Financial management of private domain operation system

When enterprises build online private domain layout, how to successfully drain, do refined operations, enhance user stickiness and improve user repurchase rate? If you are still confused, maybe you can look at how other companies or brands set up private domain layout first. In this paper, the author dismantled the private domain operation for the actual case. Let's take a look. 1. Demolition of enterprise Jianqi Finance (Shanghai Jianqi Information Technology Co., Ltd.). Second, the goal of dismantling I want to know how a professional TOC enterprise like Jianqi Finance gradually established its own private domain through the moves of "private domain drainage"+"crowd fine operation"+"multi-IP matrix"+"content scene operation". Third, the idea of dismantling 1. What are the means to attract attention to the private sector? How to reduce the drawing cost of new products? 2. Transformation Understand the process, strategy and content of the user's first order transformation, and how to guide the transformation of high-priced courses through low-cost training camps? 3. Focus on how to do a good job in the fine operation of labels/crowds (that is, how to divide the user population according to what attributes? How to formulate the operation mechanism according to the crowd? ) IP-based user hierarchical operation+crowd scene operation (that is, how to divide the scene of users using products through time and space dimensions? How to divide the positioning of each IP and the services that need to be provided through the pain points of the scene? Fourth, the idea of disassembly 1. Racine 1) disassembly process of Polaris indicator. Because the main sales products of Jianqi Finance are financial courses, VIP members, financial consulting services and financial periphery, all fund products are provided by another company: Zhuhai Mi Ying Sales Co., Ltd., therefore, Jianqi's long-term business goal is to shape professional influence in the financial management field, covering Xiaobai and users in professional fields. Therefore, we can judge Jane's flagship product, and the main measure is to let users spend time. Therefore, the content of time and consumption spent by users on simple financial management is Polaris index. Then, from the measurement standard of Polaris indicator, the core value of simple financial management is to enhance the wealth value of users through financial products, so only indicators that can really consume content and effectively pay for practice are good indicators. From this point of view, the Polaris index of Jane's financial management may be: the time/number of users who consume content every day, and the number of users who punch in or do practical activities in financial management. Because of financial products, the most important thing is to let users develop the habit of financial management and develop a deeply bound trust relationship. From this perspective, the time users spend on it is the most important. Moreover, the more time users spend on consuming content, the higher the frequency of contact with content, and the greater the probability of financial punching or actual operation. Through further screening criteria (that is, if this indicator becomes better, it can really reflect that the whole company is developing in a good direction and can be dismantled, which is a leading indicator rather than a lagging indicator), the Polaris indicator of Jianqi Finance is estimated as: the number of users who consume content every day. The daily average number of users who consume content can be further decomposed into: disassembly method 1: daily average number of users who consume content = daily average number of users who consume VIP exclusive content+daily average number of users who consume financial courses+daily average number of users who consume live content+daily average number of users who consume information content+daily average number of users who consume community notes+daily average number of users who consume other financial dry goods (such as financial physical examination, financial tools and reading clubs). Disassembly method 2: daily average. From this perspective, the core of innovation strategy is to do it through content drainage (such as free and low-cost live broadcast/soft text/short video/notes, etc.). ), as well as through the continuous addition of new financial knowledge paid products and the continuous introduction of financial activity products as a drainage (such as 2 1 day financial punch plan, financial reading club, etc.). ). 2) According to the path of planting grass, 3) Is there any means to sum up new strategies and drain them to private areas? First, through the release of free dry goods financial content (live broadcast, notes, video, radio, etc. ) On different public domain content platforms, attract fans to pay attention to the official WeChat account and complete further user precipitation. Second, through continuous personal IP content, such as Jane Eyre, Zhihu/Snowball column, headline question and answer, to create a professional image. Third, through cooperation with KOL in the field of knowledge, such as outside the circle, Wu Xiaobo and so on. We will promote financial knowledge courses to attract fans. Fourth, by continuing to take new free and low-cost financial knowledge paid courses and activities to drain money and punch cards for Xiaobai. How to reduce the drawing cost of new products? Improve efficiency through high-frequency content distribution, including the content of the same theme, which has many variants (live broadcast → short video → graphic+notes+question and answer → radio+audio course → books, etc.). ) and multi-platform distribution (information, question and answer, social, video, vertical KOL, etc.). ) .2. Transformation 1) User Portrait, Pain Points, Needs and Reasons from Low to High ① Target Users According to the self-introduction in the community, the target customers of Jianqi Training Camp are Xiaobai, a wealth manager, most of whom have not yet started to manage their wealth, and even many of them are moonlight clan with low salary. 