Live broadcast operation plan sop

What is the effect of online live streaming on customer acquisition and conversion? ? The author of this article analyzes the business logic of live streaming customer acquisition. Let’s take a look.

1. Why does B-side business need to do live streaming?

Since the outbreak of the epidemic, traditional offline exhibition activities have been frequently disrupted, and companies have turned to online live broadcasts. Online live broadcasts of offline exhibitions and spontaneous live broadcasts within To B companies have become the norm. Live streaming accounts for an increasing proportion of B-side customer acquisition;

In addition to the external driving force of live broadcast, it is also affected by the following three factors:

• The habit of users watching live broadcasts is formed;
• Iterative upgrades of enterprise-level live broadcast tools and network upgrades;
• The rise of mobile live streaming tools;

2. Why is video account live broadcast recommended?

As a part of customer acquisition channels, live streaming is actually more about activating customer pool leads and other customer acquisition channels to attract new customers for activation and conversion. Video account live broadcast can not only connect corporate WeChat, small shops and public accounts to create a closed loop of live broadcast customer acquisition, but also video accounts have social attributes and can bring a certain degree of new traffic;

1. Connecting the public and private domains

Last year, WeChat connected the public and private domains, which means that the entire network platform is no longer an isolated individual, but a place where everyone can share what they have. The entire closed loop of the WeChat ecosystem is done very well. Orders can be placed directly in the video account live broadcast room, the video account can be linked to corporate WeChat, and the video account and the official account are also connected. For this entire closed loop, we only need to update valuable content.

2. There is no threshold for live streaming

As long as you have a mobile phone, you can live broadcast. It is not restricted by time and space. The rise of various live broadcast tools has further promoted the process of live broadcast.

3. There is a greater possibility

Why do we say that live streaming on video accounts has greater possibilities? Because video account live streaming has just become popular, WeChat has made various preparations in this regard. The connection between public and private domains has been made very clear above, so I will not explain it again. When new things just appear, most people wait and see. While waiting and watching, they may watch the platform rise, mature, and happen, and then miss the opportunity.

If you can seize the bonus period, you will have greater possibilities and make your efforts more effective.

3. The whole process of B-side live broadcast

Before doing a live broadcast event, we must first think clearly about why we want to do it? Which groups of people are it targeting? Which channels’ customers can participate in the live broadcast? Determine the theme of the live broadcast based on the audience and channel, then take stock of the resources at hand and determine the host of the live broadcast based on the resources at hand;

After solving the above problems, we started to prepare material packaging instructors and promotional content. Don’t forget to communicate with other departments and invite them to assist in promotion (sales, pre-sales, CSM and other front-end departments). Next, let’s go through the entire live broadcast process together;

1. Live content direction

Now that we know the form in which live course content is produced, the next question is what type of course content should be output? We need to think about who your target audience is? What content are they interested in? After comprehensive analysis, the themes of our live courses are positioned in three directions: business management, industry hot topics, and industry practice .

2. Cooperation with live lecturers

After determining the content direction of the course, the next step is to find a suitable lecturer. Where should we look for the lecturer we want? Courses are knowledge content, so where knowledge is gathered, that’s where the people we want to find are. We usually start from: WeChat official accounts, video accounts, Xiaohongshu, Zhihu, vertical communities, etc. You can also check the instructor information of competitors, and find the information of external cooperative instructors on other platforms, so that you can accurately find instructors to discuss cooperation;

After finding a teacher, the next step is business docking. We need to reversely match the appropriate teacher based on our content, and reserve multiple lecturers for the same content to avoid mismatches in lecturer schedules, etc.

After the instructor confirms that the cooperation is complete, we will then need to check the instructor's courseware and live broadcast outline to ensure that the live broadcast content does not deviate from the topic. At the same time, the instructor is required to broadcast benefits distribution, product promotion and sales during the live broadcast, etc. Please confirm with the instructor in advance;

3. Live broadcast theme and lecturer packaging

The topic and lecturer have been determined. Next, we will package the lecturer and prepare relevant promotional materials for channel promotion.

Generally, it includes lecturer posters, live broadcast theme posters, tweets and WeChat Moments promotion content. Prepare corresponding promotional materials and corresponding promotional words for different channels;

4. Customer invitation

After all materials are prepared, we need to promote the live broadcast activities with the relevant channel managers for different channels, provide the corresponding promotional materials before the promotion time node, and remember to follow up the promotion progress and the number of registrations during the promotion;

5. Live Streaming Debugging

Finally, don’t forget to perform pre-live debugging before the live broadcast. Try to confirm the equipment and processes a day or a few hours in advance to ensure that there will be no problems during the live broadcast.

6. Conclusion

After the content direction and instructor of the live broadcast are determined, the next question is how to conduct a live broadcast? What aspects are involved?

• Develop a comprehensive live broadcast operation plan and set the expected goals for this live broadcast;
• Determine the topic and lecturers, and provide customized packaging for the lecturers;
• Promotion schedule: Promotion schedule for different channels and preparation of related materials;
• Promotion table: coordinate and schedule the promotion of channels and other brother departments, and provide relevant materials;
• Live broadcast welfare list: distribution time and quantity, broadcast script, etc.;
• Some other forms: such as lecturer database, negotiation progress sheet, etc., to facilitate the promotion of long-term live broadcast;

4. In conclusion

The decision-making chain of B-side customers is longer, and most customers will not be converted directly through live streaming. What we need is to achieve the purpose of brand communication, obtaining leads, and customer cultivation through the reach of live streaming.