Teach you how to master social marketing from 0 to 1: methodology + case sharing

I believe everyone is familiar with social marketing . Here is a brief introduction to social marketing: Social marketing is an online marketing method that is developed on the basis of online community marketing and social media marketing and features closer user connections and communications. It mainly realizes user value through connection, communication and other means. Its marketing method is humanized, which is not only popular among users but also likely to become their continued disseminators.

Today, social media marketing has become one of the important means of promotion and marketing for major brand manufacturers and even personal brands. Social media marketing sounds great, but the reality is cruel.

So for those of you who haven’t yet operated a community or have already operated a community, why not rethink how to build community marketing?

1. Thinking and Analysis

1. Social marketing from 0 to 1, the first dimension we need to think about

①Why do we need to build a community?

First, the advantages of social marketing: low cost and high return, precise marketing users, efficient communication, accumulation of fans, and building brand reputation.

Second, for the vast majority of companies, the current operating difficulties are: competition between companies is becoming increasingly fierce; the cost of acquiring traffic is getting higher and higher; consumers are becoming smarter, and the traditional method of attracting traffic by giving away gifts is becoming less and less effective; hard advertising cannot impress consumers; the demands of consumer groups are upgrading, and consumer demand is also constantly upgrading; we no longer know what consumers really want, and so on.

②What kind of community do you want to create?

First, determine the value points that can be brought to customers through self-analysis, market analysis, consumer analysis, future trend analysis, and competitive product analysis.

Second, decide based on future development strategies and goals.

Third, there are many types of communities, which can be divided into: customer communities, interest communities, knowledge communities, information communities, industry communities, entrepreneurial communities, etc.

③Where and on which platform or channel should it be done?

Based on the characteristics of each platform and channel, you can first conduct a self-operated experiment on WeChat or forums to check the phased results;

You can also choose to build it with the help of platform systems on the market.

④When to start?

You can start building a product community when a new product is launched, or during a major promotion festival. Community marketing is a long-term operation.

⑤Who will do it? What kind of customer group are you targeting?

• Companies should firmly grasp the connection and interaction with customers and get closer to them. It is not recommended to outsource the operation to external personnel.
• In-depth analysis of customer portraits based on existing customers and potential customers. (How to deeply analyze customer portraits? This will be explained in detail in later chapters)

⑥Which method or approach to complete it?

Based on user portraits, the main considerations are how to choose channels, what kind of content to produce, etc.

⑦How to do it?

The article will provide an idea next.

⑧How much does it cost?

Based on the operation mode, we need to be cost-conscious. In short, it means spending the least money and doing the most.

2. How to build a social marketing system

Classification is carried out according to different business scenarios:

The four points are to build a membership system, implement member attraction methods, operate after members join, and incubate and convert:

3. Establish a membership system to retain seed customers

First of all, in order to retain customers, we establish long-term and stable relationships with customers through a membership system, thereby improving their loyalty and increasing profits. Induce through interest points.

• By establishing a membership system, member-related benefits and differentiated services will attract more new customers to join the membership system.
• Gain members' satisfaction, and members use their own communication methods to achieve word-of-mouth publicity and attract more customers to join the ranks.
• Membership marketing can help build a strong customer database to help companies analyze members' consumption preferences, consumption behavior patterns, etc.

4. 4 points to help practical community operations

Suppose I need to promote and market a fast-moving consumer product with a low unit price, but our marketing funds are limited, then it is recommended to choose WeChat as the main social channel——

Because WeChat is a natural carrier, it has three major characteristics: high penetration - there are 1 billion WeChat users; low cost - low advertising cost; high retention - high viscosity and frequent appearance; personal accounts, WeChat groups and public accounts can all be used.

The details are as follows:

1. In the early stage of social marketing, it is recommended to promote a single product

In the early stage of social marketing, it is necessary to rely on the popularity of single products to build consumers' awareness and attraction to WeChat groups. The following criteria can be used as a reference for the selection of single products:

• The products you choose must be high-frequency hot-selling products
• Cannot be low frequency and have a narrow audience
• Great discount

2. Marketing to promote activation, cultivating awareness is the key

The focus of "community marketing + membership operation" is to have fixed benefits every week and dynamic benefits from time to time; one event is launched every week and a dedicated person is responsible for notifying promotional activities, broadcasting order reports, and letting group members know about promotional information. Members can also consult and place orders at any time in the group.

