There is no operation in the private domain, only operators and programmers

There are already huge differences in the level of private domain operations among enterprises. This article points out that the root cause of the differences in private domain operations lies in the differences in thinking patterns and puts forward its own judgments and suggestions on the development trends in the field of private domain operations and the ways for enterprises to respond. I hope it will be inspiring to you.

I am not creating anxiety, nor am I predicting the future. Instead, I want to tell every private domain practitioner that today, there is a huge watershed in the level of private domain operations among enterprises: the top players have achieved the "four-wheel drive" of thinking + technology + data + intelligence , but a large number of enterprises are still stuck on how to add friends.

The root cause is that business leaders in the two echelons use completely different ways of thinking when faced with the marketing method of "private domain operation".

Many leading players don’t even realize that they are operating in the private domain .

1. Real-time labeling and customized operations

Let’s first “brainstorm” a private domain gameplay:

1. The user is introduced to your mini program by a friend and authorizes his/her mobile phone number to register as a member;

2. As soon as the mobile phone number is obtained, a text message and WeChat service message are sent to the user, with a note that there is a coupon that can be used for XXX (the product that the user is attracted to), and the user can get it by adding the company's WeChat friends;

3. After the user adds a friend, the welcome message delivers a customized coupon for the product and a link to the product that the user just browsed, guiding the user to directly place an order after receiving the coupon;

4. After X hours: If it is found that the user has not received the coupon, send a coupon reminder or product promotion to the user; if the user has received the coupon but has not placed an order, send a promotional message such as "the coupon will be invalid after expiration"; if the user has placed an order, send service/follow-up marketing materials such as logistics, product usage precautions, points changes, group invitations, etc.

5. While all the previous operational actions are being executed, users are labeled in real time based on information such as user source channels, product preferences, discount preferences, first purchase prices, and group status;

6. According to the user's tag, send the corresponding derivative products, preferential activities, referral guidance and other materials within 7 days/15 days/30 days to guide repurchase and spread;

7. If it is detected that the user has not opened the mini program/actively participated in the group/clicked on the sent link for a long time, the corresponding level of recall resources will be pushed based on the user's historical consumption level and consumption preferences.

This gameplay is not YY, but something I saw from a maternity and baby brand last year. They have already implemented it in real scenarios last year.

2. Private Domain Cannon of Data Operation

Not only that, the most aggressive brand I have seen migrated more than 10 million friends to WeChat for Business in less than 2 years, and there are still more than 10 million friends who are not added as friends in the group.

Hundreds of thousands of people "go in and out" of their private pool every day, and more than 800,000 messages are sent and received in private and group chats, with more than 1 million messages including welcome messages.

The entire team has only a dozen people, and more than half of them have other work to do and only come to keep an eye on large-scale events.

All the sending and receiving of messages, determination of user status (whether to join the group, whether to receive coupons, whether to click on links), and community governance are implemented through programs.

Note that I used “ migrated 10 million friends” instead of “ added ”. Because these users were also owned by them before, but they were only on the APP and the agent’s WeChat. They used a series of strategies to migrate all these users to become WeChat friends (it would be a whole article to explain in detail, so I won’t go into it for now).

3. Private domain of financial management: relationship operation enabled by data

I also served a financial management brand, and they created a "financial management secretary" who served their fixed investment business.

To explain briefly, fixed investment financial products are very suitable for improving efficiency through private domains. Because the "selling" of such products requires not only pre-sales marketing, but also "post-sales" continuous reminders to users to buy. The brand's "financial secretary" provides the following three services:

1. The user sets the time for fixed investment, and the secretary will remind you if the investment is not made by the due date;

2. Invite users to join the WeChat group, and group members remind each other to make regular investments. If a user completes a large amount of consumption, "points" will be given to all group chats (similar to the situation in Douyu where a top player in a live broadcast room sends rockets, and all viewers in the live broadcast room can receive red envelopes);

3. Remind users when there are discounts or extra interest rate rewards on holidays or their birthdays.

This "financial secretary" is a corporate WeChat account that is controlled by a program to automatically execute various operational actions. The actions are executed based on the user's tags, which come from the internal data system and include financial products purchased, birthdays, financial preferences, activity preferences, points, etc.

By the way, this “financial secretary” also serves the employees within their company. Every day, the sales list will be posted in the internal group, and when a customer is not followed up in time, early warning information will be sent to the sales and their leaders...

You may ask: What kind of private domain is this?

