Social Engagement · Community Engagement

1000 People Joined Wealth Building Group but How do I get them to Engage to build a working Community

William Carter Innovative and Creative Engineering and Business resource , Project Manager and Strong Leader

April 25th, 2015

We found that many click join at the idea of being part of a wealth building oriented community (Based solely on the name and summary description) but after they join, they are not engaging by attending meetings, responding to questionnaires / surveys, offering ideas, replying to discussions or connecting with each other. How do we begin to work toward a healthy community when the members seem so complacent after joining? My goal for this community is to eventually get them to join my wealth building start up.

Lane Campbell Lifelong Entrepreneur

April 25th, 2015

To get your users more engaged you should look at gamification solutions.  Giving users a rank on the site or others badges they can earn will give them a sense of accomplishment.  

Robert Rebholz Product management and marketing leadership: innovation, strategy, acquisition, and growth.

April 28th, 2015

In general terms, social systems group a bunch of people around a shared goal or interest. Further, in order for them to engage, you have to give them something relevant to engage around. Said another way, there must be some relevant collateral in trade among the members of the group as well as the means to conduct the exchange. All networks work this way whether it's the Boy Scouts of America, The Catholic church, Facebook, Q/A networks, or hybrid solutions like Twitch.

Example: Facebook is a status exchange network -- aka "what's up" social networking. Your "friends" are the group. Status is the thing in exchange. The timeline is the means of exchange and the focus of engagement.

Example: Houzz.com is a home remodeling and design network. The group consists of homeowners, design pro's,  and merchants. The "images" (ideabooks and projects) are what's in exchange. The features are "add to ideabook" comment, share, built around the images. Participants engage around the images using the features Houzz built to enable it.

Every successful community/network follows the same pattern. Don't worry about things like gamification, or any other tactical social media-like behavior/best practice, until you've pieced together the basic exchange mechanism. 

Therefore, ask yourself what is traded/exchanged in your network? What features have you developed that facilitate that exchange? One place to start is to ask yourself how the exchange happens without your service.

Bridger Jensen Owner & Founder at Venture Imagery

May 1st, 2015

1. Social pull - cultivate social motivation by helping users get to know one another, and become mutually reliant. They remind each other and hold one another accountable. People want to come back for social reasons.

2. Gamification of individual reputation for sure. Retention is all about helping them feel a small degree of challenge that is rewarding at the end. Answering a question, solving a puzzle, or gain an achievement. )achievements are huge). 

Since yours is about wealth building maybe have ascorewherein they are "earning" a dollar amount for their participation. As a user attends more meetings,answerssurveys, etc their score goes up.

3.Incentivize - what does your website offer that is beneficial to their life? Leisure? knowledge? networking? Make sure that your users are fulfilled.

By the way how are you signing them up in droves? How are you drawing them?

Jackson Powell UI/UX Designer & Front End Developer

April 26th, 2015

Lane's got a great idea. You might also want to check out the co-founder of Mint's interview of the ProductHunt founders on how to build a community.

Julien Fruchier Founder at Republic of Change

April 28th, 2015

  1. Agreed with @Lane about gamification and rewards. It's a must, not a nice ideal. 
  2. @Karl has a good point that I'll elaborate on below.
Everyone everywhere is constantly being asked to join something. If you want people to take you seriously, you have to a) make it easy for them to join and b) offer more value than what you promised. Maybe people think that by signing up they're going to learn something from successful people with knowhow only to discover it's people just like them who have little to contribute? If FD was full of wantrrepreneurs, would it be appealing to you? 

You have a second issue that I think is worth addressing. Money (wealth building) is a tricky thing to get people to discuss. If you're asking people questions about what they do to build wealth, they're not going to be very open to discussing them, especially with someone they don't know and especially when they are not clear on what they're going to get out of it. 

Karl Schulmeisters CTO ClearRoadmap

April 28th, 2015

I'd go a step further

>>We found that many click join at the idea of being part of a wealth building oriented community (Based solely on the name and summary description) but after they join, they are not engaging by attending meetings<<

Think through what you did:

  1. you offered them something for nothing
  2. you then asked them to give you something for nothing.

Sure feels like a bait and switch to me

Julien Fruchier Founder at Republic of Change

May 1st, 2015

@William: 

Not sure meetups are the best place to get users. The one takeaway from the three people I've met who run successful meetups is that the attendees don't like to spend money. They are the ultimate consumer of everything "free", which is why they're at a free meetup to begin with. Quick to sign up to something that doesn't cost money, not there when you ask them for something. 

Ed Lavalette

May 1st, 2015

>> My goal for this community is to eventually get them to join my wealth building start up. <<

I'm wondering if you started your mailing list too early...  Like Karl points out, you are asking for something from your community without giving them much in return (at this point).

So, if you are doing regular touch points, is there anything included that is "free wealth advice" from an expert for example?  Anything to show both your thought leadership in the space and something that gives back to your group with the goal to engage them.

I'm a fan of Give Twice and Ask Once marketing.

Also, I'm wondering if your target is wealth management then is your target user someone with a significant amount of expendable cash (with the goal of turning it into more cash)?  If so, I would expect this user group to have very little free time (high performing or c-level employees) so therefore meetup's would have to be a great use of there time and not just a meeting of like-minded individuals with the hope someday there will be a service offering for them.

Hopefully these ideas can help you get your group back on track.  Good Luck!

Lisha Hannafin

April 27th, 2015

HI William,

I find  a personal touch is  highly motivating.  Send them a note or pick up the phone and suggest specific actions for them to take.  I have found that most people are willing to engage but sometimes need some coaching.  Coaching users is also good so you can guide the content to be sure to seed the community with the activities that you think will resonate and motivate other community members to participate.  Sometimes this take some small experiments so don't be afraid to try different types of engagement to see what has legs.

Nick LaFond Investor | Entrepreneur | Startup Advisor

April 26th, 2015

You need them to invest in the community, before they'll engage. Clicking "join" is the first step. now, reach out to them and show them what the value is. If the value prop is great enough, and you sell it properly, you can then ask them to invest (time or money) in a light way. 

Attending a meeting might be too strong at first. I like the idea of the survey. How was it executed?