Making Our Webinars More Social

Matrix Group hosts two webinar series each year, one in the Spring and one in the Fall. Topics for this season’s series are Google Analytics, Integrating your CMS with your AMS (association management system), Advanced Twitter and Creating Content-​​Rich Mash-​​up Pages. Here’s the issue: although our webinars are pretty well attended and clients tell us that they love them, we weren’t getting many questions during the webinars nor were we getting many responses to the survey that we sent out after each webinar.

So I challenged my marketing team to come with ways to make the webinars more interactive, more social. Here are some of the ideas that we recently tested during our most recent webinar on Google Analytics (GA):

  • A couple of days before the webinar, we sent out a survey to find out why people registered for this specific webinar and get questions in advance. Half of the attendees filled out the survey. We got great information that we used to customize the webinar.
  • Instead of the usual powerpoint presentation, we decided to use a case study/Q&A format. We compiled a list of most frequently asked questions about GA from the survey and from our recent calls and meetings with clients. The webinar became a conversation between me and my co-​​presenter, Eric Fair, the resident GA guru at Matrix Group. Instead of talking about what you can do with GA, Eric did a deep dive into the Matrix Group GA reports and showed attendees exactly how we are using campaigns, creating customized dashboards, driving traffic to our site through search and our blogs, yada, yada.
  • During the webinar, a marketing staff person was assigned to monitor the Webex chat and be on the lookout for questions. As a presenter, it’s too confusing to present, run the slides and monitor for questions, so it was helpful to have someone else monitoring the chat window. We got more questions during this webinar and I think the Q&A format made the difference.
  • At the end of the webinar, we announced that Eric Fair would take follow-​​up questions about GA on our Facebook page. This way, attendees who have a question after the webinar still get a chance to ask it AND we get more interactions on our Facebook page.

These were small changes but I believe they made our webinar more engaging for attendees.

How about you? What are you doing to make your events more social? What’s working?

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