Localization: Reach Audiences Where They Are

This article was originally published on LinkedIn on June 10, 2019.

How can I simulcast to reach my audiences on a variety of social platforms concurrently, in their native language, with captions, live and VOD while guaranteeing quality of service. Easy, right? Short answer is that Suite Spot has you covered anytime and anywhere.

First, a quick look back: A decade ago, live online broadcasts were generally streamed to a single platform and embedded on a microsite or a branded channel on a content delivery network (CDN) like Brightcove

or similar. As Internet speeds and live viewership expanded so did the number of destinations audiences could subscribe to. Before YouTube Live and Facebook Live and Twitch rose to scale to handle millions of viewers globally, there was one answer in the industry and that was to drive the audience to a single destination similar to how major TV networks operate.

The request we hear and the recommendation we make to our clients is to spread the love across multiple destinations depending on content and where their viewers spend their time. If the client’s Twitter and Facebook accounts have the highest number of fans and followers then those may seem like logical destinations to stream an event to. However, if a microsite is still desired neither of those platforms can support embedding a proper HD feed, which is fine, but will add another destination to the mix, including a backup channel to match up with the primary channel. Got captions but the platform doesn’t support it? Add another destination into the mix. Need to broadcast in English and another language... or 8 other languages? Add those channels into the mix as well. Losing count of streaming channels? We’re into double digits and creating more as demand grows and as more stakeholders look to join the momentum of the anticipated live event.

These decisions may come weeks ahead of the target date. We have also had requests come through days and hours ahead of the big moment. Each channel needs to be managed and monitored appropriately to support the volume of viewers and media buys. Options like captions that can be toggled on or off are always a nice to have and at times a must to have. This goes beyond accessibility purposes, trends for mobile viewing are driving towards muted content while reading on screen info. So let’s do captions as well.

Each project is unique as is the audience and overall strategy. Every scenario will be different but share one common thread: This can be accomplished by an experienced team who have cut their teeth in live streaming for over 10 years and has relationships and deep knowledge of each platform and how to deliver successful events for clients.

Head spinning yet? We’re not finished and still need to address the creative, on-site logistics, interactivity, and messaging throughout each of these destinations. We can save that for a follow-up article.

Want to learn more about how Suite Spot can help your company?

Talk to one of our producers today.

Finding Suite Spot: A Production Partnership Parable

Unsurprisingly, the right production partner can make or break a marketing campaign. And that's where this adapted story begins.

Meet Chris, a theoretical marketing professional tired of settling for less-than-stellar video production partners. They're on a quest to find the ultimate creative video production company that understands the importance of quality and the nuances of humor. Enter Suite Spot, the one-stop, full-service, innovative production company about to give their new client the white glove treatment of a lifetime.

Act I: The Suite Spot Situation

Picture this: a company called Suite Spot that's got it all. They know their best practices from their best boys, their C47s from their c-stands, and their technical craft from craft services. They've weathered clients who couldn't tell the difference between an F-stop and a bus stop, yet they've stayed on top for two decades.

Suite Spot is a well-oiled machine, providing everything from concept development to post-production. They're the video production equivalent of a 24-hour diner with a killer menu ready to serve up fresh creative genius.

Act II: The Miscommunication Mishap

Our hero Chris, tired of spinning their wheels with subpar video production companies, teams up with Suite Spot, expecting an immediate match made in marketing heaven. But stand by folks! You thought this would be without drama, did you?

There's a hiccup. A communication breakdown. At precisely 2:45 pm on a Friday, an email Chris intended to be sent got marooned in the drafts folder. Chris began to fret as the minutes ticked by, and the usual prompt reply failed to materialize. As the weekend crept closer, their anxiety grew, fueled by the nagging thought that they might have made another blunder, putting their dreams of marketing glory at risk of slipping through their fingers like grains of sand.

Act III: The Empathetic Encore

But never fear, dear readers! Suite Spot, being an empathetic and intuitive company, does a Friday check-in with Chris at 4:45 before the weekend kicks in to tie up any loose ends and get everyone on the same page. It's like a video production version of a group huddle-up on the field.

With their newfound understanding and rapport, Suite Spot and Chris reinforce, refocus, and regroup on creating the campaign content as engaging as a late-night comedy show and impactful as that memorable punchline.

