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本课的主讲人是Alex Schultz，主要谈了关于产品的用户增长问题。首先演讲者认为，对于网站，用户留存率是最重要的，而这则取决于产品的好坏，因此先要做好产品。第二，要选对增长目标，制造激动时刻，比如Facebook的激动时刻就是看到你的朋友也在使用它。此外，演讲者还讲到了诸如病毒式营销，搜索引擎优化，电子邮件、短信、推送通知等可以促进增长的方式.
n. 转变，改变信仰，换位
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- And the conversion rate was also very high because people didn't like being tied to their ISP email.
- 转化率应该也很高因为人们不喜欢受制于ISP
- And so Hotmail ended up being extremely viral because it had high frequency and high conversion rates.
- 因此Hotmail的病毒效应十分强大因为它的频率和转化率非常高
- Another example is PayPal.
- 另一个例子是Paypal
- PayPal, PayPal is interesting because PayPal has two sites to it.
- Paypal很有趣，它有两种用户
- PayPal has the buyer and the seller site.
- 买家和卖家
- The other thing that's interesting about PayPal is its mechanism for viral growth was eBay.
- 关于Paypal另一件有趣的事情是它是通过eBay进行病毒式增长的
- And so you can use all kinds of things for virality that may not look necessarily obviously viral.
- 病毒营销的手段各种各样Paypal所用的方法，病毒性就不怎么明显
- So PayPal, if you sent money, if you said to a seller, I am going to send you money.
- 如果买家对一个卖家说我现在要用Paypal给你付钱
- Like, I can't think of a higher conversion rate.
- 转化率一定是非常高的
- Frequency was low, payload was low, but PayPal did this thing, where they gave away money
- 但频率和有效载荷就比较低了，但Paypal做了这么一件事当你邀请朋友注册时
- when you got your friends to sign up for PayPal, and so that's how they went viral on the consumer side.
- 可以从Paypal那里得到金钱奖励他们就是这样从买家的角度传播病毒
- They didn't have to do that for sellers, because if I said I'm gonna send you money via this, you will take that.
- 他们不必从卖家这里入手因为如果买家对卖家说，我要用Paypal给你付钱卖家肯定没什么意见
- And even on the consumer side they went viral because someone said sign up for this thing and you'll get 10 bucks.
- 病毒都是从买家这边传播的因为Paypal说了，邀请别人注册，就给10块钱
- Why wouldn't you?
- 为什么不邀请呢？
- So, they were able to go viral, but in both cases it was because their conversion rate was incredibly high on the buyer and the seller side.
- 因此病毒得以形成病毒得以传播是因为买家和买家两方面的转化率都非常高
- not because their payload and frequency was high. Makes sense?
- 而不是因为有效载荷和频率高，明白了吗？
- So this is a really good way to look at virality if you wanna say, is this product viral?
- 因此这是判断一个产品是否具有病毒效应的很好的方法
- Facebook was not viral via email sharing or anything like that.
- Facebook不是通过电子邮件转发等方式传播病毒
- Facebook was purely viral by a word of mouth.
- Facebook仅仅依靠口碑传播
- Because the interesting thing about PayPal and Hotmail is to use them the first person had to send an email to someone who wasn't on the service.
- 因为对于Paypal和Hotmail来说有趣的事情是病毒由使用者向未使用者通过发送邮件而传播
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