HOW TO HARNESS THE POWER OF WEBINARS

JUSTIN LEVYGLOBAL SOCIAL MEDIA

ONLINE SERVICES DIVISION, CITRIX

@JUSTINLEVY | #SOCIALFRESH

If your company or product SUCKS, none of this will help you.

DISCLOSURE

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@justinlevy #knxsoc

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B2B or B2C?

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Tip: Cats, dogs, babies = always work

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We still operate in silos…

CHECKLIST SOCIAL MEDIA

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WE NEED TO BE MORE INTEGRATED…

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THE POWER OF WEBINARS

Value

Intimacy

TrustPartnership

Loyalty

Revenue

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5 PHASES OF MAGICAL WEBINARS

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83% OF #SOCIALFRESH ATTENDEES FIND WEBINARS VALUABLE

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Note: 2 respondents are conference organizers & 2 work for Citrix

SOCIAL FRESH ATTENDEE SURVEY

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PHASE I: DECIDING THE STORY

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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)

solution or benefit

persona

logical relation

intended outcomes of

the event

identify advocates or

experts

reach customers/pr

ospects

review past performance

PHASE II: PLANNING YOUR WEBINAR

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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

PHASE III: PROMOTING YOUR WEBINAR

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Registration Landing Page

Landing Page

Paid Media

Email Marketing

Social Media

Speaker Promo

Incentives

Blog Content

Employee Advocacy

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Home Base Approach

PHASE IV: GAME TIME!

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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 #

PHASE V: POST-EVENT

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THIS IS WHAT NOT TO DO!

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MAKE THE WEBINAR ON-DEMAND

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CREATE CONTENT FROM THE WEBINAR

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START YOUR LEAD NURTURING CAMPAIGN

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CONDUCT A SURVEY

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MEASURE IMPACT OF THE WEBINAR

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METRICS ARE YOUR GUARD RAILS

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QUESTIONS

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Thank you…

…to stalk me

• justinrlevy.com• @justinlevy• justin.levy@citrix.com

…to stalk us

• gotowebinar.com• @gotowebinar

Slides available at: http://slideshare.net/justinlevy