Using Real-Time Media To Drive Real Results
Last week we hosted #SoRightLive, our first-ever live video webcast featuring RadioShack products and people. Powered by Twitter, Facebook, and Ustream, the event included 5 broadcast segments showcasing “So Right” gifts: from smartphones and RC cars to headphones and DIY tech kits. All segments were hosted by RadioShack’s own Ricky Cadden, Paige Guyton, Danny Ramirez and Lauren Kushnerick and we built out a full set at the Dallas Omni Hotel. The video below has some must-see highlights.[youtube=http://www.youtube.com/watch?v=hlsaGFmPPN0] Why is this news? Glad you asked. This combination of real people showcasing technology using social media delivered the following results:
- 80 million global impressions (30M U.S.)
- 550 total hours of video viewed with 2K streamed views.
- Average viewing time per user: 20 minutes
- 4% engagement rate on Twitter
- 20+ bloggers, influencers and experts participated in the on-site studio event
#SoRightLive was an experiment for all of us and there are several learnings we'll apply to future episodes. Since being tasked with launching the interactive practice at RadioShack my goal has been to humanize the brand and ensure our consumer communications had just as much heart as muscle. Traditional media like TV, radio, print and direct mail play a vital role in the consumer's path to purchase and our goal as interactive marketers is to close the loop with media, messaging and motives that builds trust. It's a word we don't use enough considering it ultimately decides how, where and when consumer's spend their money.Thanks to everyone for their hard work on delivering with excellence today while moving the needle for tomorrow. More to come. Get ready 2012.Would love to hear from other digital marketers and influencers on their experience with live events. What role can it play in driving real conversations?