Psychology of Communities
San Francisco
Nov 11 - 12

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As you know, we're hosting a big community management event this November in San Francisco. 

This event isn't focused on the usual community management stories of success, it's focused on using psychology as a key to unlock higher levels of participation within a community. 

Everyone one of us knows at least a little about psychology. But it's a largely a dark, mysterious, force we don't fully understand. This event is going to distill direct tactics from psychology you can use to dramatically increase the level of participation in your community. 

We really want you to join us and master this psychology behind communities.

Both our first and second round of full-event tickets sold out. We now have 5 more tickets available below the $1k level. These also include access to our full training course ($720) plus the entire catalogue of speakers from last year (30 talks). You can also buy conference-only tickets from $240. 

To give you an insight into the topics our event will cover, I want to highlight some really simple psychological hacks you can use to get members to join and participate in your community.

Some of these you might know, some might be completely new. 

Simple Psychology Hacks
  • Self-identification. By far the most powerful psychological hack is to persuade members they're in a particular group of high-achievers/high-performers. They adopt the habits of this group, such as high levels of participation. Highlight similar traits individuals have to this group and the behaviours of that group. 

  • Communicate in images. People think in images. We're more likely to remember something if you paint them a visual picture. Use bold imagery. Take out your wordsmith brush and create an expansive picture for them to see. 

  • Contrast good with bad. Don't ask members to take an action. Contrast the action you want with an action you don't.

  • Prime the mind. My favourite, you can prime members to participate in specific ways simply by making a few changes. Instead of calling them members, call them partners, associates, participants, experts, panelists. Instead of calling it a community, you can call it an association, group, a club, a circle, or a movement. We associate each term with a specific set of rules and expectations of behaviour. 

  • Anchor behaviour. Similar to the above, you can anchor members to the behaviour you want (famously works for prices too). As members join, tell them how frequently most members tend to visit or what most members have achieved since joining. 

  • One person at risk.If you want to encourage noble behaviours, focus on the individual people it will help. Name people and ask people to help those members. 

  • Use yourself to influence. Similar to the above, get individuals to take action by saying "It would really help me if...". Everyone likes to feel like they've helped someone they know. 

  • Present everything as a positive. You're not 'removing a feature', you're simplifying the experience. You're not saying goodbye to a community manager, you're welcoming a terrific new If something bad is coming up, don't do a big announcement. Casually mention it, then mention it again later, gradually to more and more people until everyone knows. 

  • Real scarcity. No-one likes forced, fake, scarcity. Real scarcity we appreciate. Use your time, money, and resources, to create objects of real scarcity. For example, our on-demand course is $240. Our live-course requiring dozens of hours of our personal time per participant is $8000. Likewise, our events have limited seating. Create objects of real scarcity to create real value. 

  • Call to action. Feature a call to action every member will see when they visit a community. This should prompt them to ask for help, share a thought/opinion/recent discovery, an activity, or help answer questions. 

  • Repetition. The more you repeat something, the more people are likely to believe it. The more you repeat something, the more people are likely to be believe it. The more...

  • Peak experience. If you're hosting an event, make sure you have a very good 'peak' and very good 'end'. People won't remember anything else. 
I hope these help (and persuade you to learn more).

We're doing everything we can to create the event that arms us with an array of tools we can deploy in any community we ever work with. 

You can find full details of the workshop here

If you have any questions or ideas for the event, reply to this e-mail.

Thank you!

Richard Millington
+44 (0)7763 831931
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