论坛 › 四川 › 都在埋头找大V，你真的认识影响者营销吗？

j8typz 发表于 2024-9-4 08:18:04

都在埋头找大V，你真的认识影响者营销吗？

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">文/Amy、漩涡</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">源自</span>/营创实验室（ID：mktcreator）</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本文共计3082字 | 阅读约需4分钟</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">阿里在今年发布首个《网红互联网消费影响力榜单》，10个网红里就有7位网红的粉丝二次消费占比超过了50%。<span style="color: black;">咱们</span><span style="color: black;">发掘</span>，在今天，一线网红的主动搜索热度、<span style="color: black;">相关</span>店铺的交易热度，<span style="color: black;">乃至</span>是粉丝的粘性和购买忠诚度，都不逊色于当红明星。</span><span style="color: black;">网红、大V受人欢迎，品牌要<span style="color: black;">怎样</span>撬动<span style="color: black;">她们</span>做营销？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">营销新知 三分钟入门“影响力营销”</span></strong></span></p><strong style="color: blue;"><span style="color: black;">什么是影响者营销？</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今天的社交网络，话语权越来越分散。人们越来越乐意主动关注和相信<span style="color: black;">有些</span>人，尤其是垂直<span style="color: black;">行业</span>的达人。这催生出了一种新的营销方式——</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">影响者营销 Influencer Marketing：区别于直接面向消费者打<span style="color: black;">宣传</span>，品牌<span style="color: black;">经过</span>特定的影响者，为品牌传递个性化信息。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这儿</span>的影响者，指的不单是<span style="color: black;">持有</span>大流量的人，<span style="color: black;">更加是</span>真正能够影响别人采取行动的红人，<span style="color: black;">例如</span>大V、网红、明星、草根大号、垂直小号、行业专家，<span style="color: black;">乃至</span>你的忠实用户、你的员工。&nbsp;</span></p><strong style="color: blue;"><span style="color: black;">有<span style="color: black;">那些</span><span style="color: black;">平常</span>的影响者营销活动？</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">重点</span>有四类：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">第1</span>类：请影响者分享<span style="color: black;">制品</span>的<span style="color: black;">运用</span>体验、测评等内容。</span></strong></span><span style="color: black;"><span style="color: black;">例如</span>，美妆行业的新品试用活动。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/XdntEdJqp8PqP7TqR80OsfM20b11y11S7HWk5K5YKXQ7nsazqZVjjyzWEv3RPcMvom3LHMgk2FvLPAgmJ4F2oA/?tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">时尚大号gogoboi展示Tom Ford新款唇膏</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">博主</span></strong><strong style="color: blue;"><span style="color: black;">Emma测评MAC粉底液</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第二类：邀请影响者代言。</span></strong></span><span style="color: black;"><span style="color: black;">例如</span>，New Balance和积家邀请papi酱代言。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/XdntEdJqp8PqP7TqR80OsfM20b11y11SAaqgC4ogx6rdNr3y2VHAkxNnIs47sntTiatZCCR2HK8kHibMPvgfDV6Q/?tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/XdntEdJqp8PqP7TqR80OsfM20b11y11SECl5URxwISkKXpPTXHlBm7Q9bYIEJW2HuCmwaYic5BxL3Xm2Y4jJz1Q/?tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第三类：邀请影响者参加重要活动。</span></strong></span><span style="color: black;"><span style="color: black;">例如</span>，苹果10周年发布会邀请<span style="color: black;">微X</span>大号参加；知乎盐Club邀请大V参加，并<span style="color: black;">颁布</span>奖项。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/XdntEdJqp8PqP7TqR80OsfM20b11y11SER4PgmnblVSibWh7icCXtnmIyx3kClKwQQI2FAkJJo6QFWOYFxicrobjA/?tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第四类：邀请影响者联合推出福利活动，激励用户。</span></strong></span><span style="color: black;"><span style="color: black;">例如</span>，DW手表将新品赠送给<span style="color: black;">海量</span>网红，<span style="color: black;">供给</span>95折到8折的个人专属折扣码，激发网红创作<span style="color: black;">优秀</span>的<span style="color: black;">举荐</span>内容。一时间，知情不知情的博主都在<span style="color: black;">举荐</span>DW手表，掀起DW潮流，<span style="color: black;">营销</span>额五年之内从100万涨到2.2亿美元。