In recent years, brands have become more and more aware of the power of the private domain, and have begun to shift their focus from pan-customer volume to single-customer LTV. 2021, more than 10 million companies in the enterprise WeChat to carry out the private domain operation, through the enterprise WeChat to connect, reach, and serve the 500 million real users of the private domain. However, as far as the private domain itself is concerned, it is not the "WeChat ecosystem" that is magical, WeChat is just a social field, and what really allows brands and users to be closely linked and continuously improve LTV is the excellent service experience and membership products and services provided by brands in the private domain. Brands provide good products and services, and through WeChat's rich content ecosystem to achieve efficient reach, thus prompting users to continue to repurchase, word-of-mouth spread, and upgrade in the membership system, which is the "two-way run to" brought by the private domain. Through the refined operation of the private domain to do a good job of membership marketing, it becomes the only way to drive the long-term growth of the private domain. How to systematize the understanding of membership marketing, the use of membership marketing ideas to do a good job in the private domain? Circle next from cognition to practice, and share with you 5 key points. First, why do membership marketing, 20% of the customers can bring 80% of the brand's income, accurate members of the customer is the key point of private operation. Brands continue to improve member viscosity through private domain operations, and members will continue to repurchase for the benefit of advanced rights and levels to enhance the customer unit price. To summarize, membership marketing can achieve three main purposes: the use of private domain membership marketing is conducive to improving user loyalty and activity to enhance the number of members to the store consumption and online consumption, thereby increasing market share; to reach a certain level of members, you can use word-of-mouth self-propagation to enhance the brand's influence, for the brand's reputation and the subsequent marketing strategy to lay a good foundation. Private member operation brings not only income, but also long-term customer asset precipitation, word-of-mouth dissemination, and accumulates greater potential energy for subsequent marketing transformation. After clarifying the purpose of membership marketing, the brand can begin to layout the private domain, and consciously import the omni-channel members into the private domain for centralized operation. Second, omni-channel member diversion private domain most brands in the layout of the private domain before the Jingtao shaking fast and other e-commerce platforms have basically formed a membership system. However, the major public domains are doing their own private domain, basically explicitly does not allow off-site diversion, direct diversion is likely to lead to sealing. How to attract the members on the public domain to the private domain, according to the public domain membership level management? We can start from the brand's own member data, realize the recall of old customers through intelligent powdering, and unify the members of major platforms to precipitate to the WeChat private domain. At the same time, through the circle amount of AI outbound + SMS to reach members efficiently, in the user has understood the basis of the brand, the brand only need to provide some matching needs of the point of interest, such as after-sales consulting, membership gifts, etc., you can easily the public domain members quickly imported into the private domain, the average old customer recall rate is as high as 33% +. After the user enters the private domain, we can guide the user to quickly enter the private domain membership system through the friend welcome message. Circle amount of customers hotwind hotwind public number set users to pay attention to the first time to pop up the membership system and benefits introduction tweets; at the same time pop-up small program newcomer benefits, click on the small program to register for membership, consumption 39.8 can receive 9.9 yuan 2 packs of cotton soft towels of the redemption coupon, valid for 30 days after receiving, fast pulling the first purchase of the membership. Third, build a high viscosity membership system 1.Member points system In order to continuously guide user interaction, re-purchase, and enhance customer orders, we need to build an infinite cycle of member points system. Points system to points rewards, rights and interests of upgrading the way to guide the member retention, brand interaction, consumption, improve customer orders, so as to obtain points, exchange for more membership rights and gifts. Its logic is the continuous cycle of "acquisition - consumption": acquisition: consumption, activity gifts, rights and benefits, and what directed actions are done consumption: lucky draws, interactions, point activities, points against cash, exchange of commodities. Retention of active" and "consumption" dimensions to provide the whole region order to points, community operations to points two points program. On the one hand, we can promote users to consume points in various scenarios such as online shopping malls and offline stores through the order earning points program; the order points have opened up multiple scenarios such as Amoy Jitterbug, Yauzan, Tencent Cloud Mall, self-built shopping malls, stores, and so on, and the more the members buy, the more points they get; the circle amount of customers to make friends with in order to attract the users to consume in Jitterbug to "sign up to enjoy orders for points" "register for orders for points" "exchange for goods" "community operation for points". In order to attract users to consume in Jitterbit, with the gimmick of "registering to enjoy order and redeeming points" and "redeeming 3 times with order", users are guided to search for the public number "Jiaodian Friends Member Center"; the public number guides users to enter the small program to register for membership and redeem order points, and users enter the Jitterbit consumption order number