Jin Hao: Some Thoughts on the "invitation" mechanism of website

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Any current open SNS Community or forum, there is an invitation to function, many new projects on the market, but also invited as a test and the main means of promotion. In particular, some big brand sites, such as Google's Gmail, the current popular sns-happy net, because the "invitation" great success! Recently Kam Ho is also doing a community platform with resource sharing as the core (www.eapoo.com), looking at all marketing means, The establishment of the invitation mechanism is the first. Based on this, I have done some research on the mechanism of "invitation", and by the way, I hope to have a good effect.

"Invitation" is a double-edged sword that needs to do the right thing at the right time. From the point of view of my current project implementation, the "invitation" that had been given great expectations has so far not had a very good effect. Instead, it feels to some extent gives the user a very bad impression. First of all, this is a brand-new platform, the user does not have any website cognition situation, want to arouse the user's attention and occupy certain position in the heart is more difficult. Second, because the platform just on line, such as the bug is inevitable, many users login site will be whispered, this can not blame others picky, make an imperfect thing to use it really uncomfortable ah. So, "invite" This thing is a good thing, but to use at the appropriate time, otherwise the hair of the invitation, and spam has no difference. I believe that more than our project encountered this problem, at present many sites may have such problems, but also began to doubt the real role of "invitation". But this "invitation" itself in fact, no doubt, the invitation mechanism is really a practice test of a very good way to promote, to see how we use, the use of good results, the use of bad results.

How can the "invitation" function be played to the extreme? Before discussing this point, Jin Hao thought still need to be traced to: how is the invitation mechanism developed? Why does the invitation make everyone happy? To solve these two problems, I think the following topic may be better understood. As far as I know, the earliest invitation mechanism comes from some technical forum, the aim is to gather some professional staff to discuss some problems, reduce the unauthorized and so on, and then develop to some audio-video sharing forum, set up a variety of circles, the purpose is to reduce the unauthorized people, to ensure the purity of the circle; and then the rise of the Erotic forum, Make the invitation mechanism again in the ' Great development ', at this time, there are two main reasons for the invitation mechanism, one is the profit-driven (pornography forum is to pay), and the second is to dissidents (prevent ZF personnel from entering, lead to the ban); probably by the beginning of this century, many new Web sites new features new modules of the trial, Start using the beta or small range of public testing, inviting the mechanism once again prevail. This time the event represents Google's Gmail. Think at the outset, in order to get a Gmail, really everywhere kneeling begging ah, and hope to get a few breaths back; Invitation "Development to now, everywhere can see, generally as long as the website of WEB2.0, all without this function, especially the development of SNS community," invite "become an integral part of SNS.

Why does the invitation make everyone happy? Kam-ho that this is the weakness of human nature, is a psychological play on the user. Here embodied in two aspects, one is "scarcity", as everyone knows, only invited to get, is not Hard-won, if you add this thing we all think it is good, it is all the want, all the treasure and very happy to show off. This not only satisfies the inner thirst, but also satisfies the vanity. The second is "interest" driven, inviting to the Inviter's advantage (such as sending virtual goods, various prizes), to encourage users to continue to invite new users to join, so that their continued access to income, so this is an "interest" of the invitation to drive the chain, in the interests of the temptation, people will tirelessly to invite, the greater the benefits of this driving force will be greater.

I believe you can see that there should be some views on the invitation. Kam-ho here for the "invite" the use of the Mechanism has also done some small summary, please throw bricks!

The first thing to say is that not everything can be brought to the "invitation" to make the "invitation" become effective, I think from the following several aspects to think more:

1. Does the user have a certain knowledge of the product or service?

2. Is the product or service provided valuable to the user?

3, the provision of products or services with other brands are differentiated and superior?

4, the way to invite the user is convenient and easy to spread?

5. Are there enough benefits for the invitees and invitees to drive?

6. Is the dissemination of information diffuse or even large-scale?

7. Does the invitation form coincide with the corresponding user?

Serious analysis of the problem, will be very good to help you make decisions to implement the "invitation."

The second caveat is that the impact of the abuse of the invitation is also terrible. may be directly reflected in the following areas:

1, the brand image is damaged. The first impression of a user on a product or service is very important, and if you want to give a good impression to the user, give the user a first impression.

2, easy to make users hate emotions. Now everyone has been advertising and spam fear, did not conduct a user analysis of hair angrily, will inevitably lead to user aversion and disgust, lost the people of the world.

3, lead to user single. For example, the entire site into the It circle of people (you invite also must be invited to the circle of people), resulting in other circles after the user entered difficult to integrate into the site atmosphere. For Web site expansion to bring difficulties, of course, the industry's platform in addition.

4. Less effective users. In fact, people will feel very strange, are invited to come in, should be true and effective only right, in fact, a lot of it is because of freshness, face of the problem is registered, the user used a back, a contribution to the IP after the flash, since the account dust-laden, so the result in addition to leave an ID, what is the significance of it?

The last thing to say is how to better implement the invitation. Kam-ho that the product or service itself is the core, which includes the user's awareness, brand base. For new products, then the quality of products, user experience, products and other characteristics of the same category become the key. Therefore, if you can build an existing well-known brands under the invitation, will play a better effect, here may be the initial focus on cooperation to obtain the way. That for can not find cooperation, more from their own internal considerations, and then fully do quality, user experience on the basis of, and then from the "invite" channels and content form above more fuss. For example, the recent network above the popular "Play is Lonely", explain what the problem, now a lot of people's inner emptiness, feelings of loneliness why not make full use of it? Emotional input may be a panacea for the "invitations" that are now being implemented in a complex Internet environment.

Author: Jin Hao, Source: Network broker www.8405.cn Reprint annotated author and source!