As in, you should build your User model with the knowledge you'll have referrers and referees, making the experience seamless from user touchpoints. Often you

As in, you should build your User model with the knowledge you'll have referrers and referees, making the experience seamless from user touchpoints. Often you see some marketing gimmicks overlaid onto the structure of the site with clunky integrations, you need to make it so that your product by design supports referring as a strategy for it to win out. For example, Dropbox had their referral tech built in (refer someone, get free storage etc...). They set their product up to utilise their chosen marketing strategy effectively at the base level of the product. At least, it felt like it was ingrained.