&nbsp;</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/XdntEdJqp8PqP7TqR80OsfM20b11y11SFtyk0NQptK26guf8kLibvaC6eSs8eicHeBIkMQqcBfQ5olAflTgbD2sA/?tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Instagram百万粉丝博主展示个人折扣码，获上万个赞</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">万变不离其宗，让影响者的粉丝能在主动关注影响者的<span style="color: black;">同期</span>，关注到品牌；<span style="color: black;">爱好</span>影响者的<span style="color: black;">同期</span>，<span style="color: black;">爱好</span>上影响者<span style="color: black;">举荐</span>的品牌。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在国外，影响者营销是非常受关注的<span style="color: black;">专题</span>。Google影响者营销的人呈指数型增长，Mediakix的报告<span style="color: black;">表示</span>，<span style="color: black;">宣传</span>主每年在Instagram内为影响者营销的投入总额已超过百亿。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/XdntEdJqp8PqP7TqR80OsfM20b11y11S1h9ey86kaYV0dvXmTKcNRnibbAe2ng5ysdUYHftLHcFMytyPmqTCZhQ/?tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2015年起，影响者营销在谷歌搜索热度急剧<span style="color: black;">提升</span></span></strong></span></p><strong style="color: blue;"><span style="color: black;"><span style="color: black;">为何</span>影响者营销受欢迎？</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实，早在70<span style="color: black;">数年</span>前，就有业内人预言影响者营销终有一日会流行起来。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在《The People’s Choice》这本书中，作者<span style="color: black;">第1</span>次提出“影响者营销”的概念，<span style="color: black;">背面</span>是一个普适的原理：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“消费者其实更信赖来<span style="color: black;">自己</span>边<span style="color: black;">伴侣</span>、家人的意见，而非来自品牌和政治大亨的想法。”</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">她们</span><span style="color: black;">乃至</span>提出了一个能有效说服<span style="color: black;">公众</span>的传播路径——Two-step Flow of Communication（两级传播论），即：<strong style="color: blue;">先面向影响者做营销，再激励影响者面向<span style="color: black;">公众</span>做营销。</strong>（The Two-Step Flow entailed first marketing to influencers, and then incentivizing influencers to market to the wider public.）</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">只是，发展到今天，社交<span style="color: black;">媒介</span>赋予人们更自由的发言和传播环境，更垂直细分的覆盖面，影响者营销的<span style="color: black;">潜能</span>才被<span style="color: black;">逐步</span>挖掘出来。</span><span style="color: black;"><span style="color: black;">由于</span>影响人们做出购买决策的<span style="color: black;">原因</span>，<span style="color: black;">始终</span>都<span style="color: black;">无</span>变化。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">流行时尚的<span style="color: black;">背面</span>，总<span style="color: black;">相关</span>键<span style="color: black;">名人</span>，能<span style="color: black;">有效</span>地让信息在<span style="color: black;">必定</span>范围内传播开来。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">——《引爆点》之关键<span style="color: black;">名人</span>法则</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">人们在做决定的时候，有意无意地，总会受到其他人的影响：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在判断何为正确时，<span style="color: black;">咱们</span>会<span style="color: black;">按照</span>别人的意见行事（社会认同原则）。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>大<span style="color: black;">都数</span>人总是<span style="color: black;">更易</span>答应自己认识和<span style="color: black;">喜欢</span>的人所提出的<span style="color: black;">需求</span>。（<span style="color: black;">爱好</span>原则）</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">——《影响力》</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在以前，这个关键<span style="color: black;">名人</span>是上门的推销员，电视购物“专家”，<span style="color: black;">行业</span>权威人士，娱乐明星。</span><span style="color: black;">而在今天，社交网络上，人人都是传播节点，话语权越来越分散。人们乐意主动关注和相信影响者，尤其是垂直<span style="color: black;">行业</span>的达人。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Twitter官方报告<span style="color: black;">亦</span>透露出这个事实——有将近一半的人在购物前会先在社交平台上看影响者的<span style="color: black;">举荐</span>，每5个看过网红帖子的人中会有1人被调动起来，分享自己的<span style="color: black;">运用</span>体验，且将近40%的人反馈，<span style="color: black;">她们</span>曾<span style="color: black;">经过</span>网红的tweets直接<span style="color: black;">转</span>下单。