A guide to building a live streaming team for top influencers to sell products!

Live streaming e-commerce is still in the limelight, and the industry still attracts a large number of practitioners. For these practitioners, setting up a live broadcast room is an essential part of their work. In this article, the author summarizes the relevant matters of live streaming sales from aspects such as team building, personnel recruitment, event planning, live broadcast room decoration, and scene setting. Let’s take a look.

The e-commerce live streaming track is still in full swing, and many entrepreneurs or practitioners still want to seize the dividends of the trend and devote themselves to the live streaming business.

However, seeking help from professional organizations would result in excessive costs, and looking for methods to set up a live broadcast room on the Internet are not applicable to the current e-commerce live broadcast environment.

As senior professionals in the industry, today we will share with you how to build a live streaming team of top influencers to sell products.

Lead everyone to learn including but not limited to team building, personnel recruitment, personnel training, live event planning, live room equipment decoration and scene setting .

1. Team Building

A good live broadcast team is bound to have its members perform their duties in each position and always maintain excellent capabilities.

Therefore, when building a team, we must adopt an objective and rational attitude. Do not assign too many people, and do not assign too few people to affect work efficiency.

Generally speaking, a better live broadcast team will have the following positions:

Brand operation (manager), content operation, live broadcast operation, visual effects (manager), graphic design, (department) assistant, anchor agent, anchor training team leader, and recruiter.

For the above positions, if the brand/merchant is broadcasting itself, then there may not be a brand operation position; if a big anchor forms his own team, then there may not be an anchor training team leader position.

In short, specific positions should be set according to the definitions of different teams.

Among the above positions, except for graphic design, assistant, agent, training team leader, and recruiter, some may involve broadcast follow-up work.

For example, checking live broadcast activities before live broadcast, following up data during live broadcast, and reviewing data after live broadcast.

Next, we will introduce to you the responsibilities of the above positions.

Brand operation: output brand live broadcast planning, maintain customer relationships, coordinate internal and external work, conduct business negotiations, formulate and organize reports on brand live broadcast weekly and monthly data, etc.

Content operation: writing scripts, formulating live broadcast room gameplay (talking skills), planning live broadcast room theme activities, etc.

Visual Effects (Manager): Adjustment of live visual effects, setting up background of live broadcast room, etc.

Graphic design: design of live broadcast room background images and sticker images.

Assistant: Daily management of the anchor and follow-up of matters related to the live broadcast.

Agent: Anchor attendance management, anchor salary setting, anchor problem feedback.

Anchor Training Leader: Provide basic live broadcasting skills training to experienced or inexperienced anchors, keep an eye on the anchors, and provide advanced skills training.

Recruiter: Responsible for the recruitment of any position within the team, looking for suitable talents according to the needs and requirements within the team.

2. Recruitment

There are four main points to consider when recruiting.

That is, determining job requirements, communication and interviewing, and onboarding.

1. Job requirements

In the job requirements, the most important point we focus on is actually the experience and ability of the anchor or other personnel in the position.

In addition, common assessment dimensions include personality traits, stress resistance, values ​​and sense of responsibility.

Positions related to live streaming often require a reversal of day and night work and high work intensity, so it is important to be careful when examining their sense of responsibility and ability to withstand stress.

If you are recruiting anchors, you also need to consider the following points:

Appearance, temperament, gender, age, and dress.

Whether a host is capable and energetic on camera is a key factor in determining sales data.

2. Communication and interview

In terms of communication, it is mainly aimed at long-term exchanges with some high-quality talents. Continuously infiltrate company benefits, corporate culture, development space, etc.

During the interview process, in addition to focusing on stability, the host’s personal image and abilities will also be examined.

• Personal image: whether to wear makeup, whether the makeup is appropriate, the taste of clothing, whether the conversation makes people feel comfortable;
• Personal abilities: communication skills, logical thinking skills, and the ability to handle emergencies;
• Stability: personal career planning and ability to withstand stress.

Here, we have also prepared some must-ask interview questions for your reference.

Transportation and commuting issues; self-introduction, hobbies, most fulfilling things, things you have persisted in the longest outside of work; operating conditions of the original company, such as business, scale, number of people, performance; reason for leaving, and whether the reason for leaving has been communicated to superiors, and how it was resolved at the time; what is most important in choosing a job; personal future plans, etc.

In addition to the required questions above, other questions can be asked based on the specific situation.

3. Onboarding

The onboarding process is actually mainly about controlling some risks.

This involves checking whether the information submitted by the applicant is true, whether there have been any past labor disputes, whether there have been any past criminal behaviors, etc.

The second thing is the confidentiality of information such as initial salary, which must be carefully explained.

3. Basic skills training and assessment of personnel

In terms of internal team training and assessment, our advice is that regardless of whether the other party has experience or not, it is best to provide relevant training.

In terms of functional positions other than anchors, different teams can conduct detailed training based on the needs within the team and in combination with the job responsibilities we explained in the previous article.

Next, I will mainly explain to you the key assessment dimensions of these positions.

