You may be considering using Periscope for your business to promote or even live stream event. If you have been using podcasts and webinars as part of your event marketing and production, you will no doubt already see the great opportunities for integrating live streaming to help you promote the event and even as a platform for delivering the content to a distributed audience.
I was recently asked to provide some insights and tips on how to use live streaming, and specifically Periscope, to an author who is publishing a book on social media for events. You can read some of my thoughts on the topic below against the questions that the author asked.
If you are looking for guidance on how to use Periscope you can find resources here. And if you need advice and guidance on the topic of integrating live streaming into your communications and event delivery you can contact me to book a private consultation.
Do you prefer Periscope or Meerkat for live stream from events and why?
It is interesting that you mention two mobile live streaming platforms. My choice of tool all depends on the type of event. We have seen many new live streaming platforms emerge and some are best for mobile live streaming and some for large scale events or online conferences.
For example, if you want to live stream an online summit then I would consider platforms such as Google Hangouts on Air, YouTube Live, Ustream.tv or LiveStream.com as they are platforms that can easily accommodate multi screen content.
Periscope, Meerkat and other mobile live streaming platforms are ideal for featuring the sights and sounds of a live event or interviews with speakers. You also only need your mobile device and a good internet or wifi connection.
Have you any tips for using Periscope when streaming from events as an event organiser or attendee?
A common mistake people make when live streaming from an event is not checking if they have permission to live stream. This equally applies to the event organiser – do they have a release from the speakers to live stream the event?
You also need to take into consideration if you have the rights to stream any music that may be playing be that from live musicians or recorded soundtracks. You can read more on the topic of live streaming and copyright here.
If you are in the audience, it is wise to check with the organiser’s that you have the permission to live stream. If you cannot live stream from the main event, especially if it is a paid conference, you could host a short interview with some of the speakers or you could share our own perspectives and learnings.
Make sure that you get the best quality audio possible which may mean using external microphones as there is usually a lot of background noise, especially if you are live streaming between main sessions, and keep your device as stable as possible by using a tripod. You can find some of my recommended resources for live streaming here.
Do you think periscope will eventually replace traditional event streaming technologies?
Periscope has certainly seen a fast adoption in 2015 since its launch including being used by main stream media from radio to TV stations across the as well as the public.
However, there will still be a place for other live stream platforms. For example, if you want to show multi screens or dual screen interviews. Periscope will not (in the foreseeable future) replace other live streaming platforms and that was never their intention.
Their original goal was to help people discover the world through other people’s eyes and to “build the closest thing to teleportation”. Therefore I anticipate they will be focusing on improving and enhancing their mobile apps.
What in your opinion are the best examples of brands using Periscope for live streaming from events?
If we are looking to examples in Europe, then some of the most interesting live streams have been hosted by organisations such as The British Museum. They live streamed a professionally produced event, showcasing one of their exhibitions. They provided viewers the opportunity to access discounted tickets which therefore increased not only awareness of the exhibition but also had the potential to boost visitor numbers.
For an Irish example, you would do well to follow the Irish band The Script who engage their fans by live streaming from locations they are performing across the world. It is as If you have a ‘backstage pass’ so you can join them behind the scenes of their tour and access exclusive content.
For an international example, then a brand that you might be surprised is integrating Snapchat with Periscope to reach a younger audience is General Electric for their Project Garages campaign, where they invite viewers to join them as they meet inventors across the globe.
What is the best way to promote your Periscope live stream from an event?
I always recommend that marketers promote that they will be live streaming in advance of the event. In fact I have personally used Periscope to preview what I am planning to live stream from an event.
In addition, cross promote your forthcoming live stream through all your communications including using graphics, images, animated gifs and video trailers.
Once you are ready to live stream, ensure you have a relevant title and include the event hashtag. This will aid with discovery if you share the live stream to Twitter. You can also include the Twitter handle of the speaker or event in your title.
When you are live streaming you can invite people to share the live stream to Twitter and Facebook which they can do when watching live from within the app. And do not forget to promote your replay which will be available for 24 hours. You can increase visibility by using quote graphics and short form video.
Of course you can also promote the live stream after the replay has expired if you re-purpose the video recording.
What is the best way to measure the effectiveness of your Periscope streams – are there good analytics available?
At the time of writing, the analytics available from Periscope are limited. You can see how many viewers you had live and on replays, the number of people who watch on the app versus the web and the retention of the audience.
By reviewing Twitter after your live stream, especially if you included a hashtag in your title, you will be able to see how many shared your live stream and go engage then and thank them for doing so.
If you have a call to action and provide a unique link or way of tracking from your live stream you could identify the number of conversions or even sales.
There are a number of third party tools being developed and launched which allow you to review how many people shared your live stream, who took the most screen captures, who left the most comments, who gives you the most ‘hearts’ and how long people watch the live stream for. These tools will be very valuable for broadcasters to help them evaluate what is working so that they can refine their live stream content marketing plan.
I hope these tips help you consider exploring Periscope for events – but if you have any questions or need some assistance in terms of live stream production to help you market or live stream your live event, please do not hesitate to contact me to book a private consultation.