Facing the troubles of huge numbers of people

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large-scale vs. individual operation
When the number of people in the self-owned traffic pool increases, the brand will start to worry, "Do I need to do more precise audience communication?" In fact, judging from the high interaction and hundreds of thousands of LINE official accounts, it is necessary to To ensure that the account has a group of continuously engaged and active audiences, it can be divided into two major strategies:

First, go on a large scale and regularly hold "all-audience participation activities" that are the most widely accepted by anyone, with different themes, topics, or with different offers. For example, "Family Mart" holds blessing activities for candidates and golden rice ball login activities on LINE (pictured below, left), and "JCB Taiwan" organizes LINE POINTS roulette activities based on seasons (pictured below, center).

Second, adopt an individual approach, lock in high-value members and audiences with stable interaction rates, continue to communicate, and collect accurate preference tags. In addition to providing high-value laos whatsapp phone number content to this group of audiences, it also coordinates content management and promotion with different groups, such as "Coco" You can send exclusive offers to members (right picture below).

The challenge of the former is that you need to continue to think of topical activities and combine them with products and services. You also need to prepare enough for the cost of event prizes. The latter requires a long-term accumulation of understanding of consumers, and not only behavioral data on social channels, but also the integration of data from customer information platforms, so that different groups can be effectively divided and differentiated communication strategies can be designed.