Post on 28-Nov-2014
description
transcript
Putting Together An Online Webinar
© 2014
2013 Constant Contact All Star Award Winner
Kim Butler, The URL Dr.
KimButler@TheURLdr.com
facebook.com/theurldr
@theurldr
#theurldrseminar
AgendaA live SBTDC case study
Types of webinars
Why run a webinar?
Webinar promotion
Online registration – why bother?
Post-webinar actions & follow-up (survey!)
Hosting systems to consider
Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
Promotion
Promotion
Promotion
Promotion
10
11
Registration
Seminars vs. Webinars
14 Live Seminars in 2013304 People Registered204 People Attended
Averages22 Registrants Per Event17 Attendees Per Event67% of Registrants Attend
10 Webinars in 2014976 People Registered448 People Attended
Averages98 Registrants Per Event45 Attendees Per Event45% of Registrants Attend
Types of Webinars | Why run one? | Promotion | Registration | Post-event | Next Steps
Types of events
Seminarsand lectures
Workshops and classes
Certification Events
OnlineConferences
Educationand Training
Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
Why run one?
What’s your goal?
Raise money or drive purchases
Create engagement
Celebrate milestones
Reward loyalty
Grow your list
Educate
Why run one?
To charge or not…
Don’t be afraid to charge for your event!
50.50%
29.00%
10.04%
0.01%
Date/timeconflict
LocationOther Cost
200,000 RSVPs x .01% = 20
A note about engagement…
ENTICE to stay in touch
ENGAGE People
Engagement drives SOCIAL
VISIBILITY
Provide a “Wow!”EXPERIENCE
Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
Promotion
Timing matters
Create buzz (5-6 weeks out)
Increase registration (3-4 weeks out)
Maximize attendance(2 weeks out to event date)
Save the date!Allow time for planning and scheduling
Promotion
Timing matters
Create buzz (5-6 weeks out)
Leverage your newsletter
Promotion
Timing matters
Create buzz (5-6 weeks out)
Leverage your newsletter
Feature event info on website
Promotion
Timing matters
Create buzz (5-6 weeks out)
Leverage your newsletter
Feature webinar info on website
List your event publicly
Event directoriesEvents in AmericaLocal paperLocal event calendarsCo-marketing
Promotion
Communication schedule
Increase registration (3-4 weeks out)
Social media posts & sharingFacebook events app
Invitations: email
Registration formWebinar homepage
Promotion
Communication schedule
Maximize attendance(2 weeks out to event date)
Send email reminders
Reminder on event website or homepage
Updates and reminders on social media
Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
Offline Paper
39%
%
Exc
el &
oth
er
spre
adsh
ee
ts 37%
Ph
one
25%
Ou
tloo
k a
nd
oth
er
emai
l
23%P
ost
al s
ervi
ce
12% 12%
Fa
x o
r “n
o
resp
ons
e g
ive
n”
6%
Oth
er
Registration
“Online” registration
%
Guest informationEvent feesCommunications
Registration
Information all in one place
Easier.Available 24/7RSVPs and declinesPaymentsSell items, track donations
Registration
Keep it simple: invitationThe subject line matters!
Event details
Logo or simple
graphics
Compelling message, why to attend
Registration
No kitchen sinks (please!)
14Separate pieces of information requested
37
Registration
Do they know it’s you?
38
Registration
Keep it simple: registration page
Event details
Logo or simple
graphics Brief description of event
Event name
Simple form fields
Presentation Design Workshop
Wondering how to make your next presentation the best you've ever delivered? Attend this workshop and learn how to approach developing your content, the design process (including some PowerPoint power tips) and the delivery of your story. Laptops and questions are welcome!
Registration
1: What should you collect?
Demographics
Contact Information
Time/session requested
Event specific
information
Payment method
Plan/adjust logistics, entertainment or auctionPlan/adjust seating or monitor capacityCommunicate about openings, adjust staffing, add/remove options
Monitor meal options, clothing sizes/quantity, audience compositionPlan/adjust event finances
Registration
2: What should you collect?
Demographics
Contact Information
Time/session requested
Event specific information
Payment method
Bad data outBad data in
Open-ended questions
Good data out
Good data in
Registration
You are the first test subject
2
1
3 “It should only take you ___ minutes to complete your registration.”
Registration
You have the information. Now what?
Registration
You have the information. Now what?
Social proof
2
1
3
Registration
Extend the “proof”
Presentation Design Workshop
Registration
Think beyond the event
Demographics
Contact Information
Time/session requested
Event specific
information
Payment method
Improve future event planningand marketing effortsBuild new customer/supporter relationshipsGrow your email list
Registration
Payment & donation options matter
Credit cardCheck
Online payment solutions
Credit cardprocessors
Registration
Payment & donation options matters
Online payment solutions
Check Credit card
Credit cardprocessors
Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
The most important thingyou have to do after the webinar
Thank you.Say
Post-event
Review statistics and data
Identify shows & no-shows
Review revenue or funds raised
Segment follow-up lists based on registration questions, activities participated in or behaviors
%
Post-event
Review social media activityTweets over time
Post-event
Get feedback with a surveySatisfaction score
Number “very satisfied”
Number “somewhat satisfied”
Total responses
Post-event
Get feedback with a surveyKey insights
Webinar host
Time / time of year
Subject matter
Presenters
Audio connection
Interests
Demographics
Newsletter sign-up
Types of Events| Why run one? | Promotion | Registration | Post-event | Hosts
Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
Make sure the host organization is very obvious, not just the logoPlace your logo left or center, use a text link
Checklist Invitations & Registration
Include date/time/location/topic
Sign-up link should be most obvious, if not ONLY option, and be above the scroll line
Don’t give details that distract from signup
Reconfirm their registration
Checklist Reminder Email
Note if there is a waitlist or the event is full
Describe check-in process, where to park, what to bring, emergency contact information…
This can be a long email…really! Provide as much information as your attendees will need to ensure they have an enjoyable experience.
Say “Thank you”!!
Checklist Follow-up email
Include at least one photo from the event!
Ask to participate in your survey
Ask attendees to post, tweet, comment about their experienceProvide links to your social media channelsProvide them with sample content – write out some tweets for them
Re-emphasize the call to action of the event: donate, visit your store, volunteer to help, etc.
Easier.
Next steps
Online vs. offline
1 2 3Easily processRSVPs and collect fees
Registration is available 24/7
Collect all of your information in one place
Next steps
Collect only what you need
2
43
Good data in = good data out
Promote“social proof”
Use data to inform future business decisions
2
SUBMIT
1SURVEY
1Keep it simple, collect only
what you need
Next steps
Make it easy for them
1 2 3Look like you!Brand your communications.
Payment options matter. Provide more than one!
Timing matters…give enough time to plan ahead.
66© Constant Contact 2014
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KimButler@TheURLdr.comfacebook.com/theurldr @theurldr
Kim Butler: 866-219-4614