Practical thinking | Unraveling the mystery of operational transformation

Editor's note: There are many carriers for enterprises to carry out operational transformation. The concept of private domain is popular nowadays. Douyin, video accounts, various videos, communities, public accounts, and apps are all important bridges for enterprises to connect with users. How to better connect the traffic of these platforms is an important topic. The author has sorted out some thoughts based on the practice in enterprise operations during this period, hoping to be helpful to you.

1. APP

1. Fission

There are two key points for APP product fission: seed users and gift bait . If there is a special fission activity for attracting new users within the APP, you can try to place it on the banner of the APP homepage, and combine user data to analyze the user's willingness to share and what type of gifts they are interested in. At the same time, pay attention to the APP fission cost data. As long as the difficulty of obtaining gifts is adjusted, the fission customer acquisition cost can be controlled.

2. Drainage

The main source of income for tool APP products is usually advertising. Change your mindset. Every day, many APP users experience our products because of the rigid demand for tools. Although there is no direct conversion, the most important information left to us is the user's contact information.

The current operating environment is that the cost of acquiring customers is quite high, but customers can easily obtain user information because they just need to experience the product. All kinds of businesses within the APP product can obtain user information. When doing SEM, an e-commerce company developed an APP specifically to study how to acquire customers. The main purpose was to acquire customers and then manually link them.

3. Cognition

The core function of a tool product is its advantage. However, the APP itself is not limited to a single function. How to let users have a new understanding of an APP product. New product cognition is also a process of brand upgrading. With the help of daily 1-on-1 communication with users, public account content output, and promotional materials. Strengthen the "platform" point. Find words that our users can understand, instead of promoting and advertising products based on inherent thinking.

4. Value

APP naturally has a high threshold and is also an important operational barrier. It has relatively high requirements for technology and R&D. This is an advantage, but it can also easily become a disadvantage. Focusing on APP/official account/community can allow users to have a more three-dimensional understanding of us. Direct the traffic of APP to the official account/community.

2. Community

1. Decentralization

What is the core value of the community? How to understand the bridge ? Pinduoduo has achieved the sedimentation of the sinking market with the help of fission. So can every platform achieve the sedimentation of the sinking market with the help of APP products? It depends on the actual situation.

For our users, the APP itself is not an easy product to understand, and it is difficult to ask them to perform many operations on it that they are not familiar with.

The community is a place where users can establish a one-to-one link with the platform. Users have their own voices, and we can see them. In the community, the platform is no longer the only center, and more user voices and feedback can be heard, which is an important source for collecting and optimizing product needs.

2. Dual Service

Does community service conflict with offline business and customer connection? No. Online and offline dual services are more considerate. Community is also an important carrier for private domain. Ultimate service! Even if our products do not meet the needs of users, it will at least not affect the reputation of the platform. From the several customers connected in the user question answering group, 4 complaints were completed and 2 orders were converted.

Users actually have this demand, but they are not clear about the platform's operating procedures, and some users are impatient. Through the connection of online communities, users found us. Conversely, we are also looking for users .

3. Value mining

Why is the community a good link for the sinking market? Think of the village brigade group and the family group in my hometown. The group has a natural attribute: people of the same kind gather together . From the perspective of our platform, we gather users with certain needs together. For example, recharge electricity/phone bills. Inform these users regularly. In fact, it does not require users to be particularly active in the group. As long as users are willing to pay attention to us, the community has value to some extent .

Pull user information from the platform, add it to personal WeChat, and then pull it to the corporate WeChat group. After such a long process, users who are willing to settle in the community will leave if they really do not recognize the value of the group. They will stay in the community all the time, and we can output some content and activities to these people to subtly influence them.

4. Problem Solving

(1) Question and Answer Group : Purpose and Value (Solving User Problems)

1.1 Add the user on WeChat to complete the new user acquisition

1.2 Solve the problem, and retain and repurchase customers;

1.3 The fundamental purpose is to solve user problems and make users trust us;

1.4 Enhance the reputation value of the platform;

(2) Why do users come to us : Taking phone bills as an example (encountering problems)

2.1 Slow recharge: The industry standard for slow charging is within 72 hours, and for fast charging it is within 24 hours;

2.2 About to shut down: If you are in a hurry, you can fast charge; if you are not in a hurry, you can slow charge;

2.3 Don’t trust the platform: a formal platform guarantees the safety of funds, and a full refund will be given if the recharge fails;

Users come to us because they encounter problems. What we need to do is to find the root cause of the user's problem and solve it accordingly.

(3) How to deal with it : enhancing experience and building trust

3.1 Take the initiative to communicate with customers, one step ahead of them, and get +1 experience point;

3.2 Add private WeChat and handle it in private chat;

3.3 Do not reply to users in official language, which makes you seem very evasive;

3.4 Communicate with users as normal people and pay attention to the use of respectful words;

Customer issues are also a part of the operation, and solving problems can enhance user trust and experience . The core advantage of the platform business is formality and safety.

3. Official Account

1. Content accumulation

A large amount of content output, combined with some keyword ranking techniques for ranking. Each public account content is an opportunity for the brand to show itself to the outside world. Text content has special value. People who can read text smoothly must first know the characters. Good content can indeed produce special associations in the mind and can also make others remember it. Especially brand content, articles that promote the value of the platform. Sharing, collection, and likes of public account content are all users' evaluations of an article.

2. Value Output

Although public accounts are not high-end media platforms, they can also emphasize the tone of a public account through content output.

In a recent test, a new account with only a few dozen reading data was able to reach nearly 2,000 readings through social groups and Moments. Including daily content promotion in the group, users will actively add corporate WeChat accounts.

Using the public account's self-media content to distribute to communities and friends can increase credibility and authority. Users are more willing to believe the news from the media. The content output by individuals must either have a stable personality, valuable content, or users know you well. It is also difficult to forward your content. Even if it is forwarded, no one will take the initiative to leave personal contact information. The content of the public account can be added with a lot of brand information. It will be more natural to embed QR codes, APP downloads, and activity guides in the content.

3. Traffic Migration

For some users of the official account who have consumption needs, we can guide them to the corresponding communities to do user stratification. For example, when pushing content for a certain product, we can add a communication service group to the article to bring together users with similar needs. This is convenient for centralized management and question answering. There are some targeted services.

Articles on official accounts can provide content materials for communities and friend circles, and online traffic from APPs can be used to divert traffic to communities . Direct online conversions, such as recharging phone bills, can be completed. If users with needs in official accounts and APPs can be guided into communities, the distance between users and platforms will be further shortened. This also puts higher demands on user services. Operations will be rolled out to the end, especially the concept of private domains. The requirements for products and services will only become more and more professional.

Author: Hu Xianwu; Official Account: Wenli Marketing Notes