Hacking User    ContributionsHow to get users to contribute on your platformImage: Petr Jan Juračka            Sangeet Pau...
User contribution platformsrely on users to create valueImage: Creative Commons/Flickr
Hence, a platform where usersdon’t contribute is a Ghost Town                                      Source: The Platform Th...
So how do you get users tocontribute on your platform?                                        7                           ...
1                     WHY DO USERS CREATE/CONTRIBUTE ONLINE?                                                   Source: The...
INSTAGRAM                                  Create & share                                    cool photos                  ...
Self-promotion     TWITTER                     YOUTUBE      Develop a                   Broadcast      following          ...
Everyone’s an artist on the                                         internet                                            So...
2                ARE YOU PROVIDING TOOLS? OR PIPES? OR BOTH?                                                 Source: The P...
Platforms may provide creation/                                              infrastructural tools                        ...
Platforms may provide pipes                                                   to a specific audience                       ...
TOOLS + PIPES                                                                 A win in the social era                     ...
3                                 2. HOW ARE YOU MAKING THE CREATIVE                                 PROCESS EASIER THAN E...
Powerpoint requires                                                                      higher skills                    ...
Instagram lowers the skills                                                        needed to create cool photos           ...
4                                 3. IS THERE A ROBUST CURATION MODEL TO                                 SEPARATE THE BEST...
Algorithmic Curation                                 •   Content sorted and ranked through rule-                          ...
Social Curation                                 •   Community provided with tools (voting,                                ...
Editorial Curation                                 •   Manual curation by in-house editors                                ...
5          IS THERE AN EQUAL-ACCESS PATH TO THE TOP OF THE                          LEADERBOARD?                          ...
6                     IS THERE AN INCENTIVE BEYOND COMMUNITY                                   RECOGNITION?               ...
Community recognition                     +           Monetization potentialImage: Creative Commons/Flickr      Source: Th...
Community recognition                     +            Portfolio Hosting/              MonetizationImage: Creative Commons...
Community recognition                    +           Desirable job listingsImage: Creative Commons/Flickr      Source: The...
7         HOW WILL YOU MAXIMIZE THE NUMBER OF CREATORS?                                          Source: The Platform Thin...
Incentivize contributions         initially                              YouTube, famously, used                          ...
Over time, convert    consumers to creators                   Converting searchers to                      question creato...
However, to get it started, you might have to...                                                   Fake It To Make It     ...
•       Reddit was initially seeded with fake                 profiles posting links to simulate activity.         •       ...
In summary...                                               Understand                                              motiva...
For more on platformsand internet businessmodels, click below...          The Platform          Thinking Blog
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Startup Growth and Traction: How to get users to contribute on your platform

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More details at http://platformed.info User contribution hacking. A presentation I gave recently on incentivizing user contributions. This details the elements required to set up and maximize user contributions on platforms like YouTube, Flickr, Dribbble etc.

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Startup Growth and Traction: How to get users to contribute on your platform

