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5 Ways to Launch a Successful Facebook Live Event

5 Ways to Manage a Successful Facebook Live Event

As you start preparing for your 2017 marketing campaigns, real-time video is one powerful marketing trend you will not want to miss.

Periscope, Meerkat and Live.ly are powerful tools for live video streaming. But for marketers looking to connect with specific patient or professional audiences, Facebook Live is proving to be an ideal channel.

Facebook Live was launched April 6th, 2016:

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Facebook Live is a livestreaming platform available for use directly from a personal or brand Facebook page that essentially grants anyone with a Facebook profile the ability to live broadcast to a public audience (or in some cases, a more limited audience if this takes place in a group or on an event page). Once the video is finished, it can be posted directly to the Facebook timeline. Facebook even provides a real-time map that helps to access and visualize the extent of livestreams at any given moment. https://www.facebook.com/livemap

image-1Image: Facebook Livestream as Florida prepares for Hurricane Matthew – 10/6/16
Thousands of concurrent views from around the world as residents urged to take shelter.

Facebook’s effort to promote livestreaming is not surprising given the insatiable demand for video – with more than 100 million hours of video viewed each day, and more than 500 million daily video viewers.

While Facebook Live is still a newer strategy, it will continue to grow in use thanks to high profile events being broadcast via Facebook Live (think: Rio 2016 Olympics, Presidential Debate, Hurricane Matthew, etc.).

So if you’re considering adopting a Facebook Live strategy, but unsure about what it will take, here are five things you need to know to launch a successful Facebook Live event in a regulated industry.

1). Set clear goals and expectations
When launching a Facebook Live event, the team needs to have a clear understanding of why this is happening. What are the goals of the event? What do you want this event to do for your brand? And more importantly, what does your audience want to watch/hear/know? Define these and be sure that the campaign is built on these foundational considerations.

2). Identify a great topic to spark great conversation
Prior to getting started, the speakers should have an outline of topics they want to cover and a discussion guide that will lead the conversation and ensure a consistent flow. While Facebook Live should be somewhat spontaneous, and live questions should be addressed, there should still be a framework that can steer the conversation and ensure that specific topics are covered.

3). Create and execute a promotion plan
A Facebook Live event can only be successful if it has an audience to serve. Therefore, a robust promotion plan including Facebook posts, sponsored content, emails, etc. should be planned to promote the event to all interested audiences. The promotion should include when and where the chat will take place, who will be speaking, and emphasize the idea of “conversation” to foster two-way communication.

4). Build and deploy a social media control center
Before the event gets underway, identify a team of people who will be involved and help moderate/control the event. For instance, when working in a regulated industry, there needs to be a high level of attention and resulting moderation for comments. Therefore, someone must be reading the comments in real-time and be ready to respond – or delete/hide/ban a user. Facebook does have some automatic filters that can be customized and configured to meet your needs, but there also needs to be human eyes as a second layer.

In total, there may be 3-5 people who are a part of this control center: someone to monitor, someone to respond, someone to help toss questions to the speakers, and someone to listen to the conversation to ensure questions are being addressed and information is accurate. A good idea is to also include any legal or regulatory parties that may have to weigh in on content throughout the course of the event.

5). Have pre-approved ready responses
While Facebook Live is just that – a live event – there are some questions that may be anticipated, and, therefore, pre-approved ready responses should be easily accessible and available to the person in charge of monitoring/responding via commenting during the event. These ready responses may be opportunities to defer questions or to point individuals in another direction. They can also serve as a way to acknowledge viewer questions as one-offs if those questions warrant individualized responses and lack relevancy to the group as a whole.

Conclusion

Livestreaming is a powerful convergence of several technologies and social trends: including real-time messaging, video streaming, and social networking. With the strong focus and support of Facebook, livestreaming has rapidly become a widespread platform for sharing information, breaking news, broadcasting live events, and sharing branded content. Teams that take advantage of this platform will be able to reach customers in a powerful and intimate setting creating an impactful impression, all while maintaining regulatory control and staying violation-free in this environment.

To recap, here are the five steps for getting started with Facebook Live events:

1). Set clear goals and expectations

2). Identify a great topic to spark great conversation

3). Create and execute a promotion plan

4). Build and deploy a social media control center

5). Have pre-approved ready responses

 

 

 

 

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Jen Crompton
Jen has a diverse background in all that is digital and social media marketing. From establishing a social media brand for a regional franchise company to creating an unbranded content/lead generation/thought leadership initiative with SAP, Jen has worked on the client and agency sides to create and execute full digital strategies that intertwine content and social media marketing. Jen is an established speaker and has presented at conferences around the world, and has worked with B2B and B2C brands including SAP, Cognizant, The Neat Company, Margaritaville, K'Nex, and Mylan. Jen resides in Havertown with her husband, son, and schnoodle, and leads indoor cycling classes at the fitness studio she co-owns with her husband in Ardmore, PA.
Jen Crompton

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