Private domain build logic from 0 to 1

This article is based on mutual learning and research. I want to break down the underlying logic of "building private domain from 0 to 1" as much as possible.

There is also the issue of how the private and public domains can work together to form a more growth-oriented self-circulating growth body.

The situations we encounter in daily operations are ever-changing, and some are even brand new problems, but the underlying core logic will never change. Only by mastering it can we respond quickly to various situations and ensure that all roads lead to Rome, rather than going down a single path to the end.

Let’s think about two questions first:

1. After the traffic dividend fades, which ones will escape elimination?
2. How does the process from "buying and selling" to "transaction" to "repeat purchase" take place?

Chairman Mao once said that defense is the best offense.

How to avoid being eliminated when the tide recedes is already better than 70% of the contestants.

1. Which companies will be spared from elimination after the traffic dividend fades away?

Let me first state the conclusion:

• Operation + gamification (purpose: to enhance the fun of interaction with users)
• The public and private domains form a self-circulating ecosystem (purpose: maximizing traffic benefits)

These two conclusions are very critical because we are often misled by the "surface meaning" and slowly forget what our original "real purpose" is.

First of all: gamification operation does not mean asking everyone to make a game. You can refer to Pinduoduo, which is a great example of bringing human nature and game addiction to the extreme.

Note: Gamification here refers to making the behaviors generated during the interaction with users more interesting.

I remember that in the years when online shopping was not popular, the nicknames of store customer service were "Customer Service ABCD123", then "Waiter", and later "exclusive name".

To be honest, do you find it interesting to chat with a customer service representative whose name is a string of work numbers? No, you'll just feel like a robot.

There is also pdd's "Kan Yidao", which is essentially the same as pyq's "retweet and collect likes", but more interesting.

Let me share another case with you. Generally, when you follow a public account or add an IP number, the automatic prompt you receive will look like the one below?

Most people will automatically ignore a long string of prompt text. But if the first reply is changed to "Winning code XXX, congratulations on winning the first prize", wouldn't it be more interesting to see it? ?

While achieving the goal of attracting traffic, it can also enhance the user experience in the process, and at the same time increase the number of times you reach users.

Secondly: Many of us have a big misunderstanding about the public domain and private domain. We think that it is successful to circle the private domain to divert public domain traffic. Is this really the case? ?

The most ideal operating model in the future will definitely be for the public and private domains to form a self-circulating ecosystem, with the two systems empowering each other , reducing the online promotion costs of products/brands, and improving conversion efficiency.

Now many people understand private domain as trying every means to grab traffic in the public domain, and then circle it into their own private domain for conversion. However, this is equivalent to capturing NPCs in the world map and building an isolated "paradise" for themselves. Instead of forming a larger whole, the private domain will slowly wither from being active at the beginning to having no new users participating in the end.

Only when you coordinate private domain traffic to public domain sections can you achieve further dissemination. Note: The purpose of doing private domain is to maximize the benefits of traffic. If you only focus on "Peach Blossom Spring", it will be counterproductive.

Of course, some people may say, I can do fission, 1000 can split into 2000, of course I can do fission, but a pool of stagnant water that does not flow will not flow no matter how much water is added to it.

There is also the penetration rate of the circle of acquaintances. When the fission reaches a certain level and the penetration rate approaches saturation, the efficiency of fission activities at this time will be much lower than in the early stage. After all, everyone's social circle is limited.

An overly closed private environment has limited growth potential.

2. How is the process from "buying and selling" to "dealing" to "re-purchasing" formed?

• The first step in buying and selling is to pay attention
• The essence of a deal is continuous interaction
• The essence of repurchase is that the customer has established a positive perception of the product/brand.

"The mere exposure effect occurs because repeated exposure to a stimulus does not produce any negative effects. Such a stimulus eventually becomes a signal of safety, and safety is good." Thinking Fast and Slow

When a product attracts attention, it is considered to have entered the market. If one wants to achieve a transaction or even repeat purchase without any exposure, unless the product can be easily obtained without any decision-making cost, it is equivalent to throwing money on the street.

Therefore, there will be costs in promoting any product, even a bottle of beverage. If a new drink doesn't get any attention, you can imagine how low its sales will be.

Those internet celebrities who were once banned for doing things that were too low were actually trying to attract as much attention as possible. (Of course, I am not encouraging you to play low-level games to gain attention.)

When we and users establish mutual attention, communication, or interaction, will occur. The next step is to increase the number of effective interactions through operations.

From the most primitive price reduction promotion, to free trial, to the later practical knowledge promotion, to the current live broadcast and gamification,

The above interaction methods are combined twice with the AARRR model according to the different purposes of our current operation stage.

For example: "Dry knowledge + fission = forwarding to unlock more courses", "Gamification + conversion = blind box", etc., constantly establishing effective interactions with users.

3. Private Domain from 0 to 1

Having said so much, what does this have to do with building a private domain from 0 to 1? As a qualified operator, you all know that each group also has a life cycle, and different stages have different purposes, so we need to make dynamic adjustments based on the purpose.

(Previous reference: How to dynamically adjust tactical execution)

Different businesses will have very different requirements for groups at different stages. For example, for knowledge-oriented communities, such as knowledge payment, the initial focus of the community will be on user activity and sharing.

If it is a marketing-oriented community, such as consumer products, then our operating portfolio should be like this:

• Initial stage: mainly fission. For example: gamification + fission = forwarding the lottery to get more redemption codes.
• Growth stage: mainly active. For example: (gamification + practical knowledge) + activeness = daily publishing of professional content and guiding product topics, activation with red envelopes, and strengthening of IP image.
• Mature stage: transformation is the main focus. For example: price reduction promotion + conversion = limited-time flash sale price for new/old user privileges.
• Recession stage: drainage is the main focus. For example: free trial + traffic diversion = add administrator to confirm free places.

Therefore, we cannot generalize and need to make different combination plans based on the business model. For more information on how to determine the level of user participation at the current stage, please refer to the previous article: Data analysis model for community activity. ）

4. How to achieve: maximize traffic benefits

By implementing "attention-interaction-establishing brand awareness" in the private domain, once users with a positive perception of the brand are developed, it is possible to transition from stage 1 to stage n and develop KOC/KOL that are in line with one's own brand positioning.

• From 0 to 1: Ordinary users > paying users
• From 1 to n: paying users > KOC > guiding other business segments

When this group of developed users flows into the public domain, the exposure effect and word-of-mouth effect will gradually expand in the public domain, while also reducing the decision-making cost of new users and shortening the original cycle path.

The increase in natural traffic will stimulate the platform to distribute more traffic, thus forming a self-circulating growth body with higher growth potential.

(There are many ways to guide private users to spread word of mouth to the public domain, such as guiding in the comment area of ​​short video platforms, or encouraging positive reviews on e-commerce platforms, etc. I will not elaborate on them one by one.)

For a project, there are many possible solutions, but depending on the actual situation, you may only need to do the most suitable one. The rest is to constantly synchronize your team in the process and make dynamic adjustments at a consistent frequency, just like a car driving at high speed, the road always looks straight.

Author: Operation Meow who loves drinking Coke

Source: Operation Meow who loves drinking Coke