An article tells the whole process of enterprise private domain user operation.

The core of enterprise private domain operation is user operation. The whole process of private domain user operation refers to the whole process from user drainage, entering private domain, user acceptance, user activity cultivation, high-value user screening and high-value user operation. How to do it specifically? Let's have a look! I. The role of private domain user operation The role of private domain user operation is to clarify the overall growth path of private domain users and the operational priorities in different growth stages, plan targeted operational strategies, and finally screen out high-value users and focus on operating high-value users. Second, the whole process of private domain user operation 1. User Drainage The first step of user operation in private domain is user drainage, that is, users are drained to private domain through internal and external channels. The key points of user drainage are as follows: (1) Drainage channels: Drainage channels are roughly divided into internal channels and external channels. It is necessary to sort out the existing channels that can be started, and prepare drainage materials and drainage budgets; (2) Drainage gimmick: Drainage gimmick refers to the interests and privileges of exclusive private domain users, with exclusive interests and privileges as bait to guide internal and external channel users into private domain. 2. The second step for users to undertake private domain user operations is user undertaking. After drainage through internal and external channels, users need a carrier to undertake it. This carrier is generally enterprise WeChat, and the key points of user acceptance are as follows: (1) enterprise micro-acceptance process: enterprise micro-acceptance process refers to the process of communicating with users after adding friends to enterprise WeChat. Enterprise micro-entrepreneurship process includes: greeting new friends, understanding user needs, and so on. (2) Enterprise-micro friend tag management: Enterprise-micro friend tag management refers to tagging users based on user drainage channels, adding time, user gender, age, hobbies, product preferences and other dimensions, so as to reach similar tag users with messages; (3) Group chat: After labeling users, we should guide users to enter the community. Group talk includes: group interests, community service content, community rules, etc. 3. Cultivating user activity The third step of private domain user operation is to cultivate user activity, that is, community operation. The stickiness and activity of users in the promotion within the community increase users' awareness and trust in the platform. The key points of community operation are as follows: (1) daily operation mechanism of community: it is necessary to formulate the daily operation mechanism of community, including community operation time period, community operation strategy, community operation speech, community interaction activities, etc. (2) Refined operation mechanism of the community: It is necessary to formulate a refined operation mechanism of the community, including opening a group stunt, cultivating new users, the first order operation strategy, the activity promotion strategy, and the repurchase operation strategy. (3) Community data statistics: Community operation data should be counted, including: daily/weekly community members, active community users, community user activity rate, transformed community users, community user conversion rate, community user GMV contribution, lost community users, etc. 4. Screening of high-value users The fourth step of private domain user operation is high-value user screening, that is, users with high purchase frequency and high community activity are screened out in the community. The key points of high-value user screening are as follows: (1) User purchasing dynamics: Pull the purchasing data of community users, and stratify users based on three dimensions: ordering time interval, ordering frequency and ordering amount, and screen out users with short ordering time interval, high ordering frequency and large ordering amount. (2) Frequency of community interaction: based on the active data of community users, users with more community interactions, shorter speaking intervals and greater community influence are screened out based on the community speaking times, speaking intervals and community influence dimensions. 5. High-value users operate private domains. The fifth step is the operation of high-value users. After screening out high-value users, build a membership system, give them exclusive privileges and benefits, and encourage them to buy again at high frequency. The key points of high-value user operation are as follows: (1) Membership system construction: Membership system refers to the classification of users' membership levels based on multiple dimensions (active behavior and purchase behavior) contributed by users. (2) Incentive mechanism of points: Incentive mechanism of points refers to the mechanism that users can get a certain number of points after completing the specified tasks (initiative and purchase), and the points can be accumulated to a certain amount, which can be exchanged for privileges/goods/cash deduction. The more tasks users complete, the more points they get. Ok, today's sharing is over! Private domain operation specialty includes: enterprise private domain system construction, private domain drainage strategy, analysis of different stages of enterprise private domain, private domain product strategy formulation, enterprise how to start from 0- 1, enterprise private domain user operation whole process, private domain how to improve group participation rate, private domain how to improve conversion rate, private domain actual operation strategy, private domain operation data monitoring and so on. Stay tuned! -About the author-Focus on private domain operation expertise and practical case sharing. All articles are published in the subscription number page, and the private domain operation utility package can be collected for free. Welcome to play! More private dry goods: how to design the whole mall from 0- 1 How can private dry goods enterprises improve user conversion rate through channel operation? 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