List of high-quality authors Course background: The eternal excuse for employees when their performance is not good is "no one"?
Will not take the initiative to attack the whole line to block customers, waiting for customers to come to the door every day
The circle of friends will not take the initiative to "hook the soul" and simply and rudely promote products
How to develop customers through the community and create a private domain traffic pool?
After the group is formed, how to interact with the fans and maintain the activity of community activities?
How to cultivate customers to attract offline through community operation?
How to increase customer flow through community fission and batch drainage and customer acquisition?
If you don't do social marketing, what you're missing is not an opportunity, but an era !!
In the new retail era, customers' consumption habits and consumption scenarios have changed, channel diversion, information diversion, customer diversion, and the epidemic has gradually become normalized, which has further accelerated the advancement of the new retail process.
Community marketing and fan managementCombined with the actual situation of the enterprise, combined with the product attributes and user characteristics of the enterprise, we will give you the fastest, most accurate and ruthless drainage method, the latest, most complete and most popular practical dry goods, solve the four major problems of customer drainage, transaction conversion, customer repurchase, and customer fission, formulate a tailor-made community practical operation plan and community operation plan, establish a private domain traffic pond, and realize online + offline integrated marketing.
Course Benefits:
Learn to package your own WeChat and set up a persona to automate transactions.
Understand the logical structure and operational process of social marketing.
Be clear about the core operational key points of different types of communities.
Learn to use social tools to achieve mass traffic acquisition.
Familiar with the practical methods of interaction, cultivation and fission in the community.
Master the operation process and speech of community drainage and transaction monetization.
Get hands-on templates and landing tools for community operations.
Super Giveaway: A full suite of community landing tools and learning kits
WeChat Marketing Toolkit", "Play and Earn Community Whole Process Materials**", "Community Interaction Activation Toolkit".
Community Topic Sharing Material Library", "Community Transaction Process and Speech".
Course Target:Store managers, shopping guides, marketing personnel, corporate business schools, retail operation management teams, VIP account specialists, etc.
Course Duration:4 days, 6 hours days.
Course Method:Theme lecture + ** appreciation + scenario simulation + case study + student sharing + landing tools + brainstorming + plan making + action learning + team coaching.
Course outline
Practical class (2 days).
Lecture 1: Build a marketing matrix to help store performance take off
1.Changes and reconstructions of the relationship between customers and shopping guides in the new retail era.
2.Changes in customer consumption concepts and habits in the new retail era.
3.The customer value curve in the new retail era.
4.The four-step process of fan management: customer drainage, transaction conversion, customer repurchase, and customer fission.
5.Profit formula in the new retail era: performance = traffic + retention.
6.Store + WeChat + community + live broadcast, build a store marketing matrix, and create private domain traffic.
Landing Tools:Store Marketing Matrix Model.
Lecture 2: WeChat automated transaction
1.Why can the circle of friends of micro-business bring goods?
2.A good marketing WeChat = an online store.
3.Marketing WeChat 5D packaging makes customers fall in love with you quickly.
4.Moments hook soul copywriting allows customers to automatically close the transaction.
5.Circle of friends content operation planning.
6.The best time and content analysis for the circle of friends.
7.How to build a "circle of experts" in the industry
8.The event promotes 1+1 wave circle of friends promotion skills.
9.WeChat fans must know the minefield of the seal.
Landing Tools:"WeChat Operation Plan".
Lecture 3: Community Planning and Operations Management
1.Analysis and solutions of the 6 major causes of the current situation of the community.
2.Six types of community analysis that customers hate the most.
3.6 types of community analytics that customers like the most.
4.Analysis of the key elements of community operation.
5.Customer Portrait: Understand the needs and target.
6.All community actions should be aimed at the pain points and needs of customers.
7.The "three determinations" principle designs the community operation framework.
8.The "four haves" community maintains customer stickiness.
9.Community operation and management team setup and job responsibilities.
10.There are 4 key steps from drainage to transaction community operation.
Landing Tools:Six-dimensional model of customer portrait.
Lecture 3: Community drainage and customer fission
1.7 ways to build a group of customers.
2.Analysis of common methods and cases of customer drainage and group building.
3.Grasp the pain point and give the customer a reason that they can't refuse.
4.Drainage fission principle and superbait design.
5.Set up 6 major ways of interest mechanism: old customers become sales.
6.Community fission seed user screening.
7.Common misunderstandings of community fission.
8.Analysis of practical cases of community fission.
9.Hound Plan: Aim at the traffic pool to quickly obtain accurate passenger flow.
10.Merchant alliance 6 major cooperation methods to achieve resource sharing.
Landing Tools:: Commonly used community drainage and fission applets.
Landing Tools:Community drainage and fission schemes.
Lecture 4: Community Interaction and Fan Management
1.6 Adult Humanity Needs to Be Met to Stay Active in the Community.
2.Research pain points, grasp needs, and create a long-term value community.
3.Community is all about building trust and connection.
4.10 ways to increase customer engagement in your community.
5.Community atmosphere creates game interactive activity design.
6.There are 9 strategies for product implantation and delivery in the group.
There are 6 modules of community operation to create a long-term and valuable community
1) Community welfare bait.
2) Community Care Actions.
3) Community privilege customization.
4) Community activity design.
5) Community content management.
6) Community entertainment interaction.
How to build a high-quality "** community
1) Sex – interactive, participatory.
2) Sense - a sense of value, a sense of gain.
Landing Tools:Play-to-Earn Community Interactive Game Pack
Landing Tools:"Community Topic Sharing Material Library".
Lecture 5: Event Design and Traffic Monetization
1.Six ways to monetize community transactions.
2.There are 4 principles for community event design.
3.The process and speech design of the transaction activity in the group.
4.Marketing planning for community blasting events.
5.Design and process of community blasting activities.
Landing Tools:"Community Activity Transaction Process and Words".
Landing Tools:"Marketing Planning Form for Community Blast Transaction Activities".
Landing Tools:"Community Blasting Transaction Activity Process and Words".
Program class (2 days) - according to the actual situation of the enterprise, the community marketing plan is produced on site
Lecture 1: Analysis of the current situation of the store community
Action Learning:Tool - Empty chair to complain about the assembly.
1.The pain points and difficulties encountered by stores in the process of community operation.
2.From the perspective of store employees, how do they view social marketing?
3.From the customer's point of view, how do they view social marketing?
4.Based on the summary and analysis of various problems of the Tucao Conference, find a way to break the situation
Outputs:Community Issue Diagnosis and Analysis Form
Lecture 2: Analysis and classification of store customer groups
Action Learning:Tool – Balance wheel.
1.Classification of store customer groups.
2.User portraits of different customer groups.
3.Analysis of the preferences and needs of different customer groups.
4.Analysis of the importance and spending power of different customer groups to the community.
5.Analysis of drainage bait preferred by key customer groups.
6.Analysis of community benefits preferred by key customer groups.
7.Analysis of community interaction activities preferred by key customer groups.
Outputs:"Portrait of a high-potential customer".
Lecture 3: Community drainage and fission scheme design
Action Learning:Tools – cross-group co-creation.
Case Study:Commonly used drainage schemes in the community.
Case Study:Fission schemes are commonly used by the community.
1.The team combined the current situation of each store and the analysis of customer demand to design drainage and fission schemes.
Panel Discussion:Each group shared the project with the other groups and received flowers and gifts.
2.Fix and optimize the drainage scheme of this group.
3.Form a drainage plan that can be implemented on the ground.
Outputs:"Community Drainage Plan" and "Community Fission Plan".
Lecture 4: Community operation and interactive program design
Action Learning:Tools – Pip Exchange.
Brainstorming:Favorite communities.
Panel Discussion:Three-person team, exchange ideas.
1.Group integration.
2.The team co-created the "Community Operation Interaction Plan".
Outputs:"Community Operation Interaction Plan".
Lecture 5: Community Transaction Process and Speech
Action Learning:Tools – Star Wars.
1.Community Valid Deal Scheme**.
2.Collide with ideas to find out the most effective transaction plan that everyone agrees on.
3.Focusing on the refinement and implementation of the highest plan, the implementation plan is formulated.
Outputs:"Community Transaction Plan".
Lecture 6: Sorting out the implementation plan of community marketing
Action Learning:Tools – World Coffee.
1.Sort out the "Community Marketing Plan" in combination with the homework of each link of the group
2.The team co-created and completed the "Community Marketing Implementation Plan".
3."World Coffee" shares and optimizes each group's program.
4.Group plan reporting and review.
Outputs:"Community Marketing Implementation Plan".