How to Add Live Streaming to Your Marketing Mix. Periscope came online and fundamentally changed the world of video marketing. Today, long-form and short-form capabilities have been introduced on Facebook, YouTube, LinkedIn, and Instagram, and more platforms add live or native video capabilities every quarter! How do you utilize live stream broadcasts to connect with your community? What are the pros and cons of choosing a live streaming app over a traditional video, webinar, or podcast? What kinds of stories can you tell with these new platforms? See examples of live stream success from brands across several industries, and learn how to create and execute a live stream strategy.

1. Ashley Faus
SR. MANAGER, INTEGRATED MEDIA,
ATLASSIAN
SAN FRANCISCO ~ MAY 23 – 24, 2019 | DIGIMARCONSILICONVALLEY.COM
#DigiMarConSiliconValley
Live Streaming
Master Class
MASTERCLASS

2. How to Add
Live Streaming to
Your Marketing Mix
Presented by Ashley Faus
DigiMarcon 2019
@ashleyfaus

4. Why Video?

5. http://blog.hubspot.com/marketing/video-marketing-statistics#sm.000023io1qzn3dvfxtz1za07lycur
19%
Increase in
Open
Rates
74%
Of All
Internet
Traffic
65%
Increase
in CTR
80%
Increase in
Conversions
92%
Of Viewers
Share Video
Video Works!
https://www.socialmediatoday.com/news/the-state-of-video-marketing-in-2018-infographic/518339/

6. Why Live Video?

8. Source: Ooyala Video Index 2018

9. https://www.omnicoreagency.com/instagram-statistics/
https://blog.hootsuite.com/instagram-statistics/
80%
Of Users Follow
a Business
500M
Daily Active
Users on Stories
100M
Users Watch or Share
on Live Every Day

10. 1,140
Live Streamed
Events
28M
User-Generated
Live Streams
Source: Periscope by the Numbers
https://variety.com/2018/digital/news/twitter-q4-2017-earnings-monthly-users-1202691803/#!

11. 3X
Longer View vs.
Standard Video
6X
Engagement on Live vs.
Native Videos
20%
Videos are Live
Broadcasts
Source: MediaKix

12. What challenges keep you from using more video?
A. BUDGET: Videos are too expensive to produce
B. TIME: Scripting, filming, and editing takes too long
C. TALENT: We don’t have strong spokespeople
D. ROI: We don’t have high viewership or engagement
E. RESOURCES: No in-house team and/or vendor relationships

13. A Wider Spectrum
Free But
Terrible
Shaky camera
Low-Res
Poor Audio
Minimal Story Arc
Amazing But
Expensive
Studio Space
Equipment Rental
Crew Salaries
Highly Scripted
Moderate Cost
and Authentic
Tripod or Steady Cam
Multiple Mic Options
On Location or Studio
Flexible Scripting

14. Benefits of Live Stream Video
Leverage
Your
Existing
Audience
Ease of
Distribution
Capitalize on
Human
Behavior
Low Barrier
to Entry

15. Use Cases and
Hosting Styles

16. Live Q&A
Sneak
Peek
Behind
the Scenes
Oh my gosh,
this is
happening
now!
Watch a
Planned
Event
Daily Recap
Sharing
Insights

17. Life at
the Office
Sneak Peek / Behind-the-Scenes
Product
Launch
Prep
Photoshoot
or Video
Shoot

18. Sneak Peek / Behind-the-Scenes
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.
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.]

19. Live Q&A
Analyst
CallsInteractive
Keynotes
Merger or
Acquisition
Town Hall
Product
Demo

20. Live Q&A
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
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]

21. Random
People Doing
Something
CrazyHuge Lines
at an Event
Oh my gosh, this is happening now!
Demos on
the
Tradeshow
Floor

22. 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!
(i.e.: crazy demos on the show floor at CES, random people at
SXSW, waiting in an insane line to get into a concert, etc.)
Description: Happening NOW! [title], link
Title: Descriptor of Cool Thing (i.e.: PowerWall reveal at Tesla,
Techappella – Song Birds Performance)
Oh my gosh, this is happening now!

23. Interviews
Watch a Planned Event
Concerts
and Shows
Keynotes
and
Speeches
Product
Reveals

24. 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/event, and while you might occasionally lean over
to say something, you’re generally NOT going to disrupt the event
with constant comments.
Description: Can’t wait for [DreamForce Keynote, VIP Speech,
Grand Opening of a Location]
Title: Name of Event
Watch a Planned Event

25. Insights from
Sessions,
Keynotes,
or Demos
Daily Recap / Sharing Insights
Tradeshow
or Hosted
Event
Wrap-Up
Interview
Takeaways or
Key Themes

26. 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].”
Description: Sharing about day 3 at [TED, SXSW, media tour]
at 7pm PST! Tune in on @YouTube for the recap!
Title: [Event Name] Recap – Day 3
Daily Recap / Sharing Insights

27. Real-World
Examples

39. Live Q&A
Sneak
Peek
Behind
the Scenes
Oh my gosh,
this is
happening
now!
Watch a
Planned
Event
Daily Recap
Sharing
Insights

40. What Kind of Video
Should I Use?

41. Awareness
Consideration
Purchase Retention
Assets
Programs
Goals
The Buyer’s Journey

43. How Do I Choose
a Channel?

44. 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
a video in the
long-run?
Key Questions When Choosing a Channel

45. A Few Filming Tips

46. Orientation:
Horizontal…
or Vertical
Don’t be a
Creeper!
Mitigate
Motion
Sickness
Easy Tips for First-Time Streamers

47. More Resources

48. How to Add
Live Stream Video to
Your Marketing Mix
Q&A
Session
Presented by Ashley Faus
DigiMarcon 2019
@ashleyfaus