IWA 41:2023

INTERNATIONAL IWA
WORKSHOP 41
AGREEMENT
First edition
2023-11
Guidelines for live streaming
marketing service
Reference number
© ISO 2023
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Published in Switzerland
ii
Contents Page
Foreword .iv
Introduction .v
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 General principles . 2
4.1 General . 2
4.2 Credibility . 2
4.3 Compliance . 2
4.4 Integration. 2
4.5 Capability. 2
4.6 Customization . 3
5 Service process . 3
5.1 Account creation and operation . 3
5.1.1 General . 3
5.1.2 Account creation . 3
5.1.3 Account operation . 3
5.2 Live room created . 3
5.3 Warm-up and promotion of live streaming marketing . 4
5.4 Live streaming marketing in progress . 4
5.5 Live streaming marketing completed . 5
5.6 Account logout . 5
6 Operation management of live streaming marketing participants .5
6.1 Live streaming host . 5
6.2 Live streaming marketing platform . 6
6.3 Live streaming marketer . 6
6.4 MCN agency . 6
7 Review and assessment . 7
8 Continuous improvement .7
8.1 Service evaluation . 7
8.2 Service improvement . 7
Annex A (informative) Competence for the live streaming marketer . 8
Annex B (informative) Workshop contributors.12
Bibliography .14
iii
Foreword
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International Workshop Agreement IWA 41 was approved at a series of workshops hosted by the
Standardization Administration of China (SAC), in association with China Council for the Promotion of
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2023.
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iv
Introduction
The digital economy continues to prosper, and marketing continues to shift from traditional to digital.
Digital marketing is an important complement to traditional marketing communication such as
television, radio, and print advertising. With its excellent ability to target the right consumer groups
and the possibility to interact with them, digital marketing is developing as an integral part of today’s
marketing communication. Live streaming marketing, a very popular tool that companies use to
achieve digital marketing goals, has evolved from a trendy phenomenon into a full-blown marketing
strategy used by brands and businesses in nearly every industry. Estimates show that around 91 million
subscribers will utilize live streaming by 2024.
This document aims to meet the growing consumer demand, help companies use live streaming as a
marketing tool to facilitate online business, as well as provide suggestions for companies to collect or
recruit live streaming marketing talents. When the audience can obtain a transparent and truthful
buying experience during the live streaming marketing process, companies successfully build brand
trust. With this, a live streaming marketing service model can be established on a global scale.
This document contains the common terms and definitions, service process, recommendations for live
streaming marketing participants, service provision, as well as continuous improvement. It is based on
good practice from the digital marketing sector.
This document focuses on live streaming marketing services in the digital marketing sector. It is
suitable for live streaming marketing service parties such as live stream hosts, live streaming marketing
platforms, multi-channel network agencies (MCNs) and other participants.
This document is committed to implementing the United Nations Sustainable Development
Goals: SDG 1-“No poverty”, SDG 5-“Gender equality”, SDG 8-“Decent work and economic growth”,
SDG 9-“Industry, innovation and infrastructure”, SDG 11-“Sustainable cities and communities” and
SDG 12-“Responsible consumption and production”.
v
International Workshop Agreement IWA 41:2023(E)
Guidelines for live streaming marketing service
1 Scope
This document provides guidelines for the service process and operations management of live streaming
host, live streaming marketing platform, live streaming marketer, and multi-channel network agency
(MCN agency) in the process of carrying out live streaming marketing services. This document is
applicable to the parties involved in live streaming marketing services.
This document does not cover information technology (IT) requirements, specifically excluding:
— information security, cybersecurity, and privacy protection;
— coding of audio, picture, multimedia, and hypermedia information;
— IT service management and IT governance.
2 Normative references
There are no normative references in this document.
3 Terms and definitions
For the purposes of this document, the following terms and definitions apply.
ISO and IEC maintain terminology databases for use in standardization at the following addresses:
— ISO Online browsing platform: available at https:// www .iso .org/ obp
— IEC Electropedia: available at https:// www .electropedia .org/
3.1
live streaming
way/channel that uses network technology or streaming media technology to broadcast the streamed
video over the internet in real-time without first being recorded and stored
3.2
live streaming marketing
activity or mode of marketing products, including goods and services, to reach consumers or businesses
by using live streaming (3.1) as a kind of digital channel
3.3
live streaming marketing platform
network information system that provides participants with necessary functions to facilitate and
promote live streaming marketing (3.2)
3.4
live streaming host
person or character issued from AI with marketing skills that conducts live streaming marketing (3.2)
on the live streaming marketing platform (3.3) through an internet-enabled device
Note 1 to entry: The device can include a smartphone or tablet, or portable device with similar information
technology functions.
