Facebook Live is a great tool to increase Facebook reach and engagement. Learn the nuts and bolts of broadcasting live, helpful equipment for amateur videographers and how health care not-for-profit Midland Care has used Facebook Live to make our messages accessible to a wider audience. Presentation prepared for Topeka Social Media Club, February 29, 2018.

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Facebook Live For Content Marketers
Get these slides on Twitter or LinkedIn @mslauraburton
with Laura Burton

2. Here’s Me.
mslauraburton@gmail.com
@mslauraburton
linkedin.com/mslauraburton
I tell stories for a living, as a marketer who loves
sharing the important work of nonprofit organizations
with the wider community. I also bake ridiculously
delicious chocolate chip cookies.
Laura Burton
Nonprofit Marketer
Experience
YWCA Topeka | 8 years
 Public Education Coordinator | professional training,
youth outreach, marketing, social media, web, etc.
Meadowlark Graphics | 5 years
 Co-owner | freelance consulting, graphic design,
pinback button-making
Midland Care | 4 years
 Communications Coordinator | marketing, graphic
design, PR, social media, web, etc.
Kansas Children’s Discovery Center
 Director of Marketing and Development | TBD
(I actually start this job tomorrow…)
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3. Why Facebook Live?

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The equipment and expertise needed
to execute a Facebook Live video is
fairly low. You don’t have to be a skilled
videographer or own fancy tech to
reach a lot of people on this medium.
Ease of Use
Facebook algorithms change often but
Facebook currently favors video,
particularly live video. It’s pushed out
to your users more. The feature has
also proven popular with users.
Facebook + Users Like It
Content is queen. The ability to tell
compelling stories in quick, easy-to-
share ways is vital for modern brands.
Facebook live lets you get your story
out quickly and easily.
Content Potential

5. Social video
generates 1200%
more shares than text
and images combined
 Facebook paid publishers and celebrities $50 million to
use Facebook Live - NYT
 Facebook Live Videos drive 10x more comments than
videos that aren’t live - Facebook
 Users watch Facebook Live videos 3x longer than videos
that aren’t live. - Facebook
- Brightcove

6. Reach + Engagement by Post Type
380 408
1084
49
142
221
Organic Reach Engaged Users
Link Photo Video
Midland Care’s average organic reach by post
type from June 2016, when we started
Facebook Live videos, to August 2016.
Organic Reach
Average engaged users by post type for the
same time period as detailed above.
Engaged Users
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7. Average Organic Reach by Post Type
380
441
990
408
716
995
1084
906
987
Link Photo Video
2016 2017 2018
The surge in post reach in 2018 is attributable
to having an active blog up and running with a
content marketing focus.
Links
Video has remained a great way to reach
people but is less important to us than it was in
2016 when it outperformed all other posts.
Video
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8. Nuts and Bolts

9. Useful Technology
We’ve filmed on Android and
Apple phones, and on an iPad.
All of them have worked
similarly for our purposes.
Phone or Tablet
A basic lapel mic won’t set you
back much cash, but will help
you isolate voices. It’s a must
for educational content.
Microphone
You’ll want the option of being
able to set your camera down,
and the stability. Small and
versatile is key.
Tripod
Learn from my mistake: get a
versatile tripod adapter that
can work for lots of sizes of
phones and tablets.
Tripod Adapter
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10. Going Live
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Promote + Prepare Film Optimize + Distribute
 Determine your goals.
 Get and test equipment, including your
filming area.
 Let your followers know about your
broadcast.
 Use the strongest connection you can.
 Make sure you’re 100% ready to film.
 Create a compelling description.
 Go live!
 Edit your post to add a title, a description,
tags and a thumbnail. Add boosting and
generate (and edit) captions.
 Post to other social media platforms and
your own website.
 Download your video to repackage clips for
other uses.

11. Oh Crap!
Use the signal you’re most confident in. Don’t panic
if you disconnect, it’s usually best to keep filming.
Connectivity Problems
If possible, check your broadcast on another device
to ensure the right orientation.
Orientation Glitch
Your viewers understand that you’re live and that
your broadcast won’t be perfect.
Something Unexpected

12. Content That Works

13. What is content marketing?
“Content marketing is the art of providing relevant, useful
content to your customers without selling or interrupting them.
If you deliver consistent, ongoing valuable information to your
customers, they ultimately reward you with their business and
loyalty.” – Vertical Measures

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Starts with the information you want people to know.
Traditional Marketing
Starts with the questions your audience is asking.
Content Marketing

15. Developing Content Strategy
Ask your staff: what questions do you get asked
all the time when you’re doing your job?
Great resource: Answer the Public
What questions do they ask?
Who are you trying to reach? Think about
genders, ages, behaviors, etc. You can’t reach
everyone.
Who is the audience?
Are you trying to increase website traffic? Social
media engagement? General brand awareness?
What are our goals?
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16. Live Content That Works For Us
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Our take on new research,
recipe how-to, commentary on
current events.
Education
Live broadcasts of event
setup, entertainers (with
permission!), behind-the-
scenes.
Events
Staff profiles, volunteer stories,
conversations with community
partners.
Interviews
Donor and sponsor thank
yous.
Shoutouts
https://www.facebook.com/MidlandCareConnection/videos/1553722761340973/

17. Good Idea: Educational Series
“Curious about what's going on in the Kansas legislature this year and how you can make a
difference? Tune in to CEP LIVE on Facebook every week for the latest!”
A schedule includes weekly broadcasts that are promoted in advance with Facebook events
and photos of upcoming guests.
https://www.facebook.com/CEPheartland/
Climate + Energy Project (CEP)
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18. Good Idea: Behind the Scenes
“Live from Puyallup! A booth tour...”
https://www.facebook.com/SewingWorkshop/videos/vl.1405289786250273/14
77772438941687
The Sewing Workshop Pattern Collection
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19. Good Idea: Create an Experience
“We were LIVE at The Creator’s Circle—tune in to see how three artists used HD
light as the finishing touch to their creations. #HDLighted”
This live video was filmed in 360 and featured multiple artists showcasing GE’s
new light bulbs with audience input on their creations.
https://www.facebook.com/GELighting/videos/10154927001607653/
GE Lighting
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20. Key Takeaways on Facebook Live
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It works, use it. Market content.
Roll with it.It’s easy to use.
Midland Care saw our average
organic post reach double when
we started using Facebook Live.
A plan + few basic pieces of
tech and you’re on your way.
Be ready for glitches and
mistakes and take them in
stride. It’s live!
Figure out what questions your
audience wants answered.Be Creative.
Have fun!

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Presentation Shoutouts
Free PowerPoint Template (Arcturus) | thepopp.com
Free stock photos | unsplash.com | pexels.com
createherstock.com | WOCinTech
Free icons | thenounproject.com
Answer the Public | answerthepublic.com
Midland Care | midlandcare.org
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Laura Burton
Questions? Ideas? I love collaboration.
Drop me a line!
mslauraburton@gmail.com
email
twitter.com/mslauraburton
twitter
Linkedin.com/mslauraburton
linkedin