TheUltimate(Unofficial) GuidetoLivestreaming Learnhow tomastersocialmedia smostengagingfeature

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1 TheUltimate(Unofficial) GuidetoLivestreaming Learnhow tomastersocialmedia smostengagingfeature

2 TableofContents Intro 6 TheIrresistibleO fer 1 EstablishanEfectiveDialogue 7 IncentivizeReactionsandShares 2 CreateEngagingContent 8 ProductionQuality 3 StreamingAtTheRightTime 9 Livestream Series 4 EvergreenContent 10 YourContentStrategy 5 PromoteItLikeanEvent Page2

3 Intro Livestreaminghasbecome,andisbecoming,moreandmore popularacrosssocialmediaplatforms.alongsidetwiter s livestreamingapplicationperiscope,platformslikefacebook andinstagram introducedlivestreaminglate2015and2016. Livestreamingprovidesauniqueandpowerfulwayto connectwithyouraudienceonsocialmedia,takingthe conversationbeyondthecommentboxandintoalive engagement. Thosesameplatformsthatareadoptinglivestreamingare pushingitheavilywithintheirplatformsbecausethey understandthatthevalueofwhatitbringstothetable. Incorporatinglivestreamingintoyourdigitalstrategymeans morereachonyoursocialmediachannels,higherreturnson timeinvested,beteraudienceinsights,beternotifications (evernoticewheneversomeonestartsalivestream togeta notification?)andhappyengagementalgorithmsthat prioritizeyourcontentoverotherpagesinyouraudience s stream. Livestreamingcanbeagreattool,butinmanycaseswehavefoundthatitcanalso beachurch/ministry/non-profit sworstenemy.livestreamingdonepoorlycan hurtyoumorethanitcanhelp.badstreamswithnorelevantcontent,nodialogue andnostructurecanactualydropyourengagement.wehaveseenthistobethe casefirsthandmanytimes.keepinmindthatyoumightnotbeabletoapplyevery pointinthismanual that sok!thisismeanttobeacomprehensiveapproachto guidingyourlivestreamsandhelpyoubuildupyourdigitalstrategy.pickand chooseasneededtomakeyourlivestreamsbeter implementwhatyoucandowelandavoidthethingsyoucan t(fornow). Ifyou regoingthroughthisandfindquestionsoragapinunderstandingthatyou wanttolearnmoreabout,feelfreetoreachouttomeatakande@digitalpew.com. Ilovehearingfrom leadersfrom aldiferentchurches,ministriesandnon-profits. Page3

4 1 Establishan efectivedialogue OneofthebiggestissuesIseewithchurches,ministriesand evennon-profitsdoinglivestream videoisthattheydon t haveadialoguewiththeaudience.manytimesalivestream wilstartup,i lgetnotified,i lhopontoseewhatisgoingon andsitthroughabout3minutesofthelivestream host fumblearoundwiththesetings,seeingthecommentsand establishingtheconversation.andtoclarify,havinga dialoguedoesn tmeanthatyougetonalivestream andask How iseveryonedoing? orfieldquestionsinan unstructuredwayfrom youraudience;adialogueisa structureandstandardthatyouholdyourengagementto. Herearethekeytakeawaysthatyoushouldhavefor establishingadialogueandstartingaconversationwithyour livestream audience; Haveascheduleandsticktoit Ifyougetonthelivestream andthereareonlyahandfulofpeopleonthestream, keepitmoving.youcantakesmal10 15secondbreaksasneeded,butmakesure you redeliveringthecontent,asscheduled,tothecurrentaudience.youaredoinga disservicetothepeoplewhoareactualyinterestedbymakingthem waitforthe engagementyoupromised. Structurequestionsandcomments Duringanyformalpresentation,thereisaQ&Aperiodwhereaudiencemembersare abletoaskquestionsandthepresenterscanfieldthem.everylivestream isn tgoing tobeaformalpresentation,butthereisvalueinmakingsurethatyouhavesettimes toanswerquestionsanddialoguewiththeaudiencewithoutbreakingawayfrom the objectiveofyourlivestream todoit.again,thiscanbedoneinformaly,butdon tget caughtintheweedsofansweringquestionsorreadingeverysinglecommentthat comesin. Keepyourscheduleflexible Ifyougetsomegreatquestionsanditleadstoadiscussionthatyoucanuseto providevalueforyouraudience,doit!thereisnothingwrongwithkeepingahot topicinconversationaslongasitcontributestothelivestream anddoesn tdetract from theprimaryfocusofwhyyoustartedthislivestream tobeginwith.agood conversationcanbeagreatwaytokeepyouraudienceengagedanddriveincreased interaction. Keepingadialogueisveryimportant;theconversationsthatyoustartduringyour livestream canleadintofuturecontent,topicsandhelpshapeyourlivestream strategy downtheline. Page4

