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扫码加钉群 十万创业者 与你为伴

3.3亿会员,会员贡献占比62%,肯德基

盘活3.3亿会员,看餐饮巨头如何布局私域

最近,肯德基推出的套餐玩具“可达鸭”爆火,引发全民的购买热潮。

不得不承认,作为一家外来的餐饮企业,肯德基的本土化营销做的极为优秀。但我更佩服的是,肯德基在数字化运营、会员和私域上的战略眼光。

早在2016年肯德基就开始数字化转型,推出会员和线上点单支付系统,后续还推出了付费会员并深耕社群运营。

数据显示,肯德基拥有3.3亿名会员,会员销售占整体销售额的62%,数字订单收入占比87%。

事实上,这就是当下最火的私域流量玩法。那么肯德基是如何做私域的呢?

下面依旧按照我们的方法论,即IP化-连接-促活-分层-复购-裂变这6个步骤,为大家拆解。这是我们拆解的第12个案例,本文目录如下:

1、IP化-品牌IP战略拆解

2、连接-全渠道引流拆解

3、促活-社群运营拆解

4、分层-精细化运营拆解

5、复购-多渠道引导复购拆解

6、裂变-裂变模式拆解

01 IP化-品牌IP战略拆解

一个成功的品牌想要被消费者长久的记忆,必然需要有特点鲜明的IP形象。肯德基作为一个跨世纪的品牌,也深知这一道理,主要体现在三个方面:自有IP、联名IP、员工IP。

1)自有IP

肯德基的IP绝对是世界上最深入人心的形象之一,其商标上的“老爷爷”就是以创始人“哈兰·山德士”的形象来制作的。

随着时代的进步,肯德基也不断对这经典标识进行改动,让这一形象更契合当下的传播规律,让消费者更容易记忆。

2)联名IP

除了自有IP以外,肯德基也在积极寻求联名IP的合作,作为市场营销的主要手段,每一次联名都能带来新一波的消费者群体和热度。

例如这一次和宝可梦合作的“可达鸭”,就让肯德基销量大增。据统计,肯德基合作过小黄人、 哆啦A梦、原神、王者荣耀、泡泡玛特等国内外众多知名品牌和IP,并且都能达到1+1>2的效果,实现品牌之间的双赢。

3)员工IP

肯德基通过企业微信建立用户与私域的连接,每一位员工微信都成为对外输出的窗口,以我添加的员工为例:

昵称:张碧波(员工真实姓名,用户感知更真实)

头像:肯德基经典的老爷爷IP形象

角色定位:餐厅经理、社群专属福利官

自动欢迎语:第一时间发送社群链接,并告知社群里包含的福利,让用户及时掌握所有的价值信息。

02 连接-全渠道引流拆解

肯德基十分重视品牌的曝光和营销的效果,无论是传统的线下广告投放,还是像抖音、小红书这类新兴平台的运营,都是肯德基寻求增量和留存的重要抓手。

以下从线下流量、自有私域平台、主流新媒体平台三个方面拆解肯德基的渠道引流是如何做的。

1)线下流量

门店

肯德基的线下门店是其庞大的流量来源。截至目前,肯德基在国内的门店数量超过了8000家。用户可以通过扫码点单、店内收银台、桌贴和易拉宝进入私域。 

线下投放

像肯德基这样体量的餐饮公司,在广告营销上花钱毫不手软。经常会在地铁站、户外广告牌、公交车等场景进行广告投放,不断扩大曝光,为引流打下夯实基础。

2)自有私域平台

公众号

肯德基公众号活跃粉丝超过百万,推文内容包括活动介绍,产品种草,优惠福利等等。

在公众号内的菜单栏有私域添加入口,具体路径:公众号菜单栏--点击入群--扫描二维码--添加员工微信--发送社群链接--进入社群

小程序

肯德基旗下有众多小程序,主要承担线上点单、互动游戏、会员服务等功能,在「肯德基+」小程序内有私域引流的入口,具体路径:

首页--加入官方福利群--扫描二维码--添加员工微信--发送社群链接--进入社群

3)主流新媒体平台

视频号

肯德基的官方视频号主页内绑定了公众号,作为引流的一个入口。主要发布的视频内容包括品牌宣传、产品种草、情景剧场等。此外,在视频号里也会开启直播,主要以卖货为主。

抖音

肯德基在抖音建立了庞大的账号矩阵,几个主要账号的粉丝总和超过500万。主要视频内容包括品牌宣传、产品种草、情景剧场等。

还有如「肯德基食货局」、「肯德基官方福利社」这类账号每日都会开启直播,主要以卖肯德基套餐电子券、速溶咖啡等产品为主。

快手

对比抖音来说,肯德基在快手上的运营规模小很多,主要账号只有8.3w的粉丝,视频内容也没有抖音丰富,但也会每日开启直播,以卖自家产品为主。

微博

肯德基在微博目前粉丝数达到403.7万,其微博发布数量达到了28000+条,翻阅最近几天的微博,几乎每天都保持6-10条的发送频率。主要内容以活动宣传、产品种草为主。

