How2 hostwebinar

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This presentation offers how-to advice for planning and executing a webinar

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  • This session is about content marketing, how you can provide useful information to your target audience in a way that will support the business side of your company. And in particular, how you can use the benefits of technology to reach more people quicker and with less hassle and expense. For those who took my Facebook session, I think you may be surprised to see that many of the goals here are the same, many of the precepts. This is simply a way to use simpler technology to reach out and cultivate relationships with people who are not of the Facebook persuasion.
  • Often not directly associated with marketing. Frequently seen as a freebie. So why do it?
    Altruism of wanting to educate or help people. But also business reasons:
    Establish your company as the expert on a topic
    Communicate non-verbals about your company (compassionate, responsive, committed to the community, creative…)
    Name recognition and brand loyalty in a crowded marketplace is good. So many people think there is only one hospice. Don’t realize there is a choice. You want to
    Most powerful advantage is that you can collect contact information to extend the relationship beyond the event itself.
  • You probably already do some forms of content marketing. All of these are examples of content marketing. Follow the basic 80:20 rule, 80% about them, no more than 20% about you. (In some cases, like support groups, or possibly educational handouts, could be none of it is directly about you. But it all expresses, even indirectly, non-verbal information about what you are like as a company.)
  • Often not directly associated with marketing. Frequently seen as a freebie. So why do it?
    Altruism of wanting to educate or help people. But also business reasons:
    Establish your company as the expert on a topic
    Communicate non-verbals about your company (compassionate, responsive, committed to the community, creative…)
    Name recognition and brand loyalty in a crowded marketplace is good. So many people think there is only one hospice. Don’t realize there is a choice. You want to
    Most powerful advantage is that you can collect contact information to extend the relationship beyond the event itself.
  • So we’re going to talk about taking those benefits, and some of those educational activities, and presenting them over the airwaves presenting audio and visual information in a decentralized way. Let’s start with a few terms.
    I will probably say webinar most of the time to mean both. If I
  • 1. Simple to set up and execute
    no room to rent, chairs to setup and take down
    no projector and screen, anxiety if your computer will talk to their projector…
    no refreshments
    no travel time
    2. All this makes very inexpensive to do. Cost is your time, service for connecting interactive features, advertising
    3. Scheduling flexibility allows you to reach people you wouldn’t ordinarily
    time issues (working)
    family members who live far away
  • Need good match of tech to experience. If they get frustrated with the technology, they will associate you with those feelings of frustration.
    Requires a telephone. Computer ideal (Powerpoint) but do not HAVE to participate online
    Advantage of Webinar is that can do polls and watch the chat stream. Wakes people up and gives you a way to get feedback from the audience.
    People like telling their story
  • Glad to be here. Welcome everyone.
    E-newsletters are a medium near and dear to my heart as they allow hospices to very cost-effectively get the word out and promote important activities, like fund-raising, referrals and volunteer recruitment and retention. And they provide a convenient medium for readers to get the information that they want or need.
    One of those happy marriages of marketing and education. Pat yourselves on the back for taking the first step to learn about this new medium.
    Tell you a bit about myself.
    Research scientist, I spent 14 years working on NIA projects, specifically big multimedia interventions for family caregivers.
    In my private life, I have been a hospice volunteer since 1997
    Disconnect. Realized this was a way that I could help. Can’t solve global warming, can’t fix the problems in Iraq. But I can help families get better access to information and services, specifically the fantastic support that is offered by hospices. So, my personal mission is to help hospices make better use of the Internet for outreach, fund-raising, community education, etc.
    Enough about me. I want to learn more about you.
  • ACTION PLAN: What does yoru website do now? In the future?
    Advertising vehicle?
    Community Education
    Marketing tool?
    Sales tool?
    Public Relations: Use it to work with the press
    Fund-raising vehicle: Means to attract new donors and nurture existing
    Community engagement: Networking
    Advocacy: Are you wanting to promote grass roots organizing around public policy issues? If so, then who you are target and what you put on your site will be very different from what you would do if you were primarily trying to attract and engage donors, or families in need of services.
    IDENTIFY what you want your website to support you in doing.
  • General demographics:
    Age, big determinant
    Patients, no
    Family caregivers (Boomer daughters & sons), yes
    Would not rule out spousal caregivers.
    Volunteers
    Donors
  • Education and Income
    Donors!
    Avg online donor gave $114/year, vs. $82/yr for offline
  • Remember I said Boomer daughters and sons are the ones to watch. This is why
    Family caregivers turn to the Internet first.
    39% of ALL Internet users report using the Internet to find info for a sick friend or relative. Typically Boomer children.
    26% of Internet seekers say Internet played a crucial role
    One out of 3 said it helped them to find professional service. You want that to be YOU, not your competition.
  • From Pew Internet and American Life Project, broke down activities by subpopulations
    How tech savvy is your group?
    Teleconference, is low tech. Mostly need email (high penetration there) and ability to download a Powerpoint
    Ability to sign in to a webinar service, more like blogs or social media. Bit more sophisticated/adventurous
    Note: If one objective is to get email addresses for future communications, VERY high penetration in this medium, even for seniors
  • Topics: Family caregivers
    • What services are available
    • How to pay for care?
