The risks and rewards of live streaming

[1] If you have ever had a go at "live streaming" and made your own real-time video on Facebook you'll know it can be tricky to make it look good.

Points：
1.have a go 企图；尝试；抱怨
Eg：He could hardly sit still and itched to have a go.
他再也坐不住了，心里跃跃欲试。
live streaming 视频直播
Eg：CNN is partnering with Facebook to provide live streaming of the swearing in and Obama's speech.
CNN和Facebook合作，对宣誓就职和奥巴马的就职演讲提供现场直播。
real-time 即时处理的，实时的
Eg：The frequency resolution and the character of real-time are also discussed.
同时对其频率分辨率和实时性进行了讨论。
tricky 狡猾的; 微妙的; （形势、工作等） 复杂的; 机警的;
Eg：It's a very tricky problem, but I think there are a number of things you can do.
那是个非常棘手的问题，但我想有几样事你是可以做到的。

Reading guide:
文章第一段直接说出“视频直播看上去很炫，但事实并非如此，接下来将展开论述

[2] Filming with your smartphone, the resulting images are often more than a little shaky, and if you are speaking to the camera, you quickly run out of things to say.
Points：
1. run out of 用完; 耗尽; 从…跑出
Eg：They have run out of ideas
他们已经想不出任何办法了

Reading guide:
指出用视频直播的两大弱点：1. 用手机拍摇晃不清晰 2.用相机拍，很快就不知所云

[3] Given live streaming's potential for such pratfalls, you'd imagine that large businesses would give it a wide berth. Shouldn't they stick to spending money on slick adverts rather than risk possibly embarrassing - and brand damaging - time on Facebook Live or Twitter's Periscope?

Points：
1. pratfall [ˈprætˌfɔl] 屁股着地的摔倒，不像样的失态
Eg: They're waiting for the poor little rich girl to take a pratfall.
他们等着瞧那个可怜的富家小姐出丑。
berth （船、列车）卧铺; 停泊位; （轮船上的）住处; 安全距离
give a wide berth 躲避，不接近
Eg: 1. The doctor advised me to give cigarettes a wide berth after my illness.
医生劝告我病后别再抽烟。
2. Perceived conflicts of interest have led some investment banks to give private equity a wide berth.
当察觉到这种利益冲突，便会导致一些投资银行给私募股权提供可靠的空间。
3.However, the other driver is also much more likely to be seriously hurt, which explains why most drivers give these cars a wide berth.
但是其他的驾驶者受重伤的可能性也高出许多，这就是大多数驾驶者对这些车子敬而远之的原因。
4. stick to 遵守; 保留，坚持; 紧跟; 忠于
Eg: But one problem is that few people can stick to a diet for long.
但有一个问题是很少有人能长期坚持节食。
5. slick 光滑的;华而不实的;熟练的，灵巧的;机灵的，聪明的；制作精良的
Eg:There's a big difference between an amateur video and a slick Hollywood production
业余人士拍摄的视频片段和制作精良的好莱坞影片之间存在着巨大的差距。

Reading guide:
鉴于上一段提到的视频直播出现的问题，作者提出一个疑问：为什么大型的公司还会选择这样一种方式来“冒险”呢？花钱投放在制作精良的广告不是很好么？为什么还要面临视频直播短板所带来的各种尴尬呢？

[4] As it happens, a growing number of firms are indeed trying their hand at live streaming. According to experts, it is helping firms to better connect with customers who like the fact companies are showing a more spontaneous and down-to-earth side.

Points：
1. as it happens 恰好，恰巧；这类事情的发生
2. a growing number of 越来越多的
Eg：A growing number of MBA programmes incorporate social and environmental issues.
越来越多的商学院将社会和环境主题纳入了mba课程范围。

1. trying their hand at 尝试着做；小试牛刀 Eg：Try one's hand ( at sth)( eg a skill or sport) 初试身手（如技艺或运动）
2. spontaneous 自发的; 自然的; 天然产生的; 无意识的 Eg：I joined in the spontaneous applause. 我跟着也自然而然地鼓起掌来。
3. down-to-earth 实际的，质朴的，踏踏实实的 Eg：1. I like your down-to-earth and hardworking spirit. 我就喜欢你们这股扎扎实实埋头苦干的劲儿。 2. On balance, the book is a friendly, down-to-earth introduction to physics. 总而言之，这是一本通俗而务实的物理入门书。

Reading guide:
存在即有理，视频直播也是有好处的，这些公司通过视频直播和客户取得了更好的联系，并且给人一种真实自然质朴的感觉。

[5]" We want to go where the people go," says Scot Cottick, senior manager in charge of digital and social media for Nissan.

