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Are you hosting webinars but feel like you have a lot to learn? Or are you looking to host a webinar and don't know where to start? Then this webinar is for you! Awareness Networks and WebinarListings are joining together to put on this webinar to show you some best practices. In the webinar, we will cover the following areas: Presenter Platform People Participation Promotion Post-webinar follow-up SPEAKER BIOGRAPHIES Rachel Levy Rachel Levy is Founder/CEO of WebinarListings, a directory of webinars, and a Marketing and Social Media Consultant at Rachel Levy Consulting. Her background is deeply rooted in Marketing, at companies such as Kraft Foods, Jim Beam Brands and Abbott Laboratories. Rachel has immersed herself in the webinar world since starting WebinarListings and her social media consulting business. She can be found on Twitter at @WebinarListings or @BostonMarketer, or on her websites at WebinarListings or Rachel Levy Consulting. Mike Lewis Mike Lewis runs marketing and sales for Awareness, Inc and has 7+ years of experience organizing demand generation and lead nurturing programs that include webinars. At the BMA he received the Best Marketing Programs award for his webinar series called 'Marketing Best Practices' and implemented webinar programs at several other companies including Salesnet and Awareness.
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About!
Featuring the 6 P’s of hosting a successful webinar!
Your Presenters
Rachel Levy, WebinarLis2ngs.com [email protected] @WebinarLis2ngs / @BostonMarketer
Mike Lewis, Awareness [email protected] @bostonmike | @awarenessinc
Got Ques-ons?
Use the hashtag: #awarenessinc On Twi8er
Technical Issues? Contact Webex customer support
Who is Awareness ?
• Creators of the Social Marke-ng Hub
• Allows marketer to control and centralize all social media marke-ng ac-vi-es in through one interface
• SoJware is powering the social media strategy of mid-‐to-‐large sized organiza-ons
• Partnered with leading digital and interac-ve agencies CUSTOMERS PARTNERS
‘I’m Overwhelmed!’ Social Media is only a % of my job and it requires a lot of my -me to be effec-ve
Social Media Challenges
‘Help me prove the value!’ I know social media works, but I need data to get buy-‐in, The execs are pushing me
for meaningful data before we invest further
‘I Need to Get Strategic!’ Need to move from tac-cal ac-vi-es to strategic programs
‘I’m Losing Control!’ Too many channels, too many comments to respond to, too many passwords, too many places to login, hard to keep control
Awareness Social Marke-ng Hub
Publish : Content-‐centric, mul--‐channel
Manage : Enterprise grade access controls, permissioning, and control
Measure : Meaningful reports and marke-ng-‐focused Social Monitoring
Engage : Interact with individuals who are passionate about your content
Gain Control of your Social Media Programs
Centralize your programs
Evolve from tac2cal programs to strategic social media
Measure Success for mul-ple channels and assets
See the Hub in ac-on!
Social Marke;ng Hub Demo
w/ Will Eisner, Director of Product Marke-ng
Dec 2nd – 2PM ET
http://tinyurl.com/hubdemo
Sign Up Now!!
• Directory of Live and On-‐demand webinars – 300+ • Helps hosts promote their webinars (“freemium”) • Helps people find webinars of interest • Business, Leadership, Marke-ng, Social Media, Technology are most popular
• Webinar blog
WebinarLis-ngs
Today’s Live Webinars
Featured Live Webinar Support
Webinar
On-‐Demand Webinar Library
New! On-Demand Webinar Library
Launched this week – Use Promo Code LAUNCH for 5 webinars at no charge
s
The 6!
‘!
of successful hosting!
Webinar about Webinars:!
s!
© 2010 Awareness CONFIDENTIAL
Key #1: The Presenter
The Presenter
• Possibly the most important 'P' • What to look for:
> Are they engaging? > History of speaking? > Understand how to work a 'virtual
room' > Are they an expert in your topic?
• Evaluate & Qualify > Ask tough ques-ons > What are there expecta-ons?
• Always Rehearse!!!
How do we manage webinars at Awareness?
• Map a content plan 2-‐3 quarters out > Focus on key topics and messages
• Iden-fy 2-‐3 speakers for each topic a minimum of 1 quarter in advance
• Lock in; set rehearsal and event date
What we look for? • Authors – Partnered with Wiley and McGraw Hill • Experts who may not know they are experts (blogs, etc) • Unique case studies
NOTE: Thought Leadership vs. Demand Genera-on
• Thought Leadership Content > Top speakers/industry experts > Interes-ng & Relevant topics
• Important Takeaway: Don’t focus on demand genera7on, focus on Thought Leadership!
Key #2: The Plaoorm
• Why are the plaoorm/logis-cs important?
Plaoorm
You never get a second chance to make a first impression
Logis-cs: The Technology Landscape
Syndication
Editing audio
Editing video
Audio recording
Recording
Delivery
Technology Landscape
• Understand the technology: > Delivery: WebEx, Live Mee-ng, Go-‐To-‐Mee-ng > Webinar Recording: (above vendors, maybe) or Cap-vate > Audio Recording: Skype > Webinar Edi7ng: Camtasia, Cap-vate > Audio Edi7ng (podcas7ng): Audacity, Adobe Audi-on > Syndica7on: YouTube, Google Video, iTunes
• Teleconference resource > Make sure you have enough lines!!! > 800# or not?
