Periscope Primer (1)

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Transcript of Periscope Primer (1)

Page 1: Periscope Primer (1)

PeriscopeMolly Farrell

Shane Pacheco

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The Story

“Just over a year ago, we became fascinated by the idea of discovering the world through someone else’s eyes. What if you could see through the eyes of a protester in Ukraine? Or watch the sunrise from a hot air balloon in Cappadocia? It may sound crazy, but we wanted to build the closest thing to teleportation. While there are many ways to discover events and places, we realized there is no better way to experience a place right now than through live video. A picture may be worth a thousand words, but live video can take you someplace and show you around.” - Periscope Founders

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About Periscope

Founded in February 2014.

Launched by Twitter in March 2015.

Founders came up with the idea when traveling abroad in Istanbul, when protests broke out.

On Twitter, he was only able to read what was going on and not see it. (Hence the live streams)

As of September, 2015:

25 employees

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What is Periscope?

Engagement focused app: Broadcaster and viewer interaction.App is owned by Twitter.

Shares live feeds/streams on mobile devices.

Video stays up on periscope for 24 hours.

Then is deleted by Periscope.

Consumer can “replay” and “feedback” (aka comment) on the entire stream for those 24/hrs.

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Types of Users

As of August 2015:

10 million total users. (about 2 million daily)

Over 40 years worth of video used every single day.

(350,000 hours of video streamed daily).

29% of users are women.

Streamers are “Broadcasters” - - - Watchers are “Viewers”

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Types of UsersThe Journalist - official news outlets.The Citizen Journalist - showing breaking news as it happens.The Pervert - on every platform.That Guy Staring Into His Fridge - what should they eat?The Reviewer - Live unboxing with Q&A.The AMAer - answering your questions about topics they know.

The Petrolhead - get in the passenger seat for a drive around town.The Cute Pet - cats, cats, more cats, and some dogs.The Drunk - sadly no breathalyzer required to unlock their phone.The Copyright Infringer - live streaming concerts to your living room.

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Platform setupThere are four tabs to click when on the app:

1. People you are following that are live.

2. Broadcasts you’ve attended within the last 24 hours

List: people listed globally

Map: You can choose the country/state.

3. The broadcast booth. Start your stream here and push it to Twitter.

4. Where you can search people to follow.

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Competitors2 Main competitors: Meerkat & YouNow

Meerkat:

Creators can schedule live-stream 24 hours before it starts.

Creates a URL that can be pushed out on other platforms. (Twitter/Facebook)

YouNow:

Voting for broadcasts. (Green/Red Thumbs to continue stream)

Age Restriction: 13/yrs.

Pays broadcasters based on audience size/likes.

Future Competitors:

UstreamLivestreamGoogle HangoutsSnapchat LiveYouTube LiveStreamupFacebook Live

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Measuring Success

Titles are what attract people to watch! Similar to a magazine/newspaper

article.Viewers tap the screen for hearts, like

an applause.Hearts measure popularity.Analytics: # of views, retention rate,

duration of video, number of hearts received.

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How to use Periscope:Be active and create a community. (Business or

personal)Make “How to” videos depending on what you are

promoting.Use it like a podcast, and during the podcast, ask for

people to send their email address so you can market to them.

Create brand release videos, so when a new product is coming out people can see what the product is and how to use it.

Stream live from special events.

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Culture Behind Periscope

Periscope is all about positivity and engagement.

Hearts button = infinite like buttonLike a slow clap motivating the broadcaster to keep going.

Sharing StreamsSpreading broadcasters message(s).

FeedbackEngages viewer with broadcaster instantly

Influences the stream and its content.

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Marketing on Periscope?

Top brands on Twitter that use Periscope: 15%Periscope allows videos to be saved after the live stream ends.Possible to re-purpose/re-share content. (ex: Youtube)

Periscope is fully integrated into Twitter feed.Leverage Twitter's 305 million active users.

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Ways to Market on PeriscopeEvent Marketing: company events, product launches, influencer interviews.

Ex: Coach Fashion Show

Product Demos: Pop-up product demos

Ex: Bolthouse Farms live drinking making.

News: Provide feedback on important news stories within industry for consumers.

Company announcements: company milestones, employee promotions, etc.

Insider view: Live stream daily activities of your company. (Behind the scenes)

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Build Business on PeriscopeQ&A: Hold question and answer session with customers.

Monitor other companies: watch other business strategies.

Global Outreach: Enter new markets by connecting with foreign leaders and encourage them to promote your product.

Stream to demographics: have events catered to specific viewers based on demographics.

Conduct trainings: employee trainings for top level employees and brand ambassadors.

PR responses: resolve PR problems by being transparent on live streams.

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Companies using Periscope

NY Yankees: streamed batting practice.

Taco Bell: had a mock press conference about their breakfast menu.

Nestle: hires Periscope personalities and creates scenes that look like summer to sell Drumsticks ice cream.

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Periscope Newest Venture

Available on Apple TV:

The Periscope.tv URL finally makes sense.

Couch mode: watching periscope streams from your TV.

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Questions?

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Sources● http://www.entrepreneur.com/article/249617

● http://www.toprankblog.com/2015/09/7-steps-periscope/

● http://www.adweek.com/news/technology/nestl-will-be-first-brand-run-sponsored-periscope-stream-165443

● http://www.forbes.com/sites/steveolenski/2015/12/05/what-is-periscope-and-how-can-you-use-it-for-business-video-streaming/#6e7961a971b8

● https://www.periscope.tv/about

● http://www.businessinsider.com/what-is-periscope-and-why-twitter-bought-it-2015-3

● http://www.adweek.com/news/technology/twitter-has-6-helpful-periscope-hints-brands-and-most-involve-buying-ads-165444

● http://www.adweek.com/news/technology/side-side-marketing-test-shows-3-ways-meerkat-soundly-beating-periscope-165581

● http://ontheballmarketing.com/10-things-need-know-new-app-periscope/

● http://www.singlegrain.com/video-marketing/25-brand-building-ways-use-periscope-twitters-new-live-streaming-video-apps/

● http://www.socialmediaexaminer.com/tag/periscope/

● http://www.toprankblog.com/2015/04/meerkat-vs-periscope/