Facebook Adoption in India
Facebook took the social networking to a new level and even made a lot of its consumers/profiles addictive to the Facebook way of life.When Facebook was gaining popularity,Indians were hooked onto ORKUT,the other social media site from the house of Google.The early strategy of Facebook to keep its membership a privilege worked in its favour, it created a rage and excitement among its early adopters who seemed to be the chosen few.Later on to gain traction Facebook opened its membership and its way of invites became passed’.The early profiles on Facebook were those with links to Harvard University.The early adopters and Innovators turned evangelists made up a significant population which helped build the base for phenomenal growth of Facebook population.Expansion of Facebook beyond USA & Europe,resulted in bringing the early and Late majority.Everybody who joined Facebook during this phase challenged the notion of being subtle and lying low in their social lives. Everyone started posting about what they had in breakfast to how their day worked out to where they were traveling and with whom.This generated a lot of peer pressure for the rest of their friends, near and dear ones to follow suit and start to post anything and everything that they were up to or the activities they were involved in.This resulted in a buzz around the ‘Facebook Generation’.After the Facebook got listed in the exchange and Mark became the youngest billionaire, a drop in the memberships was noticed. Facebook also started adopting new methods for generating revenue i.e. from advertisements, from promotion of businesses and also from multiple other activities. Post this phase whoever had joined the Facebook community, can be termed as laggards, especially the generation between 55–70 years and above which was seen to be in upswing.
The difference of product adoption in India vs US:
In US the adoption of Facebook started with the members being a part of the IVY League.But as a house on fire,it spread across campuses in US then to UK and then throughout Europe.People started living their campus lives online.Everyone knew what was happening in the lives of their peers across the globe.In India initially the growth was slow as the internet backbone was not steady.but with the boost in internet speeds,adoption of smartphone etc,resulted in the adoption of Facebook as the most preferred social media site. Alongside this the young population which was live on Orkut,shifted base to Facebook,which tended to be more exciting.Now with the spread of Mobile connectivity in India the adoption of Facebook has been on a growth trajectory.
In India the rate of adoption was slow initially but picked up later as the population was not tech savvy,the penetration of internet was limited, smartphones were just picking up.With the rise in smartphone adoption in India and penetration of mobile networks into the deeper geographical pockets of India, it resulted in rise in memberships for Facebook too.
How did it manage to cross the chasm?
In my opinion,Facebook crossed the chasm when it removed its option of exclusive invite.Another important factor was when Facebook exposed its APIs which helped other apps in the process of adding verified users from Facebook onto their channels.Most of the social login required Facebook login credentials to verify the authenticity of an user profile.
Growth Hacks:Value Proposition
Facebook has been trying out many growth hacks to keep the offering relevant to its members.Few of this has been listed below;
6.Emoticons to express feelings in addition to the likes
7.During accidents/natural disasters, it provided a medium to communicate that the person can be marked safe or not.
8.In India Facebook introduced Facebook lite which used less bandwidth Internet and acquire the rural areas for the use of Facebook with low performance devices like 2G