Since Covid-19, virtual events and live-streamed events have become a familiar part of business communications. But while the technology has become more accessible, there’s still a big difference between simply going live and delivering a professional corporate live stream.
Any event, whether in-person or live-streamed, is a vital communication activity. Get it wrong, and you risk damaging your brand. We’ve seen remote speakers with unmade beds in the background, technology that cuts in and out, and presenters who falter because they have no idea whether they are live or not.
As a marketing agency in London with experience producing live events, we have seen it all. So, how do you live stream a corporate event successfully? Here are seven things we’d recommend getting right.
1. Plan your live-streamed event well in advance
Preparation is key.
Choose a date for your event and plan, write and build the communication pathways to alert your audience at least four weeks beforehand. Remind them, drive them to your registration page and confirm their attendance.
But don’t limit your preparation to promoting the event. Build a production schedule covering speakers, rehearsals, content, timings, technical checks and responsibilities on the day.
Everyone involved should know what is happening, when it is happening and who is responsible for it.
2. Test remote speakers before the event
Company networks and Wi-Fi can cause chaos with remote video calls and speakers.
Test remote speakers’ connections from the same location they will use on the day, with the same technology and network, at least two weeks before the event.
Don’t just check whether you can see and hear them. Look at the complete experience your audience will receive: their camera position, lighting, background, microphone quality and internet connection.
A technical rehearsal also gives speakers an opportunity to become comfortable with the live-streaming setup before they have an audience watching.
3. Check your internet connection and streaming location
There’s nothing worse than a live stream that keeps cutting out.
Work with IT teams at least two weeks before the event to run speed tests and ensure you have sufficient bandwidth for your live stream. Find out whether the network is dedicated or shared.
Keep an eye on upload speed, but also download speed if you are bringing in multiple remote speakers.
And don’t rely on Wi-Fi. For a professional live-streamed event, always use a wired Ethernet connection wherever possible.
It’s also worth planning for what happens if your primary connection fails. Your live-streaming setup should have contingencies for the technical problems that could interrupt the event.
4. Check your cameras, lighting and sound
Your audience will judge the quality of your corporate live stream by what they can see and hear. Before the event, check:
Cameras – How are the cameras positioned and how are your presenters framed? Think about where presenters will look, whether they will move and what your audience will see when switching between speakers.
Lighting – How are you lighting your speakers? Check whether windows will affect camera exposure or create silhouettes. Normal office lighting can create unflattering shadows. Use a professional lighting setup where possible or, at a minimum, position speakers so their faces are evenly lit.
Sound – One microphone per person is ideal. Test your microphones and listen back to a recording rather than relying solely on how they sound in the room. Air conditioning, neighbouring rooms and other background noise can easily be picked up without you noticing.
Audio is particularly important for live streaming. An audience might tolerate an imperfect camera angle, but if they can’t clearly understand your speakers, they’ll quickly lose interest.
5. Rehearse what happens when you go live
Don’t leave the first few seconds of your event to chance.
Discuss with presenters how you will let them know they are live and agree on a signal that tells them when the stream has stopped. This could be a thumbs-up from the production team or communication through an in-ear monitor.
Make sure the presenter knows how to welcome the audience and deliver any housekeeping information.
If you’re taking audience questions, decide in advance how those questions will reach the presenter. A tablet and direct messaging tool can work well. We also recommend having at least three questions prepared in case the audience is initially slow to respond.
At the end, thank your audience and make sure presenters wait for the agreed signal confirming that the live stream has stopped before relaxing.
Ideally, rehearse this entire process before the event. Presenters should experience going “live” during the rehearsal so that the real thing feels familiar.
6. Create an on-demand version after the live stream
The value of your event doesn’t have to end when the live stream finishes.
Not everyone will be able to attend live, while others may want to rewatch particular sections. Edit and prepare an on-demand version of your event as quickly as possible.
Send post-event communications letting people know where they can watch it. It’s worth tailoring these emails for people who attended and those who registered but missed the live event.
You can also consider whether highlights, individual presentations or short clips from the event can be repurposed for your website, social channels and future marketing communications.
7. Review your live-stream analytics
Finally, review your analytics to see what you can learn and apply to your next live-streamed event.
Look beyond the total number of views. Where did people drop off? Which sections held attention? Which topics generated questions? How many registered attendees actually watched? Did people return to the on-demand version?
If viewers consistently drop off at a particular point or questions focus on a particular theme, you can use those insights when developing your next event.
A successful corporate live stream starts before you go live
Don’t underestimate what goes into successfully executing a live-streamed corporate event.
The communications, technology and production all contribute to how your brand is perceived. The best live streams aren’t simply switched on at the scheduled time. They’re planned, tested and rehearsed so that presenters can concentrate on engaging the audience rather than worrying about what might go wrong.
Events executed properly can create extraordinary audience engagement.
If you’d like to talk through any aspect of planning or producing a live-streamed corporate event, get in touch to arrange a call.
