Full disclosure – I’m writing again for class. And I’ve been agonizing for a while now, thinking that I’ve been being a slacker and not doing any “homework” for my independent study. Well, yesterday as I was reading a book that had been recommended during my summer class, I realized that it absolutely qualifies as independent study. And better than that, there are even concepts that I think I can use in the project that I’m planning to pursue as well as in my day-to-day work. So here goes nothing, thinking aloud about what I’ve been reading in Predictably Irrational, by Dan Ariely.
The big concept I was reading about yesterday had to do with how we as humans react to things that are free. Funny thing – my daughter and I were just talking about this the other day. She is smitten with free things – even things that she knows she’ll end up carrying home and throwing away. So I can honestly say I’ve frequently watched this behavior play out in my own household.
But how might I employ this knowledge in terms of driving engagement in an external community? Here is the part where I’m truly thinking out loud. One of the ways I imagine I’d want to use an external community is to gather feedback about product direction. Put these two things together, and I can see simply asking customers to participate in a survey. No gimmicks, just help give us a bunch of data that will help us in our design efforts. This leans on social norms, presenting a friendly request for assistance. Obviously there is the possibility that participation will help design a better product, but with no guarantees it is really good faith on the part of the participant.
Of course, you can only go to the well so many times and people get tired of helping out. So perhaps we could use the built-in community rules engine to periodically invite people who have participated in surveys to participate in a different way – offer them a free gift as a token of appreciation for their participation. The free gift could be some corporate merchandise (a backpack, or a laptop sleeve, for example).
How about the idea of asking a select set of customers to write blog posts on a product or industry topic, and everyone who submits their post by a specific date gets entered into a drawing for free admission to the company’s annual user conference? I think there you actually have a few things going on the customer side of it – the probability of gaining recognition as an expert by having your post published, along with the possibility of getting free admission to a premiere event.
The platform could also be used to market the conference, and offer up some select spots in one of the breakout sessions for customers who help moderate a specific topic area in the community for a given set of time.
I’m sure as I think more about this topic, I’ll come up with additional suggestions. And now I don’t need to feel guilty about reading this book and avoiding homework. Maybe I’m not as bad at independent study as I thought, I just need to take the time to reflect on what I’m learning and what the possible applications might be.