Webinars the-answer


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Webinars the-answer

  1. 1. Webinar Research Report - KRM Webinars – the Answer to Rising Costs and Increasing Training Demands by Rick Olson, CEO KRM Information Services, Inc.ABOUT KRM INFORMATION SERVICES, INC.KRM was born in 1994 when Rick Olson was looking for a way to inform and educate the membership of a largenational association – without asking everybody to travel to one central location. That first "telephone seminar" wasprimitive by todays standards. But 420 sites registered for that first event. More than 1,000 attendees liked what theyheard. Even more, they appreciated the convenience of having Continuing Legal Education delivered simultaneously toall their offices. Everyone saved travel costs. Everyone saved time. KRM stands alone as the very first company builtfrom the ground up to offer virtual events.KRM’s reputation for seamless performance and a uniquely high level of personal service has been built deliberatelyand carefully with the successful production of thousands of virtual events delivered to sites and audiences all over theworld. www.krm.com 1
  2. 2. Webinar Research Report - KRMWhy Webinars ?Airline delays. Rising gas prices. Economic slowdown. Talent management challenges. Theseand other issues are prompting organizations to consider alternative options for training andeducating their members, workforce and customers. Virtual events – or webinars – may be theanswer.Surprisingly though, a recent study conducted by MarketVision Research(www.marketvisionresearch.com) for KRM Information Services, Inc. (www.krm.com), indicatesthat about 25 percent of the association market has never held a webinar.KRM Information Services, Inc., has been offering virtual events since 1994 and was a pioneer inintroducing telephone seminars. As technology has evolved so have our services. Today, whilewe continue to offer audio-only events, our clients are able to choose from a variety of trainingoptions that include audio plus web and multiple video options.We find the number of associations that are not currently using webinars as a method ofproviding training and education for their members surprising. Those who are using webinars todeliver training and education point to a number of advantages that we believe outweigh theperceived barriers.Study MethodologyIn 2008, KRM contracted with MarketVision Research, a market research firm based inCincinnati, Ohio, that has been providing research solutions, advanced research design andanalytical tools to clients since 1983. Telephone surveys were conducted with representativesfrom 200 trade (150 or more members) and professional (3000 or more members) associations.Interviews were conducted with individuals in the associations who make decisions regardingconferences, seminars or other forms of communicating with members.The maximum statistical error for a sample size of 200 is +6.94% in a two-way split of the data atthe 95% confidence interval.About the RespondentsRespondents represented primarily senior executives – Executive Directors (26 percent),President/CEO (12 percent). The remaining respondents had a variety of titles in the areas oftraining/education, meeting/event planning, marketing and sales. 2
  3. 3. Webinar Research Report - KRMThe majority of respondents were highly experienced event planners, with more than half having6 or more years experience. While respondents have experience with live events, many are notfamiliar with webinars at all and among those who are familiar, a significant number have had noexperience with webinars. Meeting/Convention Planning Experience Familiar with Hosted a Webinars, Have Not Familiar Total Webinar Not Hosted with WebinarsBase: 200 50 95 55Less than 1 year 9% 10% 8% 9%1 - 5 years 39% 50% 39% 29%6 - 10 years 22% 20% 23% 22%11 - 15 years 11% 6% 12% 13%16 - 20 years 9% 4% 13% 6%Over 20 years 10% 8% 4% 22% Average Number of Meetings Per Year Webinar Experience Total Hosted Familiar Not Familiar1-3 meetings 25% 14% 26% 33%4-6 meetings 25% 20% 24% 29%7-9 meetings 7% 10% 6% 4%10-12 meetings 17% 18% 15% 18%13-15 meetings 3% 8% 1% 2%16-18 meetings 2% 2% 2% 2%19-20 meetings 6% 4% 7% 6%More than 20 meetings 15% 24% 16% 6% Average Number of Meeting Attendees Webinar Experience Total Hosted Familiar Not FamiliarLess than 100 attendees 45% 46% 48% 46%100 to less than 150 attendees 15% 10% 15% 18%150 to less than 200 attendees 9% 4% 11% 9%200 to less than 300 attendees 6% 6% 4% 9%300 to less than 400 attendees 6% 10% 6% -400 to less than 500 attendees 1% - - 4%500 to less than 1000 attendees 8% 10% 8% 6%1000 or more attendees 8% 14% 4% 7% 3
  4. 4. Webinar Research Report - KRMTrade association respondents were slightly more familiar with webinars than professionalassociations. Trade (99) 58% 20% 19% 3% Professional (89) 44% 20% 36% 0% 20% 40% 60% 80% 100% Extremely/Very familiar Somewhat familiar Not very/Not at all Familiar Dont Know/RefusedLarger association respondents were significantly more familiar with webinars than smallerassociations. <600 (95) 41% 24% 33% 2% 600 < 1000 (33) 46% 21% 33% 1000 < 3000 (35) 66% 20% 14% 3000+ (36) 75% 8% 14% 3% 0% 20% 40% 60% 80% 100% Extremely/Very familiar Somewhat familiar Not very/Not at all Familiar Dont Know/Refused 4
