[{"data":1,"prerenderedAt":632},["ShallowReactive",2],{"wiki-playbook\u002Fengagement":3},{"id":4,"title":5,"body":6,"description":624,"extension":625,"meta":626,"navigation":627,"path":628,"seo":629,"stem":630,"__hash__":631},"wiki\u002Fwiki\u002Fplaybook\u002Fengagement.md","第四章 · 促活运营（持续触达）",{"type":7,"value":8,"toc":606},"minimark",[9,26,29,33,156,168,172,175,186,209,213,238,242,249,252,287,291,297,326,330,341,345,428,432,470,473,476,582,592,594],[10,11,12],"blockquote",{},[13,14,15,16,21,22],"p",{},"目标：用企微的全套触达工具，让客户「常来看看、不时买买」。\n对应增长模型：",[17,18,20],"a",{"href":19},"\u002Fwiki\u002Fmethodology\u002Fgrowth-hacking#%E7%AC%AC%E4%BA%8C%E7%8E%AF-activation-%E4%BF%83%E6%B4%BB","AARRR · Activation 促活","、",[17,23,25],{"href":24},"\u002Fwiki\u002Fmethodology\u002Fgrowth-hacking#%E7%AC%AC%E4%B8%89%E7%8E%AF-retention-%E7%95%99%E5%AD%98","Retention 留存",[27,28],"hr",{},[30,31,32],"h2",{"id":32},"触达工具矩阵",[34,35,36,55],"table",{},[37,38,39],"thead",{},[40,41,42,46,49,52],"tr",{},[43,44,45],"th",{},"工具",[43,47,48],{},"触达方式",[43,50,51],{},"频次限制",[43,53,54],{},"最佳用途",[56,57,58,76,92,108,124,140],"tbody",{},[40,59,60,67,70,73],{},[61,62,63],"td",{},[64,65,66],"strong",{},"单聊群发",[61,68,69],{},"员工向个人客户群发（每月4次\u002F客户）",[61,71,72],{},"4次\u002F月",[61,74,75],{},"重要活动、新品、召回",[40,77,78,83,86,89],{},[61,79,80],{},[64,81,82],{},"客户群群发",[61,84,85],{},"向客户群推送（员工视角，每月4次\u002F群）",[61,87,88],{},"4次\u002F群\u002F月",[61,90,91],{},"群内福利、限时秒杀",[40,93,94,99,102,105],{},[61,95,96],{},[64,97,98],{},"朋友圈",[61,100,101],{},"员工发企业朋友圈（客户可见）",[61,103,104],{},"无硬性限制",[61,106,107],{},"种草、日常、人设经营",[40,109,110,115,118,121],{},[61,111,112],{},[64,113,114],{},"欢迎语",[61,116,117],{},"新好友\u002F入群首次自动消息",[61,119,120],{},"一次性",[61,122,123],{},"首因礼、自我介绍、引流",[40,125,126,131,134,137],{},[61,127,128],{},[64,129,130],{},"自动回复",[61,132,133],{},"客户群关键词自动回复",[61,135,136],{},"无限",[61,138,139],{},"高频问题自动化、活动触发",[40,141,142,147,150,153],{},[61,143,144],{},[64,145,146],{},"SOP 自动化",[61,148,149],{},"按规则\u002F时间自动推送任务给员工执行",[61,151,152],{},"灵活",[61,154,155],{},"标准化运营流程",[157,158,161],"callout",{"title":159,"type":160},"频次限制须知","warning",[13,162,163,164,167],{},"单聊群发和客户群群发均有",[64,165,166],{},"每月 4 次","的硬性限制，要珍惜每次触达机会，确保内容价值最大化。\n朋友圈和社群互动无限制，是高频触达的主力场。",[169,170,171],"h3",{"id":171},"触达工具选用决策树",[13,173,174],{},"面对不同场景，应该选哪个工具？",[176,177,182],"pre",{"className":178,"code":180,"language":181},[179],"language-text","是否需要精准到个人？\n├── 是 → 是否为新客首次？\n│        ├── 是 → 【欢迎语】（一次性，效果最强）\n│        └── 否 → 月内已群发过吗？\n│                 ├── \u003C4次 → 【单聊群发】（精准召回\u002F重要活动）\n│                 └── ≥4次 → 【SOP提醒员工手动发】\n└── 否 → 是否需要互动？