How Your Business Can Benefit From Live Video Apps Like Periscope

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Periscope is Twitter’s foray into live video content. After months of moderate success, the company is announcing an updated app that will allow brands to create permanent content and search for videos. The platform is now a lot more valuable to brands, but here’s how it can be useful to your small business:

Resource

The obvious purpose of the platform is to create live streaming video that your audience will tune in to and watch in real-time, but now users can find the content you produce even after the initial broadcast and 24-hour period. With the new Periscope, live events never expire.

Being able to house permanent content makes your channel an important resource for your customers. Live news updates and press conferences can be saved. You can produce how-to guides, DIY tutorials, and Q&A’s and store them on the platform to create a library of videos that will be available long after the initial broadcast is over. Video resources are useful for almost any kind of small business, and Periscope allows you to create content without the need for a huge budget.

For the first time, users will be able to search for the content they want to see. The platform used to only filter by location, but now your customers will be able to browse through categories and follow hashtags, opening the door to making Periscope a live version of YouTube. Now you know that the videos you produce will be disseminated to the most relevant audiences who are already searching for your content.

Customer Service

About 67% of consumers use Twitter for customer service, so it’s the perfect platform for you to connect with your audience. Periscope’s video capabilities can be used in conjunction with your company’s service playbook to offer customers tips and advice based on the resources you are now able to build.

If you’re feeling really ambitious, consider implementing live video support through Periscope to provide one-on-one customer service through a private broadcast. Video support has been growing over the last few years, with the best example being Amazon’s Mayday button on their Kindles that summons technical support onto your screen.

Offering live video support sounds scary and too much work, but it allows for a very personable service experience. As Janet DuHaime, chief operating officer for Visterra Credit Union states, “Usually, there’s not a lot of opportunity for a teller to have much relationship-building with that customer — it’s really money in and money out.” Your support specialists will be able to form  lasting relationships with customers, which, in turn, will help them  form a bond with your brand.

Steer the Conversation

If you practice social media listening, then you know what people are saying about your company. Once you’ve identified what is being said, you can enact a plan to respond. Introducing Periscope to your social media playbook is a great way to help collect feedback and steer the conversation in the direction you want it to go.

In this age, online reviews are essential. According to BrightLocal, 79% of customers trust online reviews as much as personal recommendations, meaning word of mouth is still very important. As good as positive reviews can be, a video review is much more genuine. Try engaging with your customers by asking for feedback in the form of video reviews. You can share the best ones to give your audience a sense of what your customers think of your company.

Periscope can even be used to showcase your product and get people talking about it. A few years ago, Adobe began using webinars to increase the conversation around their company, and they were able to improve their conversion to sales by 500%. By crafting the conversation around your brand, you can get more people talking and help generate interest in your product. Connect Periscope with your Twitter account to tap into a larger audience while you broadcast directly from your timeline.

The Social Media Accounts Your Small Business Should Take Pointers From

Infographic_the social media accounts your small business should take pointers from

Many popular companies use social media as a tool to enhance their brand. Your small business might not have the built-in audience many of these companies have, but that doesn’t mean you can’t look to these bigger accounts for inspiration. Each social media platform has its own functionality and purpose, so consider which are right for you, and pay attention to what others are already doing.

For Images

Whether you’re advertising a physical product or selling an experience, Instagram is a great platform to showcase aspects of your brand through fantastic visuals. Regardless of what your business is, the company you should be paying attention to is National Geographic. Their 45.5 million followers is a testament to the amazing work they do. The pictures they post come from all over the world, so it can get pretty eclectic at times, but their success is proof that beautiful pictures have their own market.

NatGeo’s Chief Marketing Brand Officer Claudia Malley had her own keynote panel at Social Media Week New York where she talked about their success in social. Malley spoke about the importance of giving their photographers the keys to the castle on their Instagram account in order to let them dictate the content. Of course, it’s hard to follow in the footsteps of a company like National Geographic, but there is something to be said for giving your employees control over the content you push out. No matter what your company does, introducing personal perspectives humanizes your brand. Adding small touches like names or personal accounts to their perspectives keeps your audience engaged.

For Video

If you’re looking to create shareable video content for your brand, watch what Buzzfeed’s Tasty account is doing on Facebook. Buzzfeed takes advantage of the platform’s algorithm that favors native videos over third party content . Their content is made specifically for the platform, and exists almost entirely on Facebook. That means they don’t count on clickbacks to the Buzzfeed website, and you shouldn’t be either. If you’re trying to create content for Facebook, make content that will live there. You’ll find more success that way.

Tasty’s videos work well with Facebook’s soundless autoplay feature, and are optimized with fast-motion to make them easier to watch. It’s easy to see how much value they put into production. If you’re going to put in the time to create video content, make sure it’s well planned out, looks great, and has your audience in mind. Do they want to sit through a five minute video, or can it be turned into a more compact format? Consider your audience’s attention span, then create content that will keep them interested. The more watchable it is, the easier it will be to share. And while Tasty’s videos work best on Facebook, they can still be shared across multiple platforms like Twitter and Instagram.

For Customer Service

Good customer service is important, but it’s crucial for many small businesses trying to get a foothold in the market. Social media’s connectivity can make for a great way to administer customer service, but if you’re going to devote one channel to support, it should be Twitter. People are tweeting to brands more than ever, and 80% of customer service requests on social are happening on the platform. According to a study, companies that use social care services have improved year-over-year revenue per contact by 18.8% over companies without. The platform has proven to be a much cheaper and more effective means to offer support.

Having an active social media presence makes it easier for customers to reach out if they have a problem or need to ask a question. Many large brands devote separate Twitter accounts to offer customer-focused channels. Maybe your company isn’t ready for multiple Twitter accounts, but the lessons still apply. @NikeSupport shows how important it is to remain active and respond quickly in order to form a level of trust with customers. Accounts like @JetBlue are taking a more proactive approach to customer service by tracking keywords and relevant hashtags to interact with people even if they don’t tag them in their tweets. You might also want to consider following @TMobileHelp by letting your customer service specialists sign their tweets in order to provide a personal touch, and show your audience that there are real people behind the account.