(GLOBAL)Maximice impacto del live streaming

Actualmente hay aplicaciones fáciles de implementar que permiten innovar en la manera de entregar contenidos, enamorar al público, totalmente orientadas a la experiencia de usuario al engagement y fidelización de su audiencia.
Juan Pablo Morales Sarmiento
Aún persiste el desafío de descubrir y aprender a medir las tasas de retorno de la inversión de las actividades y estrategias de comunicación basadas en técnicas y tecnologías de streaming en vivo.
– Publicidad –
No es tampoco una tarea fácil, porque no existe una fórmula matemática que permita hacerlo, así como tampoco, aún si la hubiera, se aplicaría igual a cada estrategia y caso de uso.
Estudios recientes muestran que el crecimento esperado del Live Straming de video crecerá 15 veces durante los próximos cuatro años. Según el GlobalWebIndex para junio de 2017, el 28% de los usuarios de internet veía live streaming a través de Facebook, Instagram o Twitter, mientras que un año antes, esta cifra llegaba apenas al 20%.
En este orden de ideas, todo aquel que tenga dentro de sus actividades el diseño, la creación, producción o publicación de contenido audiovisual, debería aprovechar las capacidades y el potecial del streaming en vivo para fortalecer sus resultados, porque cada día toma mayor relevancia entre los consumidores y se convierte, además, en parte fundamental de las estrategias de las redes sociales para publicar y monetizar contenidos.
Para fortalecer los resultados, como publishers debemos enfocarnos en las 2 principales razones por las cuales las audiencias consumen straming en vivo. La primera es el temor a perderse de algo importante.
Como un juego deportivo, hay una diferencia enorme entre verlo en directo, o en diferido conociendo el resultado final. Las sensaciones y la adrenalina de los espectadores no se compara entre estas dos opciones.
La segunda razón es la base de la verdadera comunicación, integrando la posibilidad de imprimirle la magia de la interacción entre el usuario y el emisor.
Livestream afirmaba el año pasado que el 87% de los usuarios prefieren el streaming en vivo frente a los shows de TV lineal, cuando estos incluyen contenidos de detrás del escenario, mostrando el misterio que trae consigo la televisión.
Estas dos razones bastan para preguntarnos si realmente estamos haciendo bien cuando desplegamos una serie de recursos humanos, técnicos y financieros para publicar en vivo ya sea, las jornadas académicas de un encuentro, un concierto, un partido o una activación de una marca, con el solo objetivo de buscar el mayor impacto, pero olvidando que detrás de cualquier estrategia, debe haber un plan y unas actividades mínimas a seguir.
En ningún caso ni siquiera una buena factura, un audio perfecto, un switcherman experimentado o una producción excepcional, pueden garantizar que su conferencia en vivo, su concierto, o cualquiera que sea su evento, supere unas expectativas exigentes.
Asegúrese de desarrollar una estrategia digital que despierte el temor a perderse el contenido y que genere awareness con activos digitales que soporten y acompañen la interacción con las audiencias.
La innovación en este caso se convierte en un factor crítico de éxito que garantiza la mayor efectividad de su plan, frente a la abrumadora competencia que hay actualmente para captar entre millones de publishers, la atención de su audiencia.
¿Cómo innovar en Live Streaming?
1. Asegúrese de contratar personal calificado para la estrategia y la producción.
A pesar de que estoy seguro de que en su familia o en la de alguien muy cercano, algún sobrino menor de 9 años ya está subiendo videos en directo a YouTube o a Facebook Live, en el mundo corporativo delegar el video en directo a compañías experimentadas exclusivamente en lo técnico, equivaldría a que lo delegara en aquel menor de edad.
El personal calificado siempre lo va a asesorar para diseñar una estrategia enfocada a lograr sus objetivos de audiencia, con técnicas de márketing digital, neurocontenidos y diseño y desarrollo de producción. Vaya más allá de la cámara y los micrófonos.
2. Enfóquese en su nicho con contenidos relevantes y entretenidos para ellos.
Si usted busca que sus empleados sigan en vivo la conferencia del presidente de la compañía, ya sea para el lanzamiento de un producto, para recibir información sobre los resultados de la organización o para informar sobre sus bonos para el fin del mes, si no lo hace entretenido, tiene solamente tres opciones: obligarlos a que lo vean (seguramente con un supervisor detrás), no hacerlo o hacerlo entretenido.
Hace poco tuve la oportunidad de estar a la cabeza del webcast de uno de los eventos de mayor impacto en la región sobre contenidos digitales. En este evento corroboramos, que la propuesta que diseñamos para enganchar al público, superó en más del doble el engagement, interactividad y resultados del evento, frente a lo que tradicionalmente se hacía y que se orientaba exclusivamente al contenido académico.
3. Preocúpese también por la cámara el audio.
Los aspectos técnicos son determinantes, y descuidarlos puede resultar en algo muy costoso. La calidad de conexión, video y audio, la generación de caracteres, la mezcla de VTRs, cortinillas, el manejo de cámaras, planimetrías, travelings, música y efectos, entre otros, son todos elementos claves para poder garantizar que lo están viendo y que estos usuarios están disfrutando de lo que usted ofrece.
Asegure un presupuesto suficiente, no pierda su inversión. Considere contratar, en otro caso, una grabación para las memorias de su evento y edítelo al final. Una mala calidad de video en vivo le va a costar su imagen y reputación. Además, el costo por viewer de una mala producción puede llegar a ser hasta ser diez veces mayor que el de una buena experiencia.
4. Interactúe con su audiencia. Innove.
Permítale a su audiencia hablar con usted, integrando elementos interactivos como chats, llamadas, aplicaciones, votaciones, concursos, premios e incluso personajes animados en vivo. Explote la magia y el misterio que tiene un streaming en vivo.
Las redes sociales y Google son sus mejores aliados, pero a los mejores aliados hay que tenerlos cerca y contentos y eso requere también un presupuesto.
Actualmente hay aplicaciones fáciles de implementar que permiten innovar en la manera de entregar contenidos, enamorar al público, totalmente orientadas a la experiencia de usuario al engagement y fidelización de su audiencia. Tecnologías que están migrando de lo digital al broadcast porque no encuentran en el nuevo ecosistema personas que entiendan de su importancia en un entorno comercial, mientras que sí lo están haciendo en la televisión. Asesórese.
5. Hágalo regularmente.
Como en cualquier campaña de publicidad o en un plan de generación de comunidad, hay que trabajar con persistencia.
Prepare un plan consistente y regular para que al menos dure seis meses. No hay ningún modelo de negocio en comunicación que pueda retornarle la inversión en un tiempo así. Haga que lo sigan continuamente e incremente así su comunidad de usuarios.
6. Piense y actúe como un storyteller.
Llegue a su audiencia con historias humanas, no con conferencias planas. Diseñe contenidos que inviten a la audiencia a sentirse identificada con usted. Evalúe hacer una curación de contenidos, prepáre su keynote con un experto en comunicación.
La tecnología avanza muy rápido y el Live Streaming no se queda atrás. Pero no se preocupe que esto no se trata de tecnología sino de cultura y de innovación en comunicación.
Juan Pablo Morales Sarmiento es el CEO de NuevosMedios, puede contactarlo a través de su cuenta en Twitter @JuanPMoralesS o al correo info@nuevosmedios.co

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