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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