How to plan a live e-commerce event

Live streaming began to explode in 2015, sparking an investment boom. However, as live streaming has developed to date, many live streaming platforms have suffered from the pressure of monetization and have closed down one after another, while various e-commerce platforms have also begun to use live streaming to promote their products. I work in a live streaming e-commerce company, and am responsible for the operations of live streaming e-commerce products. Today I will mainly share with you some content about the live streaming industry and how to plan an e-commerce live streaming event .

1. Development of the live streaming industry

Live streaming began to explode in 2015, which also triggered an investment boom. Many live streaming companies made a fortune quietly. 2016 was the first year of online live streaming, and many live streaming products emerged, including Inke, Huajiao, Douyu, etc. The society has entered an era of live streaming for all. The live broadcast industry is in full swing, and has also spawned three major directions: show live broadcast, game live broadcast, and pan-entertainment live broadcast.
In addition to the common show reward monetization and advertising monetization, various platforms have also begun to try different monetization models. Since 2016, different platforms have tried the live broadcast + e-commerce model. For example, Taobao Live, Meilishuo and other e-commerce platforms have also begun to open live broadcast modules. Other vertical live broadcast e-commerce platforms have also begun to go online, such as: Gouge E-commerce Live , Xiutao, Hongdoujiao, etc. In 2017, based on live streaming + e-commerce, many upstream and downstream industries have also emerged, such as professional live streaming equipment manufacturers, professional live streaming room rentals, guilds that provide internet celebrity resources, and those that focus on training merchants on how to sell goods through live streaming.

2. How to monetize live streaming + e-commerce

Maybelline New York invited Angelababy and 50 internet celebrities to conduct a simultaneous live broadcast. In just 2 hours, it was watched by more than 5 million people, 10,060 lipsticks were sold, and actual sales amounted to 1.42 million yuan. As live streaming has developed to date, e-commerce companies of all sizes have begun to pay attention to the live streaming industry. However, many show/game live streaming platforms do not allow anchors to sell goods in the live streaming room. This is why merchants are seeking professional e-commerce live streaming platforms.

There are several ways to monetize e-commerce live streaming platforms:

Provide live streaming services for influencers: including product live streaming, store live streaming, large-scale exhibition live streaming, place of origin live streaming, etc.

Provide e-commerce column planning services: including live broadcast planning, script writing and other live broadcast services.

Provide photography and video services: including short video shooting, model promotional albums, etc.

Provide live broadcast services for e-commerce platforms: including Taobao, Tmall, 1688, JD.com, Gouge and other specific e-commerce platforms.

Providing distribution services for influencers: Merchants provide goods to influencers, who then distribute the goods and share the profits based on a base salary + commission model.

3. How to plan a good e-commerce live broadcast event

When receiving a request from a merchant for a live broadcast, how can we help the merchant plan a live broadcast? We can start from the following points:

1. Customer demand analysis

Understand the demands of merchants and make good live broadcast plans based on their needs. The ultimate goal of merchants is always brand promotion + sales. The second best option is to ensure sufficient views. There are several factors that affect sales and views: product category, matching degree of internet celebrity anchors, number of anchors' fans, quality of fans, live broadcast time, and live broadcast content and gameplay.

Understand the products that the merchant is promoting in this event, and the intensity of activities that can be supported during the live broadcast, such as: whether small gifts can be given to fans, whether there are discounts or flash sales, bargaining and other activities that can help improve conversions during the live broadcast. Understand the promotional resources owned by the merchant and plan the content in advance. According to the cooperation agreement reached with the merchants in the early stage, plan resources in advance, such as event posters, H5 event pages, Internet celebrities, media, etc.

2. Live broadcast planning

(1) Internet celebrity screening

According to the needs of the merchants and the cost investment, we screen the matching Internet celebrity resources and provide them to the merchants for screening. The key points of screening Internet celebrities mainly include: basic Internet celebrity labels such as appearance, education, height, as well as live broadcast experience, live broadcast sales product categories, the number of fans on each platform, fans' consumption capacity, etc. This can be done through short videos, live broadcast playback records, video interviews, etc.

(2) Activity content planning

The activity mainly includes pre-heating publicity, live broadcast follow-up, and post-live broadcast data analysis and summary.

