From the Tangshan incident, how to maintain the comment area for brand live broadcast?

While the incident of beating people in Tangshan barbecue restaurant caused public outrage on the whole network, the female anchor of BOYLONDON brand was scolded and cried by the comments in the live broadcast room. Because a beating man in the surveillance video was wearing a short-sleeved T-shirt of BOYLONDON brand, BOYLONDON lay a gun for it. In just a few days, first, some netizens drew a picture "Away from this kind of wearing crowd", which was widely circulated. At the same time, the emotion of nowhere to put it has evolved into an "indiscriminate attack" on the brand live broadcast room. A large number of netizens poured into the Tik Tok live broadcast room in BOYLONDON, leaving messages in the comment area, such as "reform-through-labour clothes", "whoever wears them goes to jail" and "it is said that wearing a boy is very powerful", which made people angry. Although the flagship store of BOYLONDON Tmall set keywords such as "Tangshan beating incident" as an automatic reply, indicating "resolutely resisting violence", the crisis of BOYLONDON has not been solved. In the whole incident, BOYLONDON was obviously innocent, and it was the hitter, not the brand, who waved his fist. But how to deal with the sudden crisis of public opinion is a proposition that all brands have to think about. After the "202 1 live broadcast event" in which brands such as Hanshu and Hongxing Hongxing Erke radiated the whole network, the live broadcast room has become an important external window for brands and the second battlefield for everyone except Weibo. In the face of netizens who came to question, the "model couple" in the live broadcast room in Han Shu saw through the tricks. Han Shu was well received, but BOYLONDON was unprepared. The brand live broadcast room can carry a boat or overturn it. Among them, the comment area is an important part of the live broadcast room. How is the brand operated and maintained on a daily basis? How to deal with similar risks and crises? Around these issues, we consulted six senior practitioners related to brand live broadcast, including Zhuo Da, Zheng Wenbo, Xiaoyu, Tingting, Han Yan and Dadong. The following are compiled according to their experiences. 1 "We will ask the anchor to reply less comments, which will affect the rhythm of the whole live broadcast room." @ Jingjing Jingjing Magic Fan Luma co-founder, responsible for international big names and various head brands. Customers include L 'Oré al Paris, Perfect Diary, OPPO mobile phone, etc. Each brand has different maintenance requirements for the comment area. First, the brand may have someone to watch the comment area, and we only do the live broadcast room. This usually happens during large-scale activities, and the brand will arrange at most 2-3 people to be responsible for the comment area. Second, the brand is willing to let us be responsible, so the comment area is mainly for operation, and only one or half manpower is needed. After the live broadcast starts, the anchor will have its own rhythm to guide the audience to leave messages in the comment area and improve the interaction rate. In this way, the system will determine that the live broadcast room is active and give new traffic. When hundreds of people are online, we will ask the anchor not to reply to the comments, because this will affect the rhythm of the whole live broadcast room. The stay time of each consumer is only about 1 minute. We hope the anchor can lead most people, not just answer one or two questions. Operation plays an auxiliary role for the anchor. There are generally three situations: 1. Product function or sales questions are answered by the operation of the comment area; 2. Negative information screening, the operation needs to silence the relevant personnel and synchronize with the customer service, so that the customer service can understand the situation and make corresponding explanations; 3. Live content statistics, recording the most questions in the comment area, helping to transform them into the anchor's words, props, and even a small floating window of a patch in the live broadcast room to optimize the live broadcast. In addition, there are some old fans who come to the live broadcast room every day because they like the anchor or are more enthusiastic. We will guide them to become the representatives of the live class and help the anchors and operators to answer questions in the comment area. If there is a particularly big public relations event, the brand live broadcast room may stop broadcasting. If the public opinion is ok and everyone feels controllable, then we will respond flexibly according to the dynamic situation. 