Act IV: The Creative Crescendo

With Suite Spot in their corner, Chris becomes the marketing equivalent of a champion. Their content is fresh, exciting, and visually stunning. The dynamic duo of Chris and Suite Spot brings laughter and innovation to their audience, creating an experience that leaves viewers wanting more.

Suite Spot's one-stop-shop model makes life comfortable like a sunny afternoon. And together, they take the marketing world by storm, proving that a bit of wit, a lot of collaboration, and some well-timed humor can go a long way.

Epilogue: The Last Laugh

And so, the partnership between Chris and Suite Spot begins. The campaign launches to rave reviews, and Chris looks like a rockstar at his company. Let their story remind you that the perfect video production partner is out there, just waiting to bring your marketing vision to life.

As you embark on your quest for a trusted creative production partner, keep an eye out for one that's got the whole package: communication skills, a flair for creativity, and a sense of humor that rivals even the great comedians of our time. Who knows? Even you can find your own Suite Spot.

Lights, Camera, Audience! Suite Spot’s Top 8 Best Practices For a Successful Live Stream.

Once upon a time, in a world not so long ago, in-person events were the talk of the town. There was nothing quite like the buzz of a packed stadium, the hushed anticipation of a conference hall, or the triumphant roar of a concert crowd. But, as the world went digital, live-streaming events took center stage. And while many tried to replicate the magic of in-person events, not all succeeded. So, how can you pull off the perfect live-streaming event? Buckle up because we're about to take you on a whirlwind tour of the nine best practices to make your live stream a smashing success.

Picture this: you're seated in a grand ballroom filled with 500 people, a high-energy speaker taking center stage, electrifying the room with their charisma. The excitement in the air is palpable, and you're on the edge of your seat, eagerly absorbing every word. Now, imagine bottling up that magic and bringing it into the digital realm. That's what we do at Suite Spot, and we're here to share our secrets with you.

Make sure it is 'live-worthy.' Having a validated reason for the content being a live stream has to lead off as my most important recommendation. Only some things need to be live, and even a live event can be directed live and recorded live and either streamed later or edited and scheduled to be published. Answering the 'why' will open a conversation around the 'how.'

Have the right talent, topic, and location setting for engaging the audience and driving the show's narrative. Make it worth watching and entertaining. Make sure you have the broadcast rights and publish all your content for as long as you plan to. Knowing these areas of usage rights includes music rights, talent rights, and sometimes location rights, and more. For example, in major cities and towns, you may either need a permit to film outside on public property or pay a fee for an interior location. Live Nation Venues and some labor unions charge a live streaming fee which is an additional live streaming fee and separate from the rate of hiring them. It is always better to know and negotiate this ahead of time.

Choose the right streaming platform based on your target audience and content type. LinkedIn Live and Twitter are a good choices if you're in B2B. If you're reaching customers and selling live products featured in your show or using a live stream to sell products similar to QVC or HSN, then YouTube or Restream are easy options. If you want TikTok, Twitch, or Instagram, there are strict guidelines to follow so account status isn't jeopardized. Choose all of the above. You can multistream and simultaneously go live on multiple platforms to maximize and reach your audience. But with each platform you stream to comes the job of someone to manage it. Choose a platform with the features and functionality to make your live stream successful. Factors include the platform's ability to handle high traffic and reach your target audience, ease of use, monetization options, and analytics.

Whether you're new to live streaming or seasoned and know the ropes, hire a team of professionals from an experienced company you can trust. You will want a company that has done similar events to yours while being agile and creative enough to know how to improve and problem-solve. Your show and job are on the line here; pick the best partner to be in the trenches together, find the answers quickly to your questions, and deliver a high-quality show that makes you look good.

Rehearse, rehearse, rehearse… That's the best advice I can give you. On-camera talent and the tech team will both benefit from rehearsing. If on-camera isn't available, use people to go through each cue in the show. Test your failover plan and see if backups are in place and working. #NoSurprises. Also, include thoroughly rehearsing your streaming setup and backup failover before going live.

Backup to the Backup. Have backup solutions for your on-camera talent. What happens when a host or performer gets food poisoning the night before and can't be on camera? Who wants that phone call? Have a backup power and backup Internet plan in place. A backup may seem unimportant, but it can easily be overlooked regardless of location. For example, I was at E3 at the Los Angeles Convention Center, and the power and Internet went out for the entire complex during a live broadcast attended by hundreds of thousands of people. Who had a stream up and running with a happy and proud client and a great story afterward? Be sure to use battery backup for power if a dedicated generator isn't an option. Use a reliable, tested, high-speed internet connection to avoid buffering and lag issues, hardwired, never on Wifi, AND have a backup ISP even if it is bonded-cellular or satellite.

