1. Different user carriers

Community is just a single user carrier, mainly WeChat group and other group chats.

The range of carriers in private domain traffic is wide, including not only community but also personal account, enterprise WeChat, Moments, public account and other enterprise user carriers.

2. Different operation modes

Community operation

One-to-many, the operation idea is to lure with bait, then to fish, and then to fish.

Frying fish is the worst strategy.

Frying fish is the form of community operation, such as WeChat micro-business Taobao promotion group, no matter what, just send whatever you have to the group. The result of this method may be that users feel bored, block the group or quit the group.

Community operation will value the stickiness of users, that is, the sense of belonging and identity to a community.

There is also a community operation method that focuses on interests, pushes products as a supplement, and also outputs the interests. Compared with the community operation in the form of frying fish, this method is gentle and effective. On the surface, it is to establish a community for interests or industries for the same frequency and the same industry to communicate and discuss, but in fact it is to promote its own brand or product.

2. Private domain operation

The scope of private domain is very wide, not just the WeChat ecosystem. As long as it can circle users and repeatedly reach users through touchpoints, it can be called private domain. The core focus of private domain operation is to continuously output valuable content and improve service efficiency.

There are roughly four types of private domain operation models, interest-sharing operation model, knowledge expert operation model, exclusive consultant operation model, and shopping consultant operation model.

Three, different operational focuses

Private domain operation and community operation are actually inclusive relationships. The community is a touchpoint of the private domain. In fact, building communities is more suitable for some brands that pay for knowledge, have low prices and high frequencies. For brands that are high-priced and low-frequency, or focus on services, they must not only build communities. They must combine private domains, and point-to-point with users, reach users through touch points, understand the real feedback from users, and adjust the mode of getting along with users.

Community operation:

The construction of long-term communities will pay more attention to long-term operations, and will pay more attention to the value provided to users in user services. Provide valuable community content

1. Users enter the community in the hope of obtaining more valuable or more than their expected content and knowledge. If a community cannot even provide this basic community content, it is difficult for users to stay in this community.

This seems to be done by Zhihu, which has high-quality content, and producers of high-quality content will also receive corresponding rewards. These high-quality contents create a special protective barrier for the community, attracting other users to join.

2. Provide users with opportunities to absorb knowledge and progress

A good community will provide users with opportunities to absorb knowledge and progress, and accompany users to grow, rather than leaving after leaving a course. The correct approach is to help users grow, interact with users, and organize activities such as book-selling brands can hold reading camps to encourage users to absorb more knowledge when doing community operations.

3. Give users a sense of honor and belonging

Users in the community hope to be affirmed and praised by others, or when they are confused, other users can help them solve problems, and have a sense of belonging and honor in the community.

Private domain operation:

In this process, the private domain needs to play the role of access channels, brand promotion, and core user screening.

Private domain traffic has several major characteristics: high penetration, high stickiness, large influence, frequent transactions, and easy user habit.

1. Treat the private domain as a user reach channel

Reach users through several high-frequency touchpoints in the private domain, push brand information to corresponding interested and demanding users faster and more effectively, and treat the private domain as a channel to reach users. This increases the user's stickiness to our brand, while effectively building trust between users and companies and increasing user order rates.

2. Treat the private domain as a user service carrier

In the private domain, companies can face users more intuitively and serve users better. After collecting user data information, label the user, and then automatically match which stage the user belongs to, and then push the pre-set content product information to the corresponding user. For example, for Starbucks, the user demand in the private domain is to obtain coupons. When users want to drink coffee, they can find the coupons in time.