The total value of target customers is calculated, including the number of members, lifetime consumption and number of fissionable people, to obtain the overall scale of business operations.
The calculation formula for the total customer value is:
Sales = number of members x lifetime consumption x number of fissionable people.
Among them, the number of members = number of people reached fan conversion rate x transaction conversion rate x member conversion rate.
The number of members is the basic data of social marketing. There are several levels of conversion rate from potential users to member users. Social media operations must plan this conversion rate.
Member lifetime consumption = purchase frequency x average life cycle x average customer unit price.
Number of fissionable people = (member recommendation x fission level)”.
WhatsApp marketing is different from single advertising in that it maintains emotional connection with customers through social interaction and taps into customers’ lifetime consumption value. Every member has lifetime consumption value and social resource value, and social fission will bring geometric growth in the number of users.