Event Operation: How to conduct a live broadcast sharing that can attract 10,000+ users?

Nowadays, the cost of acquiring customers for online education is getting higher and higher. Is there a way to recruit new customers quickly and at low cost? Live lectures may be a method worth trying. This article will explain how online education can achieve lecture enrollment from three aspects.

Lecture Planning

When planning a lecture, two key issues should be considered: one is user demand, and the other is promotion method (mainly fission).

1. How to understand user needs?

Any operational activity requires advance insight into user needs, otherwise the activities you conduct will be ineffective and self-satisfied. This is a common mistake made by many people, including me. So, what are some ways to avoid such things as much as possible?

The easiest method to use is still the questionnaire. By conducting surveys on users, you can reduce a lot of blind choices. It is a very practical way to ensure the effectiveness of the activity.

So how do you do research?

The core link is the design of the questionnaire. I personally think that the design of the questionnaire must include three aspects:

First, what is the user portrait like? Second, what are the user pain points? List enough of them, classify them, and assign them to corresponding scenarios. Third, the user's requirements and suggestions for the product.

After the questionnaire content is designed, it must be tested from a novice’s perspective so that adjustments can be made to the question description, question arrangement, etc. to make the questionnaire easier for users to fill out.

1. How to choose the fission form?

The first step in choosing a fission form is to see whether your users can accept this form. If this form has low operating costs and does not require extra time to learn, it can be used.

The second step is to determine how to retain users. If the way to leave user clues is to fill in a mobile phone number, you can consider paid fission. If you do not need a mobile phone number but want to add a friend, choose the fission of a personal number.

After the first two steps, you can basically determine which form of fission to choose. Moreover, lectures are relatively simple products and do not require complex fission system support like training camps, so there is no need for special design.

Regarding the forms of fission, according to my observation, there are mainly these: referral, invitation, group buying, and distribution.

Referral is forced forwarding, and its common forms are group fission, personal account fission, and public account fission. Invitation is the way to play Missionbao. One person can invite a specified number of people to follow the official account, join the community or add a personal account. Group buying is when several people sign up together at the same price which is lower than the original price. The fission level is low and requires channels with higher starting volumes. Distribution is about making money by attracting people. Lectures can actually be a reference. For example, in the Fission Growth Laboratory, a live broadcast costs 19.9 yuan, and distributors can get more than 90% cash back for each order.

Implementation details

After preliminary planning and preparation, you can start division of labor and promotion.

1. How to divide the work among teams?

Lectures often require the support of a team, and everyone needs to be responsible for part of the entire event, and all of this needs to be made clear during the meeting.

Let's briefly talk about what needs to be determined at the lecture meeting:

Topic selection: It is necessary to study and discuss from several aspects such as survey results, hot calendar, competitors, etc.; Process: From promotion to conversion, every detail requires team members to put forward improvement suggestions; Preparation: According to the process, clarify the work that needs to be prepared, and then reasonably allocate it to each person. The principle is to allocate according to ability.

Another principle I would like to share is that one person should not be responsible for a specific part, but everyone should be responsible for a part. Everyone should participate in the whole process. The purpose of this is to prevent problems from occurring in any part of the activity and no one should be left to respond.

2. How to create poster copy?

During the preparation work, there is one task that can be said to determine more than half of the success or failure, and that is copywriting. For lectures, the copywriting is divided into three parts: poster copywriting, promotional copywriting, and operational scripting.

Operational language refers to the language used to guide users in scenarios such as communities, public accounts, and personal accounts, such as welcome messages, forwarding instructions, group rules, etc.

Promotional copywriting is divided into soft articles for public account promotion and copywriting for circle of friends promotion. There are many routines. My personal favorite is the SCQA structure, but if expanded, it will be another long article.

The poster is the most important part of the promotional materials for the lecture, and its copywriting is also one of the core elements of the entire promotion. Here are some common copywriting routines I have summarized:

(1) Pain points + solutions

What are the pain points? It is to use a fear-inducing description to point out the user's problem, and this problem is the user's pain point.

Because pain points are the users' deep and real needs. Having needs means a sense of lack, and sometimes users cannot feel this feeling. It needs to be pointed out and made to be felt. Fear-based descriptions can create pressure on users, that is, fear, and make them willing to act.

Once you point out the pain points and let the users feel them, isn’t that enough? Obviously not. A solution needs to be provided, which will give users a sense of comfort, and further lead to trust, action, and even payment.

For example, if there is a question about books like “How long has it been since you finished reading a book?”, a motivated person would feel a little uneasy when seeing it, because everyone around him is learning, making progress, and reading, but he is standing still for some reason. Naturally, he will feel anxious and fearful, but when he sees the question “Join the reading plan now”, he will probably scan the code without hesitation.

