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And now, court analysis or using this as a way to show
用同期群分析這種方法可以
if you have sticky growth or not is now, say you're,
來檢驗(yàn)是否為留存增長模式
say we're one year later and you've built a bunch of stuff right?
假設(shè)一年以后，公司規(guī)模大了
You graph out the same thing and hopefully what you'll see is that you have a curve like this.
再用曲線來表示的話，大概就是這樣的
That is in the first period even more people than 50% came back to you
這時，會有超過50%的客戶成為回頭客
and more and more people are sticking with you.
越來越多的客戶會成為你們的忠實(shí)客戶
A really bad, retention curve looks like this, which is like,
不好的曲線走勢是這樣的
after the first use they just hate you so much, no, like no one even comes back.
客戶使用了產(chǎn)品之后，沒有再光顧過，沒有人成為回頭客
It's just like zero, right.
客戶數(shù)量是0
And, I don't know what kind of business that is.
不知道哪個企業(yè)會這樣
I mean it's obviously a shitty business,
但是很明顯，這是一個很糟糕的企業(yè)
but like I can't explain a good business that has a retention curve like that.
一個好企業(yè)是不會出現(xiàn)這種情況的
So anyway, so over time as you are thinking of strategies
所以你會去考慮
to increase this curve, like keep making it go up and up and up,
用何種方法能讓客戶數(shù)量增加
you want to basically look at this analysis, over time to see if that strategy is working for you.
你可以通過這些分析來判斷某種營銷策略是否適合你
Okay, does that make sense? Okay, cool.
這樣講大家能明白嗎？太棒了！
The second kind of growth is viral growth
第二種模式是病毒式的增長模式
and like sticky growth you need to also deliver a good experience.
和留存增長模式一樣，病毒式增長模式也需要給客戶好的體驗(yàn)
But on top of that you need to deliver a really, really good experience,
但是，病毒式增長模式要求的客戶體驗(yàn)滿意度非常的高
like, what's going to make these people shout out loud on Twitter,
到底怎么做才能讓他們真正滿意，主動地在Twitter
on Facebook or whatever and tell all their friends
Facebook這類社交網(wǎng)站上，告訴他們的朋友
and email all their friends and family members about you.
他們很愛你的產(chǎn)品，你的產(chǎn)品真的很好用
You have to really deliver a good experience.
這需要高滿意度的用戶體驗(yàn)
Combined with that is, you need to have really good mechanics for the referral program itself,
同時你需要建立一個很好的推薦機(jī)制
like, you have a hundred customers who really wanna talk about you now
例如，你有100個用戶有意向推薦你的產(chǎn)品
how are they going to talk about you?
如何讓他們推薦你的產(chǎn)品呢？
So, in that sense a viral growth,
因此，在病毒式的增長模式下
the viral growth strategy is all really about one building good experience,
高滿意度的用戶體驗(yàn)至關(guān)重要
but if you have that, it's how do you build a good referral program.
那么怎么建立推薦機(jī)制呢？
And so I've listed the three main parts of that.
我列舉了三個方面
