Forum Software, Variable Rewards, And Serendipitous Flukes

Last week we examined how Nir Eyal’s Hooked Model applies to forum software. We acknowledge the power of the Hooked Model and argue that as more and more users make a habit of using a given forum, powerful network effects occur that strengthen existing hooks which in turn attracts new users and keeps existing users engaged.

During his presentation, Nir said, “The unknown is fascinating.” He went on to explain that variable rewards (as opposed to constant or predictable rewards) cause users to increase focus and engagement. He presented findings from various studies that prove dopamine spikes in anticipation of random rewards. And what’s more is that variable rewards can be used to instill habits in users.

Variable rewards are meaningless if they’re devoid of any real substance. Imagine, for example, “winning” a search badge but not getting the desired search results. This is not a positive outcome. However, coupling variable rewards with whatever the user is seeking is a powerful and virtually irresistible 1-2 punch.

Let’s put variable rewards in the context of forum software. Some common rewards from participating in a forum include:

  • Answer to a question
  • Humor/entertainment
  • New friends
  • Satisfaction from helping others
  • Reputation points, badges, etc.

The reason these rewards are so appealing is that they are infinitely variable. There is no shortage of knowledge that can be gained, new people to meet, or ways to impress others. When these endless possibilities result in something new and fun and positive and exciting, we call them serendipitous flukes. A serendipitous fluke is a chance encounter that results in a net gain of some kind for all parties. As a forum owner and community manager there are few things more gratifying that engineering serendipitous flukes on a daily basis.

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Forum Participation And The Hooked Model

One of the highlights from ForumCon this year was the fascinating and engaging presentation by Nir Eyal. In Hooked: Harnessing the Power of Habit, Nir explained why certain technologies are habit forming and how to apply these concepts.

He noted that Facebook, Instagram, and other social media applications developed habit forming technologies. When they were introduced, these technologies did not address an existing pain in the traditional sense. Instead, they addressed an emotional need and, in turn, created a dependency among their users. “Habit is when not doing causes pain,” he said. Most people can relate to mindlessly checking Facebook on their phone, only to feel a shooting pain when their phone’s battery dies.

Nir explained that users can be hooked by crafting a user experience which cycles through four steps: Trigger, Action, Reward, and Investment. In the infographic below, we put the Hooked Model into the context of forum software.

The Hooked Model Applied to Forum Software

* External Triggers may include: ** Internal Triggers may include:
  • Link/advert on main site
  • Email Alert
  • Search engine result
  • Bored
  • Curious
  • Seeking connection

Internal triggers are more powerful than external triggers. But before tapping into internal triggers, forum owners typically need to activate an external trigger first. In a successful use-case scenario for an end user, external triggers eventually give way to internal triggers as the user becomes more deeply embedded in the community.

The Hooked Model explains why we at Ninja Post have put such emphasis on making the user participation rate as high as possible. Making forum software fun and easy to use, and rewarding users for their contributions, instills habits among individual users. When the habits of these individual users combine, a powerful network effect occurs which in turn creates more and more powerful hooks to attract new users keep existing users engaged.

The slides from Nir’s talk are included below.

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Can Forum Software Thrive In A Mobile Age? Mobile Uploads May Be The Key

In last week’s blog post we noted, “Forums are desktop applications in a mobile age.” On the bright side, we believe that many existing monetization strategies for forum communities remain applicable no matter how their users access a given forum. However, for a forum to remain profitable, its audience must stay engaged and user contributions must remain high. If forum owners offer a lousy experience to users on mobile devices, contributions will decline. If contributions decline, then so does the ability for site owners to generate revenue.

We believe that users on mobile devices are unlikely to write long posts. On the other hand, we believe mobile users are likely to post pictures while on-the-go. If the old saying that a picture is worth a thousand words is true, then the shift to mobile represents a great opportunity to capture interesting and provocative user generated content.

This opportunity explains why one of our most important goals is to provide users with an outstanding mobile experience. Ninja Post already provides a user interface specifically designed for mobile devices and supports mobile photo uploads when users are on-the-go. The next step is to support mobile video uploads; a feature we plan to introduce very soon.

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Forum Monetization And Mobile Traffic

Ninja Post was very pleased to be among the sponsors at ForumCon this year. The event—organized by VigLink—was well attended and expertly run.

