This morning, I’m thinking about the phased implementation of my network. Some people are going to be inclined to release their sites all at once. I plan on doing mine in steps. It’s a temptation I sometimes struggle with, because sometimes I just can’t wait to release it. However, there are certain advantages of going in BETA that you can use to influence the social outcome on your network. Here are some of the ways I am doing this.
BETA: I have my network set up as a BETA pre-release. BETA allows me to start with a Ning Mini. What I mean here is that I envision my network as a massive social event, but to begin it is more cost effective to start small. One line of thought might be to add in all the possible social features you can get with upgrades as a key to attracting your prospective communities. It depends on your risk tolerance- how long are you willing to sustain, what it means to you to succeed in the project, and what you can afford. If you are committed for the long haul and the project matters to you, but you don’t have the resources to finance- you can test market while garnering in the necessary revenue streams. So in my case, I’m looking for sponsors, and once I get them then we will upgrade and promote the site.
One On One Social Networking Experience: During the BETA phase, I think it’s crucial to have direct engagement. This becomes more challenging as you bring on more members. However, at least in the beginning, you can usually pull it off without any problem. In my experience, my initial target market doesn’t have a lot of time for social networking. They don’t want to have to sit in front of their computer answering e-mails. Yet this is what a lot of network creators are counting on as the social networking experience that’s going to grow their site. Actually, some of the most successful social media personalities talk about answering ten thousand e-mails a day. A Mini, for instance, limits the amount of members you would have in the beginning. You can get the ball rolling as a central point of contact, reach a social level that meets your preferences and sustain it, and phase it out as an introductory BETA value.
Exclusive Membership: I break my community down by free and premium. A lot of network creators would try to solicit premium memberships from their free membership base. It’s possible I might meet clients from my general user community, but I’m specifically targeting my market to bring in the premium members first. After all, I can only handle so many at one time. Plus, a robust community means I’d have to manage opposing workloads. By presenting the BETA, I can concentrate my energies into setting up my clients, then release the site when they are ready. With growth, that will either increase the value of exclusive access to my services, or become a function I hire staff for. Taking things one step at a time means I can grow a company as I need it.
Open Membership: My site will eventually be free for everyone without the burden of specification on how to use the site. In the beginning though, I’m specific that I will network with people willing to support me and my project. In the early BETA phase I have set up to network with sponsor/ clients, but have created an opening to allow general use under advisement. The key is a site should demonstrate social buy-in before you can expect it to grow. So I’m only letting in those people who are enthusiastic participants. Once the culture of community is influenced in a positive direction, then you can drop control and be more responsive on-demand.
Niche Integrity: I do have a specific niche to a socio-geographic region. This gives me a great advantage in marketing. For example, I could grow my site one city at a time and have a manageable advertising budget. The people and the subject matter should relate to the niche, otherwise the value proposed by the niche site will be compromised. So this is what I’m going to coordinate in the BETA phase. As it grows I will loosen the niche to be more inclusive. Basically, letting outsiders in to network with the niche, as well benefitting my niche as they promote out.
Quality Control: Quality starts with you the network creator- you are the immediate example and face of your site. You might try to step off to the side, but really I think everything on your network is representative of you, what people can expect from joining, and what they should plan on doing once on board. The great thing about being the first member is you can populate the content to establish the media in context of your niche. However, if you just open your site up for people to use at their discretion, you are very likely to see your concept diminished. In my case, I have a theme and I’m permitting use to those who will stay on point. This is necessary for the BETA pre-release phase. Once released, I believe the patterns of behavior and persuasions of pattern in place, I can let go and let the community take a life of its own.
Like this line of thinking? As usual, I’ll be going into more detail and discussing how I’m applying this to my site on my Ning Creators group A Social Media Dojo. So, if interested, stay tuned for Phased Implementation In Social Media.
Best, Anthony
Replies
Wow. I really got a lot of good information from this post. I have a few questions for you if you don't mind. First, an old friend gave me the idea for this network and he specified that I should charge a price that will bring in quality members for the contest. Initially the idea was for a contest only. I added more as time went on and still have more to add, mainly teaching and learning media. I've done three re-designs on the advice of friends and not real interested in doing that again (I've worked on this since April 2012). My question is, should I look for sponsors for the contest winnings or should I keep with my current model of charging contestants and offering a return referral fee for contestant members they invite? Should I fill the existing Galleries (groups) with learning media or should I leave that to the future Ambassador for that gallery? Perhaps they will have their own media...
Would you kindly look at my site and give me some feedback. I've built about three sites in three years and this is my first one that I actually think that the design in my head is showing up on the screen LOL!
I'm also concerned (because I've been looking at it for way too long by myself) about the contest rules and guidelines - do they make sense?
I appreciate any advice you can give.
Warmly,
Susan
http://onespiritart.com