Tik Tok Field Delivery Operation Manual

First, before the live broadcast, o 1. Live broadcast team structure anchor: main event introduction, product introduction, overall planning, fan interaction, and broadcast distribution: promoting atmosphere, introducing promotional activities, reminding activities, reminding selling points, guiding attention, and helping broadcast: knowing the sales volume and order number in real time, reminding the anchor. Voiceover interaction mainly assists the anchor in introducing product features, features and grass planting products, and at the same time assists the anchor in interacting with users. Central control is responsible for the price changes of on-site products, inventory checking, activity preference setting, store background setting, product explanation and the cooperation of PC live broadcast terminals. Operation is responsible for the operation and promotion of live data and overall rhythm. Shooting and editing is responsible for video shooting and editing before live broadcast, and customer service and after-sales are responsible for customer after-sales problems during live broadcast. Profit payment: also known as "high price", the product takes profit as the starting point and has high profit. Main push: profitable, cost-effective, or data-based style. Secondary promotion: matching, or styles made in the live broadcast room, catering to customer groups, seasons, etc. o3。 On-site script planning and writing. Flow chart of live broadcast: including time schedule, live broadcast content and anchor arrangement. Product selling point: team communication, looking for product selling point. Preferential measures: distribution of red envelopes, coupons and other promotional measures. Oral broadcast. Short video preheating: 2 hours in advance; Daily short video: the duration is within 20-30 seconds. Pre-heating short video: Make a preview short video before live broadcast to increase the date and time of live broadcast, but avoid mentioning marketing information such as spike, discount, welfare and preferential price. Quantity: 2-3 preheating short videos; Comments: the comment area maintains the live broadcast time and guides other users to initiate comments; Trivia short video: Trivia short video subtitles shot from the third perspective: add subtitle information, such as what is necessary for white-collar workers in the workplace, to increase the click-through rate of users' live broadcast. Quantity: 2-5 articles will be released during live broadcast; Short-term: increase the traffic in the live broadcast room by sending short videos; Long-term: Fixed live broadcast, and gradually increase the proportion of o5 recommended live broadcast traffic. Live bucket+:boost live broadcast. Delivery time: dou+ will be released as soon as it goes online, which will increase the popularity of the live broadcast room in the early stage; Audience type: for men or women, choose the appropriate age group and guide the accurate ordering group into the live broadcast room; Short video selection: manually select short videos with high broadcast volume in recent 1 month for delivery, so as to improve the delivery efficiency of live dou+; Estimated exposure time: Select time o6 in combination with live broadcast time. Set the live scene. Select multiple live broadcast backgrounds for backup to avoid partial background exposure. Need to match the brand or live theme. Set the shelf background: the goods are in front of the scene, and the key goods are displayed (prominently in the center of the screen). Increase the background to show more goods in depth. The lighting shall be uniform and will not cause overexposure. A mobile fill light is added to adjust the lighting. Radio background exposure: test in advance to ensure that the background will not be overexposed. Make sure that the microphone is clearly received. The network ensures the stability of the network and makes a good test in advance. To avoid interruption of live broadcast, spare network card (picture). It is suggested to broadcast live from multiple angles, such as: explaining the goods at close range, placing the platform in a long distance and increasing the whole body angle (according to the category). Live broadcast equipment: it is recommended to use mobile phones or cameras with iphone8 or above, SLR, video camera, props, and activity bulletin boards for live broadcast: always remind the main content of attractive activities, and the font should be as large and eye-catching as possible to increase the number of products. Product hand card, intuitively tell users how to choose SKUo branch theme, and highlight the display of product advantage o7. Network speed measurement and hardware inspection before broadcasting. Use the official broadcast equipment and formal network environment, log in to the low-powder account, set the account as private, and conduct the following tests during the broadcast to avoid unknown influences. Hardware requirements (mobile phone can meet one of the