How to create private domain traffic and become a KOC?

A new term has been born in the new media field: KOC . The general meaning is "key opinion consumers" created to correspond to KOL "key opinion leaders". Private domain traffic is essentially SCRM (Social + CRM), that is, marketing communication and fission based on CRM fan customers with the help of social channels.

Creating new words and new concepts is a common practice for all third-party companies that provide marketing services, and there is nothing wrong with it - without new concepts, there will be no new income.

This approach was soon discovered to be more suitable for self-media, especially those that were prepared to sell goods.

For self-media authors who open columns on online media platforms, their column traffic, Weibo traffic, and traffic from various subscription accounts have historically depended on relationship recommendations from platform editors. Whoever has a close relationship with the editor will gain the support of public domain traffic and become the KOL.

However, this type of KOL has poor monetization capabilities. After all, the traffic is free. It is like opening a store in a train station square and selling tea eggs. Maybe the effect is good, but if you want to take on more complex sales business, it will be difficult to meet the client's KPI.

The limited monetization ability of KOLs will reduce their enthusiasm for writing;

If KOLs’ enthusiasm for writing decreases, the overall public domain traffic of self-media platforms will decrease;

If the overall public domain traffic of self-media decreases, Party A’s willingness to place advertisements on self-media platforms will be reduced.

In terms of how to help Party A complete the essential needs of KPI, the essential interests of the online media platform, Party A, and self-media authors are consistent.

Therefore, online media platforms also refer to the e-commerce model and give self-media authors the ability to "open a store" and "operate a store", allowing self-media authors to form private domain traffic that can be monetized by themselves.

Some platforms even allow self-media authors to directly publish advertising articles and link to the platform's internal stores.

How to create private domain traffic?

The overall operation of private domain traffic is quite complex, and due to space limitations, only the core outline is listed:

1. Personality creation

The creation of personal image is mainly through the "Circle of Friends". Here, "Circle of Friends" is a synonym, including all "dynamic" tools such as "WeChat Circle of Friends", "QQ Space", "Weibo", "Wei Toutiao", and "Maimai".

The key points of managing a persona are:

(1) Determine what type of content to publish and how to prepare the materials

(2) When is the release date?

(3) What content should be posted at different time periods?

(4) How many messages per day?

(5) How to interact with other people in your circle of friends

(6) How to maintain the consistency and activity of Moments content

2. Friends Interaction

(1) Grouping and classification of friend circles

(2) Content and frequency of greetings in different groups

(3) Friends’ Care

3. Fans

(1) Seed users

(2) Number of people growth rules

(3) Activity rules

(4) Monetization rules

(5) Group fission

4. We-media

(1) Account maintenance planning

(2) Trading rules

(3) Anti-blocking rules

(4) Add fans operation

(5) Reader introduction

(6) Reader Exchange

5. Brand Marketing

(1) Paid communities

(2) Industry conferences

(3) Training seminars

(4) Book Publishing

(5) Second echelon

6. E-commerce

(1) Matrix

(2) Docking

(3) Exchange

Through the above 6 modules, you can basically form your own private domain traffic.

No matter whether you are a KOL or a KOC, as long as you cannot help Party A achieve its KPI, all new terms are nonsense!

Author: Private Domain Traffic Study Society

Source: Private Domain Traffic Study Club