During the epidemic, social marketing was very hot. Many companies are actively trying to do social marketing. After that, the community has become the focus of people’s attention. There are also many topics discussed around the community. Do large companies want to do it? The community, after the epidemic, is it necessary for the community to continue to do so? Is it necessary to maintain the existing customer relationship or bring the goods into cash through community marketing? How long the life cycle of the community is, etc., to do a good job in community operations, should Master these questions first
1. What is a community
First of all, we must first understand the community. In recent years, the community has relied on mobile social methods to bring more effective information to the public. It is an online social mode organized by a group of people. They may be for a certain common value. , The mutual benefits are gathered together. But not all groups can be called communities, the communities need valuable output
It is the most common way to build a community based on WeChat or corporate WeChat. It has the functions of Moments and Group Chat, but it is not limited to WeChat, such as Tieba, Douban, Station B, Live Broadcast, Weibo, etc. It can be used at present. The method has the characteristics of large number of users and long duration. However, the Internet-style social mode has no threshold and everyone can do it. More and more companies gather users on social platforms for centralized operation.
2. The main value of the community
From a marketing perspective, the three most important values of the community: connection, communication, and monetization
Regarding connection, companies now need to use all means to establish a connection with users. Only with a connection can they continue their marketing activities. There are usually three methods: technology, content, and community. How many users can the community connect? Theoretically speaking, you can connect all users. Offline stores can do "shop" + "community", and use groups to establish connections with customers. Internet companies are more convenient. Use "private chat" + "community". Ways to win the trust of users. After establishing connections with all target customers, marketing activities will gain greater value
Regarding dissemination, community has now become the main mode of dissemination. Around community dissemination, more effective forms of dissemination such as KOL and KOC have emerged. Dissemination with endorsement will have more influence, be trusted by relevant groups, and Can influence consumer buying behavior
Regarding bringing goods, more than 80% of the group’s ultimate goal is now to sell goods for cash. The community can be defined as a new market where buyers and sellers exist to promote the commercialization of the community. Many businesses are now using WeChat, Xiaohongshu and other social platforms to make conversions, mainly to promote social delivery
Third, the community is different from the community and the circle
A circle is like a WeChat circle. It is a group of people with common hobbies who gather and express their ideas. The community can be born in different circles, which can produce better social activities. The community is a social means, and the circle is only provided for communication. A platform, without personnel for systematic planning; and a community is a geographical concept, the people in the same range form a community, and it is just a platform for communication
Four, shop + group
Retail stores generally adopt the "shop" + "group" model. Communities can connect users and businesses, and remind users of businesses through the output of content. Communities are the simplest and lowest cost way to manage customers, at least it can Play the role of publicity and dissemination. Various forms of promotional methods can be carried out in the community, such as group grouping, spikes, lucky draws, etc.; online + offline models can also be used to pick up the goods in the store, which increases the customer flow of the store. Volume, it will also increase the turnover of offline stores
5. The value created by the community lies in the operation of the community
Although many companies are now doing communities, they have not found a way to really do communities. They still stay in the group, announce the content of the activities, and wait for customers to make their own conversions. They have not studied how to do well in the community and operate the community. Did not spend too much energy, did not carry out systematic organization and planning, and did not have a systematic operation system
The company must integrate itself to position itself, determine what the content output in the community is, what value it provides to users, formulate an operation plan that meets its own, output various forms of marketing activities, and do a good job in customer retention And conversion can extend the life cycle of the community
Weisheng·Qiwei Manager is a whole-chain private domain customer operation thinking service tool based on enterprise WeChat customer acquisition and customer operation. It integrates customer acquisition, customer operation, community marketing, conversation archiving, and SCRM. And community operations that effectively help companies acquire users and customers