Community Memo #5

Welcome to the fifth issue of Community Memo!

Did someone forward this email to you? Subscribe today and get monthly intel on community management trends, events, open positions, and more!  

This month we are covering the psychology of gamification, lurkers, and community guidelines. Let’s dive in.

Game on! The power of gamification in customer communities

Insight from LinkedIn

Gamification is the clever blend of play and purpose. It has proven to increase community engagement and loyalty and encourage customers to provide feedback.

Many of us associate gamification with apps and technology, but as Gabe Zichermann puts it “gamification is 75% psychology and 25% technology.”

So, what's the deal with our mind, and why does gamification appeal to us? It’s because of 5 inherent needs:

Rewards

Who doesn't love the thrill of winning prizes, cash-backs, movie tickets, or discount coupons? It’s a motivator!

Reward programs encourage desired customer actions in exchange for points. They help businesses drive revenue by increasing footfall and repeat sales, and in customer communities, similar systems are used to motivate customers to participate in surveys, publish posts, and more.

Progress

Feeling the urge to cross things off your to-do list? You're not alone!
As a customer, seeing a clear path to achieving your goals is a powerful motivator. That's where progress bars and onboarding checklists come in. These techniques tap into our innate desire for progress and make it easy to see how far we've come and what we need to do next.

Competition

As humans, we love to show off our skills and come out on top - thanks to our biology and evolution. Throughout human history, competition has played an essential role in survival and reproduction.
To take advantage of this human trait, design exciting quizzes and contests, launch a referral program where members can bring in their friends, and add leaderboards and badges for extra fun.

Recognition and status

Throughout history, recognition has played a crucial role in our relationships and cultural norms. It has been used to demonstrate status, power, and respect within groups.
So why not tap into this to enhance your community? Use badges and leaderboards to highlight top performers, create exclusive spaces for your most active members, and even handpick your next community admin from your super members. It's a win-win for everyone!

Fun

Having fun helps us relax, reduces stress, and improves our overall mood. Additionally, participating in enjoyable activities can create positive memories and increase our sense of connection to others. Incorporating gamified campaigns into your strategy adds a playful element and keeps customers coming back for more.

Curious to learn more? Check out our latest webinar with Jenny Weigle. She joined us for a special Valentine’s Day webinar and shared how communities can foster a culture of appreciation and show love to the members.

Lurkers - the silent majority in online communities

Insight from Bettermode

Engaging lurkers can feel like an uphill battle, but with the right approach, they can bring valuable insights and even become active members. By engaging lurkers, you can build stronger relationships with your community, create a more inclusive and diverse space, and ensure your community serves all your members.

If you want to engage lurkers, here are a few strategies that are worth trying out:

Make the first move: Reach out to lurkers personally and invite them to participate in the community. You can do this through a direct message in the community, email, or social media.

Provide incentives: Offer rewards for participation, such as badges, points, or exclusive content. This can encourage lurkers to take the leap and start contributing to the community.

Make it easy to participate: Make sure the process for participating in the community is simple and straightforward. This includes having clear guidelines and making it easy to ask questions or provide feedback.

Make it personal: Encourage members to share personal stories and experiences. Personal connections can help build relationships and engage even the most passive members.

Ask for feedback: Ask for feedback and opinions from lurkers. This will make them feel valued and give them a reason to participate.

Use these strategies to create a space where everyone feels comfortable to share and connect.

Community code: How to write guidelines that keep the peace

Insight from Bettermode

Community guidelines set the rules for the road and make sure everyone is on the same page. Think of them as your community's constitution. They ensure that your community remains safe, respectful, and in line with its values and mission.
Drafting these guidelines is not as easy, though. Here are a few tips to write effective community guidelines:

Be clear and concise: Make sure the guidelines are easy to understand and follow. Avoid using legal jargon or overly complicated language.

Be specific: Clearly state what is and isn't allowed in your community and the consequences of breaking these rules. Define key terms such as spam, doxing, and NSFW material to keep everyone on the same page.

Encourage positive behaviour: Highlight the types of behaviour that you'd like to see in the community and how members can contribute in a positive way.

Set the tone: The tone of your guidelines should align with the overall tone of your community. If you want a friendly, welcoming community, make sure the guidelines reflect that.

Emphasize your community's values: Use the guidelines to highlight the values and mission of your community and how they should inform behaviour.

Provide resources: If resources are available to help members understand and follow the guidelines, include these in the guidelines too.

Be consistent: Make sure that all members are held to the same standards and that the guidelines are consistently enforced.

Get feedback and revise: Ask members for feedback on the guidelines, and be open to making changes based on their suggestions. This will keep the guidelines fair and effective.

Fun stuff