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Live Video Experiments
- 1. LIVE VIDEO EXPERIMENTS Digital Media Team National Museums Scotland
- 2. WHY LIVE?
- 3. • Audience • Engagement • Analytics • Algorithm WHY FACEBOOK LIVE? Click to add text Leading social networks worldwide as of September 2016, ranked by number of active users (in millions) www.statista.com Facebook has 1.71 billion monthly active users National Museums Scotland Facebook has 68k followers
- 4. 3,2,1… LIVE • 19 Facebook live broadcasts since June 2016 • 58,020 Total video views • 5611 Total reactions • 10,669 Total post clicks • 735,072 Total reach
- 5. Producing & Filming • Elaine Macintyre - Digital Media Content Manager • Hazel Saunderson – Digital Media Content Creator • Anita Briggs – Digital Media Content Creator • Nuria Ruiz – Digital Media Producer TEAM EFFORT 15 Speakers • Martin Goldberg – Senior Curator, Scottish History and Archaeology • Sarah Teale – Exhibitions Officer, Exhibitions and Design • Alice Blackwell – Glenmorangie Research Fellow, Scottish History and Archaeology • Georgina Ripley – Curator, Art and Design • Sarah Rothwell – Assistant Curator, Art and Design • Claire Allan – Learning Manager, Learning and Programmes • Lucy Neville – Learning Enabler, Learning and Programmes • Fraser Hunter – Principal Curator, Scottish History and Archaeology • Sophie Goggins – Assitant Curator, Science and Technology • Ali Floyd – Science Engagement Officer, Learning and Programmes • Tayce Phillipson – Senior Curator, Science and Technology • Julia Farley – Curator, Britain, Europe and Prehistory, British Museum • Sally-Anne Huxtable – Principal Curator, Art and Design • Klaus Staubermann – Principal Curator, Science and Technology • Alison Taubman – Principal Curator, Science and Technology Technical support • David Dunn – Electronic Systems Officer, Estates • Security & Visitor Experience team
- 6. EQUIPMENT: FIRST BROADCAST • Phone (new) • Microphone (new) • Tripod • Tripod adapter
- 7. EQUIPMENT: LAST BROADCAST • Phone (new) • Microphone (new) • Tripod • Tripod adapter • Lights (new) • Printed signs • Tape/bluetack
- 8. #CELTS LIVE • Live broadcasts from and about Celts • Sharing knowledge and key themes • Regular slots from June to September • Permissions from British Museum and Loans featured First Celts Live with Martin Goldberg
- 9. #CELTS LIVE
- 10. #BIGDISCOVERIES LIVE • Live broadcasts linked to new galleries • Varied topics and presenters
- 11. LIVE EVENTS • Capturing live events • Easiest form of broadcast
- 12. MOST POPULAR?
- 13. MOST POPULAR? • 10,398 video views • 1961 reactions • 4,386 clicks Opening day video with the Boghall Pipe Band
- 14. WHO ELSE IS DOING IT? • The Met (Facebook ) • British Museum (Periscope ) • ZSL London Zoo (Facebook Live) • Los Angeles County Museum of Art (Facebook Live) • J. Paul Getty Museum (Periscope and Facebook) • Moma (Facebook) • Tate (Facebook) • Airbnb & Disney • Buzzfeed
- 15. PERISCOPE: LITERALLY ANYTHING AT THE GETTY The Getty – 4,948 Followers on Periscope First video over 100,000 views Average video views 1k to 3k
- 16. “I’m so sorry about our Wifi issues”PERISCOPE: LITERALLY ANYTHING AT THE GETTY
- 17. • A number of live streams • Good quality sound & light • Moving with lavalier microphone • Live from events with ‘presenter’ FACEBOOK: TATE
- 18. Over 1 million views Over 7,000 comments Museum Facebook has 306,534 followers FACEBOOK: GUILLERMO DEL TORO
- 19. Timely launch on #AskaCurator day 20 minutes long 8.3k views Almost 2 million Facebook Followers FACEBOOK: MOMA ON #ASKACURATOR
- 22. • It's not so difficult to just click 'go live' • It's 90% in the preparation • A little light makes a big difference • Trial, Set-up, get ready and go! WHAT CAN WE LEARN Facebook has 1.71 billion monthly active users
- 23. DISCUSS
Notas do Editor
- Sharing - So our digital team is pretty good at sending interesting links round, with good articles to read about developments in digital and social. Just in the last two weeks, two of my top ‘live video’ ones have come from Elaine and Rob. Hugh - I had a look back in my email archive, and in June 2015 – Hugh sent round the agenda for our team meeting, with a suggestion for us all to watch the British Museum’s latest live Periscope broadcast – with Dan Snow, exploring an exhibition. With the question to us all – are there tools and trends we should be keeping on top of, plus to come along to the meeting with one or two ideas/examples to discuss. August 2015 – Periscope experiments with Free Fringe Music, and have be doing some more ‘live’ snippets on Instagram and Twitter. June 2016 – more concentrated effort to plan a series of live broadcasts and we've been working on Facebook Live.
- Live video transformed in a new social format. Wonder of smartphones, it is now much more accessible to us as an organisation. As traditional social channels are coming close to saturation, and have much more competition – they are building new products to invigorate their channels for consumers in new ways. Nice, but also the challenge for us – is to try and use that, to try and keep up. Last few years, video has been increasingly on the agenda for digital content and social media. So alongside films being produced with higher budgets and longer timescales, we also wanted to make sure we are part of the growing ‘home-made’ trend of videos and meet our audience in new ways. Plus that this more adhoc element allow us to experiment a little more and grow our content production skills to keep up with trends.
