Richard Millington is the Founder of FeverBee, FeverBee is a community consultancy company that has helped companies like Facebook, SAP, Lego and many more. He started his first online community in 1999 and is the author of Buzzing Communities and The Indispensable Community. Needless to say, he knows a thing or two about community!
Richard dove right into what communities should be doing today and what communities serve as a good example of what to do. He shared that since the industry has had some years to mature companies are now generally doing a good job of getting engagement in their communities but not a very good job of getting the value out of their communities.
Two examples he shared were FitBit and Alteryx which are both doing a great job having the community support multiple goals within the company. There are so many areas the community can touch and improve like support, recruitment, product feedback, time to resolution, case studies, testimonials and so many more.
Richard also touched on the fact that most brands overestimate just how much their community members want to be apart of the community. If you think about yourself how many branded communities are you apart of? Keeping that in mind, you want to build a community around a practical need, something that fulfills a need of the community. Just because you love a product that doesn’t necessarily mean that they will join a branded community, solve a problem they have and they will be more likely to join and participate.
In the last section, we went into several social psychology strategies that Richard has used building communities. The first was the theory of self-determination which basically means the more you can get what you want out of the community of your own volition, not being sold, the more they will feel a sense of community. Richard also mentioned the “Sense of Community”, a research paper that outlines how to cultivate a sense of belonging that builds a community. Using all the strategies, metrics and material above has helped Richard and the FeverBee team grow some of the best online communities in the world.