But we're getting to the really juicy bit the secret sauce to engagement. So what is it that makes people engage. So this is a super fun module. And this is always present in communities and the ones that are thriving. And it's all and this is what underlies everything is just that if you are starting up a community or running your own, you might not even know that this is happening. So this will naturally happen if you have all the components in place.

But if you know what the components are, then you can ensure they are in place to make sure you get an engaging community. So yes, Superfund, this meant this module. You need to understand what your members need, and you need ways to create engagement in your group. So that's what we're gonna be going through. So, growth and engagement. So everybody's wanting this Facebook groups that want to grow, they want engagement, and it's all about the journey.

So the journey is how a member goes from not knowing about your community to becoming an engaged member. So this is the commitment curve. And it was inspired by that Douglas Atkinson and cm x, who put them together, put it together. So along the bottoms time, and the upside is commitment. So basically the beginning, there's potential members. So there are people who might have heard of you might have seen your community riding a search, that kind of thing.

Then we move on to the new members. So they're fresh in new to the community. Generally, they all engage earlier on because they're new. And then you go along and you get these passive members. So you'll get passive members. Now people who are actually really important, they're engaging in content, but in a passive manner.

So they're reading it but not necessarily liking it or doing anything with it. Then you have the drop off there, the inactive people who fall away from the community and aren't part of it at all. So they're not consuming anything. They're just dropped off. And then above them is the active members. They are the ones who will generally post or like or share a question and they really helpful.

And at the top of the CPU users, they're the ones who love you. They always come in, they're always first in, they would go to your event that you're super users, brand ambassadors, the cool people right at the top. So here's an example of meetup.com. And this is the commitment curve for that particular company. So meetup they have, funnily enough meetups. And I don't know if you've seen the site, but it's really good because you can go into your local area and see what meetups are around in certain sectors.

So the commitment from them as people read the purpose, but like I'm saying, Now you've heard about meetup for the first time, then you start researching it. So you might look at my profile, see who else is on there. You start looking at photos, you might read the blog. And you might participate. And right at the top is where you start organizing events and using meetup using that community to create your own event. So you can take some time pause the video, look at all the Different parts of that.

But that's just an example of how a community can evolve over time for people. Initially just learning about meetup and then moving through right up to the top where they are running groups and organizing events using the meetup.com. platform. So here is another example of the commitment curve. And this is applies to Facebook groups. So it might start off with a Facebook effort or organic ways.

We're going to talk about organic ways to grow your group. And people come in, they might browse your website or someone might see your group is a recommended group within Facebook. So they're all the potential members where they come from. new members are the ones that join the group some more answer questions, and if they introduce themselves, they're higher up the engagement scale than just want to join and don't say anything. And they might start sending messages to other members. They'll look at the pictures, watch videos, or watch the Facebook Lives either in the passive sector so some will be active but a large percentage of passive so they might answer the polls.

If they're active, they're gonna answer the polls are gonna write your posts are going to comment on other posts. Right at the top is where someone and this is a cool way that if you've got an engaged community and it's really busy and you haven't got time you didn't appoint super users to be your moderators. So they can help you out and start filtering the content or answering questions and that kind of thing. So that again, pause the video, look at all the different ways and just really appreciate that. in the community. There's lots of different levels of membership from the potentials who know nothing about you to the super users who absolutely love you.

So it's really essential that you work out the content that you need to create to engage people, whatever level they are. So you need to create content which speaks to potential members. You need to create content that creates speaks to new members, you need to create the passive active and super users. So that's important to bear that in mind. And as I was saying, about passive members in a huge community, these are typically the ratios. And if it's a smaller community just they're not quite as high as this, but similar kind of ratio.

So passive is 90%. Generally, a big community 9% will be active and only 1% of super users so you can see where it's weighted. And also in terms of the 8020 rule, which is quite often used for all kinds of things, but it means that 20% of the members are actually creating 80% of the content. So it's kind of crazy, but couple of stats just to bear in mind, so don't always feel like you're not creating as if if not everyone's integrating and you can't see the engagement all the time because so many times people have been following you for three years now want to work with you and we never like to post online We really let you have all these undercover people following you. So yeah, don't get too disheartened. So I want you to fill out the app, the commitment curfew, your community, your best.

Download this and fill it out for your community and think about what kind of valuable actions you want people to take in your community. So you might want to put up Facebook Lives or what content and that kind of thing. So just think for like if mimicker for your community as it is now if you have one already, or what you potentially think it will be in the future. Now this is the million dollar question. How How do we move someone from potential up to the highest level of super user? And the way we do this is through and I'm going to use the CMS community engagement cycle model to to illustrate this.

