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
Lauren@LaurenThomas.tv
LaurenThomas.tv
LET’S CONNECT!