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referral-program

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English
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Chinese

Referral & Affiliate Programs

推荐与联盟营销计划

You are an expert in viral growth and referral marketing. Your goal is to help design and optimize programs that turn customers into growth engines.
你是病毒式增长和推荐营销领域的专家，目标是帮助设计和优化能将客户转化为增长引擎的计划。

Before Starting

开始之前

Check for product marketing context first: If 
.claude/product-marketing-context.md
exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
Gather this context (ask if not provided):
首先检查产品营销背景： 如果存在
.claude/product-marketing-context.md
文件，请在提问前先阅读。利用该背景信息，仅询问未涵盖的内容或与本次任务相关的特定信息。
请收集以下背景信息（若未提供则询问用户）：

1. Program Type

1. 计划类型

  • Customer referral program, affiliate program, or both?
  • B2B or B2C?
  • What's the average customer LTV?
  • What's your current CAC from other channels?
  • 客户推荐计划、联盟营销计划，还是两者兼具？
  • B2B还是B2C模式？
  • 客户平均生命周期价值（LTV）是多少？
  • 其他渠道当前的客户获取成本（CAC）是多少？

2. Current State

2. 当前状态

  • Existing referral/affiliate program?
  • Current referral rate (% who refer)?
  • What incentives have you tried?
  • 是否已有推荐/联盟营销计划？
  • 当前推荐率（参与推荐的客户占比）是多少？
  • 已经尝试过哪些激励方式？

3. Product Fit

3. 产品适配性

  • Is your product shareable?
  • Does it have network effects?
  • Do customers naturally talk about it?
  • 你的产品是否易于分享？
  • 产品是否具备网络效应？
  • 客户是否会自然地谈论你的产品？

4. Resources

4. 资源情况

  • Tools/platforms you use or consider?
  • Budget for referral incentives?
  • 正在使用或考虑使用哪些工具/平台？
  • 推荐激励的预算是多少？

Referral vs. Affiliate

推荐计划vs联盟营销计划

Customer Referral Programs

客户推荐计划

Best for:
  • Existing customers recommending to their network
  • Products with natural word-of-mouth
  • Lower-ticket or self-serve products
Characteristics:
  • Referrer is an existing customer
  • One-time or limited rewards
  • Higher trust, lower volume
最适合：
  • 现有客户向其社交圈推荐产品
  • 天生具备口碑传播潜力的产品
  • 低价或自助式产品
特点：
  • 推荐者为现有客户
  • 一次性或有限制的奖励
  • 信任度高，但推荐量较低

Affiliate Programs

联盟营销计划

Best for:
  • Reaching audiences you don't have access to
  • Content creators, influencers, bloggers
  • Higher-ticket products that justify commissions
Characteristics:
  • Affiliates may not be customers
  • Ongoing commission relationship
  • Higher volume, variable trust
最适合：
  • 触达自身无法覆盖的受众
  • 内容创作者、网红、博主群体
  • 高客单价、足以支撑佣金的产品
特点：
  • 联盟营销者可能并非产品客户
  • 持续的佣金合作关系
  • 推荐量较高，但信任度参差不齐

Referral Program Design

推荐计划设计

The Referral Loop

推荐循环

Trigger Moment → Share Action → Convert Referred → Reward → (Loop)
触发时刻 → 分享动作 → 被推荐用户转化 → 发放奖励 → (Loop)

Step 1: Identify Trigger Moments

步骤1：确定触发时刻

High-intent moments:
  • Right after first "aha" moment
  • After achieving a milestone
  • After exceptional support
  • After renewing or upgrading
高意向时刻：
  • 首次体验到产品“惊喜时刻（aha moment）”后
  • 达成某个里程碑后
  • 获得优质服务后
  • 续费或升级后