to get the points matched with the amount of consumption. On the other hand, it can promote member activity and enhance member stickiness through the community operation to points program. Members in the private domain around the "small program registration - sign in - live subscription - community interaction - retention" and other behaviors to obtain points, in the process of long-term interaction points, the user can not only develop active habits, the stickiness will continue to improve, from ordinary members to hardcore members. Make a Friend has set up a variety of interactive points in the private domain, including continuous check-in, reading tweets, daily interaction in group chats, subscribing to live broadcasts and so on. As an e-commerce brand, Jiaodian's community interaction is set up as a quiz related to daily live selections, for example, "Today's live broadcast will be merchant a strawberry flavored Lancel moisturizing and repairing lip mask, guess its main active ingredient is A. Berry Complex B. Natural Fruit Oil". Users only need to reply to the correct answer to get points, but also be able to learn from the Q&A text of today's live push product information. Whether subscribing to the live broadcast, or private interaction, can promote the user back to the public domain to watch the live broadcast, and again for consumption. Build points system, we have to operate in the private domain constantly guide the user through the task to obtain points, while regularly reminding the user to exchange consume points, including repeated publicity to send freebies, send points, send coupons and other points of interest, to promote the user continues to enter a new cycle. Membership rights and benefits design The reason why users are willing to join the club must be because they can enjoy more welfare privileges. However, many brands design membership rights and benefits out of the consideration of turning marginal resources into benefits, piling up all kinds of rights and benefits, such as a variety of products that have little relevance to the brand, or even the backlog of inventory goods due to poor sales. However, such benefits cannot lead users to repurchase and upgrade their level, let alone recharge repurchase and increase the customer unit price. When designing benefits, we need to match the immediate needs in the service scenario, and use 3 steps to find the most correct member interest or benefit points: collect potential benefits, such as collateral, special events, travel, insurance and other benefits; conduct a small-scale survey of potential members to find out the most attractive points of interest; conduct an in-depth research on the customer, mainly to rank the value of the benefits; the member price and member coupons are the most direct reasons to guide customers to sign up! The most direct reason, for example, Hi-Tea provides different exclusive coupons for different members, for example, VIP.3 members can get 1 half-price coupon for the second cup immediately after upgrading, and VIP.4 members will get 1 complimentary drink coupon. Membership price is more common, miniso famous superstore and other various chain stores, will be in the price tag design labeled red enlarged membership price, to attract users to sign up. Some companies support member users can use points to offset part of the cash. In the Haidilao restaurant, members can accumulate one reward point for every RMB1 spent and can redeem different levels of discounts based on the number of accumulated points. But the strategy of sending out coupons to promote repurchase, which is a continuous concession, is not something that every brand can adopt. It is possible to realize mutual benefits and control costs by innovating membership products, such as providing peripheral designs, membership gift boxes, and special products for members. There are a series of innovative products in the Tea Face member store, umbrellas, postcards, work tea, thermos blind boxes, members can buy beautifully designed brand peripherals at a discounted price, which are both mutually beneficial and cost-controllable products. Circle amount of users heat hi combustion in the user purchase over 399 can get beauty care small gift packs, gift packs are in the form of blind boxes, each one contains different products, giving consumers more interesting. Circle customer a food brand membership rights and benefits design is also very rich: after joining, members can enjoy exclusive customer service, after-sales priority, joining gift, membership day, birthday gift packages and other basic membership rights and benefits, with the level of membership to enhance the member can be unlocked in turn points doubling, upgrade gift, new product sampling, giveaways, in-kind exchanges, brand activities, and other multiple rights and benefits. In addition, members need the "sense of ceremony" of special status. Exclusive membership day can provide a sense of ceremony and serve as a marketing node. Dessert store Saffir_Zi every Wednesday as an exclusive membership day, every week on that day for members of the customer focused on pushing product benefits, such as new sandwiches 10% off, ice moon cake special price, etc., not only can let members feel the benefits, but also will not be overly pushed, disturbing the user. Mistine, a beauty brand, has designed double points for members' birthdays, which not only gives a sense of ceremony, but also drives repurchase. In order to enhance the user's desire for points and repurchase frequency, we can set the benefits as time-limited redemption. For users, time-limited benefits are more recognizable and valuable. L'Oreal members have designed a monthly redemption rules, all levels of members can be in the 20 day of each month from 10:00 to the end of the month during the monthly redemption, to the points mall to exchange product packages; flower Xizi will be positioned in December as a "member of the month of redemption," in the members to save up for a whole year after the points, you can use the points to redeem gifts in December. Fourth, the member labeling system & user image of all refined operation, ultimately inseparable from the "label". Labeling, is to shape the user image of the