Archive for Paul Ramey

Breakout 1C: Livestreaming: Periscope 101

Blogger: Vickie Pleus, APR, CPRC (Orlando Area Chapter)

Livestreaming: Periscope 101
Presented by: Tara Settembre, Blogger, TaraMetBlog.com

@TaraMetBlog tarametblog.com or plusitup.com
Do you Scope? Are you a Scoper? < that’s the lingo!

Takeaway: Livestreaming doesn’t add more work; it enhances what you’re already doing
It’s another part of your planning

    • By 2019 video will account for 80% of all internet traffic
      • No. 2 search engine in the world is YouTube
      • We can do video cheap and easy, that’s the good news
    • Why Livestreaming?
      • Gives people instant access
      • See personalities, see what you’re doing
      • Foster better connection w/ customers
      • Puts face to name, brand, place
      • Allows people to see what you’re seeing
    • Periscope is owned by Twitter
      • Works seamlessly with and streams live on Twitter
      • A live broadcast is called a “Scope”
      • Always make sure it’s shared on Twitter
    • People know it’s not rehearsed on Periscope
      • It’s honest
      • Not faked
      • Humanizes your business; show instead of tell
    • 75% of Periscope users are 16-34 years old
    • 65% are male
      • Most other social platforms are mostly female–are younger males a target demo?
    • Available in 25 languages
      • As you use it, you’ll see participation from various countries
    • Awarded Apple’s App of the Year 2015
    • Don’t worry about editing video
      • Not fancy
      • Not polished
      • People expect lower quality
      • Obviously, less time or less effective
      • But you can practice ahead of time (check surroundings, settings, etc)
    • Good for expanding demo you’re reaching
      • Followers can be watching it, and it shows you’ve gone live on a world map
      • It’s a good customer-service tool
      • Video No. 1 – option: show what you’re seeing, not talking (or voice from behind, such as tour of facility, offices) – forward-facing
      • Video No. 2 – option: back-facing
      • As you record, people type comments, and you can reply
  • Reply is verbal response, not typed▪  You can ignore some comments if you like
        • Like Facebook “Likes,” “Hearts” on Periscope is approval icon; collect the hearts
          • The more hearts you get, the more you’re boosted up in the screen
          • More viewers (as a suggested video)
          • Is it a good scoper? Judge by number of hearts
        • What kind of content should/can be scoped by me or my clients?
          • Products, Demos
          • Q & A with a business executive
          • Behind-the-scenes interview (example, of chef in a kitchen)
          • Live tours (things you’d never see otherwise)
        • You can set up the questions ahead of broadcast, moderate as they’re asked
        • Periscope video is now available indefinitely (link, which can be embedded)
          • Pushed by operation of Facebook Live
          • Can share video later as a tool

    ▪       Video can be embedded, too

        • End of news release
        • Online press room
        • Used to follow up with media who could not attend an event, for example
        • Also can be deleted

    ▪       Usually they are kept up for 24 hours, at a minimum

        • Functionality of the app
          • Location services – make live

    ▪       Do not enable at home

        • Click “share to Twitter” button

    ▪       Twitter account is required to use Periscope

        • Lock button

    ▪       Allows only certain viewers to see video

        • Dry run of video (not live) is smart!
        • Chat feature

    ▪       Inappropriate comment? “Remove” – kick them out of chat

        • Notifies others the person was removed/blocked
          • Shows inappropriate comments are not allowed (sends message)
          • Generally, this won’t happen, but it’s possible (trolls)
          • It’s possible to block followers as well
          • Load title, hit “start broadcast”

    ▪       Make sure it’s right where you want it to be.

    ▪       Is the screen showing your hand? Check your screen.

        • People can follow

    ▪       Though you may have “few” followers, keep in mind many, many more can have access to watch live; measure success by number of joiners

        • Stats available at video’s end: how many people watch, how many joined
        • Followers notified when you start

    ▪       Text alert on phones of followers

    ▪       Followers don’t have to be in the app to know you’re streaming

        • Different from Facebook Live, where you must have app open to be notified
        • Best practices for Periscope

    ▪       Start and end title for Scope with emojis

        • Start and end with an emoji

    ▪       Give heads up on when you’ll be live on Periscope

        • Include in news release
        • Share notification on social media

    ▪       Ask others to share that you’ll be live with their followers

        • “Swipe right” then share with followers; must be done when the feed is live
          • Ask bloggers to share
          • Media reps
          • Colleagues

    ▪       Use #hashtags

        • Though not searchable on Periscope, they are searchable on Twitter

    ▪       As you begin, pause a moment to let followers know you’re live

    ▪       Prepare, but don’t sound scripted

        • Rehearsed? It’s boring for viewers
        • However, prepare as much as you can
        • Using iPad or tablet would allow you to have larger screen (easier to read viewer comments)
        • Vertical is best (desktop users see a switch, it’s not ideal for horizontal)

