Live video storytelling strategies are critical for marketers to communicate more authentically with audiences, cultivating a loyal following of video content lovers. But achieving the spontaneity audiences crave means planning for any and all contingencies, while allocating resources creatively—all while tying your broadcasts to marketing goals. In this interactive workshop, we’ll dive into the process of planning to go live and the the tools needed to plan, execute and measure the success of a live stream. Attendees will have the chance to develop a plan for and shoot their own brief live broadcast while preparing for any mishaps. In this workshop, you’ll learn: • Tactics for driving engagement on a live stream • Which platforms (e.g., Facebook, YouTube, Instagram, Snapchat) work best for different communications goals • Lessons, mistakes and wins brands have taken away from previous broadcasts • Tactics for successful Facebook Live broadcasts on a shoestring budget with a skeleton crew • Pros and cons of promoting long in advance vs. using data to pick the perfect time and frequency to broadcast without warning • How to plan for every contingency whether you’re streaming live from an industry event or corporate HQ

1. @JWatson_WX @iSocialFanz
LIVE VIDEO WORKSHOP
JENNIFER WATSON - SOCIAL MEDIA STRATEGIST AT AGORAPULSE
BRIAN FANZO - MILLENNIAL KEYNOTE SPEAKER AT ISOCIALFANZ
HARNESS THE POWER OF LIVE VIDEO TO GROW YOUR AUDIENCE
SOCIAL SHAKE-UP 2019 EVENT

2. @JWatson_WX @iSocialFanz
@JWATSON_WX
JENNIFER WATSON
▸ 5 Years Social Media Manager Weather
Channel
▸ Emmy Award Winning Meteorologist
▸ Deployed Facebook Live Strategy Company-
Wide
▸ Newly - Social Media Manager at AgoraPulse

3. @JWatson_WX @iSocialFanz
@ISOCIALFANZ
▸ Pressed The Damn Button on 3k+ live videos
since 2014
▸ Deployed Live Video for: IBM, Dell, SAP, HP
and Super Bowl 50
▸ Professional Keynote Speaker & Host of
SSU2019
▸ Founder of iSocialFanz
▸ Speaker Website: BrianFanzo.com
BRIAN FANZO

4. @JWatson_WX @iSocialFanz
“LIVE VIDEO IS GREAT BECAUSE ANYONE CAN GO LIVE!
MOST LIVE VIDEO SUCKS, BECAUSE ANYONE CAN GO
LIVE!”
BRIAN FANZO

5. @JWatson_WX @iSocialFanz
WORKSHOP + FIRESIDE CHAT + Q&A
▸ Why Live Video
▸ When Live Video
▸ Mindset To Embrace Live Video
▸ Real-Time With A Strategy
▸ Live Video Platforms
▸ Live Video Gear
▸ Q&A Live Video
▸ Live Video Challenge
▸ Live Video Audience Growth Best
Practices
▸ Live Video Success Stories
▸ Live Video Future
▸ Fireside Chat with Q&A

6. @JWatson_WX @iSocialFanz
WHY LIVE VIDEO

7. @JWatson_WX @iSocialFanz
IT’S HERE TO STAY!

8. @JWatson_WX @iSocialFanz
VIDEO HAS CHANGED
@JWatson_WX. @iSocialFanz

9. @JWatson_WX @iSocialFanz
LIVE VIDEO VS.
UPLOADED VIDEO

10. @JWatson_WX @iSocialFanz
LACK OF TRUST@JWatson_WX. @iSocialFanz

11. @JWatson_WX @iSocialFanz
SMARTER & MORE CONNECTED
CONSUMER
@JWatson_WX. @iSocialFanz

12. @JWatson_WX @iSocialFanz
DEMAND TO TALK WITH
NOT TALKED AT
@JWatson_WX. @iSocialFanz

