The foundation behind the whole social must be the community, and the community must be the small group, and the next step of the small group must be intimacy.
Look at business with perspective. Super point of view, from the frontier observation of new business practitioners.
Text | Special Observer, Truthful CEO Xu Zhibin
Edit | Wenhua, Huang Xiaomin
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Core tip:
1. Be sure to develop private domain traffic under the premise of security compliance.
2. Private traffic in the narrow sense is now rapidly migrating towards private traffic in the broad sense.
3.We Tool is blocked. This is an important interface for countless companies to move towards intimacy.
4. Whether it is a community group purchase or a house purchase, simply go straight in, run the relationship, and go to the point of “helping him”, it will be better than anything.
Editor’s note: This article is compiled from the live broadcast of “What to do next for community operations after We Tool is blocked”, with some cuts. The full live broadcast can be viewed here>>
WeTool is sealed, and the trend of compliance operation has been set
After the We Tool was sealed, we talked to many front-line people about it. Everyone has a lot about this matterDifferent observations and judgments.
For example, Yi Zhen’s CEO Gao Zhengang said that personal micro-signal development has reached the top. Wei Sheng, the company’s micro butler, CEO Yang Ming also told me that a very important background in the industry now, is the migration of private domains from once personal WeChat to corporate WeChat, because you only have to comply Under the background, tools and systems can support enterprises to do more things.
Many people in the industry like these opinions. Now that personal WeChat cannot support the rapid development of private domain traffic, all are migrating personal WeChat toward corporate WeChat, and corporate WeChat is moving in the direction of major fission, large growth, large write-off, large transformation, and rapid development. .
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In essence, private domain traffic in a narrow sense is now rapidly moving towards private domain traffic in a broad sense.
7 gameplay combinations for private domain traffic
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From the beginning of the year to the present, the white paper that has worked together with many platforms to collate private domain traffic has been issued, and three issues have been issued, and the fourth issue will be released soon. After the Spring Festival, we first asked Youmeng+ to run a full amount of industry data. They saw a result saying that the user’s time was forced to migrate online. One of the results of this is precisely to prove the above observations and conclusions, that is, it is time that more compliant tools and systems are needed to carry private domain traffic.
When the third white paper is written, we will include different platforms including Tencent Advertising, YY, Enyike, and so on, to sort out the gameplay of many real cases of private domain traffic. Found effective combinations, mostly concentrated in seven.
The first one is small program+live broadcast+community+private domain traffic. I remember this combo was first sorted out by WeChat. It was after the Spring Festival that they took a look at the arrangements above and found that those with good results were playing in this way. itsThe connection between live streaming and private domain traffic in China is too big. Many are going to be so-called private domain enterprises. In the end, you will find that he has to touch live streaming. If you don’t do the community, you have to do private domain traffic, because it is actually quite difficult to continue the stable traffic conversion.
The second one is live broadcast+community/micro mall/small program, which is actually a common combination.
The next three combinations are all related to corporate WeChat. Compliance matters will become very important, because you can only play different things on it if you are in compliance. Including the first and second combinations just mentioned, it is also based on compliance. The first combination is even sorted out by WeChat, and the WeChat applet also has a live broadcast function.
The fourth is the intervention of advertising drainage. What I want to say here is that not only Goose Factory, Baidu, 360 and other platforms are doing it. For example, Baidu opened the Vientiane forum two days ago. After listening to the sub-forum of the applet, you will find that they are doing one thing, that is, use the content applet as the direction of drainage. You can go to the applet. Content, and then direct it to your private domain pool.
These cases are a combination of public and private domains that the industry has recently paid attention to.
The following combinations are actually copies of different combinations.
But with all these combinations, you will find that it is actually a combination of two dimensions, one is tool (small program, live broadcast) + operation (community, private domain); the other is public domain + private domain, which means that Public domain traffic, such as Kuaishou, Douyin, Baidu, Weibo, and WeChat, are directed to their own account, APP, corporate WeChat, community, and other private domains. Those tens of billions of companies are not soft when launching, through launching, they improve the speed and efficiency of their private domain conversion.
But this dimension can be said to be people and relationships themselves.
