Online Events 101

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Find out how you can use online events to achieve your business objectives.

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Online Events 101

  1. 1. Online Events 101
  2. 2. HOST PROGRAM David Pitta BrightTALK ™ Evangelist ONLINE EVENTS ACADEMY @davepitta @brighttalk PRODUCER Kathryn Kilner Marketing Coordinator @kkilner #eventsonline Online Events Academy 2
  3. 3. Agenda  Defining your business goal  Preparing your content  Promoting your event  Delivering your event  Building community 3
  4. 4. Defining Your Business Goal 4
  5. 5. What Is Content Marketing? The creation and distribution of valuable, relevant, and compelling content for your target audience 5
  6. 6. Identify Your Business Goal Goal Audience Industry Thought leadership Lead generation Lead nurturing Improve retention Brand development Increase direct sales Develop partnerships Page views Increase time on site Industry awareness Revenue 6
  7. 7. Identify Your Audience Goal Audience Industry Thought leadership User Lead generation Buyer Lead nurturing Decision maker Improve retention Evangelists Brand development Influencers Increase direct sales Analyst Develop partnerships Technical expert Page views Business owner Increase time on site CXO Industry awareness Scientist Revenue Data manager 7
  8. 8. Identify Industry Segment Goal Audience Industry Thought leadership User Aerospace & defense Lead generation Buyer Automotive Lead nurturing Decision maker Education Improve retention Evangelists Financial services Brand development Influencers Government Increase direct sales Analyst Healthcare & pharma Develop partnerships Technical expert Technology Page views Business owner Hospitality & Increase time on site CXO entertainment Industry awareness Scientist Retail Revenue Data manager Manufacturing Professional services 8
  9. 9. A Goal and a Target Goal Audience Industry Thought leadership User Aerospace & defense Lead generation Buyer Automotive Lead nurturing Decision maker Education Improve retention Evangelists Financial services Brand development Influencers Government Increase direct sales Analyst Healthcare & pharma Develop partnerships Technical expert Technology Page views Business owner Hospitality & Increase time on site CMO Entertainment Industry awareness Scientist Retail Revenue Data manager Manufacturing Professional services 9
  10. 10. http://bit.ly/38K4EV Content Marketing with Online Events 10
  11. 11. Content Development 11
  12. 12. Topic Brainstorm Presentations Theme should inform, Visuals inspire, or persuade Interactivity your audience. Rehearse 12
  13. 13. Topic Thought Leadership & Panels 13
  14. 14. Topic Fill a Knowledge Gap in Your Industry 14
  15. 15. Brainstorm Group Brainstorm 15
  16. 16. Theme Find a Theme and Connect the Story 16
  17. 17. Visuals Use Images Resources: istockphoto.com ($) Fotolia.com ($) Photos.com ($) Flickr.com (cc) 17
  18. 18. Interactivity Use Votes for Customer Insight 18
  19. 19. Rehearse Practice in Advance 19
  20. 20. http://bit.ly/HUdMc Preparing Your Content 20
  21. 21. Event Promotion 21
  22. 22. Timeline -1 month -3 weeks -2 weeks -1 week -48 hours -24 hours LIVE ON-DEMAND registrations Webcast Promotion: Pre-Event 22
  23. 23. Timeline -1 month setup landing page ON-DEMAND Landing Page 23
  24. 24. Timeline -1 week send email invitation ON-DEMAND Email Marketing 24
  25. 25. timeline -1 week LinkedIn groups ON-DEMAND Social Media 25
  26. 26. Timeline -1 week schedule twitter messages ON-DEMAND Social Media 26
  27. 27. Timeline +24/48 hours +1 week +2 weeks +3 weeks Next Event ON-DEMAND viewings Webcast Promotion: Post Event 27
  28. 28. Timeline +24/48 hours send post event email ON-DEMAND Send Email 28
  29. 29. Timeline +24/48 hours social media: ON-DEMAND on-demand now available Social Media 29
  30. 30. Timeline +1 week submit webcast to social bookmarking ON-DEMAND Social Media 30
  31. 31. http://bit.ly/3IymI3 Promoting Your Webcast 31
  32. 32. Delivery Techniques 32
  33. 33. Poor Feedback Based on Delivery Technique 33
  34. 34. Top 5 Tips for Success 1. Prepare your space 34
  35. 35. Top 5 Tips for Success 1. Prepare your space 2. Talk with your face 35
  36. 36. Top 5 Tips for Success 1. Prepare your space 2. Talk with your face 3. Communicate what your audience can’t see 36
  37. 37. Top 5 Tips for Success 1. Prepare your space 2. Talk with your face 3. Communicate what your audience can’t see 4. Manage the clock 37
  38. 38. Top 5 Tips for Success 1. Prepare your space 2. Talk with your face 3. Communicate what your audience can’t see 4. Manage the clock 5. Move slides just in front of you 38
  39. 39. Top 5 Mistakes 1. Starting late / starting slow 39
  40. 40. Top 5 Mistakes 1. Starting late / starting slow 2. Having poor audio quality 40
  41. 41. Top 5 Mistakes 1. Starting late / starting slow 2. Having poor audio quality 3. Disguising a sales pitch 41
  42. 42. Top 5 Mistakes 1. Starting late / starting slow 2. Having poor audio quality 3. Disguising a sales pitch 4. Going long 42
  43. 43. Top 5 Mistakes 1. Starting late / starting slow 2. Having poor audio quality 3. Disguising a sales pitch 4. Going long 5. Reading a script 43
  44. 44. http://bit.ly/Tsp7O The Art of Webcast Delivery 44
  45. 45. Building Community 45
  46. 46. Have a Home 46
  47. 47. Content Subscription 47
  48. 48. Offer On-demand 48
  49. 49. Know What’s Working 49
  50. 50. Questions 50

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