@_evan : I was pretty disapointed with the show in it self, but I loved to see the planes through the building in downtown!

Independence from Google : Stickiness

In the quest of independence from Google, we’ve seen that virality is definitely a competitive advantage to acquire new visitors/users. However, the amount of new users is limited: there will be a point where everybody will know your website, service! Another way to achieve independence from Google is then to increase the stickiness of your web service.
Stickiness defines “how often” and “how much” you users will come back to your site. In the process of creating the service, you must consider all the elements that will “bring back” your users once they subscribed. For Jobetudiant.net, stickiness is achieved through emails that are send every nights with the new job offers : between 30% and 50% of the visitors are coming on the site through these emails. For twitter, stickiness is achieved through SMS, for example, for Facebook, it’s the results of the various notifications that you receive : friends request, Wall posts… I really want my next venture to have a strong stickiness, it will even be one of its key competitive advantages over substitutes!

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    A friend of mine spends a lot of time in publishing press releases and contacting journalists in order to promote her sex shop brand. That takes a lot of time, but has some effect, since she appeared at least three TV shows last year, even if the brand has not always by clearly given on air. However, when she appears on a TV show, visits on her website explode.

    A customer of mine has another approach: paid listings. It's a real estate parisian company paying for being included on some real estate web sites publishing classified ads. Even if he has very limited traffic on his website from those third party sites, that traffic is very qualified, since people come for a real interest to the promoted web site.

    Another way for a web site to attract new customers is to publish ads in other medias. Traffic is still coming from Google (who has 90% market share in France), but with terms directly related to YOUR website (be careful of cybersquatting and typosquatting then!) This solution has a real cost, however.

    Finally, community is essential. If a student can open a blog on your service, he's going to attract his friends by himself, who's going to come for his blog first, then for the entire site. Blogs are not the only easy to setup services. You have other solutions to attract young people than your main service.
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    Martin, you're right, community is always a great asset! However, for Jobetudiant.net, the community is very difficult to build because students are coming on the site to find a job... and usually, they find one in less than a month, which will not help them to come back often later on!

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