How to design the entire process of enterprise private domain operations?

"Private domain traffic" has now become a standard for enterprises to a large extent. Whether it is for TOB or TOC enterprises, they are building their own private domain traffic.

Today, let’s take a look at how to design the whole process of enterprise private domain operations? This article mainly elaborates from the following two aspects: 1. Preparation stage 1. Project research and plan design 2. Team activation 3. Material preparation 2. Starting stage 1. Customer acquisition 2. Customer transaction 3. Customer retention 4. Operational activities 5. Data review 1. Preparation stage (1) Project research and plan design 1. Private domain research Private domain research and diagnostic report (target user research, target market research, enterprise private domain status quo research and diagnosis) 2. Top-level design integration Design short, medium and long-term goals based on the current business situation and product situation 3. Set up a project team to identify the project leader and participants from each department, and decompose the goals 4. The operation strategy is user-centered, and the full-process solution design is carried out based on traffic sources (2) Team activation 1. Enterprise micro account department settings, department permissions, employee permissions, employee import, activation download 2. IP settings design employee external business cards according to roles, historical friend circle settings, avatars, signatures, etc. 3. Incentive policy customer addition, customer Design of rules for communication, customer tag completion, etc. 4. Employee training to familiarize employees with basic enterprise and micro operations, personal page settings, Q&A 5. IT support private domain import gadgets (live code tools for each scenario, delete customer reminders) (3) Material preparation 1 . Traffic import materials. Design posters, display racks, etc. required for traffic import according to the traffic diversion scenario. 2. Label system. Existing system labels, corporate WeChat private domain label design, label group design. 3. Marketing materials, friend circle materials, grass planting materials, and transaction materials. Suggestions such as 4. Design and import of welcome words for each scene of speech materials and speech library 5. IT support to prepare small program tools that need to improve marketing efficiency/convert transactions 2. Starting stage (1) Customer acquisition and traffic 1. Add friend customers Number of added customers/completion rate: Active addition, WeChat addition, guided scan code addition 2. Welcome message Automatically pushed welcome message and material design, push exclusive welcome message according to customer channel source, guide next action 3. Product strategy based on label Layering, combining different customer product strategies 4. Locking customers quickly using various ways of playing in the private domain 5. Labeling completion rate Manual labeling for customers, marking completion rate 6. IT supports customer identification, and connects with existing business systems (2) Customer transaction 1. Mass messaging in Moments Group messaging in Moments based on customer tag circles, SOP process for mass messaging in Moments 2. Mass messaging in private chats to companies/individuals based on customer tag circles, mass messaging SOP process 3. Select focus for 1v1 single chat Customer tags/circles for communication and care services 4. 1v1 guidance to guide interested customers to complete transactions on the mini program to increase the 7-day/30-day conversion rate 5. Event conversion planning grass planting, transaction activities, etc. 6. Flash group activities Creation of the group: group name, rules, group announcements, activities, etc. 7. "VIP" service group According to the customer situation, the VIP service group is launched to serve customers, and the team closes the transaction 8. IT supports transaction data opening/work tasks (3) Customer retention 1. Add customer friends to the customer process service, and add the category to the group 2. Communicate before the transaction to establish a corporate WeChat vocabulary library, and agree on service-related matters with the customer 3. Communicate during the transaction to establish a corporate WeChat vocabulary library and make an agreement with the customer Service-related matters 4. Post-closing communication/return visit. Establish a corporate WeChat vocabulary library and agree on service-related matters with customers. 5. "VIP" service group. Establish a corporate WeChat vocabulary library and agree on service-related matters with customers. 6. Satisfaction survey applet , form, private chat and other methods to conduct satisfaction surveys with customers 7. Scheduled mass messaging to group companies/individuals based on customer tags to maintain customer stickiness 8. Professional knowledge sharing and organize expert doctors to share regularly and plant grass 9. IT support satisfaction survey Integration with Enterprise Micro (4) Operation activity plan 1. Activity strategy serves the goals of each stage of operation, planning operation activities 2. Activity preparation/selection of marketing tools, product selection, poster design, incentives, system configuration, etc. 3. Full activity promotion Members use poster live codes to promote in groups, corporate friend circles, corporate groups and individual groups 4. Activity summary: Project summary based on activity goals, execution process and results 5. H5/mini program required for IT support operation activities Prepare tools and open up system data (5) Data review 1. Summary of the increase in the number of private domain users, review, BI analysis, etc., next activity optimization iteration (including overall data analysis and data analysis of each channel) 2. Private domain users Retention situation 3. Number of private domain user conversions 4. Converted orders 5. Repurchase rate 6. Fission data 7. Employee service data includes number of applications initiated, number of added users, number of blocked customers, number of deleted customers, and number of customer chats , number of messages sent, message reply rate, average reply

Repeat time, etc. As our private domain traffic research club Knowledge Planet team gradually grows stronger, in order to better serve Knowledge Planet users, Planet has been adjusted to 499 per year. (WeChat friend discount price is 299/year and there are still a few places available)