On October 20-21, 2021, under the guidance of Guizhou Radio and Television Station and the Propaganda Department of the CPC Guiyang Municipal Party Committee, hosted by Streaming Media Network, undertaken by Guizhou Radio and Television New Media Industry Development Co., Ltd., and co-organized by the Propaganda Department of the Guanshanhu District Committee of Guiyang City, Guizhou Mobile, Guizhou Telecom and Guizhou Unicom, the 22nd China IPTV/OTT Intelligent Audio-Visual Industry Summit Forum was held in Guiyang.
With the theme of "Expanding the Boundaries and Growing The Wisdom Screen to Upgrade the Dimension", this year's discourse focused on the new situation, new pattern and new format of the intelligent audio-visual industry, attracting multi-dimensional practical sharing from many core personnel of the industrial chain to jointly open a new chapter in China's intelligent audio-visual industry.
At the main forum held on the morning of the 21st, Li Dan, head of private domain traffic operation of New Guomai Digital Culture Co., Ltd., delivered a speech with the theme of "Content Empowering Private Domain Traffic Operation".
The following is the full text of the speech:
The theme of my speech is "Content Empowers Private Domain Traffic Operation", and I will share my recent experiences and feelings in private domain traffic operation. New National Pulse has just changed its name, in the context of China Telecom Cloud Change, we have more changes, and now we are doing digital content, digital marketing, digital cultural tourism and other directions. In terms of digital marketing, we have made a lot of attempts, including points, benefits, including wide delivery in public domain traffic. In the past two or three years, the concept of private domain has been mentioned a lot, so we have turned our attention to the private domain, believing that we can do something in this field.
The value of the private domain
The so-called private domain, that is, the user is ours, we can interact directly, in the process to generate more communication, build trust, build brand image. The effect of this conversion will be much higher than the original marketing method.
In the private domain, we emphasize more on the interaction between people, and the traffic in the public domain is floating and needs to spend a lot of cost. For example, bank users need at least 200-300 yuan to pull new costs, for China Telecom, the cost of pulling a new number card is also more than 100 yuan. For the development of enterprises, the cost of promotion is getting higher and higher, so it is necessary to leave the traffic behind, which can be repeatedly touched. So, why is the private domain advanced? Because advanced private domain traffic is low investment, high return, decentralized, reachable at any time, and can continue to generate value.
What is the difference between a public domain and a private domain? Private domain users are introduced from the public domain at a certain cost, and they can directly reach it, but the latter touch is free and can interact with the user repeatedly. Traffic pools in the public domain are fluid.
I have seen a saying before that the public domain traffic pool is a sea, the users in it are all fish, and we have to "fish" the users. In the beginning, there were fewer people fishing, and they could catch it with ordinary methods, but when more and more people stared at the public domain traffic pool, they needed to use more refined bait to catch it. In the private domain, it is to build a pool, put the fish in the pool, put more feed, and the fish can repeatedly produce small fish, which is equivalent to accurate marketing.
In terms of channels, when it comes to private domains, WeChat is often thought of, but is not everyone a micro-business? In fact, no, the private domain is a big concept, and even many times the big screen is also under the concept of the private domain. Public accounts, communities, micro-malls, little red books, kuaishou, vibrato, etc., can be private domains. For example, Xiaohongshu has its own community, and Kuaishou is also emphasizing the influence of the brand on its own users. The public domain traffic pool is Tmall, Taobao, JD.com, Baidu, etc., and there are also some differences in operation.
In the private domain, users have a certain loyalty, we don't need to sacrifice a lot of profits to keep them, so we can have a certain profit margin, which is benign for the whole business. The common domain emphasizes scale, and the delivery must be enough and wide enough to attract users. Therefore, the previous commons may be more extensive delivery. However, now the public domain delivery also has a certain degree of attention, such as data analysis. In general, the public domain is on a scale, and the private domain is heavy on operation.
Private domain operation core
The essence of private domain operation is to operate users for a long time, become friends with users, generate trust, and provide users with valuable rights and interests, so as to be able to form a long-term repurchase relationship.
Increase repurchase rates with upgraded services. My friend told me a story, their home some time ago decoration, want to buy a bed, go to the offline store to see, sales plus his WeChat, in the process will tell him, you decoration in some pits to avoid, furniture after taking back how to maintain, what need to pay attention to in the use of the process. In this process, the user's perception is not the same, and then my friend will find the same sale when he wants to buy a cabinet, and for this sale, the whole upgrade service brings about the improvement of repurchase.
Gain insight into your users and reduce the risk of product failure. In the process of communication sales know that my friend likes the style of cold wind, so will not push the classic retro things, launch to the success rate is high.
Reduce the cost of promotion. In the same case, my friend bought other furniture in this place, and no new costs were incurred in the process of interaction, and for such an expensive cost of pulling new ones, the private domain can reduce the cost of the corresponding promotion.
Based on the above analysis, I summarized the new formula for private domain operation, customers should layer and build strong trust relationships, I have the authority, so that he can get valuable products in me, and the second thing I need to build is lifetime value.
