直播内容设计与推广Livestream课件讲解

直播内容设计与推广Livestreamingcontentdesignandpromotion主讲人：Lecturer:直播内容Livestreamingcontent直播目的Livestreamingpurpose七大方式Sevenways传播方式CommunicationwaysContents目录五步法设计直播内容

Thefive-stepmethodtodesignlivestreamingcontent通过五步法设计直播内容的思路Designinglivestreamingcontentandthoughtinfive-stepmethod01五步法设计直播内容Thefive-stepmethodtodesignlivestreamingcontent了解互联网直播营销KnowingtheInternetlivestreamingmarketing参与门槛低Lowbarrierstoentry五步法设计直播内容Thefive-stepmethodtodesignlivestreamingcontent了解互联网直播营销KnowingtheInternetlivestreamingmarketing内容多样化Diversifiedcontent五步法设计直播内容Thefive-stepmethodtodesignlivestreamingcontent互联网直播营销四大因素ThefourfactorsoftheInternetlivestreamingmarketing场景

Scene人物Character产品Product创意Creativity五步法设计直播内容Thefive-stepmethodtodesignlivestreamingcontent直播内容“五步法”

Thefive-stepmethodoflivestreamingcontent

整体思路Overallidea

策划筹备Planningandpreparation

直播执行Livestreamingexecution

后期传播Latecommunication

效果总结Summaryeffect五步法设计直播内容Thefive-stepmethodtodesignlivestreamingcontent（1）整体思路(1)Overallidea方式选择Modeselect目的分析Objectiveanalysis组合策略Portfoliostrategy整体思路Overallidea五步法设计直播内容Thefive-stepmethodtodesignlivestreamingcontent（2）策划筹备(2)Planningandpreparation在直播开始前将直播过程中用到的软硬件测试好，并尽可能降低失误率，防止因为筹备疏忽而引起不良的直播效果。

Testingthesoftwareandhardwareusedinthelivestreamingbeforeitstarts.Anddecreasingthecomplicatingasfaraspossibletopreventbadstreamingresultbecauseoftheoversightpreparation.将直播内容谁方案撰写完善；Writingandimprovingthelivestreamingcontent213为了确保直播当天的人气，直播运营团队还需要提前进行预热宣传，鼓励粉丝提前进入直播间，静候直播开场。

Inordertoensurethepopularityofthestreamingthen,theteamalsoneedstomakepublicityinadvancetoencouragefanstoenterthestreamingroominadvanceandwaitforthebeginningofit.五步法设计直播内容Thefive-stepmethodtodesignlivestreamingcontent（3）直播执行(3)Livestreamingexecution直播内容设计的第三大环节是直播执行。前期筹备是为了现场执行更流畅，因为从观众的角度，只能看到直播现场，无法感知前期的筹备。Thethirdpartoflivestreamingcontentdesignisstreamingexecution.Thepurposeofthepreparationistomaketheliveexecutionmorefluently,becausefromtheperspectiveoftheaudience,theycanonlyseethelivestreaming,butcannotperceivethepreliminarypreparation.五步法设计直播内容Thefive-stepmethodtodesignlivestreamingcontent（3）直播执行(3)Livestreamingexecution为了达到已经设定好的直播营销目的，主持人及现场工作人员需要尽可能按照直播营销方案，将直播开场、直播互动、直播收尾等环节顺畅地推进，并确保直播的顺利完成。Inordertoachievethesetpurposeoflivestreamingmarketing,thehostandtheon-sitestaffneedtofollowthemarketingplanasfaraspossible,thenpromotethebeginning,interactionandendingofsteamingsmoothlytoensurethesucceedofthestreaming.>五步法设计直播内容Thefive-stepmethodtodesignlivestreamingcontent（4）后期传播(4)Latecommunication直播内容设计的第四大环节是后期传播。直播结束并不意味着营销结束，新媒体运营团队需要将直播涉及的图片、文字、视频等，继续通过互联网传播，让其抵达未观看现场直播的粉丝，让直播效果最大化。

