A Conversation with Cliff Sobel

The other day I had the pleasure of speaking with Cliff Sobel, the founder of the Streamcast Network. Cliff and I had a great conversation and we go way back so it was great to catch up.

Cliff used to own an elearning firm and did a lot of high quality video work. Now he's combined both of his passions into helping others with live streaming which is a fascinating technology.

Here is part of our conversation.

Kapp: What is "live streaming"? How is live streaming similar to platforms that others may be familiar with, how it is different?

Sobel: That’s a great question that not enough people ask

That’s a great question that not enough people ask. In a nutshell, live streaming is live video programming that anyone can produce online and air on a social media platform. For the content creator, that includes anything from going live on Facebook using your mobile device all the way to a full-blown, professionally produced production much like you see on traditional TV.

While traditional TV is a passive experience, in a live stream audience members have the opportunity to communicate with a host in real time. They can ask questions, make comments, and start a conversation. This makes the experience more interactive and transforms audience members into participants. The two-way conversation makes students feel more connected to the instructor. In addition, students cross- communicate with each other. In doing so, the class becomes a community. Students look forward to returning because of the social experience, especially in these days of social distancing.

Kapp: You ran an eLearning company for a number of years. What are the similarities and differences between creating eLearning and producing live streams? What are the benefits to live streaming in a learning environment? 

Sobel: As a former eLearning specialist, my company, The Phoenix Group, spearheaded and created many asynchronous training courses and modules. Most of our eLearning consultation and development revolved around new product launches. Our clients would send out teams of trainers to sales offices around the country to deliver the in-class course material directly.

The Phoenix Group created supporting content to reduce the learning curve, provide more information, and speed up the learning process. This included pre-course learning, sales aids, post course follow-up, testing, and maintenance. I have always been a proponent of blended learning. While we helped facilitate the learning process and save money, it was still costly for our clients to have trainers deliver the content in person. Additionally, face-to-face learning only taught those in the same room as the trainer. In this sense, live streaming is a game changer. It provides much of the same functionality yet reaches an almost unlimited audience.

And I mean unlimited in both number and physical location. Trainers still teach most of the course material live, but virtually. Students and remote in from anywhere. This speeds up the training process as more students can be trained in a shorter period of time, and reduces the cost of training "per head". I also like that students can have questions answered in real-time. While chat is virtual, the social aspect of live streaming allows students to stay connected with each other and the instructor at a basic level. We’re living in a time where students can’t engage face-to-face. Live streaming is a great way for everyone to stay connected. That was not possible in the old days of asynchronous learning.

Kapp: What are some examples of live streaming you've done for clients?

Sobel: We have produced episodic talk shows, panel discussions, live virtual events, and even live-streamed game shows that are created and produced virtually without the use of a studio. Some of our programming appears to be entertainment, but actually it’s live streamed learning. Learning points are incorporated into the program and the knowledge transfer is informal and passive. Sometimes the students don't even know they're learning something! The goal is not only to teach interactively using an entertainment approach, but also to build loyalty with internal and external customers. Let me give you a couple of examples:

• One of the live learning programs we produce revolves around the sport of Lacrosse. While the episodic program appears to teach viewers about various aspects of the sport, at its core the program is really about teaching student athletes about sportsmanship, hard work, responsibility, and how to treat others. We bring in lacrosse celebrity guests from around the country who set a good example for the kids. And even better is that the kids get to ask questions and have a dialogue with the heroes in real time. Live streaming technology makes this possible, and builds a deeper connection among students to the class.
• Another client is a flagship membership-based industry organization that educates brands about the latest information in the digital advertising arena. We produce and direct a live program that speaks to how the landscape in this market is evolving. The show is created virtually and we have expert guests who join us remotely from around the country. The digital advertising world is evolving quickly. The content of this program educates members on how to adapt. It is sponsored by one of the largest streaming brands in the world.

Kapp: What do you say to someone who says, "I don't have time for live streaming?" or "I think live streaming sounds too complicated or I’ll just use Zoom.

Sobel:I’d say that the train has already left the station…although it's still not too late to hop on board. Quite frankly, live streams in training, education, and marketing need to be more than a Zoom meeting. The production needs to be taken seriously. Remember, you only get one shot to make a first impression. Live streams need to be a professionally executed component of any remote meeting, marketing deck, and learning platform.

 During these uncertain times learning institutions need to be thinking about the best ways to get out their message. A Facebook study concluded that people will watch a live video three times longer than a prerecorded video. Why? Because audience members feel a deeper connection to the program. It’s live, they can take part, and they want to see what happens next. It feels more authentic and people like authenticity, even with flubs and stutters. Not everything needs to be perfect all the time.

 While Zoom is a great platform to get started and for personal communications, there are many areas where it is lacking in regard to professional meeting capabilities. Here are five key reasons why Zoom live streams may not look or feel like a professionally produced stream:

●     You can only deliver information using one platform (zoom)

●     Video quality does not reach that of a professionally produced stream

●     Audio and recording quality are often substandard

●     No multi-camera shoot/angle capabilities available

●     Graphical elements cannot easily be included

Kapp: What advice would you have for graduate students in the field of instructional technology?

Sobel: My advice to grad students is to continue studying instructional technology. It’s a degree that is becoming more relevant. In the “new normal” we must be thinking about creative and resourceful ways to make learning more effective.

The current pandemic may change the way we deliver learning permanently. Face-to-face won't go away, but it will evolve. Start learning about remote learning tools and create virtual face-to-face learning experiences. We are all being forced to change the way we think about learning and communication.

While many believe virtual learning is not as effective as in-person instruction, think about the things you can do virtually and the numbers of students you can reach that you can’t do in the classroom. Your goal is to motivate learners. Use eLearning and live streaming as tools to enhance your curricula and resulting virtual classroom experience.

Kapp: Thanks Cliff, great conversation, where can people learn more about Live Streaming?

Sobel: Head over to my web site https://streamcastnetwork.com/ or check out Facebook https://www.facebook.com/pages/category/Consulting-Agency/The-Streamcast-Network-199721380602743/.