直播內容設計與推廣Livestream課件講解

直播內容設計與推廣Livestreamingcontentdesignandpromotion主講人：Lecturer:直播內容Livestreamingcontent直播目的Livestreamingpurpose七大方式Sevenways傳播方式CommunicationwaysContents目錄五步法設計直播內容

Thefive-stepmethodtodesignlivestreamingcontent通過五步法設計直播內容的思路Designinglivestreamingcontentandthoughtinfive-stepmethod01五步法設計直播內容Thefive-stepmethodtodesignlivestreamingcontent了解互聯(lián)網(wǎng)直播營銷KnowingtheInternetlivestreamingmarketing參與門檻低Lowbarrierstoentry五步法設計直播內容Thefive-stepmethodtodesignlivestreamingcontent了解互聯(lián)網(wǎng)直播營銷KnowingtheInternetlivestreamingmarketing內容多樣化Diversifiedcontent五步法設計直播內容Thefive-stepmethodtodesignlivestreamingcontent互聯(lián)網(wǎng)直播營銷四大因素ThefourfactorsoftheInternetlivestreamingmarketing場景

Scene人物Character產品Product創(chuàng)意Creativity五步法設計直播內容Thefive-stepmethodtodesignlivestreamingcontent直播內容“五步法”

Thefive-stepmethodoflivestreamingcontent

整體思路Overallidea

策劃籌備Planningandpreparation

直播執(zhí)行Livestreamingexecution

后期傳播Latecommunication

效果總結Summaryeffect五步法設計直播內容Thefive-stepmethodtodesignlivestreamingcontent（1）整體思路(1)Overallidea方式選擇Modeselect目的分析Objectiveanalysis組合策略Portfoliostrategy整體思路Overallidea五步法設計直播內容Thefive-stepmethodtodesignlivestreamingcontent（2）策劃籌備(2)Planningandpreparation在直播開始前將直播過程中用到的軟硬件測試好，并盡可能降低失誤率，防止因為籌備疏忽而引起不良的直播效果。

Testingthesoftwareandhardwareusedinthelivestreamingbeforeitstarts.Anddecreasingthecomplicatingasfaraspossibletopreventbadstreamingresultbecauseoftheoversightpreparation.將直播內容誰方案撰寫完善；Writingandimprovingthelivestreamingcontent213為了確保直播當天的人氣，直播運營團隊還需要提前進行預熱宣傳，鼓勵粉絲提前進入直播間，靜候直播開場。

Inordertoensurethepopularityofthestreamingthen,theteamalsoneedstomakepublicityinadvancetoencouragefanstoenterthestreamingroominadvanceandwaitforthebeginningofit.五步法設計直播內容Thefive-stepmethodtodesignlivestreamingcontent（3）直播執(zhí)行(3)Livestreamingexecution直播內容設計的第三大環(huán)節(jié)是直播執(zhí)行。前期籌備是為了現(xiàn)場執(zhí)行更流暢，因為從觀眾的角度，只能看到直播現(xiàn)場，無法感知前期的籌備。Thethirdpartoflivestreamingcontentdesignisstreamingexecution.Thepurposeofthepreparationistomaketheliveexecutionmorefluently,becausefromtheperspectiveoftheaudience,theycanonlyseethelivestreaming,butcannotperceivethepreliminarypreparation.五步法設計直播內容Thefive-stepmethodtodesignlivestreamingcontent（3）直播執(zhí)行(3)Livestreamingexecution為了達到已經設定好的直播營銷目的，主持人及現(xiàn)場工作人員需要盡可能按照直播營銷方案，將直播開場、直播互動、直播收尾等環(huán)節(jié)順暢地推進，并確保直播的順利完成。Inordertoachievethesetpurposeoflivestreamingmarketing,thehostandtheon-sitestaffneedtofollowthemarketingplanasfaraspossible,thenpromotethebeginning,interactionandendingofsteamingsmoothlytoensurethesucceedofthestreaming.>五步法設計直播內容Thefive-stepmethodtodesignlivestreamingcontent（4）后期傳播(4)Latecommunication直播內容設計的第四大環(huán)節(jié)是后期傳播。直播結束并不意味著營銷結束，新媒體運營團隊需要將直播涉及的圖片、文字、視頻等，繼續(xù)通過互聯(lián)網(wǎng)傳播，讓其抵達未觀看現(xiàn)場直播的粉絲，讓直播效果最大化。

