The concentric circle approach to marketing
How did the Firefox become such a runaway success. Not by marketing to the broad public, but by focusing on community building with a inner core of strong supporters. The blog entry explaining this strategy has a nice graph as well.
Â
Excerpt:
Â
“When I was at Spread Firefox and planning out our adoption strategy, I followed very similar principles (though I didn’t have a catchy framework like “Pinko†at the time). By seeing the existing community as made up of concentric circles of enthusiastics and early adopters, my goal was to create a black hole suction of sorts deeper into the inner core community:
My theory was that the more folks we could bring into the inner rings of the Mozilla community, the more devoted they’d become and the lower the incremental effort we’d need to exert to pull in more outliers, like their friends, coworkers and family members.
Tara’s argument very much mirrors this approach. By focusing your effort and outreach on a core constituency, just like in a presidential campaign (read: Howard Dean), you’ll be enticing folks with a truly valuable service that those same folks can then turn around and preach about with more convincing passion, integrity and self-interest than you could… the very reason that the Spread Firefox campaign was so successful; it relied on concentric circles of true-believers to spread the word. For its part it only had to focus on continuing to build a great product and delivery community infrastructure to support its core constituency.
So when it comes to community barn-raising and product development, keeping your design and development efforts geared to a tightly knit core of enthusiasts is the best way to create the first drop that will ripple out to the wider audiences that your VCs are constantly (and damagingly) telling you to go after. There’s simply no better way to effectively and organically build out to a wider audience than taking the concentric circles approach.”
November 21st, 2006 at 11:45 am
[...] reblogged from Unmediated and Michel Bauwens at the P2PFoundation [...]