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Head of Social Media, T. Rowe Price
Using live video is a solid way for brands to build excitement—whether they’re streaming industry events or sharing product launches with viewers, companies have, so far, been using live video to create urgency and generate buzz. But that doesn’t mean every live video has to be flashy. Meara Ranadive, head of social media at global investment management firm T. Rowe Price, spoke with eMarketer’s Maria Minsker about the company’s straightforward yet effective approach to live video.
eMarketer: What drove you to experiment with Facebook Live video?
Meara Ranadive: Users have come to expect video from brands like us, so it was only a matter of time. The decision to use live video was made when we came to the conclusion that we needed to invest some technology resources into the topic of retirement. We decided to have two of our internal experts participate in a conversation about a variety of retirement topics, including how to set objectives, how much to save and how to prioritize savings. November through mid-April is what we call IRA season, so that’s the time our customers would normally increase their IRA contribution. Talking about retiring in late March was perfect timing, and that’s when we launched our live video.
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