Index

A

achieving trust, 79-80

engagement, 80-91

adding comments to Event page, 84-85

announcing events, 15, 40

apps

Hangouts app, 44-47

tracking engagement with, 86-87

asynchronous participation, 56-57

attention economy, 52

audience

asynchronous participation, 56-57

engagement, 80-91

increasing with YouTube, 86

types of, 80-81

B

backdrops, 34-35

bandwidth setting, 30-31

Bazaar Voice, 79

boundaries, setting for HOA, 63

branding, 39, 100-103

capitalizing on opportunities, 57-58

in fashion industry, 100-103

Lower Thirds, 65

and trust, 79-80

broadcasting, 40

democratization of, 32

direct live feeds, 94

browsers supported for Hangouts, 15

C

Cadbury UK, 39

cards, 49-50

chat boxes, 12

Christensen, Clayton M., 10

Clinique, 37

collaboration, 14

collectors, 81

Comment Tracker app, 86-87

comments, adding to Event page, 84-85

company sales, 13-14

comparing videoconferencing and video chat, 6-7

connection speed, Hangout requirements, 16

conversationalists, 81

Cox, Julia, 36

creating

online identity, 112-113

online presentations, 15

YouTube channels, 19-21

creators, 81

critics, 81

customer management, 13

customizing your YouTube channel, 19-21

D

Davenport, Thomas H., 46

defining disruptive technologies, 9-10

democratization of broadcasting, 32

direct live feeds, 94

disruptive technologies, 7-8, 78-80

defining, 9-10

enhanced capabilities, 8

integration, 28

low entry cost, 7

drivers for real-time videoconferencing, 8-9

network adaptation, 9

user perception, 8

video adaptation, 9

E

education, using HOA as tool for, 37-38

empathy, 109-111

five antecedents of expectation, 109-110

and trust, 110

engagement, 80-91

and social networks, 89-91

tracking, 86-87

enhanced capabilities of disruptive technologies, 8

entertainment, using HOA for, 38-39

EPFL (Ecole Polytechnique Fédérale de Lausanne), 8

equipment

backdrops, 34-35

requirements, 32-35

headsets, 32-33

webcams, 33-34

Event Pages, 56, 62, 82-85

comments, adding, 84-85

setting up, 68-73

sharing, 74-75

events, announcing, 15

eye contact, 106

F

fashion industry, using HOAs for branding, 100-103

five antecedents of expectation, 109-110

Foresight, 2

format of Hangout, selecting, 64

G

Generation Y, 79

getting started with Hangouts, 10-16

Gevelber, Lisa, 45

Gillet, Denis, 8

Gmail, Hangout Lite, 11

Google Event Pages, 56

Google+, 6

group chats, 53

H

Hangout Lite, 11

Hangouts, 3, 6. See also Hangouts app

bandwidth setting, 30-31

cards, 49-50

chat boxes, 12

for company sales, 13-14

for customer management, 13

as disruptive technology, 7-8

formats, 64

getting started, 10-16

versus HOA, 35-41

inviting participants, 49-51

limitations of, 55

as marketing tool, 8-9

practicing, 22

privacy issues, 54

reasons for using, 18

requirements, 15-17, 21

scheduling, 18

search marketing, 52-53

sound quality, importance of, 28

for staff training, 14

starting, 47-49

supported operating systems, 15

webcams, positioning, 28

Hangouts app, 44-47

Har-Gil, Amir, 96

headsets, 32-33

HOAs (Hangouts-On-Air), 12

bandwidth setting, 30-31

branding, 100-103

in fashion industry, 100-103

Event Pages, 82-85

comments, adding, 84-85

setting up, 68-73

inviting participants, 49-51, 73-74

live audiences, importance of, 67-68

marketing

Clinique, 37

real estate industry, 98-99

objectives, 65

privacy issues, 54

ROI, 31

scheduling, 67

setting boundaries, 63

setting up, 66-75

sound quality, importance of, 28

tools, 81-82

uses of, 14-15

announcements, 40

branding, 39

broadcasting, 40

education, 37-38

entertainment, 38-39

product reviews, 40

webinars, 39

webcams, positioning, 28

humanizing your business, 13

HVC (Hangout Video Call), 12

I

improving customer service, 13

