2013: rich millington (feverbee) - how to master and manipulate social science to build bigger,...

How to use social sciences to manipulate communities

Richard Millingtonwww.feverbee.com

richard@feverbee.com@RichMillington

The big migration

Technology is not the only tool in the community professional’s toolkit

The blueprint

Emotional connection

Fulfilmentof needsInfluenceMembership

Sense of community

Membership

Raise the boundary to being an accepted member

Encourage more personal investments

Rituals/traditions

Use common symbols throughout the community

Action Points

Influence

Provide opportunities for members to have influence

Amplify the influence members do have

Action Points

Satisfying Needs

Emotional connection

Initiate and highlight the most ‘hardcore’ discussions

Encourage self-disclosure discussions

Allow non-essential/off-topic discussions

Action Points

www.en.wikipedia.org/wiki/talk:Star_Trek_Into_Darkness

People join a community for one reason, but they participate for another

Information Needs

Social Needs

Ego

Validation

Efficacy

Self-esteem

Making Friends

Shift the balance towards

self-disclosure discussions

When people join your community,

socialise them

Social Identity TheoryPeople participate more in

groups that appear successful

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Questions?