5 2 Createcompeling,engagingcontent OnFacebookIam friendswithalotofchurchleadersandifolow alotofministries,andwithoutfail,everysundaywhenigetonfacebookiseea halfdozenofchurchservicestreams.atleast.andthesearen tincrediblywelshotorproducedlivestreamsforthemostpart.inmanycasesthey areshotonasmartphoneinpoorvideoquality,withpooraudioquality,from thebackofthechurchandgoonforthewhole2hourservice. Candidlyspeaking,I m notinterestedinthecontentatal.iwilbethefirstpersontoadvocateforputingchurchsermonsonthewebandithink thatplatformslikefacebookcanbeincredibleopportunitiestoreachyourchurchcommunity(andnonchurch-goerstoo),butwithoutadheringto someguidelines,youarewastingyoureforts.timeisvaluableandifyourcontentisn tcompeling,icanspenditelsewhere.everyone scontent isdiferent,butherearesomequickquestionstoconsiderwhendevelopingyournextlivestream contentefort; Doesthevideolookgood?Smartphonescanbegreatfor livestreaming,sodon tdismissit.inthisarticleidiscusshow to getakilerlookforlivestream videosandbreakdownthecosts. Cantheyhearthepresenterclearly? How wilthepresenterengagewiththem? Ismycommunityfamiliarwiththetopic? Cantheyhearthepresenterclearly? Canthelivestream berepurposedasavideotoupload? How longwilthelivestream be? Page5

6 3 Stream attherighttimeof day,fortherightamount oftime Majorholidaysandevents ImentionedinthelastpostthatonSundaysIam athomeon Facebookfortypicalyacoupleofhoursduringtheday.The reasonbeingisthatidon tworkandigotochurchon Shabbat(Saturday).Usingthesameexamplefrom the previouspoint,italwayscrossesmymindasi m seeingthese livestreamspopulatemyfacebookfeed Dotheyknow thattheircoreaudienceislikelyattheirownlocalchurch rightnow? Thisisn taproblem thatisexclusivetochurches. Ministriesandnon-profitshavetoconsiderwhentheirtarget audienceisavailableduringthedayandwhattheirsocial mediahabits,andentertainmenthabits,arelike.10:00a.m. onatuesdaymorningmightnotmakesenseforsomeand mightmakeperfectsenseforothers.evenifyouplanon repurposingthelivestream asuploadingitasit sownvideo, theengagementandboostyouwilgetfrom havinga successfullivestream wilreflectpositivelyinfacebook s (andinstagram s)algorithm.whenyou reschedulingyour livestream,considerthefolowingthatcouldimpactor siphonofyourpotentialviewers; f Televisiondebuts(TVShows,Sports,etc.) Communityschedules(Biblestudies,Churchatendance,etc.) TimeZone Socialmediametrics(Whatdotheanalyticssay?) Anotherhelpfultipistoestablishaconsistenttimethatyouraudiencecanexpect contentfrom you.afriendofmine,coltonwayan,publishesanew videocontent pieceeverymondayonyoutubewhichhisaudienceexpects.hehasseenbeter view countsandaudienceresponsessinceimplementinghisschedule.youcan checkouthisgoodmenbrotherhoodchannelhere. Page6