Thefourthpartoflivestreamingcontentdesignisthelatecommunication.Theendofthestreamingdoesnotmeantheendofmarketing.Andthenewmediaoperationteamneedsspreadthepictures,wordsandvideosinvolvedinthestreamingthroughtheInternet,sothatthefanswhohavenotwatchedthestreamingcanseeitandtheeffectoflivebroadcastcangetmaximization.五步法设计直播营销Thefive-stepmethodtodesignlivestreamingcontent（5）效果总结(5)Summaryeffect直播内容设计的第五大环节是效果总结。直播后期传播完成后，直播运营团队需要进行复盘，Thefifthpartofthedesignoflivestreamingcontentistheeffectsummary.Afterfinishingstreamingspread,thelivestreamingoperationteamneedstomakeasecondcheck.组织团队讨论，提炼出本场直播的经验与教训，做好团队经验备份。Organizingteamdiscussion,extracttheexperienceandlessonsofthislivestreaming,andmakingabackupofteamexperienceandlessons.

进行直播数据统计并与直播前的营销目的作比较，判断直播效果；Comparingthestatisticsofstreamingwiththemarketingobjectivesbeforetojudgethelivestreamingeffect;五步法设计直播营销Thefive-stepmethodtodesignlivestreamingcontent（5）效果总结(5)Summaryeffect每一次直播营销结束后的总结与复盘，都可以作为新媒体团队的整体经验，为下一次直播营销提供优化依据或策划参考。Thesummaryandsecondcheckafterfinishingeachlivestreamingmarketingcanserveastheoverallexperienceofthenewmediateamandprovidetheoptimizationbasisorplanningreferenceforthenextlivestreamingmarketing.直播目的分析技巧

Analyticalskillsoflivestreamingpurpose每一场直播都是有营销目的，我们根据营销目的分析直播Thereisamarketingpurposeofeverylivestreaming,andweanalyzeitaccordingtothemarketingpurpose02直播目的分析技巧Analyticalskillsoflivestreamingpurpose产品分析Productsanalysis用户分析Usersanalysis营销目标Marketingobjectives直播目的Marketingpurpose任何一场直播都必须围绕营销目的展开，可以通过，产品分析、用户分析、营销目标三个层面提炼Anylivebroadcastmustfocusonthemarketingpurpose,whichcanberefinedfromthreeaspects:suchasproductsanalysis,usersanalysisandmarketingobjectives直播目的分析技巧Analyticalskillsoflivestreamingpurpose直播产品分类Streamingproducts'categories实物产品Physicalproducts大闸蟹Hairycrab鞋子Shoes护肤品Skincareproducts手机Phone洗发水Shampoo零食Snacks衣服Clothes……珍珠Pearl文玩Antiques表演Performance音乐Music舞蹈Dancing软件Software魔术Magic视频Videos游戏Games教学Teaching……虚拟产品Virtualproducts直播目的分析技巧Analyticalskillsoflivestreamingpurpose产品功能与效果Thefunctionsandeffectsofproducts两大维度Twodimensions产品形态与成分Theformandcompositionofproducts产品形状、产品尺寸、主要结构、构成成分等Theshape,size,mainstructureandconstituentofproducts,etc产品口味、容量、操作性能Theflavor,capacityandperformanceofproducts直播目的分析技巧Analyticalskillsoflivestreamingpurpose用户分析主要由两部分组成，包括属性特征分析及行为特征分析。Usersanalysisismainlycomposedoftwoparts,includingattributecharacteristicanalysisandbehaviorcharacteristicanalysis.固定属性Fixedattributes可变属性Variableattributes用户属性特征分析

Attributecharacteristicanalysis用户行为特征分析Analysisofuserbehaviorcharacteristics用户分析Usersanalysis直播目的分析技巧AnalyticalskillsoflivestreamingpurposeSMART

原则SMART

principle

Specific具体成果Specific

specificresultsMeasurable可度量Attainable能达到Time-bound时限Relevant现实Measurable可度量Measurable

measurableAttainable能达到Attainable

canachieveTime-bound时限Time-bound

limitRelevant现实Relevant

reality直播目的分析技巧Analyticalskillsoflivestreamingpurpose影响直播效果的因素Thefactorseffectingstreamingresults策略组合Strategycombination人物Characters场景Scene产品Products创意Creativity直播营销的七大方式