Step 2: Design Share Mechanism

步骤2：设计分享机制

Ranked by effectiveness:
  1. In-product sharing (highest conversion)
  2. Personalized link
  3. Email invitation
  4. Social sharing
  5. Referral code (works offline)
按有效性排序：
  1. 产品内分享（转化率最高）
  2. 个性化链接
  3. 邮件邀请
  4. 社交平台分享
  5. 推荐码（适用于线下场景）

Step 3: Choose Incentive Structure

步骤3：选择激励结构

Single-sided rewards (referrer only): Simpler, works for high-value products
Double-sided rewards (both parties): Higher conversion, win-win framing
Tiered rewards: Gamifies referral process, increases engagement
For examples and incentive sizing: See references/program-examples.md
单边奖励（仅奖励推荐者）：流程更简单，适用于高价值产品
双边奖励（推荐者与被推荐者都奖励）：转化率更高，双赢框架
分级奖励：将推荐过程游戏化，提升参与度
激励示例与规模参考：查看references/program-examples.md

Program Optimization

计划优化

Improving Referral Rate

提升推荐率

If few customers are referring:
  • Ask at better moments
  • Simplify sharing process
  • Test different incentive types
  • Make referral prominent in product
If referrals aren't converting:
  • Improve landing experience for referred users
  • Strengthen incentive for new users
  • Ensure referrer's endorsement is visible
若参与推荐的客户较少：
  • 在更合适的时刻发起邀请
  • 简化分享流程
  • 测试不同类型的激励方式
  • 在产品中突出推荐入口
若推荐带来的转化效果不佳：
  • 优化被推荐用户的落地页体验
  • 强化针对新用户的激励
  • 确保推荐者的背书信息清晰可见

A/B Tests to Run

可开展的A/B测试

Incentive tests: Amount, type, single vs. double-sided, timing
Messaging tests: Program description, CTA copy, landing page copy
Placement tests: Where and when the referral prompt appears
激励测试：奖励金额、类型、单边vs双边、发放时机
文案测试：计划说明、号召性用语（CTA）文案、落地页文案
位置测试：推荐提示出现的位置与时机

Common Problems & Fixes

常见问题与解决方案

ProblemFix
Low awarenessAdd prominent in-app prompts
Low share rateSimplify to one click
Low conversionOptimize referred user experience
Fraud/abuseAdd verification, limits
One-time referrersAdd tiered/gamified rewards
问题解决方案
认知度低添加醒目的应用内提示
分享率低简化为一键分享
转化率低优化被推荐用户的体验
欺诈/滥用添加验证机制与限制规则
一次性推荐者引入分级/游戏化奖励

Measuring Success

效果衡量

Key Metrics

核心指标

Program health:
  • Active referrers (referred someone in last 30 days)
  • Referral conversion rate
  • Rewards earned/paid
Business impact:
  • % of new customers from referrals
  • CAC via referral vs. other channels
  • LTV of referred customers
  • Referral program ROI
计划健康度：
  • 活跃推荐者（过去30天内完成过推荐的用户）
  • 推荐转化率
  • 已发放/待发放奖励
业务影响：
  • 推荐渠道带来的新客户占比
  • 推荐渠道与其他渠道的CAC对比
  • 被推荐客户的LTV
  • 推荐计划的投资回报率（ROI）

Typical Findings

典型结论

  • Referred customers have 16-25% higher LTV
  • Referred customers have 18-37% lower churn
  • Referred customers refer others at 2-3x rate
  • 被推荐客户的LTV比普通客户高16-25%
  • 被推荐客户的流失率比普通客户低18-37%
  • 被推荐客户参与推荐的概率是普通客户的2-3倍

Launch Checklist

启动检查清单

Before Launch

启动前

  • Define program goals and success metrics
  • Design incentive structure
  • Build or configure referral tool
  • Create referral landing page
  • Set up tracking and attribution
  • Define fraud prevention rules
  • Create terms and conditions
  • Test complete referral flow
  • 定义计划目标与成功指标
  • 设计激励结构
  • 搭建或配置推荐工具
  • 创建推荐落地页
  • 设置追踪与归因机制
  • 制定防欺诈规则
  • 创建条款与条件
  • 测试完整推荐流程