Private domain traffic is actually restructuring customer relationships. Customer relationship management systems that were popular in the past include sales and management, but no customer relationship. And now, private domain traffic just provides such an interface, allowing enterprises to reconstruct the “relationship” thing.
WeTool is blocked: WeChat wants companies to safely advance customer relations
We will find that all relationships are actually strengthening the so-called business and users, we call it “intimacy”.
Taking Sibe as an example, they did a very good thing. At the worst of the epidemic, 90,000 private domainsTraffic users contributed nearly 90% of revenue. This data is the number we see when communicating with each other during the Spring Festival.
I asked Sibe’s executives how they did it. At the time, they were using WeChat, which had 90,000 users. They said that at that time, the Meituan was hungry and could not be used. Fortunately, there is this tool, which is in quick contact with the old customers and all kinds of self-help. I did not expect the effect to be particularly good. These 90,000 users are actually only in Beijing and Guangdong. They are their pilots. It turns out that all city stores look so effective? They are all on now. They also wrote an employee handbook for this.
During that time, they did one thing particularly well, that is, when the masks were very tight, they actually delivered disposable masks to users who ordered take-out. Many users were moved to send Weibo and friends Circle, hair group.
Here, we use a common saying in social networking, People are naturally close to people who help themselves. Why did we use personal WeChat before, and why did we use WeTool? Isn’t it just everyone who takes a look at it and thinks you are a real person who can build a relationship?
Therefore, the fact that We Tool was blocked has caused many companies to lose a lot. However, only on the basis of security can enterprises make good use of private domains and establish long-term, continuous and stable intimate relationships with users.
Otherwise, when the private domain traffic pool is large, you can’t always have three or five people, or a dozen people, and how many phones do each person have to do? First, you can’t do it. Second, you will depend on user data and behavior analysis, label analysis, and service analysis. You will want to know how many articles he has read, how many activities he has participated in, and how many things he bought. and many more. It is even hoped that when the employee leaves, the newcomer can take over the relationship very well and can naturally get started. So we said that compliance tools are helping us improve our operational efficiency and the progress of our relationship.
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From the perspective of virus spread, you will also find that this level is approaching.
Simply put, the premise of user proliferation is that revenue and gain must be greater than expenditure, the bigger the better. butWhat did he get? It used to be cheap and fun. Now it has evolved into a special respect for me and a special resonance. For example, some of the recent talent shows that help trainees debut are very hot. After we talked with key companies in this field, they have a very interesting conclusion:
Fans actually don’t care whether idols are good for singing, whether they are good for dancing, and whether various works are good enough. What does he care about? He cared about one of them: Is the relationship between this little star good enough. The relationship here refers to the simulated intimacy.
We’ve discussed fission before, and we’ll discuss whether users are good enough to eat melons, and the information is good enough, but now, these users are accompanying you to debut, accompany you to hit the list, accompany you to go When sprinting, he is concerned about whether the relationship between us is good enough. So he is willing to invest his time, energy, and everything into this person. This is the new user benefits we are seeing changing.
Tencent issued several consecutive reports at the end of last year. Some of the data were made public for the first time: WeChat friends share about 47%, which is actually more than expected.
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There is another set of data in the white paper issued by Tencent Advertising: 82% of users have already made purchase decisions before entering the channel. What does this data mean?
I was shocked when I saw this set of data. The rapid rise of countless social e-commerce companies in recent years has something to do with this data. The fact that 82% make purchase decisions in advance means that Ali can really be completely excluded from socializing, and countless new brands and teams can rise rapidly.
19% loyal repurchase degree, what does 77% active fission before and after purchase mean? In 2013 and 2014, such data is completely different, we call it “two lows and one high”. “Two lows” refers to low sharing and low interaction. After buying a product, users do not like public sharing or interaction. How low is sharing? A few percent. “One high” refers to a high conversion rate, that is, every two of your sharing, a user will place an order. High conversion is another powerful basis for social e-commerce, but the “two lows”, low sharing, and low interaction make many social e-commerce particularly uncomfortable. Now it’s 77%.The difference between heaven and earth is huge. It also implies that the development of social e-commerce is fast, faster and faster. Plus 19% loyal repurchase, which is good.
