Will Facebook Live Replace the Press Release?

We'll Do It Live

Live video is one of the most exciting innovations of the information age. With just a cell phone, anyone can go live to share their perspectives on a wide range of topics. During a recent walk in Santa Monica, California, I came across a group of young men from Germany playing music in the street.  What was unique about their performance was the presence of a cell phone mounted on a tripod nearby. The lead singer of Denmantau was addressing the audience in front of him, and the audience tuned in live on Facebook. I stood there listening to their feel-good vibes admiring their ingenuity.

Denmantau going live from Santa Monica on Facebook

Denmantau going live from Santa Monica on Facebook

Major consumer brand takes a bold step going live

The creative way Crayola delivered news the color Dandelion was going to retire wasn’t lost on marketing expert Jay Baer. As Jay remarked in his Jay Today video, Crayola’s plan to retire Dandelion on National Crayon Day wasn’t done through the usual press release alone.  Instead Crayola made the strategic choice to go live from Times Square with the news. Laurie Schacht from The Toy Insider  introduced Smith Holland, the president and CEO of Crayola and Melanie Boulden, SVP of Global Marketing to share the news. During this playful live stream Crayola referred to Dandelion as an “adventurous color”, and explained how “Dande” was about to embark on an extensive retirement tour.

Never let them see you sweat

Before going live it’s important to be prepared for the potential of things going wrong. There were a few glitches which prevented the stream from going perfectly, like TV screens not working during Dadelion’s retirement video,  and we could not hear what Dandelion was saying when he strolled in to meet the kids. But going live carries a certain inherent risk.  So far, the nine-minute stream has been viewed an incredible 256,000 times, received 3300 likes and 900 shares.  During the technical glitch, Melanie Boulden kept smiling and listened as the audio track from the video played.

The key point that Jay made earlier is, if you are working in public relations of any kind you need to be familiar with all things live video,  because it’s a medium that’s rapidly replacing traditional PR tactics as a means for delivering a message to the marketplace.

Live video is the equalizer

Every Friday Michael Stelzer and his team at Social Media Examiner go live on Facebook, Periscope, YouTube at the same time with Social Media Marketing Talk. The show format is brilliant, invite on experts with knowledge in a wide range of social media platforms to discuss the very latest announcements and enhancements, and discuss how marketers can use these tactics to reach their audience. The shows are extremely well organized, and despite a few occasions where bandwidth hasn’t been ideal, or a guest speaker can’t go live at that moment, the shows have been excellent. Michael always makes a point of reminding the audience, in a cheerful, no-stress manner that we are live and occasionally some technical issues will interrupt the flow. Expectations have been set, the audience understands that we are in the pioneer stage of live video, and to expect the unexpected.

For me live video represents a great opportunity to share perspectives on marketing and social media with the world. I’d like to learn as much as I can about it.  I want to be a practitioner who can produce excellent live content for myself, my company and others. So, I will be listening to Jay Baer and Michael Stelzer and anyone else with expertise on this topic.

Do I think Facebook Live will replace the traditional press release?  I think there is a distinct possibility. How many of you still use a Fax machine?  How many of you receive email from friends more often than you do say comments or Snaps on Snapchat or status updates on Facebook?  I know that I receive  a lot less personal email. So my thinking is, we are seeing a great new way to reach a mass audience emerging, and if done right, why would you continue to use traditional means over digital and live?

What are your thoughts? Are you as excited about live video as I am?

Social Tactics: Peoplelinx Social Selling Mobile App

Peoplelinx Mobile App

 

In this post I am kicking off a series of social selling videos.  In these videos. In our first episode I thought I would share about a new app I discovered for social selling, and it is from PeopleLinx.

If you are unfamiliar, Peoplelinx is a content amplification platform designed for organizations with large sales teams. You can use it to curate a repository of pre-approved articles and add various 3rd party content from RSS feeds, or simply ad links on the fly to useful articles related to your industry. Those articles then show up in an Article library for your team to share. You can even prioritize important articles and send notifications to your team. The benefit of using applications like this is it enables sales teams to share content, build stronger social profiles, make new connections and eventually grow a pipeline of business. Until now, Peoplelinx has been primarily a desktop application so when I discovered they released a mobile app I was quite excited.

All around it is a very solid app.The ability to share approved content has never been so easy. The interface is intuitive and extremely easy to use with it’s uncluttered layout.

I think it could benefit from improvements to the search tool, enabling users to do more advanced searches. Also the ability to share to Facebook directly from within the app would be beneficial. Facebook understandably is mostly a consumer social network, but I am seeing more social sellers gravitate there as more of their connections become more comfortable connecting with business contacts. The ability to add my own URL on the fly would be another thing to consider. We have been encouraging our reps to share more of their own content, and the mobile app would seem like a good input to help in the curation effort. Lastly, I hope they are developing an Android version. Not everybody prefers iPhone so giving Peoplelinx users that choice would help greatly.

So, what are you waiting for, if you are a Peoplelinx subscriber, go to the app store and download the app to get started, or go to peoplelinx.com for more info.

Do leave me a comment if you have feedback or have a social selling tactic of your own you would like me to talk about in a future episode. Hit me up on LinkedIn or twitter, or follow my updates by subscribing to my blog. Thank you and I look forward to sharing more with you in another episode of Social Tactics.

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