8 ways to teach you how to operate KOL

I used to be a community operator , and at that time I had some high-quality KOLs who produced different content for me. My colleagues in the group also asked me: Why are your KOLs so die-hard (that’s what I said, die-hard is indeed a bit too much)?

Today I would like to share my experience and understanding of talents, as follows:

If you are interested, keep reading~

1. These talents are worth discovering and cultivating

(1) Someone who is active, has high emotional intelligence, has a positive outlook on life, and can get along well with others

This kind of people are helpful to the atmosphere and management of the community, such as moderators and forum owners.

Among them, having a correct outlook on life, life and values ​​is particularly important, because although some people can get along well with everyone in the early stages, when they quarrel with ordinary users, they use their influence and power to deal with netizens, which has a bad impact on the entire APP.

(2) People with content productivity, professional practitioners, strong appeal, and high topic popularity

Advertisers like it, and secondly, we can also offer paid courses, live broadcasts , etc. to earn income.

There will be overlap between these two types of people. I have recruited a KOL who not only has the ability to produce content, but also has high emotional intelligence. She is the type who can turn netizens who have criticized her into her fans. She is also very tactful in her speech and behavior. Naturally, I did my best to train her, and the effect was good.

So, when you find that your KOL has both of these values, please seize the opportunity.

YouTube beauty blogger Tati, the picture comes from the Internet, please delete if it infringes

2. Where do KOLs come from? How to hook up?

(1) In your own APP

Filter by activities and daily content. This is the simplest one, because her use of your platform means that she recognizes your platform and understands the rules and usage of this platform. You don’t need to spend a lot of time teaching her later. You can directly find her using the official account and send her the prepared words, and the success rate is still quite high.

(2) Among competing products

Competing products is a very accurate way to poach talent, but there are two things to note.

First of all, be careful, careful, and careful again. For information related to your platform, it is best to use English or code names, otherwise competitors may block your information or even ban your account or device. Moreover, after taking over the KOL, remember to take everything from material compensation to attitude seriously. After all, they will compare unconsciously.

(3) On social media platforms such as Weibo

If you are hooking up with an official account, it is relatively easy, just comment and send private messages; if you are hooking up with a private account, just follow, like, comment and send private messages. I tried using my own Weibo account at the beginning, and after talking my head off, I was able to add people on WeChat and eventually get people to produce content for the platform, but only two of them did.

Later, my supervisor said that I was generally capable of cultivating KOLs, so he gave me the official WeChat account and password, and things went much more smoothly.

On social platforms, there are generally different methods for different KOLs: 1) Potential KOL

When you want to discover a specific type of potential high-quality users and cultivate them slowly yourself, you can go to social platforms to do so. For example, if you want to discover beauty KOLs, you can go to Weibo accounts such as @工课菌, @安利菌, or directly use [Advanced Search] → enter @工课菌 → [Filter Condition: Original]

They will forward things written by others, and the authors of these homeworks are generally people who are happy to share/want to become KOLs, are highly cooperative, and are positive and enthusiastic.

The specific operations are as follows:

2) A well-known KOL

This type of KOL is already somewhat famous, so it may take more effort to attract them.

Generally speaking, if she pays attention to you, then at this time, you need to do everything you can to make her feel that "joining your platform does not require any effort", and then make her feel that she does not spend any effort but gets unexpected attention.

For example: you can ask her to authorize you, and you open an account in her name, post her stuff to your platform, and then use all exposure channels , even small vests, to make her content popular. Then contact her again, take a screenshot and tell her "People on the platform are looking forward to your live broadcast/content posting!", "A user here asked a very professional question, it's quite popular, can you help answer it?"

After a while, KOL will gradually become interested in your platform.

3) Big KOL

Generally, your platform needs to have greater potential energy or be able to afford certain remuneration in order to attract people.

I tried to add an internet celebrity , and after looking for him several times, he didn't want to come. After all, he has a lot of advertising resources of his own, and he is too busy to take on collaborations. In addition, he also has the brand's Weibo and WeChat to bring him traffic . If you have a limited budget, to be honest, it is a bit difficult to generate electricity with love, especially for a novice operator who has no connections in the early stage.

YouTube beauty blogger Kathleenlights, the picture comes from the Internet, please delete if it infringes

3. 3 Steps to Write a Pickup Talk

(1) Introduce yourself

When introducing yourself, if you are on a large platform, a brief introduction is usually sufficient.

But if it is not a big platform, try to bring up high-potential things and large amounts of data, such as: we are a partner of xxx company, with more than xxx million users. The routine is similar to when HR introduces their company to you during an interview:)

(2) Praise

The key is not to praise blindly. Praise her by focusing on her greatest characteristics or the highlights of the content, so that she feels that you have seriously understood her. Don't praise her too much, as it will make you feel tired and seem fake to her.

(3) Then express your willingness to cooperate

1. First explain how she matches your platform and express your desire.
2. Promise benefits. You can say "there is an opportunity", and then add the benefits that the top talents on your platform have already enjoyed after the word "there is an opportunity", well, you know.

It is best to consider the wording carefully. It seems best to present the most attractive content in the shortest length. After all, a set of wording can be used forever, and only minor changes will be made later.

