how to create a digital video strategy for your next event · 2018-10-08 · engagement use your...

How to Create A Digital

Video Strategy for Your

Next Event

Justin Hartman

It’s easier than you

might think to use

VIDEO

to create significant,

lasting impact

through every stage of

your event.

W H Y N O T S T R E A M

Y O U R E V E N T TO A N

O N L I N E A U D I E N C E ?

• Engage attendees from any location

• Expand your reach

• Capture the valuable knowledge

shared

• Create online, searchable video portals

for attendees

• Generate $$$ year-round with the on-

demand content, online passes and CE

credits

63% say video of

as brand favorability by 63%

ROIThe value of content is different for

every conference

For associations the value is

membership

Sometimes it’s recouping your costs,

boosting unique visitors to your website

or filling your pipeline

The right partner will ensure you have the tools to

engage members, expand your audience and fuel

your content marketing strategy

BEFORE DURING AFTER

EVENT STREAMING LIFECYCLE

The right partner will

ensure you have the

tools to engage

members, expand your

audience & fuel your

content marketing

strategy

The right partner will ensure you have the tools to

engage members, expand your audience and fuel

your content marketing strategy

BEFORE

EVENT STREAMING LIFECYCLE

What is the purpose of my event?

Am I trying to expand my audience or re-engage a dormant one?

How much time, effort and cash am I willing to devote to livestreaming?

What kind of content is created at my event, and why would people be interested in it?

How much audience participation do I want to allow?

Do I want to control access to my livestream or allow anyone to access it?

Do I want to charge money for my streaming event?

What’s more important: increasing revenue in the short term or the long term?

What do I want to do with my streamed content after the event?

SOURCE: adapted from Finding Streamable Content, Timothy Mercer, www.WorldofWebcast.com

VIDEO GOALS CHECKLIST

63% say video of a live event increases brand favorability by 63%

Use a video welcome

message on your

conference website,

your social channels

and the email

invitation

25%of ticket buyers use

video to research an

event before

registering

Source: Google

Find a partner that allows you to:

• Collect attendee info, payment & promo codes all in one place

• Email registrants directly about the event & target them later with content they might be interested in

• Create an easy way for people to watch and engage online

• Get valuable insight into who is watching the content

c

O F F E R F L E X I B L E

O N L I N E R E G I S T R AT I O N

TO R E M O T E AT T E N D E E S

71%of all ticket

buying happens

online

How do you get the most bang for your buck? Does

that mean more on-demand content?

Do you have the bandwidth and personnel to go live

with every session?

PRO-TIP

Stream the keynote live, and record

breakout sessions on-demand

BUDGET + RESOURCES

+ STREAMING GOALS

• Does your provider care about the

longevity and quality of your video?

• Will they press record and check

Twitter?

• Select a content-focused streaming

partner

CAPTURE CONTENT OR PRESS RECORD?(did you know there’s an important difference?)

EASE OF ACCESS

The right partner will ensure you have the tools to

engage members, expand your audience and fuel

your content marketing strategy

DURING

EVENT STREAMING LIFECYCLE

63% say video of a live event increases brand favorability by 63%

SOCIAL MEDIA &

ENGAGEMENT

Use your established social

channels, like Facebook and

YouTube, to deliver the content

where your audience wants it

Attendees engage in

online activities &

social media during

eventSource: Google

66%

• Incorporate chat

• Encourage attendees to ask questions,

make comments

• Create “watching lounges” for overflow

audiences

• The more engaged = the more interested =

the more likely they’ll come back for more

… in person or online

DRIVE ENGAGEMENT WITH…

• Testing/Quizzing

• Certifications

ADVANCED ENGAGEMENT

The right partner will ensure you have the tools to

engage members, expand your audience and fuel

your content marketing strategy

AFTER

EVENT STREAMING LIFECYCLE

63% say video of

as brand favorability by 63%

QUICK VIDEO TURNAROUND

4Xs as many

consumers would rather

watch a video about a

product than read about it

Consumers wanted

to see more video in

2016Source: Hubspot

43%

Sell the captured content after event

• Online conference pass

• Continuing education credits

• Presentations ( i.e. individual, tracks, days, packages, etc.)

Set up an online store and let the world buy it.

C R E AT E R E V E N U E -

G E N E R AT I N G S T R E A M S

W I T H E C O M M E R C E

TO O L S

• Powerful analytics give you actionable

data to measure impact

• Discover most popular sessions, and use

to design your next conference program

• Demonstrate the value of your event

video to the execs

DATA YOU CAN USE

CREATE EVENT RECAPS

Create trailers or promotional videos to

add to conference showcase

Show last year’s conference highlights on

social channels

DRIVE LEADS

Monthly webinar series

ebooks, checklists & whitepapers

Case studies

Highlight customer stories

VIDEO CONTENT STRATEGY CHECKLIST

GET EXPOSURE

Pitch interesting use cases to reporters

and analysts

Highlight sessions in your digital

newsletter

GENERATE REVENUE

Monetize the Content

Online conference pass

Continuing education credits

• Streamed 2017 & 2018

Annual Meetings live &

on-demand

• ASGCT members access

captured sessions in a

secure YouTube-esque

video portal via Mediasite

Connect

• Powerful search lets

members filter, sort for a

customized viewer

experience

A M E R I C A N S O C I E T Y O F

G E N E & C E L L T H E R A P Y

@Mediasite | EVENTS.SONICFOUNDRY.COM | Events@SonicFoundry.com

Q&A

READY TO GET STARTED? CONTACT US!

608.441.6700