How Mobile Live Streaming is the Future of Social Media and the Travel Industry
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The document discusses how Pure Michigan, Michigan's travel promotion agency, became one of the first destinations to use mobile live streaming as a way to promote tourism. It details Pure Michigan's mobile live stream from Mackinac Island, which had over 3,500 viewers from around the world. The presentation outlines lessons learned, including setting clear goals, extensively promoting the event, ensuring technical success, engaging viewers during the stream, and measuring results. It also explores the emerging landscape of mobile live streaming apps and the potential for platforms like Facebook Live.
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How Mobile Live Streaming is the Future of Social Media and the Travel Industry
- 1. How Mobile Live Streaming is the Future of Social Media and the Travel Industry: A Pure Michigan Case Study Presented to: Digital Tourism Innovation Campus Barcelona, Spain Prepared by: Chad Wiebesick Head of social media for Pure Michigan Twitter: @Wiebesick November 19, 2015
- 2. Here’s What Happens When You Tell People To Draw A Map of America #DTIC2015 @Wiebesick
- 3. Michigan Is Easy To See From Space #DTIC2015 @Wiebesick
- 4. Michigan Ranks #1 or #2 on More Social Networks Than Any Other U.S. State #DTIC2015 @Wiebesick
- 5. Some People Draw Michigan In Other Places! #DTIC2015 @Wiebesick
- 6. Common Challenge Facing All Of Us: People Don’t Trust Us 37% distrust TV commercials, 42% distrust magazine ads, 54% distrust ads on social networks.#DTIC2015 @Wiebesick
- 7. People Don’t Trust Brands #DTIC2015 @Wiebesick
- 8. People Don’t Trust Companies #DTIC2015 @Wiebesick
- 9. What Do We Do? #DTIC2015 @Wiebesick
- 10. Authenticity: Utilize User-Generated Content Empower fans to become brand ambassadors and tell the story themselves to their friends and family. #DTIC2015 @Wiebesick
- 11. Authenticity: Mobile Live Streaming is Real and Unedited #DTIC2015 @Wiebesick
- 12. Plus, Travelers Use Video To Plan Vacations Source: Google Travel Study, June 2014#DTIC2015 @Wiebesick
- 13. And Video Usage Is Growing #DTIC2015 @Wiebesick
- 14. Our Story Pure Michigan became the first destination in the U.S., and the second in the world, to utilize mobile live streaming to host a first-person, real- time interactive virtual tour of a destination. https://www.youtube.com/watch?v=KrWaUQPBon0&feature=youtu.be https://medc.app.box.com/s/c5rokks50r86xazc0ijsi6ydi0p5r5n7 #DTIC2015 @Wiebesick
- 15. The Mobile Live Streaming Landscape #DTIC2015 @Wiebesick
- 16. March 2015: Meerkat Launches #DTIC2015 @Wiebesick
- 17. June 2015: Periscope Launches #DTIC2015 @Wiebesick
- 18. Periscope Gets Far More Mentions Than Meerkat #DTIC2015 @Wiebesick
- 19. Is Meerkat Dead? #DTIC2015 @Wiebesick
- 21. Mobile Live Streaming Wars Have Begun #DTIC2015 @Wiebesick
- 22. Will Facebook Crush Them? Announced in August, Facebook Live is only for celebrities and public figures at this time, and could potentially be rolled out to the rest of its 1.5 billion global users. #DTIC2015 @Wiebesick
- 23. And Then There is Georama • Does not require an app for viewers to interact. • Provides full HD quality even in poor reception areas.#DTIC2015 @Wiebesick
- 24. Shiny Tool Syndrome Don’t get caught up in the tools. First, determine your strategy, and whether mobile streaming is a fit for your business.#DTIC2015 @Wiebesick
- 25. The Georama Technology #DTIC2015 @Wiebesick
- 26. How It Worked #DTIC2015 @Wiebesick • Moderated chat • Interacted with viewers online • Watch live feed • Ensure time schedule Pure Michigan Control Room • Monitor signal strength • Chooses camera feed • Sends viewer commentary to Host Georama Producer • Two camera crew • Travel host • Technician • Advance lead • B-Roll photographer Six Ground Crew
- 27. Here Are Five Things We Learned #DTIC2015 @Wiebesick
- 28. #1. Determine Your Goal Showcase the authenticity of Mackinac Island and inspire people to dream about visiting.#DTIC2015 @Wiebesick
- 29. #2. Pre-Promote: Paid, Earned, Owned Michigan.org/live • Countdown timer • “Save to Calendar” reminder #DTIC2015 @Wiebesick
- 30. #2. Pre-Promote: Owned #DTIC2015 @Wiebesick 2. Create shareable graphics to promote your event. 3. Send suggested verbiage to travel partners to share. 1. Create a short teaser video.
