Refined operation of brand users turning into KOCs

For today’s brands, if they want to do well in the private domain, it is essential to create their own brand KOC. I believe its role is self-evident. So, how can we operate our brand’s KOC to bring in more new customers and conversions?

Community distribution is a relatively large system. Its operating methods are completely different from those of C group and large customer group. It is even another system, but this system needs to be combined with the product.

However, distribution communities are more refined. We not only need to understand every user, but also their difficulties and the situations around them in order to better solve them. They will also bring us unexpected new customers and conversions.

Although the distribution community system is large, it also has rules to follow. If you master its key points, you can easily understand and learn it, as shown in the mind map:

1. Development of the distribution system

1. The value of KOC (distribution) users

1) Ordinary C-end customers

Parenting knowledge and other content are sent to the group every day, but few people respond, and the overall community activity is low; The number of fans increased daily through existing fan-increasing channels is small;
We pushed welfare activities and special sales within the community, but the conversion results were not ideal.

2) Brand KOC users

Successfully converted KOC users will have brand honors and will spontaneously initiate topics and share products in the official C group, thereby promoting community activity. By recruiting and empowering KOCs, they will build their own fan users and communities, achieving a 1:100 user fission.

We can establish a core mechanism through KOC with a client, and the exclusive rights and benefits can be accurately shared with the mothers and fans around her, thereby improving conversions.

2. KOC promotion level setting

The establishment of levels is generally reflected in front-end products, and can also be reflected in the form of communities in private domain operation strategies. The "promotion rewards" involved can be chosen to be in the form of increases, because the level promotion rewards on the front end are fixed and automatically issued by the system. If they are in the private domain, they can be increased offline through the companionship and growth with users in the process.

Here is a template for the distribution level of a brand project that I previously managed (specifically formulated for specific brands):

3. KOC distribution benefits formulation

The profit mechanism is the core of KOC and the source of their motivation to share sales. For example, the group owners of Taoke and some super users of social e-commerce share and recommend products all for the sake of profit.

The KOC distribution profit mechanism and level need to be formulated at the beginning. Of course, this also involves whether it is a full range of products, and some items with higher gross profit margins and hot-selling products can set the commission ratio higher.

Here is a template for a KOC distribution mechanism (specific brands need to be specifically formulated):

2. Establishment of distribution training courses

1. Establish KOC training group and write copy

1) Establishment of training group

The conversion of KOC comes from recruitment, and the recruitment channels can be external and in existing private domains.

We need to establish a WeChat group for training, which is equivalent to an offline venue, and then set the group rules and the "self-introduction of group members" after joining the group. The last point is that the name of the group should change with the status of recruitment - training - in training - end of training - end of training.

2) Training copywriting

Training copywriting is the core of the training center. Since it is aimed at loyal fans of the product, four core points need to be reflected in the copywriting:

1. User pain points
2. Advantages of Brand KOC
3. KOC can provide solutions to the problem
4. KOC conversion (accompanied by welfare activities)

During the training, you need to play 2-3 small games with group users during the opening remarks and during the process to ensure that the training is not too bitter.

The training copy is too long and is divided into 4 major points. Students who need it can send me a private message!

2. KOC poster recruitment and design

The poster design of KOC needs to briefly explain the recruitment details. Here are a few poster examples.

The design of the poster is roughly divided into several sections:

• Main title: The font should be large, upright, conspicuous, and clear, so that users can see the title without clicking on the large image and understand it at a glance.
• Subtitle: It usually exists to clearly support the main title and is a definite and confident display position.
• Content: The content should be brief, and the core must be to consider the user, what he can get and what you can give him.
• Signature: Limited quantity or limited time, or limited price, etc., scan the QR code immediately to join the group, add WeChat, etc.

3. Course development and implementation after KOC conversion

The existence of the training group is to convert potential users. It is one of the important factors in the entire KOC system and belongs to the top part. At the same time, the role of the training group is to convey the advantages of the product model to users, thereby forming a two-way choice.

The KOCs converted through the training group will enter the "initial stage of the KOC system". When assigned to customers, they will have exclusive names, such as: "Business School Class Group", "Happy Mom Silver", etc. Different knowledge empowerment will be carried out at each stage.

