Bombarded with AI for months, now there is finally a new topic:
Source: Network Enterprise WeChat grayscale test information about charging external contact fees
From June 22 this year, WeChat will charge the user company a fee of 0.1 yuan per person / year according to the number of external contacts.
External contacts are your users, private domain users, as long as your enterprise WeChat has more than 2000 users, starting from the 2001st user, each additional one, the enterprise WeChat will charge a dime (users who have been added in the past are not affected).
Based on the cost of 0.1 yuan per person per year, taking Pagoda as an example, Pagoda has 6 million corporate WeChat users, which means that from June this year, Pagoda will have to pay an additional 600,000 fees per year for these 6 million private domain users.
This dime seems to be just a "toll" paid to the platform, because a dime is only a user's "pit fee", as long as the enterprise has the need to use the enterprise WeChat to operate users, it must pay this money.
Source: Network Enterprise WeChat grayscale test information about charging external contact fees
In the environment of private domain traffic, the WeChat move of enterprises has made money.
This is also why the information quickly caused panic among enterprises and service providers after it came out - the cost of adding a fee for no reason, and the more micro users, the greater the cost.
Enterprises with a large number of WeChat users also need to consider the cost of service providers, which may face re-evaluation by enterprises. After all, enterprise WeChat suddenly increased the operating costs of the private domain.
The charging action of enterprise WeChat is quite overlord clause?
Enterprise WeChat is a platform that provides services to enterprises and charges them, which is actually a matter of course.
But receiving money from the growth of corporate "external contacts" seems to be a different concept for the public.
Enterprise WeChat when it first came out to call themselves the tag is "enterprise version of WeChat", can link internal connection to the outside, for everyone, the biggest difference between enterprise WeChat and WeChat is that enterprise WeChat is still an office software, not so strong "social" attributes (sad workers said, is WeChat not office software?). ), but micro-merchants make a lot of money, and they don't see WeChat charges, but the public account has made so many media people rich, why don't you see WeChat charging according to the number of fans?
Users are obtained by the company itself, and from the perspective of customer acquisition, the company has to pay another price, for example, adding WeChat to receive a five-yuan coupon.
Big loss?
In fact, whether it is a private domain or enterprise WeChat belongs to the marketing category, it is the active marketing of enterprises for users, do marketing, and give marketing expenses, which is very reasonable.
How many marketing times can enterprise WeChat meet throughout the year? Mass sending, moments, private chats, number X N. If these are all exposed, a user only pays 1 cent a year, and the enterprise WeChat is actually charity.
Or take Pagoda as an example, 6 million corporate WeChat users, how much sales can each group send bring to Pagoda? The specific amount is unknown, but according to our previous survey of Pagoda, after Pagoda users were diverted into the group operation, the unit price of customers increased by 7 times, and the number of orders increased by 5 times.
Perhaps to put it this way, if the private domain operation cannot cover the number of "total users X 1 cent" after a year, what needs to be considered should not be a question of how much money the user has, but: Is there a problem with the private domain operation?
What's more, the company's WeChat charge for the number of external contacts is actually not a 1 cent problem, this action is actually "benefiting" the enterprise, regardless of whether it covers this dime cost.
We need to restore the value of 1 cent from a different perspective.
01
A dime is the "floor price" of data assets, and Qi Wei is just starting out
How much is 1 user? 0.1 yuan is the "pricing" given by the enterprise WeChat.
Although the acquisition of a user by enterprises is certainly much higher than 0.1 yuan, the meaning of "0.1 yuan" is not to acquire customers, but data assets.
Over the past few months, the inclusion of data assets and the establishment of the National Data Administration have been consolidating the importance of "data" to China's economy, especially by establishing that data is not only usable by itself, but also used for trading, which can bring benefits, and that there is data and assets is money.
For enterprises that operate a large number of users, for example, with a large number of private domain users and a large number of member users, a user is a data in the enterprise database, which can become the assets of the enterprise, and the data can be used for transactions (interested students click to review: the National Data Administration has come to "send money": do private domain and member enterprises, your time is coming!) ）。
Data can exist as an asset, but the state has not yet put a price on this "asset".
The "0.1 yuan" of enterprise WeChat is equivalent to anchoring the reserve price for corporate digital assets and firing the first shot of data asset transactions.
From the perspective of national policies, the move of enterprise WeChat can be called a response to the national call.
Taking enterprise WeChat as an example, assuming that according to the pricing of 0.1 yuan / user, according to the proposal of the Ministry of Finance to include data assets in the table, based on the number of active users announced by enterprise WeChat in January 2022 of 180 million, Enterprise Micro is 18 million more cash.
The data assets behind a dime are much more significant than the dime itself.
However, $0.1 is just a base cost and price, which is a reference.
How much is a user worth, you need to consider how much sales the user can contribute to the business, whether it is active, whether it can contribute more sales than other users...
Even, which industry the user is a high-value user, the unit price of the industry will also determine the price of a user.
How many charging standards will there be in the future, how to judge how much a user is worth, how much is a user in different industries worth... It's still unknown. But there will be this step.
Judging from the actions of enterprise WeChat alone, 0.1 yuan / user / year is definitely just the beginning.
The lesson is that in 2020, the company WeChat launched the session content archiving fee, when the unit price of the service version was 300 yuan / per account / year, and now it has risen to 450 yuan / per account / year.
