Webinar planning 8 28-final-1

Planning Your Webinar

Bhavisha Oza | Alyssa SarmientoAugust 2013

Customer Experience Initiative| November 2012 | 2

© 2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.

Agenda

• Planning your Webinar• Messaging, Target audience • Project plan• Demand gen tactics

• Setup in On24, Salesforce and Marketo

• Day of the event – some helpful tips


Webinar Planning

8 WEEKS OUT:•Decide theme•Identify speakers•Block speaker calendars

7 WEEKS OUT:•Finalize topic and email invite copy.

•Send invite copy for approval

6 WEEKS OUT:•Define media plan, demand gen tactics

•Get speaker to write the blog

5 WEEKS OUT•Setup in On24 and Marketo

•Build email invite, reg page in Marketo. Send for approval

4 WEEKS OUT•Execute media plan•Create SmartQ requests for listing on website


3 WEEKS OUT:•Send 1st Mailing•Speaker blog posted on website

•Start tweeting•1st draft of slides due from speakers

2 WEEKs OUT:•Send 2rd mailing•Continue tweeting•Dry run with Speakers

1 WEEK OUT•Send 3rd Mailing•Final Slides due•Continue Tweeting

WEEK OF WEBINAR• 3 days ahead - Schedule reminder emails for 1 day ahead and 1 hour ahead,

• Set up console builder, Upload slides to ON24

•Continue tweeting

DAY AFTER THE WEBINAR•Send follow up emails



Webinar Project Plan

Owner Due Status CommentsWebinar Messaging Template 8 weeks ahead of Live Date

Finalize Genesys Speakers / Guest / Customer speakers 7 weeks ahead

Media Plan 6 weeks ahead

Block speaker calendars for dry run and day of 6 weeks ahead

Smart Q request - listing on websitte 4-6 weeks ahead Include copy, urls

Setup in On24 and Marketo 4-6 weeks ahead

Email invite 3-5 weeks ahead

eBlasts 3 -2 -1 week ahead

3rd party media promotion 3 weeks ahead

Slides - first draft 2 weeks ahead

Slides - Final 1 week ahead

Dry run with Speakers – logistics and messaging 2 weeks ahead

Blog 3-4 weeks ahead

Tweets, LinkedIn posts 2-3 weeks ahead

Follow up emails from Marketo Within 2 business days



Webinar Messaging

• Leverage Corporate Webinars or create your own• What is the one problem that we will we solve for our target audience• Define the three key takeaways

• Type of webinar and duration• Best Practice OR Best Practice w/Customer• Genesys In Action – with Live Demo• Analyst Webinar

• Define Target Audience• Customers, Prospects, Both• Enterprise or Mid market• Persona

• Identify Speakers – SE’s, Business Consultants



Demand Gen Tactics

• Outbound Mailing • SFDC database

• Leads only, prospects only OR leads and prospects

• 3rd party database

• Posting on local website• Social Media – Blog, Tweets, LinkedIn posts• 3rd Party Media Partners• AEs, SEs and LDRs via Sales InSight Email

Don’t rely on just the house list for registrations. To generate MCLs you MUST drive registrations via 3rd Party Media Partners, 3rd Party databases, Blog, Tweets (maybe Promoted Tweets), LinkedIn posts (maybe InMail, sponsored Posts)



Webinar Listing on Website



Alfresco site – Demand Gen Webinars Messaging Template, Slides, email invite jpg

https://alfresco.genesyslab.com/share/page/site/demand-generation-webinars/documentlibrary

https://alfresco.genesyslab.com/share/page/site/demand-generation-webinars/documentlibrary

Setup in On24, Salesforce, and Marketo



What to set-up in ON24

• Create New Event

• Uncheck all Emails – Registration confirmation, Reminder. These are now sent from Marketo



ON24 Do’s & Don’t

• Our ON24 subscription does not support parallel events• Corporate webinars are on Wednesdays at 10 AM Pacific or 11 AM Pacific

• LATAM cannot have their events on Wednesdays 9 AM to 12 AM Pacific

• NA webinars would be on Tuesdays • 2nd Corporate / Consultant Webinars would be on Thursdays or Tuesdays• Review this Calendar to set your Webinar Date:

https://basecamp.com/2171732/calendar

• Corporate template for Audience Console• Bhavisha Template 1 or 2

https://basecamp.com/2171732/calendar



Marketo Registration Page Setup. Capturing MCLs

Please capture the following to ensure you get MCLs as per SFDC requirements• First Name• Last Name• Email• Company• Job Title• Country

In addition, in NA, we ask the following:• Phone• Job Function• Industry• Number of Contact Center Agents• State (as this is required for NA)

