Mastering YOUR Live Social Media Marketing?

Social media marketing: How to master the art of going live..

More than possibly ever before, social media is all about being in the moment. It’s no wonder then that live video capabilities have been adopted by multiple social platforms as of late.

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Going live is an excellent way to engage with audiences and can open up a business to new opportunities.

Due to its immediate nature, going live allows people to experience what your business is doing and react in real time.

Live video can be a huge asset for companies that know what they’re doing, have a clear brand vision and are prepared. Otherwise, an unintended message, image or event may make its way through to potential clients.

To help you create a successful live video and avoid any pitfalls, we asked 15 members of Forbes Agency Council to share their top tips for creating a masterful live video marketing campaign. Their answers are below:

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1. Plan Ahead

Do your research in advance. Time your video when your audience is most active, and promote it ahead of time as if it were an event. Include what you’ll cover in the video and tease an announcement. During the live stream, remember you’re in a two-way conversation; reply in real time to comments users post as you stream. Throughout the video, tease the announcement that will come at the end. -Kathy Broderick Selker, Northlich

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2. Give Your Audience Something They'll Value

You're competing with friends, family, celebrity crushes, etc. for attention, so you really want to hook the audience within the first few seconds and make a good first impression. Be prepared. Avoid tech mishaps by testing things in advance, and give the audience an experience they can't get elsewhere or a glimpse into something they want to be a part of. Make it worth their time. -Mae Cromwell, PACIFIC

3. Optimize For YouTube

YouTube is the planet’s second biggest search engine (next to Google) and consistently outperforms other social platforms when it comes to conversions. In addition, YouTube is incredibly cost-effective when it comes to placing video ads. High conversion and cost-effective ad placement are what defines a successful video campaign. -Randy Soderman, Soderman Marketing

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4. Repost And Amplify

Delivering your message to your target audience via a "live" video is a great first step. To keep the momentum going, repost the video to your platforms along with targeted ad buys. This ensures that the video is seen by your target audience, and they get introduced to your message in a creative, dynamic form. -Danielle Wiley, Sway Group

5. Make It Worth It

Our most successful live videos have offered viewers one of two things: a big announcement or behind-the-scenes content. When your brand delivers a moment consumers feel is fun, exciting and worth their time, they'll continue to tune in to future live videos. -Jess Cook, TMV Group

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6. Prebuild An Audience

If you interview an expert or multiple experts like a live summit and they're in a complimentary niche that will provide tremendous benefit to your audience, this would be a great first step to getting traction. Be sure to promote the live stream at least three days in advance. The final tip is to have everyone on the stream like, comment and share it in exchange for a reward. -Imran Tariq, WebMetrix Group LLC

7. Be Consistent

Consistency helps with reputation, search engines and with building good customer relationships. Each video campaign should be consistent with the brand's image and include graphics/sounds that customers identify with the brand. Also, consistency in terms of content schedule can help with loyalty because people know that on that specific day, they will have something to look forward to. -Daniela Pavan, The Ad Store New York

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8. Know Your Role

The reality in the live video game is that you need to know the role you play in the conversation with your audience. You need to know what your customer is expecting you to be -- social and fun, corporate and informative, product-focused, culture-focused or maybe just impromptu free-form opinionated. If you choose the wrong path, you won't be able to keep an audience. -Paul E. Benninghove, Phalanx Digital Inc.

9. Give Them A Reason To Keep Watching

Start strong and give them a reason to keep watching. When users join your live feed, they decide in seconds whether or not to continue to watch. To support this, you want the number of people watching to increase, so help them stick around by making your live content engaging. Once you're known for your live content, people will want to catch it every time you go live. -Benjamin Collins, Laughing Samurai

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10. Show, Don't Tell

Avoid branded content that comes off as too promotional or self-serving. Instead, use live video to engage with audiences and amplify connectivity through real-time content. Themes like how to, did you know, where to find, what we learned, steps to take, etc. offer solutions to viewers they’re likely seeking. The raw, unrehearsed content is relatable, becomes reliable and is fun to share. -Fiona Bruder, George P. Johnson (GPJ) Marketing Experience

11. Get Live Feedback In Real Time

The voice of the customer is essential in building brand loyalty. There are myriad ways to make the most of reviews. When orchestrating brand experiences in a live setting, the immediacy of customer feedback can be extremely powerful. Social media walls and broadcasting feedback throughout an event can create an authentic and organic buzz about your brand with very little effort or investment. -Chris Cavanaugh, Freeman

