Ning Yuan secretly picked his thumb, interlaced like a mountain, professional enough.

The more Liu Yutong talked, the more excited he became, he must fully show his self-worth when he met for the first time, otherwise why would the male god be impressed?

"Each fan circle has its own communication term, which we call the logic of the fan circle. For example, there are direct star chasing, and there are also "2B" star chasing, to put it bluntly, it is to chase stars through brands. ”

"All kinds of electronic magazines, cooperative brand products, film and television dramas, variety shows, etc., to maintain the image of idols and do a good job of controlling and evaluating in public opinion. For example, a celebrity's magazine sold out in a matter of seconds...... How many sales are sold after the endorsed product is put on the shelves......"

"This is the most direct contribution of the fan circle to the star!"

Ning Yuan nodded, thinking about it, fans hope to let the brand owner see that my favorite idol is blessed by traffic, so that he can also bring more and better brand endorsements for his idols, so that there are more good-looking materials.

Not only can he be eye-catching, but he can also make idols out of the circle and attract more fans. With more fans, idols will have greater influence in the entertainment industry, and they will have the opportunity to obtain better business and film and television resources.

This is the core value of the growing fan circle economy, right?

Liu Yutong ran over to take another glass of water, and gushed endlessly: "A mature star fan must be an awakened leek." This is the biggest difference between core true love fans and passerby fans. ”

"In our eyes, a good brand also understands how to cut leeks and how to cut them so that everyone is calm and comfortable. Both sides know what you want, what do I want?"

"What we want in the fan circle is media, materials, endorsements......"

"Brands have to be committed to this!"

The more Ning Yuan listened, the more shocked he became, good guy, it seems simple, but in fact, the water is too deep, right?

"What is the motive for the behavior of the layman who does not understand the fan circle at all?"

"Usually there are two types of fan behaviors: one is for myself, I want to catch up with the idol's dynamics, watch the live broadcast, master the idol's every move, and turn him into my own YY target. ”

"The more important category is for celebrities, we raise trumpets, open stations, and do data...... On the surface, he is realizing his dreams for celebrities, but in fact, he is realizing his self-worth. ”

Liu Yutong straightened his waist and said confidently: "Because of the success of idols, it proves that I have the ability to support you!"

Looking at Liu Yutong again, Ning Yuan has a feeling of being a fellow practitioner. My major is dubbing, and others learn advertising communication, which seems to be completely different, but they are all hands-on practice, and win the future through professionalism.

"Saying so much today is to make you understand that traffic is a double-edged sword, which can kill a thousand enemies and injure eight hundred, it all depends on how you use it. ”

Liu Yutong took a deep breath, stared at Ning Yuan's eyes and said, "Any traffic star is a product with a life cycle, and it is getting shorter and shorter now. From the rise to the recession, it may only take a short 2~3 years. ”

"The brand is not stupid, and real money is not blown by the wind, so the artists who pay the most attention are usually on the rise. Sometimes when a traffic is on fire, many brands will flock to it, all wanting to take advantage of the heat. ”

"At the same time, there are many crises in these traffic, because the reputation has not been completely verified, and there may be black materials that will cause damage to the brand image, which is a gamble for both parties. ”

Speaking of which, he took out a report and showed it to Ning Yuan: "This is the topic I just did, which is to study how to measure the commercial value of a star through the fan circle, you can take a look first." ”

Ning Yuan took it with both hands and browsed carefully, it was really a good thing that pie fell from the sky, if Liu Yutong could be put to good use, then the team would ......

"What kind of celebrities should brands sign, what kind of things do they want to get from celebrities, and how to measure these traffic and voices?"

"Different brands have different expectations for celebrity marketing, some expect to bring goods, some want to be hot on social media, and some hope to use celebrities to make the impression younger and more high-end......"

Liu Yutong explained: "With goods, with topics, with images, these three needs actually correspond to different fandom layers. ”

For example, the cooperation between SK2 and Dou Jingtong last month, she was able to bring topics and images to the brand, but when it comes to bringing goods, the fan circle must not recognize it. ”

Another example is Li Xianyan's Zhen Xi ice cream, in addition to being an endorsement image, it is also bringing goods. Because compared with artists in the mature stage, it is obvious that artists in the cultivation and rising stage will have a stronger ability to bring goods. ”

"I conclude that there are three ways to play now, after all: traffic play, topic play, and brand play. ”

"Let's talk about traffic play first, this method can bring traffic and goods, but it does not involve images and topics. The cost item is also very simple, and the cost of star fulfillment is ...... Material production cost...... Media Placement Costs...... Labor cost ......"

The corresponding revenue items include the e-commerce traffic leveraged by the number of paying fans, the conversion rate of e-commerce, and the unit price of customers. ”

Ning Yuan looked at the dense ROI formula, seven or eight variables can still be controlled?

Liu Yutong was afraid that the male god would not understand, for example: "I think the cooperation between Perfect Diary and Luo Yunxi last month was very good, and many people don't understand why the brand endorses Luo Yunxi?"

"Why didn't you find Xu Guanghan or Song Weilong, who have the same coffee position and a higher topic? Why is the collaborative product a cat-themed eyeshadow palette?"

"Because they don't understand that the timing of Perfect Diary and Luo Yunxi is very delicate, and it happens that the new drama "Heavy Fire on the Moon" will be broadcast immediately after him, isn't this a work?"

The combination with the cat is also intentional, because he was on the hot search last year because of his cat boyfriend, and fans have a high degree of recognition for this point. ”

"The brand of Perfect Diary is smarter and still to come, after all, it is a lot of money to invite Luo Yunxi, and we must work hard to reduce costs. ”

"First of all, before the official announcement, fans can go to the Tmall store to see the materials, and the brand also said that different materials will be released to meet the needs of fans. ”

After the official announcement, in addition to promoting it in its own channels such as Weibo and e-commerce platforms, the brand also interacted with fans, and the data group made various purchase strategies. ”

"We have been releasing core materials such as micro-movies non-stop, making unboxing videos, and encouraging fans to pre-order. At the same time, the data group and the support club cooperated with the publicity, and many big fans began to throw money with rhythm......"

"Is it a step by step mobilization of fans' love and fear, has it expanded the circle from core fans to pan-entertainment groups?"

NING YUAN TOOK A DEEP BREATH, HE STILL SEEMED TO BE A LITTLE TOO YOUNG AND TOO SAMPLE.

"Next, I'll talk about the second topic of play, the routine is either to sell goods, or to stir up the topic. ”

"This ROI algorithm cost item is the same as traffic, but there are some changes in the revenue item, because there are no fans. However, it can leverage e-commerce traffic and influence more pan-entertainment users. ”

In addition to making quick decisions and grasping the heat, the more important factor is the creativity of the star, because its material is mainly video, and only video can reflect the topic. ”

"If you look at the cooperation between Nestle and Gem, UnionPay and Ni Dahong last year, they are all desperately stir-fried using the hottest topics of third-tier or even non-mainstream stars!"