This article is about 7,111 words. From the beginning, we have a detailed understanding of the definitions of public domain and private domain, the specific process of how to build a private domain user model, and the real private domain construction process of four major industries and the summary of the characteristics of private domains in common industries. If you have time, I suggest reading the end, which will give you a new private domain cognitive experience. Directory of this article: 1) How to operate the private domain in Tik Tok, 2) How to build the user model of the private domain, 3) Common fission modes of the private domain, 4) Analysis of the actual operation methods of the private domain in four major industries "Three Steps" of private domain operation in Tik Tok Private domain precipitation and active private domain transformation By continuously introducing traffic into the private domain pool, a closed-loop operation is formed in Tik Tok: adding, precipitating, activating, transforming, repurchasing and fission. Public domain: In the past, public domain played the role of drainage to private domain. In the future, private domain can 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 gained power through the quantity and quality of core users and public domain content traffic, which brought more accurate public domain traffic. Private domain can directly put commercial domain traffic into the mall through the quantity and quality of core users and the precipitation of user resource packages. In the past, it was difficult to get through private domain traffic, but in the future, private domain can directly realize fan precipitation from commercial domain traffic. Private domain users: users who can effectively reach twice or more, and are deposited in WeChat official account, community, micro-signal, enterprise WeChat, applet, APP 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 gets customers, service number activity gameplay) (2113 ~2116) fission stage of community, micro-signal and circle of friends; (2115~2118) Guangdiantong advertising stage; (2116~2121) Enterprise WeChat, applet, video number and live broadcast stage; (2121 ~ now) changes in the way of getting customers: content gets customers; (Pursuing 11,111+explosive articles) Fission punching in the community and friends circle; Course distribution, virtual goods fission; Building 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 built through private user pools stimulate users to generate demand (what to buy? ), to help users decide to buy (why choose us? ), share communication (social communication) after purchase, and continue to operate and enhance repurchase, forming a closed loop. User life cycle 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 repurchase, 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 mass production of content is positioned according to the private domain user pool, it needs a lot of content to reach users in order to meet the needs of users' life cycle. By planting grass for users through content, we can increase the user exposure of products and compete for users' attention to products, so that users can choose our products when making decisions. 1) Why do users need this kind of products? 2) Why do users choose our products instead of other products? 3) What do users get when they choose the products I buy? 3. Build a private domain user model, and "grab users from the public domain" to find the public domain traffic pool, go to the places where users are active to grab users, and then guide users to the private domain pool for operation and transformation. Xiaohongshu, Meituan Review, WeChat official account, Video No.,Tik Tok, Aauto Quicker, Weibo, Zhihu, bilibili, Taobao, JD.COM, Pinduoduo, etc. are all public domain traffic pools. According to the characteristics of target users, we choose to build a media account or open an online store in the public domain traffic pool. Self-built accounts or account cooperation to make a large number of contacts in places where these users are active, thus reaching a large number of users. After reaching users, select content from the built content library, and guide users to private user pools such as WeChat WeChat official account, Enterprise WeChat, and Community through planting grass. In the private domain user pool, users are guided to applets and apps by private domain users, and the download of apps and the conversion of users' orders are completed. 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, which selects prepared content from the content library and distributes it to enterprise WeChat, community and WeChat official account through AI robot. Fourth, to build a private domain user model, it is necessary to "support users in the private domain". 1. Setting the path for users to enter the private domain user pool When users enter the private domain user pool, they need to set a closed-loop user path. What users need to do, what information they receive and what results they produce when they come in. Taking the hot enterprise WeChat group as an example of private domain user pool, users have different user paths when entering the enterprise WeChat group. Example 1: Join the group, join the conversion path, the user enters the group entrance-the user scans the code to enter the group-the user enters the group link-enters the group to get the ticket-and orders are converted. Example 2: Join the group to download the APP fission path. Users join the group to guide-users scan the code to enter the group-content planting-guide to download the app-participate in fission and pull the new. 2. After planting grass users and receiving data through the content in the content library and intelligently pushing users into the private domain user pool, different enterprise WeChat groups will be set according to different goals. After setting up different enterprise WeChat groups, distribute the content prepared in the content library to the community, and do a good job of data collection at the same time. 