勝三：品牌和KOL的5種合作模式(36頁).pdf

1、An R3 White Paper china kol market practice DRIVING TRANSFORMATION FOR MARKETERS the average rate of growth is 20%. 79%的市場主會繼續增加數字營銷預算比例，平均漲幅超過20% 81% of marketers will continue to grow their investment in social marketing, an increase of 21%. 81%的市場主對于社會化營銷的投入會繼續增長，漲幅超過21% 數字營銷市場總結 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中國數字營銷趨勢報告 79% 2 3 DRIVING TRANSFORMATION FOR MARKETERS strong connection and high stickiness

3、to followers. 細分行業或領域知名度極高，與粉絲具有緊密的聯系， 粉絲黏性大。 Popular in certain segments or topics; medium sized following with high focus. 存在于高度細分的興趣或話題領域中， 具有較小規模的粉絲，影響力聚焦度高。 Usually start-ups or personal accounts with a small number of followers. 具有小規模的粉絲和影響力，基數較大， 常為起步賬號或內容創作愛好者。 10 Key points when working wit

4、h KOLs KOL營銷節點 How to maximize KOL collaborations with a simple, but effective, process is a question every marketer should consider. 在整個營銷過程中，如何充分發揮KOL傳播的資源優勢是每一個市場主都需要集中思考的環節。 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圈層 清楚定位營銷目的，區別對待不同類型的 KOL，按照既有的需求，合理分配KOL預算的 同時，優選合作名單和方式 聲量型： 迅速建立影響力，提供流量價值 垂直型：輸出專業簡介，有價值的內容產出 以聲量型合作為主要出口，迅速提高曝光和影 響力，并以垂直型KOL作為輔助，增加內容的 專業性和可信度。整體的內容傳播控制在合理 的范圍之內，深

7、耕圈層的廣度和深度。 focus on content quality Marketers should review brand image and product features with KOLs; walking through the process of awareness to consideration, to ensure that key messages are echoed and delivered each step of the way. During the stage of content output, brands and KOLs have a bin

8、ding relationship. Thus, the combination of strategy and depth of content quality should be considered top priority. Often, a third-party voice with subjective tonality is more easily accepted. 注重內容質量 品牌需要和KOL一起走進產品挖掘細節，以講 解、內化、感受三步，有層次的主動輸出有價 值的內容，一步步引導消費者產生共鳴。 在輸出內容這個階段里，品牌主和KOL有深度 的捆綁關系，以高度的品牌策略輸

9、出加上KOL 符合粉絲調性口味的深度共創，KOL本人發聲 的效果比第三者角度自說自話更容易被接納。 11 china kol market practice KOL Search Engines and MCNs Become Mainstream KOL搜索引擎及MCN機構逐漸成為主流 KOL資源終端 Booming since 2016, the increasing need for KOL marketing has directly contributed to the frenzied expansion of MCNs (multi-channel networks) and K

10、OL search engines. KOL search engines mainly function as data pools and monitoring systems. With ever-developing AI and blockchain technology, some of these search engines are transforming to include media buy. KOLs engaged through such methods are mostly independent KOLs with medium to small follow

11、ings. Concurrently, MCNs are expanding commercially to fill the role of professional agency and content developer. As a third-party acting between KOLs and marketers, MCNs expand their resources by contracting independent KOLs or establishing new KOLs. They provide content solutions to marketers, wh

12、ile at the same time, provide stable business opportunities for KOLs. Ever since 2017, content platforms have changed from being in direct competition with MCNs, to becoming dynamic partners in providing technology-based solutions. 2016年起，中國國內的KOL經濟迎來的高速的增長，KOL的規模變得空前龐大，市場主的KOL 營銷需求也不斷增長；在此背景下，一系列的第

