Finding Your Storytelling Sweet Spot with Live Video | The Social Shake-Up

Are you ready for your close-up? With live streams, brands can connect and engage with their audience in new ways. In this session during The Social Shake-Up, I shared strategic tips and thought-starters to help communicators master the art of live-streaming to publicize their brand’s most compelling stories in authentic and spontaneous ways. I also shared a behind-the-scenes peek at the record-breaking 24-hour livestream that I spearheaded, and lessons that I learned along the way.

You’ll learn how to:
• Identify when it’s best to ramp up production values and when it’s best to go gritty
• Brainstorm ideas and measurable goals for broadcast-worthy content
• Engage your audience and address their questions in real-time without missing a beat
• Cast and train influencers and brand ambassadors to star in your broadcast
• Leverage other social platforms to drive more viewers to your stream

1. Finding Your Storytelling Sweet Spot
on Facebook Live
Presented by Lauren Thomas // Instagram & Twitter: @HelloLT

2. HI, I’M LAUREN!

3. Meerkat
(2015 – 2016)
Periscope
(2014 – Present)
Facebook Live
(Spring 2016 - Present)
Instagram Live
(Fall 2016 - Present)
THE RISE OF LIVE VIDEO

4. 81%
Internet & mobile users
watched more
live video
in 2016 than 2015
82%
Brand audiences
prefer live video
from a brand
to social posts
87%
Audiences prefer
to watch video online
vs.traditional tv
if it means more
behind-the-scenes content
78%
Online audiences
already watching video
on Facebook Live
Source: Livestream & New York Magazine Survey

5. PERSONAL HIGHLIGHTS

6. Build Brand Awareness
& Consideration
Humanize the Brand
& Nurture Advocacy
Increase Social Engagement
& Share of Voice
Support Sales
BRAND OPPORTUNITY

7. Lights, Camera, Action!

8. Building Blocks

9. TOPICS

10. •Business news
•Product launches/demos
•Thought leadership
•Before & After
•Behind the scenes
•Promotions
•Audience Q&A
EDUCATION

11. •Pop Culture
•Events
ENTERTAINMENT

12. TALENT

13. INTERNAL TALENT
•Company Leadership
•Internal Subject Matter Experts
•Employees
•Volunteers

14. EXTERNAL TALENT
•Digital Influencers
•Celebrities
•Customers
•Community Partners

15. AUDIENCE ENGAGEMENT

16. •Align with passion points
•Mine audience insights
• Segmentation data
• Focus groups
• Social listening
ALIGNMENT

17. •Ask for audience participation
before going live
•Drive real-time engagement
•Encourage audience interaction
•Engage with viewers in real-time
•Giveaways
•Keep it conversational
ENGAGEMENT

18. TIMING

19. •Make news
•Break news
•Seasonal trends
•Pop culture moments
•Water cooler conversation
TIMING

20. AMPLIFICATION

21. •Pre-promote the broadcast
•Drive tune-in
•Capture multimedia content
•Share a peek behind-the-scenes
•Cascade content across channels
•Work with influencers
•Amplify with paid social support
GET THE WORD OUT

22. •Commit to the investment
•Develop guidelines and guardrails
•Get creative with assets
•Team up with top tier talent
•Prioritize production value
•Amplify content across channels
PRO TIPS

23. THAT’S A WRAP!

24. Text LaurenThomas to 444999
to join my e-mail newsletter
@HelloLT
[email protected]
LaurenThomas.tv
LET’S CONNECT!