Managing the Webinar Life Cycle: Start to Finish by @WebinarReady for @datadotcom

COPYRIGHT 2012 WEBATTRACT

Managing the Webinar Life Cycle: From Start to Finish

Mike Agron

Co-Founder

Executive Webinar Producer

WebAttract, LLC

[email protected]

11.29.12

http://www.webattract.com/

Send your questions 3 ways:

Tweet: @datadotcom #jigsawcontacts

Via The Corner! bit.ly/TL11-29-12

Or in the Question’s box on your screen


The Times They Are a-Changin'

Bob Dylan, 1964


Of Today’s B2B Buyers


Content Marketing Makes Buyers More Intelligent

Informational vs. Sales Pitch

Case Study Product Centric

Best Practices – Lessons Learned Features - Benefits

Business Value, Metrics, ROI Pricing


2013 B2B Content Marketing Budgets & Trends


Think of a Radio Show With Pictures


It’s a Mini Theatrical Event From Let’s Go to Go Live!

Budget 6-8 Weeks

ACT I The Plan

ACT IV Go Live!

ACT III Dress Rehearsals

ACT II Recruit Audience

ACT V Post Webinar

©2012, WebAttract LLC


Webinar Challenges

• Attract

• Engage

• Conversation

• Convert


It’s an Ongoing Balancing Act

Logistics Business Drivers Human Factors Technology


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Low Value to Your Audience

High

High Performing High Impact

Low Performing High Impact

High Performing Low Impact

Low Performing Low Impact

High Impact – High Performing Webinars


Managing the Webinar Life Cycle

• A proven “repeatable” methodology

• Best practices for optimizing results

• Key metrics for ensuring success

• “High Performance – High Impact”

• Delivering predicable outcomes

• Convert more prospects into customers


Methodology

Best Practices

Metrics

The Case for Getting WebinarReady


Poll #1

Which of these marketing tactics are in your toolbox?

• Blogs – Social Media

• Case Studies – White Papers

• In Person Events

• Webinars and Webcasts

• Other

Please choose all that apply


ACT I The Plan

Setting the Stage for a Smooth Production


Project Kickoff and Scheduling

• Step 1: Define your objectives, target audience, desired outcomes and success factors

• Step 2: Set up a webinar project timeline and gather the ensemble

• Step 3: Hold a kick-off meeting

• Step 4: Schedule your webinar


Metrics Tell a Story


Gather Life Cycle Intelligence

BEFORE EVENT

Gather profile data Interests

Social Media DURING WEBINAR

Online polls Live Questions Social Media

Surveys AFTER EVENT

Surveys On-Demand Views

Social Media Lead Nurturing


Ensuring Predictable Outcomes

Webinar Objectives

Audience Value

Define Success Factors

Call To Action

Analyze Life Cycle

Intelligence


ACT II Recruit

Audience

Getting the Right Audience to Register


Getting the Right Audience to Register

• Step 1: Source the right audience

• Step 2: Write a compelling invitation that attracts

• Step 3: Create the Registration Landing Page

• Step 4: Execute audience recruitment

• Step 5: Track daily registration metrics


• What do you know about them?

• Is your topic a “must have” or a “nice to have”?

• What value will they get out of investing their time with you?

• Define call to action & next steps

Always plan around your audience

Audience Recruitment Planning


Webinars Are Magnets for Attracting Prospects That Are Ripe To Become Your Customers

Their Needs are Not Being Met Actively Looking for a Solution

OR


• Segment target audience

– Industries

– Job Functions – Titles

– Revenue or # employees

– Geography

• Consider your group source:

–In-house

–Rental

–Media Partner

–Outsource

Build an Audience Recruitment Profile


Metric Significance

50,000 Size of the targeted demographic audience

750 1.5% will reach your registration landing page

250 A Click Thru Ratio of 33% will yield 250 registrants

100 40% or more registrants will actually attend

Back of the Envelope Targets (Optimal) Your Results Will Vary


• Align messaging = WIFM?

• Leverage credentials of panelists

• Personalize: Hello++FirstName++

• Headshots help to humanize

• Consider HTML and Text

• Invite, enthuse and excite

• Don’t sell

Invitation Development

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• Use branding and imagery

• Concise expression of the webinar's purpose and content

• Ask relevant and non invasive questions

• Obtain pre-webinar intelligence

- Industry

- Company Name & Title

- Geography

Always Ask: What Would You Like To Learn From This Webinar?

