Creating a community on social networks. Why is it so expensive or how much does it actually cost?

When we work for you, we naturally do it for money. But it is not always clear from the name of the service or description of the work what exactly we do as part of the application and why it has such a price.

To answer all the questions, and also tell you what kind of result you will get by paying us the Nth amount of money, we have launched a series of special articles in which we will sort everything out and explain why, for what, how much, etc.

Let's start by creating a community on social networks. The cost of the service is 4,400 rubles. Do you think it's expensive? Then look what we do for this money. Most likely at the end of the article you will say something like this: “Um, maybe we should raise it to at least 10,000 rubles?”

Create a group on social networks for 4,400 rubles. You're crazy!

Of course, anyone can create a group on social networks. There is no need to have a doctorate or knowledge at the level of an engineer at Rusnano. And, most likely, for this reason, everyone thinks something like this: “Yes, I’ll create 10 communities for myself in 5 minutes and 0 money. Why are you charging 4,400 rubles?”

Why so expensive? Maybe the price includes the development of an individual design, a gold frame, or dancing with tambourines to attract clients? No, it’s not included, let’s say right away. No design, no menu, no content plan for 4,400 rubles. not mortgaged. Creation is just creation and what you end up with is a community ready to go.

Let's look at the example of the social network VKontakte, what work is included in the service and how we carry it out in order to create a community for you.

Creation and basic settings

Physically, you can actually create a community for yourself in 2 minutes, or even less. To do this, just go to the “Groups” section of the menu, click on the “Create a community” button, select the format and topic, enter the name and that’s it, you’re done. The community actually exists, the mission is accomplished. But we move on. For this is not the creation of a community, but the creation of a filly literacy. With such horses you won’t go far and certainly won’t get clients.

In general, if you create a community for yourself, you can immediately enter both a name and a description for the “Information” section. But we will postpone work on content until later, and in this section we will tell you how we make basic settings.

We change the digital URL to a beautiful, memorable address that can be written on business cards and is pleasant to the ear.
Let's check the topics and categories again. Please note that this must be done immediately. In the future, a sudden change in topic may lead to blocking of the community.
We add a link to the company’s website, indicate the location (if this is our group).
In a special tab, select the necessary settings by section: which will be displayed in your group (we are studying the client’s business), which will be open to users (based on the strategy for working with the community), and which should generally be closed and given access only to managers.
Here we insist on the “Products” section - in case you decide to make a seller out of the group. In our case, this is done if the community has a section with goods (agreed with the client, based on the strategy for working with the community). The basic rate includes registration of 1-3 products as an example.
Select the main and secondary blocks. For example, if you want discussions to be at the very top under the description, this section should be placed in the main block. This is also important when working with an application widget. But here there can be a lot of options for the development of events, so all questions regarding filling out this block are resolved individually, based on the objectives of the project.
We make settings for obscene language and special words that cannot be mentioned in your community, for example, the name of competitors.
We add links to the site and other resources that are important for the company and users. You can make a link here to individual sections in the community menu (delivery, payment - if you have a commercial community and this is very important information that should be emphasized) or website pages, services with reviews, etc.
Messages. We don’t just connect them, we create a welcome message that will be received by users who decide to send you a letter in the community. Well, we always recommend that the client add a link with community messages to his left menu so as not to miss a question and answer as quickly as possible. As for the settings for the “Online Community”, we do not make them and do not recommend implementing them, since you need to respond promptly, and this is not always possible. But you can activate the function yourself at any time.

Other settings are not included in the price. Application installation work is agreed upon and paid for separately. Setting up and launching one application from the VKontakte application list costs from 1000 rubles, depending on the complexity of the work.

Working with content

In this section we talk about how we work with content when creating a community.

Compiling a semantic core for the community

When creating a community, we always optimize for the large Internet and internal search. Compiling a semantic core is an integral part of this process. Of course, there is no way to add +500 words, but optimizing for 5-10 queries is quite possible. Especially if you consider the nesting of keys.

So, taking into account the frequency according to Yandex statistics, we collect a semantic core for each new community. At the same time, we analyze the client’s business and take into account the goals facing the promotion of the community. The result is a table of key queries that need to be used when working with the community (photo descriptions, answers in discussions, posts, etc.)