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12. Have A Strong Call To Action

The key to any campaign is the call to action. When we're doing live video streams, it's easy to forget to plug the call to action in at some point. However, be mindful that it doesn't interrupt the users' experience and causes them to drop off. Go live about 15 minutes before your scheduled stream to remind your followers that you're about to go live and ask them to invite their friends. -Danielle Sabrina, Tribe Builder Media

13. Start With The Narrative

Live video storytelling is only as good as the story. When thinking about adding a live video component, first determine what the narrative of this program will be and why video is a good way to share that. A great video narrative is engaging and should fuel a conversation among the audience. It should inspire people to share, comment and invite others to view along. -Daryl McCullough, Citizen Relations

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14. Mix It Up

By combining "talking heads" expert commentary with product photo stills and stock photography or video, you can provide the viewer with a richer, multi-sensory experience, while at the same time limiting the time and expense involved with traditional video production. It means being more creative with your storyboard skills, but it is well worth it. -Francine Carb, Markitects, Inc.

15. Use Premieres On Facebook

One of the major challenges for brands using live video is quality control (poor camera angles, potentially incorrect product claims, etc.). But the positives are increased exposure because the algorithms favor video right now. Facebook recently launched "Premieres," which lets brands premiere a pre-recorded video just like they would a live video. It's a great way to share quality work "live."-Jim Tobin, Carusele

Guest Authored By Forbes Agency Council. Forbes Agency Council is an invitation-only organization for executives in successful public relations, media strategy, creative and advertising agencies. Find out if you qualify. Follow Forbes Agency Council on X.

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Get ready to have your best year on social media yet.

Following these tips, not only will you get more likes and follows than ever before, but you'll gain more loyal customers too..

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  Post Crafted By:

  Fred Hansen Pied Piper of Social Media Marketing at GetMoreHere.com & CEO of Millennium 7 Publishing Co. in Loveland, CO. where I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)

YOUR Live Event Social Media Communications?

How to create an effective social media communications strategy for high-profile events..

High-profile events are important to a business’ future success, and having strong communications strategies in place for the event is an absolute must.

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Attendees, influencers and press need to have ready-to-share information as soon as they arrive at the event.

This means that your business needs to be 100% prepared to hold up under scrutiny before the first footsteps into the room.

In this technology-driven age with Wi-Fi and Instagram-worthy backdrops, successful media coverage is often just a matter of preparation and marketing. But what are the best practices marketers should include when putting together their communications strategy for a high-profile event?

Below, 15 members of Forbes Communications Council explain their most effective ways of ensuring transparency, privacy or accurate coverage during their biggest events.

1. Take The 'TV Camera' Approach

Assume that anything you do or say will end up on TV. Or, put another way, don't say or do anything you wouldn't want to be broadcast on TV. We plan all events through that lens. It makes us think carefully about who we hand the mic to, what our talking points are and how we need to prepare. -Jennifer Jolls, The Connor Group

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2. Consider Risks Then Plan For Success

Consider all of your constituents: participants, consumers, reporters, competitors and anyone else impacted by the event. Carefully consider what could go wrong and the worst-case scenarios before starting to implement the event. This technique is a big help in mitigating risks and creating the framework for a smashing success. -Deborah Farone, Farone Advisors

3. Respond Quickly On Social Media

If you’re hosting an event, odds are that consumers, partners and other stakeholders are weighing in on social media in real time. Marketers should monitor for social posts -- both the good and bad -- and respond quickly, correcting errors and addressing concerns. Always keep in mind the goal of the event and form your social messages accordingly. -Alex Goryachev, Cisco

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4. Make The Event An Experience

Brand experience is today’s competitive edge. Stay focused on creating an atmosphere where all participants feel respected, heard and cared for. Ensure journalists have an information package so they can write accurate articles or create content on the fly. If you successfully turn an event into an experience, it'll have a lasting impact on the brand and company’s bottom line. -Parna Sarkar-Basu, Brand and Buzz Marketing, LLC

5. Leave No Stone Unturned

If it is really high profile and important for your business, you have to consider all potential communication vehicles and plan for them. Each has a different voice and it is the marketer's job to make sure they are leveraged the right way. Based on your objective for the event, you should have a plan for utilizing all things new and traditional. Don't focus on just one area. -Blake Rodgers, SiteLock

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6. Effectively Drive Home Key Messages

