Interpretation of social media sales plan for B2B cross-border sales scenario:
SocialEpochB2B Social Selling overall solution - build sales on social media/social
Interpretation of S2b2c social e-commerce scenario solutions:
Interpretation of social new retail scenario solutions:
Interpretation of DTC independent station scenario solutions:
Cross-border social media platform owned-channel operations solution:
01
The dangers and opportunities of mobile Internet global expansion
Under the wave of global expansion of everything, mobile Internet global expansion is also a shining point of the entire cross-border industry. Remember that in 2008, the App Store was released and Android 1.0 was launched at the same time, opening the door to the global expansion of Chinese mobile applications.
It has been 15 years now. From the days when you could make money while lying down, to the wave of bans by the giants Facebook/Google and the one-click uninstallation of "Remove China Apps" in India, to now the deep water area where dangers and opportunities coexist.
China's APP global expansion has long since transformed from meeting user functions and market needs to taking into account the user market, political factors, legal policies, etc. The road to global expansion itself is so difficult, so if you want to achieve growth and monetization, you must find new tricks.
02
Where is the growth of APPglobal expansion stuck?
First: low user stickiness
This is a common problem faced by many mobile Internet global expansion companies. The ideal is that everyone wants to retain users, "bundle" users, and would like to let users solve all the problems of food, clothing, housing and transportation on their own APP. However, the fact is that users will never enter your APP until the moment of demand.
Without contact, there will be no memory points, and without memory, there will be no recognition. When customers have no stickiness and awareness of the brand, it will naturally be even more difficult to obtain paid conversions from customers.
Second: Difficulty in real-time connection
Still the same sentence: Your customer may not log in to your mall or your APP for a day, ten days, or even a month, but he will definitely go to social media platforms every day and communicate with people on WhatsApp-like social platforms.
For APPglobal expanders, real-time connection is inevitable. This problem can be avoided through a compromise approach such as social owned channels. This point will be expanded upon below.
Third: No social contact
Manufacturers of APP global expansion also need to have the ability to connect socially with customers. In the era of online social networking, social connections basically determine the ability to connect in real time. The significance of social contact with customers is stickiness, retention, user recognition, timely and real feedback from users, and an effective means to keep the APP site active.
This demand was more obvious during early promotion. When a new APP is launched, it is necessary to place ads on Facebook, publish content, drive downloads, and establish IM communication groups. At this time, companies can connect with customers through official social media, and they can naturally occupy users' minds first.
Fourth: User life cycle is short
Users are hard to come by, and some of them cannot be retained after they arrive. After retention, it is difficult to convert. Conversion may also lead to problems such as low unit price per customer, small room for value-added realization, and few repurchases. Under such circumstances, increasing the lifetime value of a single user is a long-term proposition.
In short, the stickiness between global expansion APP and users, the user's ability to socialize and real-time contact, and the length of the user life cycle have all become the key to determining APP growth.
03
How does social owned-channel marketing solve the above problems?
The demand for owned-channel marketing does not come out of nowhere, but is an optimization and iteration of companies to reduce marketing costs and increase efficiency in a situation where public domain growth is difficult and has peaked.
Overseas social owned-channel marketing can improve the mobile Internet global expansion marketing capabilities from four directions and promote APP growth and monetization.
Move 1: Retention
As mentioned above, attracting traffic is not easy, and retention must be a key marketing project. APP merchants can set up WhatsApp customer service within the platform, so that customer communication is retained.
This is related to the feature of WhatsApp where strangers initiate conversations directly and can communicate without going through friends. Through the combination of WhatsApp on-site customer service + WhatsApp SCRM, every conversation can retain customer contact information and cloud backup, saving the company's precious real customer data.
Move 2: Return
For APP global expansion, the meaning of social owned-channel marketing must be the growth and conversion within the APP in the future. Owned channels can retain users, reach users in a timely and refined manner with real-time online connection capabilities, and can also promote timely conversion and transactions of customers.
A more detailed approach is to establish a user portrait system in the owned channel, combined with labeling and marketing automation capabilities, to push the right marketing information to customers at the right time: let the mother receive warm wishes on Mother's Day, and let the girl who bought the dress know the logistics progress in time. For users, this kind of social communication is not an interruption, but a service.
They will be willing to leave the company's official contact information, and they are likely to continue to purchase when there is demand next time, which will feed back the company's APP growth and monetization.
Move 3: Regain
There is no eternal retention, and uninstallation must be inevitable. However, retaining and converting customers even after the user uninstalls the APP is a criterion for judging the ability and value of an enterprise's social owned-channel marketing.
How to regain this user through social owned channels, or obtain the value of this customer? The first is to save the TA in the social owned channel before the user uninstalls it. After creating such a powerful auxiliary + backup resource library for the APP, enterprises can make good use of the value of such a strong connection to the social owned audience pool and try their best to retain customers in the APP. If the customer uninstalls it one day, he can still communicate with the user again through social WhatsApp.
Move 4: Repurchase
Download once, connect permanently, and leverage the lifetime value and social value of customers through the owned channel model. This move. Specifically solve the problem of short user life cycle. The essence of an owned channel is low-cost and unlimited direct contact. After contact, more value is conversion and monetization, promoting the conversion of new customers (purchase) and the repurchase of old customers (repurchase).
04
The combination of four major moves makes the APP grow higher and faster
APP users themselves are the prototype of owned channels. The value of social owned channels is to empower and assist the APP. It is to establish a strong connection to the enterprise behind the APP and an owned audience pool. It not only serves the purpose of retaining user data, but also serves as a powerful guarantee for promoting the lifetime value of APP users such as activation, conversion, realization, value-added, and repurchase.
