Introduction
In the first article on building WhatsApp social marketing to achieve global expansion business success, we sharedThe underlying thinking model of social marketing, today, we continue to explore how to improve business efficiency by designing social marketing business models. The key factor to improve business efficiency is to improve customer efficiency. Based on WhatsApp social marketing, we can build a business operation model that allows customers to make repeated purchases and social fission, and tap and manage customers' lifetime value and social value.
01
Discover the maximum value of customers
Based on the social marketing customer relationship progressive model, the social marketing business model must be able to maximize the maximum value of customers step by step.
1. For potential customers, design marketing activities to let potential customers add WhatsApp friends
2. For fan customers, let fans complete the first transaction process through low-customer single products and become consumer customers
3. For consumer customers, use high-priced products to allow customers to make multiple purchases and tap higher consumption potential.
4. For repeat purchase customers, they can be converted into annual meeting member customers to form loyalty and tap the customer’s lifetime consumption value.
5. For member customers, design a distribution fission plan to allow member customers to invest and tap the value of their social resources
02
WhatsApp social marketing business model design
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WhatsApp social marketingThe business model of global expansion needs to include the following parts:
1. Top-level design of WhatsApp social marketing business model
This includes establishing the basic thinking model of social marketing, completing the top-level design of the business model, designing implementation plans for actual social operations, and providing reference for customer success experiences.
2. WhatsApp social traffic
How to design a clever traffic diversion plan through WhatsApp itself, advertising, Facebook social media and other channels, bridge it through WhatsApp Link Generator, and divert traffic to the WhatsApp personal account matrix to achieve the conversion of potential customers into fans and friends.
Especially at present, there are good opportunities to attract traffic within the WhatsApp site. Using existing precise customers to conduct WhatsApp secondary marketing and building the business on WhatsApp to build its own owned audience pool is the best choice for global expansion.
3. WhatsApp social operation
This is the most important part, including social retail and social distribution layout, how to build a personal account matrix, build a batch account unit management group, and build a multi-level customer recommendation relationship and profit distribution mechanism to achieve the advancement of customer relationships, from fans, consumers, members to distribution partners. The method is suitable for social operations of social e-commerce, social chess and card business, etc.
4. WhatsApp social empowerment black technology system
Empower social commerce with powerful efficiency tools and e-commerce platforms, including WhatsApp internal traffic, WhatsApp SCRM management and operation system, low-cost social fission system, multi-level social e-commerce platform, etc.
5. WhatsApp social marketing organization construction
Establishing an organization that matches the social marketing business model can even build the sales team on the basis of WhatsApp social marketing, bringing innovative organizational partnerships and more efficient success efficiency.
03
Top-level design of WhatsApp social marketing business model
For the top-level design of the social marketing business model, we design a business diagnosis checklist to self-test whether the business operates in the social marketing model:
1. Calculate the total value of customers
The first step is to calculate the total value of business target customers in advance, including the number of members, lifetime consumption and fissionable number of people, so as to obtain the overall scale of business operations.
Calculate total customer value
Sales = Number of members x lifetime consumption x fission number
Who are the members?
Number of members = Number of contacts x Fan conversion rate x Transaction conversion rate x Member conversion rate
How much does each member spend here?
Lifetime consumption = purchase frequency x average life cycle x average customer price
Who will be a distribution partner?
Number of people in fission = (member recommendation x fission level) ^ N
ØWho are the members?
Number of members = Number of contacts x Fan conversion rate x Transaction conversion rate x Member conversion rate
The number of members is the basic data of social marketing. There are several conversion rates from potential users to member users, and each business needs to operate this conversion rate well.
Ø How much does each member spend here?
Lifetime consumption = purchase frequency x average life cycle x average customer price
Social marketing is different from single advertising in that it maintains emotional connection with customers through social interaction and taps the customer's lifetime consumption value.
Ø Who will be the distribution partner?
Number of people in fission = (member recommendation x fission level) ^ N
Every member has lifetime consumption value and social resource value, and social fission will bring orders of magnitude user growth.
2. Plan customer growthpath
Plan the fan growth path
Fans, customers, willmember,Partner
Progressive thinking model of customer relationship
Progress of fans, customers, members, and partners
Customer progressive product system design
From attracting fans, low customer unit price to high customer unit price
Customer progressive service system design
From standard services to system enabling services
Ø Progressive thinking model of customer relationship
The core thinking model of social marketing is that customer relationships are progressive. The deeper the relationship, the higher the customer value. Customers at different stages need to match different product systems and service systems.
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ØCustomer progressive product system design
Based on the progressive relationship with customers, different product queues are designed, ranging from fan-attracting products, low customer unit price, high customer unit price, to membership rights, and distribution of fission products. Different products match customers at different stages.
