how to create a digital video strategy for your next event · 2018-10-08 · engagement use your...
TRANSCRIPT
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 | [email protected]
Q&A
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608.441.6700