Live is the buzzword on every social media marketers tongue right now - but how do you capitalize on the trend, meet your audience in the moment, and get executive buy-in to broadcast live? With social channels like Facebook, Instagram, YouTube and more launching features that make it easier than ever to connect to fans live, time is of the essence to capitalize on a feature still underutilized by most marketers. Whether your CEO is nervous to make a mistake on-air or you feel like you don’t have the right equipment to make your go-live moment shine, this session will guide you through how to make livestreaming a reality.

2. SMCKC: Strategy Behind Livestreaming
@JenForrestKC
Linkedin.com/in/jenforrest

3. @JenForrestKC, Director of Social Media at DEG
Experience with various business verticals: consumer, CPG, corporate,
B2B, finance and healthcare
Worked in most facets of marketing – branding, communications, PR,
digital, ecommerce and (of course) social
Currently work with clients to enhance their social media strategies and
cross-channel digital marketing efforts
Introduction

4. —
Evolution of live
Planning for success
Unscripted story
Going live
Questions
Agenda

5. Evolution of Live

6. Live Video Landscape

7. Is live video a big
deal?
Facebook Video
views (including
Live) could
eclipse 64 billion
video views per
day by August
2017 (Source: Techcrunch)
Image Image

8. Is live video a big
deal?
Image Image
1 billion hours of
content are viewed
on YouTube every
day. That’s 114,000
years worth of
video watched
every day.
(Source: YouTube)

9. Is live video a big
deal?
Image Image
Facebook Live
videos are
watched 3x
longer than videos
that aren’t live
anymore.
(Source: Facebook)

10. Is live video a big
deal?
Image Image
Users comment
on Facebook Live
videos at 10x the
rate of regular
videos. (Source: Wired)

11. Mobile first world
6-second attention span
Video obsession
”In the moment” value
Instant engagement and
feedback
Considerations
Live Video Landscape

12. Benefits
Live Video Landscape
Opportunity
to engage in
real-time
Demonstrates
authenticity
which builds
trust
Humanizes
companies
and brands

13. Companies and brands are using
live video to meet their audience in
the moment, in the channel of their
choosing with the right message at
the right time.
THE OPPORTUNITY

14. How do I sell it in?
Who manages it?
What channels
should I be using?
How do I measure
success?
Video has caught
our attention.

15. Live Video 201

17. 3…2...1...
Live Video 201
Planning for success. Story unscripted. Going live.

18. Live Video 201:
Planning for
Success

19. Process
Live Video 201: Planning for Success

20. Do your research to understand your audience, their
behavior and use of social media.
Define what social channels will help you reach the
right audience, how and who is going to manage it.
Compliment or integrate into existing content strategy.
Consider what each channel is ”best” at doing - then
determine how your approach on each may vary.
Don’t force channels that don’t make sense for your
target audience or what you’re trying to accomplish.
Define where to play
Live Video 201: Planning for Success

21. Get buy-in early
Live Video 201: Planning for Success.
Have a nervous executive or legal team?
Educate on trend + benefits
Collaborate early + often
Prepare with their approvals or try a test
Make the case for resources
Don’t chase the shiny object if it’s not going to drive the
results you need

22. Set the tone
Live Video 201: Planning for Success
Brand
Positioning
Target
Consumer
Passion
Branded Content
Strategy

23. How are you going to do it?
Live Video 201: Planning for Success
Research your options.
Remember WIFI.
Define roles.
Prep community engagement.
Let the story guide decisions.

24. Five Fundamentals:
Planning for Success
Research and listen.
What are your competitors doing? What
are people saying about your brand?
Activate the right channel mix.
Launch or integrate with a defined social
media strategy. Match content to audience.
Set the right tone + content strategy.
Before diving in, make sure live is right.
Prepare for the worst. Expect the best.
Plan for both scenarios. Get buy-in early.
Get your resources ready.
Staff? Equipment?

25. Live Video 201:
Unscripted story

26. Live video changes the way
story happens.

27. It’s the simple joys in life…
Live Video 201: Unscripted Story

28. Creative Process
Live Video 201: Unscripted Story
Insight ExecutionCreative

29. Live Event: Creating an experience
Behind-the-Scenes: Exclusive access
Q&A with Experts: Authentic conversation
Product Reveal: Create hype and get feedback
Crisis: Real-time live moments
How-To: Step-by-step tutorials
Concept: Creative Insight & Purpose
Live Video 201: Unscripted Story

30. Purpose can take many forms
Live Video 201: Unscripted Story
Entertain
• Create intrigue
• Instill suspense
• Make them
laugh
• Have fun
Educate
• Be transparent
• Be credible
• Peak curiosity
• Provide
information
Inspire
• Be relatable
• Have heart
• Have purpose
• Be timeline

31. Concept: Format, Talent and Location
Live Video 201: Unscripted Story

32. Story vs. Script
Live Video 201: Unscripted Story
Intro The Hook See It Happen Result

34. Five Fundamentals:
Unscripted Story
Find and use a creative insight.
Don’t assume your content is interesting.
Story vs. script.
Be purposeful. Consider time. Plan ahead.
Be authentic.
Be human. Balance production and
authenticity.
Engage and be engaging.
Be personal. Connect with your audience.
Run-throughs are your friend.
Practice your story, but embrace the
unknown.

35. Live Video 201:
Going Live

36. Create excitement
Live Video 201: Going Live

37. Paid social integration
Live Video 201: Going Live
Consider integrating paid social into overall strategy.
Launch sponsored post following live stream.
Verified accounts – beta live promotion with
accelerated delivery.

38. Encourage conversation to influence the live moment.
Actively manage the conversation.
Educate audience + potentially use as opportunity to
drive website traffic or create leads.
Personalize answer delivery.
Incentivize if you can.
Community engagement
Live Video 201: Going Live

39. Go live when you have a strong connection.
Remember, the majority of viewers come in
and out as they please.
Give frequent story chapter reminders.
You don’t need to talk the entire time.
Consistency matters.
Wrap it up.
Once you’re live
Live Video 201: Going Live

40. Five Fundamentals:
Going Live
Remember to promote.
Think integrated. Consider paid social.
Know how to activate and get to work.
Equipment and technology can help.
Testing 1,2,3.
Test, test, test. WIFI? check. Audio? Check.
Make it easy to follow and prompt.
Remember reintroductions. Incentive
engagement and conversation.
Test and learn.
If at first you don’t succeed, try again.

41. Measuring Success
Pre-Event During Post-Event
Registrations/Event RSVPS
Engagement on Teaser
Content
Viewership
Retention Rate
Questions
Engagement
Impressions/Reach
CTR
Cost per View
Cost per Engagement

42. Measuring Success:
Live Video
Align on goals before execution.
Success looks different for every
organization.
Measure the right KPIs.
Align KPIs to the type of content you’re
producing.
Implement measurement and tracking
tools early.
Build foundation for reporting.
Continuously report, improve and
evolve strategy.
Don’t set it and forget it. Fail fast.
Think integrated – not just about social.
Source of viewers, clicks, web traffic, time
watched, number of actions (purchases,
leads, etc.)

43. Questions?
@JenForrestKC
Linkedin.com/in/jenforrest

44. Thank you!