7 4 Evergreencontent:Thepowerofreplayvalue Oneofthebiggestappealsoflivestreamingisalaboutcapturingthe now.thelevelofexchangeandinteractionthatlivestreams,givescreatorscreatesunique momentsintimewiththeiraudience.thereissomethingawesomeaboutthat.withalofthebenefitsoflivestreaming,thereisonethatoftengoesunnoticedand thatisthevalueofcreatinglivestream contentthatis evergreen.evergreencontentiscontentthatcanbeshowntonew audiencesoverandoverwhileretaining itsintrinsicvalue.itdoesn tbecomelessinterestingorlessrelevant,infact,ithasthesameefectforeverynew personthatwatchesit.somegreatexamplesof evergreencontentpuledfrom livestreamsareoftenconferencevideos,q&asessionsandevenlivegroupdiscussions.evenifitishappeninginthenow,itcan stilbeevergreen.whilepreparingforyournextlivestream,herearesomethingstoconsidertomakesurethatyourcontentisasevergreenaspossible; Avoidputingthedateinthetitleofyourvideoormentioningit inyourdialogue,lowerthirdsandanywhereelsewhenpossible. Thiswon tbeahugeissueformostpeople,butthemorethat contentbecomesdated,itcanbeperceivedaslessrelevantor important. Avoidtrendingtopicsthatwon tberelevantforyouraudienceina month stime.thisdoesn tmeancurrenteventsshouldbeskipped Cantheyhearthepresenterclearly? outon,butifyouareabletomaintainanongoingdialoguewithyour audience,focusonthat.don tgetlostintheweedsthatcould becomethe now ofthelivestream.alwayskeepinmindthatyour contentneedstoberelevant:buildinganentiremarketingplan aroundtheadventofthefidgetspinnerwouldbeabadidea,sodon t dothatwithyourlivestream. Repurposeoldercontentduringyourlivestream.Ifyoutalked aboutsomethinginthepast,inablog,article,video,etc.that realyresonatedwithyouraudience,findawaytotakethatsame informationandgraftitintoyourlivestream.thiswilcreate contentthatyourliveaudiencewilenjoyandengagewithwhile stilmaintainingrelevancywithyouraudience.ifyouhave contentthathasperformedgreat,thereisnothingwrongwith revivingitwithanew twist! Breakyourlivestream intosmalervideostodistributeanduseas shortform Cantheyhearthepresenterclearly? contentforyourcommunity.ifsomeonedoesn thavetime towatchanentirelivestream,evenifitisalreadyuploaded,breakit into2-3minuteeasytowatchclips,highlightingthebestpartsofthe webinar.takingitastepfurtheryoucouldbreakitdowninto30 40 secondsclipsanddriveuserstothelivestream witheachclip(orany othercontent).facebookisnotoriousforusersdramaticalylosing interestinvideosafter10seconds,sotheshorterthebeter. Takeeverythingwithagrainofsalt;notallivestreamscanberepurposedtobeevergreen.Sometimesthe now ofthelivestream iswhatitis thereisnothing wrongwithhavingastrategythatisn tevergreenorhavingcontentthatisn tconstantlyrepurposedateveryopportunity.treatyouraudienceright,watch whattheyenjoyanddevelopyourstrategyaroundwhattheyrespondto,notaroundagoaloftryingtomilktheiratention! Page7

8 5 Promoteit likeanevent Yourlivestream islikeaconcertwhereeveryonegetsafront row seat treatitassuch!thereisnoveltyindoinga spontaneouslivestream,ornotplanningitoutlikewe ve outlinedabove,butinmostcasesyouneedtotreatyour livestream likeavipevent.whenyourlivestream hasgreat content,asoliddialogueandishappeningrightwhenyour audienceisavailable,yourgoalistogetthem inthe door so tospeak.yourlivestream isvaluableandtheyneedtoknow that!hereare8solidstepstogetyourmindsetintheright placefortreatingyourlivestream likethemostvaluable conferenceontheweb(oratleasttoyouraudience) Geta(relevant)GuestSpeaker Ifyouraudienceisn tthatinterestedinwatchingyou,givethem anotherreasontowatchwith aguestspeaker.guestspeakerscanbringanew dimensiontoyourlivestream aswelas oferingatonofvalueforuserswatching.keepinmindthatyourguestspeakerwilneedto berelevantforyouraudience;yourbuddywhohasnoconnectionorexpertiseonthetopic you rediscussingwon tmakeforagoodguestspeaker.agoodquestiontoaskis Whatcan myguestoferthatican tandhow canibuildonthat? Guestspeakerscanbebroughtinvia webcam orbewithyouinpersonforthelivestream session.irecommendgetingthis technologytohelpyoufacilitateyourguestspeakerlivestreams.thiscanbeapowerfulway togetyouraudience satentionandbringthem intoyourdialogue. Highlightyourlivestream Topics Ifyouhaveaguestspeaker,great,butevenifyoudon t,thetopicsdiscussedwilbeoneofthe powerfuldriversforuserstoparticipateinyourlivestream.asanaccountadministrator(and leader),youunderstandwhatyouraudiencelikesthemost,dislikesthemost,engageswith andhavepassionfor.althingsconsidered,youwanttospeakontopicsthataregoingtodraw them in sinceyouknow whatthosetopicsare,showcaseandpromotethem,listingthe takeawaystheywilgetfrom thelivestream iftheyatend. UseFacebookAudienceInsightstogetbeterreach ThisisapretyintensetopicandIcoveritinmoredetailinmyarticle 12stepstobecomea FacebookPowerUser.Checkitouttolearnaboutcreatingaudiencesthatareapartofyour socialmediacommunityandhow totargettherightgroupsofpeople. Advertiseandretargetyouraudience Facebookalowsyoutodoalotofawesomethings;oneofthemostpowerfulfeaturesofthe FacebookandInstagram platform istoretargetpeoplewhohavealreadyinteractedwithyour pagecontentoradvertisements.ifsomeonehasseenorinteractedwithyourcontent,youcan show them youradvertisementagaintokeepyoureventtopofmind.retargetingisaprety comprehensivetopicandicovermoreinmyarticlementionedabove 12stepstobecomea FacebookPowerUser. Startontimeandendontime Iknow I vealreadysaidthisbefore,butit sworthstressingfurther.algreateventshavesetin stonestarttimesandendtimes.respectthatandyouwilrespectyouraudience! Page8

