After experiencing pan-traffic dividends such as Weibo and WeChat, enterprise users are looking for private domain traffic on the spike.
Editor’s note: This article from the public micro-channel number ” Tech planet “(ID: tech618) , author: Zhang Yuting.
Alibaba ’s online office platform Dingding released the new function “Circle” on February 25. In the discovery function of Dingding’s homepage, “circle” is at the top. In “Circle” you can post topics and have community discussions. Topics related to work business circle, life entertainment circle, single circle, matchmaker circle, rent circle, street dance circle and so on.
For the first time, Dingding officially announced the full opening of the “private domain traffic pool” to find new traffic entrances for enterprises on its platform.
According to Tech Planet, the internal positioning of “Circle” in Dingding is “a digital community operation platform”. “Dingding circle does not have a very clear user group boundary, different industries and different groups can use Dingding circle to carry out the digital operation of the community.” Previously, at the “Circle” conference in February, Dingding CEO Chen Hang Has been introduced.
It has always emphasized the separation of work and life. Why did you introduce this feature? Recently, Tech Planet (WeChat ID: tech618) exclusively interviewed Luo Feng (named “Galu”), the person in charge of Dingding Circle, which is also the first time the circle product has officially accepted an interview with the media.
Circle launch, is it related to competition with friends?
In February of this year, many online office applications ushered in user peaks. Circle launched in mid-February, it is difficult not to remind people of competition with friends.
“The time when the nails are in the circle coincides with the epidemic resistance, but the research and development started half a year ago. The original intention of the product is to help small and medium-sized teaching institutions to complete the teaching tasks. It turns out that it takes five or six to implement a teaching process. Tools, the experience of teachers and students are not good enough, Dingding wants to make an application, build a complete online teaching program, can realize real-time teaching, and allow users to complete the learning process in the classroom online “, Galu explained the initial product of the circle Origin.
From the current product form, Dingding Circle is not limited to the teaching field. In this regard, Galu explained: “In the late stage of R & D in the circle, other types of enterprises were found to have similar needs. Especially during the epidemic, many institutions were transforming from pure offline to online and offline integration, and even changed their business model It is pure online. Therefore, Dingding expands the scope of the circle. “
For this, Tech Planet interviewed Li Shu, a third-party product observer. Li’s main research area is online education products. In his view: “Dingding was originally an online office platform, users are in a state of being used up and away, and circles have increased user retention.”
“Dingding is really not about fighting against similar products, but outside the socialization of acquaintances, through a basic product form ‘waterfall’, to make a differentiated product and function to increase the duration of users. “Li wrote.”
“From a user ’s perspective, the user relationship that Dingding originally deposited was mainly the relationship of colleagues. The epidemic in 2020 caused a large number of new student relationships to be deposited on the platform. After the launch of the circle, a layer of interest was formed. User relationship increases user stickiness, “Li wrote, adding that the analysis added.
How to define private domain traffic on the nail?
According to Tech Planet, the circle ’s product was proposed last year. If there is no epidemic situation, the circle will be launched earlier. Similar to Dingding’s other product processes, the generation of circles is firstly based on the actual problems and needs encountered by small and medium-sized enterprises, which are polished out after a few months to half a year.
Galu told Tech Planet (WeChat ID: tech618): “The circle first helped SMEs solve the problem and provided a” focused “environment for SMEs. At the same time, it provided the possibility for SMEs to realize private domain traffic, This is essentially the precipitation of the relationship between SMEs. “
How does Dingding define “private domain traffic”? Galu example: “Resellers are customers’ online digital assets, and private domain traffic is also an enterprise’s assets.”
At the press conference in mid-February, Dingding CEO Chen Hang said: “The circle and group chat are unified, and the community is more like a whole than a patchwork of scattered tools.”
According to the meaning of this sentence, Tech Planet also confirmed with Dingding. Galu responded: “Traditional community operations require many third-party tools to be completed at the same time, but the bigger problem is that operators cannot identify the precise identity of group members in different communities. Different names on different platforms, behind May point to the same person. “The circle tries to solve this problem and increase the business conversion rate.
The user groups provided by Dingding Circle to enterprise users can be roughly divided into three categories: members, customers and fans. The first two are closely related to business operations; andFans refer to the composition of communities related to celebrities and entrepreneurs.
Chen Hang mentioned at the press conference, “Dingding circle does not have a very clear user group boundary, different industries and different groups can use Dingding circle to carry out the digital operation of the community.” Galu explained this sentence Words: “Community operators do not appear today, but there is no better carrier tool. The nailing circle is not limited to to B. Future-oriented community applications can also use nailing circles.”
Can it bring value to business users?
How many real profit conversions can “circle” bring to Dingding users in terms of business model?
