Marketing Strategy Today » periscope

BECAUSE LIVE STREAMING CONTENT STILL NEEDS PLANNING

Pam Sahota — Sun, 15 May 2016 21:04:56 +0000

Today, live streaming has taken a new identity. Multiple identities in fact. From Meerkat (sorry buddy), to Periscope (from Twitter) to Facebook Live to YouTube Live (and many other players we just can’t remember the names of), live stream has become a necessity for digital marketers today. It’s not a tool we are considering, it’s a tool we have to consider as marketers. Especially, if your audience includes the millennial audience, you are already behind if you are not live streaming your content.

So how do you start if you haven’t already? How do you optimize if you are already checking it out?

You need a plan.

As with any digital marketing channel, you have to approach it with a strategy and content plan. You need your content to align with your overall marketing content, but you need to align the content for live stream to that particular channel. You can’t have it recycled to this channel. Sorry kids, that won’t work. It’s a whole new beast. Plus, you can’t edit as you go. It’s live.

Instead strategize the following:

What’s your purpose for being on live stream? Does it work for your brand?
What’s the story you want to tell? Is it about a product? An experience?
What is the end result? What do you want your audience to takeaway?
What is success? How will you measure that?

If the above calculates and makes sense to move forward, plan your content and time how you will execute (and who):

Who’s the cameraman?
Will someone speak or will it be based on the environment?
What’s the script? You need a rough idea if there is someone speaking.
Storyboard the shots.
How long will the videos be? How many do you need to tell the story?
How often will you shoot?

Distribution:

How will you audience know you’re there and how to discover your brand?
Help them find you – promote it. And promote some more. The worst thing you can do is spend time creating cool videos and then no one seeing it.
Ask your fans to share. Why not?

Lastly, see if it works. Pick a measurement plan and test plan to see if your brand is going to be successful at live streaming or not. Sometimes it’s the content you choose that you need to test and not the live streaming part. So test different types, different cadences, and different tune in times. And of course, allow your fans to take part.

This post was originally written for Social Media Club.

Checklist: How to Plan Your Video Content Creation

Pam Sahota — Thu, 28 Jan 2016 02:31:30 +0000

In the past we’ve talked about the value of video content for your brand, and how it’s important to addvideo content to your social strategy, but when it comes down to the actual video content, it’s not simply a point and shoot situation.

It takes time to plan your video content and produce something of actual value and so when you distribute it, your audience will be excited to engage with it.

Here’s your checklist of important questions for creating branded video content you love.

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Step One: The Big Picture

Will this be a one-off video or a series of videos?
What is the direction of the video: interview, how-to, documentary-style?
Is it long form or short form?
What is your budget for the video production and editing?
Do you have all the proper paperwork and rights for distribution?

Step Two: The Content Strategy

Will the video be connected to a larger campaign such as an event or a launch?
What will be the overall theme of the video?
What are you trying to communicate?
What is the takeaway for the audience? What do you want them to do or feel or think after watching it?
How many formats will you need?
Where will it be distributed? How will you get it out there?

Step Three: The Story

Have you written a script for your video?
Have you created a storyboard for it?
Have you cast the people for the video?
Have you found a location for it?
Have you created an “alternatives” plan for location and cast?
How many different ways can you shoot the video to keep it interesting?

Step Four: The Shoot

Can you take photos and social video of behind the scenes while you’re there? (i.e. periscope with your iPhone while you’re shooting).
Can you re-use the same location and cast a few times? (i.e. make the most of it?)
Can you shoot extra footage? Having more is better than not enough (you can always edit later).
Do you need to shoot something again? Don’t be afraid to do this, it’s your brand.

Step Five: The Editing

Have you watched the B roll for extra content?
Can you edit some extra formats? (i.e. short form clips for social posting)
Are you there with the editor during this process? This is how the story can unfold, so be there to help.

Step Six: The Distribution

Is everyone who said they would distribute playing their role? You’ve put time and money into this video so don’t be afraid to follow up and confirm their help.
Do you have a social media distribute calendar ready? Make sure to post your video more than once on certain channels (i.e. Twitter, Instagram), as not everyone will see it the first time around.
Can you let people see the full picture? (before, during, after)

Step Seven: The Afterwards

Have you learned anything from this process?
What worked well and what didn’t?
What would you do differently in terms of the team, the story, the editing, or the distribution?

