Harness the Power of Webinars with Social — Justin Levy (Social Fresh WEST 2012)
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This document outlines the 5 phases of an effective webinar: 1) deciding the story, 2) planning the webinar, 3) promoting the webinar, 4) hosting the live event, and 5) following up after the event. It emphasizes creating engaging content, driving participation through polls and Q&A, and measuring metrics like registration numbers to improve future webinars. The goal is to use webinars to build loyalty, trust, and partnerships with attendees.
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Harness the Power of Webinars with Social — Justin Levy (Social Fresh WEST 2012)
- 1. HOW TO HARNESS THE POWER OF WEBINARS JUSTIN LEVY GLOBAL SOCIAL MEDIA ONLINE SERVICES DIVISION, CITRIX @JUSTINLEVY | #SOCIALFRESH
- 2. Photo Credit: http://www.flickr.com/photos/divine_harvester/2414090010 DISCLOSURE If your company or product SUCKS, none of this will help you. @justinlevy #socialfresh
- 3. @justinlevy #knxsoc B2B or B2C? Tip: Cats, dogs, babies = always work Photo Credit: http://www.flickr.com/photos/divine_harvester/2414090010 Photo Credit: http://www.flickr.com/photos/andresrueda/3219931640
- 4. @justinlevy #socialfresh
- 5. We still operate in silos… Photo Credit: http://www.flickr.com/photos/gigiomc/2239357678 @justinlevy #socialfresh
- 6. CHECKLIST SOCIAL MEDIA
- 7. WE NEED TO BE MORE INTEGRATED… @justinlevy #socialfresh
- 8. THE POWER OF WEBINARS Revenue Value Loyalty Intimacy Partnership Trust @justinlevy #socialfresh
- 9. Photo Credit: http://www.flickr.com/photos/verismovita/3642489397 5 PHASES OF MAGICAL WEBINARS @justinlevy #socialfresh
- 10. 83% OF #SOCIALFRESH ATTENDEES FIND WEBINARS VALUABLE SOCIAL FRESH ATTENDEE SURVEY Note: 2 respondents are conference organizers & 2 work for Citrix @justinlevy #socialfresh
- 11. PHASE I: DECIDING THE STORY @justinlevy #socialfresh
- 12. “YOUR KIDS NEVER SAY „DADDY, TELL ME A PRESS RELEASE‟, THEY ASK YOU TO TELL THEM A STORY” -Christopher S. Penn (@cspenn)
- 13. solution or benefit review past persona performance reach logical customers/pr relation ospects identify intended advocates or outcomes of experts the event
- 14. PHASE II: PLANNING YOUR WEBINAR @justinlevy #socialfresh
- 15. PLANNING YOUR WEBINAR • Date & time • Media partner • Moderator • Speaker(s) • Dry run • Event creative • Trackable links per promo channel • Reserve your resources
- 16. PHASE III: PROMOTING YOUR WEBINAR @justinlevy #socialfresh
- 18. Paid Media Employee Email Advocacy Marketing Landing Blog Page Social Content Media Incentives Speaker Promo Home Base Approach @justinlevy #socialfresh
- 19. Photo Credit: http://www.flickr.com/photos/adambowie/4326474382 PHASE IV: GAME TIME! @justinlevy #socialfresh
- 20. LIVE EVENT! • Provide intros including social media channels • Use polls to drive engagement • Measure attentiveness • Ensure Q&A is part of your webinar • Encourage people to use the webinar hashtag #
- 21. PHASE V: POST-EVENT @justinlevy #socialfresh
- 22. Photo Credit: http://www.flickr.com/photos/edastrauch/471029832 THIS IS WHAT NOT TO DO! @justinlevy #socialfresh
- 23. Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981 http://www.flickr.com/photos/cameliatwu/3888996196 MAKE THE WEBINAR ON-DEMAND @justinlevy #socialfresh
- 24. Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981 Photo Credit:http://www.flickr.com/photos/cameliatwu/3888996196 http://www.flickr.com/photos/evaekeblad/2389240224 CREATE CONTENT FROM THE WEBINAR @justinlevy #socialfresh
- 25. Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981 http://www.flickr.com/photos/cameliatwu/3888996196 START YOUR LEAD NURTURING CAMPAIGN @justinlevy #socialfresh
- 26. Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981 CONDUCT A SURVEY @justinlevy #socialfresh
- 27. Photo Credit: http://www.flickr.com/photos/bilal-kamoon/6835060992 Photo Credit:http://www.flickr.com/photos/mikeporesky/5515840447 http://www.flickr.com/photos/whiteoakart/478626768 MEASURE IMPACT OF THE WEBINAR @justinlevy #socialfresh
- 28. Photo Credit: http://www.flickr.com/photos/bilal-kamoon/6835060992 http://www.flickr.com/photos/mikeporesky/5515840447 METRICS ARE YOUR GUARD RAILS @justinlevy #socialfresh
- 29. Photo Credit: http://www.flickr.com/photos/bilal-kamoon/6835060992 QUESTIONS @justinlevy #socialfresh
- 30. …to stalk me • justinrlevy.com • @justinlevy • justin.levy@citrix.com …to stalk us • gotowebinar.com • @gotowebinar Thank you… Slides available at: http://slideshare.net/justinlevy
Notes de l'éditeur
- The under pinnings.What are you solving for?Who is your target customer, and why do they require your solution? Work backwards.Why does your customer benefit from using your solution or service? What is the dividend? What pain or issue do you make obsolete?What story are you telling today?What are you trying to accomplish with this event – what is your intended outcome? Generate awareness? Create demand? Drive pipeline? Differentiate? Early or late in the buying cycle?Find your advocates – find the people who have experienced the benefits & have them help you tell your stories. Or find the people who can eloquently articulate the topic.Reach your customer: house file, customer base, paid media, social, speaker promotion, etc.Review performance – did you accomplish what you intended to?
- Date & timeMedia partnerModeratorSpeakersKick offDry runEvent creative
- Registration lpFrequencyPaid mediaHouse fileCustomer baseSocialSpeaker promoIncentive
- IntrosPollsPanelInterviewAttentivenessQ&AHashtag #
- On demandQ&ASEONurturingSurveyImpact
- On demandQ&ASEONurturingSurveyImpact
- On demandQ&ASEONurturingSurveyImpact
- On demandQ&ASEONurturingSurveyImpact
- On demandQ&ASEONurturingSurveyImpact
- On demandQ&ASEONurturingSurveyImpact
- On demandQ&ASEONurturingSurveyImpact
- On demandQ&ASEONurturingSurveyImpact
- On demandQ&ASEONurturingSurveyImpact