Defining and creating quality webinars mitchell levy - marketing camp

DEFINING AND CREATING
QUALITY WEBINARS
Mitchell Levy and
Sharyn Fitzpatrick

Ice Breakers are a great
way to connect. Tell us
something about yourself.

Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning

Today’s Speakers

 Sharyn Fitzpatrick  Mitchell Levy

Copyright© 2012 THiNKaha®. All Rights Reserved. http://thinkaha.com/learning

Our Agenda:
• Defining Webinars: “the good, the bad
1 and the ugly”

• Building a High Quality Webinar with
2 the Right Tools

• Become a Guru and Learn How to
3 Deliver the Best, Most Impactful
Webinars Possible


Welcome


According to a survey on
LinkedIn, webinars are:
Our preferred way to learn…
3%

7% Classroom Training
23%
Online Self-Paced
Learning
Interactive Webinars

Peer Discussion Groups
42%
23%
Teleseminars


 web·i·nar [web-uh-nahr] noun
– A seminar or other presentation that
takes place on the Internet, allowing
participants in different locations to see
and hear the speaker, answer polls, ask
questions and receive materials
– Also called interactive learning, web
seminar, or virtual learning


Webinar Quality Defined
 Content quality is the

Content Delivery
evaluation of the
presenters understanding
of the subject for the
audience they are
presenting to
 Content delivery involves
the notion of delivering the
content in the form that
the audience wants to
process it:
auditorially, visually and
Content Quality
kinesthetically
Focusing on both content quality and content delivery will allow
the presenter to bring their Webinars from “Basic” to “Guru”.


Basic
A “Basic” webinar has OK
delivery and OK quality.
A “talking head”
presentation typically falls
in this category. There is
nothing wrong with a
“Basic” Webinar as speed
of delivery allows the
message to be
how-to-draw-cartoons-online
communicated quickly.


Basic


Expert
An “Expert” webinar has
great quality of content, but
only uses one form of delivery
well (e.g. a business audience
may find it boring). For a
technical audience, having
“Expert” content quality is
much better than an
“Engaging” person that
appears salesy


Expert


Engaging

An “Engaging” webinar does
all forms of content delivery
well, but needs help fine-
tuning the quality of the
content to the audience. This
is a webinar that really
captures the attendee, but
doesn’t deliver a strong
content quality punch. For a
typical business audience, one
can argue that an “Engaging”
webinar is better than an
“Expert” one.


Engaging



A “Guru” webinar utilizes all three forms of content delivery
and great content quality. In short, an “Engaging” “Expert”
delivers a “Guru” performance.


When it comes to Webinars, everyone would like to have a “Guru”
presentation. It is, however, not necessary for every presenter to spend the
time and money necessary to create such a Webinar. In order to measure Engaging Guru
the perceived impact of a Webinar, we look at both the quality of the

Content Delivery
content presented and the way it was delivered.

 Content quality is the evaluation of the presenters understanding of
the subject for the audience they are presenting to.
 Content delivery involves the notion of delivering the content in the
form that the audience wants to process it: auditorially, visually Basic Expert
and kinesthetically.

Focusing on both content quality and content delivery will allow the
presenter to bring their Webinars from “Basic” to “Guru”.

Content Quality
A “Basic” webinar has OK delivery and OK quality. A “talking head” presentation typically falls in this category. There is
Basic nothing wrong with a “Basic” Webinar as speed of delivery allows the message to be communicated quickly.

An “Expert” webinar has great quality of content, but only uses one form of delivery well (e.g. a business audience may find
Expert it boring). For a technical audience, having “Expert” content quality is much better than an “Engaging” person that appears
salesy.

An “Engaging” webinar does all forms of content delivery well, but needs help fine-tuning the quality of the content to the
Engaging audience. This is a webinar that really captures the attendee, but doesn't’t deliver a strong content quality punch. For a
typical business audience, one can argue that an “Engaging” webinar is better than an “Expert” one.

A “Guru” webinar utilizes all three forms of content delivery and great content quality. In short, an “Engaging” “Expert”
Guru delivers a “Guru” performance.


