The Advent of Real-Time Video (Periscope, Meerket, etc)
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The advent of real-time video, live streams and their platforms have changed our thinking for branded content and video. This presentation will outline the platforms used today for brands to create real-time video. It will also cover the history of real-time video. And lastly, we outline the tips and best practices for real-time video.
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The Advent of Real-Time Video (Periscope, Meerket, etc)
- 1. #SocialPro #22A3 @206Andrew Periscope, Meerkat & the Advent of Real-Time Video Andrew Grinaker, POSSIBLE
- 2. #SocialPro #22A3 @206Andrew Andrew Grinaker @206Andrew @POSSIBLE • Father • Husband • Content Strategist • Basketball Coach
- 3. #SocialPro #22A3 @206Andrew When it comes to Real-Time Video, It is like the Wild West out there
- 4. #SocialPro #22A3 @206Andrew Well, not exactly…that Wild West had rules and structure
- 5. #SocialPro #22A3 @206Andrew This is more like the American Frontier and the rush to claim land
- 6. #SocialPro #22A3 @206Andrew Today…we are seeing new apps, new features and all platforms trying to win over audiences
- 7. #SocialPro #22A3 @206Andrew You have the major players that everyone wants to pit against each other
- 8. #SocialPro #22A3 @206Andrew And the social platforms, with the established audiences not willing to give up this battle for popularity.
- 9. #SocialPro #22A3 @206Andrew How Did We Get Here?
- 10. #SocialPro #22A3 @206Andrew So How Did We Get here?
- 11. #SocialPro #22A3 @206Andrew Impactful Events in Real-Time Video
- 12. #SocialPro #22A3 @206Andrew Impactful Events in Real-Time Video
- 13. #SocialPro #22A3 @206Andrew Impactful Events in Real-Time Video
- 14. #SocialPro #22A3 @206Andrew Awareness Today of Real-Time Video The platforms are increasing in popularity but still have limited market reach in comparison to other social platforms.
- 16. #SocialPro #22A3 @206Andrew Live footage of events Exclusive performances Live Q&A Product Launches Interviews of staff, influencers or industry leaders Brand Usage of Real-Time Video
- 17. #SocialPro #22A3 @206Andrew Make a raw connection with your audience Display the values and true creativity of your brand Show the human side of the brand Provide audience with video consumption without the budget and time needed to produce Value of Real-Time Video
- 19. #SocialPro #22A3 @206Andrew Landscape availability Share private broadcast to chosen followers Access to Twitter Social graph Global Map (Live & Replays) Skip Ahead in Replays Available for 24 hours in replay Apple TV Integration Periscope
- 21. #SocialPro #22A3 @206Andrew Scheduling Feature Live polling Display photos from camera roll midstream Cameo – allows other Meerkat users to take over stream and then return it back to original broadcaster Facebook integration Ability to Embed your stream GoPro integration Meerkat
- 28. #SocialPro #22A3 @206Andrew Real-Time Video – Social Platforms The established social platforms are developing some form of real-time video into their content suite.
- 33. #SocialPro #22A3 @206Andrew Brands Today
- 34. #SocialPro #22A3 @206Andrew Brands Today
- 35. #SocialPro #22A3 @206Andrew Brands Today
- 36. #SocialPro #22A3 @206Andrew Brands Today
- 37. #SocialPro #22A3 @206Andrew Brands Today
- 38. #SocialPro #22A3 @206Andrew Platform Example
- 39. #SocialPro #22A3 @206Andrew High quality, engaging content is required Find ways to amplify through other social channels Share insights, behind the scenes and views your audience can’t get from your other distribution channels Encourage users to participate Schedule streams or set a regular schedule Best Practices
- 40. #SocialPro #22A3 @206Andrew Retention Views Time watched Interactions (Hearts, Likes, etc.) Shares Hashtag Specific Monitoring Post Click Analysis (Saved Streams) Metrics & Analytics
- 41. #SocialPro #22A3 @206Andrew Case Study – St-Germain Peep Show
- 42. #SocialPro #22A3 @206Andrew Case Study – St-Germain Peep Show
- 43. #SocialPro #22A3 @206Andrew Case Study – St-Germain Peep Show
- 44. #SocialPro #22A3 @206Andrew Case Study – St-Germain Peep Show
- 45. #SocialPro #22A3 @206Andrew Case Study – St-Germain Peep Show
- 46. #SocialPro #22A3 @206Andrew Case Study – St-Germain Peep Show
- 47. #SocialPro #22A3 @206Andrew THANK YOU! JOIN US @SMX WEST SAN JOSE, CA MARCH 1-3, 2016
Editor's Notes
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- When it comes to Real-Time Video, it is like the Wild West out there.
