When I think of content distribution, I understand that consumers want two things: (1) authentic content, and (2) instant gratification.
As business owners and marketers, it’s our job to deliver on meeting those challenges. With this in mind, there is a tool that helps deliver content and grow your business.
Periscope is a Twitter app that provides online streaming capabilities to your Twitter following. These capabilities can help you reach and engage your audience in new ways. Simply put, in a few clicks, you can potentially expose your audience to a branded live stream.
Now I’m sure that sounds good, but how can it help your business?
How to Use Periscope To Grow Your Business
Periscope Brand and Product Promotion
Periscope users can stream a product release and showcase exclusive behind-the-scenes footage. For instance, fashion brands can give consumers a sneak peek of their new collections and car dealerships can give live test-drives of new models.
Naturally, consumers are accustomed to viewing post-production marketing content. With Periscope, you can give them a peek behind the curtain of your product or brand promotion.
USC Admission used Periscope to provide an exclusive campus tour for newly admitted students. They had private access inside dorms and athletic facilities normally closed to the public which significantly increased engagement. Additionally, viewers were encouraged to provide feedback on which areas of campus they wished to experience. Since the entire campus is connected via WiFi, they had a series of simultaneous streams all over campus.
Periscope Live Blogging
It is common practice for bloggers to monitor a post shortly after publishing. This provides another level of engagement as readers can ask the author questions about the article.
Use Periscope to grow your business by posting a blog and continuing the conversation with readers live. This tool allows the blogger to answer questions and get feedback on future blog topics.
A great example is when Mashable reviewed the Apple watch:
If you’re looking for a platform that allows you to deliver branded presentations easily through mobile devices with native social media promotion, Periscope has you covered. It will allow you to field questions as people watch your presentation.
For instance, you can stream your conference presentation then walk offstage and respond to questions from your following.
I was considering doing this during my speaking engagements, as it will be another way to activate my +300K Twitter following. Only, I’m not sure how the conference organizers would feel–especially if they are already live streaming the event.
Remember: Just like any other presentation in the real-world, end with some call-to-action specific to your stream viewers (i.e. all those watching our Periscope stream, let me know what you think about X by using #yourhashtag)
Periscope Press Conference
When executing a press conference Periscope is an innovative platform to conduct live press conferences.
Think about it.
When there is breaking news, people flock to Twitter to get real-time updates. Why wait for your press release to circulate through the media when you can speak directly to your audience. In addition, you can also answer their questions in real-time.
But wait, there’s more!
By conducting a press conference via Periscope you’ll also grow your social audience. If you ever get to the point where you need to call a press conference, there will already be lots of Twitter buzz around that event. Take advantage of this occurrence and use it to build a following.
Look even politicians are taking heed…
Periscope Special Offers and Contests
By announcing special offers and contest in real-time, it gives your organization a new way to instantly push traffic to your site. A simple tweet may only engage your audience for a few seconds. A live-stream produces longer engagement that increases the reach of your message.
The best time to leverage a platform is before it peaks. The buzz around Periscope is prevalent within social media discussions and consumers are looking for new ways to create social content. Use Periscope to grow your business by leveraging its popularity buzz to your advantage.
For instance, instead of buying ad space on TV, use Periscope to grow your business. Build an army of Periscope promoters that produce live streams about your product. If done correctly, you have the potential to reach millions of viewers.
Try it and let me know how it works!
NBC’s The Voice did a nice job activating their fans via Periscope by offering a chance to join a live viewing party hosted by the show’s contestants.
Periscope Influencer Marketing
Consumers are accustomed to seeing influencers and celebrities in commercials, movies, and television shows. What if they’re able to see that same influencer via a live stream–raw, uncut, and unscripted.
Imagine the engagement rates if you had a celebrity take over Periscope to endorse your product or service. Fans would go crazy!
TAO Night Club in Las Vegas showcased a savvy attempt to stimulate publicity when they use Periscope to live stream a DJ set from Snoop Dogg.
Yes a DJ set.
Now that’s something you don’t see often. Nice work.
Also, Periscope influencer marketing would lower the production and distribution costs of your content creation. No need for the extras, cast, and crew. Just the celebrity, a smartphone, and a stimulating environment.
You’ll have lower costs and higher engagement rates.
It’s a win-win.
Do you think this could this be more effective than a Super Bowl ad? Let me know your thoughts in the comments section.
Also, you can use Periscope to grow your business by building excitement and buzz right before your event or product launch.
Here are some examples:
- For a conference – have conference speakers Periscope their journey to the conference stage. When they arrive at the airport to preparing for their appearance, they could be promoting the conference and their service offerings simultaneously.
- For a product launch – have retailers conduct their own Periscope streams of sales associates preparing for a product launch. Think about this during an Apple product launch or even a Black Friday sales event.
- When introducing a new service offering – Have industry leaders live stream a service test or live review. This review will provide them with the opportunity to plug themselves as well as showcase the benefits of your service.
A nice example is when Universal’s Furious 7 movie premiere was streamed by several cast members on the red carpet. Naturally, the cast has large social followings so this was a great use of their network.
Periscope is a great tool to continuously reach and engage your audience on Twitter. With its real-time benefits, you’re able to generate an influx of traffic to your website or landing page.
Understand that consumers want two things: authentic content and instant gratification when being exposed to your brand via social media. Using Periscope will help you meet those needs.
Moreover, now that I have outlined the benefits of how to use Periscope to grow your business, and increase brand awareness, I must mention the caveats:
- Be sure to include a call to action during your stream. Don’t stream for the sake of streaming. Develop a strategy before you begin.
- Collaborate with your staff, cast, partners, executives, and fans to ensure you expand your reach for every stream.
- MOST IMPORTANT: If you are using Periscope for live video commercial purposes, you need permission from anyone seen on camera.
I know this is commonplace for many marketers; however, with the impromptu nature we have when using Periscope, a simple reminder can eliminate a great deal of stress later.
Do you think a Periscope stream can have more impact that a Super Bowl commercial? If so, how?