This article is about 7000 words. We have a detailed understanding of the definitions of public domain and private domain, and the specific process of how to build the user model of private domain, and summarized the real private domain construction process of four major industries and the private domain characteristics of common industries. If you have time, I suggest reading it, which will give you a brand-new cognitive experience in the private sphere. Directory of this article:1) How to operate Tik Tok private domain; 2) How to build a user model of private domain; 3) Common fission modes in the private sector; 4) Analysis of the actual private domain operation mode of the four major industries; Tik Tok private domain three-step operation; Private domain precipitation; Reservation; Active private domain conversion; By continuously introducing traffic into the private domain pool, a closed-loop operation is formed in Tik Tok: addition; Precipitation; Activate; Transformation; Buy back. Public domain: In the past, public domain played the role of draining to private domain. In the future, private domain will adversely affect the quantity and quality of public domain traffic. Public domain can match accurate exposure for enterprises, and increase fans' attention through recommendation algorithm, which will drain the growth of private domain. Private domain: In the past, private domain was the place where enterprises operated fans, and in the future, private domain was the place where enterprises established bilateral relations with fans. Private domain gains power through the quantity and quality of core users and public domain content traffic, which brings more accurate public domain traffic. Private domain can directly put commercial domain traffic into the mall through the number and quality of core users and the precipitation of user resource packages. In the past, private domain traffic was difficult to get through, but in the future, private domain can directly realize fan precipitation from commercial domain traffic. Private domain users: users who have effectively reached twice or more and deposited in official WeChat accounts, communities, micro-signals, corporate WeChat, applets, apps and other carriers. The historical stage of private domain customer acquisition: tool customer acquisition can be roughly divided into the following stages: WeChat official account customer acquisition stage; (Subscription number content to obtain customers and service numbers) (20 13 ~20 16) fission stage of community, micro-signal and circle of friends; (20 15~20 18) Guangdiantong advertising stage; (20 16~202 1 year) enterprise wechat, applet, video number, live broadcast stage; (2020 ~ now) the change of customer acquisition mode: content acquisition; (Pursuing 65438+ million+explosive articles) Fission punching in communities and friends; Curriculum distribution, virtual commodity fission; Establish a private domain user model by acquiring customers from stores under the physical fission line-positioning 1. What is the purpose of operating private domain users? What is the relationship with the company's short-term goals and medium-and long-term goals? Social relationships established through private user pools stimulate users to generate demand (what to buy? ) to help users decide to buy (why choose us? ), sharing and communication after purchase (social communication), and continuous operation to enhance repurchase, forming a closed loop. User lifecycle management -AARRR model. In this classic model, except the initial step of "acquiring users", the remaining four steps (stimulating activity, improving retention, increasing income, and spreading viruses) can be completed in the private domain user pool. Operate users, bring users into maturity, and then get more repurchases to meet users' needs, and we get more business income. Second, to build a private domain user model, it is necessary to plant content for users. After the mass production of content is positioned according to the private domain user pool, a large amount of content needs to reach users to meet the life cycle needs of users. By planting grass for users through content, we can increase the user exposure of products, compete for users' attention to products, and let users choose our products when making decisions. 1) Why do users need such products? 2) Why do users choose our products instead of other products? 3) What does the user get when he chooses the product I bought? 3. Build a private domain user model, find the public domain traffic pool from "grabbing users" in the public domain, grab users in places where users are active, and then guide users to the private domain pool for operation transformation. Xiaohongshu, Meituan Review, WeChat official account, video number, Tik Tok, Aauto Kuaidian, Weibo, Zhihu, Taobao, JD.COM and Pinduoduo are all public domain traffic pools. According to the characteristics of target users, we choose to build media accounts or open online stores in the public domain traffic pool. Self-built accounts or account cooperation make a lot of contact in places where these users are active, thus reaching a large number of users. After reaching the user, select the content from the built content library, and guide the user to private user pools such as WeChat official account, enterprise WeChat and community by planting grass. In the private domain user pool, users are guided to applets and apps by private domain users to complete the download of apps and the conversion of user orders. Public domain traffic pool, which selects the prepared content from the content library, distributes it to the public domain