Managing and promoting a VKontakte group independently

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.

1. We change the digital URL to a beautiful, memorable address that can be written on business cards and is pleasant to the ear.
2. 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.
3. We add a link to the company’s website, indicate the location (if this is our group).
4. 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.
5. 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.
6. 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.
7. We make settings for obscene language and special words that cannot be mentioned in your community, for example, the name of competitors.
8. 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.
9. 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.

A simple formula for calculating the cost of a group

To begin with, we would like to offer you a simplified formula for calculating the cost of a group.

We will include only a few parameters in it. The formula looks like this. All odds are listed at the bottom of the article.

Where

• S – group cost
• P – number of subscribers
• Kt – group theme coefficient
• Kc – coefficient of pawls in the group

If we know the exact income of the group for the last 10 months, then it is worth using a slightly modified formula.

Where

• D – group income for 10 months

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:

1. 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.
2. 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.
3. Actually the number of requests for the key you are interested in.
4. 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.
5. 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:

1. By brand: Raduga is a global ice cream manufacturer.
2. For the product “Ice cream from all over the world in the Rainbow shopping center.”
3. 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?

1. 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.
2. We look at competitors. And here the analysis of competitors by topic begins.

Competitor analysis to choose a community name

First, we gather competitors:

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

We analyze the collected communities.

1. 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).
2. 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.
3. 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.
4. 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.
5. 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?

1. 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.
2. Promotions that encourage joining the community (10% discount for friends, details in the menu).
3. USP of your company: delivery within Moscow time in 10 minutes, when ordering 3 or more pieces, a surprise gift worth 1000 rubles.
4. 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.
5. 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:

1. More detailed information about the company is provided.
2. Enter numbers and facts that remove the user’s objections and confirm your words.
3. The reasons why the user needs to join the community are indicated.
4. 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:

1. 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.
2. We compose the description text with keywords from the semantic core.
3. 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.

Quick earnings on the VKontakte group - Hitch Method

You can try to create a group on VK and make money from it right away, but will there be any results? I wouldn't rush. Let's look at the main areas of making a profit from VK groups.

1. Affiliate programs - mutual cooperation with online stores, sellers of goods and services. The result will be visible when the audience reach is at least 500 per day. It is important to understand your subscribers and guess their desires (here you can buy VK subscribers). For example, mothers will most likely be interested in children's online stores, affiliate programs on raising and caring for children, and the like. In other words, affiliate programs should be focused on subscribers (make VK friends).

Basic recommendations for working with affiliate programs:

• Advertise only quality products or services. It’s better if you yourself try what you’re going to tell people about, or at least know a dozen reviews about them. Once your users doubt the quality of the product, trust will be undermined;
• Choose sites that are popular and that everyone knows about. It would be desirable to have delivery throughout Russia, so you don’t have to lose customers;
• Try to write an affiliate advertisement in an abstract way, preferably it should be similar to a personal review or article.

2. Video posting. There is a significant limitation here - groups of 15 thousand people or more are accepted. You are required to post a certain video clip and that’s basically it. One view is paid from 30 to 90 kopecks (here you can buy VK views). Income, as in many other options, will depend on the topic and the number of live VK subscribers. There are two easy-to-use services that can help: viboom.com and videoseed.ru.

3. Selling advertising. Yes, you heard right, you bought VK advertising, and now you can sell it yourself. Start when there is an audience of 1000 people, but preferably more. You set the prices yourself, but it is advisable to familiarize yourself with the prices of your competitors. Estimated amounts range from 5 to 15 rubles for a reach of 1000 subscribers. Your advertising post will be in first place for exactly an hour, which means it’s better not to add anything during this time. The advertisement will remain on the wall for 24 hours. Placing external links can increase earnings in a VK group by 10-20% of the cost, but there is a risk of getting blocked. You can add a group to various services. Here are some of them:

• Sociate.ru - everything is simple and convenient. The service does everything automatically. Possibility to use local auto-posting.
• Plibber.ru is also a well-known service. The functionality is slightly inferior to the previous one. Entries will have to be posted manually.
• Vktarget.ru - there are few advertising offers, but the price is attractive.
• Blogun.ru is more suitable for business and the female focus of the group. For entertainment venues the service is limited.
• Official VKontakte exchange - all groups in which the coverage of subscribers is above 20,000 per day are accepted (increase VKontakte subscribers). The number of offers is plentiful.

