How to play Taobao live broadcast + private domain operation?

At 8 pm on May 24, Tmall 618 pre-sale officially started. A win-win carnival for brand owners, live streamers and consumers has officially begun.

As the absolute top streamer of Taobao Live , on the first day of pre-sale, Li Jiaqi firmly established himself as the leading live streamer with sales of 2.5 billion! But do you really think that the traffic to Li Jiaqi’s live broadcast room, which has as many as 100 million viewers, all comes from Taobao? Actually not!

Earlier, the person in charge of Taobao Live said, "The traffic of Li Jiaqi and Wei Ya does not come from Taobao, but from private domains."

Today, Xiaoka has deeply explored the contact links of Li Jiaqi’s 618 public domain + private domain, and summarized a set of replicable and applicable public domain + private domain combination gameplay, so that everyone can continue to exert efforts during the 618 period and bring about explosive performance growth.

1. Contact combination link

Moments advertising traffic + WeChat account retention + Taobao live streaming conversion

The WeChat Moments ad reaches users. Users click on the WeChat Moments ad page to follow the official account. The official account article pushes information about the 618 pre-sale event. Users click on the bottom of the article to enter the mini program. Users click on the mini program banner to submit a "want to buy" list. WeChat shares the mini program with friends, and friends enter the mini program to help successfully. A pop-up window on the page guides users to join a group. The personal WeChat account of the enterprise pops up to invite users to join the enterprise WeChat community. After users join the group, the group reminds users to enter the Taobao live broadcast room every day.

2. Activity Process

Highlights of gameplay:

① Set up a floating button for joining the group on the activity page;

② Receive accurate traffic to the activity page through social media;

③ After users join the group, they can push the 618 live broadcast notice through group announcements and group messages to divert traffic to the Taobao live broadcast room;

3. Refined community operations to prepare for the 618 live broadcast

1. Join the group to enjoy fan benefits

New fans in the group can get a chance to win a lottery for free. The prizes include skin care gift boxes worth thousands of yuan, brand trial packs, medium and small samples, etc. In addition, there is a lottery every Wednesday in the group, and all group members can participate. By shaping the group benefits and deeply binding fans with big-name prizes, you can create your own fish pond.

2. Daily live broadcast preview

During the 618 promotion, the social media will broadcast live product previews in a rotating manner. At 4 p.m. every day, the group robot pushes a preview in the form of pictures and texts to attract the attention of seed users in advance, accumulate traffic for the live broadcast room in the evening, and make conversions;

One hour before the live broadcast begins, users are guided through group announcements and group messages to search for Taobao live broadcast rooms to receive red envelopes and watch live broadcasts, thus leading to public domain conversions;

3. Collection of wish questionnaires

As a live broadcast room with female users as the main purchasing power, Li Jiaqi’s exclusive community will take refined operations to the extreme, with users at the center of everything. A wish list questionnaire for all girls is set up in the group. During the 618 promotion, fill in the brand and category of the product you want to buy. According to the popularity of fans' wishes, the wish list will be reported and put on the live broadcast room;

4. 618 red envelope stimulus

Whether it is 618 or Double 11, red envelopes are the last psychological barrier to break through users. During the 618 period, Li Jiaqi’s community used exclusive password red envelopes as a hook to guide users into the Taobao live broadcast room. By entering the community’s exclusive password in the comment area, they can receive the red envelope and complete the order deduction. Use red envelopes to lure users into buying something.

4. Community-Taobao live broadcast conversion, a win-win situation for anchors and brands

Brands want sales, platforms want traffic, and anchors want weight. Through a series of refined operations such as creating benefits within the community, pushing live broadcast previews, and collecting user preferences, we can ultimately establish strong connections with users.

With the help of their celebrity effect and KOL’s ability to bring goods, they can convert orders to Taobao Live. First, it brought sales to the brand flagship store, second, it injected free traffic into the Taobao platform, and finally, it increased the weight of the KOL live broadcast room, creating a win-win situation for all three parties. Without changing users' consumption habits, the entire process from public domain diversion to private domain sedimentation to public domain conversion is completed.

5. Activity highlights and reusable points

1. Full Link of Activities

During the promotion period, group entrances were set up on the mini-program activity page and the official account menu bar, taking 618 as an opportunity to make long-term private domain traffic layout. Through refined operations within the community, we establish emotional bonds with users, output value, and completely open up the closed loop of public domain (ocean) + private domain (exclusive fish pond), completing the entire chain from public domain momentum building, community sedimentation, to conversion to Taobao live broadcast room.

2. Prize bait design

Benefits have always been the stepping stone for an event. During the 618 pre-sale, Li Jiaqi’s live broadcast room took the lead in opening up the topic by showing off his “want to buy” list. With a free benefit worth up to 49,999 yuan as the final prize, users are stimulated to invite friends to help them, and 10 places are set, which meets the three attributes of "scarcity, high value, and strong sociality" and maximizes the effect of the event.

3. Material design

① Banner highlights the benefits

The action path of "Invite friends to help win a free meal" is clear. Users don't have to think too much and can clearly know what actions they need to take to get the prize. Data amplifies the sense of value. 49,999 yuan is far more material than "free meal". Users are more aware of the value of the prize and are more motivated to participate in the activity.

② Product selection posts and target users

During the promotion period, the products selected in the live broadcast room are mainly based on three categories: food and snacks, beauty and skin care, and fashion and life, which completely match the audience of Li Jiaqi's live broadcast room, with all women as the main base. On the product posters in the daily community live broadcast previews, the classification is clearer and the products are visible at a glance, which helps group members quickly locate their intended products and greatly improves efficiency.

4. Promotion of activities

Whether an event is a hit or not, promotion is the key. For the 618 pre-sale event, Li Jiaqi focused on advertising in WeChat Moments, accurately matched the audience, and targeted the female WeChat Moments. He gave up on broad and large-scale promotions and used small and precise channels, ultimately maximizing the effect with sales of 2.5 billion.

Through the full-link analysis of Li Jiaqi's 618 pre-sale activities, it is not difficult to find that whether it is a big anchor with tens of millions of fans or a brand owner, in addition to continuing to deepen the public domain, private domain operations are also indispensable. In public domain marketing, traffic always belongs to the platform. Only with the help of private domain can the combat effectiveness be maximized.

Nowadays, even Li Jiaqi is working hard to open up the private domain + public domain closed loop, what are you waiting for?

Author: Lianka Enterprise Micro Private Domain

Source: Lianka Enterprise Micro Private Domain