HOW TO HARNESS THEPOWER OF WEBINARSJUSTIN LEVYGLOBAL SOCIAL MEDIAONLINE SERVICES DIVISION, CITRIX@JUSTINLEVY | #SOCIALFRESH
Photo Credit: http://www.flickr.com/photos/divine_harvester/2414090010       DISCLOSURE       If your company or product S...
@justinlevy                                                              #knxsoc  B2B or B2C?Tip: Cats, dogs, babies = alw...
@justinlevy   #socialfresh
We still operate in silos…Photo Credit: http://www.flickr.com/photos/gigiomc/2239357678@justinlevy                        ...
CHECKLIST SOCIAL     MEDIA
WE NEED TO BE MORE INTEGRATED…@justinlevy                      #socialfresh
THE POWER OF WEBINARS                        Revenue       Value              Loyalty                         Intimacy    ...
Photo Credit: http://www.flickr.com/photos/verismovita/3642489397       5 PHASES OF MAGICAL WEBINARS@justinlevy           ...
83% OF #SOCIALFRESH ATTENDEES  FIND WEBINARS VALUABLE  SOCIAL FRESH ATTENDEE SURVEY    Note: 2 respondents are conference ...
PHASE I: DECIDING THE STORY@justinlevy                  #socialfresh
“YOUR KIDS NEVER SAY „DADDY,TELL ME A PRESS RELEASE‟, THEYASK YOU TO TELL THEM A STORY”            -Christopher S. Penn (@...
solution or                                benefit review past                                              personaperform...
PHASE II: PLANNING YOUR WEBINAR@justinlevy                       #socialfresh
PLANNING YOUR WEBINAR•   Date & time•   Media partner•   Moderator•   Speaker(s)•   Dry run•   Event creative•   Trackable...
PHASE III: PROMOTING YOUR WEBINAR@justinlevy                       #socialfresh
Registration Landing Page
Paid                                     Media                 Employee                           Email                 Ad...
Photo Credit: http://www.flickr.com/photos/adambowie/4326474382       PHASE IV: GAME TIME!@justinlevy                     ...
LIVE EVENT!• Provide intros including social  media channels• Use polls to drive engagement• Measure attentiveness• Ensure...
PHASE V: POST-EVENT@justinlevy               #socialfresh
Photo Credit: http://www.flickr.com/photos/edastrauch/471029832       THIS IS WHAT NOT TO DO!@justinlevy                  ...
Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981              http://www.flickr.com/photos/cameliatwu/388...
Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981 Photo Credit:http://www.flickr.com/photos/cameliatwu/388...
Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981              http://www.flickr.com/photos/cameliatwu/388...
Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981       CONDUCT A SURVEY@justinlevy                       ...
Photo Credit: http://www.flickr.com/photos/bilal-kamoon/6835060992 Photo Credit:http://www.flickr.com/photos/mikeporesky/5...
Photo Credit: http://www.flickr.com/photos/bilal-kamoon/6835060992              http://www.flickr.com/photos/mikeporesky/5...
Photo Credit: http://www.flickr.com/photos/bilal-kamoon/6835060992       QUESTIONS@justinlevy                             ...
…to stalk me                                   • justinrlevy.com                                   • @justinlevy          ...
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How To Harness The Power Of Webinars

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Webinars are an awesome lead gen tool for companies of all sizes. But, you’re missing out on a huge opportunity if you aren’t adding social media to the mix.

Webinars combined with social media equal something even more magical. This Social Fresh WEST 2012 session attempts to showcase the ins and outs of running a successful webinar that uses social at every step.

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  • The under pinnings.What are you solving for?Who is your target customer, and why do they require your solution? Work backwards.Why does your customer benefit from using your solution or service? What is the dividend? What pain or issue do you make obsolete?What story are you telling today?What are you trying to accomplish with this event – what is your intended outcome? Generate awareness? Create demand? Drive pipeline? Differentiate? Early or late in the buying cycle?Find your advocates – find the people who have experienced the benefits & have them help you tell your stories. Or find the people who can eloquently articulate the topic.Reach your customer: house file, customer base, paid media, social, speaker promotion, etc.Review performance – did you accomplish what you intended to?
  • Date & timeMedia partnerModeratorSpeakersKick offDry runEvent creative
  • Registration lpFrequencyPaid mediaHouse fileCustomer baseSocialSpeaker promoIncentive
  • IntrosPollsPanelInterviewAttentivenessQ&AHashtag #
  • On demandQ&ASEONurturingSurveyImpact
  • On demandQ&ASEONurturingSurveyImpact
  • On demandQ&ASEONurturingSurveyImpact
  • On demandQ&ASEONurturingSurveyImpact
  • On demandQ&ASEONurturingSurveyImpact
  • On demandQ&ASEONurturingSurveyImpact
  • On demandQ&ASEONurturingSurveyImpact
  • On demandQ&ASEONurturingSurveyImpact
  • On demandQ&ASEONurturingSurveyImpact
  • How To Harness The Power Of Webinars

