How Live Media is Revolutionizing our Current Events
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At this point, big events—think the presidential election, Olympics, or Super Bowl—are defined and shaped in large part by the social media that surrounds them. We’ll discuss how real-time content curation at live events and live-streaming platforms including Periscope, Facebook Live, and Snapchat are poised to change the events we all tune into even more.
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How Live Media is Revolutionizing our Current Events
- 1. How Live Media is Revolutionizing Our Current Events
- 2. Session Speakers TODAY’S HOST: Don Terry Spredfast @donlterry Shawn Silverman Twitch @Phenteo Heather Pink NFL @heatherpink2
- 3. The Audience is Bigger than You Think Don Terry VP Sales, Media & Sports Spredfast @donlterry
- 4. Live TV + Social Media = Engaged Viewers
- 5. “While 79% of the U.S. population has some sort of pay-TV service, 78% now subscribe to at least one streaming video-on-demand service.” - Ooyala Videomind, PwC survey
- 6. Social Streaming Increasing Engagement Live Social Capabilities Active Engagement
- 7. Politics/NewsSports Leagues Gaming/EventsBroadcast TV Global Social TV Market worth $256.44 Billion by 2017 – Markets & Markets Report Social TV is Ubiquitous
- 8. #SmartSocialLive ● Increased Tune-in, loyalty and earned media – Expand audience ● Huge opportunity to curate UGC ● Opportunity to deliver various short form content for social during events ● Carry thru post event ● Real-time tagging by audience e.g. breaking events during games, shows ● Emotionality helps measure and change conversation during Live Events
- 9. Live Streaming to the Masses Social media outpacing TV Shawn Silverman Director of Social Media Marketing Twitch @Phenteo
- 10. 241,441,823,059 Minutes streamed on Twitch in 2015
- 11. 459,366 YEARS No, that’s not a typo!
- 13. #LiveStreaming on Twitch ● Live streaming is fast becoming more important and growing faster than traditional TV ● Most impacted: Brands interested in video games, social entertainment, and pop culture
- 14. #LiveStreaming on Twitch ● 100+ MM Monthly Unique Viewers ● 2.1 Million Streamers ● Over 30% of users watched on mobile
- 15. Tools necessary for streaming (Alerts, Panels, newsfeed) Subscriptions, Ads Revenue, and Bits (cheers) Marketers have direct access to their customers Empowering Content Creators
- 16. Movies / TVLive Events Creative Streaming More than Games
- 17. #Cord-Cutting ● Almost all entertainment can be found online! ● Major events live stream to give instant news and releases to their customers ● Political events are going after a larger and potentially different audience!
- 18. 2012 8.5 MM Viewers 1.1 MM Peak Concurrent Viewers 2013 32 MM Viewers 8.5 MM Peak Concurrent Viewers As reported by Riot Games The Rise of E-sports ● In 2013 over 32MM fans tuned in to watch a sold out Staples Center for Riot Games’ League of Legends Worlds Championship
- 19. Walk Away with Live Streaming First ● Fast becoming more important than traditional TV ● New Revenue Streams / Direct Access to Customers ● Cord-cutting
- 20. Live Event Integration with Broadcasting Heather Pink Producer NFL Network / NFL Media @heatherpink2
- 21. The first streamed NFL game on Twitter got over 2M views.
- 22. NFL Scouting CombineSuper Bowl 50 NFL Tentpole Comparison
- 23. Let’s think of them this way... An Event with a Life of its Own NFL Tentpole Comparison NFL Owned Event
- 24. Life of its Own vs NFL Owned NFL Tentpole Comparison
- 25. NFL Tentpole Keys ● Strategy: How are we going to stand out versus how do we make the event standout? ● Communication: Cross department transparency ● Execution: Go forth with your strategy and workflows Provide a variety of content for the duration of the event
- 26. Super Bowl 50 ● Building Anticipation over a single event ● Wider Audience ● Finding the Angle Can be challenging over the course of a week ● Access Within Location Event Attendees Life of its Own
- 27. NFL Scouting Combine ● Facing challenges of specific storylines ● Catering to a different, diehard fan base ● Exclusive Access Player interviews Take advantage of proximity ● Reach NFL Owned Event
- 28. Broadcast Content with Campaigns
- 29. Broadcast onto social Preproduced / Graphic designed Shareable / App driven Social Content within Campaigns
- 30. “Never Miss a Moment” Mentality ● Widen and differentiate content across platforms ● Use internal communication to your advantage and part of your strategy ● Access, reach and ownership are key
- 31. Question + Answer Don Terry Spredfast @donlterry Heather Pink NFL @heatherpink2 Shawn Silverman Twitch @Phenteo
Editor's Notes
- Periscope SnapChat Instagram Stories FB Live In 2015, online ad revenue for videos was approximately $7.7 billion. This may rise more than 20% in 2016 Advertising attached to online videos has the highest click-through-rate of any form of online advertising at about 1.84 percent
- •eSports/Gaming Events: - E3 Convention: Whereas 8 million viewers tuned in for the Game of Thornes premiere, 21 million tuned in to watch Twitch coverage during the E3 gaming convention: - 925,000 people tuned in simultaneously to the scores of livestream channels broadcasting content from E3 - Juniper Research forecast in 2015 that by 2020 revenues from eSports will increase by 250% with subscription rates reaching nearly $1 billion • Professional Sports: - NFL: Add KILLER statistic - Combine, Game Day, Fantasy Football, Game Pass - NBA: >1 Billion ”Likes” & Followers on Social Media - Olympics: 50 million viewers streamed during the recent Olympics, with over 3.4B mins: - 50% where <35 - 600 million video views via NBC Facebook Live - SnapChat tuned in 33 million viewers - YouTube access was up 7 fold!
