Community

Spamming 95% Of Your Members To Engage 5% Doesn’t Make Sense

Opodo presumably sent this email out to their entire community mailing list telling them they didn’t win a competition.

Do you think members who received this email are more or less likely to read future messages from the community?

Any time you send an email which isn’t relevant to members, you’re reducing their likelihood of participating in the community again.

Emails about events most members aren’t attending, competitions most people didn’t win, website updates members don’t care about all do more harm than good.

This applies in other areas too. If you’re sending a mass email asking members to contribute, remember 95%+ of the recipients are lurkers who don’t have the time, expertise, or motivation to contribute. That 95% is now less likely to read future emails from your community.

The only time you should email the entire community is when you have major, important, news which is relevant to the entire community. The rest of the time you need to segment, use group @mention updates, or design a better system for reaching the people you need to reach.

If your update is only relevant to a small number of members, only email those members. Audience attention is a precious resource, don’t waste it.

Start A WhatsApp Group

A good way to test your core community skills is by starting a WhatsApp group.

Invite your closest friends, colleagues, or family to join and see how it goes.

Can you identify and build relationships with founding members?
Can you get a name that sticks?
Can you keep people active?
Can you keep the discussions useful and interesting enough?
Can you resolve disagreements?
Can you make newcomers feel comfortable participating?
Can you make it real and have in-person meetups?
Can you build a strong sense of community.
Can you get people to like you and like each other?

You will learn how to be positive without patronizing, how to be caring without overbearing, and how to give members a sense of ownership without losing control.

Sure, you can’t learn more about superusers, platform optimizations and the rest, but you can practice and learn an awful lot.

Basic Platform Optimization Tips

There are a bunch of basic platform optimization tips.

  • Have a dynamic banner at the top of the page adapted to members by level of activity/tenure in community.
  • Feature the latest activity above the fold on the community homepage.
  • Reduce the size of the banner/top image to 1/3rd of above-the-fold area.
  • Provide an area for people new to the topic (not to the community) to quickly get the best resources and reduce the sense of overwhelm.
  • Search box at the top of the page (esp. for customer support).
  • Clear contrasts between text and background images/colors.
  • Static copy is kept to a minimum and dynamic copy fills most of the page to always provide regulars something new to see.
  • Members can quickly scan the latest content for activity they want to participate in and respond to.
  • Separate most popular from most recent and show members both simultaneously (in 2 or more separate areas on the homepage).
  • Pinned discussions featuring most exciting content at the top.
  • Avoid stock photos where possible, use photos of your members.
  • Clear calls to action based upon desired contributions from community members.
  • Community is linked to from a tab on company homepage (and ideally contributions are featured on the homepage).
  • Navigation bar at the top or left-hand side.
  • All content is a maximum ‘three clicks deep’.
  • Long-scroll showing multiple types of engagement.
  • Banner shrinks to fit mobile – with swipe option to remove.
  • Static copy removed in favour of a one-screen view of community activity.
  • Calls to action significantly enlarged.
  • Member can easily tap/swipe to like/share community activity.

p.s. Full list of optimization is part of our benchmarks.

It’s Hard To Build A Sense of Community When The Building Is On Fire

Follow up to yesterday’s post.

If your members are angry, you’re not going to build a strong sense of community.

An acquaintance at Ning spent a year trying to build a sense of community between members. Ultimately, she failed not because she used the wrong tactics, but because her members were furious with her company.

You can’t sprinkle a sense of community approach atop a dysfunctional customer experience. If members are angry with you, they’re not going to be interested in feeling a part of something special together.

You either need to fix and resolve the underlying problem, and then build a sense of community, or instead forget building a sense of community and simply answer as many questions as effectively as possible.

p.s. This is typically why customer support communities have low sense of community scores.

No-one Joins For The Sense of Community

It turns out, people don’t join health and support groups for the sense of community.

They join to get useful information.

This broadly applies to all communities. Very few people join a community to experience a strong sense of community. They join for immediate gratification.

A sense of community is something that sneaks up on you when you weren’t expecting it.

You might join to ask a question, get advice, not miss out on useful tips. But over time, through these interactions and what you read, you begin to feel a commonality with others. You participate in rituals and traditions. You get to know other members and feel you’re a part of something together.

This can happen purely by chance, but it’s also something you can directly facilitate.

The sense of community isn’t something you promote to visitors and newcomers, it’s something you promote to (and facilitate between) existing members.

Delivering Punishments With Empathy

How members respond to short-term punishments (posts being removed, suspensions etc…) is a strong indicator of whether they have a long-term future in your community.

As one study notes, members who apologise, are less likely to break the rules again (at least in the short term).

Members who directly question the punishment or complain the punishment is unfair are more likely to cause future problems.

Of course, how you deliver a punishment plays a significant role in whether they’re likely to respond. If you assume bad intent, say they made a mistake, and use formal, direct, language…you’re more likely to get a negative response.

For example, this is a common post used in the Facebook help community.

Can you think of a more antagonistic way to remove someone’s post for an unintentional infraction?