(2) Authority + Acquisition

The so-called authority is to use well-known brands, companies, organizations, or famous celebrities as gimmicks to attract users, prompting them to reduce decision-making costs and increase trust.

After increasing trust, the content to be shared can be introduced. This content can be a pain point, a hot topic, or even general things that can make users willing to take action.

Many courses in Shidian Reading use the “authority + acquisition” writing approach.

Things like "Harvard scholar's super practical study method" and "Poetry class taught by a Peking University mom" all use famous schools like Harvard and Peking University as gimmicks. When parents see these famous schools, they will naturally have fewer doubts. In addition, "study method" and "poetry class" are indeed the needs of children to a certain extent. Parents who value education can easily make quick decisions.

(3) Quick success + effect

The so-called quick success is the "psychology of seeking speed", because letting users know that using a certain product can produce quick results can reduce their decision-making costs and prompt them to make a quick purchasing decision.

So, why do users want speed? This is because one of the human natures is laziness, and laziness means a demand for efficiency. After all, time is precious, and products that can be guaranteed to be completed quickly will inevitably be given priority.

So what is quick success? That is, you can achieve the desired effect by spending a small amount of time and effort, so the formula for quick-writing copywriting is "less time or less learning tasks + good presentation effect".

"Quick success + results" is the most common routine, and is widely used in the fields of education and training or knowledge payment, because learning is the most time-consuming and is also the most anticipated to produce results. After all, the competition in this society is high, and people are generally anxious, hoping that their time can be turned into money quickly. This is even more true for parent users, as if their children can make them worry-free as soon as possible, that would be what they want.

For well-known knowledge payment players like Shidian Reading, most of their courses are "quick course + effect", such as the following copywriting.

As for the effect, it is to make a promise about the effect after the user takes action, that is, to tell the user that he can get the expected result after taking action. The typical application is to use it in the theme of check-in activities and course outlines.

For example, the reading training camp for circle-outside classmates has the main title "14 days to help you read "Principles" thoroughly". The various nouns and effect descriptions listed in the course outline all use the commitment element to tell users what they can get if they persist for 14 days, satisfy their inner expectations, and motivate them to take action.

As for other aspects of the poster design, let’s briefly summarize it and attach a picture for reference:

Product name: eye-catching, large font, short and concise Speaker: background, title Outline: specific content, clear sense of gain Endorsement: recommended by big names, authoritative institutions, industry certification Benefits: information, quotas, discounts, physical objects Price: scarcity, sense of urgency, price anchor, loss avoidance QR code: clear, prominent, no sense of disobedience

Content Control

The essence of a lecture is to impress users with the teacher’s teaching level and professional content, among which professional content is the absolute core. So, how to control the content of the lecture?

First of all, the operator should regard himself as a user and ask questions and make suggestions to the teacher from the user's perspective. This process should be done at least once, and as many as three to five times.

The second is the live broadcast test, which requires a rehearsal of the entire process, from the warm-up before the lecture, to the course conversion and material collection during the lecture, and then to the Q&A after the lecture, to troubleshoot all possible problems. In addition, the ppt, live broadcast equipment, etc. must be checked in detail, such as sound volume, picture clarity, delay, text color, animation demonstrations, etc.

The last part is improvement, which is aimed at the lecture conversion link. We need to pay attention to the following details:

Content framework: Adhering to the basic logic of "what-why-how", the advantage of this is that it is easy for teachers to sort out their thoughts and users to understand. Course conversion: The conversion link is concentrated on the "what to do" part. At this time, it is generally necessary to start linking with the selling points of the course. The design must avoid being stiff and use classroom cases to convince users. Course recommendation: After the main content, it is the formal course introduction part. It is recommended to use video presentation for this part so that users can have a preliminary understanding of the product features. In addition, the training objectives and stage paths of the course must be clearly stated to let users know where they are and how big the gap is with others. This can stimulate anxiety and thus reduce the difficulty of conversion.

Summarize

Lecture planning is divided into insight into user needs and selection of fission forms. The former uses questionnaires, while the latter selects specific fission methods based on user actual conditions. When executing the lecture in detail, pay attention to team division of labor and polishing of the copy. Team allocation should be based on ability, and the main responsibility should be taken rather than specialized responsibility. The copy should focus on the main copy. The routines include "pain points + solutions", "authority + acquisition", and "quick success + effects". The content of the lecture should be controlled through multiple rehearsals and continuous iterations.

That’s all I have to share. I hope it will be useful to you.

Author: Dugushang

Source: Dugu Operation