13、三方機構逐步涌現，其中包括KOL搜索引擎及 MCN機構。KOL搜索引擎最初以KOL數據收集及分析評估為主，近年來在AI、區塊鏈等最新技 術的驅動下日趨成熟，部分轉型為“搜索引擎+KOL匹配下單”的商業模式，平臺內簽約主要以 獨立運營的中小型KOL為主。 與此同時，MCN也迎來了高速的成長時代，逐漸成為商業模式逐步完善的中介機構及內容生 產方。MCN是職業的KOL代理機構，有簽約、孵化等各種拓展模式，可以平衡市場的信息不 對稱，為內容創作者提供更多內容創作的機會及營收，對外以專業模式包裝及打包進行渠道推 廣，可為資金方提供較為模塊化、專業化的產品及服務。因KOL營銷資源較為瑣碎，相較于非商 業化

14、/低商業化KOL及獨立KOL，MCN機構作為內容生產方的資源面覆蓋更廣泛，工作流程專業 化，可控性更強，因此更多的上游資源方越來越偏好于MCN機構合作。自2017年起，各平臺也 逐漸從單一的與MCN的競爭關系轉型為動態的合作關系，主流平臺目前均已對MCN開放商務權 限，并面向MCN機構推出B2B服務以提供賦能。 DRIVING TRANSFORMATION FOR MARKETERS limited to use of a single platform or some resources within the system 優勢 技術資源強大，創新基礎好 可結合平臺的硬廣進行整合營銷 KOL

15、及MCN涵蓋范圍廣，可用 本平臺資源賦能 劣勢 跨平臺能力較低，只能使用單平 臺或體系內部分資源 Pros First-hand KOL resource, wide coverage of all tiers Package is available Good cross-platform distribution ability CONS Top-tier KOLs are of high cost 優勢 擁有一手的KOL資源，且KOL層次 豐富，能提供打包方案可跨多平臺 進行內容分發 劣勢 對于頭部賬號議價能力較高，成 本上升 Pros Extensive KOL data, algor

16、ithm to help marketers to choose KOLs Abundant mid to small size KOLs CONS Few top-tier KOLs, limited coverage of communication 優勢 數據收羅相對較全，算法技術可幫 助市場主匹配KOL較多中小型KOL 下單資源 劣勢 頭部賬號資源較少，覆蓋能力有 限 MCN DRIVING TRANSFORMATION FOR MARKETERS good option for lower cost 系統化前端展示，一目 了然 價格透明度較高，部分可 根據結果結算 技術賦能，可有效匹

17、配 KOL 中小型KOL的資源較豐 富，成本較容易控制 Professional agents who know the market and KOLs well Able to provide packages of various tiers Stable relationships with better control of results 專業經理人更加了解市場 主的商業需求，市場主可 以更快了解KOL 可組合不同層次的KOL提 供打包服務 合作關系較為穩定，流程 更加可控 Platform is able to provide solutions based on its own

18、features Lower financial risk Integrated marketing campaign can be launched with ad buy 平臺方可提出更加適宜 本平臺的傳播方法及內 容屬性 資源龐大，可更好匹配市 場主需求 平臺資金雄厚，合作風 險較低 可同平臺硬廣投放t進行 綜合營銷 CONS Very time-consuming; KOL has limited time to talk Time intensive to produce content Unstable relations, low price transparency 單點聯系的

19、溝通時間成本 高，KOL的回復率有限 前期對接溝通時間較長 合作關系較不穩定，價格 不透明 Insufficient top-tier KOLs; limited coverage Less customized experience 頭部賬號及名人型KOL資 源較少，覆蓋面有限 前端較為模式化，專家針 對客戶服務的能力有限 Big gap between MCNs; need to identify good ones Markups apply, cost will go up MCN機構水平良莠不齊， 有一定試錯風險 MCN機構有一定定價能 力，成本上升 Further markup w

20、ill be applied, cost will drastically go up Lack of cross-platform ability 平臺方與KOL或MCN機 構參與分成，成本進一 步上升 單一平臺的跨平臺能力 有限 Marketing budgets move towards platforms 市場主資金逐漸向平臺方靠攏 15 china kol market practice Preference Towards Platforms by Industry 行業標桿市場主對于KOL營銷平臺 具有不同偏好 Auto 汽車 Cosmetics 美妝 Baby around 7

