[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.

[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.