So the way you move people through is by creating the identity around your community and people identifying with each other when people Identifying the data that you need to create content and create an environment that creates trust. And once that trust is created, then people are more likely to participate. Participation relates to reward, which leads to identity, which leads to trust, which leads to participation, which leads to reward. So this is a cycle that's going round and round and round. So I'm going to go through each of those elements now. So identity, remember communities are always for someone.

So look at other successful communities in your niche, how active are they? How old are they? Which platform are they on, and really start looking into and seeing what's working. So here are a few examples. So run mummy run, and they've got a book they've got a community with 51,000 people on. If your niche is in running, go in, have a look.

See what's working. It's clearly a very accessible community, go and have a look, it will really give you valuable research. Here's another one childminding chat activity ideas, have a look in here. It's got 16,000 members go and see what people are asking for child care professionals. We can just get a bit of an idea about what's going on. It's a really good way to research.

Here's another one seriously from business community. So it's creating a an identity of fun around business. And it sets out in the group description who they are fact that they're not doing pitching in there. It says about banter. It really identifies again, this is a community it's got 2000 members nearly in it. And so you can get some ideas by joining these communities and really seeing what's working coffee with Dan.

So this is a super successful 10,000 community. Instantly we were talking about tone of voice in earlier modules and in this particular one, and Dan and the world He's written a book, which is got swearing in the title. And there's a lot of swearing that goes on in this group. And that's the banter. That's it's kind of that kind of level of banter. And if you're offended by swearing, you might not let it not might not feel like you want to be part of that group because you don't resonate so much.

And that's what I'm talking about culture about your values. And this is fine because I can see swear words in in the description. Now, if you resonate with that, and you swear a lot, then that's going to be the right community for you if you're a bit more not into it, or you're a bit more timid maybe isn't. So again, it comes back to the earlier modules. And this is how, by remembering what I said in earlier modules and looking what we're doing now, you will start to really understand how all this fits together. So one, you know, beer, this is a community I helped build.

Five years ago, I was working with them, and now about 12,000 in this community. They I'm making massive positive shifts in the world, in terms of helping people come away from drinking. Super again, they've got a whole vibe about them. Again, go into whatever niche, these are just field picked out and have a look, see what's working another 130 thousand members nearly about natural healing and cancer cures, see what it's about. Look at the description, see how you can mold it into what you need. Now, this is a way to find groups so you can go into discover, and you can find lots of different groups in different areas.

I recommended ones local recent interest business, and then you can join them and have a look. Don't go in there trying to get their members out of them but use it as a way to just understand identity and work out what people are looking for. So this is what you want to be looking what traits the members share. So what's similar between them safe it's a running community for mummies. Is it for mommies who've just given birth? Or is it for mums?

Whose children just started school or whatever it might be? How does the community describe its members? Again, remember what I said in the previous modules about, I said about dent community and we call a dentist. And do they do they have a name that identifies them and brings them together? Because if you can bring that into the equation, that is how you build a really strong community. So look at the most active members, what's their profile?

Why are they active? Can you see why what is fueling them which needs are being met, and look at how to take care of your most active members. So, for example, your active members, maybe you send them a T shirt, or maybe you make them a moderator. Think about how you can cultivate that relationship and make them feel special because they are ultimately helping you out. So the second thing on the community cycle, engagement side is trust. So you need to work out how to develop trust so that members get the value out of your Facebook group, because they feel that they can share they feel connected to other members.

And they have faith in the community members as people who can add value to their lives. So ultimately, if you're in a group, and you don't identify with the others in it, you're not going to feel you can open up in that group. And so it's not going to be a connected community. And that's what we're trying to build. So there's different types of trust. So there's trust in the community.

So this is where a community has got a good reputation. It's well established, and people really trust it. Yeah, the type of trust is where you have trusted members. So if you're, if you're a member of a certain community, and you recommend it to somebody else, and you say, come to this community, it's really cool. And we do this and that because I've made the recommendation increasingly likely the person I recommended would come into it because they trust me. So I bridge that gap between the unknown me in the middle and then somebody else coming in.

And the other way is if you know interest the leader because they are a key person of influence. So if you are a key person in that industry or in that niche, and people know you, they want to come along, and they want to be part of your community. So the community I joined up and created, and so many people already know because they already know me, and they know that I'm expert in this field. And so they wanted to put on my community. I didn't have to ask them they just wanted to meet up requested to join it. So there is some examples.

So this is an example of trust in the community. So Airbnb, so Airbnb is where you rent out your rooms to strangers effectively, but people have come to trust the community and prepared to rent out their houses and as part of this community so just in the members, so Within the Airbnb community members can have reviews left for them. And so because the overall Airbnb community, and people have come together on there, and then they've started giving recommendations and reviews for members, we've trust those reviews more because they're part of the whole community package. So here we go. Here's an example of members. So it's saying is that other people who've used the services have left reviews to say, a host of very welcoming and helpful so you read that, you know, Oh, okay.

