直播帶貨拼什么？歐洲活動策劃帶你了解
2020-05-21
雖然今天人人都在談直播帶貨，歐洲活動策劃直播在瞬時成交上的表現(xiàn)也十分突出，但直播這個形態(tài)也是有它的天然缺陷的。
The operation of OPPO Find X2 release is quite typical: on weibo, first through the celebrity fan effect, the self-confident eyebrows of li yifeng were heated up to build a brand. Then, the official topic of # OPPO Find X2 was set up, and the brand topic page was used for brand construction to build a "reservoir" in the public domain flow. Then use super fans to preheat the information of the press conference, seize the private domain flow that can reach the target users, and preheat the water for the brand topic.
而在蓄水完成后，直播當時就要高位放水形成爆發(fā)之勢，最直接的就是要多點位高曝光、全方位多渠道導(dǎo)流，把聲勢真正地造出來。要實現(xiàn)這樣的效果僅靠直播間流量是不夠的，尤其是品牌自播，自有流量遠遠不足以形成聲浪，必然要借力于各類公域私域流量工具。
就連前面提到的OPPO，In this brand identification and the heat of the national level, released in the Find X2 officially began to live and have additional traffic tools on weibo to do a lot of investment, the comprehensive attention intercepting, finally realizes the conference live broadcast amount exceeds 75 million, the topic of reading effect, the importance of attention to traffic tools into leveraged overall leverage.
In addition to the spread of flow tools, their own hot spot ability is also very important.
比如說像喜茶這種高熱度網(wǎng)紅產(chǎn)品，稍有動作就能“熱搜預(yù)定“，近期就因為幾次微博抽獎都抽到了競品粉絲，“喜提熱搜”，兩天話題閱讀量就已經(jīng)高達7.3億。同時喜茶自身也具備造梗能力，和微博抽獎平臺官方賬號以及幾個競品進行互動，又帶動了粉絲瘋狂艾特各家競品的強互動，既吸引了關(guān)注，又留下了有趣會玩的品牌印記。
喜茶這個還算是應(yīng)勢造梗，產(chǎn)品發(fā)布類的營銷活動，就更需要品牌自發(fā)進行精細化的運營策劃了。比如說vivo S6在發(fā)布前，就利用了代言人劉昊然“自拍黑洞”的外號，再與娛樂類別的大號聯(lián)動，提前埋梗；等到直播發(fā)布會當中，品牌再連線劉昊然用新品自拍“交作業(yè)”，一下子就突出了產(chǎn)品“自拍神器”的標簽。
今年所有的風口中，恐怕沒有比直播更受矚目的了。
從去年薇婭、李佳琦全網(wǎng)破圈走紅，Become the head flow that can talk happily with ma yun，歐洲活動策劃再到今年羅永浩“下海”再創(chuàng)業(yè)首場直播帶貨1.6億，再到董明珠直播一場銷量With 310 million yuan, it equaled gree's annual e-commerce revenue -- online and offline, it seems to be out of step with The Times if we don't talk about live broadcasting
But in the brand in succession to live with goods eager to try at the same time, dong mingzhu, luo yonghao such a star entrepreneur, and li jiaqi such experienced anchors are often turned over, coupled with the rising costs, how to do a live broadcast has become a common headache for brand business proposition.
歐洲活動策劃比翻車上熱搜更讓品牌擔心的是，如果一場直播做完，沒有觀眾、沒有轉(zhuǎn)化、沒有銷量，恐怕是比全網(wǎng)翻車更為尷尬的場景。
在人人爭相入局的直播帶貨下半場，想要擁有直播間內(nèi)紅火熱鬧的幾十分鐘，所需要的是直播間外一整個品牌生態(tài)的建設(shè)做依托。
直播的天然缺陷
雖然今天人人都在談直播帶貨，歐洲活動策劃直播在瞬時成交上的表現(xiàn)也十分突出，但直播這個形態(tài)也是有它的天然缺陷的。
首要問題在于直播的強實時性：一場直播動輒幾個小時，但基本上不會有用戶會全程蹲守直播間。Most users don't spend hours listening to anchors talk about products. Even though luo yonghao, for example, watched more than 10 million videos of douyin live streaming in the first day, the online peak was only 2.9 million.