And something to keep in mind during the entire process is to be mindful of opportunities to extend the budget, especially when you’re on set. For example shooting extra shots such as B roll and taking photos will be worth it when you can extend that content later.

This post was originally published on Startup Fashion.

The Five Social Media Channels to Keep an Eye on in 2016

Pam Sahota — Thu, 28 Jan 2016 02:25:15 +0000

As marketers of our own brands, we know that there is generally a new shiny social media channel around every corner. But that doesn’t mean that our tried and true social media channels will disappear. What it does mean is that these channels have to stay on top of their game and ensure that they offer what brands and people want today and tomorrow.

Here are the five social media channels to keep an eye on in 2016 and why.

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Facebook

Because it is a media maven. This channel allows brands to target in a way that most other channels cannot yet. It’s because people give so much personal data to Facebook, and therefore Facebook can share this information with brands; you get to know more about your target than you expected to know.

In addition, with the rush of live streaming apps, Facebook is entering that game too. Their current streaming app is in beta, but by early 2016, people, and hopefully brands, will have their hands on it. Why does this matter? Just look at how many people already use Facebook. And with all the targeting, it’s even more intriguing to brands.

Instagram

Owned by Facebook, and with the opening of its ad services, Instagram is becoming another hot bed for brands. In addition (like Facebook) Instagram has a habit of releasing apps that can be integrated with its main app – such as the recent Boomerang (GIF maker).

Periscope

The app that is used by many consumer brands for live event streaming. From media brands to fashion brands to publishers, this popular app is owned by Twitter and isn’t going anywhere soon.

Snapchat

Through its discovery network, Snapchat has made itself known to brands as more than just another app used by teenagers and millennials. It’s an app that allows brands to reach an audience who is hungry for exclusive cool stuff.

YouTube

Just because there are a ton of other video apps out there now, doesn’t mean that YouTube has lost its cred. It is still the #2 search engine on the internet. That says something. From famous YouTubers to thoughtful brand content, YouTube still has a lot to offer brands, especially through its partner and influencer networks.

What new apps will come out in addition to these? I guess we’ll have to see.

This post was originally written for Startup Fashion.

Because Periscope is Worth Checking Out

Pam Sahota — Wed, 13 May 2015 19:39:23 +0000

Recently we talked about the live streaming app, Meerkat…but have you heard of Periscope? It is the latest in the live streaming trend that has appeared and it’s taking the brand marketing world by storm.

The questions we wonder as we evaluate Periscope:

Is it a meerkat “killer” ?
Is it better than meerkat?
Which one should I, as a brand marketer – invest my time in?
Do people care?

Is Periscope a Meerkat Killer: Maybe.

Periscope is a direct competitor and it was put out by Twitter. It allows for seamless integration with the popular social channel and way more brands and marketers have taken advantage. Currently you have big name early adopters such as Mountain Dew and DKNY and also emerging brand users like Nearly Naked Jewelry, who showed us a Behind the Scenes of a collaborative photo shoot they did with several other brands.

Is it Better? Yes. Why?

First, you can integrate your Twitter list automatically. In addition, Periscope has the ability to save and view videos later. They don’t disappear in that “snapchat” sense as in Meerkat. This allows for viewers who may not have been able to tune in directly during your event to watch a few minutes or hours later (up to 24 hours).

Which one should you invest in?

If you are geeky like some of us and want to know more on investing and why do people care… Check out the full post on Startup Fashion!

Live streaming App Meerkat and Why it’s Cool

Pam Sahota — Wed, 13 May 2015 19:37:05 +0000

Just what you’re looking for, another platform for you to share your brand’s content. I know, it’s exhausting and thinking about adding more is is just- no.

But this one is too cool not to tell you about.

The latest buzz is around Meerkat – a somewhat new mobile app, which has hit the streets of SXSW with a storm.

What’s so cool about it? Meerkat allows you to tweet live video in actual real time. This live stream option is super cool, especially for brands who may not have the ability to partner with the big publishers to do so.

Let’s break down the advantages:

It’s a free app to download and use
You can stream live or schedule your video
You can see what people you follow are sharing within the app or on Twitter (or wherever else they have embedded their Twitter feed)
In your dashboard you can see live feeds of folks using the app
You can see who is watching the live stream
You can comment, retweet, and “like” while watching

Why it’s a tool to keep in your social content toolbox:

Read more on the full post on Startup Fashion!