brush, through the labeling to understand the user, to be able to really provide differentiated operations and services. However, basically all brands are difficult to avoid the label redundant, confusing information, and ultimately labels are difficult to help the operation, but interfere with the operation. Generally speaking, we only need to set up user labels from the following six dimensions: user attribute dimension, including gender, age, birthday and other personal attributes product life cycle dimension: first-time users, repurchase users, the product will soon run out of users user life cycle dimension: including RFM (consumption frequency, recent consumption, consumption amount), sleepy users, VIP1 users, etc. Consumer preference: like strawberry flavor, Attention to new products, etc. User value dimension: paid users, frequent check-in users, KOC, etc. Channel perspective: public tweets, regular customer recommendations, store posters, etc. With such a systematic labeling, it can help brands create a user profile that is powerful and empowering for the business. In the circle amount system, through the channel live code and other ways to attract flow of users will automatically generate channel tags; in addition, the user label support custom editing, can be based on the above dimensions for the customer tagging; in the process of chatting, if you set up the keywords in advance, when the user mentions the keywords, it will also be automatically hit with the corresponding label, for example, "sensitive skin If the keywords are set in advance during the chatting process, when the user mentions the keywords, they will also be automatically tagged with corresponding tags, such as "sensitive skin", etc. Next time when there is a new product or activity for sensitive skin, we can select the label of sensitive skin, and edit the targeted words to send out the group; in the dimension of consumption, Circle Volume is able to synchronize the information of orders from multiple platforms, and generate RFM tags for members automatically. Through RFM tags, we can clearly see the user's brand consumption. According to the purchase frequency, we can mark the user as, taster user-recommended user-loyal user, etc.; according to the last purchase time, we can conclude whether the user is a frequent buyer, a low-frequency customer or a customer close to churning; in addition to the original labels, custom labels, consumption labels and chat keyword labels, we can also use other ways to get more customer awareness and tap the user's potential needs. One, is behavioral insight. Very often, even if the user does not say, TA's needs are already written in the response to the marketing content. Let's say, when we send a new cake tweet, was reached by the customers, even the title did not point to open the customer, and browsed for 4 minutes, and forwarded to 2 friends of the user's intention must be a difference in the clouds; this time you can use the circle amount of interactive radar, send "radar" attributes of the article, web page, etc., can automatically record the user's Browse and forward the situation, dig the user's degree of demand, which can also help the brand for targeted transformation. Second, user research. We can also use a prize form to get user feedback. Mistine, a circle volume client, has released a small questionnaire for user research in the community and circle of friends, and users who fill it out can get a brand gift bag. With the circle amount of form research, the user's choice of options will automatically generate labels to help the brand quickly establish a full user profile. Fifth, the user hierarchical classification operation if the user label is to help the brand to understand the user needs, then according to the label for the classification of the content pushed, the depth of the segmentation operation of different customer groups; for different customer groups, the output of personalized content is the inevitable strategy of the brand refinement operation. Here, we briefly introduce how to target operation for user membership levels. For new members who have just registered, brands need to promptly display first purchase discounts, newcomer points, newcomer gift packages, etc., and guide members to consume by issuing coupons. Three squirrels for the newly registered members to prepare a 150 yuan coupon, respectively, full 148 minus 20; full 178 minus 30; full 150 minus 100; members into the membership, multiple re-ordering can be redeemed after all the coupons, while consumption and able to re-acquire the points, exchange for a variety of snacks. For important members, we need to focus on exclusive discounts, birthday gifts, integral gifts, etc., the purpose is to retain members, so that members daily perception and enjoy the rights and interests of members; for silent members, we can remind the integral redemption and integral deduction, in order to wake up members and stimulate repurchase; and for the loss of members, we can recall through promotional text messages, limited-time bulk discounts and other offers. In the classification operation for the label, we can use the circle amount of label mass mailing to screen the mass mailing object, but also according to the label to set the content SOP, will be designed for the various levels of operation of the operation of the content of the speech sent regularly at regular intervals, to achieve the precise operation of the large number of members. Circle volume conclusion of a store randomly tested 10 ordinary customers to buy, compared after a period of private member operation after 10 members to buy, the consumption amount of members must be able to exceed the ordinary customers at least 5 times more, this is the power of member operation. Both private domain operation and membership operation are essentially enhancing the intimacy value with users, which requires data management and insights, as well as efficient and intelligent operation. As an omni-channel private domain intelligent operation and management platform, Circle Volume is able to provide efficient and intelligent private domain solutions for merchants. Welcome to follow @CircleVolumeSCRM for more private dry goods and operation tips~