Pocket Clubs: Fostering Discussion and Connection Through Shared Reading

Pocket Clubs: Fostering Discussion and Connection Through Shared Reading

In today's digital age, where information is readily accessible at our fingertips, it's easy to get lost in a sea of blog posts and articles. Many of us suffer from what I like to call "blogcitis" - the tendency to read an excessive number of blog posts instead of diving into books. It's a remnant of my former life and a deep desire to constantly expand my knowledge. And this is where Pocket comes in.

Pocket, a popular app for saving articles to read later, has become an indispensable tool for individuals like me who want to consume a wealth of information. It allows us to save articles and read them at our convenience, often audibly. But what if we could take this solitary act of reading and turn it into a shared experience?

The idea of "Pocket Clubs" is born out of the desire to create a community around the act of reading and discussing articles. Imagine having a shared reading list with a group of friends or colleagues each week - a curated collection of 20 articles to read and discuss over dinner or drinks. It's a way to connect on a deeper level, engage in meaningful conversations, and gain insights from different perspectives.

In fact, my wife and I already have a de facto Pocket club. We frequently send articles to each other and discuss them later, once we've both read them. It's a simple yet effective way to share interesting content and spark conversations. But what if we could expand this concept to a larger group of people?

One way to facilitate these discussions is through Pocket's "Recommended" feed. By sharing articles we find valuable and worth our time, we can start conversations around them. It's a way to bring people together, even if they are physically apart, and create a sense of community around shared interests.

But let's delve deeper into the concept of infrequent products and how they relate to the ICED theory - Growing Infrequent Products. Products that have natural frequencies of less than once per month fall into the "Forgettable Zone" because users are more likely to forget about them due to their infrequency of use. This poses unique challenges for companies trying to build a recurring habit with their users.

Traditionally, most product and growth strategies have been developed for companies with frequent products like social media platforms or gaming apps. Their natural frequencies make it easier to build habits and keep users engaged. However, infrequent products require a different approach.

The ICED theory offers a mental model to address the challenges faced by infrequent products. It consists of four components: Degree of Infrequency (I), Degree of Control Over the User Experience (C), Degree of Engagement Before, After, and During the Transaction (E), and Distinctiveness of the Product (D).

The degree of infrequency directly impacts product recall by customers and informs key business decisions such as monetization and cost of traffic acquisition. Higher engagement in infrequent products leads to customer loyalty and retention. Factors that influence engagement include the complexity of the transaction, the degree of touch, and the predictability of retention.

Reducing the perceived effort in a transaction can decrease customer churn and increase loyalty. This is supported by the research presented in "The Effortless Experience" by Matthew Dixon, Nick Toman, and Rick DeLisi. By making the transaction as seamless and effortless as possible, companies can foster customer satisfaction and reduce the likelihood of disloyalty.

Distinctiveness of the product is another crucial factor for infrequent products. With longer gaps between transactions, it becomes even more important for a product to stand out and provide a unique value proposition. Failure to do so can strain customer acquisition and hinder market penetration.

Furthermore, the frequency of a product can determine its resilience to economic cycles. Highly frequent products like WhatsApp and Google Search are not significantly affected by macroeconomic factors. On the other hand, highly infrequent products with a high order value are more susceptible to fluctuations in the economy.

Now, let's bring these ideas together and explore how Pocket Clubs can benefit infrequent products. By fostering a sense of community and facilitating discussions around shared reading, companies can increase engagement and create a loyal customer base. Pocket Clubs can serve as a platform for users to not only consume content but also connect with like-minded individuals and gain insights from diverse perspectives.

So, how can companies leverage Pocket Clubs and the ICED theory to enhance their infrequent products? Here are three actionable pieces of advice:

1. Curate a Weekly Reading List: Create a curated list of articles or resources related to your product or industry. Share this list with your users and encourage them to read and discuss the content. This will not only keep them engaged but also foster a sense of community around your brand.

2. Facilitate Discussions: Provide a platform for users to engage in discussions around the articles they read. This can be done through forums, chat groups, or even virtual meetups. Encourage users to share their thoughts, ask questions, and learn from each other.

3. Personalize the Experience: Tailor the reading recommendations to each user's preferences and interests. Leverage data and user feedback to provide a personalized experience that keeps them coming back for more. This will increase engagement and make users feel valued.

In conclusion, Pocket Clubs offer a unique opportunity to transform the act of reading into a shared experience. By leveraging the ICED theory and incorporating actionable advice, companies can enhance their infrequent products, increase engagement, and foster a loyal customer base. So, why not start a Pocket Club today and spark meaningful conversations around the articles that matter?