Leveraging Facebook Live for your events A best practice guide to using Facebook Live to connect with your audience. • Why is Facebook Live important? • Suggested themes • Visuals & audio • Live event logistics • Re-purposing your Facebook Live Videos • Optimizing Facebook Live • Who’s doing it well? • Q&A
Why is Facebook Live important?
• It’s growing at a phenomenal rate • Creates a sense of urgency • Extends your reach • Provides engagement & interaction • Gives your brand a human face • Creates a source for shareable content
Presenter
Presentation Notes
Growing at a phenomenal rate: �- Trend from blogs > Micro blogs > Images > Videos�- Facebook Q2 1.71 Billion users, shares at an all time high - Zuckerberg search certain topics is driving that growth�- Competitors:), Snapchat, Periscope (Twitter Bought), Meerkat, YouTube, Twitter, Instagram (Facebook) Facebook has stockpiled $23 billion in cash for big acquisitions. Accompanying Facebook Live, Creative Expression features, overlaying text over videos and filters Creating a sense of urgency: Live streaming sense of urgency, essentially a fear of missing out, The very nature of the word ‘live’ indicates that what viewers are seeing will only happen once, This Urgency longer page views and a decreased bounce rate. Inexpensive and easy Mention one off discounts, campaign codes (edited out of final video), special guests, announcements (iphone 7 launch) Re-enforcing communities, interacting live (like concert) Extending your reach: ��- video posts doubling in number in the last year Facebook algorithm gives priority to video in the news feed, Live video ranks even higher (businesses judged on engagement) Live spend triple the amount of time: it’s exciting, in-the-moment, next best thing to being there. Two-thirds of Facebook Live views are of the recording. New engagement graph skip to the parts of the video that get the most engagement, marketers analytics to step up game and offer good, consistent, engaging Live videos. - Let your audience know about your upcoming live video with news feed posts, I will mention more later� Providing engagement & Interaction: Live viewers watch for 3x longer Live viewers comment 10x more than recorded video Video 2x interactions then image posts Ask your viewers to follow you, receive notifications when live Boost your announcement posts as paid Facebook Ads. Then, remind your audience again before live. Opt-in to get notifications the next time you go live. Say hello to comments by name and to respond to their comments option to send an invitation to a friend Broadcast for longer reach more people, At least 10 minutes Be creative and often 90 Mins max. Try different types of broadcasts to keep your audience engaged. Analytics: select Videos or date range. Three options to filter your stats: Organic vs. Paid, Auto-Played vs. Clicked-to-Play, or Unique vs. Repeat. For both total views and 10-second views, Benchmark to compare your average performance over time At least three seconds to be recorded as a view. Good metric: Peak Live Viewers will tell you at what point in the broadcast you got the largest audience. low completion rate normal, even on short videos. 25% completion is High, repurpose content. See what percent is auto-played as opposed to clicked-to-play. Stats most consistent viewership Mark at what point viewership drops off Reach, Video Views, and Engagement (Reactions, Comments, and Shares). Negative Feedback (Hide Post, Unlike Page, etc.) perfectly normal Higher your reach, the more negative feedback. Less 1% total reach fine. Gives your brand a human face: More Interaction, people buy people Not personality driven brand such as Apple, Facebook Regular Q&A to key management, department focused videos. Support, Sales, Marketing Source for shareable content: Advocate, affiliate marketing, with lead capture form.
