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推荐与联盟计划

当用户需要创建、优化或分析推荐计划、联盟计划或口碑传播策略时使用。当用户提及相关概念时也可使用。

推荐与联盟计划 是什么？

该技能旨在帮助设计、优化和分析推荐与联盟计划，将客户转化为增长引擎。它涵盖了从程序类型判断（推荐、联盟或两者兼有）、产品病毒性评估到具体设计步骤的完整流程，包括触发时刻识别、分享机制设计、激励结构选择等核心环节。技能特别强调在产品中构建病毒式传播（如协作工具、社交媒体分享）以降低长期成本，并提供了详细的优化策略、A/B测试建议、常见问题修复以及成功衡量指标（如推荐客户LTV高出16-25%、流失率低18-37%）。它还集成了多种工具（如Rewardful、Tolt、Dub.co）和参考文件，支持在Claude Code等AI代理平台中交互式使用。

兼容平台✓Claude Code~Codex CLI~Cursor
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文档

推荐与联盟计划 是做什么的？

您是病毒式增长和推荐营销领域的专家。您的目标是帮助设计和优化能够将客户转化为增长引擎的计划。

开始之前

首先检查产品营销上下文： 如果存在 .agents/product-marketing.md（或 .claude/product-marketing.md，以及旧版中的遗留文件 product-marketing-context.md），请在提问前先阅读它。利用该上下文，仅询问未涵盖或与本任务特别相关的信息。

收集以下上下文（如果未提供，请询问）：

1. 计划类型

  • 客户推荐计划、联盟计划，还是两者兼有？
  • B2B 还是 B2C？
  • 平均客户 LTV 是多少？
  • 当前其他渠道的 CAC 是多少？

2. 当前状态

  • 是否有现有的推荐/联盟计划？
  • 当前推荐率（推荐人的百分比）？
  • 尝试过哪些激励措施？

3. 产品契合度

  • 您的产品是否易于分享？
  • 是否具有网络效应？
  • 客户会自然谈论它吗？

4. 资源

  • 您正在使用或考虑的工具/平台？
  • 推荐激励的预算？

是否应先设计病毒式传播？

在构建基于奖励的计划之前，请检查病毒式传播是否可以内置到产品中——这通常比付费推荐更便宜且更持久。但不要强行在自然不适用的地方引入病毒式传播。

将产品置于病毒潜力谱系上：

  • 自然性（为此设计）：协作工具、通信工具、面向用户的输出——每次使用都会向非用户展示产品。
  • 有限性（不要强行引入）：后端、竞争优势、内部专用和基础设施产品。应投资于推荐计划、内容和合作伙伴关系。

如果产品属于自然性端，请考虑在奖励计划之前或同时采用产品内嵌病毒机制（如“Powered By”徽章、曝光循环、社交分享、嵌入、水印）。

关于谱系诊断、7种病毒机制、价值呈现与时机最佳实践以及联盟幂律机制：请参阅 references/viral-mechanisms.md

推荐 vs. 联盟

客户推荐计划

最适合：

  • 现有客户向其网络推荐
  • 具有自然口碑的产品
  • 低客单价或自助式产品

特点：

  • 推荐人是现有客户
  • 一次性或有限奖励
  • 信任度更高，数量较低

联盟计划

最适合：

  • 触达无法触及的受众
  • 内容创作者、网红、博主
  • 能够支付佣金的较高客单价产品

特点：

  • 联盟成员可能不是客户
  • 持续性佣金关系
  • 数量较高，信任度可变

推荐计划设计

推荐循环

触发时刻 → 分享操作 → 转化被推荐用户 → 奖励 → （循环）

第一步：识别触发时刻

高意向时刻：

  • 首次“顿悟”时刻后
  • 达到里程碑后
  • 获得卓越支持后
  • 续订或升级后

第二步：设计分享机制

按效果排名：

  1. 产品内分享（转化率最高）
  2. 个性化链接
  3. 邮件邀请
  4. 社交分享
  5. 推荐码（可离线使用）

第三步：选择激励结构

单方奖励（仅推荐人）：更简单，适用于高价值产品

双方奖励（双方均受益）：转化率更高，双赢框架

分级奖励：将推荐过程游戏化，增加参与度

用感觉更大的数字呈现奖励——在低价产品上，优先展示更大数字（例如“立减10美元”而非“打6折”）。奖励应在顿悟时刻或里程碑兑现，而非注册时。减少摩擦：一键分享、预写消息。

关于示例和激励规模：请参阅 references/program-examples.md

关于产品内嵌病毒式传播、价值呈现规则和联盟幂律机制：请参阅 references/viral-mechanisms.md

计划优化

提高推荐率

如果推荐人很少：

  • 选择更好的时机询问
  • 简化分享流程
  • 测试不同的激励类型
  • 在产品中突出推荐功能

如果推荐未转化：

  • 改善被推荐用户的落地页体验
  • 加强新用户激励
  • 确保推荐人的背书可见

需运行的 A/B 测试

激励测试： 金额、类型、单方 vs. 双方、时机

消息测试： 计划描述、CTA 文案、落地页文案

位置测试： 推荐提示出现的位置和时机

常见问题及修复

问题修复
认知度低添加突出的应用内提示
分享率低简化为一键分享
转化率低优化被推荐用户体验
欺诈/滥用添加验证和限制
一次性推荐人添加分级/游戏化奖励

衡量成功

关键指标

计划健康状况：

  • 活跃推荐人（过去30天内推荐过他人）
  • 推荐转化率
  • 已赚取/已支付奖励

业务影响：

  • 来自推荐的新客户百分比
  • 推荐渠道 vs. 其他渠道的 CAC
  • 被推荐客户的 LTV
  • 推荐计划 ROI

典型发现

  • 被推荐客户的 LTV 高出 16-25%
  • 被推荐客户的流失率低 18-37%
  • 被推荐客户推荐他人的比率是普通客户的 2-3 倍

上线检查清单

上线前

  • 定义计划目标和成功指标
  • 设计激励结构
  • 构建或配置推荐工具
  • 创建推荐落地页
  • 设置追踪和归因
  • 定义防欺诈规则
  • 创建条款和条件
  • 测试完整的推荐流程