The panel on Forum Monetization was particularly noteworthy. This panel was led by Raymond Lyle of Topify and featured Crista Bailey of Texture Media, Vlad Dusil of Purse Blog, Joey DeTomaso of Plum Krazy Media, Ted Gill of Huddler, and Jerry Orban of Vertical Scope. Much of the discussion focused on the increasing trend among users to access forum communities from mobile devices. Monetizing forum traffic is a challenge in and of itself but mobile traffic creates a new and unique set of challenges.

First, panelists noted that mobile traffic is especially difficult to monetize. Even Facebook, Twitter, and other social media titans have not cracked the code to generate revenue from mobile users in the same way that Google Adsense disrupted the advertising landscape in the early 2000s.

Secondly, a small keyboard, screen, and user interface controls make it difficult for mobile users to contribute since forum software is primarily a text-based medium. Nowadays, users are more primed to post photos than long-winded manifestos. Forums are desktop applications in a mobile age.

These two challenges—monetizing mobile forum traffic and optimizing forum software for mobile—promise to be formidable obstacles for forum software developers and forum owners. Despite the changing landscape, panelists suggested revenue can still be generated using well-proven techniques no matter how users access the forum. For example:

  • Building communities focused on high margin items (fashion, electronics, etc.).
  • Instituting a three-tiered membership hierarchy: user is not logged in, user is logged in, and user is a “gold” member. Show ads to users if they’re not logged in.
  • Reselling aggregate user data to other companies.

Likewise, newsletter sponsorships, classified ads, sponsored threads, and other tried-and-true monetization strategies remain applicable. That being said, changing habits among users (i.e., the shift to mobile) could cause forum users to become less engaged. A smaller, less active user base could threaten revenue for forum owners. Therefore, we believe forum owners should focus on providing users with an outstanding mobile experience to ensure revenue does not decline.

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Forum Software Creates Friends And Motivators

One of the strongest driving forces behind Ninja Post forum software is the desire to help users build new friendships. In this day and age, the “friendships” borne by Facebook and other social networks help classmates reconnect and colleagues (both old and new) stay in touch. However, the word “friend” is usually too strong to describe such relationships.

By contrast, we believe there is nothing more effective than a forum community for inspiring true friendships among people who are passionate about the same topic but would otherwise never cross paths. Friendships thanks to forums that last for years and compel cross-country meet ups are not uncommon. Fostering such relationships—we call them strong ties—is incredibly gratifying, and a compelling reason for any site owner to launch a forum.

Another, more subtle driving force behind Ninja Post forum software is the ability to create weak ties that link all community members. By dint of joining a community, new users automatically have a shared interest with existing members and create a weak tie. Thousands of weak ties band together to create a motivational force field. This force field propels members in their quest for truth, search for entertainment, and ways to improve their lot in life. As the old adage goes, “As iron sharpens iron, so one man sharpens another.”

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Forum Analytics: Influence Content Decisions And Enhance Revenue

Ninja Post is unique because we are focused on (1) getting users to participate; and (2) analyzing user generated content. We previously discussed the importance of achieving a high participation rate. In this post, we discuss the benefits of analyzing user generated content.

Ninja Post’s Statistics page and Trending Content Dashboard summarize the most popular topics, aggregate the most popular search terms drawing traffic to the forum, and graph visitation trends. We believe that a site’s forum analytics reveal trends that show what users are really interested in. This information can be used in turn to inform content decisions for the main site.

Forum analytics such as those provided by Ninja Post have a significant impact on a forum’s ability to generate revenue. Site owners can identify advertising opportunities that might otherwise go unnoticed. Advertising partners can rest assured they’re reaching their target audience. Finally, forum analytics are necessary to craft the community newsletter, which is a lucrative and often overlooked tool to generate revenue from a forum community.

A snippet from the Trending Content Dashboard

Above: A snippet from the forum statistics page.

A snippet from the Trending Content Dashboard

Above: A snippet from the Trending Content Dashboard.

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Rich Media And Mobile Uploads For Forum Software

One of our core values is to make it fun and rewarding for users to participate. We have found that supporting rich media (especially that animated gif where they guy’s head explodes) is crucial to achieving this objective. Therefore, we have gone to great lengths to accommodate users’ increasing appetites for posting rich media such as photos and videos to threads.

