It is mainly recommended that from 0 to 1, five dimensions will take you to know how to play refined KOL operations.

The content of this article is more than 5000 words, and the length is long. In order to let everyone understand the core ideas intuitively as soon as possible, the following will describe and sort out the structural logic of the article in the form of serial numbers!

I. What is KOL

Second, the benefits of KOL operation

Third, the introduction of KOL.

1, external introduction

2. Internal excavation

Fourth, KOL maintenance.

1, KOL file

Step 2 Establish rules

3. Emotional maintenance+interest bundling

Verb (abbreviation of verb) KOL's different strategies in three stages of operation.

1, KOL initial operation: empowering growth-forming influence

2.KOL mid-term operation: deepening cooperation-value embodiment

3. Late KOL operation: keep the results.

Many people think that KOL operation is to find a big coffee endorsement. It's not that simple.

I. What is KOL

KOL, key opinion leader. It is generally considered as a person who has more and more accurate product information, is accepted or trusted by the relevant groups, and has a great influence on the purchasing behavior of this group.

Simply put, it is someone who has a certain influence in a certain field. Luo Yonghao from Hammer Technology, Lei Jun from Xiaomi; The owner of the post bar, the poster, the reader of the book club ... these can all be called KOL.

KOL's two biggest characteristics are: having a fan base can influence the behavior of fans!

So what exactly should we do, KOL operation? Don't worry, before that, let's talk about why we should do KOL operation.

Second, the benefits of KOL operation

All means of operation are to improve user indicators, and KOL operation is one of the more efficient means, such as using stars to suck powder, sharing big coffee to promote life and so on.

Here, we introduce several common KOL operation scenarios according to the paid and free modes:

Spend money:

Weibo and Tik Tok used stars to pull new ones in the early days;

League of Legends holds LPL competitions every year to promote life with players;

Get paid products such as knowledge, and use the influence of KOL to promote your payment. ...

Free:

Community forums such as Tianya Maopu use KOL to promote activities;

Baidu Post Bar is managed through bar owners and bar owners.

Game companies make introductions through head players. ...

Compared with some conventional operation strategies, KOL operation is very good, often with twice the result with half the effort. Then, what kind of operational logic should be adopted in the whole life process of KOL from introduction to loss?

Let's take community products as an example for in-depth analysis:

Third, the introduction of KOL.

1. Introduce rhythm control

Products of different periods and different user groups need to be controlled in rhythm according to their own needs.

There are too many kols introduced in the early stage, the supply exceeds the demand, and the content lacks enough fan interaction. KOL will lose the motivation to create and lead to losses.

In the early stage, KOL was introduced too little, which was in short supply, and users could not see their favorite content, resulting in loss.

Of course, not all the kols at the top of the pyramid are good, and not all the kols at the bottom of the pyramid are not worth the time. Suitability is the most important thing

2.KOL control

Consistent temperament! Consistent temperament! Consistent temperament!

KOL with a large number of fans may not be suitable for you, but a small KOL in the vertical field may be more valuable to you.

For Weibo, my purpose is entertainment, so my KOL must be fun;

In order to get it, I pay for knowledge myself, so my KOL must be material;

For KEEP, my KOL is a fitness expert, not a beauty master;

Whether it is introduction or cultivation, it should be noted that KOL must fit your product. Imagine, at that time, Tik Tok was full of kols about exam training, and the government also gave strong support ... This painting is so beautiful that I can't imagine it.

3. Introduction method

KOL introduction can be divided into external introduction and internal excavation.

KOL cultivated internally has high loyalty and little loss, and KOL imported from outside needs to spend more time running in with products.

Therefore, we prefer to dig internally, and when there is no needed KOL inside, we will introduce it from outside.

Below, let's talk about how these two ways are done:

External introduction

Introduction process: clearly introduce the purpose of KOL-list the candidate KOL personnel-prepare the corresponding cooperation plan-find the contact information-discuss the cooperation introduction.

Clear purpose:

What is the purpose of my introduction of KOL, to bring new ideas, to promote life or to transfer fees? What do you want them to do after KOL is introduced? Only by clarifying your own purpose can you list the KOL you want.

For example, if you want to get a group of new users quickly, then you are more inclined to find someone with a large number of fans. And if you need transformation, then you need more loyal fans.

List candidates:

After defining the goal, we need to make a list of candidates. At this time, you need to collect the candidate's information, including but not limited to personal information, fan quality information (PS: it should be noted that if KOL leaves the existing platform, whether the fans are still there), candidate preferences and other information.

Selection of cooperation scheme:

In the cooperation scheme, KOL needs to be clearly told what he needs to do and what he can get.

We must pay attention to each other's requirements. Now many kols can't be impressed by money alone. Everyone's time and energy are limited. If the current situation is very good, the transfer platform needs to start again, and the income is just money. Why bother?

Therefore, many times we cooperate with KOL, not only considering the issue of money, but also considering other demands of KOL, such as personal brand and platform support.

