A Webinar about Webinars with Mike Lewis (@bostonmike) and Rachel Levy (@bostonmarketer)

About!Featuring the 6 P’s of hosting a successful webinar!

Your Presenters Rachel Levy, WebinarLis2ngs.com rachel@webinarlis2ngs.com @WebinarLis2ngs / @BostonMarketer Mike Lewis, Awareness mike.lewis@awarenessnetworks.com @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

Social Media Challenges ‘I’m Overwhelmed!’ Social Media is only a % of my job and it requires a lot of my -me to be eﬀec-ve ‘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’m Losing Control!’ Too many channels, too many comments to respond to, too many passwords, too many places to login, hard to keep control ‘I Need to Get Strategic!’ Need to move from tac-cal ac-vi-es to strategic programs

The Next Step Contact me for a demonstra;on: mike.lewis@awarenessnetworks.com @bostonmike

Awareness Social Marke-ng Hub   Publish : Content-‐centric,   Gain Control of your mul--‐channel Social Media Programs   Manage : Enterprise grade   Centralize your programs access controls, permissioning, and control   Evolve from tac2cal   Measure : Meaningful programs to strategic reports and marke-ng-‐ social media focused Social Monitoring   Measure Success for   Engage : Interact with mul-ple channels and individuals who are assets passionate about your content

See the Hub in ac-on! Social Marke;ng Hub Demo w/ Will Eisner, Director of Product Marke-n g Dec 2nd – 2PM ET http://tinyurl.com/hubdem o Sign Up Now!!

WebinarLis-ngs •  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

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

Webinar about Webinars: The 6! s s! ‘! of successful hosting!

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

Plaoorm •  Why are the plaoorm/logis-cs important? You never get a second chance to make a first impression

Logis-cs: The Technology Landscape Delivery Syndication Recording Technology Landscape Audio Editing recording audio Editing video

Plaoorm Mix •  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

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

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

Webinar Tools Polls Discussion Drawing tools Review at end of webinar

Mul-media Show a video Show yourself! Screenshare of internet or PowerPoint application

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

Enjoy todays Session? Contact Us! AwarenessNetworks.com WebinarLis-ngs.com h8p://bit.ly/feFK3D h8p://bit.ly/WLnews @AwarenessInc @WebinarLis-ngs /#AwarenessincWebinars /WebinarLis-ngs h8p://linkd.in/evoHzX link.webinarlis-ngs.com h8p:// rss.webinarlis-ngs.com community.awarenessnetworks. rachel@webinarlis-ngs.com com/Main/rss/ (617) 733-‐2182 mlewis@awarenessnetworks.com (781) 270-‐2410

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/tamse n Sign Up Now!!

Use the hashtag: #awarenessinc On Twi8er

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A Webinar about Webinars with Mike Lewis (@bostonmike) and Rachel Levy (@bostonmarketer)

by Awareness, Inc. on Dec 02, 2010

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A Webinar about Webinars with Mike Lewis (@bostonmike) and Rachel Levy (@bostonmarketer) — Presentation Transcript