Month: August 2017

Unlocking the brand value of live streaming

In part one of a two-part series, Mark Blair, VP of EMEA at Brightcove, explores the unique value of live streaming video, how to use it to communicate with external audiences and how it can the benefit your business.

Live streaming video is gaining more widespread use across enterprise organisations. Its use isn’t new. Corporations have been using it for well over a decade, broadcasting events, executive conferences or new product announcements to employees and customers around the globe. As technology has made live video easier to capture, manage, and distribute, those enterprises using live streaming see it as a productivity enabler, making both internal and external communications efficient and cost effective.

The unique value of live streaming video

Video has the ability to win the hearts and minds of viewers, and live video provides an even more compelling experience. Here are the top five reasons why brands and influencers favour live video over other forms of media communication to engage with their audiences:

  • Better brand connection
    Live video enables brands to connect with audiences on an authentic, human level. While
    you want to produce quality live video by being prepared, use that preparation as a platform
    for content that allows individual personalities and unexpected moments to shine, as live
    video enables viewers to gain insight into that ‘behind the scenes’ type content that they
    wouldn't normally have access to.


  • Increased urgency
    Live streaming creates a sense of urgency that’s hard to replicate with on-demand video.
    Greater value is placed on an event when there’s only one chance to view it. Thanks to
    mobile devices and low-bandwidth video, viewers can access live events from almost any


  • Longer viewing times
    According to ComScore and Facebook, online video viewers show increased engagement
    and longer viewing times while watching live video versus on-demand video – providing a
    great opportunity for cross-promotion and advertising.


  • Greater audience interaction
    Viewers tend to interact more with brands in real-time, from asking for a shout-out from a
    brand ambassador or leader, to asking questions about a brand’s latest product during a live
    launch or promotion. Having community managers on-hand during live events to interact
    with those tuning in, means you can answer questions instantly and even boost sales by
    engaging with fans and potential customers.


  • Increased social sharing
    Viewers who are engaging with a live video event are more likely to share their experience
    on social media and encourage friends to join. By taking it one step further however, and
    hosting live streams through your on-demand platform as well, it provides a compelling
    invitation for new viewers and a chance for video publishers to grow their audience and
    increase awareness of their message beyond the live event.


How to use live video to promote your brand

Live streaming brings value to your brand by enabling you to interact with customers and prospects in real-time, forge a more personal relationship, and grow your audience by providing access to consumers who may not have otherwise participated. The live stream itself is inherently about community. It makes your customers feel included.

By offering behind the scenes insight into your company, products and the people behind your brand – encouraging viewers to click through to the relevant pages from either a public platform like Facebook or YouTube or owned video platforms you can push them further down the funnel towards the point of purchase. This not only makes live streaming an incredibly useful sales tool, but can also provide brands with the ability to offer additional support to the buyer during the decision-making process.

What’s more, there are plenty of opportunities to take advantage of live streaming. Whether you’re streaming consumer-facing events like fashion shows or product launches, or presentations from corporate meetings or industry conferences, real-time video can help you reach and engage with a much wider audience.

From a customer support perspective, live video could also put customer assistants in front of consumers for virtual face-to- face interaction. Unlike other live chats that don’t use video, there’s no delay caused by waiting for messages to appear, no risk of mistakes due to typos, and issues can be explained more easily verbally. Visual aids can also be used to demonstrate problems on both sides, with assistants able to walk customers through solutions in a more convenient manner.

The value of live streaming video is clear to see. It strengthens the connection your target audience feels with your brand, captures audiences’ attention, increases the likelihood of that audience sharing and interaction on social media, and – most importantly – can contribute to a healthy revenue in the long-term.

So, now we know the benefits of live streaming from an external perspective, but can it also have a positive impact on internal organisational communications? Stay tuned for part two of our live streaming video series to find out!

23 free tools to help your Social SEO

Cody Stallard is an Online Marketing & SEO enthusiast for SMEs. Having spent 13 months in South Korea teaching English, and building a creative organisation, Cody is now working as the Community Manager for The Wholesale Forums (The UK’s leading networking community & independent advice forum for trade buyers and suppliers). He talks us through his top tools for search engine optimisation.

The tools have been split into 3 areas

  • Link Building
  • Webmaster Tools
  • Keyword Research


Link Building:

Check my Links – Google Chrome Extension – This tool will check your webpages for any broken links. Link

Domain Hunter+ – Chrome Extension – Similar to Check My Links, though also shows you if any of the broken links domains
are available for registration.

LinkMiner – Chrome Extention – Exactly the same as the above two broken link checkers, however this tool is even more helpful when targeting your competition as it shows how many links are pointing to the broken ones.

Open Site Explorer – Moz tool – A nifty creation by Moz, allows you to see who links to your site, and who links to your competitors. This tool also shows you broken and old links on your webpages. (N.B, This is a limited tool – you will need to purchase for more features)

Disavow Links Tool – Google Tool – If your site is being affected by low quality or bad spammy links you have no control over you can use to this tool to tell Google to not take those links into consideration when reviewing your site.

SkyRocket – SkyRocket shows you pages that have already linked to content similar to your chosen topic. You can then use one of the above tools to check for broken links.

Buzzsumo – This is a great little tool that allows you to find content that performs the highest for any topic or competitor. If you want to find out whether or not a piece on FREE SEO Tools has been created, how well it did, and who published it, then this is the tool to
go for.

SEOquake – Chrome and Firefox Extension – This tool shows you metrics such as domain age, number of backlinks and much more. You can use this whilst on Google (Or Firefox) search results as well.



Webmaster Tools

Google Analytics – For those that are serious about their SEO, CTR, Traffic etc.