• Department Assistant: Form, document, word processing skills, communication skills, judgment based on delivery;
• Anchor agent: ability to sort and analyze data, ability to build compensation and performance, ability to evaluate anchor professionalism;
• Training supervisor: Patience, sense of responsibility, ability to summarize and sort out;
• Content operations: editing skills, communication skills, creativity;
• Brand operation: Brand combined with e-commerce thinking, communication skills with Party A, and data analysis capabilities;
• Live broadcast operation: execution ability, analysis and feedback ability, and hard work.

The above are the training and assessment dimensions within the team other than the anchor.

Next, I will share with you some basic skills training for anchors.

For new anchors in the early stages of their work, dressing and makeup are actually secondary training. The dimension of speech skills is the basic ability that every anchor must focus on learning and possess.

1. Start the broadcast

1) Greet

Reference words: Hellohello friends, good morning (good afternoon, good evening), welcome to our live broadcast room, I am the host xx, let’s start!

Reference action: wave your hands, smile, and say hello to the camera.

2) Guide likes and follows

Reference words: Welcome to the new babies in the live broadcast room. If you are visiting the live broadcast room for the first time and have not followed it yet, you can click the follow button above your head first.

Our live broadcast time today is from X o'clock to X o'clock. If you have any questions, you can leave a message on the public screen. You can also click the like button in the lower right corner to cheer us on! We will have a likes and lucky draw event in our live broadcast room today!

Reference actions: gesture upwards to indicate the follow button, and gesture to the lower right corner to indicate the like button; tilt the phone 45 degrees downward towards the screen and place it in front of the camera to teach fans how to follow and like.

3) Introduction to the live broadcast theme, highlights, and points of interest

Reference words:

1. Today's live broadcast is... We will discuss/introduce/share with you...
2. There will be a live broadcast/theme broadcast/recipe at x o'clock later...
3. Today’s platform activity is… Today’s store activity is… Today’s live broadcast room activity is (the activities here are explained as concisely and logically as possible, one by one).

Reference actions: When explaining the benefits of the event, look at the camera more and make eye contact with fans; use your mobile phone to show the camera how to like and receive coupons.

2. Talking skills during live broadcast

1) Brand Introduction

Reference words:

1. Brand awareness;
2. The history of the brand;
3. Brand qualifications;
4. The brand’s philosophy and values.

Reference actions: When explaining the brand, look at the camera more and add more explanatory hand movements to promote the brand (to enhance the vividness of the explanation and fans’ awareness and trust in the brand).

2) Product introduction

Reference words:

1. List the selling points of each product logically and clearly;
2. The scene-based explanation elicits fans’ needs and resonates with them;
3. Increase customer unit price by providing explanations;
4. The original price is different from the price after receiving the discount through the live broadcast room. The comparison is used to highlight that the price in the live broadcast room is lower and increase the number of orders.

Reference action: When explaining a single product, you can first pick up the product and demonstrate and explain it in front of the camera. After understanding the selling point of the product, convert it into your own language and add gestures to make the explanation vivid (avoid the stiff feeling of memorization).

When explaining the discounted price, you can take out a calculator and print out the original price and the discounted price and show them to the camera, so that fans can understand the discount more intuitively and arouse their desire to buy.

3) Lucky Draw

Reference words: We are going to hold a lucky draw. Those who haven’t followed us yet must remember to follow our live broadcast room. If you don’t follow us, you won’t be able to participate in the lucky draw!

We will have a lot of lottery benefits in our live broadcast room every day, so you can watch the live broadcast at x o'clock every day. Everyone can refresh our lottery code xxxx, everyone can refresh the screen.

We will give the babies who just came in a few seconds to pay attention and swipe the screen. Let me explain the lottery rules to everyone (the host will explain the lottery rules and prizes at the same time). The countdown to the lottery will be 10 seconds.

Reference action: Use your finger to indicate the follow button to guide fans to participate in the lottery; after saying the lottery code, you can take out your mobile phone and use your other hand to indicate that the code can be swiped while speaking. Prepare to count down and raise your finger to solemnly indicate that we are going to draw a prize.

2. Offline speech

1) Preview of the next broadcast

Reference words: Babies, our live broadcast today will end at xx o'clock. If you have any questions, you can leave a message on the public screen. Babies who have not received the coupons can first get the exclusive coupons for our live broadcast room, because they cannot be received once the broadcast ends.

2) Take the video offline to encourage sales

Reference wording: Those who have not paid can hurry up and place an order. Our benefits can only be enjoyed during the live broadcast, and the coupons can be used on the same day.

If you like the baby, you can go and take a picture directly, and you will get shipping insurance/free shipping by SF Express when you place an order...Everyone can place an order with confidence and take advantage of the discounts in our live broadcast room today.

Reference actions: When urging customers to buy, raise your tone, maintain a positive expression, and use more guiding actions to create an atmosphere that encourages customers to buy, thereby increasing fans' enthusiasm for placing orders.

