Liao Weiping: The controversy of web invitation mechanism and mode

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The theme of this issue is: invitation mechanism and mode. The following is my personal record and experience:

A why is there an invitation mechanism?

Invitation mechanism with Gmail in April 1 This special moment of product promotion and into the Internet market, since then any novel Internet products can not be separated from the invitation!

What is the purpose of the invitation:

1 A small range of new products to test, access to user experience and product bug report, with a view to a large product listing before the opportunity to get a rest.

2 products will be extended out, through the use of seed users evaluation, Word-of-mouth, virus-type promotion.

3 scarcity increases product value, people are born possessive, and this is particularly strong for scarce resources.

4 Direct benefits by inviting the way to gather popularity directly benefit. If the wine of a winery in Guangzhou recently invited the boss for a free party experience, and rely on subsequent marketing means to gain benefits. That's the way it is!

Key points: Manufacturing scarcity to promote value, find the right seed users. The value of an invitation code should be determined by the product, and the relevance of the seed user to the product's market-oriented audience is more important. These two points are the premise of determining whether an invitation is successful or not.

User Task scenario: After receiving the invitation through the use of the product, found that a person is difficult to mix, so invite friends to enter together. To enable the user to perform this task, Dingxin put forward an interest value chain view. That is, the invitation mechanism has the effect of the prerequisite is that the product must be given to the inviter or the invited party some benefits. (Whether the interest is real money or influence or help people to expand influence, etc.)

Although the Gmail case looks at its invitation to success there are various factors. But its priority to select the seed users, the product has the charm of quality (tracking mail, large capacity space, strong information architecture and interactive design) is indeed the most important.

Where is the key factor in the B invitation model?

The key factors of the invitation mode are divergent, which is the value of the product's core competence, the brand reputation of the operating organization, and the user base.

I think that by giving the inviter and the invited person a practical interest, it is the only indicator that determines whether an invitation is feasible. As the Thousand Birds said: "The secret of the invitation is to make a scarcity of precision", more than to provide users with great psychological satisfaction, glory and madness. "This is the most critical factor, no doubt. is by the user dissemination, the Hunger type marketing and the news point manufacture is the invitation pattern value. So what is the most important thing about products, channels, ways, and invitations in the application process? The answer is user-centric products, and whether the product is successful should be determined by the quality of the product. We can through the Carnot model product quality analysis, ask oneself product several questions: does the product satisfy the basic demand? Is it infinitely large in critical demand? Do you meet the user's potential needs? If the answers to these questions are "yes", the product application invitation mechanism will surely succeed.

About Invitation Channels

The mode of invitation is the most abundant channel resources in different modes. Gmail Mail invitation, micro-blog Verification Code invitation, or letter of letters invited, means different but the same purpose. and product personnel in the production of invitation mechanism, not only to meet in the channel to enrich this level. and to fully from the user point of view, what kind of channel users are most commonly used? What channels do users use to spread the widest range of invitations? What channels to invite users will be more trusting? How can the invitation to the text of the channel be the most persuasive? Only by answering these questions accurately can we make a concise and effective invitation mechanism and get the due return.

C How does the nature of the invitation contribute to the success of the product?

The essence of the invitation is the marketing system of the relationship between marketing, suitable for the initial product promotion to the appetite of hunger marketing. Role in increasing the attractiveness of the product to the user, preparation for later promotion, or simply as a product promotion of the best tipping point!

It is a marketing tool based on the core of the product, and the success achieved through it is obvious. Not only in the product promotion greatly reduced the cost of promotion, more valuable is to invite this important weapon terrible detonation force, viscous very strong circle nature will bring unexpected success to the product.

By setting the entry threshold for an invitation mechanism, a worthless invitation to spam is a nuisance to the user as a nuisance. Again in the operation of the user seed for strict screening, and finally through the seed users after the use of products, Word-of-mouth marketing, viral marketing publicity, and then caused by the chain of user response. Eventually creating a huge user base, which is the charm of the invitation. It does not need personnel, not too much input, everything from the product itself.

Invites the product passive for the initiative, the user's passive is active. Its success let's call it moving marketing!

D on the invitation mechanism and its trend

Invitation mechanism is a successful product, attractive products produced by the eggs. It will be in the future more and more excellent products and expectations to become a great product of a broader and more successful application! The more mediocre and the rubbish product applies this recruit, only will increase the parody the annoyance, the proposal uses cautiously.

One question: Is the invitation mechanism targeted at individuals or circles?

More derivatives in this issue:

Inviting mechanism under the background of marketing

http://blog.163.com/ah_ye.popo/blog/static/96365792009919220713/

About Invitations

Http://xingzi.blogbus.com/logs/48686166.html

Make scarce by invitation

http://blog.rexsong.com/?p=7138

Invitation mechanism and Mode PPT

http://www.imguangyao.com/archives/812

Background information

The second time to attend the book Club, two times hit the door before crashing into the conference room. Presided over the Hu Xiao, Li Jue all the children's shoes have been listed, the table surrounded by tightly. I had to move a small bench to stick people in the pile. Body next to two handsome man NetEase front Wang inspection and online game manager Wang Zhanye, Wang to marketing very insightful, in the meeting he from marketing this angle to invite the mechanism to have some discussion. On the way I also and he follw each other.

Compared to the last book club, although at the Telecommunications Institute of Professional-level meeting rooms, but the amount of discussion is not very sufficient. But the meager product commentary, still benefited a lot. For example, teacher Chu's media theory, Li Jue deliberately prepared a PPT for micro-Bo's past life and present a wonderful explanation, gold as the interactive Dingxin mouth in the real-time flow of information is impressive. This issue of book friends will move to NetEase, before the 169 of the time all day passing all look at the NetEase mansion, today must see grand. Green light Lobby, multimedia meetings Room ... I can only drool from the side ing!

UCD book FRIENDS will advocate exchange and sharing, so that everyone actively speak at the same time diffuse thinking, to a single problem of thinking only depth, often book friends according to my observation, most of the time we are frowning. Can be seen is not the same! In reading the article, are you eager to come to join?