'IF STEEMIT WAS A SOFTDRINK.' A marketing approach and proposal for user acquisition
steemit·@surfermarly·
0.000 HBD'IF STEEMIT WAS A SOFTDRINK.' A marketing approach and proposal for user acquisition
<html> <p>Following up some recent discussions about <a href="https://steemit.com/steemit/@surfermarly/blockchain-vs-blogchain-who-are-you-steemit">'What steemit really is'</a>, I would like to propose <strong>a marketing approach in order to encourage a healthy growth </strong>of the network. </p> <h1>I. Brand definition (personality) </h1> <p>I have this sensation that every Steemian has his/her own definition of what steemit is. On one hand this might contribute to our de-centralized understanding where one of the most valuable goods is 'freedom of speech and opinion', but on the other hand it is not beneficial from a marketing point of view. I will tell you why. </p> <p><img src="http://gaia.adage.com/images/bin/image/jumbo/Coke_Summary2.jpg" width="1200" height="799"/></p> <h3>All big brands in the World do have one thing in commong: a clear profile. </h3> <p><strong>Why does a brand need a profile to become competitive? </strong></p> <ol> <li>In an overflooded market you need to have a clearly outlined and recognizable face, otherwise you will disappear within the masses. </li> <li>Today´s users don´t have any patience. If they don´t immediatly understand what the product is about, they will quickly leave it and go somewhere else. </li> <li>The crowd is critical as hell. Thanks to the internet knowledge is a common good and people are really well-informed about everything. Honesty is the only working policy. Be authentic and don´t sell lies - they will reveal them for sure, and then the shitstorm raining down on that brand will be pretty nice. </li> </ol> <h1>If steemit was a caffeinated softdrink, why should people stop drinking 'Coca Cola' and start drinking 'Steem Coke'? </h1> <p>Because it would be the very first time in history they´d get rewarded for each drink (swig).</p> <h3>--> So the message is: 'Do what you´ve ever done, but not for free!' </h3> <h1>II. The elevator pitch (self-knowledge) </h1> <p><img src="https://gideonsway.files.wordpress.com/2010/10/elevator.jpg" width="1024" height="768"/></p> <p>Do you know what the elevator pitch (or elevator speech) is?<br> An <strong>elevator pitch </strong>or <strong>elevator statement</strong> is a short summary which is used to quickly and simply define a brand, product or service and its value proposition. The name 'elevator pitch' corresponds to the idea that somebody should be able to give a summary of his/her idea within the time span of an elevator ride - or approximately 30 seconds to 2 minutes. This theory is widely credited to Ms. Ilene Rosenzweig and Mr. Michael Caruso for its origin (during the time Caruso was editor for the magazine <em>Vanity Fair</em>). </p> <h3>This would be my elevator pitch describing the idea of steemit: </h3> <p>'Steemit is a de-centralized and self-governed digital network where authors are rewarded for their content and readers are rewarded for their attention paying to this content. Within this eco-system rewards are given as crypto currency which means 'digital money'. Its price is defined by supply and demand. Due to a still relatively small number of market participants the price isn´t very stable yet, but the system is constantly growing. Steemit has a very strong community formed by users from all over the World. They have different reasons for their activity on steemit, ranging from economical over idealogical to social.'</p> <h3>How would you describe steemit if you had only 1 minute for it? </h3> <h1><br> III. Sell a product that everybody knows to handle (usability) </h1> <p><br></p> <p><img src="http://www.thoughtpursuits.com/wp-content/uploads/2014/05/Drink_lrg6.jpg" width="1225" height="882"/></p> <p>There were some discussions about the question if steemit is ready to be promoted yet? Of course it is! </p> <h3>Steemit is ready! But needs to make sure some things before inviting to the big party: </h3> <ol> <li><strong>Content structure: </strong>There have been already several articles about usibility, tag improvement and structure. I don´t want to repeat all of these brilliant ideas. I will leave it with the fact that the majority of active users is a bit unhappy with the current content arrangement. If well-trained active users who are here since several months don´t feel comfortable, which experience might new users have? Think about the lack of patience I mentioned at the beginning of the article. People don´t have time.