In 20021this year, although the postgraduate training industry where the author is located has not been greatly impacted by the "double reduction" policy, it has been affected to some extent in terms of promotion methods and traffic acquisition channels. At the time of 202 1, everyone was talking about private domain, but in fact, most enterprises just stayed at the level of attracting people in the community and adding friends to enterprise wechat, without in-depth operation and analysis of users. The core meaning of enterprise's private sector operation 1. Definition of private domain operation Private domain operation is a brand-owned user asset that can be personalized. Personal understanding of its core meaning mainly has two points: (1) private domain refined operation upgrading, transformation, repurchase or introduction; ② Precipitate highly loyal users and enhance brand reputation; 2. Significance of private domain operation Since June 1 65438+1October1,it has become more and more difficult to do marketing. User dividends have long since disappeared on all grouped traffic platforms, and private domain operation can be regarded as a forced operation mode of the general trend. Factors such as high penetration rate and strong stickiness, coupled with the guidance of various ToB operators, have also formed a herd effect of private domain operations, which is particularly important in the marketing model. According to the general private domain operation mode, the infrastructure of enterprise private domain operation is mainly divided into three parts: ① Sales/service front desk: it belongs to the part that is closest to users and knows the business best in all departments of the enterprise, and must have the ability to undertake large-scale private domain customers and the professionalism of deeply serving private domain customers; ② Marketing/Operation Center: Its main function should be to provide private domain operation strategy for the front desk and solve the operation skill problems raised by the front desk. We should not only be proficient in planning customer acquisition activities, exporting content sop and promoting customer groups, but also fully understand the community tools, fission tools and SCRM tools in the market, and continue to provide the front desk with the methodology of customer acquisition, retention and transformation; (3) Technical/support background: It can quickly respond to the needs of Chinese and Taiwanese departments, implement personalized private domain operation strategies more efficiently through technical means, and realize marketing automation and data. All growth operations and private sector operations are based on data analysis. 1. The most common way to do private domain operation is to conduct corporate WeChat and community precipitation for users. It involves employee headshots, nicknames, enterprise micro-circle of friends, bound video numbers, user tags, user path tracking, user follow-up, voice database construction, product map construction, etc. For example, IP nicknames should be easy to remember, business-related, easy to search and clearly located; However, corporate micro-avatars should try to avoid LOGO, real employee life photos or corporate unified style image photos; The welcome words added should clearly convey the positioning and value of Enterprise and how to break the ice. 2. IP positioning of private domain operation The private domain operation of a general enterprise can be divided into four roles (personal opinion): ① Chief user welfare officer of the enterprise: the beauty industry is the best one in this respect. For example, we also have a micro-IP staff of "Wen Xue Sister", which mainly provides standardized services such as event release and welfare promotion, and pushes one-to-one and one-to-many through applets, official WeChat accounts and communities. (2) ②KOC-type grass-planting sharing talents: For example, our campus agent team should share and forward our official production content, or participate in our offline activities, courses, experience camps, holiday team activities, etc. And customize the creation and sharing content, enrich the brand touch scene, and enhance the social discussion attributes of products. 3 Industry experts who are deeply involved in this field, such as senior postgraduate consultants and planners, have many years of experience in preparation for postgraduate entrance examination, selection of majors in colleges and universities, and re-examination adjustment. They can share professional and authoritative dry goods, directly target parents who have the right to pay the bill, and provide parents with all-round services in terms of business and emotion. 4 exclusive consultants for paying users: Adult education industry is also an area that attaches great importance to word-of-mouth introduction. For example, educational administrators and class teachers should always focus on the students who are studying, study their needs in depth, and give natural and friend-like care to students who are under great pressure to prepare for the exam. This part of private domain operation pays more attention to personalization and experience. The above four points actually include four links: drainage hook-drainage-drainage transformation-service after transformation, which are all based on the industry and may not be universal. There are many ways of corporate private domain drainage, which are generally divided into public domain drainage and private domain fission drainage. Take Qi Wei as an example, it is best to use Qi Wei's SCRM tool. In the process of exploration, we tried several models and finally used small fission. Personally, I feel that their team is pure. Before this, many functions of enterprise WeChat should also be set. Such as binding authentication with official WeChat account, binding with video number, setting H5 external chain or applet on the homepage of Enterprise Micro, and so on. 1, public domain channel drainage 1 online advertising: generally, it is information flow delivery and KOL delivery, which leads to adding enterprise wechat or obtaining mobile phone number. At present, the cost of delivery is rising, and accounts with high budgets get good traffic accuracy after using up the model. 