The Brainy Way to Build Your Community - Roger Dooley
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The document discusses strategies for building and converting a community, emphasizing the importance of understanding both conscious and non-conscious motivators in user behavior. It highlights methods such as nudging, minimizing friction in engagement, and creating habits through triggers and rewards. The author advocates for using tools to measure user behavior and adapt approaches based on testing and observation.
The Brainy Way to Build Your Community - Roger Dooley
- 1. The Brainy Way to Build Your Community Roger Dooley rogerdooley.com rogerd@dooleydirect.com @rogerdooley
- 11. Quantcast Rank Site 733 Cars.com 737 Abcnews.com 777 CollegeConfidential.com 791 SocialSecurity.gov 809 ESPN.com @rogerdooley
- 14. 1. Conversion
- 15. Via Andre Morys
- 18. “Then a friend sent me a link to College Confidential. …deeply addictive, it feels like a cross between college admissions, porn and heroin. Check it out at your own risk. “
- 19. “She might as well have sent crack. I was hooked. “
- 21. @rogerdooley
- 22. Daniel Kahneman Ronald Coase
- 23. Daniel Kahneman System 1 System 2
- 25. 5% Conscious
- 31. Gravity
- 32. Nudge
- 33. Angle
- 34. Angle
- 35. Friction
- 38. Robert Cialdini: 6 Factors @rogerdooley
- 39. BJ Fogg: Behavior Model @rogerdooley
- 43. No single theory explains all behavior!
- 45. Gravity • Initial Motivation • Needs • Wants • Goals
- 46. Fighting Gravity “Do this for us!”
- 47. Fighting Gravity
- 48. Work WITH Gravity “We will help you!” @rogerdooley
- 49. Work WITH Gravity From iwillteachyoutoberich.com “Make Money!”
- 50. Nudge Attention!
- 51. Nudges Phone Call Call to Action Popup Search Ad Banner Ad Email Alarm Sign Sales Call
- 53. Fair Nudge
- 54. chrisbrogan.com
- 56. Non-members see:
- 58. Nudge must be seen & start the process @rogerdooley
- 64. Include BOTH Conscious and Non-conscious motivators! @rogerdooley
- 65. Conscious: Benefits “Typical customer saves 25%.” “Has twice the power!” “Money-back guarantee!”
- 67. Gifts & Discounts “Free 50-page ebook!” “$10 Starbucks card if you complete the survey!” “20% off until midnight!”
- 69. @rogerdooley
- 81. Liking
- 82. Show attributes you share with your visitor to create “liking effect.” @rogerdooley
- 85. Friction
- 86. Ronald Coase Friction = The time, money, and effort lost in getting what you want.
- 88. Real Friction Form Fields Steps in Registration Process Instructions “What am I supposed to do?” ANYTHING in Conversion Sequence
- 89. High Friction
- 91. $4,000,000,000,000. 2015 Est. – Business Insider
- 93. • 4 screens • Captcha • Required fields • Rules box • Tiny CTA button Community Friction
- 97. Confession Site I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
- 98. Confession Site I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
- 99. More “fluent” site = More revealing posts Drunk Tank Pink, Alter @rogerdooley
- 103. Minimize perceived friction with simple fonts, short text, & easy-to-read design. @rogerdooley
- 104. Lurker Conversion
- 105. Lurker to Active • Identify • Nudge • Motivate • Make it easy @rogerdooley
- 106. Now, make it a habit…
- 109. The HOOK Canvas 1. What internal trigger is the product addressing? 2. What external trigger gets the user to the product? 4. Is the reward fulfilling, yet leaves the user wanting more? 3. What is the simplest behavior in anticipation of reward? 5. What “bit of work” is done to increase the likelihood of returning? Nir Eyal’s Hook Model
- 110. The HOOK Canvas 1. What internal trigger is the product addressing? 2. What external trigger gets the user to the product? 4. Is the reward fulfilling, yet leaves the user wanting more? 3. What is the simplest behavior in anticipation of reward? 5. What “bit of work” is done to increase the likelihood of returning? Nir Eyal’s Hook Model
- 111. The HOOK Canvas 1. What internal trigger is the product addressing? 2. What external trigger gets the user to the product? 4. Is the reward fulfilling, yet leaves the user wanting more? 3. What is the simplest behavior in anticipation of reward? 5. What “bit of work” is done to increase the likelihood of returning? Nir Eyal’s Hook Model
- 114. Action • Trigger + Motivation • Join, Post, Like, etc. • Make it EASY
- 115. Reward • Dopamine • Anticipation • Variable
- 116. Reward • Social (likes, shares, comments) • Information • Amusement, etc.
- 118. Investment
- 120. Hook Canvas Investment loads next trigger!
- 121. Successful Communities • Nudge visitors and members to act @rogerdooley
- 122. Make it easy to join & participate @rogerdooley
- 123. Give variable rewards (likes, etc.) @rogerdooley
- 124. Let members build value and load new triggers @rogerdooley
- 125. How The World’s Top Conversion Experts Seduce You Into Joining @rogerdooley
- 126. Multiple Nudges
- 127. Popups Convert Best • Exit Intent • Two Button
- 128. Measure Real Behavior • Heat Maps • Scroll Maps • Mouse Tracking • Etc. • Tools: CrazyEgg, ClickTale, Inspectlet, many more
- 129. Use A/B Tests Tools: Optimizely, Visual Website Optimizer, Convert.com, etc.
- 130. There are no best practices, just starting points for testing. @rogerdooley
- 132. If you remember just one thing …
- 133. Change is constant and accelerating…
- 135. Media 50 Years
- 137. Our Brains NO Change in 50,000 Years!
- 138. Build your community for the way the human brain really works!
- 139. The Brainy Way to Build Your Community Roger Dooley rogerdooley.com rogerd@dooleydirect.com @rogerdooley