Therefore, Pinduoduo can explode rapidly through the fission of small programs, but now that private traffic has risen, we have seen a number of new social e-commerces rise or are brewing.
Build a close relationship with the user and become his 1/15
Combining the two Tencent reports and white papers just mentioned, and then answering this question, now how to promote user sharing? How to increase traffic and orders? The answer is simple. We have a good relationship. The relationship between the enterprise and the user is very close.
This is the basis of private domain traffic.
Professor Dunbar recently published a set of books with a set of data, which also talks about similar situations. He said, Each person gave the closest 15 people 60% of the time, but 85% of the information was given to the closest 2 people. Directly speaking, if your business can be squeezed into the 15 most intimate customers, it is really amazing, you can have a place, your repurchase, your retention, your sharing, your transfer Recommend these things will become very different.
How to let users spread and share more? We can simulate the intimacy relationship just like the draft show just now. Taking our own identity as an example, we can simulate at least three kinds.
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The first one is the peers, that is, buddies, sisters, siblings, what is buddy sisters? You are particularly reliable, and you are particularly worthy of trust, so we established a super trust relationship, and I believe everything you recommend.
The second type is eldersgeneration, enterprisebusiness simulation of elders, which is a friendly image. People are naturally close to those who help themselves. You see, children are particularly dependent on elders. You often chat with him, make him play, give him good food, buy toys for him, and he is very close to you. If an enterprise treats users in the same way, helps users, thinks what he thinks, and is anxious, he has a very good relationship with you. Sibe is like that.
The third type is juniors. “Creation 101”, “Creation 2020”, and even “Super Girl Voice” of that year are all the starting points. Because users can watch you grow.
Li Zhiyin, CEO of Super Shopping Guide, told me a case that is very similar to the intimate relationship I just mentioned. One of his customers has a store in an alley. Other people’s business is very poor, but their business is particularly good, why? How do they do it?
First, because they are regular customers, so they know the frequency of their consumption. Often the frequency of this consumption is almost approaching. The store manager and the staff will take the initiative to help customers order takeout and coffee. At that time, Ruixing coffee was also very cheap. Buy one get one free, so I’m also very happy and don’t have much money.
Second, the store clerk will take the initiative to give customers small gifts, such as when traveling abroad, thinking of buying some masks and the like for customers. They treat their clients as girlfriends and friends, which is actually quite remarkable.
So other people’s business is not good, and their business is still going up. This is what we see here as intimacy, through different points to create a completely different intimate relationship behind. The focus of private domain traffic operations.
Private domain traffic is a form of intimacy
Looking at the big trends, the fundamental behind the whole social must be the community, the fundamental of the community must be the small group, and the next step of the small group must be intimacy.
The thing that private domain traffic is tossing is not to say how I want to sell goods. On the contrary, he should go to another place to develop, that is, intimacy. You are an enterprise, you are a brand, and build, create, and promote different intimate relationships with users. Either you imitate elders, or you imitate juniors, or you imitate buddies.
This is a one-to-many intimate relationship. It is a company and brand that have formed intimate relationships with countless customers and users.
If you only have dozens or hundreds of customers, you don’t need any tools, you only have one WeChat, two WeChat are all solved, five thousand and ten thousand, and a few WeChat are all solved. When there are more users? Moreover, they will find that these users are everywhere. How to identify them on Weibo, Baidu, APP, account, group, WeChat, etc.? How do you know that you are a good user and provide a good service?
Therefore, as long as there are enough users, only compliant tools can be used without hesitation.
Just talking about Umo and Enyike, they are still chatting with us around these issues: the user’s unified ID, after identifying them in any scene, quickly provide good services. Because these users are still super users, whether they are paid or referrals, they are particularly strong. They call this the user’s full life cycle.But the premise is that they are safe and compliant, and open up countless systems and platforms. These things can only be done on the basis of safety.
So what do we see after we say We Tool? In fact, the entire private domain traffic is completely different.
QA session
@网友: How to manage membership of private domain traffic in a broad sense?
