房地产线上直播推广策略方案-file知识分享.pptx

单击此处编辑母版标题样式,单击此处编辑母版文本样式,二级,三级,四级,五级,房地产线上直播推广策略方案,TEMPLATE,PROJECT,PLANNING,目录,CONTENTS,01,02,03,04,05,疫情下地产,营销现状,破局之势,线上直播,直击房地产直播,痛点,打造房地产直播,爆点,完善房地产直播,细节,Section Header Here,Supporting text here.,When you copy&paste,choose keep text only option.,/01,01,疫情下地产,营销现状,全国已有30余个省份宣布进入一级响应中,，,全国确诊,逼近,10,万。,疫情形势严峻,多省启动一级响应,一、疫情形势严峻，房产销售受阻,协会倡议出台,各大售楼处禁止销售,中国房地产业协会倡议停止售楼处销售 18个省市区要求暂停开放商品房售楼处,。,客户积极防疫,楼盘带看大幅下滑,经纪人、客户在疫情关键时刻，积极防疫，各楼 盘咨询量、看盘人数直线下滑,。,大型房企都在紧锣密鼓筹备线上售楼 部分中小型房企坐等国家号令,。,各家房企纷纷寻找新路径,二、疫情下房企需逆势突破，抢占线上先机,伪线上售楼解决问题,现有的线上售楼多半只是信息的展示，不能够真正动员经纪人，无法将商户、买房客户切实联动，线上效果差,。,真正的线上售楼新商机,房企急需一套真正从线上启动商户、带 动客户的线上了解房源、看房锁房的线 上售楼机制，真正利用互联网融合跨界 优势,。,Section Header Here,Supporting text here.,When you copy&paste,choose keep text only option.,/01,02,破局之势,线上直播,WE ARE,CREATIVE,TEAM,Far far away,behind the word mountains,far from the countries Vokalia and Consonantia,there live the blind texts.Separated they live in Bookmarksgrove right at the coast of the Semantics,a large language ocean.,A small river named Duden flows by their place and supplies it with the necessary regelialia.It is a paradisematic country.,新用户,大流量,5G,时代,前哨站,超长,在线,线上,突破,WE ARE,CREATIVE,TEAM,Far far away,behind the word mountains,far fromthe countries Vokalia and Consonantia,there live the blind texts.Separated they live in Bookmarksgrove right at the coast of the Semantics,a large language ocean.,A small river named Duden flows by their place and supplies it with the necessary regelialia.It is a paradisematic country.,线上直播不仅是视频平台，更是地产项目,传播,的新阵地,WE ARE,CREATIVE,TEAM,Far far away,behind the word mountains,far fromthe countries Vokalia and Consonantia,there live the blind texts.Separated they live in Bookmarksgrove right at the coast of the Semantics,a large language ocean.,A small river named Duden flows by their place and supplies it with the necessary regelialia.It is a paradisematic country.,分析直播及视频平台的传播逻辑,引爆者,追随者,参与者,浏览者,口碑引爆,次生传播,全面传播,WE ARE,CREATIVE,TEAM,Far far away,behind the word mountains,far fromthe countries Vokalia and Consonantia,there live the blind texts.Separated they live in Bookmarksgrove right at the coast of the Semantics,a large language ocean.,A small river named Duden flows by their place and supplies it with the necessary regelialia.It is a paradisematic country.,如何快速做大流量，保证地产直播引流和获客？,Section Header Here,Supporting text here.,When you copy&paste,choose keep text only option.,/01,03,直击房地产直播,痛点,现阶段地产直播痛点分析,销售人员形象不规范，未显示出职业性,不能将项目的品质透过销售人员形象打造出来。,项目信息不明显，客户获得信息模糊,不能将项目的品质透过销售人员形象打造出来。