webinar event planning

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Webinar Event Planning

Darren IngramDecember 2015

http://DarrenIngram.com/

http://about.me/DarrenPIngram


Introduction




We can only scratch the

surface here!

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Quick Recap• Webinar is one of many

names used to describe an interactive meeting/seminar event, held primarily over the Internet.

• A version of the old telephone “conference call” but with moving images.

• Can be strictly one-way (broadcast) or two-way (interactive).

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From 2-10000+• Capable of being an

intimate briefing for a couple of people, or a global event.

• Webinars can be viewed live and, of course, replayed back on-demand.

• Internal and external use.• Delegates anywhere, from

living room to, err, lavatory (and offices too).

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• The largest webinar was attended by 12,091 delegates, operated by Glavbukh (Russia), in Moscow, Russia, on 16 September 20141.

• Over 20 million people watched the online keynote for Apple’s WWDC conference in June 20142.

• 2016 - Your event? Just don’t go down in history for the WRONG reasons…

(1) http://www.guinnessworldrecords.com/world-records/largest-online-business-seminar/(2) http://qz.com/261181/the-hidden-structure-of-the-apple-keynote/



http://www.guinnessworldrecords.com/world-records/largest-online-business-seminar


Many Solutions• Quite a few free-to-use

services, e.g. Skype & Google Hangouts.

• Many specialised within niches/communities, e.g. DIALaBRAIN.

• Many paid-for services, e.g. GoToWebinar, Cisco WebEx & Adobe Connect.

• Select your tools wisely.

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• Functionality can vary between providers; some offer an entirely customised end-to-end solution.

• Some systems provide branding opportunities.

• Some systems may be viewed as more “business friendly” than others.

• Security can be an important feature and an enterprise-focussed system provider can be key.




Think About…




• WHAT your event is about

• WHO it is being targeted at

• WHY you are planning such an event

• WHEN might it take place

• WHERE might people be to watch it

• WHAT are you hoping to achieve




Needs can vary, systems can change: the basics should be right from the

beginning!




Meeting Time?• Plan every stage ahead of

time (you can modify this for future events and it becomes easier).

• Ensure nothing is left to chance - prospective delegates might struggle to turn their computer on.

• Ensure the event is of a high technical and content standard.

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• You may also want to do a “dry run” first, especially if this is the very first time.

• Remember that mistakes can happen and most can be understood and accepted; yet mistakes can also go “viral” if handled badly.

• Nobody may be upset with problems in a 10-visitor webinar; it can be different if you upset hundreds or thousands of very senior influencers!




THINK Event• On-site (LAN) or multi-sites (WAN/Internet)?

• Internal users (easier to set up) or external users (potential nightmare, dependent on segment).

• Where audience may be located / demographics.

• Optimal time for the audience, not the organiser.




THINK Target• Will your audience really want to tune into a

webinar? Can they? (or is it better to just release a video on YouTube/your website).

• Will the webinar be the best vehicle? No travelling but no networking; More scope for distraction/less engagement.

• How will your audience use the webinar and benefit from participating?




THINK You• Why are you planning a webinar? What do

you hope to achieve using this approach, rather than something else such as a meeting in a hotel.

• What do you hope to achieve afterwards? How may you leverage this event to achieve that goal?

• Are you even capable of pulling this off? There are risks if you mess it up.

• 15 min impactful info exchange vs 60 min snooze?




THINK Specifics• Know your audience, know your target.

• What is the best time of day to get their attention (it might not be obvious).

• Does the audience need the level of interactivity you might be able to offer?

• Could you achieve similar or better results with a regular web video instead?




THINK Location• Where might people watch/participate? E.g. if

during their commute on a mobile phone, a webinar with lots of figures and interaction might not work well on a small screen.

• Where might YOU hold your webinar? Sitting at a desk in the middle of an open-plan office with headphones might not be the best approach.




THINK Again

• Revisit the “why are we doing this?” question.

• Stress test the assessment. Revalidate plans.

