when you want to learn some excellent cases of online operation of enterprises, you need to master some necessary methods.

if we look at those enterprises that are preparing to launch online operation (private domain) or are studying the methodology of private domain everywhere, there are very few enterprises that can "understand-learn-apply practice-make an effect", or even no enterprises.

Private domain traffic operation is a complete user online operation system, which unilaterally emphasizes that employees can conduct marketing through WeChat, corporate WeChat, etc. It's just the rest after playing Wechat business, and it's not a real private domain traffic operation. ?

However, the market is extremely short of talents who can digitally operate the private domain traffic of entity enterprises. Many bosses of entity enterprises have been seeking talents with high salaries for a long time, but they still haven't met any talents who can help him.

so, how do entities do the digital operation of private domain traffic?

I will break it down for you. Taking an entity enterprise as an example, this article is divided into six major steps:

Step 1: Resource carding

Step 2: Resource aggregation

Step 3: Resource activation

Step 4: Scale stickiness

Step 5: Business transformation

Step 6: Resource fission

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in these different enterprises, we need to operate digitally, and the resources that form private domain traffic may be user resources, channel resources or expert resources.

step 2: resource aggregation

then, after we sort out the resources, we need to aggregate them. In the resource aggregation link, we must first gather to the initial resources.

For example, a restaurant chain has more than 61 million offline passengers a year. After digital transformation and upgrading, it quickly gathered more than 21 million ordinary members with private domain traffic and more than 2 million paid VIPs.

from the example, we found that enterprises with physical stores can help formulate the user aggregation strategy through the "store traffic harvesting canvas".

When resources are gathered, it is not over. We need to learn how to leverage more resources with existing resources.

step 3: resource activation

after we gather users on the digital platform of the enterprise, if the users are not active, the users and the enterprise have not had effective interaction and lack of basic trust, which can not be called private domain traffic of the enterprise.

this is of little value for later commercial transformation and resource fission.

At this time, we need to find the excitement of users, so that users can feel the value and become active. Only in this way can we activate and retain users more easily.

in addition, it is also very important how to deliver it accurately at high frequency without disturbing users.

we not only make users feel respected and cared for, but also achieve multi-touch activation of users.

step 4: scale stickiness

after combing, gathering and activating our previous resources, we still need to make the user scale bigger and more sticky here.

so, how to do well the two stages of scale and stickiness? ?

enterprises can improve user stickiness by establishing live broadcast system, content operation system, activity operation system, serial operation system, value system and user loyalty operation system.

For example, live broadcast, graphic and other content are very good, which can provide users with good tools to enhance their interaction and improve their stickiness.

in addition to these, if you want to operate users strategically in the scale and stickiness stage, you need to design the user's value system and various incentive policies for loyalty operation.

To increase customer stickiness, using community is the most direct and effective way. Please refer to my other article: How to communicate effectively in community operation, so that group members can worship you, follow you and trust you ...

Step 5: Commercial transformation

After combing, gathering, activating and scale stickiness of our resources, here is our online operation commercial transformation.

we divide the business transformation of online operation into two levels: the first order and the second purchase.

at the level of the first order transformation, it is very important to build trust, provide value, lower the threshold and facilitate actions.

first of all, trust is the foundation of all business activities. After winning the trust of users through knowledge dissemination and brand building, it is necessary to provide users with value and meet their needs.

Because, in this link, customer witness can improve the purchase conversion of users.

then, in terms of repurchase, it is the most important thing to improve product innovation ability and user service experience through digitalization.

For example, the "one-dollar ice cream" of a household when customers check out is to give users a better experience and leave a cheap impression at the end, thus increasing the impression of customers and increasing the repurchase rate.

step 6: resource fission

after customers buy products in our store, can they help us create more customers?

here comes the resource fission we want to talk about, that is, let our existing resources bring more resources.

in terms of private domain traffic operation, it is to bring new fission with old users and let old users recommend more new users.

For example, a well-known retail brand has launched interactive activities such as 1 yuan Grouping, 1 yuan Trial, and 1 yuan Free Mail for users who have not purchased, so that even tourists who have not purchased can actively participate in the sharing fission.

I believe that every enterprise hopes that its old users can bring more new users to itself. However, we have to consider what users will help us share the novelty and how we can provide users with a convenient sharing tool.

This requires us to provide users with a reason to help us split and a convenient sharing tool.