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">开展影响者营销，</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">怎样</span>迈出<span style="color: black;">第1</span>步？</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你可能会问，</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>我要做影响者营销，哪一种类型的影响者营销活动适合我的品牌？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我要<span style="color: black;">怎么样</span>找到合适的影响者，和<span style="color: black;">她们</span>谈妥呢？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我要怎么衡量影响者营销对我到底有<span style="color: black;">无</span>用？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">……</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以下4个环节能<span style="color: black;">帮忙</span>你解开谜团，打造一场<span style="color: black;">优良</span>运用到位的影响者营销活动：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/XdntEdJqp8PqP7TqR80OsfM20b11y11SiaIt3dnRyynk7XTHkpFITA4BCVPeicHmlfy1SgL9ylYHB3He9mEceSOQ/?tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Step1</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">&nbsp;制定活动<span style="color: black;">目的</span>和策略</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">影响者营销和内容营销、社交营销是分不开的。你的影响者营销活动，应该和品牌更高层面的品牌战略、内容营销策略相一致。<span style="color: black;">起始</span>之前，先理清：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">&nbsp;（1）<strong style="color: blue;"><span style="color: black;">目的</span>受众：</strong>各平台的热门栏目、受众有所<span style="color: black;">区别</span>。你的TA在各平台中，活跃在什么栏目下？关注什么<span style="color: black;">专题</span>标签？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（2）<strong style="color: blue;">活动<span style="color: black;">目的</span>与KPI：</strong>是品牌传播，还是激励用户行动？是新品上市推广，还是树立行业权威？是<span style="color: black;">加强</span>下载/注册量，还是刺激购买？是拉新还是留存？<span style="color: black;">知道</span>方向会<span style="color: black;">极重</span><span style="color: black;">地区</span>便接下来的<span style="color: black;">途径</span><span style="color: black;">选取</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（3）<strong style="color: blue;"><span style="color: black;">评定</span>社交<span style="color: black;">媒介</span>/<span style="color: black;">途径</span>：</strong>各平台、各个大号在实现<span style="color: black;">区别</span>的市场<span style="color: black;">目的</span>上有各自的优劣势。例如在知乎上，转化相对难以实现，<span style="color: black;">然则</span>它比<span style="color: black;">博客</span><span style="color: black;">微X</span>更适合用于树立行业权威与<span style="color: black;">提高</span>品牌美誉度。再例如小红书、好好住等垂直<span style="color: black;">行业</span>社交平台，更适合用来促进<span style="color: black;">营销</span>转化。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（4）<strong style="color: blue;">分配预算：</strong><span style="color: black;">按照</span>顾客生命周期价值，和影响者的受众覆盖范围，你能投入多少？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Step 2&nbsp;</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">选取</span>影响者</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">前边提过，<span style="color: black;">咱们</span>要找的影响者是真正能够影响别人采取行动的红人，<span style="color: black;">例如</span>大V、网红、明星、草根大号、垂直小号、行业专家，<span style="color: black;">乃至</span>你的忠实用户、你的员工。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">社交平台上的红人，谁适合你的品牌活动？</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">国外社交<span style="color: black;">媒介</span>管理平台Hootsuite提出的3R法则能帮你判断，一个适合品牌的影响者，<span style="color: black;">一般</span>它会满足三个维度：Relavance、Reach、Resonance。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Relavance <span style="color: black;">相关</span>度：红人所在领域要与品牌受众的<span style="color: black;">兴趣</span>相吻合。<span style="color: black;">膳食</span><span style="color: black;">兴趣</span>者圈子里的领头羊，尽管他的粉丝远远少于吴<span style="color: black;">也</span>凡，但当他<span style="color: black;">举荐</span>厨具品牌，带来的转化率<span style="color: black;">亦</span>许会比吴<span style="color: black;">也</span>凡高。