WHO I AM: CHAD ABBOTT.
digital marketer with experience running a successful
background in live video technology
CEO at Abbson Live, a livestream video
WHAT YOU’LL LEARN
what type of benefits and return you can expect on your livestream
how to get started livestreaming quickly
how to select a platform
how to maximize audience engagement
how to capture people who watch your livestream and turn them into
how to use BuzzSumo’s data tools to create powerful livestream
WHO WE ARE: ABBSON
live video production from people who love content
broadcast-quality HD streaming video, complete with
professional switching and beautiful in-stream
graphics and CTAs
a plan to distribute the video content in a way that
offers maximum impact for the brand, all based on our
years of digital marketing experience
WHAT IS LIVESTREAMING,
a livestream is just like a live TV show, except it’s
broadcast over the internet instead of through your
cable TV provider
livestreams can be on virtually any topic, take place
on virtually any platform, and have varying KPIs
some livestreams are 30 seconds long and some are
30 days long
even this webinar is a form of livestreaming
webinars are killing it these days. have you noticed how many you
get invited to?
there’s a reason for that--webinars are one of the cheapest and
easiest ways to prove the concept of live video marketing
expand the scope to include viral live video platforms like Periscope,
formal broadcasting platforms like Livestream.com, and on-demand
content like HBO Go, and you’ll quickly realize the universality of
PROOF OF CONCEPT.
did you watch Apple’s latest product launch? chances are at least
one person in your office was talking about it live
GE did live drone tours of its facilities around the country exclusively
on Periscope this year and got massive social engagement
thousands of people pay MLB $20/month to get access to baseball
games above and beyond what they can watch on cable
As Rand Paul pointed out, even politicians need to make use of
“dumbass” livestreaming to stay relevant today
WHY YOU SHOULD
so everyone’s doing it--why should you?
are you interested in…
more fans online?
more engagement with your audience?
if so, livestreaming is the fastest way to get there
1. LEAD GENERATION &
if you’re interested in generating leads, live video is
capture emails during registration
gate the player with a social interaction (like, follow,
require social components (share the link to get bonus
tag viewers with remarketing pixels
convert existing leads using high quality content and in-
2. CONTENT MARKETING
to develop brand authority and generate traffic based on
content, livestream it
by starting with a high-quality livestream, you can:
create blog posts promoting livestream
engage users during broadcast
share the full broadcast as exclusive gated video content
write a series of blog posts using the video content summary
create long video clips to drive YouTube engagement
create shorter clips for Facebook, Instagram, and Twitter
3. AUDIENCE ENGAGEMENT
nothing is more social than live content, and you can
leverage that potential
encourage your viewers to share the love
use a social platform like Periscope
embed social streams on your broadcast landing pages
engage viewers during the broadcast by tweeting at them
take questions over social using a hashtag
use contests and giveaways that only live users are eligible
for, but require a social action
you should also charge for premium livestream content,
SO LET’S DO IT.
so you want to try livestreaming. where do you start?
you’ll need three things:
a platform to broadcast on
equipment with which to broadcast
but before you start shopping, we need to define your
your goals will determine other decisions you make
CHOOSING A PLATFORM.
there are dozens of livestream platforms that exist
YouTube Live/Google+ Hangouts On Air
Webinar Tools (GoToWebinar)
CHOOSING YOUR GEAR.
depending on the platform you choose, you’ll need some basics:
if you choose a simple platform like Periscope, all of these
equipment requirements are satisfied by your iPhone!
if you choose a more complex platform with advanced features, you
may need to work with a vendor to make sure everything is on point
GETTING PEOPLE TO
so you have a broadcast set up, you have your broadcasting
equipment, now what?
if you have an existing social audience, you’ll have an easy time
getting them to tune in—just give them plenty of notice, 3 compelling
reasons to watch, and make sure to let them know the content is
if you don’t have a big audience, call on partners to help--reach out
to influencers in the relevant space, invite more people to join the
livestream, utilize targeted Facebook advertising, and offer to partner
with larger organizations (i.e. broadcast your stream on someone
MAXIMIZE YOUR TIME.
one of the biggest ways you can see the value in livestreaming is
considering ways you are already investing your time and energy
which could be have an expanded impact with a live video
interviews for white papers or blog posts
conferences and events
even daily tasks that are the “bread and butter” of your brand
INTEGRATE WITH YOUR
consider livestreaming to be one of the most powerful tools in your
content marketing strategy, but not a strategy unto itself
you still need a powerful vision for branding yourself online, and then
you can consider how to realize it with live video
live video will energize your strategy by providing more content per
hour spent working on it than any other form of content marketing
why not give it a try?
“As with anything in marketing,
you need to start with a plan….
a well-thought plan helps you
stay focused on the right things,
which ultimately will save you a
ton of time and money.
In simpler words: Without a
plan, you’re going to fail.
The question is: How can I
develop a plan?”
The Marketer’s Guide To
Use data to plan your content:
Base your livestream choices on your audience preferences:
What resonates with them?
What do they like to share?
What headlines grab their attention?
What trends can you leverage?
What works on Facebook?
Facebook posts by topic;
find the most engaging
Use data to amplify your
Who shares video content on your topic
Who links to it?
Who creates the best livestream content?
Can you collaborate?
How can you engage with influencers?
What do you have to offer that they might want?
Find the people who shared a specific piece of content
Find the top authors for a subject area: Interview them or collaborate on
events; stream them.
Find influencers with an interest in your topic.
Use data to monitor your
Who shared your content?
Who linked to it?
What did you learn?
How can you improve your next livestream project?
What other content formats can you look to?
Use BuzzSumo’s free Chrome Extension to monitor shares and links.
TAKING IT ABOVE AND
the good news is also the bad news: because livestreaming is
powerful, cheap, and easy to start, everyone can do it, and most
how do you stand out?
you need to differentiate yourself just like you do on YouTube and
Instagram: by having amazing content
this means both the content of the content and the presentation of the
it’s not enough to just do it, you have to do it well
as you consider your goals and how they will be met with
livestreaming, you may need to consider a livestream partner/vendor
strike a balance between professional and organic: there’s a
difference between authentic and crappy
when it comes to paid livestream content, livestream content
optimized for conversions or lead generation, or brand recognition
livestream content with high visibility, just don’t risk it.
you sometimes need a vendor to make sure all of the technical bases are
covered, everything looks beautiful, and you are ready to handle “success”
broadcast-quality 1080 HD video streams
multiple HD cameras can capture every angle of the
a dedicated on-site producer
a dedicated on-site switching engineer
graphics, branding, ads, and CTAs developed and
custom player solutions, working with dozens of livestream service
providers and custom software solutions
pay-per-view, social or email engagement gates, or custom landing
pages to promote interaction
DVR capabilities so users can pause, rewind, or catch up, and
players can auto-select video quality based on connection speed for
full archived video of live broadcasts delivered after the event for
CHAD G. ABBOTT, CEO.
SPECIAL DISCOUNT: 20% off your first professionally
produced livestream with Abbson Live by mentioning this
presentation to your account rep.
Who I am: Susan Moeller
Business Development Manager at
Helping marketers access and use data