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 Nikon Inc is Live Streaming Their Events & Trainings

With a large remote workforce, photography industry leader Nikon Inc was looking for a way to conduct staff trainings using live video. Originally, internal trainings were their only intended use case: it was cost effective and engaging. “There’s nothing quite as engaging as a live broadcast,” said Mark Soares, Senior Marketing Manager at Nikon Inc. Since then, their strategy has evolved into live streaming events and trainings. “We realized we needed to use live streaming to reach and engage our customers,” he said.

Since starting their journey with Livestream in 2017 (now Vimeo Livestream), Nikon Inc’s reach has exploded through live streaming their events and trainings. “It’s not just an add-on to our events strategy, it’s a key part of the strategy.”


Determining a Live Stream Strategy & Metrics for Events

In terms of developing a strategy, Soares and his team eased into broadcasting live from their events. “Our initial goal was to just get the ball rolling,” he said. “It’s intimidating when you first start; many things can go wrong with a live broadcast.” As such, ease of use and setup were critical to ensure they could get their live event running smoothly.

Their first time live streaming at a trade show was during the WPPI Conference in Vegas. To determine a metrics and ROI of their live streams, the Nikon Inc team divided the number of in-person attendees at the event in half, and used that number as a benchmark goal for total live viewers. “That was our guess,” Soares said. “We really had no metric to base it on because it was our first time [doing it].”

So, how did Nikon Inc fare with their first experiment? “We exceeded it significantly. We had almost 300% more viewers than what we had initially planned.”

“With a fairly modest increase in budget, you can reach a considerably higher audience [with live streaming].”

Since then, Nikon Inc has been on a live streaming rocket ship, launching a marketing strategy built around live. This includes major product announcements and trade show events, and has become a cost-effective way to reach a larger audience than even the biggest trade shows. “People go to trade shows for education, and a lot of brands bring education to the trade show floor,” Soares said. “If you’re already bringing that talent in, then it’s really not that much of a stretch to put a camera in front of them and broadcast it.”


Image courtesy of Nikon LIVE from NAB 2018 Day 2 – Corey Rich – Paralleling Still and Motion


Selecting Content for Live Streamed Events

One key driving factor to a successful live stream is the quality of the content. Soares’s advice is common (and always applicable): listen to your customers, and you’ll better understand what they want. Then, turn that feedback into content.

“Your end users are your best ambassadors. Take the content that they create [to inform your strategy], because they will inspire others to go out and do the same thing,” he said. Soares also suggests tailoring the content to specific demographics or niche audiences. For example, at WPPI, which focuses on wedding and portraiture, Nikon Inc brought in wedding photographers to share their expertise with attendees and live viewers.

“Take great content, great talent, and schedule it on a regular basis, and users will keep tuning in,” he said. “That’s why the audience keeps growing every single time we do this. You will add viewers to your event every single time. Incrementally, we keep expanding the viewership.”

Tips to Promote & Prepare for a Live Stream

Leading up to every major live stream, Soares and his team rolls out a turnkey marketing strategy to attract new and existing customers. First and foremost, Soares suggests building in paid marketing to your promotional planning. In addition to a paid social media campaign, Nikon Inc also:

  • Updates a landing page whenever a new event approaches
  • Sends email campaigns to current customers promoting their upcoming live programming
  • Features banners on their website with information about the live stream

Nikon Inc has found great value in simulcasting to Facebook Live, as well. “The viewership lives on social media,” he said. “While we get great numbers from streaming to our own site, we supplement that with our social channels, too.”

Don’t forget about the experience for your live viewers, too. “You’ve got to get great talent on camera that can speak eloquently to inspire your user base,” Soares said. “Look to give a great experience through the actual broadcast. We started with a single, fixed camera, and now we have many cameras where we can change the angle, etc — it’s very cinematic.”

However you plan to promote your live event, iteration and consistency is essential. “Start with something you can manage and build on it. There’s this exponential growth when you do these events on a regular basis and with great content. People will keep coming back.”


Nikon’s Technical Setup for Live Streaming

Wondering how Nikon Inc sets themselves up for success with their live streams? Here’s the equipment they use for their live broadcasts:

  • 2 Nikon cameras/lenses (of course), sometimes with a roving camera
  • Cameras are hardwired into a 4K Livestream HD550 (💡Tip: Nikon uses 4K cropping, which increases production level so two cameras look like six)
  • Livestream Studio
  • One back up Livestream Studio HD550

“Nikon makes cameras, but we are not in the business of broadcasting live events,” he said. “We needed a system that would be portable and easy to use, so that almost anyone could use it.”


Why Vimeo Livestream?

As a leading brand in the photography space worldwide, Nikon Inc needed an all-in-one solution that would make live streaming smooth for their large remote workforce and even bigger global audience. Whether internal or external, Nikon Inc’s live streams require a sophisticated workflow with a robust cloud solution, that was also portable and all inclusive. Vimeo Livestream fit the bill: a platform that makes live streaming simple and accessible, along with powerful and portable hardware — the Studio HD550 is Nikon Inc’s encoder of choice.

Livestream is the only end-to-end solution that empowers you to distribute compelling live content, engage your employees, and grow your business. To find out how to get started with live streaming, check out our “Ultimate Guide to Live Streaming Events” guide.