Here is our presentation for the seventh week: ZiiLion_seventh_week
We conducted another interview with an event goer who would not use our site. She studies at Wuhan University.
Here are the findings:
1) Initially, she thought that we were doing events that were collaborations between overseas and China universities. This got her excited and made her come to our site, because she really wanted to go abroad to study. She thought this would give her a window to look into the life if she were abroad, and she could start making plans on doing graduate school in the US. However, upon visiting, she realized the value offered to her is only marginally better than that of BBS. This is not strong enough to inspire a change of behavior on her part to start coming to our app.
There are many students in China who aspire to go abroad to study, especially to reputable schools in America and the UK. Platforms that make information about these schools easily available to these students will easily attract them over!
We interviewed 2 users who did not want to use our app to host their events. They study in Wuhan University. Here were their opinions:
1. Current event promotion channels are matured enough. Brings them more trouble to try to post their events on several sites. There is a recent site on weibo that tried to get them to use their new events promotion channel as well but could not get them to use.
2. The features that we are providing now on our site are still pretty basic, and there is no motivation for them to start using our site.
3. We do not have enough users on our app. The main value to events hosts is ultimately user coverage, and we are failing miserably on that now.
In summary: 1. Get more users 2. Do not simply do a cross between renren and BBS (college forums), provide more value.
To better understand how our users are working with our product, we are aggressively trying to contact them by phone to get interviews. At the same time, we are also attempting to build in data analysis into our product offering. These data analysis stem from a set of metrics that we have designed. This set of metrics is designed to extract the value that we have created rather than the value we have extracted from our users. This will give us a better grasp of how our product is doing in generating value for our users.
Inspiration: Andrew Chen Benefit-Driven Metrics: Measure the live you save, not the life preservers you sell.
Idea: Value creation generates revenue and traffic. Therefore, do no focus inwards on self-interested gain, focus on value creating for customers.
User benefits metrics:
- Want people to view their event. [measure # of click through per event from home page]
- Want people to recommend it to their friends [measure # of source from friend’s newsfeed to other means to enter our site] NB. Against all other ways to enter the site, eg. from direct link we place on BBS/we give to friends
- Want to know if people will RSVP/like their organized event through our site [#actions towards like or join/total number of people who visit the site]
a) Want to know if their friends have signed up. [track the evolution of people signing up over the duration which the event is on the page]
b) Want an events management page [track # times a user goes into his ‘profile’ every time he enters the site]
c) Want to find an event that he can go to [% of times he entered the site and actually signing up to any event]
d) Finds it a good site to search for events [# of times per day a unique user revisits the site]
e) Site is attractive enough to keep user interested [average length of time a user spends on the site]
- Google map feature vs poster wall feature [# of click through to events from map/# click through to events from poster wall]
- Other features which might be interesting later on eg calendars.
- Flow of user [what is the fist click and last click of each user before he leaves the site and length of stay in the site]
- Individual page views [# of views per page/total # of views]
- Efficiency of user acquisition/ Virality coefficient [# of source from friend’s newsfeed to # of source from our provided site link]
- Unique visitors per day
Here is our presentation slide for 21st Feb. 2012: ZiiLion_sixth_week
Our fan page just got approved on renren.com last night! We are really proud of the fact that despite it being online for 1 day, we have already garnered 95 fans!
This will provide us another crucial avenue for our marketing campaign.
Here is the link to check it out if you have a renren account: http://page.renren.com/college_eboard
In this post, we plan to give a quick summary of our efforts at marketing this week, and since we have not been seeing results, we have come up with a more brutal approach at marketing.
One big takeaway that we learnt from our initial approach is that we can never fully rely on externals to help us achieve our objectives. No matter how competent or close a friend they are, aligning of interests and objectives is a difficult task. We need to come up with a solution where we can do the marketing ourselves. This is where we came up with the Brute-force approach which we will detail.
A quick summary of our marketing (this week) thus far:
Contacted 3 important and influential people in the student union. Gotten them to do a favor of contacting hosts of new events and getting them to pose on our website. Not a lot of activities spotted this week, most of the events are of the club open-house sort to attract students. Hoping to get some of these events onto our site soon.
Contacted 4 people. 1 of them is the student union leader (Lu Xi Ming), and 1 of them is an influential person who attends many events on campuses (Xia Tian Tian). Xia Tian Tian knows of a person who might be interested to be our contact to grab events off school bulletin boards and from QQ (China MSN platform) to post on our website.
School is reopening, not many events currently. Contacted 5 student leaders who are going to organize events within the next 2 weeks to get them to host events on our site.
Formed our initial test school for our beta testing. From all the contacts that we have spoken to over there (more than 20), we’ve identified the student union leader as the person who will be most influential in getting users to use our app. We’ve spoken to him and he has given us the pledge of support to our app.
Brute-force Approach Marketing
1. Company Page on Renren.com:
We created a company page for ourselves on renren.com. This contains our app description, our initial 4 test schools in china + stanford university. This will form the more concrete manner in which we will broadcast our app through to students in the 4 schools. (We will be adding all those people as friends to our company page). And very much like Facebook, we will be able to get these people to like our page as an indication that this app is useful.
2. Monetary Incentive:
We thought about this hard, and figured it would be best to focus our efforts all in one college, and see if it is effective. If it is, we would then replicate it, because we figured that all we really need is one big student population to test this product before we actually know if it works or not. We have identified Qing Hua university as our target university, because it seems to have much more events than the other colleges within the next month.
We will incentivize in the following manner: For all events hosts who host their events on our site, we will sponsor RMB 1 for every RSVP that they manage to obtain from their attendees. If say 45 students liked/indicated attendance for their event, we will sponsor RMB45, up to a cap of RMB500. We will hold this sponsorship for 3 weeks, and see its results. We are in the process of finalizing the finer details currently.
We are thinking that this will put our initial user acquisition at RMB 5 per user, assuming that a user RSVPs to 5 different events within the next 3 weeks. This appears to be a reasonable amount for us.
3. Broadcast on college BBS (forums):
The college BBS has traditionally been a place where people spread information on college, regardless of category. We are now going to use it to our advantage, and broadcast the existence of our app on these platforms across all 4 schools. In addition, we will broadcast the details of sponsorship on the BBS of Qing Hua University. This will be done to attract user flow to our site to provide incentives for events hosts to hold events on our site.
4. Broadcast on QQgroups (China MSN):
QQgroups is a type of MSN where people exchange information in groups. To be in one of these groups, you need to send a request and have the moderator accept you. We will now send requests to be in as many QQgroups of student bodies in the colleges as we can, and spread the message of our app. This will be done to attract user flow to our site to provide incentives for events hosts to hold events on our site.
Keeping our fingers crossed for results!