Explain the 4 models of private domain traffic in 10 minutes

" Private domain traffic " is the hottest operation mode in the past two years, and it may also be the hottest operation mode in the next two years. Various courses, salons, sharing and training on the theme of "private domain traffic" have emerged in an endless stream. I have participated in more than 10 sharing sessions myself. However, the energy and value of them vary. Sometimes I think that if the operation goes in the wrong direction in the early stage, there is really no way to turn back later.

Therefore, based on my own operational practices and the actual conditions of different business formats, I have compiled four relatively common private domain operation models. With the help of these four models, you can quickly build a private domain operation model that suits you and avoid detours.

I’m sharing this with you today, hoping it can give some inspiration to those who are interested in developing private domain traffic.

New Business: AARRR Pirate Model

The pirate model is suitable for new businesses from 0 to 1. Its main feature is that the business lacks early user resources and is not bound by rigid processes, so everything starts from scratch. In such a project, a relatively complete operational methodology can be established in the early stages through the pirate model, so that the entire business growth is within a reasonable and controllable plan, and limited resources can be mobilized most efficiently to achieve rapid business growth.

Acquisition

The first step in operating any product is to acquire users. Only with users can operations begin.

Activation

Now that we have users, the next step is to increase their activity. It is useless for users to just register; they need to log in frequently and interact.

Retention

After increasing activity, users may “come quickly and leave quickly”, so we need to increase user stickiness and improve retention rate.

Revenue

Obtaining revenue is the most important thing for a product. Products are developed for the purpose of making a profit.

Refer (viral)

Based on the product’s own advantages, the product spreads itself through social networks, further acquiring users and creating a virtuous cycle.

Unlike previous user operations and product operations, although every link of the pirate model is important, in private domain operations, the pirate model is used to retain the scale of the traffic pool and establish a sharing mechanism to stimulate user dissemination.

The traffic pool solves two core problems: stratification and reach.

Stratification means that users can be differentiated in clear dimensions by using traffic pools. For example, the user groupings in the public account background, the user tags of corporate WeChat, and the user communities of personal WeChat accounts can all be effectively stratified by contribution dimensions such as consumption, activity, and value without the help of complex development.

Reach means that users who remain in the user pool can be influenced independently without having to pay additional high media fees. This is also the original intention of many companies to do Civic (after all, it’s all because of lack of money). For example, both official accounts and corporate WeChat can proactively send group messages to different users four times a month, or provide more targeted service reminders through template messages. By leveraging the influence of WeChat, effects far exceeding APP push can be achieved.

The pirate model is the most commonly used method of growth hackers. In the past, we cared more about reducing the loss in each link and striving to maximize the effect in the monetization link. However, in the Civic era, this core has gradually been replaced by retention. Only by establishing a sufficiently reliable traffic pool can users be retained, and users and data will be the most expensive assets of enterprises in the future.

Traffic acquisition type: AISAS model

The AISAS model is suitable for traffic acquisition businesses, that is, for sponsors with sufficient advertising budgets. Through the display of public domain content, it gradually guides users to complete private domain sedimentation. This is the most common practice for many companies, especially public domain e-commerce, live TV, and brand e-commerce.

Unlike the pirate model, the AISAS model spends more energy on the attention and interest stage (that is, the customer acquisition stage), because as a traffic acquisition business, the scale of external product exposure will even play a decisive role in the development of the business. Only by showing loopholes and making them big enough can it be possible to obtain reorganized users to flow back to the product. Therefore, the AISAS model emphasizes the company's delivery capabilities and content production capabilities. Companies that only know how to spend money on advertising will hardly have a good end.

However, although the most important aspects of the AISAS model are the attention and interest stages, it is the search stage that determines the smooth flow of the link. That is, whether the user can effectively find you after he or she becomes interested in you is the core factor of success or failure. In recent years, in addition to the traditional promotion of brands and concepts, the marketing circle has paid particular attention to the quantifiable marketing effects. This is what is meant by brand-effect integration.

Own traffic type: RRAR (Retention-Sharing-Activation-Conversion)

This is a variation of the pirate model and is suitable for companies with their own traffic, such as Tmall and JD stores that have been operating for many years, self-operated e-commerce, offline stores, etc.

The most important feature of this type of enterprise is that it has a certain user base through years of operation and has its own experience and methods in business models. The purpose of developing private domain gameplay is to adapt to the existing competitive environment, or to develop a second curve and achieve further growth in business.

The most important element for this type of enterprise to carry out privatization is to make rational use of existing resources and users, realize sharing fission within the same circle of users, convert the original advertising budget into user sharing incentives, invite users to bring more users of the same type to their own circles, and recommend more users to experience and use our products. This method can not only reduce the promotion cost, but also users actively share while paying more "costs" on our products, which significantly reduces the churn rate. Mobilizing user sharing is an operational method that can have the dual effects of acquiring and retaining customers.

Many companies have an idea that they hope to keep the original old business and old users unchanged, and realize the company's transformation by introducing new personnel to build a completely independent new business model. From the perspective of personnel, resources, and strategy, this idea is very good, but the biggest hidden danger often lies at the intersection of the two: that is, the boss;

Why?

Because although a group of new people have been recruited to do this, the leader has not changed, and it is difficult for anyone to get rid of the original successful experience, and the boss is no exception; therefore, in the process of new business development, the bosses will definitely make various "localized" suggestions to the new team with the original way of thinking, and will judge the effectiveness of the new business based on the original experience, and even call on more adept old subordinates from the original team to play the core role of the new business. If this approach is done well, the new business can gain strong internal support and maximize resources; if it is done poorly, it can easily lead to old wine in new bottles, resulting in a painful situation where "the logic is all right when it comes to talking, but it fails when it comes to putting things into practice."

Fission sharing type: RRAR (Share-Retention-Activation-Conversion)

This is another variation of the pirate model, and it is also the gameplay of Pinduoduo that we are most familiar with. It is suitable for companies with strong fission sharing capabilities (note: it is not enough to have money). This model is mainly driven by fission gameplay, hijacking your social relationship chain, and gradually converting potential users from low to high through the long-term influence of people around you and the expansion of product categories.

The most terrifying way of Pinduoduo is to start with your "loving family", "Brother, help sister to cut the price", "Nephew, help uncle to cut the price", "Nephew, help uncle to cut the price", "Son, help mom to cut the price", or even "Grandson, help grandpa to cut the price"... After the first one or two times of helping, you can still delete the APP, but after he launches a siege on you from almost all possible aspects of relatives, friends and social media, there always comes a moment when you give up the courage to delete him and accept the reality of being a Pinduoduo "helper" tool.

Although it is not very clean, this process basically achieves Pinduoduo's business goals from sharing to retention.

In terms of conversion, Pinduoduo targets users in different levels through products with obvious consumption divisions, including low-end generic daily necessities, middle-level agricultural and sideline products, and "10 billion subsidies" to increase consumption. There is always one product that suits you.

If you start your shopping on Pinduoduo, the day of cross-border sharing in large groups is not far away, because the discounts from bargaining are really great, and those classmates, colleagues and friends invited by you will enter the next cycle. This bottom-up and layer-by-layer penetration has helped Pinduoduo become the second largest e-commerce platform in China in terms of user volume, which is even more attractive for Pinduoduo's operations.

Okay, I will share this with you today. We can talk about it in detail later when we have time. Yes, how to build the Civic operation system under the business model, especially how to analyze the characteristics of the existing business to quickly realize the creation and conversion of the Civic traffic pool of the enterprise.

Author: Bingo Love Operation

Source: Bingo Love Operation