increase the retention rates in your online community
TRANSCRIPT
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Social Psychology Hacks To keep members active
by Richard Millington
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# Members Conversion rate
0 - 100 30%
100 - 1k 1% - 10%
1k - 10k 0.5% - 1%
10k - 100k 0.25%
100k+ 0.1%
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1% of visitors will register to join
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15% who register will contribute to the community
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20%WHO participate will still be active in 6 months
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we need 3.3m visitors to get 1000 actively participating members
(0.01 * 0.15 * 0.2) = 0.00031000/0.0003 = 3,333,333
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Churn > sector growth = Death
0"
500"
1000"
1500"
2000"
2500"
1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12"
Sector"growth"rate"
Community"burn"rate"
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Churn > sector growth = Death
0"
500"
1000"
1500"
2000"
2500"
3000"
3500"
1" 2" 3" 4" 5" 6"
Sector"Growth"Rate"
Community"Burn"Rate"
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Interest in ‘online communities’
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Interest in ‘social media’
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a life and death struggle for
retention
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We need to fuse Technology, Psychology, with our DATA
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..and escape the digital dark-ages
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LEvel 1 Converting Traffic
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Gate it
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create multiple entrances pages
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bigger and brighter registration box
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‘nyt-it’ (10 clicks)
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‘nyt-it’ (3 clicks)
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INSERT a CTA INTO Places Members visit
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What is a good CTA?
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I can’t wait to connect, share, and be welcomed
today!!!
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No appeal
Pleasure
Pain
Hope
Fear
Social inclusion
Social rejection
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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 ….”
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LEvel 2 participation hooks
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what we do now…
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what we should be asking people to do…
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Disclosure hooks
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doing thinking feeling fearing
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or drive peopleto your most
popular discussions
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Sticky Thread
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Notification
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Autoresponders
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Welcome e-mails
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level 3: members for life
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level 3: members for life3 - 5 years
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INFORMATION SEEKERS
THE PROBLEM WITH
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everyone is too busy to participate
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Check e-mail
Your community
Check Facebook
Check the news
Priorities
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competence autonomy relatedness
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competence
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if members feel they can make unique contributions, they will
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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 referencetheir 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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autonomyperceived
support
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we participate in groups which support our beliefs & values
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how do we create an autonomy-supportive group ?
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www.selfdeterminationtheory.org/perceived-autonomy-support/
Measure your group’s PAS
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autonomy begins with feeling understood
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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?
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train volunteers IN ‘ALCO’Ask Listen Create options
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Joins
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Joins
Participate
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Joins
Participate
Autoresponder ask about goals - reply to e-mail
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Joins
Participate
Autoresponder ask about goals - reply to e-mail
Replies go to you / volunteers - individual contact
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e-mails appear from you.
Replies go to you
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Joins
Participate
Autoresponder ask about goals - reply to e-mail
Replies go to you / volunteers - individual contact
Set reminders to sustain interest
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Social relatedness
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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
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Introduce RITUALS
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unique experiences
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deeper level discussions
More specific
More detailed
More researched
More emotive
More self-disclosure
More funny
More ……….?
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Ask clarifying questions, push for more information,
for most disclosure
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Firstritual
EngagementExperience
Introduce to similar member
etc…
Identifywants
Createopportunities
Recruitvolunteers
Followup
Identifyexpertise
Explain whereto use expertise
Highlightexpertise
Give ownership
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