Periscope

How Brands Are Using Live Video Content

How (3)
How (3)

In an era where face-to-face communication has materialized into texts, emails, emojis, memes and (a lot of times) misinterpreted messages, platforms like Facebook, SnapChat, YouTube and Periscope are tapping into the emotional value of immediacy and authenticity.

Today, the growth of live video is inspiring businesses to share their story in real-time. Brands are taking advantage of social media and technology to create content that resembles popular trends and consumer behaviors.

Here are a few examples of brands using live video to strengthen their marketing campaigns:

___

New Balance

NB
NB

To better build a 'balance' between in-stores and online media, the sports footwear company harnessed the power of live video to visually connect with fans and customers.

In 2014, New Balance teamed up with Brandlive, a real-time, online and video commerce platform to engage customers and spark sales. Consumers and retailers were invited to “hear about all the latest in #runnovation and get your questions answered by the product team, live from #NBHQ!”

Screen Shot 2016-06-22 at 7.00.09 AM
Screen Shot 2016-06-22 at 7.00.09 AM

The multi-event campaign demonstrated four of their popular 880 shoe line to employees, retailers, and customers across the nation. Shoppers were given access via in-store video kiosks or any web-browser to a video feed connected to New Balance's Boston headquarters, where product experts answered questions through online messaging and social feeds.

___

Nestlé

nestle
nestle

I have to say, marketing a vanilla ice cream cone, dipped in chocolate and nuts seems to be an easy blueprint, but Nestlé' upped their game with this specific product. Last June, Nestlé's Drumstick ran the first Periscope-specific ad to promote the brand around the summer solstice.

Drumstick
Drumstick

To do this, the company hired Periscope personalities to broadcast summertime themes (like amusements parks, picnics and backyard parties) with their product. Drumstick then made its own Periscope account, showcasing 20+ summer themed broadcasts about ice cream (yummm).

___

Dunkin' Donuts

Dunkind
Dunkind

To get America running on their iced coffee, the donut king created a buzz for millenials last summer with "DD Summer Soundtrack." Dunkin' sponsored a five-concert series from where content was published and promoted through Spotify, Snapchat, Instagram, YouTube, Twitter, Vine, Facebook and Periscope.

"This will be the first time we've had the mass social presence across all the channels on the same idea for the same promotion," Scott Hudler, vp of global consumer engagement at DD told Adweek,  "With a program like this—which is clearly designed to reach a younger consumer—we feel like we need to cover all of our bases."

Dunkin
Dunkin

The concert content was available on the microsite through the end of the summer, giving fans access to videos, custom playlists from popular artists, photos from performances, and behind-the-scene footage from the event.

___

Are you using live video for your business marketing campaign? Tell us by replying to this email or tweeting us at @socialapemktg!

Want to receive information like this in your inbox every week? Sign up for the Social Ape Weekly, a weekly newsletter chock full of social media tips, best practices and productivity tools to help you become a better marketer!

What We Learned At Social Media Marketing World 2016

nature walk
nature walk

I had the pleasure of representing Social Ape at Social Media Marketing World in San Diego last week and I must say that it was an incredible experience. Not only did I meet new people who have the same passion for social media and marketing that I do, but I learned so much from the dozen sessions and panels that I attended. I was also able to see several of the folks speak who have paved the way for social media marketers and continue to inspire me on a daily basis.

I returned to Charlotte with 14 pages of notes and the opportunity to listen to ALL of the sessions at the conference via audio recordings. But for those of you who weren’t able to attend, we’ve put together a list of takeaways from the event and included the tools and strategies that your business should be investing in over the next year. I hope the list is helpful!

-April

Snapchat

Strategy Tips:

  • Snapchat is the social media network to “un-brand” your brand. It is an opportunity to be real with your fans and followers. When people see brands having fun on Snapchat, they become more interested.
  • Use more colors and drawings when possible in snaps
  • Don’t let your followers consume ALL of the content. Keep your snaps as short as possible, giving them just enough time to view the content.
  • Create Snapchat stories that will last 24 hours. Create short snaps to “bump” your content back to the top of followers’ lists then after 24 hours, take a break to let the story disappear.
  • Give away freebies to make snap viewers feel important

Content Examples: 

  • Show your business behind-the-scenes using a combination of video, photos, drawings, interviews, etc.

Contest Examples:

  • Send a snap with a bit.ly URL and ask your followers to take a screen shot of it, then visit that specific page later to enter a contest
  • Create a digital maze then ask your followers to find their way through the maze and send a screen shot back with the solution. The first person to send the correct solution back will win the contest. (Mind blown!)
  • Create a scavenger hunt by snapping photos of where the hidden prizes are located. The first person to find the prize will win!
IMG_2286
IMG_2286

Live Video (Periscope, Facebook Live)

Strategy Tips:

  • Reveal what your followers are missing by going behind the curtain using live video
  • Inform followers of critical situations that need live updates or give insight to live events
  • Create a blog post to summarize the questions asked during the live video and embed the video in the post
  • Share "snackable" content to share and promote live video
  • When working with Influencers, choose influencers who understand your niche, not the influencers who have the most followers

Content Examples:

  • Southwest Airlines answered questions on Periscope during a storm where there were lots of delays and cancellations. They confronted a difficult situation head-on to provide transparency for customers.
  • Southwest Airlines also live-streamed the unveiling of a new plane to give customers a sneak peek

Social Media Customer Service

Strategy Tips:

  • Embrace complaints! Answer them every time and in every channel.
  • Only reply twice to complaints. Do not let the user publicly shame you. First, apologize publicly (for the “spectators”) and ask the user to send you their contact information. Take the conversation offline. If the user refuses even after this attempt, walk away. It will only make the situation worse if you continue to engage.
  • Treat online and offline customers the same. You wouldn’t ignore someone calling your business to complain, so why would you ignore someone complaining via social media?
  • Do not ignore review sites, including Yelp

Facebook Ads for Online Businesses

Strategy Tips:

  • Make list-building a priority. Which “bucket” will each person end up? Create Beginner, Intermediate and Advanced buckets and place appropriate users in those buckets based on their behavior.
  • Create an awesome piece of content that will draw people in and make them click through. It is MUCH cheaper to do this than asking users to buy right away. Once you do this, you can create other actions. Selling to warm leads is more successful than selling to cold leads.
  • When using images in Facebook Ads, photos of the person selling the product work better with people who already know that person. For people who are not familiar with this person, clean graphic images work the best.
  • Use pixels (conversion codes) to create a funnel. If people have already opted in on your website, create a different path for them compared to someone who have not opted in.

Questions to Ask:

  • What is my trigger for these people? What can I give to them that will provide value?
  • What is the end goal? How do I get there?
IMG_2241
IMG_2241

LinkedIn

Strategy Tips:

  • Edit your LinkedIn profile to people you want to attract today and even tomorrow. By adding more keywords that suit your needs now, you’ll be able to attract those type of people.
  • Create your profile to solve problems for the people looking for you on LinkedIn. What problem do you solve? How can you help future clients or employers?
  • Include personal tidbits in your profile to appear more personable.
  • Give endorsements to 10+ people per day to encourage them to do the same. Genuinely give recommendations to your peers and ask for them in return.
  • Tip: Turn off profile updates when you edit your profile! You don’t want to “spam” your connections when you overhaul your profile.
  • According to LinkedIn, one update on LinkedIn per day will result in reaching 60% of your connections. Post interesting ideas and insights at least once a day.

Want to receive information like this in your inbox every week? Sign up for the Social Ape Weekly, a weekly newsletter chock full of social media tips, best practices and productivity tools to help you become a better marketer!

What's New In Social Media: Periscope and Meerkat

print-6055756
print-6055756

If you've been keeping up with the tech-world or checked your Twitter feed lately, you've probably come across words like 'Meerkat' and 'Periscope' and wondered what everyone is talking about and why. They are the latest live-streaming apps competing with one another for what could be the biggest thing to happen to social sharing since Twitter itself. Meerkat made its debut at South by Southwest this year, got the hype from tech bloggers and then got a large amount of funding. Then came its rival, Periscope, which was bought by Twitter in January for $100 million. Since then, it's been one expensive, live-streaming competition. But according to, well the internet, Periscope seems to have won based on its "immediate and broad consumer appeal." In just 24 hours after its release, Periscope broke the U.S. iPhone top-30 chart, which is rare for a social media app. So let's talk about Periscope. Periscope is a free, live-streaming app that you can sign up for, as long as you have a Twitter account. It can be shot on iPhones and iPads and watched on smartphones, desktops, and laptops through the Periscope app or through Twitter. Once downloaded, you are given the option to follow broadcasts of Periscope users that you follow on Twitter. You will receive a notification every time someone begins to broadcast, have the option to comment on the broadcast and even 'like' it will little hearts. When using the broadcast, you have the option to choose your audience and promote your broadcast via your Twitter account. Broadcasts can be shot both vertically and horizontally, but the app (likewise for Meerkat) doesn't yet allow for video editing or filtering.

Venture capitalist Chris Sacca broadcasts live from the beach in Twitter's new Periscope app.
Venture capitalist Chris Sacca broadcasts live from the beach in Twitter's new Periscope app.

"It may sound crazy, but we wanted to build the closest thing to teleportation. While there are many ways to discover events and places, we realised there is no better way to experience a place right now than through live video. A picture may be worth a thousand words, but live video can take you someplace and show you around.", via the Periscope website.

Now let's talk about the problems with live-streaming apps. From a personal or a marketing aspect, Periscope and Meerkat have loads of potential. So far we have seen lot's of refrigerators through Periscope, but what happens when everyone decides to live-stream? Once people get used to the idea of communicating and sharing videos live with the world, we will begin to see virtually anything and everything. Because these live-streaming services are so new, there is little to no regulation. Brands should be wary of sharing too much, and the journalism, reporting, sports-broadcasting industry should be worried about the average citizen doing their job for them. Periscope showed some of its mass-potential for sharing news updates last week when a NYC building exploded and was live-streamed for the world to witness. As far as regulating live-streams, we are looking at copyright, privacy, ownership and monetary issues to come.

Want to receive information like this in your inbox every week? Sign up for the Social Ape Weekly, a weekly newsletter chock full of social media tips, best practices and productivity tools to help you become a better marketer!