Organizing a webinar? The need for good preparation
The term webinar has gained popularity during Corona. Almost everyone knows what the term webinar means, as a live online replacement for the term seminar. Over the past 1.5 years I have helped many clients who, especially due to the limitations of Corona, have made the switch from the more traditional room with speakers to a live online (Zoom) webinar. We are now seeing a continuation of the line of webinars, despite the relaxations around Corona, to physically meet with small groups again in small-scale seminars. Personally, I think webinars and seminars will see a future hybrid landscape, where online webinars are interspersed with physical seminars in smaller groups. Organizing a webinar is no easy task. There is a lot involved in organizing an interesting, well-oiled and knowledgeable webinar online. In the following, I'd like to take you through some of the facets that I believe are important to organizing a successful webinar.
Objectives and target audience
Due to the enormous growth of webinars the choice is huge. Think carefully in advance why you want to give a webinar and what objectives you want to achieve. This is of great importance and the thread to take action. Look before you leap, and this is certainly the right place to start. We at 4Webcom would be happy to think along with you.
Make sure you have an appealing theme and that you identify the right target group. An eye-catching announcement and easy registration procedure will trigger the target group. Of course, well-known appealing speakers often have an appeal to the online audience. The target audience is often best reached through a multi channel approach. In other words, use social media channels, all kinds of other channels in which the target group is located and of course your own database of relevant customers.
Also ask existing customers that you invite to make their own contacts aware of your webinar. That is free PR. I often see organizations use a sort of two-step announcement, namely first early on a more general announcement and sign-up and then on the second round immediately include the "click here for the participation link". The power of repetition is definitely in order here. Plus, it's a great reminder of your webinar and the day of organizing. Various software programs such as Zoom have very extensive options for handling registration and associated email correspondences. From open webinars where everyone is welcome, to a list of (custom) questions to filter and even better identify the target audience. This provides even more information about the participants but can also work as a showstopper because people don't feel like answering the extra questions before getting the participation link.
When and for free?
According to some webinar providers, hosting a webinar is best at the "edges of the day." Think about the beginning of the day around 10:00 am or the end of the day, starting at 5:00 pm. This again depends on whether you are dealing with time zones from faraway countries. Of course, organizing a webinar during holidays or vacations is doomed to failure. So don't. Despite many registrations on your chosen time and day you should always take into account dropouts. In practice, the percentage of registered participants who do not show up fluctuates between 10 and 25%, sometimes even 40% if the weather is suddenly very nice and the sun beats the laptop. This percentage is also influenced by the freedom of participation. After all, some webinars require you to pay a fee to attend and then you see a higher attendance rate. On the other hand, asking for money can also create a barrier to signing up in the first place. You could also start with a free and general introductory webinar, and ask for a small contribution for follow-up and more in-depth sessions. Again, the question is for which target group and what do you ultimately want to achieve. Asking for a contribution can also have a stimulating effect on participants who want to absorb the webinar knowledge offered in a select group. The choice is yours.
Interaction with your target group
In addition to the appealing speakers already mentioned, it is good to think in advance about the way you want to communicate with your remote target group. You can opt for a straightforward approach that comes close to TV on the Internet. Personally, this type of approach appeals less to me. To each his own.
But if you do think about engaging your audience during the webinar, there are several options. To date, I've been mostly active with Zoom webinars and they've certainly thought through several options for reaching your attendees during the webinar. For example, in Zoom webinars you can start polling, chat with certain speakers, use an advanced live Q&A, ask an oral question or even come on screen as a speaker to explain your question. In short, possibilities abound. Keep in mind, however, that these interactions require good preparation and practice, both for the host and for the speakers. The latter often have a tendency to make it a "last minute" participation. I strongly recommend that all speakers practice together in a test meeting beforehand.
Finally, you also have the option: "enable practice session" in Zoom. This allows you to do a final test with the entire crew immediately prior to the webinar and keeps the "door to the webinar room" closed for a while. Also for the early birds who are already logged in. As soon as your webinar starts it is advisable to briefly indicate to the participants which interactions you have chosen and how you can use them. Note that it is up to you as host (organizer) to make a choice to use few or many interaction possibilities. Practice makes perfect in order to use them in the right way and at the right time!
Final judgement audience
You can have a good feeling about your webinar, but it is better to start a short survey afterwards. Here you can ask a few questions about the experience of your webinar, the type of interactions, the level of speakers, the organization and the duration of your webinar. Leading software programs have such a survey on file by default. And if all that is not enough, after your webinar you can consult various information sources in the (Zoom) software backend about length and time of login, number of participants, Q&A questions asked and more. Handy for evaluating your webinar.
Even more professional?
Webinars come in various types. From highly scalable fully online webinars to a webinar from a studio. Fully online has many advantages in terms of cost and organization. Anyone can easily log on from their workplace and participate, either as a speaker, host or participant. But fair is fair, streaming from a studio-like environment is of higher quality than utilizing a webcam when streaming exclusively online. On the other hand, the cost of a studio setup is higher. We at 4Webcom have three basic options. First of all, we can connect you to the Zoom webinar software and, if you wish, provide full or partial support before, during and after the live online webinar. A second option is our "van comes this way" formula for the purpose of an on-site webinar. We can arrange for a crew with all equipment and resources, such as a green screen, to come to your location, set up everything and then organize the webinar from there. Completely unburdening and guiding the customer at his/her own location. It could hardly be easier. A third option is to use a physical studio somewhere in the Netherlands via 4Webcom. We make sure everything is ready for organizing your webinar, including a support crew. And the aforementioned interactions are still possible for remote participants.
Do you have any further questions? Or do you plan to organize one or more (Zoom) webinars via 4Webcom? In any variant. Then we would like to be of service to you. Feel free to contact us for an initial exploration.