The converted courses are divided into:

3. Distribution Group Empowerment and Reward Mechanism

1. Empowering primary groups

The converted KOC has recognized you to a certain extent. After registering as a brand KOC, you need to let her move on to the next stage as soon as possible.

1. The first stage: Let them understand the "use of brand distribution tools" in the shortest possible time, especially the profit part and sharing function.
2. The second stage: In this stage, KOCs should first establish a brand private group and set a goal of recruiting 20 people. Those who complete the goal will be rewarded accordingly and the group will be notified (the benchmark effect must be established from the beginning).

2. KOC reward incentive formulation: Use gamification thinking to enable brand loyal KOCs to continue to grow

1) Physical rewards (game-based thinking to kill monsters and get equipment)

• Generally, after the KOC has placed the first order and achieved certain performance, they will be given physical rewards of the product. You can choose the one with the lower cost.
• Through a "high-value good product", we encourage everyone to bring goods and achieve sales results
• Timeline: Early – Mid-Term – Long-Term

2) Virtual rewards (reward distribution based on gamification thinking)

• Generally, the "instant small reward" is given to the novice KOC after the actual operation is achieved, for example: koc established a group of 40 people, or added 50 fans in one day, etc.
• Rewards are usually small red envelopes and coupons, as well as video memberships, etc.
• Timeline: Early – Mid

3) Spiritual Rewards (official honors for gamification thinking)

• Generally, certificates are issued in "competition PK scenes" or "completing certain achievements" (official brand certificates)
• Spiritual rewards: certificate + virtual or physical
• Timeline: Medium- to Long-term

4) Advanced rewards (game-based thinking to upgrade monsters)

• Rewards are set according to the KOC level. In addition to the existing rights and interests of the platform, the community can continue to increase rewards
• Rewards: Virtual + physical + spiritual
• Timeline: Early – Mid-Term – Long-Term

5) Achievement Rewards (Upgrade Honors of Gamified Thinking)

• Set all honors in stages and present them to KOC. When each point is reached, the official will notify and reward the KOC through the channel.
• Rewards: Physical + Virtual + Official Recognition
• Timeline: Early – Mid-Term – Long-Term

6) Special rewards (authorities, resources)

• In private domain operations, after reaching the third stage, in order to save operating personnel costs and improve efficiency, a KOC management system can be adopted.
• Through the conversion of the brand’s own fans, KOCs are given the management rights of the C-end community in the form of rewards, and the distribution commissions generated belong to them.
• A win-win situation is formed. KOC not only has resources but also makes money. The brand also has a large number of operation personnel, and no matter how many communities there are, they can be managed in a refined manner.
• This reward requires the formulation of a core regulation. If fans report that other items are sold to brand fans privately, the qualification and all earnings will be cancelled.

4. Operation of External Distributors

1. Recruitment, Traffic Generation and Customer Development

• Recruitment: The design of the recruitment poster is different from the recruitment poster for private fans. The two major advantages are highlighted in the recruitment, while the external poster recruitment only needs one point - highlighting the benefits.
• Traffic diversion: Place traffic to various paid and free channels
• Customer acquisition: Use Lightyear’s self-developed tools to actively add external KOCs through keyword searches

2. Profit-driven

Make a good benefit plan, and it is best to open a second level, so that the benefit points are easier to drive.

There is no need to set levels for external KOCs, unless we are the only brand they represent, or there is a specific set of external KOC level advancement, and the distribution of product attributes is designed for external KOCs.

3. Elimination mechanism

For external KOCs, an assessment mechanism is established for a certain period of time. If they fail to meet the assessment requirements, their cooperation qualifications will be revoked.

4. Operational Mechanism

A sales competition is held every month to incentivize external KOCs to sell products through a prize-level competition mechanism.

The prizes need to be tempting enough, and the assessment content should not be set too high.

5. Conclusion

For external KOC users, interest binding is the best driving force. These users will not be loyal and will bring products from other brands together. Therefore, it is necessary to set some thresholds in the recruitment rules.

Author: Listening to the Rain

Source: Tingyulou