1 1 In June, it was reported that the growth rate of advertising revenue of ByteDance, Tencent, Baidu and Bili Bili declined, which also indicated that the growth rate of users of these platforms was also declining. In the final analysis, the reason is the disappearance of the demographic dividend, so at least in my opinion, simple advertising is not a sustainable way to get customers. ② Content marketing: self-media content that needs stable output, such as Bi Li Bi Li, Tik Tok, Zhihu, etc. And we have a high demand for patience, because this is a precipitation process. For example, in March this year, we opened a new UP account, and the traffic didn't improve until June. We have set up a drainage and transformation path of "剷剷剷-WeChat official account /QQ group-enterprise WeChat". One advantage of 囎囎 is that the QR code patch can be placed in the video without affecting the platform recommendation. In the end, it increased by 2w+, the official account of WeChat increased by 9 100+, the enterprise WeChat added 5,700 people, and the QQ group was filled with 2,000 people. Doing content marketing is not just brand exposure. It is necessary to find the carrier of drainage from these self-media content platforms. For example, Youzan and Video No.,Xiaohongshu and Weibo are connected, Youzan is the traffic carrier of these platforms, and we can use them together. Let's talk about this later. ③ Activity marketing: Activities are divided into online activities and offline activities. Online activities are mainly fission, such as adding friends fission, task fission, red envelope fission, group fission and so on. Choose the corresponding fission tools, follow the design principles of marketing posters, and gradually increase the number of users from the seed users. Offline activities, such as leaflets, Yi Labao, stop signs, express parcels, etc. Although the scene is offline, the essence is online fission activity. The basic link is: scan code to add enterprise WeChat-welcome message/task push-guide to complete the task-prize distribution. It is worth noting that the marketing packaging of offline activities is very important. (4) Re-activation of existing silent users: Re-activation of the user's mobile phone number obtained through legal channels in the existing database is generally divided into two ways: automatic dialing by AI robot and short message group invitation. Private domain operation transformation Private domain operation transformation can be divided into user operation transformation and community operation transformation. 1, user portrait analysis in private domain is actually the matching degree analysis between products and users. The analysis results are generally divided into four categories: high frequency high customer unit price, high frequency low customer unit price, low frequency high customer unit price and low frequency low customer unit price. ① User Portrait and Label System Take the postgraduate training industry as an example. Postgraduate entrance examination is a low-frequency and high-cost unit price, and it is taken once a year. The unit price of offline customers is generally around 2-3w. Most of the offline lectures are fresh graduates, and the paying groups are mainly parents. Due to the characteristics of the industry and market, users who take the postgraduate entrance examination pay more attention to the experience of products and services, and have higher requirements for professional understanding of products. In addition to fresh graduates, there are also some on-the-job candidates taking online courses. Online course users pursue the liberalization of study time, with lower unit price and less parental constraints. From the point of view of preparing for the exam, either accompanying the exam or having a good foundation, you are more confident in preparing for the exam. Based on the above basic portraits, a label system is established for all private users. Such as the year of postgraduate entrance examination, target colleges and majors, World War I or World War II, the source of traffic platform, the source of traffic activities, the level of students' intention to enroll in classes, the tendency of face-to-face/online classes, intentional products and so on. ② Refinement 1V 1 Operation In addition to the circle of friends, it can also conduct one-to-one in-depth communication with some users in the label system. Breaking the deadlock is the first step. Through self-introduction, welfare guidance, product introduction and information sharing inquiry, the user's first ice-breaking reply was obtained. Deep interaction is the second step. By joining the group to obtain information or benefits, we can provide professional postgraduate entrance examination consulting services free of charge, which can reduce users' defensive psychology and further deepen customers' cognition. Clever exploration of demand is the third step. Through the scene product recommendation in a specific situation, clever questioning links, tap customer needs. 2. Tagged community operation The ultimate goal of community operation is to improve the brand awareness of users through deep interaction and drive transformation, rather than chatting with group friends in the group. Communities can also be labeled. Take the postgraduate entrance examination industry as an example, there are postgraduate entrance examination schools, famous teachers' fans, lottery bonus hunter group, fission group, lecture group, different school preparation groups and different professional preparation groups. There are many people in the group, but most of them can't be converted into revenue, which involves the labeling and screening process of personnel, and also corresponds to the principle of extracting 20% people who can support revenue. The process of extraction is the process of promoting active screening. Such as course distribution, ladder group, community integral system, hot topic discussion, daily answer punching, group solitaire, red envelope and gift lottery. Private domain data analysis Private domain operation needs strong data support as guidance, and the old classic AARRR funnel method is commonly used. Even personally, all other operational analysis methods are inseparable from the shadow of funnel method. Regarding data analysis, during the whole journey cycle of private domain users, we need to pay attention to the following data indicators. ① Drainage and pull-up stage: including but not limited to landing page acquisition UV, ROI, access rate, sharing number, sharing rate, number of enterprises and micro-additions per unit cycle, enterprise and micro-additions rate, number of existing users, customer acquisition cost, etc. ② Operation and management stage: including but not limited to existing user base, number of people joining the group, number of fission friends, number of sharing, number of sharing times, number of active users, number of free experience users, number of paid experience users, number of silent users, number of lost and deleted users, etc. ③ Transaction conversion stage: including but not limited to investment budget, experience course conversion rate, regular course conversion rate, monthly turnover, proportion of loss factors, trading times and odd times of each product, etc. Different fields and industries focus on different businesses, and the indicators that need attention are also different. Disassemble all aspects of your business and sort out the journey cycle of private users. The granularity should be fine enough, and the indicators suitable for your own business are the key indicators. To sum up, it is actually very difficult for most enterprises to operate privately. What is difficult is not the team building or the implementation of the drainage strategy, but the whole enterprise needs to realize that this is very important from top to bottom and put it into strong implementation.