Registration Landing Page


AUDIENCE RECRUITMENT - EXECUTION

• Start 3 weeks before go live!

• The email subject line is critical

• Use daily tracking metrics to adjust strategy

• Do subject swaps for each Drip or Touchpoint

• Consider A/B testing

• Always be CAN-SPAM compliant Maximize with 4 or more well timed e-broadcasts using Drip campaigns with filters


6 Key Webinar Metrics

BEFORE EVENT

1. Click Thru Ratio (CTR)

DURING WEBINAR

2. Attendee Ratio (AR) 3. Online Polls

AFTER EVENT

4. Exit Surveys 5. Retention

6. On-Demand Views


1. Click Thru Ratio (CTR)

Before the Webinar


What Does It Measure? What Does It Predict?

Percent of People

People who Register

Click to Registration Page

Registration - Attendance

Registration landing page

Message and value prop

Click Thru Ratio (CTR)


12

20 19

11

3 1

12

0

5

10

15

20

25

11-Jun-12 12-Jun-12 13-Jun-12 14-Jun-12 15-Jun-12 17-Jun-12 18-Jun-12

TP#1 TP#2 TP#3

Daily Registration Tracking

Click Through Ratios to Registration

Touch Point # Period # Days

Clicked On

Registration Link Registered

CTR

Ratio Status/Notes

TP 1

Monday 06/11 -

Tuesday 06/12 2 143 32 22% HTML

TP 2

Wednesday 06/13

- Sunday 06/17 5 107 34 32%

Added new subject

line, McKnights

Editor

TP 3

Monday 06/18 -

Thursday 06/21 4 40 12 30% In-Progress

TP 4

Friday 06/22 -

Tuesday 06/26 4.5

Totals 15.5 290 78 27%


How do you Know if you’re on Track?

CTR Benchmarks

What it predicts and what you can do to increase registration

34% - 50% Excellent - Indicates your message is connecting

23% - 33% Target - Invitation message is specific to audiences interests

<23% You should be concerned, as something is not connecting with your audience

1. Are you targeting the right demographic?

2. Is your topic a “must have” or “nice to have” or is it a covert sales pitch?

3. Are you asking too many landing page questions that are invasive?

4. Check for SPAM trigger words in email subject line, e.g. Won’t vs. Will Not

5. Does each touch or Drip have a fresh subject swap?


Case Study – The Friedman Group

• Retail sales consultancy

• Solid brand & content

• Disruption of Status Quo

• Go beyond house list

• Inform via thought leadership

thefriedmangroup.com

Shake Up Your Company, Your Store, Your People And Sales Increases Will Follow

United States · Brazil · Argentina · Chile · India · New Zealand · Australia South Africa · Colombia · Central America · Mexico

Welcome To The Webinar!

Wednesday, September 22, 2010 11 am - noon Pacific noon - 1 pm Mountain

1 pm - 2 pm Central 2 pm - 3 pm Eastern

Audio is available via landline or VoIP

For VoIP: You will be connected to audio using your

computer’s speakers or headset.

For Landline: Select Use Audio Mode

Use Telephone after joining the Webinar.

US/Canada attendees dial 516- 453- 0014

Webinar ID: 113-306-419


Results

Key Metrics Results

Registered 501 = 39% CTR

Attended 270 = 54% AR

Satisfaction – Response Rate 91% - 31%


ACT III Dress

Rehearsals

Table Reads & Dress Rehearsals


Breathing Life Into Your Production

• Step 1: Gather team/ensemble for a Table Read

• Step 2: Begin creating relevant slide content

• Step 3: Gather speakers and moderator for First Dress Rehearsal

• Step 4: Gather team for Final Dress Rehearsal

• Step 5: Sound Checks


A Time for Story Telling


Table Reads and Dress Rehearsals

• Mine digital body language before the webinar

• Find your speakers passion to be authentic

• Dialog vs. Monologue

• Practice flow, cues, transitions

• Visually appealing slides


Message Shaping Ideas

During registration “always” ask “What would you like to learn”?


The Moderator as the Coach

• Trust

• Passion

• Courage to be direct


SOUND CHECKS

Audio is the Achilles Heel of all Webinars


Landline Handset

Free

Consumer Headset

Microphone $30 - $50

Professional Large Diaphragm USB Microphone

$100 up

How to Really Connect With Your Audience


Demo – Telephone vs. USB


ACT IV Go Live!

