About!

Featuring the 6 P’s of hosting a successful webinar!

Your  Presenters  

Rachel  Levy,  WebinarLis2ngs.com  rachel@webinarlis2ngs.com  @WebinarLis2ngs  /  @BostonMarketer  

Mike  Lewis,  Awareness  mike.lewis@awarenessnetworks.com    @bostonmike  |  @awarenessinc  

Got  Ques-ons?  

Use  the  hashtag:    #awarenessinc  On  Twi8er  

Technical  Issues?    Contact  Webex  customer  support  

Who  is  Awareness  ?  

•  Creators  of  the  Social  Marke-ng  Hub  

•  Allows  marketer  to  control  and  centralize  all  social  media  marke-ng  ac-vi-es  in  through  one  interface  

•  SoJware  is  powering  the  social  media  strategy  of  mid-­‐to-­‐large  sized  organiza-ons  

•  Partnered  with  leading  digital  and  interac-ve  agencies  CUSTOMERS   PARTNERS  

‘I’m  Overwhelmed!’  Social  Media  is  only  a  %  of  my  job  and  it  requires  a  lot  of  my  -me  to  be  effec-ve  

Social  Media  Challenges  

‘Help  me  prove  the  value!’  I  know  social  media  works,  but  I  need  data  to  get  buy-­‐in,  The  execs  are  pushing  me  

for  meaningful  data  before  we  invest  further  

‘I  Need  to  Get  Strategic!’  Need  to  move  from  tac-cal  ac-vi-es  to  strategic  programs  

‘I’m  Losing  Control!’  Too  many  channels,  too  many  comments  to  respond  to,  too  many  passwords,  too  many  places  to  login,  hard  to  keep  control  

The  Next  Step  

Contact  me  for  a  demonstra;on:  mike.lewis@awarenessnetworks.com  

@bostonmike  

Awareness  Social  Marke-ng  Hub  

  Publish  :  Content-­‐centric,  mul--­‐channel  

  Manage  :  Enterprise  grade  access  controls,  permissioning,  and  control  

  Measure  :  Meaningful  reports  and  marke-ng-­‐focused  Social  Monitoring  

  Engage  :  Interact  with  individuals  who  are  passionate  about  your  content  

  Gain  Control  of  your  Social  Media  Programs  

  Centralize  your  programs  

  Evolve  from  tac2cal  programs  to  strategic  social  media  

  Measure  Success  for  mul-ple  channels  and  assets  

See  the  Hub  in  ac-on!  

Social  Marke;ng  Hub  Demo  

w/  Will  Eisner,  Director  of  Product  Marke-ng  

Dec  2nd  –  2PM  ET  

http://tinyurl.com/hubdemo  

Sign Up Now!!

•  Directory  of  Live  and  On-­‐demand  webinars  –  300+  •  Helps  hosts  promote  their  webinars  (“freemium”)  •  Helps  people  find  webinars  of  interest  •  Business,  Leadership,  Marke-ng,  Social  Media,  Technology  are  most  popular  

• Webinar  blog  

WebinarLis-ngs  

Today’s  Live  Webinars  

Featured  Live  Webinar  Support  

Webinar

On-­‐Demand  Webinar  Library  

New! On-Demand Webinar Library

Launched this week – Use Promo Code LAUNCH for 5 webinars at no charge

s

The 6!

‘!

of successful hosting!

Webinar about Webinars:!

s!

© 2010 Awareness CONFIDENTIAL

Key  #1:  The  Presenter  

The  Presenter  

•  Possibly  the  most  important  'P'  •  What  to  look  for:  

>  Are  they  engaging?  >  History  of  speaking?  >  Understand  how  to  work  a  'virtual  

room'  >  Are  they  an  expert  in  your  topic?  

•  Evaluate  &  Qualify  >  Ask  tough  ques-ons  >  What  are  there  expecta-ons?  

•  Always  Rehearse!!!  

How  do  we  manage  webinars  at  Awareness?    

