Ten thousand words dismantle the advanced model of private domain traffic operation project!

With the current explosion of private domain operations, private domain operational talents have become an urgent need for countless companies when recruiting. The growth in demand for job postings is much higher than the volume of deliveries, and more job vacancies have emerged. In addition, with the explosion of some emerging industries, private sector talents with operation and construction capabilities have become the focus of competition for various enterprises. So it can be said that private sector traders have become a hot commodity in the job market! So how to become an excellent private sector trader? In other words, what abilities does a qualified private domain trader need to possess? Then let’s have a good chat. First, let’s look at what a private domain trader is! The so-called trader refers to the person responsible for the results of a certain project. Therefore, private sector traders, as the name implies, are responsible for the business results of private sector formats. Maybe you have also seen some ability requirements for private domain traders on the Internet. For example, we need to be responsible for private domain users and their commercial value, we need to do operational planning and operational strategies, and we need to be able to formulate corresponding activity plans to ensure To achieve event goals, you may also need to be able to understand the settings and applications of user stratification and tags, and even need to know the operation of friend circles and personality, etc. It can be said that there is a lot of content. But in fact, there is no absolute standard answer to the ability requirements of private domain traders. Because although the private domain is very popular now, in fact, the private domain marketing field is still a brand-new industry. It has not established corresponding industry talent standards, and there is no so-called authoritative judgment standard. Mainly based on my own experience and experience, combined with the needs of industry recruitment, I summarized a competency model for private sector traders. It can be roughly divided into three parts: underlying capabilities, business capabilities and soft capabilities. Among them, business capabilities can be divided into 4 modules and 20 professional skills. 1. The underlying capabilities of private domain traders Let’s first look at the first part of the capability model of private domain traders: underlying capabilities. It mainly includes 9 contents, namely: human insight, independent thinking, disassembly ability, review ability, logical ability, user thinking, problem solving, overall management and stress resistance. These are the foundation and the underlying part of being an excellent private domain trader. It is based on this that subsequent business capabilities are extended and improved. This is like a big tree. The stronger and stronger the roots at the bottom, the lusher the branches and leaves above. 2. Business capabilities of private domain traders The second part of the private domain trader capability model is business capabilities, which can be divided into four major modules and the corresponding 20 specific skills. 1. The ability to build a private domain operation system based on traffic logic and the corresponding seven sub-capabilities. We all know that private domain operations are not a simple tactical content. It must rise to the strategic level of the enterprise. Therefore, when we carry out private domain traffic marketing, we must first establish a corresponding operating system. Only in this way can the commercial value of the private domain be truly reflected. Therefore, the first ability that an excellent private domain trader needs to master is the ability to build an operating system. Moreover, this system must be based on traffic logic! I think most people agree with this. The seven corresponding sub-capabilities are: ① The traffic diversion capability is how to divert traffic from the public domain to the private domain traffic pool. This mainly refers to the free method, including selecting appropriate channels, specific traffic diversion path design, and through content Bait and other methods to achieve precise traffic drainage. ② The counterpart to free is paid placement and volume exchange capabilities, so the second sub-ability is: having certain placement and volume exchange capabilities on the public domain platform. ③The ability to retrieve global traffic is the ability to divert traffic from other platforms, such as Taobao, Tmall, Douyin, Kuaishou and other public domain platforms, to your own specific private domain traffic pool. The key lies in the design of the path. The purpose is to settle into the private domain system, and then conduct subsequent repeated contacts and activations to expand the overall private domain traffic pool size. Of course, this requires a certain understanding of some rules of each platform. . ④ Access and activation capabilities: After we divert traffic from the public domain to the private domain traffic pool, we need to find ways to activate this traffic. In most cases, there will not be only one traffic carrier in our private domain system, so how to cooperate between several different carriers, and through what kind of content, activities, etc., to form complementary reach. The key here is the frequency of information exposure, specific methods and content design. The core purpose is to complete user activation without causing user resentment. ⑤ Transaction model design capabilities: Design private domain transaction systems based on the industry and product characteristics, including personal account transaction models, community transaction models, friend circle transaction models, and live broadcast transaction models, etc. ⑥ Design capabilities of the recall system Any private domain traffic operation will inevitably experience user loss. So we conduct a user recall! The premise here is to know how to build a churn early warning mechanism based on SCRM, so as to determine what kind of users are about to be lost, and then calculate the input-output ratio of recalling users in advance, and then design the recall system, and finally know: when to use which channel and content to recall what kind of users. ⑦ WeChat’s ability to build a closed-loop traffic loop for the entire ecosystem is undeniable. For now, the operation of the private domain traffic system cannot bypass the WeChat ecosystem. Therefore, we need to carry out closed-loop traffic design for various carriers in the WeChat private domain based on this.