[6] The carmaker has run more than 26 live streamed videos over the past few years, mainly on Facebook Live.

[7] Mr Cottick adds that the company aims to live stream from as many car shows as possible, and that during the videos "we want to have product specialists educate the public on what they're seeing".

[8] He regards Nissan's live streaming investment as another building block in its social media strategy.

Points：
1. building block 建筑砌块；积木，构件;基础材料（在文章中可以翻译成重要的组成部分）

Reading guide : [5] [6] [7] [8]
Eg 1 —— 日产车 : 现场视频直播是日产车社交媒体的策略的重要组成部分，主要是通过facebook来直播，目标是让客户尽可能多的看到汽车的展览，第二是希望通过专家的讲解让客户更深入的了解正在看的车展内容。

[9] Live streaming is also a pillar at Japanese sportswear and footwear company Asics.

Points：
1. pillar 柱，台柱，顶梁柱; 核心
Eg ：He was a pillar of the club for over thirty years.
30多年来他一直是这个俱乐部的顶梁柱.

[10] It regularly live streams from events it sponsors, such as the New York Marathon, or beach volleyball tournaments.

Points：
1. sponsor 赞助
2. marathon马拉松
3. tournaments 锦标赛，联赛

Sentence：
It regularly live streams from events it sponsors.
第一个It 指代的是上一段里的日本运动服和鞋类公司Asics， live streams在这里是动词，是直播视频的意思，from events 来自于事件，活动，it sponsor是后置定语，后一个it还是这个公司，这个公司所赞助的活动。

[11] Instead of getting sports reporters or Asics employees to present the broadcasts, it employs sports stars, such as US Olympic hurdler Queen Harrison, to guide viewers through the events, often providing behind-the-scenes peeks.

Points：
1. hurdler 跳栏比赛选手; 制造竹篱笆者
2. peek 偷看，窥视; 眯着眼睛看
Eg ：I took a peek at the list.
我偷看了一眼名单
3. behind-the scene peek 特指幕后视频

[12] Mia Mendola from marketing agency Red Door Interactive, which is employed by Asics to run the live streams, says it is helping viewers to feel more involved in the sporting events.

[13] "The millennial generation has FOMO - the fear of missing out," she says. "We want to ensure we tap into those audiences to give them an experience they can't get themselves."

Points：
1. millennial 一千年的，千福年的
Eg ：You have often talked about the "millennial" customer, the digital generation.
你经常谈及“千禧年”客户，也就是数字化的一代。
2. FOMO 害怕错过，错失恐惧症 （fear of missing out）
3. tap into 利用，开发，进军
Eg ：1. Is there a newly developing market you can tap into?
你有没有可以进军新兴市场？
2. I look forward to in the broader compass of their potential to tap into the knowledge learned into practice.
我渴望在更广阔的天地里挖掘自己的潜力，把所学的知识应用到实践。
3. His designs are bold contemporary solutions, yet tap into the memory and history of place.
他的设计可称为是大胆的现代解构，同时又发掘了当地的历史和记忆。

[14] She adds, though, that to prevent potential errors brands shouldn't live stream for hours on end, and instead should go for short segments.

Points：
1. on end 连续；直立着，竖立着
Eg ： 1. I spend days on end in this studio.
我一连几天呆在这个工作室里。
2.It rained for days on end during our holiday.
我们放假期间,接连数日下雨.
2. go for 适用于某人（或某事物）
Eg ：1. It's a long way to go for two people in their seventies.
对于两个七十几岁的人来说，这段路太远了。
2. Some old machines go for as much as 35,000 pounds.
一些旧机器卖到了35,000英镑的高价。
3. segment 部分，段落; 环节

Reading guide : [9] [10] [11] [12] [13] [14]
Eg 2——视频直播也是日本运动服和鞋类公司Asics的支柱，它通常直播的是公司所赞助的体育赛事。主要是通过体育记者，Asics的员工甚至还有体育明星通过直播赛事还有幕后独家花絮来吸引客户。
他们的布局之所以成功主要来源于一个心理：FOMO 错失恐惧症 ,所以通过视频直播让客户越陷越深。
而且他们所推崇的视频直播方式是为了避免错误的出现，视频直播应该碎片化，单条的时间不应该太长。

[15] But what about the concern that too many live streaming videos from companies look amateurish?

