Practical review: A practical social media marketing plan for automotive products

This copy may make readers wonder: "Is giving gifts like car towels ineffective?" First of all, I learned that this store only gives out gifts during promotions and not at other times. Secondly, in order to increase the adding rate, special emphasis is placed on "strong water absorption and no lint shedding". This is also a better use of the "I am better than others" method. From the user's perspective, there are usually no gifts, but this time we also give away a "strong water absorption and no lint shedding" car towel, which is just right to replace the current lint-shedding one. You should know that car towels are usually given by merchants when users buy car supplies, and their quality is not very good.

Name:

Telephone:

City:

Model:

Some readers here may ask, wouldn’t it be better to simply transfer the user information from the e-commerce platform? Of course this can be done, but the workload from finding users to adding user information is very large. At the same time, the advantage of pushing information in this way lies in the official sense of ceremony. Users will basically receive the information above because they know that merchants also know this information.

After the user provides the information, the customer service will search the data exported from the e-commerce platform based on the phone number provided by the user and mark the user as having added WeChat. Put the information provided by the user into the description column of WeChat, and classify the labels according to the user information, such as: city, gender, age (needs guidance), car model, purchased products, expiration reminders, and whether there are sales channels (needs guidance). The reason why we need to create labels is, on the one hand, to let user operation and maintenance personnel know what kind of people are suitable for recommending what kind of products. The ultimate goal is distribution. Another important reason is to tailor social marketing to each individual. Take note: Not every post you make on your Moments needs to be seen by everyone!

2. Add a reply

After the label is completed, it is time to say "strongly absorbent and non-linting" for the gift. The user operation and maintenance staff must make it clear to the user here that the gift will be mailed together with the next purchase of any product. The reason for doing this is to reduce unnecessary shipping costs and secondly to prompt users to buy. After you say this, some glass-hearted users will directly block you. This time, the company has blocked more than 100 users, and the total number of users is less than 1,900. It is not a big deal. Such users are not suitable for social media marketing. Ps: How to reduce the number of blacklisted users depends on how the user operation and maintenance post communicates with users.

(III) User maintenance

The next step is how to manage these 1,800+ WeChat users. Here I would like to share with you the “five methods” for managing the content in Moments.

①. There is a limit on the number of Moments. The initial circle of friends during the registration period is necessary, and they are mainly about some vehicle maintenance knowledge, with no more than 1-2 posts a day. There will be an increase in the later period, but it will not be more than 5-6 in a day.

②. The timing of push is important. Regarding the time of push notifications, the opening rate of Moments has dropped significantly. If you want valuable content to be read by users, you must push it at the time when users are most likely to open WeChat.

③. Content needs to be continuously output. The content output of the Moments needs to be continuously updated, and you should not stop posting on certain days. It is recommended that the company has a dedicated person to be responsible for the copywriting planning of the Moments and the user operation and maintenance post at the same time.

④. Hard advertising is not as effective as soft advertising. Readers are very clear about this point, but real soft advertising is not written in obscurity. This is where the copywriting position comes into play. The standard is the number of user inquiries after a piece of copy is sent out.

⑤. Hot topics and creativity are essential. Hot topics and creative ideas are meant to attract users' attention. It’s just like the recent release of new iPhones, where major brands incorporate them into their product promotions.

After briefly talking about the content of the Moments, let’s talk about the “five methods” of user maintenance .

①. Be sincere when liking and commenting. You need to distinguish between occasions when responding to user comments and likes. It's time to test your emotional intelligence. You must know that this is a plus for user operation and maintenance positions. When your brand name appears, users know who you are. In the long run, users will pay special attention to you. Once they have purchasing needs, they will naturally think of you.

②. Be cautious when sending group messages. Many people who do social media marketing send group messages every day, which is very irrational. Otherwise, you will turn the good things you have packaged with great difficulty into a real marketing account. If you are blocked at this time, it will not be worth it. Group messages are usually for major promotions and holiday greetings (please choose a good time to send holiday greetings, don't be drowned!)

