Social marketing practice: starting from 4 aspects

This article will discuss in detail how community marketing should be done from four aspects: community goal setting, customer guidance, content output, and activity conversion .

When it comes to social marketing , I believe everyone is familiar with it.

Some platforms perform well and are very successful in attracting new customers , promoting activation and conversion through social media marketing; but some platforms not only have no effect, but also waste a lot of manpower and time costs, and ultimately come to nothing.

How can we do social marketing well? Today's article is to share with you the key points and details of social marketing, I hope it will be helpful to you!

As early as the QQ era, social media marketing has been widely used; and in the mobile WeChat era, most companies have carried out social media marketing promotions , but only a few have been able to achieve results. There are many reasons, such as: industry attributes, marketing selling points, execution, team cooperation... Therefore, when doing social marketing, you need to consider many aspects to achieve the desired effect~

The following is a summary of social marketing from the perspectives of community goals and decomposition, customer orientation, content output, and activity conversion:

Before doing social marketing, you must first clarify a few issues:

• Where are the target users ?
• What are user needs?
• How to meet user needs?

Take the Internet finance industry for example, where are their users generally located?

The answer is definitely high net worth individuals, so how do we find this group of people?

This group of people must include those who own houses and cars (distributed in real estate developers or 4S stores), salaried workers (distributed in high-end office buildings), senior executives (distributed in industry associations), community owners (distributed in major communities), etc.

After finding the target group, the next step is to understand whether they have financial management needs? If so, what issues would they focus on? Frequently asked questions such as: Are financial products safe? Is the profit high? Is the experience good? They all receive more attention.

Before attracting traffic , you have to think about how to answer these questions, eliminate all their doubts, and finally present them with a product that exceeds their expectations, so as to impress them.

The following is a sharing from the aspects of community goal setting, customer orientation, content output, and activity conversion:

1. Community Goal Setting

1. Setting goals is the first step in community marketing. You need to clearly define the number of communities to be built, the number of people in each community, the number of cycles to maintain accounts, and what performance to achieve.
2. How much it will cost to achieve the set goals, including labor costs, customer acquisition costs, equipment costs, gift costs, etc.
3. After determining the above goals, we need to solve the problem of how to acquire customers in the community? How to retain ? How to interact? How to convert... The following will specifically talk about how to divide the work by modules to achieve maximum efficiency.

2. Customer Guidance

Attracting customers is the first step in social marketing, so let’s start with the preparation for attracting customers.

In order to avoid the risk of account suspension, the recommended method of attracting customers here is a semi-manual and semi-machine method of raising accounts and adding friends. Although the operation is relatively complicated, the safety factor of account suspension is very low and it is easy to manage.

1. Preliminary preparation

1. Determine the number of staff members to guide customers and equip them with a corresponding number of marketing mobile phones (with location-based and friend-adding functions);
2. Purchase a corresponding number of mobile phone numbers based on the number of WeChat accounts that can be logged in by each marketing mobile phone (to facilitate registration of WeChat accounts);
3. Set a different avatar, WeChat name, and signature for each WeChat account (personalized and eye-catching);
4. Prepare content to be posted in batches , preferably in the form of pictures and texts (mostly based on real life scenes);
5. Prepare scenario scripts for adding friends (to facilitate finding topics when adding friends).

2. Account maintenance

For example, if the customer guide team consists of 10 people, then each person can be responsible for 3 mobile phones, and each phone can have 1 number, which means there are 30 WeChat accounts (as long as these 30 WeChat accounts are carefully maintained, it is already very good~). What you should do in the first three months is to maintain your account. Don’t rush to add friends (you can add some people you are more familiar with).

The daily tasks of maintaining an account include:

• Follow 1-2 WeChat public accounts every day (authoritative and credible ones are given priority)
• Update 1-2 Moments from time to time every day
• Read 3-5 WeChat articles every day and forward them appropriately
• Open WeChat payment and interact with familiar accounts by sending red envelopes
• Join 5-10 WeChat groups and interact with group members and WeChat friends

3. Add friends

• Limit the number of friends you add to 5-10 people per day and avoid frequent additions.
• Add and interact with each other as soon as possible
• During the time of adding friends, the above account maintenance work is synchronized

4. Build a community

• In the third month, you can create a WeChat group, and the group owner is the official customer service of the platform.
• The group names are mainly based on entertainment and relaxing themes, such as Urban Life, Legend of Le Tu, XX Corner... (When time is ripe, the name will be changed to the official group of the platform)
• Find water soldiers to liven up the atmosphere
• After interacting with each friend for 1-2 months, you can recommend them to join the corresponding group. Each friend can only join one group.
• Invite friends to join the group by creating a new group when the group is full. Invite friends to join the group at a fixed time, publish group rules, and send appropriate red envelopes to guide the group.

3. Content Output

1. Morning News content output

• Released at a fixed time every day, such as at 9 am every day, by the group owner
• Standardized format, such as reporter, time, and word limit for each article
• About 10 real-time news reports from home and abroad, sent by the group owner
• The water army interacts and discusses to attract the attention of other members

2. Output of real-time hot topics for thematic groups

• 2-3 controversial topics are posted at irregular intervals every day by the group owner
• Send red envelopes from time to time to liven up the group atmosphere
• The navy cooperated to respond to the topic
• Set up a quiz with prizes, and give red envelopes to those who answer the questions correctly

3. Public account recommendation

• Promote the public account of this platform and select articles related to the group to post
• Use other types of public account articles as a supplement, so as not to make group members feel that you are always pushing advertisements
• Mainly articles on industry hot spots, social hot spots, focus events, and life encyclopedias
• Set up a public account to receive red envelope rewards, and guide registration to receive

4. Live class output

1. The live broadcast planning team plans the live broadcast cycle and theme, which should be attractive enough;
2. Pack a good team of live lecturers, including at least one famous lecturer;
3. Promotion through WeChat Moments , with the WeChat QR code of the group owner attached to the promotion picture, which is forwarded by all internal staff;
4. Public account tweets are promoted and all internal staff forward them;
5. Set up an interactive question-and-answer session with prizes at the end.

The purpose of content output is to promote community activity and increase user stickiness; allowing group members to learn and gain valuable content, so as to retain users, which also paves the way for subsequent activity conversions.

4. Activity Conversion

The prerequisite for activity conversion is to have a certain understanding of the user platform and to carry it out without exclusion, otherwise it will be counterproductive.

Of course, at this time, the group name has been changed and associated with the currently operating platform. Groups with higher stickiness can be directly changed to official customer groups. With a potential customer base, the chances of success in event promotion and conversion will be greatly improved!

Through the preparations in the previous steps, the users in the group have a certain conversion foundation in terms of the group's positioning, content value, and platform awareness. There are a few points to note for activity conversion:

1. Because the members of the group are basically non-platform users, the activities should be targeted at new users;
2. Activity planning should analyze the needs and attributes of community users, and activities should try to meet the needs of users;
3. The marketing selling points of the activity must be strong enough to impress users and make them unable to refuse;
4. The activity should design an invitation-reward selling point to make it easy for group members to share and achieve user fission;
5. The maintainer of each group is responsible for the conversion results of the activity in order to enhance the promotion and execution of the activity.

If you want to achieve the ultimate in social marketing, there are still many details to consider. Every link and matter needs to meet the user's needs in order to impress the user.

Well, this week’s sharing ends here. Friends are welcome to leave messages and communicate. I look forward to your valuable suggestions!

Source: Minghang Operations