In 2011, the average marketing webcast generated just over 450 registrations and about 275 viewers; while our broadcast of the Mr. Olympia Competition for BodyBuilding.com reached over 300,000 viewers in a single night! I know-tough to compare your next marketing webcast against an internationally recognized event that used be broadcast live on ESPN … but the kernel of insight here is that in a digital age, content is still king and if you can make it entertaining, you can drive even more viewership.
A great example of this sort of entertainment based marketing was a project we worked on last year for Canadian Living. This event was presented in conjunction with Transcontinental Media who invited The “Chef at Home” Michael Smith in for an exclusive online event driving thousands of foodies to the Canadian Living Website. The speaker was geared to the target audience (which is key for any virtual event) with attendees ranking guest speakers and the agenda as the number one reason they sign up in the first place.
If you are a marketer reading this, you may be thinking “Great…..I could hire a world famous chef get lots of viewers but that won’t help me drive leads for my company’s new software…” And you are right! But creating an entertaining event with a unique concept will drive an audience. For instance, on February 29th 2012, WALMART is conducting the Green Student Challenge where university students will battle head-to-head in front of a panel of Canada’s top CEO’s for $100,000 in prize money. Big name speakers, with a unique and entertaining format to earn viewers for this landmark online event!
Click here to register to view the event
Without flaws and without delays, ScribbleLive enables real-time journalism and audience engagement, giving you the ability to always have full editorial power and reader retention within your branded web site. Think of it as “live-to-air” for the web with the immediacy of Twitter and the professional control of a CMS.
In September of 2011, the Streaming Network integrated the ScribbleLive platform into our live Webcast and Virtual Events. Allowing our clients producers to engage directly with their virtual audience during an event in a fully moderated two way conversation. The tool is easy to use and allows for full social integration with Facebook Connect and Twitter. Audience members can make text, photo or video posts while the event producer is given full control on what comments are posted to the live feed.
For special events, like the opening of the Vaughan City Hall, ScribbleLive allowed members of the Vaughan Community to interact with event producers while watching the ceremony live via webcast.
Click here to view the Vaughan City Hall opening
In September 2011, we were awarded the RFP for in-house webcasting services at the MaRS Discovery District. This enables MaRS to compliment their world class meeting facility and studio with best in class Video Webcasting Services. With their own New Media Department, and MaRS AV team, they produce up to 3 events a week for their internal and external clients.
Click here to view an example
The emergence of the internet as the standard delivery platform for entertainment media has changed the perceptions of even the average viewer. A rising flood of dynamic, high quality, on-demand productions has created a jaded audience with rigid expectations. Yet, as of 2012, much of the Corporate Canadian webcasting world has failed to grow their own standards to meet these new demands. Too often low quality production ‘methods’ are just accepted. Industry ‘standards’ such as cameras simply being placed in the back of meeting rooms or worse, talented and passionate business leaders put in front of a camera with little preparation in a poorly lit boardrooms and expected to “perform” like Anderson Cooper on Election night. The result is little better than the average high school production on YouTube.
In June, The Streaming Network was tasked with producing a press event for DFS Canada which necessitated a high quality studio like production that emulated a TV like aesthetic. In our search for the right venue we were contacted about the MaRS Discovery Centre’s New Media Department and their studio. The venue turned out to be just what we needed to produce a higher quality experience for our audiences.
So far we have used the MaRS studio to deliver a number of successful events for clients looking for a professional webcast experience.
Clients booking webcasts in the MaRS Studio are entitled to a 10% discount on webcast events and have access to:
- Fully controlled studio environment with track lighting and in room audio support
- Full HD Production services with video switching and in house teleprompter support
- 100MBS internet service capable of supporting multi language high bandwidth streaming events
- In house catering services with an adjacent boardroom for speakers to prepare for the event or organizers to monitor the live stream
- Green Screen support for virtual studio productions or full drape for physical sets
The Streaming Network adds its own flare with our custom set development:
Click here to view the DFS production
In May, GovCamp Toronto organizers were in need of assistance to produce an interactive, and openly collaborative virtual event. GovCamp, which follows the same successful model as ChangeCamp, is a platform designed to ignite dialogue between thought leaders in the community, government, and industry, in a nontraditional conference environment. With Microsoft already on board as a sponsor, they reached out through Twitter to the Streaming Network’s Director of Broadcast Operations, James Deane.
Being avid Twitter users themselves, the event organizers and speakers were interested in utilizing the medium to actively engage virtual attendees as well as physical audience members. The result was an example of how social media can be leveraged in a controlled environment to hold one productive conversation among many. By channeling event dialogue through the 140 character platform, both virtual and physical participants were able to interact in a mutually accessible format, delivering feedback to organizers, and allowing participants to converse on the events of the day in real time.
Key lessons to take away from GovCamp’s event success:
- A truly effective social media event strategy starts the discussion before the event, enables an open exchange of ideas during, and allows for those who participated in person, or virtually, to continue the discussion following the event.
- When looking to integrate social media with your virtual event, knowing your target audience means knowing their social media preference. If the platform isn’t a place they are familiar with, it’s unlikely to be a comfortable environment for them to communicate in.
- Integration of social media into virtual events, or otherwise, cannot work if the event organizers are not committed to the medium! Regardless of platform social media is about having a conversation. If you aren’t actively using the medium you aren’t actively in the conversation.
All in all, it was a great event with a great message and most important, a great discussion!
The 360° Event enables viewers to access webcast events from any PC, BlackBerry smart phone, iPhone/iPad or Android device. When users click on the event URL, they are automatically re-directed to the webpage appropriate for their given device.
The pilot project for this service was conducted on March 30th 2011 for The Strategic Coach, where we assisted their events team to expand the reach of their live seminar by way of video webcast. Their target audience is made up of people who are consistently on the go, hence why the requirement for mobile streaming was key, as this ensured that they were able to reach as much of their potential audience as possible. One of the main objectives for this event was to generate leads, so event reporting was pivotal. To accommodate this, SN developed the 360° reporting tool, which enabled them to track all mobile registrations and views to the same effect as those who registered and/or viewed from their PC.
Watch the webcast here
In March 2011, The Streaming Network was selected to stream Bauer Performace Sports Ltd.’s official Announcement that it had begun trading stocks on the Toronto Stock Exchange. Live from the TSX, we worked alongside some great agency partners to deliver this short and impactful video webcast to the market as well approximately 400 Bauer employees across the globe. As many of us have grown up playing sports, we were very excited to be a part of this big day. There was nothing particularly remarkable about the technology used to execute the webcast itself, however, the entire show (from initial confirmation to delivery) was completed in less than 48 hours!
Watch the webcast here