webinar process contents 1. prior to webinar promotion registration 2. during webinar 3. follow-up...

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Webinar Process Contents 1. Prior to Webinar Promotion Registration 2. During Webinar 3. Follow-Up After Webinar 4. Archive & Persistent Lead Genera g the images throughout this study will open to higher resolution v

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Page 1: Webinar Process Contents 1. Prior to Webinar Promotion Registration 2. During Webinar 3. Follow-Up After Webinar 4. Archive & Persistent Lead Generation

Webinar Process

Contents

1. Prior to WebinarPromotionRegistration

2. During Webinar

3. Follow-Up After Webinar

4. Archive & Persistent Lead Generation

Clicking the images throughout this study will open to higher resolution versions.

Page 2: Webinar Process Contents 1. Prior to Webinar Promotion Registration 2. During Webinar 3. Follow-Up After Webinar 4. Archive & Persistent Lead Generation

PromotionAds6 weeks prior to the webinar, ads are placed throughoutour website and link to GoToMeeting’s registration system.

Webinars PageA listing and an ad link to the webinar registration page.

SocialWe create a blog posting which updates our LinkedIn and Twitter accounts.

Page 3: Webinar Process Contents 1. Prior to Webinar Promotion Registration 2. During Webinar 3. Follow-Up After Webinar 4. Archive & Persistent Lead Generation

PromotionNewslettersWe include the upcoming webinar as a featured story in our email newsletters beginning 6 weeks prior to the webinar.

Email AlertsWe have an opt-in list of people who have asked to benotified of upcoming webinars. Email alerts are sent to this list 1 to 2 days prior to the presentation.

Email alerts are also sent to recipients based on pastdownloads of white papers from our website and newsletter click tracking on topics associated with the webinar presentation content.

Page 4: Webinar Process Contents 1. Prior to Webinar Promotion Registration 2. During Webinar 3. Follow-Up After Webinar 4. Archive & Persistent Lead Generation

RegistrationRegistration FormGathers minimal information: first name, last name and email.

ViralAfter 5 seconds, the registration page redirects to a Tell-a-Friend page created with SurveyGizmo. The formalso asks if they would like to be added to our webinaralerts email list.

Page 5: Webinar Process Contents 1. Prior to Webinar Promotion Registration 2. During Webinar 3. Follow-Up After Webinar 4. Archive & Persistent Lead Generation

RegistrationViral EmailEmails include summary information for the webinarand a link to register.

Webinar Reminder EmailsThrough the GoToMeeting service, webinar reminderemails are sent 1 day and 1 hour prior to the event.They include connection and calling instructions, andthe ability to add the event to their Outlook Calendar.

Of note, all post webinar items are also produced priorto the webinar – these include:• On-demand video page• Landing page to download slides• Follow up emails to attendees and non attendees

We do this so that recipients receive a link to thewebinar recording and slides within 3 hours of thepresentation ending.

Page 6: Webinar Process Contents 1. Prior to Webinar Promotion Registration 2. During Webinar 3. Follow-Up After Webinar 4. Archive & Persistent Lead Generation

During the WebinarHostOur company manages the webinar using the GoToMeeting interface.

PresenterThe sponsoring company provides 2 presenters: An Expert and a Personality to add flavor and interestto the topic.

PollsApproximately 2 polls are presented during the webinarto encourage audience participation (which increases attention rates). Polls also inform presenters what’s most important to the audience, helping themprovide relevant information matched to attendeesinterests.

Page 7: Webinar Process Contents 1. Prior to Webinar Promotion Registration 2. During Webinar 3. Follow-Up After Webinar 4. Archive & Persistent Lead Generation

Follow-Up After the WebinarExit Polls Audience members are automatically directed to a short exit poll with 2 questions:• Would you like to receive email alerts for upcoming

webinars?• What topics would you like to see in the future?

On-Demand Video RecordingWe use Camtasia from TechSmith to capture webinarpresentations. Recordings are produced and posted to TechSmith’s Screencast video hosting service. Then theyare embedded onto a page on our website optimized forsearch engines and available for people to view (and share) anytime from the comfort of their office.

Videos are produced and posted to our website within3 hours of completing the webinar.

Page 8: Webinar Process Contents 1. Prior to Webinar Promotion Registration 2. During Webinar 3. Follow-Up After Webinar 4. Archive & Persistent Lead Generation

Follow-Up After the WebinarEmail Follow-UpSpecific emails are sent to attendees and non-attendeesproviding them with a link to view the webinar videoand download presentation slides.

These are sent approximately 3 hours after the event,once the on-demand video recording is available from our website.

On-Demand Webinars are promoted in future email newsletters. Past newsletter links are changed – rather than linking to the defunct registration form, they link to the recorded webinar page.

Page 9: Webinar Process Contents 1. Prior to Webinar Promotion Registration 2. During Webinar 3. Follow-Up After Webinar 4. Archive & Persistent Lead Generation

Archive & Persistent Lead GenerationLanding Page to Download SlidesFrom the on-demand webinar page, people can clicka link to a landing page customized to look like the presenter’s company website where visitors can complete a short form to download the slides.

The form on the landing page is CRM cookie-basedfor contact information – most visitors just see the questions which include inviting them to join thewebinar email alert list. If a visitor is new, additionalcontact data is collected 1 step prior to the formwith questions.

Thank You PageThe customized landing page links to a downloadable PDF copy of webinar slides. The page also includes alink to the presenter’s website.

Because the webinar recording is archived and alwaysavailable, it becomes a persistent lead generation toolfor the companies that sponsor the webinars.