What happens after the live stream? Of course, the plan for the live stream is vital, but a post-live stream plan also needs to be in place from the start of planning. Think through what you want your viewer to see after the stream ends. Monitor analytics during and after your live stream to get valuable insights into your audience's behavior and engagement levels. What does that experience look like? A well-laid plan and a fast technical workflow can be your best friends. You should show a replay or a portion of the event. Create a sizzle video and make that highlight video available promptly afterward. Publish content in the hours or days following the event to maintain relevance. The rule of thumb is that sooner is better.

That's right, folks, the best live-streaming events capture the spontaneity and excitement of the moment while maintaining a professional and polished appearance. So, even when your on-camera talent's hair catches on fire (thank you, Kevin Hart and Diddy), or a pet decides to make a guest appearance on your set (Camilla Cabello), take it all in stride and laugh it off. Your audience will appreciate the authenticity and share in the fun.

Remember, live streaming is all about connecting with your audience in real time. So, engage them, entertain them, and make them feel like they're part of the action. When your audience laughs, gasps, and eagerly awaits your next move, you'll know you've truly mastered the art of live streaming.

As the curtain falls on our whirlwind tour of live-streaming tips, we hope you've found the inspiration and guidance to make your next event a rousing success. Remember, live streaming is an ever-evolving landscape; we're all learning as we go. So, whether you're a seasoned pro or a wide-eyed newbie, never be afraid to take risks, try new things, and, most importantly – have a blast doing it because an audience knows when the folks behind the scenes are having as much fun making the show as the audience watching the show!

10 Reasons Referrals Are a Win-win

As a business owner for the last 20 years, I have seen firsthand the power of word-of-mouth referrals. 99% of our clients at Suite Spot have come through referrals from happy clients and business connections. Trust me; nobody is looking for TV commercials or billboards that promote the winning creative video production company. Referrals are a great way to help others in the industry and can be incredibly valuable for businesses looking for reliable, high-quality vendors. In this article, I want to make a compelling argument for why you should make a referral after reading this article. I will do so by outlining ten reasons why referrals are so important.

Referrals build trust: When you refer someone to a colleague or friend, you put your reputation on the line. By doing so, you are demonstrating your trust in the person or company to which you refer. This level of trust can go a long way in building stronger relationships within the industry.

Referrals are a way to pay it forward: If someone has helped you in the past by referring you to a trusted partner, why not pay it forward by doing the same for someone else? Referrals are a great way to help others in the industry and create a positive cycle of giving and receiving.

Referrals can lead to new business: When you refer someone to a colleague or friend, you are essentially opening up a new business opportunity for them. This can be especially valuable for small businesses or freelancers who rely on word-of-mouth referrals to grow their client base.

Referrals can improve the quality of work: When you refer someone to a colleague or friend, you are vouching for the quality of their work. This can lead to better outcomes for everyone involved, as the vendor is motivated to deliver high-quality work to maintain their reputation.

Referrals can create a sense of community: Referrals can create a sense of community within the industry. By helping others and building stronger relationships, we can all work together to achieve greater success.

Referrals can save time: When you refer someone to a colleague or friend, you do some legwork for them. This can save time and effort in searching for new vendors or partners.

Referrals can lead to long-term partnerships: When you refer someone to a colleague or friend, you essentially lay the foundation for a potential long-term partnership. This can lead to more collaboration, innovation, and overall outcomes.

Referrals can lead to a diverse network: When you refer someone to a colleague or friend, you expand their network and introduce them to new people and perspectives. This can lead to a more diverse and inclusive industry overall.

Referrals can lead to personal growth: When you refer someone to a colleague or friend, you are helping them and pushing yourself to think critically about who you trust and why. This can lead to personal growth and a deeper understanding of the industry.

Referrals can be a way to give back: If you have had a successful career in the industry, why not give back by referring others and helping them achieve success as well? Referrals can be a way to pay it forward and positively impact the industry from the top down.

