SOCIAL MEDIA SNAPSHOT

Livestream Proof of ConceptNew York Fleet Week Parade of Ships

SOCIAL MEDIA CASE STUDY

SOCIAL MEDIA SNAPSHOT

Goal: Conduct field test of Livestream, one of several service options Navy Visual News is considering purchasing in order

to offer live video streaming as a part of their visual capabilities

Field test details• What: New York Fleet Week, Parade of Ships• Where: along Hudson River• When: Wednesday, May 25, 2011, 09:30-11:30 EDT• Who: MC2 House from Defense Media Activity with in-person

support of representative from Livestream• How…

SOCIAL MEDIA SNAPSHOT

Navy Visual News worked with Livestream to brand the Navy’s page on Livestream.com

http://www.livestream.com/usnavy

SOCIAL MEDIA SNAPSHOT

Viewers can “check-in” with Livestream, Facebook, or Twitter to participate in discussion about the video

Videos are archived and available for viewing after the live event.

Because of the high quality of video, it can be repurposed for other products.

Chat can be cleared and users can be banned if needed.

SOCIAL MEDIA SNAPSHOT

Viewers could also watch the Livestream directly on the US Navy Facebook page (on Livestream tab)

Facebook fans can watch, share and interact with the live event without leaving Facebook.

SOCIAL MEDIA SNAPSHOT

On-site technical set-up using Livestream “Livepack”

MC2 House hooked the Livestream “Livepack” (essentially a portable computer with wireless internet the size of a large video game device) up to the DMA video camera.

Photos from Livestream.com (not from actual NY Fleet Week set-up)

SOCIAL MEDIA SNAPSHOT

Day-of event promotion

SOCIAL MEDIA SNAPSHOT

Fans were excited to be able to participate in the event remotely, especially family members!

SOCIAL MEDIA SNAPSHOT

Lessons learned• Know that someone will be watching. Since it was a

test, we didn’t promote the live streaming until the day-of, so we weren’t anticipating much participation, but over 600 people watched and engaged

• Be ready to engage in real-time. We didn’t plan on answering questions on the fly, but LT Eklund moderated the discussion and relayed questions to MC2 House via phone who, in turn, answered viewer questions on the live video streaming

• Anticipate a learning curve with fans. Whenever you introduce a new technology, some stakeholders will have confusion and may not be able to access. Have commonly asked questions ready up-front so you are ready to respond to technical difficulties.

• Use all opportunities given to reinforce key Navy messages. We missed an opportunity to reinforce some of the key Navy messages/themes while people were engaged (if there was a laptop with a communicator right there, we really could have optimized that opportunity).

SOCIAL MEDIA SNAPSHOT

Results• Over 600 viewers watched the live streaming video of the New York Fleet Week

Parade of Ships• Fans of US Navy Facebook page, USS New York page and others enjoyed the live

streaming video and were able to remotely participate in an event that had previously only been enjoyed by in-person attendees

• Users easily “checked-in” and joined in the discussion, engaging with MC2 House in real time

• Livestream platform worked well from remote location (sidewalk along Hudson River) with no interruptions in stream

• Equipment is simple to use for those familiar with high-end video equipment, but may take some coaching for those just getting started with video

• Next steps: Navy Visual News testing alternate live video streaming options to compare and price

• More Livestream info and pricing: http://www.livestream.com/platform/livepack