Cipr social summer
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This document discusses opportunities for brands to live stream content through social media to engage audiences. It provides examples of brands that have successfully streamed live events like concerts and magic shows on Facebook. The document also discusses best practices for live streaming, such as ensuring good connectivity and pre-production. Overall, it argues that combining social media and live broadcasting allows PR teams to directly communicate with audiences through their own communities and influencers.
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Cipr social summer
- 1. #CIPRSM#CIPRSM Broadcasting live events through social media Russell Goldsmith @markettiers4dc,@russgoldsmith 12th September 2013 SOCIAL SUMMER
- 2. #CIPRSM#CIPRSM Explore opportunities for brands to stream interactive content in their social channels How to keep your audience engaged with your brand beyond a few minutes of video content ShareThisToo Chapter 11
- 4. #CIPRSM#CIPRSM Im not paying for theTV License. All people do is sit around a box in the corner of a room not talking to each other. Its anti-social Housemate Id met for the first time on moving in Manchester 1990 IsTV social? Christmas 1990
- 5. #CIPRSM#CIPRSM 1990 (according toWikipedia) fall of 1990 Tim Berners-Lee created the first web server and the foundation for the World Wide Web
- 6. #CIPRSM#CIPRSM I didnt even any email The Internet 1990 None of the following
- 7. #CIPRSM#CIPRSM socialTV now a huge challenge for brands involved in content marketing 2014 - IsTV social?
- 10. #CIPRSM#CIPRSM So can brands use Social to drive views to their own video content? HeadstreamsTop Social Brands report certainly suggests video helps engage and build a community
- 15. #CIPRSM#CIPRSM By Q4 2014 他 of viral reach was made up of video content Yet only 23% of posts contained video Twitter is 3x more likely to refer to a video than other content And according to Adobes (US) DigitalVideo Benchmark Report Via @ThePaulSutton & @dirktherabbit
- 16. #CIPRSM#CIPRSM The Social Games Sir Tim Berners-Lee tweets from Olympics Opening Ceremony Possibly no better example of how people are usingTwitter whilst watching liveTV
- 17. #CIPRSM#CIPRSM During opening ceremony, @dannyboylefilm grew to 100s of 1000s of followers in a couple of hours only for it to be just a fans feed! Twitter counted 9.66m mentions of the opening ceremony between 8pm GMT to end of the delayed broadcast on NBC in US The Social Games
- 18. #CIPRSM#CIPRSM #spoileralert Twitter can also be a nightmare for some programmes and the death of Sky+! How many of us intend to watch something after it was broadcast, only to check our social media feed to find someone who has revealed whodunit! Even stars of the shows have ruined the viewing experience for viewers Jessie J fans were furious after she revealed on twitter who she had picked for the semi-final of the first series of The Voice 2hrs before the show aired.
- 19. #CIPRSM#CIPRSM More videos are being watched online than ever before Social media can drive engagement, particularly in a live environment More important than ever for PR to get involved
- 20. #CIPRSM#CIPRSM Felix Baumgartners jump for Red Bull watched live by over 8m people globally (myself and son included) However, not all of us have the millions of dollars required to enable a man to jump from 128,100 feet! So how can we engage our communities for a slightly smaller budget Learn toWalk before you Jump
- 21. #CIPRSM#CIPRSM Google+ Hangouts Live Event Firsts Engaging with Bloggers Ensuring you reach your community Some cheaper opportunities
- 22. #CIPRSM#CIPRSM Google+ Hangouts On-Air feature means that, with the live feed being broadcast throughYouTube, the stream can be embedded into other social networks too Google+ engagement is growing and there are some great examples of how brands are using hangouts to their advantage Cadburys Social Media & Community Manager Jerry Daykin give it a try and think about a new way of connecting with your consumers and having a chat with them YouTube Live, Google+ & Pinterest http://www.youtube.com/watch?v=6Jt4fIIHn9 k&feature=youtu.be http://www.youtube.com/watch?v=jDhZ3zy kbWs&feature=player_embedded
- 23. #CIPRSM#CIPRSM Some considerations as still not the perfect tool for broadcast Invest time in pre-production Test every participants connection, lighting before going live Use a running order and ensure you have a producer to avoid people speaking over each other Otherwise the viewing could be painful! Enables spokespeople to join remotely Could become extention of blogger engagement Allow competitions winners or fans to be involved B2B embed a panel discussion between industry leaders from their desks into a discussion thread on LinkedIn YouTube Live, Google+
- 24. #CIPRSM#CIPRSM 75% executives watch work-related videos on business-related websites at least weekly & more than 52% watch work-related videos onYouTube at least weekly 54% senior executives share work-related videos with colleagues at least weekly 47% post links to work-related videos to networking sites weekly (69% of under 40year olds) LinkedIn Source: Forbes Video in the C-Suite report from 2010
- 25. #CIPRSM#CIPRSM Some live streaming examples Creating a first