Taking everything into account, word-of-mouth referrals are a great way to help others in the industry. They can be incredibly valuable for businesses looking for reliable, high-quality vendors and trusted partners. I hope that this article has inspired you to make a referral after reading it, and I encourage you to consider the ten reasons outlined above as you think about how you can contribute to a stronger, more inclusive industry. We can positively impact the advertising, marketing, and production worlds to help each other succeed tremendously.

The Future of Closed Captioning with AI

Written by Laney Lewis in AI Video Technology. Posted on 15 Jan 2018

https://blog.video.ibm.com/ai-video-technology/the-future-of-closed-captioning-with-ai/

For all the great strides that live streaming video has made in the 21st century, the captioning process has remained largely stuck in the past. Humans still do the heavy lifting by manually typing captions word by word. Captioning pre-recorded video can take up to 10 times longer than the video itself — and the challenge is even greater with live video, which offers no time for review.  

It’s not only clunky and labor intensive — it also can be costly. In fact, many companies agree that budget constraints are one of the top barriers to captioning

But for full-service video production companies like Suite Spot, manual captioning, arduous as the process may be, still remains the quickest and most accurate way to meet clients’ captioning needs.

That may change soon though, according to Suite Spot Co-Founder Adam Drescher. Automated captioning technology is maturing fast, he notes, and even may be poised to disrupt the entire video industry in the near future. Case in point: IBM’s video streaming and enterprise video streaming offerings recently introduced the ability to convert video speech to text through IBM Watson.

In captioning, quality is priority one.

Quality is one reason agencies like Suite Spot still rely primarily on human transcriptionists instead of automated solutions. Inefficient and costly as the manual process may be, it ensures a high degree of accuracy that AI can’t yet provide.

But it can be a challenge to find reliable, highly skilled transcriptionists available for hire exactly when they’re needed.

“There’s often a supply-and-demand problem with transcriptionists, especially in a busy broadcast season like March Madness for NCAA basketball,” says Drescher. “The best resources are usually booked up well in advance to handle national broadcast projects.”

Hiring talent to manage captioning work in-house might seem like a logical solution, but it doesn’t always make good business sense.

“It’s not core to what we do at our company,” Drescher says. “We’d need to have a certain volume of captioning work coming in every day to justify hiring full-time resources with this highly specialized skill set.”

Regulations also add to the pressure to deliver top-quality captions. Producers of live, near-live and prerecorded broadcast video content that is posted online — including video clips — must meet Federal Communications Commission (FCC) requirements for accuracy, timing, completeness and placement of closed captioning. (Consumer-generated media is excluded from FCC regulations.)

How AI could be a game changer

When technology that uses machine intelligence can provide quality, highly accurate automated transcriptions, Drescher believes it could also shake up the captioning space in several key areas.

• Support multiple languages.
  The manual process for captioning videos in multiple languages can be a logistical nightmare, Drescher states. “Having the option to provide a live, translated closed captioning feed would be amazing,” he says. “It would allow broadcasters to deliver live and syndicated content to audiences around the world, with captions in viewers’ native languages that read like natural conversation.”

• Deliver on-demand capabilities.
  “This is where automated captioning needs to grow to really disrupt the current market and expand captioning out to multiple channels,” Drescher says. “Closed captioning on demand must be seamless in terms of functionality for users on the broadcast side as well as for viewers.”

• Make video more searchable online.
  Content discoverability is a significant — and growing —hurdle as companies produce more streaming video content. A recent report found that 79% of executives surveyed are frustrated with the inability to find relevant information within video archives.  “If closed captioning text was part of a video’s data, and searchable, it would allow people to find the specific moment or content they want without having to watch the whole video,” Drescher says. “It would give more relevance to video content, and help increase its shelf life.”

Summary

Whether captions are created automatically with emerging AI tools like Watson, or the old-fashioned way, Drescher stresses that providing a high-quality, seamless viewer experience is key for any organization that produces streaming video content — live or otherwise.

“Closed captioning is an important tool for broadcast, especially because today’s viewers have so much content and so many screens constantly vying for their attention,” he says. Facebook alone hosts more than 8 billion videos per day, but viewers watch nearly 85% percent without sound. “The more information that you can provide to people about why your video content is relevant to them, the more you can increase your viewership.”

Note: the image for this blog comes from the Watson+Ted site, which allows users to ask a question and be served relevant video content from TED Talks.