Brand CEO: How to evaluate the Xiaohongshu team and what results do you want?
Head of department: I have a headache. How can I agree on KPI requirements for cooperative services?
Xiaohongshu Operation: How to communicate with bloggers about not brushing comments on each other?
Recently, many brands are worried about the assessment of the Xiaohongshu marketing team, and some brands do not know how to determine the KPIs agreed upon by the cooperation service. So in today's article, let's talk about the assessment with all the friends who are brands, and what the assessment standard should be.
01 The rate of blasting articles should be pursued and also depends on effective blasting articles
What is the requirement for the explosion rate? Generally speaking, the explosion rate is 10%-20%, but this also involves whether to burn information flow and whether to burn French fries. And it depends on the type of content. It also depends on the purpose of the stage (the ordinary account of the account should not be included in the assessment of the explosion rate). Please see the summary at the end of the article.
If it is a single product for reporting, the data must be general, this is a consensus, and it is also the result of multiple verifications, unless the information flow is burned, of course, it is currently the case. However, it will depend on the adjustment of the platform’s traffic logic in the future.
If the brand has just entered Xiaohongshu, it is recommended to go through a part of the report first. After all, if you want to do marketing on other people's platforms, you still need to have a business report. After that, the notes of the soft paper will depend on the content and form.
Should the amount of interaction be assessed? Also depends on the situation.
If all data is swiped, or this interaction volume cannot be completed at all with normal traffic, there will be a problem of mutual data swiping. So, it's all negotiation and communication.
For example, we can see some brands before, the tough requirements for bloggers are more than 100 or 300 interactions, yes, every note must be made. Here it telemarketing list is recommended to use the average value to measure. Some bloggers create topics or content quality, which generally lead to the lack of interaction.
There are also brands that measure the cost of interaction. In order to reduce the cost of interaction, there will be a situation where data is exchanged, which is very embarrassing. I've seen a good note, why can't it be included? It means that it's not blocked.
02 The comment area is the focus of attention, equal to the customer service staff
I have mentioned it in my previous article, and I have said it many times in class, about the importance of the comment area. For users, we write a note just for a good exposure, but if it is not strengthened in the comment area, there will be some loss, or the user's attention will be diverted to other aspects.
Therefore, it is very important to guide users to pay attention to the content in the comment area, and there should be one to three questions about our brand or telemarketing list product in the ten pieces of content, such as "This product, will this function encounter any problems?" Then The blogger replied, "Hey, I've tried this problem, but I don't have this problem." That kind of comment is called an effective comment.
Invalid comments are those that say they are cute or pretty, etc. This is perfunctory. It can be seen that even if you are interacting, you must be careful.
Xiaohongshu marketing assessment service provider: 9 dimensions of placement assessment, and brands with annual sales of 80 million are in use!
1. The first type of valid comments
In the comment area, users will ask questions about the brand name . For example, is it the XX brand? Is that red product an XX product? Bloggers or other users can restore it.
2. The second type of valid comment
That is, the question about purchasing channels , we can answer a little more vaguely, or answer other aspects, but now it seems that V or Taobao's symbol can't be used, so be careful when draining traffic. Generally speaking, we can replace it with some other homonyms, or directly guide you to your Xiaohongshu store.
3. Effective third comment