- -Fantasy League Drafting – Following key athletes, writers and insiders, fantasy leagues, etc. How players stack up/rank -Special “Behind the Scenes Events” e.g. Game Day, NFL Combine during the draft -During the debates e.g. assessing trending content, topics and sentiment to tailor questions and themes -Gaming Events e.g. following key gaming personalities, title launches, conventions (Pacs, E3, etc.) -Fans of “The Walking Dead” took to Twitter with enough fervor each Sunday to actually wake the dead–social media wise at least. With an average of 435,000 Tweets sent about each new episode -During the debates e.g. assessing trending content, topics and sentiment to tailor questions and themes -Gaming Events e.g. following key gaming personalities, title launches, conventions (Pacs, E3, etc.) -Second Screen “tune-in” to viral episodic shows to “join in on the conversation”
- NFL ● How do you integrate live media methods into your broadcasting? ● How do you balance the distinction between creating an in-person physical experience, while also creating a unique digital experience for your fans? ● Experience with social and live integration at NFL Combine and the NFL Draft. ● eSports ● Sponsorships: how are your sponsors helping to spread the NFL name through their own channels? How do you work with your sponsors? Twitch to power community building? ● Twitch prides itself on being more than a viewing experience. How does your platform empower these broadcasters to interact with each other beyond gaming? ● How have you seen conventions and other events embrace Twitch for panels, press conferences and show floor activities? ● How do your users embrace Twitch for eSports? Spredfast ● How have we seen companies embrace live media as their channel of choice? Why? ● Consumers and brands are on both ends of the video streaming spectrum, both creating feeds and viewing them. And we’re doing it for a variety of reasons – to view events we can’t attend and to connect with loved ones far away. Companies are using the technology in their marketing efforts to live-stream the conventions, presentations and conferences that we want to see. They’re even using live streaming to reach their own team members spread out across the globe. ● Platforms to present: Facebook Live, Periscope, Snapchat, Meerkat, YouTube, and Blab. ● How do you measure your success?
- That’s 459,366 years
- If you were to drive (60 mph) to the sun it would only take you 177 years.
- The barrier of entry has significantly lowered for live streaming due to increasing internet speeds and better technology that is readily available to the mass consumers. You can live stream from your phone!
- Twitch has a large gaming community that has been growing and evolving to more than just games and esports. Live streaming on the internet is becoming more relevant than traditional TV. Twitch is especially significant for brands interested in social gaming, social entertainment, and pop culture. What’s unique about Twitch is the tools it game to content creators to build their own communities as well as allow other users to interact and engage with themselves around their fandoms.
- Influencer marketing has a huge impact on marketing. Digital advertising heavily relies on social media marketing and live streaming is already showing a large impact on those strategies. In order to make live streaming effective, we must empower the content creators in our community with the right tools and financial support. Twitch Alerts- notifications shown in-stream when a user subscribes or cheers with bits Panels- Sections on the streamer’s page to share important information with their viewers Newsfeed- Similar to Twitter; where notifications and updates can be displayed on the streamers page Partnered streamers get subscription buttons where users can subscribe to get special emotes and other privileges; Some content creators stream as a full-time job! Streamers can also receive bits and tips from viewers (bits are used for cheers during a stream which gives streamers money directly) Streamers and Marketers have direct access to their customers during a stream through a chat channel or whispers.
- Live Events – Gaming Conventions, Political Events, Charity Streams (Raised over $17,400,000 for over 55 charities) Movies/TV – Amazon streamed three new pilots on Twitch for 24 hours getting immediate feedback Creative – Bob Ross’ “Joy of Painting” marathon brought in 5.6 million viewers; Julia Childs also had a great marathon on Twitch Lead into next slide with, “And why we’re focusing so much on live streaming?”
- Major events livestream to reach their audience or enhance their experience Political events starting to livestream as a new medium Able to reach a new audience Special channels created on Twitch to stream the DNC & RNC events and bring about mature discussion Using technology to their advantage Coolidge was first president to broadcast inauguration speech on radio in 1925 and Franklin D. Roosevelt mastered radio to connect with the American populace POTUS and FLOTUS social media accounts
- Start with, “And the last topic I wanted to cover was the growth of esports and how esports and live-streaming go hand-in-hand.” Twitch has an entire department dedicated to growing and covering esports In 2013 32 million esports fans tuned in to watch a sold out Staples Center for Riot Games’ League of Legends Worlds Championships (over 8.5 million con-current viewers) Up from 2012 with 8.5 million viewers (1.1 million con-current viewers) Much like regular sports, gamers are passionate about their games and enjoy watching teams compete and play professionally People will tune into live streams to watch championships being played around the world when they can’t physically attend Esports scene is growing; ESPN penned deals with Activision-Blizzard and Riot Games for esports being broadcasted on TV
- Most people go online to consume content and entertainment now. New Revenue Streams - We finding a way to bring in more revenue in a world of “free” Cord-cutting - Can’t stress this enough, more and more customers are shutting off their TV and engaging with content online; and as our customers age, new generations are coming in and choosing technology of the future for their entertainment and content source
- YTD/2016 Conversation the network shows
- -Super Bowl - we’re not the only ones in the conversation and sometimes we’re NOT the conversation...we’re monitoring the conversation. - Combine - we control part of the conversation. We become the go-to for news, footage, and get the first crack at the story. End goal is the SAME really...want the engagement, viewership and continued fan experience.
- -Super Bowl is an open access event in which many different network have a stake to cover it
- -Different than a daily ‘news based’ segments like our daily coverage… -Showcasing the experience of the event (SB) or monitoring the social around an event -Combine → Get to Know Content plus hyping up more star power, highlighting content about event