Google Analytics Referrer Spam Killer – I’ve not used this one myself, however this tools adds filters to your GA account to block/ remove a ton of well-known spam referral websites from your main domain.

Google Mobile-Friendly Test – We should all know this one. Keep your site mobile friendly otherwise Google will rank your site lower!

Google Search Console – This has a ton of tools provided by Google that helps show you any issues with your site, security issues, indexed pages, submit new content for crawling, and what sites link to yours and so much more If you want to monitor and maintain the your site’s
presence, then this is something for you.

Google PageSpeed Insights – If you didn’t already know, Google uses your site’s speed as a ranking factor, and if it’s not up to scratch then that’ll be affected. This tool tells you if your site is fast or slow as well as showing you suggestions for improvements.

Sitemap Validators – There thousands of sites, tools and plugins out there today that can you with making sure you have valid sitemaps – which then need to be submitted to Google – however here’s a link to some that Google has suggested, but not tested. https://code.google.com/archive/p/sitemapgenerators/wikis/SitemapGenerators.wiki

Open SEO Stats – Google Chrome Extension – This tools shows web rank, SEO stats of other sites, such as Alexa ranking, Indexed pages, Page, Speed and so much more.

Panguin Tool – We’ve all been there, resulted in a penalty from Google Panda and, or Penguin. This tool hooks up to your Analytics account and shows you if your traffic dropped at the same time as a Google update. Very handy for getting a better idea of what each update does and impact.

WooRank – Google Chrome Extension – This tool analyses your webpages and let’s you know if your site is optimised for mobiles, how fast it loads, and if any title tags are too long. You can use this analyse your competitors sites too.



Keyword Research:

Google Keyword Planner – A tool built into AdWords that allows you to grab a bunch of keywords by using your website URL or a particular topic. Use this tool to get monthly search estimates, and bids for a keyword.

Google Correlate – Google correlate shows keywords that get search for together, which is useful if you’re looking to target more thorough keywords or run different targeted campaigns.

Google Trends – Got what you think is a great keyword? Why not see at what point it’s the most popular by using this tool. You’ll be able to tell whether it is seasonal, therefore helping you to create content ready for that season.

Seed Keywords – This tool allows you to create a scenario, in which you will ask what would people search for, therefore giving you a list of real keywords in a real scenario.

Wordtracker Scout – Google Chrome Extension – Another free Chrome extension that allows you to pick out keywords from a piece of
content all with the click of a button.

SEO Mofo – You’ve created your piece of content, but have no idea how it’s going to look in Google. In order to make sure you title and description is all readable within the word viewable limit on Google this tool gives you a preview of what it will look like.


Article contributed by Cody Stallard if you would like to contribute to SocialDay drop us a line

How to Measure effectiveness: ROI in influencer marketing

In many ways, today’s marketers have never had it so easy. Gone are the days when marketing campaigns relied upon, at best, outdated data of what ‘has worked in the past’ and at worst, little more than a general idea of how best to communicate with a target audience. Instead, in are the days of information at our fingertips.

While it is undisputed that social media activity can really help to boost a brand’s awareness, can it really be used to convert this awareness into tangibles – such as sales? And how easy is it to measure the return on investment when it comes to using influencers?

More and more top brands are investing in social media marketing but measuring this outreach activity can be tricky.

However, finding a way to measure success, or not, is essential in informing future influencer marketing activity with the data helping to shape future campaigns. With this in mind, check out our top six ways to measure ROI in influencer marketing:


  • Website views. Perhaps the simplest of all measures – the number of people being
    driven to your website off the back of your activity. To really drill down into these
    results, review the page views and read ratio. Those influencer posts that are getting
    higher than average reads are the ones clearly getting traction and should be
    considered for promotion.


  • Discount codes. Discount codes are nothing new, however they can be used in
    different ways. In collaboration with an influencer, discount codes which incorporate
    the influencer’s name are likely to drive more people to the brand’s website and
    create a clear link between the brand and the influencer.
    What’s more, discount codes provide a surprisingly easy way to track activity. When
    using discount codes, the rules are simple: make the discount worthwhile, exclusive
    and put a clear call to action that can be easily monitored.


  • Comment to buy feature. Perfect within YouTube and Instagram activity, the
    ‘comment to buy’ feature is easy to measure and allows followers to comment on a
    product they are interested in buying, with brands then sending out a link for the
    follower to use to complete the purchase.


  • Referral traffic. Using influencer marketing to drive traffic to a specific page is a well-
    used tactic and measuring this activity can be a useful sign of how much impact the
    marketing activity is having. Using this data, other measures can be gleaned such as
    how well the landing page is working in terms of engagement.


  • Participation Rate. Measuring likes, shares and clicks, participation rate is a great
    way to not only measure how many people are engaging with your campaign but also
    which aspects are the most popular. What’s more, the data shown can often be
    impressive, with high figures shown – something clients and managers like to see.


  • A rise in influencer UMUs. If your activity is hitting the right notes, your chosen
    influencer will be taking your brand to a whole new audience, of course, in turn, your
    existing followers should also be driven to your influencer – a measure that could
    prove useful.


The likelihood is that you will probably use a combination of ways to measure ROI in influencer marketing, whatever ways your business opts for, bear in mind, the effectiveness of any campaign relies upon a clear goal, planning and effective implementation to succeed. Capitalising on the often-significant audiences that social media influencers command, utilising the power of influencers is a great way for brands to access a wider audience and to communicate in new ways.


This guest article was written by Amelia Neate from Influencer Champions (www.influencerchampions.com

If you would like to have your article featured drop us a line


Measuring return on investment was one of the core reasons sited by respondents of the SocialDay survey that clients and brands don’t currently use influencer marketing. Those that did found it highly effective.  See the full results and analysis in our 48 page report https://www.socialday.co.uk/research-report   




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