Cold-starting private domain traffic is not just a "community", it's so easy to do IP, aside from superficial methodology, "do IP account creation", "friend circle", "diversion", "community operation and maintenance" , "Lectures", and engage in the basic operational content of "Business School". I personally think that "cold start of private domain" can be divided into screening KOC among old users and building a fission distribution system for old users.
As the name suggests, the waist of the old users who are suitable for seed users is: "Platform KOL, KOC". This type of group has specific attributes and stickiness on its own platform, so as to tap their potential from the application side, and then give empowerment to form a big IP, covering C-end users of their own platform.
The effect of this kind of molding has a "leverage model", which can leverage external traffic at a very small cost. Let me give a simple example: Wei Ya and Li Jiaqi belonged to Taobao's own internal anchors in the early days.
However, after the Taobao operation team excavated and discovered its potential, it gave "empowerment" from the inside, and the traffic tilted, driving the overall consumption of the platform, attracting Taobao's internal C-end users; and then continuously increasing the potential energy to go to the outside world and attract more" Other platforms KOL, KOC", settled in Taobao-this is the "self-incubation strategy".
Because from a business perspective, it is impossible to have a PM manager or user operations director with a separate business line of "user life cycle". To be down-to-earth, most of the company's product organization structure will not be too refined from the user level, there will be no private domain traffic operation department, at most just the community operation department.
If you are a "person in charge of private domain traffic" or user operations director, and you let the product draw you a portrait, the life cycle and consumption frequency will not be so refined, and you may be able to give yourself some cold data , And the intermediate process and communication costs are huge. Then through these data, I can only "divert to be a community" or do some community activities, then the reach rate will not be very high.
So how to build a "cold-start private domain traffic construction work" from the perspective of old users for the "lifecycle management" of the full link?
Pull cycle (different dimensions of users, consumption status, repurchase rate);
labeling (labeling users according to platform attributes); (enterprise WeChat WeChat codes are automatically labeled according to users of different channels, and automatically labeled according to different scenarios label)
Do analysis (basic analysis of data, user volume, etc.);
do screening (the essence of screening is to find the first batch of users suitable for private domains);
do research (research is to discover needs and understand market conditions);
prepare for PUSH ( SMS APP site official account social media);
introduction period (import users into corporate WeChat or personal WeChat);
basic operations (selection, community content, circle of friends, activities);
find matching (not all users are suitable for doing Waist foundation construction).
First of all, from the daily activity and monthly activity cycle of the market, the basic user volume may be estimated, and questionnaire surveys can be conducted on these users, or through the form of "public tweets", "SMS PUSH", and Weibo self-media.
The specific content of the survey can involve, for example, "the official establishment of private domain traffic group", "official targeting beauty category", "food category", "digital category", "family life, etc." Master empowerment plan.
During the basic introduction period, add the official IP number to make the circle of friends well. When a certain base is reached, the community starts to be constructed. The early stage operation of the community is mainly based on "content output", which is also the most important "aspect" of building platform values. Not all users who are screened out are suitable for "waist KOL, or KOC on their own platform. Early-stage tonality is very important. At the same time, don't cast the net, you can start from a certain category, such as you often see Douyin’s TikTok is based on a certain category to start testing, recruiting, empowering, and creating incentives.
2. Build a "distribution" fission model
with an e-commerce platform and a full-category vocational education platform (getting, Fan Deng reading) as As the main analysis, when your basic old users are screened and KOL diversion work is done, you will find operational bottlenecks from the perspective of the entire link.
The so-called bottleneck is the "exhaustion of community gameplay". Either you can only sell goods or can only share content. So at this time, when the "veteran user screening" work begins, we must step up to build a "distribution strategy" belonging to the platform. . I have seen a lot of platforms. In the beginning, there is no distribution strategy and started to do the work of external introduction. In fact, the overall platform loss rate will be very serious.
Several models of distribution strategy can be selected:
becoming a self-incubated KOL on the platform can directly have "distribution authority";
through related task mechanisms (such as
checking in for a few days, how much consumption is enough); purchasing member rights packages (199, 299 packages, and then opening permissions) .
The distribution model does not rely solely on an activity fission and a new methodology, but a complete system. For example, after becoming a KOL, you can invite several people to form a fan group, and how many fans can you upgrade to what level. In the past two years, there are many models of social e-commerce platforms that can be referenced. The phenomenon-level fission mechanism and promotion conditions are relatively similar. But at the operational level, don't think about using "distribution to drive strong growth", because as a platform, if it is positioned as a distribution, it will basically be no different from other products.
Therefore, most platforms (online education, short videos, content e-commerce) distribution can be regarded as part of CPS, and the core platform positioning is still based on the tone of "mission, vision, and values".
On the one hand, distribution can drive KOLs on this platform, whether it is direct sharing of products or content (short videos, live broadcasts, graphic notes) to bring goods, adding a revenue channel, and the rights in this aspect are also for the future peripheral KOLs. KOC is introduced to pave the way.
Like the anchors in the early days of Taobao, the self-media KOLs certified on Douyin also have a "distribution function", but they are not too obvious. In addition to sharing goods on their own platforms, they can get commissions for other purchases and share other extras. The platform can also be enjoyed.
Others, such as Yangquan Dock, Suning, Yunji Live, and the community, are essentially for the waist to empower KOLs. If there is no complete distribution mechanism, KOLs will appear to be extremely flat, and they can only live stream and bring goods to be realized vertically.
Therefore, from an operational perspective, we help our platform KOL build an empowerment method of live broadcast + distribution + private domain + community + IP, allowing KOL and KOC to form a closed loop of fission.
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