Live streaming is one of the most exciting and dynamic media around. Currently leading the pack is Periscope which just celebrated its one-year anniversary
The Twitter-owned Periscope thanked it’s users in a post, which also stated that 200 million broadcasts have been created on Periscope and over 110 years of live video are watched every day on iOS and Android. Not too shabby, but Periscope remains number 1 mostly due to lack of rivals. However, that may change soon.
Periscope won an early battle against Meerket which had the wisdom to move on to something else and just announced it is moving away from live streaming.
Other contenders are looming on the horizon. Facebook launched Facebook Live earlier this year. Snapchat recently announced 8 billion video views a day. And the worst keep secret on the Internet is that Google is developing a live streaming app called YouTube Connect.
While live streaming are great ways to share our kids birthday parties, the fun we are having at a concert or when we witness breaking news, it is also a perfect tool for businesses. Here are some tips:
- Pull back the curtain – Periscope is raw, personal, and unpolished. If you work at home, show the kids running through the room while you’re on a conference call or show the battle you have with the cat over your office chair. If you work in an office, let people see what an office meeting is like or introduce your team. This helps people feel like an insider, and it can be fun, for you, your team, and your viewers.
- Product demo – Photos can’t show a product like a live demo can. Showcase how the product works or how it looks.
- Training – Show, don’t tell. Use Periscope to show people how to do something.
- Live events – Periscope during events to share the fun and information with viewers who can’t be there.
- Live Q & A – Take questions from views and answer them live. It can keep you on your toes and help address issues that your viewers have.
- Interview an expert – If you’re at a conference or have an expert or senior executive visiting your facility, ask to do a short interview them on Periscope. Don’t forget the experts in the office next door who can also do a good interview and provide solid expertise.
The beauty of the Twitter/Periscope connection is that it’s great to announce your live streaming on Twitter to give folks a heads up and let them know the topic you’ll be covering. Then tweet again when the live streaming begins.
Periscope is a great place to jump into live streaming, but keep an eye on other avenues. Live video and video of any kind are great ways to connect.
It had to be done. When hiking the Grand Canyon, I couldn’t resist yelling “Hello” to hear the echo. So I cupped my hands around my mouth and yelled as loud as I could. My voice bounced around and around me.
The same thing happens in the world of marketing communications. We cup our hands around our latest marketing message, and send it out with gusto. But the real fun begins when the message echoes off the walls of all the types of media our target market consumes.
Newly published research in the Journal of Marketing gives insight about how our messages bounce all around our target market. The article outlines what the researchers call an “echoverse,” which forms a complex feedback loop (the echo) between corporation’s brand communications, news media and user-generated social media (the universe.) These elements reverberate and echo one another, just like my voice around the walls of the Grand Canyon.
Here are some of their findings:
- A personalized Twitter strategy, focused on responding to individual customers, may be more effective than using social media as a promotional medium.
- Of no surprise to anyone, negative news travels fast and wide between media and word-of-mouth.
- Press release can be surprisingly effective.
- Traditional advertising bypasses the echoverse.
- Use of both online and traditional offline marketing elements are important.
In addition, the research suggests that corporate communications and consumer communications about a corporation or product have moved in inverse directions. Corporate communications has gone from one-to-many (advertising) to one-to-one (Twitter). Consumer word-of-mouth communications have moved in the opposite direction from one-to-one (conversations) to one -to-many (social media).
The authors of the research acknowledge it’s limitations since it focus on four leading U.S. financial institutions and Twitter was used as the proxy for social media, but it does provide insights that are transferable to other industries. If you’d like to read more, see Brand Buzz in the Echoverse, in the March 2016 issue of the Journal of Marketing.
Facebook has added carousel advertising to mobile after nearly a year on desktop. Carousel advertising is one ad that has up to 5 sub ads to scroll through.
According to Facebook, carousel link ads drive 30-50% lower cost-per-conversion and 20-30% lower cost-per-click than single-image link ads. The key is to create a story between the ads to entice viewers to want to scroll rather than a row of ads. With all the advertising we are constantly bombarded with, a well-done carousel ad will make users want to interact and interaction means additional attention.
Instagram also offers carousel ads. Click here to see a demo video.
The Most Interesting Man in The World ad campaign is coming to a close. The face that launched a thousand memes is taking a one-way trip to Mars. No joke.
The enormously successful campaign isn’t going away. Sales have nearly tripled since the campaign began in 2007. Dos Equis, owned by Heinekin, obviously know a good thing when it sees it and will continue with a new Most Interesting Man in the World after it retires Jonathan Goldsmith, the uber-suave actor who has played the character.
The new face is yet to be announced. It will be interesting to see how the campaign fairs with the change.
If you’re interested in make your own meme of The Most Interesting Man in the world or other well know memes, click here.
Update 3/28/16: CBS.com reported that Goldsmith is turning his attention to Make-A-Wish Foundation Vermont, helping grant wishes for children with life-threatening illnesses. He really is the most interesting man in the world.
According to eMarketing’s latest ad spend projection, digital ad spend will nudge ahead of TV in 2017.
According to the projections, TV ad spending will total $72.01 billion, or 35.8% of total media ad spending in the US in 2017. Meanwhile, total digital ad spending in 2017 will equal $77.37 billion, or 38.4% of total ad spending.
The report says TV will continue to grow by 2% in the near term, but by 2020, TV’s share will drop below one-third of total spend.
The digital growth is driven in large part by mobile which is expected to represents 63.4% of total digital ad spending in the US this year. This isn’t surprising in light of the fact that in May 2015, Google reported that mobile search had surpassed desktop. Of course, we don’t need Google to tell us mobile is a tsunami of online activity. Just look around any restaurant at all the people on their smart phones.