// Introduction
We have introduced it beforeSocial marketing thinking model、business model framework、owned audience operation、Social trafficandSocial e-commerce, covering everything from traffic diversion to social operations to transaction platforms to social fission.
This article describes the organizational building matters involved in social marketing operations.
// core team：Social traffic and social operations team
On the basis of the completion of the business model, the core of social marketing isConstruction and operation of owned audience pool, two of these teams are important.
■ One is to attract a large number of initial fans for the owned audience pool.Social Drainage Team
■ One is to operate the owned audience pool to complete the advancement of customer relationships.Social operations team
The traffic diversion team should design advertising creatives and landing pages based on business characteristics, obtain initial fans from various channels, build a WhatsApp batch personal account matrix to build an owned audience pool, and connect fans to personal WhatsApp customer service operation accounts.
The core of the social operations team is to complete the progressive customer relationship between fans, consumers, repeat purchase members, and distributors. It needs to design product promotional materials, brand marketing business cards, communication skills and scripts, and use WhatsApp's point-to-point or group communication methods to empower each operator to use their personal account to complete customer transactions.
In particular, the copywriting team in social operations needs to continuously provide business creative copywriting such as global expansion reports, activities, short videos, etc. to social operation members and distributors, so that operation members can complete customer transactions and progress relationships.
The cooperation between the traffic management team and the operation team is the core link in completing connections, transactions and social fission in the progressive process of customer relationships.
// coreOrganizational collaboration: building all-employee marketing
Internal traffic drainage and the management of the operation team itself can be integrated into the multi-level fission system of social marketing. Internal members are the top distribution members of the system, and priority is given to developing the circle of friends of internal members.
During execution, the internal team must first unify the way of thinking and firmly recognize the social marketing business model. The execution needs to be consistent, strictly follow the script and copywriting as a prerequisite, repeat simple things, and gradually complete the conversion of customers.
Customer progressive conversion itself is a probabilistic event. Operations cannot simply expect 100% conversion. Conversion requires a certain funnel communication cost.
In social marketing, internal members are the seed members of marketing fission, and external members are also virtual employees. In order to achieve better fission growth, certain preferential conditions need to be provided to develop 100-1000 dream partners in the early stage, such as exemption from membership fees, such as providing more empowerment support.
This makes the initial base of social fission larger and allows users to grow faster.
Thousands of distributors are also part of the marketing team. The social operations team needs to provide these distributors with sufficient empowerment, system support, fission profit sharing, methodology training, social operation support, copywriting empowerment, etc.
Train thousands of distributors into marketing members whose capabilities are equivalent to those of the internal operations team, thereby promoting fission growth and growing the number of distribution members to millions or even tens of millions.
// corePromote social marketing fission through social training at low cost
Compared with traditional B2C marketing promotion, the core difference between social marketing and marketing is social fission.
In addition to tapping the customer's lifetime value, it is also necessary to tap the customer's social value.
The social operations team needs to have the basic thinking and operational capabilities of social fission, build a S2B2C multi-level profit sharing method for the business, and promote low-cost social fission of the business platform by converting consumers or member users into distributors.
In social fission, business requires two teams with different capabilities.
A team is committed to developing members through online community communication. The prerequisite is that the drainage team needs to obtain relatively accurate users to provide a foundation for online communication and transformation.
A team is committed to completing conversions in batches through offline sales. This method is relatively more accurate, and scenario-based marketing is easier to promote conversions.
The core members of this team are social marketing trainers who must fully explain the business model, profit sharing model, and distributors’ interests of the business platform.
