How to earn 2 million in 7 days through social media marketing?

Let me share with you some of my practical community experience from last year and this year.

I also have some social network traffic. My personal WeChat account has about 2,000 groups, and I am the group owner of about 200 groups. But I am thinking about a question: are these groups useful? How many groups do we need to accomplish something successfully? Can we as a group make things bigger, and how big can we make it? I have been dealing with these issues for 2018 and 2019, and have run many cases of community fission and community marketing, and have taken on many community projects with strong operations and strong monetization. For example, Youpin Youyu mentioned just now, and the series of 1.0 and 2.0 offline children's photography store cases that I will share today.

I found that we don’t actually need too much traffic, too many groups, or too many people. There is a saying that goes "It takes three to five people to accomplish great things, and thirty to fifty people to accomplish hegemony." In fact, many people in the operation circle are pursuing quantity, not conversion and average order value. If we can do a good job in conversion and average order value, then we really don’t need too much fission and too much traffic.

What I am going to share today is a point in community marketing, called community group buying .

Many friends have come to ask me that they are unable to make a deal in the group, or many people are just waiting and watching. This is a problem that troubles many people.

Data shows that in a typical seven-day product sales campaign, users contribute 25% of sales in the first hour, 50% of total sales will occur within 24 hours, and then sales will decline on the second, third and fourth days. When there are raffles or giveaways, sales will rise again. The sales on the last day will be comparable to the first 24 hours due to the deadline.

We will also find this problem during activities, but we will try our best to avoid the gap in the middle where there is no sales. So we have a term called promoting orders, or forcing orders. Means of promoting sales include the giveaway and lottery mentioned above. In social media marketing, chain marketing and flash sales are very good ways to promote sales.

Today I will share content from several sections and bring you a set of social media sales techniques worth millions. Everyone has just received our SOP information package, which is called Standardized Operating Procedure. If you follow the prompts step by step, you can solve many marketing problems and make up for many shortcomings in thinking.

Secondly, we will perfectly combine the group fission that everyone is familiar with with our social marketing, and then use our fancy social marketing fission to do a second fission.

I will combine theory with cases and teach you step by step how to operate a million-level social marketing project. These cases are all cases I have actually worked on. There are successes and failures. Not every case of social marketing can be successful because there are too many factors involved. But what we can do is to perfect our cases and marketing again and again.

1. Case: How an offline store attracts new users

This case is a typical case of an offline store, combined with our recently popular private domain traffic, circle of friends marketing and community marketing. This is a chain store for children with four branches. The protagonist of the case, our photography shop owner, usually pays more attention to accumulating customer resources, that is, our store clerks’ WeChat. His customers will add the store clerks’ WeChat to select films or make reservations. With this traffic, we have many subsequent possibilities.

But the activities he planned were not so professional, and with fewer and fewer new users, the growth rate of stores slowed down. In this case, they ask us to help them plan another event.

After receiving this case, we started to design a solution. At that time, we came up with four sets of design plans, the main differences being in the tools. First, we had to do user research. What kind of users are in a children's photography shop? Mom. So what bait should we choose? See what the mother likes, right? Then think about it, what kind of tools are suitable for these mothers? For example, should I use the task treasure or group fission? Then after the solution is selected, it needs to be tested.

At that time, in response to the fact that mothers love to get small bargains, we designed several plans, including task treasure, group fission, and flash sale plans. We finally adopted a combination of circle of friends marketing + community flash sale + community fission + lottery. Why did we choose this model? Because a lot of other models don’t work.

Should we let everyone know before the event starts? If you want everyone to know, you have to create momentum. In fact, the most professional way of creating momentum at present is through micro-business, high-speed rail, cash, sunshine, beaches, bikinis, cruise ships, etc. Of course, we as a physical store cannot offer so many things, but what we have is our circle of friends, the trust of the physical store, and the community. We can use the circle of friends and one-on-one private chats to make users feel that we are valuable, interested in us, and then participate in our activities.

So how do we build momentum? First of all, you need to make users feel your value. You are indeed holding a promotion, and your promotion is more favorable than that of ordinary stores, or better than your previous promotions. The second thing is to make users curious.

