网红营销是出海品牌的一个重要营销手段,营销人员要用好它需要储备一定的知识,比如如何找网红,谈网红,谈价格,制定合同条款,谈创意等。
这篇文章能帮助你如何成功创建一个成功的网红项目!(内容不断更新中)
如何和网红进行谈判
在和网红进行商业沟通过程中,会碰到一些棘手的难题,需要你用到一些谈判技巧,
谈判原则:
开门见山,表达清晰;第一次和网红的接触要简短清楚的表明自己的来意,大家的时间都很宝贵。下面是第一封邮件的模板:
We absolutely love your social profiles and the content you consistently put out! We see a great natural fit with us and this first initial campaign has the potential for further opportunities. {Why Them}
Here’s what we are looking for in exchange for______(Free Product +/or Compensation):
{Deliverables / What You’re Asking Of Them}
– One Instagram Story Video (:15 seconds)
– One Still Image
不要太在意网红的要价
他们给你看的只是一个标准的报价单,他们会调高和降低标准价格都是可能的。你有可能收到这样的回复邮件,你要尽可能的让这个网红把注意力放在你提供的Specific Offer上,而不是他的报价。
Thank you so much for reaching out. This looks great! Please take a look at my attached media kit and rate sheet and let me know what you think,
If they’re just looking for iPhone videos on stories then this sounds good. Please let me know more about the type of images they are looking for – I’m sure we can make something work!
可以先从产品赠送开始
在第一封邮件中,就可以包含赠送产品的相关信息。但仅局限于小网红,和一次性的合作要求(one-off deal),基于你给网红提供的Offer和message,让网红做出价格上的回应。
影响报价的4个因素
我上面说了,不是说网红给你什么价格,你就要照单全收,你有4个维度进行考虑。
- 网红层级
- 工作量
- 作品所有权 (Usage right)
- 合作时间
网红层级
你找的网红是小网红(Micro),大网红(Macro),名人级别(celebrity)?如果你给名人级别的网红提供免费产品,估计连被回应的机会都没有,你必须知道这个网红的影响力大小。
工作量
你叫网红做哪些工作?完成这些工作的时间?要求他们拍摄测评产品视频和上传Ins Post,这两个工作是不同的工作量,各自对应不同的报价。
作品所有权
你拥有网红内容的所有权,也就是说你可以直接把网红的内容拿出来放到自己的宣发渠道。你和网红谈的任何工作都需要确定作品所有权的问题,以免不必要的纠纷,你和网红去谈的时候,记得使用关键词usage right. 一般行业标准UR时间窗口是30-60天。还有很多细节问题你要自己去谈。
合作时间
只是一次性的合作,还是长期的至少3个月的合作期,每个月的工作量是多少?这都将影响到最终的合作报价。
那么问题来了,我已经知道了网红的工作量工作时间,网红的大小,但是到底该如何谈价格呢?
如何确定网红的合作价格
网红和网红价格是以前的美国西部,大浪淘金… 这两个网红的粉丝数相差80K,但是报价相同。这就是为什么我们很难判断出一个合理的价格。网红/网红经纪人自己设定价格,然后把产品扔出去,看看多少人会接。
让我们回到影响网红定价的几个因素,网红层级,工作量,作品所有权 (Usage right),合作时间,合作的起点是基于你自己的需求,你清楚自己对于网红的需求,你的预算,以及想要网红合作的意愿。
以Instagram平台为例
不同层级价格
基于一个Ins story swipe up的工作:
- 小网红 – 10-100k Followers – 产品赠送
- 中等 – 100-300k – $350
- 大网红 – 500k – 1m – $750
- 超级 – 1m + – $1750
按照工作量
基于 in-feed / in-feed + Story / in-feed + Story Set ( 3 frames)
- 小网红 – $250 / $400 / $500
- 中等 – $500 / $750 / $1000
- 大网红 – $750 / $1500 / $2000
- 超级 – $2000 / $2500 / $3500
作品所有权
有权使用网红的内容/作品发布到你的营销渠道(facebook广告,网站,邮件),基于30-90天的权限:
- 小网红 – +$50 – $150
- 中等 – +$100 – $500
- 大网红 – +$500- $1000
- 超级 – +$2500 – $5000
合作时间
是否是长期合同,如果是长期合同的话,基于上面的价格,你还可以谈价格;合作的时间越长,能够获得的价格折扣就会越大。
场景应用
如果你找到的是中等网红,粉丝数分布在100-300K,服务内容是3个月合同的In-feed posts(包含Story)
每月价格是:$1000+$500 = $1500
三个月的价格:3X$1500 = $4500
因为是连续三个月的合同,所以你可要求一些折扣。
当然,上述的一些内容只是作为你在谈网红的重要参考,最终影响价格和效果的因素有很多,起到决定性作用的因素隐藏在你和网红具体的沟通过程当中。
如何确立合同
当完成和网红的谈判和合作方式之后,你要起草一个合同来确立你们的合作关系,首要你把具体合作的内容用书面的形式确定下来如以下格式:
- [“Celebrity”]agrees to do _____ sponsored instagram post no later than _____ . Content to be approved by _____ prior to posting.