Note 2 to entry: Artificial intelligence (AI) is the ability of a digital computer or computer-controlled robot to
perform tasks commonly associated with intelligent beings.
3.5
live room
online or virtual room, available within a certain period, for the live streaming host (3.4) to interact
with and market to the audience
3.6
live streaming marketer
person or group of persons with assigned responsibility, including product selection, planning and
preparation, promotion, and customer service to successfully promote and complete live streaming
marketing (3.2)
3.7
cross-border live streaming marketing
activity of marketing products of one country or jurisdiction with the consumers or businesses in
another country or jurisdiction through or by the means of live streaming marketing (3.2), with or
without the help of international logistics or overseas warehouses
3.8
multi-channel network agency
MCN agency
organization that recruits and cultivates the live streaming host (3.4) and the live streaming marketer
(3.6), and provides them with a series of services for marketing preparation and promotion
3.9
audience
person or group of persons who enters the live room (3.5), watches live streaming marketing (3.2), and is
interested in or is likely to buy products
4 General principles
4.1 General
In order to provide an efficient live streaming marketing service, the following five principles should be
abided by parties involved in live streaming marketing services.
4.2 Credibility
The service process of live streaming marketing established by and marketing information exposed
within live streaming marketing platforms should be real and credible.
4.3 Compliance
All activities and actions involved in live streaming marketing should consider the relevant and
applicable legislation and laws, and be aware of the protection of intellectual property rights.
4.4 Integration
The whole service process should be integrated and established to ensure the realization and quality of
the live streaming marketing service.
4.5 Capability
Live streaming marketing platforms should have the capability to provide services to make sure the
live streaming marketing can be conducted smoothly and successfully.
4.6 Customization
Services for live streaming marketing should be customized by fully considering and meeting the needs
and demands of the live streaming marketing participants.
5 Service process
5.1 Account creation and operation
5.1.1 General
Live streaming marketing platforms should allow live streaming marketers, live streaming hosts, and
the audience to create and operate accounts to conduct or participate in live streaming marketing.
5.1.2 Account creation
The process of account creation should be defined and provide clear instructions for account creators.
During the process of account creation, the live streaming marketing platforms should:
a) adhere to the principle of necessity to collect applicants’ registration information;
b) inform the account creators and clearly detail the terms of service in the website before they submit
the final information;
c) establish a robust mechanism for the registration and response to the registration quickly;
d) provide feedback functions and relevant contact information in the website in case the account
creators encounter problems.
5.1.3 Account operation
The process of account operation should be defined and provide clear instructions, including
replacements and edits on the profile photo, name, gender, region. Accounts can be operated and
increased in activity through:
a) daily check-in;
b) daily video production and promotion;
c) interactions with other accounts, including Like, Comment, Forward, etc., within the platform.
Live streaming marketing platforms should display and update the relevant information on account
owners on their pages, including the number of online days, the positive rating, and the number of
live streaming marketing events. Live streaming marketing platforms should set up corresponding
incentive mechanisms to increase account activity and participation.
5.2 Live room created
The live room is created by an account owned by a live streaming host or live streaming marketer before
they conduct live streaming marketing. The necessary information when scheduling a live streaming
marketing event includes but is not limited to:
a) the title of the specific live streaming marketing event;
b) the duration of the specific live streaming marketing event;
c) the relevant keywords and hashtags (#) of the specific live streaming marketing event;
d) the cover and descriptions of the specific live streaming marketing event;
e) the screen orientation during live streaming marketing, including landscape and portrait;
f) the selection of live streaming software, obtaining the corresponding push URL.
For cross-border live streaming marketing, the virtual room when created should have such tools as for
setting language and region.
If the live streaming host is in fact a digital character, it should be driven by real people and pass identity
verification, and it should report to the live streaming marketing platform and get permission before
carrying out live streaming events.
Live streaming marketing platforms automatically generate information link and page showing
upcoming live streaming marketing events after the information for creating a live room is submitted
and verified. The information is allowed to be modified afterward but before the beginning of live
streaming marketing events if proposed by an account.
The live room is available for the account created to enter anytime to set live streaming marketing
environment while unavailable for other accounts.
5.3 Warm-up and promotion of live streaming marketing
To facilitate the promotion of live streaming marketing events, live streaming marketing platforms
should develop systems and corresponding pages to display all upcoming live streaming marketing
events and contain a search engine by indicating account names, dates, hashtags (#), keywords, and
titles to let accounts get relevant marketing event outcomes.
Live streaming marketing platforms should proactively push live streaming marketing event
information to other accounts based on accounts’ activity.
The live room propaganda link and page are allowed to be copied, shared and clicked within the
platform and in other social media sites for further promoting.
Live streaming marketing platforms should provide external marketing and promotion channels fo
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