Matt

Invision Community is used by some of the world's biggest game brands, proudly enabling gamers to connect with the creators of their favourite titles. These sites attract millions of visitors between them and thousands of posts are added daily because of their high profile. But what if you're just starting out, how do you convert casual visitors to members, and what's the best way to set up your community? I got talking to new customer Darrell, interestingly named Mr. Fierce God on our community. While you may expect that this portrays a fire and brimstone hothead, you'd be wrong as Darrell is one of the nicest people you'll meet. Darrell runs the Fierce Gaming Network and I was impressed by the way he's set up his site and wanted to share my thoughts on what he's done well. The first thing I noticed is that the forum index is not the home page for the site. For a gaming community that wants to focus on more than just user conversations, this is a good move. Let's break it down. A. The home page has multiple points of entry, and the sidebar menu unobtrusively offers short-cuts to various parts of the community. B. We have a large call to action to either login or register. This box also explains the benefits of registration clearly and enforces that registration is a very quick process. One optimisation that may be worth looking at here is to add the "Sign in with Facebook / Microsoft" buttons on the box to persuade even more to register right away. C. Fierce Gaming Network also makes great use of Clubs to segment their audience to specific software titles. Re-using instantly recognisable artwork as the club cover image will entice fans of those games to visit. Scrolling down a little shows the "Member of the month". As humans, we are drawn to faces instantly, and this humanises the site and "unmasks" some of the popular members, making the site less intimidating. Moving down a little more we see the "Our Picks" section which highlights the best content from the community. Our Picks is a great way to get visitors to engage with your content. Good use of cover images draws attention and makes it clear the kind of content you're going to read. Darrell makes great use of several lnvision Community apps to build the site, and has set it up well. New users get to the site see handpicked content, fellow members and the benefits of joining all in one place. It's a great start and I look forward to seeing Darrell's site succeed. Are you using Invision Community to build custom homepages for your community? Share them in the comments below.

I noticed something new in the chiller cabinet at the petrol station after filling yesterday. Bottles of Grape Fanta sitting alongside the more mundane and pedestrian drinks such as Coke Zero and Pepsi Max. I grabbed two bottles. After draining one in record time, I googled around to see where I could get more of this delicious nectar, and it discovered that it's a new flavour being launched in the UK. The really interesting thing was that Coca Cola used data stored in the self service machines that offer different flavours (such as those at cinemas) to determine which new flavours to bring to the market. Grape was the second most popular flavour after regular orange, so the company knew they had a market ready for premixed bottles. In a world where we fear what Big Tech does with our data, it's easy to forget that data has a valid use in your business. It's why we make it clear that with Invision Community, you own your data. We just look after it for you. This gives you the freedom to discover new trends within your business and use them to drive sales.

Two headlines caught my eye today as they appeared side by side in my newsfeed. On first glance, they seemed contradictory. The first was that the UK lost nearly 2,500 shops and stores last year and the second is that discount fashion retailer Primark has just invested £70m in a new store in Birmingham. This new store covers 161,000 sq ft over five floors and features a Disney-themed cafe, a beauty studio, a gents hairdresser and a Harry Potter themed section. If the UK is closing thousands of stores, and a recent department store has just fallen into administration why would a brand invest £70m in a new store? The answer is that they are not building a store, they are building an experience. It's clearly not enough to just stack products and open the doors anymore. You have to offer more to entice people in through the doors. This is why Toys R Us failed in the end. I maintain that if they had reduced shelf space and installed soft play, cafes and product demonstration areas, they would have had a chance at turning around their failing business. Primark has learned from other's mistakes. With themed "shops in shops" and child-friendly cafes, they are offering more than discount clothes. It is exactly the same as your community. Offering a space to facilitate conversation is often not enough unless you dominate your niche. Are you known for well thought out reviews? Perhaps you write valuable articles that get people to your site. Or you might be focusing on building an audience with a photo competition as Helen from The Dogly Mail has. What are you doing to encourage more people through your doors?

In a move that surprised many, British cosmetics firm Lush has chosen to quit social media. With a combined following across Instagram, Facebook and Twitter, Lush has a combined audience of over 1.2 million followers. Lush are being a little cryptic about its reasons but cite having to pay for visibility and getting tired of trying to produce content so just that algorithms will rank it highly. "Increasingly, social media is making it harder and harder for us to talk to each other directly. We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed. So we’ve decided it’s time to bid farewell to some of our social channels and open up the conversation between you and us instead." It feels like sacrilege for a brand to come off social media, but I'm not surprised. Social media is about broadcasting more than it is about meaningful conversation. And now, even with a huge following, broadcasting doesn't get the same reach it did a few years ago with platforms pushing paid options more and more. Lush also targets a very young demographic that simply aren't using social media anymore. The firm said it was "cutting out the middleman between ourselves and the Lush community". It remains unclear which direction Lush is going to take to facilitate conversations, but using an independent community platform like Invision Community should be considered. It cuts out any algorithm biased, money hungry platform. It opens up the conversation between the brand and its customers in a meaningful way, and the brand is completely in control of their data and what their customers see. At Invision Community, we're seeing more and more brands looking for a solution outside of social media. Perhaps this will accelerate the trend.

We do love a parlour game at Invision Community HQ and we were playing "6 degrees of separation" recently. You've probably heard of the "6 degrees of Kevin Bacon". This is where you try and connect any actor with Kevin Bacon in 6 steps or less. So let's try "6 degrees of Invision Community". This is where we try and connect a person with an Invision Community. David Goggins and Invision Community Last week, I finished the excellent David Goggins book "Can't Hurt Me". David Goggins, a retired Navy SEAL, spent a month with Jesse Itzler. This which was documented in Itzler's book "Living with a SEAL", which I've also read. Jesse Itzler owns the Atlanta Hawks Basketball Team. The Atlanta Hawks has a dedicated area inside the Atlanta Falcons Football team's official community. The Atlanta Falcons official community is powered by Invision Community. Here's another one. Groot and Invision Community Groot featured in the Guardians of the Galaxy movie series. Chris Pratt starred alongside Groot in the same movie series. Chris Pratt voices Emmet in the LEGO® movies. LEGO® uses Invision Community. Over to you. Do you have any "6 degrees of Invision Community?". We'd love to read them!