Private domain operation, 90% of people ignore this point!

In user operations, refined operations can help operations personnel or product teams to effectively manage users, build closer relationships with users, and thereby promote user retention and improve user conversion rates. Among them, labeling users is a very important step;

In the process of user operation, we are eager to know who our users are? What do you like? What is your identity? How much spending power do you have?

We have always advocated that only refined customer operations and management can maintain effective relationships with customers and generate long-term value.

One of the commonly used methods is to give users private domain labels . Labeling actually creates a clear identity for users, so as to provide targeted services to users. For example, the saying "one thousand faces for one thousand people" is like this.

So today the village chief will talk to you about tagging. Since everyone has been paying attention to private domain and community operations, in this article the village chief will mainly share with you how to accurately tag your WeChat customers from the perspective of private domain.

1. Why should we label customers?

To put it simply, labeling is your impression of a user.

Whether he is optimistic, hardworking, or loyal, only by labeling users can you distinguish them and carry out refined customer management.

1. Understand who your users are

Generally speaking, an ordinary person can accurately remember the names and other information of 100 people, but when it comes to 200 people, he can only know the names roughly. It is quite difficult to remember more than 300 people, unless you deal with him every day.

The village chief currently has more than 5,000 WeChat friends on his mobile phone. Without making any notes, I certainly cannot tell you the information of each person.

I don’t even know when I met this person, why I added him, or whether I have interacted with him before. So sometimes, even if I want to say something, I don’t know where to start.

You can also look at the WeChat mobile phone address book, and see nicknames with various symbols. You have no idea who they are at all. The key point is that some people’s avatars and nicknames are exactly the same.

Since you want to do private domain operations , how can you talk about marketing if you don’t even know who your users are?

2. Categorize your users

Maybe you can clearly know the identities and preferences of a dozen of them, but if you were asked to create a WeChat group full of mothers based on your address book, it would be difficult for you to find them.

For the village chief, if I were asked to create a WeChat group with all the readers from Shili Village, it might be a bit difficult for me.

Similarly, it would be difficult for you to create a group for people who have consumed from you more than five times, bought your products, or interacted with you or liked your posts.

The reason is simple, because you didn't do this in the first step of adding friends, which made it more difficult to remedy the situation later.

It’s like asking you to open your address book and start making notes from scratch. You will definitely be a little confused, as you feel like you don’t know many of the people.

3. Find your customers more easily

Have you ever had this scenario: when you are chatting with a friend about something and suddenly you need a certain resource, you will quickly open your friend's address book in your mind to search for matches, then find the person who meets the resource, and then open WeChat to search for his nickname.

Because he already has a label in your mind, but sometimes, we know who he is, but we just can’t find his WeChat for a while.

It is also because you only labeled it in your mind but not in WeChat.

Therefore, one of the purposes of labeling is to make it easier to find our customers, especially a certain type of customers.

It’s very simple. As long as you label your customers accurately, you can filter them one by one by label category.

Otherwise, you don’t know who your user is. Even if he is in your WeChat communication, he is actually a stranger. The conversion rate of strangers is always lower than that of acquaintances.

The core reason why we label users is to achieve precise marketing conversions, so that the right users can see the content they want to see, the activities they are willing to participate in, and the products they are willing to consume.

2. How to label customers

Since labeling customers is so important, how should we label customers?

1. The customer has more than one tag

Our impression of any person is not a single one, but a combination of multiple dimensions.

Therefore, in WeChat’s friend tags, users are not either A or B, but are composed of multiple tags.

It is also the most rigorous to add multiple labels, so as to ensure the accuracy of our subsequent marketing.

Of course, the more tags there are, the better. Instead, the user's identity attributes should be set based on the needs of your own business.

2. Pay attention to the use of internal and external labels

There are two labels in WeChat, one is the inner label and the other is the outer label.

Internal tags refer to the classification tags in the WeChat address book, which are a kind of collective classification. For example, if you label two people as WeChat businessmen, you can search for them through the internal tags next time.

The external label is the user's nickname. There is no need to click on the user's avatar to view detailed information, so we can quickly identify the user whether it is in the circle of friends, WeChat group, or private chat.

In addition, we can give a user multiple internal labels to make the user's portrait clearer, but the external labels must capture the core information, otherwise it will exceed the character limit of the WeChat nickname.

