How to Use Periscope to Build Your Brand: AT&T Business Circle

Business Challenge

Is it me, or does it feel like a new social media platform is introduced every day? Okay that’s exaggerating, but how can we as small business owners keep up? How do we know which ones are right for our business? It can be hard. And sometimes we have to experiment in order to find out. I’ve been experimenting with Periscope, a new kid on the block. I launched #Inspirescope, a near daily show where we dive into tools, tricks, and mantras for living an amazing life. And ultimately, I’m looking to answer the question: how can the platform be used to build my brand? Here’s what I’ve come up with so far.

My Toolkit

The Process

Periscope is a mobile app, owned by Twitter, that lets you record, broadcast, and watch live video. Viewers can interact with you in real-time through messaging and they can follow you to be notified of upcoming broadcasts. So this means that you can do a lot with this tool – from hosting live shows, to recording behind-the-scenes, to video blogging.

Once you have Periscope installed on your phone, you’ll set up your account. I suggest signing in with Twitter, so that your accounts will be linked and you can use Twitter to promote your scopes.
One of the first things you’ll want to do is to get your bio right. Don’t assume that people are going to know who you are (especially since it’s such a new medium) or that your Twitter bio will suffice. Click on the face icon and add a bio that describes who you are and how you help people. The good news? Your bio is searchable, so be sure to include relevant keywords that will help your audience find you.
Before launching your first scope, take some time to watch others. The globe icon allows you to pinpoint scopes happening around the world. Critique what you like and don’t like. Think about how the medium already fits with your personality and skill set. For example, the live nature of Periscope works really well with the fact that I’m full of energy and always on, so to speak.
Like any platform, you want to find ways to break through the clutter. One way is to be known for something. Zero in on your expertise and share the value that you bring in every stream that you do.
Once you zero in on how you’re going to present yourself on Periscope, start testing some scopes. And getting started is really as easy as hitting the camera icon, creating a catchy title for your broadcast, and hitting Start Broadcast. You can even start by doing private scopes while getting your feet wet. But either way, start simple and focus on exerting your voice and being authentic. That’s what’s great about Persicope is that there isn’t a need for expensive production: it’s your content that counts! Focus on providing value and being yourself. It is okay if only a few people tune in to your first scope. This is an opportunity for you to experiment, learn, and grow.
Speaking of growing, you’ll want to follow and engage. Start following people / brands on Persicope that you like. Watch their scopes, comment, and like them. Using the search function, find your community and begin engaging with them to help grow your own user base. While you’re broadcasting, encourage viewers to follow and interact with you. Also, find a way to allow people who can’t tune-in live to watch your scopes. You can retweet the link or do like I do and post the scope on YouTube after some editing.
Then begin digging into analytics. What are your more popular scopes? How many hearts do you have and why? How many people are following you and who are they? Use this information to deliver even more valuable content.

My Outcome

Exceeded Expectations

Periscope may not be for everyone. As a fairly new tool, those of us using it are still learning and experimenting, while also being strategic about how it can help us reach our audience or new audiences in a creative way that provides value.