following two requirements): ios: it is recommended to be above iPhonex; Android: recommended by flagship machine. PC: System: Windows 10, memory: more than 8G, CPU:Intel 7, no card test. Upload bandwidth requirement > = 10Mbps. If there is a network master-slave scheme, both master-slave network uplinks need to be tested. Only keep the anchor device connected under the same network conditions, and don't let other devices seize the network speed o8. Live test: account online test, POC enters the audience live room to check the live broadcast effect. The test account is launched, and the audience can observe whether the live broadcast can be seen normally; Test the live broadcast room function that will be used in the anchor activity, and observe whether the basic function of live broadcast is normal; Test the portrait of the anchor, and observe whether the clarity of the live broadcast (focusing on the quality of ambient light and anchor) meets the needs of the event; Test the anchor to speak and play music, and observe whether the live sound (pay attention to the volume and sound quality) is normal; Switch the primary and backup network (if any) 1 time, and observe whether there is a stuck line in the live broadcast room and whether the disaster tolerance effect is acceptable; Keep the current live broadcast test status 10 minutes (including the time-consuming previous steps) and observe whether there is a jamming phenomenon in live broadcast o9. Continuous wheat test: after completing step 8, one more student needs to test whether the connection with the anchor is normal, whether there are problems such as black screen, no stream, continuous wheat failure, etc. Wheat will be sown on both sides, and then reconnected to see if there is any wheat in Maccarton; The two sides tested the anchor to reveal the portrait and observed whether the clarity of Lianmai met the needs of the event; Both sides test the anchor dialogue to see if the live broadcast sound is normal (pay attention to the volume and echo); Switch the primary and backup network (if any) 1 time, and observe whether there is a stuck line in the live broadcast room and whether the disaster tolerance effect is acceptable; Keep the current continuous wheat test status 10 minute (including the time-consuming last step) and observe whether the continuous wheat is stuck; If there are no other test items, you can download them. Two. Live, o 1. The cycle of the live broadcast process emphasizes the following factors: attracting users' attention, comments and activities. Throughout the live broadcast, a simple cycle every xx minutes requires a streamlined and standardized design. Interactive speech skills: increase active interactive guidance, topic guidance and attention guidance. Speech skills need simple circulation to increase the oral spirit of interrogative sentences. Try to choose interrogative sentences and use them more, right? Right? Really? Waiting for red envelopes and blessing bags: after a few minutes, there are still a few minutes to grab; Promotion list: you must buy it, and your hand speed must be fast. If you slow down, you won't be able to grab it. Circular reminder talk: Baby, the products with original price of XX are only controlled by xxx yuan ... o in the live broadcast room today, helping the broadcast to watch the live broadcast all the time and ensuring that users can watch it normally. Points to note include, but are not limited to: The above live broadcast scenes contain all the key points, especially the basic points such as broadcasting, network and lighting. Computer-operated cargo loading and unloading: during the live broadcast, it is necessary to have a clear division of labor with the anchor, such as the anchor talking about goods, and the assistant circulating to remind the anchor to pay attention; Need to remind the anchor rhythm in time and cooperate with related products in time; When the anchor is in the gap, help broadcast and talk; Always remind the anchor; Change the price of the live broadcast room; Control and evaluation of live broadcast room: set up administrators in advance and set up sensitive word shielding in advance; Live content compliance: understand the live broadcast specifications in advance to ensure that the speeches during live broadcast meet the live broadcast specifications; Three. Deliver products on time and handle after-sales after live broadcast; If you don't deliver the product on time, you may be punished by the platform. For the punishment standard, please refer to o2 of Handling Standard for False Delivery in Small Stores. Secondary precipitation promotion. Live performance data and highlights can be made into videos and sent to Tik Tok, friends circle and community for secondary promotion o3. Rewind data. After downloading, continuously optimize the live content according to the data. The main rewinding data include: whether UV and pv (* the number of people watching live UV, the number of people watching live pv) meet the standard and the conversion rate.