Broadcast Beat Magazine 2017 BroadcastAsia Special Edition | Page 37

works and what doesn’t. Analyzing your
impact enables better decisions about your
live video strategy moving forward.
Many social platforms provide soft metrics
like views, shares, and comments. These
are good as early indicators of your video’s
effectiveness. However, these metrics don’t
reveal who engaged with your live video.
Dive deeper to understand your audience
and reveal important insights. Platforms like
AmpLive let you place a cookie on each
viewer and track the exact moment some-
one engaged with the live broadcast. Then,
nudge that person further along in their
buyer’s journey in other campaigns and
channels.
5. Conversions or Goal Success
Getting from a live video broadcast to
ROI is a process: engage, distribute, convert,
and close. Be sure your audience engag-
es with the livestream. Then, publish the
stream via a distribution network across
the web. Each stream will be wrapped in an
ad unit with a cookie that tracks view time,
engagement, conversions, etc. Then, track
click-through rate, conversions, and other
metrics to inform how you follow up.
For example, a viewer who spends 30 sec-
onds with your content may only be ready
for a soft follow-up offer (e.g. a newsletter
subscription). Someone who views your live
stream for 30 minutes may be ready to sign
up for a free trial. They might want to reg-
ister for an upcoming event or engage with
a piece of content. Think of live videos in
the same way you do for your other market-
ing programs. Your goal should be to drive
more qualified leads to feed into your nur-
ture campaigns. Then, you can track each
viewer through to a conversion to guarantee
livestreaming success.
While live video is raw and unedited, it
requires a strategy for it to be effective.
Each step drives the success of the other.
Reaching the right audiences and showing a
positive ROI is the ultimate goal. But under-
standing how to manage the workflow is
key to live content creation.
Broadcast Beat Magazine • www.broadcastbeat.com • 37