When choosing words, pay attention to the following points:

Key query: it is better to indicate the word being checked in quotation marks, then we will get pure results for it and will be able to assess what else people are looking for with this query. By the way, here is a cheat sheet for working with the service.
Region: of course, we are interested in the region in which the company operates. This could be all of Russia or a separate city. This way you will understand the approximate demand in the desired area.
Actually the number of requests for the key you are interested in.
Other, more detailed options are also requested for this word, and there are quite a lot of them. This is good. Such requests, as a rule, help with drawing up a content plan and expanding the semantic core.
Similar queries. They can also be used to expand language and find topics for content.

Of course, these are not pure statistics on social media keywords. It is more of a guide because the audience is duplicated and therefore that is how they are searching for your business.

For social networks, unlike a website, you should look at the most common request. Because most likely, if they are looking for “plastic windows” in an internal search, then they need a company to work with them, and not an article about windows, etc.

If you want to see the statistics of a key query specifically for VKontakte, you can use the target hunter service: it allows you to analyze the dynamics of the query (mentions on social networks) for a given word by year and by month. You will understand whether anything is written about it at all or not.

We only double check as part of strategy development. As part of creating a community, we look at statistics on Yandex.Wordstat, analyze the results of internal searches, and in especially difficult cases, when there is no data or it’s difficult to choose, we look at statistics on third-party services.

Title development

Selecting a name begins with determining positioning. There are 3 types of positioning: by brand (if the company is well-known or the brand needs to be promoted), by product (when the brand is not very important to us, but the product is worth promoting. For example, flower delivery: it doesn’t always matter which company to order from, but this service is quite popular), according to interests (here we are actually talking only about the interests of subscribers and do not directly sell anything). The choice of positioning is based on the goals that the community faces.

This is what a sample template for each name looks like:

By brand: Raduga is a global ice cream manufacturer.
For the product “Ice cream from all over the world in the Rainbow shopping center.”
Interested in “Rainbow Ice Cream Lovers Club”.

Do you feel it? Based on the name, the content should be special for each community.

How do we choose?

Let's look at the goals. If you need to sell, then option 1 or 2, if you need to inform, option 1 or 3.
We look at competitors. And here the analysis of competitors by topic begins.

Competitor analysis to choose a community name

First, we gather competitors:

We ask the client who his competitors are (list of sites or communities).
In internal search, we collect communities using previously defined keywords - up to 3-5 for each community.
We collect communities in the search that appear in high positions based on keywords (TOP 10).

We analyze the collected communities.

We determine positioning for the collected communities. We look at the ratio of options and select the most optimal one. You can choose the most popular option, and then give users something special that your competitors don’t yet have, or, for example, simply become better with the same content if competition is low. Or, conversely, choose the option that has the least number of competitors (provided that it suits our work format).
We determine the competition using the collected keywords. How many users in the communities are in top positions, will it be difficult to get to first place, is the number low.
We check for bots in communities. This will help determine the number to target at the start. Real headcount for the required key queries. She will show you which word to use and how to work.
We determine the principle of ranking in search results for the desired query: are there any jumps in number in the TOP or is there a decrease in numbers exactly.
We check for dilutions (whether there are extraneous words in the selected keywords for the title or not). For example, a community in the TOP may be called “Plastic Windows ,” or “Company for the installation of plastic and wooden . ” The second option is to dilute the key. I note that the pure occurrence of a key is one of the ranking factors. Those. other things being equal, preference will be given to the community without dilution.

Having collected this statistics, we determine what strategy the name will be based on, and in the report we offer the client, as a rule, 2-3 options with a description of the reasons for choosing each of them. The final decision, of course, remains with the client. But we always say the reasons and consequences that will await a certain choice.

It is important that when you create a name for the community yourself, please note that there is a principle here (for search): the fewer words, the greater the weight of each of them. Much the same as for the Title tag.

Well, one more thing: if you are changing the name now, keep in mind that you will experience a temporary decline in positions. This is fine. Over time, depending on your activity and the activity of your competitors, your position will recover and may even improve. Of course, if you work with social networks.

Community status

The name has been chosen, now you can think about filling out the community status. We do not recommend duplicating information here that you have already written in the title (on the cover). They often write something like this:

The status should expand the information from the title and complement it. What nuances do we pay attention to when filling out this block of information?