13. @JWatson_WX @iSocialFanz
ATTENTION @JWatson_WX. @iSocialFanz

14. @JWatson_WX @iSocialFanz
SHRINKAGE @JWatson_WX. @iSocialFanz

15. @JWatson_WX @iSocialFanz
ON-DEMAND CONSUMERS
@JWatson_WX. @iSocialFanz

16. @JWatson_WX @iSocialFanz
DRIVES ENGAGEMENT &
CONVERSATIONS
@JWatson_WX. @iSocialFanz

17. @JWatson_WX @iSocialFanz
VIEWERS RETAIN 95% OF A MESSAGE AFTER
WATCHING IT THROUGH VIDEO, AS OPPOSED TO
JUST 10% WHEN READING THE SAME MESSAGE
IN TEXT.
Insignia
TEXT

18. @JWatson_WX @iSocialFanz
WHAT TO USE LIVE FOR

19. @JWatson_WX @iSocialFanz
AMPLIFIES EVENTS IN REAL-TIME
@JWatson_WX. @iSocialFanz

20. @JWatson_WX @iSocialFanz
MOBILE FIRST CONTENT CREATION
@JWatson_WX. @iSocialFanz

21. @JWatson_WX @iSocialFanz
ACCESS @JWatson_WX. @iSocialFanz

22. @JWatson_WX @iSocialFanz
CREATE EXPERIENCES NOT JUST
CONTENT!
“3 out of 4 Millennials would choose to spend
their money on an EXPERIENCE rather than
buying something desirable.” Via Eventbrite
@JWatson_WX. @iSocialFanz

23. @JWatson_WX @iSocialFanz
SPARK EMOTION@JWatson_WX. @iSocialFanz

24. @JWatson_WX @iSocialFanz
MINDSET TO EMBRACE
LIVE VIDEO

25. @JWatson_WX @iSocialFanz
CHANGE PERSPECTIVE
@JWatson_WX. @iSocialFanz

26. @JWatson_WX @iSocialFanz
PERFECTION’S AN FAIRYTALE
@JWatson_WX. @iSocialFanz

27. @JWatson_WX @iSocialFanz
DEFAULT TO AUTHENTICITY
@JWatson_WX. @iSocialFanz

28. @JWatson_WX @iSocialFanz
CONTROL’S AN ILLUSION
@JWatson_WX. @iSocialFanz

29. @JWatson_WX @iSocialFanz
MANAGE EXPECTATIONS
@JWatson_WX. @iSocialFanz

30. @JWatson_WX @iSocialFanz
BABY STEPS @JWatson_WX. @iSocialFanz

31. @JWatson_WX @iSocialFanz
REAL-TIME LIVE VIDEO
WITH A STRATEGY

32. @JWatson_WX @iSocialFanz
HOW TO GET EXECUTIVE BUY-IN
NO MATTER HOW GOOD THE STRATEGY IF NO BUY-IN
THERE WILL BE NO CHANCE OF SUCCESS
@JWatson_WX. @iSocialFanz

33. @JWatson_WX @iSocialFanz
DEFINE SUCCESS@JWatson_WX. @iSocialFanz

34. @JWatson_WX @iSocialFanz
MAP GOALS + DATA@JWatson_WX. @iSocialFanz

35. @JWatson_WX @iSocialFanz
DEFINE EVERGREEN VALUE
@JWatson_WX. @iSocialFanz

36. @JWatson_WX @iSocialFanz
CREATE RISK VS REWARD PLAN
@JWatson_WX. @iSocialFanz

37. @JWatson_WX @iSocialFanz
TRUST + TRAINING + TECHNOLOGY
@JWatson_WX. @iSocialFanz

38. @JWatson_WX @iSocialFanz
PLAN + AMPLIFY + EXECUTE
@JWatson_WX. @iSocialFanz

39. @JWatson_WX @iSocialFanz
PLAN TO PIVOT@JWatson_WX. @iSocialFanz

40. @JWatson_WX @iSocialFanz
THROW-OUT THE PLAN
@JWatson_WX. @iSocialFanz

41. @JWatson_WX @iSocialFanz
EPISODIC > RANDOMLY FOREVER
@JWatson_WX. @iSocialFanz

