7 major processes of live broadcast operation planning in 2020!

In 2020, live streaming e-commerce has been booming. First, there were frequent "miracles" of influencers bringing goods, then businesses and merchants joined the market, and then CEOs of large companies came out to bring goods themselves, and now celebrities have joined the market to bring goods...

It seems that "everything can be live-streamed and everyone can sell goods live-streamed", but very few people really know how to do it.

For example, what is the theme of the live broadcast? What should I do before the live broadcast? What products are sold through live streaming? How does live streaming attract viewers to enter the live streaming room? How to get viewers to place orders during live broadcasts...

The bottom line is, I didn’t know how to plan the live broadcast process, so I was in a mess when it came to the live broadcast.

So, today I’m going to share with you a detailed live broadcast process plan.

01. Determine the live broadcast theme

Determining the live broadcast theme is to determine the nature of your live broadcast. Is it a game live broadcast, a show live broadcast, a life live broadcast or an e-commerce live broadcast?

For example, people who can play games can live broadcast their gaming sessions; if you can sing, you can do a show live to showcase your personal charm.

If your life is interesting, such as geographical advantages in life, food sharing, etc., you can do life live broadcast; if you want to sell goods in the live broadcast room, then do e-commerce live broadcast.

In a word, choose a suitable live broadcast theme based on your account positioning . After deciding the live broadcast theme, plan the live broadcast content process around your live broadcast theme.

02. Plan the live broadcast script

We have shared in previous articles that the purpose of planning a live broadcast script is to ensure that the live broadcast can follow the process.

You need to arrange the live broadcast time, live broadcast content, product explanation language, coupon settings and other contents in the live broadcast script.

03. Formulate a live broadcast warm-up plan

Only by developing a live broadcast warm-up plan can you promote the live broadcast room according to plan and announce to the "world" that you are going to broadcast live.

Plan your live broadcast time, live broadcast content, live broadcast benefits, etc. and publish them where users can see them.

1. Release a short video to warm up

On Douyin, almost all anchors will release a short warm-up video before the live broadcast, telling users in various ways "I'm going to live broadcast!"

For example, on July 18, Angelababy posted warm-up short videos on Douyin for three consecutive days before the live broadcast, notifying users of her first Douyin live broadcast on July 18.

As shown in the figure below, each live broadcast warm-up video has more than one million users who like and respond.

2. Preheating of Weibo and WeChat live broadcasts

Weibo and WeChat are both platforms with over 100 million daily active users. If you have a large fan base, you must use these two platforms to warm up your live broadcast room.

For example, on July 18, Angelababy posted a live broadcast warm-up copy on Weibo, which received 109,000 likes, 37,000 comments, and 17,000 reposts , which means that more than 100,000 users responded to her live broadcast preview.

That night, the total number of viewers of her live broadcast room reached 26 million .

Taobao's top anchor Wei Ya also often does live broadcast warm-up on Weibo, notifying users of live broadcast time and benefits, and guiding users to enter the live broadcast room on time.

We can refer to Wei Ya’s live broadcast warm-up copywriting skills and offer welfare bait: raffles for tablets, red envelopes, etc., to increase the popularity of the warm-up copywriting, attract more people to discover your live broadcast preview, and guide them into the live broadcast room.

In addition, you can also promote the live broadcast room through various channels such as WeChat friends, communities, Toutiao, etc. to attract fans for the live broadcast room.

DouShang Commune has summarized and organized the complete method of attracting traffic to the live broadcast room. If you don’t know how to warm up for the live broadcast, you can add Feng Ge’s WeChat: fengyoubai and chat with Feng Ge privately to share the specific operations with you!

04. Prepare a list of live broadcast equipment

Many people mistakenly believe that live streaming can be done with just a mobile phone. However, a mobile phone can broadcast live, but the quality of the live broadcast cannot be guaranteed .

In addition to mobile phones, a high-quality live broadcast also requires many auxiliary tools to help improve the quality of the live broadcast.