,直播场景杂乱，未能体现项目品质,直播场地选择存在弊端，不能在直播中显示出项目的品质。,直播形式单一，未能吸引更多流量,项目只有销售人员直播单一形式，并不能吸引更多流量关注项目。,针对现如今房地产直播痛点,我们将为您从多方面入手，直击痛点,更全面的直播推广经验,从前期配合推广宣传到直播面面俱到,配合直播前期进行推广活动,媒体渠道、小程序多方面全方位开展,将直播影响放置最大，吸引更多关注,多维一体的宣传策划让直播更是一场推广潮,我们将提供最有效的宣传方案,将直播效应放到最大化，助力直播传播率,New power of international life life experience pavilion concept export,Extract project value point keywords Fashion space,education space,sports,space,intelligent space,green space,Through the online punch card five dimensional space,respectively in each day to complete the task to get the space card Collect the five power card composite experience hall admission tickets and draw the on-site cash prize qualification On the day of offline activities,you can receive gifts at the corresponding clocking office,定制主播直播妆容,专业化妆师将全程为直播保驾护航,将销售人员全面包装,从服饰、妆容到表情管理进行专业指导,特邀专业化妆师提供指导性建议,打造呈现上镜、精致、职业的妆容,我们将提供最专业的美妆师,将销售人员定制打造为各具风格的直播网红,New power of international life life experience pavilion concept export,Extract project value point keywords Fashion space,education space,sports,space,intelligent space,green space,Through the online punch card five dimensional space,respectively in each day to complete the task to get the space card Collect the five power card composite experience hall admission tickets and draw the on-site cash prize qualification On the day of offline activities,you can receive gifts at the corresponding clocking office,打造更专业的直播环境,高配直播道具让直播更具吸引力,将直播地点转移至项目样板间,在直播同时让客户了解项目高端的品质,并可融入带客户线上实地参观样板间环节,更加利于夸大宣传项目的优势,我们将提供最专业的直播设备,打造直播一流场景，每一帧画面都像电影镜头,New power of international life life experience pavilion concept export,Extract project value point keywords Fashion space,education space,sports,space,intelligent space,green space,Through the online punch card five dimensional space,respectively in each day to complete the task to get the space card Collect the five power card composite experience hall admission tickets and draw the on-site cash prize qualification On the day of offline activities,you can receive gifts at the corresponding clocking office,更多地产行业标杆及网红大,V,资源坐镇,配合项目，为项目进行背书,将更多行业专业声音引入项目直播,为项目发声，提高公信度,扩大宣传渠道及,利用大,V,粉丝经济，将粉丝转化为目标客户,我们将为项目匹配最适合的大,V,资源,运用更多方式将大,V,资源发挥更大的作用,New power of international life life experience pavilion concept export,Extract project value point keywords Fashion space,education space,sports,space,intelligent space,green space,Through the online punch card five dimensional space,respectively in each day to complete the task to get the space card Collect the five power card composite experience hall