9 6 Createanirresistible oferforatendees Ifsomeoneisplanningonjoiningyourlivestream itcouldbe foranumberofreasons.thesameistrueiftheydon tplanon joining.ifyou rehavingahardtimefindingoutwhyyour livestreamsaren tperformingwelorwhyyouraudienceisn t asreceptiveasyou dlike,createanoferthat(inmygodfathervoice)theycan trefuse!theoferdoesn thavetobea drawingorsomesortofgiveawaythattheyhavetoenter.an ofercancomeinalotofdiferentforms,forexampleyou couldoferatendees; Exclusiveinsiderinformationrelatedtothetopicbeingdiscussed Myexperienceworking10yearsinchurchmediaministry Aresourceguidethattheycanaccessonthewebordownload CheckoutthisguideonbecomingaFacebookPowerUser Curatedlistsforproducts,services,websites,etc(whatevermakessense)that youraudiencewouldfindvaluable Herearethetop10sermonsIlistentoinpreparationforabigevent Asneakpeekthatonlylivestream memberswilbeabletosee Checkoutthispromoclipforourupcomingministrymediaresource Thesearesomesuggestions,butrealyanofercancomeinalshapesandsizes dependingonyourcommunityandtheirneedsandwants. Page9

10 7 Incentivize Reactions and Shares Perform apolusing Reactions asavotingsystem Thisisagreatwaytogetaninfluxofengagementwithouthavingtoaskforit specificaly. WhenI m talkingaboutreactionsandshares,whatirealy meanisengagement.reactionsandsharesaren ttheonly waythatyoucanseeormeasureengagement,buttheyarea goodplacetostart.reactionsandshareshelptogetyour livestream noticedtoyouraudience snetwork.every comment,smilingemojiandsharetakesyourlivestream to youraudience stimelineonfacebookwheretheirfriends andfamilycanseewhattheyareengagingin.the Reactions orheartsonyourlivestream alsoshow youraudience,and theirnetwork,thenatureofthecontentwithoutthem even hearingthedialogue.astream of Angry reactionsmight promptsomeonetotuneintoseewhatalofthefussisabout (hopefulyyouaregeting Laughing reactionsthough!). Herearesomeeasytodo,non-pushywaysthatyoucan incentivize Reactions and Shares ; Perform apolusing Comments asavotingsystem Thisissimilartotheoptionabove,butwiththecommentsection.Dependingonyour audience,oneortheothermightworkbeter. Askquestionsandrespondtocommentsof-cuf FormalQ&Asareimportant,butaskingquestionsduringalivestream andresponding to1or2commentscanserveasawaytogetmorepeopletocommentandcontributetotheconversation,evenifitdoesn tinvolvethemoderatordirectly. Telyouraudience Tagsomeonewhomightlovethis Thisisastraightforwardrequest,butthereisnothingwrongwithitifyouareofering valuableinformationthatyourcommunityloves.theytrustyouandyoucanask them toshareitwith1personwhowouldfinditinteresting. Telyouraudience Ifyouareenjoyingthecontent,besuretoShareit! Again,astraightforwardrequestthatnoonewilhaveaproblem with(aslongasthey loveyourcontent).aruleofthumbthough don tmakethisrequestmorethan2 timesduringalivestream thatis10minutesorless. Page10

