Viral Vectors and re-creation
Alex Bosworth has a great post about ways in which a user community helps grow the size of the community itself. For those planning or building a web platform that is supposed to try and support this kind of activity, this post is a bit of a deeper analysis into what things you can do to besides talk a lot about how important viral behavior is. Some things are kind of obvious like, have the ability to host users pages. Other things might not have been so obvious such as, supporting the ability to integrate with blogging publishing engines and supporting incentive mechanisms for thousands of bloggers to promote every post.
I’m going to add a new one to this list. In development of our own upcoming platform at ImageKind, we’ve spent a lot of time looking at other systems and thinking about ways we could have improved them or ways in which they could be extended. I’m calling this new thinking “re-creation”. Here’s a simple example; Cafe Press is a very popular e-commerce engine that facilitates printing of your artwork onto coffee mugs, tee-shirts, mouse-pads etc. It’s successful for a few reasons. First, is that it married the evolution of the direct printing industry with the web. Anyone who has worked in marketing for the last 10 years knows that it wasn’t easy to order 10 custom tee-shirts for a corporate promotion. You had to order a box of 300. Secondly, Cafe Press lets user open and create their own “galleries”. What they didn’t do, however, is architect the system to support re-creation. For example, I often see pieces of art from a designer that I really love but really don’t want that piece of art on the white tee-shirt that the designer selected and put in his Cafe Press store. I want that digital file placed on another product. I can’t do it. That’s just crazy. I want to open a store where others dictate the products my digital files are on. In essence, they help me create inventory.
Letting users reconstruct the evolution of a store or website in deeper ways will be the next big part of viral vectors. There are lots of potential examples. Consider that there are dozens of Ajax desktops out there. I want the ability for some of my chosen, registered friends to influence my desktop. I’d like the ability to publish to their desktop. In this example, re-creation could be simply achieved with RSS but it all depends on how deep you want re-creation to occur. If I want to give my friends the ability to re-theme my Ajax desktop, then RSS alone might not do the trick. Another simple example? I have trusted friends who should be able to post to my del.icio.us list.
Supporting re-creation on deeper levels create additional development headaches on the server side and create “exponential success” headaches but should make for some very interesting online addictions if done correctly. And I’m just scratching the surface here in terms of the possibilities…
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