42. @JWatson_WX @iSocialFanz
THINK LIKE A FAN@JWatson_WX. @iSocialFanz

43. @JWatson_WX @iSocialFanz
TAKE YOUR TIME
DON’T WASTE THEIR TIME
@JWatson_WX. @iSocialFanz

44. @JWatson_WX @iSocialFanz
SELECT PLATFORM OR PLATFORMS?
@JWatson_WX. @iSocialFanz

45. @JWatson_WX @iSocialFanz
LIVE VIDEO PLATFORMS:
WHICH & WHY

46. @JWatson_WX @iSocialFanz
WORST CASE ISN’T THAT PEOPLE DON’T WATCH...
IT’S THAT YOU ANNOY THEM OR WASTE THEIR
TIME SO THEY UNFOLLOW, BLOCK &
UNSUBSCRIBE!
#PressTheDamnButton while respecting audience time & attention!

47. @JWatson_WX @iSocialFanz
FACEBOOK LIVE
▸ Most popular live video platform
▸ Leverage ads
▸ Organic reach increased 10X
▸ Limited to dedicated streaming with 3rd party
tool unless using RTMP
▸ Search sucks
▸ Notifications can be overwhelming

48. @JWatson_WX @iSocialFanz
INSTAGRAM LIVE
▸ Vertical video
▸ Only platform 99% guarantee views on mobile
▸ Live hidden within Instagram Stories
▸ IG used to be platform “Do 1 thing & 1 thing
only” now: Feed, Stories, Live & IG TV
▸ Users used to passive scrolling & engagement
not live interaction
▸ No API to use 3rd party tools to stream

49. @JWatson_WX @iSocialFanz
YOUTUBE LIVE
▸ Number 2 search engine owned by 1 search engine
▸ It’s the video home and godfather
▸ How To Videos work best but not with live
▸ Live videos adding context or behind the scenes for
existing YouTube Creators or large accounts work
▸ API allows third party streaming
▸ Audience not used to live interaction and live
notifications/viewing are hidden

50. @JWatson_WX @iSocialFanz
PERISCOPE - TWITTER LIVE
▸ Integrated within Twitter mobile app - viewing &
engagement available in twitter & periscope mobile app
▸ Leverage twitter reach, hashtags, trends and unfiltered
firehose of twitter conversations!
▸ Content within Periscope app very random
▸ More likely for random watchers which could lead to
trolls and haters
▸ Most discover live videos in twitter feed with periscope
netofications off
▸ 3 party apps allow streaming to multi feeds

51. @JWatson_WX @iSocialFanz
LINKEDIN LIVE (BETA)
▸ Yes Linkedin is more than for posting your resume of recruiting
▸ Content focuse drastically increased now that it’s owned by
Microsoft
▸ Native video increasing value and engagement within linkedin feed.
▸ Beta roll-out slow and random
▸ Most users on Linkedin novice at social and post/check linkedin
weekly
▸ Educating audience on the fact video is live, why it matters and
value of engaging will have a steep learning curve
▸ Linkedin native video was given 12 months of massive organic
value but thats been now limited and expect the same with live
once out of beta!

52. @JWatson_WX @iSocialFanz
TIKTOK + TWITCH ENGAGED
▸ Gaming & Singing primary focus which inspires
long viewing and massive engagement
▸ Live integrated within app natively and built with a
community focus
▸ Brands finding value creating fun and influencer
content goal of ads and brand awareness.
▸ Create content & build community first and
foremost
▸ Untapped communities but requires thinking like a
fan only not a marketer

53. @JWatson_WX @iSocialFanz
LIVE VIDEO GEAR

54. @JWatson_WX @iSocialFanz
VIDEO
https://www.isocialfanz.com/thinklikeafan-gear/

