A community is a group that brings people together based on one point, demand and hobby. It reduces advertising costs, search costs, and exchange costs by establishing trust relationships between group members. QQ, WeChat, and corporate WeChat are all carriers of the community.
Linkers and people: Concentrate your potential customers and seed users. Linkers
and information: Related information released in order to achieve the final conversion. Linkers
and products: The most direct product information release
The "community operation" we are talking about now refers more to an operation tool that "reduces customer acquisition costs and increases conversion rate": attracting seed users + maintaining core users + continuous maintenance of community operations + demand conversion.
That is, accurate potential customers, proper operation, and demand transformation.
Then many small partners here will have questions, why do we have to do operations based on corporate WeChat. I think there are a few points that must be shared.
One is that WeChat is not built for enterprises to serve customers, but enterprise WeChat is built for enterprises, and will not be blocked for normal use and services;
second, enterprise WeChat and WeChat are interoperable, and enterprise WeChat can directly add customer WeChat to establish strong contact with customers; It can also show customers professional avatars, real-name certifications, and company names. The external image is more professional, which can quickly win customer trust;
third, use corporate WeChat, after corporate verification, you can add 50,000 customers, and you can apply for expansion after reaching the upper limit. . Millions of companies have added and served more than 250 million WeChat users through Enterprise WeChat. This is the data released by the company's WeChat team in May. This number is rising rapidly every day.
Fourth, in the enterprise WeChat, customers are the assets of the enterprise, services are not interrupted, and customers are not lost. When an employee leaves, the customer cannot be taken away after leaving. The enterprise can also arrange for other employees to continue to provide services, and the group can also be transferred to the incumbent. Employees; the biggest advantage is that customers no longer need to add replacement employees as friends, and they are automatically transferred.
Fifth, enterprise WeChat provides a wealth of community operation tools, including quick replies, product catalogs, live broadcasts, customer tags, chat sidebars, welcome messages, group postings, etc.;
sixth, enterprise WeChat has always maintained an open ecology, open interfaces, and It is also continuing to open up more capabilities to help companies better serve their customers.
Of course there are more benefits, not to list them all.
What is the purpose of building a community?
The positioning of the community must have a common purpose, so that everyone can work together in one direction!
Such as: selling skin care products-the purpose of establishing a group is to let everyone become beautiful with me; selling fruit-wanting everyone to eat fresh and convenient fruits every day; selling furniture for daily use-wanting to give everyone Provide a group purchase welfare community
So how do we position the community?
Positioning is the baton for the development of a community and the first step in the establishment of the community.
1. Identify user portraits
The most important thing in the positioning of the community is fans and products. The community is actually the link between products and fans. Understanding the community starts from these two aspects. Only by understanding what type of people fans are and accurately positioning these people can the community be accurately positioned.
2. Identify the pain points of user needs
Know what your users really need, find the pain points of user needs and further upgrade your products and services.
3. Carry forward your own advantages at the same time
What advantages you have, what problems you can help your users solve, and help them analyze the reasons, etc. These are the prerequisites and basic conditions for accurately positioning the community.
The community can be roughly divided into four types: activity group, service group, sales group and core group.
1. Event group: quickly gather a batch of new customers, improve the effect of the event, and harvest a batch of new customers.
Features: Attracting a large number of customers in a short period of time, launching special promotions within the group, and having obvious preferential features, which helps the brand to focus on exposure and let more users understand the brand. Operating costs are low and marketing attributes are strong, but users are joining the group because of benefits, and it is difficult to form a strong understanding of the brand, and it is also difficult for users to settle down.
One of the characteristics of the activity group is that the group is built quickly. He is very active during the activity and can build the group through the benefits of the activity, and rapidly develop a group of new customers and seed users. During the event, you must frequently push event information, the purpose is to allow more customers to enter the group and quickly participate in the event.
After the event, many event groups will be silent. Before this time node, they must be prepared. For example, some active customers who participate in the event must have a good impression of the brand, and they must be converted to a deeper community in time. Go inside to serve.
2. Service group: long-term service, training regular customers, and playing style suitable for low-frequency and high-priced brands.
Features: A community where the brand provides services and dialogues for customers, outputs content, and businesses in the group subtly influence customers and promote customers' continuous consumption. The service exchange group focuses on cultivating customers' awareness of brands and products, cultivating refined target customers, enhancing trust, and preparing for the next transformation.
