How Co.create NYC and Nasdaq build brand trust with live streaming
It's evident that there has been a dramatic change regarding how consumers view as, interact, and support with companies in the last few years particularly as Millennials are the biggest generation to buy from. An authentic and strong image is now more important than ever, with Sixty-two percent of consumers They claim that their purchasing decisions are an influence of a business' ethical values and trustworthiness. In the last few years, businesses are recognizing live video essential to build brand loyalty and trust with their customers. As we close the season of the live LinkedIn show, working lunch , we welcomed creators from two varied business sizes and industries to find out why they're utilizing live video to humanize their brand.
Live video democratizes content
Anthony Rudolf, Partner at Co.create NYC, a creative agency Co.create NYC, leverages live video in their annual Welcome Conference for hospitality workers. "We've employed live video since day one," says Anthony, explaining that the rationale for live video was provide it to everyone, even if they could not afford it live. "Restaurant and hospitality workers are underpaid and overworked which means the chances that they'd have the time or finances to attend was low. Live video was considered as a means to democratize the talks that were being held," he says. Although Lyanne Alfaro Multimedia producer and host at Nasdaq, works in an entirely different setting which is a global financial services company with over 4000 employees, she has a remarkably similar mindset. In live performances like Behind the Bell , Nasdaq Spotlight , and #TradeTalks on Twitter, Lyanne and her team are constantly focused on sharing information of Nasdaq guests and experts for the general public. "Nasdaq is now closed, in most measures open to the general people. Live streaming has allowed individuals access to our business," she says. "If you took out the live stream, there wouldn't be any transparency into the things we're working on as a company." Watch the latest episode below.
How live video builds brand trust
It takes time to build brand trust It is built on respecting your business's beliefs and promises. "The part of trust comes from being true to your brand's promises," says Anthony. The Welcome Conference's goal is three-fold: to share, inspire, and connect. "For us, creating trust is about doing these three things live on footage," he says. How? It fulfills its "share" pledge by making it free, and "inspire" with its engaging content to viewer. In terms of "connect," Anthony and his team have come up with an interesting outcome, in response to feedback from viewers of their video. "What we found -- not by design it is the fact that our content was utilized by restaurant managers or other staff members team members bringing together to watch a session, which is then used to provide a platform for discussion about hospitality." As a member of Nasdaq, Lyanne focuses on recycling the content in order to make it available to all and at any moment.
Live video doesn't just live at the present. It's not ephemeral, so we optimize it to post elsewhere. If you're able to accomplish the job successfully, that's fulfilling. Lyanne Alfaro Multimedia Producer & Host, Nasdaq
As for staying ahead in the frantic work of video marketing to build brand trust, Lyanne's advice is to be open to the constantly changing quality of live video. "Always experiment. Live streaming is an exciting game and there's a lot you can try," she says. "Be active as changes will be. " This is the end of this season Working Lunch . Join Enterprise's Follower List on LinkedIn To be first to be informed about the upcoming episodes next year. Cheers!