4. Selling your goods. Everything is quite simple here. If you know how to advertise and sell products, then this method is for you. Why share clients with someone when you can make them your own. Research your audience's needs and move forward. You buy glasses on Ali for 200 rubles, sell them for 1500. Quite tempting, isn’t it? It is enough to show a little ingenuity and have a small capital. The only thing better than resale is selling your unique goods. People are now willing to pay a lot of money for things that are different from everyone else.

5. Selling the group. You created a group, promoted it to an attendance of 10,000 thousand per day, then you can make money on the VKontakte group by selling it to those who wish.

But there are tricks here:

• Groups are sold along with an account, so it is better to create it not for a personal profile;
• VKontakte rules prohibit selling groups, so you will have to place an ad externally;
• Fraudsters are not asleep here either. And if this happens, then you will have nowhere to complain, so choose your buyers carefully.

Why is such a purchase necessary?

Often groups on social networks are created by those who have several interesting ideas or a hobby, have free time and are looking for friends with similar interests. The purpose of creating such groups is communication, exchange of opinions and professional secrets.

But there is another category of people. For them, social networks are a place to receive primary or additional income. They are the ones who are most often interested in how to buy a group on Odnoklassniki and start earning money without spending time and money on promotion and promotion. Indeed, acquiring what you want is much easier than painstakingly promoting a new, unknown site, devoting all your time and money to the activity.

Where can I get money for music?

If a person plans to become an artist, he immediately needs to choose: whether he wants to engage in music as creativity or music as business. If the first, let him forget about money for at least the next N years. If the latter, let him get ready to play covers at corporate events or calculate which genre is popular and which niche is free to “shoot”.

At the initial stage, any group “takes away” rather than brings in money. And this stage can last as long as you like. There are phenomenal cases like “Vulgar Molly” or “Kis-kis”, which “shoot” with the very first single or album. But most musicians still develop systematically, and this development requires more time - and money. Many groups get stuck at the initial stage. Sometimes at festivals we meet people who have been playing for 10–15 years and remain at the club “hodgepodge” level, where a maximum of 20 people come to listen to them.

Each of the musicians in the Vopros group has a job. And music is perceived as creative self-realization, which requires constant expenses and only in the future can become a source of income. We even took out a loan once - for the filming of the first video, and we are still paying off it.

Community Description

Description is an introduction to your group. Therefore, it is best to format it as follows. At the very beginning, we write a greeting and introduce ourselves who you are (I’m Ekaterina, a master of permanent makeup). Don’t forget to describe all your advantages (Certified master, 5 years of experience, more than 300 reviews, we are located in the city center, we accept at any time convenient for you...). In the description you should describe yourself so that a new person comes in and says “Wow, cool, I WANT to buy a product from these people!” Try to CONVINCE me that I choose you out of everyone! It is also worth describing the range of your services so that it is immediately clear what you do and what you don’t; write. Address, opening hours, telephone number for registration - all this is also needed. How exactly to present all this information is up to you. You can walk through the pain (Have you contacted other SMM specialists, but to no avail?), you can call for action (Make an appointment with us by phone), you can write down your SLOGAN (Beauty salon “OP” is exactly the place where you want to return again and again) .

How much do VK groups earn: real numbers

Curious how much VK groups earn from advertising? The average data on the Internet is as follows:

• If there are 500,000 to 2 million people - from 1 to 5 thousand rubles per post;
• 5 million or more - from 5 to 15 thousand rubles for one advertisement.

