How To Plan A Live Streaming Event
Create Clear, Realistic Goals
You’ll want to think about what you hope to accomplish with the live stream. Are you hoping to reach a larger audience? Do you need them to take any specific action as a result of the live stream or during the event? Are you establishing trust, showing a new product, training, or even selling something? Do you want people to ask questions or interact in a specific way? If so, how are you making it easy for them to take the actions you want?
How will you define success? Are your goals realistic? If a large audience is the goal, how are you promoting the event?
What Content Will You Use?
First, create an outline that describes the messages and focus of the event.
Then, plan how you will illustrate each message. Will you have presenters?
Will you show pre-produced videos? Are you going to have images, graphics, etc? Once you decide on all the elements and visuals, you’ll want to create a Run Of Show.
The Run Of Show should not be overly detailed, but should be a document your live streaming company can have printed out and be able to easily follow during the show. You may also want a detailed script. Be sure to name your video, audio, and image files using a simple, easy to follow structure, or have them all in a PowerPoint. If you are using PowerPoint presentations for your event presenters, it’s a good idea to get those to your live streaming company early.
Choose the Right Platform
Many clients aren’t sure which platform is right for their audience. There are so many to choose from. Each one has its strengths. For instance, Zoom is great for interaction, but the video quality is low. Zoom compresses the video in order to make it viewable for those who don’t have a strong internet connection. Vimeo has great quality, but it’s less interactive than Zoom. Facebook is easy to use, but not everyone is on Facebook.
Keep in mind, you can go live to multiple platforms at once or even have presenters live on Zoom and bring them into your Facebook LIVE event. It’s also easy to set up a webpage for your live event and to use a YouTube or Vimeo link to have the live stream show on a webpage. If you have sponsors, you can add logos and links to the webpage.
Technical Setup
Cameras: You’ll also want to think through the equipment you would like for your live event. How many cameras do you need? Many events use three but some opt for more while many use just two. You may not need a camera operator for all your cameras. For instance, you could have one camera set on a wide shot. Or, you might even have one camera operator who stands behind one closeup camera and the other one on a wide. That operator can adjust or pan either camera.
Sound: How many microphones do you need? Do you want one podium mic or five lavalier mics for a panel discussion? The number and types of microphones needed will sometimes have a bigger impact on your budget than the number of cameras will. If you are having a hybrid event and you already have an audio person with microphones and a soundboard, you may be able to get the audio person to simply connect the audio feed for the live streaming company. This means no additional cost for audio to the live streaming audience.
Lighting: Do you need your live streaming company to provide lighting for the event? Most companies do a site visit prior to providing an agreement, but just for the purposes of getting quotes, you’ll probably need to include a budget for lighting if you are not having your event at a theater that has stage lighting.
Communications Devices: Your live streaming team has to speak to each other during the event. Most likely a communications headset kit will be part of their quote. The expense increases as the number of crew members increase. So, if you have three camera operators, you’ll pay more than if you have one camera operator. This fee can vary widely.
Streaming Computer: Your live streaming company will have hardware or software for switching cameras and bringing in videos, graphics, etc. The technical equipment can vary depending on your show and whether your live streaming company will project your show to screens in the room as well as to the online audience. Expect to see a fee for this as well as for all the cables, monitors, and adapters that are needed for your event.
Internet Connection: You will definitely want to have a wired internet connection for your live-streaming company. If you are scouting venues, be sure to ask about this, and be sure to ask about how fast the upload speed is for that wired connection. The faster, the better. If you have 5 mbps upload speed, you can go live, but if you have 75 mbps upload speed, that’s better. Your live streaming company will also check this during a site visit. If you want to check it yourself, go to speedtest.net on your laptop. The site will give you the download speed first and then the upload speed. You will also want to make sure that there are no security issues at the venue. Sometimes, a company will block social media sites. It’s also possible that no one has used a connection in a while, and it no longer works. The I-T department can usually help with security issues and other problems. But, it’s best to test ahead of time and not on the day of the show.
Consider Rehearsing Or At Least A Test: Depending on your budget and your specific needs, you may want to schedule a full set up and rehearsal the day before. If clients opt for skipping a rehearsal, most live streaming companies will arrive early enough to set up everything and then set up a test broadcast before the actual event. The test broadcast assures that all equipment is working, that the video and audio are working and in sync, that the cameras are “matched” in color and look, that the internet is working and that the platforms are getting the broadcast. If you have a full rehearsal the day prior, expect your budget to increase considerably.
Backup Plans: While many clients do not budget for backups, this is always an option. You can add in an additional internet option. That cost can vary, but a good professional solution cost about $1,500, and that does not include any markup. You can also have a backup streaming computer that’s ready to go if there are any issues. Many live streaming companies do bring extra cables, cameras, monitors, and microphones in case something goes wrong and usually don’t charge for these.
Promotion & Engagement
It’s a good idea to think through how you will promote your live streaming event. Will you use emails, social media, paid ads? It’s important to let your viewers know in plenty of time to set aside the date and then to remind them as it gets closer.
During the event, be sure to remind people to ask questions and let them know how to ask questions, such as ask your questions in the comments or ask your questions using the chat. You might consider recognition or prizes for certain types of engagement.
After The Event
Be sure to consider how you’ll use the content created during the event. Will you simply send out the link to view the video to participants or will you edit small portions of your broadcast for social media or emails? Ask your audience for feedback so that you can improve with every live event.
If you follow these steps, you should have a smooth broadcast and the ability to make each one better in the future. Keep in mind, live broadcasting is still relatively new. Innovations will bring new opportunities to engage more and achieve even greater results!