- 26. #CIPRSM#CIPRSM The Carphone Warehouse First Live Gig Facebooks first ever UK live concert produced for The Carphone Warehouse with Eliza Doolittle from Ronnie Scotts to launch the INQ Cloud Touch smartphone Increase likes on the page by over 10% from 50,000 to over 56,000 in half hour But reaching an audience directly through their newsfeed via your timeline is crucial http://www.youtube.com/watch?v=4iiuiq2ajrI&feature=player_embedded
- 27. #CIPRSM#CIPRSM Challenge of the Facebook timeline Updates only reach 17% of likes on average (EdgeRank Jan 2012) unless more engaged through comments, likes, and shares How honest are we in PR to give the real stats? To compete with Ad and other agencies we need to be confident in the effectiveness of our content Broadcasting live into the timeline and into the newsfeeds of those who have liked your page improves engagement, enabling them to watch the content without leaving their Facebook page, sharing it with their friends and helping the viral spread. Worth considering support with targeted advertising and promoted tweets It works.. And we can prove it with real metrics and tangible results http://www.youtube.com/watch?v=8fggZUCOpVU
- 28. #CIPRSM#CIPRSM The Dictator Premiere Timeline
- 29. #CIPRSM#CIPRSM The Dictator live ads
- 30. #CIPRSM#CIPRSM Why through ads? Streaming from page with just a status update- 20% of 39,171= reach of approx 7,834 9,718,266impressions Reach of 3.5 million unique users within a 2 hour period 14,068 video plays from the ad unit Further 4,621 views organically generated 3,701new fans generated
- 31. #CIPRSM#CIPRSM Royal Albert Hall First Live Science Lesson Positioned as the first ever schools science lesson to be streamed live into Facebook Partnered with The Times Educational Supplement Included a Live Audience of school kids http://www.youtube.com/watch?feature=player_embedded&v=ERx-- O33a6w
- 32. #CIPRSM#CIPRSM National Grid First Live Magic Show Reaching students to discuss the serious issue of carbon monoxide poisoning in their rented accommodation. Using magic, as CO is invisible, ran a competition for a student to have their years rent disappear. As part of the campaign, produced the first ever magic show to be streamed live in Facebook featuring Damien OBrien Included a trick with a guest over Skype http://www.youtube.com/watch?feature=player_embe dded&v=s9b8eknnCCQ
- 33. #CIPRSM#CIPRSM Streaming on Mobile 11.2m mobile video users in UK (262% year on year increase).1 End of 2012, mobiles and tablets made up more than a 村 of BBC iPlayer requests (177% year-on- year increase).2 64% of the 49.5m UK mobile owners now use a smartphone, a statistic set to increase given that in December 2012, 82% of phones acquired were smartphones. 1 Yet 31% of communications professionals still don't expect to view live content via a mobile device. 3 Source: comScore 1. comScore's latest report, UK Digital Future in Focus 2013 2. BBC 3. markettiers4dc 2013 survey
- 34. #CIPRSM#CIPRSM Bright Grey Engaging with Bloggers Live financial advice clinic with an Independent Financial Advisor and Bright Grey, Managing Director Viewers invited to submit questions surrounding parenting and finances the show was streamed into private Facebook page Bloggers asked to write about their experiences and if they feel more confident about their ability to control their financial situation. Five mummy bloggers then offered a private chef to cook dinner at their home Idea is to give them time to talk about money and finance - using the advice given during the previous show Bloggers to document their experiences of the night on video and blog about it to share with their followers https://www.youtube.com/watch?v=lIuxVM6hCzY&feature=player_embedded
- 35. #CIPRSM#CIPRSM Who is your audience internal, external, B2B, consumer Where will they view the content home, office, on the move What platform desktop, tablet, mobile What style do you want raw, professional Keeping attention camera angles, video inserts, slides, graphics Engagement- questions, comments, polling Focus on talent or use a presenter to pose questions? Some production tips
- 36. #CIPRSM#CIPRSM Pre-production is vital Basic scripts Running order Call Sheet who needs to be where and when Sourcing locations if outside broadcasts recce! Access Lighting External noises Broadband connectivity (4-6mb), mobile encoder or Sat truck? Some production tips
- 37. #CIPRSM#CIPRSM Talent Brief them how long, what to wear, what to say, what questions to avoid, will they wear an ear piece, do they need an autocue Legal Release Forms Health & Safety risk assessments Rights live & ondemand Some production tips
- 38. #CIPRSM#CIPRSM Social media is a digital advocacy platform used to share information. Broadcast has an ability to bring a story to life, as well as excite, enthuse and engage an audience. Combine both tools and remind yourself that you no longer are as reliant on the professional journalist but instead can communicate directly with your audience through a brands own community or with bloggers who are advocates of your products and services The result for PR teams is very powerful and exciting So in summary
- 39. #CIPRSM#CIPRSM Thank you for attending Find out more at cipr.co.uk/social-summer SOCIAL SUMMER russ@markettiers4dc.com 020 7253 8888 @russgoldsmith