- Celebrity will create and produce a 60-90 second video testimonial(“video”) that Celebrity will deliver to _____ no later than _____. Video will be in compliance with messaging and format standards included in appendix, _____ and Celebrity to align on “script” prior to recording.
- Celebrity will do one Facebook live of the Video on later than _____
- Celebrity will create one Instagram post promoting to all of the Celebrity’s followers no later than _____. _____ and Celebrity to align on copy and approval of photo before post.
- Celebrity will provide Agency partner advertiser access to FB/Instagram page for the purpose of boosting posts, sharing audiences and creating ad products on behalf of Celebrity for the duration of the term. For the term of the agreement _____ will have right to repost and repurpose all content created by Celebrity under the obligation of this agreement.
- For 60 [“term”]days following the upload of the Video to _____. _____ will have the right to use and permit the use of Celebrity’s name, photogragh, likeness, endorsement, voice and/or biographical material in any and all promotional and advertising materials created by Celebrity, including but not limited to , on internet websites, for the purpose of advertising, promotion and publicity of the _____ and related merchandise[“products”]
审核权和使用权
虽然给予网红创作自由度,你需要对网红出品的内容进行进度和质量上的审核,所以也需要在合同中写明你将如何行使审核权,如以下格式:
- All Influencer Content and each Post are subject to the prior written approval of Company [“Your company or Brand”] and Influencer prior to publication.
- Influencer shall deliver to Company on or before _____ (on a delivery schedule determined by Company)
- Company shall have 2 rounds of notes of approval on the Influencer Content
- For Post include the Campaign hashtag #_____ and @_____ in the caption.
同时也要说明双方的产权划分,和使用权限,以及超出了试用期,如果还需要继续使用的话,如何支付额外的费用等,可使用以下格式:
Excluding any intellectual property and/or products provided by Company (including, without limitation, any trademarks, logos, trade names of the Company), Influencer shall own all rights (including, without limitation, all intellectual property rights) in and to any content created and posted by Influencer in connection with the Campaign, including, without limitation, any videos, photos and text in the Post(s) made by Influencer on the Properties (collectively, the “Influencer Content”). Influencer hereby grants Company, its parent entities, subsidiaries, licensees (Sponsor), a non-exclusive, non-transferable, irrevocable, universal, fully paid-up, royalty-free license to publish, in context, the Influencer Content and the Post(s) on Sponsor’s social media channels, mobile applications and internet websites (during the Campaign Window or for 30-90 days or in perpetuity) and pursuant to each platform’s applicable terms of use.
独家权
对于品牌来说,享有独家权非常重要,因为不排除你的同行竞争对手也在找这个网红合作。
Exclusivity: Influencer shall refrain from promoting products of competitive companies including but not limited to _____ (“competitors”) beginning _____ weeks prior to the Campaign Window and ending _____ weeks after the Campaign Window. Notwithstanding the foregoing, nothing shall preclude Influencer from appearing in the entertaiment, news or informational portion of any radio, television, film, stage or other program or at an event regardless of sponsorship or production integration.
如果你想获取合同模板,可以联系老王,微信:zhice-digital
更多内容不断更新中
希望这篇关于Influencer marketing的文章能帮助到你,后续会继续更近网红的其他重要话题。