There is an increasing level of chatter about the value of live video broadcasting for marketing events, product launches and general PR-friendly conferences. One of the most user friendly and powerful tools for such broadcasts is Periscope.tv
Periscope has given rise to a new digital verb, to ‘scope’. Scoping allows the broadcaster to share informal style, behind the scenes (and front of stage) views and commentary in a live scenario using only a smartphone and a linked Twitter account.
Downloading the Periscope app from the app store appropriate for the device and then logging in with a Twitter account allows the broadcaster to bring the live, real-world experience into the palm of prospects’, customers’ and stakeholders’ hands or straight to their desktops. As the video broadcast goes live from within the app, the linked Twitter account announces it with a link that the broadcaster’s followers can click to watch and listen.
As the viewer enjoys, or not, the broadcast they can be part of a popularity vote by tapping their screen to release some ‘hearts’ that gently rise up the screen allowing the broadcaster feedback on the performance and content. Comments are easily shared in both directions although a broadcaster may wish to have an able assistant to do this in real time if they are concentrating on delivering the video.
Periscope videos die in a couple of days so a marketer wishing to retain them has an option to autosave the broadcast to their device and then post these to website, in email or through social media for a more permanent record.
In events broadcasting the key to the above is:
1. Ensure Twitter is used to tease and promote the upcoming broadcast well in advance
2. Broadcast a ‘coming soon’ trailer to describe the event and timing
3. Focus on sharing behind the scenes and otherwise unseen coverage to add value and to encourage those attending the event to also watch and share. By making sure the title of the broadcast is exciting yet descriptive you will attract viewers
4. Deliver a clear and single ‘call to action’ at a number of points in the broadcast to visit a webpage, call a number, follow a Twitter account or perhaps Register Now
5. Ensure that the focus is on people, even if the broadcast is for an inanimate product or service. Interviews and short quotes and comments retain high levels of engagement from the viewers
6. Follow up with a further Periscope to reflect on the event or scenario and thank all of those involved
7. If you plan to host another broadcast then make it obvious when and where it is available
8. Post links to the saved broadcast in as many places as it can be shared and ask others to share
9. Check the profiles of all viewers who arrived spontaneously at the broadcast because they are following elements of your video title and/or are in the same geographic location
10. Always think of the potential for a broadcast video whenever you publish content. If a picture can tell a thousand words then a video is likely to tell many more