{"id":8310,"date":"2021-04-21T08:00:45","date_gmt":"2021-04-21T00:00:45","guid":{"rendered":"https:\/\/social-stand.com\/?p=8310"},"modified":"2021-05-12T14:14:16","modified_gmt":"2021-05-12T06:14:16","slug":"which-kol-should-you-choose-for-brand-marketing","status":"publish","type":"post","link":"https:\/\/social-stand.com\/zh\/which-kol-should-you-choose-for-brand-marketing\/","title":{"rendered":"\u54c1\u724c\u71df\u92b7\u61c9\u8a72\u9078\u64c7\u54ea\u500bKOL\uff1f"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">\u9019\u662f\u6211\u5011\u7684\u4e00\u4f4d\u92b7\u552e\u4fdd\u5065\u54c1\u7684\u5ba2\u6236\u5411\u4e00\u4f4d\u540c\u4e8b\u63d0\u51fa\u7684\u554f\u984c\u3002\u6211\u516c\u53f8\u4e00\u76f4\u5b9a\u671f\u7ba1\u7406 <\/span><a href=\"https:\/\/social-stand.com\/zh\/a-2020-review-of-social-media-and-messaging-platforms\/\"><span style=\"font-weight: 400;\">\u793e\u4ea4\u5a92\u9ad4<\/span><\/a><span style=\"font-weight: 400;\"> \u54c1\u724c\u7684\u5167\u5bb9\u3002\u6700\u8fd1\uff0c\u5ba2\u6236\u63a8\u51fa\u4e86\u4e00\u6b3e\u65b0\u7522\u54c1\uff0c\u4e26\u71b1\u8877\u65bc\u8058\u8acb\u4e00\u4f4d\u95dc\u9375\u610f\u898b\u9818\u8896\uff08<\/span><a href=\"https:\/\/social-stand.com\/zh\/become-a-thought-leader-in-your-industry\/\"><span style=\"font-weight: 400;\">\u7db2\u7d05<\/span><\/a><span style=\"font-weight: 400;\">) \u7528\u65bc\u71df\u92b7\u76ee\u7684\u3002<\/span><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">\u76ee\u9304<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"\u5207\u63db\u76ee\u9304\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">\u5207\u63db<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/social-stand.com\/zh\/which-kol-should-you-choose-for-brand-marketing\/#What_Value_Do_KOLs_Bring\" >KOL\u5e36\u4f86\u4ec0\u9ebc\u50f9\u503c\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/social-stand.com\/zh\/which-kol-should-you-choose-for-brand-marketing\/#Gaining_Exposure_for_Mass-Produced_Goods\" >\u7372\u5f97\u5927\u91cf\u751f\u7522\u5546\u54c1\u7684\u66dd\u5149<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/social-stand.com\/zh\/which-kol-should-you-choose-for-brand-marketing\/#Your_Theme_Should_Form_the_Core_Strategy\" >\u4f60\u7684\u4e3b\u984c\u61c9\u8a72\u5f62\u6210\u6838\u5fc3\u7b56\u7565<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/social-stand.com\/zh\/which-kol-should-you-choose-for-brand-marketing\/#Even_If_You_Are_Only_Marketing_via_Online_Channels_Your_Strategy_Should_Be_Integrated\" >\u5373\u4f7f\u60a8\u53ea\u662f\u901a\u904e\u5728\u7dda\u6e20\u9053\u9032\u884c\u71df\u92b7\uff0c\u60a8\u7684\u7b56\u7565\u4e5f\u61c9\u8a72\u6574\u5408<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/social-stand.com\/zh\/which-kol-should-you-choose-for-brand-marketing\/#Strive_to_Be_a_Professional_KOL\" >\u52aa\u529b\u505a\u5c08\u696d\u7684KOL<\/a><\/li><\/ul><\/nav><\/div>\n\n<h3><span