feverbee: persuasion and social media – omn london, 19 july 2016
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Turning Members into (better) CustomersThe science of getting your members to finally do what you want
FeverBee Limited www.feverbee.com
@RichMillington
The hard part isn’t sales, it’s changing behavior
Most engagement efforts today don’t change long-term behavior
- THE PROBLEM -
so, what behavior do you want to change?
ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to change
behavior
ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to change
behavior
What Brand wants to say
what people want to do
ISSUE THE SCHWARTZ VALUE SURVEY
http://bit.ly/schwartzvalues
adjusting for behavior
Value BehaviorAchievement Solve the toughest problems in this field
Power Build your reputation as an expert in this field
Hedonism Share your favourite tips about {x}
Stimulation Tackle brand new challenges about {x}
Self-direction What are the toughest challenges you face?
Security Check your {x} is aligned with the top experts
Conformity Participate in the most popular discussion about {x}
Tradition Help mentor newcomers to accomplish {x}
Universalism Work with {x} to solve {x}
Benevolence Can you use your experience to help {x}?
high stimulation!
ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to change
behavior
stop trying to convince, start trying to persuade
stop trying to convince, start trying to persuade
emotionS
facts
TELL A STORY TASTE TEST NEW INFO
changing attitudes
TELL A STORY TASTE TEST NEW INFO
changing attitudes
FIND YOUR EMOTIVE
STORIES
interview success stories (focus on how they felt)
TELL A STORY TASTE TEST NEW INFO
changing attitudes
shrink the behavioral
change
tell people to ask questions in the community
instead OF EMAIL
defy their expectations
2* FASTER2* CHEAPER2* BETTER2* MORE
Uses skills list to tag in people who can help
(takes 30 seconds, HUGE response)
TELL A STORY TASTE TEST NEW INFO
changing attitudes
“our collaboration platform is a
waste of time”
“our collaboration platform is a
waste of time”
“We can collaborate better”
“I don’t have time to participate”
“I don’t have time to participate”
DON’T CHALLENGE EXISTING BELIEFS!
“I don’t have time to participate”
“Solve your problem faster than
a google search”
DON’T CHALLENGE EXISTING BELIEFS!
INTRODUCE NEW, ACCEPTABLE, IDEAS
solicit a future commitment
ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to change
behavior
Most participation is short-term
SMALL CHANGES HAVE A BIG IMPACT
motivationcompetence
autonomy relatedness
motivationcompetence
autonomy relatedness
design a competence journey
Gets a 2xresponse
1 2
Asks aquestions
design a competence journey
Asks aquestions
Gets a 2xresponse
1 2
DON’T LET THIS BE THE END OF THE JOURNEY!
design a competence journey
Gets a 2xresponse
1 42 3
Prompted to say response
solved the problem
(or didn’t)
Added to list of people
who solved the problem
Asks aquestions
List of skills and problems
solved
design a competence journey
Gets a 2xresponse
1 42 3
Prompted to say response
solved the problem
(or didn’t)
65
Tagged or asked to solve
relevant problem
Contribute to ebook, webinar,
or something bigger
Asks aquestions
Added to list of people
who solved the problem
help people feel like experts
motivationcompetence
autonomy relatedness
Ask “how would you like to be
involved?”
Guide themto a related contribution
1 2design an autonomy journey
“Hi Joe,
Glad to see you join us.
Quick question, what brought you to the community?
What is the best way to get you involved?
- Rich”
design an autonomy journey
Ask “how would you like to be
involved?”
Guide themto a related contribution
Design options
to participate
Offer more responsibility(host webinar, run a live chat, moderator role)
1 42 3
design an autonomy journey
Ask “how would you like to be
involved?”
Guide themto a related contribution
Design options
to participate
Offer more responsibility(host webinar, run a live chat, moderator role)
Check in how they’re doing and ask for
advice
Set notifications to follow up
1 42 3 65
follow up and sustain interest
Use inbox.google.com
Use inbox.google.com
motivationcompetence
autonomy relatedness
design a relatedness journey
Make the introduction into a sub
group
1 2
Identify same kind of people
or same kind of problems
design a relatedness journey
Make the introduction into a sub
group
Introducenewcomersto existingmembers
Invite people to form their
own sub-groups
1 42 3
Identify same kind of people
or same kind of problems
keep group sizes small!
ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to change
behavior
ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to change
behavior
ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to change
behavior
ALIGN WITH VALUES
CHANGE ATTITUDES
SUSTAIN MOTIVATION
How to change
behavior
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