For the invitation-based registration system to be successful, at least one of the following two conditions must be met: 1. Mobilize the enthusiasm of registered users to invite; 2. Motivate the enthusiasm of unregistered users to join. Either of these two conditions can be successful. For example, Kaixin.com succeeded by mobilizing the enthusiasm of registered users to invite people (MLM marketing), and iPad succeeded by mobilizing unregistered users (let’s compare it to a website). Add positivity and succeed (hungry marketing). Of course, if both conditions are met at the same time, it will enter a state of madness. For some comprehensive SNS, it has been proven to be a good operation plan to adopt an invitation-based registration system in the early stage of launch (with some gimmicks to whet appetites) and then open registration later. But for vertical SNS communities, the situation is exactly the opposite: open registration is used in the initial stage of launch, and after it develops to a certain scale, it is a more reliable operation plan to close open registration and adopt invitation registration.
The so-called "certain scale" means that the community has formed a benign closed system and can still maintain stable user interaction and content generation without new people joining. Note that this premise is very important, otherwise the invitation-based registration system will undoubtedly be self-defeating. The more users in a vertical SNS community, the better. When the proportion of vertical users is unbalanced, the rapid growth of users will lead the vertical SNS community to a dead end. Since Kaixin.com and others have flooded invitation letters, it has been very difficult to mobilize the enthusiasm of registered users. Even if your users are willing to actively invite you, the invited users have long been interested in inviting you. I'm tired of the letter. Moreover, there are very few early users of vertical communities, and users are tired of invitation letters. It is basically unreliable to build a vertical SNS community through this method.
But the significance of the invitation-to-registration system is not only the function of MLM marketing, it also has the function of hunger marketing. It is more reliable to create a hunger effect in a vertical SNS community than to create a pyramid scheme effect. For example, the HVAC industry where HVAC Bar is a vertical SNS community has 1 million people. HVAC Bar already has 200,000 users in this industry. This means that I have covered 20% of the industry users. So for the remaining 80% of them, I continue to shamelessly invite them to come and register, it would be more effective to create hunger for them. The method is very simple, that is, to set a threshold to join, so that they feel that they are blocked from the door as someone who should belong to the door. This feeling is very unpleasant, similar to the feeling of hunger. Therefore, there must be some people in this group of hungry people who will try their best to ask for invitation links from registered users. This process will greatly improve the value of the website itself and the psychological value of registered users and users who want to register.
However, when engaging in hunger marketing, you must target your hunger points and meet certain conditions. In my article, I said that a vertical SNS community must reach a "certain scale" before it can adopt an invitation-based registration system. This is actually because I saw this. As long as vertical users in this industry reach a certain coverage, the greater the coverage, the less likely it is that off-site users will be over-starved. Another issue is the hunger point of hunger marketing. I think the hunger point that everyone currently understands may be similar to Gmail and Apple, which rely on fresh and high-value things. This is certainly effective, but I think there is something more attractive. of. To give you an example, GMAIL and Apple-style hunger points are like tempting you with delicacies from the mountains and seas. This is certainly attractive, but this kind of hunger is not actually hunger, it is just greed. It doesn’t matter if you don’t get it. So it’s easy for users to get too hungry. However, what if the hunger spot I am looking for is white rice steamed buns? Although they are not as attractive as delicacies from the mountains and seas, you will really fall into a state of hunger without them. What I mean by white rice steamed buns is the sense of belonging to a social group. If you are in this industry, then if you are excluded from the largest circle in this industry, it should be similar to the feeling of being cut off from staple food.
Author: Li Dawei Originally published: HVAC Recruitment Network http://www.jobhvac.com/ All rights reserved. Welcome to reprint. When reprinting, the author, original source and this statement must be indicated in the form of a link.
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