Is it interesting to make a concept from day to night?
Editor’s note: This article is from WeChat public account “Hedgehog Commune” (ID: ciweigongshe) author: principal.
Before talking about KOC, NPS (net recommended value) to find out. If the various concepts that appear in this article don’t confuse you, let me lose.
Don’t say it, you are our private domain traffic. If we sell some goods, you will become our KOC.
Do you understand these concepts? Then you can look down honestly.
The most popular topic in advertising and self-media circles these days is KOC. Many people have not yet figured out the “private domain traffic” not long ago, and KOC (key opinion consumers) has collapsed.
Before starting this topic,
Hedgehog Commune (ID:
ciweigongshe)
Let’s take a look at a few reviews from the marketing and advertising industries –
KOC, no money for Party A
Maximum lies
! (Ginger Tea)
Catch it, (KOC) is just a star to KOL
Bad piracy
. (36Kr)
KOC: WeChat, only 200 fans,
Can advertise for 200 pieces
(贰)
Compared to KOL, KOC tends to indirectly bring goods. One for you to eat, one for you to tell you at the same time,
He is also eating
. (Social Marketing)
From the perspective of the average user, domestic advertising and marketing circles can’t wait to create a new concept every week. If there is no new concept, they will turn over the concept that has already existed and re-speak it again.
Marketing hot words explain the source / microblogging
But in 2019, the situation has some subtle differences. Whether it is a “private domain traffic” with the meaning of building a group, selling friends, or “KOC with a budget of only 200”,
As always, poor imagination
Power, can no longer cover the “shabby” atmosphere.
How to become a KOC with good word-of-mouth marketing
Almost in the few days of KOC’s “explosion”, “Where is the devil’s coming to the world” surpassed the reunion 4 and rushed into the top three in the Chinese box office.
The marketing of “Which” movie is a typical
Word of mouth marketing
In the absence of excessive publicity, the small-scale dot-first opening of the opening monument, causing the audience to “tap water”, let the audience “snowball” style to help the film to accumulate word of mouth. At present, more than 100 million people have entered the cinema for it.
The use of dot-screen for word-of-mouth marketing is already a mature gameplay in the film industry. Word of mouth marketing itself is not a new concept. What is worth buying in July this year, the main business is consumers.
UGC Reviews
And shopping guide recommended. If you talk about consumer word of mouth or KOC, this website, which has been in operation for nearly a decade, is the originator of “tap water”.
Later, with the public comment, with Ma Honeycomb, with a small red book… Merchants and the platform were pleasantly surprised to find that there are so many consumers who are willing to work hard, release carefully decorated photos, and brew full of affectionate punch card cases. They are
First generation KOC
.
What a precious treasure! It is a high-quality commercial content that you don’t necessarily write for the big V! By borrowing Lu Xun, the “national grass planting machine” was originally absent. There were more people who spoke, and there was a “grassing machine” with different verticals and different orientations.
The refined young people who are addicted to grass and grass will definitely not think that they will become KOC one day. Beyond the mentality of others “Amway”, more is the careful thinking of showing and showing off. But word-of-mouth marketing values this subtle mentality.
About NPS, there is a complex set Algorithm
Compared with the hard-core KOC, the American counterparts in the marketing industry are much more sophisticated. In 2003, market consultant Fred Recihheld invented a new word –
NPS
In the future, it played an important role in word-of-mouth marketing and user services.
It means
“
Net recommendationValue, which is the likelihood that the customer will recommend it to others
, used to measure user loyalty to the brand. Although there is still some controversy, this indicator can more accurately describe the commercial value of consumers to advertisers than KOC.
The concept of NPS is a sign that consumers are not just “people who buy things” in the eyes of advertisers.
Potential promotion channels
. High NPS consumers form the cornerstone of advertisers’ word of mouth marketing. How to nurture consumers’ NPS has become a problem that marketing and customer service personnel need to consider.
But in any case, the American analyst who invented the NPS concept will not think that the other side of the ocean 15 years later has developed.
Play money directly on high-loyal consumers
Such an operation.
When it comes to “delivery” – that is, when you give money, I advertise, and the nature of things changes. Consumers can hardly tell who is the water army and who is KOC. Since writing evaluations and doing all the evaluations are all for the purpose of bringing goods, why do consumers believe that KOC is not clearly different from the water army?
In this way, what is the significance of advertisers delivering to KOC? The budget of 200 pieces is also money, and the effect is not seen. Party A’s public relations department can’t write this money in the weekly newspaper to help the poor.
Although KOC is quite
Poor
of.
If KOL looks at the face of money, then KOC?
Strengthen KOC’s point of view also believes that KOL will receive advertisements for money, and that the advertisements will be more annoying to users; and they are all kinds of advertisements, and users will also question KOL’s frustration and credibility.
KOC is a clear stream. With hobbies, I only do what I know and buy, and I usually use ordinary users. Occasionally, I don’t have a sense of disobedience.
There is a saying like this:”
KOL is far from the user, and KOC and users are more equal.
But in terms of commercialization, KOC and KOL are no different, except that the amount of advertising is small and the number of people affected is small. Here, you can think of KOC as an occasional part-time network water army. They can be seen by advertisers or agents, all because they have some original ability in their hands, which is much more refined and refined than the real water army.
When talking about the value of KOC, some voices regard private domain traffic as KOC’s “core technology”: “KOL is an endorsement of opinion leaders, KOC is endorsement of trust.” KOC’s private domain traffic can basically be equal to him. Family group, classmates and colleagues, chat gossip group and so on.
As for the fan base?
Not in existence