    ▪       Save every video to your camera roll

        • Saves to camera roll without comments

    ▪       Ideal length: 2-10 minutes

        • It’s acceptable to go live in the same event, separate streaming instances

    ▪       Vs. Facebook Live

        • FB Live works well if you already have a high FB following
        • You can share Periscope link on FB later, if desired
        • FB Live features are bumped up in the news feed
        • When comparing, see which app works best for your community
        • In page settings, enable FB Live feature to use on a page you are an admin for
        • Today Show uses FB Live (as an example)
        • After show, they go live 5 more minutes

    ▪       YouTube competition

        • Expect more livestreaming on YouTube to compete
        • Can upload Periscope>YouTube after saving to cameral, but YTube video typically more polished

     

    TerraTara Settembre is a blogger at TaraMetBlog.com. She is a PR and social media strategist with a master’s degree in journalism and communications from NYU. She has more than 10 years of agency and in-house PR experience. Previously, Tara was the corporate communications manager at World Wrestling Entertainment and a PR manager for The Walt Disney Company. She has been honored by the PRSA of Los Angeles for “Best One-Time Media or Special Event” and received a PR News Platinum PR Award for best video program. In addition, for the past 11 years, Settembre has been a successful lifestyle blogger at tarametblog.com and writer for The Huffington Post, TravelingMom.com and other online outlets.

Breakout Session 2D: Crisis Communications 101

Blogger: Sarah Hansen (Space Coast Chapter)

Crisis Communications 101
Presented by: Kyle Parks, Principal, B2 Communications

“The best crisis management defuses the situation before it becomes a major issue.”

In the casual and informative breakout session 5 Keys to Communicating in a Crisis, Kyle Parks with B2 Communications shared valuable steps to managing crises, emphasizing ways to successfully communicate and find resolutions. He also gave tips for creating a dynamic crisis plan and handling the media.

1.     Address the Issue. When an unexpected situation happens at your company, don’t shy away from facing the issue head on. Kyle shared the story of the Jim Walter Resources mining accident Sept. 23, 2001, and that the first internal reaction was, “we’re shutting the gates and not speaking with the media about this.” Many of us may feel this way when confronted with a crisis, but ignoring the issue could make things worse.

It’s also important to befriend your company’s lawyers in these situations. Get to know them and help them understand the basics of modern crisis communications. If the CEO of your company is listening to anyone, they’re listening to the lawyer, so having their support is invaluable.

2.     Show You Care. Don’t just say, “We’re care deeply about this.” DO something tangible that displays you care about the issue and that you’re taking concrete steps to fixing it.

3.     Take Action. Don’t wait for the problem to resolve itself. If you don’t already have a plan in place, then take action and get the word the out internally so everyone is on the same page. If you work for an agency, then be there with your client finding the solution.

4.     Fix The Problem. As stated earlier, be sure to take tangible steps toward fixing the crisis whenever possible and SHOW the public that you are doing this. If you’re already getting bad press, then write a press release outlining what you’re doing to handle the issue. Then you can post it to your website, share it on social and boost it! Counter the bad press with your response to their articles and communicate with your audience/customers.

5.     Be ready next time! There’s always a better way to handle a crisis. As the communications representative at your company, it’s important to lead the discussion and review of what went well vs. what went wrong. If you don’t already have a crisis plan, then create one. If you do have a plan, then amend it.

“A crisis plan is only as good as whether you use it or not.”

 What goes into a crisis communications plan? How can you prepare?

  • Keep it simple. Realistically, no one is going to read a 30-page plan.
  • Make a list of the top 3-5 situations likely to occur and create a simple bulleted list of how you handle it. You don’t have to think of every scenario, but this will help your team stay on the same page during a crisis.
  • Make it a logistical plan for communicating externally and internally.
  • Create a phone and/or email tree within the company.
  • Determine who your audience is and how you can reach them.
  • Get your client (if an agency) or head of the company on board with your plan.

Tips for handling the media during a crisis.

  • Keep it short: Media want the facts, so give those to them and embrace the silence.
  • You don’t have to answer a question as long as you have a good reason.
  • NOTHING is off the record. If you haven’t already, then it’s important to do media training with your spokesperson to prepare them for interviews. Remind them that if they don’t want it published, then they shouldn’t say it during a media interview.

I’ve listed the top two questions from the Q&A session below:

Q: How can we manage a crisis when there’s multiple parties/companies involved? Esp. when there may different approaches.
A: Form the relationship before something happens and discuss the approach together. Review previous situations and how they could have gone better. If there’s no way to plan this ahead of time, then be ready to mitigate.

Q: What are the best ways to leverage social media in a crisis?
A: Be succinct and short while still saying something with value. Make it real, make it specific. Discuss something tangible. Be ready for comments and manage those. Don’t spend all the time in a crisis to counter the crazy posters out there. Mitigate it and explain to your followers. Know that the majority of people understand your mission and point.

 

KparksKyle Parks is a principal of B2 Communications, one of the top public relations agencies in the Tampa Bay area. Parks entered the PR industry after a distinguished career in journalism, which included senior editing and reporting positions with the Tampa Bay Times. In addition to his work at B2 Communications, he has handled crisis communications for a deadly coal mining accident, a violent employee strike and serious environmental problems.