Colle+McVoy presents Bright Shiny Object’s inaugural episode. Our industry simultaneously loves and loathes the bright shiny object. A new technology or service gets enough buzz, and the cynical segment of our industry dismisses it as a fad or a gimmick. Think back when Vine launched – six-second looping videos that you couldn’t edit and only used a phone’s rear facing camera. The agency geek would bring it up in a meeting and get shot down. Then Lowe’s released their six-second DIY fixes. Vine was just a bright shiny object. Until it wasn’t. Our mission with Bright Shiny Object is not only to highlight something new but to showcase how this new tech or service can fit into a brand’s communications strategy.

M E E R KAT P E R I S C O P E

Our first episode highlights two competing apps in live video streaming: Meerkat and Periscope.What are they? Mobile apps (iOS only at the moment) that transform your phone into a live video broadcast tool. Both experienced massive adoption in very short order, thanks in part to ample coverage in the media. They’re also both dead simple to use.

Meerkat was the darling of this year’s SXSW. Ever since Twitter and Foursquare launched in back-to-back years (2007 and 2008), our industry and the press have been pining for the next “it” startup. This year, Meerkat delivered. Two major factors account for its rapid success.1) The sheer enormity of SXSW creates a serious case of FOMO and

Meerkat let people “see” what was happening elsewhere2) When Meerkat launched it tapped the Twitter social graph so any new

account automatically had followers from their Twitter account

Then, halfway through the “Meerkat Takes Over 2015 SXSW Show,” Twitter cuts off Meerkat’s access to its social graph. They did this with little explanation and it’s not the first time Twitter has pulled a move to protect its own interests.

Two weeks later, Twitter launched its own livestreaming app via an acquisition it actually in January. Periscope hit the app store and right out of the gate, it was a more polished product, from enhanced functionality to an elegant and refined interface. Periscope also enjoyed tons of press and rapid adoption, but unlike Meerkat, it gets full access to the Twitter social graph which will allow new users to on board much quicker.

What’s old is new again. Livestreaming services aren’t exactly a new thing. Justin.TV (2006) and Ustream (2007) have been offering livestreaming services for almost a decade. Facebook and Google also both have ways to stream live video, but all of these require elaborate setups whereas Meerkat and Periscope need a phone. In your pocket. Meerkat and Periscope aren’t just mobile first, they’re mobile only.

One of the apps is even more old school – Meerkat is closest in experience to TV. Just TV. 1975 TV. No DVR. No VHS. If you miss it “live,” you miss it. Watching a Meerkat is like Snapchat and 1975 television had a lovechild. Anecdotally, that’s caused a lot of frustration in an on-demand world. Feedback from friends told me they get frustrated with continually missing out on live streams.

https://www.flickr.com/photos/susanad813/

Like all great mobile experiences, both apps understand the importance of focus and simplicity. And they share many similar features with a couple key differences:Meerkat affords the ability to schedule a broadcast, possibly a workaround to only being able to watch Meerkats as they are happening. Serious FOMO. Miss it while it’s happening, and it’s gone.Periscope allows broadcasts to be public or private, as well as whether you want to tweet it out to followers. Meerkats are always public and always tweeted. The irony is Twitter has been fighting to keep their stream free of so much noise.

During a broadcast, Meerkat allows you to type in comments while filming, while Periscope allows only for a camera feed – any comments you make need to be verbal instead. Both apps let you switch between the rear- and front-facing camera on the fly.

The video streams are pretty low-fi and both services are facing challenges streaming to large audiences. Like the Twitter fail whale of yore, Meerkat and Periscope can fail under the weight of their success.

N O T I F I C AT I O N S

Besides relying on a tweet to let people know a broadcast is happening, how can people tune in? Both apps use the “interface” we should all keep in mind as we create for our clients – notifications. Notifications on a mobile device, tablet and even desktop has quickly become an essential part of a user experience, but that’s a subject for another Bright Shiny Object.

The creative constraint of low-fi video really forces any broadcaster to be even more compelling with the type of content they produce. Jimmy Fallon is a perfect example of a “brand” that understands this medium. He streams his monologue rehearsals and takes viewers on impromptu backstage tours, something you wouldn’t get anywhere else. Mashable and the Verge both host live Q&A’s on Periscope, making the immediacy something valuable.

The above examples have the obvious advantage of audience size, But effectiveness is less about that and more about doing something unique to the channel and doing it with passion.Source: http://www.mediaite.com/tv/jimmy-fallon-just-meerkated-his-tonight-show-rehearsal-and-weve-got-the-video/

Best times to use livestreaming apps1) Live events like concerts, Q&A, or sweepstakes drawings

where you must be “present” to win2) Another form of broadcast, Gary Vaynerchuk’s #AskGaryVee

show dual broadcasts using Meerkat while it also captures the version published on YouTube and Facebook

3) Behind the scenes or candid footage, like the Jimmy Fallon example or imagine a brand partner broadcasting from an MLB dugout or the penalty box during the NHL playoffs

Best times to use itBEST TIMES TO USE LIVESTREAMING APPSLIVE EVENTS

AUGMENT ANOTHER FORM OF BROADCAST

BEHIND THE SCENES OR BACKSTAGE

OUR ADVICE: TAKE YOUR TIME AND DO IT RIGHT…

Questions to answer before diving in: Do you want people to see this only while it’s happening or do you want people to

tune in later if they choose? (Periscope offers the ability to do it either way for each and every broadcast)

What unique content will play to the strength of this live streaming medium? Is Twitter an important channel in your brand eco-system? Either app will rely on

your current followers in order to start with an audience right out of the gate.

…BUT EXPERIMENT IN ORDER TO LEARN WHAT WORKS

THANKS