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And the conversion rate was also very high because people didn't like being tied to their ISP email.
轉(zhuǎn)化率應(yīng)該也很高因?yàn)槿藗儾幌矚g受制于ISP
And so Hotmail ended up being extremely viral because it had high frequency and high conversion rates.
因此Hotmail的病毒效應(yīng)十分強(qiáng)大因?yàn)樗念l率和轉(zhuǎn)化率非常高
Another example is PayPal.
另一個(gè)例子是Paypal
PayPal, PayPal is interesting because PayPal has two sites to it.
Paypal很有趣，它有兩種用戶
PayPal has the buyer and the seller site.
買家和賣家
The other thing that's interesting about PayPal is its mechanism for viral growth was eBay.
關(guān)于Paypal另一件有趣的事情是它是通過eBay進(jìn)行病毒式增長的
And so you can use all kinds of things for virality that may not look necessarily obviously viral.
病毒營銷的手段各種各樣Paypal所用的方法，病毒性就不怎么明顯
So PayPal, if you sent money, if you said to a seller, I am going to send you money.
如果買家對(duì)一個(gè)賣家說我現(xiàn)在要用Paypal給你付錢
Like, I can't think of a higher conversion rate.
轉(zhuǎn)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
但頻率和有效載荷就比較低了，但Paypal做了這么一件事當(dāng)你邀請(qǐng)朋友注冊(cè)時(shí)
when you got your friends to sign up for PayPal, and so that's how they went viral on the consumer side.
可以從Paypal那里得到金錢獎(jiǎng)勵(lì)他們就是這樣從買家的角度傳播病毒
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.
他們不必從賣家這里入手因?yàn)槿绻I家對(duì)賣家說，我要用Paypal給你付錢賣家肯定沒什么意見
And even on the consumer side they went viral because someone said sign up for this thing and you'll get 10 bucks.
病毒都是從買家這邊傳播的因?yàn)镻aypal說了，邀請(qǐng)別人注冊(cè)，就給10塊錢
Why wouldn't you?
為什么不邀請(qǐng)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傳播是因?yàn)橘I家和買家兩方面的轉(zhuǎn)化率都非常高
not because their payload and frequency was high. Makes sense?
而不是因?yàn)橛行лd荷和頻率高，明白了嗎？
So this is a really good way to look at virality if you wanna say, is this product viral?
因此這是判斷一個(gè)產(chǎn)品是否具有病毒效應(yīng)的很好的方法
Facebook was not viral via email sharing or anything like that.
Facebook不是通過電子郵件轉(zhuǎn)發(fā)等方式傳播病毒
Facebook was purely viral by a word of mouth.
Facebook僅僅依靠口碑傳播
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?yàn)閷?duì)于Paypal和Hotmail來說有趣的事情是病毒由使用者向未使用者通過發(fā)送郵件而傳播