    • How to deal with stress
    Time: Think about working individuals: Lunch or evenings are probably easier
    More and more, people are wanting to listen to the recording later, at their own time
  • Depending on how you want to make yourself more visible, you’ll want to choose a service that allows you to create, possibly store, your recordings.
  • How2 hostwebinar

    1. 1. How to Host a Webinar or Teleconference Tasha Beauchamp, MSc Elder Pages Online 707-477-0700 tasha@elderpagesonline.com www.facebook.com/elderpagesonline NHPCO - April 9, 2011 - Washington, D.C.
    2. 2. 2 What is Content Marketing? Any activity that • Appeals to your target audience • Provides useful information • Can be entertaining • Establishes your expertise • Allows you to display your brand CONTENT MARKETING IS NOT SALES!
    3. 3. 3 Poll: What do you do now in terms of content marketing? ___ Distribute educational handouts ___ Publish a newsletter ___ Publish an E-newsletter ___ Publish a blog ___ Have Facebook page for your business ___ Give public/professional presentations ___ Conduct support groups
    4. 4. 4 Realistic Goals for Presentation Marketing • Generate leads • Establish your expertise • Express unique personality of your company • Increase visibility/name recognition • Develop relationship/brand loyalty • Grow your list for future communications – E-newsletter/newsletter subscribers – Potential clients, referrers, donors, volunteers
    5. 5. 5 Using Technology for Remote Conferencing • Teleconference (low tech) – Audio: Telephones – Visual: Slides are downloaded (powerpoint or .pdf file) • Webinar (high tech) – Audio: Telephone or computer – Visual: Interactive meeting space on the Internet
    6. 6. Possible Audience • Boomer daughters & sons – 78% use the Internet – 74% juggle work & caregiving – 15% live >1 hour away • ≈Spousal caregivers – 42% on the Internet – Trouble getting out of the house • Professionals – If you offer CEUs (advertising cautions) 6 May 2010, Pew Internet, www.pewinternet.org; Ntl Alliance for CGing 2009, www.caregiving.org
    7. 7. Advantages over Face2Face • Simple logistics – No room, equipment, refreshments – No set-up/take-down or travel time • Very inexpensive • Reach different people • Store presentations on the Net • Low carbon footprint • Can do it in your sweats! 7
    8. 8. Disadvantages compared to Face2Face • Telephone and computer required – Not necessarily Internet (teleconference) • Must have Internet for interactivity • Tend to need broadband • Not realistic for highly emotional topics 8
    9. 9. Six Stages of Putting on a Webinar/Teleconference 1.Define target audience & objectives 2.Determine topic, speaker, time 3.Select features and meeting service 4.Promote your event 5.Prepare the session 6.Follow-up activities 9
    10. 10. 1. Define target audience & objectives
    11. 11. 11 Poll: What audience are you trying to reach? __ Boomer daughters and sons __ Seniors __ Physicians __ Discharge planners __ Long term care facilities __ Potential volunteers __ Potential donors
    12. 12. Define Target Audience & Objectives 12 • Who are you trying to reach? – Demographics – Tech sophistication • What do you want to gain from webinar? – Develop more “leads” – Increase awareness/name recognition – Establish your expertise • How will you know you have succeeded? – Registrants’ names/email addresses
    13. 13. 13 Who is on the Net? By Age 79% of all American adults go online • 18 - 29 year olds (95%) • 30 - 49 year olds (87%) • 50 - 64 year olds (78%) • 65 and older (42%) May 2010, Pew Internet & American Life, www.pewinternet.org
    14. 14. 14 Who is on the Net? By Socio Economic Status Income • < $30,000 (63%) • $30,000-49,999 (84%) • $50,000-74,999 (89%) • >$75,000 (95%) Education • < High school (52%) • High school (67%) • Some college (90%) • College+ (96%) May 2010, Pew Internet & American Life, www.pewinternet.org
    15. 15. 15 Caregivers and the Internet • 39% of “Netizens” go online to help someone with a major illness. • Most commonly Boomer children seeking information for ailing parent. • 26% say Internet played a crucial role • 1:3 say it helped to find services Pew Internet & American Life, multiple reports. www.pewinternet.org
    16. 16. 16 What are older adults doing online? Of all adults age 46-55 56-64 65-73 • Use the Internet 81% 76% 58% • Get health info 84% 85% 76% • Use email 91% 93% 90% • Watch videos 62% 55% 44% • Use social network 50% 43% 34% • Read blogs (2009) 27% 25% 23% • Donate to charity 24% 23% 20% December 2010 Pew Internet & American Life, www.pewinternet.org
    17. 17. 2. Determine Topic, Speaker, Time
    18. 18. Topic, Speaker & Time • Educate & inspire – What is compelling for audience? – No sales! • Speaker – Warm personality – Projects well by voice only • Time – Lunch or evenings, 60 min. – Remember the value of recordings 18
    19. 19. 3. Select Features and Meeting Service
    20. 20. Features to Consider • Registration tools • Visuals (static or interactive) • Audio (phone or computer) • Follow-up (recording/archiving) 20
