Harness the Power of Webinars with Social — Justin Levy (Social Fresh WEST 2012)
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Transcript of Harness the Power of Webinars with Social — Justin Levy (Social Fresh WEST 2012)
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HOW TO HARNESS THE POWER OF WEBINARS
JUSTIN LEVYGLOBAL SOCIAL MEDIA
ONLINE SERVICES DIVISION, CITRIX
@JUSTINLEVY | #SOCIALFRESH
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If your company or product SUCKS, none of this will help you.
DISCLOSURE
Photo Credit: http://www.flickr.com/photos/divine_harvester/2414090010
@justinlevy #socialfresh
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@justinlevy #knxsoc
Photo Credit: http://www.flickr.com/photos/divine_harvester/2414090010
B2B or B2C?
Photo Credit: http://www.flickr.com/photos/andresrueda/3219931640
Tip: Cats, dogs, babies = always work
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@justinlevy #socialfresh
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@justinlevy #socialfresh
Photo Credit: http://www.flickr.com/photos/gigiomc/2239357678
We still operate in silos…
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CHECKLIST SOCIAL MEDIA
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WE NEED TO BE MORE INTEGRATED…
@justinlevy #socialfresh
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THE POWER OF WEBINARS
Value
Intimacy
TrustPartnership
Loyalty
Revenue
@justinlevy #socialfresh
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5 PHASES OF MAGICAL WEBINARS
@justinlevy #socialfresh
Photo Credit: http://www.flickr.com/photos/verismovita/3642489397
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83% OF #SOCIALFRESH ATTENDEES FIND WEBINARS VALUABLE
@justinlevy #socialfresh
Note: 2 respondents are conference organizers & 2 work for Citrix
SOCIAL FRESH ATTENDEE SURVEY
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PHASE I: DECIDING THE STORY
@justinlevy #socialfresh
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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)
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solution or benefit
persona
logical relation
intended outcomes of
the event
identify advocates or
experts
reach customers/pr
ospects
review past performance
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PHASE II: PLANNING YOUR WEBINAR
@justinlevy #socialfresh
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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
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PHASE III: PROMOTING YOUR WEBINAR
@justinlevy #socialfresh
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Registration Landing Page
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Landing Page
Paid Media
Email Marketing
Social Media
Speaker Promo
Incentives
Blog Content
Employee Advocacy
@justinlevy #socialfresh
Home Base Approach
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PHASE IV: GAME TIME!
@justinlevy #socialfresh
Photo Credit: http://www.flickr.com/photos/adambowie/4326474382
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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 #
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PHASE V: POST-EVENT
@justinlevy #socialfresh
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THIS IS WHAT NOT TO DO!
@justinlevy #socialfresh
Photo Credit: http://www.flickr.com/photos/edastrauch/471029832
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MAKE THE WEBINAR ON-DEMAND
@justinlevy #socialfresh
Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981Photo Credit: http://www.flickr.com/photos/cameliatwu/3888996196
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CREATE CONTENT FROM THE WEBINAR
@justinlevy #socialfresh
Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981Photo Credit: http://www.flickr.com/photos/cameliatwu/3888996196Photo Credit: http://www.flickr.com/photos/evaekeblad/2389240224
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START YOUR LEAD NURTURING CAMPAIGN
@justinlevy #socialfresh
Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981Photo Credit: http://www.flickr.com/photos/cameliatwu/3888996196
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CONDUCT A SURVEY
@justinlevy #socialfresh
Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981
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MEASURE IMPACT OF THE WEBINAR
@justinlevy #socialfresh
Photo Credit: http://www.flickr.com/photos/bilal-kamoon/6835060992Photo Credit: http://www.flickr.com/photos/mikeporesky/5515840447Photo Credit: http://www.flickr.com/photos/whiteoakart/478626768
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METRICS ARE YOUR GUARD RAILS
@justinlevy #socialfresh
Photo Credit: http://www.flickr.com/photos/bilal-kamoon/6835060992Photo Credit: http://www.flickr.com/photos/mikeporesky/5515840447
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QUESTIONS
@justinlevy #socialfresh
Photo Credit: http://www.flickr.com/photos/bilal-kamoon/6835060992
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Thank you…
…to stalk me
• justinrlevy.com• @justinlevy• [email protected]
…to stalk us
• gotowebinar.com• @gotowebinar
Slides available at: http://slideshare.net/justinlevy