{"id":1928,"date":"2017-06-12T02:18:43","date_gmt":"2017-06-12T02:18:43","guid":{"rendered":"http:\/\/feverbee.staging.wpengine.com\/superusers\/?p=1928"},"modified":"2017-06-12T02:18:43","modified_gmt":"2017-06-12T02:18:43","slug":"motivations","status":"publish","type":"post","link":"https:\/\/www.feverbee.com\/superuser\/motivations\/","title":{"rendered":"Motivations"},"content":{"rendered":"<section class=\"content standard\"><div><\/p>\n<p><aside class=\"\"><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1533\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/uploads\/sites\/4\/2016\/10\/feverbee-logo-yellow-1.png\" width=\"116\" height=\"100\" \/><\/p>\n<h1 style=\"text-align: center\">Motivations<\/h1>\n<h5 style=\"text-align: center\">Building Superuser Programs That Succeed<\/h5>\n<p>&nbsp;<\/p>\n<p><div class=\"boxout example\"><img decoding=\"async\" class=\"boxoutIcon\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/themes\/feverbee-superuser-microsite\/images\/boxout-icon-example.png\"\/><\/p>\n<p>Frame membership to your program as a reward, not a job. If people feel like it\u2019s a job, they will disengage when other things become a priority.<\/p>\n<p><\/div><\/p>\n<p>&nbsp;<\/p>\n<p><div class=\"boxout quote\"><img decoding=\"async\" class=\"boxoutIcon\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/themes\/feverbee-superuser-microsite\/images\/boxout-icon-info.png\"\/><\/p>\n<p><em>&#8220;We get access to things like betas and get info on launches before they go public which is great for those of us that like to blog a lot.&#8221;<\/em><\/p>\n<p>Joy Hawkins \u2013 Google Top Contributor<br \/>\n<\/div><br \/>\n<\/aside><\/p>\n<p><article class=\"\"><\/p>\n<h3>One of the most important things to establish if you want your program to be a success is what motivates your members. What makes them want to be part of your program? If you can answer that question you\u2019ll be able to tailor your incentives to keep them highly engaged, valuable, and proud to advocate for your brand.<\/h3>\n<p><a href=\"https:\/\/en.wikipedia.org\/wiki\/Self-determination_theory\">Self-determination theory<\/a> suggests that peak motivation is reached when we satisfy three needs:<\/p>\n<ol>\n<li>The need for <strong>competence<\/strong><\/li>\n<li>The need for <strong>autonomy<\/strong><\/li>\n<li>The need for <strong>relatedness<\/strong><\/li>\n<\/ol>\n<p>Basic motivators fall broadly into three groups:<\/p>\n<ul>\n<li><strong>Education<\/strong> (Competence)<br \/>\nAre people facing challenges in their life or career that you can help them meet with training, certification or product knowledge?<\/li>\n<li><strong>Exposure<\/strong> (Status or autonomy)<br \/>\nDo they need support to build their career? Can you give them opportunities to contribute in different ways so that they can build their brand?<\/li>\n<li><strong>Connectedness<\/strong> (Social identity or relatedness)<br \/>\nIs feeling part of a \u2018secret society\u2019 or a tight-knit group important? Do people want to give something back to others who supported them when times were tough?<\/li>\n<\/ul>\n<p>Taking connectedness one step further \u2013 do people want to be associated with your brand? <a href=\"https:\/\/en.wikipedia.org\/wiki\/Social_identity_theory\">Social identity theory<\/a> proposes that a person\u2019s sense of themselves is influenced by the groups that they are a member of. Brands that have iconic leaders will likely motivate members to participate by implying a connection of some kind to that person.<\/p>\n<p>The tricky thing here is that members don\u2019t always know what their true motivations are. Even when they do, they may not want to tell you the truth. \u201cI do this because it feels good to give back\u201d is a lot easier to say than \u201cI\u2019m motivated by status\u201d.<\/p>\n<p><\/article><\/p>\n<p><\/div><\/section>\n<p><section class=\"content flipped grey\"><div><br \/>\n<aside class=\"\"><\/p>\n<div class=\"boxout quote\"><img decoding=\"async\" class=\"boxoutIcon\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/themes\/feverbee-superuser-microsite\/images\/boxout-icon-info.png\"\/><\/p>\n<p><em>&#8220;People liked the social status. They liked to say they had an inside line to us. They loved the direct connection with the team. They like to name drop and say things like \u201cLet me check in with Ro and get back to you\u201d. They wanted to be seen as affiliated.&#8221; <\/em><\/p>\n<p>Ro Hensley \u2013 Vinted<br \/>\n<\/div>\n<p><\/aside><br \/>\n<article class=\"\"><\/p>\n<p>Different groups are motivated by different things and as people gain experience those motivations may change. You can make educated assumptions about your members based on psychographics, and by watching their behavior.<\/p>\n<p>For instance, members of tech communities are often motivated by competition. They want to be seen as being the best \u2013 having the best product knowledge, or writing the best code. They are often looking for new work or a career step and want to be seen as industry leaders. Giving them a platform to show off their knowledge and skills is a powerful motivator.