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Cracking The Social Code: How To Turn Your Members Intro Contributors

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crack the social code: Turn Members Into Contributors BY RICHARD MILLINGTON FOUNDER, WWW.FEVERBEE.COM


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7% of members will CONTRIBUTE TO the community HigherLogic, 2015 Community Benchmarking Report


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37% WHO participate will make 1+ contribution HigherLogic, 2014 Community Benchmarking Report


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we need 39 members to get 1 REGULAR, active, participant (0.07 * 0.37) = 0.0259 1/0.0259 = 38.61


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3500" Sector"Growth"Rate" Community"Burn"Rate" 3000" 2500" 2000" 1500" 1000" 500" 0" 1" 2" 3" 4" 5" 6"


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We’re in a life and death struggle For retention


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fix the pipes first


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+ Technology + Data + Psychology = Retention


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Level 1: improve your basic calls to action


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


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Invite people to do something specific within the community


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Level 2: asking members to do the right things


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must interest new and old members


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doing thinking feeling fearing


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doing thinking feeling fearing Working on? Upcoming events? Spend time on?


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doing thinking feeling fearing Books read? Recently learned? Future predictions?


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doing thinking feeling fearing What do you think about {topic}? What do you like/ dislike about {topic}?


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doing thinking feeling fearing Worried about? Struggling with? Biggest challenges?


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Level 3: use 6 communication tools effectively


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Direct messages and notifications # people you reach Forum posts and replies You Welcome e-mails & autoresponders News / blog posts / content Banners / sticky discussions Frequency of use Newsletters / mass e-mails Them


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Direct messages and notifications # people you reach Forum posts and replies You Welcome e-mails & autoresponders News / blog posts optimise every tool Banners / sticky discussions Frequency of use Newsletters / mass e-mails Them


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Notifications


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existing discussions


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Add CTAs to the areas people actually visit


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single-focus welcome e-mails


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Tell members where to go next (use a bit.ly link) to track it


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what’s popular?


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drive people to your most popular discussions


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Autoresponders


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This is what your e-mails look like in the future of the inbox


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Deliver huge value in 1st e-mail


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Deliver huge value in 1st e-mail


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Culture / USP of the community


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Culture / USP of the community


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simple hack: who isn’t the group for?


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More resources in the 3rd e-mail


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More resources in the 3rd e-mail


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Community culture in the 4th e-mail


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Culture / CTA in the 4th e-mail


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Use curiosity-driven subject lines for higher open rates


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Level 4: create explosive momentum


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you can’t have social momentum without….


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specific, hard, goals


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interview 20+ members then survey the group to validate


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solicit opinions first from 20 people


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this sounds suspiciously hard so let’s cheat…


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remove the bad stuff


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in-page analytics can solicit ideas to quickly identify least achieve group goals of the site popular areas


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focus on the successful stuff


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List discussions by popularity (replies/activity/views). Categorise top 30 discussion topics.


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300 More discussions, articles, and spotlighting on the winners 225 150 75 0 Technology Onboarding Metrics Gamification Guidelines Security Definitions Examples Pseudonymity Sub-G


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300 More discussions, articles, and spotlighting on the winners 225 150 75 big wins are usually 1) + 2) 0 Technology Onboarding Metrics Gamification Guidelines Security Definitions GamificationPseudonymity Sub-G


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Level 5: Keeping members active for life


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Level 5: s r a Keeping members active for life3 ye 2


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“No clear evidence” “No support” (Wahba & Bridwell, 1979)


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competence autonomy relatednes SELFDETERMINATION THEORY


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everyone is too busy to participate


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Your community Relevant news sites Facebook e-mail Priorities Game of Thrones Spoiler Sites Twitter Blogs


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THE PROBLEM is INFORMATION SEEKERS


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People look for information far less frequently than they look to satisfy social needs


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competence


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members will participate in a group if they can keep make unique, useful, contributions


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ASK MEMBERS ABOUT THEIR EXPERIENCE & EXPERTISE


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label their experience and Expertise


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Find and reference their expertise


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be specific where they contribute expertise


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HIGHLIGHT gREAT CONTRIBUTIONS


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…AND DOCUMENT THEM!


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turn members into experts


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autonomy


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perceived autonomy support


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? how do we design an autonomy-supportive Community


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? how do we design an autonomy-supportive Community Measure Recruit volunteers train volunteers automated messages feel understood design options follow-up


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Measure your group’s PAS www.selfdeterminationtheory.org/ perceived-autonomy-support/


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recruit greeters


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train volunteers IN ‘ALCO’


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e-mails appear from you. Replies go to you


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ask questions to create understanding


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Design options to pursue this unique beliefs and passions Run column/ group/category Find experts Give feedback Tackle questions on key topic How would you like to be involved?


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follow up and sustain interest Use Use inbox.google.com inbox.google.com


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Social relatedness


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References to the past Mentions by name what to look for Inside jokes High self-disclosure Off-site connections Sub-groups forming


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more references to the past


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content about members, mention by name


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More specific More detailed Increase the level of disclosure More researched More emotive More self-disclosure More funny More ……….?


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Ask clarifying questions, push for more information, and for more disclosure


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List both your online/offline events AND other events in your sector (linked to discussions!)


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Let members create and promote their own events for other members


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Introduce RITUALS


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Identify expertise Highlight expertise Give ownership Explain where to use expertise Identify wants Recruit volunteers Create opportunities First ritual Follow up Introduce to similar member Engagement Experience etc…


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Level 6: Become more Influential


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? do you have a style of participation


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being nice doesn’t lead to influence


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don’t be a customer service rep


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don’t be the angry god


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AN INFLUENCEBASED MODEL OF PARTICIPATION


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= connected


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= 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


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Research top people by Amazon books, top blogs/ content sites, and speakers at relevant conferences.


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Publish the interviews as blog posts, white papers, podcasts or webinars


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Ask for introductions to key people you want to meet


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respected


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= practical steps to become respected SYNTHESIZE EXISTING KNOWLEDGE PUBLISH NEW RESEARCH/ DATA/CONTRADICTORY PERSPECTIVES SPEAK AT EVENTS IN YOUR FIELD


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Good speaking topics What people know/agree on


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likeable


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= 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


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CONNECTED: “I don’t know personally, but I know @Jon, @Susan, and @Carol have worked on this. Can they help?”


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RESPECTED: “There are four great systems here. These are the pros and cons of each…Here are some examples of these in action”


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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?”


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select a participation style and stay consistent


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SUMMARIZE THIS! 1) Promote an activity within the community 2) Ask members to share what they’re doing, thinking, feeling, or fearing 3) Optimize your 6 communication tools 4) Set goals, remove the bad stuff, and focus on good stuff 5) Make members feel they can make unique, useful, contributions 6) Design ways members can participate 7) Build a better sense of connection 8) Become more influential


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get half the book for free! download.feverbee.com


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