We can’t just post on WeChat Moments saying what event we are organizing and the details of the event are 12345. Such WeChat Moments and private conversations are meaningless. Because people just scan it and the transaction rate may be 2% or 5%.

Not only do we need to arouse their curiosity, but we also need to make them take action, so that we can find her among so many people and reach her a second time, so we need to guide her to take actions such as likes or comments.

For example, the warm-up for our last event in circle of friends was like this, which first demonstrated our value. Then the second circle of friends allows him to make comments and leave messages. We have prepared dozens of such lines of speech. When we are doing activities, there will be a lot of updates on the scripts every day.

Many classmates are asking, I hardly check Moments now, and those mothers actually check Moments less frequently too, so what should we do? Since she belongs to your private traffic in your WeChat, what can we do? Simply inform him. But we are not simply sending out advertisements. The way we talk in private will definitely make her feel that you are seeking her help.

Do you know who is more valuable to you, a person who has helped you or a person you help? So we need to turn our customers into friends and let them help us. Many Internet celebrity stores grow by raising funds through user crowdfunding and receiving suggestions. They constantly communicate with you and give you suggestions during the development process. And in the process, you also have sponsors and customers. When you seek help from customers, many customers will be happy to help you. In addition, when she is answering your questions or answering your questionnaire, does she also know that you are about to hold this event? Wouldn’t that be much better than just sending out hard ads?

After we let these mothers reply and take actions, we will invite them to join the group for instant shopping when the event starts. So what should we do before joining the group? All these mothers must be labeled. Without labels, you don’t know where the users are.

Then we invite these mothers with labels to the group and let them buy things. We set a time point and announce the content of the event, and soon a lot of orders will be completed because you give her a limited time and quantity.

We want everyone to discuss this issue to create a better atmosphere in the group. The group transaction volume is closely related to the group activity. So everyone remember, flash sales can promote sales, and they are a very important point in social marketing, with limited time and quantity.

At this point, many friends thought the event was over. No, this is just the beginning of the activity. We also need to consider how to acquire incremental users through fission . Next is our tools and strategies.

2. Fission tools and strategies

What are the fission techniques we commonly use?

The first type of group fission is to post a live QR code to the circle of friends, and everyone comes in together. Each group has 100 people, and after 100 people, it automatically switches to the second group. Then there are more and more users, more and more groups, and more and more traffic.

The second one is Mission Treasure, which is a public account QR code with parameters. After everyone scans it, the public account is equivalent to a robot, prompting users that they have to forward it in order to get my things.

The third point is distribution fission, which is profit-driven and motivates users to actively fission.

The fourth is to use some WeChat tools of our personal robot to split personal accounts.

The fifth method is to split articles on public accounts, which is also the oldest and most effective method. What can we regard the official account as? As a robot, you follow the public account and automatically prompt you to forward it, then send back a screenshot, and complete the task to receive the item.

Our long-term fission methods include these five methods. So how do we choose when we carry out specific operations?

In fact, these can be used in combination, but the fastest, most violent and most effective way to join a group is mainly the first one, the group fission tool.

When it comes to group fission, we need to design a group fission poster. We designed many versions of posters, but through AB testing, we found that the lower the format, the better the effect, because everyone is tired of posters, which are reproduced every day, and a group QR code is more direct.

But if it is just a group QR code that can only accommodate 100 people, then we will use this group QR code as a live code. Our final solution is the lowest-level solution, and it works well.

3. How to get fission users to make transactions

With this very low-key poster, we quickly split into about 50 groups within a few days, with 5000 people in 50 groups. Many friends asked, how do you make deals in the fission groups? If he keeps swiping the screen every day, will he still be sticky? Many people don’t dare to make transactions in the group. In fact, I didn’t dare to do that at the time either. Why did you dare to do it in the end? I was forced to do this.

The original demand of the owner of this physical store was to attract new customers, but later during the event, he changed his mind and told me that he wanted to make deals and cash in. We are in a difficult situation, and sometimes the entire project will be scrapped if we make a change. But in the end, by accident, we were quite successful. Why?

