Webinars are an awesome lead gen tool for companies of all sizes. But, you’re missing out on a huge opportunity if you aren’t adding social media to the mix. Webinars combined with social media equal something even more magical. This Social Fresh WEST 2012 session attempts to showcase the ins and outs of running a successful webinar that uses social at every step.

1. HOW TO HARNESS THE
POWER OF WEBINARS
JUSTIN LEVY
GLOBAL SOCIAL MEDIA
ONLINE SERVICES DIVISION, CITRIX
@JUSTINLEVY | #SOCIALFRESH

2. Photo Credit: http://www.flickr.com/photos/divine_harvester/2414090010
DISCLOSURE
If your company or product SUCKS, none of this will help you.
@justinlevy #socialfresh

3. @justinlevy #knxsoc
B2B or B2C?
Tip: Cats, dogs, babies = always work
Photo Credit: http://www.flickr.com/photos/divine_harvester/2414090010
Photo Credit: http://www.flickr.com/photos/andresrueda/3219931640

4. @justinlevy #socialfresh

5. We still operate in silos…
Photo Credit: http://www.flickr.com/photos/gigiomc/2239357678
@justinlevy #socialfresh

6. CHECKLIST SOCIAL
MEDIA

7. WE NEED TO BE MORE INTEGRATED…
@justinlevy #socialfresh

8. THE POWER OF WEBINARS
Revenue Value
Loyalty Intimacy
Partnership Trust
@justinlevy #socialfresh

9. Photo Credit: http://www.flickr.com/photos/verismovita/3642489397
5 PHASES OF MAGICAL WEBINARS
@justinlevy #socialfresh

10. 83% OF #SOCIALFRESH ATTENDEES
FIND WEBINARS VALUABLE
SOCIAL FRESH ATTENDEE SURVEY
Note: 2 respondents are conference organizers & 2 work for Citrix
@justinlevy #socialfresh

11. PHASE I: DECIDING THE STORY
@justinlevy #socialfresh

12. “YOUR KIDS NEVER SAY „DADDY,
TELL ME A PRESS RELEASE‟, THEY
ASK YOU TO TELL THEM A STORY”
-Christopher S. Penn (@cspenn)

13. solution or
benefit
review past persona
performance
reach
logical
customers/pr
relation
ospects
identify intended
advocates or outcomes of
experts the event

14. PHASE II: PLANNING YOUR WEBINAR
@justinlevy #socialfresh

15. PLANNING YOUR WEBINAR
• Date & time
• Media partner
• Moderator
• Speaker(s)
• Dry run
• Event creative
• Trackable links per promo channel
• Reserve your resources

16. PHASE III: PROMOTING YOUR WEBINAR
@justinlevy #socialfresh

17. Registration Landing Page

18. Paid
Media
Employee Email
Advocacy Marketing
Landing
Blog
Page Social
Content Media
Incentives
Speaker
Promo Home Base
Approach
@justinlevy #socialfresh

19. Photo Credit: http://www.flickr.com/photos/adambowie/4326474382
PHASE IV: GAME TIME!
@justinlevy #socialfresh

20. 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 #

21. PHASE V: POST-EVENT
@justinlevy #socialfresh

22. Photo Credit: http://www.flickr.com/photos/edastrauch/471029832
THIS IS WHAT NOT TO DO!
@justinlevy #socialfresh

23. Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981
http://www.flickr.com/photos/cameliatwu/3888996196
MAKE THE WEBINAR ON-DEMAND
@justinlevy #socialfresh

24. Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981
Photo Credit:http://www.flickr.com/photos/cameliatwu/3888996196
http://www.flickr.com/photos/evaekeblad/2389240224
CREATE CONTENT FROM THE WEBINAR
@justinlevy #socialfresh

25. Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981
http://www.flickr.com/photos/cameliatwu/3888996196
START YOUR LEAD NURTURING CAMPAIGN
@justinlevy #socialfresh

26. Photo Credit: http://www.flickr.com/photos/billsophoto/4175299981
CONDUCT A SURVEY
@justinlevy #socialfresh

27. Photo Credit: http://www.flickr.com/photos/bilal-kamoon/6835060992
Photo Credit:http://www.flickr.com/photos/mikeporesky/5515840447
http://www.flickr.com/photos/whiteoakart/478626768
MEASURE IMPACT OF THE WEBINAR
@justinlevy #socialfresh

28. Photo Credit: http://www.flickr.com/photos/bilal-kamoon/6835060992
http://www.flickr.com/photos/mikeporesky/5515840447
METRICS ARE YOUR GUARD RAILS
@justinlevy #socialfresh

29. Photo Credit: http://www.flickr.com/photos/bilal-kamoon/6835060992
QUESTIONS
@justinlevy #socialfresh

30. …to stalk me
• justinrlevy.com
• @justinlevy
• justin.levy@citrix.com
…to stalk us
• gotowebinar.com
• @gotowebinar
Thank you…
Slides available at:
http://slideshare.net/justinlevy