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How to Create Buzz With Live Web Events

by David · 1 comment

The Internet has transformed media. Everything from the way media is produced, to the way it’s consumed, to consumer expectations over cost and commercials is unrecognizable compared to 15 year’s ago.

Consumers expect to be able to access anything anywhere.

Unlimited Choice

Back in the days of TV, choice was limited to a certain number of channels, or the books on your shelf.

Now, the number of choices grows everyday, with the launch of thousands of new videos, blog posts and websites.

Consumers like this variety of choice. It’s good news for archives, from the backlist of old novels on Amazon, to dusty old videos on YouTube, to decade old blog posts. Instead of rotting away hidden, the web makes them an asset.

But what can media producers who want to engage attention right now do?

Live Web: The New Frontier

One answer, according to Sanjay Reddy, is the Live Web. Reddy writes:

“The Live Web represents the next frontier of content and technology convergence.”

Live, one-time events, such as sports, news and auctions, require attention right now. They go stale fast. What’s more, social media arguably intensifies this. You can still record the football game for later, but if you do, then you miss out on all the live discussion on Twitter.

Reddy uses the 2012 London Olympics as an example:

“Though the events in London were taking place throughout the day, prime time schedules here in the U.S. dictated when they would shown on television and, to a large extent, their “official” access to viewers on the Web.

“For those of us even marginally connected online during the day, however, preserving the suspense and drama of waiting to watch the events on television became an Olympic feat in its own right. Medals were celebrated on news sites, controversies debated on social networks and memes arose and disappeared all before the actual events had made it to their prime-time airing.”

Reddy makes two crucial points:

  1. Live events continue to create a bigger buzz, even with unlimited choices of media to access.
  2. People are becoming “two-screen” media consumers. They watch TV with their iPad on their lap, and tweet about what they’re seeing.

Reddy explains the second point:

“For significant live events, the two-screen consumption experience (TV and tablet or smartphone) is becoming more commonplace, creating a digital watercooler of immediate response and reactions so that events such as the landing of the Mars rover, Curiosity, take on a new urgency and excitement online — could Bobak Ferdowsi’s mohawk have made him such a sensation without that live and instantaneous reaction?”

What does this mean for you?

Media producers are still grappling with what the Live Web means for them.

Even so, bloggers have begun to cotton on to the changes, and are engaging audience attention with Live Web events such as:

  • One-off Webinars
  • Live Interviews
  • Google+ hangouts, while taking questions on Twitter

How do you plan to make the most of the Live Web?

David is Social Caffeine’s acting editor. He’s British, but we don’t hold that against him.

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{ 1 comment… read it below or add one }

Pascal Nguyen Deschênes November 24, 2012 at 2:59 pm

I would appreciate some knock on wood solution to organised these live events. @creativelive does an awesome job (with real a production back end). As a solo, nothing seems to stand out for me.

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