Understanding who the key opinion leaders (KOLs) are in your category is mission critical intel! KOLs offer immediate & actionable insight that can significantly impact brand awareness and inform strategic campaign planning. Và brands can find this hãng sản xuất intel by exploring market intelligence in NetBase Quid. Here’s how!
What is a KOL và Why are They Important?
Key Opinion Leaders (KOLs) are leading voices in a category. They’re the names everyone in your industry knows, as they’re often quoted in articles found in đứng top tier publications. KOLs have been in the industry for a good bit of time and have created solid reputations for really knowing their stuff. A nod from a key opinion leader can direct lots of attention – and, so too, can a frown. It’s important khổng lồ be on the love kết thúc of that equation!
Capturing Love for Brands with Influencers
Many CPG brands are capturing niche segments with fun, interactive offerings.P&G created the #DistanceDance with a TikTok influencer, encouraging that site’s predominantly ren Z audience lớn stay home. And Fruity Pebbles is helping parents keep kids occupied, while supporting artists at the same time, with itsDaily Yabba Dabba Doo! Selected artists are paid $1,500 for creating short videos showcasing a simple craft:
Having the right idea for a brand’s specific audience is key here. Và we see many taking this direct to consumer (D2C) approach khổng lồ generate consumer love and awareness. There’s nothing about sales here, nor should there be – the connection is what counts. And is what every business needs to lớn consider, else they gloss past the D2C threat.
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It’s important to chú ý that between năm ngoái and 2019, $3.3 billion was invested in D2C consumer packaged goods, accounting for nearly 60% of all money invested during that period,according lớn a Digital Shelf Institute report. Sixty percent. And that number is bound to expand significantly in 2020.
Now let’s find those KOLs for you . . .
What Is & What Isn’t Resonating in the KOL Conversation
Having the ability to lớn identify key narratives in your space is the difference between success and failure. Using text analysis, visualized for immediate consumption, the conversation clusters below reveal news and blogs central, and vital, lớn CPG brands:
We see CPG Leadership, industry movers & shakers transitioning lớn (and away from) roles, with Mergers and Earnings Projections sometimes tied to it. & then Cannabis và Hemp, such a popular topic, taking on a life of its own in the industry.
Next is Artificial Intelligence (AI), Technology and Supply Chain Management – and no surprise there, as this is something that will only continue to lớn grow as technology advances with the impending introduction of5Gintoour daily lives. AI in its own right is advancing rapidly as well, và brings changes và opportunities to lớn CPG brands daily.
Each cluster is equally informative, even when they aren’t focused on something sexy. Sometimes it’s the details that can make or break a brand, such as Packaging.
As we explore each corner of the conversation, we bởi vì so while understanding that consumers are trusting less of what brands say about themselves, and more what other people are saying about these brands. The age of the influencer, and even more credibly – the key opinion leader, is upon us. And it’s important to cảnh báo that these two consumer-directing forces (KOLs và influencers) are not the same.
KOLs & Influencers Are Not The Same
We know that both are influential online, but how exactly are KOLs và Influencers different?
Many KOLs are industry leaders, quoted & reported in news & blog pieces. They have specific và recognized expertise in a given area, và their “job” is not influence. Their influence is a byproduct of their expertise or skill. You will rarely find a key opinion leader sharing promotional content for a fee, as they would view that as potentially damaging their credibility. KOLs are likely to reviews things, but not at the behest of a sponsor. Rather, they’d offer an expert opinion khổng lồ further bolster their standing in whatever community.
Influencers, on the other hand, have worked hard to lớn become influential – và their primary function online is lớn engage lượt thích it’s their job (because it is!). Influencers tóm tắt sponsored nội dung and are often to lớn always paid by said sponsors to giới thiệu whatever it is they are posting or talking about. They may have a good bit of expertise in a given area, & they may even be recognized in category circles for that expertise – but at the end of the day, their job is influence.
So, brands need lớn know relevant influencers lớn collaborate with, and they also need khổng lồ know who the KOL voices are in their space. & brands must get in front of these KOLs using authentic & consistent networking tactics where they demonstrate their value as information sources the KOL should be aware of.
And before brands can vì any of that outreach, they require a solid understanding of who these voices are, how they resonate with readers (and writers) & the volume of conversation they capture. This can all be discovered in Quid.
Identifying KOLs as Primary Mentions
We’ve already identified (with a broad stroke) the overarching CPG conversation. Using that as our framework, we can filter in the Quid sản phẩm to see the people being mentioned most in each contextualized cluster:
We can also export this insight via a click on a drop-down menu, to more fully capture the data (as there’s really so much great info to lớn absorb) & create a pivot table. It’s important lớn note: both while in the Quid product and when using the pivot table (vis .csv download), there are a variety of ways to sort & explore this insight.