Accurate coverage starts with core key messaging that the marketing team develops at the start of an event or campaign. By ensuring that initial communication drives home key message points in a clear and effective way, we’re able to share our narrative. -G'Nai Blakemore, Mattress Firm

7. Visualize The Impact Of Your Event

Before you rush in and create the checklist for your next high-profile event, step back and think about the impact that you want your event to have on those who matter to your success. Visualize the specific individuals and groups with whom you're communicating, and write out how they currently perceive your brand and what you'd like them to think after attending your event. -Stephen Dupont, Pocket Hercules

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8. Equip Your Media Response Team

Establishing a media response team is key. Before the event, determine what topics may be of interest to media and which sources within your organization can best respond to questions. Develop a list of contacts and their availability, and conduct media training to ensure a timely and accurate flow of information come event day. -Marija Zivanovic-Smith, NCR Corporation

9. Utilize Influencer Coverage

Influencer coverage is often more accessible to audiences, which is why they've begun to replace traditional correspondents. If you want influencers at your event, craft transparent invitations. Communicate whether they can bring a guest, if their travel expenses and accommodations are covered, how many posts they will need to make while there and other brand expectations. -Nicolas Miachon, Upfluence Inc.

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10. Be Explicit About Who Can Say What To Whom

For high-profile events, be ready for the message(s) to evolve until last minute. You can avoid chaos and ensure accurate coverage via three steps. Be clear internally about who owns the final message and its dissemination. Specify who can communicate what to whom and naming spoke people. Draft what you'd want the coverage, titles, quotes, etc., to be in advance for your spokesperson. -Isabelle Dumont, Lacework

11. Focus On Context And Communications

Without context, communications aren’t effective. Context brings life to communications -- making them relatable, providing information stakeholders care about and delivering something memorable. At the heart of context lies the fact that it must reflect someone’s truth, someone’s reality. This ensures a deeper, more fact-based story and ultimately one that engages an audience more successfully. -Eric Jones, WP Engine

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12. Communicate With Your Workforce

When you are planning to make a big announcement -- a merger or acquisition, for example -- success can come down to how well you communicate internally. Employees will stay productive when they know how their work lives will be affected. Communications from leadership need to be transparent and authentic. Reaching every employee at the same time and with the same message is essential. -Alison Murdock, SocialChorus

13. Show, Don't Just Tell

When it comes to impactful communications strategy, the secret is: show, don’t just tell -- especially when there’s an opportunity to engage a live audience. In today’s digital age, storytelling is key. Identify your goals and tell a story that is honest and engaging. By showcasing a unified story across all your multimedia channels, it’s likely accurate word-of-mouth coverage will follow. -Martin Häring, Finastra

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14. Go Live And Let People In

There is nothing more transparent and accurate than livestream video. Go live and let people in. Do a behind-the-scenes live video and get people excited about attending. With social media, you have the ability to create the image you want others to see. Show things they would never about know that will help your image around the event. Interview people working hard on getting the event up and running. -Ellicia Romo, Peoples Mortgage Company

15. Crowdsource Your Content And Give Credit

To secure accurate coverage, equip your attendees with the knowledge they need to capture quality, on-the-ground footage for social sharing. This way, you have an army of content creators capturing every aspect of the event -- resulting in more options for you to choose from when you share. And when you share the content, be sure to give credit to the people who helped you create it all. -Andrew Caravella, Sprout Social

Guest Authored By Forbes Communications Council. Forbes Communications Council is an invitation-only, fee-based organization for senior-level communications and public relations executives. Find out if you qualify at forbescommcouncil.com/qualify. Follow Forbes Communications Council on Twitter.

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High-profile events are important to a business’ future success, and having strong communications strategies in place for the event is an absolute must.

Attendees, influencers and press need to have ready-to-share information as soon as they arrive at the event. This means that your business needs to be 100% prepared to hold up under scrutiny before the first footsteps into the room..

• 

  Post Crafted By:

  Fred Hansen Pied Piper of Social Media Marketing at GetMoreHere.com & CEO of Millennium 7 Publishing Co. in Loveland, CO. where I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)

YOUR Live Event Social Media?

Social media has become the main place for people to share their experience of events as they happen..

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In 2016, the top 10 most tweeted moments in the UK all occurred during football matches, from fans tweeting about teams losing to the mass celebration of last minute goals.

