Winning Webinar Strategies

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Key takeaways you'll gain from this webinar:

* Successful promotion strategies - including incentives
* Optimal webinar formats and lengths
* Speakers and topics that draw the strongest response
* Key metrics for gauging business impact
* Social media integration strategies

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  • Back in July, we decided to survey the readers of DemandGen Report to look at how webinars were working and what was working. The data I’m going to reference today is based on a Best Practices Survey for Webinar Hosts, which included feedback from 119 executives in companies who use webinars for Lead Generation, Demand Generation, Social Media and related purposes. The survey was conducted in July and August of 2010.  The feedback came from Directors of VP, CEOs and Sales/Marketing executives in a variety of verticals, from software and business service to finance, healthcare and media/Internet. The survey skewed to companies with less than $50M in revenue (62.9% of respondents) and 1-50 employees (40.9%).
  • Webinars have become almost ubiquitous, especially in the BtoB arenas. Because they require a real time commitment on the part of the attendee, registering and making time on their calendar to view the presentation---marketers have webinars staple of their lead generation and education camapaings. One of the drivers for this trends is the ease of use –43% cited this as as important aspect of the r platform for users in the Ease of Use/Setup, according to 42.5% of survey respondents
  • Big push to make web events more about collaboration and creating ongoing conversations—not just one-off events.
  • Big push to make web events more about collaboration and creating ongoing conversations—not just one-off events.
  • Big push to make web events more about collaboration and creating ongoing conversations—not just one-off events.
  • Big push to make web events more about collaboration and creating ongoing conversations—not just one-off events.
  • Offering a chance to win a free iPod or Starbucks gift certificates can actually serve to “cheapen your brand,” added McDonald. Also, “you risk attracting the wrong type of prospect.”
  • Big push to make web events more about collaboration and creating ongoing conversations—not just one-off events.
  • Leaders are now incorporating social media before, during and after online events.--promotional vehicle,all employees,speakers share the webinar among their networks. --during the event social media is a great way to turn the webinar into conversations,create a Twitter hashtag for the events so people can Tweet during the live event. See which topics are of greatest interest. --
  • In order of importance, measures of success for a webinar are): rating average on a scale of 1 to 7 – 1 being most important
  • In order of importance, measures of success for a webinar are): rating average on a scale of 1 to 7 – 1 being most important
  • Winning Webinar Strategies

    1. 1. How does your webinar program stack up?<br />Find out what webinar best practices your peers are following – and learn strategies to get ahead of them. <br />
    2. 2. Panelists<br />Jessica Eastman<br />Product Marketing<br />Citrix Online<br />Andrew Gaffney<br />Editor<br />DemandGen Report<br />
    3. 3. Setting The Stage<br />Flickr: alinasofia<br />
    4. 4. Webinars:Emerge As The Go-To Engagement Platform<br />95%<br />83%<br />have increased frequency of webinars in past year<br />of companies now hosting webinars<br />
    5. 5. HOW DO YOU STANDOUT FROM THE CROWD?<br />Flickr: mcgarry<br />74% planning to increase again in 2011<br />More than 1/3 have increased frequency by 20% or more<br />
    6. 6. “I believe the most important need is for businesses to improve the quality of the presentations they are delivering …If the content being presented is not seen as valuable, no amount of technology will save the business.”<br />--Ken Molay, Founder & President, Webinar Success<br />
    7. 7. HOW DO YOU STANDOUT FROM THE CROWD?<br />37%<br />29%<br />Industry Analysts perceived as most valuable speakers <br />Case study examples<br />Other options cited by survey respondents included:Authors , Industry Peers, Bloggers, Consultant<br />
    8. 8. Format / Length<br />60 minutes remains the most popular webinar (73.9%) of respondents citing that length as the most effective.<br />Shorter time frames emerging: More than 20% prefer the 30-minute webinar<br />Flickr: slack12<br />
    9. 9. HOW DO YOU STANDOUT FROM THE CROWD?<br />
    10. 10. PROMOTION STRATEGIES<br />Free Research Report is the number-one most important attendee incentive (44%)<br />Free white papers and books (often authored by one of the presenters) also fared well in the rankings. <br />
    11. 11. PROMOTION STRATEGIES<br />Free Prizes<br />
    12. 12. Gauging Engagement<br />54%<br />Audience Attentiveness Meter<br />Hand Raising for Attendees<br />Polling<br />Post-Session Surveys<br />58%<br />48%<br />
    13. 13. Continuing The Conversation<br />71%<br />48%<br />??<br />Sending out Automatic Follow-Up Emails<br />Post-Session Surveys<br />Adding On-Demand Option via Archive/Recording<br />
    14. 14. SOCIAL INTEGRATION<br />88%<br />30%<br />reporting plans to increase social media interaction in 2011 <br />plan to increase their social media participation by 11-20%<br />
    15. 15. SOCIAL INTEGRATION<br />59%<br />Company Blog<br />Social Integration<br />Company Blog (59.7%)<br />Twitter (58.0%)<br />LinkedIn (51.3%) <br />Facebook (37.8%)<br />58%<br />51%<br />38%<br />
    16. 16. HOW DO YOU DEFINE<br />SUCCESS<br />
    17. 17. SUCCESS = DRIVING DEMAND<br />85%<br />Primary role is for marketing and lead generation<br />
    18. 18. SUCCESS = DRIVING DEMAND<br />Number of New Leads Obtained (44.1%) as the most important measure of success,<br />Quality of Attendees (reaching the target audience) came in second at 32.5%. <br />
    19. 19. METRICS FOR SUCCESS<br />3.69<br />Number of Attendees<br />4.72<br />Number of Registrants<br />5.08<br />Ratio of Registrants to Attendees<br />5.21<br />Number of Registrants to View Recorded Webinar<br />5.27<br />Number of Minutes Attendees Stay Online<br />5.39<br />Conversation Created in the Q&A Chat<br />
    20. 20. CONTINUING THE CONVERSATION<br />Use Chat for Surveys<br />Recording the webinar is most critical (83.1%)<br />Chat (46.5%)<br />Post-Session Surveys <br />Polling<br />Create an Interactive Environment<br />Poll Attendees during a Presentation<br />Continue the Conversation<br />
    21. 21. Key Takeaways For Winning Webinars<br /><ul><li>Don’t View Your Webinars as Singular Events
    22. 22. Provide Valuable/Relevant Content
    23. 23. Leverage All Channels for Promotion
    24. 24. View Webinars as Part of a Conversation
    25. 25. Use Social Media to Collaborate Before, During & After</li></li></ul><li>Thank Youfor attending today's webinar.<br />

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