Including WeChat ID/Enterprise WeChat customer service account, WeChat group, public account, mini program, circle of friends, video account, etc., the construction of these private domain infrastructures, and the construction of traffic closed loop between them. 2. Private domain user asset management capabilities based on user operation logic, and its corresponding five sub-capabilities. We all know that the core method of private domain user operations is user hierarchical operation. So the most important parts in this module are the following five parts: ① User stratification operation The premise of user stratification is based on user tags! The most common label forms can be divided into two types: static and dynamic. Static tags are mainly data actively provided by users. They refer to some basic information that will not change over a long period of time, such as name, gender, industry, occupation, region, device information, channels, etc. Dynamic tags mainly come from user behavior data, which change in real time, such as points value, online time, user interaction, etc. Of course, it also includes the RFM model often used in the e-commerce industry, which also belongs to this part. ② User journey is built in private domain traffic operation. We often label a user with a large number of labels, and then use these labels to turn the original living users into numerical values. But the key point is that no matter how the label is printed or how accurate it is, the value is still cold after all. If you want to use this asset most efficiently, you need to use it in conjunction with the user journey. For example, there are two users. Their labels are actually the same, but their user journeys are often at different stages. If we press the label "Purchase Frequency", their user journey can be like this: (Picture: Not yet purchased - Following (User A) - Purchased - Already in the group (User B) - More purchases) and when we use the label "customer value", its journey will appear in different stages like this: (Picture: Junior Fan (User A) - Silver Card - Gold Card (User B) - Black gold - diamond) Then if we continue to use the label "product interest", its journey stages will become like this: (Picture: Product A - Product B (User B) - Product C - Product D - —Commodity E (User A)) Therefore, this requires our traders to effectively use different tools and carry out targeted operations for users based on different strategies. There are currently many SCRM tools on the market, all of which can provide the function of synchronously modifying labels and user journeys. For example, if the system recognizes that a user has placed an order, it can track the ordering behavior, then change the user label and automatically change the user's journey stage. ③The ability to build super users Super users include KOL, KOC, and of course Little B. In private domain operations, the key to achieving scale is to be able to find key nodes. Especially those super users at key nodes. By building them and empowering them. You need to be able to find them first, then analyze them to see what characteristics these super users have, what they desire and need, find points of mutual benefit, and then further build them through user education. You need to be able to combine industries and products to develop a methodology built by super users. ④Membership system design The core of private domain traffic operation is user operation, which improves the user's lifetime value by changing the user relationship! Therefore, as an excellent private domain trader, you must have the ability to operate members, especially the design ability of the membership system. The most critical core is to reflect members' sense of privilege, which is the so-called member privilege marketing theory. Generally speaking, the best way is to design the points and level modules separately. You can adhere to the design principle of growing up faster in the early stage and slower in the later stage. If you want to know how to design the membership system, you can follow my public account of the same name. There are articles explaining it in detail, so I won’t go into details here. ⑤IP shaping ability In private domain traffic operations, the advancement of user relationships is inseparable from emotional communication. The deeper the emotional connection between you and users, the more value you can tap. The creation of IP characters is to give you a specific person and a specific image to face everyone. Vivid and in-depth communication with users through flesh-and-blood images, thereby establishing a deep emotional foundation. The shaping of IP characters includes specific image, discourse system, personality, etc. It is best to create an IP profile in advance. Currently, there are relatively good ones in this area, such as Perfect Diary’s Xiao Wanzi and Meikang Fendai’s Fen Xiaodai, which are benchmarks for IP creation. You can refer to them and learn more. 3. The ability to formulate and execute private domain operation strategies based on the migration of core operational capabilities. And the corresponding 