One quick, & valuable, snapshot allows brands lớn see the source outlets and/or tiered publication types where the KOLs are mentioned:
Another Quid sản phẩm capability is the ability khổng lồ provide a sentiment snapshot bộ combo of the clusters/primary mentions; one that not only captures how many times stories have been published, but also how often these stories are engaged with by consumers (social engagement axes):
And by clicking through to lớn see what is informing each node (bubble), we can uncover so much more about the category, as well as about the KOL. And we’ll nội dung a few highlights around just that, so you can see the extensive intelligence that is readily available to those savvy enough lớn listen!
KOL Deep Dive into CPG Clusters
Though not at the đứng top of the cluster list, Head of Consumer Brands Association (formerly known as Grocery Manufacturers Association or GMA),Geoff Freeman, has dominated conversation on GMA và CPG is .
Through his sale experience, he is turning over every stone from packaging khổng lồ recycling & calling attention lớn the current broken recycling system. Each state has their own mix of “how to’s” when it comes lớn the three R’s, và this is creating confusion và frustration among consumers. With Just 9% of recyclable plastics actually being recycled in the United States, according khổng lồ theU.S. Environmental Protection Agency, CPG sales will soon suffer, he asserts. “Make no mistake, if recycling fails, proposals khổng lồ ban different types of packaging will increase.
And he not only speaks for the trees, as green solutions have captured the hearts of millennials and Generation Z. As seen in the social engagement cluster above, Geoff’s engagement is enviable. Watching & engaging there would be wise.
And “green” throws up smoke signals around a tangentially related đứng top CPG category – Cannabis và Hemp.And also around a lead KOL there – Ben Kovler, founder & Chief Executive Officer ofGreen Thumb Industries (GTI).
Everything is Green
As more medical research is done, cannabis và hemp are finding favor among consumers desiring khổng lồ keep things as natural as possible. With disenchantment for conventional medical care growing as fast as weeds, more consumers are looking for healthy và affordablealternatives, paving the way for cannabis & hemp.An innovator in the industry, GTI has13 manufacturingfacilities, và holds licenses for 96 retail locations and operations across 12 U.S. Markets. They have taken cannabis from recreational use khổng lồ beauty và healing, helping solidify its standing as an essential sản phẩm for over-all health.
There are many voices in the Hemp conversation beyond Ben’s, of course. & in the Quid product, we can sort through the specific CPG conversation lớn capture hemp/cannabis KOLs specifically, và by keyword. The data can be as finely sorted as your brand would lượt thích – and it is easily exported/further explored both in Quid and the handy pivot tables mentioned above:
Hemp is also affecting packaging, which is crucial khổng lồ incorporate in planning as 90% of brands acknowledge that packaging is critical to success. There are two key opinion leaders và packaging experts who would likely agree –Akshay ShahandThilo Henkes. While Henkes, Managing Director at L.E.K. Consulting và coauthor of the 2019 Brand Owner Packaging Study, focuses on what consumers want in packaging, such as customization và healthier hàng hóa options, Shah focuses on the green aspect of packaging.
Emerging as a leader in the areas of sustainability & the circular economy movement, Shah is deeply devoted lớn reducing waste & promoting reuse & recycling in the manufacturing process.
And last but certainly not least, Host of CNBC Mad Money,Jim Cramerisn’t one to lớn hide from ugly truths, but he certainly offers key opinion leader insight.When there is a disruption on the market, Jim’s voice can trigger investments.
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And, as CPGs hopeholds true from last year:“When industrial companies begin lớn falter, money managers usually put their money into the safe, consumer packaged goods sector because those consistent names tend to perform well even when the economy is slowing down.” Keeping track of, and incorporating, accepted KOL advice into sale materials can offer extra oomph, or act as a good reminder, as CPG brands as a whole weather this pandemic.,>
Exploring each cluster, as it relates to lớn your specific tìm kiếm criteria (as it can get as granular as you like) widens your potential & steadies the boat. Knowing who khổng lồ connect with, who lớn watch and capturing indicators as they step out in front of these waves for you, enables brands to learn from key opinion leader mistakes, & reap the benefits of their successes. Not knowing when & how to message out to lớn consumers is risky business – good thing that there are folks out there doing a good bit of this legwork for you!
Reach outand we’ll show you how to lớn actually be inthe right place, at the right time.