Broadcasting Corporate Communications Events Online

Broadcasting corporate communications events online is a rapidly expanding practice. Enterprise conferences are growing faster than almost any other industry – a predicted growth 44% by 2020 according to the US Bureau of Labor. Fostering this expansion is the 77% of B2B marketers who use in-person events as part of their content marketing strategies.

In 2015, 374M people watched events on Livestream and 354 companies in 49 countries broadcast nearly 11,000 events. Livestreaming video has gone from a marketing tactic to a way of life. We have the technology to share live video with anyone at anytime. But we’re also living in a time of unprecedented access to content. For brands to cut through the noise – be it through events or video content – the quality must be superb.

Through live video, consumers can connect with brands in a more authentic, immediate, and spontaneous way. Brands and organizations, large and small, want to reach customers and prospects around the world, face-to-face, in real time to share their most exciting moments.

Many brands and publishers are already experimenting with livestreaming and live video in a variety of ways outside of traditional events and conferences:

  • Behind-the-scenes video for loyal fans and audiences.
  • Q&A’s and direct conversations with customers or social audiences.
  • Special product announcements or launches.
  • Influencer Partnerships where a brand features a guest speaker on the stream.

“It captures a sense of community that brands and businesses are desperate to develop,” Ari Zoldan, CEO of Quantum Media told Open Forum.”They have Instagram, they have Twitter, they might even have private social media networks to foster conversations between customers. But there’s nothing quite like having the customer next to you, so you can show and pitch them on something appealing. Livestreaming allows you to bring the customer to your home turf.

Jim Toben, President of Ignite Social Media, said in a recent webinar that he sees livestreaming as “trust content” that allows brands quality, face-to-face time with their audience.

“You could be spending 20, 30 or 60 minutes in one sitting with an audience member. That builds trust. That’s huge awareness generation,” Toben said. “I think livestreaming is a great opportunity for that…It allows us to tap into that FOMO (fear of missing out) that people have about attending our conferences. If people are watching a live event (online), it actually makes them want to attend more because people love the value of a physical event.”

ACCORDING TO DIGITELL, 30% OF PEOPLE WHO WATCH A LIVESTREAM OF AN EVENT WILL ATTEND THAT SAME EVENT THE FOLLOWING YEAR.

“Brand marketers will leverage this behavior and activate audiences via live-streaming technologies,” Juntae DeLane of Digital DeLane said in an interview with CMI. “Live, branded broadcast will be the best conversion tool in 2016.”


LEARN MORE ABOUT HOW LIVESTREAM EMPOWERS BRANDS LIKE SPOTIFY, MICROSOFT, AND TESLA TO:

  • Grow your online event audiences and ROI.
  • Leverage your event content to drive more sales.
  • Privately connect your entire team across the globe for video conferences.

[Case Study] How ISC Sports Network blends live streaming with video subscriptions

When Greg Maish, President of ISC Sports Network, began using Vimeo Livestream, his goal was to live stream sports from around Indiana into the homes of surrounding communities. “We had this vision of a single place where people can come and see local sports,” he said. “We wanted it to be accessible and readily available, for all of our sports fans.”

In just four years, ISC Sports has grown from strictly live streaming games into a full-fledged online channel, using Vimeo OTT to offer live and on-demand sports content. Learn more about how Maish used Vimeo to scale his local sports business, grow his audience, and monetize video content in our interview below.

Growing from live streams to on-demand video

Working in telecommunications for most of his career, Maish understood the trajectory of cord-cutting behavior, especially those who opt into OTT content, or services that go “over the top” of traditional cable providers. “At the end of the day, we all are TV consumers — but we are also very much OTT consumers, whether it’s Roku, Amazon, Chromecast, or even on our mobile devices,” he said.

After digging into his viewers’ behavior in Vimeo Livestream’s analytics, Maish made an interesting discovery. Despite the in-the-moment experience of live sports, there was a surge in broadcast views after the events ended. “It’s an interesting dynamic. We’ll get maybe the same number of views that we get during the game itself,” he said.

With this intel, Maish saw an opportunity to grow his audience with OTT. “Vimeo OTT was the piece that was missing,” he said. “We wanted a ready-to-go, fully developed solution. It’s been a real easy way in [to the OTT industry],” he said, referring to the simple content management tools and branded apps available in the platform.

Generating and growing ad revenue with Vimeo

For many broadcasters, advertising is a critical source of revenue. Admittedly, “local sports is not always that easy to sell,” Maish said (ISC Sports competes with 10 Division I NCAA colleges in the Hoosier state). Using Vimeo OTT’s analytics, Maish was able to pinpoint the number of viewers his productions brought in, where those views came from, their watch time, and more.

“[The analytics] give us great feedback on stuff we would normally guess on,” he said, and unlike other television measurement models, the data is precise. “It’s not a guess, it’s not an estimation — it’s really what’s happening.” Providing quantitative data to advertisers, and subsequently guaranteeing that their product or service will be seen, makes for a straightforward transaction.

Tips to live stream sports

ISC Sports is a prime example of starting scrappy and scaling quickly. How did they achieve their success with building a local sports network in just four years?

1. Know your vision. “You’ve really got to have a vision when you get started,” he said, while acknowledging that it can (and likely will) change. “Ours has evolved over time.

2. Top-notch, reliable distribution. Your business won’t gain traction unless you’re broadcasting quality content to bring in and maintain viewership. “That’s where having a partner like Vimeo plays into our business strategy,” he said. “With Vimeo, we know that when we’re out streaming, it will work. It’s always just worked, and that’s been a key ingredient in our success.”

In the end, Maish remains invested in and reliant on Vimeo to support ISC because of the team behind the platforms. “One thing we’ve learned as both a community-facing service provider and from dealing with vendors, is that loyalty is everything to us,” he said. “If we feel secure in that relationship, we will preach it from the rooftops.”

“When a vendor does what they say they will do and they do it well, we will be vocal to say, ‘These are the guys you want.’ Looking at what we have with Vimeo, we will share the good news with anyone who needs to hear.”

Engaged audiences spark business growth

Through their highly-engaged audience and growing advertising base, ISC Sports now broadcasts all over Indiana. “Our production team continues to grow,” Maish said. “Even for a local game, we may have 10 guys there doing things. We’ve had to evolve into multiple crews, trying to cover as much as we can.”

Fortunately, as demand grows, so does ISC Sports’ bottom line. “What we’re spending is very manageable,” he said, referring to Vimeo’s Livestream and OTT price points. “[It’s] something we can not only pay for, but it makes it a profitable endeavor for us.”

Learn more about how to grow your business — and audience — with on-demand video in our guidebook, The 2018 OTT Revolution. By analyzing 1.3B consumer data points, we took the guesswork out of how viewers consume and subscribe to video content, empowering you to focus on expanding your reach and maintaining subscribers.