- Well not exactly. The Wild West actually has some rules, some structure, and some order.
- This is more like the American Frontier….you know, where it was race to grab massive amounts of land. To setup shop, attract an audience and start building for the future.
- That is where we are today with real-time video. It is complete disarray with new apps, new platforms and new features being added on a regular basis
- You have the two major players that everyone wants to talk about. Periscope and Meerkat. The ones that people are so focused on understand on who is going to win the race to the top.
- And then you have the social platforms, with the established audiences building and growing the feature set to support live video and curated stories from their users. They aren’t giving up this battle for market share in a space that is growing as rapidly as any other online medium.
- So how did we get here? Well real-time video or live streaming as many people also refer to it as, as actually been around since the early 1990s. But only recently have we seen the massive popularity due in large part to specific and impactful cultural events highlighting the feature. The first large-scale streaming event was the Tibetan Freedom Concert in 1996. Some 36,000 viewers watched online in real time as the Beastie Boys, Red Hot Chili Peppers, No Doubt, and a slew of other popular bands performed over the two-day festival. The connection speed capped out at 1.2 Mbps. But at this point, we were only VIEWERS of real-time video. We were not CREATORS AS WELL.
- First social live streaming video. Paul Oakenfold concernt on MySpace.com
- The Ferguson Riots, mostly broadcast on UStream, brought a civil rights movement to our mobile phone with raw, on the ground coverage of the event. It showed people that real-time video could be powerful in telling all sides of a story.
- Less serious but equally impactful was the Mayweather vs. Pacquiao fight, which was basically Persiscope’s “Coming Out” party. The fight was streamed on by multiple users for people to view and avoid the outrageous PPV cost. This event drew record downloads and views for Periscope, bringing Real-Time Video to the mainstream.
- In INSERT MONTH, YEAR, Twitter –having recently acquired Periscope a direct competitor of Meerkat – cuts of the integration access for Meerkat into the Twitter feed. This action has been a direct result of the increase in popularity of Periscope and the decrease in popularity for Meerkat.
- So where are at today in terms of awareness, usage and participation? Although Periscope is bragging about big user and engagement numbers, we still have a ways to go in terms of awareness and adoption rates.
- But how are brands using it today and are they getting benefits out these platforms?
- First, let’s look at how brands can utilize real-time video to support their marketing efforts.
- And if they are able to do these things, they are able to achieve benefits such as:
- We currently have around 100 million user sessions a month, 150,000 active broadcasts per day, and 50,000 hours of content created each day. 70 percent of users interact on YouNow by liking/sharing/commenting or gifting.
- St-Germain Liquer, owned by the Bacardi family of brands, was looking for a way to utilizing the popularity of Periscope and disrupt an industry.
- After researching the real time video industry and the capabilities of Periscope, we created the idea of “Peep Show.” It was a series of six 2 minute Periscope feeds throughout one day that showed a PG-13 version of a Peep Show, starring actress Hannah Simone. We built an entire set, equipped with an enlarged, motorized key lock to showcase a high quality Periscope feed shot with high end camera equipment and then captured on our Director’s phone.
- Quick overview on what PEEP SHOW was
- Quick overview on what PEEP SHOW was