How To Build A Private Enterprise's Own Private Traffic Pool?

I think that this year, we need to pay close attention to one of the most important concepts is the "private domain traffic pool". We must pay close attention to and study carefully and act positively.

　　 What is private domain traffic?

The word "private domain traffic" seems to have been put forward by Tencent. If you understand the word "private domain traffic", you can first understand the two aspects: public domain traffic and business domain traffic.

　　 What is public domain traffic?

For example, if we want to open a store online, we will make a market survey around the three kilometers around the store site. The survey shows that there are thirty thousand people within three kilometers of the store site. Then we will think that these thirty thousand people may be our passenger flow to the shops, which may be our traffic.

But whether these thirty thousand people will come to the store is another question. Because these thirty thousand people are the public domain traffic of this business circle.

For example, we have a store in Taobao, Tmall and Jingdong. Theoretically, hundreds of millions of users on Taobao, Tmall and Jingdong may be our users. But whether they can convert to our shop is another problem, because it is also a public domain traffic.

　　 What is business domain traffic?

For example, before we have to do marketing promotion, we need to find traffic. Advertising is needed to find traffic. Advertising costs money to advertise to TV stations, radio stations and newspapers. Advertising will bring traffic to stores and brands. This traffic is called quotient traffic, which is the traffic created by people's TV stations. You need to spend money on it.

At present, many of the mobile Internet platforms also have such commercial domain traffic values, such as the voice activated boot ads. The characteristics of business domain traffic are strong advertising value, but they must spend money. After talking about public domain traffic and business domain traffic, let's talk about private domain traffic.

The so-called private domain traffic is based on the various content platforms developed over the past few years in the mobile Internet environment. Relying on the content platform's attention mode, the private domain traffic mode built up belongs to the enterprise's own private domain.

We will notice that in recent years, with the public platform, micro-blog, headline, jitter, and fast hand as the platform of content, the relationship between him and users (Readers) has become a "concern" relationship. He designed this function, which allows users to pay attention to the content accounts on his or her platform, so that it can turn the relationship between accounts and readers into a stable reading relationship.

In the past, retailers, brands and users, especially consumers, had no way to connect with one tool. However, the emergence of this content platform has brought us a valuable tool linking users.

In theory, this content platform can help you connect to all users and connect all users. In this way, a new and very important concept emerges: private domain traffic.

Private domain traffic compares the value of public domain traffic, which is a further relationship between users and enterprises and brands - private domain connection; private domain traffic compared to business domain traffic, he can generate user impact without spending money, at least without spending so much money can produce user impact.

　　 The core value of private domain traffic is to establish user connections.

In fact, we understand that private traffic must be understood from the links. That is to say, the great changes of links in Chinese society since 4G have come to understand.

Today, everyone is saying: 4G has changed life. So how did 4G change the lives of Chinese people? It is mainly the link of 4G that turns Chinese society into a social relationship based on links.

The technical framework of 4G is theoretically a link of 1 billion levels, that is, the link between people and people. At present, we can see that since the implementation of 4G technology, a number of platform models have been developed in China to achieve human to human links, or many of them have achieved rapid development based on the platform of human to human links. For example, WeChat, headlines, including the rapid outbreak of short video platform in recent two years.

With the rapid development of these platforms, he did play an important role in changing the way of life and habits of the people. At present, such mobile, mobile life, social networking, consumption and entertainment have become the basic living habits of more and more Chinese people.

More importantly, based on this link, we have brought new and more valuable tools and means to our marketing.

To put it simply, all enterprises and marketing personnel must integrate into this link society. To link up the new marketing system based on links, we should reconstruct the marketing ability of individuals based on links.

If there is no new marketing system and new marketing capability based on the link environment, enterprises and individuals can not survive.

More importantly, links will bring new development to enterprises. Links can bring unlimited value to every salesperson and bring infinite imagination.

Lost contact and connection are two completely different marketing environments. From the direct effect, links can produce three great values:

Efficiency value: this mobile link can generate "one key" efficiency no matter what platform it uses. This kind of "one key" efficiency is revolutionary for marketing.

Improving relationships: links, whether with the help of that platform, can produce the value of changing relationships with users if you do well. It can be realized that there is no relationship between you and the user, it becomes a relationship, and a relationship becomes a strong relationship. This is also a revolutionary change in marketing.

Reconstructing the new business mode: links can certainly produce more valuable new business models. At present, the more popular social retail mode is that more new business models will be iterated in the future.

Even for traditional enterprises, there will be a series of major changes in the future in terms of business models, organizational models, management models and marketing modes.

Therefore, if we understand the links and integrate into the link society, enterprises and marketers will have a future. It is very dangerous if we do not understand links and do not really integrate into the link society.

Simply from the concept of private domain traffic, public domain traffic is not yours. If you can use links to build your own private domain traffic pool, it may be yours.

From the present point of view, business flow is the main direction of marketing transformation in the future. How to transform public domain traffic into private domain traffic and how to manage private sector traffic will become the main new marketing mode in the future.

