Mais conteúdo relacionado Semelhante a Defining and creating quality webinars mitchell levy - marketing camp (20) Mais de MarketingCamp (20) Defining and creating quality webinars mitchell levy - marketing camp2. Ice Breakers are a great
way to connect. Tell us
something about yourself.
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
3. Today’s Speakers
Sharyn Fitzpatrick Mitchell Levy
Copyright© 2012 THiNKaha®. All Rights Reserved. http://thinkaha.com/learning
4. Our Agenda:
• Defining Webinars: “the good, the bad
1 and the ugly”
• Building a High Quality Webinar with
2 the Right Tools
• Become a Guru and Learn How to
3 Deliver the Best, Most Impactful
Webinars Possible
Copyright© 2012 THiNKaha®. All Rights Reserved. http://thinkaha.com/learning
6. According to a survey on
LinkedIn, webinars are:
Our preferred way to learn…
3%
7% Classroom Training
23%
Online Self-Paced
Learning
Interactive Webinars
Peer Discussion Groups
42%
23%
Teleseminars
Copyright© 2012 THiNKaha®. All Rights Reserved. http://thinkaha.com/learning
7. web·i·nar [web-uh-nahr] noun
– A seminar or other presentation that
takes place on the Internet, allowing
participants in different locations to see
and hear the speaker, answer polls, ask
questions and receive materials
– Also called interactive learning, web
seminar, or virtual learning
Copyright© 2012 THiNKaha®. All Rights Reserved. http://thinkaha.com/learning
10. Webinar Quality Defined
Content quality is the
Content Delivery
evaluation of the
presenters understanding
of the subject for the
audience they are
presenting to
Content delivery involves
the notion of delivering the
content in the form that
the audience wants to
process it:
auditorially, visually and
Content Quality
kinesthetically
Focusing on both content quality and content delivery will allow
the presenter to bring their Webinars from “Basic” to “Guru”.
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
11. Webinar Quality Defined
Basic
A “Basic” webinar has OK
delivery and OK quality.
A “talking head”
presentation typically falls
in this category. There is
nothing wrong with a
“Basic” Webinar as speed
of delivery allows the
message to be
how-to-draw-cartoons-online
communicated quickly.
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
13. Webinar Quality Defined
Expert
An “Expert” webinar has
great quality of content, but
only uses one form of delivery
well (e.g. a business audience
may find it boring). For a
technical audience, having
“Expert” content quality is
much better than an
“Engaging” person that
appears salesy
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
15. Webinar Quality Defined
Engaging
An “Engaging” webinar does
all forms of content delivery
well, but needs help fine-
tuning the quality of the
content to the audience. This
is a webinar that really
captures the attendee, but
doesn’t deliver a strong
content quality punch. For a
typical business audience, one
can argue that an “Engaging”
webinar is better than an
“Expert” one.
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
17. Webinar Quality Defined
A “Guru” webinar utilizes all three forms of content delivery
and great content quality. In short, an “Engaging” “Expert”
delivers a “Guru” performance.
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
19. Webinar Quality Defined
When it comes to Webinars, everyone would like to have a “Guru”
presentation. It is, however, not necessary for every presenter to spend the
time and money necessary to create such a Webinar. In order to measure Engaging Guru
the perceived impact of a Webinar, we look at both the quality of the
Content Delivery
content presented and the way it was delivered.
Content quality is the evaluation of the presenters understanding of
the subject for the audience they are presenting to.
Content delivery involves the notion of delivering the content in the
form that the audience wants to process it: auditorially, visually Basic Expert
and kinesthetically.
Focusing on both content quality and content delivery will allow the
presenter to bring their Webinars from “Basic” to “Guru”.
Content Quality
A “Basic” webinar has OK delivery and OK quality. A “talking head” presentation typically falls in this category. There is
Basic nothing wrong with a “Basic” Webinar as speed of delivery allows the message to be communicated quickly.
An “Expert” webinar has great quality of content, but only uses one form of delivery well (e.g. a business audience may find
Expert it boring). For a technical audience, having “Expert” content quality is much better than an “Engaging” person that appears
salesy.
An “Engaging” webinar does all forms of content delivery well, but needs help fine-tuning the quality of the content to the
Engaging audience. This is a webinar that really captures the attendee, but doesn't’t deliver a strong content quality punch. For a
typical business audience, one can argue that an “Engaging” webinar is better than an “Expert” one.
A “Guru” webinar utilizes all three forms of content delivery and great content quality. In short, an “Engaging” “Expert”
Guru delivers a “Guru” performance.
