Why your webinar attendance sucks

There are approximately 10,000 webinars going on at any given point in time. Virtual online exhibitions are the next big thing after the physical trade shows – but how do you get your customers and partners to attend?

What was true for your email shots is now true for your webinars. The mass marketing approach is no longer working. Not because you are not a cool company or you have a none attractive product – the reason lays somewhere else. The noise level of 500 Million individuals has finally overshadowed even the largest marketing booster of global enterprises.

So if you are attending or organizing an online event – like we do at Vue2010 you may consider very different measures than just 5 years ago.

You may have all the good content, a great platform, top speakers, and an excellent marketing push and still – it is just not what it was. I noticed events with social media luminaries, the so called "rock stars" and still at the end the event wasn't a hit. Why?

Because nobody knew about it and nobody talked about it.

And while social media is somewhat guilty for the mess, we may as well learn from it and leverage the new way of communication. Many of us spend ever more time with our connections in Facebook, Twitter and LinkedIn. That is great and we all get much closer. We know more about each other and learn more from each other. That takes attention away from the email invitations we get, the marketing messages we hear and the cold calls we receive to invite us to attend.

If you can't beat 'em – join 'em. Leverage the high volume conversation to invite your audience. Use the new ways to communicate and share your thoughts about the events in a way that others can chime in and even discuss some of the topics even before the event started.

I'm very excited to talk about how to leverage social media for event management during Vue2010 on Dec 14

1) Event preparation

– Make sure your contacts, friends, advocates, business partners know about it, find it valuable and are happy to talk about it.
– Ensure you have a platform for all of them to share their opinion and interest
– Be approachable for ideas, suggestions and able to tweak your initiatives as you go

2) During the event

– Don't be too busy "organizing" things. Keep talking about the event publicly and while it happens in real time
– Make sure everybody else can talk about it, tweet and re-tweet, have a hash tag…
– Help blogger and other influencer with key information in a well prepared way so they can use the content without retyping it

3) Post event management

– Now the real work begins. Have your SRM tools ready to individually engage with every single attendee
– Have your team review the event and share results publicly
– Motivate speaker and audience to review and share publicly what they saw, learned, liked and also didn't like

No, I'm not worried about sharing the content here already prior to the event. Because at the event you will be able to meet me and others, chat with us, bring in your own thoughts and more.

And – My presentation at Vue2010 is of course longer than this post allows. So if you like to join the conversation and discuss it with me and others, please join.

Social media is not the universal drug for all business pains but it simply helps us to get to our audience faster, more directly and wider reach than any other mechanism. More importantly it allows the audience to get in touch with the organizer, speaker and presenter and reverse influence into the actual event!

Let me know what you want to hear, what kind of answers you expect and you become an actual influencer of the event right here and now – before it even started. :)





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