Thefourthpartoflivestreamingcontentdesignisthelatecommunication.Theendofthestreamingdoesnotmeantheendofmarketing.Andthenewmediaoperationteamneedsspreadthepictures,wordsandvideosinvolvedinthestreamingthroughtheInternet,sothatthefanswhohavenotwatchedthestreamingcanseeitandtheeffectoflivebroadcastcangetmaximization.五步法設計直播營銷Thefive-stepmethodtodesignlivestreamingcontent（5）效果總結(5)Summaryeffect直播內容設計的第五大環(huán)節(jié)是效果總結。直播后期傳播完成后，直播運營團隊需要進行復盤，Thefifthpartofthedesignoflivestreamingcontentistheeffectsummary.Afterfinishingstreamingspread,thelivestreamingoperationteamneedstomakeasecondcheck.組織團隊討論，提煉出本場直播的經驗與教訓，做好團隊經驗備份。Organizingteamdiscussion,extracttheexperienceandlessonsofthislivestreaming,andmakingabackupofteamexperienceandlessons.

進行直播數(shù)據(jù)統(tǒng)計并與直播前的營銷目的作比較，判斷直播效果；Comparingthestatisticsofstreamingwiththemarketingobjectivesbeforetojudgethelivestreamingeffect;五步法設計直播營銷Thefive-stepmethodtodesignlivestreamingcontent（5）效果總結(5)Summaryeffect每一次直播營銷結束后的總結與復盤，都可以作為新媒體團隊的整體經驗，為下一次直播營銷提供優(yōu)化依據(jù)或策劃參考。Thesummaryandsecondcheckafterfinishingeachlivestreamingmarketingcanserveastheoverallexperienceofthenewmediateamandprovidetheoptimizationbasisorplanningreferenceforthenextlivestreamingmarketing.直播目的分析技巧

Analyticalskillsoflivestreamingpurpose每一場直播都是有營銷目的，我們根據(jù)營銷目的分析直播Thereisamarketingpurposeofeverylivestreaming,andweanalyzeitaccordingtothemarketingpurpose02直播目的分析技巧Analyticalskillsoflivestreamingpurpose產品分析Productsanalysis用戶分析Usersanalysis營銷目標Marketingobjectives直播目的Marketingpurpose任何一場直播都必須圍繞營銷目的展開，可以通過，產品分析、用戶分析、營銷目標三個層面提煉Anylivebroadcastmustfocusonthemarketingpurpose,whichcanberefinedfromthreeaspects:suchasproductsanalysis,usersanalysisandmarketingobjectives直播目的分析技巧Analyticalskillsoflivestreamingpurpose直播產品分類Streamingproducts'categories實物產品Physicalproducts大閘蟹Hairycrab鞋子Shoes護膚品Skincareproducts手機Phone洗發(fā)水Shampoo零食Snacks衣服Clothes……珍珠Pearl文玩Antiques表演Performance音樂Music舞蹈Dancing軟件Software魔術Magic視頻Videos游戲Games教學Teaching……虛擬產品Virtualproducts直播目的分析技巧Analyticalskillsoflivestreamingpurpose產品功能與效果Thefunctionsandeffectsofproducts兩大維度Twodimensions產品形態(tài)與成分Theformandcompositionofproducts產品形狀、產品尺寸、主要結構、構成成分等Theshape,size,mainstructureandconstituentofproducts,etc產品口味、容量、操作性能Theflavor,capacityandperformanceofproducts直播目的分析技巧Analyticalskillsoflivestreamingpurpose用戶分析主要由兩部分組成，包括屬性特征分析及行為特征分析。Usersanalysisismainlycomposedoftwoparts,includingattributecharacteristicanalysisandbehaviorcharacteristicanalysis.固定屬性Fixedattributes可變屬性Variableattributes用戶屬性特征分析

Attributecharacteristicanalysis用戶行為特征分析Analysisofuserbehaviorcharacteristics用戶分析Usersanalysis直播目的分析技巧AnalyticalskillsoflivestreamingpurposeSMART

原則SMART

principle

Specific具體成果Specific

specificresultsMeasurable可度量Attainable能達到Time-bound時限Relevant現(xiàn)實Measurable可度量Measurable

measurableAttainable能達到Attainable

canachieveTime-bound時限Time-bound

limitRelevant現(xiàn)實Relevant

reality直播目的分析技巧Analyticalskillsoflivestreamingpurpose影響直播效果的因素Thefactorseffectingstreamingresults策略組合Strategycombination人物Characters場景Scene產品Products創(chuàng)意Creativity直播營銷的七大方式