admission tickets and draw the on-site cash prize qualification On the day of offline activities,you can receive gifts at the corresponding clocking office,专业视频剪辑团队后期制作,后期持续传播，直播效益最大化,杜绝直播一次性传播效果,专业后期团队将利用直播制作宣传视频,为后期宣传传播再掀浪潮,持续打造项目口碑，吸引客源关注,我们将提供最有创意的后期制作,打造爆款视频，持续发酵自发性传播,New power of international life life experience pavilion concept export,Extract project value point keywords Fashion space,education space,sports,space,intelligent space,green space,Through the online punch card five dimensional space,respectively in each day to complete the task to get the space card Collect the five power card composite experience hall admission tickets and draw the on-site cash prize qualification On the day of offline activities,you can receive gifts at the corresponding clocking office,Section Header Here,Supporting text here.,When you copy&paste,choose keep text only option.,/01,04,打造房地产直播,爆点,推广方式,基础推广方式,海报宣传,微信公众号宣传,朋友圈宣传,只有项目内部人员进行转发与宣传,推广力度较低，难吸引更多的群体关注,线上活动推广方式,举办趣味云赛事,发起全网征集,积赞,/,助力,/,签到,通过前期举办与直播内容与方向匹配的线上活动,在宣传项目的同时吸引更多人参与从而关注直播,H5,小程序系列方式,定制趣味小游戏,幸运抽奖,神奇占卜,/,心理测试,充分利用,H5,表现形式多样，可定制新颖内容,传播速度快的特点，开展直播前期宣传推广,大,V,及网红推广方式,1,配合录制直播宣传,Vlong,2,大,V,及网红自媒体平台宣传,3,粉丝群发布直播信息宣传,4,直播后自媒体平台持续宣传,充分利用大V及网红粉丝资源,急速扩大宣传力度,推广平台,线上售楼处小程序,自媒体平台,短视频平台,更多的宣传推广平台，扩大宣传渠道,实现闭环推广，最终落至项目本身,媒体发布平台,众多媒体平台资源，持续助力宣传,多平台整合,全面整合推广策划，让受众人数呈裂变式增长,直播方式,跨界直播,（,一）,与网红跨界直播,邀请当下俊男靓女且自带粉丝量的网红来到直播间，利用其粉丝经济开展富有生活气息的直播。用多样的形式、贴近时下有趣话题的内容吸引目标客户关注。,跨界直播,（,二）,与品牌跨界直播,可与其他品牌进行跨界直播，灵活多变的直播形式让品牌跨界成为可能。在宣传自家产品时，连带出对方产品，对品牌推广将会起到比较大的传播作用。,ps.,保利旗下项目与“奔驰”汽车产品的跨界互动连麦,.,地产大,V,背书,地产大,V,作为行业标杆引领者无数关注房产人的动作走向，邀请地产大,V,做客项目直播间，运用访谈、讲座、连麦等多种方式为项目背书，扩大项目在行业内的名气。,多项目联动,联合多项目项目为客户带来一场直播盛宴，让客户能在一场直播中了解不同项目的优势，用提供更多的选择来吸引客户来到直播间，仿若走进一场线上房交会。,线上暖场活动,（一）,将以往线下暖场活动转移到线上，实现,“,云暖场,”,。足不出户便可与项目一同尽享欢乐时光。,线上养生,瑜伽、舞蹈、书法、绘画、茶艺、插花,.,.,云课堂,投资理财、汽车、职场、烹饪、心理,线上暖场活动,（二）,更多的线上活动形式在吸引客户的前提下更是对关注客户的回馈，可提升项目形象。,线上福利,在线义诊、一折竞拍、云交友,线上争霸,开展线上王者争霸、和平精英等手游大赛,节点云直播,在线上售楼处开放的同时我们也将大型地产节点活动搬到云上进行。线上发布会、线上开盘、摇号、样板间开放，不同的平台，一样的精彩。,创意直播,根据网红特性定制专属直播内容，融入主播自身元素来丰富直播内容。空降项目及样板间带观众零距离了解项目，感受项目。,专属定制，形式多变,实地体验派，突出生活场景，增强带入感,丰富直播内容，吸引更多人群，创意且趣味,定制专属直播内容,/,脚本,吉祥物及置业顾问现身 定制直播设定，走进样板间 抽奖植入广告，与观众互动,=200,万,+,观看量,定制系列大,V/,网红直播,网红资源推荐,美食博主,健身博主,才艺博主,美妆穿搭博主,大,V,资源推荐,地产大,V,家装设计师,经济学家,风水大师,互动方式,Far far away,behind the word ountains,far from the countries Vokalia and Consonantia,there live the blind texts.Separated they live in Bookmarksgrove right at the coast of the Semantics,a large language ocean.,A small river named Duden flows by their place and supplies it with the necessary regelialia.It