ØCustomer progressive service system design
Customers at different stages require different service models; fan customers require basic services, member customers require advisory services, and distribution partners’ services require system empowerment to help partners gain profits through social marketing.
3. Social Business Model Layout
Business model layout
Social retail (personal account matrix) + social distribution (fission platform)
Personal account matrix
Drainage number, transaction number, customer service number, expert number...
Member product definition
Attract followers and traffic, low customer unit price, high customer unit price
Distribution product definition
Systematic empowerment and even providing traffic diversion
social fission system
Social fission, social e-commerce
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ØPersonal account matrix
The basic business unit that connects customers is also the company's most important digital asset. It is not an emotionless customer service account, but a real customer service with emotional interaction;
Each account management unit continues to communicate with customers through WhatsApp friends, WhatsApp groups, WhatsApp Status, etc. to complete the advancement of customer relationships.
Ø Member product definition
Membership products must be systematically designed, progressing from attracting followers, low customer orders, to high customer orders;
Membership products must be highly repurchased, urgently needed, able to maintain membership relationships for a long time, and tap into customer lifetime value;
Membership products are a combination of product functions, membership services and relationship progression, giving member customers a series of product and service experiences.
Ø Definition of distribution empowerment
Provide systematic empowerment for distribution partners, provide product platforms, member social relationship chain management and distribution multi-level profit distribution mechanisms, and even early traffic diversion services
Maximize the value of distribution partners’ social resources and achieve order-of-magnitude user growth through social fission
Ø Social fission system
Design a social fission system to more effectively count social relationship chains and realize social fission of members
Corresponding to products, a social e-commerce platform and a social multi-level distribution and profit sharing mechanism are needed.
4. Social Marketing Empowerment Tools
Empowerment tools
Drainage + SCRM+fission
Batch traffic
Tools or services that enable batch traffic to WhatsApp
SCRM
Personal account matrix owned audience pool management system
Business fission platform
Business + fission platform
E-commerce fission platform
Social e-commerce platform
Ø Batch traffic drainage
Need tools or services that can form a matrix of batch traffic to WhatsApp accounts, including WhatsApp traffic, Facebook traffic, and various traffic drainage methods
ØSCRM
SCRM is a key element for efficient management of personal account matrices and the accumulation of owned audience pools. It is not just about managing a single customer account, but an operational matrix that manages thousands of accounts.
ØBusiness fission design
The business itself requires fission design. If not, you need to design a fission system.
Ø E-commerce fission platform
E-commerce companies operating social marketing need to use social e-commerce platforms to complete the construction of shopping malls, marketing activities and social fission distribution.
Case: Domestic brand global expansion creates WhatsApp social marketing traffic pool
The WhatsApp social marketing business model is suitable for user-paid APP products, Amazon sales, independent e-commerce sites, offline retail brands, and training and other service companies.
The following is a domestic brand's business plan for global expansion through social marketing to create an owned audience pool. The Facebook page account matrix serves as a brand promotion position; the Facebook personal account matrix is used for brand communication and social media traffic; and then a clever fan-attracting bait product is designed to import customers into the WhatsApp personal account matrix for transaction operations; in the process of building the WhatsApp owned audience pool, the customer relationship is progressed and the two-stage operations of design retail and social e-commerce are realized.
In just half a year, Facebook page users exceeded 500,000, and the WhatsAppowned audience pool reached one million members.
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About SocialEpoch
Become a WhatsApp social marketing service expert and help brands gain revenue through social marketing! SocialEpoch has launched a series of marketing system services for WhatsApp to assist cooperative customers in building an efficient operation system for customer management and customer drainage for WhatsApp marketing. The first SocialEpoch WhatsApp SCRM customer management system is launched to help cooperative customers improve the efficiency of sales and customer service management: it can coordinate the matching of multiple customer service agents and WhatsApp customer service accounts; communication messages from all customer service agents and customer service accounts are automatically synchronized to the cloud, so that customer data can be continuously saved and reviewed; intelligent reply messages are implemented so that customer service can work efficiently 24 hours a day. At the same time, SocialEpoch provides WhatsApp traffic diversion services, including WhatsApp bulk messaging, WhatsApp group creation and bulk messaging, to help cooperative customers acquire accurate new customers in the blue ocean of WhatsApp traffic. On the basis of the traffic drainage and customer service marketing system, in 2020 SocialEpoch will launch an empowerment system that combines social marketing methodology, social e-commerce platform, social customer traffic, social marketing system, and service consultation to provide a complete solution for Chinese brands' global expansion in social e-commerce.