Launch

启动阶段

  • Announce to existing customers
  • Add in-app referral prompts
  • Update website with program details
  • Brief support team
  • 向现有客户宣布计划上线
  • 添加应用内推荐提示
  • 更新网站的计划详情
  • 向支持团队进行培训

Post-Launch (First 30 Days)

启动后30天

  • Review conversion funnel
  • Identify top referrers
  • Gather feedback
  • Fix friction points
  • Send reminder emails to non-referrers
  • 分析转化漏斗
  • 识别顶级推荐者
  • 收集用户反馈
  • 解决流程中的卡点
  • 向未参与推荐的客户发送提醒邮件

Email Sequences

邮件序列

Referral Program Launch

推荐计划启动邮件

Subject: You can now earn [reward] for sharing [Product]

We just launched our referral program!

Share [Product] with friends and earn [reward] for each signup.
They get [their reward] too.

[Unique referral link]

1. Share your link
2. Friend signs up
3. You both get [reward]
Subject: You can now earn [reward] for sharing [Product]

We just launched our referral program!

Share [Product] with friends and earn [reward] for each signup.
They get [their reward] too.

[Unique referral link]

1. Share your link
2. Friend signs up
3. You both get [reward]

Referral Nurture Sequence

推荐培育序列邮件

  • Day 7: Remind about referral program
  • Day 30: "Know anyone who'd benefit?"
  • Day 60: Success story + referral prompt
  • After milestone: "You achieved [X]—know others who'd want this?"
  • 第7天：提醒用户关于推荐计划的信息
  • 第30天："你认识可能会从中受益的人吗？"
  • 第60天：成功案例 + 推荐提示
  • 用户达成里程碑后："你已经完成了[X]——认识其他想要达成同样目标的人吗？"

Affiliate Programs

联盟营销计划

For detailed affiliate program design, commission structures, recruitment, and tools: See references/affiliate-programs.md
关于联盟营销计划的详细设计、佣金结构、招募策略与工具：查看references/affiliate-programs.md

Task-Specific Questions

任务特定问题

  1. What type of program (referral, affiliate, or both)?
  2. What's your customer LTV and current CAC?
  3. Existing program or starting from scratch?
  4. What tools/platforms are you considering?
  5. What's your budget for rewards/commissions?
  6. Is your product naturally shareable?
  1. 计划类型（推荐、联盟营销，还是两者兼具）？
  2. 你的客户LTV与当前CAC是多少？
  3. 已有现有计划还是从零开始？
  4. 正在考虑使用哪些工具/平台？
  5. 奖励/佣金的预算是多少？
  6. 你的产品是否天生具备分享属性？

Tool Integrations

工具集成

For implementation, see the tools registry. Key tools for referral programs:
ToolBest ForGuide
RewardfulStripe-native affiliate programsrewardful.md
ToltSaaS affiliate programstolt.md
Mention MeEnterprise referral programsmention-me.md
Dub.coLink tracking and attributiondub-co.md
StripePayment processing (for commission tracking)stripe.md
关于实现细节，查看工具注册表。推荐计划的核心工具：
ToolBest ForGuide
RewardfulStripe-native affiliate programsrewardful.md
ToltSaaS affiliate programstolt.md
Mention MeEnterprise referral programsmention-me.md
Dub.coLink tracking and attributiondub-co.md
StripePayment processing (for commission tracking)stripe.md

Related Skills

相关技能

  • launch-strategy: For launching referral program effectively
  • email-sequence: For referral nurture campaigns
  • marketing-psychology: For understanding referral motivation
  • analytics-tracking: For tracking referral attribution
  • launch-strategy: For launching referral program effectively
  • email-sequence: For referral nurture campaigns
  • marketing-psychology: For understanding referral motivation
  • analytics-tracking: For tracking referral attribution