For example, students who have paid for courses in the education industry can actually enjoy the services of attending lectures and consulting tutors when they join the group. They can also communicate with each other. They have a common topic to keep such a group active.
One purpose of the community is to give customers a better service experience. After a period of service and operation, it can increase customers' loyalty to the brand and cultivate one of our regular customers.
The focus of operation is actually to establish a good employee or a good brand image through some standardized services, intentional interaction, etc., and recommend more services that users need to further monetize. These are actually more suitable for low-frequency and high-priced brand games. of.
3. Sales group: push promotion news, fast transaction, and the play style is suitable for high-frequency and low-price brands.
Features: Strong marketing attributes, activate customers through marketing messages, and complete the realization of monetization.
Sales group is more suitable for some brands with high frequency and low price. Brands can push some of its marketing information, for example, I want to sell some retail products, or I want to promote a promotional event. You can build such a community and pull some customers with the same needs into the group. The purpose of the group is to allow the brand to send such promotional information all the time, and it can also activate customers to place orders.
The source of these customers can be offline stores or online shopping malls. These customers themselves have a relatively high loyalty to the brand. When setting a threshold for entering the group, it will be slightly lowered to make it more convenient for them to enter the group. Let the community become a platform that can continue to activate customers.
Need to cultivate some post-consumption habits of users, such as posting orders in the group after get off work, activating other customers, and making purchases; or forming a habit.
For example, if you consult the store manager or the shop assistant to place an order, this can also help maintain an active community in the community.
The users of the sales group can also come from the service group. For example, the after-sales service service group converts some customers with high loyalty, which are all target customers in the sales group. These customers who have a good impression of the brand can have a further experience Or consumer products, then a more in-depth transformation will be carried out, so that customers who consume high-frequency and low-priced products can also be slowly transformed into high-frequency and high-priced customers.
4. Core group: The brand will circle high-quality users with strong consumption power and appeal to provide exclusive services to the core customer group. The brand will circle high-quality users with strong consumption power and appeal to provide exclusive services.
Features: An enhanced version of the brand conversion group, which provides exclusive services, and is characterized by focusing on service and experience.
The core customers can be precipitated from the brand conversion group, and the operation staff selects high repurchase consumers and highly active consumers from the conversion group. In addition, in low-frequency and high-priced consumer scenarios, user types are more vertical and accurate, and the concentration of core customers will be higher. The operating characteristic of the core customer base is to emphasize service and experience, provide exclusive services for each core user, provide high-quality, high-quality services, provide one-to-one or many-to-less services, and organize member activities on a regular basis. As high-end customers, these users have very high satisfaction thresholds and have higher requirements for professional services. To build a core customer base, an enterprise also needs the ability to accept this part of customers.
This part of the customer has a considerable rate of return, and the higher the stickiness, the more value growth it brings to the company.
For example, Zhenai.com, they will establish a core group for member customers, and refined operations. The threshold for their core group is that customers who purchase a package of at least 10,000 yuan can enter the group.
At the beginning of the establishment of the group, the first thing to do is to clarify the community positioning, determine the goals and specifications, and operate and maintain according to the goals and group positioning. Secondly, when creating a persona, the group owner or group assistant must have a clear division of labor positioning, and create their own persona based on the positioning. For example, operating personnel and after-sales service personnel in the group are two different types of personnel. The third is to unify the group name, such as the xx welfare group or the xx activity group. The group name must reflect the core positioning of the community and the purpose of the community; fourth, the group must be classified, and the customers with the same label must be drawn to In a group, such as mother and infant customers, we are all drawn to the mother and infant group.
Mentioned the creation of personal settings above, so how should the group leader or group assistants create the personal settings. The first is personal external information, corporate WeChat personal information, with its own corporate brand certification, to enhance user trust; we take the first picture above the ppt as an example, you can see the other party's company and real name. Let customers see who is serving me, provide identity credentials, and user trust is the prerequisite basis for determining whether users can stay in your customer base for a long time. The second is the external information page. You can see the external information page of the service staff, linking the mini program online mall to facilitate store sales; you can also link to the company's official website, so that users can quickly understand brand information.
A good personality can shorten the distance between users and the brand. Creating a warm brand personality is an indispensable part of community operation~
Okay, that’s all for today’s sharing. I like to pay more attention to it, and it will be updated in the next issue. Wonderful~