Sevenwaysoflivestreamingmarketing直播營銷的方式很多，我們總結一些常見的直播方式Therearemanywaysoflivestreamingmarketing.Let'ssummarizesomecommonstreamingways03直播營銷的七大方式Sevenwaysoflivestreamingmarketing直播營銷常見的七種方式Sevencommonwaysoflivestreamingmarketing顏值營銷Facemarketing采訪營銷Interviewingmarketing明星營銷Starsmarketing對比營銷Comparisonmarketing稀有營銷Raremarketing利他營銷Altruismmarketing才藝營銷Acquirementmarketing直播營銷的七大方式Sevenwaysoflivestreamingmarketing消費者心理Consumerpsychology聽說Hear了解Know判斷Judge下單Order直播營銷的七大方式Sevenwaysoflivestreamingmarketing企業(yè)對策Company'scountermeasures聽說推新品聽說推新品聽說/Hear推新品Launchnewproducts了解/Know講產品Explainproducts判斷/Judge提口碑Promoterecognition下單/Order促銷售Salespromotion直播營銷的七大方式Sevenwaysoflivestreamingmarketing不同直播方式下的營銷重點Marketingfocus

underdifferentlivestreamingmodes

重點/Keypoints方式/Ways推新品Launchnewproducts講產品Explainproducts提口碑Promoterecognition促銷售Salespromotion顏值營銷Facemarketing√√明星營銷Starmarketing√√√稀有營銷Raremarketing√√√利他營銷Altruismmarketing√√才藝營銷Acquirementmarketing√√對比營銷Comparisonmarketing√√采訪營銷Interviewingmarketing√直播視頻剪輯與傳播方式

Livestreamingvideoseditingandcommunicationmethods

直播視頻剪輯與推廣直接影響直播的受眾范圍Livestreamingvideoseditingandpromotiondirectlyaffectthemassaudience04直播視頻剪輯與傳播方式Livestreamingvideoseditingandcommunicationmethods確定目標Determiningthetarget選擇形式Selectingtheform組合媒體Combiningthemedia傳播形式Communicationforms媒體組合Mediacombinations媒體示例Mediasamples視頻Videos自媒體+視頻平臺We-media+videoplatforms官方微博、微信公眾號、優(yōu)酷、土豆等Officialweibo,WeChatofficialaccount,youku,tudou,etc軟文Articles媒體+論壇Media+Forum虎嗅網(wǎng)、36氪、知乎、百度貼吧等H,36Kr,Zhihu,BaiduTieba,etc表情包Memes自媒體+社群We-Media+community官方微博、微信公眾號、微信群、QQ群等Officialmicroblog,WeChatofficialaccount,WeChatgroup,QQgroup,etc不同傳播形式下的媒體組合。Mediacombinationsindifferentformsofcommunication.直播傳播計劃包括三部分：確定目標、選擇形式、組合媒體。Thelivestreamingcommunicationplanincludesthreeparts:determiningthetarget,selectingtheform,andcombiningthemedia.直播視頻剪輯與傳播方式Livestreamingvideoseditingandcommunicationmethods免費推廣Freepromotion付費推廣Paypromotion視頻推廣主要分為兩種推廣形式。Videopromotionismainlydividedintotwoformsofpromotion.直播視頻剪輯與傳播方式Livestreamingvideoseditingandcommunicationmethods思路確定視頻制作視頻上傳視頻推廣思路確定視頻制作視頻上傳視頻推廣包括四個步驟：思路確定、視頻制作、視頻上傳、視頻推廣。Videopromotionincludesfoursteps:ideasdetermine,videoproduction,videoupload,videopromotion.思路確定視頻制作視頻上傳

思路確定

Ideasdetermine

視頻制作

Videoproduction

視頻上傳Videoupload

視頻推廣

Videopromotion直播視頻剪輯與傳播方式Livestreamingvideoseditingandcommunicationmethods第一步：思路確定Step1:ideasdetermine全程錄博Full-timeelevision濃縮摘要Extractandbstract片段截取Fragmentsinterception免費推廣方式Waysoffreepromotion直播視頻剪輯與傳播方式Fragmentsinterception第二步：視頻制作/Step2:videomakingVUE美拍大師Airvid快手Kwai愛剪輯iJ格式工廠FormatFactory……免費推廣方式/Waysoffreepromotion直播視頻剪輯與傳播方式Livestreamingvideoseditingandcommunicationmethods第三步：視頻上傳/Step3:uploadingvideos

主流視頻網(wǎng)站的基本規(guī)則限制

Thebasicruleslimitationofmainstreamvideosites網(wǎng)站名稱Websitenames格式要求Formatrequirements大小限制Sizelimit最短時長Minimumlengthoftime優(yōu)酷土豆Youkutudouwmv、avi、dat、rm、rmvb、3gp等Wmv,avi,dat,rm,rmvb,3gp,etc≤15G≥15秒≥15sec愛奇藝iQIYIavi、f4v、wmv、as