11 Step up the production quality Your smartphone camera and microphone won't cut it in most cases. Sometimes it might, but I recommend checking out some simple equipment you can buy to really elevate your livestream experience. I cover this in more detail in my blog titled "Million Dollar Livestream on a Budget" Check it out to see how we do our Livestream sessions and put our content in the hands of the right people. DigitaPew I Page 11

12 9 Startanevent (livestream)series Setingupalivestream eventseries(orwebseriesrather)isa greatwaytoengageyouraudienceinrelevanttopicsand buildonpastlivestreams.likeimentionedaboveinthe evergreencontentpiece,notalcontentcanlastforever;web seriesalowsyoutorevisitorbuildontopicsthatwere alreadypopularandprovideafreshtakeonnew information. Greatexamplesofthisareoftenseenon,whatIcal,talking headlivestreamsthathappenonceaweek.eachweekthere wilbeasettimeandsetlengthfortheirlivestream andthey wilduplicatetheformatfrom weektoweekwhilechanging outkeydiscussionareas.thefocus,formatandthegoalsof thelivestream don tchange,onlythecontent. Thisapproachrequiresasignificanttimeinvestmentand understandingofyouraudience. I m includingitbecauseiwanttogiveyouanideaofwhatthis couldlooklike,butifyoudon thavethebandwidthtodoit correctlyandconsistently,iwoulddefertosomeoftheother pointsinthismanualtooptimizeyourlivestreaming. Page12

13 10 Haveacontentstrategyinplace Thereisatonofgreatinformationinthismanual,butthereissomethingthatIneedtomakeabundantlyclear livestreamingshouldbeapartofyourdigital strategy,notyourcompletedigitalstrategy.evenifyoufolow everyruleinthismanual,youwilfalshortifyoudon thaveasolidfoundationtobuildyourlivestreaming,andothersocialmediaeforts,ontopof.somanytimesinchurches,ministriesandnon-profits,thebasicsofdigitalstrategyareentirelymissing.withoutthosebasics,youwilfalshortofyourgoalsandnotevenknow why.digitalpew wasoursolutiontothisproblem thatweseesooften.herearesomeofthe basicsthatyoushouldhavetomakesurethatyouaremaximizingalofyoureforts,livestreamingornot; Audience:Doyouknow exactlywhoyouaretryingtoreachand targetwithyoureforts?doyouknow theirfavoriteplacesto eat,hobbies,tvshows,preachers,etc.?thereisalevelofdetail thatyouneedtohaveinordertounderstandyouraudienceand buildthatrelationship.ifyoudon tknow anythingaboutwho you retalkingto,how wilyouknow whattotalktothem about? Analytics:Doyouknow whatpiecesofcontentonyoursocialmedia channelsperform Cantheyhearthepresenterclearly? thebest?orevenwhatsocialmediachannels perform thebestoveral?whichoneshavethehighestengagement orleastengagement?havingaccurate,informedanalyticsalowsyou tomakeconfidentchoicesinyourmarketingeforts.yourdecisions shouldbebasedonactualevidenceandnotjust gutfeelings. Goals:Whatareyoulookingtoaccomplishwitheverythingthat youaredoing?consideryourmonthly,quarterlyandannualgoals foryoureforts.whatisthebaselineforyoureforts? How dowequantifysuccess?whatarethekpis(keyperformance indicators)drivingyourdecisionmaking?knowingwhereyouneed togoisimportantinstartingthejourney. Cantheyhearthepresenterclearly? StrategicPartners:Inmanycases,youlikelycan tdothisalone.itry toavoidthehardsel,butagenuinequestionyoushouldaskyourself whileinvestingtime,moneyandresourcesintoyourefortsis;who areyoulookingtoasastrategicpartnerforyourdigitalstrategy efortsoroveralstrategy?digitalpew mightbeagoodfitforyou,or wemightnot,butineithercaseyoushouldpartnerwithexpertswho canhelpguideyourmissionaccordingtoyourgoals Page13

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