How to get started with LiveStreaming content, and how to use data-resources at BuzzSumo to Research Amplify and Monitor LiveStream content.

1. GET SOCIAL SHARES AND SPUR CUSTOMER
CONVERSATIONS BY
ADDING LIVESTREAMING VIDEO TO YOUR CONTENT
MARKETING MIX
an abbson live & buzzsumo webinar

2. Who I am: Susan Moeller
Business Development Manager at
BuzzSumo
Helping marketers access and use data
@susancmoeller
susan@buzzsumo.com

3. Create Better Content
We help content marketers improve their content through
research, amplification and monitoring.

4. Research. Amplify. Monitor

5. WHO I AM: CHAD ABBOTT.
 digital marketer with experience running a successful
social agency
 background in live video technology
 CEO at Abbson Live, a livestream video
partner/vendor
 @chadabbott
 chad@abbson.com

7. WHAT YOU’LL LEARN
TODAY.
 what type of benefits and return you can expect on your livestream
investment
 how to get started livestreaming quickly
 how to select a platform
 how to maximize audience engagement
 how to capture people who watch your livestream and turn them into
leads
 how to use BuzzSumo’s data tools to create powerful livestream
content

9. WHO WE ARE: ABBSON
LIVE.
 livestreaming partner/vendor
 live video production from people who love content
marketing
 broadcast-quality HD streaming video, complete with
professional switching and beautiful in-stream
graphics and CTAs
 a plan to distribute the video content in a way that
offers maximum impact for the brand, all based on our
years of digital marketing experience

10. WHAT IS LIVESTREAMING,
ANYWAY?
 a livestream is just like a live TV show, except it’s
broadcast over the internet instead of through your
cable TV provider
 livestreams can be on virtually any topic, take place
on virtually any platform, and have varying KPIs
 some livestreams are 30 seconds long and some are
30 days long
 even this webinar is a form of livestreaming

11. IN FACT.
 webinars are killing it these days. have you noticed how many you
get invited to?
 there’s a reason for that--webinars are one of the cheapest and
easiest ways to prove the concept of live video marketing
 expand the scope to include viral live video platforms like Periscope,
formal broadcasting platforms like Livestream.com, and on-demand
content like HBO Go, and you’ll quickly realize the universality of
livestreaming today

13. PROOF OF CONCEPT.
 did you watch Apple’s latest product launch? chances are at least
one person in your office was talking about it live
 GE did live drone tours of its facilities around the country exclusively
on Periscope this year and got massive social engagement
 thousands of people pay MLB $20/month to get access to baseball
games above and beyond what they can watch on cable
 As Rand Paul pointed out, even politicians need to make use of
“dumbass” livestreaming to stay relevant today

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18. WHY YOU SHOULD
LIVESTREAM.
 so everyone’s doing it--why should you?
 are you interested in…
 more fans online?
 more engagement with your audience?
 more sales?
 if so, livestreaming is the fastest way to get there
 here’s why:

19. 1. LEAD GENERATION &
NEW FANS
 if you’re interested in generating leads, live video is
extremely powerful
 you can:
 capture emails during registration
 gate the player with a social interaction (like, follow,
subscribe)
 require social components (share the link to get bonus
resources)
 tag viewers with remarketing pixels
 convert existing leads using high quality content and in-
video CTAs

20. @

21. 2. CONTENT MARKETING
 to develop brand authority and generate traffic based on
content, livestream it
 by starting with a high-quality livestream, you can:
 create blog posts promoting livestream
 engage users during broadcast
 share the full broadcast as exclusive gated video content
afterward
 write a series of blog posts using the video content summary
 create long video clips to drive YouTube engagement
 create shorter clips for Facebook, Instagram, and Twitter
video

23. 3. AUDIENCE ENGAGEMENT
& CONVERSIONS
 nothing is more social than live content, and you can
leverage that potential
 encourage your viewers to share the love
 use a social platform like Periscope
 embed social streams on your broadcast landing pages
 engage viewers during the broadcast by tweeting at them
 take questions over social using a hashtag
 use contests and giveaways that only live users are eligible
for, but require a social action
 you should also charge for premium livestream content,
like conferences

25. SO LET’S DO IT.
 so you want to try livestreaming. where do you start?
 you’ll need three things:
 a platform to broadcast on
 equipment with which to broadcast
 an audience
 but before you start shopping, we need to define your
goals
 your goals will determine other decisions you make

26. CHOOSING A PLATFORM.
 there are dozens of livestream platforms that exist
 Ustream
 Livestream.com
 YouTube Live/Google+ Hangouts On Air
 Twitch.tv
 Periscope
 Meerkat
 Facebook Mentions
 Blab
 DIY Platforms
 Webinar Tools (GoToWebinar)

29. CHOOSING YOUR GEAR.
 depending on the platform you choose, you’ll need some basics:
 camera(s)
 microphone(s)
 broadcasting solution
 if you choose a simple platform like Periscope, all of these
equipment requirements are satisfied by your iPhone!
 if you choose a more complex platform with advanced features, you
may need to work with a vendor to make sure everything is on point

