The document discusses the growing use and importance of web events for online education and business-to-business marketing. It notes that web events allow for live, global audiences and engagement through tools like video, audio, polling and chat. Research cited finds that online media now plays a major role in business purchasing decisions and that people are sourcing more information online. The document advocates for established education providers to leverage web events to reach broader audiences with valuable content and extend their brands. It provides examples of how organizations have successfully used web events to introduce new programs and courses.

1. Educating the Organisation: The reach of online learning through web events. James Robertson World Trade Group Presentation for 2011 EFMD Executive Education Conference

2. So, what exactly is a web event? Online event Webinar Webcast Web conference E-learning Online education

3. Live, web based event featuring an educational discussion.

4. Web event engagement tools: Chat Polls Live video Web cams Live audio Desktop sharing Run applications Social media feed Question and Answer PowerPoint Presentation

5. Global Audience. (Not in 3D – Yet!)

6. Buying behaviour has changed… Online media now plays a major role in the B2B decision making process.

7. So, where are people now sourcing information? INFORMATION SOURCES USED AT ANY STAGE OF THE PURCHASE PROCESS 2010 COMPARED TO 2011 (UK ONLY)

8. Change in use of information sources... PERCIEVED CHANGE IN USE OF INFORMATION SOURCES - OVERALL

10. There's no shortage of places to find the information they are looking for... Online education: 414,000,000 results Online executive education: 119,000,000 results Webinars: 97,600,000 results

11. “ 77% of senior executives listen to web events at work” - Decision Dynamics 2009, A joint study by the Financial Times and Doremus

12. What do you use web events for? Results from Web User Trends Survey 2010 (World Trade Group)

14. 29% as a tool for discovering new industry technology.

17. Principle reason for event registration:

18. 62% of people give topic is their number one reason for joining an online event. TOPIC !

19. Most common reason to leave an event once joined…

20. Lack of educational content or perceived value: 67%

21. So, we know there is a real demand for online education and relevant, valuable content. But, a chasm still exists between what people want and those delivering it.

22. Eureka! Established education providers are best placed to bridge that gap. Reach out to online audiences with engaging and valuable content.

23. Web events integrate into your overall marketing strategy

24. Branding: Extend the reach and longevity of your message. And, with a greater reach comes more...

25. Customers. (Or carrots if you’re a rabbit)

26. 21% of all web event registrations come via this channel. “ Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.” - Seth Godin Never underestimate the power of social media…..

27. Some concrete examples.

29. Goal: Reach out to a new market of senior managers to introduce their current MBA in international management studies

30. 214 Registrants 111 Live attendees 82% Attention ratio 52 Live questions “ Excellent session, not only provided a wealth of information but fully demonstrated the capabilities of BI Norwegian” Project Manager, Public Sector The stats speak for themselves…

31. “ Talent Management and the High Performance Organisation” Web Event – August 2011 University of Greenwich

32. Goal: Increase brand awareness of the current courses available to executives in organisational chance and performance management.

34. Train and Retain: The mantra of the 21 st century organisation. The organisation wide value of the web event is now recognised and accepted. Up to date knowledge is key to a companies competitive edge and staff gain and maintain. Proliferation of message is huge with OnDemand access and presentation sharing via social media.

35. Clear demand for educational and VALUABLE content. Beat travel and training budget cuts. Key registration driver = TOPIC. Main reason to log off = Lack of educational content.

36. TAKE AWAYS Recognise the change in executive’s buying behaviour. Engage and educate anywhere, anytime. Online content now influencing B2B buying decision making more then ever. Extend your brand reach with a global audience. Increase longevity of the message with content passed round a company and hosted OnDemand. Use social media to spread your content.

37. WORLD TRADE GROUP I still need to do this!!!

38. The numbers: On average 150 web events per year Over 40,000 registrants since 2009 Attendees from 131 countries Average attention ratio: 87% Average number of live questions: 37 Average attendee duration: 53 minutes

39. WTG Web Event Clients

40. [email_address]

41. A huge thank you and acknowledgement to all the images used in this presentation. I can reference them all if you let me know. Thanks James