3) Download

Reference words: We are about to end the live broadcast today. If you haven’t followed our live broadcast room yet, you can follow it first. Let me give you a preview that our live broadcast will start at xx o’clock tomorrow. Remember to watch our live broadcast. Bye.

Reference action: Preview the next broadcast time by gesturing. When the show ended, he said goodbye to his fans by waving his hands with a smile on his face, and said goodbye to the camera naturally.

4. Live event planning and setting

Live broadcast activities are divided into daily activities and big promotion activities, and we will share them with you one by one.

1. Daily Activities

• Like and lucky draw: can increase fan interaction and retention;
• Pay attention to the lottery: you can increase your fans;
• Product Fun Questions and Answers: This setting can be used when there are a large number of people online to increase the viewing time of the live broadcast room;
• Extra gifts for orders placed in the live broadcast room: increase sales in the live broadcast room and improve penetration rate;
• Share the lucky draw: increase the audience of the live broadcast room and increase new traffic.

2. Big promotions

Fan lists, gifts for purchases above a certain amount, and free draws: stimulate fans to consume, but the rewards must be of high value, and secondly, guide fans to consume.

However, since the official rules for each big promotion are different, we will briefly explain to you some of the activities that can be done during the big promotion period.

1) Flash Sales

During the big promotion, doing flash sales is an activity that is worth doing on any platform, whether it is Kuaishou, Douyin or Taobao. Short video live streaming platforms can directly put them on the shelves. In addition to flash sales within the live streaming room of Taobao Live, there will also be opportunities to sign up for public flash sales of some products. You can pay attention to it.

2) Fission coupons

Live broadcast fission coupons are a way of attracting consumers to share the live broadcast room through large coupons and then obtain large coupons. This method can allow more new viewers to enter the live broadcast room.

3) Qualifying competition (rewards) fan ranking

In Taobao Live, you can set up a fan live room to help participate in the live room ranking competition, and obtain fan rankings through the support value to share the corresponding red envelope rewards. You can set it in the Activity Center-Fans List.

However, in the short video, you can directly tell the fans in the live broadcast room what rights and interests the person who ranks first in rewards can get.

4) Mini Programs

In the advanced gameplay of Taobao Live, you can actually set up mini programs. For example, in the live broadcast console, select the mini program to decorate the live broadcast room. Let us give you an example for your reference.

As shown in the picture, the mini program has some visual advantages in inviting fans, attracting new fans, and revitalizing old fans.

5. Equipment decoration and scene construction of the live broadcast room

1. Live broadcast venue selection and decoration standards

• 10 square meters live broadcast room: sitting broadcast, applicable in most situations;
• 20 square meters live broadcast room: clothing live broadcast, or multi-person live broadcast in most cases;
• 50 square meters live broadcast room: large-scale live broadcasts, or live broadcasts that require cooperation from multiple people.

In terms of decoration configuration, the first two types of live broadcast rooms require at least two shadowless lamps, one beauty lamp, and one fill light. The number of computers, cameras, tables and chairs, socket strips, length of network cables, etc. can be configured according to actual conditions.

2. Live studio hardware equipment

Computer: Desktop requires Windows 10 or above, processor i7 or above or equivalent AMD, independent graphics card, solid state drive. For live broadcasts outside, if conditions permit, try to use a high-end laptop.

Camera: High-quality camera that can also meet audio needs. Live broadcast rooms with high demand can be equipped with professional sound recording equipment and SLR cameras.

Lighting: 150W lamp, can be equipped with spherical cover or square cover, ring beauty light. The above lights need to be equipped with lamp stands, power supplies, etc.

Other equipment: Other equipment actually includes tables, chairs, socket strips, etc. In this regard, it should be noted that the desktop must match the size of the live broadcast room and the size of the product demonstration. For extension strips, try to choose ones that are longer and have more holes.

3. Live broadcast room construction

In terms of live broadcast room construction, generally speaking, the construction method of a small live broadcast room is very standard. Just let the fill light illuminate the anchor from a distance, and the beauty light illuminate the anchor from nearby.

For slightly larger live broadcast rooms, in addition to the above-mentioned lighting, an ambient fill light should be added next to the host. And add fill light as appropriate.

4. Live broadcast scene construction

1) Green screen cutout + patch

Now if we open any live broadcast room, we will see many of them are of this format. The variety can also be achieved through green screen settings.

2) Physical display rack

3) Large screen background

As shown in the picture, the background is a large electronic screen. The only difference is that this type of screen is larger, so a small live broadcast room can place an LCD TV behind the screen.

5. Lighting and color matching in the live broadcast room

Pure white light: adult clothing, beauty products (around 5500k).

Warm white light: color of jewelry, furniture, children's clothing, and food (around 4500K).

VI. Conclusion

Building a top live broadcast team is only the first step in planning live broadcast.

In today's highly competitive e-commerce live streaming environment, more hard work and effort are needed to achieve some results.

Author: Wanghong Toutiao Founder: Dawei

WeChat Official Account: Internet Celebrity Headlines