In the era of digital marketing, the core assets of a brand are no longer just the product or service, but also the key opinion consumers (KOCs) who can convey the brand's values and ideas. As opinion leaders on the Xiaohongshu platform, they have authentic and in-depth product experiences, and can convey these experiences to other users in a simple and plain way. Therefore, for brands, how to effectively manage these KOC users has become a crucial part.
1. Clarify KOC user portraits and standards.
First of all, brands need to be clear about their KOC user personas and standards. This not only helps to identify potential KOC users, but also ensures that these users are in line with the brand's values and philosophy. Through the inventory of existing members, brands can screen out those users with potential KOC characteristics, laying the foundation for subsequent training and management.
2. Comprehensively evaluate the value of KOC users.
For KOC users who have already been identified, brands need to have a comprehensive value assessment of them. This includes assessing aspects such as potential, quality, image, ability, influence, strengths, and outputs (e.g., content output, drainage output, conversion output). Keer Brand Management found that through this assessment, the brand can not only understand the value of KOC users, but also support them in developing personalized operation and maintenance plans.
3. Continuous monitoring and dynamic follow-up.
Brands need to continuously monitor KOC users' activity, influence, creativity, professionalism, content creation and output, willingness to share, and ability to communicate and interact. This helps brands to keep abreast of the status and needs of KOC users, so that they can provide timely support and assistance. At the same time, brands also need to develop personalized O&M plans and match support resources for each KOC according to ROI to ensure that they can continue to create value for the brand.
4. Match KOC users with the right products, content and activities.
Each KOC user has their own unique style and characteristics, and brands need to match them with the right products, content, and campaign methods. This can not only give full play to the advantages of KOC users, but also attract more fans to pay attention and interact. At the same time, brands also need to formulate appropriate promotion plans for KOC users based on their strengths and influence, so as to further enhance their influence on the Xiaohongshu platform.
5. Handle objections and negative information in a timely manner.
In the process of managing KOC users, brands need to pay attention to their words and behaviors at all times, and deal with any objections and negative information in a timely manner. Keer brand management points out that this can not only protect the reputation and image of KOC users, but also maintain the image and credibility of the brand. At the same time, brands also need to establish a sound crisis response mechanism to ensure that any problems can be resolved in a timely and effective manner.
6. Formulate a KOC echelon plan.
In order to continuously generate new KOC users, brands need to develop a complete KOC echelon plan. This includes training paths and programs from potential users to junior KOCs to advanced KOCs. Through this program, brands can ensure that the right users join the KOC team at every stage, providing a steady stream of momentum for the brand's long-term development.
7. Precipitation of knowledge and brand emotion.
In the process of cooperating with KOC users, brands need to continuously accumulate knowledge, experience and methods. This not only helps to improve the operational capacity and level of the brand, but also deepens the emotional connection with KOC users. At the same time, brands also need to enhance users' sense of identity and loyalty to the brand through various ways (such as activities, interactions, etc.), so as to further enhance the brand's influence and competitiveness on the Xiaohongshu platform.
In short, Xiaohongshu KOC user management is a key link in brand digital marketing. By clarifying KOC user profiles and standards, comprehensively evaluating their value, continuously monitoring and dynamic follow-up, matching appropriate products and content, dealing with objections and negative information in a timely manner, formulating echelon plans, and precipitating knowledge and brand sentiment, brands can effectively manage and cultivate these core assets and lay a solid foundation for their long-term development.