與此同時，實時進場的用戶也很難跟進——這也是為什么主播帶貨一個商品只會講幾分鐘，Because the user's attention will not be concentrated in the live broadcast room for a long time, it must be short, flat and fast to achieve the promotion effect
Therefore, the overall narrative of live streaming is completely non-linear and fragmented, which means that live streaming is actually not suitable for brand building: it is difficult to tell a brand story in a few minutes，直播間里的觀眾也很少會有耐心聽單方面的輸出。此前一些品牌在這方面的嘗試效果也并不好，例如董明珠在抖音首場直播里講格力和自己的創(chuàng)業(yè)故事，從各方面反饋來看，用戶就并不買賬。因此，在品牌傳播上，就必須在直播間外有其他動作來做補充。
而由于強實時性，直播也兼具了強互動性和強突發(fā)性的特點，這對主播的臨場能力是很大的挑戰(zhàn)，屢屢登上微博熱搜的各種翻車案例都說說明了這個問題——可以說是直播對企業(yè)最大的挑戰(zhàn)之一。
與直播的強實時性相對應(yīng)的，則是直播的弱傳播性。
一On the other hand, it is very difficult to spread the video content that often lasts for several hours, which has been a hard injury of live broadcasting since the era of live broadcasting in the show field. Even li started streaming live in 2017, but it was the viral spread of the "OMG" short video that ran the chopper. With so many competitors streaming in today,單靠直播本身走紅，難之又難。
另一方面，直播傳播性弱還有一個原因：在于直播“間”的概念下，內(nèi)外領(lǐng)域分明，兩個不同的傳播場是完全割裂。直播平臺大多沒有可供討論的公域，一個直播間就相當于一個單獨的私域流量池，不同的直播間之間彼此It is difficult to form natural interaction, only by connecting wheat and other tools to form the flow. This is why every time li jiaqi live broadcast of the topic point, or have to go on the micro blog hot search to ferment, even li jiaqi apology also get micro blog statement，本質(zhì)原因還是在于直播本身的傳播性差。
與此相應(yīng)的，直播還有一個特點在于在短視頻平臺算法分發(fā)的影響下，直播間的管道性其實很強，一場直播播完，下一次直播很難保證同一批用戶的重復(fù)觀看，新增用戶也并不容易被留存下來，流量的復(fù)用性比較差。
像老羅直播，第一場單場千萬累計觀看，到第六場雖然仍然有抖音加持，粉絲總量也到達了1000萬以上，但累計觀看只剩下不到600萬，同時在線峰值只剩下30萬——這還是在老羅自帶話題性，反復(fù)因為“翻車”登上微博熱搜的基礎(chǔ)上，可見流量復(fù)用艱難。
由此也可見，一個完整的“直播”It's not just a few hours in the studio：真正要做好直播，一樣要跑完一整個從用戶初次觸達到留存、長期運營的閉環(huán)。
要做好一場直播
功夫在直播間外
和表演的“臺上一分鐘，臺下十年功”一樣，品牌從觸達消費者到最終在直播間內(nèi)完成瞬時轉(zhuǎn)化，所走過的歷程往往是漏斗形的，也必須完成前期大量蓄水鋪墊、同步加熱，以及后期二次發(fā)酵和精細化的長期用戶運營才能真正的實現(xiàn)直播的價值。
First of all, it is important to build the brand in advance of the launch. Strong instantaneity of live broadcast means a strong sense of ritual: if there is no sufficient warm-up in the early stage of live broadcast, it is difficult to obtain a full and effective flow, and only with sufficient accumulation in the early stage can one's feet be completed in the live broadcast.
The operation of OPPO Find X2 release is quite typical: on weibo, first through the celebrity fan effect, the self-confident eyebrows of li yifeng were heated up to build a brand. Then, the official topic of # OPPO Find X2 was set up, and the brand topic page was used for brand construction to build a "reservoir" in the public domain flow. Then use super fans to preheat the information of the press conference, seize the private domain flow that can reach the target users, and preheat the water for the brand topic.
