lights, camera, webinar! the anatomy of a blockbuster webinar

Lights, Camera…. Webinar!Producing blockbuster webinars

Sponsored by:

Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.

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Today’s Agenda

Objectives

Pre-webinar event planning

Webinar event execution

Post-webinar event marketing

Goals & metrics

Q & A


Today’s Presenter:

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Chief Analyst, Demand Metric Research

Corp.

Connect:

www.demandmetric.com

LinkedIn

Facebook

@DemandMetric

Jerry Rackley

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http://ca.linkedin.com/in/melindacharris

http://www.facebook.com/gowestgroup

http://www.twitter.com/gowestgroup

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Webinar or Blockbuster Movie?

Highly anticipated


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Highly anticipated

Huge turnout


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Highly anticipated

Huge turnout

Generate buzz


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Highly anticipated

Huge turnout

Generate buzz

Multiple views


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Highly anticipated

Huge turnout

Generate buzz

Multiple views

Great follow-on marketing opportunities



Before your webinar debut, the plan…

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Webinar Plan Template


Pre-Webinar Planning

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Objectives


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Objectives

Gather leads


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Objectives

Gather leads

Thought leadership


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Objectives

Gather leads

Thought leadership

Advance prospects through the sales cycle


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Objectives

Gather leads

Thought leadership


Gain support for a concept


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Objectives

Gather leads

Thought leadership


Gain support for a concept

Train customers

Other


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Audience

Who is your webinar designed for?


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Audience


What do they need to know?


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Audience



Build your presentation for a specific

audience.


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Audience



Build your presentation for a specific

audience.

Communicate with them – let them

know your webinar is optimized for

them.


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Content – Message

What is the core message you wish to

convey?


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Content – Message


convey?

Identify a primary message that serves as the

foundation for your presentation.


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Content – Message


convey?

Identify a primary message that serves as the

foundation for your presentation.

A few secondary messages are okay, but

don’t overdo it.


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Content – Format

Monologue?


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Content – Format

Monologue?

Panel discussion?


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Content – Format

Monologue?

Panel discussion?

Interactive?


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Content – Format

Monologue?

Panel discussion?

Interactive?

Q & A?


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Content – Format

Monologue?

Panel discussion?

Interactive?

Q & A?

Presentation materials?


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Content – Length

Longer ≠ better


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Content – Length

Longer ≠ better

Sales or promotional: 30-40 minutes


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Content – Length

Longer ≠ better


Educational: up to 60 minutes


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Content – Length

Longer ≠ better



Leave time for questions


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Content – Length

Longer ≠ better



Leave time for questions

Shorter length = better engagement


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Talent

A-list talent


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Talent

A-list talent

Engaging


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Talent

A-list talent

Engaging

Sound great


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Talent

A-list talent

Engaging

Sound great

Understand the medium


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Talent

A-list talent

Engaging

Sound great

Understand the medium

Good stage presence


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Talent

Expertise is a must


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Talent

Expertise is a must

But so is stage talent


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Promotion

Online


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Promotion

Online

Email


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Promotion

Online

Email

Direct mail


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Promotion

Online

Email

Direct mail

Social media


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Promotion

Online

Email

Direct mail

Social media

Sales team


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Promotion

Online

Email

Direct mail

Social media

Sales team

Advertising


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Promotion

Online

Email

Direct mail

Social media

Sales team

Advertising

Partners


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Promotion

Online

Email

Direct mail

Social media

Sales team

Advertising

Partners

Webinars


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Promotion – Marketo Example

Big splash press release


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2 weeks prior: email invite


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1 week prior: email invite


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1 week prior: email invite

2 days prior: email invite


Webinar Event Execution

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Logistics

Monitor registrations


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Logistics


Dry run


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Logistics


Dry run

Session start


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Logistics


Dry run

Session start

Polls


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Management

Recording


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Management

Recording

Facilitate dialogue


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Management

Recording

Facilitate dialogue

Leverage social media


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Management

Recording

Facilitate dialogue

Leverage social media

Seek feedback


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Management – Seek Feedback

Overall Assessment


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Overall Assessment

Scope


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Overall Assessment

Scope

Quality of Deliverables


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Overall Assessment

Scope


Key Accomplishments


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Overall Assessment

Scope


Key Accomplishments

Lessons Learned


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Overall Assessment

Scope


Key Accomplishments

Lessons Learned

Opportunities to Improve


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Overall Assessment

Scope


Key Accomplishments

Lessons Learned


Future Considerations


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Overall Assessment

Scope


Key Accomplishments

Lessons Learned


Future Considerations

Best Practices


Post Webinar Follow-up

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Follow-up

Timely


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Follow-up

Timely

Frequency


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Follow-up

Timely

Frequency

Methods


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Follow-up

Timely

Frequency

Methods


Even though these things happen post-webinar, they

must be planned in advance!

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Lead Nurturing

Marketing Automation


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Lead Nurturing


Goals


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Lead Nurturing


Goals

Strategy


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Leveraging the Content

Recording


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Recording

Sharing


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Recording

Sharing

Web


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Recording

Sharing

Web

Newsletter or blog

Other


Goals & Measures

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Key Performance Indicators

Registrations


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Registrations

Live Attendees


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Registrations

Live Attendees

Recorded views


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Registrations

Live Attendees

Recorded views

New leads & return viewers


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Registrations

Live Attendees

Recorded views


Sales


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Registrations

Live Attendees

Recorded views


Sales

Social Media mentions


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Registrations

Live Attendees

Recorded views


Sales

Social Media mentions

Cost per lead


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Budget

Webinar delivery


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Budget

Webinar delivery

Promotion


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Budget

Webinar delivery

Promotion

Talent


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That’s a Wrap!

Plan thoroughly: audience, content and

promotion


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That’s a Wrap!


promotion

Execute professionally: presentation &

interaction


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That’s a Wrap!


promotion

Execute professionally: presentation &

interaction

Follow-up diligently: sharing & lead nurturing


Your Name Here!

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Resources to help:

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Q & A

lights, camera, webinar! the anatomy of a blockbuster webinar

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