Richard Millington - Applying Next Generation Motivation Techniques To Increase Participation

November 11 - 12 San Francisco, USA #fbsprint

Feverbee SPRINT

Psychology is the power drill of

community building

TACTICAL PSYCHOLOGYfeverbee sprint

TACTICAL PSYCHOLOGYfeverbee sprint

TACTICAL PSYCHOLOGYfeverbee sprint

get the app!feverbee sprint

feverbee.minsh.com/launch.html

BY RICHARD MILLINGTON FOUNDER, WWW.FEVERBEE.COM

crack the social code: Turn NEWCOMERS Into regulars

# 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 3,333 new visitors to get 1 actively participating member

(0.01 * 0.15 * 0.2) = 0.00031000/0.0003 = 3,333,333

0"

500"

1000"

1500"

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: turn visitors into registered members

Gate it

create multiple entrances pages

bigger and brighter registration box

‘nyt-it’ (3 clicks)

INSERT a CTA INTO Places Members visit

Add CTAs to the areas people

regularly visit

Level 2: asking members to do the right things

I can’t wait to connect, share, and be welcomed

today!!!

What is a good CTA?

Invite people to do something specific

within the community

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: Keeping members active for life

Level 3: Keeping members active for life

2 - 3 years

“No clear evidence”“No support”

(Wahba & Bridwell, 1979)

competence autonomy relatedness

SELF- DETERMINATION

THEORY

everyone is too busy to participate

Your community

Priorities

e-mailBlogs

SlackFB/Twitter

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 making 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 greeters 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

SUMMARY!1) Use doing, thinking, feeling, fearing CTAs in places people actually visit

2) Use every communication tool more effectively (especially autoresponders)

3) Solicit a member’s unique experience/expertise

4) Give more autonomy

5) Build stronger social connections between members