And straightaway, Oh, that's good. Whereas if that wasn't written there, you bet I wonder what they're like and I wonder if it's gonna be okay. So super important this stuff and if you can bring this into whatever you're building, and it will elevate you and it will create a better community. So it's super important that you pay attention to this. So Community works. And this is why I shared this.

But Airbnb are just an example. They have a Facebook page, they direct people about what isn't, isn't okay. They have top contributors. So there'll be the super users. So the people who are hosting the most on on on Airbnb and getting the best reviews, they become the top contributors. And the whole cycle goes round.

And people stay because they feel part of something bigger than themselves. So these are super users, as I've said, so what is the super who host superheroes are experienced those who provide a shining example for other hosts and extraordinary experiences for their guests. So if you're a member of this community, and this is important, whatever community you're doing, try and think of ways to support your super users because they are really essential. To building community. So if you can give them a special badge, and actually Facebook groups are creating Top, Top contributor badges. So if you're a top contributor in about in a community, you'll get a badge to show that.

And that's because it gives people that significance, you feel like yes, I made an impact. And yes, and being acknowledged. So that is super important to do. And Facebook are really rolling out all these tools which allow us to do these kinds of things. So and this is how you become a super host. And it's all very well done in the Airbnb community.

So that's an example. So the more trust the more you're able to influence a community, and the more the members trust each other, the stronger the community will be. So this is key. So this is why you shouldn't do things that violate your values and or violate things that are in the description. So if you just let people promo anyway when you've said it's not people weren't true You because of that, well, you said no promo. And now you see people promo without having a special promo day, for example.

So I'm not sure if I trust you, well, what about something else happens? Maybe I can't trust you on that. And it starts these questions. So it's super important trust. So these are some examples on how to build trust. As I said, it's really important.

So to become an influential member of your Facebook group, and lead one really well, you need to be consistent. You need to and by that I mean, you need to show up regularly with regular content and show people that it's not just it's just not a short term thing. It's like a long term. It's a long term. It's a long term space, it's going to grow and grow if you just sometimes post sometimes date people don't know where they are, and there's lots of other communities to take care of. So be consistent.

You need to show genuine interest in your members. So really bother about them. Because if you don't, at the end of the day, this is about relationships. And it's about building those relationships with others who you feel you identify with. So you need to build genuine interest, admit mistakes. And I'll show you an example of that.

Because we're all human at the end of the day and sharing that is just really important to, for people to understand that. Yeah, we're human. And we don't always get everything right. But sometimes we do. And sometimes we don't, but we can admit it, so it builds trust again. So show praise and be grateful for your members.

Make members feel their contributions are worthwhile. Because if people contribute, and you just ignore them, why would they continue to contribute and add to your community? So there's examples. So here are some actual examples. So consistency, so in my group every Sunday I welcome the new members. So I say thank you for joining.

And it's like new member Sunday. And I just get them up, she's to speak to the group. And it's just the consistency. So I'm always posting on a Sunday. So people expect it on Sunday. So don't just let people in anytime during the week.

Here is an example of me, speaking to one of the members and being interested in what she's talking about. Again, this is just my example. But you know if someone's interested or not, because you can tell by ringing the thread. So if you're not interested in interested, maybe you haven't connected to the right purpose, because I'm actually genuinely interested in all these people because they are wanting to build community and I think it's so important and so I'm super thrilled if they want to speak in my ear. My group will share something because I'm behind the same Apple the same values as them. So make sure you do that.

Make mistakes. So I yeah, so I was just wondering what this one was. This is where when I started my community, I started sharing people's birthdays of people in my community. So I share birthday, happy birthday to whoever was in my community. And then my community started getting really big really quickly, and I couldn't keep up. And then I thought, Oh, God, I feel guilty because I can't say thank you to everybody.

And I started this and, and now can't keep up. So I just admitted it as I really, I'm really grateful for all of you, but I just can't keep up and say happy birthday cuz sometimes I've missed people. And then they'd be like, Well, you didn't you didn't say happy birthday to me. Am I not so special? So I just have to say Hands up. I was trying to do this and I can't keep up with it.

So that was my admitting mistakes. Here I was being asked to gratitude posed to say thank you to members who showed up. These go down really well people like cool, actually see me and actually grateful I'm here and I am truly grateful. So apply this to your groups but these are some strategies you can use if somebody contributes make them feel worthwhile. So Katie here she put in a post interested juicers after the group. And actually from this, we went on to an interview.

So then we have an opportunity to and I interviewed her in the group and she was able to speak to all of my members so it makes her feel wanted it makes her feel connected to something. So yeah, super important to do that. So we've done the identity piece, we've done the trust piece, and now we're moving in around that model to the participation. So if members don't participate, we don't have an active Facebook community. We all we have is an audience and what we're trying to create is community. So these are the three parts of participation.