2 "The maintenance of comment area needs to be sales-oriented" @ Zheng Wenbo, head of Xinhefu Live Base, undertakes the excellent e-commerce brand in Hang Cheng. Beauty, women's wear and food comment area are important elements in the live broadcast room, which are not only the marketing position of brand operation, but also the only two channels for consumers to obtain KOC information (the other way is through anchor dictation). We maintain the comment area mainly because we want to improve the interactive rate that is conducive to accurate live traffic, guide the sales rhythm of anchors to develop in the right direction, do a good job in end-user research and product research in the live broadcast room, and solve the hesitation problem of customers before buying. When designing the content of the comment area, we usually consider it from three dimensions: 1. The crowd portrait of the brand is used to design lines for consumers; 2. Use the SKU characteristics of selling goods to implant the trend stalk; 3. The details of the sales scene are used to design the immersive dialogue. Besides, we need to consider risks. For example, the anchor made a slip of the tongue, the display materials contained political and religious metaphors, the description of competitive brands was improper, the description of customer groups was not objective, and the description of product functional characteristics exceeded the standard. We used to serve a tea set supplier, and his studio was visited by officials. The official photos were taken on industrial folding pages. It was blocked for seven days when it was shown in the live broadcast room, and the sales loss was heavy. Therefore, we will review the live content in advance, and the fixed content will be tested for small risks. To sum up, the risks in the live broadcast room need to be solved first, and the maintenance of the comment area needs to be sales-oriented. 3 "Managing the comment area with plug-ins is not as good as the anchor's own guidance" @ Xiaoyu @ Tingting, both of whom are the operation managers of Taobao Live Data Platform "Live Eye". The service brands are Yuan Qi Forest and Beihai Ranch. The content consistency of our store is relatively high, and most of them are fixed. The live broadcast platform has the function of setting mask words. The number that Taobao can set is around 30. In order to prevent some extreme situations in the live broadcast room, we will set shielding words in advance, such as "return" and "liar". If the brand is broadcast live to the stars, their team will also provide some shielding words. After the broadcast, the anchor is mainly responsible for maintaining the comment area. During the live broadcast, they are highly nervous and can find some problems in time. We will also tell the anchor in advance what to do if we encounter a tricky customer. Most self-broadcast brands have been operating for a long time. Buyers' shows, good reviews and bad reviews, and information received by customer service in the past can all be used as channels to collect information to help us determine what to say with the anchor. During the period of brand promotion, the live broadcast room is more likely to encounter some extreme comments, such as "the store issued an expired product". At this time, it is all because of the eyes of the live broadcast team. Respond positively to the comments, let the audience know what this matter is like, and then brush the news. If it is really fierce, ban it first, and then contact customer service and brand to follow up. Generally speaking, the comment area is not a place that needs special expenses. We also tried to use some other plug-ins to deal with the comment area, but found that the effect was not as good as the anchor guide. 4 "Comment area management is an essential ability for the anchor team. If you can't handle it in the comment area, don't broadcast it @ Dadong, responsible for the management of live broadcast bases in Chengdu, Hefei and Changsha. At present, some brands have an annual shelf of over 100 million yuan, and a single brand bears the basic guarantee of 10 million sales. Brand live broadcast does not pursue sales of hundreds of thousands or millions, but daily turnover of tens of thousands or hundreds of thousands. Take the "Red Ball" men's wear brand that we signed over 100 million yuan as an example. The daily sales of the minimum account is 30,000-50,000, and the main account number is 1 0,000-200,000. Based on the minimum daily income of 30,000, the brand's live broadcast room will be broadcast 350 days a year, and it will have sales of 6,543,800+million. Therefore, the comment area of these brands live broadcast must be maintained. However, in the live broadcast room composed of different live broadcast methods and personnel, different people handle comments. For example, a single live broadcast, the anchor is responsible for itself. Multicast and PC live broadcast are generally operation and maintenance comment areas, and sometimes anchors will also participate. In different time periods, the maintenance of the comment area is slightly different: when there are few people, the operation cooperates with the anchor, so that the anchor is not embarrassed, and the audience can also see the popularity of the live broadcast