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
21. Formula for the Perfect Webinar
The Right Speaker:
The Right Content
The Right Audience
The Right Technology Fit
The Right Tools (it is not just
about the technology)
= well planned and flawlessly executed webinar
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
22. Plan Out the Entire Process
Have clear goals
Understand how all the pieces of
the event work together
Think about your audience
– Identify your audience type
• Internal or external
– Remember to do audience development to build
your attendance and follow up to continue the
journey for your next event
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
23. Technology is Not Your Only Tool!
Create an
event plan so
all the key
players know
what their
role is…
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
24. Key Ingredients:
Event abstract Storyboard – any polling
Production dates or discussions
Identify handouts Log in info for the
webinar platform
Dry Run and final
materials dates
Contact info in case of
an technical glitch
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
25. Storyboard Your Event
Simple screen
grabs and text
Helps to know
when to move
slides or pose
questions
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
26. Create an Interactive Guide:
Posed questions
start discussions
which engages
the audience
Polls are another
way to start the
conversation
Create a list of
questions you
can add to chat
so you can
interact with the
attendees
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
27. Create It and They Shall Come???
Not exactly!
Use social media and
internal tools to
create the buzz and
spread the word
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
28. Every Guru should keep the conversation
going during and after the webinar
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
29. Becoming a Webinar Guru
1. Reviewing your content quality
2. Polishing your style and delivery
visually, auditorially, and
kinesthetically.
3. Being coached to be a star at virtual delivery
4. Understanding how to engage your
audience and keep them interested before
during and after the presentation
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
30. Quality Content is “King
It is critical to understand your audience and the
value that your content addresses:
– Base content on your experience and wisdom
– Make it real
– Deliver that “aha” moment
– Make it relevant to what they do
Create content made for online
delivery
– Have a clear “call to action”
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
31. Polishing your style and delivery
visually, auditorially, and kinesthetically
Visually
– What you look like online
Auditorially
– How do you deliver your story?
– Does your tone and intonation
fit your style?
Kinesthetically
– Getting attendees engaged and
actively participating in each webinar
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
32. Polishing Your Style and Delivery:
the Good, the Bad and the Ugly!
When you do a webinar, you
have to think about:
– The tone and intonation of
your voice
• You have to engage an
audience you cannot see
– The quality of the content in
your presentation
– How the content looks
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
33. So Is This Good PowerPoint?
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
34. Here is a real example of a slide built
for a learning session:
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
36. Multiple Modalities is a Key to
Audience Engagement
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
37. Being coached to be a star at
virtual delivery
Did you know?
– That only 75% of presenters use
fewer than 25% of the features
found in webinar technology platforms???
– Underutilizing the power of the technology to
showcase content and engage the virtual
audience is one of the biggest missed
opportunities speakers face.
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
38. Most common complaints for both in
person and virtual presentations are:
Fumbling with the tools
Take too long
Speaking too quickly
No energy
“Ummms and errrrs”
…Practice reduces stress
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
39. Technology is the key!
Find the right fit for your program
Choose a platform designed for interaction
Learn the tools
Practice until you’re competent
Build technology use into your scripts/guides
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
40. What Gurus Need to Know!
Each webinar technology platform has its own
set of features and tools:
– Polling
– Videos
– Screen Share
– Webcam Support
Get to know your platform – the good & the bad
– Each impacts how you deliver your content and often
defines the user experience
Practice and practice so you can feel empowered
by the technology
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
41. Practice and practice so you can feel
empowered by the technology
Did you know that a
webinar guru practices at
least SIX times with the
technology and their
presentations?
Do at least one dry run
the week of the webinar.
It makes you comfortable
with the process.
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
42. Best Practice Tips for Webinars
PRACTICE, PRACTICE, PRACTICE
Go online about an hour before to make sure that you can log on, the
materials are there and you can be heard. It also gives you a chance to
practice again.
Let the audience know in the introduction how you will be dealing with
questions (whether you'll respond to select questions at the end, try to
take them during the session, etc.).
Use pre-webinar slides & announcements. Put up a slide that says
something like "the webinar will begin in 10 minutes" so when people
log in they know it is working. And ice breakers will help here as well
Send out a recording and the slides to people within 24 hours, and tell
them during the webinar you will do this. About 10-20% of your
attendees will email you looking for the info anyway, so just send it out.
