The community operation tool "Knowing the Community Wizard" enables companies to "connect customers and create revenue" with a digital model

Public domain traffic and private domain traffic are relative concepts. Public domain traffic is not owned by enterprises. For example, Taobao, Douyin, Weibo, store visitor flow, etc., need to be obtained by enterprises through payment or other marketing methods, while private domain traffic The traffic of is owned and controlled by the enterprise and can be used repeatedly. Disadvantages of public domain traffic:

• Public domain traffic is getting more and more expensive
• The user is not their own and cannot be reached repeatedly
• Users only rely on third-party platforms and have low awareness of the corporate brand

It is difficult and costly to acquire users, and more and more companies are beginning to realize the importance and necessity of building private domain traffic pools. How to build your own private domain traffic pool? How to make the accumulating flow move?

WeChat , video accounts), and services (small programs, live broadcasts, payment). It is the best carrier for enterprises to connect users and provide products and services. WeChat personal accounts and WeChat groups become enterprises One of the important ways to construct private domain traffic. However, in actual applications, the limited number of WeChat friends, insufficient automation of friend management, and no real-time data statistics limit the continuous operation of enterprise private domain traffic.

Enterprise WeChat not only connects 1.2 billion WeChat users and the WeChat ecosystem, but also integrates efficiency tools such as schedules and meetings. It truly does this. It not only meets the operational needs of the enterprise, but also brings an insensitive experience to WeChat users. With its advantages, corporate WeChat has become a new carrier for many companies to build private domain traffic.

Knowing Cloud officially launched the " Community Wizard ", which uses a new digital model to empower enterprises to realize customer lifecycle management.

Knowing that the community wizard is based on the corporate WeChat community operation function, opens up WeChat applets, official accounts, apps and other channels, integrates more automated and intelligent management tools, marketing tools, and data analysis, performs customer lifecycle management, and helps companies Build a private domain traffic pool to drive continued revenue growth.

now until May 31, 2021, registration application to know the community wizard public test , will have the opportunity to obtain 1 year of free use qualification. In addition, invited users can also join our "Experiencer Exchange Group", become "Knowing Product Advisor", and participate in the upgrade iteration of the Knowing Community Wizard.

click on the link ( https://jinshuju.net/f/DbQv5g ) to apply for the community public beta qualification.

Know that the community wizard is a powerful helper for companies to build private domain traffic pools, providing community management tools covering the entire link of customer acquisition, retention, conversion, and sharing, to meet the needs of various business scenarios of the company. How to use the "community wizard" to create an automated, intelligent, and refined community operation process?

Prerequisite: Know the customer and accurately locate

Before enterprises decide to build corporate private domain traffic through corporate WeChat groups, they must first clarify a few points:

• Identify customer groups: Who are the customers? where is it?
• Combining enterprise products and services to ask yourself: What do customers need?
• What is the image positioning of the external corporate WeChat account?
• Accurately locate the attributes of the community, what content and services are provided?

After clarifying the above issues, you can start planning and executing community operations.

Customer acquisition: using "tags" for hierarchical customer management

Draining customers to corporate WeChat personal accounts and customer groups is not for the purpose of promoting products in the same way, but to better understand customer needs and provide products and services that customers want, so that "traffic" can be truly turned into "Reserve".

When an enterprise develops omni-channel customer flow, it needs to combine the characteristics of customers in different channels to classify and manage customers.

Take an automobile company as an example:

The customers of automobile companies may include car enthusiasts, rigid demanders, designers, etc. Although they all belong to the automotive product category, their interests are completely different.

Customers who are attracted from the automobile interest community are automatically labeled as "enthusiasts", automatically join the exclusive community, and provide refined services. To build this customer group into loyal fans of the brand, for companies, is not only to cultivate potential customers, but also to cultivate brand promoters. In the same way, customers who are attracted from stores and shopping malls are marked with "purchasing just need"; customers who are attracted from schools, learning websites and other channels are marked with "design".