    1. 1. HOW TO HARNESS THEPOWER OF WEBINARSJUSTIN LEVYGLOBAL SOCIAL MEDIAONLINE SERVICES DIVISION, CITRIX@JUSTINLEVY | #SOCIALFRESH
    2. 2. Photo Credit: http://www.flickr.com/photos/divine_harvester/2414090010 DISCLOSURE If your company or product SUCKS, none of this will help you.@justinlevy #socialfresh
    3. 3. @justinlevy #knxsoc B2B or B2C?Tip: Cats, dogs, babies = always work Photo Credit: http://www.flickr.com/photos/divine_harvester/2414090010Photo Credit: http://www.flickr.com/photos/andresrueda/3219931640
    4. 4. @justinlevy #socialfresh
    5. 5. We still operate in silos…Photo Credit: http://www.flickr.com/photos/gigiomc/2239357678@justinlevy #socialfresh
    6. 6. CHECKLIST SOCIAL MEDIA
    7. 7. WE NEED TO BE MORE INTEGRATED…@justinlevy #socialfresh
    8. 8. THE POWER OF WEBINARS Revenue Value Loyalty Intimacy Partnership Trust@justinlevy #socialfresh
    9. 9. Photo Credit: http://www.flickr.com/photos/verismovita/3642489397 5 PHASES OF MAGICAL WEBINARS@justinlevy #socialfresh
    10. 10. 83% OF #SOCIALFRESH ATTENDEES FIND WEBINARS VALUABLE SOCIAL FRESH ATTENDEE SURVEY Note: 2 respondents are conference organizers & 2 work for Citrix@justinlevy #socialfresh
    11. 11. PHASE I: DECIDING THE STORY@justinlevy #socialfresh
    12. 12. “YOUR KIDS NEVER SAY „DADDY,TELL ME A PRESS RELEASE‟, THEYASK YOU TO TELL THEM A STORY” -Christopher S. Penn (@cspenn)
    13. 13. solution or benefit review past personaperformance reach logicalcustomers/pr relation ospects identify intended advocates or outcomes of experts the event
    14. 14. PHASE II: PLANNING YOUR WEBINAR@justinlevy #socialfresh
    15. 15. PLANNING YOUR WEBINAR• Date & time• Media partner• Moderator• Speaker(s)• Dry run• Event creative• Trackable links per promo channel• Reserve your resources
    16. 16. PHASE III: PROMOTING YOUR WEBINAR@justinlevy #socialfresh
    17. 17. Registration Landing Page
    18. 18. Paid Media Employee Email Advocacy Marketing Landing Blog Page Social Content Media Incentives Speaker Promo Home Base Approach@justinlevy #socialfresh
    19. 19. Photo Credit: http://www.flickr.com/photos/adambowie/4326474382 PHASE IV: GAME TIME!@justinlevy #socialfresh
    20. 20. LIVE EVENT!• Provide intros including social media channels• Use polls to drive engagement• Measure attentiveness• Ensure Q&A is part of your webinar• Encourage people to use the webinar hashtag #
    21. 21. PHASE V: POST-EVENT@justinlevy #socialfresh
    22. 22. Photo Credit: http://www.flickr.com/photos/edastrauch/471029832 THIS IS WHAT NOT TO DO!@justinlevy #socialfresh
    23. 23. Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981 http://www.flickr.com/photos/cameliatwu/3888996196 MAKE THE WEBINAR ON-DEMAND@justinlevy #socialfresh
    24. 24. Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981 Photo Credit:http://www.flickr.com/photos/cameliatwu/3888996196 http://www.flickr.com/photos/evaekeblad/2389240224 CREATE CONTENT FROM THE WEBINAR@justinlevy #socialfresh
    25. 25. Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981 http://www.flickr.com/photos/cameliatwu/3888996196 START YOUR LEAD NURTURING CAMPAIGN@justinlevy #socialfresh
    26. 26. Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981 CONDUCT A SURVEY@justinlevy #socialfresh
    27. 27. Photo Credit: http://www.flickr.com/photos/bilal-kamoon/6835060992 Photo Credit:http://www.flickr.com/photos/mikeporesky/5515840447 http://www.flickr.com/photos/whiteoakart/478626768 MEASURE IMPACT OF THE WEBINAR@justinlevy #socialfresh
    28. 28. Photo Credit: http://www.flickr.com/photos/bilal-kamoon/6835060992 http://www.flickr.com/photos/mikeporesky/5515840447 METRICS ARE YOUR GUARD RAILS@justinlevy #socialfresh
    29. 29. Photo Credit: http://www.flickr.com/photos/bilal-kamoon/6835060992 QUESTIONS@justinlevy #socialfresh
    30. 30. …to stalk me • justinrlevy.com • @justinlevy • justin.levy@citrix.com …to stalk us • gotowebinar.com • @gotowebinar Thank you…Slides available at:http://slideshare.net/justinlevy

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