3500 words in-depth analysis: community operation monetization

Community marketing is suitable for products with low average order value and high repurchase rate or high average order value and low repurchase rate. The operation methods of these two types of communities are also different. Products with low average order value can be sold quickly, but products with high average order value generally require preliminary operation preparation and guidance before placing an order.

Today, I would like to share with you a social marketing case. The product is confinement nanny service (the average customer price of confinement nannies in Beijing is basically between 13,800 and 28,800 yuan). This is a typical product with high average customer price and low repurchase rate. The event operator realized 470,000 yuan by planning a social marketing event.

The activity was launched with 15 low-stickiness target user groups. Through passive drainage methods such as causing topics within the group + small-account interactions, these users were attracted to the activity group, attracting about 400 people for two consecutive days.

Then, in the activity group, we shared scientific knowledge about confinement through expert voice + expert answering of questions, initiated the registration and consultation method for the confinement nanny group purchase activity (the registration and consultation price was 1.99 yuan, and refund would be given if invalid!), attracted accurate target customers to place orders and inquire, and continued to use courseware to attract users to place orders in the community, and maintained daily topics, etc., and finally achieved a total revenue of more than 470,000!

The event operator is Wang Xiaoge. The following is his full analysis of the event. Please enjoy:

Background introduction and activity outline

Social marketing is just one of many marketing methods, but if used properly, it can be quite powerful.

Today, I will give a detailed analysis of a recent group-buying activity for confinement nanny services. I am sure that this will be the most authentic and detailed activity analysis that everyone has ever seen. I hope that everyone can get some inspiration from my analysis of the activity, and apply it to the transformation of their own products and services.

The average customer price of a confinement nanny is relatively high. In Beijing, the price is basically between 13,800 and 28,800 yuan. The traditional promotion method is to invite confinement nannies to participate in meetings through door-to-door promotion, phone calls, WeChat invitations, etc., and promote the signing of contracts on the spot.

Not to mention the high time and labor costs, first of all, making an invitation is a very tiring job, because few pregnant women are willing to squeeze on the bus or take the subway with a big belly to attend your confinement nanny meeting, especially when she is not very willing to hire a confinement nanny.

By using a small WeChat group activity, we can achieve quite good results, and can make most pregnant mothers who originally might not want to hire a confinement nanny willing to hire one and pay for it. So, if social marketing is used well, it can really be a magical tool!

First of all, our group buying activity for confinement nannies is divided into 10 stages: preparation period, group building + traffic generation, building trust + group buying, marking attention, maintenance + continuous conversion, crisis creation, and review.

You may have seen other group buying processes in other places, and they don’t seem to be so complicated. Indeed, they are not complicated. We just pay great attention to some details and try to make them perfect as much as possible to improve the conversion rate.

Due to time constraints, in the following content, I will simply skip some basic steps that everyone knows, and explain in detail the steps that everyone has not thought of or noticed but are very helpful for conversion rate.

Preparation period + warm-up period: 5 days

In these five days, we need to do the following:

1. Write an activity plan

2. According to the quantitative data of the background, select the time suitable for drainage and the time suitable for activities

3. Communicate with expert teachers, group leaders, service personnel, etc. about what we need her to do

4. Communicate with the artist about the pictures and posters needed

5. Prepare lecture content, copywriting for the activity period, pictures, and at least 20 topics

6. Prepare two or three small ones

7. Preheating the Moments (during this period, you should post information about confinement nannies and confinement care in Moments)

Create a group + attract traffic

After setting up the group, we need to direct the traffic. For this event, we have prepared 15 groups for pregnant mothers. How can we more efficiently direct these pregnant mothers to the group we plan to use for the event? (Some of these groups may not be led by our group owners, and the relationship between us and the group members is not very strong)

Poster + soft article? announcement? These actions can only make pregnant mothers feel disturbed and they will not pay much attention to you at all, because at this stage, they are disturbed by many similar advertisements every day. So how can we stand out?

Do you still remember the 20 topics in the preparation work? I will excerpt some of the topics we prepared:

If you look carefully, you may see a common feature. Each topic starts with a small issue that pregnant mothers generally care about and is easy to interact with, and gradually transitions to confinement nanny services.

This is the preparatory work we need to do to attract traffic in the group, to create a scene and let everyone get involved. At this time, we will come in and talk about our confinement nanny activities or mention that we will soon be giving a lecture on scientific confinement in another group. Everyone can scan the QR code to join the group directly or add the teacher’s WeChat first and then join the group chat.

What if interaction doesn’t work? Just follow the rhythm and act with the trumpet!

What are the benefits of doing this? Let everyone feel that this is not a disturbance, but an opportunity for themselves to learn, because when she saw this "diversion" information, she was in the scene we created, and she happened to feel that she needed such a learning opportunity.