21、2% of consumers interact with their favorite brands through social media. The growth in the number of online channels is sure to usher enhanced public opinion guidance from KOLs. 促進了消費層級的傳導 社交媒體擁有即時社交及實時捕捉并激活消費者 的能力，約72%的消費者通過社交媒體與其鐘愛 的品牌進行互動，而線上渠道的爆發必然會伴隨 著KOL的輿論導向力度的增強。當KOL具有 一定的輿論導向力度時，消費的層級觀點就變得

22、 更加明顯。 Prompting viral communication Viral communication is an important way for brands to increase their exposure. The impact of widely accepted multiple exposure on users in traditional media also exists in social media. Through using different types of KOLs to cover and influence a variety of aud

23、iences, brands are persistently reaching out to consumers in order to build loyalty and trust. 促進了品牌理念的病毒傳播 病毒傳播是指一個內容能夠如病毒般迅速傳播 到互聯網的各個平臺，而這種刷屏式傳播， 對于品牌來說是增強曝光量的重要手段。 傳統媒體領域廣為人知的7次曝光對于用戶 的影響在社交媒體中也同樣存在。通過不同 的KOL去密集覆蓋和影響某一類型或者某 一個用戶群，那么這個用戶群也會被逐漸影響 和改變，從而對KOL產生信任。 forming the close loop of community

24、 awareness Although KOLs share similar characteristics with celebrities, their most important role should be as community builders. KOLs bring users together based on their features and interests, and they keep the community active by constantly working to share new insights with the assembled group

25、 of people. 形成了社群類消費閉環 KOL雖然在互聯網中具有名人的特質，但是其實 他們更多承擔的是社群建設者的角色。他們會 將用戶根據特性和興趣聚集在一起，而他們在 這個聚集的社群中更是要不停工作分享新 的見解來維持社群活躍。 DRIVING TRANSFORMATION FOR MARKETERS KOL distributes content on multiple channels; limited time to keep track of all information in the industry Thoughts: Grasp key trends and key i

26、ndustry resources including agencies and key platforms; set up an effective working module to achieve up-to-date service and resources 挑戰：行業內部更新迭代速度極快，KOL多平臺化，市場主精 力非常有限，難以對行業有不斷更新的全盤洞察 思考：緊抓重點，重點了解市場趨勢及行業內部資源(代理商和 平臺資源)，建立適宜市場主自身情況及發展目標的工作模型， 獲取優質的營銷策劃服務 Platforms 平臺 KOL Search Engine KOL搜索引擎 Data

27、Agency 數據代理商 Challenge: KOL resource keeps updating all the time; hard to raise the effectiveness of the growing marketing spend Thoughts: Optimize KOL media buy working module; keep updating database; transfer focus from media buy result to buying process; raise effectiveness by working with differ

28、ent service providers based on individual features 挑戰：KOL資源的更新速度遠高于傳統媒介，且此領域營銷花 費不斷增加，如何選好資源，如何買好資源仍是一大難題 思考：優化創意和采買體系，梳理資源并不斷更新優化數據 庫。增加關注維度，從單純資源代理向投放過程服務聚焦，結 合代理商/平臺/MCN自身資源幫助市場主更加優質和高效地 進行廣告投放 Challenge: Data authenticity is yet to be confirmed; hard to optimize strategy with inaccurate data Tho

29、ughts: Set-up an all-in-one data management system with multiple references from different service providers; introduce a third-party audit to raise effectiveness of cost 挑戰：數據真實性有待考證，平臺方自有數據在立場上具有一 定局限性，難以準確評估有效性及以此制定未來方向 思考：搭建全平臺數據服務，整合多個平臺數據提供綜合參考 和服務，引入第三方審計進行有效性優化 DRIVING TRANSFORMATION FOR MAR

30、KETERS & THEIR AGENCIES 20 A Marketers Response to future Developments 市場主該怎樣應對未來變化 The ability for marketers to grow and evolve how they work with KOLs is becoming increasingly important as the social media landscape changes. Simply relying on agencies to select and launch KOL campaigns will dimini