Lakol insisted:

When we get everything ready and start playing KOL, you will find that many times you will encounter difficulties.

Maybe the plan you sent me sank into the sea, and Weibo never read it. But we can't give up. Weibo WeChat can't find anyone, so it goes to vertical communities, groups and so on.

The most important thing in the whole process is persistence. You can't change a plan if you can't find another one at a time. Of course, if the time requirement is high and the budget is sufficient, you can also find the KOL you want directly through a professional broker.

Internal excavation

Internal mining generally looks for users with certain influence and high content output.

It doesn't matter what he is now, what matters is what kind of KOL you can make him. For a simple example, a user may be active at present, but the quality of the output content is not high. While the other user has high content output and low activity, we prefer to cultivate the latter. You can improve the activity, but it can only help improve the content quality slightly. Of course, it also depends on the actual situation of users.

When digging inside, you need to find its bright spot, and this bright spot can be packaged and enlarged in your way.

So far, we have successfully introduced a batch of kols. So, how can we maintain these kols and help them grow better?

Fourth, KOL maintenance.

At present, the common KOL maintenance is community or single point of contact.

If KOL uses communities to communicate, it is best to establish communities according to the types of KOL, so as to facilitate smoother communication between KOLs of the same type.

If there are many KOL users, it is best to give these users some special channels in the product, such as the VIP exclusive section in the game, the backstage of the big seller of the e-commerce platform and so on.

After establishing the communication channel of information, we need to establish KOL files.

1, KOL file

The operation of KOL must be refined, and refined operation requires you to know KOL very well. At this time, we need a KOL file.

Why file KOL? Just like chasing a girl, you will care about what she likes, which star she likes, what she likes to eat and so on. And then do what you like, so the success rate of chasing girls will be higher.

The same is true for KOL operations. Usually it's not just a relationship of interest, but it makes KOL feel that you really care about him and help him achieve what he wants.

At the same time, KOL files are a great asset of the company. A good KOL file set can not only help us to work more efficiently, but also help us to optimize the daily introduction of KOL.

KOL files usually contain the following contents:

Personal information: name, phone number, WeChat, contact address, personal file, etc.

Business information: What kind of KOL this KOL belongs to, how many fans it brings, how influential it is, and in which way it is more influential.

For example, finding user A to do KOL in Zhihu may increase the number of books written by user A, and the founder of XX enterprise has a certain influence in product and operation. At the same time, individuals are good at operating rhythm and content operation. With this information, we can organize some targeted activities, such as organizing a big coffee sharing meeting for content operation, and we can find User A to do these things.

KOL information on the platform: KOL files need to record the information of KOL on their own products for subsequent operation judgment.

If User A is influential in product and operation, but no one is looking for him in Zhihu, then we need to consider whether to remove User A from our KOL ranks and stop giving him privileges.

KOL's information in other channels: Usually some kols will not cooperate on only one platform, so we also need to know how our kols perform on other platforms.

In the same example, user A didn't answer many questions on Zhihu, but found that he was very active in answering questions in Wukong Q&A, so we need to make a comparison later to adjust user A's operation strategy, whether to increase material incentives or promote its output through spiritual incentives.

Of course, there are some other contents that can also be added to the file, such as KOL's recent situation, personal personality and so on. Mainly for the convenience of subsequent more refined operations. If user A is going to have a baby in the near future, can we send a stroller to user A as a small gift?

In archives, users need to be graded and phased. What is the current user influence or value level? What stage is it now? In what way can we empower such users? According to different levels of KOL, the resources called and the means used are also different, so we need to record all this information in the file.

Simply understood, KOL operation is to give KOL what it wants first, and then let KOL produce what we want. And what to give KOL, you need to constantly understand the needs of KOL, to contact communication and analysis, which is a long-term and patient work.

Step 2 Establish rules

After creating the file, another important step is to create and inform the rules.

The purpose of establishing rules is to avoid some unexpected things that affect users or cause KOL loss. Generally speaking, this specification will be explained at the beginning of cooperation, but it is best to make an additional specification for the interaction between KOL and products.

For example, KOL can find our operators in time when it encounters problems, and must not post comments that damage the product image. If KOL conflicts with users, please communicate with operators in time, otherwise the relevant privileges and benefits will be cancelled.

In addition, it is also special that the punitive content set by the platform must not set a privilege mechanism for KOL to avoid losing its own users.

When we make the rules, we have a purpose: we introduced KOL to better serve our ordinary users together with the products, rather than serving KOL.

Verb (abbreviation of verb) KOL operation strategy

1, KOL initial operation: empowering growth-forming influence

KOL introduced for the first time that in order to better exert its influence, we will package and empower it in the early stage. Design the positive image in advance before launching the appearance.

Packaging: Usually when we dig some KOL internally, we will dig out the highlights of this small part of KOL and package it.

For example, postpartum hot mom insists on exercising, and this alone cannot form a KOL effect. Then we can package a few points, such as inspirational and bitter dramas, which can impress users and form a certain influence. At the beginning, there were many users who packaged it like this, such as Chopsticks Brothers and Xiaoyueyue.