Suggested Themes
• Broadcast from a physical event • Report on breaking news • Interview an influencer • Behind the scenes • Tutorials • Q&A
Presenter
Presentation Notes
Broadcast from a physical event: � Is what were doing right now Could be your event or someones elses. Use trending tags i.e. Salesforce: Dreamforce Even if your not exhibiting, ride on hashtags success� Report on breaking news: �- Live, real-time news as it happens Election results Company announcements, stock prices Something that is time based Interview an influencer: If not just guest article, do it live Will get more engagement Capitalise on their followers, customers base. - Case study �Behind the scenes: - Build anticipation to an event. Interviews, history/story of staff Staff days out, motivational videos Annual general meeting to key stake holders, share holders, investors �Tutorials: How to’s Help with difficulties using products Customer service 1 to 1 videos Create videos then repurpose them Emergency services Q&A: - Audience gets to choose the questions Valuable feedback from customers Ask questions back for Research and development Opportunity for case studies
Visuals & Audio
Phone & Tablet • Simplest way • More flexibility • Harder to keep up with comments • Short range audio Desktop • Best quality • More stable • Easier to answer comments • 3rd party software integration
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Presentation Notes
Phone & Tablet: - The simplest way, especially for show & tell - More flexibility on locations - Hard to keep up with comments - Audio may have short range Desktop: - If you have Windows 10, you just need the free app! - Less of the wobbly arm effect - Less connection interruptions - Easier to follow comments - Can use external camera and microphone - OBS Studio, screen share and video
Live Event Logistics
Getting started • Target market • Build anticipation • Lead capture • Test, test, test
Framing • Get the right angle/distance
Supporting materials • Pre event content
Dealing with comments • Make it personal
General features • Groups / Categories / Maps / Reactions / Filters
Presenter
Presentation Notes
Getting started Are you looking for new customers, leads, publicity, email subscribers, or page likes Time zones, demographics (use Sendible’s recommended time) Don’t just start a live stream and expect 1,000’s to turn up (even if you have a well-established presence). Build some momentum and anticipation, ideally giving at least a week’s notice to get some traction Get people to register for alerts Where you need to send people, such as a landing page, business page, or other social network - If you can go desktop - Get an external microphone & camera - Test, test and test again (or watch it go south like the buzz feed Obama interview) Framing - If you have a panel – pick a side, not the middle - Don’t have the camera 3 miles from you, FB live is supposed to be personal not a U2 gig - But don’t broadcast a disembodied head – it’s just as ineffective Supporting materials� - Create a blog Create additional videos (behind form) White paper� Dealing with comments� Best to have a colleague field them to you Name check when you reply Stay on topic Ignore the crazies General Features: - Live videos in Groups like your customers, or shareholders, particular products or interest - Live videos in Events so you can schedule a Q&A or show off a party to invitees who couldn’t come - Topic tagging to place your Live video in the right discovery category in the video hub - Comment Replays that simulate how feedback popped up during Live viewing - Facebook six reaction emojis that fly across the screen visible to viewers and broadcasters, similar to Periscope’s hearts - Five color filters improve lighting without equipment - Viral invites so viewers can notify friends to join the audience A live Map of current broadcasts around the world (Currently on the web only) Snapchat-style doodling so broadcasters can draw on top their Live videos (should be live sooner)
Repurposing your Facebook Live video
No brainers • Embed it on your website • Upload your video to other video sites YouTube/Vimeo • Add the video to your regular emails • Promote the video via your affiliates/advocates • Ask your partners to host it on their websites • Don’t forget to post to other social media channels!!
Bit more effort… • Create micro-content • Write a blog related to the video • Create a whitepaper
Presenter
Presentation Notes
Embed it on your website (including your blog) Easily embed your videos on website (code) Enhance SEO, use your keyword list in description Create library of content on website Extra content behind lead capture form for lead generation Upload your video to YouTube/Vimeo Not restricted to the main video sites. There are a huge amount, find your niches, Set your own video channel up, Mitel TV Create a repurposing check list Add the video to your regular emails �- To your email campaigns�- In your email signatures Promote the video via your affiliates/advocates Host it on your partner websites Get exposure on third party websites Affiliate/advocate marketing, rewards for sharing content Don’t forget to post to other social media channels!! Change the format, hashtags to match social network i.e. Pinterest i.e Pinterest, screen shot of video, call to action Micro Content Videos into bite sized highlights, based on success Document your journey - Write a blog or several blogs - Create a whitepaper – good for Q&A and tutorials
Optimize
Before the event • Interviews with presenters and/or influencers • Snippets of your content • Content updates – attendees, speakers etc • Announce the special discounts that will be available during the live
broadcast • Use event hashtags if you broadcast from a 3rd party event • Automated Tweets based on keyword mentions
After the event • Identify best times to post/repurpose • Try different times / lengths / Categories / groups (open & private) • Popular areas/segments of your video to repurpose • Automate your after event social media marketing • Report on your post event social media campaigns
Who’s doing it well?
Gary Vaynerchuk • AskGaryVee. Daily Vee Tony Hawk and friends skating • Live skating events Andrzej Duda, President of Poland • Broadcasting live The Metropolitan Museum of Art • Live tours of Museum Dunkin' Donuts • Tour of the Dunkin' Donuts test kitchen UFC, WWE the BBC's Match of the Day and Sky's Soccer • All used Facebook Live to create additional teaser content.
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