E-commerce traffic, operation and activity system!

E-commerce + private domain = social e-commerce.

Social e-commerce is a general model with many branches. The most successful representative is Pinduoduo. But if we think deeply about Pinduoduo's model, is it deeply penetrating social media or is it taking advantage of social media?

In fact, business activities without emotional connections can only be called business, not social business. The underlying logic of social e-commerce is based on social relationships. A few years ago, JD.com’s “Shopping Circle” opened up the first-level entrance of WeChat. WeChat’s “Goods Circle” is based on its own huge traffic pool. Taobao is also using social relationships to layout “Taobao Shop”...

Traditional e-commerce companies have begun to enter the social circle in large numbers, but for the vast majority of e-commerce companies, only a handful of them are doing well. The biggest problem facing the e-commerce sector is the high cost of acquiring customers and low consumer loyalty...

From a decision-making perspective, the strategic direction of e-commerce plus private domain is correct. So, when it comes to actual implementation, how should e-commerce customer resources be utilized, how should traffic be directed, how should it be converted, and even whether private domain can be done, whether it should be done, and how to do it?

Several criteria for judgment:

1. Are your products and brands remembered?
2. Are you losing users and to what extent?
3. Does your product meet the characteristics of high-frequency consumption?

The model of front-end store + back-end WeChat in the e-commerce circle is no longer new, with the front-end attracting traffic and the back-end having high conversion rates. Many brands and companies have done this very maturely and have established a complete ecological closed loop. For example: Perfect XX, HuaXzi, ChaoXan...the value of private domain is self-evident.

Taking advantage of the popularity of the concept of "private domain traffic" in 2019, a large number of e-commerce companies have joined the private domain gameplay.

Three years ago, I started trying to connect the store and the private domain. Based on the early formation of the WeChat fission and fan conversion system, I reintegrated and allocated the team and resources, and established a complete social e-commerce channel and operation and conversion system.

So today, I will share some practical tips with students who are working in this field.

Before that, I want to emphasize a point: private domain operation is not about forming groups, sending red envelopes, and linking activities, but about stratifying user management and building stickiness and trust one-on-one. This is a systematic operation work.

The first thing you need to understand is your product attributes, brand image, pricing system, resource size and user portrait. Customer resources are not equal to convertible resources. Portrait comes first. Understand your crowd and formulate product strategies and pricing systems based on the common needs of the crowd.

It is necessary to clearly understand the value and significance of the private domain - stickiness, emotional connection and repeat purchase. The users of the private domain need to be cultivated rather than exploited. Based on this underlying logic, what the private domain needs to do is to extend the user life cycle and create lifetime value for customers.

To maximize user value, the key to operation lies in the creation of personal IP, content output, activity strategy and the unity of front-end and back-end.

Generally speaking, there are three steps to play social e-commerce:

1. Diversion sedimentation
2. Content Operations
3. Activity System

According to the above steps, the specific method of private domain traffic in the e-commerce backend is as follows:

1. Diversion and sedimentation

1. Diversion

It is very important to have stable transaction data. If you don’t have it, you should find ways to build your store, whether on the site, off the site, through live streaming, through trains, diamond exhibitions, product optimization…

Try every possible way to amplify the traffic port and obtain transaction data (this saves a lot of costs compared to acquiring customers through only one private line through information flow, etc.). You only need to import customer resources into the WeChat terminal (you need to prepare mobile devices, WeChat accounts, and maintain accounts in advance).

How to import e-commerce transaction data into private domain? There are many SCRM systems on the market. It is undeniable that this system can replace manual work in traffic diversion.

However, the feedback I got from the merchants I contacted was that the fan-adding rate was extremely low, with the general data being 0.X% less than 1%. Of course, if you want to save trouble, you can try it, but I still hold this view: traffic diversion still needs to be done seriously through operational means.

Several effective methods that have been tested and practiced:

1) Customer service recommendation

Of course I know Taobao doesn't allow it, can't you change your wording?

