Add Live Stream

Video to Your

Marketing Mix

Ashley Faus www.consciouslycorporate.com

@ashleyfaus

Marketers have been using videos to increase engagement and conversion rates for years. But the advent of live stream capabilities within social networks has fundamentally changed the way the world creates and consumes video. Instead of a broadcast from one side to the other, we have bi-directional, interactive communication.

Why Use Live Video?

Leverage Your Existing Audience

Ease of Distribution

Capitalize on Human Behavior

Low Barrier to Entry

The Benefits of Live Video

Low Barrier to Entry

Because we all have smart phones, we can capture quality audio and video with one small device. While you should choose a host that is engaging on camera, talent with special voice training, teleprompter reading, or interviewing is no longer required. Viewers are more interested in “real life” than polished perfection.

Ease of Distribution

With strong WiFi coverage and a direct integration with the application for sharing a video, you eliminate the extra post-production and uploading steps. Videos on Facebook and YouTube are automatically saved to your news feed and playlist, and you can save videos to your phone for easy sharing at a later date.

Leverage Your Existing Audience

You’ve already built a strong and engaged audience on platforms like Twitter, Facebook, and YouTube. Live stream video allows you to add more content to your existing channels vs. building a new channel.

Humans love to engage in a community, and live stream video allows you to interact with your audience. Use principles like FOMO, scarcity, and social proof to increase engagement and sharing among your audience.

Capitalize on Human Behavior

Live stream video is another tool in the content marketing toolkit. The low barrier to entry and ease of distribution allow you to turn any moment into a piece of content. Live streaming also allows you to take all the small moments that would not normally warrant the time, energy, and budget needed to capture them, and turn them into a campaign of their own. Take a look at some examples of use cases and hosting styles that can be used on streaming platforms.

Use Cases and Hosting Styles

Live Q&A

Sneak Peek

Behind the Scenes

Oh my gosh, this is

happening now!

Watch a Planned Event

Daily Recap

Sharing Insights

Live Stream Styles

Description: Join me live on #Periscope at 10am PST for a behind-the-scenes look at [book or product launch prep, photoshoot, video shoot, life at the office, etc.] Title: Behind-the-Scenes for or Sneak Peek: [book or product launch prep, photoshoot, video shoot, life at the office, etc.] Hosting style: Narrate what you’re doing and who you’re with. Ask some general, “who, what, where, why” questions of the people you’re filming. Acknowledge comments from the viewers.

Behind The Scenes or Sneak Peek

Description: Tune in for a live Q&A on [topic] w/ [Person’s Facebook page] at 12pm PST on Facebook Live! Submit your questions early via Facebook or comment live during the broadcast. Title: Q&A with [Person’s Name] or Q&A on [Topic] Hosting style: Be the emcee if you’re the moderator. Think like a panel member if you’re answering the questions. The session should be interactive and take questions from the viewers.

Live Q&A Session

Description: Can’t wait for [Disney Star Wars skit, Techappella concert, DreamForce Keynote] tomorrow at 9am PST! I’ll be streaming it live on YouTube, tune in! Title: Name of Event Hosting style: Say what the cool thing is and then stop talking so people can watch! It should be like they’re sitting next to you in the meeting/concert/whatever, and while you might occasionally lean over to say something, you’re generally NOT going to disrupt the event by constantly chattering.

Watch A Planned Event

Description: Happening NOW! [title], link Title: Descriptor of Cool Thing (ie: PowerWall reveal at Tesla, Techappella – Song Birds Performance) Hosting style: Host’s choice! Do whatever makes sense in the moment… you clearly thought this was so cool/shocking/stupid and important that you just HAD to share it, so say what you’re feeling! (ie: crazy demos on the show floor at CES, random people at ComicCon waiting in an insane line to get into a concert, etc.)

Oh My Gosh, This

is Happening Now!

