SummitLive is a multi-location marketing conference held every year focused on B2B.
If you missed it, no worries! Our team was at the event capturing the key takeaways so marketers like yourself could benefit.
Geoffrey Colon, Sr. Marketing Communications Designer at Microsoft, took us through the history of live video, largely focused on the increase of ease-of-use and accessibility for end users.
Today 70% of users watch live content on their device, while only 40% watch live content on TV.
Not only is it easier to broadcast a live video today, but it is significantly cheaper. Geoff reminisced about the hefty cost associated with network data in the early days of live streaming.
In 2005, the Foo Fighters filmed a live broadcast for 24hrs called 24 Hours of Foo. Geoff remarked that the uplink cost alone was $360k.
Today, you can broadcast a live event for almost free just using your cellular data.
The real significance here is the rate at which live video has progressed over just the last 25 years. In the coming years, we’ll likely see the introduction of more interactive live videos and the integration of virtual and augmented reality.
Today, edutainment broadcasts seem to perform well, attracting a wide array of viewers.
When creating videos, be sure to add captions to make the content accessible to all, and ensure the quality is good as that is the number one reason for a high bounce rate. With the progression of technology, viewers have a higher standard for content.
- Live content is moving from TV to owned devices (laptops, phones)
- The future of live is interactive videos
- Edutainment series are hot right now
- Use captions to make videos accessible for all
- Check video and audio quality
Key Metrics to Track
For nearly all members of the panel, the top metric being tracked is average view time for actual viewers. An actual viewer being someone that watches a video for longer than 30 seconds.
While an indication of success largely depends on the goal of the video and where in the funnel the event lies, the common metrics being tracked are:
- Average view time
- Registration number vs Actual attendees
- Number of leads/sales
Fritz, CEO at Brandlive, noted on the importance of creating an interactive experience that engages the viewers to increase average view time and overall success of your video event.
Sudeep, Director of Demand Gen at Hortonworks, elaborated on their marketing stack used to actually attribute leads and sales back to webinars and other video events. It’s a combination of Marketo, BrightFunnel, and Salesforce.
Tools Used for Live Video: On24, BrightFunnel, Brandlive
What Type of Content to Produce
We really look at video content in two categories — top of the funnel and bottom of the funnel.
Top-of-funnel content consists of thought leadership talks, informative webinars, and more general content that appeals to a larger crowd.
Bottom-of-funnel content consists of demos and product-specific videos.
While bottom-of-funnel videos typically have a higher conversion rate, they’re often harder to build a large audience for simply due to the narrowness and often sales-focused topic.
Top-of-funnel content, on the other hand, is a great way to introduce people to your brand and cast a larger net to build up an email list.
As Sudeep notes, it’s important to tag leads generated from both types of content so you can eventually attribute sales to one of the content types.
How Social Comes Into Play
Rudy, CEO of Switchboard, emphasized the importance of reaching people where they already are. Getting a viewer to take time out of their day to watch a video is tough enough, don’t make it harder on them by adding more barriers to entry.
Put your content where viewers already hang out, whether that be Facebook, Twitter, YouTube, or Twitch.
By stepping in front of the camera and producing live, authentic content, you’re instilling trust in your followers.
Repurposing Live Content
The spontaneity of live content gears itself well to being reused and repurposed on social media.
Convert long talks into short clips, make explainer videos, and curate top discussions. You can then recycle that evergreen content on social media.
If a conference costs $1000 to attend, and you just extracted the key content for them, for free, you’ll instantly gain trust and people will be much happier to enter a name or email address into a lead form.
How Video Fits into the Overall Marketing Strategy
Marketers from Microsoft, Salesforce, and LiveRamp shared their trade secrets on how they leverage video content to effectively amplify their marketing efforts and drive more leads into the sales pipeline.
Kaila, Sr. Digital Marketing Manager at Microsoft, shared her two-prong approach to one, amplify events using Twitter, Facebook, and AmpLive by broadcasting video content, and two, generate leads and drive pipeline by gating valuable content.
Note: Gating content is the act of putting a lead gen form or some gate in front of the content, so a user must enter their information before accessing the content.
Marissa, Director of Social and Content Marketing at Salesforce, iterated a fact we heard earlier in the day, which is that Salesforce is largely focused on top of the funnel marketing. Little to none of the videos they release are gated and the main focus is to raise brand awareness and cast a wider net to then hopefully attract new customers to Salesforce events and more bottom of the funnel webinars.
Attracting a very targeted audience, Rebecca, Marketing and Demand Gen Exec at LiveRamp, creates live content with the intention of engaging existing contacts and also attracting new audiences with ungated content. This approach of marketing is known as Account-based marketing (ABM), which as defined by Marketo is “an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account.”
How does live streaming impact stakeholders?
Many companies are focused on entertainment, top-of-funnel live streaming, but that rarely shows attributable returns in the short period. How do you justify the cost of live streaming to stakeholders, especially for events?
Well, an individual that has watched and enjoyed a live streamed event is 30% more likely to attend the event in person the following year. It goes back to providing a great experience and giving them a taste of what they could be experiencing.
Key Tips for Getting Started:
- Have good content
- Promote on social
- Hire good speakers
What Platforms Should You “Go Live” On
Reusing This Content on Social Media
We personally use Cloud Campaign to manage all of our social media accounts. The software has a unique set of features that make repurposing content dead-simple.
- All content is saved in a library
- You can create “wells” of content using queues
- You can “drip” out content using a drip schedule
For example, we will drip out this blog post over the next month and a half. We will post it the day it’s published, a week later, and then a month later.
We will then create a weekly schedule and queue it up with all of the video content we compiled from the conference. Posting 3 times a week and posting each video twice (with a new caption each time), we have over 5 weeks worth of content.
We’ll then track the results of this campaign to measure ROI in terms of increased visibility (impressions), brand awareness (followers), and engagement (likes, comments, shares).