First of all, refined operation is based on the operational thinking around "people" from a business perspective (whether it is to B or to C, consumption decision-makers must be considered).
From the perspective of traffic, refined operation aims to maximize the value of private domain traffic.
From the user's point of view, refined operation improves the accuracy of operation through the operation of thousands of users and achieves more matching operation results.
From the perspective of business process, refined operation covers the entire process from refined traffic acquisition to refined operation processing.
From the perspective of resource collaboration, refined operation should realize the coordination and cooperation between departments, effectively use enterprise resources, and pay attention to the input-output ratio.
"Private domain" is our user scenario, and "operation" is the means and method to achieve our goals.
Therefore, our focus is on "refined operations". This means that we need to analyze users' attributes, channels, behaviors, and scenarios in more detail to carry out more accurate operational activities. The key is to operate users, not just channels.
The core of refined operation is the operation of different user segments. On the basis of digging deeper into user needs, we can optimize the operation strategy and experience link. It's a dynamic, iterative process.
By choosing the right timing, channel, and method, we can provide more accurate solutions for different private domain users, thereby improving the efficiency of business conversion.
For example, we usually use the all-staff model to push content, but JD.com and Pinduoduo use user tag grouping to push content in a thousand-faceted way according to the user's daily behavior and interest tags on each platform, and continuously improve and update user tags through each push behavior.
Therefore, according to the mining of fans' interest needs, we can optimize the push mechanism, improve the conversion efficiency of bringing goods, and carry out more detailed operation splitting to compare with a single way.
The refinement is to put forward the principle requirements for private domain operation, which are specifically divided into the following three aspects:
The three key points of refinement, refinement and refinement contain the core elements of refined operation. Specifically:
Fine, that is, focused screening.
There are countless options for the strategy and investment of private domain operation, but enterprise resources and manpower are limited, so it is necessary to pay attention to the input-output ratio.
Therefore, it is necessary to screen out the best value groups and high-quality conversion paths, and focus on key target user groups, optimize channel links, and provide valuable content. Change the past operation idea of "want everything", and first determine the input-output ratio of a single channel, group or category.
Fine, that is, the analysis is refined.
The biggest problem of full operation or extensive operation is the lack of logical dismantling, and the lack of multi-dimensional analysis, thinking and operation around "people".
When planning a private domain operation plan, you can use the "user journey tool" to portray the key behaviors, feelings, and experiences of users at each touchpoint of the private domain, and dig out the pain points and needs of each process link, so as to help plan better private domain content and services.
In the process of operation, it is necessary to pay attention to user behavior data and ensure that the user labeling system is comprehensive and accurate enough. Refinement does not mean being "comprehensive", but rather the smallest granularity of analysis in a precise direction, so that it can be combined with automated marketing tools to achieve refined application.
i.e., standardized replication.
Streamlining and standardization is to form a reproducible standard operating procedure (SOP). For example, based on private domain automated marketing, it is possible to send messages according to which bot different users use, to whom to send them, what content to send, and when, etc., which should be replicable and process-oriented.
Overall efficiency can be improved by reducing a large number of repetitive operational actions. And this SOP can be continuously iterated and verified, for example, our content should be continuously optimized through data validation and iteration.
The refinement of private domain operation refers to the degree of refinement of the business system of the entire private domain format, which not only includes the refinement of operation methods, but also covers four modules: refinement of target dismantling, refinement of operation model, refinement of private domain labels, and refinement of organizational division of labor. As a project leader or entrepreneur, it is more necessary to have a global and refined thinking.
The private domain refined operation system includes four modules: refined target dismantling, refined operation model, refined private domain labels, and refined organizational division of labor.
Below we break down the main points of each module:
We found that many enterprises often set goals arbitrarily when operating in the private domain, and lack of thinking about how to achieve and implement the goals. It wasn't until the actual operation that I realized that no matter what I did, I couldn't achieve the desired effect because the goal was not broken down into an executable task in the first place.
Goal dismantling and refinement refers to subdividing the goals of private domain operations into executable tasks to better guide actual operations.
Step 1: Logical tree formula decomposition.
Taking the monthly target dismantling of a FMCG private domain e-commerce as an example, the company can refine the private domain target by dismantling the "primary and secondary goals-actions" and find a feasible method.
For example, the company can improve the repurchase rate and increase user stickiness based on past data analysis.
Then, according to this overall goal, the company can disassemble different tasks under different touchpoints, such as increasing the number of users of the ** live broadcast, and can push the live broadcast preview and private domain reservation live broadcast activities on *** to improve the reservation rate of the live broadcast.
Assign each task to a different team member to form a private domain strategy.
Step 2: Develop an operational OKR.
OKR is a very clear goal-to-method dismantling tool, and I believe everyone is very familiar with it. On the basis of logic tree formula decomposition, the goals and key actions are clarified by formulating OKRs.
Taking the launch of a new product of a teaching and auxiliary institution as an example, their goal is to complete a revenue of 200,000 yuan.
