From Webinars to Virtual Events

Tips from the front line

Linda Detterman, ICPSRThe University of Michigan

October 27, 2010

Goals Today

• To Webcast or Not to Webcast?

• Selecting Webinar Software

• Marketing your Webinar

• From Single Webinars to Virtual Events

Why We Webcast

• We are a web product

– With over 65,000 “pieces”

• Our customers are computer literate

• Our tools are oftentimes challenging to use, especially for new customers

• We needed “recurring” opportunities to interact with our customers and to create a brand personality

• We have no money for that “marketing thing”

We Webcast. Should You?

What is your intention?

• Educate

• Lead generation

• Collaborate (internally)

• Hard core sales?

– No, no, no!

We Webcast. Should You?

Can your customers (audience) handle it?

• “Reachable” electronically

• Access to computers & telephones at work

• Computers generally equipped with speakers & microphones

• Customers predominantly in offices or open-air cubicles

We Webcast. Should You?

Can your presenters handle it?

• Can they deliver engagement versus an academic lecture? (a.k.a., What is their “babble index”?)

• Technologically endowed or at least not intimidated

• Located onsite, offsite, or both

We Webcast, Should You?

Presentation Format – Can you handle it?

• Consumption much like TV/Radio

– Low barrier to exit

– Passive

– Interrupted – multitasking the norm

– Get bored – turn it off

• Content MUST match title/abstract

• Expectation that slides/recording will be made available without high barriers – a reward for registering!

Selecting Webinar Software

• Size of audience – 5, 500, or 5,000

• Technology bells & whistles

– Just sharing information, or

– A need to break-out, monitor, collaborate

• User support needs

• Live hosts or not

• Telephone and VoIP requirements

• Recording & archiving needs

• Need for streaming audio/video

Selecting Webinar Software

• Audience requirements

– Download software or not?

• Audience reports & follow-up requirements

• Security

• Cost

Why We Selected GoToWebinar

• Primary Reasons

– No downloads for attendees

– Cost (low!)

• Other Requirements

– Telephone AND VoIP

– Session size <200

– Easy registration

– Pre/Post auto-emails

– Polling

– No Web cam wanted!

Why We Selected GoToWebinar• Other Requirements

– Ability to “throw” control to other computers

– Recording direct to desktop

– Low collaboration needs

– Low user support needs

– No “break-out” or “spying” requirements

• Good resource for comparing Webcast providers:

– Top 10 Web Conferencing Software Venders

– http://www.business-software.com/web-conferencing-solutions/index.php

Marketing Webinars – No Surprises Here

• Same rules as for email marketing (see LA2M 10/13!)

• Send invites with links to “opt-in” to your subscribed email list

• Post registration links to social media & your electronic newsletters

• Get links on professional association lists/boards

Scheduling Webinars & Follow-up• Consider time-zone(s) of your attendees

• Frequency is good – run a monthly series

• “Reminder-to-attend” emails

– Day/hour before – good

– More than that – annoying!

• Follow-up emails

– Important for attendees, but more important for non-attendees

– Should include link to slides/recordings/opt-in email/website

• Take time to review the demographics of your registrants & attendees

Are Webinars Working for ICPSR?

• Seeing our normal customers attend – but also reaching decision-makers

– Faculty/scientists are our known subscription-drivers & they are attending!

• Seeing our registration announcements show up in different places

• Steady growth of opt-in email list

• Current customers using webinars as part of “value of subscription” arguments

• Subscriptions have held steady in this “cut-the-budget” environment – even some growth

From Webinars to a Virtual Conference – How we got there

• Onsite meeting of about 125 brought to campus every other year

• 2009: university budget cuts – travel a “no go”

• Historically, conference was simply cancelled

• Why not go fully virtual?

What Happened?

• Attendance

– 2009 Virtual: 227

– 2007 Onsite: 115

– 2005 Onsite: 94

• Show rate: 70% (expected rate: 50%)

• Non-North American attendance non-existent

• 98% of attendees found the meeting to be worthwhile; 85% will attend again

• 56% could not have attended onsite

• Downloads of slides robust; recordings – not so much

Virtual Meeting Pointers

Create a virtual meeting page – core elements:

• Intro page explaining what it’s about, meaning of “virtual meeting,” & who should attend

• Sessions & Presentations (links & slides)

• Meeting Evaluation

• Help Desk***

• Meeting registration page (optional trinkets & trash opportunity)

• Discussion & Networking (optional)

Our Virtual Meeting Site – Simplicity!

The Virtual Help Desk

• Point to software providers’ Help/User support pages and documents

• Clearly state what you can and cannot “help” with

• Develop a short list of FAQs

• During broadcast hours, have “live” help available

• Attendees will yell at you for their technical inabilities & their challenged IT systems – don’t take it personally!

– And if the Federal Government is a primary customer . . .

Helping Attendees Help Themselves!

More Virtual Meeting Pointers• PRACTICE DISASTER!! Play with software,

simulate disaster, & figure out how to recover

• Make registration for multiple webcasts easy

• Limit reminder emails

• Offer presenters opportunities to “train” with software

• Have a disaster expert “monitor” each session

• Give attendees time between sessions

• Make presenters adhere to time constraints!!!

• Post recordings & slides asap

• Use social media & Flickr to provide “live” imagery of event & instant discussion

You Got $$ for your Virtual Event?

• Virtual event hosting software is growing in sophistication

• Check out: INXPO – www.inxop.com

• Feels somewhat like 2nd Life – but without any learning curve

• American Marketing Association Event

– Exhibit Area including “live” vendors (avatars)

– Ability to upload your photo

– Breakout lounges (members-only & general)

– Auditorium

– Concurrent sessions

What Money will Buy You!

The Auditorium

What’s a Conference Without anExhibit Hall?

Broadcast and They will Come!