Points：
1. amateurish [ˌæməˈtərɪʃ ] 外行的，不熟练的
Eg ：1.He scoffed at our amateurish attempts.
他对我们不在行的尝试嗤之以鼻。
2. The paintings looked amateurish.
这些画作看起来只具备业余水准。

[16] Jeff Bullas, an Australian digital media blogger and speaker, says it generally doesn't matter.

[17] "People like to see authentic content on Facebook," he says. "People don't want stock images or polished stuff. So sure, the risk is a faux pas by an employee on air, but the pros are a lot stronger than the cons."

Points：
1. authentic 真的，真正的; 可信的，可靠的; 有根据的
2. stock vt. 提供货物; 备有（这里stock image是图片，壁纸的意思）
3. polish 擦光; 磨光; 修改; 润色
4. stuff 材料，原料，素材资料 , 资料; 〈俚〉钱，现金
5. faux [foʊ] <法>假的; 伪的; 人工的; 人造的
6. faux pas [ˌfoʊ ˈpɑ:] n. 失礼，失言，错误，失误
Eg ：It was not long before I realised the enormity of my faux pas.
没过多久，我就意识到自己有多么失态。
7. pros and cons n.利弊; 正反两方面; 优缺点; 赞成和反对的理由
Eg ：The president sought detailed pros and cons for each option, including cost estimates.
奥巴马要求知道每一个备选方案的详细利弊，包括成本估计。

Sentence：
" People don't want stock images or polished stuff. So sure, the risk is a faux pas by an employee on air, but the pros are a lot stronger than the cons."
人们不喜欢图片或者剪辑过的（润色过的）素材。所以肯定的是，员工直播是犯得口误确实是很大的风险，但是相比起这个风险，直播的真实性显然是更重要的。

这里的pros对应“People don't want stock images or polished stuff”，cons对应“the risk is a faux pas by an employee on air”所以这一句话透露出人们对于视频直播时，出现失误的包容性，以及对于真实性的需求。

[18] UK digital marketing consultant Naomi Timperley also says that companies shouldn't focus too much on having the best quality videos.

[19] "If you want something to look polished, Facebook Live is not for you, but I would bet that most brands who have a customer base that use Facebook wouldn't be bothered by the amateur look."

Points：
1. customer base 客户群
2. be bothered by 在意，被打扰，懊恼
Eg ：Gerry is less likely to be bothered by repair problems.
格里对修理问题不像我这么在意。
3. amateur [ˈæmətər] 业余的，非职业的; 外行的

Reading guide : [15] [16] [17] [18] [19]
视频直播的特点 ：比较业余，不够专业——这会影响受众的接受度么？会影响品牌的宣传效果么？
因为Asics是在facebook上直播，facebook的受众都喜欢看到最真实的视频（即使有直播当中出现瑕疵）都是可以忽略的。

[20] Some brands do, however, work hard to ensure that their live streams are as high quality as possible, such as US business Benefit Cosmetics.

Points：
1. cosmetic 化妆品

[21] It has now broadcast more than 31 live videos on Facebook, and they often feature a talk show format.

Points：
1. feature 使有特色; 描写…的特征; 以…为号召物
2. format 版式; 形式

[22] Offering tips on cosmetics they can garner up to 60,000 live viewers.

Points：
1. garner 获得，储藏，积累
Eg ：Squirrels garner nuts for the winter.
松鼠为过冬储存松果.
2. up to 多达，直到，在于
Eg ：1. I'll be up to see you tomorrow
我明天来看你。
2. I am very up to date on this sort of thing because I listen to the news.
我掌握了大量关于这类事的最新信息，因为我经常收听新闻。

[23] Claudia Allwood, Benefit's senior director of US digital marketing, says they decided to go into live streaming to help them answer customers' questions more quickly.

[24] "From a content standpoint we want to ensure it's fun and engaging, but it can also get serious," she says.

Points：
1. standpoint 立场，观点
Eg ：This argument is untenable from an intellectual, moral and practical standpoint.
从智识、道德和现实的角度来看，这一论点是站不住脚的。
2. engaging 迷人的; 吸引人的
Eg ：I was touched to find that he regards me as engaging.
他认为我很迷人，这真令我感动。

[25] "We've fielded questions from women undergoing chemotherapy, on how to best apply cosmetics, and that's when the show might pull at the heartstrings."

