High-value model for private domain operations!

Does your private domain need traffic growth? Is it necessary to increase conversion rate and repurchase rate?

Scenario 1: Why is my private domain not as good as others? No one replies to my private messages, no one likes my Moments, and no one accepts the red envelopes sent in the social network?

Scenario 2: Occasionally, you may have a sudden idea, but during the execution path, you find that it is not the case at all. Or, this good "idea" achieves a small highlight moment, but the road ahead is confusing again?

Scenario 3: Today I read an article and attended a class given by a big shot. The title was "xxxx achieved a growth of 300 by fission and 3000 by using this method." Then I did it by copying it, but found that only my eyes learned it, but my hands still couldn't.

Scene 4: …

That’s right, this is your private domain. It’s obviously very valuable, but when you try to do it, you always feel powerless, or even don’t know where to start, or the future is full of confusion.

In private domain operations , we cannot pursue a certain point or stage to make plans. We must combine the company's products, services and overall environment to develop an overall framework, otherwise in the end it will only be "fleeting glory."

What exactly is this framework? Although I can get it, I still don’t have any specific concept. So based on this “private domain framework”, I will use a model to visualize it, and everyone will have an understanding of the conceptual thing.

Let’s call it the “3×4 Private Domain Operation High-Value Model” for now. The name doesn’t matter. What I want everyone to know is to understand the essence behind it.

Next, I will explain the meaning of each small block one by one based on this model, because today I mainly want to give you a framework of specific concepts, and I will not explain each key node in detail here.

1. Attract new traffic

Regardless of whether it is a private domain or not, for an enterprise or merchant, "attracting new traffic" is always the top priority. There is no doubt about this. The following is an analysis of each small point, and there is no order of priority.

1. Offline

Based on the offline point, it is not difficult to understand that online traffic is getting more and more expensive, while offline traffic is getting cheaper and cheaper, so various companies point the finger at offline:

In fact, it refers to those with physical stores and those without. For those with physical stores, they can naturally direct traffic to their own physical stores, focusing on three points: "shopping guide execution, the amount of lost traffic and the amount of purchased traffic."

For those who do not have physical stores, they can develop a simple user portrait based on the attributes of their products, and then combine it with offline scenarios that match the user attributes to conduct machine delivery to encourage purchases.

2. Distribution

I think everyone is already familiar with the concept of distribution. Now many companies have the method of universal distribution in their models, such as Huasheng Diary, Kuaiyu, and Babycare. The biggest advantage of distribution is that it can quickly obtain new traffic and accurate conversion.

Private domain distribution refers to the combination of products and WeChat. The product realizes the entire distribution mechanism, while WeChat is mainly responsible for operations.

To operate these distributors in the private domain, we need to develop a series of mechanisms through "gamification thinking" so that a novice or a master can feel a sense of fighting monsters and upgrading and a full sense of honor after coming in.

3. Fission

Almost every day we see articles from xx public account, such as "xx gained x thousand new customers in one day by this method", "It's a blast! This restaurant gained 12,000 customers in three days", etc.

When we click on the attractive title and read the whole article, we have to admit that they are indeed well written, and even give us an urge to do it right away. But after we actually do it, we find that the process and the result are not the same at all.

So what is going on here? This is because you only see its surface phenomenon and do not trace its root. How can you trace its essence? There have been many formula outputs based on fission. In fact, most of them are the same. Here we mainly introduce the underlying layer of the so-called fission.

The yellow part belongs to the internal cycle of fission, which is easy to understand. If your product target is mothers and babies, then you need to choose a good "hook" for them, and then design a poster and send it out for others to see. This is the so-called "startup". For example, if you send it to a group, users in the group see the poster and want the hook, so they will share it. This is "action";

The red part belongs to the external cycle. For example, if the communicator wants a "grab", he will share the poster on WeChat Moments. Then, the communicator's friends will see the grabber on the poster in WeChat Moments and want it too. They will add the WeChat account on the poster, and then get their own exclusive poster. They will continue to forward it before they can get the grabber.

In fact, to describe it in one sentence: the internal circulation is the “point” of creating communication, while the external circulation is the “momentum” of forming communication.

4. Delivery

Advertising is the fastest way to attract traffic, but it is also the most expensive way. So, how to reduce the cost of advertising and maximize the effect has always been a headache for us?

The most important point of advertising is to choose the right group that corresponds to the attributes of your product, and then choose the corresponding experts to cooperate with based on the target group.

Regarding investment, there is a company that can introduce: [Light Year Laboratory] They are very knowledgeable about this sector.

2. Retention and Activity

The identity of a user is not just a consumer, he is also our best friend, the most loyal friend who provides us with advice on our products or services and improves our products. In the past, we could not have close contact with him in the public domain, but now in the private domain, we must maintain good contact with him.

1. User acceptance

The first step in building a private domain is to do a good job of taking over, and the core of taking over lies in two points: short-term benefits + long-term value.

Short-term benefits are easy to understand. They refer to the embedding of points in various online and offline channels. Through a point of interest, we attract users to add us as friends.

Long-term value is the core of retaining users. After providing short-term benefits, we must tell users that we have follow-up services on a daily, weekly or monthly basis so that users will lose a lot if they delete us after receiving the benefits.

2. User Tags

Why do we label users? Moreover, does labeling mean that the user is like this?

Of course not. The labels we put on users are based on our own brand cognition, in order to be more refined in the subsequent private domain operations: for example: precise push, user behavior insights, enhanced data analysis, product tracing for different product user groups, etc.