\n         ├── 是 → 【社群】（高频互动，无限制）\n         └── 否 → 【朋友圈】（种草\u002F人设，被动触达）\n","text",[183,184,180],"code",{"__ignoreMap":185},"",[157,187,190,193],{"title":188,"type":189},"珍惜每月 4 次","tip",[13,191,192],{},"单聊群发每月只有 4 次机会，建议留给最重要的内容：",[194,195,196,200,203,206],"ol",{},[197,198,199],"li",{},"月度大促（1次）",[197,201,202],{},"新品上市（1次）",[197,204,205],{},"沉默客户召回（1次）",[197,207,208],{},"节日营销（1次）\n日常触达更多依赖朋友圈 + 社群 + SOP。",[30,210,212],{"id":211},"朋友圈运营人设-种草","朋友圈运营（人设 + 种草）",[214,215,216,226,232],"ul",{},[197,217,218,221,222,225],{},[64,219,220],{},"统一内容下发","：总部统一制作朋友圈素材，一键派发给全员\u002F指定门店同步发布，",[64,223,224],{},"保证品牌一致性","。",[197,227,228,231],{},[64,229,230],{},"人设经营","：员工朋友圈塑造专业\u002F亲和形象（如店长日常、后厨花絮、新品试吃），降低广告感。",[197,233,234,237],{},[64,235,236],{},"素材库","：企业统一管理图文\u002F视频\u002F海报素材，员工随时取用，降低创作门槛。",[30,239,241],{"id":240},"客户群运营社群是私域主力场","客户群运营（社群是私域主力场）",[13,243,244,245,248],{},"1v1 单聊有频次限制（4 次\u002F月），而社群可以",[64,246,247],{},"高频互动、零成本触达","。社群是私域运营的主战场。",[169,250,251],{"id":251},"社群搭建六要素",[214,253,254,260,269,275,281],{},[197,255,256,259],{},[64,257,258],{},"群公告\u002F群规","：建立群秩序，明确福利发放节奏。",[197,261,262,265,266,225],{},[64,263,264],{},"群活码","：一码进多群，满员自动建新群，",[64,267,268],{},"永不失效",[197,270,271,274],{},[64,272,273],{},"群自动回复","：客户在群内 @ 小助手 或发关键词，自动回复活动\u002F菜单\u002F地址。",[197,276,277,280],{},[64,278,279],{},"群 SOP","：按时间表自动提醒店员发内容（早发优惠、午发菜单、晚发互动）。",[197,282,283,286],{},[64,284,285],{},"群裂变","：群内发起「邀请 X 人入群得福利」，快速扩群。",[169,288,290],{"id":289},"落地实操指南从-0-搭建高质量社群","落地实操指南：从 0 搭建高质量社群",[176,292,295],{"className":293,"code":294,"language":181},[179],"第1步  建群定位：明确群是「福利群」还是「交流群」还是「VIP群」\n第2步  配置群活码 + 入群欢迎语（含群规 + 首波福利）\n第3步  设置群 SOP：\n        早 9:00 → 今日特价\u002F活动\n        午 12:00 → 菜单推荐\u002F种草\n        晚 8:00 → 互动话题\u002F小活动\n第4步  设置群自动回复：关键词如「菜单」「地址」「活动」自动应答\n第5步  启动冷启动：首周每天发福利，养成客户「每天打开看」的习惯\n第6步  进入正循环：福利 + 内容 + 互动 轮换，保持群活跃\n",[183,296,294],{"__ignoreMap":185},[157,298,300],{"title":299,"type":160},"社群避坑清单",[214,301,302,308,314,320],{},[197,303,304,307],{},[64,305,306],{},"别让群变成广告群","：纯广告群的活跃度会两周内归零，必须混入 70% 内容\u002F互动",[197,309,310,313],{},[64,311,312],{},"群不要太大也不要太小","：建议 150-300 人\u002F群，太小没氛围，太大管不过来",[197,315,316,319],{},[64,317,318],{},"设置群管理员","：至少 2 名管理员，及时回复、控场、踢广告号",[197,321,322,325],{},[64,323,324],{},"别用个人微信群","：个人微信群无法管理、无法继承，必须用企微客户群",[30,327,329],{"id":328},"sop-自动化运营标准化-规模化","SOP 自动化运营（标准化 + 规模化）",[157,331,334],{"title":332,"type":333},"SOP 的本质","important",[13,335,336,337,340],{},"SOP（标准作业流程）是把优秀运营经验",[64,338,339],{},"复制到所有员工","的利器。\n新手员工也能按 SOP 执行出接近老手的效果。",[169,342,344],{"id":343},"典型-sop-场景","典型 SOP 场景",[34,346,347,360],{},[37,348,349],{},[40,350,351,354,357],{},[43,352,353],{},"SOP 名称",[43,355,356],{},"触发条件",[43,358,359],{},"执行动作",[56,361,362,373,384,395,406,417],{},[40,363,364,367,370],{},[61,365,366],{},"新客欢迎 SOP",[61,368,369],{},"新加好友",[61,371,372],{},"0h 发欢迎语+新人券 \u002F 1d 发菜单 \u002F 3d 发爆款推荐 \u002F 7d 发关怀",[40,374,375,378,381],{},[61,376,377],{},"生日 SOP",[61,379,380],{},"生日当天",[61,382,383],{},"发生日专属福利 + 店长祝福语音",[40,385,386,389,392],{},[61,387,388],{},"沉默召回 SOP",[61,390,391],{},"30天未消费",[61,393,394],{},"发召回券 + 「想你了」关怀",[40,396,397,400,403],{},[61,398,399],{},"节日 SOP",[61,401,402],{},"节日前 1 天",[61,404,405],{},"发节日活动 + 