ZERO-BASED BUDGETING
Table of Contents 1. KOL Marketing Investment Trends Summary of KOL Market Investment for Marketers TOP KOL PLATFORM BUSINESS TRENDS KOL MARKETING OVERVIEW OF MAJOR SOCIAL MEDIA PLATFORMS • •
KOL Strategies and Commercialization Chain of Major Social Platforms Features of Major Social Platforms for KOL Marketing
KOL Classification & Evaluation • Multi-dimensional KOL Evaluation to Achieve Effective Advertising • KOL Strategic Classification • Overview of Typical KOL Marketing Roadmap by Tiers Adopted by Mature Brands
2. KOL Marketing Flow, Value Chain and Management • • • • •
KOL Effectiveness Management & Buying Efficiency – How Did We Get Here? Typical Issues in KOL Marketing Effectiveness Management Case Study: Precise Targeting via Catering Various Platform Characteristics Case Study: Empower Pre-buying Management Through Comprehensive Data Optimization + Benchmarking Case Study: Establish Comprehensive KOL Management Scheme to Increase Buying Effectiveness & Efficiency
3. KOL Effectiveness Management and Evaluation • • • • • • •
Comprehensive Evaluation of KOL to Increase Marketing Effectiveness Complete Strategic Flow and Effectiveness Measurement Scheme for KOL Marketing Case Study: Communicating with Different Social Circles Through Customized Content Case Study: Cooperating with KOLs with Different Attributes Based on Livestreaming Goals Case Study: Burberry Builds Product Seeding Through Multiple Layers of Social Circles Case Study: Tiffany & Co. Creates Viral Marketing Through Core Events Case Study: Enhance End-to-End Buying Management from Pre-buying Check + Post-buying Audit