Galu ’s view on this issue is: “Because the to B crowd itself is above the nails, nails can provide a position and possibility for companies to continue to monetize. It turned out to be a monetization, and now it becomes Continuous monetization. Circles can allow companies to find their own product matrix and service grasp in the future, so as to better serve customers. “
Currently, some tool apps on circles and pegs have been opened. For example, Cloud Classroom, Work Order Approval, and the next form, and more tools on the Dingfang Square.
Tech Planet has also found Zhou Zhipeng, the chief operating officer of the company that currently operates 57,000 people, and the co-founder of Luo Ke.
Zhou Zhipeng told Tech Planet that the initial operating circle was to promote the internal culture of the company. His experience is: “The circle is different from the WeChat circle of friends. First of all, you are a company. You are doing content precipitation for people in the company and the department.” At the beginning of this year, Zhou Zhipeng discovered that the logic of the circle has changed. No longer limited to the company. You can build a public circle. Zhou Zhipeng thinks this is an opportunity. “The open group for content exchange will precipitate the content and let more external groups feel it,” he said.
The precipitated content can be drained. Now in the circle of Luo Ke, there are entrances for “creative tasks” and “cooperation needs”. The former is to crowdsource the needs of enterprise customers so that users with design capabilities can also participate. The latter is an entry point to collect the needs of potential customers. Zhou Zhipeng bluntly said that at present, there is not much traffic conversion in this part.
Zhou Zhipeng told Tech Planet (WeChat ID: tech618): “Luo Ke will do an operation funnel in the community linked to the circle, and ultimately point to services and transactions, and try to open up the circle and existing product features.” Luo Ke Previously, there has been a certain amount of orders for the entrance on the Nail Plaza (the entrance of the application and platform provided on the Nail).
Zhou Zhipeng compares circles and other traffic exposure channels. He believes: “Weibo and WeChat can currently bring limited traffic and are not accurate. But some of the content in the circle, Can bring three or four thousand likes, these flows are accurate. “Zhou Zhipeng cares about whether the traffic is accurate enough, and how many users with strong relevance can be reached. Such strong relevance may bring the possibility of later conversion and continuous operation.
Different logic from to C product
Another company, Breath Talk, which focuses on counseling, also tells Tech Planet its current business transformation. Breath Talking to the founder Tian Ran was previously a co-founder of Sing Bar, because the psychology field has a huge and digable commercial market, which attracted him and several co-founders to join them.
In the past six months, Tian Ran and his team tested various solutions. It includes almost all modes such as one-to-one service, public account acquisition, courses, online audio and video live broadcast and so on. Products that have been tested badly will be turned off quickly.
In February, after Dingding released the circle, they chose to focus their company’s energy on the circle. Less than two months later, the number of “workplace psychology” circles they operate has reached 50,000. The number of people in the “Ask Constellation” circle based on the constellation topic has reached more than 200,000.
Tian Ran ’s fancy is: Dingding is a complete ecology. What he is most concerned about is not the total number of users in the circle, but the amount of interaction, content likes and DAU of the circle. “The ultimate demand point of an enterprise is income. But before that, get users’ attention, help users solve problems, and make users willing to stay with you, and the rest of the commercialization will come naturally,” Tian Ran told Tech Planet ( WeChat ID: tech618).
For Tian Ran ’s team to operate a circle of more than 200,000 people in a short period of time, this exponential growth. Tech Planet also confirmed with Dingding. Gallu explained: “This growth is firstly based on the operation of the enterprise itself. Secondly, Dingding will do traffic support. The essence of the circle is content consumption, and Dingding support will tend to have circles with good content. As for the back of the circle It does n’t matter if your company is a big institution. “
However, there are also different voices. Li Shu, a third-party product observer, believes that the stimulation of users by circles may not be strong enough. For example, young people tend to use QQ and other entertainment attributes; interest-based discussions will focus on Zhihu and Hupu Unable to migrate in a short time.
How do you think about this? Galu replied to Tech Planet: These platforms do exist, but the essence of making a circle is different from the starting point and service mentality of these platforms. The core focus of the circle is to help SMEs solve problems, help enterprises to transform and serve enterprises, which is different from the logic of making products for to C audiences.
From the standpoint of enterprise users, Tian Ran believes: “Compared with Dingding Circle and other platforms, there is no one platform that can cover all needs. And this spring, coupled with the outbreakThe surge in the number of users is a good opportunity for companies to enter, and the circle is the entrance to new users. “
Many internal circles of enterprises also carry the function of cultural communication. In this regard, some product observers believe that the circle’s corporate culture is promoted from top to bottom, and employees within the company will interact with a “mask”.
In this regard, Galu also expressed his own opinion: The essence of the culture is not a tool but a thought, which depends on the enterprise. Dingding is the operating system of enterprises in the digital age and the carrier of digital management ideas. If the enterprise is open and transparent, employees are more likely to speak. When the circle provides a more open and transparent platform, it will narrow the distance between business owners and employees.
