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Source: Duncan Clark, forbes.com
在不轻易间，我们就已经成为意见领袖(Key Opinion Leader, KOL)。这个词的真正含义是：我们的意见将会影响家人朋友的选择。也许您并未真正思考过这个问题，但我们在社交网站中所发表的内容，确实会塑造其他人对我们的看法。 比方说，如果您热爱摄影，每周末都会外出拍摄鸟类、建筑或日常生活的照片，然后定期与他人分享自己的探索历程，那么您的朋友们在购买相机时，很有可能就会征求您的意见。 我们的意见之所以举足轻重，是因为我们的出发点公平而诚实，绝非受商业利益的驱使。但问题是，我们的意见影响范围很小，大多数人在社交平台上的“好友”或“粉丝”，最多也就几百人（广交好友之人可能会过千！）。 事实上，真正意义上的“意见领袖”由来已久。他们就是各行各业的专家，比如时装、金融、摄影、烹饪、学术和体育等，具备所在领域的专业知识。其追随者通常都是一些忠实的粉丝，在进行相关决定时会听取他们的建议和推荐。很多品牌都意识到了意见领袖强大的“杠杆潜力”。他们可以作为品牌营销活动中的有效补充，甚至可以作为领头人。这种营销策略虽然并非新生事物，但如果想要其效果实现最大化，还需要进行认真的规划。 Source: imgkid.com 各大品牌必须铭记的一点是，意见领袖和品牌大使或发言人并非同义，后者是在收取巨额广告费后，（独家）穿戴或使用品牌的产品或服务，然后在电视广告中出现，在品牌的媒体报道或 VIP 活动中，发挥其明星效应。意见领袖则不同，他们的硬性推销是无效的。根据个人体验提供真实诚恳的意见，才是他们声望所在。一旦他们的意见听起来好像是品牌提前编好的广告词，粉丝就会改变看法，对其失去信心，最终“取消关注”。
对于意见领袖而言，重点是要与其保持沟通，不断向他们介绍产品的优势，想方设法改善他们反馈的劣势所在。通过这种方式，意见领袖就可以在充分了解产品特质的情况下进行试用，达到最佳体验效果。从另一个方面而言，这也可提高意见领袖做出积极反馈的可能性。 Since the emergence of social media, we have all become content generators. With global platforms like Facebook and Twitter, and country specific channels like Weibo and Wechat in China or Line in Japan, the opportunities for us to tell others what we think and how we feel are endless. According to expandedramblings.com, Wechat users have reached 549m and they average 40 minutes on it per day. Weibo, the Chinese version of Twitter, boasts 176m monthly active users. What’s more, a recent infographic on lithium.com claimed that 92% of customers trust recommendations from friends and family more than any other form of advertising. Source: Nikhil Agarwal Without really trying, we have all become a ‘KOL’, or ‘Key Opinion Leader’. What this means is that our opinions can influence the way our friends and family make decisions. We don’t really think about it but what and how we post on our social media channels shape others’ perception of who we are. For example, if you are a passionate photographer who heads out every weekend to snap shots of birds, old buildings or the local way of life, and you regularly share your adventures, your friends are more likely to come to you for advice on buying cameras. Source: pixgood.com Our opinions count because they are fair and honest and in no way commercially driven. The trouble is, our reach is small as most of us only have a few hundred (or thousand if we are popular!) ‘friends’ or ‘followers’ on the platforms we engage with. ‘Real’ KOLs have existed for a long time, experts across industries such as fashion, finance, photography, culinary, academia and sport. They are valued for their knowledge in their respective areas and their followers tend to be avid fans who will act on their recommendations and referrals. Many brands see the potential of leveraging KOLs to complement or even lead their marketing campaigns. This tactic isn’t a new phenomenon but getting the most out of them requires serious planning. Source: glarocque One thing that brands must bear in mind is that KOLs are not the same as brand ambassadors or spokespeople who are paid huge sums of money to appear in their TV commercials, wear or use (exclusively) their products and services, and be the star attraction at their media or VIP events. KOLs are not effective if they are asked to hard-sell for brands. They are only creditable if their opinions are authentic and genuine based on personal experience. The moment their views sound like they are written for them by a brand, fan perception will change and they will then lose confidence, and ultimately ‘unfollow’. With KOLs, it is about maintaining conversation, educating them about the strengths of your product and working out ways to improve areas they consider are weaknesses. This way, they can try it out with full knowledge of its attributes, which consequently will optimize the experience. This should in turn increase the chances of the KOL being positive in their feedback. |
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来自： MarkTang87 > 《管理》
