building a powerful sense of community - mozcon 2014

#MozCon

Richard Millington • FeverBee@RichMillington • richard@feverbee.com

HOW TO USE SOCIAL SCIENCE TO BUILD ADDICTIVE COMMUNITIES

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THE BIG, DIRTY, SECRET

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MOST COMMUNITIES ARE A WASTE OF TIME AND MONEY!

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…UNLESS YOU DEVELOP A SENSE OF COMMUNITY

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Carlson et a. (2008)!Rosenbaum et al. (2005)!

Algeshelmer et al. (2005)!Holland and baker (2001)!

CUSTOMER RETENTION

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CUSTOMER ADVOCACYHenning-Thurau et al. (2004)!

Kim et al. (2008)!Carlson et al. (2008)!Mangold et al. (2009)!

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KNOWLEDGE EXCHANGEArdichvili (2008) !Chiu et al. (2006)!

Sharat and Usoro (2003)

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HIGHER PRODUCTIVITYPrice (1985)!

Milliman et al. (1999)!Burroughs and Ebby (1998)

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HIGHER EMPLOYEE RETENTIONKlein and D’Aunno (2006)!

White et al. (2010)!Barnes et al. (1998)

HIGHER EMPLOYEE RETENTION

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Klein and D’Aunno (2006)!White et al. (2010)!

Barnes et al. (1998)

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HEALTHIER, HAPPIER, WEALTHIER

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WE CAN MAKE ANY EXISTING GROUP STRONGER

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GROUP MANIPULATOR?

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CREATE A BOUNDARY

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Mensa!2%!

110,000

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Mensa!2%!

110,000

Triple Nine !0.1%!1,225

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Mensa!2%!

110,000

Triple Nine !0.1%!1,225

Prometheus !0.003%!

120

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THE TERA SOCIETY!205 IQ!

0.000000000001%

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THE TERA SOCIETY!205 IQ!

0.000000000001%> 0 MEMBERS <!

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PRIVATE MEMBERS’ CLUBS

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APPLE HAS A TOP 100 GROUP

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WORKS ONLINE TOO!

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CREATE AN INSIDER GROUP

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DEMOGRAPHICS HABITS PSYCHOGRAPHICS

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DEMOGRAPHICS HABITS PSYCHOGRAPHICS

PICK TWO QUALIFIERS

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DEMOGRAPHICS HABITS PSYCHOGRAPHICS

A COMMUNITY FOR {X} WHO {Y}

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BEGIN WITH FRIENDS

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INTRODUCE RITUALS

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INTRODUCE RITUALS

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NOT PAINFUL ONES!

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HAVE A ‘PLACE’

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PERHAPS ONLINE?

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CREATE A SHARED NARRATIVE

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SHARED EMOTIONAL CONNECTION

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SHARE UNIQUE EXPERIENCES

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FIND SMALL VICTORIES

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PROVOKE VULNERABILITY

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INITIATE DEEPER DISCUSSIONS

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ENCOURAGE SELF-DISCLOSURE

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ENCOURAGE SELF-DISCLOSURE

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STEAL POPULAR DISCUSSIONS

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POWER AND INFLUENCE

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ASK YOUR MEMBERS ABOUT !THEIR EXPERIENCE & EXPERTISE

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CREATE OPPORTUNITIES TO BE SEEN POSITIVELY BY PEERS

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1) Create a group within the group (or multiple groups)!

2) Introduce rituals and traditions!

3) Create a shared narrative!

4) Encourage unique, shared, experiences!

5) Push towards vulnerable, self-disclosure, discussions!

6) Give everyone influence and expertise

60FeverBee Community Consultancy @RichMillington

1) Create a group within the group (or multiple groups)!

2) Introduce rituals and traditions!

3) Create a shared narrative!

4) Encourage unique, shared, experiences!

5) Push towards vulnerable, self-disclosure, discussions!

6) Give everyone influence and expertise

61FeverBee Community Consultancy @RichMillington

1) Create a group within the group (or multiple groups)!

2) Introduce rituals and traditions!

3) Create a shared narrative!

4) Encourage unique, shared, experiences!

5) Push towards vulnerable, self-disclosure, discussions!

6) Give everyone influence and expertise

62FeverBee Community Consultancy @RichMillington

1) Create a group within the group (or multiple groups)!

2) Introduce rituals and traditions!

3) Create a shared narrative!

4) Encourage unique, shared, experiences!

5) Push towards vulnerable, self-disclosure, discussions!

6) Give everyone influence and expertise

63FeverBee Community Consultancy @RichMillington

1) Create a group within the group (or multiple groups)!

2) Introduce rituals and traditions!

3) Create a shared narrative!

4) Encourage unique, shared, experiences!

5) Push towards vulnerable, self-disclosure, discussions!

6) Give everyone influence and expertise

64FeverBee Community Consultancy @RichMillington

1) Create a group within the group (or multiple groups)!

2) Introduce rituals and traditions!

3) Create a shared narrative!

4) Encourage unique, shared, experiences!

5) Push towards vulnerable, self-disclosure, discussions!

6) Give everyone influence and expertise

65FeverBee Community Consultancy @RichMillington

CREATE A SENSE OF COMMUNITY AMONG YOUR AUDIENCE

#MozCon

Richard Millington • FeverBee@RichMillington • richard@feverbee.com www.feverbee.com course.feverbee.com