Post on 20-Sep-2014
description
HOW TO HARNESS THE POWER OF WEBINARS
JUSTIN LEVYGLOBAL SOCIAL MEDIA
ONLINE SERVICES DIVISION, CITRIX
@JUSTINLEVY | #SOCIALFRESH
If your company or product SUCKS, none of this will help you.
DISCLOSURE
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@justinlevy #knxsoc
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B2B or B2C?
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Tip: Cats, dogs, babies = always work
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We still operate in silos…
CHECKLIST SOCIAL MEDIA
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WE NEED TO BE MORE INTEGRATED…
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THE POWER OF WEBINARS
Value
Intimacy
TrustPartnership
Loyalty
Revenue
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5 PHASES OF MAGICAL WEBINARS
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83% OF #SOCIALFRESH ATTENDEES FIND WEBINARS VALUABLE
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Note: 2 respondents are conference organizers & 2 work for Citrix
SOCIAL FRESH ATTENDEE SURVEY
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PHASE I: DECIDING THE STORY
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“YOUR KIDS NEVER SAY ‘DADDY, TELL ME A PRESS RELEASE’, THEY ASK YOU TO TELL THEM A STORY”
-Christopher S. Penn (@cspenn)
solution or benefit
persona
logical relation
intended outcomes of
the event
identify advocates or
experts
reach customers/pr
ospects
review past performance
PHASE II: PLANNING YOUR WEBINAR
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PLANNING YOUR WEBINAR
• Date & time• Media partner• Moderator• Speaker(s)• Dry run• Event creative• Trackable links per promo channel• Reserve your resources
PHASE III: PROMOTING YOUR WEBINAR
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Registration Landing Page
Landing Page
Paid Media
Email Marketing
Social Media
Speaker Promo
Incentives
Blog Content
Employee Advocacy
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Home Base Approach
PHASE IV: GAME TIME!
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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 #
PHASE V: POST-EVENT
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THIS IS WHAT NOT TO DO!
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MAKE THE WEBINAR ON-DEMAND
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CREATE CONTENT FROM THE WEBINAR
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START YOUR LEAD NURTURING CAMPAIGN
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CONDUCT A SURVEY
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MEASURE IMPACT OF THE WEBINAR
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METRICS ARE YOUR GUARD RAILS
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QUESTIONS
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Thank you…
…to stalk me
• justinrlevy.com• @justinlevy• justin.levy@citrix.com
…to stalk us
• gotowebinar.com• @gotowebinar
Slides available at: http://slideshare.net/justinlevy