Points：
1. undergoing 经历，承受
Eg ：New recruits have been undergoing training in recent weeks.
最近几周，新兵正在接受训练。
2. chemotherapy [ˌkimoʊˈθerəpi] 化学疗法; 化疗
3. pull at 用力拉
4. heartstrings 心弦
Eg ：She knows exactly how to tug at readers' heartstrings.
她对如何牵动读者的心弦了如指掌。
5. pull at the heartrings 触动人们的心弦
Eg ：The charity's pamphlets are designed to pull at the heartstrings of the Public.
慈善机构的小册子是为了用以拨动大众心弦而制作出来的。

Reading guide : [20] [21] [22] [23] [24] [25]
【转折】 化妆品公司Benefit则是一直确保自己视频直播的高质量。更多的是通过谈话的形式，来教授大家化妆的技巧，大家可以在facebook上可以选看超过30多个实时视频，让受众感觉到直播时内容的趣味性和持续性的吸引力。

[26] However, while experts say that viewers can cope with a less-than-perfect live stream, even the biggest companies can get into difficulties, more often due to a technical problem.

Points：
1. cope with 对付…; 支应
Eg ：1.Somehow Karin managed to cope with the demands of her career.
卡琳设法达到了其职业的要求。
2. Depression lowers the human ability to cope with disease.
抑郁症会降低人体对疾病的抵抗力。
2. less-than-perfect 不完美的
3. due to 由于; 因为; 欠下债，应给予;应归于
Eg ：1.Unfortunately, due to unforeseen circumstances, this year's show has been cancelled
遗憾的是，由于一些意外情况，今年的演出被取消了。
2.In part this attitude was due to fear of trade union and employee reactions.
在某种程度上，这一态度是由于害怕工会和雇员的反应。
Reading guide :
直播的风险1. 技术问题是直播的最大障碍。后边几段是相关的例证。

[27] Earlier this year a fault meant that thousands of people couldn't view US media group CBS's live streaming of the 2016 Grammy Awards, while technology firm Apple had a similar problem in 2014 when it was unveiling the iPhone 6 and its watch.

Points：
1. unveiling [ʌn'veɪlɪŋ] 揭去…的面罩; 拉开…的帷幔; 使公之于众; 揭露

Reading guide :
Eg——2016年的技术故障导致成千上万的人无法看到CBS直播的格莱美颁奖。
就连技术公司苹果在2014年，现场揭幕iPhone 6和手表的时候也遇到了同样的技术障碍。

[28] Even the White House was hit by a live streaming glitch back in May during a speech by President Obama.

Points：
glitch [ɡlɪtʃ] 小过失，差错

Reading guide :
Eg——奥巴马在白宫的演讲中，也出现了这样的技术错误。

[29] Another problem that politicians or businesses have to watch out for when streaming is people posting mocking or malicious comments beneath the videos. French President Francois Hollande found this out to his cost in March when people accused him of being overweight, and worse.

Points：
1. mocking [ˈmɑkɪŋ] 嘲弄 ; 藐视或嘲笑的对象
2. malicious [məˈlɪʃəs] 恶意的，有敌意的; 蓄意的; 预谋的; 存心不良的
Eg ：1. It was both deliberate and malicious, not to mention clever.
这件事是处心积虑、早有预谋的，更不用说其手段的高明。
2. That might merely have been malicious gossip.
那也许仅仅是些不怀好意的流言蜚语罢了。

1. comment 评论; 注释; 意见; 说明
2. cost 花费；成本；代价
3. accuse of 指责，控告 Eg ：1. He denied all accuse of him. 他否认了所有对他的指控. 2. I hate it when people accuse us of that. 我讨厌别人就那件事指责我们。

Reading guide :
直播的风险2. 直播对于企业家或者政客还有一个问题很“棘手”——忍受恶意攻击。
Eg：法国总统奥朗德在直播时就被“攻击”体重超标。

[30] The comments section on Facebook Live and the like can of course be disabled but that rather negates a main point of live streaming - the opportunity for increased interaction with voters or consumers.

Points：
1. disable 使无能力; 使残废，使伤残; 使无资格; 使不中用
Eg ：1. Disable menu items when they are not applicable.
禁用不适用的菜单项.
2.. One bomb can disable a ship.
一颗炸弹就能炸毁一艘船.
2. negate [nɪˈɡet] 使无效; 否定; 否认
Eg ：1. Our actions often negate our principles.
我们的行为时常与我们所信奉的原则背道而弛.
2. He warned that to negate the results of elections would only make things worse.
他警告说，否定选举的结果只会使事情更糟。

interaction 一起活动; 合作; 互相影响; 互动

Reading guide :
当然，这个问题可以被解决——就像facebook这样的直播是可以关闭评论功能的，但是也就削弱了视频直播的最为吸引人的地方：和选民或者和消费者互动的机会。

[31] Yet despite the risks, large companies such as Benefit and Nissan now have entire teams at their disposal to run their live streams.

