Identifying Speakers and Topics that Generate Audience


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Finding compelling and timely presentations for your online events is critical in building brand credibility as well as drawing an engaged audience. Whether you run your own events, sponsor other online events or manage an event channel through which you present webcasts, finding great speakers who can deliver on topics that are of specific interest raises the quantity and quality of your audience. There are multiple techniques that marketers can utilize to choose themes and titles to identify timely presentation topics and speakers. Finding timely topics is an art which we have developed based on our experience and these techniques can be utilized to make you more effective in programming your online event programs.

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Identifying Speakers and Topics that Generate Audience

  1. 1. Identifying Speakers & Topics that Generate Audience<br />
  2. 2. 2<br />Guest<br />PROGRAM<br />BrightTALK™<br />ONLINE EVENTS ACADEMY<br />@brighttalk<br />Morgan Cantrell<br />Marketing, BrightTALK<br />@morgancantrell<br />Host<br />Dave Pitta<br />Evangelist, BrightTALK<br />@davepitta<br />Online Events Academy<br />#OEATopics<br />2<br />
  3. 3. 3<br />Agenda<br /><ul><li> Identifying your objectives
  4. 4. Planning your content
  5. 5. Sourcing your speakers
  6. 6. Top tips summary</li></li></ul><li>4<br />Identifying your objectives<br />
  7. 7. 5<br />What are your objectives?<br /><ul><li> Awareness
  8. 8. Consideration
  9. 9. Preference
  10. 10. Action
  11. 11. Loyalty </li></li></ul><li>6<br />Who is your target audience?<br />Target audience<br /><ul><li> Title
  12. 12. Industry
  13. 13. Company size</li></ul>Additional scoring<br /><ul><li> Level
  14. 14. Geography</li></ul>Geography<br />Title<br />level<br />Industry<br />Target audience<br />Company size<br />
  15. 15. 7<br />Developing an event brief<br />Overview<br /><ul><li> Event team
  16. 16. Brief description
  17. 17. Target audience Partners</li></ul>Speakers<br /><ul><li> Internal
  18. 18. External</li></li></ul><li>8<br />Planning your content<br />
  19. 19. 9<br />Planning your content<br />Find a unique angle and/or innovative content<br />Fresh<br />Useful<br />Audience<br />Is your event worth your attendees' time?<br />Targeted<br />Content must be relevant to the needs of your target audience<br />What content generates audience?<br />
  20. 20. 10<br />Fresh<br />Who can help you plan fresh content?<br />Fresh<br />Useful<br /><ul><li> Analysts
  21. 21. Associations
  22. 22. Groups
  23. 23. Vendors
  24. 24. Audience
  25. 25. Sales team</li></ul>Audience<br />Targeted<br />Fresh content<br />
  26. 26. 11<br />Fresh<br />What should you ask about?<br />Fresh<br />Useful<br /><ul><li> Emerging trends
  27. 27. Audience requests
  28. 28. Popular site content
  29. 29. Emerging fears
  30. 30. Barriers to adoption</li></ul>Audience<br />Targeted<br />Fresh content<br />
  31. 31. 12<br />Useful<br />How do you satisfy the audience?<br />Fresh<br />Useful<br /><ul><li>Provide actionable tips
  32. 32. Deliver on your title and abstract
  33. 33. Share examples and case studies
  34. 34. Don’t overpower with sales messaging
  35. 35. Provide clear follow-up options</li></ul>Audience<br />Targeted<br />Useful content<br />
  36. 36. 13<br />Useful<br />Useful<br />How did things used to be, how are they now, and how will they be?<br />Fresh<br />Useful<br />Example: Cloud Computing<br />Why we need it: more efficiency, easier management <br />What's good & bad now: end-user success, compliance and legal issues, questionable security<br />What will be: visionary / strategic forward looking<br />Audience<br />Targeted<br />Useful content<br />
  37. 37. 14<br />Targeted<br />How do I reach my target audience?<br />Fresh<br />Useful<br /><ul><li> Clear in messaging/marketing
  38. 38. Specific title and abstract
  39. 39. Align content with target audience</li></ul>Audience<br />Targeted<br />Targeted content<br />
  40. 40. 15<br />Targeted<br />How do I reach my target audience?<br />Fresh<br />Useful<br /><ul><li> Strategic content
  41. 41. High-level messaging
  42. 42. Aligned for decision makers
  43. 43. Tactical content
  44. 44. Step-by-step guides
  45. 45. Aligned for users & recommenders</li></ul>Audience<br />Targeted<br />Targeted content<br />
  46. 46. 16<br />Green Building Summit Planning and execution<br />
  47. 47. Event Name<br />Event or Summit Title<br />“What is the tagline for this event?”<br />Abstract of this event<br />What are the long term trends impacting / driving change in this area? <br />Specific Tracks<br />Presenters<br />Pending invitations<br />
  48. 48. Green Building Summit<br /><br />
  49. 49. 19<br />Sourcing your speakers<br />
  50. 50. 20<br />Power shift<br />The social web and end-users are the new trusted source of knowledge<br />
  51. 51. 21<br />Internal speakers<br />Who should speak<br /><ul><li>Peers of target audience
  52. 52. Respected and trusted sources
  53. 53. Those with an understanding of the brand</li></li></ul><li>22<br />External speakers<br />Who should speak<br /><ul><li>Analysts
  54. 54. Partners
  55. 55. Associations
  56. 56. User groups
  57. 57. End users</li></li></ul><li>23<br />Connected speakers<br />Who should speak<br /><ul><li>Bloggers
  58. 58. Social media mavens
  59. 59. High profile company reps</li></li></ul><li>24<br />Cisco case study<br />Virtualized Data Center Summit 21 Jan 2010<br />11 tracks:<br /> Starts: 3am PT<br /> Ends: 5pm PT<br />Includes:<br /> Internal speakers - <br /> strategic & tactical<br /> Partners<br /> Analysts<br /> Case study<br /><br />
  60. 60. 25<br />Top tips<br />
  61. 61. 26<br />Top tips<br /><ul><li>Make sure your content and speakers are aligned with your objective and target audience
  62. 62. Leverage your relationships and information from social media & blog tracking, analysts, user groups and research to define fresh, useful, and relevant content
  63. 63. Involve associations, partners, well-connected speakers, user-groups, and others who will expand your promotional reach
  64. 64. Account for the impact of social media by including the end-user voice in your online events. This will add credibility and trust by creating a peer-to-peer dialogue
  65. 65. Be crystal clear with your title and abstract so that your attendees know exactly what they are investing their time in</li></ul>Image space<br />