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
43. Next Step: Presenting Your Webinar
Copyright© 2012 THiNKaha®. All Rights Reserved. http://thinkaha.com/learning
44. Must Have Tools to Integrate into
Your Plans
Live Application Sharing
Polling
Interactive Chat
Outreach Conversations
with attendees
Video
Attention Meter – tells you
who is paying attention
and who is multi-tasking
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
46. UNDERSTANDING HOW TO ENGAGE
YOUR AUDIENCE AND KEEP THEM
INTERESTED BEFORE DURING AND
AFTER THE PRESENTATION
47. Engage Them Early
Use icebreakers to get to
know your audience and for
them to get to know you and other attendees
Don’t let them be passive participants
Encourage and reward participation
Start strong-give them a reason to participate
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
48. Ice Breakers are a way to
connect online attendees
with each other and to
build a sense of
community.
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
49. Ice Breaker Ideas for Webinars
Connecting with an audience invests them in
your content. Get to know them.
Here are some ideas:
– Engage them by asking them to share something
unique about themselves that might surprise their
peers…
– Where are you from?
– What are we doing here?
– What do you hope to learn?
– Get on topic?
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
50. • Polls
• Chat
• Whiteboard
• Document sharing
• Share control
• Have them
DO something
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
51. Auditorially Engage Them
Use a Pleasant tone
Remember Inflection
Watch Your Volume
Pronouns, names, examples
Good quality audio
Pause and breathe!
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
52. So, Is Anyone Out There Listening????
We all multi-task and webinars are no
different
Use the attention meter – found on many
webinar platforms to see who is listening….
! Means
they are
off-screen
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
53. The Webinar Guru Producer
An executive producer is a great asset to any
webinar. They act as a host and a partner for the
speaker
They can interact with the audience, managing
chat, starting discussions and more.
They manage the whole event from building
registration, managing audience development
and doing the back-end technical set up of
events.
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
55. How to generate massive leads with
an educational webinar?
Determine your objectives.
Identify your target market.
Radar for existing conversations.
Choose which social tools and tactics will
appeal to your audience
Link social media throughout
the event registration and
follow-up process.
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
56. The basics…
Follow up email thanking audience
Edit the master recording for re-use
Upload the recording and materials so they can
see it on-demand
Survey the audience for their review of the
session, what worked and what didn’t
Use social networking to create on-demand
awareness and build new audience for the
recording
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
57. Performance Reports
Use them to
improve the
experience for
both you as a
guru and to
understand the
journey your
attendees took
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
58. Powered by
Open Discussion!
Got Questions?
Sharyn Fitzpatrick
sharyn@marcomgurus.com
(650) 814-5835 Mitchell Levy
mitchell.levy@thinkaha.com
(408) 257-3000
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
62. Times are changing and so are the ways employees
are learning. It is time to start thinking outside the
box for learning that is:
Engaging, actionable and applicable to
someone’s job immediately
Flexible
Customizable
Quick to implement
Delivered to their desk
Able to fit into “their” busy
work schedule
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
63. Introducing….
Custom created content that’s tailored to Cisco’s
cultural norm and learning style.
Blended learning solution that continually
reinforces your learning in small bite-sized
increments.
Ability to interact and access the expertise of gurus
in the fields you are interested in.
Opportunity to contribute to the content
knowledge base that’s then shared with everyone.
Structured exposure to potential “aha” moments all
year long.
Ability to access the continued training in a group
setting at a specific time-frame reinforced by
management or at a time that works best for you
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
64. Lunch and
Learns
These are live in San Webinars
Jose and virtual via
WebEx Virtual Training via
WebEx
• Usually 90 min
• Free book for
attendees
Recordings
Recording of Live
Virtual Events
available for
download
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
65. Content Focused on Building
Actionable Skills
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
67. Guru presents to
live audience -
Cisco San Jose
Virtual
Campus Attendees
• They control their
• In room THiNKaha Learning
slides – in
Producer and Host who acts
PowerPoint
as liaison between speaker
• Lavaliere and online audience
microphone is used
• TC host does polls and
to capture audio monitors chat
for online WebEx
audience and to run • Technical host – WebEx
through in house Producer
speaker • Pushes
• Handouts and handouts, ebooks to
printed book given attendees
out • Recorded for later playback
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
68. Speaker Audio feed into audio mixer, and then sent simultaneously
to both the in room speaker system and online platform
Speaker –
live in
room
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
69. Marketing • EMS
Webinars • Frequent Learner Programs
•Virtual Training via
WebEx
•60 min
Recordings
Recording of Live
Virtual Events
available for • Promote live webinars and recordings
download • Handouts
• Free eBook for completed events
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
70. Recordings Marketing
Recording of Live • EMS
Virtual Events • Frequent Learner Programs
available for
download
New Concept:
Office Hours
• Original Recording is
played
• Guru attends to
answer questions or
follow up with new
interactive • Promote live webinars and recordings
experiences • Handouts
• Free ebook for completed events
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
71. Timeline
“…Great Program!” Cisco Metrics that Matter Report
Q2 ‘2012 Rollout
943 Attendees = 19% of the Division
Another 1500 for August-Nov 2011
Copyright© 2012 THiNKaha®. All Rights Reserved. http://thinkaha.com/learning
72. Client Feedback
“…Great Program!”
