This article is from the public number:Feeling no highlights (ID:marketing921), author: master Instance, the subject map from: Oriental IC

As a marketer who has been in business for many years, my big and small Campaign is not a small one, and the budget spent is several hundred million.Of course, there must be a part of the tuition fee in this budget, so what have you learned after the tuition has been paid? Please see below.

1, water number identification

This is the most important point. No one wants to go through a “bee colony” event anymore. If KOL is released, if you can’t tell the truth of KOL, what is said later is to pull a few eggs. As for how to distinguish the water number Here, let me briefly talk about it. I will write an article when I have time.

WeChat: You can use a third-party tool to perform minute-level monitoring of the intentional KOL’s three pushes. The data curve can see his moisture at a glance. If the growth in the middle of the night is rapid, then it is a swindler.

Weibo: Check all the bloggers of the bloggers. First, look at the overall data difference is not big. Then click on a single microblog to view the comments. Be sure to sort by time to see if the response time is uniform, if it is This is also a liar. Then you can read the comments and subjectively judge. If you are finer, you can randomly click on a few comments to see if the user is a real user.

2, clear the purpose

Before Campaign begins to spread, be sure to figure out what your purpose is, whether it is to stimulate discussion and increase awareness, or simply to download conversions or sales conversions, to know that each product has different attributes and different focuses. Like what sells cars and sells houses, this unit price is high, the frequency is low, and the decision chain is long. Don’t think about relying on several KOLs to do sales conversion for you. KOL influences his fans, his fans. It’s not his relatives and mothers, even if they are relatives and mothers, you have to go out for a few million in a mouth, and when you are aunt, you have to ponder.

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Like that kind of discussion and volume, it’s not ignorance or hooliganism. For bulk products, what KOL can bring to them is more discussion and visibility. Of course, for those brands that are pressing for sales conversion, compared to KOL such as Weibo WeChat Xiaohongshu, the anchor of the e-commerce platform may be more suitable for you.

The premise is that the price of your product is not too high, and the decision chain is not so long. At the same time, the most important thing is that the price of the anchor must be the lowest in the whole network. For the few days before, the Baique antelope put Li Jiaqi pigeons. Not because you can’t give the lowest price on the whole network.

3, to whom to see

Each Campaign must be clear about who to look at before spreading. It can’t be divided into TO B propagation and TO C propagation. It is necessary to know that TO B is also divided into internal B and external B.

The external B is better understood, that is, the people in the industry and the upstream and downstream companies associated with your brand; and the internal B of the TO is divided into the boss of the TO boss and the TO boss and the TO investor. The accounts that people at these three levels are concerned with are naturally different. Of course, the lowest position here is your boss. If you can get the investor or the boss of your boss in a round of communication, then your KPI will be completed this month.

TO C communication is best understood, but the premise is that you can deeply understand what kind of person your brand is. Let’s take an example. For example, if you are a mother and baby brand, then you are choosing At the time of KOL, it is definitely inappropriate to choose a few secondary accounts that are of interest after 95. Then in addition to the regular mother and babyIn addition to the type of account, it is not possible to vote for a military fan account that is directly concerned by steel.

The real case tells us that the mother and baby brand is not only OK, but the effect is not bad. I have a friend who is a mother and baby product. When I doubled eleven, I just cast a wave of military enthusiasts KOL. The transformation is very high, you must know that fatherly love is not worse than mother love!

4, for fans to be KOL or for content

The high-quality KOL with strong loyalty often has a strong influence. If KOL creates based on your advertising content, it may be okay to put your advertising content in the first half of KOL content, if it is behind Basically, it is cool, especially the now popular God turning advertisement.

Because these KOL people are too powerful, fans are more likely to go to this “person” instead of going to the content, so it will lead to a low investment ratio. This is also why some high-quality KOL comment content will be “advertising can not be prevented, flash my waist” “XXX finally received an advertisement!” “XXX is short of money!” This content is really a problem for KOL Well, for KOL fans, it didn’t hurt the reading experience, but for advertisers, it really ate a big loss.

Because fans discuss more than advertising, but KOL himself, this is why I am currently asking KOL to create based on advertising content when I am launching KOL.

5, KOL life cycle

It is well known that every KOL has a life cycle. Here we give a few examples. Last year, we used the phrase “Come on, brother.” @腰子姐, who was hot on the whole network, closed the store this year. There is also a microblogging fire that is not to be used in the past. @Responsible small vests In the past year, there seems to be no good quality content except for regular advertising. I don’t know if the dog is lost. This is the life cycle of a net red, which can be long or short, like thatSome KOLs that have passed the explosive growth period, in fact, the price is really not high.

Take Weibo as an example to share our current delivery logic. Generally speaking, there are companies running behind the segment, and the company that runs the segment is also human. They know each segment. The life cycle is short, so they will continue to cultivate new talents, so how to find these potential stocks?

It’s actually very simple, as long as you usually flip through the old blogs that these old players have recently forwarded, and then look at the original fan’s growth trend, and then find those fast-growing segment accounts. After that, don’t hesitate to vote for him. The company is eager to cash in. The price of these potential sub-employees is often not expensive compared to those of the old-fashioned players. This is not the case.

6. WeChat public comment area is implanted

For some projects with tight budgets, it is still very difficult to put some KOLs on the head. Then the mainland will not work, you can take the path, the text is not enough money, there is no other project in KOL. At that time, you can choose the comment area to top.

For KOL, there is no income for this push anyway. It doesn’t matter if you put in a commentary. It doesn’t cost a lot of money, but you can also bring some income. Why not? For the brand side, the KOL data of the head of the person is with that, it doesn’t cost much, and it doesn’t mean nothing.