From the distribution point of view, customers must be layered, I can not for a boy every day to push cosmetics, skin care products, beautiful clothes, this is definitely a problem, this is also the problem that occurred in the public domain, light casting net does not know which users are interested, there must be accurate user portrait analysis, grading, layering to operate. Strong trust relationship in the entire operation process, content plays a very large role, you have to push the user is the content he is interested in, so as to establish a relationship of trust.
In terms of lifetime value, we will continue to analyze according to user operations, and continuously optimize and superimpose the content, so that users continue to repurchase to form a lifetime value, and after a successful private domain has trust, others can't run.
The above figure is a private domain conversion model, which is basically a funnel model, and the private domain will also have churn, and its churn rate will be much lower than the churn rate of the public domain. Under the funnel model to do the corresponding work, welfare to give enough, human feelings to do, the beginning of low-cost professional content, why do you want to do this? First attract users to let him see what he is interested in, attract after the interaction, let the user initially recognize, this time with ultra-low price products and his peer-to-peer communication to produce a preliminary purchase, 1 yuan purchase at this stage will have a very big effect. After the early accumulation, I know the user's preferences, and I will label him in layers.
In this process, the product needs to create an IP, form a brand concept, and then push the vertical content to him, he will be able to accept, will not be rejected. After monetization, recommendations are made spontaneously. Therefore, in the whole chain process, it has always emphasized the user-centered altruistic thinking, and maintaining word-of-mouth must maintain strong interaction with users throughout.
There are different operating strategies in different private domain scenarios, from the case of our previous service, there was a bank group before, there were almost 400 groups, but his content is very single, and the categories are not rich enough, resulting in very silence, and the response to pushing things is very low. Our solution is to provide it with a lot of content, not to push the trivialities of daily life, will improve to the humanities of automobiles, technology, education, fashion. After such an operation, the data in the background shows that browsing increased by 100%.
If a company wants to increase the activity of the crowd, it must give users a better experience. The same is the short video graphic form of output a large amount of content, to establish a user tracking means, the output of the content to analyze what the user is interested in through the data, and then optimize the iteration. In the process of continuous operation, we have achieved some results, and the revenue of the overall traffic monetization has increased by 50%. At the same time, it is also very important to customize content in the private domain, that is, to use professional content and combine the characteristics of its own products for customized content output. Our entire team used three days to output animation customized content with activity gameplay for the Dragon Boat Festival, and put the products of the Dragon Boat Festival for the family in it, and the image and content dissemination popularity we designed reached the first place in the ranking list throughout the event.
There are also some Internet navigation APP products, want to build an information flow section, the information flow section has content output, recommendation technology, CMS content management tools and other functions, under China Telecom there are some outbound and SMS channels will promote him. The whole operation has achieved considerable results, with 2 million daily active users in the information flow sector, 10 million content views per day, and 500,000 yuan per day in advertising revenue.
New tools for private domain operations
The company also launched a new tool for private domain operation "Heart Wing Push", the original smart business card to upgrade, first of all, personal information, so that users can find me, and then will be based on the characteristics of the user, for its push customized content, such as for the bank, the financial content is definitely not escaped, will show the house price, macroeconomic, social hotspots and other content, at the bottom of the business card at the bottom of the product introduction, the background of each content will have a corresponding buy point, the user is interested in which things can be tracked accordingly. After the launch of this new tool, users responded very well, and the live broadcast will be put into it later.
"Heartwing Push" has content review, content planning/customization and other functions, will combine operator data, industry data, both sides of the operation data, through algorithms and machine learning, the user is labeled, after the labeling will be based on user insights to promote customized content.
Yiji is another core business of China Telecom, precipitating three middle platforms, the first is digital rights, in the operation process there is the entire supply chain, whether it is virtual or physical, now the content is also put in, the content can be directly communicated with users, the second is digital members, that is, smart business card tools, digital members can also take the point mall as a saas service to provide externally. The third is digital advertising, that is, data analysis capabilities, based on China Telecom's entire data map, including the customer's data pool can be data modeling, intelligent algorithms, and then achieve multi-wave marketing.
Regarding the private domain operation case, the first case is that a province customized the output of the "Car Owner Rights Annual Package" to the user, which is used to apply for the discount rebate of the 5G package. Through the annual development of 4G to 5G about 921,000 households (about 50% of the total company) through the owner's rights package, the business income was leveraged by about 136 million yuan. There is also a case, the launch of the "intelligent legal consultation" business, users through IPTV AI legal consultation, within one month of the launch, the cumulative number of consulting people 699821 (times), the cumulative generation of legal advice 215330 copies, TV box installation APP cumulative download 403088 households (times).
There are also external enterprise customer service cases, combing through many years of member mall operation experience and private domain operation experience, providing SaaS services and APP private domain operation service for enterprises in demand, so that enterprises can quickly have low-cost private domain operation capabilities, and cooperate with enterprises to do a good job in personalized content and rights provision, optimization, etc., to promote new vitality.
The above is my relatively shallow view based on private domain traffic management, thank you.