platform and leads it to the private domain traffic pool; Private domain traffic pool, select the prepared content from the content library and distribute it to the official account of enterprise WeChat, community and WeChat through AI robot. Fourth, to build a private domain user model, we need to "support private domain users" 1. Set the path for users to enter the private domain user pool. When users enter the private domain user pool, they need to set the closed-loop user path. What users need to do, what information they receive, and what results they produce when they come in. Take the fiery enterprise WeChat group as an example. In the private domain user pool, users have different user paths when entering the enterprise WeChat group. Example 1: user joining-user scanning code joining-user joining link-joining ticket-order conversion. Example 2: Join the group to download APP fission path. User entry guidance-user scanning code entry-content planting-guiding download of app- participating in fission and innovation. 2. Users who plant grass receive data through the content in the content library. After intelligently pushing users into the private domain user pool, they will set different enterprise WeChat groups according to different goals. After establishing different enterprise WeChat groups, distribute the content prepared in the content library to the community, and do a good job in data collection. According to users' behaviors of clicking, collecting, commenting and transforming different content in the community, users are labeled with content. According to the user portraits of the community, corporate WeChat and official WeChat accounts, combined with the content portraits, the content is accurately pushed to different private domain user pools, thus improving the activity, retention rate and conversion rate of the community. Community activity is a reference indicator, not the only indicator. Inactive community is not equal to the value of' 0'. We must flexibly adjust the operational indicators according to different community purposes. Some official message push groups, positioned as channels for message push, do not need to pay attention to the user interaction within the group, but pay attention to the opening rate of push messages within the group and the subsequent results generated by push messages (such as downloading apps, placing orders, splitting and updating). Some welfare activity groups are positioned as channels for distributing benefits and activities. Although the interaction within the group is low, everyone comes in to receive benefits and participate in activities. As long as the product quality is guaranteed and the operation process and strategy design are emphasized, the follow-up effect is also very good. While distributing content, we should also do a good job in data collection and use data indicators to guide operations. The whole process of content push is completed by AI robot, and the pushed content is selected from the content library according to the user tag for accurate push. In the process of content planting, it is necessary to establish an intelligent push system of private domain user pool. This can avoid a lot of manual operations, not only save costs, but also improve the accuracy of push results. It is also conducive to the standardization and reproducibility of pushed content. How to refine operation and fission 1. According to the smart tag, standard sop4 is set to realize automation and fine operation. Combine a variety of fission games, let users fission and spread to new users. Common fission methods are: playing cards together to help 0 yuan draw a red envelope for free. These fission games are still an effective means to acquire users at low cost. From the perspective of input-output ratio, it is still a very suitable method to acquire users. Combine the previous smart tag and smart push, and combine different fission games, and push a variety of different fission games according to users at different stages, and strategically embed them in the operation process. From welfare settings, process design, user experience and other aspects. Let users feel our value point. We need to treat users as real individuals and design "Ahamoment" for users in the operation process, so that users have a sense of surprise and satisfaction. Different activities have different purposes at different stages, sometimes attracting people to place orders, sometimes joining a group, sometimes participating in certain activities or doing tasks, sometimes improving their activity, and sometimes collecting user information. From the user dimension, users can be divided into loyal users, high-quality users, ordinary users, low-frequency users and lost users. According to the user dimension, different user groups are divided and different operating fission methods are adopted: 0 yuan Free Physical Fission is aimed at new users and ordinary users who join the private domain user pool. For example, taking books as welfare, users who participate in activities can get books for free because many people share them. According to the user's portrait, select some publishing agencies to cooperate. The cost of doing such activities is very low, new users and ordinary users get benefits, and publishing institutions get free communication opportunities. Order red envelope fission: set order red envelope fission for users who have placed orders. If the user buys a book successfully, he will send a red envelope full of cash, which needs to be shared to get it. Users who participate in the order red envelope fission will get coupons. By sharing the fission of new users with ordering