小红书

肯德基在小红书中相关的笔记达到66万+篇,用户自发种草和曝光的频率非常高。官方账号目前粉丝达到10.4万,笔记内容以产品种草、品牌宣传、互动介绍为主。

bilibili

肯德基在b站内粉丝数达到147.5万,在品牌官方类账号里算是非常高的,可见肯德基在年轻群体中也相当受欢迎。发布的视频内容多以活动介绍、情景剧场为主。 

03 促活-社群运营拆解

社群作为私域中促活最有效也是最常见的场景,下面对肯德基的社群进行拆解,以我添加的某个社群为例。

1)社群基本信息 

【群昵称】:品牌名+地区+群定位+群序号,如“肯德基半山中联福利群2”

【群定位】:优惠福利群、限时秒杀群、互动交流群

【社群价值】

服务价值:解答用户的问题,与用户互动交流

品牌价值:产品安利、新品播报、拉近品牌与用户的距离

内容价值:用户参与互动可获得优惠券

2)入群欢迎语+群规则

用户入群后会第一时间触发自动欢迎语,主要介绍加群福利如何领取,以及有问题可以咨询,表明服务态度。下方设置跳转链接,详细介绍社群福利以及群规范。

3)社群sop

社群内发送的内容都有固定的安排,每周一至周末都会设置不同的福利活动,以某一天的sop为例:

早上8:00:发布套餐产品安利,这个时候是上班上学的时间,大多数用户看到实惠套餐会愿意去购买;

中午11:00 :发布猜幸运数字小互动,猜中的可以领取优惠券;

下午16:00 :揭示互动谜底,提醒用户兑奖;

下午17:00 :发送社群福利内容,如周四发布疯狂星期四福利活动;

下午18:00 :发布优惠券活动,参与可领优惠券。

04 分层-精细化运营拆解

肯德基针对不同的用户群体,进行了精细化的运营方式,以小程序分类和付费会员分类为例。

1)小程序

肯德基有众多的小程序,分别有着不同的功能,主要为了方便不同需求的用户使用。例如:

小程序「肯德基+」主要展示福利信息和会员功能

小程序「肯德基口袋炸鸡店」主要做社交和裂变

小程序「肯德基早餐」专门做早餐的线上点单服务

小程序「肯德基现磨咖啡馆」专门做咖啡相关产品点单服务

小程序「肯德基甜品站」专门做甜品相关产品点单服务

2)付费会员

对比其他品牌的付费会员,肯德基的付费会员种类众多,针对针对不同的人群和使用场景。且每种类型卡分为不同的价格档次:

大神卡(从9.9元-38元,共有5种可选):针对经常购买肯德基的用户,可享受权益包括免外送费、早餐和下午茶套餐优惠;

宅神卡(从9.9元-16元,共有2种可选):针对经常点外卖的用户,可享受免外送费的权益;

咖啡包月卡(从16元-18元,共有2种可选):针对经常点咖啡的用户,可享受部分咖啡产品的优惠;

百胜会通吃卡(188元):针对经常吃百胜餐饮旗下品牌的用户,包括肯德基、必胜客等5家品牌的部分产品优惠。

05 复购-多渠道引导复购拆解

私域运营最关键的一环就是复购,和大多数品牌一样,肯德基同样在各个渠道进行了引导复购,以下面几个平台为例:

1)公众号

在关注肯德基的公众号后,会第一时间发送优惠券,引导用户进入小程序购买。另外公众号许多推文内容里都会引导用户进入下单购买。

2)小程序

在肯德基的小程序里,会经常赠送用户优惠券,吸引用户下单购买。此外用户还可以通过任务等形式,获取更多优惠福利。

3)社群

在肯德基的私域社群中,会发送各种福利活动,引导用户下单购买。

4)微博

在微博上肯德基会通过各种福利优惠,引导用户进行下单购买。

5)小红书

在小红书里肯德基通过种草内容吸引用户下单购买。

06 裂变-裂变玩法拆解

除了常见的社群裂变玩法之外,肯德基专门做了一个小程序「口袋炸鸡店」,通过开店的趣味玩法和优惠券为诱饵,促进用户裂变传播分享。

下面对裂变玩法进行拆解:

用户在小程序内开启自己的炸鸡店,可以将店面分享给好友,店内等同于真实的肯德基店铺,可以直接下单购买。

好友在店内每产生100元交易额,则能获得5-10元的优惠券。店铺人气和订单越高,能获得更多优惠奖励以及红包奖励。

除此之外,小程序还有许多明星店铺,让朱一龙、王俊凯、王一博、鹿晗等当红偶像拥有明星炸鸡店。

借势明星的影响力,让粉丝通过店内购买、或给喜欢的明星加糖(增加人气),分享给好友,从而提升明星炸鸡店排名。

数据显示,“口袋炸鸡店”小程序上线3个月,即完成了目标销售额的900%。