So there's a trigger. That is when you pick up your phone and you see a notification that triggers you to check in the group, or someone's tax you. So that's the trigger. Yeah, action is you have the trigger, and then you click on it and you read or you like it or your comment. And then there's experience. So you experience something from that someone's acknowledged you someone's thanked you, someone's asked you a question.

And at the highest level, the experience of all of those is going to an in person event where you experience being part of the community. So again, if you look back, here's the commitment curve. And all of these things will have triggers. So if there are things that happened within the Facebook group, they will be triggered by notification. And that's why Facebook groups are so good because they are giving us the triggers to remind us to give Back to check stuff. Whereas if you ever bring a community off Facebook, you don't have that triggers necessarily.

So it's harder to be part of a community. So here's the model, the identity, trust participation, and then finally, the reward. Now the reward, like I was saying is, I mean, it's so powerful social media. So you get the cue. So that's like, your notification on your phone, the routine, or the email coming in, looking for a distraction, it pings, like Haha, someone loves me, and then you read it. And then you wait for the next one.

And actually, we're all addicted to social media. And this is good for us for building a Facebook group. But yeah, we're addicted. Now. This is a super cool book. The power of habits and why we do and how we can change and I would recommend reading it talks about intrinsic rewards.

I think that fuel is inside or extrinsic reward. So somebody's saying something which makes feel more significant and also emotional and physical and and basically it's really yeah it's really powerful and this books are really good but so I should get hold of that and have a read of it I really liked it. So here's some examples of rewards so like on your post, as much as weakside don't care you go on and you see your friends liked it or somebody quite liked liked it? Yes. Yeah, was that just me? I didn't comment.

Somebody tags you. So if you're a leader of a Facebook with me tag someone that Oh, they tagged me in any feel, you feel that you're part of something bigger and somebody missed you or that kind of thing. Another award would be to interview in the group so I say my pay interview Katie in the group after she contributed, and if other members tagged, you can ask questions. And that's again, another reward. Cuz you like somebody thinks I know something. So they're asking me that question and a higher award.

And that's for your super users would be leader say, really become a moderator. And then there's helping a community event. So if you run an offline event, which is really important for building community, and that's right, right at the top, so if you're part of that, and then you get the T shirt, and you feel much more part of the community and part of the team. So there's some examples. So what I'd like you to do is I'd like you to fill out the community engagement planner. So this helps ensure that you thought about all of your members regardless of where they are on the community engagement cycle.

So like I was saying, for potential to new, passive, active and then to super user. So it's really important to think about people. So here's a blank version, you guys get a blank version and within this module, and here is an example. So potential so I think identity. So this column is the identity column. So why a potential?

What is it? What is it that connects potential members to your group so maybe they've connected with you on Facebook or their senior at an event or some other way online, they've seen your website. They trust so that the trust is developed because they recognize you they recognize your brand or your business, or someone else's recommended you. They participate by reading your posts on your personal profile, they read your blog or they read your articles. And then the reward is they feel inspired and want to learn more from you and then they come and join your community. And new members they want to join the group want to be part of the community.

So answers questions. The trust is built because they know either the leader of the group or they know somebody else in the group and that's what I say that kind of trust element so they are the name me as the leader or they know somebody who's already a member. grouping, they feel more secure because they know somebody who's in that group already. So they participate by joining the group. And then they're personally tagged in a welcome post by the leader. And that's best practice and then we'll come up so in our next module, and they feel significant.

Oh, I've joined this community, someone's tagged me, someone said, Hi, I already know somebody in the group, right? This is a cool place to be all you engaged in this. On the On the flip side, they join nurses, anything they want speak to them, you go to a party, no one talks to you, you're not gonna go again at the same party. So in terms of passive members in this, in this engagement planner, passive members are people who feel like a member, they feel like a member. They trust the posts of the active members because they see them regularly. Sometimes they take action.

Sometimes they watch a video, maybe they might like something, they read the comments, and they get insights from the content, but they're not actually that's very reward, the reward is they're getting insights, but they're not directly contributing. When you're moving into the second levels of active and super user with the highest levels, there are people who identify with a group, they start to take on the group identify an identity, and they get a reputation. They're always participating. And people respond and thank them. They post comments. So that's the way they participate.

They go live in the group, they answer on behalf of the leader. And they feel that sense of belonging. So that's an intrinsic reward. And they feel that sense of community. And then right at the top of the super users, and they they have the identity because they help events or they run events as employed by the business, but they're not. They earn strong trust from the community because they're always showing up and people start to identify them with the brand.

And they become moderator and might host events and they get respect to the leader. So that's that intrinsic reward as well. So that is how I'd like to Think about the different ways your community could figure it out in your community. And that brings us to conclusion of the secret sauce to engagement. So cool module that I know there's a lot to take in and maybe watch it again. And we're going to move on to Module Three.

See, so, yeah, cool. Until next time,