It mainly includes lights, stands, background walls, sound cards, microphones, product displays, other props and so on.

Among them, the bracket is mainly prepared for mobile phone live broadcast. In order to maintain stability, a bracket is required to support the mobile phone during mobile phone live broadcast.

The main function of the microphone is to prevent popping sounds and noise. Most anchors use condenser microphones.

The function of the sound card is to optimize the live sound quality and avoid problems such as noise, delay and distortion in the sound. Therefore, try to choose a sound card of better quality.

When live streaming, the most basic requirement is that the lighting in the live broadcast room is bright and comfortable . For example, when shooting close-up shots of beauty products, the indoor lighting is weak and a beauty light is needed. A ring beauty light is commonly used.

We have also compiled a detailed list of live broadcast equipment, including all the content of the equipment that needs to be prepared for the live broadcast room, as well as what models and prices to choose for the live broadcast room equipment.

05. Live content

The live broadcast content here mainly includes speech skills, interaction and transaction .

When doing live streaming to sell goods, what language should we use to introduce the products? What methods should be used to interact with the audience and how to promote transactions?

For example, you can introduce the product through a short story or history behind the brand or product, then explain the product's appearance features and selling points, demonstrate how to use the product, and compare it with other similar products to highlight your product's advantages.

Secondly, you can promote user transactions through guiding methods such as welfare lotteries, sharing comments, etc., and finally use sales promotion language to "urge" users to place orders.

Reference for follow-up words:

1. This model is really limited in quantity, only the last ### pieces are left. If you like it, be sure to place an order in time, otherwise you will miss it!

2. Count down to 10, and the limited time sale will begin and the item will be taken off the shelves.

3. There are only three minutes left. If you haven’t bought the product yet, please place your order quickly. We will take the product off the shelves when the time is up (and restore the original price)!

4. Dear customers, there are many people buying online, and the time of receiving the payment is the main factor. Please hurry up and place your order if you have taken a fancy to it! Please forgive those who didn't get the baby~~

5. This product has been selling very well for five consecutive years. This time we are giving it back to our customers at a super low price. You will earn money if you buy it.

For more detailed live broadcast scripts, we have compiled a complete operation guide document, as shown below, which includes live broadcast sales skills of big anchors such as Li Jiaqi, Wei Ya, Simba , as well as live broadcast scripts for newcomers, live broadcast chat skills and other practical information.

06. Live broadcast data and field control scheduling

In addition to the live broadcast content, there are many things in the live broadcast that need to be monitored and scheduled at all times to ensure the orderly progress of the live broadcast.

Mainly include:

Live broadcast backend push: maintain product inventory, put products on shelves in a timely manner, and control the lucky draw and welfare links.

Field control: The assistant should hold up signs to remind the live broadcast progress and precautions according to the audience’s reaction and the host’s needs.

For example, the live broadcast rooms of Wei Ya and Li Jiaqi often need to add goods. At this time, they need help to confirm with the brand owners in a timely manner whether to increase the quantity, and then provide feedback to the anchor, who then conveys it to the audience to form a smooth communication chain.

Data monitoring and strategy adjustment: During the live broadcast process, someone is needed to monitor the live broadcast data at any time and make timely strategic adjustments based on audience reactions, product sales, and various emergencies.

07. Post-live broadcast and review

Note: Don’t think that the live broadcast is over when it ends. After each live broadcast, you should reflect and review the live broadcast, find out the shortcomings in the live broadcast and take countermeasures to avoid the same mistakes in the next live broadcast.

First of all , after the live broadcast is over, it is necessary to check the prizes and benefits given out during the live broadcast and the details of the free orders to ensure that the user’s benefits are distributed smoothly.

Secondly , review the normal live broadcast, record the mistakes made during the live broadcast, take stock of the results of the live broadcast, analyze the patterns in the live broadcast (time periods and categories with good product sales, etc.), and finally hold a summary meeting to propose solutions and optimization plans.

Author: Doushang Commune

Source: Doushang Commune