It is two nouns of marketing. In the earliest marketing world, KOT dominated the world, that is, the channel is king, endorsement from authoritative channels, users believe in authority. At that time, it was a big man in the industry during CCTV's golden time. Of course, Hunan Satellite TV, which inserted a TV series in the middle of the advertisement, was simply a fragrant brand promotion. This is the first stage of marketing development. Participants are only brands and audiences.
When the social era comes, when platforms such as Weibo, B, and Douyin began to occupy a large extent, a new existence appeared between the brand and the audience -KOL, so We ushered in the second stage of marketing: users believe in experts. Now, with the expansion of the Internet social circle, the new concept KOC is born, and people are more willing to believe in those who are close and familiar. This is the third stage of marketing.
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Recently, a new concept has been hot: "KOC". I haven't understood the private domain traffic, and another "KOC" is produced. What is "KOC"?
Let's first understand: "KOC" key consumer leader (Key Opinion Consumer) can be understood as a small fan and a low visibility, but the consumer can be purchased by consumers around them through its own trial recommendation. The key person.
The new concept has no standard uniform definition, but from all KOC -related articles, I sorted out the difference between KOL and KOC and summarized the following features.
kol, abbreviation of opinion leaders. Simply put, those who have very strong professional knowledge in Weibo, interactive communities, and a certain field have the right to comment.
The people can be used as the predecessor of the "forum expert". When the forum is still prevalent, there are a group of people worshiped in all walks of life. Knowledge and horizons are popular for people or solve problems.
what is the difference between "kol" and "koc"?
The origin of "KOC"?
The new word "KOC" is a new word, but its core meaning has already proposed that in 2003, an analyst in the United States invented the new word: NPS, also known as "customer net recommendation "Value" is also the possibility of customers recommended to others, which is used to measure users' loyalty to the brand. He would never think that the other side of the ocean 15 years later had developed, and he paid the operation directly to Gao Zhongzhi's consumers. NPS (customer net recommendation value) NPS = (the number of promotional customers -the number of customers who degrade the customer)/total number of customers investigated.
The core concept in this book is that we must be centered on the customer, increase the number of promotional customers, and increase the growth brought by the introduction. This is actually the KOC around us. In fact, each of us has done what we recommend to others, but we are willing to be free.
With the scarcity of traffic, spending money and buying traffic, it is better to directly subsidize the money to consumers and make more customers your promotional customer. In fact, in essence, community group purchases, social e -commerce, private domain flow, or KOC are all in new scenarios, make full use of acquaintance relationships to create a model that is closer to consumers.
koc?
The deeper reasons are that the traffic is getting less, more and more expensive, and more and more virtual. Many big brands cannot use some marketing methods that look more LOW. Although this method may hurt the brand's high force, in order to pursue real conversion effects and revenue, we have to choose to come up with some budgets and improve marketing effects through KOC.
Party A, money and no money. In fact, when the media is put on, KOL is still the mainstream, and KOC is just a supplement. In the era when Party A puts all the KOL, it may be gone. In the future, there will be more brands to turn to try to put on those KOCs with higher cost performance, more authentic flow and influence.
How to use big data to explore accurate, suitable "KOL" and "KOC"?
"KOL" and "KOC", "No matter who is a white cat, who is a black cat", as the brand, how to spend the least money, the best, the most real, the most real, the most authentic The marketing effect is "good cat", which is the key. How to choose a suitable placement strategy according to the characteristics of the brand and products, budgets, etc.?
We can achieve it in the shortest time through big data. The implementation of the implementation is as follows:
1. Evaluate the attributes and audiences of the brand and products, and formulate preliminary marketing directions and strategies.
2. The collection of "brand" related network main post information through massive big data platforms, and its high -quality review information, eliminating official advertising information, and other invalid information.
3, collect the main stickers, evaluate each platform, media (including traditional media and self -media), websites, related information flow effects. Select websites and media platforms with significant traffic effects as alternatives.
4. The main stickers, comment data, and collect the corresponding character data through the massive big data platform, which can be based on: fans, gender, age, region, certification information, account type, etc. During the dimension selection, the qualified vertical KOL and the real KOC list is initially screened.
5. Set the proportion and range of "KOL" and "KOC" according to the budget.
6, contact the KOL of the elected, consult the quotation; issue a KOC recruitment notice to targeted recruitment of eligible KOC. Communicate the price and demand to determine the KOL and KOC lists that are finalized.
7, distributed trial gifts, design marketing content. KOL corresponds to the output of PGC (professional production content); "KOC" corresponds to UGC (user production content).
8, real -time monitoring, analyzing communication channels, the real communication effect of each account and the generated flow. For good channels and increased efforts, and increased the number of channels, the channels and account numbers with poor effects are reduced or canceled.
9, billing settlement: "KOL" is mainly exposed and settled, "KOC" is mainly based on the exclusive QR code or password it shared. Settlement directly in the form of a premium trial product.
10, re -marketing effect, good effect KOL and KOC, can cooperate for a long time, continuously optimize marketing strategies through data analysis, screen accurate KOL and KOC, complement each other through advantages, and finally achieve high cost -effective performance. Marketing effect.
It is two nouns of marketing.
