I don't place much value in web 2.0 marketing strategies. There is a difference between the user who would come to your site and stay and use it and the user who would just come in response to a campaign. You need to make sure your groundwork is done first before you start thinking about campaigns.
What value do you provide to users? Figure that out, then figure out what people would find that valuable. Then figure out where you can find a lot of those people, then think up marketing campaign ideas.
There is also a difference between marketing to your current users, and marketing to potential users. Separate the two. The contest idea for the top 5 commenters is really valuable to existing users. and it creates value (content) for you, which helps entice other users. But if you direct it at potential users, you're wasting your time, because they're not likely to join just to comment on something and hope to win something. Most people would assume an existing user would just beat them out for the prize, and they'd probably be right.
So my advice is to do a lot of groundwork first, then come up with an interesting idea that fits who you want to target. Not come with an interesting idea, and then try to fit it into what your research says.
And congratulations by the way, its a big step, so good luck. :)
What value do you provide to users? Figure that out, then figure out what people would find that valuable. Then figure out where you can find a lot of those people, then think up marketing campaign ideas.
There is also a difference between marketing to your current users, and marketing to potential users. Separate the two. The contest idea for the top 5 commenters is really valuable to existing users. and it creates value (content) for you, which helps entice other users. But if you direct it at potential users, you're wasting your time, because they're not likely to join just to comment on something and hope to win something. Most people would assume an existing user would just beat them out for the prize, and they'd probably be right.
So my advice is to do a lot of groundwork first, then come up with an interesting idea that fits who you want to target. Not come with an interesting idea, and then try to fit it into what your research says.
And congratulations by the way, its a big step, so good luck. :)