the publisher' role in webcast marketing
TRANSCRIPT
24x7Media.com
24x7MediaPresents:
The Benefits of Webcasting and the Site Publisher’s Role
WEBCASTING HAS BECOME AN ESSENTIAL INGREDIENT FOR B2B
SUCCESS
24x7Media.com
Agenda
• Welcome• Communication Challenges• Enabler• Types• Why• The Newest Tool• Benefits• The Publisher’s Role
24x7Media.com
Communication Challenges
• Dispersed work teams, customers, partners, and employees
• Need for quick decision making and faster time to market
• Keeping your message consistent throughout your organization
• Restricted travel budgets
Boost revenues
Lower cost
Reduce time to market
Increase efficiency
Increase productivity
While trying to:
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Online Webcast are an Enabler
• Web based real-time collaboration tool– Live audio– Live video– Slide presentations and screen sharing– Interactive text chat– Live polls and surveys– Recording of meetings and events
Decrease Cost Increase Productivity Increase Efficiency
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Types of Events Web Conferencing vs. Webcasting
Web Conferencing Webcasting
Audience Size Small to medium Medium to large
Audio Per phone Streaming
Ease of use Requires download No download required
Video Limited More robust
Interactive Features Annotation, two way audio, polls, surveys
Text, chat, polls, surveys
Customization Little offered Extensive
Audience development
Internal groups External groups
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Why Integrate Webcasting Into Your Mix?
Today’s Marketing Mix E-Mail
Print AdvertisingSearch Engine MarketingAffiliate or Partner MarketingOnline MarketingEvent MarketingTele-Sales
The human voice is a powerful tool!
Individuals tend to retain 10% of what they read and 50% of what they read and hear
If your customers can see, hear, and feel the difference between you and your competitors, then maybe they will start to think differently about you
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The Newest Tool - Webcasting
• Webcasting is a method of delivering information that provides interaction
• Speeds participants time to knowledge, understanding, evaluation and adoption
• Efficient way of generating the necessary leads to drive your bottom line
• One of the most underutilized marketing and training techniques for firms today
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Benefits of Webcasting
• Cost savings, no travel required• Live and archived on-demand versions• Handouts can be delivered to participants during the
event• Engagement and interaction with the speaker• Brand building• Lead generation• Targeted audience delivery• Unlimited access• Track-able audience behavior• Lower cost per lead• Appeals to the personal side of things using the Human
voice
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Webcasting’s Strengths
• Global product and brand launches• Marketing and lead generation initiatives• Delivery of a consistent message to
remote locations• Engaging with the audience• Establishing thought leadership
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The Publisher’s Role in Your Success
• Market expertise• Turn-key production• Registration management• Audience development using an integrated marketing
blitz to drive registrants to your event using the Publisher’s brands and products– Newsletters– E-Blast– Print– Online advertising
• Surveying and reporting the registrants (leads)• Driving audience to the archive version for 12 months
creating additional leads
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Publisher’s Role:Market Expertise
• The publisher’s staff will provide– feedback during the creation of the
presentation to create a compelling and relevant message
– Provide moderation during the event
• The publisher’s marketing department should create materials that drive audience registration
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Publisher’s Role:Turn-Key Production
• Customization and branding of:– Registration forms– All email contacts– Presentation platform– Follow-up emails– Archived version
• Expert assistance in presentation creation• Rehearsal sessions• Live technical help the day of the presentation• Live engineer to help presenters
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Publisher’s Role:Polling
• Polling during the presentation increases interaction and provides valuable feedback
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Publisher’s Role:Audience Development
• Target to your needs• Six week marketing blitz prior to the event
creating over a half million impressions– Online – Newsletters– E-Blast– Print
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Registration Management
• Form creation and collection of registrations
• Five automated email contacts – Thank you for registering– Reminder to attend– Thank you for attending– Survey of participants
• Reporting to your company
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Publisher’s Role:Surveying and Reporting
• The site publisher can help your sales team by providing a pre-event list of registrants
• A list of all registrants and attendees• Monthly reports of registrants viewing the
archived version• Polling results• Survey results
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Summary
• Your webcast publisher should provide – Market expertise– Turn-key production– Registration management– Provide audience development – Survey and reporting the registrants (leads)– Drive audience to the archive version for 12
months creating additional leads