• Dry runs and tes-ng > Be sure top dry-‐run with the speaker > Test the technology
Plaoorm Mix
Mul-ple uses for your sessions…
• Syndicate with Podcasts and/or Video Podcasts
• Record for future marke-ng programs • Pos-ng on mul-ple “viral” sites
Content Distribu-on
Some nightmares…
• The avoidable: > Not enough conference lines or
spaces in the delivery system > Speaker doesn’t know how to use
the technology > Speaker pitches a compe-tor > You didn’t mute your phone!!! > No moderator = No Management
• The unavoidable: > Provider technical problems > Sta-c filled conference bridge > Building catches on fire ;-‐)
Key #3: The People
Key #3: The People
Sample Promo-onal Plan
• Webinar Date: 4/26/10
• Pre-‐Event Promo-on > 3/23/2010: Website Homepage/Events Page Announcement > 3/23/2010: send email and content link to partners to promote to their house lists > 3/27/2010: Email #1 to house list > 4/4/2010: Sponsored email #1 to TechTarget (25K subscribers) > 4/5/2010: Sponsored email #2 to Marke-ngSherpa (50K subscribers) > 4/10/2010: Email #2 to house list > 4/10/2010: Sponsored email #3 to Selling Power (30K subscribers) > 4/10/2010: Press Release announcing series > 4/11/2010: Email #1 reminder to registrants (include outlook calendar item) > 4/12/2010: Direct mail piece to purchased list (25K) > 4/17/2010: Email to customers as part of Newsle8er > 4/18/2010: Email #2 reminder to registrants > 4/26/2010: Email #3 to house list (last chance) > 4/26/2010: Email #3 reminder to registrants (morning of)
• Post-‐Promo-on > 4/26/2010: Follow-‐up email to aGendees including white paper > 4/26/2010: Follow-‐up email to no shows with White paper offer > 5/5/2010: Send follow-‐up content to partners > 5/5/2010: Follow-‐up email to a8endees/no shows announcing webcasts and podcasts > 5/5/2010: Email to customers with webcasts and podcasts > 5/6/2010: Email to house list with webcasts and podcasts
Key #4: Par-cipa-on
Par-cipa-on
• Mul--‐tasking is temp-ng! • Keeping people engaged and par-cipa-ng is vital • Think of this as 2-‐way communica-on
Polls
Discussion
Review at end of webinar
Drawing tools
Webinar Tools
Mul-media
Show a video Show yourself!
Screenshare of internet or application
PowerPoint
Speaker
• Engaging • Mul-ple speakers • Change slides frequently • Consider offering prizes at the end of the webinar
Key #5: Promo-on
Promo-on
• E-‐mail • Industry websites • Ask key influencers to promote • Partnering is a great way to double your promo-onal efforts • Post on WebinarLis-ngs (of course!) • Video “commercial” that can be posted on social media or in email > Overview or speaker interview
• Press Release • Eventbrite • Blog Post • Craigslist – you never know!
Social Media
• Beneficial because: > Viral > Robust Search > Free > Leverage current connec-ons > Search Engine Op-miza-on (SEO)
• Sites to use > Facebook > Twi8er > LinkedIn (your group and industry groups) > Industry specific social networks > Social Marke-ng Hub
Key #6: Post Webinar Follow-‐up
Recycle Your Webinar!
• Write a blog post summary of webinar • Create a podcast • Post recording on your site, Viddler or WebinarLis-ngs
• Post slides on Slideshare • Create blog post from the Q&A • Create a blog post from the webinar polls • Put highlights in your next e-‐newsle8er • Break the recording down into 5 minute segments, and post them onYouTube or Twi8er
More ideas at http://bit.ly/WLrecycle
Post-‐Webinar Followup
• Personally follow-‐up if there were ques-ons that weren’t answered
• Input leads into your CRM system and score them • Ask par-cipants to review webinar • Send recording to par-cipants • Include your next webinar in the follow-‐up email
WebinarLis-ngs.com h8p://bit.ly/WLnews @WebinarLis-ngs /WebinarLis-ngs link.webinarlis-ngs.com rss.webinarlis-ngs.com [email protected] (617) 733-‐2182
AwarenessNetworks.com h8p://bit.ly/feFK3D @AwarenessInc /#AwarenessincWebinars h8p://linkd.in/evoHzX h8p://
community.awarenessnetworks.com/Main/rss/
[email protected] (781) 270-‐2410
Enjoy today's Session? Contact Us!
Dec 16 – Is there a science to social media?
A Scien;fic Approach to Social Media
w/ Tamsen McMahon, Dec 16th – 2PM ET
http://tinyurl.com/tamsen
Sign Up Now!!
Use the hashtag: #awarenessinc On Twi8er