The 6th International Conference on New Challenges in Management and Business, Dubai,

Feb 11, 2017Title:

Strengthen Your Social Media Marketing with Live Streaming Video

Presenter:Matthew A. Gilbert, MBA

Affiliation:American University in the Emirates

The Literature Review

•Welcome; we are Live on Facebook at http://facebook.com/profmatthewagilbert!

The Literature Review

• 80% of internet users have a smartphone (Miles, 2016).

• Mobile-optimized websites are 160% more likely to convert mobile shoppers (Perngmark, 2016)

• 80% of Internet traffic will be video by ‘19 (Cisco, 2015).

• 69% of smartphone users make purchasing decisions in response to marketing videos (Shah, 2015).

• Video posts have 135% greater organic reach than photo posts (SocialBakers, 2015).

The Literature Review

• Live streaming video increases engagement while decreasing costs (Piontek, 2015).

• 81% of internet and mobile audiences watched more live video in 2016 than in 2015 (Golum, 2017).

• 80% of people would rather watch live video than read a blog; 82% prefer live video to posts. (Golum, 2017).

• People spend 3x longer watching live video compared to video which is no longer Live (Savage, 2016).

• Live video is outpacing growth of other online video, with 113% increase in ad growth yearly (Golum, 2017).

The Literature Review

• Content is primary motivator (Golum, 2017).

• Live video preferences of mobile users aged 16-34 (GlobalWebIndex, 2016):

Funny/Entertaining: 53% Breaking News: 41%.

Music Concerts: 38% Friends or Family: 30%

Sports Events: 29%Educational: 27%

Brands: 26% Celebrities: 22%

The Study (Methodology)

Industry Information

• Experts• Media• Platforms

Reports and Research

• Cisco• Deloitte• Pew

Selected User Surveys

• Google• 10 Questions• 5 Responses

The Study (Methodology)

1. Which live streaming video platform(s) do you use?

2. Why do you use live streaming videos to market your products/services?

3. Which products/services do you market with live streaming videos?

4. How do market your products/services with live streaming videos?

5. Who is the target market of your live streaming videos?

https://docs.google.com/forms/d/17PDfh2KG3yBcCcKW1Qhrhe1ttSsSciQtOqFIOWQcfKI/edit

The Study (Methodology)

6. How do you promote your live streaming videos?

7. How frequently do you broadcast live streaming videos?

8. With which metrics do you evaluate your live streaming videos?

9. Describe a success you have experienced using live streaming videos to market your products/services.

10. Describe a challenge you have faced using live streaming videos to market your products/services

https://docs.google.com/forms/d/17PDfh2KG3yBcCcKW1Qhrhe1ttSsSciQtOqFIOWQcfKI/edit

The Study (Methodology)

• American University in the EmiratesDubai, UAE

• Marketing MelodieSan Diego, CA, USA

• Mike Garson ProductionsLos Angeles, CA, USA

• Satisfactionist ConsultingSan Francisco, CA, USA

• Scott Monty StrategiesAnn Arbor, MI, USA

The Findings

The Findings

The Findings

The Findings

The Findings

The Findings

The Findings

The Findings

The Findings

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The Findings

Discussion

• Facebook Live Best Practices (Aronson, 2016)– Plan a thorough strategy that outlines each video. – Make sure technology is solid; have a plan for errors.– Switch up video content to consistently engage your

audience: introduce a new product, host Q&As, give instructional guides, and share interviews.

– Pay attention to your users comments and reactions.– Once the live feed has ended tighten up the content

to make your final version flawless; add a call to action to garner even more leads and increase engagement.

Implications And Suggestions For Future Research

• Implications–Ethics and Privacy

–Legal/Law Enforcement

–Management Issues

–Marketing Strategy

• Suggestions–Explore UAE Impact

Questions and Answers

• Thank you for your attention; visit me online at http://www.matthewagilbert.com!