The document discusses the rise of live streaming as a new trend on social media platforms. It provides background on what live streaming is and how major platforms like Facebook, Twitter, and YouTube have begun incorporating live streaming features. The reasons given for this shift include driving more user engagement and revenue. Live streaming is growing rapidly in China, where nearly half of internet users employ live streaming apps. The document outlines both opportunities and challenges of live streaming, such as the need to balance personal branding and external validation. Examples are given of how live streaming is used for e-commerce and by internet influencers in China.

1. IS THE
NEW TREND
Sylvia Li
Film 260Credit to: Google

2. WHAT IS
LIVE STREAM
?

3. https://maximizesocialbusiness.com/2017s-new-big-trend-china-social-media-live-streaming-25270/
Live streaming is broadcasting
video content in
real-time.
It’s often used to share
events, but it’s starting to
mature and diversify in China.
— Olivier Verot

4. Credit to: BM Custom Furniture/ Flicker
Social media platforms have already been successfully
used for social good, for organizing community activism,
empowering citizens, and for coordinating in emergency
situations.

5. Credit to: Quora
Twitter and Facebook, have been slowly rolling out but
heavily promoting new features and products around live
streaming.
— Eleonora Israele
WHY?

6. Major social networks have been adding live streaming
functionalities to drive revenue and
strengthen their hold on
social media users.
— Eleonora Israele
Credit to : Hire Influence

7. By onlyyouqj/ Freepik
HOWEVER,
It’s a new type of
multicommunicating!

8. Credit to: Karel Boonzaaijer and Pierre Mazaraic/ Flicker
Multicommunicating is more complicated than
multitasking because, instead of juggling tasks, you are
juggling people.
It’s important to gauge what is
acceptable in different corporate
cultures and among specific
colleagues.
— By Eichler, Leah

9. Credit to: tubefilter
The service is sufficiently powerful. With the Facebook
Live API, you can stream from high-quality cameras
and integrate with existing workflows.
The main upside of streaming live on Facebook is the
built-in audience. If you’ve invested time in building a
social media following, it’s a no-brainer.

10. Credit to: Digital Trends
Google’s video platform detailed all the new video formats it
was pursuing, including 360-degree videos and VR.

11. Our Dangerous Obsession with
External Recognition
1. We distance ourselves from the
fundamental growth engine of our
careers.
2. We misallocate our time and attention.
3. We alienate critical nodes in our
professional networks.
Credit to: Google

12. According to a survey by Brandlive, 44% of businesses
have already tried video live streaming in the past 12
months, and 20% are planning to get in the action in
the months ahead.
— tubular insights

13. 46% of China’s internet population
has used a live streaming app.
—Olivier Verot
Credit to: DaCast

14. Credit to: Ross Lovegrove/ Flicker
“Welcome to a new era of work, where your future depends
on being a signal in the noisy universe of human capital.
In order to achieve this, you will need to master three things:
self-branding, entrepreneurship, and
hyperconnectivity.”

15. A real business for web celebrities
Credit to: letzgro
Another less well-known internet celebrity, Huo
Qiu, quotes a minimum of US$295 per hour.
For internet celebrities, e-commerce live streaming offers a
very lucrative source of income.
One hour of live streaming for a brand will bring Tan
Yuanwu (a 34-year-old beauty blogger) at least US
$443.
— Olivier Verot

16. “It’s so hard to resist the life that the social-media
machine has created for us, one in which we are both
consumer and producer, sharing generously of our own
creative energy and expending our attention in a self-
nourishing loop, from which someone else - Google,
Facebook, Apple - plucks the profit.”
−− By Anderssen, Erin
−− BrickinNick/ Flicker

17. Credit to: David L. Merin
In many ways, e-commerce live streaming shows are
simply a new generation of ads: infomercials.
But since everything is live, audience members can
interact with the influencer, who can charm the
audience to purchase more.
— Olivier Verot

18. Credit to: Weston Premium Woods
In 2015, YouTube generated more than $9B in
revenue. It sees more than 4 billion daily
views and has more than 1 billion users
worldwide.
—Eleonora Israele

19. Credit to: Binalogue/ Flicker
The average adult consumes more than five
hours of video per day and more than one
hour is on digital devices. However, the
number of people and brands creating these videos
that everyone is watching is still a small fraction
compared to those who are watching. Live streaming
changes all of that.
—Eleonora Israele

