This Week on Livestream | October 2, 2017

Watch live as the Cleveland Cavaliers take the court for their annual scrimmage, Bob Schieffer sits down with Charlie Rose, CNET streams Google’s Pixel 2 event, and Social Media Week’s Toby Daniels joins us in the studio for a special Livestream Learn.


2017 Wine & Gold Scrimmage presented by FirstEnergy | Cleveland Cavaliers
Monday, October 2
5:45 PM ET
“It’s Wine vs. Gold when the Cleveland Cavaliers take the court for their annual intra-squad scrimmage, a fun-filled family event to give fans a first live look at the 2016-17 NBA Eastern Conference Champions as they prepare for the upcoming 2017-18 season.”

Jennifer Egan | Manhattan Beach with Carmen Maria Machado | Her Body and Other Parties | Author Events
Tuesday, October 3
7:30 PM ET
“Jennifer Egan won the Pulitzer Prize and the National Book Critics Circle Award for the novel A Visit from the Goon Squad. Her other books of fiction include the National Book Award Finalist Look at Me, the bestselling The Keep, and The Invisible Circus, which was adapted into a movie starring Cameron Diaz.”

Bob Schieffer with Charlie Rose – Overload: Finding Truth in Today’s Deluge of News | 92nd Street Y
Tuesday, October 3
8 PM ET
“Bob Schieffer and Charlie Rose will take an inside look at the changing role of media and ask whether today’s citizens are more informed — or just overwhelmed. And they’ll ask how well today’s journalists believe they are carrying out their responsibility to provide Americans with the information they need to be good citizens.”

CNET’s live coverage of Google’s Pixel 2 event | CNET
Wednesday, October 4
11:30 AM ET
“Watch live as Google unveils its new Pixel 2 phones, updates to Google Home, and news on its Pixelbook laptops.”

How Social Media Week Does Live Video | Livestream Learn
Wednesday, October 4
1:30 PM ET
“Join Livestream’s Director of Content Amber van Moessner and Social Media Week founder Toby Daniels for a live interview and Q&A.”

Distinguished Lecture in Honor of Alice Cook and Lois Gray | Cornell University
Wednesday, October 4
4:30 PM ET
“Join Alice Cook and Lois Gray at Cornell University as they discuss the problems faced by women in developing countries.”

New School Live: A Conversation on Race in the U.S. | The New School
Wednesday, October 4
5:30 PM ET
“Be part of an intimate half-hour conversation in which a small group of students discuss race — and why it matters today — with Professor Maya Wiley, The New School’s senior vice president for social justice.”

Nasty Women: Feminism, Resistance, and Revolution in Trump’s America | The New York Public Library
Wednesday, October 4
6:30 PM ET
“The new essay collection Nasty Women: Feminism, Resistance, and Revolution in Trump’s America features original contributions from 23 leading feminist writers. Its co-editors and some of its contributors come to the New York Public Library to discuss this landmark new book.”

Metz | Pitchfork Live | Pitchfork
Thursday, October 5
12 PM ET
“Noise rock band Metz performs on Livestream and Facebook Live.”

Orpheus Chamber Orchestra with Mischa Maisky | 92Y
Thursday, October 5
8 PM ET
“Join 92Y for the opening of their 2017-18 concert season, with Orpheus Chamber Orchestra and revered cellist Mischa Maisky in his only NYC appearance of the year.”

Voices of the Xtabay: A Tribute to Yma Sumac | Hammer Museum
Saturday, October 7
10:30 PM ET
“A genre-bending lineup of Los Angeles Latinx vocalists and musicians reimagine the songs of legendary Peruvian American singer Yma Sumac, whose vocal range was said to be well over five octaves.”

[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.