- Audience: Facebook has 1.71 billion monthly active users, plus National Museums Scotland has it's biggest audience on Facebook – with over 68k followers. Engagement: We hoped that live broadcasts might help increase engagement on this channel, but it also provides a good platform for it as the video stays as a post, questions could be responded to later, video can be reposted if required. Analytics: Facebook provides a good set of analytics about posts, we may still be trying to decide what best measurements are sometimes, but it is good to know there will be a good amount of numbers to try to delve into. Algorithm: You may have experienced at times, Faceboook’s mysterious news feed algorithm works for you and sometimes it doesn’t. Paid advertising works, but we’d like to see some of our native content reaching top numbers too. Whilst Facebook live was relatively new, it was actively searching for an audience for you and gave preference to live video, as opposed to non live video. Videos appear higher in the news feed when they are actually live, as opposed to when they are not and I have read that people spend 3x more time watching a Facebook Live video, compared to when it is no longer live.
- 3,2,1 – live – when you click the little live video button, 3 seconds – that’s the countdown. So we’ve clicked it about 19 times now - with 19 posts, that's roughly one or two a week, since our first broadcast on the 23 June. At times, felt like a lot – particularly in the earlier days, when we took more time to prep for each one. How many of you have used or watched a video on Facebook Live? How many have watched one of our videos?
- Overall, these have been a real team effort… Initial meeting with marketing, Fraser Hunter, Sarah Teale to discuss feasability We’ve all played numerous parts – Elaine organisation, Anita and I on the filming, all of us have helped clean down dirty display cases, shhh people, hold lights … Really good input from all of the speakers – we invited them to speak, they decided the topic and focus of their live talk. We now know who controls the lights at the museum! They are all programmed and keeping them turned on when we want them, has often been the biggest challenge for our live videos.
- We didn’t actually have a digital team smart phone when starting out, now we do. The planning of the Celts series was a good impetus for us to request some additional equipment for the team. Hugh and IT kindly responded. So our base equipment starting out was a tripod, microphones, phone. We’ve developed the rest of our kit as and when required – lights chat.
- Out most recent addition has been these lovely lights, which make a huge difference. Anita also brought this hand clapper board back for the team from her recent holidays, where she was getting some top tips from Disney.
- Martin was our brave first broadcast and it’s fair to say it didn’t run quite as smoothly as we would have hoped. We’d trialed it in the morning, again before clicking live, tested sound, requested lights to stay on. So we clicked to go live… a couple of seconds in someone told us sound wasn’t working and then the lights went off! Quick decision. Stop, delete intital broadcast to stop confusion, got lights back on and started again. Play video
- More successful bringing objects from conservation stores visiting BM curator people from learning and programmes and exhibitions
- So which video do you think has been our most popular?
- Most popular video to date has been our least planned one. Capturing the opening day celebrations with the pipe band. Nuria filmed A little shaky, but it captures a moment and shares it with people who weren’t there.
- British Museum – In May they did a Live exhibition tour with Dan Snow, moved to Youtube afterwards. One Periscope for Celts when showing also. ZSL London Zoo (over 100,000 followers on Facebook) : released footage of its two newborn Sumatran tigers, captured just moments after they were born to seven-year-old tigress, Melati. Garnering over five hundred thousand views, the video has been a massive success for the Zoological Society London. Airbnb – Live there campaign, partnered with Disney on the jungle book – livestreamed interviews from the red carpet Buzzfeed - stretching rubber bands over a watermelon until it eventually burst. 40 minutes. Met - n informal tour of the museum from Fifth Avenue, to live openings (Cornelia Parker's new work on the garden roof), to more involved exhibition previews, The Met's early experiments with Live show impressive willing.
- Most successful initiatives Great engagement & responses to people joining the Periscope Great consistent series Relaxed presence and style of filming Nice starter screen
- Relaxed presence and style of filming Good ability to connect with audience Acknowledges bad connections comments Good personality
- Video with curators Sneak preview Still a little shaky Good timing - Informal filming
- Los Angeles County Museum of Art (306,534 followers on Facebook) - streamed filmmaker Guillermo del Toro offering a sneak peek of his “At Home with Monsters” exhibition live on Facebook,. The post got more than 1.2 million views, 6,000 comments and 16,000 shares. Relaxed ‘shaky’ video style Lighting dark at points Big name speaking Wandering – filming on the move Famous film director, talking about monsters – people tend to like
- Video with curators Sneak preview Still a little shaky Good timing - Informal filming
- So we have almost finished with this set of broadcasts, an on the 10 October we've invited those who have taken part in a live to join us to review them – to see what worked for them, what didn't, what they may want to do more of, and discuss when we may consider doing more live broadcasts again.
- There’s always something that may falter or fail – for us, the biggest challenges have been lights, sound and signal. On almost every broadcasts – one of these has posed a challenge. Just when we thought we had lights and sound going well, signal would be patchy. Or vice versa. However, the important thing has been to try not to stress (too much) about it, then to quickly figure out how to deal with it and carry on filming.
- It's not so difficult to just click 'go live', it's 90% in the preparation A little light, makes a big difference Time – once initial planning has been done, actual filming is relatively quick. Although ideally two people are required to do a staged live. Coordination is important - Trial it, set-up, get ready and go Lights, sounds, signal…. there’s always something that may falter – don’t stress (too much) about it! Figure out how to deal with it and carry on filming.
- There’s always something that may falter or fail – for us, the biggest challenges have been lights, sound and signal. On almost every broadcasts – one of these has posed a challenge. Just when we thought we had lights and sound going well, signal would be patchy. Or vice versa. However, the important thing has been to try not to stress (too much) about it, then to quickly figure out how to deal with it and carry on filming.