4. Be cunning and try to please your KOL

(1) When a KOL first arrives, you should provide her with all the conveniences you can. You should also inform her of two things in advance:

①Use of the platform

For example, you need to prepare a set of scripts for how to use your community, what kind of things users will like, etc. WeChat collects pictures and texts of tutorials to facilitate quick answers.

②Are there any rules that need to be noted?

For example, you cannot reveal certain platforms, or have disputes with other users. You will be informed of what to do when a dispute occurs.

(2) The first time you promote to a KOL , it is also another opportunity to win over people.

Finally, your KOL sends you her content. At this time, you should take a look at it first. If there is anything wrong, guide the modification. If the KOL does a good job, remember to praise her. And if you have any resources at hand, remember to promote it!

For example: the KOL sends you something in the evening, and you go to the company early the next morning and immediately send it to the colleague who is responsible for the focus picture of the day. If they think it is suitable and they don’t need to find pictures, they will give you priority. In this way, you can take a screenshot and tell your KOL: Miss! The content is so great, I’ve put you on xxx promotional position!

Later on, if you don’t always rank first, there is a little trick. You can pull the KOL’s content to the top, take a screenshot, and tell her. Even if she finds out that she is not the first , it will still look much better.

(3) For follow-up management, try not to create a group or treat them separately

Some operators will create a KOL group for convenience: for example, if 4 pieces of content are posted and 4 of them belong to different KOLs, they will just take screenshots and throw them into the group. Promise me! Try not to do this.

There are two reasons:

① People will compare unconsciously

Especially for KOLs who have a certain understanding of the amount of traffic caused by content ranking, and some people feel better about themselves, they will secretly think in their hearts, "I am not worse than her, why am I ranked behind???"

②KOLs know each other and there is a risk of comparing their incomes

Just like talking about salary is not allowed in the workplace, if you are eager to find out, you will feel uncomfortable when you find out that you are the lower payer. Moreover, there is a risk of a mass exodus to competitors. Therefore, sometimes, if KOLs do not communicate with each other, it is actually a good thing for operations and the relationship between KOLs.

Of course, there are also benefits to building groups and allowing KOLs to get to know each other. It can make it easier for KOLs to communicate with each other and support each other, and it can also play a role in mutual diversion.

You can still create a group in the following three situations:

1. Your platform is unique and has fewer competitors;
2. Your platform is very large;
3. There are too many KOLs (especially the tail KOLs who don’t want to spend too much energy) in order to avoid excessive workload.

5. In addition to commercial conversion , how can KOLs be fully utilized?

(1) Use KOLs to recruit KOLs

① Ask the KOL to introduce her KOL friends to you

KOLs usually have small circles with other KOLs. Once you become familiar with the KOL, you can ask her to introduce her friends to you.

② Conquer a big V, and other KOLs will come to you.

As mentioned before, although it is difficult to conquer a big V, once conquered, it will be of great help in discovering well-known and potential KOLs later. If you are a person who has just started writing operational articles, and you hear "Zhang Liang has also joined our community!", are you more likely to go?

(2) Use KOLs in activities and content

① Rich content

The content posted by KOLs on a regular basis can be promoted more. Moreover, some KOL content cannot be produced by ordinary users but is very much needed. In other words, it is possible that because KOL publishes this type of content, it stimulates discussions and content production among many users.

② Demonstration of activities

When your community holds an event, if there is no demonstration, users will undoubtedly be left to fumble around. Many ordinary users need some inspiration before they know the correct way to participate. At this time, you can ask the KOL to demonstrate, or put his demonstration in the example of your activity, which can also drive up popularity.

6. What should we do to prevent KOLs from quarreling with other users?

When a KOL first comes to the platform, she should be informed of the consequences of quarreling with others on the platform, and she should be made aware that if she quarrels with others in the community, there will be many onlookers and she will not be able to take sides.

But you should also tell her: "If someone attacks you, come to me first and I will ask the customer service to handle it for you as soon as possible." Give her the feeling that "if you have any difficulties, find the operation department" and "but this matter is not handled by the operation department, but by the customer service department." Comfort her when necessary, so that she can rely on you and understand that you are just trying your best to help, and she will not have too many expectations of your way of handling things.

7. With so many KOLs, how can we work efficiently and take care of everyone?

(1) You must learn time management

Those who work in operations have a lot of miscellaneous tasks. They have to deal with data here and activities there, and also manage the top users in between. They must learn a set of basic work processes.

For example: I will divide my work into morning and afternoon. The most urgent thing in the morning is: reporting data to the supervisor and giving KOL stuff to colleagues. Then after finishing, start your daily work.

As for things like taking screenshots for KOLs, you can take them one by one and send them separately when you have time, or arrange them between two important tasks as a transition. Later on, when you become familiar with the KOLs, they will even take screenshots and post them on WeChat Moments to thank you, or come to you and tell you “I saw it, I’m so happy!”

(2) Manage your KOLs and activate them regularly

Operations can use tables to record and calculate the output of KOLs on a monthly basis. When you find that the output of KOLs is almost zero at the end of the month, you can consider activating your influencers.

8. Final words

Flirting with an expert is like a boy pursuing a girl. It doesn’t matter if you fail at the beginning. You just need to be bold, careful, and thick-skinned. Also, quality is more important than quantity.

Although routines are necessary, you must also be attentive.

Source: My Aunt's Stories