31、sh the Return on Investment for marketers and put them at risk of losing their competitive edge. 社會化媒介在不停進化中，對于市場主選擇和KOL合作的成長和變化要求也是日益嚴峻，單純的 依靠代理商進行選擇和投放只會讓付出和回報的比率持續降低并有可能失去真正的品牌競爭力。 Be aware of market trends Internal teams should be equipped with the right tools and knowledge to respond to the eve

32、r-changing marketplace. Blindly following trends will result in diminishing results. 更加了解市場的變化 對于日新月異的市場變化，市場主內部團隊應當具備相應的市場洞察和 解讀能力，人云亦云的跟風式投放效果將會大打折扣的同時，市場主內 部團隊的能力也會得到考驗。 Let KOLs lead the collaboration Instead of only using the KOL as the advocate, brands have the opportunity to become part of a

33、KOLs asset ecosystem. Given the KOLs existing levels of influence, there may be other unexpected ways to collaborate and turn other opportunities into successful campaigns. 讓KOL引導合作 當品牌與KOL合作時，品牌將成為KOL生態系統的一部分；KOL也將成 為你品牌的延伸，他們能以一些未曾想過的形式呈現出你的產品。讓影 響者引導合作越多，其出現的機會就越多，對受眾的吸引力就越大。 1 2 21 china kol mar

34、ket practice 3 4 5 Select the right partner When it comes to working with KOLs, make the effort to understand the KOLs ecosystem and how to best partner with them by selecting the right agency. There is currently no such thing as a one-stop shop. 選擇最適合的代理商 有針對性的選擇最合適自己品牌的代理商來應對品牌的現有需求，牢記 大而全并不代表能解決所

35、有問題。 Set realistic expectations and budget A KOL campaign often takes time. Marketers need to find a balance between expectations and spend, and at the same time, prepare to make long-term investments, especially when working with mid-tier KOLs. 調整期望和預算 KOL營銷是一場長期戰役，市場主需要在期望和預算中尋求一個權衡， 同時做好長期投入和持久孵化

36、的準備。 Establish an internal management system A set of customized internal management systems that utilize external data will greatly benefit marketers working with KOLs. 市場主需要建立自主的KOL營銷管理體系 一套完善也有針對性的內部管理體系和幫助市場主在KOL投放時起到決 定性的效果。 DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES 22 Best Practice

37、: KOL Transforms from Pure Content Developer to Creative Centre 案例：頭部KOL從單一內容創造者逐漸轉型為創意中心 Gogoboi, one of the most influential Chinese fashion bloggers, launched a HTML5 campaign with Louis Vuitton to provide a virtual sneak preview of the brands upcoming VOLES, VOGUES, VOYAGEZ exhibition. In reachi

38、ng 40 million people within 48 hours, generating more than 7.5 million views, 300,000 interactions and over 1,000 sign- ups to the offline experience, the campaign successfully publicized LVs offline activity online with in-depth content. 12月28日，時尚博主gogoboi的微信公眾號和微博同時發出一條名為“跟我 一起去LV的箱子”的鏈接，鏈接內容為gogo

39、boi與奢侈品牌路易威登 合作的H5互動游戲。在該游戲中，gogoboi為完成去“飛行，航行，旅行” （VOLEZ,VOGUEZ,VOYAGEZ）限時展覽“偷”箱子的任務，帶領讀者探索 和體驗展覽。 該H5互動游戲上線48小時內覆蓋4000多萬人次，相關內容閱讀量逾750萬人 次，超過30萬的讀者參與鏈接互動，超過千人報名參與于1月8日舉辦的主題線 下活動“博物館奇妙之夜”。 gogoboi Go“Steal” LV with Me gogoboi “跟我一起去 LV的箱子” This creative campaign was conceptualized and developed by

40、Gogobois internal team. Although a mini-site is not buzzworthy these days, Gogoboi is the first to initiate an interactive HTML5 virtual tour. In recent years, fashion bloggers have transitioned from using single pictures and text to video. They have also made the shift from producing content on a s

41、ingle platform to being featured on multiple platforms with differentiated content. As a result, bloggers are playing an increasingly important role as a creative center that provides solutions to marketers as opposed to delivering pure content based on briefs. Luxury brands have traditionally been