Sevenwaysoflivestreamingmarketing直播营销的方式很多，我们总结一些常见的直播方式Therearemanywaysoflivestreamingmarketing.Let'ssummarizesomecommonstreamingways03直播营销的七大方式Sevenwaysoflivestreamingmarketing直播营销常见的七种方式Sevencommonwaysoflivestreamingmarketing颜值营销Facemarketing采访营销Interviewingmarketing明星营销Starsmarketing对比营销Comparisonmarketing稀有营销Raremarketing利他营销Altruismmarketing才艺营销Acquirementmarketing直播营销的七大方式Sevenwaysoflivestreamingmarketing消费者心理Consumerpsychology听说Hear了解Know判断Judge下单Order直播营销的七大方式Sevenwaysoflivestreamingmarketing企业对策Company'scountermeasures听说推新品听说推新品听说/Hear推新品Launchnewproducts了解/Know讲产品Explainproducts判断/Judge提口碑Promoterecognition下单/Order促销售Salespromotion直播营销的七大方式Sevenwaysoflivestreamingmarketing不同直播方式下的营销重点Marketingfocus

underdifferentlivestreamingmodes

重点/Keypoints方式/Ways推新品Launchnewproducts讲产品Explainproducts提口碑Promoterecognition促销售Salespromotion颜值营销Facemarketing√√明星营销Starmarketing√√√稀有营销Raremarketing√√√利他营销Altruismmarketing√√才艺营销Acquirementmarketing√√对比营销Comparisonmarketing√√采访营销Interviewingmarketing√直播视频剪辑与传播方式

Livestreamingvideoseditingandcommunicationmethods

直播视频剪辑与推广直接影响直播的受众范围Livestreamingvideoseditingandpromotiondirectlyaffectthemassaudience04直播视频剪辑与传播方式Livestreamingvideoseditingandcommunicationmethods确定目标Determiningthetarget选择形式Selectingtheform组合媒体Combiningthemedia传播形式Communicationforms媒体组合Mediacombinations媒体示例Mediasamples视频Videos自媒体+视频平台We-media+videoplatforms官方微博、微信公众号、优酷、土豆等Officialweibo,WeChatofficialaccount,youku,tudou,etc软文Articles媒体+论坛Media+Forum虎嗅网、36氪、知乎、百度贴吧等H,36Kr,Zhihu,BaiduTieba,etc表情包Memes自媒体+社群We-Media+community官方微博、微信公众号、微信群、QQ群等Officialmicroblog,WeChatofficialaccount,WeChatgroup,QQgroup,etc不同传播形式下的媒体组合。Mediacombinationsindifferentformsofcommunication.直播传播计划包括三部分：确定目标、选择形式、组合媒体。Thelivestreamingcommunicationplanincludesthreeparts:determiningthetarget,selectingtheform,andcombiningthemedia.直播视频剪辑与传播方式Livestreamingvideoseditingandcommunicationmethods免费推广Freepromotion付费推广Paypromotion视频推广主要分为两种推广形式。Videopromotionismainlydividedintotwoformsofpromotion.直播视频剪辑与传播方式Livestreamingvideoseditingandcommunicationmethods思路确定视频制作视频上传视频推广思路确定视频制作视频上传视频推广包括四个步骤：思路确定、视频制作、视频上传、视频推广。Videopromotionincludesfoursteps:ideasdetermine,videoproduction,videoupload,videopromotion.思路确定视频制作视频上传

思路确定

Ideasdetermine

视频制作

Videoproduction

视频上传Videoupload

视频推广

Videopromotion直播视频剪辑与传播方式Livestreamingvideoseditingandcommunicationmethods第一步：思路确定Step1:ideasdetermine全程录博Full-timeelevision浓缩摘要Extractandbstract片段截取Fragmentsinterception免费推广方式Waysoffreepromotion直播视频剪辑与传播方式Fragmentsinterception第二步：视频制作/Step2:videomakingVUE美拍大师Airvid快手Kwai爱剪辑iJ格式工厂FormatFactory……免费推广方式/Waysoffreepromotion直播视频剪辑与传播方式Livestreamingvideoseditingandcommunicationmethods第三步：视频上传/Step3:uploadingvideos

主流视频网站的基本规则限制

Thebasicruleslimitationofmainstreamvideosites网站名称Websitenames格式要求Formatrequirements大小限制Sizelimit最短时长Minimumlengthoftime优酷土豆Youkutudouwmv、avi、dat、rm、rmvb、3gp等Wmv,avi,dat,rm,rmvb,3gp,etc≤15G≥15秒≥15sec爱奇艺iQIYIavi、f4v、wmv、as