By using this technique, we were able to divert up to 30% of the number of people from a low-stickiness group of 100 pregnant women to the activity group, without even having to send out an announcement!

Build trust + group buying

After two consecutive days of attracting traffic, the number of people in our activity group has reached 400. However, the trust of these 400 people in us is relatively low. During this two-day period, in addition to continuing to use topics to create a scene and make everyone feel that they need a confinement nanny, we also let the service staff promptly respond to some knowledge questions of pregnant mothers in the group. This stage of building trust usually lasts two days because we need to "strike while the iron is hot."

It's time to share. The red envelopes are preheated. The host presides over the event. Experts share scientific knowledge about confinement. Experts answer questions. The host announces the details of the confinement nanny group purchase event and the registration link:

Since the average customer price of a confinement nanny is extremely high, it is difficult for us to get a group member we have never met to pay more than 10,000 yuan just for a WeChat group lecture. What strategy do we adopt?

Low registration threshold + 0 risk commitment!

What is the reason for this: conversion? No, think about it, why do we do this?

The purpose is to obtain the contact information of potential customers. Since they have made an appointment directly, it means that they want to hire a confinement nanny. We will have teachers contact the pregnant mothers by phone and invite them for video interviews or offline interviews. The success rate is very high.

Attention to customers

What does it mean? There are 400 people in our activity group, but only about 10 people bid 1.9 yuan the day before yesterday. Among the others, some came to join in the fun, some came to listen to the class, and some were hesitating and struggling. Should we mark out these potential customers who are hesitating? Here is a little trick:

On the second day, we made a beautiful courseware with our logo and event information based on the previous day’s lecture content.

Through this wave of operations, we have noted nearly 1/4 of the potential customers. While sending greetings in private messages, we continue to promote it in the circle of friends. Facts have also proved that before and after the end of the event, nearly 70% of the pregnant mothers who actively approached us to sign up for the event were potential customers who had already been noted.

Maintenance, gradual transformation

When the group purchase ends, does it mean the event is over? No, for us, this is just the beginning.

After the group buying activity was launched on that day, we had a continuous maintenance period of nearly 10 days. During this period, the 20 topics originally prepared played a key role. How did we do it?

Please see the following screenshots. It took nearly 10 days to create the scene and increase the number of reservations until the event was almost over.

Is that it? Not yet, there is one more climax!

Creating a sense of crisis

One day before the event ended, we sent out an announcement while creating a topic. The gist of the announcement was that the event was about to end, and anyone who wanted to make an appointment could do so in the last 24 hours... In the end, in the atmosphere of the scene, another wave of appointment orders were received...

At this time, the event officially ended. One month later, the number of people who actually paid the deposit was counted, and the conversion rate was 12%-13%. The total amount after paying the full amount was more than 470,000!

Review

Finally, we need to review the event. We need to discuss and review the event as a group, what went well and what went poorly. The good things can be used in the next event, and the bad things should be reflected on in time so that the same mistakes will not occur in the next event.

When you watch this event, you will find that I mentioned it many times: [Topic Control]. I believe that this is the most important thing in a community activity. A mistake made in many activities now is that they only focus on giving lectures and publicity, and then directly convert the audience after the lecture, making themselves happy, but other people still don’t know what the group is doing.

Therefore, in an event, we should not only express our ideas, but more importantly, let group members participate in the scene we have created that is beneficial to us, and let them feel naturally that this event, this product, this service, are what they really need, because they have become one with the event, and this is the power of topics!

What I want to say is that when we are doing an event, high conversion rate is of course what we pursue. If we want to improve the conversion rate, we must do every detail well, dig out potential customers as much as possible in an event, and do our best to promote the brand, deliver information, and render the scene. In this way, even an ordinary social activity can play its true role!

The conversion service for this event is confinement nanny. There are many details and techniques used in this event. I hope everyone can go back and read more, because many of the techniques that can help everyone improve conversion rates can actually be applied to what you are doing at the moment!

Finally, let me mention group psychology. The book "The Crowd" clearly states that when individuals gather into groups, they will show a series of characteristics such as sentimentality, blindness, volatility, low IQ, emotionality, and extremism. No matter how smart and noble a person is, once he enters a group, his personal qualities may no longer exist. Through suggestion, assertion and other means, the group can be effectively manipulated by the leader.

It is said that social marketing is a very good way to make profits for your business, but it is never a simple thing. It requires us to have a sufficient understanding of group psychology and use a variety of techniques to achieve our goals.

But if we figure it out and implement it, we will be the best.

Only by keeping fighting can you become the biggest winner. Come on!

Author: Growth Hacker

Source: Growth Hacker