　　 Build three platforms to build the private area traffic pool of enterprises

Links have brought about many changes in traditional marketing concepts, models, tools and methods. Enterprises must learn and master these new things as soon as possible, and push enterprises to achieve revolutionary changes in new marketing and new retail businesses.

With the help of all kinds of new tools and means, it is urgent to create our own civic traffic pool.

Above and we analyze the content platform can generate the value change of private domain traffic. In fact, at present, it is not only a single mode of content platform. Enterprises need to build three platforms to build private regional traffic pools with the help of these three platforms.

One is the technology platform, that is, APP. APP is the portal website of enterprises in the mobile Internet era. We all know that in the era of PC to build an enterprise portal, then in the mobile era, enterprises must have their own portal --APP, especially large enterprises, big brands. If the mobile era does not belong to your own APP, then you mean cleaning up the portal.

In fact, the key to establishing APP is to figure out what to do. I think: the core value of APP is to make user connections, focusing on building one end of its private domain traffic pool and coping with future changes in the whole channel trading system.

In the future, enterprises must have three core competencies: first, the ability to catch users and users through the whole channel; two, the ability to grab orders through the whole channel; and three, the ability to deliver goods in full channel.

At present, to build these three core competencies, we need to establish a user link around the end of the cell phone, based on the order system of the mobile phone end, based on the delivery system at the end of the mobile phone.

From the end of the flow, it is necessary for enterprises to develop their own APP, establish user connections and build their own private domain traffic pools with APP.

Many enterprises say that I have done APP, but no one has downloaded, no one is using it. It must be your mode, direction and user experience.

You can download and see KFC's APP. The main function of his APP is user management. Taking user management as the breakthrough point, we have realized five online: user online, merchandise online, transaction online, marketing online, organizing online. I believe: with KFC's current feeling, his future APP based traffic pool will certainly be built up.

The two is the content platform: the public numbers, headlines, micro-blog, jitter, fast hands and so on.

The content platform must be planned from three aspects: link, dissemination and sale.

The content platform focuses on establishing user connections, and building its own private domain traffic pool with various content platforms.

Enterprises should build a content platform matrix, that is, to link the value of each link, which has become the focus of attention of the target user content platform.

Moreover, the establishment of content platform matrix can not only be confined to the enterprise level, but also how retailers should stay in the store, and how the brand operators will settle in the regional market. Because such links and the dissemination value will be more apparent.

Content platform system, business and business must be established quickly. The first is to build a private domain traffic pool with content platform. If the enterprise builds its own selfish desire traffic pool with various content platforms, it is very powerful.

The two is my observation. The main problems that many enterprises are facing is the failure of the original communication system, and the new communication system has not been established in time. One of the new communication systems is the communication system based on content platform.

The three is the social platform: mainly represented by WeChat. The value of WeChat's traffic pool is very large: public numbers, WeChat friends circle, WeChat group, these three modules have very strong traffic pool value.

Therefore, in addition to the public number platform, enterprises should pay attention to how to build a traffic pool based on friends circle and WeChat group.

Under the current social communication environment, the spread of people based on WeChat's circle of friends will certainly be more effective than the previous advertisements. If a company with tens of thousands of people, its employees have 1000 friends circle, a circle of friends can reach 10 million. If your communication content is good enough to produce fission, it may be 20 million. How much can the CCTV advertisement reach?

Therefore, from a certain point of view, WeChat friends circle is a valuable private domain traffic pool. But you can play, you can't play.

WeChat group is also an important private domain traffic pool. At present, it is a great pleasure to see that some big companies are starting to build their own private domain traffic pools based on WeChat group.

According to relevant reports: Yonghui Yun Chuang has set up about 500 WeChat groups, which have covered 130 thousand of the local population. Half of the customers in Fuzhou's main city area have 1 million 300 thousand fans in WeChat public address.

Yonghui, by establishing a community, pulls the 30% of the day's passenger flow into the group and builds a customer base. At the same time, based on social red packets, fission makes some loyal users become tap water and become KOL of merchants to influence other users.

According to Yonghui's data, Yonghui made use of social fission (SOCIAL red packets + haggle +KOL to bring goods) to achieve 60 thousand + orders for home business day, and small program orders contributed more than 50% in the home format.

BBK focuses on Intelligent retail innovation, and based on WeChat's social and social patterns, as the main means of building private sector traffic pools. At present, we have completed the planning of the mode system and technology system, and constantly improve and innovate.

Of course, I have observed many enterprises' WeChat group, the current situation is: group built up, that is, the pool has, but at present it has only played a simple link value, and it is only the promotion information push of enterprises. This can be defined as the 1 stage of social marketing. I believe that the future will revolve around social marketing. The private regional traffic pools built around WeChat will play more and more valuable modes.

In short: the development of mobile Internet has brought us a new and very important marketing value tool, the private domain traffic pool. The future marketing must be based on the marketing transformation of operating flow; learning to manage private domain traffic is the top priority of new marketing and new retail.