Description: Sharing about day 3 at [TED, SXSW, media tour] at 7pm PST! Tune in on #Periscope for the recap! Title: [Event Name] Recap – Day 3 Hosting style: The presenter is talking “at” the audience in first person. Use “I” statements like, “I loved seeing the keynote this morning at SXSW! The founder of TOMS shoes announced their next one-for-one item: coffee! This seems like a perfect fit to me because of [reasons]. I also loved [insert other cool thing here].”

Daily Recap or

Sharing Insights

Live stream video isn’t always the right choice, and that’s ok! This eBook is not about REPLACING content, it’s about ADDING another option. All video content should be mapped back to the Buyer’s Journey. Take a look at some of the goals, programs, and possible video assets that you might use at each stage of the Buyer’s Journey.

Choosing A Style

and Channel

Awareness Consideration Purchase Retention

Goal Make prospect aware of their

problem

Educate prospect about possible

solutions

Educate prospect about how my solution best solves their problem

Cross-sell, upsell, renew

Make prospect aware that my company exists

Become a trusted advisor for the

decision-making process

Deepen relationship and close the sale

Turn customer into an advocate for

our solution

Programs Mass Media Demand-Generation 1:1 or 1:Few Customer Newsletter

Social Media Nurture Campaigns Nurture Campaigns Awards / Case Studies

Thought Leadership

Hosted Events Hosted Events

Event Sponsorship

Video Assets

Daily Recap Webinar Live Demo Behind-the-Scenes

Sharing Insights Live Q&A Live Q&A Live Q&A

Keynote or Show Floor

Explainer Video Explainer Video Sneak Peek or Exclusive Access

Where are you in the

Buyer’s Journey?

Where does your audience spend time?

What is your brand persona in

each channel?

How can you leverage the video in the long-run?

Key Questions

Where are you in the

Buyer’s Journey?

Depending on where you are in the Buyer’s Journey, you might choose to use a combination of live stream and pre-recorded video. For example, in the awareness phase, it would be beneficial to live stream from the tradeshow floor or post daily recaps, using the conference hashtag. Since many conference attendees check the hashtag for content from sessions they missed or exhibits they didn’t see, this is a great way to use live streaming to increase brand awareness.

Do you have more followers on Facebook or Twitter? Do you receive higher engagement on YouTube? Tailor your videos and hosting style to the channel where your audience spends time. Facebook and YouTube live streams automatically post to your news feed and playlists, while Periscope is only visible for 24 hours. Some audiences won’t watch more than 2 minutes of a video, so an edited, concise, pre-recorded video might be the better choice.

Where does your audience spend time?

Are you an aspirational brand that everyone considers to be flawless? A “behind the scenes” look might not be the right hosting choice for a live stream video, but “watch a planned event” might be the perfect fit. High-concept videos with animation, hard cuts to b-roll, and scripted voiceovers might serve the brand better. If your brand is built on authenticity and connecting with your audience, live streaming in a variety of styles would be more acceptable.

What is your brand persona in

each channel?

Think about how you can use the video in the long-run. Is it a one-off moment that you wouldn’t normally capture? If so, live streaming it on Periscope for a few viewers can be a great way to leverage the moment. If you’d like the video to have a longer shelf life, saving it to your phone and uploading it for a blog post or email campaign, or sharing the link to Facebook or YouTube, can extend the life of the video.

How can you leverage the video in the long-run?

Am I trying to convey a specific, carefully-worded message? Do I want to include specific visuals, like diagrams, slides, b-roll, or animations? Is the tone centered around authenticity, inspiration, education, surprise, or persuasion? Does the audience expect to be able to interact with the presenter or the content?

Live Stream vs. Pre - Recorded

Ready to add live stream video to your marketing mix? Grab your phone and download the Periscope app, and update your Facebook and YouTube apps to include their live streaming capabilities. Find a cool moment, write up a great title and description, and give it a try!

Start Live Streaming!

Add Live Stream

Video to Your

Marketing Mix

Ashley Faus www.consciouslycorporate.com

@ashleyfaus

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