Marketing - Measure and Test Each Campaign

From the previous section, Spread Transparently Through Social Graph, you should be able to come up with some methods to market your idea.

At the beginning of your site promotion, you want to launch your site as a beta (Ignore the pre-alpha, alpha, etc.). Depends on your situation, you may want to limit your site to certain number of users at the beginning. You can do this by "joining only by invitation". With this smaller subset of audience, you can start testing the usability of your site.

Use the "joining only by invitation" concept and start devising tests to measure each marketing campaign. Before you start implementing the campaigns, you should have the following:

• expectation of what will happen within a period of time
• when to declare the method as a failure
• the type of marketing (see "Marketing Types" below)
• description of how to implement the campaign specifically
• the factor that you are measuring (only test one factor at a time)

Marketing Types

• how to distribute the message to people who do not know the site
• how to convert visitors to members
• how to make members to continuously use the site

Use Google Analytics and Google Spreadsheets to track data; you will need these data to make business decisions on whether to improve/continue/discontinue a campaign.