For starters, we make it easy to add images and YouTube videos to threads. Secondly, we allow users to upload photos and videos to their profiles. Finally, we provide communities with a Photo Gallery and Video Gallery that aggregates content from individual profiles.

With the last year or so, we noticed a particular demand from users to upload photos from mobile devices. The rationale is easy to follow: camera-equipped mobile phones are now ubiquitous, forum participants are inclined to share their photos, and, as the old saying goes, a picture is worth a thousand words. Why spend time typing on a finicky, miniature keyboard when a picture can say it all? Adding this feature was a no-brainer. We are incredibly excited that users can upload pics while on the go and we’re keen to see how users incorporate this feature into their communities.

uploading a photo to the forum from a mobile device

Above: Uploading a photo to the forum from a mobile device.

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Forum Software Design, Artificial Limits, And Keeping Content Fresh

Rules (however arbitrary) tend to make things more interesting. We recently discussed why Ninja Post limits threads to 500 posts. In short, the goal with this design decision is to limit “content sprawl” and keep threads in a format that is easy for users (both old and new) to digest.

In addition to limiting the size of a thread, we have found that automatically archiving older content ensures that things stay fresh and interesting. This approach fits with our broader goal to keep Ninja Post fast, easy to use, and fun for users. While resurrecting an old thread can makes sense in some instances, bumping antiquated threads is generally frowned upon by users within a community. It is usually more effective to create a new thread.

The concept of setting limits to enhance usability is a popular technique used in countless scenarios. Would basketball or football or soccer be as intriguing if their respective fields had no boundaries? Most certainly not. Although Ninja Post permits significantly more leeway than Twitter’s 140-character limit or the three lines and 17 syllables of a haiku, we believe that providing some structure and some limitations ultimately has a positive impact on usability because it ensures content stays relevant and fresh.

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More Thoughts On Pagination And Forum Software Design

As noted previously, there are instances where infinite scrolling makes sense. For example, it makes sense when viewing a stream of photos or scanning a list of popular topics. But for content that requires a higher level of engagement we believe it makes sense to break out the content over several pages.

This approach can lead to a legitimate problem: what happens when a thread reaches thousands of posts—or even more daunting—thousands of pages? While some enthusiasts might get a perverse thrill from scaling a proverbial Mt. Everest for any given forum, most won’t attempt the climb and those who do are unlikely to make it to the top or find the content they’re looking for.

For this reason, Ninja Post imposes an artificial limit of 500 posts per thread. This ensures that content stays fresh, users stay on topic (or at least nearby), and threads are not so overloaded with replies that they become intractable. While popular threads often spill over into “Part Twos,” we find this approach keeps content in a format that permits an extensive and thorough discussion but remains easy for users to digest.

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3 Benefits Of Infinite Scrolling For Forum Software

As a follow up to last week’s post “5 Reasons Why Pagination Makes Sense For Forum Threads” it bears mention that there are instances where infinite scrolling does indeed make sense for forum software. The key distinction between when infinite scrolling is appropriate and when it is not depends on whether or not the user is actively and closely engaged with the content or if the user is simply browsing the content, looking for something interesting.

When deciding if infinite scrolling is appropriate, here is a general rule of thumb: if the user can lean back in his or her chair and scan content until something catches his or her eye, infinite scrolling is appropriate. By contrast, if the user needs to lean forward to engage with the content and pay close attention, then traditional pagination is a better choice.

Reading large amounts of text on a computer screen usually requires this “lean forward” posture, and forum threads typically contain a large amount of text. The need for sustained and enhanced focus to read a thread is simpatico with the benefits that pagination provides for dealing with a large volume of content that often unfolds in a narrative form. However, there are instances where infinite scrolling is appropriate for forum software:

  1. When the user is scanning the list of threads for something interesting.
  2. When the user is scanning the community’s photo gallery.
  3. When the user is scanning lists of users (e.g., popularity rankings)

With Ninja Post, we prefer to use ‘Show More…’ buttons to load in new content in situations where infinite scrolling could be appropriate. This approach allows us to quickly add fresh content to the page when the user commands it but mitigates some of the drawbacks of infinite scrolling.

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