3. Create hunger marketing to lock in consumer groups in advance

Launching coupons is not just about attracting customers through low prices; for merchants, launching coupons itself is to maintain the price system.

4. Conduct warm and authentic marketing through testimonials from customers

Carrying out buyer show activities and collecting buyer shows can not only enrich the content of the product purchase page, allowing new customers to see food and reviews that are closer to the real thing, but also promote orders from hesitant members in the WeChat group.

5. Give an example

Suppose a company launches a new brand of water purifier. The dilemma it faces is that its marketing and promotion budget is limited and it cannot invest in large-scale advertising, and the growth of potential customers is slow; the existing sales channels and models make it difficult to respond quickly to market development needs.

So how can we use affiliate marketing to break the situation?

• Use employees as seed users to create full-staff marketing activities with low barriers to participation, such as "Outstanding Employee of the Year" and "Corporate Ambassador", and achieve early seed users through reputation and interest induction;
• You can use strategies such as "cash rebates", "discounts" and "rewards for referrals" to encourage employees and friends to participate, spread and share;
• A "user management platform" can be built to collect customers' real buyer shows and draw customer portraits, so that the customer service end can promptly understand customers' feedback on the products.

Use the least cost and manpower to increase product awareness, and upgrade product dissemination through word-of-mouth and thoughtful after-sales service.

6. Another example

Suppose I have established a new home appliance brand and own a brand flagship store to run it. The difficulties I face now are low store traffic, soaring rental costs, and low brand awareness; I have little customer information, and I cannot respond to customer feedback in a timely manner, making it difficult to conduct in-depth customer and market analysis; the online price advantage is not obvious, and there is a lack of experience offline.

So how do you use affiliate marketing to break the situation?

1. Aiming at attracting online traffic and offline experience, omni-channel connection is implemented to realize digital management of brand stores

According to the budget, we will connect online channels such as Tmall, JD.com, WeChat, and the official website, understand consumer data, integrate offline store activities, cash registers, and shopping guides, build the brand's "private traffic pool" mentioned above, digitally analyze customers and summarize their personalized needs, thereby achieving precision marketing for members.

2. Connecting with customers: Using products as carriers, one code per item, scan and get information

• Link product links to the member activity center so that members can quickly learn about and participate in the latest brand marketing activities.
• Integrate after-sales service and product testing into the link. Users can quickly report repairs and obtain product instructions and other additional benefits.

3. Upgrade the store user experience and make shopping guides the new connection

• In the current environment where offline customer flow is decreasing, every offline customer is extremely valuable, so we will upgrade our shopping guide services to include: product training + customer care + customer feedback + incentive policies.
• The focus is to accurately grasp the user portrait through shopping guides.

4. Aiming at digital operation and management of dealers, strengthen the construction of channels in all regions

Learn from JD.com and Suning stores, promote cooperation and direct sales models among surrounding individual small stores and mom-and-pop stores, and establish unified offline direct sales channel management.

7. Future Community Development Concept

The development of communities will be like the development of human society, going through the eras of 1.0, 2.0, 3.0, etc. From the initial social era to the current circle era, communities are very likely to develop into the faith era.

What is the community’s age of faith?

When the circle completely solidifies us, a sense of dependence will arise. When people face consumption, they will choose to unconditionally trust the community without hesitation. Different people will have different beliefs about the community. It is somewhat similar to the different martial arts sects in Jin Yong's martial arts novels, each group formed by a combination of beliefs.

In addition, online communities still need to be further improved in terms of operation and commercial development. There is a lack of overall systematic construction in operation, and the commercial form is relatively simple. I believe that the future development of the community will also be further improved.

Author: Tang Chenchao

Official account: Kusi Brand Talk (ID: gh_0453cc7f71a9)