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Event Driven Marekting: Webinars


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Peter Muir of Bizucate presents the value and benefit of event driven marketing far beyond the event itself using a webinar as an example. We delivered this for XPLOR's membership.

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Event Driven Marekting: Webinars

  1. 1. What Can Webinars Do For You?Exploring New Ways to Connect With Your Audience © 2010 Bizucate, Inc.
  2. 2. Where We’re Going • Introductions • Discuss the value of hosting an event • Review the many channels we have to communicate • Help decide what objectives youd like to achieve • Develop a webinar planner primer • Identify some of the more popular pitfalls of webinars 2
  3. 3. Who Am I?B2BVerticalStudent IndustriesB2CMarketingEducator and DesignA2MContent ProducersMotivatorNP2DSoftware andConsultant Hardware MFGB2B2CMarketerStrategistSales PersonEntrepreneurTriathleteWebinar Wunderkind?
  4. 4. Value of Hosting an Event• What’s the value of hosting an event? 4
  5. 5. What Can an Event Do for Your Organization?• Use an educational • Help you ID if they are approach to help your worth your time customers grow their • If not interested in topic organization what else are they• Developing content can interested in? make you more • Continue to grow the knowledgeable relationship after the• Establish yourself as an event whether they authority in your industry attended or not• Indirect approach by not • Can be prospecting… can trying to sell but grow be retention…can it be relationship both? 5
  6. 6. Traditional Viewof Event Based Marketing Efforts Event Pre-Event Post-Event
  7. 7. Another Viewof Event Based Marketing EffortsPre-Event Post-Event Event
  8. 8. And Even More Viewsof Event Based Marketing Efforts
  9. 9. 4 Planning Phases for Successful Events 1. Planning 2. Pre-Event Efforts 3. Event Delivery 4. Post-Event Efforts and Outcomes
  10. 10. Phase 1: PlanningLooking at the Big Picture1. What are your long-term and short term goals? – Grow revenue, develop new markets, establish market leadership, increase qualified leads, hire and retain qualified personnel2. What are your primary and secondary goals? – What do you have to get from event? – What would be an added benefit but acceptable if not achieved?3. What will a “return” look like? – Develop SMART (Specific, Measureable, Attainable, Realistic and Time Based) goals – Can easily be multiple goals and outcomes too!
  11. 11. Phase 1: PlanningPlanning the Event4. Content: Why people will attend – Tying your content to actionable outcomes changes an informative event to a results event – Types of businesses and the role of the attendee will be influenced by the content you choose – Who will speak (internal or external or both)?5. Type of Event – Face to Face or Webinar? Themed or no? – Consider your content and audience along with your budget and resources as part of your thought process
  12. 12. Phase 1: PlanningPlanning the Event6. Budget – Spreadsheet out all costs both real and donated – Include amount of time spent too7. Timing/Schedule – Early in the quarter? At the beginning, middle or late in the week? Morning, afternoon or all day? What time works best for those you are looking to reach? – Schedule from start to finish what has to occur by when and who’s responsible
  13. 13. Phase 1: PlanningPlanning the Event8. Location – If face-to-face do you host it at your company, at a local hotel, a customers business? To feed or not to feed? Is the location part of your message? – If you choose to have a web conference what are the needs of the solution? Browser, OS, phone, voice over IP, presentation technology, presentation style, ability to interact with attendees9. Team – On your own, organized chaos, well-oiled team? – Who’s doing what, when, why and how will you know it’s done? – Point person for technical/content/location issues
  14. 14. Phase 1: PlanningPlanning the Event10. Event Marketing – None, unorganized, organized – Event marketing content development – Themed, professional – Blog, E-Mail, Direct Mail, Purl, Phone, FacetoFace, Facebook, Twitter, LinkedIn – Press release – List Development: Internal, Purchased? – Registration process – Confirmation details – Signage, name cards – Collaterals, case studies – Thank you cards – Feedback/Survey Forms
  15. 15. Why Webinars?• Build awareness and share ideas• Describe products/services in an educational way• Build relationships and grow them• Profit and Income• List building/cleaning and audience creation 15
  16. 16. Message Message Sender Mobile App Constant Feedback Message Soc. Ntwrk TV Message Message Message Radio E-Mail Message SMS Text Message E-News E-StmntMessage Message Search Inst. Messg. Message Message Message PURL Blog Message Phone Message Widget Podcast InstantaneousMessage Message Website Feedback Message Viral Video Receiver Print 16 © 2010 Bizucate Inc.
  17. 17. • Blog (Blogger, Typepad, Wordpress or private) – Type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video.•,,, – Business-oriented social networks allowing professionals to build a list of contacts and leverage the power of the network to meet new people• – Social networking website where users can add friends and send them messages, and update their personal profiles to notify friends about themselves. Additionally, users can join networks organized by city, workplace, school, and region.• – Micro blogging site, you “tweet” a message of 140 characters or less to followers• – Video sharing website on which users can upload and share videos• – Social networking website with an interactive, user-submitted network of friends, personal profiles, blogs, groups, photos, music and more• Shutterfly, Flickr, Snapfish – Digital photo printing, free online photo albums and digital photo sharing• – Presentation sharing website users can upload, view and share presentation files•, Onehub, Basecamp – Online collaboration: Online file storage, FTP replacement, team workspaces• – Social news website made for people to discover and share content from anywhere on the Internet, by submitting links and stories, and voting and commenting on submitted links and stories• – Platform for creating your own social network. Our passion is putting new social networks in the hands of anyone with a good idea. 17
