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Broadcasting live events through
social media
Russell Goldsmith @markettiers4dc,@russgoldsmith
12th September 2013
SOCIAL
SUMMER

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• Explore opportunities for brands to stream
interactive content in their social channels
• How to keep your audience engaged with
your brand beyond a few minutes of video
content
ShareThisToo – Chapter 11

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1990 (according toWikipedia)

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“I’m not paying for theTV
License. All people do is sit
around a box in the corner of a
room not talking to each other.
It’s anti-social”
– Housemate I’d met for the
first time on moving in
Manchester 1990 – IsTV social?
Christmas 1990

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1990 (according toWikipedia)
fall of 1990 Tim Berners-Lee created the first web server and the
foundation for the World Wide Web

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• I didn’t even any email
The Internet 1990
None of the following

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• ‘socialTV’ now a huge challenge for brands
involved in content marketing
2014 - IsTV social?

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UsingTwitter to DriveVideoViews

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So can brands use Social to drive
views to their own video content?
Headstream’sTop Social Brands
report certainly suggests video helps
engage and build a community

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All Facebook posts

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Likes by type

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Comments by type

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Shares by type

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• By Q4 2014 ¾ of viral reach was made up
of video content
• Yet only 23% of posts contained video
• Twitter is 3x more likely to refer to a
video than other content
And according to Adobe’s (US)
DigitalVideo Benchmark Report …
Via @ThePaulSutton & @dirktherabbit

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‘The Social Games’
Sir Tim Berners-Lee tweets from Olympics Opening Ceremony
• Possibly no better example of how people are
usingTwitter whilst watching liveTV

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• During opening ceremony, @dannyboylefilm
grew to 100’s of 1000’s of followers in a couple
of hours … only for it to be just a fan’s feed!
• Twitter counted 9.66m mentions of the
opening ceremony between 8pm GMT to end
of the delayed broadcast on NBC in US
‘The Social Games’

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#spoileralert
• Twitter can also be a nightmare
for some programmes and the
death of Sky+!
• How many of us intend to watch
something after it was
broadcast, only to check our social
media feed to find someone who
has revealed whodunit!
• Even stars of the shows have
ruined the viewing experience for
viewers
Jessie J fans were furious
after she revealed on twitter
who she had picked for the
semi-final of the first series of
‘The Voice’ 2hrs before the
show aired.

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• More videos are being watched online
than ever before
• Social media can drive engagement,
particularly in a live environment
• More important than ever for PR to get
involved

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• Felix Baumgartner’s jump for
Red Bull watched live by over
8m people globally (myself
and son included)
• However, not all of us have
the millions of dollars
required to enable a man to
jump from 128,100 feet!
• So how can we engage our
communities for a slightly
smaller budget …
Learn toWalk before you Jump

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• Google+ Hangouts
• Live Event ‘Firsts’
• Engaging with Bloggers
• Ensuring you reach your
community
Some ‘cheaper’ opportunities

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• Google+ Hangouts On-Air feature means
that, with the live feed being broadcast
throughYouTube, the stream can be
embedded into other social networks too
• Google+ engagement is growing and
there are some great examples of how
brands are using hangouts to their
advantage
– Cadbury’s Social Media & Community
Manager Jerry Daykin “give it a try and think
about a new way of connecting with your
consumers and having a chat with them”
YouTube Live, Google+ & Pinterest
http://www.youtube.com/watch?v=6Jt4fIIHn9
k&feature=youtu.be
http://www.youtube.com/watch?v=jDhZ3zy
kbWs&feature=player_embedded

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• Some considerations as still not the perfect tool for
broadcast …
– Invest time in pre-production
– Test every participants connection, lighting before going live
– Use a running order and ensure you have a producer to avoid people
speaking over each other
• Otherwise the viewing could be painful!
• Enables spokespeople to join remotely
• Could become extention of blogger engagement
• Allow competitions winners or fans to be involved
• B2B – embed a panel discussion between industry leaders
from their desks into a discussion thread on LinkedIn
YouTube Live, Google+

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• 75% executives watch work-related videos on
business-related websites at least weekly & more
than 52% watch work-related videos onYouTube at
least weekly
• 54% senior executives share work-related videos
with colleagues at least weekly
• 47% post links to work-related videos to networking
sites weekly (69% of under 40year olds)
LinkedIn
Source: Forbes ‘Video in the C-Suite’ report from 2010

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Some live streaming examples
Creating a first …

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The Carphone Warehouse
First Live Gig
• Facebook’s first ever UK live
concert produced for The
Carphone Warehouse with
Eliza Doolittle from Ronnie
Scotts to launch the INQ
Cloud Touch smartphone
• Increase likes on the page by
over 10% from 50,000 to over
56,000 in half hour
• But reaching an audience
directly through their
newsfeed via your timeline is
crucial
http://www.youtube.com/watch?v=4iiuiq2ajrI&feature=player_embedded

