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Facebook Live for Content Marketers

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Facebook Live for Content Marketers

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Facebook Live is a great tool to increase Facebook reach and engagement. Learn the nuts and bolts of broadcasting live, helpful equipment for amateur videographers and how health care not-for-profit Midland Care has used Facebook Live to make our messages accessible to a wider audience. Presentation prepared for Topeka Social Media Club, February 29, 2018.

Facebook Live is a great tool to increase Facebook reach and engagement. Learn the nuts and bolts of broadcasting live, helpful equipment for amateur videographers and how health care not-for-profit Midland Care has used Facebook Live to make our messages accessible to a wider audience. Presentation prepared for Topeka Social Media Club, February 29, 2018.

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Facebook Live for Content Marketers

  1. 1. 1 Facebook Live For Content Marketers Get these slides on Twitter or LinkedIn @mslauraburton with Laura Burton
  2. 2. Here’s Me. mslauraburton@gmail.com @mslauraburton linkedin.com/mslauraburton I tell stories for a living, as a marketer who loves sharing the important work of nonprofit organizations with the wider community. I also bake ridiculously delicious chocolate chip cookies. Laura Burton Nonprofit Marketer Experience YWCA Topeka | 8 years  Public Education Coordinator | professional training, youth outreach, marketing, social media, web, etc. Meadowlark Graphics | 5 years  Co-owner | freelance consulting, graphic design, pinback button-making Midland Care | 4 years  Communications Coordinator | marketing, graphic design, PR, social media, web, etc. Kansas Children’s Discovery Center  Director of Marketing and Development | TBD (I actually start this job tomorrow…) 2
  3. 3. Why Facebook Live?
  4. 4. 4 The equipment and expertise needed to execute a Facebook Live video is fairly low. You don’t have to be a skilled videographer or own fancy tech to reach a lot of people on this medium. Ease of Use Facebook algorithms change often but Facebook currently favors video, particularly live video. It’s pushed out to your users more. The feature has also proven popular with users. Facebook + Users Like It Content is queen. The ability to tell compelling stories in quick, easy-to- share ways is vital for modern brands. Facebook live lets you get your story out quickly and easily. Content Potential
  5. 5. Social video generates 1200% more shares than text and images combined  Facebook paid publishers and celebrities $50 million to use Facebook Live - NYT  Facebook Live Videos drive 10x more comments than videos that aren’t live - Facebook  Users watch Facebook Live videos 3x longer than videos that aren’t live. - Facebook - Brightcove
  6. 6. Reach + Engagement by Post Type 380 408 1084 49 142 221 Organic Reach Engaged Users Link Photo Video Midland Care’s average organic reach by post type from June 2016, when we started Facebook Live videos, to August 2016. Organic Reach Average engaged users by post type for the same time period as detailed above. Engaged Users 6
  7. 7. Average Organic Reach by Post Type 380 441 990 408 716 995 1084 906 987 Link Photo Video 2016 2017 2018 The surge in post reach in 2018 is attributable to having an active blog up and running with a content marketing focus. Links Video has remained a great way to reach people but is less important to us than it was in 2016 when it outperformed all other posts. Video 7
  8. 8. Nuts and Bolts
  9. 9. Useful Technology We’ve filmed on Android and Apple phones, and on an iPad. All of them have worked similarly for our purposes. Phone or Tablet A basic lapel mic won’t set you back much cash, but will help you isolate voices. It’s a must for educational content. Microphone You’ll want the option of being able to set your camera down, and the stability. Small and versatile is key. Tripod Learn from my mistake: get a versatile tripod adapter that can work for lots of sizes of phones and tablets. Tripod Adapter 9
  10. 10. Going Live 10 Promote + Prepare Film Optimize + Distribute  Determine your goals.  Get and test equipment, including your filming area.  Let your followers know about your broadcast.  Use the strongest connection you can.  Make sure you’re 100% ready to film.  Create a compelling description.  Go live!  Edit your post to add a title, a description, tags and a thumbnail. Add boosting and generate (and edit) captions.  Post to other social media platforms and your own website.  Download your video to repackage clips for other uses.
  11. 11. Oh Crap! Use the signal you’re most confident in. Don’t panic if you disconnect, it’s usually best to keep filming. Connectivity Problems If possible, check your broadcast on another device to ensure the right orientation. Orientation Glitch Your viewers understand that you’re live and that your broadcast won’t be perfect. Something Unexpected
  12. 12. Content That Works
  13. 13. What is content marketing? “Content marketing is the art of providing relevant, useful content to your customers without selling or interrupting them. If you deliver consistent, ongoing valuable information to your customers, they ultimately reward you with their business and loyalty.” – Vertical Measures
  14. 14. 14 Starts with the information you want people to know. Traditional Marketing Starts with the questions your audience is asking. Content Marketing
  15. 15. Developing Content Strategy Ask your staff: what questions do you get asked all the time when you’re doing your job? Great resource: Answer the Public What questions do they ask? Who are you trying to reach? Think about genders, ages, behaviors, etc. You can’t reach everyone. Who is the audience? Are you trying to increase website traffic? Social media engagement? General brand awareness? What are our goals? 15
  16. 16. Live Content That Works For Us 16 Our take on new research, recipe how-to, commentary on current events. Education Live broadcasts of event setup, entertainers (with permission!), behind-the- scenes. Events Staff profiles, volunteer stories, conversations with community partners. Interviews Donor and sponsor thank yous. Shoutouts https://www.facebook.com/MidlandCareConnection/videos/1553722761340973/
  17. 17. Good Idea: Educational Series “Curious about what's going on in the Kansas legislature this year and how you can make a difference? Tune in to CEP LIVE on Facebook every week for the latest!” A schedule includes weekly broadcasts that are promoted in advance with Facebook events and photos of upcoming guests. https://www.facebook.com/CEPheartland/ Climate + Energy Project (CEP) 17
  18. 18. Good Idea: Behind the Scenes “Live from Puyallup! A booth tour...” https://www.facebook.com/SewingWorkshop/videos/vl.1405289786250273/14 77772438941687 The Sewing Workshop Pattern Collection 18
  19. 19. Good Idea: Create an Experience “We were LIVE at The Creator’s Circle—tune in to see how three artists used HD light as the finishing touch to their creations. #HDLighted” This live video was filmed in 360 and featured multiple artists showcasing GE’s new light bulbs with audience input on their creations. https://www.facebook.com/GELighting/videos/10154927001607653/ GE Lighting 19
  20. 20. Key Takeaways on Facebook Live 20 It works, use it. Market content. Roll with it.It’s easy to use. Midland Care saw our average organic post reach double when we started using Facebook Live. A plan + few basic pieces of tech and you’re on your way. Be ready for glitches and mistakes and take them in stride. It’s live! Figure out what questions your audience wants answered.Be Creative. Have fun!
  21. 21. 01 02 03 04 05 Presentation Shoutouts Free PowerPoint Template (Arcturus) | thepopp.com Free stock photos | unsplash.com | pexels.com createherstock.com | WOCinTech Free icons | thenounproject.com Answer the Public | answerthepublic.com Midland Care | midlandcare.org 21
  22. 22. 22 Laura Burton Questions? Ideas? I love collaboration. Drop me a line! mslauraburton@gmail.com email twitter.com/mslauraburton twitter Linkedin.com/mslauraburton linkedin

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