BUILDING A HIGH
QUALITY WEBINAR

Formula for the Perfect Webinar
 The Right Speaker:
 The Right Content
 The Right Audience
 The Right Technology Fit
 The Right Tools (it is not just
about the technology)

= well planned and flawlessly executed webinar


Plan Out the Entire Process
 Have clear goals
 Understand how all the pieces of
the event work together
 Think about your audience
– Identify your audience type
• Internal or external
– Remember to do audience development to build
your attendance and follow up to continue the
journey for your next event


Technology is Not Your Only Tool!
 Create an
event plan so
all the key
players know
what their
role is…


Key Ingredients:
 Event abstract  Storyboard – any polling
 Production dates or discussions
 Identify handouts  Log in info for the
webinar platform
 Dry Run and final
materials dates
 Contact info in case of
an technical glitch


Storyboard Your Event
 Simple screen
grabs and text
 Helps to know
when to move
slides or pose
questions


Create an Interactive Guide:
 Posed questions
start discussions
which engages
the audience
 Polls are another
way to start the
conversation
 Create a list of
questions you
can add to chat
so you can
interact with the
attendees


Create It and They Shall Come???
 Not exactly!
 Use social media and
internal tools to
create the buzz and
spread the word


Every Guru should keep the conversation
going during and after the webinar


Becoming a Webinar Guru
1. Reviewing your content quality
2. Polishing your style and delivery
visually, auditorially, and
kinesthetically.
3. Being coached to be a star at virtual delivery
4. Understanding how to engage your
audience and keep them interested before
during and after the presentation


Quality Content is “King
 It is critical to understand your audience and the
value that your content addresses:
– Base content on your experience and wisdom
– Make it real
– Deliver that “aha” moment
– Make it relevant to what they do
 Create content made for online
delivery
– Have a clear “call to action”

Polishing your style and delivery
visually, auditorially, and kinesthetically
 Visually
– What you look like online
 Auditorially
– How do you deliver your story?
– Does your tone and intonation
fit your style?
 Kinesthetically
– Getting attendees engaged and
actively participating in each webinar


Polishing Your Style and Delivery:
the Good, the Bad and the Ugly!
 When you do a webinar, you
have to think about:
– The tone and intonation of
your voice
• You have to engage an
audience you cannot see
– The quality of the content in
your presentation
– How the content looks


So Is This Good PowerPoint?


Here is a real example of a slide built
for a learning session:


Access webinars live from your
desk or on demand. Get the info
you need when you need it.

Multiple Modalities is a Key to
Audience Engagement


Being coached to be a star at
virtual delivery
 Did you know?
– That only 75% of presenters use
fewer than 25% of the features
found in webinar technology platforms???
– Underutilizing the power of the technology to
showcase content and engage the virtual
audience is one of the biggest missed
opportunities speakers face.


Most common complaints for both in
person and virtual presentations are:
 Fumbling with the tools
 Take too long
 Speaking too quickly
 No energy
 “Ummms and errrrs”

…Practice reduces stress


Technology is the key!
 Find the right fit for your program
 Choose a platform designed for interaction
 Learn the tools
 Practice until you’re competent
 Build technology use into your scripts/guides


What Gurus Need to Know!
 Each webinar technology platform has its own
set of features and tools:
– Polling
– Videos
– Screen Share
– Webcam Support
 Get to know your platform – the good & the bad
– Each impacts how you deliver your content and often
defines the user experience
 Practice and practice so you can feel empowered
by the technology

Practice and practice so you can feel
empowered by the technology
 Did you know that a
webinar guru practices at
least SIX times with the
technology and their
presentations?
 Do at least one dry run
the week of the webinar.
It makes you comfortable
with the process.


Best Practice Tips for Webinars
 PRACTICE, PRACTICE, PRACTICE
 Go online about an hour before to make sure that you can log on, the
materials are there and you can be heard. It also gives you a chance to
practice again.
 Let the audience know in the introduction how you will be dealing with
questions (whether you'll respond to select questions at the end, try to
take them during the session, etc.).
 Use pre-webinar slides & announcements. Put up a slide that says
something like "the webinar will begin in 10 minutes" so when people
log in they know it is working. And ice breakers will help here as well
 Send out a recording and the slides to people within 24 hours, and tell
them during the webinar you will do this. About 10-20% of your
attendees will email you looking for the info anyway, so just send it out.


Next Step: Presenting Your Webinar


Must Have Tools to Integrate into
Your Plans
 Live Application Sharing
 Polling
 Interactive Chat
 Outreach Conversations
with attendees
 Video
 Attention Meter – tells you
who is paying attention
and who is multi-tasking

Consider…


UNDERSTANDING HOW TO ENGAGE
YOUR AUDIENCE AND KEEP THEM
INTERESTED BEFORE DURING AND
AFTER THE PRESENTATION

Engage Them Early
 Use icebreakers to get to
know your audience and for
them to get to know you and other attendees
 Don’t let them be passive participants
 Encourage and reward participation
 Start strong-give them a reason to participate


Ice Breakers are a way to
connect online attendees
with each other and to
build a sense of
community.