2) Public account acceptance and distribution

This is the main diversion path. Let me tell you directly through my verification that the simplest and most effective way to receive benefits is: design an entrance in the navigation bar, place a QR code on the secondary page, and explain the rules in a few words in other places.

The operational planning, detailed rules, personnel arrangements and other plans for the entire chain are designed and tested first. After obtaining the data, a meeting is held for everyone to be convened for unified and repeated announcements to ensure that everyone involved knows the entire chain and has a clear picture of the matter. Then, they can delve into their own work, so that they will know the significance of their work and the links that need to be coordinated.

After the launch, we need to follow up at all times and do a good job of process management. A key point here is the timeliness of information exchange and feedback. In addition, if the team is large, carousel codes will be needed, which is a standard operation for corporate and large-scale operations.

3) SMS + phone call

It is commonplace and needs no elaboration. The focus is on the copywriting and rhetoric.

4) Shipping card

Common techniques, depends on the copywriting skills and creativity. If these dimensions are done well, the fan-adding rate will not be low (in my previous practice, the highest fan-adding rate can be 45%, and the average is above 25%).

2. Take over

The core is the unity of the front-end and back-end; what is the unity of the front-end and back-end? Simply put, it is the consistency of brand, product, price, and private domain role.

But remember one thing: the order of social e-commerce operations is to build trust and repeat purchases first, and then amplify value. You need to be patient and willing to spend time and energy to cultivate trust. You should not be impatient and rush to make conversions.

The unification of the front-end and back-end can shorten the conversion cycle to the greatest extent. The most important thing in the backend is the product line. However, if we look at the front and back ends separately, one is done with private domain thinking, and the other is done with e-commerce thinking. If they are integrated, it is social e-commerce.

The difference between the two is sequential thinking and reverse thinking, which is determined by one's own resource allocation and value orientation. Let’s put it in simple terms here. The simplest approach is to sell the same things on the private domain side as the store sells, especially for novices.

I have also seen stores selling clothes and accessories and selling insurance in private domains. I can imagine what the conversion rate and follower deletion rate are like just by using my toenails.

3. Icebreaker

When a user comes in, what is the first sentence? Design it according to your own products or services. Don’t describe it in detail. Remember, it is a service.

Key point: The core of traffic diversion and acceptance in the back-end of e-commerce is service. You must do it with a service mentality. Don’t think about other things and don’t ask questions. Asking is service.

2. Content Operation

Let’s first talk about the purpose and significance of content operation - through frequent exposure and reach, solve the problem of users remembering and liking, achieve multiple consumption, and establish loyalty.

1. Private Domain Entity

When it comes to content operation, we have to mention the role of the private domain. The content is directly related to the main role. This role needs to look at product attributes, user size and even the strategic demands of our company or brand.

In essence, Taobao sells goods and WeChat sells people. You must do things that are in line with the rules and not go against the trend, otherwise the results will definitely not be ideal.

There are two directions for your reference: small stores focus on personalization, and large stores focus on branding (or brand store managers or consultants). It should be noted here that the private domain subject settings should be analyzed and set specifically for different products, different groups of people, and different volumes;

2. Content Creation

The content operation logic of the private domain is fundamentally different from that of other public domain platforms.

The private domain is mainly based on real personality + soft marketing. Before creating content, you must find your own positioning, sort out the direction and main line of content production, and then distinguish between daily content and activity content, form a modular standard, and create content along this planning line.

There are three main themes here:

1. In the private domain system, the main role is basically based on human settings, and people have lives, warmth, images, circles, and professional values...so this is a main content line;
2. From the perspective of traffic sources, they are all users who have completed transactions on the e-commerce side. What is the bond between your product and the user? Do you need guidance on how to use the product? Will the user encounter any problems during use? How to solve these problems? What is the value and story of the product or brand? This is another content line, referred to as the product promotion line (think more about how to occupy the user's mind and achieve product-effect integration);
3. The third line is the marketing line. Users often trust other users more than they trust merchants. When creating content, we should think from two dimensions: one is the herd mentality, and the other is to strengthen evidence. This is the marketing line. The real core of the marketing line is user feedback. A certain proportion of this line needs to include transactions, repeat purchases, and delivery scenarios.

