Slides for Chapter 4, Part C of
Web 2.0 and Social Media for Business:
Business in a Connected World
3rd Edition, 2016
Dr. Roger McHaney, Dr. David Sachs
Closely related to videocasting
Difference from Videocasting
Primary difference is the source of the
Screencasting digitally captures a
computer screen display and stores it in
a video file. Anything playing on the
computer is captured for editing and
Sophisticated screencasts may include a
voice track narration added during
screen capture process or afterward
Bring content to life!
Incorporate into Videocasts
Many videocasts incorporate screen captures for a blended effect.
Screencasts provide a useful method for demonstrating software usage
and creating tutorials. Mobile devices can be used for screencasts too!
Streaming video from webcams can be the source of screencasts. So can
examples of websites or any other software in action.
Webcam viewer allows user
to record a personal
message from a computer
Camtasia is a leading tool for Screencasting and screen recording
Basic Tools for Screencasting
Brainshark, a cloud-based software system, permits existing static
content including PowerPoint slide shows to be transformed into
narrated video presentations for online access.
Brainshark Transforms Material
Can integrate screencasts and other video material
Animoto: Excellent Video Production Tool
Animoto generated video
Animoto Sample: When Reality Trumps Virtual
Live streaming video (and audio) is the idea of viewing and
broadcasting real time video and/or audio over the Internet.
What is Live Streaming?
Creates real time or synchronous link
between viewers and broadcasters.
Can also be captured for
Web 2.0 equivalent of live television
broadcasts except most done without
studio equipment and facilities.
1. Text Chat and Chat Rooms
2. Network Television / Local Access Cable TV
3. One to One Chat / Telephone / Instant Messaging
Roots of Live Streaming
Tinychat and other services like it are descended from text
and audio based chatroom technologies. This one is primarily
used by teenagers and young adults.
Many tools like this exist on the Web. Search for ‘video chat rooms’ in Google.
Live Streaming Like Text Chat and Chat Rooms
Users select the video that will
be the focus of their attention.
Host retains the ability to control
who enters the room and
broadcasts video. Hosts can
come and go and the room
Users and host interact with
synchronous text, audio and
Used by businesses, not-for-profit organizations, and various
companies to broadcast live events, stream presentations, publicize
album releases, offer training/instruction, and provide question and
answer venues for a variety of authors, musicians, and celebrities.
Cutting edge businesses in entertainment and music industries are the
largest share of commercial clients for these types of websites.
Social live streaming recognized as a powerful new way to reach
customers, potential customers, and other stakeholders.
Business Uses of Chat Rooms
Live Streaming like Network TV
Live streaming techniques emerged in
venues that emulate traditional
Public Access TV Model
Web sites such as VaughnLive.TV and
UStream enable users to create
channels and broadcast shows
reminiscent of public access cable
Variety of tools and video
enhancement support capabilities
added to make broadcasts more
professional in appearance.
Venues such as video game broadcasting are becoming popular.
High school music program broadcast.
Provides an embeddable video player and broadcast schedule similar to
a cable TV guide.
Provides ability to create live video programs that can be inserted into
any blog or website with tools to archive and replay past programs.
Synchronous online video has become widely available and easy to incorporate
into blogs, Websites and specialty sites. This trend portends the rapidly
approaching era of Internet television. This means every business and person will
have the means to develop and broadcast their own video programs.
USTREAM recently purchased by IBM
Livestream Takes a Community Approach to Broadcasting
Live Streaming Like 1:1 Chat, Telephone, or IM
YouCams provides tools for embedding live streaming into existing Website
Has been marketed as a Webcam chat widget with capabilities.
Works best from an established Website with preexisting audience and
focus on smaller groups.
Capability to enable groups to watch YouTube videos and see participant
reactions in real time.
Allows for real-time audio, video, and IM communication with anyone
around the world
Enables conference calls and an effective meeting venue
Skype Photo from: http://www.flickr.com/photos/teachernz/
Zoom.us Provides a Video Conference Experience Online
• Live broadcasting (synchronous) - Stream live video
from user's video capture device.
• Scheduled broadcasting (asynchronous) – Allows
video to be rebroadcast at a predetermined time.
• On-demand broadcasting (asynchronous) – Users
determine the time when they will view the broadcast.
• Embedded live player – Allows the video producer to
embed a customized video player displaying live video.
Usually the embedded player will be inserted into an
existing Website or blog.
Typical Live Streaming Features
Typical Live Streaming Features (Continued)
• Embedded recorded player – Permits the video
producer to embed a customized video player displaying
pre-recorded or archived video. Multiple participants –
Allows more than one broadcaster to participate in a
video presentation session.
• Integrated text messages – Provides facility for viewers
to interact with broadcasters or each other via text
messages typed into a common interface during a video
• Integrated audio chat – Provides the facility for viewers
to interact with broadcasters or each other via audio
chat spoken during a video broadcast.
Typical Live Streaming Features (Continued)
• Integrated video chat – Provides the facility for viewers
to interact with broadcasters or each other via video
chat during a video broadcast.
• Webcam capture – Some live streaming Websites
provide the capability of direct video capture.
• Audio capture – The capability of direct audio capture
is a feature on some live streaming websites
• Mobile device capture – Another feature of some live
streaming Websites includes the capture of video or
still photos from a mobile smart device.
Typical Live Streaming Features (Continued)
• Import video – Many live streaming sites have the
capability of importing existing video.
• Import digital images – Photographs, illustrations,
graphics and other artifacts can be uploaded or pulled
from other Websites for use in live streaming.
• Import audio tracks – Music and other audio tracks
often can be acquired from Websites, computers,
mobile devices or storage devices.
• Titles and transitions – Live streaming sites often
contain tools for adding header screens and building
transitions for broadcasts or stored video footage.
• A variety of other tools are appearing
to emulate talk radio but uses blog
technology (coupled with audio
streaming and video streaming---mostly
on the advertisements) to provide
• A search on Google will locate dozens
more services related to video and
audio live streaming.
Live Audio Streaming Services
Emulates Radio with personalization and customization
Pandora Radio and Spotify
Popular texting and phone app that enables people to communicate over the Internet.
Over 700 Million users in January, 2015 and during 2016 approached 1
billion users world-wide 38. This makes WhatsApp the world’s largest
online messenger app.
This saves money for phone users who typically talk over cellular
networks. It is free to download and allows users to send text messages,
images, audio and video over the Internet.
As group chatting, voice messages, location sharing, and an interface to
WhatsApp: Business Implications
Tool for Internal Team Communication
Many people already use WhatsApp and are willing to set up groups for
business communication. This permits texting and calls within a team.
Small businesses are using WhatsApp to cut the cost of phone calls. This
is particularly true for those wishing to make international calls.
A number of new tools are appearing that integrate WhatsApp into their
customer support platforms.
Marketing and Promotion
Some businesses have created an operating model heavily integrated with
WhatsApp. Examples exist for maid services, Uber and Airbnb operators
Developed in China and has more than 10 million business accounts.
WeChat: Competitor of WhatsApp
Chapter 4 Summary
Web 2.0 applications have moved the power of live audio and video
broadcasting into the hands of businesses and individuals. Web 2.0
broadcasts range from people speaking into their Webcams to
sophisticated digital productions beginning to rival Hollywood
Businesses can reach their customers and stakeholders in real time and
create archived material for later use. Businesses now have the
opportunity to personalize their communications and operate at different
levels to achieve their goals and objectives.
Convergence moves the best facets of many services into platforms with
components derived from chatrooms, radio, television, blogs, video
sharing sites and other traditions.
Contact: Roger McHaney, Kansas State University, firstname.lastname@example.org