Page 4 - ENGAGE -- Issue #10 -- Fall 2017

INSIGHTS
Fall 2017
NEWS | REVIEWS | IDEAS | OPINION |
SOCIAL MEDIA MARKETING »
The Webinar Gets a Rebrand
Taking Online Seminars from Snoozy to Snazzy
By Stephanie Walden
Let’s face facts: “webinar” is a snoozy buzzword. It feels like it belongs in the virtual broom closet, next to other relics of the early dot-com days, such as “chat room” and “dial-up modems.” But the tool—which, if we’re celebrating birthdays, is quickly approaching the legal drinking age—is still a valuable way for brands to connect with consumers. And with the recent emergence of many sleek new features and services, it’s easier than ever to add a little oomph to this stereotypically
dry platform.
First, let’s talk nomenclature.
In 2017, the webinar underwent a rebrand. Today, it’s more common to hear about “webcasts” or “virtual
panels.” (And it’s worth noting that even snazzy-sounding platforms such as Facebook Live have webinar functionalities at their core.)
While we’re on the subject of semantics, if we dig into the word “webinar”—a hybrid of “web” and “seminar”—it’s easy to draw a direct comparison to the classroom. As with any class, the professor and the subject are the two most important factors that dictate enrollment, engagement, and, ultimately, educational value. Just as History of Rock and Roll is more likely to garner student sign-ups than Chaucer’s Complete Oeuvre, a webinar entitled “What Breaking Bad Can Teach
Us about Business Partnership Dynamics” will likely attract more
eyeballs than an overly technical topic, no matter how topical.
On the host side of the equation (the professor in the classroom metaphor), webinars are fertile ground for effective influencer marketing. Unlike forced product placement plays on Instagram, webinars provide unique opportunities to use top-tier talent in an engaging (and often ROI- boosting) way.
Geniecast, for example, a relatively new player in the videocast space, boasts an impressive talent roster that includes big names such as Apple cofounder Steve Wozniak. Users can watch informative content and interact with hosts in two-way, live video experiences. The content is intended to facilitate professional
development, leadership training, employee engagement, and edutainment.
Playbuzz is another company putting a cutting-edge spin on this old-school technology. The brand incorporates its own product into its webinars, using interactive storytelling techniques that get viewers involved via polls, quizzes, flip cards, and trivia questions.
Shopify does an effective job
of product placement within its Facebook Live sessions and Snapchat channel. The brand hosts series such as Meet a Maker and Build a BIGGER Business, combining client success stories with utility advice from established entrepreneurs. Viewers ask questions, and the show’s hosts
FIVE HOSTING SERVICES FOR NEXT-LEVEL WEBINARS
There are an overwhelming number of webinar-hosting services to choose from, and each brings something unique to the table. You’ll want to consider factors such as the size of the session you’re hoping to host, the overall user experience, the length of the webcast, the interactive features you’re most intrigued by, and the annual cost when making a nal decision. Here are ve of today’s most reputable services, beloved by brands both big and small.
Adobe Connect: Perhaps the most robust platform on this list, Adobe brings all the features you could ever want in a webinar service under one umbrella. From pre-event trainings and rehearsal support to easy recording and analytics, this service has your back for every step of the process.
GoToWebinar: A sister service of GoToMeeting, users tout
this as having one of the most intuitive user experiences. Along with polls, HD video recording, and analytics, the platform also includes a “pass the control” feature, allowing any participant in a session to e ectively take the mic during livestreams.
Livestorm: Livestorm works seamlessly across platforms and browsers, so you don’t have to ask attendees to download Chrome or additional software to attend your event. Users can also push data collected during webinars
to more than 750 apps, including MailChimp, HubSpot, and Zapier.
WebinarJam: This service facilitates easy integration with Google Hangouts and allows for the hosting of very large webinars for a relatively low price tag. In addition, it o ers easy integration of custom landing pages, quizzes, and live o ers as well as the ability to bring in up to six live presenters.