I’d rewrite this to something closer to this:

If you want members to apologise (and reform), you need to deliver punishment with empathy, understanding, and assume good intent.

p.s. Hosting a platform optimization workshop with CMX this week, please join us!

Not Replacing The Community Manager

Can’t the community manage itself?

No, not really.

It won’t usually welcome newcomers by itself.

It won’t update the technology by itself.

It won’t check for quality of content by itself.

It won’t remove the bad stuff and promote the good stuff by itself (not usually).

It can’t resolve disputes by itself.

It won’t stimulate new discussions by itself when things get quiet.

It won’t make sure most members get a good, quick, response by itself.

etc…

Last year, a former client decided not to replace a departing community manager and rely on volunteers. The rules of this are pretty clear:

If you want to throw hundreds of thousands of dollars down the drain, destroy your community, and lose the trust of your best customers, then don’t replace a departing community manager.

Conversely, if you want to grow your community, gain more support from your best customers, and get the best results from your community, replace the departing community manager with the best person you can get.

Planning For What Happens When It Doesn’t Catch On

There’s a dangerous myth that a community either catches on or it doesn’t.

Almost every prospect we’ve spoken with has treated their community as a ‘one-shot’ deal.

They will develop the platform, launch it, and hope people get engaged. If they don’t, they close up shop and leave. Some prospects even ask for an exit plan.

The odds of success are low if you plan on hitting a home-run on your first swing compared with taking multiple swings.

Like most things, it’s a process. We use audience research (often overlooked entirely), experience, and data to come up with the community program that’s most likely to work and begin testing it with the audience.

If it doesn’t catch on, we see what is and isn’t working and adapt accordingly. For example, if we can get a lot of people to visit but not stick around, that’s a relevancy problem. However, if we can’t get many people to visit in the first place, that’s an outreach and promotion problem. Both are fixable.

The more swings you take, the more you learn about what members want and what works. If you’re going to invest $500k (or even $50k) in a community, you want more than one swing at this. Don’t hype up launch day and treat the community as a one-shot deal. Treat it as the beginning of a process in researching what your members want and need.

Prepare for the game, not the home-run.

FeverBee Case Studies

Too many organizations have case studies that are little better than a short testimonial confirming the organization did indeed do some work with the brand.

They don’t reveal the before and after, don’t show the core metrics, and don’t even explain in any detail what they did.

The very things visitors would learn the most from are missing.

We’ve recently revamped our consultancy pages better describing what we do and, more importantly, what we’ve done.

As part of this, we’ve pulled together 10 case studies which describe in clear detail who we’ve worked for, what we specifically did, and what were the specific results. We’ve tried to be as transparent as we’re allowed to be (a huge thank you to clients for giving us permission to share this information).

If you want to learn more about what we do, reading our case studies is a good place to start.

Losing Them Downstream

There are plenty of gimmicks to get a visitor to register to join a community.

You can make them register to see answers to questions, get access to content, attend events, or make bigger promises if members register.

As a client discovered recently, you can double, even quadruple, your registration rate doing this.

But you can hopefully see the problem above. While the first conversion rate goes up, the next conversion rate plummets. These members joined to get immediate benefit. This hasn’t made them more likely to participate or do any of the things that add value to a community. You’re just getting less interested people to sign up for the community.

There’s no prize for this.

If your conversion rates aren’t great (i.e. you’re getting a lot of visitors but few ever become regular members), you need to work on the core fundamentals.

This means taking the time to deeper align the community concept with their immediate hopes, fears, and problems.

It might mean targeting a smaller target audience, ensuring discussions, content, and activities are targeted towards more immediate challenges. Rewriting your community copy to communicate this better.

Let the model be your guide and avoid conversion gimmicks.

Being Self Aware

We had trouble once with a client’s community manager who refused to accept her behavior was hurting the community (or members had an issue with her).

So we issued a survey to members gathering feedback. The results were illuminating (for us and her).

In your next community survey, ask members for feedback about yourself and your community team.

Make sure its anonymous (and members know it’s anonymous).

What do they like about how you engage with members?
What do they not like?
How do they perceive you?
Do they believe you care about them and put them first? Or are you just protecting the brand and trying to get them to go away?

If the answers cause you to reflect upon how you behave in your community, you’ve done the survey well.

When Tangible Rewards Work

Last year, we worked with a client whose migration had caused a host of niggling issues (missing images, bad text formatting in historic posts, a few broken links etc…)

When you have 100 pages, it’s easy to trawl through them and resolve them. When you have 10 million, it becomes rather tricky.

So we offered $10 to any member who found a mistake.

For a cost of $2800, almost every visible mistake was quickly identified and resolved.

Most interestingly, members loved the challenge. So we kept it open and raised the bounty to $20 for all future mistakes. We also expanded the definition of ‘mistake’ to include missing optimizations, SEO titles, use of copyright images, typos from staff members etc..

For around $40 – $60 per week we had a small army of vigilant members eagerly checking and identifying a wide host of issues before they became a major problem.

We don’t usually recommend giving members tangible rewards, but there are exceptions.

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