After our later analysis, we found that offline physical stores actually have both advantages and disadvantages. The advantage is that they have the endorsement of offline trust, and the disadvantage is that they are limited by their geographical location. We don’t actually need too many people, nor do we need too many groups. As long as he trusts us, we can start directly. If they have a sense of trust, they will forward it, and if they forward it, people will come in. After they come in, we will tell them where we are from. Because we are a physical store, the sense of trust is restored. Therefore, monetization in the group is actually quite effective for offline stores.

Then I will talk about how I completed transactions with our fissioned users.

If you want to know more about our tools, I will give you a set of flow charts I summarized called the Pentagram. Whether it is group fission, task treasure, or personal account, they all cannot escape these points: let users scan the code or join the group or follow the public account or add friends, and then the robot will remind everyone through the group, public account, and personal account that you need to forward it to get this thing, and then the product of his group and circle of friends is our event poster, and the event poster is then scanned by the user for the second time, thus forming a closed-loop fission.

So what was my bait? The bait is actually very simple, just some lottery draws. But our prizes are designed to be more luxurious, and mothers will like them. In Shenzhen and Guangzhou, Chimelong Park is quite famous and the ticket price is several thousand yuan. We take advantage of this psychology of users. Although we are few, we are real offline stores. We use this bait to tell everyone that we can hold a lottery in the group, and if you want to be eligible for the lottery, just forward it. Then 5,000 users joined our WeChat group.

Do you still remember the first batch of users we completed transactions with? To put it bluntly, our first batch of users were our seed users. Only users who have paid us will feel comfortable helping us do it, as long as we give certain small conditions. What are those conditions? We promise to give free meals if a certain number of users are reached in the user group, thus encouraging users to actively forward the posters.

We have a group of seed users who can forward messages for us, and cooperate with group fission tools, as well as our secondary flash sales and lottery activities. Then we have the most transaction data in this community. Out of 100 people, 51 bought the 998 package, which is a very scary thing. The transaction rate reached 51%.

So let me summarize here: we use lucky draws to attract users to forward, and then every night we monetize users through flash sales in the group, and then we use a chain method to count users, prompting them to make secondary purchases and follow the trend. Do you know the secret of our deal?

4. Fancy social marketing fission: secondary fission

The above is actually our 1.0 version. We later discovered that if we added some fancy techniques to social marketing, the effect would be more obvious.

What is fancy play? It's secondary fission. Didn’t we already do group fission once just now? This group fission is carried out on the general users in the circle of friends. So how does secondary fission occur?

When it comes to fancy fission, it is actually taking advantage of a human psychology - the psychology of greed. When we were designing the plan, first, we thought about what gifts we would give when our group reached 20 people, what gifts we would give when it reached 30 people, and what gifts we would give when it reached 50 people and 80 people respectively. As long as the stimulation in the group is appropriate, many users will help us invite their friends to join in group buying and purchasing.

Our fancy group buying is actually divided into two versions. The first version is that we tell everyone all the rewards at once. This has its pros and cons. The pro is that when you give all the benefits to everyone, everyone will feel fulfilled. But many people think it is out of their reach so they won’t do it. But when you send it to users one by one in stages, users will not think it is out of their reach. When you design the number of users properly and they can see hope, they will be willing to take these actions.

So we iterated some gameplay later, and we found that the second method also worked well.

Finally, let me summarize for you our idea of ​​​​million-dollar social media marketing: The first step is to do product positioning, first of all, what do you do. Then do user research to find out who are the users of this type of product? What does he like? The next step is to design the bait. After the bait is designed, our social marketing will first use a flash sale to acquire the first batch of paying users and screen the seed users. Then after the seed users are screened, we let them become the leaders of each sub-group, or let them form a group, and then give them some benefits, and then carry out group fission. If they can't fission, we will carry out secondary fission and delivery.

We will redesign the bait , or use the form of attracting people, or the form of task treasure, or the form of group fission for secondary fission. Then we will add a user lottery session, which is actually both a bait and a tool to activate the group. We will place the user lottery after each flash sale, allowing users to participate in the flash sale first, and then participate in the lottery. When a secondary fission of users comes in, we will hold the flash sale again. In addition, the team leader can be re-elected in each activity. For offline stores, group leader resources are very important.

Author: Private Domain Operation Guide

Source: Private Domain Operation Guide