Retention: Combine community positioning to create an exclusive operation plan

According to label classification, inviting customers with common needs to the same group chat to carry out standardized and refined operations is an important step to achieve "reserve".

Setting different greetings for differently positioned communities not only makes the community more "ceremonial", but also allows customers to better understand community services.

The types of greetings corresponding to the communities with different positioning are as follows:

• Welfare receiving group: Customers are concerned about discounts and benefits. They need to point out which benefits are in the group and where to receive them. They can even provide exclusive benefits such as coupons for customers who enter the group for the first time.
• Product recommendation group: Customers pay attention to new products and re-experience. When customers enter the group, they can recommend recent new products and evaluations, free experience activities, etc., so that customers can get a sense of satisfaction in the first time.
• Interest group group: Customers who gather together based on the same interest can first introduce the industry KOLs in the group and invite new members to introduce themselves to help customers quickly integrate into it.
• Skills learning group: Customers focus on learning content. They will introduce recent course arrangements and share past learning materials at the first time, so that customers can gain a lot from joining the group.

And all the following community operations are the process of continuously improving customers’ sense of trust, participation, and value.

Sense of trust: The corporate WeChat account connects customers to provide one-to-one consulting services; the community combines the "quick response" function to answer customers' doubts in the first time, build a professional and caring brand image, and gain customers' trust.

Participation: Regularly publish the latest activities on the platform, combined with the community operation tools "lottery, voting, group solitaire", etc., so that every customer can participate in it, and increase customer participation.

Sense of value: including group value and customer self-worth. Based on the principle of less interruption and more service, continuing to provide customers with valuable content and community-specific benefits can increase the value of the community. Inviting customers to participate in the company's brand building, allowing customers to become lecturers, providing professional courses and sharing, can improve customers' self-worth, thereby enhancing their sense of value to the community.

Conversion: Connect enterprise services, open up multi-terminal platforms, and realize closed-loop marketing

Enterprise WeChat can use UnionID to realize data exchange with the WeChat ecosystem (public account, applet) and platform (website, App), helping companies build a unified identity customer system. Based on the customer's interest, behavior and other data, a unified customer portrait is generated to guide the company's operating strategy in reverse.

With a better understanding of customer needs, companies can "mass messages" to customers and customer groups based on tags, including recommending products, conveying event information, sending blessings, etc., to create intelligent and humanized customer management. In addition to text, mass messaging also supports content such as small programs and web pages, which is conducive to guiding customers to the enterprise platform and realizing closed-loop marketing, thereby increasing the conversion rate of customers and bringing more considerable benefits to the enterprise.

Sharing: Rich marketing tools make customer growth easier

Provide high-quality products and services, establish a good brand reputation, and let customers take the initiative to share. In addition, companies can combine red envelopes, lottery, voting, live broadcast and other marketing tools to carry out related fission activities to inject more fresh blood into the community and help companies gain more traffic.

In the past group fission activities, community operators need to manually @新员 complete the specified actions in order to get the corresponding benefits, but the enterprise WeChat can make this process more automated:

• Set up a QR code for adding a group, and a new group will be automatically established when the group reaches 200 people, without manual operation by staff
• Set a welcome message and share pictures for new members to enter the group, and guide users to forward the pictures to the circle of friends or external groups
• Tag the customers who completed the task and send benefits to the customers with the tag through group messaging

Through enterprise WeChat, open up the enterprise platform, build a private domain traffic pool, further refine the operation of customers, and increase customer conversion and enterprise revenue. How to analyze the company's own situation? How to combine the development needs of the company and the characteristics of customers, and when? How to do? It requires continuous thinking and trial and error for companies to find an effective path that is more suitable for them.

If you want to know more successful cases, please leave a message "Case" at the end of the article; if you want to know how a certain industry builds a private domain, please leave a message on the specific industry at the end of the article. We will output more content according to everyone's needs, and exchange and learn together. If you have successful operation experience, you are very much looking forward to sharing it with us.

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