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 WeChat official account, the content is accurately pushed to different private domain user pools in combination with the content portraits, thus improving the activity, retention rate and conversion rate of the community. Community activity is a reference indicator, not the only indicator. An inactive community is not equal to the value of "1". 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 in the group, but rather pay attention to the opening rate of push messages in the group and the subsequent results (such as downloading APP, placing orders, splitting and updating) generated by push messages. 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 paid attention to, the follow-up results are also very good. While distributing content, we should also do a good job in data collection and guide operations with data indicators. The whole process of content push is completed by AI robot, which selects the pushed content from the content library for accurate push according to the user tag. In the process of content planting, it is necessary to establish an intelligent push system for private domain user pool. This can avoid a lot of manual operation, not only save costs, but also improve the accuracy of push results. It is also conducive to the standardization and replicability of push content. How to Refine Operation and Fission 1. According to the smart tag, set up the standard sop4 for automated and refined operation. Combine a variety of fission games to make users fission and spread to new users. The common fission methods are: playing cards together to help draw red envelopes for free in 1 yuan. These fission games are still effective means to acquire users at low cost. From the input-output ratio, it is still a very suitable method to acquire users. Combine the previous smart tags and smart push, combine different fission games, push a variety of different fission games according to users at different stages, and strategically embed them in the operation process. From the aspects of welfare setting, process design, user experience, etc., 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 to attract people to place orders, sometimes to join groups, sometimes to participate in certain activities or do tasks, sometimes to improve their activity, sometimes to collect user information, etc. 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 operational fission methods are adopted: 1 yuan Free Physical Split 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 the activities can get books for free as many people share them. According to the user's portrait, select some publishing institutions 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. When users successfully purchase books, they will send a cash-filled red envelopes, which needs to be shared before they can get it. Users who participate in the fission of order red envelopes will get coupons. By sharing the fission of new users with the ordering users, coupons will be issued. This fission method can improve the repurchase rate and bring new users. Lottery fission helps fission, splicing fission and chopping fission. Second, building a private domain user model requires perfect data systems and tools to support the user data of multiple platforms when building a private domain user pool. This makes it difficult to collect, analyze and correlate data, and often leads to data breakage and inaccuracy. In actual operation, when a certain data is abnormal, when tracing and analyzing the data, it is found that the data is broken, so it is impossible to conduct in-depth analysis and find the real reason for the data change. Here is to 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, high online degree 1) Industry features low customer unit price, short user decision-making cycle, high price sensitivity, need to establish emotional contact with fans to improve consumption frequency, content activities have strong shopping guide attributes, and online grass planting is immediately transformed. 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 objectives and methods of private domain operation are to maintain users' enthusiasm for brand consumption, create an efficient repurchase pool, and use Tik Tok trading tools to significantly increase the repurchase frequency and quickly generate conversion. 