joins
Participate
Autoresponder ask about goals - reply to e-mail
Replies go to you / volunteers - individual contact
e-mails appear from you.
Replies go to you
Joins
Participate
Autoresponder ask about goals - reply to e-mail
Replies go to you / volunteers - individual contact
Set reminders to sustain interest
Social relatedness
what to look for
References to past events
Mentions of other members by name
Inside jokes
High levels of self-disclosure
Off-site bonding
Sub-groups forming
Introduce RITUALS
unique experiences
deeper level discussions
More specific
More detailed
More researched
More emotive
More self-disclosure
More funny
More ……….?
Ask clarifying questions, push for more information,
for most disclosure
Firstritual
EngagementExperience
Introduce to similar member
etc…
Identifywants
Createopportunities
Recruitvolunteers
Followup
Identifyexpertise
Explain whereto use expertise
Highlightexpertise
Give ownership
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