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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 …

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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  • 1. Hacking User ContributionsHow to get users to contribute on your platformImage: Petr Jan Juračka Sangeet Paul Choudary
  • 2. User contribution platformsrely on users to create valueImage: Creative Commons/Flickr
  • 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. 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. 1 WHY DO USERS CREATE/CONTRIBUTE ONLINE? Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  • 6. INSTAGRAM Create & share cool photos QUORA Share my knowledge Self-expressionImage: Creative Commons/Flickr Source: The Platform Thinking Blog
  • 7. Self-promotion TWITTER YOUTUBE Develop a Broadcast following myself Change.org Promote my cause Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  • 8. Everyone’s an artist on the internet Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  • 9. 2 ARE YOU PROVIDING TOOLS? OR PIPES? OR BOTH? Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  • 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. 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. 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. 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. Powerpoint requires higher skills Higher skills required = Higher friction = Lower usageImage: Creative Commons/Flickr Source: The Platform Thinking Blog
  • 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. 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. 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. 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. 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. 5 IS THERE AN EQUAL-ACCESS PATH TO THE TOP OF THE LEADERBOARD? Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  • 21. 6 IS THERE AN INCENTIVE BEYOND COMMUNITY RECOGNITION? Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  • 22. Community recognition + Monetization potentialImage: Creative Commons/Flickr Source: The Platform Thinking Blog
  • 23. Community recognition + Portfolio Hosting/ MonetizationImage: Creative Commons/Flickr Source: The Platform Thinking Blog
  • 24. Community recognition + Desirable job listingsImage: Creative Commons/Flickr Source: The Platform Thinking Blog
  • 25. 7 HOW WILL YOU MAXIMIZE THE NUMBER OF CREATORS? Source: The Platform Thinking BlogImage: Creative Commons/Flickr
  • 26. Incentivize contributions initially YouTube, famously, used contests to seed initial creation Source: The Platform Thinking Blog
  • 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. However, to get it started, you might have to... Fake It To Make It Source: The Platform Thinking Blog
  • 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. 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. For more on platformsand internet businessmodels, click below... The Platform Thinking Blog