users, coupons are issued. This fission method can improve the repurchase rate and bring new users. Lottery fission helps fission, splicing fission, chopping fission. Second, to build a private domain user model, when building a private domain user pool, perfect data systems and tools are needed to support multi-platform user data. This makes it difficult to collect, analyze and correlate data, and often leads to data corruption and inaccuracy. In practice, when a certain data is abnormal, when tracking and analyzing the data, it is found that the data is destroyed, so it is impossible to conduct in-depth analysis and find the real reason for the data change. Here I recommend a scrm system tool for everyone. Can meet the above data needs, can be used for free, everyone can get up. Third, the private domain operation methods of the four major industries (according to the two dimensions of "online degree" and "consumption frequency") industry 1, high frequency and online degree are 1) are characterized by low unit price, short decision-making period of users, high price sensitivity, need to establish emotional ties with fans to increase consumption frequency, content activities have strong shopping guide attributes, and online grass planting can be transformed immediately. 2) On behalf of the industry, food and beverage | FMCG | clothing accessories | maternal and child services | skin care cosmetics | retail and other e-commerce high-tech industries. 3) The core goal and method of private domain operation is to maintain users' enthusiasm for brand consumption, create an efficient repurchase pool, significantly increase the repurchase frequency by using Tik Tok trading tools, and quickly generate conversion. 4) Representative case: Since 2020, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. and LU ZHOU LAO JIAO CO.,LTD Co., Ltd. have devoted themselves to solving the private sector and laying out online channels. In Tik Tok, LU ZHOU LAO JIAO CO.,LTD used corporate digital matrix to enhance brand image, and the connotation of wine culture was fully spread. At the same time, the transformation of wine tasting and e-commerce live sales was completed through private domain. A series of measures have enabled LU ZHOU LAO JIAO CO.,LTD to successfully enter the social scene of young people, attract young consumers with stronger spending power and more pursuit of quality, and look for increments from young groups. 1 data shows that fans watch live broadcasts in the live broadcast room, accounting for 50%, watching live broadcasts is 500% longer than non-fans, and the number of interactions is 50% higher than non-fans; Fans GMV contributed 83%, and old fans GMV contributed 59% in the live broadcast room; Average daily activity of fans19%; Private messages and subscription number group messages reach tens of thousands of people in a single day. Highlights of private domain operation: building a complete marketing link "drainage-transformation" The display of many important resource bits has its own publicity. The brand can strongly drain the live broadcast room through pre-announcement, display and other means, forming a complete consumption link of the brand "short video, flagship store drainage-live broadcast room viewing-flagship store, private message, group chat transformation". Traffic import-short video/live broadcast/advertising traffic is imported into private domain live broadcast as the main traffic portal, and fans continue to be active through live broadcast, joining the fan base and joining the community. Continuously complete the transformation in the live broadcast. Live broadcast strategy: broadcast at 8: 00 am and 19: 00 pm every day. Home page construction+flagship store-establish a good corporate image and establish a private domain traffic precipitation window. Enterprise information settings: group chat portal, live broadcast dynamics, topic guidance. Merchant page setup: flagship store template, responsible for home page traffic conversion. After Tik Tok's social fission, 23% of the home page traffic actively entered the home page private message position-the most intimate service, enhancing fans' trust, transforming transactions and sending private messages: automatic reply and drainage into the group, and customer service problems guided self-consultation. Private message menu: automatically reply to set the private message menu to solve the fan problem efficiently. After-sales acceptance: manual customer service reply and guide. Group Chat Operation-Refine the fan operation and realize the long-term effective transformation of fan group chat: open fan group chat and release live broadcast information/benefits, etc. And make a strong transformation within the group. Fan interaction: mention old powder and handwritten fan ID in the live broadcast room to remind you to watch the live broadcast, and use welfare spike to attract repurchase. Emotional connection: occasionally interact with local dialects and core fans to connect fans with emotions and increase intimacy. 2. Industry 2: High frequency and low online level. 1) Industry features low customer unit price, short user decision-making cycle and high price sensitivity. It is necessary to continuously plant grass to stimulate consumer demand and increase consumption frequency. The activity content has a strong shopping guide attribute to keep customers online and guide them to shop. 2) On behalf of the industry, catering | life service | manicure | recreation | fitness, etc. 3) The core objectives and methods of private domain operation: enhance fans' interest in local shops and services, attract customers to shop and spend, and improve online reputation and "fission" efficiency of local customers. 