• If you want to leverage the NA Marketo webinar form, it is called “Webinar-RegistrationFormRH” (already part of Webinar Template)

• Please submit a request to Marketing Operations if a new form is needed



ON24 LIVE Support

• We have ON24 Live Support for the first 5 webinars for each country• Submit a ticket for live event monitor for each event at least 24 hours in advance through the

HELP/Support section in the Elite Platform. • http://webcastelitehelp.on24.com/#contact-on24-support• Request specifically for a “live event monitor” in the description field.

http://webcastelitehelp.on24.com/



ON24 Do’s and The biggest DON’T

• After the webinar, remember to edit the Reg page in Marketo to say On Demand Webinar. Delete the date and time

THE BIGGEST DON’T• Once you hit START LIVE, DO NOT ever hit STOP till the end of the event



Setup in SFDC, Marketo

• SFDC Marketing Program creation• SFDC Campaign creation• SmartQ request

• Content Review (Demand Generation Team)• Custom images (Graphics)• Webinar Posting on website (Web)• Invitation Activation (TBD)

• Marketo Set Up



SFDC Marketing Program

Complete Guide: https://alfresco.genesyslab.com/share/page/site/g360-training-module/document-details?nodeRef=workspace://SpacesStore/cdc53f25-e1e1-40ad-aea8-ed69fd0c4828

https://alfresco.genesyslab.com/share/page/site/g360-training-module/document-details?nodeRef=workspace://SpacesStore/cdc53f25-e1e1-40ad-aea8-ed69fd0c4828

https://alfresco.genesyslab.com/share/page/site/g360-training-module/document-details?nodeRef=workspace://SpacesStore/cdc53f25-e1e1-40ad-aea8-ed69fd0c4828



SFDC Campaign(s)

Complete Guide: https://alfresco.genesyslab.com/share/page/site/g360-training-module/document-details?nodeRef=workspace://SpacesStore/c25da17a-4e36-4e26-b4eb-43c0d78ba47c

If tracking multiple sources, create an SFDC Campaign for each source and link to the same SFDC Marketing Program

https://alfresco.genesyslab.com/share/page/site/g360-training-module/document-details?nodeRef=workspace://SpacesStore/c25da17a-4e36-4e26-b4eb-43c0d78ba47c

https://alfresco.genesyslab.com/share/page/site/g360-training-module/document-details?nodeRef=workspace://SpacesStore/c25da17a-4e36-4e26-b4eb-43c0d78ba47c



SmartQ Request

• Content Review (Demand Generation Team)•Your manager should also be included – copy needs to be approved before promotion starts

• Custom images (Graphics)•Submit at least 3 days before promotion starts

•For speaker images, it is best to upload into Marketo when they are the size you already want them to be. If you need help to crop and resize at a high resolution, send to Graphics

•For On Demand image, provide copy of PPT

•Assign to yourself Nancy Kirwan and Kady Wood

• Webinar Posting on website (Web)•Include webinar title, date, and approved copy (a subset of the email/landing page copy)

•Assign to yourself Nancy Kirwan and Kady Wood

• Invitation Activation (TBD)



Marketo Webinar Layout Example

Complete Guide: https://alfresco.genesyslab.com/share/page/site/g360-training-module/document-details?nodeRef=workspace://SpacesStore/14295083-4f2c-4030-a874-4342d0789550

https://alfresco.genesyslab.com/share/page/site/g360-training-module/document-details?nodeRef=workspace://SpacesStore/14295083-4f2c-4030-a874-4342d0789550

https://alfresco.genesyslab.com/share/page/site/g360-training-module/document-details?nodeRef=workspace://SpacesStore/14295083-4f2c-4030-a874-4342d0789550



Follow up Emails from Marketo

• On24 will automatically push Attendees, No Shows, and On Demand Views overnight into Marketo

• The Marketo Webinar Program template will include Follow Up email templates for Attendees and No Shows

• Upload PDF versions of the slides to the Design Studio

• You can link directly to the slides or on demand webinar (using the On24 Audience URL) or you can gate the content so that they will have to confirm their email address to get to the content

• The emails will be sent based on their Member Status



Day of the event – Helpful Tips

• Have your moderator script, seed questions ready

• Upload final slides, polls, urls to ON24 the day before• When you setup the slides, add a relevant url after the last slide. This drives the audience to

that url after we hit STOP Live

• Moderator and speakers login 30 minutes prior to the event

• Have someone help you for QnA Chat

Webinar planning 8 28-final-1

Documents

Transcript of Webinar planning 8 28-final-1