is a paradisematic country.,Through This Interactive Process,结合产品 FAB,F 特点、A 优点、B 利益,制造热播氛围，通过主播人格魅力和感染力及销售说服力,结合,有利的互动方式,，对应客户的购买心理暗示,权威、从众、对比、稀缺，多维配合，打造热销爆品,直播营销法则,FAB法则,Far far away,behind the word ountains,far from the countries Vokalia and Consonantia,there live the blind texts.Separated they live in Bookmarksgrove right at the coast of the Semantics,a large language ocean.,A small river named Duden flows by their place and supplies it with the necessary regelialia.It is a paradisematic country.,Through This Interactive Process,互动方式举例,趣味互动（适用于个人日常直播）,主播可与观众在直播过程中穿插趣味互动，聊些当下热点，展开互动，增加直播趣味性，拉近主播与观众的距离。,促销结合（适用于官方日常直播）,官方在售楼处或样板房设置直播设备，以互动聊天形式与观众介绍项目，必要时可以借助宣讲道具，同时重点以关注领优惠等形式吸粉。,互动问答（适用于个人日常直播）,适当抛出话题性问题，引导直播间的网友来留言。同时通过平台刷礼物、点赞也是增加氛围的一种有效手段。,Far far away,behind the word ountains,far from the countries Vokalia and Consonantia,there live the blind texts.Separated they live in Bookmarksgrove right at the coast of the Semantics,a large language ocean.,A small river named Duden flows by their place and supplies it with the necessary regelialia.It is a paradisematic country.,Through This Interactive Process,互动方式举例,利益诱惑,设置直播时购买才可享有的优惠价，同时显示实时购买动态，促销氛围浓厚，会更能在当下直接促动客户购买，发挥直播冲动消费的作用。,饥饿营销,在直播中推出限量XX套特价产品，限时秒杀，定时开抢。,好礼吸引,在直播过程中释放红包雨，礼品等，用众多好礼的派送吸引观众持续观看。,Far far away,behind the word ountains,far from the countries Vokalia and Consonantia,there live the blind texts.Separated they live in Bookmarksgrove right at the coast of the Semantics,a large language ocean.,A small river named Duden flows by their place and supplies it with the necessary regelialia.It is a paradisematic country.,Through This Interactive Process,互动方式举例,定制活动,网红化妆品,0,元拍卖,云交友平台,现场,K,歌大赛,网络热梗跟风,爱宠大比拼,.,Section Header Here,Supporting text here.,When you copy&paste,choose keep text only option.,/01,05,完善房地产直播,细节,打造一场完美的直播,从不只是一个主播，一台手机那么简单,而是需要在经验之下总结出的完善流程,我们将用专业为您打造非比寻常的直播体验,直播,策划,主播,选择,直播,脚本,如何打造一场完美的直播？,我们将根据项目的自身特点,设计策划直播主题及方案,，打造别具一格的直播主题设置，配合直播内容及形式,邀请相关人士,，让直播不再单调，吸引更多目光。,我们将从销售顾问中根据此次直播活动的形式与基调,挑选,最合适的销售顾问并进行前期培训，根据每个销售人员的特性进行安排。,直播前,准备好脚本,，系统的明晰讲解内容、重点，明确个人主动讲解时，回答问题时段，互动时段，确定直播时与客户的互动方式与规则。,前宣,将直播作为暖场活动来进行,系统宣传,，推广上线前三天进行，针对不同端口输出不同文案，视频等。避免纯硬广，软性输出。配合小程序，公众号，海报等多种方式进行宣传。,直播前,准备,专业化妆师,打造网红销售人员整体装扮与妆容，专业,直播设备及人员,到位，并提前布置,/,设定好直播的最佳的直播场景及路线。准备好直播道具等。,直播中,安排专人,实时监控,直播进程，把控直播节奏，持续进行留言区气氛烘托，,带动,直播氛围。,数据,整合,将通过,直播获取的客户数据,、,以及配合直,播前期开展的各类推广的后台客户,数据,整合汇总至项目，便于后期销售人员展开跟踪工作。,视频,剪辑,专业视频剪辑师将,剪辑直播视频,并只作为更利于传播的小视频形式，在扩大直播效应的同时更能持续的为项目宣传，配合后续宣传途径持续为项目进行传播。,复盘,根据直播效果及整体直播排期安排，在复盘此次直播后,持续跟进,后续直播计划，维持传播热度，培养用户习惯。,THANK YOU,TEMPLATE,