Cisco Metrics that Matter Report
Copyright© 2012 THiNKaha® and Marcom Gurus. All Rights Reserved. http://thinkaha.com/learning
Notas do Editor This is another option for an Overview slides using transitions. (To create a video, click the File tab, and then click Share. Under File Types, click Create a Video.) (To create a video, click the File tab, and then click Share. Under File Types, click Create a Video.) Plan out the entire process: make sure your goals are clear and that you understand how all the pieces of the event work together. Don’t do a great job on 90% but then assume that one critical piece – audience development or lead follow-up – will take care of itself. It won’t! Identify your audience type:Internal: targeted to employees, teams, etc. within an organization such as CiscoExternal: push to subscriber base or build for advertised external audiences such as an industry or guru contacts/subscriberMatch the right content and speaker to your audience and your objectives: people come webinars to gain knowledge and insights about specific topics that are relevant to them. Align the topic, speaker, and content with that in mind and you’ve won half the battle.Set realistic expectations: Allow 3-4 weeks from conception to completion for each event. Make sure there is enough time within the production schedule to include event marketing and audience development. Make sure you budget all items appropriately for design, creation and delivery.Create a master production schedule for each event and publish it in a easy to find locationThis is a great use of cloud technology or project management databases such as Basecamp, Google Docs and/or Dropbox Change the bullet points to feeling words Did Webinars can be a very effective tool for moving prospects along in the sales funnel to become warmer leads with whom your salespeople can have good conversations. But the content of the webinar and the way you conduct the webinar affect prospect's experience and will impact the quality of the leads you generate. So, before you jump into running your first webinar, here as some of the best practices I have learned by trial and error as well as lots of advice from others. Online ice-breakers, specifically, include additional techniques that utilize various technologies to further develop a sense of community. Ice-breakers are especially important for online learners, because the face to face interaction is not readily available. Thus, ice breaker activities foster openness that leads to a bonding experience that causes students to feel a sense of community, which motivates them to be engaged in their learning.. Ice breakers can occur synchronously or asynchronously.With the number of webinar recipients online, we have muted all mikes – so we need to rely on chat to do the interaction and the moderator to share the info. I have done this before and it works great. Here are some things I have done before that has worked well with audiences this size. Engage them by asking them to share something unique about themselves that might surprise their peersIt is always good to find out where they are from and what they do but another spin to that would be to ask them to share something unique about themselves – the funnier and crazier the bigger. This gets the attendees thinking and creates some surprises and virtual laughter. I usually start it by telling folks that “I was in the army and spent a summer jumping out of planes while training for the Pan Am games as a swimmer.” Where are you from?Give us a zip code and have us guessGive us clues about your area and have us guess (i.e. I live near the shark tank – answer: San Jose area, home of the San Jose Sharks Get on topic (i.e. Leadership)What do they hope to learn from today’s eventWhich is newer? Being a leader? Or being a project leader?What are the biggest challenges?What one thing do they need to be successful as a project leader?Ask one question about the session and ask them to respond with one –word answers. To make it more fun and interesting, tell participants/attendees that they cannot repeat anyone’ answers. Webinar GoalsOne icebreaker that gets participants engaged and talking is to open the activity with one question---"What are we doing here?" As participants offer up what their individual goal of the webinar is, others with similar interests or goals will chime in and respond to that person. Inevitably someone will joke that she has no idea, or someone will state that he was required to attend by a boss, which should get the participants chuckling. Not only does this serve to break the ice, it gives the webinar host an idea what the participants are hoping to learn. Cisco has an internal training mandate for each employee – they must take 18 hours of training per quarter.Problem:Not enough high quality content available nor adequate resources to make this happenGoal: Cisco wanted out of the box thinking to solve this problem