AMA Marketing Effectiveness

Online Seminar Series

Marla Chupack - Moderator

American Marketing Association

www.MarketingPower.com

• Podcasts

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Commonly Asked Questions

Yes

1. Will I be able to get copies of the slides after the event?

2. Is this web seminar being taped so I or others can view it after the fact?

Yes

Questions

The Webinar: An Integral Part of your Marketing

Strategy, Not Just a Lead Generator

Dan Roche

VP of Marketing

TalkPoint

What Webinars accomplish

¬ Position you as an expert

¬ Put a face on your brand

¬ Provide content and a knowledge base for re-purposing

The Webinar Today

The Webinar has proven itself a great Lead Generation tool, but how can you get more out of your Webinars?

The internet and the way we digest information is moving so fast, it is vital to keep up.

Blogs, RSS, wikis, portable media and user created content in general are defining the landscape. You need to incorporate these elements into your strategy.

Webinars can be an easy way to get there!

The Roadmap

Dion Hinchcliffe, ZDNet

Web 2.0 as part of your Strategy

¬ These mediums have an “organic” feel to it, which tends to add credibility to the message

¬ By utilizing these methods you gain credibility as a thought and technology leader

¬ Content in this format is viral and can get you expediential exposure

¬ It is more or less, FREE

Instead of viewing the Webinar as simply a means to gather leads, we need to view it as a way to gain access to Web 2.0 outlets. These outlets provide additional benefits, aside from simply bringing in buyers.

The Process

¬ Pre-Event Steps¬ Event Features¬ Post-Event Steps¬ Content Re-purposing

Pre-Event Steps

¬ Start your own blog or submit your event link/info to related blogs

¬ Submit info to ‘Event Networks’ like EventSpan

¬ Create your own Wiki pages for your webcasts or company

¬ RSS feeds of your own or submit your event to industry feeds

¬ Embrace completely new options like “Second Life”

Blogs

Event Networks

Sites like EventSpan allow you to promote to a cross audience that you wouldn’t otherwise reach. They also allow users to share and submit event info. to other outlets.

Wikis

RSS Feeds

Second Life

Important Elements of the Event

¬ Custom Branding· This is vital as your event is likely to be seen by more people you

didn’t specifically invite. You want to project and control your identity

¬ Interactivity· Q&A, polls and surveys are important elements to keep viewers

engaged

¬ Document Downloads· You want to have multiple touch points and elements that the

viewer can take with them

¬ MP3 capabilities· Portability is instrumental for convenience and the re-pursposing

of content

Important Elements of the Event

¬ Customized Registration· Leads or not, you are going to want to know who is watching your

content

¬ On-Demand turnaround time and single link access· Make sure your provider will be able to turnaround the on-

demand event quickly

· It is incredibly important that the on-demand event be accessed from the same location as the live event since the link will be out in the ether of Web 2.0

¬ Unique source URLs to measure promotion efforts· Independent links for each marketing effort allow you to better

track which efforts are working better than others

¬ Meta tagging of registration pages to help search results· Make sure your provider can help you tag your event registration

pages to get better search results

Post-Event Steps

¬ Utilize the same traditional and new methods to promote your on-demand event

¬ Use Blogs (own or others) to write about the event· Review it

· Open a forum for suggestions for future events

¬ Create a portal or knowledge center within your site for viewers to access all your events

Re-Purposing ContentThe re-purposing of Webinar content is the most underutilized option available to users today.

You have spent a considerable amount of time and money to create this valuable content and there are a lot of ways to maximize your return on it.

MP3s & Podcasts

¬ Offer your viewers a mobile version of you presentation¬ You can submit the Podcast to various directories, tagged for

content categories¬ Edit the file and use it as an online promotion or

advertisement¬ Sophisticated RSS aggregators (like Flywheel) allow you to

post podcast segments that can be played directly within them

Most providers today offer you the ability to download the on-demand media file.

Podcast Directory

RSS Podcasts

Slides, Transcripts and Q&A

¬ Post and share your slides through your own site, e-mail campaigns or sharing sites like SlideShare.net.

¬ Have a transcription of your Webinar created · Post it on your website

· Make it available as a whitepaper

· Have it translated into foreign languages

¬ Publish the Q&A from your Webinar to use as a discussion for a blog page or as a separate section of your site or Wiki

SlideShare & SlideCast

Questions

To replay this webcast (available within 2 hours): go to www.MarketingPower.com/webcasts

Copies of today’s presentation:Download link will be emailed to you

Questions for the Speaker:Dan RocheVP MarketingTalkPointdroche@talkpoint.com212.404.1516www.TalkPoint.com

Questions for AMA: Marla Chupackmchupack@ama.org