Leveraging Social Media to Improve Webinar Engagement
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Transcript of Leveraging Social Media to Improve Webinar Engagement
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Drive Audience Engagement Before, During and After a WebinarPresenter:Jamie Duklas, Director of Social Media, Boohyah! Online Advertising
Moderator:Alli Libb, American Marketing Association
The audio portion of today’s presentation is available via broadcast audio. You can also dial in to hear audio: Participants (US & Canada, Toll Free): 800.945.9434Participants (International): +1 212.231.2907
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Register on the AMA Website
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Housekeeping Items
RecordingA recording of this presentation will be made available via email
Slides The presentation slides will be made available via email
Twitter Please reference hash tag: #AMAReadyTalk, when tweeting about this webinar
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About ReadyTalk
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Today’s Presenter
• He’s tall
• Leads the social media consulting practice at Booyah
• Board member, Social Media Club – Mile High
• Good at collecting student loans: MBA from University of Denver, undergrad from University of Wisconsin
Jamie DuklasDirector of Social Media Booyah! Online Advertising
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P 6
Drive Audience Engagement Before, During and After a Webinar
Jamie Duklas – Director of Social Media
July 27, 2011
@jduklas #AMAreadytalk
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P 7
Our Work & Our Clients
SEOShoppin
g Engines
Paid Inclusio
n
Local Map
Optimization
Mobile Advertisi
ng
EmailPaid
Search
Shopping Engines
Creative
Services
Online Display
SocialMedia
SearchMarketin
g
@jduklas #AMAreadytalk
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P 8
Overview
• Before: Content & Promotion
• During: Engagement
• After: Extending & Repurposing
• Tracking / Measurement
• Summary
Hashtag: #AMAreadytalk
@jduklas #AMAreadytalk
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P 9
Why Social Media Can Make a Difference
• Increase attendees
• Create more buzz during the webinar
• Better follow-up afterward (nurture leads)
• Extend the life of your content
@jduklas #AMAreadytalk
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P 10
Q1: Poll Question
• Primarily B2C
• Primarily B2B
• Equally B2C and B2B
Is your marketing B2C or B2B?
@jduklas #AMAreadytalk
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P 11
People Talking to People
@jduklas #AMAreadytalk
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P 12
Be Proactive
@jduklas #AMAreadytalk
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P 13
Before: Developing Content
• Do a content audit
• Identify your own Subject Matter Experts
• Utilize social media to find topics
• Learn from others
@jduklas #AMAreadytalk
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P 14
Before: Promoting
• Use your marketing channels Email
Website
Social Media
• Consider guest speakers
• Develop a series
Tip: Start promoting your webinar on Twitter two weeks prior. Tweet often.
@jduklas #AMAreadytalk
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P 15
Before: Social Sharing
Tip: Include social sharing & event hash tag on sign-up page, thank you page and confirmation email
@jduklas #AMAreadytalk
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P 16
Before: Make it Easy
• Limit required fields for you registration form
• Offer sign-in so previous attendees don’t have to fill out again
• Include “add to calendar” feature
@jduklas #AMAreadytalk
Tip: Ask for Twitter handle during registration. Engage attendees before the webinar even begins!
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P 17
Before: Consider Webinar Specific Social Media
ReadyTalk’s webinar handle has more followers than its main @ReadyTalk handle
@jduklas #AMAreadytalk
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P 18
Q2: Poll Question
Which touch point is most influential in getting you to sign up for a webinar?
• Word of mouth (in person, directly forwarded)
• Tweet from company hosting webinar
• Tweet from trusted source
• Email from company
• Other@jduklas #AMAreadytalk
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P 19
During: Engagement
• Poll questions
• Have someone respond to the hash tag during the event
• Include a give-away at the end
@jduklas #AMAreadytalk
Tip: Include your Twitter handle and hash tag on every slide
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P 20
During: Content is King
• Bite-sized information
• Stats / facts
• Tips
• Examples
Tip: Create “tweetable” content
@jduklas #AMAreadytalk
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P 21
During: Tweet Chat
@jduklas #AMAreadytalk
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P 22
After: Repurposing Content
• Turn into “tips” to place on Facebook, Twitter & LinkedIn
• Upload slides to Slideshare
• Available for download on your website
• Article on your blog
Tip: Be clever in repurposing content, just like your school cafeteria
@jduklas #AMAreadytalk
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P 23
After: Following-up
• Email offering the webinar with audio
• Consider additional value-added content
• Use post-webinar survey to tailor responses And make sure you ask the right questions!
• Retweet & respond to relevant hash tagged tweets
Tip: Connect attendees to their Twitter handles for more customized follow-up
@jduklas #AMAreadytalk
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P 24
Tracking Metrics
• Number of attendees
• Drop rate
• Tweets (before, during & after)
• Social mentions (Facebook, LinkedIn, other websites)
• Survey feedback
• Follow-up success Leads
Revenue
@jduklas #AMAreadytalk
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P 25
Tracking: Social Media Software Landscape
Monitoring Engagement Promotions Influencer CRMFree Google Alerts TweetDeck Wildfire Klout
Social Mention Hoot Suite North Social PeerIndex
Paid Buddy Media Buddy Media TraackrTrackur Shoutlet Shoutlet Spot InfluenceMeltwater Buzz Involver Wildfire mBlast - mPactScout Labs Scout Labs North SocialSysomos Sysomos OfferpopRadian6 Radian6Alterian SM2 Alterian SM2Collective Intellect Collective Intellect Collective IntellectSpredfast Spredfast Spredfast Spredfast
@jduklas #AMAreadytalk
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P 26
Summary
• Social media is people talking to people
• Promote heavily before your webinar
• Include social sharing & hash tag wherever possible
• Create “Tweetable” content
• Be clever in repurposing
• Customize your follow-up
• Have a tracking / measurement plan
@jduklas #AMAreadytalk
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P 27
Question & Answer
Booyah Online Advertising
Jamie Duklas
Jamie Duklas | Director of Social Media | Booyah Online Advertising11030 CirclePoint Road | Suite 350 | Westminster, CO 80020ph: 303.345.6634 | fax: 303.345.6734 | booyahadvertising.com
facebook.com/booyah
twitter.com/booyahagency
twitter.com/jduklas
linkedin.com/in/jamieduklas
http://social-media-strategist.com/
slideshare.net/jduklas @jduklas #AMAreadytalk
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Thank You for your Participation!
Questions? Jamie Duklas: twitter.com/jduklaslinkedin.com/in/jamieduklashttp://social-media-strategist.com
General AMA Questions can be sent to [email protected]
Recording and SlidesSlides and recording will be provided via email
Twitter Please reference hash tag: #AMAReadyTalk, when tweeting about this
webinar
Today’s Presentation was brought to you by the ReadyTalk Web ConferencingPlatform. If you are interested in learning more about ReadyTalk and their
services, please visit www.ReadyTalk.com/AMA