Lesson 3: Align & Amplify, Achieve Unprecedented Results
Engaging other internal teams elevates your show from "good" to "pivotal."
Product managers, marketers, community managers, heck, even employee relations - everyone gets a seat at the table! They own their segments, showcase their latest news and voilà.. Your live show becomes a multi-faceted brand show with mass buy-in. From product updates to company news, it's all there in one clean, engaging format.
This not only helps spread the workload, but also engages stakeholders, positions you as the leader, and ultimately gives ownership to people - which always brings the best results. Plus, it gives your team a focus point for their content. After all, nothing makes people work like a deadline.
All of this internal engagement will only make the external engagement of the show more well-rounded & therefore more effective. But remember, get them onboard early! The more advocates, the better.
Lesson 4: Build a Returning Format, for Return on Investment
Finding the perfect show cadence is a balancing act.
It's not a one-size-fits-all situation and depends on your product release cycles and other marketing content. Again, another reason to bring in the wider team! Consistency is key, but equally flooding your audience with too many shows can dilute their impact.
Our client, #TheAndroidShow, found a sweet spot with a quarterly model. It allows for post-show buzz and ensures enough updates for the next episode to feel fresh. But, be flexible! Use audience data and viewing patterns to adjust your schedule. Remember, you want an engaged audience, so weekly shows might be overkill. Aim for a frequency that keeps your audience excited for the next episode without feeling overwhelmed.
We’d advise a regular repetition, as it helps create a “moment” your community looks forward to.
Lesson 5: Mine Customer Insights, Fuel Audience Growth
Although we love a pre-recorded segment, production-wise using a live interactive component can really drive engagement with your audience. It’s important to show off your expertise & that you’re listening, so take real questions your community/customers have submitted. For #TheAndroidShow, we used their dev relations team as well as engineers to forefront this. Making sure people got the answers, from the people who know.
If you’re going via the YouTube route… keep commenting open. Make sure you have someone standing by and prepared to answer live questions in the chat as well as interact with the viewers. Build a moment that they can engage, live with your company/brand.
These comments can also help you tune the show. Listen to the comments sections - both in teaser, recap and the live show - is there a trend in likes or dislikes about content or style? Do they like a certain segment, or dislike another? It’s a process!
