Periscope and Meerkat give event marketers the power to live stream events right from their phones. In this presentation by Alex Frias, president of Track Marketing Group, you’ll get up to speed on how these mobile live streaming apps work, how to identify what’s relevant and what’s not relevant to your social community when it comes to event content, plus how (and why) you should provide attendees with the social authority to broadcast your event to their networks. See examples of how brands have integrated the new platforms into their event amplification strategies, and leave with a list of legal ramifications to keep in mind. * This presentation was originally discussed at EventTech 2015 in Las Vegas.

1. 411 on Periscope + Meerkat
Alex Frias, President @ Track Marketing Group
@iamalexfrias

2. THE GOOD OLD DAYS
Live streaming was a BIG undertaking
Required large investment – emotionally, technically and
financially
Brands and event producers had to alter site plans, total
capacity numbers and consider camera blocking / foot
traffic issues

3. 2011
Live streaming was new and exciting
Gave brands the ability to amplify
experiential experiences to larger audience
digitally and socially
Event producers leveraged turn-key video
solutions like Ustream and Livestream to host
live streams on brand micro-sites and
Facebook pages

4. 2013
Live streaming evolved from
program add-on to building
block for brand platforms
Live streaming was focused
around creating broadcast
quality content viewable on
desktop
Mobile viewing was
reaching it’s tipping point

5. TODAY

6. 2008-2010 2011 2013 2015
EVOLUTION IN LIVE STREAMING

7. WHAT IS A
MEERKAT AND
HOW DO YOU
PERISCOPE?
*
Infographic
via
Salesforce.com

8. MEERKAT VS. PERISCOPE
MEERKAT
• 2MM users
• User experience is
reminiscent of Snapchat
• Allows creators to schedule a
livestream 24 hours before it
starts (with pre-determined
URL to allow pre-promotion)
• Broadcasts can be saved to
user’s Meerkat library
• Features ability to embed
streams across the web
• Vertical video only
Periscope
• 10MM users
• User experience is more
straightforward and easy to
learn
• You can re-watch streams for up
to 24 hours
• More notable celebrity and
influencer accounts
• Users can pin their locations
• Periscope allows users to invite
only specific users to their
stream
• Vertical and horizontal video

9. HOW TO USE MEERKAT + PERISCOPE
1. You must have app on your iOS or
Android device
2. You press STREAM or BROADCAST
button
3. You can stream immediately (or on
Meerkat you can schedule a time
for later)
4. Viewers can watch, join,
like/”heart”, and comment in real
time

10. WHY YOU WANT TO USE LIVE STREAMING

11. LEGAL WATCH OUTS FOR BRANDS
1. Don’t Stream What You Don’t Own
2. Get Permission to Use Someone’s Voice and/or Likeness via Legal
Disclaimer Releases
3. Celebrity Usage
4. Music Performances and Clearances
5. Elements Outside of Your Control
KEY TAKEAWAY
Approach live streaming the same way you would approach a
commercial shoot – err on the side of caution!

12. CASE STUDIES

13. JIMMY FALLON –
BEHIND THE SCENES
Broadcasts monolouge rehearsals
during the afternoons

14. ADIDAS –
EXCLUSIVE ACCESS
Adidas used Periscope to give fans
an opportunity to watch soccer
star James Rodriguez sign his
endorsement contract

15. GENERAL ELECTRIC - #DRONEWEEK
GE launched a five-day live
entertainment and education series
shot on drones that aired only on
Periscope
Viewers were able to watch drone
footage of flights over five of GE’s
test and building facilities
throughout the country for “views
into the locations where today’s
most badass jet engines,
locomotives, wind turbines and
industrial machinery are made and
tested to extremes”

16. REDBULL – LIVE EVENTS

17. MASTERCARD – CONSUMER EDUCTION
Mastercard
leveraged Meerkat to
extend Priceless
campaign to live
streaming community

18. THE ROLLING STONES – EXCLUSIVE MUSIC
PERFORMANCES
Rolling Stone
streamed live and
exclusive behind-the-
scenes footage from
a secret LA gig in
May and streamed
footage from the rest
of their summer tour

19. DORITOS – SOCIAL CONTESTING
#DoritosRoulette
Created social cross promotion
combining Periscope, Twitter and
Vine
Twitter Periscope Vine
Doritos ran a live game on
Periscope as well as Twitter, with
winners being announced on
Vine

20. KEY LEARNINGS
1. Creates new ways to show your product
2. Gives consumers a behind-the-scenes look at events
and the event setup process
3. Creates an all access pass for consumers who are
seeking transparency

21. KEY LEARNINGS
4. Think through mobile live streaming tactics as program
add-on and strategically as original brand platforms
5. Leverage live streaming platform strengths to fit within
YOUR social eco-system
6. Don’t forget the basics… ENCOURAGE YOUR EVENT
ATTENDEES TO PERISCOPE AND MEERKAT!

22. Q&A @iamalexfrias | @trackmarketing
#eventtechlive