预售早鸟",[40,407,408,411,414],{},[61,409,410],{},"复购提醒 SOP",[61,412,413],{},"购后第 7 天",[61,415,416],{},"发搭配推荐 + 复购券",[40,418,419,422,425],{},[61,420,421],{},"流失预警 SOP",[61,423,424],{},"60天未消费",[61,426,427],{},"升级权益 + 专属客服 1v1",[30,429,431],{"id":430},"创新脑洞促活玩法","创新脑洞：促活玩法",[214,433,434,440,446,452,458,464],{},[197,435,436,439],{},[64,437,438],{},"「每日打卡」","：群内每日签到送积分，连续 7 天送大礼，养出打开习惯。",[197,441,442,445],{},[64,443,444],{},"「猜菜价\u002F猜新品」","：群内互动小游戏，答对送券，活跃氛围 + 收集偏好。",[197,447,448,451],{},[64,449,450],{},"「限定秒杀」","：群内定时发秒杀链接，制造稀缺感，拉升活跃。",[197,453,454,457],{},[64,455,456],{},"「会员日」","：固定每周\u002F每月一天会员专属折扣，培养消费节律。",[197,459,460,463],{},[64,461,462],{},"「内容连载」","：店长朋友圈连载「今日推荐菜」「后厨日记」，培养追更习惯。",[197,465,466,469],{},[64,467,468],{},"「天气营销」","：高温推冷饮、降温推火锅，结合 LBS + 天气 API 自动触发对应 SOP。",[169,471,472],{"id":472},"促活节奏规划模板",[13,474,475],{},"一个标准门店的周促活节奏参考：",[34,477,478,506],{},[37,479,480],{},[40,481,482,485,488,491,494,497,500,503],{},[43,483,484],{},"时段",[43,486,487],{},"周一",[43,489,490],{},"周二",[43,492,493],{},"周三",[43,495,496],{},"周四",[43,498,499],{},"周五",[43,501,502],{},"周六",[43,504,505],{},"周日",[56,507,508,535,558],{},[40,509,510,515,518,521,524,527,530,533],{},[61,511,512],{},[64,513,514],{},"早 9:00",[61,516,517],{},"本周特价",[61,519,520],{},"会员专享",[61,522,523],{},"新品种草",[61,525,526],{},"限时秒杀",[61,528,529],{},"周末预热",[61,531,532],{},"周末活动",[61,534,532],{},[40,536,537,542,545,548,550,552,554,556],{},[61,538,539],{},[64,540,541],{},"午 12:00",[61,543,544],{},"菜单推荐",[61,546,547],{},"搭配推荐",[61,549,544],{},[61,551,547],{},[61,553,544],{},[61,555,544],{},[61,557,547],{},[40,559,560,565,568,570,573,575,577,579],{},[61,561,562],{},[64,563,564],{},"晚 8:00",[61,566,567],{},"群互动",[61,569,98],{},[61,571,572],{},"签到打卡",[61,574,98],{},[61,576,567],{},[61,578,567],{},[61,580,581],{},"下周预告",[157,583,585],{"title":584,"type":189},"促活的核心心法",[13,586,587,588,591],{},"促活不是「多发消息」，而是「",[64,589,590],{},"养习惯","」。\n当客户习惯了每天早上看你的群有特价、中午看菜单、晚上有互动，\n他就不需要你「召回」了——因为他每天都来。\n固定节奏 > 随机轰炸。",[27,593],{},[157,595,598],{"title":596,"type":597},"下一站","info",[13,599,600,601,605],{},"客户保持活跃，接下来是 ",[17,602,604],{"href":603},"\u002Fwiki\u002Fplaybook\u002Fconversion","第五章 · 转化复购","——把活跃变成持续复购的订单。",{"title":185,"searchDepth":607,"depth":607,"links":608},2,[609,613,614,618,621],{"id":32,"depth":607,"text":32,"children":610},[611],{"id":171,"depth":612,"text":171},3,{"id":211,"depth":607,"text":212},{"id":240,"depth":607,"text":241,"children":615},[616,617],{"id":251,"depth":612,"text":251},{"id":289,"depth":612,"text":290},{"id":328,"depth":607,"text":329,"children":619},[620],{"id":343,"depth":612,"text":344},{"id":430,"depth":607,"text":431,"children":622},[623],{"id":472,"depth":612,"text":472},"私域促活运营指南：朋友圈、社群、群发、SOP 自动化等企微触达工具组合策略，让客户常来看看、不时买买。","md",{},true,"\u002Fwiki\u002Fplaybook\u002Fengagement",{"title":5,"description":624},"wiki\u002Fplaybook\u002Fengagement","BY87KOYmgzSnAwSQnE_aIMBV7L1MLhCaerDijVMOvSc",1790372913770]