• THEN, and only then, can you start to …




THINK Platform• Critically check the platform you may use.

• Limitations? (Google Hangouts 10 users/Skype 25).

• Professional appearance?

• Interactivity required or just one-way transmission?

• Integration, support, branding, quality of service?




• Not all functions are necessary and maybe you waste money?

• Law or good practice may require add-ons not supported with all platforms, such as subtitling (disability access).

• Ability to automatically archive recordings (necessary if an “earnings call” for example).




Presenting?• Who will do the

presentation? Are they any good at it? Do they need training?

• Teleprompter/script or speaking freely?

• Will the presentation need graphics/presentation aids/audio or video?

• How or can you mix them in?

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SoundVery important to have a clear voice, being clearly

amplified and clearly transmitted to an

audience who might be listening in quite

challenging conditions.

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• The usual rules apply about speaking clearly, in a form that the audience hopefully understands.

• Think about the cellphone on “hands-free” in a noisy environment or the badly adjusted Bluetooth headset…

• Imagine some of the less inspirational conferences where you can’t hear the speaker clearly, let alone follow any panelists or questions.




… with a “bad” webinar, it is easier to say “€#/@ It!” and

do important work on Facebook instead.




VideoIf you are using video, it is important to be in a

well-lit room (not sitting in front of a webcam on your laptop) so you give

the best-possible impression.

It doesn’t need to cost a lot!

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• Will it be a “static” camera? If so, don’t move in and out of shot. Camera operator versus autofocus?

• A preview monitor in the eyeline of the speaker, similarly any Teleprompter. A clock or clear signalling method important too.

• Ensure any microphones are out of sight (or on a lavalier).

• Consider backgrounds, logo/branding and lighting!




Technical Help

Somebody available who can help resolve

problems whilst you present is desirable.

Involved in whole process.

Vendor support.

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Invitation• Ensure your invitations are

sent out in good time, with clear instructions for setting up any client software/access.

• Not all users may be able (or can) install clients due to policy or hardware limitations.

• Offer assistance? Pre-check service?

• Be precise.

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• Test against common systems (PC/Mac, IOS/Android/Windows phone) even via slow mobile phone connection.

• Audio-only option? Reuse for podcast and other opportunities.

• Ensure copies (plural) of the webinar are being made if the platform doesn’t automatically record them.

• Mention in invitation/webinar that replay opportunity exists.

• If interactivity offered, e.g. Q&A/polling, check it works.

• Some clients (e.g. ACP/Mac) can be challenging!




Keep Them Engaged

Have them following everything you do and say.

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After the Event• Ensure the feed is cut (video and audio) before you relax, say “thank f—k that is over” or anything else.

• If offered, get transcripts and archived video/audio loaded online. Edit if necessary, adding branding.

• Send out a timely “thank you” message to delegates. A separate mail to those who registered but didn’t attend (if your system can track it).

• Consider offering links to “replay again” and “share”.




RehearseRefine

Ready Yourself

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• Post-webinar meeting with involved staff. What worked? What could be improved? Honest appraisal time.

• Seek feedback also from delegates. Improvement is always a good thing.

• Look forward to other opportunities, both internal and external. Can you build a head of steam to move forward with other such events?

• Also remember the good things that did work!




Outpoint: Few Mistakes?

• Poor technical planning

• Poor quality of presentation (content/technology)

• Wasting audience time / lack of focus

• Not being engaging / giving freely / monologue

• Poor promotion, execution and follow-up




THINKDifferent!

Is it practical to even send a little “gift pack” to

delegates, so they have a cake or chocolate to nibble

whilst watching?

It could be a good reminder, but it won’t work

every time (or Starbucks/chain gift card)

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WebinarsFun, powerful, engaging and of benefit to everybody…

… it just takes planning, thought, execution and good luck!

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Questions?Disagreement

s?

Darren Ingram

[email protected]/in/DarrenPIngramabout.me/DarrenPIngram Im

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mailto:[email protected]?subject=

http://linkedin.com/in/DarrenPIngram


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