Before taking over the task, she needs to evaluate whether and how it can be achieved according to the goals set by her boss. She uses the OKR approach to break down the campaign goals:
Through dismantling, it was found that this event mainly needs to work accurate drainage of new customers, so how to cooperate with the public domain department to expand user acquisition channels and ensure the accuracy of drainage has become the key to the success or defeat of this event. Therefore, there is a need to provide drainage content that is more in line with parents' preferences.
The refinement of private domain user tags is the basic element of user refinement operation. The key step is to tag each user who enters the private domain with a specific tag. This is not only the first step in the implementation of fine operations, but also the foundation for achieving them.
By "user tagging" for users, their identity information can be recorded in the enterprise's SCRM and other operating systems, and integrated into a variety of different middle platforms, so as to form effective, trackable, and analyzable user "micro" behavior data.
Only by accumulating a sufficient number and accuracy of the user tag library can refined operations be realized.
So, how to implement the refinement of private domain labels? There are three steps that can be followed: first, define the label; Second, define the event; Finally, define the trigger.
Of these three links, the definition of the labeling system is the most important. During operations, surveys, group interactions, and communication frequencies that users participate in can be recorded as quantifiable content and social hashtags. At the purchase stage, the consumption record will be saved as a consumption tag.
In the trigger phase, personalized content can be triggered based on the behavior of the user tag, such as added SOPs, interactive SMS, and repurchase reminders.
Refined operation is to formulate different operation strategies and models according to the characteristics and needs of private domain users. It is a rocket-like and efficient operation model, which is inseparable from "global drainage and customer acquisition, user refined operation, and quality efficiency value measurement".
The first stage of the rocket: global drainage and customer acquisition
Generally speaking, the drainage methods can be divided into three types: public-to-private growth, old stock with new ones, and stock direct purchase reach. In addition, it can also be divided according to the paid drainage method and the content organic flow method. Regarding the play of global drainage, it will be introduced in the following content. Not here for now.
The second stage of the rocket: refined user operation
Here are 4 commonly used refined operation methods:
1) Mental differentiation operation
Cognitive personalized operation is to formulate different operation strategies according to the changes in the user's mental cognition. The theoretical basis is the AIPL model (Cognition-Interest-Purchase-Loyalty), which executes corresponding strategic activities according to the user's awareness of the brand and product.
A (awereness) cognitive coverage
Optimized to rewrite the following:
For new customers in the public domain, we can achieve precise delivery and in-store customer acquisition through hook design and crowd-based looklike methods.
For example, we can learn from the successful experience of Perfect Diary in the market. When they build brand awareness, they first take a platform to the extreme. For example, we can choose Xiaohongshu as an important channel and carry out intensive and precise crowd delivery in a specific time period. In addition, we can use strategies such as store campaigns and package diversion to direct users to personal visits***
In order to achieve better results, we need to pay attention to the following refinement points: high-precision delivery, so that the advertising can accurately reach the target group; Lower the threshold for user participation, making it easier for users to be attracted and engaged; At the same time, we also need to create engaging content that will attract a larger group of users to our campaign.
i(interest) to generate interest
For low-cognition and sleepy users, we can activate their interest through strong reach methods such as private domain planting and AI outbound calls + SMS.
The appeal of private domain traffic lies in its ability to build long-term relationships, but if there is no good reason, even if users are absorbed into the traffic pool, they may either flee or remain silent and become dormant users.
Therefore, we need to focus on nurturing long-term relationships, providing quality operations and services, and effectively using online emotional intelligence to ensure that the interest group in this "field" remains active and encourages them to start thinking about buying. At this stage, we should pay attention to the continuous output of high-quality content in the private domain, and at the same time strengthen the mutual trust relationship with users.
Specifically, we should adopt a refined strategy that includes building connections, strengthening the effectiveness of planting, and increasing trust.
p(purchase) generates a purchase
To filter out interested users, we used a filtering approach by tag, scenario, and activity. Through first-time purchase activities, multi-scenario operations, and membership operations, we are able to attract and retain potential customers more effectively.
In the process of operation, we pay great attention to creating a good persona. We treat our clients as friends and trade based on trust. This kind of friendly relationship can lead to more opportunities for closing.
In order to better achieve refined operations, we focus on scenario operations and order promotion activities. Through precise operation in different scenarios, we are able to better meet the needs of our customers. At the same time, by launching the order promotion campaign, we are able to provide more discounts and benefits to attract more users to place orders.
l (loyalty) loyalty purchase
In order to better understand our users, we need to combine tag management and improve the tag system. In this way, we are able to better understand who our users are, what their preferences and concerns are, so that we can provide them with accurate push and service.
At the same time, we should give more recognition to brand fans who continue to repurchase. We should focus on listening to their voices, involving them in the co-creation of our products, and making them feel respected by our brand. We can see them as brand ambassadors and enhance their sense of belonging to the brand.
In order to achieve these goals, we need to do fine-grained management. Specifically, we need to personalize each user and give them a unique identity. In this way, we are able to better meet the needs of our users and provide a personalized service.
2) Hierarchical user operation
Hierarchical operations can generally be segmented based on four types of combinations: crowd stratification, personality stratification, scene stratification, and identity stratification. By combining these segmentation methods, you can build clear links and clear personalities, and implement different operation strategies for different segments. This hierarchical approach is particularly suitable for brand businesses that are oriented to a wide range of people and multiple products.