- 31. #2. Pre-Promote: Paid #DTIC2015 @Wiebesick 14,160371 3,709
- 32. #2. Pre-Promote: Earned #DTIC2015 @Wiebesick
- 33. #3. Set-Up For Success Success boils down to the right people, process and technology. Make a checklist for all that’s involved: Battery, WiFi, use an itinerary.#DTIC2015 @Wiebesick
- 34. #4. Engage With Audience Acknowledge viewers by asking questions which they can respond to in real time.#DTIC2015 @Wiebesick
- 35. #5. Measure Your Success More than 3,500 viewers from every continent in the world (except Antarctica, of course) and more than 22 countries across 800 cities. • 845 interactions in the live chat • Average time spent was 14.5 minutes • #1 most popular page visited on michigan.org Plus, the live stream had a 99.2% up-time.#DTIC2015 @Wiebesick
- 37. Thank You #DTIC2015 @Wiebesick Chad Wiebesick wiebesickc@michigan.org Twitter: @Wiebesick LinkedIn.com/in/wiebesick
Editor's Notes
- How do create content that inspires people to visit, if they are distrustful of what we have to say?
- The second way to break through the clutter and build trust, is through mobile live streaming. It’s real-time, unedited and authentic. There’s no opportunity to edit out bloopers or smooth out blemishes. The content is real, live, raw and highly personal. The opportunity for brands to connect with consumers in a meaningful, personal way far outweigh the risks. Cheaper data and better phones is now making this a reality. What used to cost hundreds of dollars is now free or low cost.
- We’ve become a population that takes in our information visually. Facebook posts with images perform much better than text-only posts, Instagram is the fastest growing platform of the moment, Pinterest changed out search expectations, and Snap Chat and Periscope put us digitally in the moment. Video is definitely worth a thousand words when it comes to travel destinations.
- For the first time, over half of the world’s population will be online. YouTube is the world’s biggest search engine. It’s human nature to share. Sharing ideas, sharing stories, and sharing experiences. Social media, the mobile revolution, and technology has changed what, how and with whom we share our lives. No other industry is as impacted by the sharing as the travel industry. IF you go on a trip and you don’t post a selfie on Facebook, did it really happen? People are sharing…a lot. In some cases too much, but brands are benefiting. Brands are finding new ways through social media to interact with customers, showing that the value of social media is more than just talking about what you ate for breakfast. The ability to share content from anywhere and record moments in time has reached unprecedented levels. Consumers have the world at their fingertips. Savvy brands are using this as an advantage and engaging with their customers where they spend time. Brands innovating on new platforms like Periscope, Meerkat and Snapchat are the ones that are winning, because they’re engaging with customers.
- Big differences Periscope streams can be viewed 24 hours later. Meerkat feeds can be streamed to Facebook?? Discovery Channel embedded Meerkat for Shark week Periscope – watch replays on the web 24 hours
- Simply knowing which tool to use doesn’t cut it. What is the best strategy?
- Two cameras Four hours Interactive tour guided by interaction from viewers around the world Live Feed -> Mission Control Room (moderate questions and comments) -> Producer (change camera, respond to this question) ->
- ***Have the right, People, Process and Technology. Make a checklist for all that’s involved in recording video. Use a tripod. Doublecheck your phone’s batterys to make sure it is fully charged. Ensure Wi-Fi is available and working. Both Meerkat and Periscope record in portrait mode, so make sure you’ve got the right angle. Finally, remember that noise travels and plan your video’s settings appropriately. Don’t let background noises distract from your livestream.
- Narrate your video to draw interest and engagement. Acknowledge viewers by asking questions which they can respond to in real time. Read the viewer’s name out loud along with their question. People love when they’re acknowledged publicly. If using Meerkat, try out the Cameo option which allows viewers to take over for a limited period of time.
- What does success look like? There is a lot to measure. People wanted to BUY the video on DVD. Use both qualitative and quantitative data.