In 2016 Annual Conference, FPRA Blog, Orlando Area Chapter, Professional Development

Blogger: Vickie Pleus, APR, CPRC (Orlando Area Chapter)

Livestreaming: Periscope 101
Presented by: Tara Settembre, Blogger, TaraMetBlog.com

@TaraMetBlog tarametblog.com or plusitup.com
Do you Scope? Are you a Scoper? < that’s the lingo!

Takeaway: Livestreaming doesn’t add more work; it enhances what you’re already doing
It’s another part of your planning

    • By 2019 video will account for 80% of all internet traffic
      • No. 2 search engine in the world is YouTube
      • We can do video cheap and easy, that’s the good news
    • Why Livestreaming?
      • Gives people instant access
      • See personalities, see what you’re doing
      • Foster better connection w/ customers
      • Puts face to name, brand, place
      • Allows people to see what you’re seeing
    • Periscope is owned by Twitter
      • Works seamlessly with and streams live on Twitter
      • A live broadcast is called a “Scope”
      • Always make sure it’s shared on Twitter
    • People know it’s not rehearsed on Periscope
      • It’s honest
      • Not faked
      • Humanizes your business; show instead of tell
    • 75% of Periscope users are 16-34 years old
    • 65% are male
      • Most other social platforms are mostly female–are younger males a target demo?
    • Available in 25 languages
      • As you use it, you’ll see participation from various countries
    • Awarded Apple’s App of the Year 2015
    • Don’t worry about editing video
      • Not fancy
      • Not polished
      • People expect lower quality
      • Obviously, less time or less effective
      • But you can practice ahead of time (check surroundings, settings, etc)
    • Good for expanding demo you’re reaching
      • Followers can be watching it, and it shows you’ve gone live on a world map
      • It’s a good customer-service tool
      • Video No. 1 – option: show what you’re seeing, not talking (or voice from behind, such as tour of facility, offices) – forward-facing
      • Video No. 2 – option: back-facing
      • As you record, people type comments, and you can reply
  • Reply is verbal response, not typed▪  You can ignore some comments if you like
        • Like Facebook “Likes,” “Hearts” on Periscope is approval icon; collect the hearts
          • The more hearts you get, the more you’re boosted up in the screen
          • More viewers (as a suggested video)
          • Is it a good scoper? Judge by number of hearts
        • What kind of content should/can be scoped by me or my clients?
          • Products, Demos
          • Q & A with a business executive
          • Behind-the-scenes interview (example, of chef in a kitchen)
          • Live tours (things you’d never see otherwise)
        • You can set up the questions ahead of broadcast, moderate as they’re asked
        • Periscope video is now available indefinitely (link, which can be embedded)
          • Pushed by operation of Facebook Live
          • Can share video later as a tool

    ▪       Video can be embedded, too

        • End of news release
        • Online press room
        • Used to follow up with media who could not attend an event, for example
        • Also can be deleted

    ▪       Usually they are kept up for 24 hours, at a minimum

        • Functionality of the app
          • Location services – make live

    ▪       Do not enable at home

        • Click “share to Twitter” button

    ▪       Twitter account is required to use Periscope

        • Lock button

    ▪       Allows only certain viewers to see video

        • Dry run of video (not live) is smart!
        • Chat feature

    ▪       Inappropriate comment? “Remove” – kick them out of chat

        • Notifies others the person was removed/blocked
          • Shows inappropriate comments are not allowed (sends message)
          • Generally, this won’t happen, but it’s possible (trolls)
          • It’s possible to block followers as well
          • Load title, hit “start broadcast”

    ▪       Make sure it’s right where you want it to be.

    ▪       Is the screen showing your hand? Check your screen.

        • People can follow

    ▪       Though you may have “few” followers, keep in mind many, many more can have access to watch live; measure success by number of joiners

        • Stats available at video’s end: how many people watch, how many joined
        • Followers notified when you start

    ▪       Text alert on phones of followers

    ▪       Followers don’t have to be in the app to know you’re streaming

        • Different from Facebook Live, where you must have app open to be notified
        • Best practices for Periscope

    ▪       Start and end title for Scope with emojis

        • Start and end with an emoji

    ▪       Give heads up on when you’ll be live on Periscope

        • Include in news release
        • Share notification on social media

    ▪       Ask others to share that you’ll be live with their followers

        • “Swipe right” then share with followers; must be done when the feed is live
          • Ask bloggers to share
          • Media reps
          • Colleagues

    ▪       Use #hashtags

        • Though not searchable on Periscope, they are searchable on Twitter

    ▪       As you begin, pause a moment to let followers know you’re live

    ▪       Prepare, but don’t sound scripted

        • Rehearsed? It’s boring for viewers
        • However, prepare as much as you can
        • Using iPad or tablet would allow you to have larger screen (easier to read viewer comments)
        • Vertical is best (desktop users see a switch, it’s not ideal for horizontal)

    ▪       Save every video to your camera roll

        • Saves to camera roll without comments

    ▪       Ideal length: 2-10 minutes

        • It’s acceptable to go live in the same event, separate streaming instances

    ▪ Vs. Facebook Live

        • FB Live works well if you already have a high FB following
        • You can share Periscope link on FB later, if desired
        • FB Live features are bumped up in the news feed
        • When comparing, see which app works best for your community
        • In page settings, enable FB Live feature to use on a page you are an admin for
        • Today Show uses FB Live (as an example)
        • After show, they go live 5 more minutes

    ▪ YouTube competition

        • Expect more livestreaming on YouTube to compete
        • Can upload Periscope>YouTube after saving to cameral, but YTube video typically more polished

     

    TerraTara Settembre is a blogger at TaraMetBlog.com. She is a PR and social media strategist with a master’s degree in journalism and communications from NYU. She has more than 10 years of agency and in-house PR experience. Previously, Tara was the corporate communications manager at World Wrestling Entertainment and a PR manager for The Walt Disney Company. She has been honored by the PRSA of Los Angeles for “Best One-Time Media or Special Event” and received a PR News Platinum PR Award for best video program. In addition, for the past 11 years, Settembre has been a successful lifestyle blogger at tarametblog.com and writer for The Huffington Post, TravelingMom.com and other online outlets.

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