According to Tech Planet, the circle ’s product was proposed last year. If there is no epidemic situation, the circle will be launched earlier. Similar to Dingding’s other product processes, the generation of circles is firstly based on the actual problems and needs encountered by small and medium-sized enterprises, which are polished out after a few months to half a year.
Galu told Tech Planet (WeChat ID: tech618): “The circle first helped SMEs solve the problem and provided a” focused “environment for SMEs. At the same time, it provided the possibility for SMEs to realize private domain traffic, This is essentially the precipitation of the relationship between SMEs. “
How does Dingding define “private domain traffic”? Galu example: “Resellers are customers’ online digital assets, and private domain traffic is also an enterprise’s assets.”
At the press conference in mid-February, Dingding CEO Chen Hang said: “The circle and group chat are unified, and the community is more like a whole than a patchwork of scattered tools.”
According to the meaning of this sentence, Tech Planet also confirmed with Dingding. Galu responded: “Traditional community operations require many third-party tools to be completed at the same time, but the bigger problem is that operators cannot identify the precise identity of group members in different communities. Different names on different platforms, behind May point to the same person. “The circle tries to solve this problem and increase the business conversion rate.
The user groups provided by Dingding Circle to enterprise users can be roughly divided into three categories: members, customers and fans. The first two are closely related to business operations; andFans refer to the composition of communities related to celebrities and entrepreneurs.
Chen Hang mentioned at the press conference, “Dingding circle does not have a very clear user group boundary, different industries and different groups can use Dingding circle to carry out the digital operation of the community.” Galu explained this sentence Words: “Community operators do not appear today, but there is no better carrier tool. The nailing circle is not limited to to B. Future-oriented community applications can also use nailing circles.”
Can it bring value to business users?
How many real profit conversions can “circle” bring to Dingding users in terms of business model?
Galu ’s view on this issue is: “Because the to B crowd itself is above the nails, nails can provide a position and possibility for companies to continue to monetize. It turned out to be a monetization, and now it becomes Continuous monetization. Circles can allow companies to find their own product matrix and service grasp in the future, so as to better serve customers. “
Currently, some tool apps on circles and pegs have been opened. For example, Cloud Classroom, Work Order Approval, and the next form, and more tools on the Dingfang Square.
Tech Planet has also found Zhou Zhipeng, the chief operating officer of the company that currently operates 57,000 people, and the co-founder of Luo Ke.
Zhou Zhipeng told Tech Planet that the initial operating circle was to promote the internal culture of the company. His experience is: “The circle is different from the WeChat circle of friends. First of all, you are a company. You are doing content precipitation for people in the company and the department.” At the beginning of this year, Zhou Zhipeng discovered that the logic of the circle has changed. No longer limited to the company. You can build a public circle. Zhou Zhipeng thinks this is an opportunity. “The open group for content exchange will precipitate the content and let more external groups feel it,” he said.
The precipitated content can be drained. Now in the circle of Luo Ke, there are entrances for “creative tasks” and “cooperation needs”. The former is to crowdsource the needs of enterprise customers so that users with design capabilities can also participate. The latter is an entry point to collect the needs of potential customers. Zhou Zhipeng bluntly said that at present, there is not much traffic conversion in this part.
Zhou Zhipeng told Tech Planet (WeChat ID: tech618): “Luo Ke will do an operation funnel in the community linked to the circle, and ultimately point to services and transactions, and try to open up the circle and existing product features.” Luo Ke Previously, there has been a certain amount of orders for the entrance on the Nail Plaza (the entrance of the application and platform provided on the Nail).
Zhou Zhipeng compares circles and other traffic exposure channels. He believes: “Weibo and WeChat can currently bring limited traffic and are not accurate. But some of the content in the circle, Can bring three or four thousand likes, these flows are accurate. “Zhou Zhipeng cares about whether the traffic is accurate enough, and how many users with strong relevance can be reached. Such strong relevance may bring the possibility of later conversion and continuous operation.
Different logic from to C product
Another company, Breath Talk, which focuses on counseling, also tells Tech Planet its current business transformation. Breath Talking to the founder Tian Ran was previously a co-founder of Sing Bar, because the psychology field has a huge and digable commercial market, which attracted him and several co-founders to join them.
In the past six months, Tian Ran and his team tested various solutions. It includes almost all modes such as one-to-one service, public account acquisition, courses, online audio and video live broadcast and so on. Products that have been tested badly will be turned off quickly.
In February, after Dingding released the circle, they chose to focus their company’s energy on the circle. Less than two months later, the number of “workplace psychology” circles they operate has reached 50,000. The number of people in the “Ask Constellation” circle based on the constellation topic has reached more than 200,000.
