What is the value of KOL? How do operators tap into KOLs?
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KOL is a concept in marketing , which means key opinion leader. In operations , we usually call those users with high visibility, strong appeal and high activity as KOLs. In most products, the KOL group accounts for a small proportion, but their influence and contribution to the products are huge. Therefore, the operation of KOL is very important. Today, let’s talk about the correct way to contact KOL. The value of KOL lies in improving operational efficiency What is the value of KOL? Simply put, the value of KOL lies in improving operational efficiency, which will be reflected differently in different types of products. The purpose of operations is nothing more than attracting new customers, promoting activation and conversion. We will use the examples of several products to explain how KOLs demonstrate their value in these aspects. First of all, when it comes to attracting new users, we have to mention the early operations of Weibo. In the early days, Weibo invited well-known entrepreneurs and celebrities to join, and these well-known Weibo bloggers were the KOLs of early Weibo. It was the entry of these people that attracted a large number of ordinary users to join Weibo, follow them and interact with them. The use of the "celebrity effect" contributed greatly to the rapid growth of Weibo's early users, so much so that many products later learned this trick from Weibo. For example, Fenda , which became popular some time ago, invited many well-known people to join, which was effective in attracting new users. Let’s talk about promoting activation. This is more common in community products. In the early days, there were many Internet celebrities in Mop and Tianya communities. The posts of Internet celebrities often became popular posts. The existence of these Internet celebrity KOLs is very effective in activating the community. The same is true on Weibo. The existence of a large number of KOLs makes Weibo often a battlefield of public opinion. Each KOL is like a military general, and his fans are like soldiers. Any action taken by the KOL will inevitably lead to the dispatch of his soldiers. What's more, some users use a certain product often because of the existence of a certain KOL. For example, some people use Weibo to read the daily updates of a blogger they like. The last part is conversion. In some products, KOLs can play a role in the transformation of free users into paying users and the transformation of ordinary users into advanced users. Internet celebrities doing e-commerce is a typical example. KOLs rely on their influence and the trust of their fans to sell products and promote sales conversions. How to discover KOLs? Generally speaking, there are two ways to discover KOLs: external invitation and internal training. According to the product's functional positioning and user groups, choose the method and type of KOL to explore. After confirming the target KOL candidate, you can invite him/her through the connections of your team members, or you can go to places where such people gather to hook up with them, or you can even invite him/her based on benefits. Weibo and Fenda gathered the earliest batch of KOLs through external invitations. In its early days, Zhihu also used external invitations. In addition to inviting well-known people to join Zhihu, it also invited some people with good skills to join and encouraged them to contribute high-quality content. The early semi-open invitation system introduced newcomers and brought a group of high-quality users to Zhihu, who later became well-known answerers. Another way is internal cultivation, which is something that early forums and communities are particularly good at, such as Mop and Tianya. Milk Tea Sister and Yi Xiaoxing became famous on Mop. Many internet celebrities today have made their fortunes in these communities. I have heard stories about some Maopu internet celebrities from my friends, but I know very little about how they operate and cultivate KOLs. However, I can use the community I once operated to talk about how we cultivated KOLs. We are a local life community, and there is no shortage of KOLs in the community. They have distinct personalities and are very well-known in the community. In community operations, patrolling the forums is essential. This process can help us understand users' habits and characteristics based on the content they post. It can also help us discover some relatively active users or users with more distinct characteristics. As long as we slightly tilt resources towards these users during operations, such as recommending their content to the homepage, we can give them great exposure. High exposure will encourage them to be more active and post more high-quality content, thus entering a virtuous circle and gradually forming personal influence. We can even organize some activities to discover those people who match the temperament of the product, and give them enough publicity and exposure to make them KOLs of the product. How to operate KOL? The operation of KOLs is slightly different from that of ordinary users. One thing that needs to be considered is to achieve a balance between meeting their needs and improving your own operational efficiency. The needs of KOLs are often spiritual, and it is important for them to gain attention and approval. For example, Zhihu makes editorial recommendations, popular recommendations, publishes in daily newspapers, and promotes public accounts for the content produced by high-quality answerers. Jianshu also shares certain high-quality content on its official Weibo. These can enable high-quality content to gain greater exposure. For content producers, the happiest thing is that their content gains more readers, and these recommendations can also enable the authors to continuously increase their popularity, which is what KOLs need. Then there are offline activities held for KOLs, such as Weibo’s Super Red Star Festival, which is an offline conference for super KOLs. Zhihu also holds a Salt Club gathering every year, gathering well-known answerers on Zhihu. These offline activities are extremely important for enhancing the KOL's fame and sense of identification and belonging to the product. Many Zhihu answerers are proud to be invited to participate in the Zhihu Salt Club. We just said that the purpose of operating KOLs is to improve operational efficiency. So, in addition to satisfying KOL operations, how can we enable them to help us with operations? On the one hand, meeting the needs of KOLs can encourage them to make more contributions to the product. On the other hand, the value of KOLs can be amplified during activities. For example, we are making an online education product for junior high school students. Our product has many famous teachers, who are the KOLs of our product. When we plan an event, we bring in famous teachers and let them interact with students on topics. The effect of the event will be greatly improved, which will improve our operational efficiency to a certain extent, and also narrow the distance between famous teachers and students, thereby enhancing the personal influence of famous teachers. Discovery and operation of KOLs Some considerations when engaging with KOLs. KOL is very important to operators, so it is essential for operators to establish personal contact with KOL. They should also pay attention to some matters when contacting KOL, otherwise it will cause some bad effects. What to do when conflicts arise between KOLs and ordinary users? In product operation , conflicts between users are common, and the operation only needs to be carried out according to the product rules. However, conflicts between KOLs and ordinary users are not so simple. Following the product rules alone may be disadvantageous to the KOL, so in this case, the official handling must be fair and enforced according to the rules, and the KOL can be appeased privately. Officials should avoid showing partiality when handling the matter, as this will cause them to lose credibility among users and be detrimental to the healthy development of the product. In private negotiations, officials should also avoid judging the other party in the conflict and be careful to prevent the content of the chat from being leaked. One cannot use personal authority to grant KOLs certain privileges or conveniences. KOLs should be given certain privileges based on product rules, but they cannot be given privileges or certain degrees of care because of personal relationships, as this will have a negative impact on other users of the product. Do not leak product and official information to KOLs. Many product and official information are not suitable for users to know, so you cannot reveal these contents to KOLs based on personal relationships. That’s all I have to say about KOL operations. There are still many things that need to be explored slowly in work. Product operation without KOL is not a good operation. Recognizing the value of KOLs, identifying KOLs at work, and operating them through effective methods are very helpful in improving operational efficiency.Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @奔雷由(APP顶级推广), compiled and published, please indicate the author information and source when reprinting! |
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