Discussion on the invitation registration system of SNS community in vertical industry

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To be successful, an invitation registration system must have at least one of the following two conditions: 1 the initiative of the registered user has been mobilized; 2 has mobilized the initiative of the unregistered users. These two conditions can be successful in any one, such as happy Net is to mobilize the registered user's invitation to the initiative and successful (MLM Marketing), the ipad is through the transfer of unregistered users (to make it more than the site) to join the enthusiasm and success (hunger-type marketing). Of course, if two conditions are available at the same time, it goes insane. For a number of comprehensive SNS, the early on-line use of the invitation to register the system (to make some gimmicks to taste the appetite), and then open registration, has been proved to be a good business plan. But for the vertical SNS community, the situation is exactly the opposite: the initial use of open registration, the development of a certain scale after the closure of public registration by inviting registration is a more reliable operation plan.

The so-called "a certain scale" refers to the community has formed a benign closed system, in the absence of new entrants to the premise can still maintain a stable user interaction and content generation. Note that this premise is very important, otherwise the adoption of the invitation to register system is undoubtedly a self-tying. Vertical SNS Community is definitely not the more the more the better, in the vertical user ratio imbalance, the rapid growth of users will be vertical SNS community lead to a dead end. Since happy net and the flow of the invitation to get flooded, and then want to use the initiative to mobilize registered users has been very difficult, even if your users are willing to actively invite you, but the invited users have long been tired of the invitation letter. In addition, the early users of the vertical community is poor, coupled with the user to invite the letter of boredom, want to do this way the vertical SNS community is basically not reliable.

But the meaning of the invitation registration system is not only the function of MLM marketing, but also the function of the hunger-type marketing. The vertical SNS community creates the hunger effect to be more reliable than creates the MLM effect. For example, the HVAC industry, as a vertical SNS community, has 1 million people, HVAC has 200,000 of the industry users, that is, I have covered the industry's 20% of users, then for the remaining 80%, I continue to have the cheek to ask them to come to register, it is better to create hunger for them more effective. The simple way to do this is to set up a threshold so that they feel that they are the ones who are supposed to be inside the door. This taste is very bad, similar to the feeling of hunger. As a result, there must be some people in this hungry crowd who want to do everything they want. Registered users ask for an invitation link. This process, for the site itself value, for registered users and want to register the psychological value of users is a great promotion.

However, play hunger marketing must be to the point of starvation and have certain conditions. My article said that the vertical SNS community must achieve "a certain scale" before you can take the invitation to register the system is actually see this. As long as the vertical users in this industry to achieve a certain coverage, the greater the coverage, the station outside the user is likely to be hungry too much less. The other is Hunger marketing hunger point, I think the current understanding of the hunger point may be similar to Gmail, Apple, the reliance on fresh, high-value things, which is effective, but I think there are more attractive. For example, GMAIL, Apple-style hunger is like the use of delicacies to lure you, which is attractive, but this hunger is not a hunger, but greedy, can not be how, so the user is also very easy to starve too much. But if the hunger I'm looking for is white rice steamed buns, although no delicacies are attractive, leaving them will make you truly hungry. I said that the rice steamed bread is a sense of belonging to the community, you are the industry, then if excluded from the industry's largest circle, this should be similar to the taste of the cut staple.

Author: Li Dawei original: HVAC recruitment network http://www.jobhvac.com/Copyright. Welcome to reprint. Reprint must be linked to the form of the author and the original source and this statement.