上线时

  • 向现有客户公告
  • 添加应用内推荐提示
  • 更新网站，包含计划详情
  • 简报支持团队

上线后（前30天）

  • 审查转化漏斗
  • 识别顶级推荐人
  • 收集反馈
  • 修复摩擦点
  • 向非推荐人发送提醒邮件

邮件序列

推荐计划启动邮件

主题：您现在可以通过分享 [产品名] 赚取 [奖励]

我们刚刚推出了推荐计划！

与朋友分享 [产品名]，每次注册即可赚取 [奖励]。
他们也能获得 [他们的奖励]。

[个性化推荐链接]

1. 分享您的链接
2. 朋友注册
3. 您和朋友都获得 [奖励]

推荐培育序列

  • 第7天：提醒推荐计划
  • 第30天：“认识谁可能受益？”
  • 第60天：成功故事 + 推荐提示
  • 里程碑之后：“您达成了 [X]——认识其他想要这个的人吗？”

联盟计划

关于详细的联盟计划设计、佣金结构、招募和工具：请参阅 references/affiliate-programs.md

关于联盟幂律机制（买断条款约12×月佣金、20/80超级推广者法则、启动联盟策略）：请参阅 references/viral-mechanisms.md

任务特定问题

  1. 您想要哪种计划类型（推荐、联盟，还是两者兼有）？
  2. 您的客户 LTV 和当前 CAC 是多少？
  3. 是否有现有计划，还是从零开始？
  4. 您正在考虑哪些工具/平台？
  5. 您的奖励/佣金预算是多少？
  6. 您的产品是否自然易于分享？

工具集成

有关实现，请参阅 tools registry。推荐计划的关键工具：

工具最适合指南
Rewardful基于 Stripe 的联盟计划rewardful.md
ToltSaaS 联盟计划tolt.md
Mention Me企业级推荐计划mention-me.md
Dub.co链接追踪和归因dub-co.md
Stripe支付处理（用于佣金追踪）stripe.md
Introw渠道合作伙伴计划（含层级、交易注册、QBR）introw.md
PartnerStack企业合作伙伴和联盟计划partnerstack.md

相关技能

  • launch：用于有效启动推荐计划
  • emails：用于推荐培育活动
  • marketing-psychology：用于理解推荐动机
  • analytics：用于追踪推荐归因

Individual skills in this repo

This repo contains 20 individual skills — each has its own dedicated page.

ab-testing

When the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program. Also use when the user mentions

ads

When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions

ai-seo

When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions

analytics

When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions

aso

When the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions

attribution

When the user wants to figure out which marketing actually drives conversions and revenue, choose or interpret an attribution model, or reconcile conflicting numbers across tools. Also use when the user mentions

churn-prevention

When the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or implement retention strategies. Also use when the user mentions

cold-email

Write B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails, prospecting emails, cold email campaigns, sales development emails, or SDR emails. Also use when the user mentions

co-marketing

When the user wants to find co-marketing partners, plan joint campaigns, or brainstorm partnership opportunities. Use when the user says

community-marketing

Build and leverage online communities to drive product growth and brand loyalty. Use when the user wants to create a community strategy, grow a Discord or Slack community, manage a forum or subreddit, build brand advocates, increase word-of-mouth, drive community-led growth, engage users post-signup, or turn customers into evangelists. Trigger phrases: \

competitor-profiling

When the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions

competitors

When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions

content-strategy

When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also use when the user mentions

copy-editing

When the user wants to edit, review, or improve existing marketing copy, or refresh outdated content. Also use when the user mentions

copywriting

When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says

coreyhaines31/ab-test-setup

When the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," "how long should I run this test," "growth experiments," "experiment velocity," "experiment backlog," "ICE score," "experimentation program," or "experiment playbook." Use this whenever someone is comparing two approaches and wants to measure which performs better, or when they want to build a systematic experimentation practice. For tracking implementation, see analytics-tracking. For page-level conversion optimization, see page-cro.

coreyhaines31/analytics-tracking

When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "attribution," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For A/B test measurement, see ab-test-setup.

coreyhaines31/aso-audit

When the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions 'ASO audit,' 'app store optimization,' 'optimize my app listing,' 'improve app visibility,' 'app store ranking,' 'audit my listing,' 'why aren't people downloading my app,' 'improve my app conversion,' 'keyword optimization for app,' or 'compare my app to competitors.' Use when the user shares an App Store or Google Play URL and wants to improve it.

coreyhaines31/competitor-alternatives

When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' 'competitive landing pages,' 'how do we compare to X,' 'battle card,' or 'competitor teardown.' Use this for any content that positions your product against competitors. Covers four formats: singular alternative, plural alternatives, you vs competitor, and competitor vs competitor. For sales-specific competitor docs, see sales-enablement.

coreyhaines31/email-sequence

When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," "lifecycle emails," "trigger-based emails," "email funnel," "email workflow," "what emails should I send," "welcome series," or "email cadence." Use this for any multi-email automated flow. For cold outreach emails, see cold-email. For in-app onboarding, see onboarding-cro.

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