  5. 5. Webinar Research Report - KRMWebinar BenefitsMore than one-third of respondents who are familiar with webinars have hosted a webinar (35%).They identify a number of benefits to this form of information delivery. Have Have NotBenefit Total Hosted HostedTime efficient – people do not have to waste time traveling 52 64 45Cost effective 34 46 27Size flexibility – can accommodate large groups 12 16 10Can listen and view on demand 11 16 8Easy to use 11 10 12Higher attendance than in person events 6 10 4Easy to administer 3 2 3Can ask real-time questions of speakers/faculty members 3 6 1Better for the environment/green 2 2 2Someone else handles administrative tasks 2 4 1Quick turnaround/short planning cycle 1 2 -Other 8 2 11However, despite a number of significant benefits identified by respondents, one-quarter of thetotal association sample has never hosted a webinar. Why?Perceived Barriers to Hosting WebinarsRespondents perceive a number of disadvantages to webinars, particularly if this is not a tool thatthey have previously used. The largest disadvantage noted was a concern about the inability ofmembers to interact with each other (26%). The next most-cited disadvantage was concern overtechnical difficulties (13%). Format is not acceptable to members 16% Have never had the need 13%Prefer in person meetings and seminars 12% My association is too small 8% Too expensive 6% Technical issues 6% Too impersonal 3% Not very familiar with webinars 3% Not something we use/not interested 3% Do not have the time 3% Do not think people will learn from them 2% None 3% Other 17% 0% 5 10% 20% 30% 40% 50%
  6. 6. Webinar Research Report - KRMExpectations and Important AttributesThe most important service attributes, as rated by those who have and who have not hostedevents, indicate that associations are looking for full-service solutions for their webinar needs.Both those who have hosted a webinar and those who have not hosted said that having a specificstaff person to work with and the training of speakers on webinar technology by the vendor areextremely or very important in selecting a webinar company. % Rating As “Extremely/Very Important”Service Importance Have Hosted Have Not HostedHaving a specific staff person to work with 58% 60%Training of speakers on webinar technology 44% 50%Coordination of registration for the webinar by 40% 36%vendorProviding an on-air host 32% 33%Assistance or advice with pricing, marketing or 24% 34%topic selectionOther Points of InterestRespondents also provided their perspectives and experiences on a variety of issues of interest toother associations already providing webinars or thinking about providing them in the future.To Charge or Not to Charge?Associations are divided on whether or not they charge members to attend their webinars.More than 40 percent of associations that have hosted a webinar in the past said they alwayscharge their members to attend webinars, whereas nearly two-fifths (38 percent) of associationsnever charge their members to attend webinars that their association hosts.The Use of VideoRespondents whose associations have hosted a webinar in the past were asked if the addition of alive video webcast to webinars would attract more interest and if members would be willing topay more for this technology. Over one-half of respondents (52 percent) said they do think a livevideo webcast would attract more member viewers than a standard webinar with Power Pointslides. However, two-thirds (66 percent) of respondents did not think their members would bewilling to pay more for this service.Familiarity With Webinar ProvidersOverall, awareness of webinar companies is low. More than half of respondents are not familiarwith any specific webinar provider, on an unaided basis (52 percent). WebEx was mentioned as a 6
  7. 7. Webinar Research Report - KRMcompany that comes to mind when thinking of webinar providers by 12 percent of respondents:KRM was the next most-mentioned at 7 percent.Of the respondents who had hosted a webinar, 26 percent had used WebEx to host the webinarand 20 percent had used KRM as their webinar host company.Close to one-half of the respondents who use KRM most often to host webinars indicated thatthey have heard of KRM because they know of someone who has used them in the past (43percent). Respondents use KRM because they consider it a quality company with good serviceand they can ask real time questions of the speaker or faculty member.Future Growth PredictedThose not currently hosting webinars indicate a high level of interest in doing so in the future –likely related to rising costs and inconveniences of travel: almost 50 percent of respondentsindicate that they “definitely or probably would” consider hosting a webinar.Virtual events will never entirely replace live events and the opportunity for in-personinteraction. However, in an era of rising costs and the need to closely monitor expenses anddemonstrate ROI for training and education activities, webinars present an affordable andconvenient alternative particularly when covering hot topics and emerging issues.KRM virtual events offer organizations an array of flexible options for their virtual events withvalue-added services including customer service and help desk support, live Q&A, moderatorsand a variety of recording options. For more information about this study, or about how virtualevents can be used to augment training and education efforts, contact KRM at 1.800.816.2640 orinfo@krm.com. 7