<\/p>\n<p>For others, it may be the opportunity to learn more about products or services that are important to them. Getting inside knowledge or hearing things ahead of the crowd might be very motivating for people that write technology or product blogs.<\/p>\n<p><\/article><br \/>\n<\/div><\/section><br \/>\n<section class=\"content standard\"><div><br \/>\n<aside class=\"\"><br \/>\n<img decoding=\"async\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/uploads\/sites\/4\/2016\/10\/understanding-community.png\"><\/img><br \/>\n<\/aside><br \/>\n<article class=\"\"><\/p>\n<div class=\"boxout table\"><\/p>\n<p><em>&#8220;We get access to things like betas and get info on launches before they go public which is great for those of us that like to blog a lot.&#8221;<\/em><\/p>\n<p>Joy Hawkins \u2013 Google Top Contributor<br \/>\n<\/div>\n<p>In the case of open-source communities, public recognition for the contributions that members have made can be motivating.<\/p>\n<div class=\"boxout table\"><\/p>\n<p><em>&#8220;You get to make a mark on a product that millions of people use all the time without being an engineer or knowing code. That\u2019s the underlying motivation.&#8221;<\/em><\/p>\n<p>Tracey Churray \u2013 Foursquare <sup>1<\/sup><br \/>\n<\/div>\n<p><sup>1<\/sup> <a href=\"http:\/\/cmxhub.com\/article\/superuser-foursquare\/\">CMX Hub<\/a><\/p>\n<p>Others like to feel like part of a team or a strong community. Friendships, business networking and the potential for other relationships are other motivations. Many ambassadors are passionate about the role because they feel like they are part of the family or part of your brand.<\/p>\n<div class=\"boxout table\"><\/p>\n<p><em>&#8220;I think the sponsored trips were the most appealing. The visits provided a look into Lithium culture as well as provided face to face interactions with Lithium employees.&#8221;<\/em><\/p>\n<p>Jenn Chen \u2013 Lithium Stars<br \/>\n<\/div>\n<p>You might have members that feel a strong connection to your brand and get genuine satisfaction from taking part in the community.<\/p>\n<div class=\"boxout table\"><\/p>\n<p><em>&#8220;Different members are motivated for different reasons &#8211; it was important that we identified those motivators for each program. Some wanted to be seen as a thought leader, a trendsetter, a top seller\/expert, they loved helping others, or they had the desire to help shape the future of Vinted with their contributions to others and to our team directly. There was also a surprising number of members that simply had fun buying\/selling on the platform and volunteering in some way was a natural progression for them as it meant spending more time doing the activities they already loved.&#8221;<\/em><\/p>\n<p>Ro Hensley \u2013 Vinted<br \/>\n<\/div>\n<p>Others might benefit from the direct connection to your product or support teams.<\/p>\n<div class=\"boxout table\"><\/p>\n<p><em>&#8220;Personally I love the regular discussions we have with Google Employees who aren&#8217;t the typical support-employees that you get when you call phone support. Having direct access to ask Google questions and bring up problems is extremely beneficial.&#8221;<\/em><\/p>\n<p>Joy Hawkins \u2013 Google Top Contributor<br \/>\n<\/div>\n<p><\/article><br \/>\n<\/div><\/section><\/p>\n<section class=\"content flipped grey\"><div><br \/>\n<aside class=\"\"><br \/>\n<img decoding=\"async\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/uploads\/sites\/4\/2016\/10\/respect.png\"><\/img><br \/>\n<\/aside><br \/>\n<article class=\"\"><\/p>\n<p>Erica Kuhl <sup>2<\/sup> names two key motivations for members of the <a href=\"http:\/\/www.salesforce.com\/mvp\/\">Salesforce MVP program<\/a>:<\/p>\n<ol>\n<ol>\n<li><strong>Access:<\/strong> They want to be seen as \u201csmarter than the average bear\u201d (either because they\u2019re a consulting company or they work for a company and they are gunning for a promotion)<\/li>\n<li><strong>Recognition:<\/strong> They want to sit in the front row at Salesforce events, have a badge they can display on their blogs, LinkedIn profiles, and business cards, and they just want to be recognized for their knowledge.<\/li>\n<\/ol>\n<\/ol>\n<p>Similarly, members of the Yelp Elite Squad say that being a member is akin to being in a \u2018secret society\u2019.<\/p>\n<p><div class=\"boxout quote\"><img decoding=\"async\" class=\"boxoutIcon\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/themes\/feverbee-superuser-microsite\/images\/boxout-icon-info.png\"\/><\/p>\n<p><em>&#8220;I&#8217;m finally now a Gold Elite, and certain parties are only for us. It makes me feel like a VIP celebrity of San Francisco.&#8221;<\/em><\/p>\n<p>Yelp Elite Program Member <sup>3<\/sup><\/p>\n<p><\/div><\/p>\n<p><sup>2<\/sup> <a href=\"http:\/\/cmxhub.com\/erica-kuhl-salesforce-community-roi\/\">CMX Hub<\/a><\/p>\n<p><sup>3<\/sup> <a href=\"http:\/\/www.sfgate.com\/restaurants\/article\/Yelp-Elites-Prolific-reviewers-get-perks-VIP-5664932.php\">SFGate.com<\/a><\/p>\n<p><\/article><br \/>\n<\/div><\/section>\n<section class=\"content standard\"><div><br \/>\n<aside class=\"\"><\/p>\n<p><div class=\"boxout example\"><img decoding=\"async\" class=\"boxoutIcon\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/themes\/feverbee-superuser-microsite\/images\/boxout-icon-example.png\"\/><\/p>\n<p>In response to the question: \u201cWhat would you change about the program?