4) Representative case: Today's studio ① traffic import-short video/live broadcast/advertising traffic import private domain private message guide to join the fan base: private message automatically replies to pop up the fan base entrance, accumulating private domain traffic. ① Traffic import-short video/live broadcast/advertising traffic is imported into the private domain, and private messages are imported into the fan base: private messages automatically reply and pop up the fan base entrance to accumulate private domain traffic. (2) home page construction-establish a good corporate image and establish a private domain traffic precipitation window. Enterprise information setting: the home page text information highlights the daily live broadcast information, configures the fan group entrance, and guides users to join the group chat. Merchant page setup: use merchant templates to configure store activities, service products and special services. Pictures have a high correlation with the subject business of the account, highlighting professionalism, attracting users' attention and stimulating users to retain capital and transform. Configure the entrance of online consultation and guide customers to consult privately. Configure the card to make an appointment immediately, which is convenient for customers to keep their capital and make long-term transformation. 3. Industry 3: Low frequency and high linearity. 1) Industry features high customer unit price, long decision-making period for users, long-term relationship with users, output a large amount of content information and continue to plant grass, and finally help users make decisions and realize online transformation. 2) Representing the industry 3C numbers | Fashion play | Luxury goods such as jewelry and watches | Accommodation | Adult education | Finance and insurance | Media and content | Commercial services. 3) The core objectives and methods of private domain operation enhance fans' interest in products, attract customers to form long-term stickiness to brands, shorten the purchase decision-making cycle, and promote the transformation and repurchase of multiple categories. 4) Representative case: Wang Gongxuan said that the highlight of personal operation in the workplace is action 1. Traffic import-short video/live broadcast/advertising traffic import private domain short video: created by people: the chairman appeared to explain the official dry goods in the workplace, enhancing trust and influence; Live broadcast: the script is planned in advance and the rhythm is clear. (2) home page construction-establish a good corporate image and establish a private domain traffic precipitation window; ③ Private message position-the ultimate intimate service, enhancing fans' trust and transaction conversion, setting up customer service automatic reply and group chat guidance to attract fans to enter the group chat. ④ Group Chat Operation —— Fine operation of fans realizes long-term transformation: 94% of fans buy GMV, and products with high customer orders are easier to transform in group chat, and products with unit price exceeding 1000 yuan account for more than 40%. Publish works and live announcements every day to attract fans to Liu Zan in advance; Administrators regularly maintain it every day to answer questions for students. 4. Industry 4: Low frequency and low online level. 1) industry features high customer unit price and long user decision-making cycle. It is necessary to establish a long-term relationship with users, output a lot of content information and continue to plant grass, build trust offline, reserve funds online, and guide the transformation to stores. 2) Representing real estate | automobile | home improvement, etc. 3) The core objectives and methods of private domain operation enhance fans' trust in brands/enterprises, build "interest exchange circle", enhance IP popularity and create "brand belonging". 4) Representative case: Zhengzhou Tengfa Famous Car 18 started its trip to Tik Tok in July, and began to focus on Tik Tok in May 2000, perfecting the related function configuration of private domain of each matrix enterprise number. From the end of May to July, 2000, 2 1, Tengfa used car had four matrix enterprise numbers, and * * * got160,000 person-times, including private domain. Personal highlights: perfect customer service management system: whether it is automatic customer service or manual customer service, it will respond within 30 minutes, and the response speed is very timely. KOL, boss and other interactive gameplay: KOL airborne shops such as Tiger Brother and Car Sister shoot corresponding linked videos in Daren and official number, and at the same time let the boss airborne group chat irregularly, bringing more benefits to everyone and enhancing community activity. Multi-channel private domain introduction: In addition to live broadcast room, short video and homepage, private messages are also opened to introduce group chat function, so that clues that have not been transformed in time can enter the private domain community for maintenance and continue to export brand value. Fine management of private positions: send groups regularly, guide fans to pay attention to their favorite anchor live broadcast rooms, predict the source information of new cars, and guide interested fans to enter the live broadcast room to see cars or consult privately. Online and offline integration: reasonably implant funds retention tools in the community, build user trust with 1V 1, and cooperate with offline activities to further enhance trust and guide store transformation.