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The Power of the Invitation

The Power of the Invitation

Have you heard of Ello yet? It’s one of the newest social media platforms, touted as the Facebook killer; no ads, privacy respecting, socially empowering – any of which may or may not be true, but that’s not the point of our story here. The point is that Ello went from almost total obscurity to front page headlines seemingly overnight. Three to four thousand people were trying to join the site per hour at one point – an overwhelming amount of interest that brought the beta site down.

What drove the masses to Ello?

Welcome to the power of the invitation.

You see, you couldn’t (and can’t) just join Ello. You needed to be invited by someone already involved with Ello. Didn’t know anyone? Invitations can be requested, but there’s no guarantee that one will be forthcoming. Once you make it in, though, you’re given a handful of your own invitation codes to share – that way you can make sure your friends are part of the new social network you’ve just joined.

The invitation-only model can generate a tremendous amount of buzz. In general, people like to be invited to things; it makes them feel recognized and valued. Invitations are even better when they’re perceived to be exclusive and high value, giving one access to something that’s actually worth going to.

In some parts of our culture, right now, there’s a certain amount of value attached to the idea of being one of the very first people to establish a presence on a social network. People also feel a pressure to protect their chosen web identities on emerging social media platforms. Taken together, these factors were enough to start a rush of people in search of invitations to join Ello; that rush swelled as other people who are perhaps not as invested in digital spaces but wanted to see what all the fuss is about.

Is this model replicable outside of social media? Absolutely. The exclusive event is well known in the apparel and jewelry industries; as long as you have merchandise your customer is genuinely interested in seeing and access to the event is limited, your invitation will have value.

Limited access (or the perception of limited access) is important. It’s not an exclusive event if everyone and their best friend will be there; that’s just a sale! Ello wouldn’t be Ello if everyone could be there; it would be Facebook.

Does Ello have a role to play in your digital marketing mix?

That remains to be seen. The platform is in its very infancy. We don’t know who’s embracing this platform or what it’s going to be used for. Without that knowledge, it’s too soon to make any decisions. That being said, the lesson being taught about the power of invitations is a good one to keep in mind as we market our own businesses!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office