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Nicholas Jakel - Facebook Live for BrandsSTARMEN Brand Workshop

Presented: 07.11.16

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“We’re entering [a] new golden age of video”

- Mark Zuckerberg, CEO Facebook

http://www.buzzfeed.com/mathonan/why-facebook-and-mark-zuckerberg-went-all-in-on-live-video?utm_term=.isDeZoBGb#.qnKGK9PQX

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Nicholas Jakel is live now.1 minute ago

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“I wouldn’t be surprised if you fast-forward five years and most of the content that people see on Facebook and are sharing on a day-to-day basis is video.”

- Mark Zuckerberg, CEO Facebook

http://www.buzzfeed.com/mathonan/why-facebook-and-mark-zuckerberg-went-all-in-on-live-video?utm_term=.isDeZoBGb#.qnKGK9PQX

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Table of ContentsSL. 5 What is Facebook Live?SL. 6 Why is Facebook Live so popular?SL. 7 Why should marketers care?SL. 8 How can a brand maximize their engagement through Facebook Live?SL. 9 What are some best Facebook Live practices that aid brand engagement?SL. 11 Facebook Live vs. Periscope - Which one should your brand use?SL. 13 How does Facebook Live fit in with your brand’s social media strategy?SL. 14 Notable and NewsworthySL. 18 Key TakeawaysSL. 19 Questions and Answers

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What is Facebook Live?“Live lets people, public figures and Pages share live video with their followers and friends on Facebook.”

https://www.facebook.com/fbmedia/videos/vb.127345500640211/1063627877011964/?

type=2&theater# https://live.fb.com/about/

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Why is Facebook Live (and live-streaming in general) so popular?

From a psychological perspective:

1. Gives viewers voyeuristic thrills

2. Suspenseful and special content that feels real and intimate

3. It feels like the brand is engaging with only you

4. Content Urgency (similar effect on viewers as snapchat)

5. Instant Feedback, Instant Connection

6. Fear of missing out - FOMO

https://www.skyword.com/contentstandard/marketing/the-psychology-behind-why-we-love-live-video/

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Why should marketers care?● Facebook Live videos rank higher on

users’ news feed than any other posted content (links/pics/uploaded videos)

● Users spend triple the amount of time on live videos as regular videos

● Facebook can send a notification of a brand starting a live video to users who have engaged with a them recently or users who subscribed for Live video notifications

http://newsroom.fb.com/news/2016/03/news-feed-fyi-taking-into-account-live-video-when-ranking-feed/

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How can a brand maximize their engagement through Facebook Live?

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What are some best Facebook Live practices that aid brand engagement?

● Tell followers when your brand will be live

● Have a strong internet/wifi connection

● Create a short description of what the video is about

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What are some best Facebook Live practices that aid brand engagement?

● Ask viewers to follow/subscribe to your brand going live in the future

● Say “Hi” to viewers, answer their questions, respond to their comments (think having a conversation)

● Broadcast for longer periods of time - ○ Facebook recommends 10 mins or more and has a cap of 90 minutes

● Be creative and go live frequently

Press conference where UK PM DavidCameron resigned after Brexit results->

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Facebook Live vs. Periscope - Which one should your brand use?● Benefits of Facebook Live

○ Everything for Live videos happens in one app

○ User base of 1.5 billion people○ Facebook is emphasizing Live

videos on news feeds

● Benefits of Periscope○ Stand alone app○ Linked to Twitter and followers ○ Current leader for livestreaming

● http://fortune.com/2016/04/26/twitter-isnt-worried-about-facebook-live/ ● http://www.usatoday.com/story/tech/news/2016/05/23/facebook-live-

periscope-sizing-up-streaming-video/84782838/ ● https://techcrunch.com/2016/01/28/comfortable-ephemerality-vs-reach/

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Facebook Live vs. Periscope - Continued

● Negatives of Facebook Live○ Some Live videos might not get boosted by

the algorithm if they aren’t popular enough○ It's still new and users need to adopt it

● Negatives of Periscope○ External app needed

■ High barrier for engagement since downloading an app can require a lot of commitment from a potential user

○ Smaller user base than Facebook (310 mil.)Verdict: Facebook Live will surpass Periscope and become the leading livestreaming platform by the end of 2017; brands should use Facebook Live.

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How does Facebook Live fit in with your brand’s social media strategy?

○ Twitter - generate buzz/hype/awareness - save the date of when a brand goes “live”

○ Facebook posts (Regular) - generate buzz/hype/awareness save the date of when a brand goes “live”

○ Facebook Live - show interviews with employees/celebs, behind the scenes footage/coverage in real time

○ Snapchat - shows similar behind the scenes footage/coverage as Facebook Live, can be more fun/humorous and have more effects, and 1 on 1 engagement

○ Instagram - finished final product, high quality picture/video/gif showing off the best of the best

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Notable and Newsworthy ● Facebook is spending over $50 million for inspiring content creation by

around 140 celebrities and brands

● Facebook is creating snapchat-like real time filters for Live videos

● Facebook is experimenting with ways to create more revenue streams for users of Facebook Live

● Facebook changed their algorithm to feature more content from Friends and Family instead of pages and promoted content

○ Are Facebook Live videos the solution to getting a brand’s name and content back near the top of users news feeds?

http://www.wsj.com/articles/facebook-signs-deals-with-media-companies-celebrities-for-facebook-live-1466533472

http://www.theverge.com/2016/6/23/12017864/facebook-live-video-msqrd-app-filters-snapchat

http://www.wsj.com/articles/martha-stewart-wants-a-steady-revenue-stream-from-facebook-live-1467374400?mod=djemCMOToday http://www.castleford.com.au/blog/2016/why-facebooks-latest-algorithm-update-could-make-reaching-your-audience-even-harder

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Notable and Newsworthy - Competitor Focus

Periscope used to stream a sit-in in the US House of Representativeshttp://fortune.com/2016/06/22/democrats-periscope-cspan/

News found through:

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Notable and Newsworthy - Live Video Ethics

Facebook Live & Periscope were instrumental in creating awareness on social media about the violence that unfolded on 7.7.16 and the Black Lives Matter Campaign

- Facebook mishandled the video of Philando Castile initially taking it down because of the graphic content but reposted it once it was deemed okay

http://www.brandchannel.com/2016/07/07/facebook-live-070716/

http://adage.com/article/digital/facebook-dealing-live-videos-police-shootings/304876/

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Notable and Newsworthy - Guerrilla Marketing

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Key Takeaways ● Facebook is committed to emphasizing video content on news feeds, with a special (financial and algorithmic) emphasis on Live videos

● Users are the most engaged with Live videos because they appeal to viewers inquisitiveness and the desire for unique media shared in real time

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Do you have any questions or comments?

Thank you for your time!

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Assorted Works Citedhttp://newsroom.fb.com/news/2016/03/news-feed-fyi-taking-into-account-live-video-when-ranking-feed/ http://www.forbes.com/sites/jaysondemers/2016/04/26/facebook-live-everything-you-need-to-know/#1ddb92f77a82 http://www.forbes.com/sites/jaysondemers/2016/04/26/facebook-live-everything-you-need-to-know/2/#17be477f89db https://www.buzzfeed.com/mathonan/why-facebook-and-mark-zuckerberg-went-all-in-on-live-video?utm_term=.isDeZoBGb#.qnKGK9PQX https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/ http://www.brandchannel.com/2016/06/27/facebook-live-062716/?utm_campaign=160627-facebook&utm_source=newsletter&utm_medium=email