KOL empowerment: As an operator, you must be very familiar with your own products, and KOL is very familiar with the content of your own field, so that your combination can exert its greatest power.

You need to explain to KOL how he can gain enough influence on your platform, including but not limited to some professional skill counseling, the realization of some product functions on the platform, and even open some data to make KOL output better.

For example, when Tik Tok introduced some KOL, it didn't just say: You shoot a video and I'll give you traffic. How to shoot the video, how to match the clothes, what your audience is, what videos they prefer, etc., all these operations in Tik Tok will give the corresponding KOL.

As a KOL operation, you should not only introduce it, but also grow with it.

Resource tilt: When everything is ready, you need to tilt these KOL resources to make them truly influential on your own platform.

In addition to the traffic tilt, it even keeps creating hot topics about KOL. Just like Li Jiangang's "Good Voice", Good Voice gave more pictures in the first and second phases, and at the same time, it constantly created the "learning hegemony" attribute and topic of Li Jian.

Only when KOL has influence on products can you influence your users through KOL operation.

2.KOL mid-term operation: deepening cooperation-value embodiment

Exclusive constraint

When KOL has formed an influence, we need to establish an exclusive constraint. We gave resources and other emotional things. At this time, we need to ask our KOL users to formulate an exclusive standard in language and writing. If KOL is in a good mood, it is definitely not desirable. We should stop the loss in time and terminate the cooperation.

With exclusive constraints, we can rest assured that we can have better in-depth cooperation and give more resources.

KOL Incentive and Strategic Adjustment

After KOL becomes influential, on the one hand, it should give KOL incentives, including material incentives and spiritual incentives. At the same time, you need to constantly adjust some strategies for your cooperation with KOL.

For example, the bitter drama you set for that hot mom in the early stage, and later found that KOL didn't like it, then try to adjust to an inspirational direction and test the fans' reaction.

At the same time, your whole incentive needs to set different kols. For example, the initial kol can give spiritual incentives, and the mid-term KOL can give certain material incentives. When it becomes very influential, you need to give more benefits, including creating IP and fan operations. At this time, your strategy also needs to be adjusted, from giving before the earliest to bundling benefits at the end.

Like many knowledge-paid products, I can buy them out or share them. What you need to do is to give different incentives to KOL at different stages and with different influences to make it more active.

KOL value embodiment:

When our KOL has formed a great influence, this is the time for our early investment to pay off.

If you want to pull a new one, you can start a friend invitational tournament with KOL.

If you want to make the community active, you can use KOL to drive the topic at this time;

If we want users to pay, let KOL carry out endorsement promotion at this time;

Pay attention to the overall operation rhythm here, and don't realize it as soon as it is influential. It is likely to ruin the KOL you have worked so hard to cultivate and gradually lose your users.

Of course, only when KOL brings you value and gives you what you want is it a small step for a successful operation, but many times this kind of return is paid later.

3. Late KOL operation: keep the results.

In the later period of KOL operation, we pay more attention to the retention of KOL, and the KOL we have worked so hard to cultivate should be retained as much as possible to produce greater benefits.

However, there is one thing to be optimistic about. KOL always leaves. What we do is to make this part of KOL stay on our products for a longer time and get more returns.

Usually we have two means: interest binding and emotional maintenance.

Emotional maintenance

We established the KOL file at the beginning of KOL introduction, which runs through the entire KOL operation, so it is very important.

In the later period of KOL operation, it is necessary to learn about the current situation of KOL with the help of the files established before, and then give gifts, greetings on important days and so on. The most important thing here is to make KOL feel that you are very attentive.

The most important thing for emotional maintenance is to do it sincerely, not for KPI. When people communicate with each other, whether they are sincere or not can be felt. Your understanding of his details will make him feel that you are very attentive.

Interest constraint

When cooperating with KOL, consider the possible loss of KOL in advance and avoid it in the cooperation plan. For example, the method of sharing is used instead of buyout, and the method of continuous activities is used instead of one-time outbreak.

Of course, it is best to let KOL participate in the operation of the platform and let him leave more things on the platform, such as his fans. Let him rely on the platform and leave the platform, and these influences will disappear, which will make KOL stay longer.

Write it at the end

Many times, KOL operation is very similar to our real love. You should get to know her, make her happy, give her benefits, and agree to grow up together in difficulties. It's just that in KOL operation, a person falls in love with many people, which of course tests the ability of operators.

In this process, what you need to do is meticulous, meticulous and meticulous.

KOL operation will be more demanding than conventional refined operation. To be an excellent KOL operation, you need to be more meticulous than others.

In the actual operation process, you may encounter many problems, some of which are easy for you to solve, others are not so easy to solve, but you can remember a rule: the ultimate goal of introducing KOL is to serve our ordinary users together, not to serve KOL users together.

May you turn yourself into the KOL of the industry on the road of KOL operation!

Shu Mao, the author of this article, came from the marketing department and was finally recommended by Sun's integrated marketing column.