Food for thoughts - Chez Youmiam on a un peu réfléchi à deux ou trois choses sur la création d'une communauté et l'acquisition d'utilisateurs dans le cas particulier d'une plateforme sociale. Ce n'est évidemment pas un cours mais une réflexion que l'on partage en vous invitant à la commenter et à l'améliorer. Merci!

1. User acquisition process for a social
web product
Food for thoughts by

2. Overview
multiple sources
word to mouth
social network
blogging
event
touchpoint awareness
exit
consideration
visit
exitkeep in mind
register
Share it
test 1
exitloyaltytest 2
exit
loyaltytest n
loyalty
search engine
Evangelist (viral)

3. Phase 1- Create awareness
multiple sources
word to mouth
social network
blogging
event
touchpoint awareness
search engine
inbound marketing
content
social media
SEO
outbound marketing
SEM / PPC to generate
additional quality leads
have a story to tell
(brand, concept,
values, ...) and a great
product!
$
$$

4. Phase 2 - Impact consideration & generate leads
multiple sources
word to mouth
social network
blogging
event
touchpoint
1
awareness
exit
consideration
search engine
touchpoint
2
touchpoint
3
touchpoint
n

5. Phase 3 - Convert leads into users
consideration
visit
exitkeep in mind
register
Share it
test 1
slick landing page
a problem solving tagline
an inspiring graphic identity
an inspiring tool / community / game
a seamless registration process
a cool & didactical «getting started»
tour
connect with «top users» and friends

6. Phase 4 - Build loyalty
test 1
exitloyaltytest 2
exit
test n
loyalty
UX & design : intuitive & cool
acknowledge user’s progression
award user with achievements
create engagement through
competition
link prefered actions such as
«create content» & «share
content» with achievements
efficient support and instant
answers
loyalty
allow easy and multiple sharing
options
offer qualitative and exclusive
content
offer an endless scrolling
experience on the homepage
12
Evangelist
(viral)

7. multiple sources touchpoint awareness
consideration
visit
register
test 1
loyaltytest 2
loyaltytest n
loyalty
Evangelist (viral)
Cycle time matters
“Given that I get a new user today, how many new users will he
bring in over the next N days?”

8. interesting links
http://blog.hubspot.com/blog/tabid/6307/bid/31517/12-Ways-to-Create-a-User-Friendly-Website-Registration-
Process.aspx
http://www.forrester.com/Use+Gamification+To+Enable+A+Total+Product+Experience/fulltext/-/E-RES61105?
docid=61105
http://www.davidmeermanscott.com/documents/Marketing_Strategy_Template.pdf
http://www.hubspot.com/startup-marketing-plan-blueprint/
http://www.b2bmarketinginsider.com/strategy/6-steps-to-inbound-marketing-success-infographic
http://blog.teamtreehouse.com/startup-founders-reveal-their-1-user-acquisition-tactic
http://blog.adamnash.com/2012/03/28/product-leaders-user-acquisition-series/
http://blog.adamnash.com/2012/09/05/user-acquisition-cycle-time-matters/
http://www.forentrepreneurs.com/sales-funnel/

9. contact@youmiam.comblog.youmiam.com
@youmiamfacebook.com/youmiam pinterest.com/youmiam
Feel free to comment and
improve. Thanks!