It’s become second nature for many of us to take to social media to enhance a shared experience. It helps us construct our own experience of the event. It can also be rewarding for brands and creators who get to chat with individuals and experience their genuine, instant reaction to what’s happening.

By focusing on key procedures, processes and people, brands can do their best to ensure the live events they’re involved in are a success. If you’re planning a live event, here are my steps for successful social media amplification.

Procedures

Step 1: Create Guidelines (and follow them)

Clear guidelines provide consistency of content and response. Larger events and longer campaigns will have a variety of people or teams working on them – they need to be enforcing the rules fairly and consistently.

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Keep a living document of content examples to help other members of the team respond in the moment. Keep the guidelines too vague – such as a simple ‘no swearing’ or ‘no bullying’ – and you’re setting yourself up for trouble. People have varying definitions of bad language and different markers for the differences between debate and hectoring.

If rules aren’t applied consistently, the brand risks looking like it’s taking sides, when really there’s just been a shift change and Erica lets a lot more slide than Jimmy.

Processes

Step 2: Keep An Eye On The Big Picture

It can be difficult to see the campaign (or event) as a whole when you’re in the middle of managing the live social response. Even if you can’t work from an actual social media war room, keep a screen or two free to display the overview of the live chat.

Depending on the event, you may need to divide roles. For example, if you’re running a live demo, have one member of the team talking to the audience, answering questions in live chat and picking out questions for the presenters to answer, while the team running the demo can focus on creating entertaining and informative content. You may even have another person behind the scenes helping to moderate the live chat.

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Step 3: Choose (and use) The Right Tools For The Job

Big campaigns need content management tools that let you moderate and manage content efficiently. Tools that are flexible enough to allow for instant content modification and deletion, but that can be customised to suit the content management needs of the brand (you might want it to support pre-moderation of content, for example).

People

Step 4: Choose Your Team Based On Experience, Mindset And Training

Great community management isn’t just about hiring those with the most experience. It’s about finding the person with relevant experience and the adaptability to handle managing a live experience.

Managing the social media response to a live event – be it a live-stream run by a brand or managing a community of fans responding to a live TV show – is stressful. Community managers and moderators need to be able to cope with split second decision-making and thinking on their feet, without caving under the pressure.

The team also must have a solid understanding of the brand’s values, and the ultimate goal of the campaign. It helps if they have a good understanding, not only of what the brand does, but why its fans are so passionate about it.

Step 5: Foster Collaboration In The Live Events Team

Running a live event is draining. It’s like staging a play – you need your team present and invested in making the event a success. People feed off each other’s energies and rely on each other for support and reassurance.

Having the whole team in one location allows them to adapt to evolving situations. Communication becomes simpler as people can use the extra information that body language and tone of voice provides to get a complete picture of the situation.

Don’t isolate the social team – have them working in the same space as the producers, creators and the comms team, all of whom may have ideas on how to change content based on the live response.

Step 6: Keep Strong Lines Of Communication

Everyone needs to be in the room, even if they’re not in the same country. If it’s an event with international appeal (the Olympics, for example), establish stable communication in preparation for the event and follow the structure for managing social media globally.

When my teams run Polpeo’s live crisis simulations, they keep in touch throughout the simulation via instant messenger. They share real-time feedback on how the participants are performing, and assess whether or not they need to up the ante.

For live campaigns, the audience may seem happy and engaged when you take a look at the live chat, but how many negative posts have the moderators had to delete? Perhaps it’s the same small group of people chatting, and the majority of viewers just aren’t participating. Without talking to the moderators and the community managers, you can’t get a true picture of the response.

Step 7: Keep The Discussion Going

Live events are best thought of as the instigating event. Tweeting may spike when a goal is scored, but fans will continue to discuss the match after the final whistle. Once people are interested, it’s likely that some will want to keep the discussion going.

Successful live events keep the discussion going when the event is over. That means keeping a few community managers working after the event is over, even if it’s out of hours.

Guest Authored By Tamara Littleton. Tamara is CEO and founder of social media agency The Social Element and a contributor to Econsultancy. Follow Tamara on Twitter.

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When live events are well-managed and moderated, they can be great experiences for brands and fans alike.

Hosting a live event can be a brilliant way engage audiences and generate buzz beyond the brand’s existing fan community..

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  Authored by:

  Fred Hansen Pied Piper of Social Media Marketing at YourWorldBrand.com & CEO of Millennium 7 Publishing Co. in Loveland, Colorado. I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)