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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 …

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