How To Successfully Produce A Professional

Webinar

Virtual Conferences

TEN “P” FOR ONLINE EVENT SUCCESS

• Mindset• An interactive and

social experience• Carrot over stick• Something always

goes wrong.

Philosophy

• Define your objective

• Audience

Purpose

Planning

• Decision: recorded or live

• Scheduling• Select the right

webinar platforms• Hardware• Software• Marketing systems• Documentation

Planning

Professionals

• Talent considerations• Premise Document• Develop your team• Role: Internal

Stakeholder• Role: Webinar Producer• Role: Coordinator• Role: Marketer• Role: Community

Manager• Role: Technical Support• Role: Speakers• Role: Panelists• Role: Emcee• Role: Backup Speaker

• Content• One off or series• Presentation style• Work with speakers

Programming / Presentation Content

Promotion

Item Description What No One Tells YouMarketing Content Develop a template of content that can be used across

multiple channels that describes the event, the date, speakers, and a compelling reason w hy they should attend.

Develop a pain point and value proposition and clearly indicate w hat the attendees w ill w alk aw ay w ith. Use pictures of speakers, and make it easy to for attendees to add to their calendaring system.

Registration Form Although mentioned above, you'll need a registration system to collect registrants and also send them reminders. While most w ebinar platforms offer a version of these systems, ensure they are compatible w ith your existing systems.

Make sure to ask attendees if you can contact them later to learn more about your company, but make it opt-in, not opt-out. Savvy producers w ill poll the audience w ith 1-2 high level questions, or buying status both for w ebinar content, and to qualify leads.

Use an integrated marketing approach

Just because the w orld of social marketing has appeared doesn't mean that traditional marketing efforts go aw ay. Consider using your existing direct email systems, purchase opt-in email lists to reach consumers, or advertise on media content netw orks.

Some w ebinar producers co-produce the event w ith a media partner in order to reach a larger community. Be sure to integrate w ith your corporate w ebsite, blog, and encourage account teams to notify clients and prospects.

Foster w ord of mouth Word of mouth marketing is the most effective and often the most trusted amongst prospects. Use existing social netw orking features to drive up attendance as w ell as encourage others to notify their peers they are attending.

Develop a hashtag that's both representative of the event, scalable for future events, and is not used by others. For example, an event on social business can be truncated to "#SocBiz10". For best results, keep tag short and memorable, or you'll lose usage opportunities. Use LinkedIn, Meetup, Facebook Events, and Plancast to trigger viral sharing of attendees. In some systems, they can show a list of the attendees, so use w ith caution.

Source questions This optional tip for the pros w ill involve sourcing questions from the crow d around the topic to increase engagement and w ord of mouth.

Centralize the discussion on your ow n corporate social sites such as communities, blogs, or Tw itter tags. Tip: This same discussion medium should be used post-event to further the discussion after it ends.

• Marketing Content• Registration Form• Use an integrated

marketing approach• Foster word of

mouth• Source questions

Promoting

Preparation and Practice

• Remind attendees about the event

• Dry run• Green Room• Tools and Venue

Needed• Housekeeping• Establish speaker

backchannel• Gotchas

Practice

Performance "Showtime"

• Mindset: Engage with crowd

• Source audience questions

• Guide the speakers• Q&A and discussion• Feedback Survey

Performance

Pursuit

• Send thank you to the attendees

• Mindset: The most overlooked opportunity

• Propagate action• Follow up with

engaged• Publish and share

materials• Funnel to sales and

marketing

• Post Meeting• Develop a report• Send a Thank you /

Missed you to attendees

• Send a Thank you to the Speakers

• Applaud Yourself

Post Event Analysis

Philosophy

Purpose

Planning

Professionals

Programming Content

Promotion

Preparation & Practice

Performance Showtime”

Pursuit

Post Event Analysis

TEN “P” FOR ONLINE EVENT SUCCESS

Thank you