how mobile live streaming is the future of social media and the travel industry
TRANSCRIPT
How Mobile Live Streaming is the Future of Social Media
and the Travel Industry: A Pure Michigan Case Study
Presented to:
Digital Tourism Innovation Campus
Barcelona, Spain
Prepared by:
Chad Wiebesick
Head of social media for Pure Michigan
Twitter: @Wiebesick
November 19, 2015
Here’s What Happens When You Tell People To Draw A Map of America
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Michigan Is Easy To See From Space
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Michigan Ranks #1 or #2 on More Social Networks Than Any Other U.S. State
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Some People Draw Michigan In Other Places!
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Common Challenge Facing All Of Us: People Don’t Trust Us
37% distrust TV commercials, 42% distrust magazine ads, 54% distrust ads on social networks. #DTIC2015 @Wiebesick
People Don’t Trust Brands
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People Don’t Trust Companies
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What Do We Do?
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Authenticity: Utilize User-Generated Content
Empower fans to become brand ambassadors and tell the story themselves to their friends and family.
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Authenticity: Mobile Live Streaming is Real and Unedited
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Plus, Travelers Use Video To Plan Vacations
Source: Google Travel Study, June 2014#DTIC2015 @Wiebesick
And Video Usage Is Growing
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Our Story
Pure Michigan became the first destination in the U.S., and the second in the world, to utilize mobile live streaming to host a first-person, real-time interactive virtual tour of a destination.https://www.youtube.com/watch?v=KrWaUQPBon0&feature=youtu.be https://medc.app.box.com/s/c5rokks50r86xazc0ijsi6ydi0p5r5n7
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The Mobile Live Streaming Landscape
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March 2015: Meerkat Launches
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June 2015: Periscope Launches
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Periscope Gets Far More Mentions Than Meerkat
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Is Meerkat Dead?
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Mobile Live Streaming Wars Have Begun
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Will Facebook Crush Them?
Announced in August, Facebook Live is only for celebrities and public figures at this time, and could potentially be rolled out to the rest of its 1.5 billion global users.
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And Then There is Georama
• Does not require an app for viewers to interact.
• Provides full HD quality even in poor reception areas.#DTIC2015 @Wiebesick
Shiny Tool Syndrome
Don’t get caught up in the tools. First, determine your strategy, and whether mobile streaming is a fit for your business. #DTIC2015 @Wiebesick
The Georama Technology
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How It Worked
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• Moderated chat
• Interacted with viewers online
• Watch live feed
• Ensure time schedule
Pure Michigan Control Room
• Monitor signal strength
• Chooses camera feed
• Sends viewer commentary to Host
Georama Producer
• Two camera crew
• Travel host
• Technician
• Advance lead
• B-Roll photographer
Six Ground Crew
Here Are Five Things We Learned
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#1. Determine Your Goal
Showcase the authenticity of Mackinac Island and inspire people to dream about visiting.
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#2. Pre-Promote: Paid, Earned, Owned
Michigan.org/live• Countdown timer• “Save to Calendar” reminder
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#2. Pre-Promote: Owned
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2. Create shareable graphics to promote your event.
3. Send suggested verbiage to travel partners to share.
1. Create a short teaser video.
#2. Pre-Promote: Paid
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14,160371 3,709
#2. Pre-Promote: Earned
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#3. Set-Up For Success
Success boils down to the right people, process and technology.
Make a checklist for all that’s involved: Battery, WiFi, use an itinerary. #DTIC2015 @Wiebesick
#4. Engage With Audience
Acknowledge viewers by asking questions which they can respond to in real time. #DTIC2015 @Wiebesick
#5. Measure Your Success
More than 3,500 viewers from every continent in the world (except Antarctica, of course) and more than 22 countries across 800 cities.
• 845 interactions in the live chat• Average time spent was 14.5 minutes• #1 most popular page visited on michigan.org
Plus, the live stream had a 99.2% up-time. #DTIC2015 @Wiebesick
What’s Next?
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Thank You
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Chad Wiebesick
Twitter: @Wiebesick
LinkedIn.com/in/wiebesick