Social live broadcast SOP and formula!

Brand traffic and conversion have always been very important indicators. The container that carries them is undoubtedly the community. In a previous article "Community Skills", it is described in detail how to build a community with its own traffic in 5 steps.

What I want to talk about today is how to achieve high-level conversion at the community level . I want to clarify that the community is not the community under the WeChat ecosystem that we think of. The community is a very broad concept.

Before we talk about conversion, let me break down a live broadcast case for you. In fact, this live broadcast is also a conversion community. The whole process can be divided into three parts: before the live broadcast, during the live broadcast, and after the live broadcast.

In order to achieve better live broadcast results, the initial work is to study the current live broadcast fission gameplay team, how others do it, and then conduct internal review

After team research and internal review, you will come up with your own SOP. How many rounds of perfect design of the SOP are needed? First, there is one round of internal draft, two rounds during the live broadcast, and three rounds within the team after the live broadcast.

Therefore, the improved SOP can be divided into three parts: before, during and after the live broadcast, and each time period can be divided into specific nodes. For example, before the live broadcast, relevant warm-up will be done in the entire community and the lecturer’s personal introduction will be published in the community. At the same time, the prizes will be announced during the live broadcast, and then users will be guided to share

During the live broadcast, the host will cut to a certain time period to warm up and introduce the guests, and then there will be a certain explanation in another time period. In the live broadcast room, people in the community will be guided to forward the live broadcast link to interact with the guests.

Confirmation of key nodes is also critical, such as when to push the purchase link, what content the host should mention in the manuscript about the entire course/product itself, the personnel who handle emergencies, and the QR code of the live broadcast room.

Community is a broad concept. It is not the WeChat group itself. In fact, the entire community operation before, during and after the live broadcast is essentially a large community concept.

All conversion processes through social media and live streaming are inseparable from an e-commerce sales formula: sales = traffic * conversion rate * average order value * repurchase rate . This conversion model is based on several aspects.

1. Elements of a good user experience

1. Stimulation

Because users are greedy for bargains, have a sense of novelty, and want to meet certain expectations, stimulation is particularly important for user experience. Features: low-price atmosphere (9, 0.1) and exclusive feeling (copywriting, pop-up windows)

For example, Pinduoduo's "Pin Yi Dao" is a good example of stimulation. It takes advantage of users' curiosity and desire to get something for free. If they want to get something for free or buy it at a low price, they need to forward it to their friends or community members, and ask them to download Pinduoduo and help them get a discount. This completes the closed-loop behavior of product sharing, community linking, and SOP model.

2. Think

Try to make users think less or stop thinking during the user conversion process, because users will place orders more smoothly at this time. Stopping thinking comes from two points, one is convergence and the other is urgency.

For example, the current live broadcast market is such a behavior that reduces users' purchasing considerations. When you watch the anchor selling goods in the live broadcast room, in addition to hearing some product introductions and the host's nonsense, the most important thing is that the goods will be taken off the shelves after a few seconds. It is the highest discount given by the brand, the only one in the entire network, etc., which prompts users to quickly place orders and lock in

3. Decision-making

Laziness (fear of trouble), loss aversion (to make up the numbers), safety (underwriting)

For example: Consumers of Generation Z like to buy things in groups, and the slogan of buying things cheaper by buying together has become popular on all platforms. In addition, people are lazy and like to follow the trend to buy things, and merchants also promise unconditional refunds, etc.

If the above three conversion models can appear, the purchase rate will be greatly increased.

2. Product Design

Product = user demand + technology + reducing user costs

User needs : low learning efficiency, inability to learn, products that need to be purchased in life, novel and contemporary products

Technology : Use technology to reach out to users and distribute links, guessing users’ preferences

Reduce user costs : reduce user time, thinking, communication, and purchase costs

How to reduce user costs? Then you need to shorten the process and think about it from another perspective. Do you prefer multiple-choice questions or short-answer questions? We generally choose multiple-choice questions, because there are only a few options, so shortening the process is to make it as convenient as possible for users. The more convenient it is for users, the higher the purchase efficiency.

For example: When you walk into a cafe and order coffee, you will find that the waiter will ask you whether you want a medium or large cup, instead of asking if you want a cup of coffee. Why? Because when he asks if he wants a cup of coffee, the average customer will answer yes or no, so during the process of asking the question, the overall purchase rate will drop by half.

By shortening the process to purchase directly, the entire transaction is completed quickly, thus reducing user costs

The second point to reduce user costs is to have an independent and related conversion funnel . That is, when you buy goods on a shopping platform, for example, I want to buy a skateboard, and then choose a skateboard with a high cost performance on the search page and pay, the independent funnel model is completed. Next, you will be recommended related skateboard wearable equipment (gloves, knee pads) on this platform, which creates a related connection from independence.

The third point is the color depth and homepage display . When shopping, we will see that the "Buy" button is displayed in a particularly dark color, allowing users to see the purchase location at a glance. At the same time, the introduction of the products on the homepage guides users to buy

The above optimizations actually avoid the loss of the entire purchase process. Through the entire product design itself, the entire matter can be completed continuously.

User experience and product design accomplish the purchase and the referral of the purchase itself. However, the purchase referral is actually very weak in this process, so it can only rely on adding more, ① promoting sharing, ② promoting group buying

3. Transformation of live streaming communities

Live streaming is a must-have conversion method in this era. The community is just a place to carry traffic and notify activities. The seven-step conversion method can be used to improve product conversion.

1. Users ; clarify who your users are, give a crowd portrait, and make targeted delivery targets
2. Products ; after understanding the advantages of your own products and user needs, confirm the actions of product operation and the combination of channels and methods to implement them
3. Design : The plans before, during and after the event mentioned above should be clearly designed, and the time, place, people, events and effects should be properly divided and designed in detail.
4. Improve ; study the activities of competing companies, take the essence and discard the dross to improve your own activity process, and continuously polish and enrich the SOP process of each activity
5. Team ; The process, arrangement and format of the entire activity must be clearly explained to the team members. Only when the team is united can the effect of the activity be maximized. Otherwise, the team members will not know which step to proceed.
6. Segmentation : Each team member's work must be clearly segmented, and they should do their own work well to maximize the effect.
7. Plan : Every event should be well prepared in advance. Key figures, marketing methods, exposure channels, purchase pages, etc. should all have a Plan B prepared to prevent "sudden" surprises

IV. Conclusion

Data must be reviewed for every event, and then the event must be upgraded and the entire SOP process improved to increase conversion rates. Don’t do the same review over and over again, it’s boring! The method of continuous profitability is the combination of many sectors. Today we are talking about the method of live broadcast plus SOP plus purchase page plus community to create conversions. Combine your own corporate marketing methods to improve the gameplay of this formula. All activities must grasp the user psychology to carry out!

Author: Original Operation Notes

Source: Original operation notes