30. CHOOSING YOUR GEAR.

31. GETTING PEOPLE TO
WATCH.
 so you have a broadcast set up, you have your broadcasting
equipment, now what?
 if you have an existing social audience, you’ll have an easy time
getting them to tune in—just give them plenty of notice, 3 compelling
reasons to watch, and make sure to let them know the content is
exclusive
 if you don’t have a big audience, call on partners to help--reach out
to influencers in the relevant space, invite more people to join the
livestream, utilize targeted Facebook advertising, and offer to partner
with larger organizations (i.e. broadcast your stream on someone

33. MAXIMIZE YOUR TIME.
 one of the biggest ways you can see the value in livestreaming is
considering ways you are already investing your time and energy
which could be have an expanded impact with a live video
component
 product launches
 twitter chats
 youtube videos
 interviews for white papers or blog posts
 conferences and events
 even daily tasks that are the “bread and butter” of your brand

35. INTEGRATE WITH YOUR
CONTENT STRATEGY.
 consider livestreaming to be one of the most powerful tools in your
content marketing strategy, but not a strategy unto itself
 you still need a powerful vision for branding yourself online, and then
you can consider how to realize it with live video
 live video will energize your strategy by providing more content per
hour spent working on it than any other form of content marketing
 why not give it a try?

37. Jump Right In?!?

38. “As with anything in marketing,
you need to start with a plan….
a well-thought plan helps you
stay focused on the right things,
which ultimately will save you a
ton of time and money.
In simpler words: Without a
plan, you’re going to fail.
The question is: How can I
develop a plan?”
The Marketer’s Guide To
Periscope, Kissmetrics.com

39. Use data to plan your content:
Base your livestream choices on your audience preferences:
What resonates with them?
What do they like to share?
What headlines grab their attention?
What trends can you leverage?
What works on Facebook?

40. Use BuzzSumo to identify trending content:

41. Identify trending content in your field
or topic area

42. Create content that
addresses the trends
you identify

43. Identify content that resonates with your
audience—headlines, formats, topics

44. Identify successful live stream content, like
webinars, by topic

45. Identify popular themes, like Zombies, and apply them to your content area.

46. Video content translates well to
LiveStreams. Identify the most
successful content at video sites
like youtube.com

47. Don’t ignore Facebook.

48. Identify successful
Facebook posts by topic;
find the most engaging
videos.

50. Use data to amplify your
content:
Who shares video content on your topic
Who links to it?
Who creates the best livestream content?
Can you collaborate?
How can you engage with influencers?
What do you have to offer that they might want?

51. Find the people who shared a specific piece of content

52. Find the top authors for a subject area: Interview them or collaborate on
events; stream them.

53. Find influencers with an interest in your topic.

54. Use data to monitor your
content:
Who shared your content?
Who linked to it?
What did you learn?
How can you improve your next livestream project?
What other content formats can you look to?

55. Use BuzzSumo’s free Chrome Extension to monitor shares and links.

56. TAKING IT ABOVE AND
BEYOND.
 the good news is also the bad news: because livestreaming is
powerful, cheap, and easy to start, everyone can do it, and most
people are
 how do you stand out?
 you need to differentiate yourself just like you do on YouTube and
Instagram: by having amazing content
 this means both the content of the content and the presentation of the
content
 it’s not enough to just do it, you have to do it well

58. PROFESSIONAL
LIVESTREAMS.
 as you consider your goals and how they will be met with
livestreaming, you may need to consider a livestream partner/vendor
 strike a balance between professional and organic: there’s a
difference between authentic and crappy
 when it comes to paid livestream content, livestream content
optimized for conversions or lead generation, or brand recognition
livestream content with high visibility, just don’t risk it.
 you sometimes need a vendor to make sure all of the technical bases are
covered, everything looks beautiful, and you are ready to handle “success”

61. PROFESSIONAL
LIVESTREAM PRODUCTION.
 broadcast-quality 1080 HD video streams
 multiple HD cameras can capture every angle of the
event
 a dedicated on-site producer
 a dedicated on-site switching engineer
 graphics, branding, ads, and CTAs developed and
inserted mid-stream

63. PROFESSIONAL
LIVESTREAM DELIVERY.
 custom player solutions, working with dozens of livestream service
providers and custom software solutions
 pay-per-view, social or email engagement gates, or custom landing
pages to promote interaction
 DVR capabilities so users can pause, rewind, or catch up, and
players can auto-select video quality based on connection speed for
users
 full archived video of live broadcasts delivered after the event for
content marketing

65. CHAD G. ABBOTT, CEO.
 chad@abbson.com
 315.456.9390 (c)
 @chadabbott
 abbsonlive.com
SPECIAL DISCOUNT: 20% off your first professionally
produced livestream with Abbson Live by mentioning this
presentation to your account rep.

68. Who I am: Susan Moeller
Business Development Manager at
BuzzSumo
Helping marketers access and use data
@susancmoeller
susan@buzzsumo.com