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Why You Need to Add Google+ Hangouts to Your Digital Communications Strategy

B.L. Ochman
26 subscribers
1.3K views Streamed 10 years ago
B.L. Ochman produced this PRSA-NY sponsored live-streamed Communications Week Hangout broadcast. It features NASA Social Media Mgr John Yembrick & Sona Patel, Social Media Staff Ed, NY TImes. Guests included Ronnie Bincer & Natan Edelsburg. You can jump directly to any segment by clicking on the time in brackets. [0:02] -- Welcome & guest introductions [1:02] -- Many big brands are doing Hangouts on Air as part of their digital strategy. [1:42] -- Sona Patel: first NYTimes Hangout was late 2011: Technology & Thanksgiving, "an experiment." http://bits.blogs.nytimes.com/2011/11... [3:54] -- NY Times Hangout on Air (HOA) strategy going forward is to tap into niche audiences [4:00] -- Patel: first NYTimes Hangouts focused too much on creating television-like production values; not spontaneous [6:08] -- Patel: Going forward, NASA HOAs won't be as highly produced [6:30] -- Interactivity of coments from the audience during the live broadca …...more
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Welcome & guest introductions

0:02

Many big brands are doing Hangouts on Air as part of their digital strategy.

1:02

Sona Patel: first NYTimes Hangout was late 2011: Technology & Thanksgiving, "an experiment."

1:42

NY Times Hangout on Air (HOA) strategy going forward is to tap into niche audiences

3:54

Patel: first NYTimes Hangouts focused too much on creating television-like production values; not spontaneous

4:00

Patel: Going forward, NASA HOAs won't be as highly produced

6:08

Interactivity of coments from the audience during the live broadcast distinguishes Hangouts from all other video platforms.

6:30

Yembrick: What matters to NASA in HOAs & all communications is engagement

7:45

NASA wants the public to have access to its scientists & astronauts

8:00

NASA has 450 social media accounts & a large staff

8:22

NASA has done more than 45 Hangouts

9:12

NASA HOAs take questions from all social platforms, not just YouTube & G

10:21

First HOA w the Iternat'l Space Station: over 1800 questions asked live

10:30

In 2013 NASA did their first HOA in Spanish.

11:16

NASA tries to keep "full fleet of social media tools" available in their online events

11:40

Yembrick: ways NASA provides connectivity from space & underwater were not possible just a few years ago.

12:40

No wifi on the Space Station. Radio only for the astronauts.

13:10

Aquanauts under water, have Internet access for HOAs & have laptops.

14:30

Patel: NYTimes has a social media team of 5, each working specific desks.

15:00

Patel recommends schedules & task lists for all on HOA teams

16:00

Ochman: HOAs can be too tight & too much like TV, w no interactivity, or too loose & can't sustain audience interest.

16:30

Yembrick: NASA decision to do HOAs wasn't made quickly, but they were eager because there is nothing quite like Hangoouts.

17:35

Yembrick: NASA's Slideshare page has HOA Training slides

18:58

Yembrick: We've had a couple of glitches wi audio & connectivity. You just have to understand the platform

19:38

Ochman: Google will send you lights, mikes & headset if you are involved in Hangouts with them.

20:04

Patel: Google worked NYT on a couple of Hangouts, even sending a crew

20:15

NYTimes Hangout training: bring in reporters a day before for lighting, sound check, & to meet the others

20:35

NYTimes opens the Hangout 1 hour before going live

21:21

Yembrick advice

22:17

Patel advice on HOAs

23:53

NYTimes promotes to G+, FB, to influencers & bloggers as well as to its readers

26:26

Yembrick on promoting HOAs

28:54

Internal resistance to HOAs?