Have users become friends of corporate WeChat? Has the consumption frequency increased due to reminders from various messages on corporate WeChat? Will the trust in the brand increase due to purchase information from other "big brothers" in the group?

This is the private domain.

4. “Artificial Intelligence” for Precision Operations: Personal Fitness Training

There is also a "secretary" type of private domain gameplay: personal fitness training.

Pause for 1 minute and think about it. If it were you, how would you do personal fitness training in your private domain?

1. Users purchase the "online fitness private training" service, fill out a fitness questionnaire, and add the "private training" corporate WeChat account;

2. After adding, the "Personal Trainer" will send you a small program that recommends 3 exercise plans based on the information you submitted;

3. The user enters the mini program and selects one of them;

4. At 10 am on the day of training, the "Personal Trainer" sent a message: According to the plan, you will exercise XX today. Pay attention to XX, XX and XX in these movements. The exercise time is 20:00. Remember to arrange the time in advance. If you want to adjust the exercise plan, go to the mini program to change it.

5. If the user does not modify the plan, then at 17:00 "Private Trainer" will send another message to remind the user that there will be training tonight and to arrange the time.

6. At 19:30, the “personal trainer” sent a message: Tonight’s training movements are XX, XX, and you need to prepare XXX.

7. 20:00 The “personal trainer” sent a message: Start exercising, enter the mini program, turn on the camera, and follow the instructions. I will comment on your movements after you are done.

8. After the user finishes the exercise and uploads the exercise status, the "Personal Trainer" sends a message: XX action is done very well, this action can help you XXX. But the posture of XX action is not right, this action should pay attention to XXX. This is your Xth day of continuous exercise, great~ You can post it on WeChat Moments to show off, I have generated the picture~ [Picture]

You must have guessed that this "personal trainer" is also driven by programmers. The seemingly complex push logic is actually composed of "standard products": all the user's exercise plans, fitness movements, and corresponding comments are "standard products". You only need to monitor whether the user executes through the embedded points in the mini program, and then you can manipulate the "personal trainer" to send corresponding reminders and guidance messages according to the preset rules.

This logic is also applied in group chats, and a ranking mechanism is added to allow everyone to compete. Personal trainers will even "whip up" those members who have not exercised for a long time in the group...

5. ChatGPT: A “smart” enhancer for private domain operations

ChatGPT was launched in December last year and became widely popular in China in March this year. In April, it has been deeply used in private domain operations.

You must have seen customer service robots that can only reply with fixed phrases, which can drive them crazy when they encounter problems. But what about connecting ChatGPT to customer service?

Feed the company's introduction materials, sales champion scripts, and customer service FAQ knowledge base to ChatGPT for "pre-training", and you will have a customized version of ChatGPT for your company. Worried that ChatGPT will say something wrong? No problem, a real customer service representative can long press the customer's message, use AI to generate a reply script, and edit it from 3 options and send it to the customer. It is more than 3 times more convenient than finding materials from the script library.

As long as you use SCRM tools, you must know about the sidebar, but have you ever seen a list of products and coupons embedded in the sidebar? The products and coupons displayed in the sidebar of each customer's dialog box are different, showing different SKUs for each user based on their marked spending power, consumption preferences, and brand preferences.

Therefore, technologies such as "intelligence" and "AI", which seem out of reach, have actually been firmly placed in some link in the private domain by many companies.

6. Top players, the essential thinking of private domain operations

Why do the top players make the private domain so popular? It has nothing to do with the technical level. The core is the way of thinking about the private domain.

While you are still focusing on the "operation" of the private domain, those leading players and operators only regard corporate WeChat as a channel to reach and serve users.

The difference is: the former is always thinking about "fancy tricks"; the latter tries every means to maximize the "smoothness" and efficiency of the channel.

Return to the simple essence of business: Why do we need private domain?

Wherever the user's attention is, the service and marketing should be there. The so-called private domain is to provide services and influence users where the user's attention is most focused.

The "operation" that most traders focus on is actually just the methods or implementation processes used to achieve marketing goals. For any method, the best one must be reusable ; for any process, the best one must be the shortest .

This means that as the person in charge of the business, that is, the operator, you should focus your energy on method selection and process design : you must do as little "fancy work" as possible to reduce the diversity of actions to be performed; you must find the shortest path to achieve business goals, rather than aimlessly extending the user life cycle.

To sum it up in one sentence: standardize (automate (program) operations.

Design operational actions, user tag systems and scripts with a result-oriented approach, rather than for the purpose of pleasing, being active or other behaviors that simply revolve around "users".

Author: Zhang Jia, WeChat public account: Xixin