The Final Sound Check & Go Live!


Sound Check and Go Live! Deliver an Engaging Performance

• Step 1: Go through “Final Call” checklist on your own 30 minutes prior to the final sound check

• Step 2: Launch your webinar hosting platform and meet with speakers one hour prior to Go Live! for final sound check

• Step 3: Go Live! and debrief ensemble

• Step 4: Begin Post-Webinar sales lead follow up


FINAL SOUND CHECK

• Focus on the presenters

• Pre flight checklist and Plan B

• Review final slides

• Turn off all non essential apps

• Silence cell phones, turn off ringers, “Do Not Disturb Sign”

• Launch splash screen 20 minutes prior to going live

Print out a hard copy of your PPT Notes Page slides


• Learn to work your microphone

• Tone of voice and inflections

• Monitor your breathing

• Smile and gesture

Don’t Forget the Human Factors

You’re a broadcaster, think like one!


• Start and end on time

• Welcome your audience

• Enthuse, excite but don’t sell

• Call to action or next steps

Go Live!

It’s all About Connection – Not Perfection


ACT V Post Webinar

The Content Marketing Gift That Keeps on Giving


• Step 1: Archive a copy of the recorded webinar

• Step 2: Send follow-up thank you emails and include how to get more valuable content

• Step 3: Do final analytics on registration, attendance, performance

• Step 4: Segment leads

• Step 5: Measure webinar effectiveness

Put Your Sales and Marketing Hat On: Maximize the Opportunity with Post

Webinar Follow Up


Case Study – Knovel

• Web based analytics for engineers

• Build trust in Knovel

• Educate on complying with ISA 84 std.

• Utilize SME that are also SLC authors

• Arm sales with new leads

NOTE: For Internal Use Only The Audience Won’t

See This. Last Updated 10.14.10 mha

Welcome to

Designing and Verifying Safety

Instrumented Systems

Moderator: Mike Agron, Executive Webinar Producer

Wednesday December 8, 2010

11 am – noon Pacific noon – 1 pm Mountain

1 pm – 2 pm Central 2 pm – 3 pm Eastern

Audio is available via landline or VoIP

For VoIP:

You will be connected to audio using your computer’s speakers or headset.

For Landline:

Please select Use Audio Mode Use Telephone after joining the Webinar.

US/Canada attendees dial +1 323 417 460

Webinar ID 310885130


The Gift that Keeps On Giving

On Demand Viewings 431 viewings in first 45 days

Viewing # - % Total Viewings

Total Registrations 666 (CTR = 45%)

Total Attendance 353 (51%

Registered – Did Not Attend 90 viewings - 12%

Attended – Repeat Viewing 59 viewings - 8%

Fresh New Leads - Viral 617 viewings – 80%

Total On Demand Viewings 774 viewings = 116% Reg.


Final Curtain Call – How to Get Started From Let’s Go to Go Live! Budget 6-8 Weeks

ACT I The Plan

ACT IV Go Live!

ACT III Message Shaping

ACT II Recruit Audience

ACT V Post Webinar

©2012, WebAttract LLC


Methodology

Best Practices

Metrics

The Case for Getting WebinarReady


Co

mm

erc

ial O

utc

om

es

Low Value to Your Audience

High

High Performing High Impact

Low Performing High Impact

High Performing Low Impact

Low Performing Low Impact

High Impact – High Performing Webinars


To Continue the Conversation

An End2End Solution for Webinar Demand Creation

On LinkedIn (WebAttract Thought Leadership Webinars and Webcasts)

The WebAttract Channel on BrightTALK

Website & Learning Center, Best Practice Videos www.webattract.com


Find us anytime:

@datadotcom

/datadotcom

Want to hear about upcoming webinars? Be sure you sign up on jigsaw.com!

Find more Thought Leadership content and past webinars/recordings on

The Corner! bit.ly/CornerEvents

http://www.jigsaw.com/

http://bit.ly/CornerEvents

http://bit.ly/CornerEvents


Managing the Webinar Life Cycle: From Start to Finish

Mike Agron

Co-Founder

Executive Webinar Producer

WebAttract, LLC

[email protected]

Your Turn – Questions and Answers


Managing the Webinar Life Cycle: Start to Finish by @WebinarReady for @datadotcom

Technology

Transcript of Managing the Webinar Life Cycle: Start to Finish by @WebinarReady for @datadotcom