2 User Needs The psychology of this part of users is that because they are white, they need more practical services, such as punching cards to help them develop the habit of managing money and saving, or at least basically establish their consumption cognition and financial cognition, and then they need to have a strong goal-quantitative financial planning, and guide them to make specific, more suitable and long-term financial planning. 3 user pain points. In this case, the basic problem of users is that many financial courses are too difficult to understand. If they understand, they just talk about the logic of capital and economics. They need to output the most easy-to-understand knowledge points, but they are worried that they will not be able to learn, have no time and energy, and so on. At the same time, they need to have a peer role (such as the head teacher of Jianqi Training Camp and other small partners who go forward together) to help them develop the habit of financial management. At the same time, through this training camp, I can "transform"-transform to higher values, which is to improve my control over my life. ④ Why are users willing to pay for advanced courses from 1 yuan? What value does firm but gentle convey and how to combine it with pain points? First, they break the fear of financial management by punching in+practical exercises+student cases. They not only put the financial clock-in at the back of each training camp course (taking daily life as the dimension, it can help users establish financial habits → just hit the pain point of "it's useless to learn to worry". The second point: Enhance Xiaobai's enthusiasm for financial management by emphasizing companionship service (excellent classmates+class teacher's follow-up), because Xiaobai's psychology is that only by mixing with big brothers and everyone can he become less delicious, and most importantly, he can develop financial management habits (→ meet the needs of developing financial management habits when he grows up). The third point: In addition to the analysis mentioned above, the head teacher will also communicate the financial planning scheme through 1V 1 to attract users to buy a single course on the tall campus, but in fact, this is because financial management Xiaobai essentially wants to have his own set of financial planning, but first he needs to break the cognitive barrier of financial management through 1 yuan class. Therefore, in the conversion of words, personal financial plan+plan can hit the needs of users who want to design personalized financial plans (personalized financial plans can further solve the trust problem of users and achieve higher wealth growth goals). The fourth point: design corresponding speech skills for the pain points such as fear of learning and lack of time and energy. In addition to the above, Jian Qi also effectively eliminated Xiao Bai's hesitation in purchasing courses through strategies such as study plan+study suggestion+providing retraining opportunities. Because the study plan is provided &; It is suggested that students can not only ensure that they will be noticed, but also be less likely to fall behind in their studies; Because personalized solutions solve their own specific problems, it is not easy to produce phenomena that are inconsistent with their actual financial situation; Because of the opportunity of retraining, students will feel that tuition is more cost-effective and lower the psychological price threshold. 2) Analysis of six tools for group transformation ① Buried points Whether it is private chat, group announcement or comment area of friends circle, there are marketing buried points, recommended courses or 1 yuan financial planner planning services. (2) Preferential policies All preferential policies are limited in time, including limited in-group collection! Community-specific coupons. The deadline is 24 o'clock this Sunday! Sign up for the XXX course combination, and give away a XXX course worth 399 yuan +99 yuan's exclusive peripheral financial management manual and a classic explosion course (1 option 2); Sign up for the XX course combination and give away extra XXX books worth 58 yuan. The reservation channel will be closed at 24 o'clock tonight! 99 yuan's small welfare, now you only need 1 yuan to get 1 year insurance consulting service +8 insurance plans for family members. (3) Herd effect During the course, the group used the herd effect to guide the students to take photos in the group by initiating topic discussion (guiding everyone to copy the thread according to the group conversation template), taking quizzes after class (letting everyone reply to the options in the group) and even receiving electronic data packets, so that everyone could send a message in the group to reply "received". 4 Word-of-mouth effect Through the personal witness story of a financial girl who stayed in the 18th-tier city and a financial expert, it gives a good "word-of-mouth" demonstration to the students in the group. ⑤ After a year's polishing, the investment and research team of scarcity strategy major has core members from four major accounting firms and other institutions, with an average of more than 65,438+00 years of relevant financial work experience and professional certificates, which are iteratively updated according to market conditions in each issue, adding scarcity advantages to the course. ⑥ The service promises that students can attend the training camp for free to resume their studies, thus eliminating the concerns that students may have in their studies, including lack of time and incomprehensible courses. In addition, service promises such as continuous updating make students feel that the learning effect is guaranteed. 