55. @JWatson_WX @iSocialFanz
AUDIO
https://www.amazon.com/shop/isocialfanz

56. @JWatson_WX @iSocialFanz
LIGHTING
Home Office Package:
https://www.amazon.com/shop/isocialfanz

57. @JWatson_WX @iSocialFanz
STEADY READY
Mobile Creator Package:
https://www.amazon.com/shop/isocialfanz

58. @JWatson_WX @iSocialFanz
KEEP IT
SIMPLE STUPID

59. @JWatson_WX @iSocialFanz
MULTI-STREAM@JWatson_WX. @iSocialFanz

60. @JWatson_WX @iSocialFanz
UP-CYCLE, REPURPOSE
BRIANFANZO@ISOCIALFANZ

61. @JWatson_WX @iSocialFanz
Q & A LIVE VIDEO

62. @JWatson_WX @iSocialFanz
MOST POPULAR QUESTIONS
▸ How long should live videos be?
▸ What about vertical vs landscape video?
▸ How do I handle haters or trolls?
▸ Questions and comments distract me but I don’t want to ignore them
▸ Live from Facebook Page, Personal Page or Personal Profile
▸ Should I edit live video for repurposing?
▸ Is it ok to wait till there’s a certain # of people are live before starting?
▸ My audience doesn’t comment or understand what’s live vs uploaded?

63. @JWatson_WX @iSocialFanz
LIVE VIDEO CHALLENGE

64. @JWatson_WX @iSocialFanz
CHALLENGE #1
SUCCESS + GOALS + INTRO
▸ Define Success
▸ Determine 2 goals that are measurable that map to your success
▸ Title your video and estimate how long it would be
▸ Write 3 questions you hope the audiences is inspired to ask
▸ Define the platform you’d go live on & why you feel that platform would be best
▸ Record your 30-45 second intro to this video
▸ After recording review your success, goals and platform

65. @JWatson_WX @iSocialFanz
LIVE VIDEO BEST PRACTICES
TO GROW YOUR LIVE AUDIENCE

66. @JWatson_WX @iSocialFanz
ACCESS @JWatson_WX @iSocialFanz

67. @JWatson_WX @iSocialFanz
TEST, TWEAK, TEST, TWEAK AGAIN
@JWatson_WX @iSocialFanz

68. @JWatson_WX @iSocialFanz
AMPLIFY + SOCIALIZE + PROMOTE
@JWatson_WX @iSocialFanz

69. @JWatson_WX @iSocialFanz
INVEST @JWatson_WX @iSocialFanz

70. @JWatson_WX @iSocialFanz
CONSISTENCY @JWatson_WX @iSocialFanz

71. @JWatson_WX @iSocialFanz
LIVE VIDEO SUCCESS
STORIES

72. @JWatson_WX @iSocialFanz
WE ARE CISCO

73. @JWatson_WX @iSocialFanz
JOHN LEGERE

74. @JWatson_WX @iSocialFanz
WEATHER CHANNEL

75. @JWatson_WX @iSocialFanz
APPLEBEES

76. @JWatson_WX @iSocialFanz
THE FUTURE OF LIVE
VIDEO DISCUSSION

77. @JWatson_WX @iSocialFanz
LIVE VIDEO Q&A

78. @JWatson_WX @iSocialFanz
3 HOUR WORKSHOP
▸ Contact Jennifer & Brian
▸ JenniferWatsonWx@gmail.com
@JWatson_WX
▸ brian@iSocialFanz.com @iSocialFanz
▸ Gear Websites:
▸ Amazon Influencer Storefront: https://
www.amazon.com/shop/isocialfanz
▸ iSocialFanz Gear Page: https://
www.isocialfanz.com/thinklikeafan-gear/
▸ Brian’s Podcasts:
▸ FOMOFanz: www.iSocialFanz.com/Podcasts
▸ Just Try This: www.JustTryThisPodcast.com
▸ SMACtalk: www.isocialfanz.com/SMACtalklive
▸ Speaker Website: BrianFanzo.com