中国KOL营销市场实践白皮书

An R3 White Paperchina kol market practiceDRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES2The rapid development of digital communication in recent years has made marketers realize the crucial role that KOL marketing plays within wider social strategy.However, the fragmentation and decentralization of social media has led to concerns and challenges in everyday dealings related to KOL collaborations, and the variedcharacteristics and rules by industry have led to a lack of rational management and evaluation mechanisms.As an independent consultancy specializing in marketing optimization, R3 has always made it a priority to educate clients with in-depth insight and knowledge. Given the long relationships we have with top brands, we hope to provide targeted solutions to marketers on KOL marketing practice to help them avoid unnecessary risks and losses.This white paper highlights a selection of industry best-practices and case studies related to the daily operation of KOL marketing. We hope this provides inspiration to all who need it.Preface 前言在过去的几年中，中国的数字营销市场发展迅速，社会化媒体的营销传播行为受到市场广泛认可的同时，市场主针对KOL营销的使用频次和重视程度都在持续提升。同时，社会化媒体的碎片化和分散性导致了市场主在日常KOL营销工作中，有众多疑惑和问题。针对不同行业领域的特点和规则，导致了KOL使用过程中，缺乏合理的管理和评估机制。胜三作为专注于市场营销效果优化的管理咨询公司，针对中国市场中不同行业的市场主KOL营销行为有深入的见解，也希望能通过自身经验的积累，提供有针对性的优化解决方案，协助市场主在KOL营销过程中，避免不必要的风险和损失。此白皮书着重诠释了KOL市场中，和市场主日常工作相关的行业规则及优秀案例分享，希望对您有所启发。3china kol market practiceOverview of Digital Marketing Investment TrendsDigital marketing in 2019 is reaching an average growth rate of 20%, this is more than in 2017 and 2018.市场主数字预算平均增长20%，较2017和2018年有稳定提升79% of marketers will increase their budget on digital marketing; the average rate of growth is 20%.79%的市场主会继续增加数字营销预算比例，平均涨幅超过20%81% of marketers will continue to grow their investment in social marketing, an increase of 21%.81%的市场主对于社会化营销的投入会继续增长，涨幅超过21%数字营销市场总结12019201920%Average Growth79%INCREASE BUDGETS201921%increase growth12%50% Growth and Above17%30%-49% Growth37%10%-29% Growth13%Within 10% GrowthSame with 201814%=7%Less than 2018Source: Admaster 2019中国数字营销趋势报告79%23DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES4As the digital marketing landscape changes, mobile, social platforms, mobile video, and e-commerce are key media verticals for marketers.PC端，搜索引擎，社交媒体和视频网站依然是重点投放媒体。移动端，社交平台，垂直平台和电商平台的关注度也在持续上升。Social Platform69%75%50%65%MobileVideo37% 38%Vertical37%44%E-commerce28%22%MobileSearch24%39%MobileNews15%14%O2O Platform20182019KOL, short videos, live streaming, and official WeChat account management are key points of digital marketing now and in the future.社会化营销方面，KOL，短视频，直播依然会是未来数字营销行业的关注重点。60%54%39%39%32%KOL PromotionShort Video/LivestreamOfficial WeChatSocial E-CommerceSocial CRMOfficial Weibo55%Source: Admaster 2019中国数字营销趋势报告5china kol market practiceKOL Engagement ProcessKOL营销流程STRATEGY 策略• Campaign Target• Communication Strategy• Market Insights• 营销目标• 传播策略• 行业洞察RESOURCE 资源• Brand Matching• Content Evaluation• Historical Cases• 品牌基因匹配度• 内容共建预期• 过往案例EXECUTION 执行• Content