5 sub-abilities. Why is the private domain so popular? Because private domain traffic refers to a domain where the brand has repeatable, low-cost or even free access to users, and it is privately owned by the enterprise! So there is a key issue here, that is, your private domain must be able to retain users. Therefore, the first principle of private domain operation is to establish a long-term trust relationship. ①Content production and operation How can we build a trusting relationship? It’s definitely not okay to flood the screen with ads, right? The best way is to continue to produce content that is valuable to users. It is what we often call useful and interesting. This allows for continued communication, reciprocity and mutual attraction. Therefore, the first sub-capacity requirement for the formulation and execution of private domain operation strategies is the ability to produce and operate content.

Whether it is e-commerce, education, physical chain stores or catering service industries, it is the same! When doing private domain operations, you need to have strong value content output capabilities. ②Activity planning and execution capabilities When the user relationship reaches a certain level, special nodes are needed to warm up the relationship. And the best way to do it is through activities. Therefore, private domain traders must know how to use various marketing nodes, such as some common hot spots, such as 618, Double 11, and Spring Festival, as well as monthly membership days, anniversary celebrations, and even self-created holidays, such as the start of school. Seasons, positioning days, workplace cheating festivals, etc., to plan the content of the activities, and reasonably and efficiently break down the activity goals and implementation content and divide the work. To ensure that activities can be used to advance user relationships and achieve marketing goals. ③Formulation and optimization of SOP strategy. The scope of SOP is actually relatively large, including the system side: the construction of private domain systems, private domain communities, user growth, etc., and the marketing side, such as: live broadcast SOP strategy, community SOP strategy, The SOP strategy for event flash sales, of course, also includes the company's back-end, such as cross-department cooperation, process sorting, etc., and corresponding SOPs can be formulated. But the key point is that the reason why we have developed a standardized process is to guide our work through sorting out the process, so that strategies and tactics can be effectively implemented at the final execution end. At the same time, the energy efficiency of the entire private domain traffic operation can also be improved through continuous adjustment and optimization of SOPs. It should be more of a part of daily iteration, and this is the key point. So I put this ability under this module. ④Data analysis capabilities In the current environment, no matter what field you are an operator in, it is no exaggeration to say that your data analysis capabilities are at the level of nuclear weapons! Learning to use data analysis to correct and optimize private domain operations so that users can continue to generate value is an ability that an excellent private domain trader absolutely needs to master. ⑤ A certain degree of design ability. Although as a private domain operator, when you are responsible for the entire project, you do not actually need to do the design yourself. But if you have a certain ability in this area, on the one hand, when the designer is so busy, you can do it yourself; the key is, when you have a certain degree of design ability, you can effectively improve your aesthetics. You know, no matter how your private domain is operated or how your strategy is formulated, what is ultimately presented to users is in the form of posters and copywriting, especially posters, which are the most efficient way to catch users’ attention. Therefore, a large part of the conversion of private domain comes from the quality of your materials. 4. Ability to master private domain tools. In order to avoid the suspicion of advertising, I will not recommend specific tools! Let’s mainly talk about how to choose private domain operation tools. First, we need to classify the operational tools. The specific classification method can mainly have two dimensions: The first dimension: distinguish according to private domain carriers. For example, our private domain infrastructure mainly includes: personal WeChat accounts, corporate WeChat accounts, communities, public accounts, mini programs, video accounts, etc. Then we can classify tools according to different service carriers. For example, the main function of tools specifically focused on community marketing is to improve the efficiency of our community operations. The second dimension: It can be classified according to the different stages of private domain traffic operation. For example, the new fission tools are mainly used to improve user traffic from the public domain to the private domain. Another example is: activating conversion tools, which are