<br> </li> <li><strong>New users handling / mentors: </strong>It´s quite honorable to upvote introduction posts and give newbies the feeling of a warm welcome. But the real work follows after that. Users have to be well informed about the basis 'rules' of the network which are e.g.: How to set-up an article (with all its formal and esthetic tricks)? How to define tags (super important to ensure quality - see today´s article of @donkeypong)? How to vote / share steem power? This list would be infinte if was going ahead. <strong>We all know these rules. But they have to be written down and provided!</strong> I could also imagine a list of 'mentors' who volutarily help new users to find their place within the community. The first step is always the hardest, and there might be a lot of users appreciating a supporting hand. <strong><br> </strong></li> <li><strong>Beta: </strong>There is no problem in being in a beta phase, but let´s treat that fact openly. Don´t invite anybody without telling him/her that we are still at the beginning of an extraordinary ride. Actually this won´t be a disadvantage for the users we are interested in. It enables all of us to participate this creative finding process. "Your voice is worth something" - this is to be understood at all points, also when contributing to the network´s development.<br> </li> <li><strong>Invitation cards:</strong> To be able to invite new users to join the party we would need according tools.<br> <strong> </strong></li> </ol> <h1>IV. Get your opinion leaders ready (credibility) </h1> <p><img src="http://www.coca-colacompany.com/stories/culture/2016/coca-cola-photographers-share-their-favorite-taste-the-feeling-images/_jcr_content/articleBody/par7/image/promoImage.resize.w_584.h_389.jpg/163N2eyCe3JHhyVJqhvfTA/1457728641481.jpg" width="584" height="389"/></p> <p>According to last steemit reports there are always about 2,000-3,000 active users per day surfing around the platform. </p> <h3>3,000 heavy users! 3,000 convinced opinion leaders! 3,000 stemit ambassadors! <strong>Let´s abuse them! </strong></h3> <p>Give them nice and catchy short 2D and 3D ads and let them spread the idea like ants. <br> @winstonwolfe is already setting up a nice steemit video with user generated content. We need more tools like this! </p> <h3>Let´s equip these 2,000-3,000 active users with nice marketing weapons and then go and catch some bloggers! </h3> <p>It has been mentioned by @the-alien (outreach project) and I think the idea is brilliant: our main target group are well-established, successful and 'famous' bloggers. Why? <strong>Because catching one blogger and keep him means having the opportunity to catch his/her whole fanbase! </strong>We could set up a list of the bloggers we would like to acquire and then strategically plan how to acquire them. So here is an idea for a nice community project! </p> <h3>Remember the message: 'Do what you´ve ever done, but not for free.' </h3> <h1>Friends hire friends </h1> <p><img src="http://www.coca-colacompany.com/stories/brands/2016/every-picture-tells-a-coca-cola-story-behind-the-lens-of-the-taste-the-feeling-photography/_jcr_content/articleBody/par8/image/promoImage.resize.w_584.h_326.jpg/elA7LypytYM9dWB48AT98Q/1456783994894.jpg" width="584" height="326"/></p> <h1>If I was a whale... </h1> <h3>...I would found a project destinated to reward user acquisition. </h3> <p>Imagine you would convince a friend to become a Steemian. Let him post an introduction with a special tagging e.g. #friendofsteem where he mentions that you acquired him. The curation guild would just have to scan the posts below that tag and then reward especially creative "friends". An easy to handle tool with high potential.<br> <strong>If anybody is interested in seeting up a project based on this idea, I would be happy to join. I cannot contribute with much Steem Power (yet), but it would be a pleasure to provide my non-monetary input :) </strong></p> <p><br></p> <h3>I would be very happy to get your comments.<br> </h3> <p>Cheers,<br> Marly - </p> <p><em><br> Picture source Coke ad: http://gaia.adage.com/<br> Picture source elevator: https://gideonsway.files.wordpress.com<br> Picture source girl opening bottle: http://www.thoughtpursuits.com<br> Picture source lady in red: http://www.coca-colacompany.com<br> Picture source group: http://www.coca-colacompany.com</em></p> <p><img src="https://scontent-mad1-1.xx.fbcdn.net/v/t1.0-9/15095450_1256062687779402_83366004063555182_n.jpg?oh=917184adaee8175591608bd39f52c719&oe=58CCDA77" width="960" height="960"/></p> <p><br></p> </html>
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