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Challenge of the Facebook
timeline
• Updates only reach 17% of ‘likes’ on average
(EdgeRank Jan 2012) unless more engaged
through comments, likes, and shares
• How honest are we in PR to give the real
stats? To compete with Ad and other agencies
we need to be confident in the effectiveness
of our content
• Broadcasting live into the timeline and into the
newsfeeds of those who have liked your page
improves engagement, enabling them to
watch the content without leaving their
Facebook page, sharing it with their friends
and helping the viral spread.
• Worth considering support with targeted
advertising and promoted tweets
It works.. And we can prove it with real metrics
and tangible results
http://www.youtube.com/watch?v=8fggZUCOpVU

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The Dictator Premiere Timeline

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The Dictator live ads

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Why through ads?
Streaming from page with just
a status update-
20% of 39,171=
reach of approx 7,834
9,718,266impressions
Reach of 3.5 million
unique users within a 2
hour period
14,068 video plays
from the ad unit
Further 4,621 views
organically generated
3,701new fans generated

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Royal Albert Hall
First Live Science Lesson
• Positioned as the
first ever schools
science lesson to
be streamed live
into Facebook
• Partnered with The
Times Educational
Supplement
• Included a Live
Audience of school
kids
http://www.youtube.com/watch?feature=player_embedded&v=ERx--
O33a6w

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National Grid
First Live Magic Show
• Reaching students to discuss
the serious issue of carbon
monoxide poisoning in their
rented accommodation.
• Using magic, as CO is
invisible, ran a competition for
a student to have their year’s
rent ‘disappear’.
• As part of the campaign,
produced the first ever magic
show to be streamed live in
Facebook featuring Damien
O’Brien
• Included a trick with a guest
over Skype
http://www.youtube.com/watch?feature=player_embe
dded&v=s9b8eknnCCQ

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Streaming on Mobile
• 11.2m mobile video users in UK
(262% year on year increase).1
• End of 2012, mobiles and tablets
made up more than a ¼ of BBC
iPlayer requests (177% year-on-
year increase).2
• 64% of the 49.5m UK mobile
owners now use a smartphone, a
statistic set to increase given that
in December 2012, 82% of
phones acquired were
smartphones. 1
• Yet 31% of communications
professionals still don't expect to
view live content via a mobile
device. 3
Source: comScore
1. comScore's latest report, UK Digital Future in Focus 2013
2. BBC
3. markettiers4dc 2013 survey

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Bright Grey
Engaging with Bloggers
• Live financial advice clinic with an Independent
Financial Advisor and Bright Grey, Managing
Director
• Viewers invited to submit questions surrounding
parenting and finances – the show was streamed
into private Facebook page
• Bloggers asked to write about their experiences
and if they feel more confident about their ability
to control their financial situation.
• Five mummy bloggers then offered a private chef
to cook dinner at their home
• Idea is to give them time to talk about money and
finance - using the advice given during the
previous show
• Bloggers to document their experiences of the
night on video and blog about it to share with their
followers
https://www.youtube.com/watch?v=lIuxVM6hCzY&feature=player_embedded

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• Who is your audience – internal, external, B2B,
consumer
• Where will they view the content – home, office, on the
move
• What platform – desktop, tablet, mobile
• What style do you want – raw, professional
• Keeping attention – camera angles, video inserts,
slides, graphics
• Engagement- questions, comments, polling
• Focus on talent or use a presenter to pose questions?
Some production tips

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• Pre-production is vital
– Basic scripts
– Running order
– Call Sheet – who needs to be where and when
• Sourcing locations if outside broadcasts – recce!
– Access
– Lighting
– External noises
– Broadband connectivity (4-6mb), mobile encoder or
Sat truck?
Some production tips

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• Talent
– Brief them – how long, what to wear, what to say,
what questions to avoid, will they wear an ear
piece, do they need an autocue
• Legal
– Release Forms
– Health & Safety risk assessments
– Rights – live & ondemand
Some production tips

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• Social media is a digital advocacy platform used to
share information.
• Broadcast has an ability to bring a story to life, as well
as excite, enthuse and engage an audience.
• Combine both tools and remind yourself that you no
longer are as reliant on the ‘professional’ journalist but
instead can communicate directly with your audience
through a brand’s own community or with bloggers
who are advocates of your products and services
• The result for PR teams is very powerful and exciting
So in summary

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Thank you for attending
Find out more at cipr.co.uk/social-summer
SOCIAL
SUMMER
russ@markettiers4dc.com
020 7253 8888
@russgoldsmith