    21. 21. Registration Tools GOAL: Gather names/email addresses • How often giving webinars? • How many people likely to attend? • Need payment? – Tiers (discounts)? • Ability to export names/addresses • Ability to send follow-up survey 21
    22. 22. Sample Registration Services • Eventbrite.com – Free if event is free – If there’s a charge charges $1/ticket + 2.5% • Constant Contact – $15/mo for 1-5 events accepting registration – No percentage of fee 22
    23. 23. Visuals: Static (Teleconference) Powerpoint – Number your slides – Post on www.slideshare.net – Can even mail hardcopy • Pros – Simple, low tech, inexpensive • Cons – Not very impressive – not as engaging 23
    24. 24. Visuals: Interactive (Webinar) What are participants thinking? • Polls • Chat • “Raise Hand” • Slow down/ Speed up • Video conferencing 24
    25. 25. Advantages of Interactivity • More engaging • Get feedback from audience – People type questions in chat • Video conferencing • “Impressive” • Can record the session – Post to get “future mileage” 25
    26. 26. Disadvantages of Interactivity • Introduces technology requirements • Scares away low tech audience • Many things can go wrong • Requires having a helper • At mercy of service provider • At mercy of the Internet • More expensive 26
    27. 27. Simplest Audio Option 1) Independent phone line – www.FreeConferenceCall.com (96 callers) Pros: – No cost to presenter – Can record session Cons: – Toll call to registrants (or presenter can pay for toll-free number) – Recording not “integrated” with visuals 27
    28. 28. Medium Audio Option 2) Phones integrated with service • Pros – Recording in sync with visuals – Can choose toll-free option or toll call for registrants • Cons – More expensive to presenter • General pricing – ≈ 5 – 10 cents/minute per participant 28
    29. 29. Advanced Audio Option 3) Audio through computer • Pros – Recording in sync with visuals – Free for registrants – Less expensive for presenter – “Impressive” • Cons – Must have speakers & microphone – Sometimes audio is choppy 29
    30. 30. Follow-up Activities (Recording & Archiving) Increase visibility • Extend the life of your presentation – Slideshare.net (.ppt, .pdf) – Recording available as CDs – Downloadable podcasts – YouTube for 10 min segments • Store at meeting service • Post links on your website • Get others to post links 30
    31. 31. Selecting a Meeting Service (Sample Low Tech) Teleconference (up to 96 callers) – Visuals: Powerpoint via Slideshare.net – Audio: FreeConferenceCall.com • Pros – Free to presenter – Appropriate for family caregivers & seniors • Cons – Not interactive – Not “impressive” 31 For more info, go to idealware.org
    32. 32. Selecting a Meeting Service (Sample Hi Tech) Web Ex – Visuals: Highly interactive, many features – Audio: Integrated phone or computer audio • Pros – Robust and impressive (for professionals) • Cons – Complicated pricing; expensive • General pricing (not including audio) – Starts ≈ $600/yr for up to 25 people/meeting 32 For more info, go to idealware.org
    33. 33. Selecting a Meeting Service (Mid-Range: Price does not include audio) GoToMeeting – Under $500/year up to 15 people/meeting GoToWebinar – Under $1000/yr up to 100 people/meeting Adobe Connect – ≈ $150 - $500/yr for 5-20 people/meeting Ready Talk (includes registration & follow-up tools) – ≈ $500 - $1000/yr for 25-3000 people/meeting 33 For more info, go to idealware.org
    34. 34. 4. Promote Your Event
    35. 35. Telling the World • Use a registration service • Make a page on your website • Send email invitations • Blog, tweet, Facebook • Reciprocal e-blasts • Get others to blog, tweet, Facebook • Conventional media 35
    36. 36. The Week Before • One week out – Upload slides and bio – Practice with technology • 3-4 days out – Send reminder with link to slides & test info • Morning of meeting – Send reminder with link to slides, login & tech support info 36
    37. 37. 5. Prepare the Session
    38. 38. Same as for Any Session • Know your material • Add personality • Time yourself • Engaging visuals • Vary the pace (interactivity!) • Your logo/contact info is prominent • Prepare evaluation survey • Apply for CEUs 38
    39. 39. Tips for a Successful Remote Conference • Do a dress rehearsal • Have an assistant available – To solve tech issues – To follow chat – To give feedback • Prepare a “Plan B” • Mute participant phones until Q & A • Prepare questions to prime Q & A • Use headset & move while talking 39
    40. 40. 6. Follow-up Activities
    41. 41. Remember your Goals • Generate “leads” • Establish your expertise • Increase visibility & name recognition • Grow your list for future communication 41
    42. 42. Immediate Follow-up • Evaluation survey • Put link to recording & slides on your site • Send thank you email in next day or so – Follow-up resources – Links to slides & recording – Mention of up-coming events – Invite further questions • Send similar email to no-shows • Add to email list 42
    43. 43. 43 Questions? Tasha Beauchamp, MSc 707-477-0700 (Pacific) tasha@elderpagesonline.com LIKE us on Facebook www.facebook.com/elderpagesonline

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