In the earliest marketing world, KOT dominated the world, that is, the channel is king, endorsement from authoritative channels, users believe in authority. At that time, it was a big man in the industry during CCTV's golden time. Of course, Hunan Satellite TV, which inserted a TV series in the middle of the advertisement, was simply a fragrant brand promotion. This is the first stage of marketing development. Participants are only brands and audiences.
When the social era comes, when platforms such as Weibo, B, and Douyin began to occupy a large extent, a new existence appeared between the brand and the audience -KOL, so We ushered in the second stage of marketing: users believe in experts.
Now, with the expansion of the Internet social circle, the new concept KOC is born, and people are more willing to believe in those who are close and familiar. This is the third stage of marketing.
n00:00 / 00: 3070% shortcut keys to describe space: Play / pause ESC: Exit full screen ↑: increase volume 10% ↓: decreases by 10% →: Single fast forward 5 seconds studio Here you can drag no longer appear in the player settings to reopen the small window shortcut key description
Recently, a new concept has been hot: "KOC". I haven't understood the private domain traffic, and another "KOC" is produced. What is "KOC"?
Let's first understand: "KOC" key consumer leader (Key Opinion Consumer) can be understood as a small fan and a low visibility, but the consumer can be purchased by consumers around them through its own trial recommendation. The key person.
The new concept has no standard uniform definition, but from all KOC -related articles, I sorted out the difference between KOL and KOC and summarized the following features.
kol, abbreviation of opinion leaders. Simply put, those who have very strong professional knowledge in Weibo, interactive communities, and a certain field have the right to comment.
The people can be used as the predecessor of the "forum expert". When the forum is still prevalent, there are a group of people worshiped in all walks of life. Knowledge and horizons are popular for people or solve problems.
what is the difference between "kol" and "koc"?
The origin of "KOC"?
The new word "KOC" is a new word, but its core meaning has already proposed that in 2003, an analyst in the United States invented the new word: NPS, also known as "customer net recommendation "Value" is also the possibility of customers recommended to others, which is used to measure users' loyalty to the brand. He would never think that the other side of the ocean 15 years later had developed, and he paid the operation directly to Gao Zhongzhi's consumers. NPS (customer net recommendation value) NPS = (the number of promotional customers -the number of customers who degrade the customer)/total number of customers investigated.
The core concept in this book is that we must be centered on the customer, increase the number of promotional customers, and increase the growth brought by the introduction. This is actually the KOC around us. In fact, each of us has done what we recommend to others, but we are willing to be free.
With the scarcity of traffic, spending money and buying traffic, it is better to directly subsidize the money to consumers and make more customers your promotional customer. In fact, in essence, community group purchases, social e -commerce, private domain flow, or KOC are all in new scenarios, make full use of acquaintance relationships to create a model that is closer to consumers.
koc?
The deeper reasons are that the traffic is getting less, more and more expensive, and more and more virtual. Many big brands cannot use some marketing methods that look more LOW. Although this method may hurt the brand's high force, in order to pursue real conversion effects and revenue, we have to choose to come up with some budgets and improve marketing effects through KOC.
Party A, money and no money. In fact, when the media is put on, KOL is still the mainstream, and KOC is just a supplement. In the era when Party A puts all the KOL, it may be gone. In the future, there will be more brands to turn to try to put on those KOCs with higher cost performance, more authentic flow and influence.
How to use big data to explore accurate, suitable "KOL" and "KOC"?
"KOL" and "KOC", "No matter who is a white cat, who is a black cat", as the brand, how to spend the least money, the best, the most real, the most real, the most authentic The marketing effect is "good cat", which is the key. How to choose a suitable placement strategy according to the characteristics of the brand and products, budgets, etc.?
We can achieve it in the shortest time through big data. The implementation of the implementation is as follows:
1. Evaluate the attributes and audiences of the brand and products, and formulate preliminary marketing directions and strategies.
2. The collection of "brand" related network main post information through massive big data platforms, and its high -quality review information, eliminating official advertising information, and other invalid information.
3, collect the main stickers, evaluate each platform, media (including traditional media and self -media), websites, related information flow effects. Select websites and media platforms with significant traffic effects as alternatives.
4. The main stickers, comment data, and collect the corresponding character data through the massive big data platform, which can be based on: fans, gender, age, region, certification information, account type, etc. During the dimension selection, the qualified vertical KOL and the real KOC list is initially screened.
5. Set the proportion and range of "KOL" and "KOC" according to the budget.
6, contact the KOL of the elected, consult the quotation; issue a KOC recruitment notice to targeted recruitment of eligible KOC. Communicate the price and demand to determine the KOL and KOC lists that are finalized.
7, distributed trial gifts, design marketing content. KOL corresponds to the output of PGC (professional production content); "KOC" corresponds to UGC (user production content).
8, real -time monitoring, analyzing communication channels, the real communication effect of each account and the generated flow. For good channels and increased efforts, and increased the number of channels, the channels and account numbers with poor effects are reduced or canceled.
9, billing settlement: "KOL" is mainly exposed and settled, "KOC" is mainly based on the exclusive QR code or password it shared. Settlement directly in the form of a premium trial product.
10, re -marketing effect, good effect KOL and KOC, can cooperate for a long time, continuously optimize marketing strategies through data analysis, screen accurate KOL and KOC, complement each other through advantages, and finally achieve high cost -effective performance. Marketing effect.