3) Analysis of the conversion path from the perspective of the user's first order conversion strategy ① First of all, the front-end drainage path diagram of the 1 meta-drainage class is as follows: After the class starts, the specific process is as follows: Interestingly, a questionnaire survey will be made before the formal group recruitment, and the class teacher must do research before joining WeChat, and the class teacher will do it in advance before the group recruitment 1V6. ② Private domain content Community content a) Daily interactive dialogue within the group b) Private chat content within the group: Friends circle content: ③ Marketing strategy Buried point marketing: The methods mainly include hanging course links in the live broadcast room of video number, hanging advanced course links in the community for course reminder, hanging 1 yuan financial planner consultation links for private chat, hanging various activities/courses/new product reminders in the circle of friends (mainly in the comment area) and word-of-mouth recommendation: mainly used. Scarcity of manufacturing industry: limited time discount (ending at 24 o'clock tonight/weekend). Fancy promotion: it is mainly accomplished by sending exclusive group coupons, giving XXX lessons/physical books when signing up, and multiple single combination preferential prices. Herd effect: guide the drying list in the group (take a screenshot of the drying list for everyone). 4) Community Tools It is speculated that this long-term training camp (which starts almost every week) will have hundreds of communities. To manage so many students, it is necessary to send messages in a unified group, monitor everyone's data and label users. The tool that can be used is -3. Keep 1) disassembling the user life cycle model. According to the Polaris index (daily average content consumption), the key behaviors of dismantling users include-consuming member content → clicking on the member template message pushed by WeChat official account as the key behavior; Consumption of private domain content → clicking on the embedded link in the content of WeChat official account/video number/community/circle of friends is the key behavior. According to the above key behaviors, user tags may include: ① static tags: financial status, city, monthly income, family status, etc. ② Behavior tags: the channel of consuming content (account type of Jane 7), the frequency of consuming content (effective click), and the type or preference of consuming content. * The consumption content here refers to the viewing content, not the actual purchase. ③ Competitive product label: whether you have consumed other wealth management content (what is the channel) and whether you have consumed other wealth management products (what is the customer unit price). 4 purchase label: which courses have been purchased (on which platforms) and whether they are paid members. Therefore, if we want to do a comprehensive user operation, we should divide it according to the level of content consumption: the corresponding user journey may be like this: reading the content of Jane Seven-paying attention to Jane Seven's account-reading the content of Jane Seven with high frequency-buying the content of Jane Seven-VIP members can further divide it into the following levels of users according to the above user journey to formulate targeted operation strategies: cognitive users, concerned users, fans users, purchasing users and VIP users. 2) The user's scene thinking is disassembled. User scenarios solve the problems of where users are, where users use them, and when users use them. Can help us optimize the promotion channels, paths and time; Find the pain points of users and optimize the content of products and services. Space (where)-home, car, other means of transportation; Time (hour)-morning, before bed, during lunch break, on the way to and from work; People (WHO)-financial management, fund users, family users; Event (what)-making financial planning, reading financial books, meeting friends who are all managing money, and investing in financial products. According to the above user scenarios, what are the channels, contents/pain points and products/services for financial promotion? 3) Summarize the retention strategy. How to make the label/crowd operate finely? According to the attributes of watching and consuming financial management content, different user groups are divided into: according to the user's journey: reading the content of Jane Seven-paying attention to Jane Seven's account-reading the content of Jane Seven at high frequency-buying the content of Jane Seven -VIP members. The corresponding user types are: cognitive user, concerned user, fan user, purchasing user and VIP user. How to establish an IP operation mechanism according to the above-mentioned people? According to different IP positioning, different crowd scene operations are carried out to solve the pain points of different people in different scenarios: IP, the founder of Firm but gentle, provides "speaking people's words" financial dry goods type content for cognitive users. Jane seven assistant IP: user-centered, push all kinds of interesting and informative financial information for everyone and activate the community atmosphere. Jane seven expert IP: for fan users, answer financial doubts and communicate with users in depth. Jane 7' s head teacher IP: provide personalized service of 1V 1 for +VIP users, and help them develop financial habits. V. Summary of user operation ideas Based on the founder IP, Racine cooperated with KOL in the field of knowledge to create a professional image; Free dry goods financial content (live broadcast, notes, videos, radio stations, etc. ) will be released on different public domain content platforms, attracting fans' attention to the official WeChat account. All kinds of new free, low-priced and low-threshold courses and drainage financial punching activities will be pushed on the official WeChat account to complete the first conversion. In terms of transformation, according to the user's itinerary, do a good job in private domain questionnaire survey → add the class teacher's WeChat → 1V 1 private letter → pull the group → publicize important content → friends circle/community content transformation, etc. Each node has corresponding embedding points, such as poster QR code and article link, to monitor the corresponding transformation data. In terms of retention, according to different IP positioning, different crowd scenarios are operated to solve the pain points of different people in different scenarios: