【课程说明Background】
In the brand work of an enterprise, the operation of social media is already the basic work. From the perspective of social psychology, "fan" has also changed from a niche word for star-chasing to a state of public acceptance. But there is a fundamental difference between being a "fan" at the corporate level and being a "fan" with a personal IP and emotional engagement. The "fans" of enterprises are not "wechat background fans" in the narrow sense. "Business fans" generally refers to all potential customers and regular customers. Many B2B companies ask me: "Our signing customers are enterprises, not individuals, do not need to understand the psychology and feelings of individuals in communication." This view is wrong. The reason is simple: businesses sign the bills, but individuals make the purchasing decisions. No matter how big the organization is, no matter how long the purchase decision process is, the decision is still made by individuals with emotions. Similarly, for any piece of corporate propaganda to go out, it is individuals who read the message and take it. Not to mention social media followers.
What we hope to study is how the brand awareness of the enterprise from shallow to deep process affects the target customer group's decision making and its decision environment. What we call "business fan operation" is to use "fan thinking" to attract new customers and improve the retention rate and conversion rate of old customers.
企业的品牌工作中,社交媒体的运营已经是基础工作。从社会心理学来说,“粉丝”也从追星的小众词变成了大众接受的状态。但是,企业层面的“粉丝”与拥有个人IP和情感粘性的“个人粉丝”是有根本区别的。企业的“粉丝”不是狭义的“微信后台粉丝”。“企业粉丝”泛指所有潜在客户和老客户。很多B2B企业问我:“我们的签单客户是企业,不是个体人,不需要去理解个体人在传播中的心理和感受。”这种观点是错的。原因很简单:签单盖的章是企业,但是做出购买决定的是个体人。再大的组织,购买决策流程再长,做决定的依然是一个个有情感的个体人。同样,任何一篇企业宣传内容传播出去,阅读信息和接手信息的也是个体人。更不用说社交媒体的粉丝了。
我们希望研究的是企业品牌的认知度由浅到深的过程中如何影响目标客群的决策人和其决策环境。我们所说的“企业粉丝运营”是指以“粉丝思维”来拉新、获客和提高老客户的留存率和转化率。
【课程大纲Content】
第一节:社交时代,企业做好粉丝运营
1. “弱关系”获客,“强关系”转化
2. 做好粉丝运营是市场营销精细化的必然结果
3. 社交天性是线上营销的发动机
4. 传统企业会员制与线上粉丝社群的异同点
5. 选定企业与粉丝的连接点:影响力?品牌力?变现力?传播力?
6. 规划好粉丝运营到变现的时间维度:转化变现需要多长时间?
7. 规划好粉丝运营的投入成本
第二节:粉丝营销的重点是:人
1. 粉丝营销的优势:精准、互动、传播、粘性、转化
2. 做好优质粉丝画像
3. 深度认知潜在受众的内容需求
4. 数字营销的核心是用数据不断解读“粉丝群体”
第三节:粉丝运营的技术问题:平台和技巧
1. 获取粉丝的渠道:线上内容平台+线下场景
2. 留存粉丝的平台:微信群为主,辅助其他工具
3. 建立企业自己的“粉丝水库”
4. “粉丝水库“必须流动起来,持续激发活跃度
第四节:粉丝营销的长期主义+实用主义
1. 持续给粉丝喂养核心价值:粉丝所求是什么?
2. 与粉丝建立有情感有内容的长期互动措施
3. 成为粉丝应有奖励效应
4. 区别对待:成为老粉丝应有更多的好处
第五节:新粉丝的获取
1. 持续不断的创作吸粉内容是关键
2. 快速增粉有诀窍,使用要谨慎
3. 企业做粉丝需要拟人化
4. 激活粉丝的互动欲
5. 粉丝需要情感连接和情绪价值
6. 不同平台需要不同的吸粉策略:求质不求量
第六节:老粉丝的维护
1. 高粘性用户是最佳粉丝:提高复购率
2. 重视粉丝中的意见领袖,打造自有私域KOL
3. 高粘性用户和活跃粉丝是线上社群运营的要点
第七节:不同粉丝群体的常见区别
1. 男粉丝与女粉丝的不同
2. 高收入与低收入粉丝的不同
Payment:
1. Bank transfer:
RMB Bank Account
A/C Name: 中国欧盟商会
A/C No.: 7110210182500027543
China CITIC Bank 中信银行京城大厦支行
Capital Mansion Sub Branch
No. 6, Xinyuan Nan Road
Chaoyang District, 100004 Beijing
北京市朝阳区新源南路6号京城大厦
S.W.I.F.T. Code: CIBKCNBJ100
2. Pay onsite through cash or Wechat.
Terms & Conditions:
This event has limited seating and requires registration and payment in advance. No walk-ins accepted.
Cancellation Policy:
If you cannot attend this training, please cancel your registration at least 3-working days before. If you fail to notify us of your cancellation in a timely fashion, you will be charged for event costs.
To cancel, please contact Ms. Annie Zhou at azhou@europeanchamber.com.cn.