There are some other branches, such as emotional connection (a very important way to build trust), topic marketing, etc. I will not go into details here, the above three are enough.

In addition, when operators are doing content planning, they must put themselves into the picture. Many scenes require you to have a sense of picture, and then to reasonably construct the content framework, and to examine, plan and produce content based on dimensions such as timeline, relevance, and logic.

3. Distribution and Feedback

The distribution mentioned here does not include full-network marketing, but only on the WeChat side. This mechanism is applicable to projects of a certain scale. When the customer service team needs to perform batch operations, a distribution and feedback mechanism must be established.

Simply put, when setting up a group, set up rules for posting in the circle, and set standards in several aspects: time, number of circles, theme, copywriting, pictures (or short videos), whether to comment or not, and customer service precautions, whether to @ a certain user, whether to send a private message to the customer service...

All problems encountered by customer service in this process must be promptly fed back to operations, and operations will create materials or make optimization adjustments based on the feedback. This series of actions are all included in this mechanism.

3. Activity System

The highlight of private domain operation - activities, let me first talk about the basic logic: in the private domain operation system I practice, activity performance accounts for 70% of total sales; the success of activities is based on three aspects, fan cultivation strategy, user transaction cycle and emotional maintenance; activities are not about cutting leeks, but about sharing and creating value:

1. Before the event, do data analysis and calculate the average repurchase transaction cycle of users added to the private domain. For example, if it is about 10, then do an event once every half a month. If it is 20 days, then do an event once a month... Then you can basically get the activities for the whole year. At the same time, when making the annual activity plan, you should consider the major marketing nodes, which depends on the actual situation;
2. In terms of the form of activities, simple and crude is the most effective. If you can get a discount, don't use a full-scale discount. If you can get a full-scale discount, don't use a shake-and-shake method. The simpler and cruder it is, the more conducive it is to user behavior and decision-making, fundamentally reducing the user's decision-making cost.
3. The rhythm of the activity and the cutting marketing strategy. Generally, I usually do a 3-day activity on the private domain side. The first day focuses on the discount information, the second day focuses on user feedback and the hot atmosphere of the activity, and the third day focuses on the tight time and limited places. The logic of the activity is still to take advantage of human weaknesses and the mentality of "taking advantage", but don't go astray, don't deceive, don't play tricks, the benefits are really benefits, and users will settle accounts;
4. Customer service liaison: after the activity plan is drafted, be sure to bring in customer service to discuss it together. Customer service is on the front line, they know the users best, and they carefully collect and analyze their information and opinions, then optimize and adjust the plan, discuss it repeatedly and then finalize it. It is a necessary process for an activity plan to be revised multiple times from draft to finalization. Don't think it's troublesome, these steps cannot be skipped, and the participation of customer service will reduce the probability of the activity failing. In addition, after the plan is finalized, all preparation work in terms of content creation (copywriting, posters, videos, lead-in speeches, etc.), auxiliary tools, warehousing inventory, gifts, etc. should be completed at least 3 days in advance (I usually do it a week in advance). In addition, 2-3 rounds of top-down presentations are required, and everyone must participate. The activity process includes posting in Moments, fan gathering, activation time, activation quantity, lead words, visible crowds in different levels and circles, cooperation between operations and customer service, feedback data and problems, etc. All of these must be infiltrated, presented, and implemented one by one.
5. During the event, you should follow up the pace of the event in a timely manner, go to the front line to coordinate, collect feedback, coordinate resources, etc., and optimize and adjust the overall progress and pace of the event according to real-time progress;
6. Review: It is very important and a must-have skill for operators. At the end of each activity, complete and comprehensive data must be collected and a detailed review must be done. I will not go into details here.

above.

More practical sharing on social e-commerce/private domain traffic operations will be updated continuously, so stay tuned.

Author: Xiao Su Ge morning

Source: Xiaosuge morning