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[CDPS] G2 - (PR) Chapter 5 - Launch Member: Sunny / Cindy / M.J / Phoebe…
[CDPS] G2 - (PR) Chapter 5 - Launch
Member: Sunny / Cindy / M.J / Phoebe / Ian
designing for Viral Growth
in platform marketing
(networked world)
:check: pull strategies
(attractive goods/services) naturally "pull " customers into their orbit
structure incentives for participation
(industrial world of pipelines)
:green_cross: push strategies
"pushing" a product /service into the consciousness of a consumer
still helpful in the world of platform
BUT
:warning:(rapid, scalable, sustainable) user growth is most often achieved through
" pull "
processes
Beat the chicken-or-egg dilemma
1.The follow-the-rabbit strategy
Operate the non-platform first, attracting both users and producers, and then expand to the new platform industry
Ex：Amazon
Three techniques
(1) Staging value creation
Platform managers
Attract more users
Crete value unit
Positive feedback loop
First
(2) Attract one set of users first
(3) Simultaneous on-boarding
Create value unit environment for users
Held activity
Attract both two side
Value-producing interactions
Network effect
Serve two side at the same time
2.The piggyback strategy
Connect with an existing user base from a different platform , attracting those users to participate in your platform
Ex： PayPal with eBay
YouTube with Myspace
Serve one side first, and then serve two side
4.The marquee strategy
Provide incentives to attract key users to join platforms
Keys users
Producers
EA to Xbox & Playstation
Consumers
consumers to Paypal & Swiss Postal Service
In many cases, participation of a single group of users are critical elements to success
3.The seeding strategy
Act as the first producers
Borrowed
EX: Adobe PDF
Fake
Example
Reddit
Create fake profiles and links
Quora
Ask and answer by the editors
Beat the chicken-or-egg dilemma
7.The big-bang adoption strategy :explode:
Traditional push marketing strategies
To attract a high volume of interest and attention to platform
Ex : Twitter
8.The micromarket strategy
Targeting a tiny market that comprises members who are already engaging in interactions
Ex : Facebook
6.The producer evangelism strategy
Attract producers
Producers induce their customers
Ex : Indiegogo
5.The single-side strategy
Create a business around products or services that benefit single set of users
Convert the business into a platform business
Ex : OpenTable
Viral Growth-：user-to-user
Value unit
Spread external network & demonstrate platform's value
Spreadable Value Unit :check:
Instagram
External network
An underlying network >>> Facebook
Restrictions are set to other apps
Strategic, creative,& value-added start-up platforms
Recipient
Value
Consumer-initiated viral spread
Users
Limited control of managers
New features in different platforms
Value into action
users'nderstanding of the value unit and opportunity
Sender
Spread creations, generate awareness & interest
Self-created value units
social feedback
YouTube >>> Audience :
SurveyMonkey>>>
Kickstarter>>> Money
Rule
Discourage the spread of value units :red_cross:
Inorganic (artificial (incentives)
Monetary incentive
not familiar with Word of mouth marketing
Global Platform
Viral growth is important
Slow but steady growth rate
Can dominate others in future
A pull-based process
Users attract other users
Plaforms managers
Design an ecosystem appropriate for both users and recipients
Chicken or Egg?
case:
Paypal
service: allow anyone in the world to receive an online payment from anyone else
dot-com bust :fire:
" have to make it successful fast "
challenges
:lock:
Incumbent's Advantage
Difference
Traditional business
Sufficient time for observation and adjustment
Platforms
Management systems need to catch up with the rapid change of market and customer expectation
Existing
Alliances
Partnerships
Value chain
Talents
Resources: e.g. Loyal customers
Ways to launch platform
A direct competitors may still need to adapt different strategies in order to thrive in market
Focus on producers: e.g. Youtube
Imitation, however usually not working
Focus on consumers(Unsatisfied needs): e.g. Megaupload
Realizing the value proposition of competitors
Identify the relatively untouched niche markets
Construct your own value proposition
:chicken: or :egg: problem
without sellers
buyers won't adopt it
buyers don't adopt new form of payment
sellers won't make effort in accepting it
:red_flag:
Strategy
reduce the friction involved in accepting online payments
attracted significant initial base of consumers :!:
incentive new sign-ups
make them
try
the payment service
recognize
its value
become
regular
users
facilitate sellers to involve in
feedback loops
Micromarket(Harvard)
Micromarket (other university)
Micromarket (other university)
Platform
Attract
producer
Bring consumers
User Acquisition
<
<
User Recognize
make the interactions possible by the platform
created incentives that gave the platform itself a pull appeal
:tv:commercials / :email: blasts :red_cross:
without using the unwieldy system to transfer funds
user friendly: :email:& :credit_card:→ok