\u201d a Google Top Contributor responded with \u201cI\u2019d change the name. No one has any idea what Top Contributor means or how hard it is to get that status.\u201d<\/p>\n<p>Had the member been asked \u201cAre you here to increase your social status?\u201d they would likely have said no.<\/p>\n<p><\/div><\/p>\n<p><\/aside><\/p>\n<p><article class=\"\"><\/p>\n<p>So how can you get to the bottom of what motivates your members? Don\u2019t ask them directly \u2013 ask them other questions and see what you can distill from their answers.<\/p>\n<p>Let\u2019s look at some examples of questions you might ask and some ideas for analysis of the responses:<\/p>\n<p><div class=\"boxout table\"><br \/>\n<strong>How did you hear about the program?<\/strong><\/p>\n<ul class=\"simple\">\n<li>Did they hear someone else talking about it on another site? If so, find out what was said that made the idea sound appealing. If they talk about specific rewards this will give you good insight into motivations.<\/li>\n<li>Did they find mention of it on your own site? If so, what were they looking for when they came across it? This could give you insight into their interests or challenges.<\/li>\n<\/ul>\n<p><\/div><\/p>\n<p><div class=\"boxout table\"><br \/>\n<strong>Why are you interested in the program?<\/strong><\/p>\n<ul class=\"simple\">\n<li>If the response here is to \u201cgive back\u201d try and dig a bit deeper. What kind of work do they do? Does it relate in some way to the program?<\/li>\n<\/ul>\n<p><\/div><\/p>\n<p><div class=\"boxout table\"><br \/>\n<strong>How would you like to get involved?<\/strong><\/p>\n<ul class=\"simple\">\n<li>These answers might give you ideas about the kinds of things they are interested in, which may indicate motivation. E.g. Do they want to organize meet-ups (i.e. is networking a motivation?)?<\/li>\n<\/ul>\n<p><\/div><\/p>\n<p><div class=\"boxout table\"><br \/>\n<strong>What would you change about the program?<\/strong><\/p>\n<ul class=\"simple\">\n<li>See Google example left. If this answer relates to publicity then status is likely their motivation.<\/li>\n<\/ul>\n<p><\/div><\/p>\n<p><div class=\"boxout table\"><br \/>\n<strong>Why do you believe you would be a great fit for the program?<\/strong><\/p>\n<ul class=\"simple\">\n<li>Responses that list skillsets could be an indication of a need for exposure (they want others to know what they are good at) or education (they are interested in learning more \/ having access to information or products.)<\/li>\n<\/ul>\n<p><\/div><\/p>\n<p><div class=\"boxout table\"><br \/>\n<strong>Tell us about how you describe [brand] to your colleagues\/community.<\/strong><\/p>\n<ul class=\"simple\">\n<li>You will be able to glean information from the tone of this answer. If they are overly effusive or enthusiastic, exposure or connection to the brand may be a motivator.<\/li>\n<\/ul>\n<\/ul>\n<p><\/div><br \/>\n<\/article><\/p>\n<p><\/div><\/section>\n<section class=\"content flipped grey\"><div><br \/>\n<aside class=\"\"><br \/>\n<img decoding=\"async\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/uploads\/sites\/4\/2016\/10\/task-list-1-e1497311754109.png\"><\/img><br \/>\n<\/aside><br \/>\n<article class=\"\"><\/p>\n<p>And finally, remember that over time the motivations of your users may change. Ask for feedback \u2013 are your members still excited by the same things today that they were when they joined a year ago? <\/p>\n<p>This is where regular check-ins can ensure that you keep your program running as effectively as possible. Ask members the same questions you asked the first time you interviewed them and see how their answers differ. You can record those questions in the <a href=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/uploads\/sites\/4\/2017\/06\/superusers-1.pdf\">planning document<\/a>. <\/p>\n<p><\/article><br \/>\n<\/div><\/section>\n<section class=\"summary\"><div><article><h2>Summary<\/h2><\/p>\n<ol>\n<li>Understanding member motivation is key to tailoring your incentives to keep members highly engaged.<\/li>\n<li>Members may not be transparent about why they want to be part of your program so read between the lines.<\/li>\n<li>Motivations tend to fall into 3 categories \u2013 education, exposure and connectedness.<\/li>\n<li>Member motivations may change over time. Keep communication regular and make appropriate changes when necessary.<\/li>\n<\/ol>\n<p><\/article><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1928","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/posts\/1928","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/comments?post=1928"}],"version-history":[{"count":0,"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/posts\/1928\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/media?parent=1928"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/categories?post=1928"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/tags?post=1928"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}