20. Course Reading:
Anderssen, Erin. "CRUSHED". Search-Proquest-Com.Proxy.Queensu.Ca, 2014, https://search-proquest-
com.proxy.queensu.ca/docview/1511086003/fulltext/883CFB146C054004PQ/1?accountid=6180.
Chamorro-Premuzic, Tomas. "The Future Of You". Harvard Business Review, 2017, https://ereserves.library.queensu.ca/
ares/ares.dll?Action=10&Type=10&Value=58007.
Eichler, Leah. "Sorry To Be Rude, But My Phone Needs Me". Search-Proquest-Com.Proxy.Queensu.Ca, 2017, https://search-
proquest-com.proxy.queensu.ca/docview/1811425809?accountid=6180.
Gulati, Daniel. "Our Dangerous Obsession With External Recognition". Harvard Business Review, 2017, https://hbr.org/
2013/12/our-dangerous-obsession-with-external-recognition.
S. Bresciani and A. Schmeil, "Social media platforms for social good," 2012 6th IEEE International Conference on Digital
Ecosystems and Technologies (DEST), Campione d'Italia, 2012, pp. 1-6.
doi: 10.1109/DEST.2012.6227944
Outside Reading:
"Comparing Youtube Live And Facebook Live With Pro Video Streaming Platforms". Dacast, 2017, https://www.dacast.com/
blog/comparing-youtube-live-and-facebook-live-with-pro-video-streaming/.
"Live Stream The Future Of Social Media - Business.Com". Business.Com, 2017, https://www.business.com/articles/why-live-
streaming-is-the-future-of-social-media/.
"Live Streaming Vs Video On Demand: Brands Need Both". Tubular Insights, 2017, https://tubularinsights.com/live-
streaming-vs-video-on-demand/.
Shah, Saqib. "Look Out, Facebook! Youtube Finally Lets You Live-Stream Videos". Digital Trends, 2017, https://
www.digitaltrends.com/mobile/youtube-mobile-live-streaming/.
Verot, Olivier. "Big Trend In China Social Media: Live Streaming". Maximize Social Business, 2017, https://
maximizesocialbusiness.com/2017s-new-big-trend-china-social-media-live-streaming-25270/.

21. https://www.google.ca/search?q=live
+streaming&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjJqr7i2qDUAhUI_IMKHYJCBzQQ_AUICigB
&biw=1279&bih=711#imgrc=pvfczoFNFQzveM:
https://maximizesocialbusiness.com/2017s-new-big-trend-china-social-media-live-streaming-25270/
https://www.quora.com/How-can-one-livestream-to-Youtube-Facebook-and-Twitter-at-the-sime-time-So-
combine-Hang-W-with-Google-Hangouts-at-the-same-time-from-the-same-device-smartphone-or-desktop-
app
https://hireinfluence.com/blog/should-livestreaming-be-a-part-of-your-next-influencer-marketing-campaign/
http://www.freepik.com/free-photo/finger-pressing-a-social-network-button-on-a-touch-
screen_903499.htm#term=technology&page=1&position=45
http://www.tubefilter.com/2015/12/17/facebook-verified-pages-live-streaming/
https://www.digitaltrends.com/mobile/youtube-mobile-live-streaming/
https://www.google.ca/search?biw=1279&bih=711&tbm=isch&sa=1&q=live+streaming&oq=live
+streaming&gs_l=img.3...21122.21467.0.21653.0.0.0.0.0.0.0.0..0.0....0...1.1.64.img..
0.0.0.y3Rb_k2Uku0#imgrc=oL42c4j5ONIn5M:
https://tubularinsights.com/live-streaming-vs-video-on-demand/
http://letzgro.net/blog/live-video-streaming-or-vod-make-the-best-choice-for-your-business/
https://www.google.ca/search?q=live
+streaming&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi55vDJsaPUAhVs6IMKHSB0CrgQ_AUICigB&
biw=1279&bih=711#imgrc=XzvJzsp8Wk4HxM:
Pictures

