胜三：品牌和KOL的5种合作模式(36页).pdf

1、An R3 White Paper china kol market practice DRIVING TRANSFORMATION FOR MARKETERS the average rate of growth is 20%. 79%的市场主会继续增加数字营销预算比例，平均涨幅超过20% 81% of marketers will continue to grow their investment in social marketing, an increase of 21%. 81%的市场主对于社会化营销的投入会继续增长，涨幅超过21% 数字营销市场总结 1 2019 2019 20%

2、Average Growth 79% INCREASE BUDGETS 2019 21% increase growth 12% 50% Growth and Above 17% 30%-49% Growth 37% 10%-29% Growth 13% Within 10% Growth Same with 2018 14% = 7% Less than 2018 Source: Admaster 2019中国数字营销趋势报告 79% 2 3 DRIVING TRANSFORMATION FOR MARKETERS strong connection and high stickiness

3、to followers. 细分行业或领域知名度极高，与粉丝具有紧密的联系， 粉丝黏性大。 Popular in certain segments or topics; medium sized following with high focus. 存在于高度细分的兴趣或话题领域中， 具有较小规模的粉丝，影响力聚焦度高。 Usually start-ups or personal accounts with a small number of followers. 具有小规模的粉丝和影响力，基数较大， 常为起步账号或内容创作爱好者。 10 Key points when working wit

4、h KOLs KOL营销节点 How to maximize KOL collaborations with a simple, but effective, process is a question every marketer should consider. 在整个营销过程中，如何充分发挥KOL传播的资源优势是每一个市场主都需要集中思考的环节。 Separate KOLs by definition Define a clear objective and approach influencers accordingly. Allocate a budget and select su

5、itable groups with reasonable intent. Volume: Quickly build awareness and generate traffic Vertical: Provide professional and valuable content to specific audiences Use volume type as the main driving force for improving exposure and awareness. Choose vertical type as supplementary to increase profe

6、ssionalism and credibility. Take control of overall content delivery and deep dive into multiple circles of target audiences. 分清KOL圈层 清楚定位营销目的，区别对待不同类型的 KOL，按照既有的需求，合理分配KOL预算的 同时，优选合作名单和方式 声量型： 迅速建立影响力，提供流量价值 垂直型：输出专业简介，有价值的内容产出 以声量型合作为主要出口，迅速提高曝光和影 响力，并以垂直型KOL作为辅助，增加内容的 专业性和可信度。整体的内容传播控制在合理 的范围之内，深