Teach you how to build social marketing from 0-1 for free!

Users' purchasing behavior has also changed from placing orders directly from merchants to having to participate in the entire process of product research and development, production, and marketing before they will purchase a product.

Xiaomi mobile phone is a typical example. Instead of directly opening a store to sell mobile phones, the company first allows users to deeply experience its products and invest in product development. It then continuously iterates the products based on user suggestions, and ultimately produces mobile phones that truly belong to users.

The successful implementation of this approach has made high-participation, low-cost and high-return community marketing increasingly popular.

So, how can we do social marketing well?

1. Establish platform thinking

In the past, the mindset was product-oriented, and companies only thought about how to improve their products.

However, the world is now a buyer's market, and the quality of products can no longer be a competitive selling point for products. Instead, social platforms based on emotional connections, circle effects, and deep user participation can be more capable of "bringing goods."

Just in March of this year, my friends and I formed a community with the theme of "market", bringing together founders from all walks of life.

After only three months of establishment, the activity rate reached 60%, and in just two months, it generated a cooperative turnover of 1.3 million.

The founder of the real estate company released investment real estate information

Why does this effect occur?

Because we don’t just regard the community as a dry, impersonal, unparticipatory WeChat group filled with spam advertisements all day long.

Instead, it has been built into a real business community platform, which includes cooperation and exchanges between founders, as well as various business solutions provided by me. Sometimes we also go to a founder's teahouse for offline gatherings. These community behaviors are what can be called community marketing.

Therefore, the first step in social marketing is to have platform thinking.

If you form a business community, your community is a "chamber of commerce";

If you build a product community, your community is a "shop";

If you form a learning community, your community is a “private school”;

We must never view social media marketing as online sales or WeChat sales. Thinking about social media marketing based on one point will definitely belittle the value of social media marketing.

2. Establish community positioning

Positioning is the marketing method to “win the competition”, just like the North Star in the dark night, giving you a clear direction.

In today's era when everyone knows about social networks, positioning is no longer a problem. However, if you want to do a good job of positioning, the most important thing is to fully consider these three points:

1. Market environment

The first step in positioning a community is to find the “blue ocean” area of ​​the market.

We can judge the market prospects in advance by paying attention to the speeches of top people in the industry.

For example, the concept of "private domain traffic" was proposed by Professor Wu Xiaobo in early 2019. Since the concept was proposed, private domain traffic has become popular in the Internet circle.

Wu Xiaobo talks about the three major business model innovations in 2019

2. Personal factors

If you want to build a social marketing platform, you also need to understand what your interests are? What are you good at? Where are you willing to spend your energy?

For example, if you like to learn dance, you can consider creating a dance community; if you like to learn business models, you can consider creating a business community.

3. Competitors

Competitive products are also something we need to fully consider when positioning ourselves.

If the competitor is too strong, the new community will have no chance to break in. Therefore, you must always pay attention to the competitors, find the niche areas that the competitor community has not paid attention to, and then enter from there.

3. Establish an operation system

Establishing a good operating system can help you save half of your marketing costs.

Because when you operate well and users have a strong sense of participation, no matter what products you sell in the later stage, users will support you.

So how should we build a good operating system? There are three directions we need to consider:

1. There should be a spiritual leader in the community

A spiritual leader is a leader who leads everyone towards their vision and realizes their dreams.

A community can only be stable in the long run if there is a community leader, such as Lei Jun of Xiaomi and Luo Zhenyu of Luoji Siwei.

What kind of person can serve as a spiritual leader?

At the very least, they should be able to output content for a long time, be willing to spend time with users, and be able to output positive energy, positive values, and knowledge that is in line with the theme of the community.

This is also why Luo Zhenyu, the founder of Luoji Siwei, used to send 60 seconds of audio every day, but now has daily audio updates on Dedao.

2. There should be an institutional framework in the community

The institutional structure of the community must be taken into consideration at the start-up stage to ensure high activity of the community.

If you want to build a community, you need to establish these three systems:

• Social sharing mechanism

Consider whether to invite celebrities to share regularly? What topic to share? Do community members generate UGC content, or only send PGC content?

For example, Dedao only produces PGC content, and all knowledge content generated within the community is shared by professionals.

• Community Rules and Regulations

What is the user notification system? What are the group rules of the community? What are the rules for inviting people to join the group? These issues all need to be considered by community operators.

For example, if we want to share business cases in the community, we need to inform fans in advance and research the business case materials of which companies in advance;

Secondly, there should be clear group rules to inform users what information can be posted in the group and what information cannot be posted in the group, such as advertisements and external links.

Finally, you need to tell the community fans what the rules for joining the group are. Is it an invitation system, where members are invited to join the group; or is it a payment system, where new members need to pay to join.

• Community Incentive System

Now, whether it is community fission or community distribution, community incentives are used to stimulate community members to participate in community activities.

For example, poster fission is to motivate, attract new users and activate users through knowledge resource packages, courses and services.

There are also many rebate incentive models commonly used in social e-commerce, which motivate users by providing different rebate ratios for users at different levels.

4. Promotion of community

There are too many communities now. If you want to grab users' attention, you must find ways to activate the communities. So, what methods can be used to activate the community?

1. Community activities

Online and offline community activities are the most effective way to activate communities. In the initial stages of development, many communities rely on irregular activities to activate the communities.

At present, the main offline activities are:

• Course activities, regular sharing of courses
• Roadshow activities, regularly provide roadshow opportunities
• Entertainment activities, regular outings to nearby suburbs

There are many forms of online activities, including: H5 content marketing activities, mini-program games and fission poster activities.

2. Community Topics

Without topics, users will not feel involved. Without a sense of involvement, users will not be willing to follow you, so we need to regularly organize community topics that everyone is interested in.

The design of community topics should meet user needs and provide space for discussion.

For example, a while ago, a very hot topic was discussed in the community: Should young people buy a house? It activated many dormant users to participate in the discussion of this topic.

3. Community benefits

It is said that life needs small happiness, and in the community we should also provide small surprises to community members.

For example, as a community builder, you can share resources and discuss topics in the community;

You can also summarize the topics and send them to your friends in the community as a benefit;

You can also send red envelopes to your fans during festivals, or take one day every month to celebrate the birthdays of community members who have birthdays that month;

5. Construction of marketing system

The early preparations are for the final marketing transaction.

Social marketing is a complete system, from user contact to interest, to trust and finally to ordering, each link is closely linked.

First, make users interested in you.

For example, it can provide unique value, or products that far exceed user expectations, or a business model that the company needs.

Secondly, it is the creation of a chain of trust, which is the power of community transactions.

In traditional enterprises, once a customer comes, there will be no further links. However, if you do a good job in social media marketing and build a chain of trust, no matter what product the user buys in the future, the first thing they think of is you.

The establishment of a chain of trust is, on the one hand, the creation of a personal brand. You need to have a personal brand that stands out and has a distinct personality.

At the same time, you also need to set up a very simplified community transaction process to allow users to go from being interested in you to completing a transaction without any concerns.

For example: when users scan the code to pay, the path is clear enough, users can recognize their purchase path at a glance, payment is smooth, and there is no need to enter various verification codes before payment.

Finally, after placing an order, we must provide good post-service. The community is not a one-time transaction, but a transaction method with a high repurchase rate.

Therefore, if your community fans encounter problems in the future, you should help solve them in a timely manner. When you help solve the problems, you are also strengthening the chain of trust and paving the way for the next marketing.

Author: Operation Publicity Xiao Leilei

Source: Operation Publicity Xiao Leilei