How to do social private domain marketing well?

In 2021, more and more large companies will deploy private domain communities and corporate WeChat. Many companies, including Baodao Glasses, Bosideng, L'Oreal, etc., have made communities and corporate WeChat their standard configuration.

Many people who want to start private domain community operations don’t know how to operate their own community system.

Many people will ask me before starting a community: Teacher, I want to build a community system, what should I do?

At this time, they are often not clear. If they want to build a good community private domain system, they must be clear about what they want. Here, I often ask a lot of questions to clarify and help him sort out his own community operation system and methods.

Below, I have summarized the problems I often encounter and the questions I would ask. I will use these 6 questions to teach friends who want to start a community how to build their own private community system from 0-1 .

1. Why am I doing this?

From Tencent’s 2020 performance report, we can see that the number of WeChat users has now reached 1.225 billion.

This huge number of users means that our community operations and private domain traffic have become standard features that a company, a store, or even an individual must have.

However, major companies are in urgent need of talents in community operators, user growth, and private domain operations. In such a market situation, people who know how to do community operations and private domain traffic will definitely become popular.

For the company, the layout based on the WeChat ecosystem includes but is not limited to building communities, and even the search matrix and video account construction.

Many companies or bosses already have a strong awareness of why they should do something, but in the case of service projects, I find that many people who want to do it do not have a clear goal. At this time, I will ask the second question.

As the ancients said, make plans before taking action.

When doing something, you must have a goal. It is very important to clarify your goals. When doing private domain or community operations in an enterprise, having a clear goal can enable accurate and fast execution.

Many people will say: I know the clear goal, which is to build a community.

In fact, it is not like that. Building a community is just a means. What kind of result we want to achieve in the end needs to be made clear and explicit by the boss or the person in charge.

Here is an example:

For example, if a brand of an offline store wants to create an online community, then at this time, he must be clear about what his goals are. The goals I can break down and analyze for my boss are as follows:

1. Empower offline stores to achieve the goal of attracting more users to shop in stores.

2. Make offline store communities active so that old users can get benefits in the communities.

3. Allow more users to shop in offline stores, and old users can bring in new users.

4. Promote the brand’s reputation so that more people are willing to join offline stores.

5. Develop online retail industry and conduct online group purchases to increase consumption.

In fact, the paths and methods we use to operate community communities for these goals are completely different.

For example, the third item can be achieved through flash group activities, and the fourth item may be more related to product promotion and investment promotion, while the fifth item requires the establishment of a new retail department to specifically implement such a new business segment.

So you see, even if a demand or purpose is unclear, it will lead to different execution results and operating procedures. Therefore, when you are building a private community, it is very important to ask yourself what your purpose is.

Once you have a clear goal, we can proceed to the next step, which is:

3. What kind of resources do I need to match my goals?

Matching resources is a very important part for a brand to build a private community, but not all resources need to be matched according to a certain model.

To give another example, when Luckin Coffee builds a private community, its initial goal is definitely to increase GMV and improve the frequency of user consumption.

Therefore, in order to achieve this goal, the person in charge will formulate policies on how to match this goal.

Luckin Coffee adopts the form of wide area + store to collect private domain traffic, and adopts the WeChat customer service form of welfare officer to manage, release welfare and operate the community. Many of the in-store welfare coupons are matched and released in the community.

This is the resource matching strategy it adopts.

So if we want to build a community on a daily basis, what kind of resources do we need to match?

I made a framework diagram to help you sort it out.

There are actually a lot of soul-searching questions. After determining the method and form, we must be able to reflect on what better ways we can use to explore private domain communities?

for example:

Invite professionals to provide operational capabilities and provide standard processes.

Recruit professional community talents to empower private domains and build the entire community system department.

Cooperate with other traffic channels to create a community model.

Completely hand over the operation to others and only evaluate their KPI completion.

In this process, you need to pay attention to the following when exploring on your own or asking an agency to operate your business:

No matter whether the cat is black or white, a cat that catches mice is a good cat. For example, brands such as Kaola have used other tool parties and operating organizations to build their own private domain systems, while Luckin Coffee and Perfect Diary have established and built their own private domain community systems. However, as long as a good operating result is finally achieved, then the construction method and logic are worth doing.

What is important to note when exploring this process is the input-output ratio .

Try to test the input and output on a small scale first, and only consider expansion and large-scale replication after the entire process is running smoothly. If all projects are launched at the same time right from the start, the operating costs for the boss will increase sharply. In addition, if there are some details problems in the community construction, it may easily lead to the failure of the overall construction. I spent time and energy but got no results.

5. What do I need to get after doing this?

If you build a private community and get a result, then if the result is good, the key is whether it is replicable.

Similarly, if the result is not good, then data analysis, experience judgment, and figuring out where the problem lies is also a very important step.

In short, if we do well, we can standardize the SOP. I can't do it well. What went wrong?

So what is a standardized SOP?

The picture below is the SOP I used when I organized an event. Is this SOP replicable and executable? And if someone else is doing it, can it run smoothly with little difference? This is a standardized SOP.

Community is a very labor-intensive job. Even if one person relies on tools, there is a limit to the number of communities that can be managed. At this time, SOP and standardization can help you manage your own private communities in batches. Therefore, it is especially important when we are building communities.

Many people create communities just because they want to. If they don’t understand the value and significance of the SOP, it will be difficult to replicate or expand it, and the value and significance of the community cannot be maximized. It is also often easy to have an inappropriate input-output ratio.

What if the results of the entire community activity or test are not ideal? At this time, data analysis skills are needed. You need to unravel the reasons why the activity is not going well and propose ways to improve it. There are many times when we even go into details like whether a poster should be red or yellow, and we will do an AB test to adjust it.

When there is a higher conversion rate, we can use data to analyze the reasons and determine which color is more suitable for our users next time.

6. What other possibilities are there in the future?

When you start to think about community operations, be sure to leave yourself some room for imagination.

In the future, it will become particularly important what kind of imaginable space your private domain has.

When stores no longer exist, when the brand is in crisis, when competitors raise funds, and when traffic becomes extremely expensive, your private domain construction is like a moat that can help you get through the most difficult times.

From the case of Xibei building its own private domain membership system and successfully saving itself during the epidemic, to Luckin Coffee's overall private domain layout that helped it survive the brand crisis. These are all very typical cases of living a better life through private domains. Of course, there are countless such cases in the private domain industry. Many people always say to me with regret when consulting me on cases: Why didn’t I keep my users and members on WeChat?

Here I also hope to give everyone an imagination that the future private domain layout may bring you an unexpected surprise.

Don’t hesitate, the trend of layout of private domain and community operations has already begun.

Only by entering the game first can you occupy the highest point.

Author: Red Masters Association Coconut Green

Source: Red Masters Association Coconut Green