What is the correct posture of KOL operation in community operationPosted by: admin | Posted on: July 31, 2017
KOL is the concept of marketing, that is, the key opinion leaders mean. In operation, we usually call those well-known, powerful and highly active users as KOL. In most products, KOL groups account for a small proportion, but their influence and contribution to the product are enormous. So it’s important for KOL’s operation to talk about the correct posture for KOL contact today.
What is the value of
simply said that the value of KOL is to improve the efficiency of operations, in different types of products will have different manifestations. The purpose of operation is nothing more than to pull new, promote and transform. We explain how KOL reflects its value in several links.
said the first pull new, it would have to mention micro-blog early operation, early micro-blog invited well-known entrepreneurs, star settled, and these well-known blogger is early micro-blog micro-blog KOL, it is these people settled, attracted a large number of ordinary users to join micro-blog, close attention to them and they interact. "The use of celebrity" to achieve the rapid growth of micro-blog’s early user contributed, then a lot of products in this trick learn micro-blog, such as some time ago a burst of red points, is invited many well-known people settled, to attract new users obviously.
say that living in the community, these products are relatively common, early mop.com Tianya community and a lot of red net, red net posts often become explosive posts, these red KOL, active community is very effective for. Micro-blog also is such, there are a large number of KOL makes micro-blog often become public opinion battlefield, each KOL is like an army general, TA fans as soldiers, KOL will inevitably lead to a movement under the soldiers dispatched. What’s more, some users use a product, often because of the presence of a KOL, for example, some people use micro-blog to see the daily updates of a blogger they like.
is finally transformed, in some products, free users to pay users change, ordinary users to senior users change, KOL can play a role in it. Net red do electricity supplier is a typical example, KOL by its influence and the trust of fans sell goods, promote sales transformation.
generally speaking, KOL mining is divided into two kinds, one is external invitation, and the other is internal training. According to the product functional positioning and user groups, select the way to dig KOL and KOL type.
in the confirmation of KOL target candidates, team members can rely on contacts to invite, also can go to such places with people gathered, even can rely on interest to offer. Micro-blog and Q are the earliest batches of KOL to be gathered by an external invitation. Early knowledge was also made using an outside invitation, in addition to inviting famous people to come to know it