Kakao’s customer acquisition rhythm is easily messed up because user status, age, and needs are not managed separately.

Kakao's position in the local Korean market is very special. Many Korean users do not frequently change communication platforms. Kakao has long been responsible for social networking, communication, payment, local services and membership operations. Therefore, many projects in the Korean market will later use Kakao as the core private domain channel.

butThere is an obvious problem with Kakao's operation: it seems to be advancing very quickly in the early stage, but the rhythm becomes increasingly chaotic later.

Lots of replies today;

Suddenly no one will interact tomorrow;

Customer service is especially busy when it’s busy;

Community activity goes up and down.

Many times the problem is not the content or the platform, but that the users simply do not manage it.

WhyKakao relies particularly on “rhythm operations”

Kakao is not like Twitter, which is a platform that focuses on instant traffic. It focuses more on long-term relationships and local life.

So really high qualityKakao users usually have:

lStable usage habits

llong-term online behavior

lFixed communication frequency

lContinuous interaction state

Once the user structure of this kind of platform is chaotic, the subsequent operating rhythm will immediately become unbalanced.

Because different users:

lReply speeds vary

lConsumption cycles are different

lActive time is different

lDifferent demand stages

If they are all operated in a unified manner, the private domain behind will definitely become more and more chaotic.

Why"User status" must be separated separately

Now there are manyThe Kakao project is still stuck at:

Have an account;

Can add friends;

Can send messages.

But those who have really been involved in the Korean private sector for a long time will pay more attention to:

lIs the user online for a long time?

lHave you been active recently?

lAre you a long-term user?

lIs there stable interactive behavior?

because:

Open ≠ active;

online ≠ Willing to communicate;

Add friends ≠ There is a real need.

Many users only appear for a short period of time and then become silent soon after.

If a large number of these accounts enter the system, it will directly lead to:

lChaotic reply rhythm

lCustomer service priority imbalance

lPrivate domain interaction is getting worse and worse

So now more and more people are starting to dismantle it first"User status".

Why does age group directly affectKakao conversion

The Korean market has an obvious characteristic: the communication habits of different age groups vary greatly.

For example:

lYoung users prefer real-time interaction

lMiddle-aged users prefer stable communication

lMature users value trust more

lHigh-spending users pay more attention to long-term services

If all users operate in a unified manner, the following:

lContent rhythm

lPrivate chat method

lEvent arrangements

lCustomer service follow-up

It will become increasingly difficult to unify.

So now many projects have started:

First break down the age groups;

Remove the active state again;

Finally, enter the private domain operation.

Because it is truly stableKakao's operation is not "unified distribution", but "different users have different rhythms".

WhyThe "demand stage" is the most important thing in the later stage of Kakao

The most easily overlooked point in the later stages of many Kakao projects is the demand stage.

Because not all users are in the same state.

For example:

lSome people are new to the project

lSome people have been following it for a long time

lSome people are comparing

lSome people are close to closing the deal

If these users communicate in a unified manner, subsequent conversions will definitely become more and more chaotic.

So now more and more people are starting to:

lGroup by requirement stage

lSort by interaction frequency

lSplit floors according to transaction intention

In this way, the rhythm of customer service and private domain will be much more stable.

WhyIn the later period, Kakao became more and more afraid of "pan-operation"

In the past, many projects were focused on the Korean market, and they preferred to unify groups, unify mass distribution, and unify activities.

But now more and more people have begun to realize thatThe real difficulty with Kakao is not traffic, but "rhythm management".

because:

Highly active users require continuous interaction;

Potential transaction users need to focus on follow-up;

Users who have been silent for a long time need to reduce the frequency;

High-consuming users require separate maintenance.

If they are all mixed together and operated, the private domain behind will become increasingly out of control.

Front-end user splitting will directly affectKakao operational stability

a lot ofWill appear later in the Kakao project:

Customer service is getting busier;

The replies are getting more and more confusing;

Conversions are becoming increasingly unstable.

Many times the problem is not the operational capabilities, but the failure of front-end users to split in advance.

For example:

lLow active users

lPan-traffic account

lConfusion among age groups

lUsers at different demand stages are mixed together

After these problems enter the system, they will continue to affect the overall operational rhythm.

Nowadays, many people do KoreanFor Kakao private domain projects, before users enter the system, they will first conduct a round of basic splitting through active status analysis, age group identification and behavioral tag screening, and then combine the demand stage and long-term interactive behavior to complete further stratification.

In this way, the rhythm of the subsequent private domain will be much more stable.

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