③. Regular cleaning is necessary. Generally, a good WeChat account can add 5,000 people, but is it really good to add so many people? The WeChat account mentioned above has no more than 2,000 followers. Generally, when companies do social marketing, they control the number of followers to 2,000-2,500. This is to avoid losses due to account blocking caused by operational errors, and to allow the circle of friends to be seen by all users. Once the number of followers exceeds 3,000, it will affect the reach of your circle of friends, and some users will not be able to see it.

④. Timely response is important . Because of your focus, you can make users feel that you are attentive enough. When packaging the WeChat account for the company, you position it as the store VIP exclusive customer service. As long as you purchase, you can get VIP exclusive customer service, which is just one of the membership benefits. The future of e-commerce will not only require us to have what others do not and be better than others, but also to be able to provide thoughtful services. This will make users stick with you. If you don’t have stickiness when doing social media marketing, then you need to reflect on it.

⑤. The membership system should be sound. The membership system is determined based on the monthly purchase amount of the user, and the standards are not made public here. The more you consume, the higher the level will be. The purpose is to increase the company's sales. After purchasing windshield washer fluid, users can also buy engine oil, antifreeze, interior decoration, etc. By inviting purchases, they can also get cash back and maximize the use of traffic. On the other hand, in order to be able to find those users who have offline channel resources and know their own sales channels, I heard an agent say this during a discussion meeting: "Take branded motor oil as an example. The performance of the product itself is similar. It doesn’t matter which company’s product I promote. In addition to considering profits, I will also consider the brand’s service to agents." If you can maintain it well, you can grab the traffic of your peers!

4. Social Marketing O2O

After two months of online community marketing, the total transaction volume of more than 1,800 people (because the process needs to be optimized, no more friends are added) is the same as the previous sales volume of 3,000+ people of the e-commerce department. The company successfully completed the first phase!

Everyone can see the gains from the two months. It is fulfilling enough and I have learned a lot of things that I have not learned before. The online system has basically been formed. The user operation and maintenance post only needs to provide feedback to the operations director , who will then optimize it. In case of emergencies, they will be resolved according to the plan. While employees’ enthusiasm for this stage has not yet faded, seize the time to develop an offline community marketing system.

How to carry out the second phase of offline community marketing? Since offline community marketing has not yet been truly implemented, only simple sharing is provided here.

Offline community marketing adopts "online feedback area, single population positioning" .

Online feedback areas refer to selling goods through online channels and finding county-level units with high sales. The reason for choosing county-level units is very simple. The permanent residents basically have low-level titles, and there are many people around them who have cars. Word-of-mouth marketing and spreading in the circle of friends can have obvious benefits in a short time.

Single-group positioning refers to focusing on car owners of a certain model. The company used data to show that a county-level unit focused on the Volkswagen POLO and established a local car owner club WeChat group .

When targeting a single group of people, you should specifically explain to readers that these people are all from the local area. The participation in establishing a community is very high and the maintenance cost is relatively low. Because the common attributes of this group are "locals" and "same car model", they have more topics to talk about with each other.

A county town is actually not very big. As long as the sales staff see the POLO model, they will put up their business cards. This business card is different from ordinary business cards. There is no product on it, only the WeChat of the POLOxx County Car Club and the county-level agent. The purpose of doing this is to attract the attention of the car owner.

Who is the group owner of the POLOxx County Car Owners Club WeChat group? It is the headquarters’ WeChat account. You should know that it provides very reliable data for the head office to plan the market, conduct market research, and optimize products, which will lead to more monetization possibilities. This is self-interest .

What is the role of the county agent? It is the administrator, because local agents are more familiar with local conditions and can find topics more easily. This is also a way to increase the profits from in-store maintenance and repairs and enhance local competitiveness. This is to benefit others .

The community operation position in the group is to assist the administrator in event planning and help the administrator sell more products, thereby achieving his own commission performance. This is for the benefit of employees .

Users in the group can obtain benefits that they don’t know about in normal times from the WeChat group, enjoy services provided by “acquaintances”, and most importantly, they can meet some friends and participate in offline activities . This is for the benefit of users .

Once this method is successfully tested, car clubs for other models will be established. Whoever grabs it first in the local area will get to eat the meat first. Those who want to eat the meat later will have to compete with each other in terms of service and marketing. This is a strong replicability .