@徐志斌:This requires access to the public and private domains within the system. The public domain is what we call Baidu, 360, Douyin, Kuaishou and other platforms; the private domain is its own APP, WeChat group, plus its own various WeChat, corporate WeChat, etc.
Put all these data together, there are a few points:
First, accurately identify the user’s label and ID, no matter where the user is, you can label the user with a unified label to know who the user is.
Second, expand traffic by combining delivery. In the public domain, in addition to the large number of resources recommended by the platform system, they will also invest in themselves to expand the traffic itself. Therefore, the platform system must guide the delivery department to realize the expansion of traffic.
Third, build an intimate relationship. Behind this is a very typical operating system, so in the end how to do this operation, this actually has to correspond.
Fourth, use a huge system to cover private domain traffic pools. For example, Wugu Mill and Dong Ejiao started with micro-businesses. They used micro-businesses to push back to all dealers, all employees, all agents, and all micro-shop owners. After they have built a huge system through the roles of dealers, agents, employees, micro-shop owners, etc., they have only reached the link of member management. That is, when the user’s label is very clear, when the user can be accurately identified in any system, any channel, any platform, anywhere, I know his reading, sharing, recommendation, purchase, I also know that he is How much is my contribution. To put it bluntly, you mark him as a member management, and then provide different services, like thisUser membership management will work.
@网友 asks: How to improve the retention of repurchase?
@徐志斌: This problem actually includes two problems:
The first question is surgery. How do you do it?
The second question is the operational thinking. What should you do with your entire guiding ideology?
Let’s talk about the simplest technique first. For example, a company uses pull groups to add all users to the private domain traffic pool. They use the region as the core daily to pull groups, for example, around a certain store. One kilometer around, two kilometers around. They pull a lot of user groups. Send coupons every day. Without saying a word, no one in the group speaks, because everyone in the group knows what the group is doing. Once the coupons are thrown, they will be instantly Grab all. After counting the write-off rate, conversion rate, sharing rate, recommendation rate, and conversion rate, I found that it was very good.
With 1.5 million users in half a month, the data is great. However, there is a prerequisite for this matter, that is, high-frequency consumption. If your high-frequency consumption is not enough, there may be no way to achieve a good conversion. In fact, Jingdong is also following this operation. Some time ago, Jingxi pulled countless groups, and the same is true in essence.
From the guiding ideology, it is related to the development of enterprise user relationships. In the beginning, the relationship between the employees and the users has not reached a particularly good situation. The first step can be achieved by sending coupons to the group. When the user’s spending power, sharing, diffusion and re-introduction of this data are in When they keep accumulating and improving, what they will do next is already in the planning. After that, it is actually very simple. For example, the customer service sent a message saying, dear XX, hello, how much have you already spent with us, what extra items will I give you, or what privileges will you have, etc. Wait. Through the accumulation of consumption data and behavior data behind, companies can do differentiated member management and membership management for advanced users in the next step.
@网友问：How to do fresh food e-commerce in community e-commerce? Is there any good case?
@徐志斌: For fresh food e-commerce, take the example of community group purchase. They found a very simple thing. The income of doing this very early depends on the relationship between the head of the group and the neighbors in the community.
There are veryA popular case is that you and you before they merged, a user in Changsha bought a box of eggs in the supermarket, and then bought a box of eggs from you and you, and two boxes of eggs were mixed in the refrigerator. One of the eggs was broken, and the user didn’t know who was it, so they complained to the head of the group. The leader could have shirk responsibility, but they finally carried an old hen and apologized. An egg is broken, and an old hen is compensated. Because of this, the whole Changsha later talked about this case. Because of this, their repurchase rate data and user loyalty were also very good.
They found that it would be of great help if the group leader played the role of PepsiCo in the local community. For example, if the sewer in your home is broken, I will help you to toss; if no one picks up the courier, I will help you. If the leader continues to play this role, their personal relationships in the community are particularly good, and their entire data is particularly good.
These details are particularly helpful for the repurchase rate, commission distribution, etc. of their entire leader. Whether it’s a community group purchase or a house purchase, simply go straight in, run the relationship, and go to the point of “helping him”, it will be better than anything.
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