Points：
1. disposal [dɪˈspoʊzl] 处置；处置权；清理；排列
2. at one's disposal 由其支配；由某人做主；供任意使用，可自行支配;

Reading guide :
我们来看看视频直播的风险：1.连大型公司都无法避免的技术障碍
2.直播的人尤其是政客或企业家都必须直面网民的恶意攻击
那尽管视频直播存在风险，很多公司诸如Benefit和尼桑都有独立的运营团队来主管视频直播，这是大企业的操作方式，那小企业或个体也在直播，他们怎么实现视频直播呢？

[32] An increasing number of sole traders and small firms are also trying their luck, without many overheads - often they just need to buy a tripod to keep their smartphone steady, and an external microphone.

Points：
1. sole 单独的; 惟一的; 专有的，独占的
Eg ：The current sole superpower is far from being a disinterested observer.
当前唯一的超级大国远不是一个公正的旁观者。
2. overhead [ˌoʊvərˈhed] 天花板; 管理费用，经常费用; 开销
3. tripod [ˈtraɪpɑd] 三脚架; 三脚凳; 三脚桌; 三足鼎

Reading guide :
小企业或者类似独立的博主，他们视频直播的方式很讨巧，没有太多的花销，就支个三角架和外接话筒就可以了。

[33] Amanda Rivera, a PR strategist and live streaming expert from New York, says: "I think it is an excellent opportunity to build up the know/like/trust factor with your community.

Points：
1. strategist [ˈstrætədʒɪst] 战略家; 军事家
2. factor [ˈfæktɚ] 因素 ; 因子; 代理人

Reading guide :
视频直播被业内人士认为是和社区之间建立知情权，喜好，信任等等因素的绝佳机会。

[34] "You don't have to do an hour-long Facebook Live or Periscope every day, you can do five-minute sessions."

[35] But does live streaming directly lead to an increase in a company's sales? As firms invariably do other marketing work, it is very difficult to say.

Points：
1. invariably [ɪnˈveriəbli] 总是; 不变的; 无不
Eg：1. He was invariably willing to discuss the possibilities hypothetically.
他总是愿意谈论各种假设的可能性。
2. Summer clothes are invariably less kind to fuller figures.
体形较丰满的人穿夏装总是不那么好看。

[36] Naomi Timperley says firms have to take a longer term approach.

Points：
approach 方法; 途径; 接近

Reading guide : 【35】 【36】
视频直播带来的好处： 能直接影响公司的销售量吗？目前尚不明显，因为一个大公司所作的营销工作不仅仅是视频直播，所以还不能直接下定论，但是企业要做好长期布局的规划。

[37] "A lot of [live streaming] campaigns on social media have more to do with brand awareness than with bottom line sales," she says.

Points：
have more to do with与...更有关;和谁更有关系
Eg : 1. ... But that may have more to do with Japanese life-stvles.
但是，那也许与日本人的生活方式关系更大。
2. You may have more to do with children this week; keep an open mind.
本周你可能得在孩子上多花心思；要保持开明的思想。
2. brand awareness 品牌知名度
3. bottom line 底线，最终效益
Eg : 1. The bottom line is that it's not profitable
最重要的一点是它无利可图。
2. These small promotions were costly and they did nothing to increase his bottom line.
这些小规模的促销活动成本很高，而且对增加他的最终效益没什么贡献。
3. The bottom line is that it did not get the best out of everybody.
最关键的问题是这不能使每个人充分发挥自己的长处。
4. Why did you give the bottom line right away?
你怎么一下子就亮了底？
5. There is no civilization, there is no basic moral bottom line.
没有了文明，就没有了基本的道德底线。

[38] "Revenue comes after. It's not a quick win. You have to invest a lot of time in social, experiment, and see what works for your business."

Points：
1. revenue 税收，收入，收益,固定收入 〈美俚〉税务官; 税务局
Eg : 1. a shortfall in tax revenue
税收收入不足

Reading guide : 【37】【38】
视频直播应该注意：更多的关注品牌知名度而不是底线销售，只有这样才会带来收益，它也是一个长跑的过程，需要去探索。

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