42、extremely cautious when working with fashion bloggers, but Louis Vuittons bold step with this partnership R3 Observations 23 china kol market practice will encourage more marketers to seek direct cooperation with top-tier bloggers on content development. 此次營銷的創意是由博主內部團隊提出并推進的。盡管H5互動游戲已 經成為越來越多奢侈品牌線上

43、營銷的選擇，但是此前還沒有國內時尚博 主嘗試H5互動界面的案例，國外也鮮少有這樣形式的合作?？梢哉f， 路易威登與gogoboi的合作是奢侈品牌在中國市場的特殊產物，也意味 著內容生產的新鮮感越來越重要。 在過去幾年間，全球時尚博主實現了從圖文向視頻的整體遷徙，不少時 尚博主從幕后走向臺前成為出鏡博主，更是有不少KOL利用自身的行業 中的積累及平臺開放性的從單一的內容創造方逐步發展演化為了創意中 心，而gogoboi正是其一。 在奢侈品行業中，尤其是對于一向與時尚博主謹慎合作的頭部奢侈品品 牌，從草根力量發展壯大的時尚博主還未獲得完全認可，但是路易威登 與gogoboi具有突破性的合作仍然被視為

44、具有里程碑意義，頭部奢侈品 品牌對時尚博主的背書，勢必將引領越來越多的品牌逐漸開始增加對于 時尚博主作為創意中心的信任度，并尋求更多的直接合作。 Mr. Bag is one of the first-tier vertical fashion bloggers to focus on luxury bags. Since his first collaboration with Strathberry in 2017 (when all exclusive products were sold out in one minute), he has continued to work with

45、 a series of luxury brands on exclusive collections, including Givenchy, Tods, Longchamp, and Montblanc. 包先生是國內知名的時尚博主，專注于以國際一線奢侈品品牌的包包資 訊。2017年1月包先生和蘇格蘭品牌Strathberry合作的兩款迷你手包，在公 號推送文章后一分鐘內便售罄，隨后的情人節，他和紀梵希合作推出一款名為 MiniHorizon的粉色皮革手包，80只單價為14900元手包，在推文發布后12分 鐘內就被全部預訂。此后，包先生先后Tods、龍驤、萬寶龍等品牌聯名推出 合作款，均取

46、得了令人矚目的銷售成績。 Mr. Bags Collaboration with Multiple Luxury Brands 包先生與多品牌推出聯名手袋 Best Practice: KOL HelpS SPEED UP the Consumer Journey 案例：KOL幫助品牌縮短消費者路徑 DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES 24 KOLs rely heavily on followers, and as a result, are able to generate high-levels of engagem

47、ent through effective comment and response. Simultaneously, followers act as a “mirror” for KOLs, providing data and content inspiration. Leveraging this insight, KOLs have extended their role beyond being content developers. Extremely vertical KOLs are able to push sales for marketers to achieve sh

48、ort to mid-term targets, and drastically speed up the consumer journey from brand awareness to purchase. Mr. Bag is a typical example of a KOL used to drive sales. In a collaboration with Tods, Mr. Bag launched an exclusive 200 piece capsule collection that featured the color blue. This inspiration

49、was drawn from his followers, who showed higher interaction rates when talking about blue bags when compared to other colors. The collaboration was successful. The 200 piece collection was sold out in a few hours and mentions increased by 600% on WeChat. KOL作為依賴于社交媒體平臺，是一種具有強烈的粉絲屬性的一種媒介，可以 通過品牌且有效的響應及評論，與粉絲建立更緊密的聯系；于此同時，粉絲也 成為KOL的一面鏡子，幫助KOL獲取數據和反饋，并轉化為新的內容。 KOL從最初單純的內容生產方，到后來一部分垂直度極高的KOL轉型為“帶貨 型”KOL，而“帶貨型”KOL正是市場主有效的營銷媒介和營銷工具之一，將 冗長的品牌建設到最終轉化購買的路徑縮短，有效達到中短期目標。 在眾多包先生聯名合作中，Tods與包先生的聯名合作是很好的KOL管理案 例。包先生推出了一款200件的Tods膠囊系列