What Do Big Wins Look Like?


  • Google traffic represents 50% to 90% of new visitors in most communities. It’s criteria is rapidly evolving.
  • Motivation drives every single contribution to every engagement program. Few people have developed unique user flows based upon motivation clusters.
  • We spend almost every minute of every day trying to influence members to take action in spoken/written form. There is a lot of information on writing persuasively we don’t touch.
  • Behavior change represents the entire value of what we do. Many aren’t clear what specific behavior people will do differently.
  • E-mail remains the single most responsive tool for communicating with members. There is no innovation every month in using email effectively.
  • There are a gazillion articles on how to increase your organic social reach. The BEST tips will get you from >1% to 2.6%. Social ads can get you to 30%+.

It might be fun to talk about self-care, turning enemies into advocates, and trying to follow unicorns. It won’t help you improve much.

What the crowd love to talk about is usually very different from what stimulates the big wins.

p.s. we’re covering all these topics at SPRINT London 2016 in 3 weeks.


  1. Priscilla McClay says:

    I don’t know about dismissing the CMAD talk about self-care as “fun”, that doesn’t sit well with me. I watched it, and found it interesting, and I do think it’s an important subject. Not important for driving engagement, obviously, but important for other reasons. After all, you can’t get any “big wins” if you’re burned out and depressed!

  2. Richard Millington says:

    I wasn’t referring to CMAD. I was in the USA during CMAD so wasn’t paying close attention to the talks. I’m not the biggest fan of the day, but people seem to enjoy it.

    It was more as a broader repetitive theme that keeps coming up. I’m not sure how much time we need to spend talking about how to turn off our laptops :slightly_smiling:

  3. Sarah Hawk says:

    CMAD aside, I agree with you about the importance of self care @Priscilla. I’m aware of the irony of turning this thread into a discussion about self-care, but I think it tends to be something that people often dismiss as unnecessary and it shouldn’t be.

    It’s about more than just shutting your laptop. Anyone who has dealt with online stalking, mental illness or burnout knows how serious it is to strategise around safety.

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