room and slowly start talking with it; When there are many people, help answer some elementary questions. If comments disrupt the rhythm of the anchor, it is necessary to get the anchor back on track through interaction and gestures in the live broadcast room. In daily life, guide and control the rhythm according to the plan, such as "Kou 1" and "666" reply to the anchor. Of course, there will be unplanned times. There were several L6-level head accounts before, because the anchor read someone's name in the comment area, which was directly downloaded by the platform, and then the title was adjusted to "surname+brother/sister". We will also encounter sensitive content from the audience. At this time, we will ask the anchor to reply and guide to avoid the topic extension. At the same time, the operation should immediately start to follow up and open new content and new topics. Generally speaking, managing the comment area is an essential ability for the anchor team. If you can't handle the comment area, don't broadcast it. 5 "When encountering bad reviews, users don't escape or cheat, and it's easy for users to be true" @ Han Yan, head of Yanzu Cultural Live Broadcasting, is fully responsible for the live broadcast operation of the organization. There are a lot of preparations to be made before the broadcast. The illegal content of the platform, the behavior that affects the brand image, and some sensitive hot events in the near future should be informed to the staff. In view of these risks, we need to supervise the live props, materials, patches and the makeup of the anchor. According to Tik Tok's General Rules for the Management of E-commerce Creators, we will set up shielding words according to the violations mentioned in it. The more detailed the setting of shielding words, the better. There are toiletries in the brand we are responsible for, so we need to consider some classified words or medical words. After some of the contents mentioned in the General Rules for the Management of Electronic Commerce Creators are broadcast, the team should do a good job in maintaining the comment area. There are generally five ways: 1. The administrator puts high-quality comments on the top, brushes the blessing bag password, sends out the guide content barrage, makes a reply or a ban, and deliberately brushes the barrage rhythmically to maintain a good barrage order in the live broadcast room; 2. The operation cooperates with the anchor to brush the password for the first time and introduce the account situation; 3. Set the quick response of the center console in advance, collect questions with high repetition, and then record the answers to the questions with documents, and copy and paste them directly next time; 4. One-on-one reply in the background. When there are many problems in the live broadcast room, reply directly and uniformly; 5. Brush keywords from third-party software/channels to guide and control the rhythm of the live broadcast room. However, it should also be noted that many comments tend to ignore the real purchase of users. Recently, a comment plan test was done, which can increase the number of online users and comments, but the robot pays more and the effect is not good. More often, we need real user feedback. There is a great difference in the purchasing power of users between the live broadcast room with heat and the live broadcast room without interaction. The feedback in the comment area can let the anchor in the live broadcast room know when to pay the bill, when to refund it and when to force the promotion of the bill. In fact, for the maternal and child classes we do, the interaction rate in the comment area will be higher. Mother Bao is strict with the products used by her baby and will ask many questions, covering a wide range. I think the most serious situation in the comment area is that users reflect product quality problems. For example, if someone swipes the screen and the baby is allergic, we will quickly read the ID and reply to her to prevent frequent brushing for the second time. Then the central control will quickly push off the public screen and let her contact customer service privately to emphasize our after-sales guarantee. After appeasing the users, they need to explain to other audiences in the live broadcast room, emphasize the quality of their products, produce quality inspection reports, sales charts and after-sales guarantees, reduce the doubts of other customers and improve their trust. In my opinion, don't try to escape and cheat when you encounter bad reviews. Users are easy to be true, so they must be guided in place. A good rhythm in the comment area can help improve the live broadcast room, and a bad rhythm will also lead to the loss of traffic in the live broadcast room, which will directly affect the front-end transformation of sales. Want to know more about e-commerce dry goods, welcome to pay attention to the official account of "Yucheng" WeChat and reply to "Zhihu" to receive the e-commerce dry goods gift package ~