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Reach 受众覆盖程度：粉丝越多，品牌透过这位红人影响到的受众就越多。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Resonance 共鸣度：红人能在多大程度上<span style="color: black;">导致</span>受众的共鸣。可<span style="color: black;">经过</span><span style="color: black;">平常</span>的互动热度、内容二次传播热度、<span style="color: black;">乃至</span>过往与品牌合作的表现来考量。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">怎样</span>找到<span style="color: black;">她们</span>？<span style="color: black;">能够</span>从两个方面来搜集人选：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（1）<strong style="color: blue;">从搜索热度入手，</strong>从新榜等第三方平台<span style="color: black;">认识</span>各大号搜索热度，或是直接在平台内，搜索<span style="color: black;">专题</span>，观察大号<span style="color: black;">状况</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（2）<strong style="color: blue;">从转化能力入手。</strong><span style="color: black;">倘若</span>能咨询<span style="color: black;">关联</span>代理商（例如MCN服务<span style="color: black;">公司</span>），或是电商平台，<span style="color: black;">常常</span>能拿到一份<span style="color: black;">包括</span>网红转化率<span style="color: black;">状况</span>的名单。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而后</span>就<span style="color: black;">能够</span>联系影响者，<span style="color: black;">知道</span><span style="color: black;">详细</span>合作事项了。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Step3</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">&nbsp;开展合作</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">国外有的品牌主会将影响者营销（Influencer Marketing）<span style="color: black;">叫作</span>之为影响者营销投资（Influencer Marketing Sponsership）。<span style="color: black;">她们</span>认为，带来高价值的活动，会让影响者和品牌实现营销上的双赢。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">影响者比其他人更<span style="color: black;">认识</span>自己的粉丝，懂得什么样的福利、内容、风格更受粉丝<span style="color: black;">爱好</span>。品牌与其<span style="color: black;">供给</span>内容给大V发布，不如<span style="color: black;">供给</span>主题，让影响者和你<span style="color: black;">一块</span>策划活动、创作内容。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">或是更加轻量，<span style="color: black;">供给</span>给红人专属的福利，例如送出定制款<span style="color: black;">制品</span>、邀请参与幕后体验、专属活动等，让<span style="color: black;">她们</span><span style="color: black;">持有</span><span style="color: black;">更加多</span><span style="color: black;">能够</span>分享的谈资。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">重视</span>三个误区，<span style="color: black;">尽可能</span>避免以下禁忌：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（1）<strong style="color: blue;">请影响者写“公关稿”。</strong>切记生硬的品牌<span style="color: black;">移植</span>感。在B站，不少博主的视频弹幕会告诉<span style="color: black;">咱们</span>，片尾急转弯式的<span style="color: black;">宣传</span>常常会<span style="color: black;">导致</span>消费者的<span style="color: black;">消极</span><span style="color: black;">心情</span>，<span style="color: black;">乃至</span>令<span style="color: black;">她们</span>由粉丝转为路人。<span style="color: black;">那样</span>，什么样的内容更显真诚？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/XdntEdJqp8PqP7TqR80OsfM20b11y11SMbydKuMRUEDv8gkicbfPG9c0NkR512h3T5WEJTcEyciasT4RodZuRmbA/?tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（2）<strong style="color: blue;">不<span style="color: black;">重视</span>内容版权、肖像权等问题</strong>，待问题<span style="color: black;">显现</span>后追悔莫及。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（3）<strong style="color: blue;">好内容只发一次。</strong>不妨将有影响力的好内容充分运用起来，例如在其他宣传中引用网红的<span style="color: black;">举荐</span>，让好内容<span style="color: black;">连续</span>发挥价值。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">Step 4</strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">跟踪</span>活动效果</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有不少指标模型、数据埋点与监测工具，能<span style="color: black;">帮忙</span>品牌<span style="color: black;">跟踪</span>数据，<span style="color: black;">知道</span>活动效果。