increasing your audience with YouTube, 86

The Innovator’s Dilemma, 10

integration of disruptive technologies, 28

inviting participants, 49-51, 73-74

J-K

joiners, 81

Journal of Product Innovation Management, 10

key behaviors in online identities, 112-113

L

launching Hangouts, 47-49

light, Hangout requirements, 17

limitations of Hangouts, 55

listening to your customers, 110

live audiences, importance of, 67-68

loading YouTube channel art, 21

Logitech BCC950 Conference Cam, 35

London Fashion Week, 100

low entry cost of disruptive technologies, 7

Lower Thirds, 65

M

maintaining audience attention, 54-55

marketing, 8-9, 36-37

capitalizing on opportunities, 57-58

Clinique, 37

empathy, 109-111

five antecedents of expectation, 109-110

HOAs, for real estate industry, 98-99

real-time marketing, 25-27

opportunistic nature of, 27

preparing for, 27-31

relationship marketing, 108-109

responding to your customers, 110

search marketing, 52-53

Mayer, John, 40

millennials, 79

mobile devices, Hangouts app, 44-47

multi-guest shows, 64

Murphy, Patrick E., 108

N-O

network adaptation, as driver for videoconferencing, 9

online identity, creating, 112-113

key behaviors, 112-113

online presentations, creating, 15

operating systems supported for Hangouts, 15

opportunistic nature of real-time marketing, 27

O’Reilly, Tim, 40

P

Pages, launching Hangouts from, 49

panel interviews, 64

Perritaz, Damien, 8

photographs, uploading, 84

positioning webcams, 28

preparation checklist, 22

preparing for real-time marketing, 27-31

presentations, creating, 15

press conferences, 14

privacy issues, 54

product reviews, 40

Public Access Television, 96-98

Q-R

Q&A shows, 64

real estate industry, HOAs for marketing, 98-99

real-time marketing, 25-27

opportunistic nature of, 27

preparing for, 27-31

reasons for using Hangouts, 18

Reid, Veronica, 109

relationship marketing, 108-109

requirements

equipment, 32-35

backdrops, 34-35

headsets, 32-33

webcams, 33-34

for Hangouts, 15-17

connection speed, 16

light, 17

sound, 16

responding to your customers, 110

ROI (return on investment), for HOA, 31

S

Salzmann, Christophe, 8

scheduling Hangouts, 18, 67

Scowcroft, Scott, 97

search marketing, 52-53

selecting

backdrops, 34-35

Hangout format, 64

headsets, 32-33

webcams, 33-34

self-consciousness, 2

setting boundaries for HOA, 63

setting up

HOAs, 66-75

Event Pages, 68-73

YouTube channels, 19-21

Share button (Event page), 83

sharing Event Pages, 74-75

Shervington, Martin, 88

smartphones, Hangouts app, 44-47

social networks

direct live feeds, 94

generating audience engagement, 89-91

solo interviews, 64

Sorley, Jason, 108

sound

Hangout requirements, 16

quality, importance of, 28

spectators, 81

staff training, 14

starting Hangouts, 47-49

surveys, Foresight, 2

T

Talk Plugin, 15

target audience, asynchronous participation, 56-57

television, direct live feeds, 94

TopShop, 36

tracking engagement with apps, 86-87

training, 14

trust

and empathy, 110

engagement, 80-91

generating, 79-80

U

uploading

photographs, 84

YouTube channel art, 21

user perception, as driver for videoconferencing, 8

V

video

direct live feeds, 94-96

disruptive nature of, 98

video adaptation, as driver for videoconferencing, 9

video chat, comparing with videoconferencing, 6-7

videoconferencing

comparing with video chat, 6-7

drivers for, 8-9

network adaptation, 9

user perception, 8

video adaptation, 9

sound, Hangout requirements, 16

W

web browsers supported for Hangouts, 15

webcams, 2

investing in, 33-34

lighting, 17

Logitech BCC950 Conference Cam, 35

positioning, 28

self-consciousness, 2

webinars, 39

X-Y-Z

YouTube

channels, setting up, 19-21

direct live feeds, 94

increasing your audience with, 86