マーケティング
公開日:2016.06.20

ライブストリーミングが、顧客との関係構築に効果が出る理由

動画の活用が増えてきた現代は、有料無料問わず様々な動画サービスやインフラの整備、インターネット技術が発達して、様々な方法で動画を活用した方が良い理由は、前回の記事でもお伝えしました。今回は動画の活用の中でも、ライブストリーミング(生放送)のお話。

ライブストリーミングを行う企業は増えてきていて、ビジネスにも様々なメリットをもたらします。商品の販売に繋げる事が目的の企業もあれば、顧客との関係性構築に活用する企業もいますが、今回は関係性構築に関して。

動画活用が顧客との関係構築に効果が出る理由

希少性の創出 ・・・ 見なければ逃してしまうという限定性や切迫感を出すことにより、視聴率などに好影響を与えます。ユーザーはその番組やライブセミナーの時間に合わせて、時間をわざわざ空けますので、意識は高く、コンテンツ次第で良い関係構築が出来るでしょう。録画放送や文字のみの配信はいつでも見れる分、後回しにされる可能性がありますので、ライブストリーミングの方が視聴者の意識が高いと言えるでしょう。

自由な表現やコミュニケーション ・・・ 他のメディア等を活用するのではなく、自社配信を行うライブストリーミング(生放送)は、表現や視聴者とのコミュニケーションはほぼ何の制限も受けず、自由に配信する事が出来ます。録画放送や文字のみの情報配信手段よりも、コミュニケーションを取りながら番組を作る事ができ、視聴者の満足度も高いです。リアルタイムに質問やアンケートをチャットで集めたりしながら、番組を構築出来るのも特徴です。

顧客との絆作りに役立つ ・・・ 日頃、沢山の顧客やファンの方達と接するのは中々難しい事です。しかし、ライブストリーミングを行う事で、一緒に番組を作り上げる事により、顧客とのコミュニケーションの一環になります。自社のより深いファンになって頂くには良いサービスの提供は前提の上で、顧客との接触回数にも比例します。ライブストリーミングはその大きな手助けになるでしょう。

 

どのようなサービスでライブストリーミングを行えば良いのか?

YouTubeLIVE  ・・・ 世界最大の動画共有サービスYouTubeが提供するLIVE配信機能。様々な属性のユーザーがいるのが特徴です。無料版と有料版もあり。

YouTubeLIVEはこちら

Googleハングアウトオンエア ・・・ Googleの提供するハングアウトをLIVE配信するサービスです。YouTubeもGoogleが提供するサービスなのと、YouTubeライブと連動するので、混合してしまう方も多いようですが、別の機能になります。仕事で使うTV通話を世界配信するイメージでしょうか。

Googleハングアウトオンエアはこちら

Ustream ・・・ ビジネスとして使用するユーザーも多くWEBセミナー等でよく活用されています。無料版も有料版もあり、YouTubeなどのプラットフォーム型サービスというよりも、ツールとしてのサービス色が強いです。

Usteremはこちら

Facebookライブ ・・・ Facebookのタイムライン上に流す事のできるサービスで、ファンページなどに沢山のファンを持つ企業の利用が徐々に出てきているようです。ファンとのコミュニケーションの一つとしては最適なのかも知れません。

Facebookライブはこちら

ニコニコ生放送 ・・・ ニコ動の略称で有名なニコニコ動画のサービスの一つ。個人の活用も企業の活用も多い生放送サービスです。コミュニティに機能が充実していて、一個人も大企業も有名アーティストも使うサービスとして有名です。

ニコニコ生放送はこちら

ツイキャス ・・・ 10代や20代前半が多く使うツイキャス。その層を狙う企業は活用を考えてみてもいいかも知れません。

ツイキャスはこちら

 

どうせ配信するなら複数のサービスを活用する方法も

配信者によっては、YouTubeライブとFacebookライブなど、2つ以上のサービスを併用して配信する人も多いです。どうせ配信するなら人によってはFacebookは使っているけど、ニコ生は見ないとか、ニコ生とツイキャスは見るけど、Facebookは見ないなどのユーザーにも幅広く対応することが可能です。

このような多数のサービスが充実している状況は、個人にも企業にもニーズがあり、広がる可能性がある証拠でもあります。特に現代ではLTVを上げるためには顧客との関係性を構築しなくてはいけません。その一環として、ライブ放送を行うことは、マーケティング活動としても大きな意味があると思います。

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執筆者:藤 勝行 (http://xlab.co.jp)

4年間経営した会社を倒産後、再度起業したインターネット広告代理店(エックスラボ)を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。

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