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[G1}-PR5-Launch: Chicken or egg? Eight ways to launch a successful…
[G1}-PR5-Launch:
Chicken or egg?
Eight ways to launch a successful platform
Marketing strategies of platform
Push strategies
Before internet traditional
Communication option limited
Consumers come from paid communication channel.
Larger enterprises have more advantages
Platform
Loyal customers slowly
Built up a successful business gradually
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Pipeline
Internet Platform
Interact rapidly and unpredictably
PR & Advertising
Pull strategies
Internet Platform
Access to communication channels is democratized, and products and messages are unlimited
User comment and active interaction are the most important issues.
Attractive internet platform
VIRAL GROWTH
Modern Internet Platform
Realize the value that offered by your competitors
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Before internet
Attractive Goods
Pipeline
Pull customers into orbit gradually
Platform
Viral Growth
the most powerful way to accelerate the growth of a platform
a pull-based process
based on encouraging users to spread the word about the platform to other potential users
contains a built-in metaphor
analogize the growth of the platform to the spreadof an infectious disease
4 key elements
The value unit
the fundamental unit of virality
an embodiment of platform usage
can spread on an external network
demonsterate the platform's value
not every value unit that exits on a platform is spreadable
start an interaction on an external network
create the opportunity to complete an incomplete interaction
The external network
many platform grow on top of other networks
other platforms have achieved viral growth by leveraging Facebook as an underline network
not just sharing and waiting
introduce retrictions when more and more applications use them for growth
to aviod users become jaded over time and stop responding
The sender
When users become senders
spreading value units
get social feedback
indirectly generating awareness of and interest in your platform
spreading their own creations
The recipent
when the value units are intriguing enough
the recipients spread them futher
somtimes giving rise to new interactions on another network
sometimes a platform can nudge users in directions
make seeds more attractive to recipients
connect the value unit to a call to action
ensures the value units has been delivered and understands the opportunity to join
well designed platforms
create natural incentive for users to share
avoid to discouraging the spread of value units
provide ingorganic(artifical) incentives to eicourage vallue-spreading behavior
the more closely this aligned to the main use of the platform
the more likely the platform to go viral
making it easy + designing spreadable value units is a crecial step toward vairality
need to be strategic about identifying the external networks
build their growth
connect with their users
finding creative+value-adding way
nudge users in directions
make the recipients spread
connect the value unit to call action
ensures the value units has been delivered and understands the opportunity to join
turn slow but steady expansion into the kind of skyrock growth
into a national global phenomenin with the potential to dominate its market for years to come
eight strategies
The marquee strategy
provide incentives to attract members of a key
user
EX: Microsoft, Sony and Ninetendo have all been willing to provide especially sweet partnership deals to entice EA
The piggyback strategy
connect with an existing user base from a different platform
Stage the creation of value unit
The follow-the-rabbit strategy
building a platform business on the foundation of an existing pipeline or product business
Amazon
intel
Designing the platform to attract one set of users
attract users on the other side
provide tools, services, goods to attract one set of users
Simultaneous on-boarding
network effects
create conditions that value units can be created
Staging value creation
demonstrate the potential benifit
attract one or more sets of users
arrange for the creation of value units
The seeding strategy
other sets of users who want to engage in interactions with them will follow
create value units that will be relevant to one set of potential users
platform company act as the first producer
borrowed the value units
simulated value units
The single-side strategy
create a business around products or services that benefit a single set of users; convert the business into a platform business by attracting a second set of users who want to engage in interactions with the fist set.
EX: OpenTable recruits enough restaurants, it attracts consumers through restaurants and collects a lead generation fee.
The producer evangelism strategy
design your platform to attract producers, who can induce their customers to become users of the platform
EX: Kickstarter
The big-bang adoption strategy
use traditional push marketing strategies to attract a high volume of interest and attention to your platform. Creating a fully-developed network virtually instantaneously.
Twiiter
The micromarket strategy
start by targeting a tiny market that comprises members who are already engaging in interactions.
Facebook
Large senior companies are on the same playing field as lithe, startup companies.
