LIVESTREAMING & SUPPORTER EXPERIENCE

AGENDA

• Background to digital video landscape

• Why livestreaming & why Facebook?

• How we’ve used it

• Top tips when planning your livestream

• What’s next?

March 2017 Livestreaming 2

What we do as an organisation

Our vision is a world in which every child attains the right to survival, protection, development and participation

In the UK and around the world, we work every day to give children a healthy start in life, the opportunity to learn and protection from harm.

When crisis strikes, and children are most vulnerable, we are always among the first to respond and the last to leave. We ensure children’s unique needs are met and their voices are heard.

We save children’s lives. We fight for their rights. We help them fulfil their potential.

March 2017 Livestreaming 3

Changing digital video landscape…

• Video posts have 135% higher organic reach than regular photo posts, according to a study

• Facebook generates 8 billion video views per day, twice as many as last year

• Facebook users watch 100 million hours of video in their news feeds daily

• Research shows that live videos are watched 3x longer and receive 10x more comments than non-live ones

March 2017 Livestreaming 4

Changing video landscape…

March 2017 Livestreaming 5

Online video

accounted for

60% of all web

traffic in 2013,

but it’s

projected to

make up

76% by 2018

So why livestreaming and why Facebook?

March 2017 Livestreaming 6

- User-friendly interface

- Integration with Twitter

- Over 10 million active users

- Broadcast via GoPro

- Audience size – live content is

available to FB 1.65 Billion

users worldwide

- Broadcast straight from app

- Prioritizing live video in news

feeds thus boosting reach

- Ongoing development

So why livestreaming and why Facebook?

March 2017 Livestreaming 7

• Connecting supporters with our work – window to the world

• Providing authenticity

• Impact and relevance

• Immediacy & tangibility –supporters are in the middle of the experience

• Conversation and a two way dialogue

• Emotional connection

How we used it?

It performed incredibly well: above video engagement benchmark, (over 17k views and 1.8% engagement rate) with many comments during the livestream from supporters expressing their support

View the video: https://www.facebook.com/savethechildrenuk/videos/vl.1279447925434204/10156661127210191/?type=1&theater

March 2017 Livestreaming 8

Planned reactive: Za’atari Live & Syria 5th Anniversary

How we used it?

March 2017 Livestreaming 9

To support campaign launches - Every Last Child

35,000 unique viewers on Myleene’s/Asha’s stream and 14,000 unique viewers on Hassan’s/Bashar’s stream respectively as well as over 200 comments and questions from supporters.

We also had some learnings! Hassan’s sound quality in a windy environment!

How we used it?

The video reached over half a million users (greater than the total number of Likes on our page)

The livestream lasted for 30 minutes, leading to a low % completion overall – so another learning about the sweet spot in terms of length.

March 2017 Livestreaming 10

Linking into external events - June: World Refugee Day

How we used it?

Thanks to Arsenal also sharing the video onto their feed, the stream reached over one million people and we had over 510k views

March 2017 Livestreaming 11

Leveraging partners - July BFG Dream Jars & Arsenal

How we used it?

This livestream went out at an opportune time for us: hooking into the ongoing media coverage around Syria and the refugee crisis, as well as our recently-launched Girls campaign.

As with our livestreams in March and April, this livestream ensured we were putting a young person’s voice and experience front and centre

The sheer quantity of supportive comments is testament to the effectiveness of livestreams in engaging our audience with a cause they care about.

March 2017 Livestreaming 12

Linking into media coverage – Nujeen a Syrian refugee

Top tips for using Facebook Live

March 2017 Livestreaming 13

• Build an audience & promote across channels

• Write a compelling description of your live event

• Plan your broadcast ahead of time

• Ensure you have someone behind the camera

• Connect with your viewers

Top tips for using Facebook Live

March 2017 Livestreaming 14

• Ask your viewers to follow you

• Ensure child safeguarding rules!

• Broadcast for a decent amount of time

• Shoot in landscape!

• Have a strong connection

• Keep testing

What next?

• Facebook Live Ads appearing in newsfeeds at the time of livestream (vs promoted posts before and after!) to increase your audience size

• Scheduled live streams allowing you to make an announcement post for upcoming broadcasts

• Ad breaks within livestreams – mid roll / display

• Broadcasting in higher quality live video

• Other platforms – YouTube Live

March 2017 Livestreaming 15

Visit the CharityComms website

to view slides from past events,

see what events we have

coming up and to check out

what else we do:

www.charitycomms.org.uk

23 March 2017SeminarLondon

#charitydigital

Digital trends: how

charities are adapting to

shifts in the digital

landscape

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