  18. 18. Good Objectives• Well-written objectives describe what the attendee should be able to do after learning the lesson• SMART(ER) Objectives – Specific: straightforward, emphasizes action and the required outcome – Measurable: measurement source is identified and able to tracked – Attainable: need to stretch you but be achievable – Realistic: have the resources to get it done – Time Bound: setting deadlines for the achievement – Evaluate: Looking at whether successful or not – Reevaluate: Determine lessons and decide what to do 18
  19. 19. Where Can You Get Great Content?• Ask around• Look in other industries• Listen• Try new things• Tell people what you’re doing that’s different 19
  20. 20. Opportunity Analysis1. What exists – Existing print volume – Existing channels – Existing marketing methods – Doing the things the way they’ve always been done2. What hasn’t been thought of yet – People don’t know that they could have or do something different• Which are you selling? 20
  21. 21. 10 Ways to Avoid Falling on Your Face the Day of Your Event1. Proper Planning Prevents Poor 6. Keep agenda on track Performance 7. Assume it will go wrong, when2. Practice, Practice, Practice it does, keep cool and be3. Do as much as you can early human about and keep organized 8. Read the audience and make4. Have a monitor avail to assist changes accordingly5. Have speakers check in early 9. Don’t do it all yourself and interact with audience 10. Be positive and HAVE FUN!
  22. 22. Web Based Events: Lessons Learned• Practice, Practice, Practice • Don’t be boring, screen tests for all• Prepare for technical issues involved – Web hosting solution, phone/mics, • Screen content should add to workstations, software, internet presentation but not be bogged connections, ambient effects down by it• Don’t try and do it/give it all in one • People don’t have a lot of time, webinar, break it up respect the time they are giving,• Record the webinar keep it to the point and on time
  23. 23. Web Based Events: Best Practices• Webinar closely tied to a relevant actionable theme• Web based events tied to additional multi-channel efforts• Make a concise replay available• Have a digested set of notes• Use interactivity to add to the event
  24. 24. Tie the Event to the Post-Event Follow Up• Tell people what you will do after the event …and be sure to do it!
  25. 25. Follow Up 1Thanks and Resources• Thank those who attended – In-person – Phone – Mail – Electronic• Provide resources for review – Printed – Electronic – Hosted
  26. 26. Follow Up 2 Attendee Evaluation• Evaluate thoughts on the event itself, what they’ll use, what they didn’t care for and what they want more of or instead of• Length of time to gather feedback – Immediate, 24-72 hours, longer, ongoing• Methods – Orally in the room – Orally using CSR or Sales after – Physical evaluation/forms or cards – Web based: custom, hosted, free • Survey Monkey, Zoomerang
  27. 27. Follow Up 3Opportunity to Follow-Up• Use the event and the content of the event as a specific one-on-one opportunity to follow up with EVERYONE• Content can be used as education, customer service, support, attention getter, credibility builder• The more you make it one-on-one (or the feeling thereof) the higher the probability of response/action
  28. 28. 3 Event Audience Types to Consider inPrioritizing Your Efforts1. Those Who Came • Most important, link content to opportunity2. Those Who Wanted to Come (Registered) But Couldn’t Make It • Provide a valuable follow up despite them missing the core3. Those Who Weren’t Interested in the First Place • If not this topic then what else would they like to learn more about? Start the dialog!
  29. 29. Some Webinar Hosting Providers• Adobe – Acrobat Connect• Citrix – GoToMeeting, GoToWebinar• Microsoft – LiveMeeting• Cisco – WebEx 29
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  32. 32. Becoming a Human Theme Park Ride• Research industries and opportunities for business success in a multi-channel world• Develop expertise in helping your customer be successful• Effectively and efficiently share what you know• Choose fruitful connections• Build profitable relationships based on helping your customer be successful• Practice what you preach using channels most appropriate for you and your audience• Let them know when you fall and what you did to pick yourself back up again Tim Sanders: Love is the Killer App 32
  33. 33. Create More Profitable Possibilities 33
  34. 34. Look for Webinar Resources• The Webinar Blog –• Webinar Resources –• Web Conferencing on Wikipedia – 34
  35. 35. In 2011…• I plan on saying no (not now) more• Spend less time on bleeding edge and more time on profitable positioning 35
  36. 36. What Will You Do?• What three things will you start doing?• What two things will you stop doing?• What one thing will you celebrate that you do well?• For each, ask – Why would I do it – What if I don’t – What if my competition does 36
  37. 37. Thank You 37