Webcasts, also known as webinars, are all the rage these days. Some organizations are doing it well, and some are missing the mark. Learn how to determine if webcasting is right for you, how to get started and select webcast software, and how to market webinars. And if that’s not enough, obtain the basics on putting together a fully virtual conference or event. Linda Detterman is the Marketing Director at ICPSR at the University of Michigan with broad experience in advertising and market research and consulting. Her latest challenge and delight has been in integrating social media platforms and emerging marketing technologies into the organization’s traditional marketing efforts.

1. From Webinars to
Virtual Events
Tips from the front line
Linda Detterman, ICPSR
The University of Michigan
October 27, 2010

2. Goals Today
• To Webcast or Not to Webcast?
• Selecting Webinar Software
• Marketing your Webinar
• From Single Webinars to Virtual Events

3. Why We Webcast
• We are a web product
– With over 65,000 “pieces”
• Our customers are computer literate
• Our tools are oftentimes challenging to use,
especially for new customers
• We needed “recurring” opportunities to interact
with our customers and to create a brand
personality
• We have no money for that “marketing thing”

4. We Webcast. Should You?
What is your intention?
• Educate
• Lead generation
• Collaborate (internally)
• Hard core sales?
– No, no, no!

5. We Webcast. Should You?
Can your customers (audience) handle it?
• “Reachable” electronically
• Access to computers & telephones at work
• Computers generally equipped with speakers &
microphones
• Customers predominantly in offices or open-air
cubicles

6. We Webcast. Should You?
Can your presenters handle it?
• Can they deliver engagement versus an academic
lecture? (a.k.a., What is their “babble index”?)
• Technologically endowed or at least not intimidated
• Located onsite, offsite, or both

7. We Webcast, Should You?
Presentation Format – Can you handle it?
• Consumption much like TV/Radio
– Low barrier to exit
– Passive
– Interrupted – multitasking the norm
– Get bored – turn it off
• Content MUST match title/abstract
• Expectation that slides/recording will be made
available without high barriers – a reward for
registering!

8. Selecting Webinar Software
• Size of audience – 5, 500, or 5,000
• Technology bells & whistles
– Just sharing information, or
– A need to break-out, monitor, collaborate
• User support needs
• Live hosts or not
• Telephone and VoIP requirements
• Recording & archiving needs
• Need for streaming audio/video

9. Selecting Webinar Software
• Audience requirements
– Download software or not?
• Audience reports & follow-up requirements
• Security
• Cost

10. Why We Selected GoToWebinar
• Primary Reasons
– No downloads for attendees
– Cost (low!)
• Other Requirements
– Telephone AND VoIP
– Session size <200
– Easy registration
– Pre/Post auto-emails
– Polling
– No Web cam wanted!

11. Why We Selected GoToWebinar
• Other Requirements
– Ability to “throw” control to other computers
– Recording direct to desktop
– Low collaboration needs
– Low user support needs
– No “break-out” or “spying” requirements
• Good resource for comparing Webcast providers:
– Top 10 Web Conferencing Software Venders
– http://www.business-software.com/web-
conferencing-solutions/index.php

12. Marketing Webinars – No Surprises Here
• Same rules as for email marketing (see LA2M 10/13!)
• Send invites with links to “opt-in” to your
subscribed email list
• Post registration links to social media & your
electronic newsletters
• Get links on professional association lists/boards

13. Scheduling Webinars & Follow-up
• Consider time-zone(s) of your attendees
• Frequency is good – run a monthly series
• “Reminder-to-attend” emails
– Day/hour before – good
– More than that – annoying!
• Follow-up emails
– Important for attendees, but more important for
non-attendees
– Should include link to slides/recordings/opt-in
email/website
• Take time to review the demographics of your
registrants & attendees

14. Are Webinars Working for ICPSR?
• Seeing our normal customers attend – but also
reaching decision-makers
– Faculty/scientists are our known subscription-
drivers & they are attending!
• Seeing our registration announcements show up in
different places
• Steady growth of opt-in email list
• Current customers using webinars as part of “value
of subscription” arguments
• Subscriptions have held steady in this “cut-the-
budget” environment – even some growth

15. From Webinars to a Virtual
Conference – How we got there
• Onsite meeting of about 125 brought to campus
every other year
• 2009: university budget cuts – travel a “no go”
• Historically, conference was simply cancelled
• Why not go fully virtual?

16. What Happened?
• Attendance
– 2009 Virtual: 227
– 2007 Onsite: 115
– 2005 Onsite: 94
• Show rate: 70% (expected rate: 50%)
• Non-North American attendance non-existent
• 98% of attendees found the meeting to be
worthwhile; 85% will attend again
• 56% could not have attended onsite
• Downloads of slides robust; recordings – not so
much

17. Virtual Meeting Pointers
Create a virtual meeting page – core elements:
• Intro page explaining what it’s about, meaning of
“virtual meeting,” & who should attend
• Sessions & Presentations (links & slides)
• Meeting Evaluation
• Help Desk***
• Meeting registration page (optional trinkets & trash
opportunity)
• Discussion & Networking (optional)

18. Our Virtual Meeting Site – Simplicity!

19. The Virtual Help Desk
• Point to software providers’ Help/User support
pages and documents
• Clearly state what you can and cannot “help” with
• Develop a short list of FAQs
• During broadcast hours, have “live” help available
• Attendees will yell at you for their technical
inabilities & their challenged IT systems – don’t
take it personally!
– And if the Federal Government is a primary
customer . . .

20. Helping Attendees Help Themselves!

21. More Virtual Meeting Pointers
• PRACTICE DISASTER!! Play with software,
simulate disaster, & figure out how to recover
• Make registration for multiple webcasts easy
• Limit reminder emails
• Offer presenters opportunities to “train” with
software
• Have a disaster expert “monitor” each session
• Give attendees time between sessions
• Make presenters adhere to time constraints!!!
• Post recordings & slides asap
• Use social media & Flickr to provide “live” imagery
of event & instant discussion

22. You Got $$ for your Virtual Event?
• Virtual event hosting software is growing in
sophistication
• Check out: INXPO – www.inxop.com
• Feels somewhat like 2nd Life – but without any
learning curve
• American Marketing Association Event
– Exhibit Area including “live” vendors (avatars)
– Ability to upload your photo
– Breakout lounges (members-only & general)
– Auditorium
– Concurrent sessions

23. What Money will Buy You!

24. The
Auditorium

25. What’s a Conference Without an
Exhibit Hall?

26. Broadcast and They
will Come!