22. IMAGES BELOW USED ARE TAKEN FROM FLICKER AND HAVE CREATIVE COMMONS
LICENSES
Mutations-Créations Expositions: https://www.flickr.com/photos/touristos/34087864394/in/photolist-UqJFLS-UNKcJD-UzDX4A-UHP2fR-TWedtU-
V6wTD2-UNrVKL-UCAnU1-V24HN4-UZjcmu-TP7Uuw-TZ7m2p-TAMU5c-UA2dzN-TPiGFP-UR8nn6-UD9X29-TPDAaU-VdPGaz-UR8naT-
TPiHbg-TPiGQg-VdHep2-UR8nek-UQStza-TStp11-UD9XgC-UA8zdk-TyrQ8s-UQSudV-UR8njF-UTp4x4-Ujvzhk-UQSrQt-UQSsjV-TeBJmm-
TBjo3g-UjwcKk-UspSRh-TW2J57-Ujw7Xe-Ujvarz-UR8nSV-UjvtmT-TeBJww-UQEkeJ-Uw2FEt-TLna1W-TyrQfG-UQSrWF/
Social Media Logos: https://www.flickr.com/photos/nickdm/33244121110/in/photolist-SDENZU-TsHphr-9YEKTo-pDCvVm-8FSH1y-UEd5Vp-9RcAT-
FgasVC-6tYvUK-UATyJg-Syfi5z-8WnyVB-TXRNrw-7HV5gq-4UC6M7-g5jTWF-fVPCzV-cknJS1-e1HpQq-SrcZpG-7mrS54-
Ujaafw-7arjd6-8VPUQK-nyDvzG-9aK8AQ-7mrS6a-8ACNPF-dyxsH5-6hxAaJ-
agpzgN-8AFTBb-8AFTXQ-4uG5C1-8ACNo4-7hDpFP-8ACNMi-8AFTCG-bshvHA-S7w8UL-digKDF-8ACP4T-8ACNRv-
eaRL9j-8ACNTk-8ACNKv-8AFSJo-8ACNjX-98eeX8-5sMyLr
2017 Recycled Rubber Photoshoot: https://www.flickr.com/photos/davidlmerin/34515550240/in/photolist-UqJFLS-UNKcJD-UzDX4A-UHP2fR-
TWedtU-V6wTD2-UNrVKL-UCAnU1-V24HN4-UZjcmu-TP7Uuw-TZ7m2p-TAMU5c-UA2dzN-TPiGFP-UR8nn6-UD9X29-TPDAaU-VdPGaz-
UR8naT-TPiHbg-TPiGQg-VdHep2-UR8nek-UQStza-TStp11-UD9XgC-UA8zdk-TyrQ8s-UQSudV-UR8njF-UTp4x4-Ujvzhk-UQSrQt-UQSsjV-
TeBJmm-TBjo3g-UjwcKk-UspSRh-TW2J57-Ujw7Xe-Ujvarz-UR8nSV-UjvtmT-TeBJww-UQEkeJ-Uw2FEt-TLna1W-TyrQfG-UQSrWF/
Weston Premium Woods: https://www.flickr.com/photos/150712663@N07/33867911243/in/photolist-UqJFLS-UNKcJD-UzDX4A-UHP2fR-TWedtU-
V6wTD2-UNrVKL-UCAnU1-V24HN4-UZjcmu-TP7Uuw-TZ7m2p-TAMU5c-UA2dzN-TPiGFP-UR8nn6-UD9X29-TPDAaU-VdPGaz-UR8naT-
TPiHbg-TPiGQg-VdHep2-UR8nek-UQStza-TStp11-UD9XgC-UA8zdk-TyrQ8s-UQSudV-UR8njF-UTp4x4-Ujvzhk-UQSrQt-UQSsjV-TeBJmm-
TBjo3g-UjwcKk-UspSRh-TW2J57-Ujw7Xe-Ujvarz-UR8nSV-UjvtmT-TeBJww-UQEkeJ-Uw2FEt-TLna1W-TyrQfG-UQSrWF/
Binareel 2017: https://www.flickr.com/photos/binalogue/34686497751/in/photolist-UqJFLS-UNKcJD-UzDX4A-UHP2fR-TWedtU-V6wTD2-UNrVKL-
UCAnU1-V24HN4-UZjcmu-TP7Uuw-TZ7m2p-TAMU5c-UA2dzN-TPiGFP-UR8nn6-UD9X29-TPDAaU-VdPGaz-UR8naT-TPiHbg-TPiGQg-VdHep2-
UR8nek-UQStza-TStp11-UD9XgC-UA8zdk-TyrQ8s-UQSudV-UR8njF-UTp4x4-Ujvzhk-UQSrQt-UQSsjV-TeBJmm-TBjo3g-UjwcKk-UspSRh-
TW2J57-Ujw7Xe-Ujvarz-UR8nSV-UjvtmT-TeBJww-UQEkeJ-Uw2FEt-TLna1W-TyrQfG-UQSrWF/
BM Custom Furniture: https://www.flickr.com/photos/bmcustomfurniture/34659540045/in/photolist-UqJFLS-UNKcJD-UzDX4A-UHP2fR-TWedtU-
V6wTD2-UNrVKL-UCAnU1-V24HN4-UZjcmu-TP7Uuw-TZ7m2p-TAMU5c-UA2dzN-TPiGFP-UR8nn6-UD9X29-TPDAaU-VdPGaz-UR8naT-
TPiHbg-TPiGQg-VdHep2-UR8nek-UQStza-TStp11-UD9XgC-UA8zdk-TyrQ8s-UQSudV-UR8njF-UTp4x4-Ujvzhk-UQSrQt-UQSsjV-TeBJmm-
TBjo3g-UjwcKk-UspSRh-TW2J57-Ujw7Xe-Ujvarz-UR8nSV-UjvtmT-TeBJww-UQEkeJ-Uw2FEt-TLna1W-TyrQfG-UQSrWF
Pastoe Vision Elements: https://www.flickr.com/photos/pastoe/4192472290/in/photolist-JQs8HW-E6QFJw-7otvX1-7PEbH3-FT7SSJ-ezppNH-
DU2LnU-7HKrst-qK2rj9-3bXbtp-RXessW-nmz1tP-3dvsaw-BTucWA-QY9mez-fqBpx4-s9F8KH-q3WMGk-ra9kU-dZWM9y-UC77Ad-a8ZxcU-
rwYwfr-bLF734-8vPN3D-7JpdYb-9qZRYp-TtYPrY-nvBNL-2SS4kn-cEKkT-UXXKWr-4qrrY9-48Rq6w-tUESh9-SLD7AH-91G7hi-or21y-
NwPawp-4YTKxX-5xihRs-rzhqHt-SpVcVb-5QECDF-p3EM7K-9uFdRX-9vfQDc-st1GRA-7d5YJh-8jYoAL