Establishing enterprise Community Marketing system based on CRM

A business community marketing, not only with a certain community can be carried out, this requires a complete traceability system, in this system, the community and enterprise CRM application seamless integration, and in the Enterprise Community http://www.aliyun.com/zixun/ aggregation/12474.html "> Marketing strategy effectively promote the enterprise to consumer and consumer groups of communication and interaction.

1.0 CRM: Affiliate Marketing and 2.0 CRM: Community Marketing

At the same time of community marketing, enterprises often find that it is an effective way to use the community to network member management and affiliate marketing. Affiliate marketing and community marketing are no longer just a line and line difference, the two in the marketing core strategy is different.

Traditional member marketing, most enterprises will focus on the discovery and analysis of customer consumption, from the enterprise want to sell products and services angle positioning customers, do member marketing activities such as integration, incentive redemption and other knowledge in order to improve customer consumption, reward customers shopping behavior. Many enterprise member marketing has made a kind of membership card marketing, training is the loyalty of the member to the card.

In the community marketing, the need to emphasize is to give full play to the Community's individual initiative and spontaneous aggregation, in the community is a single customer as the object, the community gathered the content of the people to discover and analyze the needs of the customer base, and even find the individual customers need products and services, A large number of community individual communication for the enterprise potential customers to provide a relationship experience, so that the customer's life more comfortable, so as to cultivate a large number of individuals to brand and business loyalty.

CRM is the foundation of constructing community marketing

The foundation of Community marketing is not only to build a community, or to open a branch of a business in a community, if enterprises want to carry out community marketing, must first universal use of CRM information means, and using CRM more flexible use of individual customer information and preferences information. That is to say: to carry out community marketing, or first popularize CRM!

If it is only a community, then it is similar to a web-based community marketing activities, and based on the enterprise CRM information and community integration, can be transformed from the enterprise CRM and the integration of the individual community began, the key is to be able to digest. For example, the community blog and photo sharing function, is the enterprise database, enterprise for each product demo and online demo, Online press conferences or conference videos and photos can be used in web2.0 form, the latter is the implementation of the Enterprise CRM application; personal im can go to the enterprise's Imbot query products, news or service requests reply, etc. and enterprises can use IM to their customers im segmentation of IM message broadcast, care or licensing of product video clips and photos delivered to customers and able to track response and so on.

The enterprise's marketing and the network Entertainment has the obvious difference, from the web2.0 and the community development view, mostly is the entertainment user charges, is not may the lasting trend, the entertainment final result is free. Only enterprise application can produce value, so the community's profit model is to enter the community marketing, and enterprise application and social application. In the individual interaction and communication of community aggregation, based on the individual to the enterprise and the social product or the service carries on the experience and the dissemination, thus forms to the relation increment, and through the individual dissemination, indirectly promotes the social overall value the growth, this is the community real profit pattern, also is the enterprise community's commercial application tendency. At this time, the individual, first is the individual customer, again is the enterprise's customer, finally is the social customer.

CRM promotes network community upgrade to-smart community

The network community is also a shallow level of community, the real deep into the community is a smart Community (smarthome) model, that is, the electronic community and electronic neighbors. Because in China, a lot of consumer goods are home units, similar to food, home appliances and so on, so the main marketing positions in the community, the use of individuals in the Community's active and credibility, to carry out the Community brand experience spread, make full use of the community's interactive terminals, or community brand experience Shop, It can carry out community electronic commerce and community media based on the combination of network community and intelligent living Community.

In fact, we can guess: an edible oil brand not only established the network community, at the same time in each city's well-known community ring election of the community's super healthy mother, and then choose the city, and then selected the whole country, while the network live, to participate in the game to experience barrels, send coupons (discount than supermarket lower), Coupons are votes, and those who mobilize relatives and friends buy the most out of the field with the highest scores. Competition is not only than cooking, but also more than oil experience, say, can write a blog or a mobile phone to make a video, all add points; The game is over, the score can be reduced to oil to get, not to send, the oil is all over the. Another example car, we are familiar with the 4S shop, who has seen the community to put a brand experience shop? Who saw the car roadshow in the neighborhood? In less than a year, this form will be more and more. But just let it go, even if it's 2.0? You have just sat in the community inside the public experience car this morning, the afternoon box inside put a wonderful man car photos; just go home to cook, the public call center sent SMS have temporary membership number of electronic discount coupons can be used at any time; You just registered MSN has been found in friends with the FAW-Volkswagen MSN robot; opened the computer you wrote a today's car experience blog, email Tip: As a member of the Car Friends Club you have increased by 100 points, to know that 100 points can be in car and maintenance is discounted 10 yuan money ...

Community Marketing architecture based on CRM

Enterprise's community marketing structure is not only to build a network community, but around the application of enterprise fully integrated, including the enterprise's CRM system, consumer portal, community and exchange platform, etc. As shown in the figure:

Figure Corporate Community Marketing Structure

Throughout the architecture, fully integrated network Community/SNS Network (consumer/individual) + online E-commerce (individual auction mode, similar to ebay or ebay) + Community brand experience shop (field) + Online CRM platform (Enterprise) + Community Media Interactive Terminal (similar to the information terminal can be interactive), This system will gradually form a commercial social network.

The individual-led communities and real-life communities are at the heart of the community's marketing system, as they are the main positions for the accumulation of individual populations. While the front desk web2.0 community, backstage on-line CRM platform, the middle is the individual auction electronic commerce based on SNS Network, then is the social marketing enterprise Application key, while the Community field brand experience shop and the media interactive diagnosis, is one of the system similar to the traditional media communication channel. This beautiful vision, is getting closer with the pace of the times! (bit net)