•  Map  a  content  plan  2-­‐3  quarters  out  >  Focus  on  key  topics  and  messages  

•  Iden-fy  2-­‐3  speakers  for  each  topic  a  minimum  of  1  quarter  in  advance  

•  Lock  in;  set  rehearsal  and  event  date  

What  we  look  for?  •  Authors  –  Partnered  with  Wiley  and  McGraw  Hill  •  Experts  who  may  not  know  they  are  experts  (blogs,  etc)  •  Unique  case  studies  

NOTE:  Thought  Leadership  vs.  Demand  Genera-on  

•  Thought  Leadership  Content  >  Top  speakers/industry  experts  >  Interes-ng  &  Relevant  topics  

•  Important  Takeaway:  Don’t  focus  on  demand  genera7on,  focus  on  Thought  Leadership!  

Key  #2:  The  Plaoorm  

•  Why  are  the  plaoorm/logis-cs  important?  

Plaoorm  

You never get a second chance to make a first impression

Logis-cs:  The  Technology  Landscape  

Syndication

Editing audio

Editing video

Audio recording

Recording

Delivery

Technology Landscape

•  Understand  the  technology:  >  Delivery:  WebEx,  Live  Mee-ng,  Go-­‐To-­‐Mee-ng  >  Webinar  Recording:  (above  vendors,  maybe)  or  Cap-vate  >  Audio  Recording:  Skype  >  Webinar  Edi7ng:  Camtasia,  Cap-vate  >  Audio  Edi7ng  (podcas7ng):  Audacity,  Adobe  Audi-on  >  Syndica7on:  YouTube,  Google  Video,  iTunes    

•  Teleconference  resource  >  Make  sure  you  have  enough  lines!!!  >  800#  or  not?  

•  Dry  runs  and  tes-ng  >  Be  sure  top  dry-­‐run  with  the  speaker  >  Test  the  technology  

Plaoorm  Mix  

Mul-ple  uses  for  your  sessions…  

•  Syndicate  with  Podcasts  and/or  Video  Podcasts  

•  Record  for  future  marke-ng  programs  •  Pos-ng  on  mul-ple  “viral”  sites  

Content  Distribu-on  

Some  nightmares…  

•  The  avoidable:  >  Not  enough  conference  lines  or  

spaces  in  the  delivery  system  >  Speaker  doesn’t  know  how  to  use  

the  technology  >  Speaker  pitches  a  compe-tor  >  You  didn’t  mute  your  phone!!!  >  No  moderator  =  No  Management  

•  The  unavoidable:  >  Provider  technical  problems  >  Sta-c  filled  conference  bridge  >  Building  catches  on  fire  ;-­‐)  

Key  #3:  The  People  

Key  #3:  The  People  

Sample  Promo-onal  Plan  

•  Webinar  Date:  4/26/10  

•  Pre-­‐Event  Promo-on  >  3/23/2010:  Website  Homepage/Events  Page  Announcement  >  3/23/2010:  send  email  and  content  link  to  partners  to  promote  to  their  house  lists  >  3/27/2010:  Email  #1  to  house  list  >  4/4/2010:  Sponsored  email  #1  to  TechTarget  (25K  subscribers)  >  4/5/2010:  Sponsored  email  #2  to  Marke-ngSherpa  (50K  subscribers)    >  4/10/2010:  Email  #2  to  house  list  >  4/10/2010:  Sponsored  email  #3  to  Selling  Power  (30K  subscribers)    >  4/10/2010:  Press  Release  announcing  series  >  4/11/2010:  Email  #1  reminder  to  registrants  (include  outlook  calendar  item)    >  4/12/2010:  Direct  mail  piece  to  purchased  list  (25K)  >  4/17/2010:  Email  to  customers  as  part  of  Newsle8er  >  4/18/2010:  Email  #2  reminder  to  registrants  >  4/26/2010:  Email  #3  to  house  list  (last  chance)  >  4/26/2010:  Email  #3  reminder  to  registrants  (morning  of)  

