Periscope came online and fundamentally changed the world of video marketing. Now, Facebook Live and YouTube live-stream capabilities are being rolled out. How do you utilize live-stream broadcasts to connect with your community? What are the pros and cons of choosing a live-streaming app over a traditional video, webinar, or podcast? What kinds of stories can you tell with these new platforms?

1. Add Live Stream
Video to Your
Marketing Mix
Ashley Faus
www.consciouslycorporate.com
@ashleyfaus

2. Marketers have been using videos to increase engagement
and conversion rates for years.
But the advent of live stream capabilities within social
networks has fundamentally changed the way the world
creates and consumes video.
Instead of a broadcast from one side to the other, we have
bi-directional, interactive communication.
Why Use Live Video?

3. Leverage Your
Existing Audience
Ease of
Distribution
Capitalize on
Human Behavior
Low Barrier
to Entry
The Benefits of Live Video

4. Low Barrier to Entry
Because we all have smart phones, we
can capture quality audio and video
with one small device.
While you should choose a host that is
engaging on camera, talent with special
voice training, teleprompter reading, or
interviewing is no longer required.
Viewers are more interested in “real
life” than polished perfection.

5. Ease of Distribution
With strong WiFi coverage and a direct
integration with the application for
sharing a video, you eliminate the extra
post-production and uploading steps.
Videos on Facebook and YouTube
are automatically saved to your news
feed and playlist, and you can save
videos to your phone for easy sharing
at a later date.

6. Leverage Your Existing Audience
You’ve already built a strong and
engaged audience on platforms like
Twitter, Facebook, and YouTube.
Live stream video allows you to add
more content to your existing channels
vs. building a new channel.

7. Humans love to engage in a community,
and live stream video allows you to
interact with your audience.
Use principles like FOMO, scarcity, and
social proof to increase engagement
and sharing among your audience.
Capitalize on Human Behavior

8. Live stream video is another tool in the content marketing
toolkit. The low barrier to entry and ease of distribution
allow you to turn any moment into a piece of content.
Live streaming also allows you to take all the small
moments that would not normally warrant the time,
energy, and budget needed to capture them, and turn
them into a campaign of their own.
Take a look at some examples of use cases and hosting
styles that can be used on streaming platforms.
Use Cases and Hosting Styles

9. Live Q&A
Sneak Peek
Behind
the Scenes
Oh my gosh,
this is
happening
now!
Watch a
Planned Event
Daily Recap
Sharing Insights
Live Stream Styles

10. Description: Join me live on #Periscope at 10am PST for a
behind-the-scenes look at [book or product launch prep,
photoshoot, video shoot, life at the office, etc.]
Title: Behind-the-Scenes for or Sneak Peek: [book or
product launch prep, photoshoot, video shoot, life at the
office, etc.]
Hosting style: Narrate what you’re doing and who you’re
with. Ask some general, “who, what, where, why”
questions of the people you’re filming. Acknowledge
comments from the viewers.
Behind The Scenes or Sneak Peek

11. Description: Tune in for a live Q&A on [topic] w/ [Person’s
Facebook page] at 12pm PST on Facebook Live! Submit
your questions early via Facebook or comment live
during the broadcast.
Title: Q&A with [Person’s Name] or Q&A on [Topic]
Hosting style: Be the emcee if you’re the moderator.
Think like a panel member if you’re answering the
questions. The session should be interactive and take
questions from the viewers.
Live Q&A Session

12. Description: Can’t wait for [Disney Star Wars skit,
Techappella concert, DreamForce Keynote] tomorrow at
9am PST! I’ll be streaming it live on YouTube, tune in!
Title: Name of Event
Hosting style: Say what the cool thing is and then stop
talking so people can watch! It should be like they’re
sitting next to you in the meeting/concert/whatever, and
while you might occasionally lean over to say something,
you’re generally NOT going to disrupt the event by
constantly chattering.
Watch A Planned Event

13. Description: Happening NOW! [title], link
Title: Descriptor of Cool Thing (ie: PowerWall reveal at
Tesla, Techappella – Song Birds Performance)
Hosting style: Host’s choice! Do whatever makes sense in
the moment… you clearly thought this was so
cool/shocking/stupid and important that you just HAD to
share it, so say what you’re feeling! (ie: crazy demos on
the show floor at CES, random people at ComicCon
waiting in an insane line to get into a concert, etc.)
Oh My Gosh, This
is Happening Now!