Indication of geolocation (city, region in which it operates). For example, if you do not want to overload the name with an indication of the region.
Promotions that encourage joining the community (10% discount for friends, details in the menu).
USP of your company: delivery within Moscow time in 10 minutes, when ordering 3 or more pieces, a surprise gift worth 1000 rubles.
Clarifications on brand, product, company. For example, you indicated in the title that you have an online store of bed linen, and in the status you can clarify the areas you deal with: blankets, pillows and sheets made of camel hair.
Special conditions for the store: retail sales only, opening on January 15, closed on holidays, etc.

When creating a community, we proceed from the purposes for which the group will be used and select the status.

Please note that ideally, a key query from the semantic core should be inserted into the status, since the status is taken into account during optimization. But if you can’t do it organically, it’s better to focus on people than robots.

Description

Information is a section that is located immediately below the name and status. It is visible if there is no pinned post in the community. If there is a pinned post, then this section goes into the second tab.

Here your task is to talk about the company and the community so that users want to join and take the targeted action.

In order to write text for the “Information” section, we analyze the client’s website and business. We study how the company is useful, what conditions it offers, why users need to subscribe to news / join the community.

Don’t forget that the text should end with a call to action: write to us, place an order in our online store, etc.

One of the common mistakes that we encounter during analysis is the story of how cool and wonderful the company is. In fact, it is important to say the same things, but only from a position of benefit for the client.

So, in this section the following tasks are solved:

More detailed information about the company is provided.
Enter numbers and facts that remove the user’s objections and confirm your words.
The reasons why the user needs to join the community are indicated.
There is a CTA to push the user to take a targeted action.

It is important to remember that the text for this community section must be unique and optimized for the keywords that you included in the semantic core for social networks. To structure your text, you can arrange it in a list (numbered, under bullets, or using emoji icons). We put all the links here with tags (using them you will track the statistics of transitions and achievement of goals on the site) for social networks and shorten them through a special service.

We usually write text of 500-1000 characters with spaces. We optimize it for 1-3 key queries from the strategic language. We check for uniqueness (90-100%) through the text.ru service, as well as for nausea through advego.

By the way, such text can be ordered separately from our copywriters. The cost will be 1950 rubles. for 1000 characters.

Filling out the discussion section

Yes, as part of creating a community, we also fill out this section. Discussions are very well indexed by the Google search engine. Therefore, it is also important to work on text optimization here. Moreover, it is important to include keywords from the collected semantic core in the title of the discussion, preferably without dilution, as well as in the text with a description. As part of the service, we create 1-2 discussions for the company:

We select a topic for discussion. As a rule, these are reviews about the company. They are always important, especially on social networks. We need to let clients speak.
We compose the description text with keywords from the semantic core.
Add to the community.

In addition to these works, when transferring rights to a community, we always tell you how to correctly work with keywords in the community. What elements to optimize, what to pay special attention to.

In general, that seems to be it, but who wants to join an empty community. Nobody, that's right. Therefore, we are adding 5 publications to the community. Next, I’ll tell you exactly how we select topics and compile them.

Two services for analyzing and collecting target audiences with limited free access

GetTarget

350 rub. per month, first 2 weeks free

GetTarget allows you to analyze and collect a user base, as well as select those who recently joined or left a certain VKontakte group. The service allows you to track audience behavior and statistics.

Target Hunter

15 tools are available for free, from 35 - from 500 rubles. per month

Target Hunter is an analogue of Cerebro with bonuses: a free plan and 2 times more functions (80). The service allows you to collect and analyze the target audience, upload IDs to VK and automate advertising.

In short, you can use the following functions:

search for people, groups, parents, birthday people, videos, posts;
analysis of communities, profiles and publications popular among the target audience (TA);
collecting contacts and profiles, posts using keywords, friends, relatives and couples of the target audience, employees of certain organizations;
activity tracking - searching for people who are active in groups of similar topics, under posts and videos, in photo albums and polls;
tools - intersection of databases and segments, group and user filters;
managing your advertising account and automatically adding a database;
notifications about completed tasks in Telegram.

Effective management of your VKontakte community, attracting new audiences, effective advertising campaigns

Order promotion on social networks