Find out how you can use online events to achieve your business objectives.

1. Online Events 101

2. HOST
PROGRAM
David Pitta BrightTALK ™
Evangelist ONLINE EVENTS ACADEMY
@davepitta
@brighttalk
PRODUCER
Kathryn Kilner
Marketing Coordinator
@kkilner
#eventsonline Online Events Academy 2

3. Agenda
 Defining your business goal
 Preparing your content
 Promoting your event
 Delivering your event
 Building community
3

4. Defining Your Business Goal
4

5. What Is Content Marketing?
The creation and distribution of
valuable, relevant, and compelling
content for your target audience
5

6. Identify Your Business Goal
Goal Audience Industry
Thought leadership
Lead generation
Lead nurturing
Improve retention
Brand development
Increase direct sales
Develop partnerships
Page views
Increase time on site
Industry awareness
Revenue
6

7. Identify Your Audience
Goal Audience Industry
Thought leadership User
Lead generation Buyer
Lead nurturing Decision maker
Improve retention Evangelists
Brand development Influencers
Increase direct sales Analyst
Develop partnerships Technical expert
Page views Business owner
Increase time on site CXO
Industry awareness Scientist
Revenue Data manager
7

8. Identify Industry Segment
Goal Audience Industry
Thought leadership User Aerospace & defense
Lead generation Buyer Automotive
Lead nurturing Decision maker Education
Improve retention Evangelists Financial services
Brand development Influencers Government
Increase direct sales Analyst Healthcare & pharma
Develop partnerships Technical expert Technology
Page views Business owner Hospitality &
Increase time on site CXO entertainment
Industry awareness Scientist Retail
Revenue Data manager Manufacturing
Professional services
8

9. A Goal and a Target
Goal Audience Industry
Thought leadership User Aerospace & defense
Lead generation Buyer Automotive
Lead nurturing Decision maker Education
Improve retention Evangelists Financial services
Brand development Influencers Government
Increase direct sales Analyst Healthcare & pharma
Develop partnerships Technical expert Technology
Page views Business owner Hospitality &
Increase time on site CMO Entertainment
Industry awareness Scientist Retail
Revenue Data manager Manufacturing
Professional services
9

10. http://bit.ly/38K4EV
Content
Marketing
with Online
Events
10

11. Content Development
11

12. Topic
Brainstorm Presentations
Theme should inform,
Visuals
inspire, or persuade
Interactivity
your audience.
Rehearse
12

13. Topic
Thought
Leadership &
Panels
13

14. Topic
Fill a
Knowledge
Gap in Your
Industry
14

15. Brainstorm
Group
Brainstorm
15

16. Theme
Find a Theme
and Connect
the Story
16

17. Visuals
Use
Images
Resources:
istockphoto.com ($)
Fotolia.com ($)
Photos.com ($)
Flickr.com (cc) 17

18. Interactivity
Use Votes for
Customer
Insight
18

19. Rehearse
Practice in
Advance
19

20. http://bit.ly/HUdMc
Preparing
Your
Content
20

21. Event Promotion
21

22. Timeline
-1 month -3 weeks -2 weeks -1 week -48 hours -24 hours LIVE
ON-DEMAND
registrations
Webcast Promotion: Pre-Event
22

23. Timeline
-1 month
setup landing page
ON-DEMAND
Landing Page
23

24. Timeline
-1 week
send email invitation
ON-DEMAND
Email Marketing
24

25. timeline
-1 week
LinkedIn groups
ON-DEMAND
Social Media
25

26. Timeline
-1 week
schedule twitter messages
ON-DEMAND
Social Media
26

27. Timeline
+24/48 hours +1 week +2 weeks +3 weeks Next Event
ON-DEMAND
viewings
Webcast Promotion: Post Event
27

28. Timeline
+24/48 hours
send post event email
ON-DEMAND
Send Email
28

29. Timeline
+24/48 hours
social media:
ON-DEMAND
on-demand now
available
Social Media
29

30. Timeline
+1 week
submit webcast to social bookmarking
ON-DEMAND
Social Media
30

31. http://bit.ly/3IymI3
Promoting
Your
Webcast
31

32. Delivery Techniques
32

33. Poor Feedback Based
on Delivery Technique
33

34. Top 5 Tips for Success
1. Prepare your space
34

35. Top 5 Tips for Success
1. Prepare your space
2. Talk with your face
35

36. Top 5 Tips for Success
1. Prepare your space
2. Talk with your face
3. Communicate what your
audience can’t see
36

37. Top 5 Tips for Success
1. Prepare your space
2. Talk with your face
3. Communicate what your
audience can’t see
4. Manage the clock
37

38. Top 5 Tips for Success
1. Prepare your space
2. Talk with your face
3. Communicate what your
audience can’t see
4. Manage the clock
5. Move slides just in front of you
38

39. Top 5 Mistakes
1. Starting late / starting slow
39

40. Top 5 Mistakes
1. Starting late / starting slow
2. Having poor audio quality
40

41. Top 5 Mistakes
1. Starting late / starting slow
2. Having poor audio quality
3. Disguising a sales pitch
41

42. Top 5 Mistakes
1. Starting late / starting slow
2. Having poor audio quality
3. Disguising a sales pitch
4. Going long
42

43. Top 5 Mistakes
1. Starting late / starting slow
2. Having poor audio quality
3. Disguising a sales pitch
4. Going long
5. Reading a script
43

44. http://bit.ly/Tsp7O
The Art of
Webcast
Delivery
44

45. Building Community
45

46. Have a Home
46

47. Content Subscription
47

48. Offer On-demand
48

49. Know What’s Working
49

50. Questions
50