Seeding Platforms and Networks
Consumers who are already on Facebook, Twitter and a hundred other services don’t want to get onto ‘yet another social network’. Appification is an interesting model for building out a social network by doing precisely the opposite: not building a social network.
Ensure that the product has a ‘standalone mode’. Essentially, a user should be able to derive value out of the product even when other users aren’t on it. A product that has standalone value irrespective of the network is more likely to get traction among at least one set of users.
Platforms face The Ghost Town Problem quite often. But the solution may lie in the platform owner’s hands.
Introducing entirely new behavior may lead to barriers in adoption and this problem is compounded in a two-sided network. Products that find rapid adoption typically try to fit into existing user contexts.
Designing your platform so that your producers can bring along consumers is a great strategy for seeding a platform while concentrating on only one side of the market.
Seeding two-sided networks is complicated as you have to simultaneously target two different groups. But you can solve it by targeting just one group if you choose your target users carefully.