Colle+McVoy presents Bright Shiny Object’s inaugural episode. We break down live video streaming apps, Meerkat and Periscope and tell you what you need to know to get started. 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. Vine was just a bright shiny object. Until it wasn’t. When Lowe’s released their six-second DIY fixes, marketers definitely took note. 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.

1. 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.

2. M E E R K AT 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.

3. 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 elsewhere
2) When Meerkat launched it tapped the Twitter social graph so any new
account automatically had followers from their Twitter account

4. 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.

5. 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.

6. 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.

7. 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/

8. 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.

9. 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.

10. 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.

11. 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/

12. Best times to use livestreaming apps
1) Live events like concerts, Q&A, or sweepstakes drawings
where you must be “present” to win
2) 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 it
BEST TIMES TO USE LIVESTREAMING APPS
LIVE EVENTS
AUGMENT ANOTHER FORM OF BROADCAST
BEHIND THE SCENES OR BACKSTAGE

13. 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

14. THANKS