Tian Ran ’s fancy is: Dingding is a complete ecology. What he is most concerned about is not the total number of users in the circle, but the amount of interaction, content likes and DAU of the circle. “The ultimate demand point of an enterprise is income. But before that, get users’ attention, help users solve problems, and make users willing to stay with you, and the rest of the commercialization will come naturally,” Tian Ran told Tech Planet ( WeChat ID: tech618).
For Tian Ran ’s team to operate a circle of more than 200,000 people in a short period of time, this exponential growth. Tech Planet also confirmed with Dingding. Gallu explained: “This growth is firstly based on the operation of the enterprise itself. Secondly, Dingding will do traffic support. The essence of the circle is content consumption, and Dingding support will tend to have circles with good content. As for the back of the circle It does n’t matter if your company is a big institution. “
However, there are also different voices. Li Shu, a third-party product observer, believes that the stimulation of users by circles may not be strong enough. For example, young people tend to use QQ and other entertainment attributes; interest-based discussions will focus on Zhihu and Hupu Unable to migrate in a short time.
How do you think about this? Galu replied to Tech Planet: These platforms do exist, but the essence of making a circle is different from the starting point and service mentality of these platforms. The core focus of the circle is to help SMEs solve problems, help enterprises to transform and serve enterprises, which is different from the logic of making products for to C audiences.
From the standpoint of enterprise users, Tian Ran believes: “Compared with Dingding Circle and other platforms, there is no one platform that can cover all needs. And this spring, coupled with the outbreakThe surge in the number of users is a good opportunity for companies to enter, and the circle is the entrance to new users. “
Many internal circles of enterprises also carry the function of cultural communication. In this regard, some product observers believe that the circle’s corporate culture is promoted from top to bottom, and employees within the company will interact with a “mask”.
In this regard, Galu also expressed his own opinion: The essence of the culture is not a tool but a thought, which depends on the enterprise. Dingding is the operating system of enterprises in the digital age and the carrier of digital management ideas. If the enterprise is open and transparent, employees are more likely to speak. When the circle provides a more open and transparent platform, it will narrow the distance between business owners and employees.
Another company, Breath Talk, which focuses on counseling, also tells Tech Planet its current business transformation. Breath Talking to the founder Tian Ran was previously a co-founder of Sing Bar, because the psychology field has a huge and digable commercial market, which attracted him and several co-founders to join them.
In the past six months, Tian Ran and his team tested various solutions. It includes almost all modes such as one-to-one service, public account acquisition, courses, online audio and video live broadcast and so on. Products that have been tested badly will be turned off quickly.
In February, after Dingding released the circle, they chose to focus their company’s energy on the circle. Less than two months later, the number of “workplace psychology” circles they operate has reached 50,000. The number of people in the “Ask Constellation” circle based on the constellation topic has reached more than 200,000.
Tian Ran ’s fancy is: Dingding is a complete ecology. What he is most concerned about is not the total number of users in the circle, but the amount of interaction, content likes and DAU of the circle. “The ultimate demand point of an enterprise is income. But before that, get users’ attention, help users solve problems, and make users willing to stay with you, and the rest of the commercialization will come naturally,” Tian Ran told Tech Planet ( WeChat ID: tech618).
For Tian Ran ’s team to operate a circle of more than 200,000 people in a short period of time, this exponential growth. Tech Planet also confirmed with Dingding. Gallu explained: “This growth is firstly based on the operation of the enterprise itself. Secondly, Dingding will do traffic support. The essence of the circle is content consumption, and Dingding support will tend to have circles with good content. As for the back of the circle It does n’t matter if your company is a big institution. “
However, there are also different voices. Li Shu, a third-party product observer, believes that the stimulation of users by circles may not be strong enough. For example, young people tend to use QQ and other entertainment attributes; interest-based discussions will focus on Zhihu and Hupu Unable to migrate in a short time.
How do you think about this? Galu replied to Tech Planet: These platforms do exist, but the essence of making a circle is different from the starting point and service mentality of these platforms. The core focus of the circle is to help SMEs solve problems, help enterprises to transform and serve enterprises, which is different from the logic of making products for to C audiences.
From the standpoint of enterprise users, Tian Ran believes: “Compared with Dingding Circle and other platforms, there is no one platform that can cover all needs. And this spring, coupled with the outbreakThe surge in the number of users is a good opportunity for companies to enter, and the circle is the entrance to new users. “
Many internal circles of enterprises also carry the function of cultural communication. In this regard, some product observers believe that the circle’s corporate culture is promoted from top to bottom, and employees within the company will interact with a “mask”.
In this regard, Galu also expressed his own opinion: The essence of the culture is not a tool but a thought, which depends on the enterprise. Dingding is the operating system of enterprises in the digital age and the carrier of digital management ideas. If the enterprise is open and transparent, employees are more likely to speak. When the circle provides a more open and transparent platform, it will narrow the distance between business owners and employees.