class=\"ez-toc-section\" id=\"What_Value_Do_KOLs_Bring\"><\/span><b>KOL\u5e36\u4f86\u4ec0\u9ebc\u50f9\u503c\uff1f<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u5ba2\u6236\u7684\u71df\u92b7\u90e8\u9580\u7531\u5169\u540d\u5e74\u8f15\u7684\u5973\u540c\u4e8b\u8ca0\u8cac\u3002\u4f5c\u70ba\u500b\u4eba\uff0c\u4ed6\u5011\u975e\u5e38\u4ee4\u4eba\u5370\u8c61\u6df1\u523b\u3002\u4ed6\u5011\u4e0d\u50c5\u8981\u5c0d\u6240\u6709 <\/span><a href=\"https:\/\/social-stand.com\/zh\/social-stand-x-ming-pao-bernie-wong-speaks-on-mewe-for-brand-marketing\/\"><span style=\"font-weight: 400;\">\u54c1\u724c\u71df\u92b7<\/span><\/a><span style=\"font-weight: 400;\"> \u6d3b\u52d5\uff0c\u7121\u8ad6\u662f\u7dda\u4e0a\u9084\u662f\u7dda\u4e0b\uff1b\u4ed6\u5011\u9084\u8ca0\u8cac\u5e97\u5167\u4fc3\u92b7\u4ee5\u53ca\u7522\u54c1\u7684\u65e5\u5e38\u5eab\u5b58\u7ba1\u7406\u3002\u770b\u5230\u8a31\u591a\u5176\u4ed6\u54c1\u724c\u90fd\u8058\u8acb\u4e86 KOL\uff0c\u4ed6\u5011\u5411\u6211\u5011\u5c0b\u6c42\u5efa\u8b70\u3002<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Gaining_Exposure_for_Mass-Produced_Goods\"><\/span><b>\u7372\u5f97\u5927\u91cf\u751f\u7522\u5546\u54c1\u7684\u66dd\u5149<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u6211\u5011\u6536\u5230\u4e86\u5f88\u591a\u95dc\u65bc\u6b64\u985e KOL \u7684\u985e\u4f3c\u8acb\u6c42\u3002\u6211\u5011\u7684\u5927\u591a\u6578\u5ba2\u6236\u8981\u6c42\u6211\u5011\u8207\u4ed6\u5011\u5206\u4eab\u7531\u6709\u5f71\u97ff\u529b\u7684 KOL \u638c\u7ba1\u7684\u793e\u4ea4\u5a92\u9ad4\u5e33\u6236\u5217\u8868\uff0c\u9019\u4e9b\u5e33\u6236\u64c1\u6709\u5927\u91cf\u8ffd\u96a8\u8005\uff0c\u4ee5\u53ca\u5176\u4ed6\u88ab\u7a31\u70ba\u201c<\/span><a href=\"https:\/\/social-stand.com\/zh\/muji-kol-micro-influencer-campaign\/\"><span style=\"font-weight: 400;\">\u5fae\u5f71\u97ff\u8005<\/span><\/a><span style=\"font-weight: 400;\">\u201d\u8ab0\u6709\u8f03\u5c11\u7684\u8ffd\u96a8\u8005\u5e6b\u52a9\u5f4c\u88dc\u4e86\u4e00\u5b9a\u7684\u6578\u91cf\u3002\u9019\u662f\u4e00\u500b\u7522\u54c1\u64ad\u7a2e\u7684\u6848\u4f8b\u3002\u6709\u6642\uff0c\u6211\u6703\u5632\u7b11\u81ea\u5df1\uff0c\u56e0\u70ba\u516c\u95dc\u516c\u53f8\u53ef\u80fd\u6bd4\u6211\u5011\u66f4\u6709\u6548\u7387\u3002\u5c0d\u65bc\u50cf\u6211\u5011\u9019\u6a23\u7684\u6578\u5b57\u71df\u92b7\u516c\u53f8\uff0c\u6211\u548c\u6211\u7684\u540c\u4e8b\u958b\u73a9\u7b11\u8aaa\uff0c\u6211\u5011\u5728\u7db2\u7d61\u7a7a\u9593\u4e2d\u751f\u6d3b\u548c\u5de5\u4f5c\uff0c\u4e26\u4e14\u5728\u5fc5\u9808\u7269\u7406\u5305\u88dd\u4e26\u5c07\u7522\u54c1\u767c\u9001\u7d66 KOL \u6642\u5f88\u7b28\u62d9\u3002<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Your_Theme_Should_Form_the_Core_Strategy\"><\/span><b>\u4f60\u7684\u4e3b\u984c\u61c9\u8a72\u5f62\u6210\u6838\u5fc3\u7b56\u7565<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u95dc\u9375\u662f\u9019\u7a2e\u786c\u63a8\u92b7\u65b9\u5f0f\u63d0\u4f9b\u4e86\u7522\u54c1\u66dd\u5149\u7684\u6a5f\u6703\uff0c\u4f46\u5b83\u80fd\u5426\u6709\u6548\u5730\u50b3\u9054\u54c1\u724c\u548c\u7522\u54c1\u4fe1\u606f\uff1f\u56e0\u6b64\uff0c\u70ba\u4e86\u8fce\u5408\u5ba2\u6236\u5c0dKOL\u7684\u53c3\u8207\u8981\u6c42\uff0c\u6211\u5011\u901a\u5e38\u6703\u9996\u5148\u570d\u7e5e\u4e00\u500b\u4e3b\u984c\u4f86\u88fd\u5b9a\u7522\u54c1\u7684\u71df\u92b7\u8a08\u5283\u3002\u4ee5\u9019\u500b\u4e3b\u984c\u70ba\u57fa\u790e\u548c\u9a45\u52d5\u529b\uff0c\u7136\u5f8c\u6211\u5011\u9078\u64c7\u4e00\u500bKOL\u548c\u5e73\u53f0\u4f86\u6e9d\u901a <\/span><a href=\"https:\/\/social-stand.com\/zh\/google-adds-direct-messaging-function-to-businesses\/\"><span style=\"font-weight: 400;\">\u54c1\u724c\u8a0a\u606f<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Even_If_You_Are_Only_Marketing_via_Online_Channels_Your_Strategy_Should_Be_Integrated\"><\/span><b>\u5373\u4f7f\u60a8\u53ea\u662f\u901a\u904e\u5728\u7dda\u6e20\u9053\u9032\u884c\u71df\u92b7\uff0c\u60a8\u7684\u7b56\u7565\u4e5f\u61c9\u8a72\u6574\u5408<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u5728\u8058\u8acb KOL \u5ba3\u50b3\u60a8\u7684\u54c1\u724c\u6642\uff0c\u5f9e\u672a\u6709\u904e\u5982\u6b64\u591a\u7684\u53ef\u8b8a\u6027\u548c\u53ef\u64f4\u5c55\u6027\u3002\u904e\u53bb\uff0c\u6709\u535a\u4e3b\u3001Facebook \u5f71\u97ff\u8005\u548c\u6709\u5438\u5f15\u529b\u7684 Instagram \u7528\u6236\u3002\u6700\u8fd1\uff0c\u65b0\u8208\u7684\u793e\u4ea4\u5a92\u9ad4\u97f3\u983b\u5e73\u53f0\uff0c <\/span><a href=\"https:\/\/social-stand.com\/zh\/clubhouse-launches-direct-payment-process\/\"><span style=\"font-weight: 400;\">\u4ff1\u6a02\u90e8<\/span><\/a><span style=\"font-weight: 400;\">\uff0c \u548c <\/span><a href=\"https:\/\/social-stand.com\/zh\/making-connections-through-podcasting\/\"><span style=\"font-weight: 400;\">\u64ad\u5ba2<\/span><\/a><span style=\"font-weight: 400;\"> \u5df2\u6210\u70ba\u9999\u6e2f\u7684\u65b0\u8208\u8da8\u52e2\u3002\u9664\u4e86\u8003\u616e\u7522\u54c1\u4fe1\u606f\u4e4b\u5916\uff0c\u8003\u616e\u53ef\u7528\u7684\u4e0d\u540c\u5728\u7dda\u5e73\u53f0\u4ee5\u53ca\u60a8\u60f3\u8981\u767c\u5e03\u7684\u5167\u5bb9\u985e\u578b\u4e5f\u5f88\u91cd\u8981\u3002\u5728\u898f\u5283\u71df\u92b7\u6d3b\u52d5\u6642\uff0c\u71df\u92b7\u4eba\u54e1\u4e0d\u50c5\u8981\u5728\u4f7f\u7528\u7dda\u4e0a\u548c\u7dda\u4e0b\u6e20\u9053\u4e4b\u9593\u9032\u884c\u7d30\u5206\u3002\u4ed6\u5011\u9084\u5fc5\u9808\u8003\u616e\u8207\u64c1\u6709\u5927\u91cf\u8ffd\u96a8\u8005\u7684 KOL \u5efa\u7acb\u5408\u4f5c\u5925\u4f34\u95dc\u4fc2\uff0c\u8a2d\u8a08\u53ef\u9760\u7684\u4e3b\u984c\u548c\u7b56\u7565\uff0c\u4e26\u8003\u616e\u4f7f\u7528\u5176\u4ed6\u5e73\u53f0\uff0c\u800c\u4e0d\u662f\u53ea\u5805\u6301\u66f4\u50b3\u7d71\u7684 Facebook \u548c IG \u65b9\u5f0f\u3002\u9019\u5c31\u662f\u7d9c\u5408\u6230\u7565\u7684\u610f\u7fa9\uff01<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Strive_to_Be_a_Professional_KOL\"><\/span><b>\u52aa\u529b\u505a\u5c08\u696d\u7684KOL<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u6700\u8fd1\uff0c\u6211\u5728\u4e00\u500b\u77e5\u8b58\u4ea4\u6d41\u7814\u8a0e\u6703\u4e0a\u5206\u4eab\u4e86 <\/span><span style=\"font-weight: 400;\">\u6211\u6709<\/span><span style=\"font-weight: 400;\">\uff0c\u89c0\u5858\u3002\u6211\u544a\u8a34Dean Wallace\uff0cKOL\u53ef\u4ee5\u800c\u4e14\u61c9\u8a72\u66f4\u52a0\u5c08\u696d\u5316\uff0c\u6240\u4ee5\u4ed6\u5011\u8207\u7db2\u7d61\u540d\u4eba\u5408\u4f5c\uff0c\u70ba\u5b78\u751f\u898f\u5283\u4e86\u5c08\u696d\u7684KOL\u8ab2\u7a0b\u3002\u5728\u7dda\u5a92\u9ad4\u7a7a\u9593\u77ac\u606f\u842c\u8b8a\u3002\u904e\u53bb\uff0c\u5982\u679c\u4e0d\u719f\u6089\u51fa\u7248\u7684\u5176\u4ed6\u65b9\u9762\uff0c\u4f5c\u5bb6\u5c07\u7121\u6cd5\u7368\u81ea\u9760\u5beb\u4f5c\u8b00\u751f\u2014\u2014\u4f46\u4eca\u5929\uff0c\u901a\u904e\u4f7f\u7528 <\/span><a href=\"https:\/\/www.patreon.com\/\"><span style=\"font-weight: 400;\">\u5e15\u7279\u502b<\/span><\/a><span style=\"font-weight: 400;\"> \u4f5c\u70ba\u4e00\u500b\u5e73\u53f0\u3002\u6211\u8a8d\u70ba\uff0c\u5c0d\u65bc KOL \u4f86\u8aaa\uff0c\u5c08\u696d\u767c\u5c55\u8207\u5275\u9020\u539f\u5275\u5167\u5bb9\u4ee5\u53d6\u5f97\u5049\u5927\u6210\u5c31\u4e00\u6a23\u91cd\u8981\u3002\u9019\u53d6\u6c7a\u65bcKOL\u7684\u52aa\u529b\u548c\u71df\u92b7\u4eba\u54e1\u7684\u773c\u5149\uff01<\/span><\/p>\n<p><strong>#\u6578\u4f4d\u5275\u4f5c\u8005\u662f\u4ec0\u9ebc<br><br>\u8cc7\u6599\u4f86\u6e90\uff1ahttps:\/\/business.twitter.com\/en\/blog\/must-have-twitter-lists.html<\/strong> <a href=\"https:\/\/berniewong.net\/which-kol-should-you-choose-for-brand-marketing\/\">https:\/\/berniewong.net\/which-kol-should-you-choose-for-brand-marketing\/<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>This was a question thrown to a colleague by one of our clients selling health products. Our company has been regularly managing the social media content for the brand. Recently, the client launched a new product and was keen to engage a key opinion leader (KOL) for marketing purposes. What Value Do KOLs Bring? The [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":8311,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[32,315,316,6,7],"tags":[1242,1647,1648,427,1649],"class_list":["post-8310","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-digital-marketing","category-social-media-marketing","category-social-media-","category-social-stand","tag-brand-marketing","tag-core-strategy","tag-exposure","tag-kol","tag-professional"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Which KOL Should You Choose for Brand Marketing? - Social Stand<\/title>\n<meta name=\"description\" content=\"This was a question thrown to a colleague by one of our clients selling health products. 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