Anjali Bewtra, head of digital engagement, Save the Children Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. LIVESTREAMING & SUPPORTER
EXPERIENCE

2. AGENDA
• Background to digital video landscape
• Why livestreaming & why Facebook?
• How we’ve used it
• Top tips when planning your livestream
• What’s next?
March 2017Livestreaming 2

3. What we do as an organisation
Our vision is a world in which every child
attains the right to survival, protection,
development and participation
In the UK and around the world, we work
every day to give children a healthy start in
life, the opportunity to learn and
protection from harm.
When crisis strikes, and children are most
vulnerable, we are always among the first
to respond and the last to leave. We ensure
children’s unique needs are met and their
voices are heard.
We save children’s lives. We fight for their
rights. We help them fulfil their potential.
March 2017Livestreaming 3

4. Changing digital video landscape…
• Video posts have 135% higher organic
reach than regular photo posts,
according to a study
• Facebook generates 8 billion video
views per day, twice as many as last
year
• Facebook users watch 100 million
hours of video in their news feeds
daily
• Research shows that live videos are
watched 3x longer and receive 10x
more comments than non-live ones
March 2017Livestreaming 4

5. Changing video landscape…
March 2017Livestreaming 5
Online video
accounted for
60% of all web
traffic in 2013,
but it’s
projected to
make up
76% by 2018

6. So why livestreaming and why Facebook?
March 2017Livestreaming 6
- User-friendly interface
- Integration withTwitter
- Over 10 million active users
- Broadcast via GoPro
- Audience size – live content is
available to FB 1.65 Billion
users worldwide
- Broadcast straight from app
- Prioritizing live video in news
feeds thus boosting reach
- Ongoing development

7. So why livestreaming and why Facebook?
March 2017Livestreaming 7
• Connecting supporters with our
work – window to the world
• Providing authenticity
• Impact and relevance
• Immediacy & tangibility –
supporters are in the middle of
the experience
• Conversation and a two way
dialogue
• Emotional connection

8. How we used it?
It performed incredibly well: above
video engagement benchmark, (over
17k views and 1.8% engagement rate)
with many comments during the
livestream from supporters
expressing their support
View the video:
https://www.facebook.com/savethec
hildrenuk/videos/vl.12794479254342
04/10156661127210191/?type=1&th
eater
March 2017Livestreaming 8
Planned reactive: Za’atari Live & Syria 5th Anniversary

9. How we used it?
March 2017Livestreaming 9
To support campaign launches - Every Last Child
35,000 unique viewers on
Myleene’s/Asha’s stream
and 14,000 unique viewers
on Hassan’s/Bashar’s
stream respectively as well
as over 200 comments and
questions from
supporters.
We also had some
learnings! Hassan’s sound
quality in a windy
environment!

10. How we used it?
The video reached over half a
million users (greater than the total
number of Likes on our page)
The livestream lasted for 30
minutes, leading to a low %
completion overall – so another
learning about the sweet spot in
terms of length.
March 2017Livestreaming 10
Linking into external events - June: World Refugee Day

11. How we used it?
Thanks to Arsenal also sharing the
video onto their feed, the stream
reached over one million people
and we had over 510k views
March 2017Livestreaming 11
Leveraging partners - July BFG Dream Jars & Arsenal

12. How we used it?
This livestream went out at an opportune
time for us: hooking into the ongoing
media coverage around Syria and the
refugee crisis, as well as our recently-
launched Girls campaign.
As with our livestreams in March and April,
this livestream ensured we were putting a
young person’s voice and experience front
and centre
The sheer quantity of supportive
comments is testament to the
effectiveness of livestreams in engaging
our audience with a cause they care about.
March 2017Livestreaming 12
Linking into media coverage – Nujeen a Syrian refugee

13. Top tips for using Facebook Live
March 2017Livestreaming 13
• Build an audience & promote across
channels
• Write a compelling description of your live
event
• Plan your broadcast ahead of time
• Ensure you have someone behind the
camera
• Connect with your viewers

14. Top tips for using Facebook Live
March 2017Livestreaming 14
• Ask your viewers to follow you
• Ensure child safeguarding rules!
• Broadcast for a decent amount of
time
• Shoot in landscape!
• Have a strong connection
• Keep testing

15. What next?
• Facebook Live Ads appearing in newsfeeds at the time
of livestream (vs promoted posts before and after!) to
increase your audience size
• Scheduled live streams allowing you to make an
announcement post for upcoming broadcasts
• Ad breaks within livestreams – mid roll / display
• Broadcasting in higher quality live video
• Other platforms – YouTube Live
March 2017Livestreaming 15

17. Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk

18. 23 March 2017
Seminar
London
#charitydigital
Digital trends: how
charities are adapting to
shifts in the digital
landscape
Sponsored by