4) Representative case: Since 2121, LU ZHOU LAO JIAO CO.,LTD, LU ZHOU LAO JIAO CO.,LTD has concentrated on settling private domain and laying out online channels. In Tik Tok, LU ZHOU LAO JIAO CO.,LTD used the Enterprise number matrix to promote the brand image, and the content of wine culture was thoroughly transmitted. At the same time, it completed the transformation of wine tasting and e-commerce live sales 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 show that fans watch the broadcast in the live broadcast room, accounting for 51%, watching the broadcast time is 511% longer than that of non-fans, and the number of interactions is 51% higher than that of non-fans; Fan GMV contributed 83%, and the old fan GMV contributed 59% in the live broadcast room; The average daily activity of fans is 1.9%; Private messages and subscription number group messages reached 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. Brands can strongly drain the live broadcast room by means of pre-announcement and display, forming a complete consumption link of the brand "short video, flagship store drainage-live broadcast room viewing-flagship store, private letter, group chat transformation". Traffic introduction-short video/live broadcast/advertising traffic is introduced into private domain live broadcast as the main traffic entrance, and fans continue to be active through live broadcast, joining fan groups and joining communities. The transformation is continuously completed in the live broadcast. Live broadcast strategy: broadcast at 8 o'clock in the morning and at 19 o'clock in the evening every day. Homepage construction+flagship store-establish a good corporate image and establish a private domain traffic precipitation window. Corporate information settings: group chat portal, live broadcast dynamics, topic guidance. Merchant page setting: flagship store template, which undertakes the conversion of homepage traffic. 23% of the traffic visited by the homepage entered the private message position of the homepage actively in Tik Tok after social fission-the most intimate service, which enhanced the trust of fans and transformed the transaction to send private messages: automatic reply was drained into the group, and customer service problems guided self-help consultation. Private message menu: automatically reply to set the private message menu to solve the fan problem efficiently. After-sales acceptance: reply and guide to manual customer service. Group Chat Operation-Refine the operation of fans to achieve long-term and effective transformation of fan group chat: open fan group chat, release live broadcast information/benefits, etc., and make 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 broadcast, and attract repurchase with welfare spike. Emotional connection: occasionally interact with local dialects and core fans to connect fans with emotion and increase intimacy. 2. Industry 2: High frequency and low online level. 1) The 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 strong shopping guide attributes to keep customers online and guide them to the store for consumption. 2) On behalf of the industry, catering | life service | manicure hairdressing | recreation | fitness exercise, etc. 3) Core objectives and methods of private domain operation: Enhance fans' interest in local stores and services, attract customers to shop for consumption, and improve online reputation and "fission" efficiency of local customers. 4) Representative case: Today's photo studio ① traffic introduction-short video/live broadcast/advertising traffic introduction private domain private message guidance to join the fan base: private message automatic reply pops up the fan base entrance, accumulating private domain traffic. ① Traffic introduction-short video/live broadcast/advertising traffic is introduced into the private domain, and private messages are introduced to join the fan base: private messages automatically reply to pop up the entrance of the fan base and accumulate private domain traffic. ② Homepage building —— Establish a good corporate image and establish a private domain traffic precipitation window. Corporate information settings: The text information of the homepage highlights the daily live broadcast information, and the fan group entrance is configured to guide users to join the group chat. Merchant Page Settings: Use merchant templates, configure store activities, service products and special services. Pictures have a high correlation with account theme business, highlight professionalism, attract users' attention, and stimulate users to retain capital and transform. Configure the entrance of online consultation and guide customers to private consultation. Configure the retention card for immediate appointment, which is convenient for customers to retain capital, so as to carry out long-term transformation. 3. Industry 3: low frequency and high degree of online. 1) The industry features high customer unit price and long decision-making period for users, so it is necessary to establish a long-term relationship with users, output a large amount of content information and continue to plant grass, and finally help users make decisions to realize online transformation. 2) Representing the industry 3C Digital | Fashion Play | Luxury Goods such as Jewelry and Watch | Accommodation | Adult Education | Finance and Insurance | Media and Content | Business Services. 3) The core objectives and methods of private domain operation enhance fans' interest in products, attract customers to form stickiness to brands for a long time, shorten the purchase decision-making cycle, and promote the conversion and repurchase of multiple categories. 4) Representative case: Wang Gongxuan said that the highlight of the private domain operation in the workplace is action 1. Traffic introduction-short video/live broadcast/advertising traffic is introduced into the private domain short video: created by people: the chairman appeared to explain the dry goods in the official workplace and enhance trust and influence; Live broadcast: the script is planned in advance and the rhythm is clear. ② Homepage building-establish a good corporate image, establish a private domain traffic precipitation window ③ Private letter position-the most intimate service, enhance fans' trust and transaction transfer.