34:50

All NASA Hangouts are on NASA event page

38:10

Q- How to generate B2B leads w HOAs

39:23

Going forward

48:51
Why You Need to Add Google+ Hangouts to Your Digital Communications Strategy
B.L. Ochman produced this PRSA-NY sponsored live-streamed Communications Week Hangout broadcast. It features NASA Social Media Mgr John Yembrick & Sona Patel, Social Media Staff Ed, NY TImes. Guests included Ronnie Bincer & Natan Edelsburg. You can jump directly to any segment by clicking on the time in brackets. [0:02] -- Welcome & guest introductions [1:02] -- Many big brands are doing Hangouts on Air as part of their digital strategy. [1:42] -- Sona Patel: first NYTimes Hangout was late 2011: Technology & Thanksgiving, "an experiment." http://bits.blogs.nytimes.com/2011/11... [3:54] -- NY Times Hangout on Air (HOA) strategy going forward is to tap into niche audiences [4:00] -- Patel: first NYTimes Hangouts focused too much on creating television-like production values; not spontaneous [6:08] -- Patel: Going forward, NASA HOAs won't be as highly produced [6:30] -- Interactivity of coments from the audience during the live broadcast distinguishes Hangouts from all other video platforms. [7:45] -- Yembrick: What matters to NASA in HOAs & all communications is engagement [8:00] -- NASA wants the public to have access to its scientists & astronauts [8:22] -- NASA has 450 social media accounts & a large staff [9:12] -- NASA has done more than 45 Hangouts [10:21] -- NASA HOAs take questions from all social platforms, not just YouTube & G+ [10:30] -- First HOA w the Iternat'l Space Station: over 1800 questions asked live [11:16] -- In 2013 NASA did their first HOA in Spanish. [11:40] -- NASA tries to keep "full fleet of social media tools" available in their online events [12:40] -- Yembrick: ways NASA provides connectivity from space & underwater were not possible just a few years ago. [13:10] -- No wifi on the Space Station. Radio only for the astronauts. [14:30] -- Aquanauts under water, have Internet access for HOAs & have laptops. [15:00] -- Patel: NYTimes has a social media team of 5, each working specific desks. [16:00] -- Patel recommends schedules & task lists for all on HOA teams [16:30] -- Ochman: HOAs can be too tight & too much like TV, w no interactivity, or too loose & can't sustain audience interest. [17:35] -- Yembrick: NASA decision to do HOAs wasn't made quickly, but they were eager because there is nothing quite like Hangoouts. [18:58] -- Yembrick: NASA's Slideshare page has HOA Training slides [19:38] -- Yembrick: We've had a couple of glitches wi audio & connectivity. You just have to understand the platform [20:04] -- Ochman: Google will send you lights, mikes & headset if you are involved in Hangouts with them. [20:15] -- Patel: Google worked NYT on a couple of Hangouts, even sending a crew [20:35] -- NYTimes Hangout training: bring in reporters a day before for lighting, sound check, & to meet the others [21:21] -- NYTimes opens the Hangout 1 hour before going live [22:17} -- Yembrick advice: 1- Don't let production values overwhelm you 2- You need good connectivity, ideally hard-wired & good mikes 3- Make sure you have engaging content. "A lot of HOAs are an hour long & they put me to sleep." Try to engage w visuals. 4- Don't be intimidated by technology. People watching will be OK with mistakes you make 5- Keep HOAs short (Predicts HOAs will keep getting shorter) [23:53] -- Patel advice on HOAs: 1- Set goals 2- Think of Hangouts as "appointment viewing" 3- Figure out logistics in advance 4- Don't forget promotion! [26:26] -- NYTimes promotes to G+, FB, to influencers & bloggers as well as to its readers [28:54] -- Yembrick on promoting HOAs 1- put a promo video on the event page to stir interest 2- Post to website, blog, YoutTube 3- After the HOA - post short sound bites to Instagram, Vine [33:54:] - Yembrick: Favorite NASA HOA was mobile press HOA from middle of the desert. [34:50] -- Internal resistance to HOAs? Patel: "We have to try new things our readers are interested in" Yembrick: Have to get value. If we do a press event & get no coverage, we failed. [38:10] -- All NASA Hangouts are on NASA event page http://goo.gl/ykEwi0 [39:23] Q- How to generate B2B leads w HOAs Ochman: you need a comprehensive & interesting digital strategy Bincer: 1- Know what clients are searching for 2- Answer FAQs 3- Slice & dice responses into separate videos to drive traffic to your site for more info Ochman: It's all about telling people what they want to hear, not just what you want to tell them. [48:51] -- Going forward: Yembrick: more strategic w/HOAs, do them really well Patel: HOAs w/ readers getting access to hi-profile guests Sorry, but we've run of our allotted space :) Watch the video for more Moderated by +B.L. Ochman CEO of leading Google+ consultancy Maximum-Plus.com , Ronnie Bincer  - The Hangout Helper - and +Natan Edelsburg SVP/Muck Rack. #HangoutStrategy #HangoutsForPR   #PRHangouts

Follow along using the transcript.

B.L. Ochman

26 subscribers