mainly Active users, stimulate user desires, and achieve conversion goals. Another example is sales assistance tools, such as live broadcast tools, third-party applets, distribution systems, etc. After we classify the private domain operation tools, we need to select and use them. As an excellent private domain operator, when selecting and using tools, you first need to realize why you should choose this tool and which link this tool can provide or solve in the operation of your entire private domain system. What problem. Because there are currently too many types of tools for private domain operations, and their functions are dazzling! If you don’t have a clear purpose, you will be bound by the tools when choosing. Therefore, we must choose appropriate tools based on our actual situation and based on the entire private domain operation system and marketing strategy. At the same time, traders must have a deep understanding and master the use of tools, so that they can improve efficiency through tools. Only in this way can we say that we are mastering the tool, rather than being influenced by it. So let’s summarize, regarding the ability to master private domain tools, there are actually three points: being able to classify, know how to select, and being able to use OK. In the private domain trader competency model, there are four major modules on business capabilities, and their corresponding 20 sub-capabilities. , everything has been said. I made it into a mind map so that you can understand and master it more intuitively. At the same time, we can also compare this content to understand ourselves. Take a look at what abilities you currently have, and what abilities are lacking and need to be improved. If you need the original high-definition, you can leave a message in the comment area! 3. Private Domain Trader Competency Model: Soft Abilities If you want to be an excellent private domain trader, in addition to mastering professional business capabilities, personal soft abilities are also indispensable! When engaging in private domain projects, the soft capabilities of talents can be mainly divided into five points: The first point: planning and coordination capabilities. Private domain marketing must be regarded as a company-level strategy.

So as a private sector trader, you cannot limit your sights to the immediate area and focus on that one-third of an acre of land. We need to free up our time and perspective, and operate the private domain well through the integration of various resources. Therefore, planning and coordination capabilities can also be regarded as the first element among all soft abilities of private sector traders. The second point: Communication and emotional intelligence private domain operations, in addition to planning from a strategic perspective, are more important in the execution stage. The execution of private domain operations often requires cross-department communication to form collaborative efforts. Therefore, it is essential to have certain communication and emotional intelligence at this time. The third point: review ability As the saying goes: a person’s depth of review of his business and himself determines how quickly he or she grows up. Review is not a summary, it is a deduction and reflection on the process of what happened. Especially for the review of the execution process, from result evaluation to process execution, event deduction is carried out in an all-round and multi-dimensional manner. Then sum up the experience and precipitate your own experience. If you want to know how to conduct an in-depth review, you can follow my official account, which has articles explaining it in detail. Point 4: Although the private domain of self-learning and growth is very popular now, after all, it is still a new thing, and the entire field has not yet formed a universal methodology! It requires all of us operators to combine their own industries and businesses and work together to continuously explore! Therefore, as a private sector trader, you must always maintain your enthusiasm for learning and your curiosity about new things and new ways of playing. And can discover more efficient methods from it. The last point: The reason why private sector talents with stress resistance are so popular in the recruitment market is that their basic salary can outperform the market! In addition to the popularity of this field, it actually shows that not everyone is qualified for its threshold! As the so-called great responsibilities will be entrusted to people by heaven, they must first work hard and work hard. The pressure that private domain operators need to bear is conceivable! Moreover, in the field of operations, we all know that no matter what a person's previous results are, no one can 100% guarantee that he will do well the next time! Luck exists in any field or industry! The reason why we operators have to spend so much time and energy studying, improving ourselves, and doing everything carefully and meticulously is to make the result as controllable as possible and reduce the proportion of luck as much as possible. Proportion.