3. When to tag a user

A complete user tag cannot be achieved overnight. Labeling users is an ongoing process.

First, from the moment the user adds you, you may know some of his information, such as which channels have been opened recently for adding WeChat, or whether you added him in person during a meeting, or whether the user scanned a designated QR code.

Secondly, when you chat with users through WeChat and see their friends, you get more initial information.

Third, whether the user has interacted with you in the circle of friends, whether he has made purchases from you, whether he is your member, whether you have met him offline, etc.

Fourthly, user labels are not the only unchanging ones. For example, if you are running a paid community and one of the users no longer renews his membership, his label will change from member to non-member, lost member or member awaiting renewal.

For example, if a user consumes once, then three times, ten times, and finally becomes a VIP or SVIP user, his label will change.

4. From which dimensions should users be labeled?

So in the actual practice, from which dimensions should users be labeled?

I don’t know if you have read the user stratification article written by the village chief before. In fact, there are some similarities, and user stratification is just a method of labeling.

1) Channels

How do users add you on WeChat, offline conferences or WeChat groups? Or is it a public account, Douyin, Kuaishou, or an express package?

2) Identity

What is gender? What do you do? How old are you? What specific position is it?

Why do we have to tell the gender? It's very simple. For many businesses, women have a larger base, stronger potential consumption intentions, and are easier to cooperate with and communicate with.

3) Intention

Ask several times whether the customer has the intention to join, whether the customer has any experience, how many times the customer has participated in the initial training, whether the customer is the final paying user, etc.

4) Interaction

Have you ever interacted with him? How many times? For example, how active are the WeChat groups, how many likes are there in the comments in the Moments, and whether they have participated in online and offline activities? What is the level of cooperation? Can you develop into a community assistant, acting group leader, or sharing guest?

5) Payment

How many times do you consume? What have you bought? How much did you pay? How strong is the consumption power? Are you an SVIP user?

6) Features

What do you like, what do you dislike, good temper, super beautiful, what do you not need, have you ever complained, are you good at dancing, public speaking, what resources do you have?

I am just giving examples here. If it is broken down into labels, there can be dozens or hundreds of them, but ultimately it still depends on your own industry and business attributes.

In addition, the symbol of the label is not just a string of text, it can also be replaced by symbols or abbreviations as long as the operation team reaches a consensus.

For example, 0 represents no interaction, 1 represents interaction, 2 represents multiple interactions, and 3 represents extremely high cooperation.

Another example is using stars, moons, and suns to represent the user's identity level. This method is particularly suitable for user external labels, that is, the user's nickname notes, so that we can see it at a glance just by looking at the circle of friends or address book.

3. What to do after labeling

I just said that labeling users is an ongoing process, and labeling is just the beginning of operations.

With user tags, we will have many conveniences when doing private domain operations or we need to make good use of the tags.

1. Targeted Interaction

Taking WeChat Moments as an example, there are at least three scenarios for using tags.

• First, as can be seen by @某某, through the label in the address book, some potential users are reminded to pay attention to our activities, such as receiving awards, launching special products, etc.
• Secondly, it should be visible to designated users. Don’t let users who don’t need it or are not suitable for advertising see your content. This way you can post more Moments and ensure that the content in Moments is not restricted. This is called targeted push of Moments.
• Third, when browsing the Moments, make appropriate replies based on the user’s nickname tags, such as SVIP users, zero-interaction users, frequent-interaction users, etc.

The more appropriate opportunities you have to appear in your circle of friends, the deeper their impression of you will be, and the less rejection they will have.

2. Social marketing conversion

With the user's tag, you can regularly organize welfare activities in the circle of friends and WeChat groups.

For example, the flash mob gameplay that the village chief has been popularizing to everyone, or when you happen to have a batch of special benefits, you can invite some users to participate.

Or when you want to do an internal test review or free trial of a product, you can find suitable WeChat friends based on the tags.

Therefore, WeChat tags can not only improve the efficiency of our community operations, but also improve the accuracy of our marketing.

Of course, there are many more scenarios where WeChat tags can be used, and I will share them later when I have the chance.

Okay, that’s all the village chief has to share today.

Author: Shili Village

Source: Shili Village (shilipxl)