14. Description: Sharing about day 3 at [TED, SXSW, media
tour] at 7pm PST! Tune in on #Periscope for the recap!
Title: [Event Name] Recap – Day 3
Hosting style: The presenter is talking “at” the audience
in first person. Use “I” statements like, “I loved seeing the
keynote this morning at SXSW! The founder of TOMS
shoes announced their next one-for-one item: coffee!
This seems like a perfect fit to me because of [reasons].
I also loved [insert other cool thing here].”
Daily Recap or
Sharing Insights

15. Live stream video isn’t always the right choice, and that’s
ok! This eBook is not about REPLACING content, it’s about
ADDING another option.
All video content should be mapped back to the Buyer’s
Journey. Take a look at some of the goals, programs, and
possible video assets that you might use at each stage of
the Buyer’s Journey.
Choosing A Style
and Channel

16. Awareness Consideration Purchase Retention
Goal Make prospect
aware of their
problem
Educate prospect
about possible
solutions
Educate prospect about
how my solution best
solves their problem
Cross-sell, upsell, renew
Make prospect
aware that my
company exists
Become a trusted
advisor for the
decision-making
process
Deepen relationship
and close the sale
Turn customer into
an advocate for
our solution
Programs Mass Media Demand-Generation 1:1 or 1:Few Customer Newsletter
Social Media Nurture Campaigns Nurture Campaigns Awards / Case Studies
Thought
Leadership
Hosted Events Hosted Events
Event
Sponsorship
Video
Assets
Daily Recap Webinar Live Demo Behind-the-Scenes
Sharing Insights Live Q&A Live Q&A Live Q&A
Keynote or
Show Floor
Explainer Video Explainer Video Sneak Peek or
Exclusive Access

17. Where are
you in the
Buyer’s
Journey?
Where does
your audience
spend time?
What is
your brand
persona in
each channel?
How can you
leverage the
video in the
long-run?
Key Questions

18. Where are
you in the
Buyer’s
Journey?
Depending on where you are in the
Buyer’s Journey, you might choose to
use a combination of live stream and
pre-recorded video.
For example, in the awareness phase, it
would be beneficial to live stream from
the tradeshow floor or post daily
recaps, using the conference hashtag.
Since many conference attendees check
the hashtag for content from sessions
they missed or exhibits they didn’t see,
this is a great way to use live streaming
to increase brand awareness.

19. Do you have more followers on
Facebook or Twitter? Do you receive
higher engagement on YouTube?
Tailor your videos and hosting style to
the channel where your audience
spends time. Facebook and YouTube live
streams automatically post to your
news feed and playlists, while Periscope
is only visible for 24 hours.
Some audiences won’t watch more than
2 minutes of a video, so an edited,
concise, pre-recorded video might be
the better choice.
Where does
your audience
spend time?

20. Are you an aspirational brand that
everyone considers to be flawless? A
“behind the scenes” look might not be
the right hosting choice for a live stream
video, but “watch a planned event”
might be the perfect fit. High-concept
videos with animation, hard cuts to
b-roll, and scripted voiceovers might
serve the brand better.
If your brand is built on authenticity and
connecting with your audience, live
streaming in a variety of styles would be
more acceptable.
What is
your brand
persona in
each channel?

21. Think about how you can use the video
in the long-run. Is it a one-off moment
that you wouldn’t normally capture? If
so, live streaming it on Periscope for a
few viewers can be a great way to
leverage the moment.
If you’d like the video to have a longer
shelf life, saving it to your phone and
uploading it for a blog post or email
campaign, or sharing the link to
Facebook or YouTube, can extend the
life of the video.
How can you
leverage the
video in the
long-run?

22. Am I trying to convey a specific, carefully-worded message?
Do I want to include specific visuals, like diagrams, slides,
b-roll, or animations?
Is the tone centered around authenticity, inspiration,
education, surprise, or persuasion?
Does the audience expect to be able to interact with the
presenter or the content?
Live Stream vs. Pre - Recorded

23. Ready to add live stream video to your marketing mix?
Grab your phone and download the Periscope app, and
update your Facebook and YouTube apps to include their
live streaming capabilities.
Find a cool moment, write up a great title and description,
and give it a try!
Start Live Streaming!

24. Add Live Stream
Video to Your
Marketing Mix
Ashley Faus
www.consciouslycorporate.com
@ashleyfaus
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