McDonald’s community operation strategy!

More and more companies are starting to develop their private domains, and communities are one of the standard features for most companies in their private domains.

But we also encountered many problems. In the process of coaching some companies, we found that everyone encountered:

Customers who were lured into the group through benefits did not follow up after receiving the benefits, and some even left the group. Within two days, the group became a "dead group"... As soon as they joined the group, someone posted advertisements. Although they were kicked out, there were still many people posting advertisements...

I don’t know if the customer was blocked after joining the group. No matter I @ everyone or @ the customer individually, there is no response...

At present, the interaction rate of most private domain communities of enterprises is less than 3% - that is to say, after working hard to fill a group with 200 people, there are less than 6 truly active customers, not including those who take advantage of the free shopping and post advertisements. However, at the same time, some enterprises have doubled their performance through communities:

Luckin Coffee has "resurrected" with the help of private domains and used social marketing to promote conversions, turning losses into profits this year;

Baiguoyuan has more than 6 million private domain users, and is thriving in community marketing, with sales ranking first in the industry;

To this end, we have set up a separate column for community operation case analysis. We hope that through the method of experience + case analysis, we can show you how those communities that are doing well are played ~ and what are the areas worth learning from and the mistakes that can be avoided.

I just went to McDonald's today, so let's start with the McDonald's case.

01Company Background

As of June 30 this year, McDonald's has opened more than 4,000 stores in China. Big data shows that McDonald’s main consumer group is currently people aged 20 to 35, and people under 20 years old account for 20%.

McDonald’s private domain strategy is to guide offline customers to online communities and its own apps, retain customers in the form of WeChat groups + membership cards, and then guide online customers to consume in stores through activities such as coupons and membership days. After cross-verification of several information sources, it is estimated that McDonald’s currently has more than 80 million private domain traffic , and the quality of the traffic is extremely high.

Why does McDonald's want to build a community?

First of all, the most commonly used touchpoints for communicating with customers in the private domain are mainly divided into: 1V1 private chat, community and circle of friends. McDonald's high frequency and low average order value can effectively convey information through social networks while reducing disturbance to customers. At the same time, the headquarters will formulate unified community operation rules, and stores will assist in operation and management to achieve cost reduction and efficiency improvement.

In addition, through social networks, McDonald's can push advertising messages to private domain users for free, in real time, and repeatedly. Taking WeChat Moments advertising as an example, if calculated based on the price of about 100 yuan per 1,000 exposures in first- and second-tier cities, McDonald's simply sends a group message to its own private traffic pool, which is a promotion worth 8 million yuan.

02 Community Drainage

If you go to a McDonald's store, you will find that QR codes are everywhere.

From the billboard at the door, the food pick-up area, the ordering area to the dining table, customers are guided to download the McDonald's APP and activate membership cards. The social QR code is relatively hidden and will only be displayed after an order is placed:

After placing an order, customers will be directed to the corporate WeChat group of the store where you placed the order:

1. After placing an order through the mobile app, the system will push the group QR code of the store where you placed the order. The QR code here uses the corporate WeChat group live code function. When there are 200 people, it will automatically switch to the next group to avoid customer loss.

03 Community Division of Labor

McDonald's adopts a dual management mechanism. All activities and daily information within the group are released uniformly by McDonald's grass-roots officials. At the same time, the store's private domain manager will do maintenance, including raffles and prize redemption. If customers have any questions about their orders, the store manager will provide timely answers.

Compared with Luckin Coffee's simple coupon distribution method, McDonald's appears to be more humane.

04Community Interaction

1. Welcome message

When customers scan the QR code to join the group after ordering takeout or making a purchase in the store, it will trigger the automatic welcome message set by McDonald’s, informing the community of welfare information and retaining the customers in the community.

2. Daily Interaction

McDonald’s community operation rhythm is very similar to Luckin Coffee. It releases product-related information to the group at four time periods every day: 8 a.m., 11 a.m., 2 p.m., and evening. It uses the form of text + pictures + mini programs to guide customers to place orders on the mini program or APP.

The product recommendation officer will also release different product information according to different time periods, such as breakfast sets at breakfast time and staple food hamburgers at lunch time, etc., through limited-time discounts + attractive pictures and copywriting to arouse customers' appetite.

In addition, in the private domain disassembly article of Luckin Coffee, we mentioned the multiple-viewing effect. Every time a message is released in the group, it will be pinned to the top. 8 a.m., 11 a.m. and 2 p.m. are also the times when people check their phones the most. McDonald's can be seen every time, which enhances the customer's psychological awareness.

Highlights: McDonald's copywriting usually has short sentences, and the copy published at one time will not exceed one screen. The overall reading experience is relatively good . Basically, customers can know what is said at a glance.

In addition to daily interactions, McDonald's has regular community fun activities around 2 pm every Friday.

3. Game Interaction

1) Roll the dice

2) Let’s find the difference

The Maimai recommendation officer posted a selfie in the group and invited customers to find the different one. Customers can participate in the interaction by simply replying with a number in the group.

The benefits are also very generous, and the first 10 people who answer correctly can receive corresponding community benefits.

Activities such as throwing dice and finding differences usually have thresholds: you must respond within one hour after the activity is launched, and only the first 10 people who respond can receive the benefits. First, it deepens the customer's sense of urgency, and second, it enhances customer participation.

3) Try your luck to get a red envelope

4) Password benefits

Just like Alipay’s password red envelopes, customers can click on the McDonald’s mini program, enter the corresponding password, and receive the corresponding benefits.

Most of the password benefits are snack and dessert coupons, such as French fries and McFlurry. Customers need to go to the offline store to redeem them at the designated time.

5) Emoticon Pack

6) Interactive question answering

The grass-roots official will post a multiple-choice question in the group. The question is designed around the product, and the first 10 people who answer correctly will receive a reward.

First of all, McDonald’s has an endless stream of community activities, and all activities have low entry barriers . Basically, you can participate just by moving your fingers, which increases customer participation.

Secondly, the ultimate goal of all activities is to guide customers to shop in stores by giving out coupons . Especially when the event is held on Friday afternoon, when people go out to play after get off work or on weekends, and if McDonald's happens to have coupons, they may choose to dine at McDonald's, which increases customers' enthusiasm for visiting the store. At the same time, the threshold that the coupons must be used in conjunction with the consumption of any product has also driven sales of other products.

Summarize

McDonald's guides customers to the community through online and offline consumption, and then guides customers to consume in stores through fun community interactions and benefits, forming a complete closed loop.

Have you learned McDonald’s fun interactive gameplay?

What other brands’ social media strategies do you want to know about? Please leave us a message~

Author: Cheng Zhitian

Source: Chengzhi Marketing (yingxiao18)