leveraging social media to improve webinar engagement

Drive Audience Engagement Before, During and After a WebinarPresenter:Jamie Duklas, Director of Social Media, Boohyah! Online Advertising

Moderator:Alli Libb, American Marketing Association

The audio portion of today’s presentation is available via broadcast audio. You can also dial in to hear audio: Participants (US & Canada, Toll Free): 800.945.9434Participants (International): +1 212.231.2907

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Register on the AMA Website

Housekeeping Items

RecordingA recording of this presentation will be made available via email

Slides The presentation slides will be made available via email

Twitter Please reference hash tag: #AMAReadyTalk, when tweeting about this webinar

About ReadyTalk

Today’s Presenter

• He’s tall

• Leads the social media consulting practice at Booyah

• Board member, Social Media Club – Mile High

• Good at collecting student loans: MBA from University of Denver, undergrad from University of Wisconsin

Jamie DuklasDirector of Social Media Booyah! Online Advertising

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Drive Audience Engagement Before, During and After a Webinar

Jamie Duklas – Director of Social Media

July 27, 2011

@jduklas #AMAreadytalk

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Our Work & Our Clients

SEOShoppin

g Engines

Paid Inclusio

n

Local Map

Optimization

Mobile Advertisi

ng

EmailPaid

Search

Shopping Engines

Creative

Services

Online Display

SocialMedia

SearchMarketin

g

@jduklas #AMAreadytalk

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Overview

• Before: Content & Promotion

• During: Engagement

• After: Extending & Repurposing

• Tracking / Measurement

• Summary

Hashtag: #AMAreadytalk

@jduklas #AMAreadytalk

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Why Social Media Can Make a Difference

• Increase attendees

• Create more buzz during the webinar

• Better follow-up afterward (nurture leads)

• Extend the life of your content

@jduklas #AMAreadytalk

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Q1: Poll Question

• Primarily B2C

• Primarily B2B

• Equally B2C and B2B

Is your marketing B2C or B2B?

@jduklas #AMAreadytalk

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People Talking to People

@jduklas #AMAreadytalk

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Be Proactive

@jduklas #AMAreadytalk

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Before: Developing Content

• Do a content audit

• Identify your own Subject Matter Experts

• Utilize social media to find topics

• Learn from others

@jduklas #AMAreadytalk

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Before: Promoting

• Use your marketing channels Email

Website

Social Media

• Consider guest speakers

• Develop a series

Tip: Start promoting your webinar on Twitter two weeks prior. Tweet often.

@jduklas #AMAreadytalk

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Before: Social Sharing

Tip: Include social sharing & event hash tag on sign-up page, thank you page and confirmation email

@jduklas #AMAreadytalk

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Before: Make it Easy

• Limit required fields for you registration form

• Offer sign-in so previous attendees don’t have to fill out again

• Include “add to calendar” feature

@jduklas #AMAreadytalk

Tip: Ask for Twitter handle during registration. Engage attendees before the webinar even begins!

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Before: Consider Webinar Specific Social Media

ReadyTalk’s webinar handle has more followers than its main @ReadyTalk handle

@jduklas #AMAreadytalk

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Q2: Poll Question

Which touch point is most influential in getting you to sign up for a webinar?

• Word of mouth (in person, directly forwarded)

• Tweet from company hosting webinar

• Tweet from trusted source

• Email from company

• Facebook

• LinkedIn

• Other@jduklas #AMAreadytalk

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During: Engagement

• Poll questions

• Have someone respond to the hash tag during the event

• Include a give-away at the end

@jduklas #AMAreadytalk

Tip: Include your Twitter handle and hash tag on every slide

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During: Content is King

• Bite-sized information

• Stats / facts

• Tips

• Examples

Tip: Create “tweetable” content

@jduklas #AMAreadytalk

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During: Tweet Chat

@jduklas #AMAreadytalk

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After: Repurposing Content

• Turn into “tips” to place on Facebook, Twitter & LinkedIn

• Upload slides to Slideshare

• Available for download on your website

• Article on your blog

Tip: Be clever in repurposing content, just like your school cafeteria

@jduklas #AMAreadytalk

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After: Following-up

• Email offering the webinar with audio

• Consider additional value-added content

• Use post-webinar survey to tailor responses And make sure you ask the right questions!

• Retweet & respond to relevant hash tagged tweets

Tip: Connect attendees to their Twitter handles for more customized follow-up

@jduklas #AMAreadytalk

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Tracking Metrics

• Number of attendees

• Drop rate

• Tweets (before, during & after)

• Social mentions (Facebook, LinkedIn, other websites)

• Survey feedback

• Follow-up success Leads

Revenue

@jduklas #AMAreadytalk

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Tracking: Social Media Software Landscape

Monitoring Engagement Promotions Influencer CRMFree Google Alerts TweetDeck Wildfire Klout

Social Mention Hoot Suite North Social PeerIndex

Paid Buddy Media Buddy Media TraackrTrackur Shoutlet Shoutlet Spot InfluenceMeltwater Buzz Involver Wildfire mBlast - mPactScout Labs Scout Labs North SocialSysomos Sysomos OfferpopRadian6 Radian6Alterian SM2 Alterian SM2Collective Intellect Collective Intellect Collective IntellectSpredfast Spredfast Spredfast Spredfast

@jduklas #AMAreadytalk

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Summary

• Social media is people talking to people

• Promote heavily before your webinar

• Include social sharing & hash tag wherever possible

• Create “Tweetable” content

• Be clever in repurposing

• Customize your follow-up

• Have a tracking / measurement plan

@jduklas #AMAreadytalk

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Question & Answer

Booyah Online Advertising

Jamie Duklas

Jamie Duklas | Director of Social Media | Booyah Online Advertising11030 CirclePoint Road | Suite 350 | Westminster, CO 80020ph: 303.345.6634 | fax: 303.345.6734 | booyahadvertising.com

facebook.com/booyah

twitter.com/booyahagency

twitter.com/jduklas

linkedin.com/in/jamieduklas

http://social-media-strategist.com/

slideshare.net/jduklas @jduklas #AMAreadytalk

Thank You for your Participation!

Questions? Jamie Duklas: twitter.com/jduklaslinkedin.com/in/jamieduklashttp://social-media-strategist.com

General AMA Questions can be sent to alibb@ama.org

Recording and SlidesSlides and recording will be provided via email

Twitter Please reference hash tag: #AMAReadyTalk, when tweeting about this

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