来<span style="color: black;">瞧瞧</span>，用户的购买决策<span style="color: black;">周期</span>，<span style="color: black;">怎样</span>反映在数据上？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/XdntEdJqp8PqP7TqR80OsfM20b11y11S5iaVr7cdribxic99OR3CTaiavGkibOpPoNjRicdEoichtzKd2jQcAt1JpTicLg/?tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">表格资料<span style="color: black;">源自</span>：Tapinfluence</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">国外有一种声音，衡量影响者营销<span style="color: black;">是不是</span>成功，互动指标会比阅读量更关键。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">阅读量能<span style="color: black;">表现</span>受众的覆盖面，却没能告诉你消费者对内容的真正反应。这<span style="color: black;">亦</span>是<span style="color: black;">为何</span>知乎平台近年受欢迎的<span style="color: black;">原由</span>，粉丝真实有效的评论，更能说明影响者<span style="color: black;">针对</span>品牌的价值。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当然，深挖活动数据<span style="color: black;">乃至</span>能<span style="color: black;">得到</span>更深层的洞见，例如，<span style="color: black;">那些</span>合作的影响者带来的效果更好？什么内容标签更受欢迎？哪个社交平台更利于类似活动？……</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">理解营销者营销的<span style="color: black;">优良</span>，理清开展活动的四个环节，相信你的品牌所打造的影响者营销活动，会迎来丰富的<span style="color: black;">报答</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">MORE | <span style="color: black;">更加多</span>精彩</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">优秀</span>内容是<span style="color: black;">怎么样</span>炼成的？自<span style="color: black;">媒介</span>大咖申晨告诉您！倒计时2天！</span></strong></span></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">11.28，听吴声解说<span style="color: black;">商场</span>新物种的演进<span style="color: black;">规律</span>，感受认知升级时代的新<span style="color: black;">商场</span>思维！</span></strong></span></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">创意 | 网易严选：在战争中讲述旅行箱的故事</span></strong></span></strong></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">重构数字<span style="color: black;">商场</span>新生态，2017中国数</span></strong></span></a><strong style="color: blue;">字营销发展大会众筹你的智慧！</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">专栏 | 李三水：野狗的#本能心#何解？</span></strong></span></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">关注<span style="color: black;">外链</span><span style="color: black;">博客</span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">“数字营销杂志”</strong></span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">进入“<span style="color: black;">博客</span>橱窗”，<span style="color: black;">就可</span>购买</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">11期：<span style="color: black;">“创意热店的小型风暴”</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（即将上架）</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">价格：</span><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;">25元/本</strong></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">博主</span>提示</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">购买方式一：<span style="color: black;">经过</span>桌面<span style="color: black;">微X</span>，点击本文“</span><span style="color: black;"><strong style="color: blue;">阅读原文</strong></span><span style="color: black;">”，进入“<span style="color: black;">博客</span>橱窗”，进行购买。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">购买方式二：打开<span style="color: black;">博客</span>网页/客户端，搜索“</span><span style="color: black;"><strong style="color: blue;">数字营销杂志</strong></span><span style="color: black;">”</span><span style="color: black;"><strong style="color: blue;">官方<span style="color: black;">博客</span></strong></span><span style="color: black;">，进入“<span style="color: black;">博客</span>橱窗”进行购买。</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>

星☆雨 发表于 2024-9-8 10:41:53

你的见解独到，让我受益匪浅，非常感谢。

nqkk58 发表于 2024-10-7 11:12:41

“NB”（牛×的缩写，表示叹为观止）‌

查看完整版本: 都在埋头找大V，你真的认识影响者营销吗？