而在蓄水完成后，直播當時就要高位放水形成爆發(fā)之勢，最直接的就是要多點位高曝光、全方位多渠道導(dǎo)流，把聲勢真正地造出來。要實現(xiàn)這樣的效果僅靠直播間流量是不夠的，尤其是品牌自播，自有流量遠遠不足以形成聲浪，必然要借力于各類公域私域流量工具。
就連前面提到的OPPO，In this brand identification and the heat of the national level, released in the Find X2 officially began to live and have additional traffic tools on weibo to do a lot of investment, the comprehensive attention intercepting, finally realizes the conference live broadcast amount exceeds 75 million, the topic of reading effect, the importance of attention to traffic tools into leveraged overall leverage.
In addition to the spread of flow tools, their own hot spot ability is also very important.
比如說像喜茶這種高熱度網(wǎng)紅產(chǎn)品，稍有動作就能“熱搜預(yù)定“，近期就因為幾次微博抽獎都抽到了競品粉絲，“喜提熱搜”，兩天話題閱讀量就已經(jīng)高達7.3億。同時喜茶自身也具備造梗能力，和微博抽獎平臺官方賬號以及幾個競品進行互動，又帶動了粉絲瘋狂艾特各家競品的強互動，既吸引了關(guān)注，又留下了有趣會玩的品牌印記。
喜茶這個還算是應(yīng)勢造梗，產(chǎn)品發(fā)布類的營銷活動，就更需要品牌自發(fā)進行精細化的運營策劃了。比如說vivo S6在發(fā)布前，就利用了代言人劉昊然“自拍黑洞”的外號，再與娛樂類別的大號聯(lián)動，提前埋梗；等到直播發(fā)布會當中，品牌再連線劉昊然用新品自拍“交作業(yè)”，一下子就突出了產(chǎn)品“自拍神器”的標簽。
另外，考慮到直播場內(nèi)外互動的割裂，直播結(jié)束后，持續(xù)把握輿論場動向也是相當重要的。
這里不得不提的是，要做好直播內(nèi)容的二次傳播, the real interactive public opinion battlefield or in the micro blog and other social media. Consumers may be impulsive consumption in the broadcast room, but may also jump out of the secondary search information, especially mobile phone 3C and other customer price is larger products, at this time the guidance of brand information is very important, evaluation and other multi-directional information will produce secondary effect. After the release of vivo S6, the combined KOL of the whole station exceeded 630, and the total reading volume of 189 million was launched, so as to ensure the global heat after the end of the live broadcast.
In addition to KOL, in the era of KOC's rise, ordinary users and fans had to be taken care of,尤其是為了提高直播的流量復(fù)用效率，長期的品牌粉絲群體運營必不可少。直播間內(nèi)，瞬時溝通互動性強，但單個粉絲很難被照顧到，精細化的客戶及口碑運營的功夫設(shè)計也必須在直播間外。
而在粉絲運營這一點上，在目前行業(yè)內(nèi)的現(xiàn)行方案中，抖快的私域運營工具構(gòu)建還不成熟，從不同平臺導(dǎo)流到微信私域的轉(zhuǎn)化成本和運營投入則較高，而電商平臺上的商家粉絲群利用率比較低，整體看下來反倒是微博因為與淘系的鏈路連接緊密，目前相對而言是流量損耗較小且整體效率較高的一個平臺，也是較為適合承載直播后粉絲留存的平臺。
對于品牌而言，2020年直播帶貨已經(jīng)過了做不做的階段，而過渡到了怎么做才能做好的挑戰(zhàn)上。而想成功做出一場能夠有完整瞬時爆發(fā)的直播，除了技術(shù)層面的基礎(chǔ)建設(shè)以外，更重要的整個品牌建設(shè)及流量轉(zhuǎn)化的鏈路必須搭建完整。
拓源新思廣告直播的商業(yè)價值絕對不僅限于分鐘的播放量和限時下的交易量。想要真正做好直播，直播間之外的長期品牌生態(tài)建設(shè)才更加必不可少。
