How Mobile Live Streaming is the Future of Social Media and the Travel Industry

How Mobile Live Streaming is the Future of Social Media

and the Travel Industry: A Pure Michigan Case Study

Presented to:

Digital Tourism Innovation Campus

Barcelona, Spain

Prepared by:

Chad Wiebesick

Head of social media for Pure Michigan

Twitter: @Wiebesick

November 19, 2015

Here’s What Happens When You Tell People To Draw A Map of America

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Michigan Is Easy To See From Space

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Michigan Ranks #1 or #2 on More Social Networks Than Any Other U.S. State

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Some People Draw Michigan In Other Places!

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Common Challenge Facing All Of Us: People Don’t Trust Us

37% distrust TV commercials, 42% distrust magazine ads, 54% distrust ads on social networks. #DTIC2015 @Wiebesick

People Don’t Trust Brands

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People Don’t Trust Companies

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What Do We Do?

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Authenticity: Utilize User-Generated Content

Empower fans to become brand ambassadors and tell the story themselves to their friends and family.

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Authenticity: Mobile Live Streaming is Real and Unedited

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Plus, Travelers Use Video To Plan Vacations

Source: Google Travel Study, June 2014#DTIC2015 @Wiebesick

And Video Usage Is Growing

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Our Story

Pure Michigan became the first destination in the U.S., and the second in the world, to utilize mobile live streaming to host a first-person, real-time interactive virtual tour of a destination.https://www.youtube.com/watch?v=KrWaUQPBon0&feature=youtu.be https://medc.app.box.com/s/c5rokks50r86xazc0ijsi6ydi0p5r5n7

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The Mobile Live Streaming Landscape

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March 2015: Meerkat Launches

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June 2015: Periscope Launches

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Periscope Gets Far More Mentions Than Meerkat

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Is Meerkat Dead?

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Mobile Live Streaming Wars Have Begun

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Will Facebook Crush Them?

Announced in August, Facebook Live is only for celebrities and public figures at this time, and could potentially be rolled out to the rest of its 1.5 billion global users.

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And Then There is Georama

• Does not require an app for viewers to interact.

• Provides full HD quality even in poor reception areas.#DTIC2015 @Wiebesick

Shiny Tool Syndrome

Don’t get caught up in the tools. First, determine your strategy, and whether mobile streaming is a fit for your business. #DTIC2015 @Wiebesick

The Georama Technology

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How It Worked

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• Moderated chat

• Interacted with viewers online

• Watch live feed

• Ensure time schedule

Pure Michigan Control Room

• Monitor signal strength

• Chooses camera feed

• Sends viewer commentary to Host

Georama Producer

• Two camera crew

• Travel host

• Technician

• Advance lead

• B-Roll photographer

Six Ground Crew

Here Are Five Things We Learned

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#1. Determine Your Goal

Showcase the authenticity of Mackinac Island and inspire people to dream about visiting.

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#2. Pre-Promote: Paid, Earned, Owned

Michigan.org/live• Countdown timer• “Save to Calendar” reminder

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#2. Pre-Promote: Owned

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2. Create shareable graphics to promote your event.

3. Send suggested verbiage to travel partners to share.

1. Create a short teaser video.

#2. Pre-Promote: Paid

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14,160371 3,709

#2. Pre-Promote: Earned

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#3. Set-Up For Success

Success boils down to the right people, process and technology.

Make a checklist for all that’s involved: Battery, WiFi, use an itinerary. #DTIC2015 @Wiebesick

#4. Engage With Audience

Acknowledge viewers by asking questions which they can respond to in real time. #DTIC2015 @Wiebesick

#5. Measure Your Success

More than 3,500 viewers from every continent in the world (except Antarctica, of course) and more than 22 countries across 800 cities.

• 845 interactions in the live chat• Average time spent was 14.5 minutes• #1 most popular page visited on michigan.org

Plus, the live stream had a 99.2% up-time. #DTIC2015 @Wiebesick

What’s Next?

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Thank You

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Chad Wiebesick

wiebesickc@michigan.org

Twitter: @Wiebesick

LinkedIn.com/in/wiebesick