The channels for event promotion mainly include WeChat fan groups, QQ fan groups, Weibo, WeChat public accounts, websites, live broadcast platform resources, advertising channels, news media, water armies, paid channel resources, etc.

The promotional materials for the event mainly include: live broadcast posters, H5 event pages, promotional soft articles, etc. When designing the materials, focus on highlighting the benefits of the event. If you set up many benefits for fans during the live broadcast, such as giving high-value gifts during the live broadcast, you can get very affordable prices when buying goods during the live broadcast, and you can get the qualification for flash sales during the live broadcast. Share the benefits of the event with old users to increase their repurchase and new users' attention. If the internet celebrity is very famous, you can emphasize the internet celebrity. For example, during the live broadcast, he can connect with fans at will and have a conversation across the air. This will definitely attract a lot of fans to watch. For example, if Wang Sicong comes to do a live broadcast, he can attract a lot of girls to watch just by being Wang Sicong. Before the warm-up, the live broadcast preview will be released in advance. Users can directly make an appointment for the live broadcast through the warm-up activity entrance. After the live broadcast starts, fans will be notified in advance to come and watch.

Regarding whether to use the merchant’s own account or the internet celebrity’s account during the live broadcast, our suggestion is: determine based on the number of fans the internet celebrity has on the live broadcast platform. If the number of fans is large, you can directly use the influencer's account for live broadcasting, which can bring a lot of free traffic to the merchant. If the influencer has not accumulated too many fans on the live broadcasting platform, we recommend that the merchant register his own account and guide users to pay attention during the live broadcasting process, which can help the merchant accumulate his own fans and facilitate subsequent publicity.

Before the live broadcast, you need to communicate well with the influencers and merchants. According to the needs of the merchants, you need to design the live broadcast activities, write the scripts, and communicate well with the influencers. For example, the merchant requires you to reply to the keyword 1 during the live broadcast, and the influencer will take a screenshot. The first person ranked can get a prize, or the influencer can guide fans to follow the merchant's official account and reply to the keywords to participate in the lottery, etc. These activity processes need to be confirmed with the merchant, reflected in the script, and then confirmed with the influencer

3. Follow up activities during the live broadcast

Before starting the live broadcast, whether it is mobile phone live broadcast or streaming live broadcast, necessary debugging work must be done to ensure that the live broadcast can be started normally, that the network of the live broadcast venue is normal, that the mobile phone has sufficient power, and that the signal is normal.

After the live broadcast begins, do a good job of sharing the live broadcast, including planned promotion channels such as the Internet celebrity's fan group and the merchant's fan group, and ensure that each channel can enter the live broadcast room normally. Secondly, do a good job of maintaining the live broadcast room. In order to avoid the Internet celebrity from being embarrassed, you need to keep communicating with the Internet celebrity and drive the fans to be active. If the Internet celebrity's rhythm is not right during the live broadcast, you can guide the Internet celebrity through questions and answers, and appropriate orders and rewards are all acceptable, which can encourage the Internet celebrity to maintain a better state.

Pay real-time attention to users' questions during the live broadcast process, and assist influencers to help users answer questions, such as: how to place an order, how to recharge, how to participate in activities, etc. Pay close attention to live broadcast data in real time, maintain timely communication with influencer merchants, and make timely adjustments if there are any problems.

4. Make a summary of the live broadcast activity

After the live broadcast, follow up in a timely manner on order processing, prize distribution, etc. to ensure the user's consumption experience. Especially in the delivery process, it is necessary to follow up in a timely manner, announce the winners list in a timely manner, and contact the winning users. Do a good job in fan maintenance. During the live broadcast, we will add various fans. It is critical to do a good job in fan maintenance. We can communicate with fans and investigate users' evaluation of the event to facilitate later optimization and improvement. At the same time, we should do a good job in event summary and publicity. The summary and publicity can be carried out through live broadcast viewing, sales, the effect of the event, the list of winners, etc. The live broadcast video can also be edited and packaged into tweets.

The above is my brief analysis of the live streaming industry and a summary of how to plan a live streaming e-commerce event. I welcome your communication.

Author: Vicky

Source: Near Earth Magnetic Field (jdccPM)