To inculcate that habit you need extrinsic gratification in the initial days, after a certain period threading will become their intrinsic passion. The initial conditioning needs incentives/contests/challenges.
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The team knows and that is the reason they came up with the adoption campaign. I do not know how frequent these campaigns should be. Looks like we need many more at least when the product is not fully baked.
The don't need an adoption campaign per se.
What they need is-->addiction campaign.
That's addiction disguised in adoption
Yes, only if it's a stretched marathon, otherwise it may relapse.
Twitter and FB are still doing the adoption campaign. It is a never-ending process.
Adoption here is in the context of reaching critical after which engagement will switch to autopilot mode. At that time, adoption does not remain your primary business anymore.
I know but it cannot be neglected at any point in the product's lifecycle. The approach changes yes but not the adoption.
Adoption here is in the context of reaching critical mass, after which your adoption campaign does not remain the primary business anymore.