The Social Space Is Becoming Raw And Real; Prime For What Radio Talent Offers
March 31, 2015
Just as the live streaming app, Meerkat was all the rage last week, Twitter quickly launched Periscope, a live streaming app it purchased months ago. And Periscope has already stolen the hearts and attention of consumers.
While Meerkat never broke into Apple's top 100 daily app download chart, Periscope debuted around number 30 and continues to sit in the top 50 (at time of publication). And with that - there are plenty of people debating if Periscope is going to "kill" Meerkat.
But that dialogue misses the bigger picture.
For any brand, when new apps get this type of buzz -- it's never about debating whether or not it's the "next big thing."
It's simply your opportunity to show up and play around with it - entertain the portion of fans that are early adopters. That simple act alone offers a sense of realness to your product -- something critical for brand-building in the 21st century.
So on the day of Periscope's launch, I took it for a test drive.
I went "running" with Tim Perzyk, Dir./North American Research at Twitter (getting a glimpse of Twitter's San Francisco's headquarters)
And then I went to Nashville and peeked in on a lively meeting with syndicated radio show, Big D and Bubba. This wasn't contrived. It was a serious debate about something that was said on air. It was fascinating to be there.
It ended on a lighter note and everyone (including me) chimed in:
As I experienced other moments on Periscope, one thing became clear:
The power of an app like Periscope is allowing those of us watching your live stream to influence the broadcast.
For example -- I asked the viewers of my Periscope this week to tell me things to say out loud as I was waiting for folks to board a flight. (That's how bored you get.)
Of course no faces were streamed live -- it was all denim crotches and feet - what you typically see when you're seated. And it was pretty funny for the viewers to hear me say their suggestions out loud:
It was a simple, unexpected shared experience that made viewers laugh.
Live, raw and real time moments are the future of social and it couldn't be more exciting for radio. Because that's the exact element radio's great talents bring to the airwaves every week.
The ideas for live streaming are limitless. But I do suggest you consult with legal when taking this beyond the control room.
Just remember, in order to create any type of impact you must offer:
- Access -- What does the audience crave that you can surprise them with?
- Acknowledgment -- Pay attention to those trying to interact with you during the live stream.
Your radio show is no longer a day part -- it's an enterprise that should always be on.
So have fun and be experimental.
We're not always going to hit it out of the park, but we'll get closer every time we put ourselves out there and learn along the way.
Reach out to me anytime on Twitter @lorilewis.
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