Resource:How to use video and live streaming to promote innovation and entrepreneurship

Introduction

What communication/promotional methods appeal to you? Video and live streaming are both efficient ways to connect people and keep them informed specifically to promote innovation and entrepreneurship. Not only does this method of communication allow people to engage at minimal effort, but it also allows people to share innovative ideas and become inspired to bring out their inner entrepreneur. Innovators ideate and create endless resources and opportunities and video technology is the key to pass on the knowledge to all people, whether it be on campus or around the world. Video and live streaming allow people to come together in a way that they could not in their normal day to day lives. Here’s how to deliver a successful experience to your viewers:

Brand ("The Why")

Start by defining ‘the why’ behind your work. What are you trying to showcase in your videos? What message do you want people left with? What is your overall goal? Maybe you want to make people that are usually hard to reach accessible to student questions, maybe you want to showcase the projects on campus that aren’t visible, or maybe you want to spark conversation around a specific topic--use this goal to name your movement and drive all your subsequent actions.

Audience

Initially, it may be advantageous to leave the target audience an open concept to whomever seems interested in the content discussed. Then, look at the viewing data. Perhaps it would be a waste of resources to include viewers under the age of eighteen. 18-24 years tends to be the age group most likely to tune into videos of this kind. This age group, predominantly undergraduate students, is also likely searching for internship opportunities and trying to develop a better understanding of the campus for professional development and orienting purposes.

The audience is less of a who than it is a when. Keep in mind that if the target audience is university students, timing is key. It is not simply about the quality of the event, but the calendar period in which the live streaming takes places. Students often have exams or other pressing responsibilities and may wish to come back to the video at a time that is convenient for them given they are interested. That being said, it is possible that at any given time you may have, for example, five individuals viewing the live stream and then, after the video, you may find that you’ve had over five hundred views in aggregate. Therefore, it is important not to expect too many viewers toward the beginning of the video, but that does not mean that you won’t get a significant number of views. If possible, try to get shared on an already very popular platform in order to increase the number of viewers.

Engage the audience with polled questions online in real time, so that it is as easy as possible for the audience to ask the guests questions and connect with them as it they are in the same room.

Content 

The nature of live streaming allows your audience to interact with you and each other remotely in real time. Live video streams should provide information that someone cannot find through a simple google search. Enabling your audience to interact with you directly and ask questions gives them a greater sense of the kind of person that you are and the people that you work with are – more so than reading about it on a website. Half the battle of creating good content is to be excited about what you are presenting to your audience. Focus on subjects that you find interesting and you will be sure to attract viewers. When asking questions in interviews, be sure to phrase them in a way that an audience can ask follow ups.

Communication

Communicate with students through Facebook Live. (One of many examples of platforms.) In this case communication is equivalent to views. Communication between people is a lot easier this way since it does not require anyone to physically show up. People stay connected at their own convenience while learning tons of new information. To ensure that views are being kept make your show interesting by inviting various types of leaders into your discussion. Remember though, that it is not just about the views. You must make sure your content is interesting as well in order to keep your audience engaged and hungry for more. Communication is more effective when people look forward to the event and when it is more consistent. In order to be more consistent try starting with weekly sessions that way people are not overwhelmed by content but at the same time they are not bound to forget it exists. Reaching out to people and simply asking them to join in, in a professional manner, is enough to slowly start an audience.

Team 

“Play the long game” going out and talking to people and networking is key to finding talented individuals. Most important is finding people who show up on time and are reliable. People come and go, it is difficult to manage everyone’s schedules and interests - don’t take it personally.

Logistics

Facebook has the ability to disseminate information quickly and easily with no interruptions. It is also a favorable platform for experimentation in order to see which aspects about the streaming sessions are working and which are not. This is crucial if you are just beginning to use the platform to live stream videos regarding innovation and entrepreneurship. Simplicity is the driving factor behind using Facebook Live. With one button on a phone or computer, you are able to begin broadcasting your message. Use a tablet on a separate, personal account as Facebook will not let you stream via an organization’s page. You can then share the stream on the organization’s Facebook page.  No additional audio equipment is necessary; just download a microphone app on your phone, sit down, and you’ve just created have a natural, comfortable environment in which to have a conversation with your guest.

Facebook Live vs. Podcasts

Podcasts do not send notifications to friends creating awareness of the events nor any automatic advertisements.  

Getting your respective university to share the live stream before or during broadcasting can help to generate your desired audience as compared to only those who have “liked” your Facebook page. Be sure to limit your questions to 25-50 percent of the session, so that you are not dominating the conversation, making it as useful for the viewer as possible.

Take Action

After following all the steps above, you are ready to launch your videos. Remember to stay engaged and passionate with your audience and with whatever your content is. :)

Written by:

Hanna Barton, University of Wisconsin - Madison

Nicholas Meury, University of Miami

Tayler Nowak, University of Wisconsin - Madison 

Yasmin Gomez, Menlo College