Reaching consumers on all platforms Jill Sherman, Digiday Agency Summit, October 2016

Post on 15-Apr-2017

145 views 0 download

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.