411 on Brand Marketing on Periscope and Meerkat
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Periscope and Meerkat give event marketers the power to live stream events right from their phones. In this presentation by Alex Frias, president of Track Marketing Group, youll get up to speed on how these mobile live streaming apps work, how to identify whats relevant and whats not relevant to your social community when it comes to event content, plus how (and why) you should provide attendees with the social authority to broadcast your event to their networks. See examples of how brands have integrated the new platforms into their event amplification strategies, and leave with a list of legal ramifications to keep in mind. * This presentation was originally discussed at EventTech 2015 in Las Vegas.
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411 on Brand Marketing on Periscope and Meerkat
- 1. 411 on Periscope + Meerkat Alex Frias, President @ Track Marketing Group @iamalexfrias
- 2. THE GOOD OLD DAYS Live streaming was a BIG undertaking Required large investment emotionally, technically and 鍖nancially Brands and event producers had to alter site plans, total capacity numbers and consider camera blocking / foot tra鍖c issues
- 3. 2011 Live streaming was new and exciting Gave brands the ability to amplify experiential experiences to larger audience digitally and socially Event producers leveraged turn-key video solutions like Ustream and Livestream to host live streams on brand micro-sites and Facebook pages
- 4. 2013 Live streaming evolved from program add-on to building block for brand platforms Live streaming was focused around creating broadcast quality content viewable on desktop Mobile viewing was reaching its tipping point
- 5. TODAY
- 6. 2008-2010 2011 2013 2015 EVOLUTION IN LIVE STREAMING
- 7. WHAT IS A MEERKAT AND HOW DO YOU PERISCOPE? 油* 油Infographic 油via 油Salesforce.com 油
- 8. MEERKAT VS. PERISCOPE MEERKAT ≒ 2MM users ≒ User experience is reminiscent of Snapchat ≒ Allows creators to schedule a livestream 24 hours before it starts (with pre-determined URL to allow pre-promotion) ≒ Broadcasts can be saved to users Meerkat library ≒ Features ability to embed streams across the web ≒ Vertical video only Periscope ≒ 10MM users ≒ User experience is more straightforward and easy to learn ≒ You can re-watch streams for up to 24 hours ≒ More notable celebrity and in鍖uencer accounts ≒ Users can pin their locations ≒ Periscope allows users to invite only speci鍖c users to their stream ≒ Vertical and horizontal video
- 9. HOW TO USE MEERKAT + PERISCOPE 1. You must have app on your iOS or Android device 2. You press STREAM or BROADCAST button 3. You can stream immediately (or on Meerkat you can schedule a time for later) 4. Viewers can watch, join, like/heart, and comment in real time
- 10. WHY YOU WANT TO USE LIVE STREAMING
- 11. LEGAL WATCH OUTS FOR BRANDS 1. Dont Stream What You Dont Own 2. Get Permission to Use Someones Voice and/or Likeness via Legal Disclaimer Releases 3. Celebrity Usage 4. Music Performances and Clearances 5. Elements Outside of Your Control KEY TAKEAWAY Approach live streaming the same way you would approach a commercial shoot err on the side of caution!
- 12. CASE STUDIES
- 13. JIMMY FALLON BEHIND THE SCENES Broadcasts monolouge rehearsals during the afternoons
- 14. ADIDAS EXCLUSIVE ACCESS Adidas used Periscope to give fans an opportunity to watch soccer star油James Rodriguez sign his endorsement contract
- 15. GENERAL ELECTRIC - #DRONEWEEK GE launched a 鍖ve-day live entertainment and education series shot on drones that aired only on Periscope Viewers were able to watch drone footage of 鍖ights over 鍖ve of GEs test and building facilities throughout the country for views into the locations where todays most badass jet engines, locomotives, wind turbines and industrial machinery are made and tested to extremes
- 16. REDBULL LIVE EVENTS
- 17. MASTERCARD CONSUMER EDUCTION Mastercard leveraged Meerkat to extend Priceless campaign to live streaming community
- 18. THE ROLLING STONES EXCLUSIVE MUSIC PERFORMANCES Rolling Stone streamed live and exclusive behind-the- scenes footage from a secret LA gig in May and streamed footage from the rest of their summer tour
- 19. DORITOS SOCIAL CONTESTING #DoritosRoulette Created social cross promotion combining Periscope, Twitter and Vine Twitter Periscope Vine Doritos ran a live game on Periscope as well as Twitter, with winners being announced on Vine
- 20. KEY LEARNINGS 1. Creates new ways to show your product 2. Gives consumers a behind-the-scenes look at events and the event setup process 3. Creates an all access pass for consumers who are seeking transparency
- 21. KEY LEARNINGS 4. Think through mobile live streaming tactics as program add-on and strategically as original brand platforms 5. Leverage live streaming platform strengths to 鍖t within YOUR social eco-system 6. Dont forget the basics ENCOURAGE YOUR EVENT ATTENDEES TO PERISCOPE AND MEERKAT!
- 22. Q&A @iamalexfrias | @trackmarketing #eventtechlive