Ice Breaker Ideas for Webinars
 Connecting with an audience invests them in
your content. Get to know them.
 Here are some ideas:
– Engage them by asking them to share something
unique about themselves that might surprise their
peers…
– Where are you from?
– What are we doing here?
– What do you hope to learn?
– Get on topic?


• Polls
• Chat
• Whiteboard
• Document sharing
• Share control
• Have them
DO something


Auditorially Engage Them
 Use a Pleasant tone
 Remember Inflection
 Watch Your Volume
 Pronouns, names, examples
 Good quality audio
 Pause and breathe!


So, Is Anyone Out There Listening????
 We all multi-task and webinars are no
different
 Use the attention meter – found on many
webinar platforms to see who is listening….

! Means
they are
off-screen


The Webinar Guru Producer
 An executive producer is a great asset to any
webinar. They act as a host and a partner for the
speaker
 They can interact with the audience, managing
chat, starting discussions and more.
 They manage the whole event from building
registration, managing audience development
and doing the back-end technical set up of
events.


FOLLOWING UP AFTER THE
WEBINAR…NEXT STEPS

How to generate massive leads with
an educational webinar?
 Determine your objectives.
 Identify your target market.
 Radar for existing conversations.
 Choose which social tools and tactics will
appeal to your audience
 Link social media throughout
the event registration and
follow-up process.


The basics…
 Follow up email thanking audience
 Edit the master recording for re-use
 Upload the recording and materials so they can
see it on-demand
 Survey the audience for their review of the
session, what worked and what didn’t
 Use social networking to create on-demand
awareness and build new audience for the
recording


Performance Reports
 Use them to
improve the
experience for
both you as a
guru and to
understand the
journey your
attendees took


Powered by

Open Discussion!
Got Questions?

Sharyn Fitzpatrick
sharyn@marcomgurus.com
(650) 814-5835 Mitchell Levy
mitchell.levy@thinkaha.com
(408) 257-3000


OPEN DISCUSSION!
GOT QUESTIONS?

CASE STUDY:
CISCO GURUS SERIES

 Times are changing and so are the ways employees
are learning. It is time to start thinking outside the
box for learning that is:
 Engaging, actionable and applicable to
someone’s job immediately
 Flexible
 Customizable
 Quick to implement
 Delivered to their desk
 Able to fit into “their” busy
work schedule

Introducing….
 Custom created content that’s tailored to Cisco’s
cultural norm and learning style.
 Blended learning solution that continually
reinforces your learning in small bite-sized
increments.
 Ability to interact and access the expertise of gurus
in the fields you are interested in.
 Opportunity to contribute to the content
knowledge base that’s then shared with everyone.
 Structured exposure to potential “aha” moments all
year long.
 Ability to access the continued training in a group
setting at a specific time-frame reinforced by
management or at a time that works best for you


Lunch and
Learns
These are live in San Webinars
Jose and virtual via
WebEx Virtual Training via
WebEx
• Usually 90 min
• Free book for
attendees

Recordings
Recording of Live
Virtual Events
available for
download


Content Focused on Building
Actionable Skills


Wayne Turmel


Guru presents to
live audience -
Cisco San Jose
Virtual
Campus Attendees
• They control their
• In room THiNKaha Learning
slides – in
Producer and Host who acts
PowerPoint
as liaison between speaker
• Lavaliere and online audience
microphone is used
• TC host does polls and
to capture audio monitors chat
for online WebEx
audience and to run • Technical host – WebEx
through in house Producer
speaker • Pushes
• Handouts and handouts, ebooks to
printed book given attendees
out • Recorded for later playback

Speaker Audio feed into audio mixer, and then sent simultaneously
to both the in room speaker system and online platform

Speaker –
live in
room


Marketing • EMS

Webinars • Frequent Learner Programs

•Virtual Training via
WebEx
•60 min

Recordings
Recording of Live
Virtual Events
available for • Promote live webinars and recordings
download • Handouts
• Free eBook for completed events


Recordings Marketing
Recording of Live • EMS
Virtual Events • Frequent Learner Programs
available for
download

New Concept:
Office Hours
• Original Recording is
played
• Guru attends to
answer questions or
follow up with new
interactive • Promote live webinars and recordings
experiences • Handouts
• Free ebook for completed events


Timeline
“…Great Program!” Cisco Metrics that Matter Report

Q2 ‘2012 Rollout
943 Attendees = 19% of the Division
Another 1500 for August-Nov 2011


Client Feedback

“…Great Program!”
Cisco Metrics that Matter Report


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