For example, let's take a major health brand as an example to illustrate the hierarchical operation design:
Based on the different incoming contents, we can split different incoming channels and stratify the crowd and the human scene according to the user profile
For nutrition consulting and solutions, we can send health management experts to undertake and provide health consultation, healthy diet therapy and nutrition management product and service solutions for individuals and families;
For vertical interest groups, we can send health and wellness mentors to impress these interest groups, cultivate their leisure and health habits, and provide corresponding products and services;
After accepting users, we should pay attention to the life cycle and growth of users, mainly through identity hierarchical operations. We should also pay attention to the word-of-mouth sharing of loyal users, and strive to expand more word-of-mouth users.
3) User journey operation for new and old customers
Users are a process of growing from new customers to old customers, so it is necessary to design refined operation SOPs to meet the needs of users at different stages. For example, in the beauty industry, users can be divided into novices, regular customers, and loyal users based on their purchase history and preferences.
For novice beauty users, you can use the store's private domain sales strategy to develop some beginner sets or trial packs to attract them to make purchases, and provide professional grass planting and first order discounts.
For existing regular customers and loyal users, you can use the pop-up community model to develop birthday gift collection activities to increase their stickiness and repurchase rate. In addition, it can also provide long-term value-added services and care to enhance the friendship relationship with users.
In order to implement the above operational path, there are two key points to note:
Definition of new and old customers: Users are divided into different categories, such as new customers not purchased, new customers purchased, old customers purchased, and old customers repeat purchases, so as to better define user tags.
Design of operation links and SOPs: Formulate different time nodes and SOPs for new and old customers at different stages to implement precise operation strategies. For novice users, focus on grass planting and first order discounts; For old users, it focuses on providing long-term value-added services and care.
4) Four types of models of behavioral differentiation operation
The RFM model is commonly used in the stratification of consumer users in medium and high-frequency consumer industries such as retail and e-commerce.
There are usually 8 types of combined decision-making behaviors, through which the corresponding operation strategies of different consumption behaviors are determined. Achieving consumer tag integration is the foundation of application RFM operation.
Next, users are identified according to different consumption types.
After the identification is completed, the behavior of key maintenance users is refined, and the corresponding Rf m value is designed for operation analysis and key operation points.
The first rocket: performance value measurement
This phase is designed to evaluate the effectiveness of a refined operation. It is necessary to align with the objectives of private domain operations, whether it is according to an activity or a time period, to evaluate the results and effectiveness of refined operations, especially the analysis of key indicators.
If your private domain operation is customer service or teaching, you should pay attention to word-of-mouth, completion, and follow-up repurchase recommendations; If your private domain operation is sales-oriented, you should pay attention to GMV (total transaction value) as a measure of product efficiency value; If you are in the 0-1 stage, you should focus on the number of quality seed users.
A private domain business form is the collaborative division of labor between departments and processes. Even though at the 0-to-1 stage, many enterprise teams may have multiple hats, but that doesn't mean that our private domain operation process is not clear. On the contrary, we should clarify the business chain and carry out an orderly and refined division of labor in the processes of key operational links.
The front desk is our customer wiring team, which is responsible for undertaking and providing customer service and marketing. They need to have the ability to empathize, product and service expertise, solution output and sales conversion.
The middle and back office is the team that provides content SOP production, event planning and technical support, providing operational support for the front-end conversion team to improve effective conversion and retention, and be responsible for long-term user value.
For some subdivided professional teams, such as knowledge payment business, the middle and back office will also include the teaching service team. This team is responsible for teaching services and the follow-up repurchase goal of high-end products to increase the LTV of paying users.
Although there is no clear answer, it can be summarized and optimized through the following six key actions.
1.Cadence: Before you start a granular operation, you need to define the real value it can bring to your users and break it down into actionable actions.
2.Value: User value is always higher than customer value, and even if there is a short-term cognitive inconsistency or unsuccessful management of customers that leads to action distortion, it should be corrected through long-term operations.
3.Innovation: We must continue to find the best way to operate for each granular layer and build a good relationship with consumers. There should be new changes to the specific operations every month, and even in the face of the same new customers, it is necessary to innovate and iterate on the original standard operating procedures.
4.Bottleneck: When refined operations enter a bottleneck period, you need to think about whether you are getting farther and farther away from consumers. Surveys, questionnaires, interviews, etc. are the best ways to capture consumer needs. The closer you are to the consumer, the closer you are to a good outcome.
5.Results: The delivery results of each operation are affected by a variety of direct and indirect factors, and how to quantify these influencing factors and target the operation is the key to achieving the results.
6.Tools: The use of tools in refined operations should reduce human risk and improve the customer experience in addition to reducing costs.
Refined operations are not complex in themselves, nor are they concepts that cannot be implemented, but are continuous iterations of past operations. Under the condition of limited resources, we can use the shared thinking method to iterate the past operation actions, implement the refined operation of the private domain, and form the refined operation manual of our own business.