As follows:
1, determine the live broadcast time and duration.
When does it start? How long is the live broadcast? It is the primary content of live broadcast planning.
You need to know when more people will watch it. How long can the anchor control the live room? How long the live broadcast will not make the audience feel tired and so on.
Take all factors into account, and then make the daily or weekly live broadcast time and duration.
2. Determine the real-time content module
After determining the duration of the live broadcast, it is necessary to divide each stage of the duration into different modules.
For example, 10 minutes or 30 minutes before the broadcast, is it mainly used for interaction or talent show, or is it directly used to start the product? How often do you pay benefits? How often do you use products and interact?
It is necessary to plan how long each link will take to avoid the confusion of product explanation and product shelf time during the live broadcast; Missing the time to distribute benefits will lead to the loss of audience.
3, determine the way of interaction
When the live broadcast room interacts with users, how to enhance the participation enthusiasm of the audience and fans? Is it welfare or talent show? Is it an interactive question and answer or a lottery?
Analyze the possible effects of different interaction methods on the audience, so as to decide the interaction methods adopted in different time periods and avoid the silence between live broadcasts.
4. Determine the background and foreground settings of the live broadcast room.
According to the different themes of the live broadcast, determine how to arrange the live broadcast room. Is it to set up a live broadcast background on a tall building or a warm live broadcast background? Cold or warm light? Do you want to use a big venue or a small venue? Whether the live broadcast signal is smooth enough and so on.
You need to ensure that the decoration of the live broadcast room fits the theme of the live broadcast, the lighting in the live broadcast room can fully highlight the advantages of the product, and the live broadcast venue will not make users feel depressed. To create the best live room effect.
5. Determine the live drainage scheme.
The purpose of live broadcast drainage is to enhance the popularity of the live broadcast room, and more people can enter the live broadcast room to enhance the transformation.
For example, off-site live broadcast drainage or direct short video drainage?
Do you want to use a third-party platform for drainage? Whether to pay for drainage and so on.
It is very important to determine the drainage scheme of the live broadcast and maximize the popularity of the live broadcast room.
Finally, there are live broadcast selection planning, live broadcast promotion planning and so on. Only by comprehensively planning every link of live broadcast can the quality of live broadcast be optimized.
What is the content of a complete live broadcast plan?
A complete live broadcast planning content includes: determining the live broadcast theme, preliminary preparation, live broadcast activities, welfare introduction and product explanation.
1, determine the live broadcast theme.
First of all, we need to determine the theme and purpose of the live broadcast, whether the activity is to attract users' attention to enhance brand awareness or to achieve transformation and increase sales. Only after we have a goal can we make a follow-up plan. Usually, the theme can be set according to different time nodes and big promotion activities.
2. Preliminary preparation
Division of labor: give division of labor to the people in your live broadcast room, including the assistant and the live broadcast administrator. In case of unexpected situations such as rhythm and malicious connection, let them do a good job of controlling the field in the live broadcast room and activate the atmosphere in the live broadcast room in time.
3, live activities, welfare introduction
After officially entering the live broadcast, the anchor should initially introduce the activities and benefits set by the live broadcast of selling goods, arouse fans' interest in low-priced activities, retain fans to continue watching the live broadcast, and pave the way for further recommending products.
4. Product description
In the product recommendation stage, the anchor needs to show a professional attitude, introduce a series of parameters such as product function, design and specifications, and list the selling points and advantages of the product, so that the selling points of the product are prominent and clear.
What does a complete live broadcast plan include?
1, what is the purpose? Why do you want to do this live broadcast? Is it to expand influence, or to get customers directly? Or do it casually, without asking? The purpose is different, so the things to be prepared are different. In particular, it has a great impact on the live content.
2. What is the theme? As the topic owner said, you are aiming at family education this time, so you can't talk about vocational education in the live content, and the publicity copy naturally focuses on family education. The content of the live broadcast can only be produced after the theme is clear.
3. Who is the target audience? Who are you going to show the live broadcast? Identify the person you want to contact. The audience determines the direction of publicity copy and the choice of live broadcast platform. The audience of family education is naturally parents. Although children are consumed, the right to consume is in the hands of parents.
4. What are the contents and methods of implementation? What interest can you see in the live broadcast? What kind of live broadcast is used to complete it?
Related occupations
Product planning, product design to meet the needs of users.
Pre-planning, the position of land planning department of real estate company.
Marketing planning, a position to increase sales or market conversion rate.
Advertising planning, focusing on creative output.
Activity planning, a comprehensive service post with activities as the carrier.
Operation planning, a comprehensive service post with products or activities as the carrier.
Game planning, meeting users' challenge needs, designing levels and equipment needed for tackling key problems.
How to do live broadcast planning?
Live broadcast planning should be clear about several points:
1, what is the purpose? Why do you want to do this live broadcast? Is it to expand influence, or to get customers directly? Or do it casually, without asking? The purpose is different, so the things to be prepared are different. In particular, it has a great impact on the live content.
2. What is the theme? As the topic owner said, you are aiming at family education this time, so you can't talk about vocational education in the live content, and the publicity copy naturally focuses on family education. The content of the live broadcast can only be produced after the theme is clear.
3. Who is the target audience? Who are you going to show the live broadcast? Identify the person you want to contact. The audience determines the direction of publicity copy and the choice of live broadcast platform. The audience of family education is naturally parents. Although children are consumed, the right to consume is in the hands of parents.
4. What are the contents and methods of implementation? What interest can you see in the live broadcast? What kind of live broadcast is used to complete it? It depends on the three points mentioned above.
The above are the basic points that need to be considered in live broadcast planning. After clarifying the above points, the next step is the preparation for the live broadcast:
Before the live broadcast: What should I prepare for the live broadcast? Confirm the content, equipment, network, etc.
Live broadcast: What should we pay attention to in live broadcast? Live broadcast duration, content progress, audience interaction, etc.
After the live broadcast: What should I do after the live broadcast? A live broadcast is not over yet, and follow-up summary is very important. Not to mention data collation and analysis. Writing is relatively simple. If you are interested, you can consult Chanz Podcast New Media+Short Video Live, which is a detailed teaching. I also studied there, and now I am the operation director of a company.