Regardless of whether the company's WeChat will continue to rise in price, data asset trading as an economic policy proposed by the state, the 0.1 yuan proposed by the company's WeChat is just a fledge of the butterfly in the east.
The story of trading data assets has just begun.
02
How do you maximize the value of a dime?
It is almost impossible to give up enterprise WeChat, large-scale, service-oriented, systematic operation must use the functions provided by enterprise WeChat, and the pain points such as enterprise user asset retention and unified employee management are also advantages that enterprises cannot refuse.
It seems to be an advertisement for the enterprise WeChat, but in fact, it is also because it cannot be achieved, and the capable gray products have been raided by Zhang Xiaolong.
When the cost of a dime has become a fact, as an enterprise, what needs to be considered now is not how to escape this dime, let alone anxiety, whether the enterprise micro collects this dime or not, the cost of private domain will only get higher and higher, with the proposal of national data policy, operating data well, improving the value of each data is what we should focus on——
After the State Data Bureau and the data assets are determined in the table, how much data is owned is a growth opportunity for enterprises, and under the catalyst of the "dime" of enterprise WeChat, the conversion of private domain data (users) will become a dividend.
To put it another way, the enterprise is not paid a dime by the platform, but the company spends a dime to buy N exposure opportunities for a user a year.
From this perspective, the use of exposure must be accurate to obtain the attention and conversion of users, which is the value of the data mentioned above.
To increase the value of data, Bow Bend Institute has two recommendations:
First, private domain data analysis. To get effective private domain "exposure", enterprises need to know the needs of users.
The user's entry into the private domain of the enterprise is a "data" in the WeChat of the enterprise, and the user has not only the attribute information of the user itself, but also a large amount of business data generated by interaction with the enterprise.
Behind the mediocre numbers, it is very likely that there is a potential demand from users. The data is analyzed in order to explore the hidden business, provide directional support for user operations, and make up for the blind spots of manual operations.
Data analytics plays the role of a driving force.
In the stage of private domain data analysis, it is recommended to use data analysis tools, such as SCRM, CDP, BI, reports, UBA, etc., as for which one to choose, you need to consider the company's own customer volume, business needs or enterprise stage.
Second, private domain content is accurate. Data analysis is the first step, based on data analysis to obtain the needs of users, we need to develop the corresponding users may be interested in accurate content, you can also understand that you need to develop a targeted SOP for each type of user, to show it as it likes, is targeted, targeted, rather than a group of all employees.
It even needs to be targeted based on the current status of the brand and the current consumer characteristics, and even refined to the different groups of the community.
We need to find high-converting content through rapid trial and error iteration with a large number of outputs.
For example, user A may like beauty products, but does user A like Y2K, pure desire, or mature style? What copywriting and design are you interested in?
You might say, don't we have data analysis? Data analysis only tells us which direction has a better chance of winning, but there is no clear data value that tells you the answer to something, which requires a lot of content investment in trial and error - through the data feedback of the content, find the content that is really effective for the user.
Data analysis allows enterprises to initially understand users, and content data feedback anchors users' conversion points. This is double insurance.
Every business knows to bombard users with content, but only 1% are truly useful, effective, and convertible. In the face of the increasingly high cost and red ocean opportunities of private domain, "content" cannot actually meet the needs of enterprises, and "digital content" can only capture users with technology and data support.
In the face of the wind, efficiency is everything.
In terms of the accuracy of private domain content, in the face of a large number of content trial and error and content data feedback, it is recommended to use content technology to assist operations, such as AIGC (artificial intelligence generated content) represented by Chat GPT and content management tools such as DAM and CMS.
Taking the AI mapping of Chopsticks Technology as an example, you can quickly select the most suitable design elements according to the needs of the enterprise, match a large amount of data, and quickly produce the picture, and distribute it to various social platforms, and at the same time perform a second iteration of the image according to the interaction data between the picture and the user, mentioning clicks/conversions.
Previously, we also wrote four detailed suggestions on private domain operations in 2023, click on the blue words to review: Private domain data equals enterprise assets! But if you can't do these 4 points, it's equivalent to doing it for nothing!
How you need to choose your own technology and service providers in this technology field, you can refer to China Marketing Technology Ecological Map Version 7.0 to find:
Mapping: Bow Research Institute, Private Domain Traffic Observation Forwarding needs to indicate the source Please reply to "Atlas" in the background of the official account
If you still want more accurate recommendations, you are also welcome to add our enterprise WeChat to get more private domain data analysis, private domain content technology and service provider recommendations, free of charge.
At this moment, we need to face the facts and solve the problem.
Accurate users, accurate hooks, accurate efficiency improvement, accurate cost reduction, and finally accurate growth.
The shell must be fired at the right time to hit in one move.
For example, salespeople can only better complete the conversion if they have a more accurate understanding of the user, that is, they have a detailed user portrait, which can predict the user's decision-making motivation.
In this process, the first is data analysis, understanding each business, and understanding the operation direction of the private domain; The second is to impress users with targeted content.
We strongly recommend that CGO, CMO, CDO, private domain traders, and digital marketing leaders all listen to ten courses on marketing digitalization, or, students related to the above business or want to develop in the direction of marketing digitalization, this course will create a full range of plugins for you from corporate private domain strategy to strategy, users to channels, content to products.
Click on the picture to scan the code and bend the bow research institute researcher enterprise WeChat, you can get the basic consulting services of the enterprise private domain (free)