3. Long-term value

Long-term value is the best way to retain users after taking over the users, and it is also the way to make users feel the value. The general ways are the above, but the ways to reflect them are all in the SOP of private domain operations:

• Daily operations: Focusing on long-term discounts and activities, one or more products will be launched in the private domain every day;
• Weekly operation: determine the daily welfare content and activity time based on a week, so that users can feel different treatment every day in your private domain;
• Monthly operation: Take one month as a unit, set two large-scale activities to be held on certain days, and let users in your private domain look forward to the arrival of those one or two days every month;
• Special date operation: E-commerce is inevitable to do marketing, and the most perfect combination of marketing is to combine it with the festivals of each year, such as Queen's Day on March 8, the mid-year promotion on June 16, Double 11, Double 12, Chinese New Year, etc.

4. Content Co-creation

Everyone has different opinions about content, but one thing is certain: in private domain operations, content is the core.

Your private persona is content, and your daily group messages and Moments are also content. However, these contents are sent in the name of the official, and because of tool problems, these contents will be deleted after a while. If you want to find them, you have to climb up the ladder. Therefore, good content will be like a stone sinking into the sea if there are no good tools to carry it.

Every day you rack your brains thinking about what content to post, but in the end you still don’t know whether users will like it. In this case, why not stand in the user’s perspective and let users post it themselves?

Among the many tools studied, "Duohao" is still an excellent one. It can solve the problem of sedimentation of wonderful content in our circle of friends and communities. It can also guide our users to create content themselves, and through the form of activities, users will spontaneously share the created content, thus achieving fission.

If you are interested in this tool, you can add me as a friend at the end of the article.

3. Conversion and repurchase

Conversion and repeat purchase are our ultimate goals in the private domain, and the core value of the private domain is to extend the value of users. Those who originally spent 100 yuan in the public domain can now spend 1,000 yuan in the private domain.

1. Private chat operation

For some brands, they don’t want to set up groups in their corresponding private domains, or don’t want to set up groups so quickly. In this case, they must set up private chats. In the private chat operation, there is also a circle of friends operation, and the circle of friends is also the focus of the private chat.

When we were operating a maternal and infant product company, we did a test. We had two fan accounts with about 800 friends. One account used the "group control tool for automatic acceptance" every day, while the other account, in addition to cooperating with the group control, had to chat with every fan who passed through. As a result, when promoting the product through private chat 7 days later, under the same conditions, the conversion rate without private chat was 2%, and the conversion rate with private chat was 11%.

2. Community Operation

Community operation is the most powerful representative of private domain. Even many brands will subtly equate private domain with community when talking about it. Admittedly, private domain ≠ community, but community is indeed the best operation tool.

But why is your community not active? Why does your community end up just distributing products and coupons? Because your community can only distribute products and coupons.

Why do I say this? Because you don’t have any positioning or definition for your community. You just let users join the group directly after adding them, and then you start sending red envelopes. The group is really active at the beginning, but within 2 days, it has become a dead group.

Therefore, before building a group, we must define the community. Generally, brand communities are divided into three levels: basic C-end group, elite member group, and distribution group. Each category of group has its value, and the basic C-end group has its own creation method:

Community + content co-creation: This combination will be a perfect match, which can greatly improve the brand's private domain activity. Combined with daily and weekly SOPs, it can further enhance the activity and conversion of the private domain.

3. Platform Marketing

The platform refers to mini-programs and apps, which are used for conversion in the private domain. These platforms can realize multiple gameplays, and combining gameplays can increase the fission rate and conversion.

For example, the most common sign-in function, in a product we have implemented before, the sign-in system is the gameplay with the most new users on a daily basis. We designed it like this: "Sign-in corresponds to points. The more points you have, the more things you can redeem. Sign-in is the simplest and most direct way to get things, so we designed the sign-in so that after completing the sign-in, you can summon friends to help, up to 3 friends, and the points can be multiplied up to 10 times. There are also a lot of hidden physical prizes."

4. Collaborative Marketing

Linkage means combined gameplay. In the private domain: individuals, communities, friend circles, mini-programs, public accounts, video accounts, live broadcasts, etc. are positions with different attributes and their own different values.

For example, in the fission gameplay: public account + personal + community is the best combination gameplay, because the public account can present content, and the public account is the one with the lowest operation cost for users. You only need to scan the code, and then use the personal account to take over and introduce it to the community;

Of course, this is a combination in the form of content. If it is for traffic diversion, it will be much simpler. You only need a personal account + community.

In the conversion gameplay: live broadcast + community + circle of friends + mini program, this combination is called the king bomb, and in actual process, it is indeed more than twice the daily sales.

IV. Conclusion

Okay, that’s all I have to say about this private domain operation model. In fact, each part is very important. It is called a model, but in fact it is more like a rule in work: OKR.

As shown in the figure: there are a total of 3 O (goals) and under each O there are 4 different KRs (key results). By completing the key results, the goal can be achieved.

As for the 12 key results under the three Os, I will output them one by one later. It’s not enough to have a framework without details, right? But to put it the other way around, we cannot always pursue details, but must keep thinking about the overall picture in actual operations.

This is the concretization of the high-value private domain operation system. Although each small section is not explained in detail, do you have a framework for the overall operation in mind? !

Well, if you are interested, you can add me as a friend. I will also explain each node of private domain operation one by one in the future, so that your private domain operation can quickly realize its value.

Author: Listening to the Rain

Source: Tingyulou