  1. 1. Hacking User ContributionsHow to get users to contribute on your platformImage: Petr Jan Juračka Sangeet Paul Choudary
  2. 2. User contribution platformsrely on users to create valueImage: Creative Commons/Flickr
  3. 3. Hence, a platform where usersdon’t contribute is a Ghost Town Source: The Platform Thinking BlogImage: Creative Commons/Flickr Credits: Creative Commons/Flickr
  4. 4. So how do you get users tocontribute on your platform? 7 questions to help you hack User Contributions Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  5. 5. 1 WHY DO USERS CREATE/CONTRIBUTE ONLINE? Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  6. 6. INSTAGRAM Create & share cool photos QUORA Share my knowledge Self-expressionImage: Creative Commons/Flickr Source: The Platform Thinking Blog
  7. 7. Self-promotion TWITTER YOUTUBE Develop a Broadcast following myself Change.org Promote my cause Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  8. 8. Everyone’s an artist on the internet Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  9. 9. 2 ARE YOU PROVIDING TOOLS? OR PIPES? OR BOTH? Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  10. 10. Platforms may provide creation/ infrastructural tools IFTTT VIMEO INSTAGRAM Ability to Online HD Video Filters to combine existing hosting transform services into a infrastructure photos new one Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  11. 11. Platforms may provide pipes to a specific audience DRIBBBLE YOUTUBE TWITTER Access to review Access to Ability to build a of creations by community of following peers video viewers Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  12. 12. TOOLS + PIPES A win in the social era INSTAGRAM HIPSTAMATIC Filters + Ability to Started with Filters to transform photos VS. share creations on other social networks Platforms that provide both tools and pipes offer a better value propositionImage: Creative Commons/Flickr Source: The Platform Thinking Blog
  13. 13. 3 2. HOW ARE YOU MAKING THE CREATIVE PROCESS EASIER THAN EXISTING OPTIONS? HOW ARE YOU MAKING THE CREATIVE PROCESS EASIER THAN EXISTING OPTIONS? Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  14. 14. Powerpoint requires higher skills Higher skills required = Higher friction = Lower usageImage: Creative Commons/Flickr Source: The Platform Thinking Blog
  15. 15. Instagram lowers the skills needed to create cool photos Lower skills required = Lower friction = Higher usageImage: Creative Commons/Flickr Source: The Platform Thinking Blog
  16. 16. 4 3. IS THERE A ROBUST CURATION MODEL TO SEPARATE THE BEST FROM THE REST? IS THERE A ROBUST CURATION MODEL TO SEPARATE THE BEST FROM THE REST? Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  17. 17. Algorithmic Curation • Content sorted and ranked through rule- based automation • Most scalable model of curation • However, potential for false positives • Scale carefully, ‘learn’ and optimize with social and editorial inputs. Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  18. 18. Social Curation • Community provided with tools (voting, rating, flagging etc.) for input on quality of the creation • Aggregation of inputs used to sort and rank creations and determine relevance Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  19. 19. Editorial Curation • Manual curation by in-house editors • Helps to understand patterns that can be automated and scaled • Important during early days of the platform Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  20. 20. 5 IS THERE AN EQUAL-ACCESS PATH TO THE TOP OF THE LEADERBOARD? Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  21. 21. 6 IS THERE AN INCENTIVE BEYOND COMMUNITY RECOGNITION? Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  22. 22. Community recognition + Monetization potentialImage: Creative Commons/Flickr Source: The Platform Thinking Blog
  23. 23. Community recognition + Portfolio Hosting/ MonetizationImage: Creative Commons/Flickr Source: The Platform Thinking Blog
  24. 24. Community recognition + Desirable job listingsImage: Creative Commons/Flickr Source: The Platform Thinking Blog
  25. 25. 7 HOW WILL YOU MAXIMIZE THE NUMBER OF CREATORS? Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  26. 26. Incentivize contributions initially YouTube, famously, used contests to seed initial creation Source: The Platform Thinking Blog
  27. 27. Over time, convert consumers to creators Converting searchers to question creators A user is prompted to add a question if she fails to find it while searching.Image: Creative Commons/Flickr Source: The Platform Thinking Blog
  28. 28. However, to get it started, you might have to... Fake It To Make It Source: The Platform Thinking Blog
  29. 29. • Reddit was initially seeded with fake profiles posting links to simulate activity. • The links being posted were the kind of content the founders wanted to see on the site over time. • Quality of the initial content also created a culture of good content in the community. • MegaUpload sourced popular content (often copyrighted) and hosted it to generate initial traction. • Being copyrighted, the content was often such that couldn’t be found elsewhere. • Pirated content led to strong initial traction despite MegaUpload being a late entrant. Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  30. 30. In summary... Understand motivations of creators Structure Create relevant enabling incentives technology Maximize number of creatorsImage: Creative Commons/Flickr Source: The Platform Thinking Blog
  31. 31. For more on platformsand internet businessmodels, click below... The Platform Thinking Blog

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