Since Facebook Live launched this past April, broadcasters from around the globe have been experimenting with the platform.  While it’s not the first of its kind (Meerkat and Periscope broke ground first), what has drawn marketers to this live streaming site is its ability to integrate with Facebook which has more than 1 billion users and continues to be radio’s most-used social platform (a reality that we see reflected very clearly in our research all over the world).  With Facebook Live, consumers get notified of live broadcasts, and these videos appear immediately in users’ news feeds thanks to Facebook’s algorithm that gives first preference to anything done with Facebook Live.  For radio stations, it’s great because there is no maximum length for a video and viewers are able to watch at any point and to share comments in real time. 

 

We wanted to highlight a radio station in France that has been doing an exemplary job with Facebook Live - and we’re not the only ones who think so.  Last week in Paris at the 18th edition of the Grand Prix CB News Media, RFM received the award for “Best Social Media Strategy” for its Facebook Live Concert on April 12.  For this concert, RFM featured more than 30 artists in a 5 hour and 30-minute event that was shown live on the station’s Facebook page.  The video of the concert was viewed over 1 million times in 24 hours and generated over 10,000 comments/shares and 8000 “likes.”

 

Stéphane Bosc is the Directeur des Programmes for Lagardère’s RFM.  He was intimately involved with all aspects of producing this innovative event and was recently able to share some highlights from his experience with us. 

 

Can you briefly describe the concert that RFM did for its listeners using Facebook Live on April 12th?  Do you know, roughly, how many people watched the concert on this platform?

 

Thomas Pawlowski and I were looking for a quick way to put on big concerts that could be everywhere and feature many artists.  Of course, we realized that the traditional way would require enormous financial and human resources so we thought why not do it on Facebook where the concert could be accessible to everyone and presented live.  We looked at several ways of doing this and determined that a simple smartphone would suffice.  So, then we thought why should we put on a concert with only one artist when we could create and transmit “The World’s Longest Concert on Facebook Live.”  We immediately had great success.  After only 24 hours, we had 1.3 million views and more than 10,000 shares.  The feedback has been exceptional, lots of positive coverage in the press and even this award that we received last week.

 

RFM is a Mainstream AC station that focuses on a target primarily in its thirties and early 40s.  Nonetheless, you are the first radio in France to do something like this using Facebook Live.  What factors were important to you in making this decision?

 

To be very clear, it should be understood that Facebook is not a platform for only young people, it is multigenerational.  It’s the social network used most by our broader target of 35 to 59-year-olds.  To be an adult in this target does not mean living in the past, rather it’s about using the technologies of today.  We are not only the first in France to produce and broadcast a concert this long with so many artists, but it seems that we may be the first in the world.

 

What has been the feedback from your listeners?  What about from the artists and from the record label community?

 

The reaction has been very positive with our listeners.  They got the chance to see their favorite artists live, to comment on their performances, and even to interact with them.  For the artists, it was also a first.  To sing in front of a smartphone and to be so close to their fans, they were moved by it; it was a big moment for them. 

 

Do you expect to do more concerts like this?  What would be your recommendation or tips to other stations that may be considering doing something like this?

 

Yes, of course, we plan to do more of these, but with a different concept each time, and hopefully the artists will want to do them. 

 

In terms of suggestions, you should schedule the show at a time of the day when social media is at its peak consumption in your market.  Share and make as much shareable content available to the artists and to your brand ambassadors.  Improve the sound and image as much as you can, given that it’s being recorded on a smartphone.  Lighting is particularly important.  Do not exceed the 90-minute limit since Facebook Live will end automatically after this point.  Involving the people from Facebook from the start is also a good idea.

 

Here is some footage from RFM’s Facebook Live Concert:

 

https://www.facebook.com/RFMradio/videos/10154733303249056/

 

Here, by the way, was the lineup from the concert:

 

http://www.rfm.fr/news/Mardi-a-17h30-decouvrez-le-RFM-Facebook-Live-4429

 

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(For our readers who prefer French, the transcript of Stéphane’s interview is provided below in French). 

 

Pour faire très rapide, nous cherchions une idée pour faire des concerts plus gros, partout et avec de nombreux artistes, biensur il fallait des moyens financiers et humains incroyable, alors on a pense pourquoi ne pas faire en sorte via Facebook que nos concerts soient partout et de maniere live, on a étudié les moyens utiles et nous avons vu qu’un smartphone suffirait. Alors on s’est dit pourquoi on ferait pas ce concert avec plain d’artistes , et pourquoi pas « le plus long Facebook live du monde.  Nous avons eu tout de suite un grand succès puisque après 24h nous avions 1,3 millions de vues et plus de 10 000 partages . Le feedback était exceptionnel , beuacoup de retombées press et meme un award

 

Pour être très clair il est facile de comprendre que Facebook n’est pas un réseaux social jeune mais plutôt intergerationnel , sur notre public c’est le social network le plus en adéquation avec notre publique 35/59.  Etre adulte ne signifie pas vivre dans un autre temps mais utiliser les technologies d’aujourd’hui . Nous sommes les premiers en France a avoir fait un concert si long et avec autant d’artistes mais je crois que nous sommes les premiers dans le monde il me semble.

 

 

Les réactions étaient très positives sur notre audience , ils ont la chance de voir leur artiste preferés en live et commenter leur performances et aussi interagir avec eux . Pour les artistes aussi c’etait un première : chanter devant un smartphone et être si proche du public malgré tout c’est un ambivalence et pourtant . c’était aussi une grande première pour eux ..

 

 

Oui bien sur nous allons en faire d’autres mais avec des idées nouvelles a chaque fois , pour ceux qui voudrait le faire . Caler l’heure du show en fonction du pic de consommation des reseaux sociaux. Partager et faites partager  un maximum aupres des communaute des Artistes et de vos ambassadeurs de marques. Ameliorer le son et l’image un smartphone ok mais des lumieres sont importantes. Ne depasser pas les sessions de 90 minutes max car Facebook live se coupe automatiquement. Impliquer Facebook pour la première est une bonne idée.