As for groups with a smaller audience, it all depends on the owner and some conditions: age, gender, topic, solvency of subscribers. There are a few simple rules that will allow you to earn more:

• To earn income, you will have to give your all. The audience always needs to be stimulated - hold competitions, create interesting polls (increase VK votes), take part in discussions. No matter how popular you are among groups, competitors also do not stand still;
• High quality content. Doing something bad is better than doing nothing. Do not publish bad articles, photos and the like. Do not copy materials from competitors, it will become noticeable immediately. You can easily get a ban for this;
• Present your product in the right light. Don’t advertise everything indiscriminately; posts should be targeted at the audience and interesting to them. Never publish false information that imposes your own conditions.

So, I told you how much people earn on VKontakte groups and how this can be done. The income amounts given are approximate and will never be similar for groups of the same topic. Now the main thing is for you to take the first step, assess your strengths and capabilities on the path to success.

How to organize your concert?

The main thing in this matter is to find a suitable site with decent conditions. There are several options here.

Free option: a musician can perform for free, sometimes even take all the money from the tickets (minus a couple of thousand rubles - the sound engineer's payment). In this case, the site makes money only on drinks and food that visitors order. The catch: often not very good sites work under such conditions.

A potentially profitable option: negotiate with the venue that it will take a percentage of the tickets sold (usually 20–30%). At the same time, sites often set a limit - for example, pay at least 10 thousand rubles (but such a condition may not exist). The catch: clubs don’t like to collaborate for a percentage if they don’t know how many people the group can gather and what minimum number of tickets to sell - this is a problem for new performers.

The main option: renting a site. Average prices for small clubs for one hundred to two hundred people in Moscow are 10–20 thousand rubles. The rental includes a technical rider (amplifiers, lighting, mixing console, drum kit) and the work of a sound engineer. Surprisingly, renting a site in the capital is usually easier and cheaper than in the regions. For example, clubs with the same rider and capacity in Moscow and Kazan will cost 20 thousand rubles and 50 thousand rubles, respectively. Because in Moscow and St. Petersburg there are a lot of venues designed for a variety of performances, and in other cities there are either tiny disco clubs or huge halls suitable for commercial artists. Plus, salaries are higher in the capital - and people spend more in the bar, and this is almost the main income of the club.

It’s quite convenient to search for sites on the Internet. Life hack: you can often find a good club by looking at where fellow musicians with a similar audience are performing. The first question that the art director of a site asks when an unfamiliar group writes to him is: “How many people will there be?” It’s easy to calculate, usually it’s 10% of the number of subscribers in a particular city. Keep in mind that summer is the low season, the best time is from October to May. You also need to ensure that similar events are not planned on the day of the concert. Don't put on a concert at the same time as a more famous band that your audience listens to, otherwise three people will come to you.

How to sell your music?

There are two main ways to monetize your music. The first is to use aggregators (or distributors) and place tracks on streaming services: Yandex.Music, Google Play, Apple Music, Spotify. For example, we use the Freshtunes distributor - it is free. From listening to each track on each of the services, the musician receives an income, albeit a very small one. We manage to earn $20–30 a month from this.

The second way is to sign a contract with a label. This is necessary, first of all, for posting music on social networks. VKontakte does not work directly with musicians; you can officially upload your music only with the help of a label - so that the artist has his own “musician card” with cover and the opportunity to get into playlists and recommendations to listeners. Monetization on VKontakte is simply ridiculous: one listen to Boom costs 9.4 kopecks, one advertisement embedded in a track (this is for those who listen to music without a subscription to Boom - for example, through a browser) costs 1.4 kopecks .

Both labels and aggregators usually take a percentage of the revenue from music sales, sometimes a flat fee. To conclude a contract with them, you need to confirm your copyright. This is done quite simply: the author of the words and music writes a letter by hand stating that the work is truly his original material and there will be no claims from third parties. You also need to sign an agreement with the label on the transfer of related copyrights. You need to be careful here: some labels ask for an exclusive license - this means that the artist will not be able to use the music themselves, for example, send it to radio rotation. It is better not to sign such agreements.