•  Post-­‐Promo-on  >  4/26/2010:  Follow-­‐up  email  to  aGendees  including  white  paper  >  4/26/2010:  Follow-­‐up  email  to  no  shows  with  White  paper  offer  >  5/5/2010:  Send  follow-­‐up  content  to  partners  >  5/5/2010:  Follow-­‐up  email  to  a8endees/no  shows  announcing  webcasts  and  podcasts  >  5/5/2010:  Email  to  customers  with  webcasts  and  podcasts  >  5/6/2010:  Email  to  house  list  with  webcasts  and  podcasts  

Key  #4:  Par-cipa-on  

Par-cipa-on  

•  Mul--­‐tasking  is  temp-ng!  •  Keeping  people  engaged  and  par-cipa-ng  is  vital  •  Think  of  this  as  2-­‐way  communica-on  

Polls

Discussion

Review at end of webinar

Drawing tools

Webinar  Tools  

Mul-media  

Show a video Show yourself!

Screenshare of internet or application

PowerPoint

Speaker  

•  Engaging  •  Mul-ple  speakers  •  Change  slides  frequently  •  Consider  offering  prizes  at  the  end  of  the  webinar  

Key  #5:    Promo-on  

Promo-on  

•  E-­‐mail  •  Industry  websites  •  Ask  key  influencers  to  promote  •  Partnering  is  a  great  way  to  double  your  promo-onal  efforts  •  Post  on  WebinarLis-ngs  (of  course!)  •  Video  “commercial”  that    can  be  posted  on  social  media  or  in  email  >  Overview  or  speaker  interview  

•  Press  Release  •  Eventbrite  •  Blog  Post  •  Craigslist  –  you  never  know!  

Social  Media  

•  Beneficial  because:  >  Viral  >  Robust  Search  >  Free  >  Leverage  current  connec-ons  >  Search  Engine  Op-miza-on  (SEO)  

•  Sites  to  use  >  Facebook  >  Twi8er  >  LinkedIn  (your  group  and  industry  groups)  >  Industry  specific  social  networks  >  Social  Marke-ng  Hub  

Key  #6:    Post  Webinar  Follow-­‐up  

Recycle  Your  Webinar!  

•  Write  a  blog  post  summary  of  webinar  •  Create  a  podcast  •  Post  recording  on  your  site,  Viddler  or  WebinarLis-ngs  

•  Post  slides  on  Slideshare  •  Create    blog  post  from  the  Q&A  •  Create  a  blog  post  from  the  webinar  polls  •  Put  highlights  in  your  next  e-­‐newsle8er  •  Break  the  recording  down  into  5  minute  segments,  and  post  them  onYouTube  or  Twi8er  

More ideas at http://bit.ly/WLrecycle

Post-­‐Webinar  Followup  

•  Personally  follow-­‐up  if  there  were  ques-ons  that  weren’t  answered  

•  Input  leads  into  your  CRM  system  and  score  them  •  Ask  par-cipants  to  review  webinar  •  Send    recording  to  par-cipants  •  Include  your  next  webinar  in  the  follow-­‐up  email  

WebinarLis-ngs.com  h8p://bit.ly/WLnews  @WebinarLis-ngs  /WebinarLis-ngs  link.webinarlis-ngs.com  rss.webinarlis-ngs.com  rachel@webinarlis-ngs.com  (617)  733-­‐2182  

AwarenessNetworks.com  h8p://bit.ly/feFK3D    @AwarenessInc  /#AwarenessincWebinars  h8p://linkd.in/evoHzX    h8p://

community.awarenessnetworks.com/Main/rss/  

mlewis@awarenessnetworks.com    (781)  270-­‐2410  

Enjoy  today's  Session?  Contact  Us!  

Dec  16  –  Is  there  a  science  to  social  media?  

A  Scien;fic    Approach  to  Social  Media  

w/  Tamsen  McMahon,  Dec  16th  –  2PM  ET  

http://tinyurl.com/tamsen  

Sign Up Now!!

Use  the  hashtag:    #awarenessinc  On  Twi8er