Reaching consumers on all platforms Jill Sherman, Digiday Agency Summit, October 2016
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Photo Credit: Huffpo ((ON NOW)) Jill Sherman, SVP Social Strateg
Transcript of Reaching consumers on all platforms Jill Sherman, Digiday Agency Summit, October 2016
Photo Credit: Huffpo
((ON NOW))Jill Sherman, SVP Social Strategy
Source: GlobalWebIndex, 2016
LIVE is cool. (But easy to screw up.)
Always maintain in-frame interest.
?
At a minimum, keep it loosely scripted.
YAWN
Secure perimeter to avoid “oops” moments.
Know where likes and comments appear.
Sh*t happens. Have a cutaway plan.
The first second of your video lives in perpetuity.
Plan accordingly.
Talent can freeze. Consider using a host.
This isn’t TV.
ENGAGE. YOUR. AUDIENCE.
Yes, your broadcast title matters.
Near-live gives you creative options
Choosing your platform:
Does horizontal or vertical orientation tell a better story?
Are you tapping into a cultural moment?
Where is your most engaged audience?
How will you engage this audience?
Do you have enough control over the space?
Are you going live for a compelling enough reason?
Key LIVE checklist:
People
Places
Things Comments moderator Fact checker Host Talent backup
Secure perimeter Scout location in advance Find out if you need permission(s) Have an alternate location
Pre-Plans
Fan engagement plan Pre-live promotion plan Last frame plan Cutaway plan
Wi-fi hot spot Backup battery Backup phone/camera Content backup if feed fails
Key Takeaways
No dead space. Ever.
Know the platform nuances.
Give your audience a
role.
