As TechCrunch notes, "This is why Snapchat didn't give Spectacles to techies." Snap INC realized that giving a pair of their new Spectacles to tech bloggers like Robert Scobles would be a critical mistake. Typically new technology products are given out early to tech bloggers and enthusiasts. This helps drive demand for the product by leveraging the power of these influencers.
Yes; this is a photo of now infamous tech blogger Robert Scobles. His nude shower selfie, wearing Google Glasses, has come to embody that product's eventual flop.
image credit : https://techcrunch.com/2016/11/15/spectascobles/
So how do we as the Steemit community avoid this problem? Well thats a little bit tricky because : we are an open source development project. We need developers but we have to make a very clear distinction here. Our ability to attract popular influencers and our ability to attract solid developers are directly at odds!
There's alot of comparison to be drawn between SNAP Spectacles very successful prelaunch and Google Glasses complete flop. Do we want to be the Google Glasses of the emerging cryptosocial world? NO!!!
Things that SNAP did differently with Spectacles because they were able to learn from the mistakes of Google Glasses :
Exclusivity ... by limiting the amount of Spectacles that were available and by releasing them only at very specific locations, SNAP was able to drive buyer urgency. Nothing motivates a purchase like the fear of missing out.
Excitement and Fun ... by clustering the availability of Spectacles using vending machines - they drove excited people into a very tight face-to-face proximity with other like minded and excited people. TechCrunch says this is, "Buying as an experience."
This indicates a few possible paths we could take as a community.
- Split the target. We can attract techies and fashionable influencers ... the caveat being that we actually need 2 completely unique marketing strategies for these 2 separate demographics. We do need to stay targeted at early adopters, techies, developers and influencers within the technology world BUT we need to visualize a unique path to the mainstream.
- I think that geographical, exclusive events much like the Snap Spectacles vending machine release, could be a great option for the first Steem based Internet of Things, or Steem based dApps launch
- The AR App Wallame looks like a really interesting working framework for games that could be designed within the Steemit realm ... Im imagining some games where Steem users; and their associated steem power, posting stats and reputation, are then converted to user stats in a real world money game. Maybe its a scavenger hunt - you're given clues to some STEEM prize (a hidden QR code) and accept tokens that represent 1 guess at where the QR code is located. Maybe its more physical there's a locked door in your city and only a party of 5 or less people with more than 10,000 steem power can unlock this door. Maybe behind the door there are more clues, or some reward. Maybe Robert Scobles is waiting inside to your dismay.
My point being that our initial exposure in the mainstream should probably be prompted by us, in a concerted directed and intelligent manner. Otherwise we risk exposing our community through accident or even worse: mistake.
Thanks for tuning in Stargarden out!
