Social Media · Social Media Marketing

Best marketing strategy to attract users to social media platform?

Simon Abushaban IT Projects & Program Manager | IT Delivery Manager | Technologist

January 18th, 2015

We are building social media platform (web site) dedicated to sport sector (Fans, Players and Professionals). The business depends on 2-sided customer. Currently, MVP is under the way, and the strategy is to bring volume (traffic) before we sell any subscription to professionals.

Any advise on the Do's and Don'ts to attract traffic and users to such social media platforms?
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Perri Gorman Founder of Archively & UnrollMe

January 18th, 2015

My advice would be that you research influencers with loud voices on both sides and seed your product with that. Break it down and identify them then personally reach out and get their buy in and feedback. If you spend a lot of time on your influencers, you build an army that can do a lot of the muscle for you. What I would look for: People who already post a lot about sports on social media. Bloggers Heads of sporting goods companies, their community managers and sponsors Companies like Gopro, Redball come to mind. Maybe pick a region and a sport and start there so that you get some critical mass If you can't get their buy in your might question whether or not people really want this product. What data do you have that suggests this is a need?

Alan Clayton Roaming Mentor @ SOSV

January 18th, 2015

Don't attempt a 2 sided marketplace - really its SUPER difficult and getting more so because everyone's basically busy !!! Sports people more than most.
Failing that ! launch a FREE game-type app just to assess/develop customer interest.

Anonymous

January 18th, 2015

I've just spent the last year of my life in this exact market.

I must say to be totally honest, if your asking this question then your done already.

You should have spent $100K in market research before getting to this point.

Who developed the MVP? How did you come up with the requirements? How many people did you talk to for the research? Those are your first 10,000 customers.

Everyone expects everything for free today. 


Nubi Kay' Business Analyst at Accenture

January 18th, 2015

Do - Launch
Don't - Stall

Andrew Lockley

January 18th, 2015

Why would these audiences want to be on the platform? Professionals can already engage through Facebook and Twitter

Anirvan Lahiri CEO & Co-Founder at The Stay Guru

January 19th, 2015

A while ago, I overheard an unusually intense yet objective, statistics-rich discussion at a coffee shop between 3 men about the in-season form and post-season prospects of a number of football and rugby professionals. It turned out that the men were real estate agents specialising in short term, secondary housing for sportspeople, i.e. it was important for them to predict inter club moves and line up suitable housing inventory accordingly.

The point being while a social network for sportspeople is really hard to build and differentiate, a niche tool for them to find housing (or for estate agents to sell them housing) may be much easier to differentiate or monetise. This is just an example of course but you need to find similarly specific problems / inefficiencies and build solutions around that. Ideally you should be able to piggyback on the back of existing platforms to seed at least one half of your 2 sided marketplace rather than building both from scratch. And your social media strategy will be a function of the problem space you are targeting. If you are already doing this, you may want to share more information to enable more targeted advice.

Good luck.

Anonymous

January 20th, 2015

Sam, 
I think that you need to narrow your topic (which sport ? to find or do what ? meet which user need ?), however I'm now convinced that you can make something out of it.
Just sharing, I was last week at the NRF in New-York, the retail event of the year. I attended a session where speakernotes from major leagues were on stage to share how they use data to engage with the fans. Just imagine, on stage : International Tennis League, NBA, German Soccer Rep, NHL, and US Football, ie $$$! The discussion and sharing were below any expectation. They just don't know how to use data, how to engage with users, they only use them to give you a seat and basically sell you more bear, more food. They predict sports for professionals, nothing for the fans.
You have a need to meet, no mass market social media like Facebook do it in a way that is engaging on sports experience, like suspens, enthusiasm, self-esteem, passion that triggers sports with fans. 
So maybe, try to see if a sport league, even local, would partner with you, to really allow you to further work on your project and find what the others did not find. 
Timing is good, mass social media are mature, they have a huge reach anf fight for retention of active users against ads push selling. Social Media segmentation per target / needs / innovative experience is just starting. It will not be easy, but what is easy when you build a start-up, let's be honest : nothing. If we do not accept that, just not start, there are easier jobs, really.