Video: Get More Out of Your Webinars: Strategies for 24.7 Engagement | Duration: 3592s | Summary: Get More Out of Your Webinars: Strategies for 24.7 Engagement

Transcript for "Get More Out of Your Webinars: Strategies for 24.7 Engagement": Everyone, I'm so excited to see you here today. I see we already have some people popping off in the chat. I love it. Some nice GIF, game over there. I would love to know where people are watching from today. So drop, in the chat where you are watching from. I am in Fishers, Indiana, suburb of Indianapolis. Let me know if you've heard of it. Love my, indie community. If there's anyone from indie, I'd love to know too. We're so excited to welcome you here for get more out of your webinar strategies for 247 engagement. We have 2 awesome presenters today who are gonna share all their strategies. Well, maybe not all of them, but a lot of them with you today about how they use webinars, to kind of supercharge engagement across your core audience, your prospects, your leads, your, customers. But before we dive into all of those good strategies and content, we need to go over a few housekeeping things real quick, especially for those whom this might be your first time in a Goldcast event. If it is, say hi, put a emoji or GIF in the chat. We'd love to welcome you as a first time Goldcast event attendee. So first and foremost, share your comments and engage in the chat. We always love this to be, kind of a two way street between the presenters and our, audience. If you have questions, drop them in the q and a tab over on the right side. We will have time at the end to go over some q and a. So definitely if you have questions as we're having our discussion and sharing our examples, drop those in the q and a. On demand recording will be available after the event. You'll get that email tomorrow with your link to watch on demand. We also have some super helpful resources in the docs tab. So some articles and things that relate back to webinar strategy, on demand, all those, good things. And then last but not least, if there's something interesting that you hear about Goldcast today or if you wanna learn more about our smart events technology that really supercharges your on demand function of webinars, click that cute little smart events demo button at the top. We'd love to show you more about smart events and how Goldcast can help you power your webinar and virtual event strategy, and then also repurpose it later on the road. Lots of good things that can happen with the Goldcast Goldcast platform, and we're happy to share with you. But enough about that. Right? So here's what we're gonna cover today. We're gonna talk about how to repurpose content for lasting on demand value, ways to integrate personalized follow ups for better lead nurturing. We're gonna talk about tracking on demand performance with Goldcast Analytics and ROI tools. We'll learn on demand strategies from Stacy and Matt's real world success stories, and then we'll have some time for q and a. So we're super excited to share today. Again, this is the Goldcast Insider Webinar Series, and this episode is get more out of your webinars strategies for 27 247 engagement. And I wanna welcome our first speaker to the stage. So, Stacy, I would love for you to join me up here. Tell the audience who you are. What's your name? Hi. Hi, Stacy. How's it going? Hi. Thanks for having me. How are you doing? Good. Good. So tell the audience who you are, what you do, a little bit about yourself. Yeah. So I'm Stacy Combast. I'm the senior webinar producer at Hootsuite. I'm really excited to be here. I'm normally always behind the stage, never on screen, so this is definitely a new thing for me. So, yeah, I've been working at Hootsuite for over 7 years. We're committed to helping brands drive real measurable impact through social. If you're familiar with Hootsuite or any of our webinars, we recently put out this new narrative of the social performance loop, which really helps you measure your insights, action, and impact, through insights with social listening. It's very, very exciting, so check it out. But what I do there is I dem I develop their webinar program, and I get to share all these great social media tactics and tools with our audience. I love it, and I'm glad we're able to shine a spotlight on you today, Stacey, because you have so much great, knowledge to share with our audience. I've been, very, blessed to be able to have multiple conversations with you about your webinar strategy at Hootsuite. So I'm excited to be able to share with everyone else watching today. So thank you for that. And now I'm gonna introduce our next speaker. So, Matt, if you wanna hop up on the stage and join us real quick. Hey. Hey. Hey, like Matt. How's it going, Matt? Good. Good. Matt Bone, I have to also say same as Stacy. Always behind the scenes, never in front of the scenes, so a new experience. It's actually good. So when we speak to speakers later on, we know what the experience is like. But I've been in the industry for about 20 years ranging from Fortune 500 companies down all to all the way to start ups. Currently, was at Drata as the senior manager of field and event marketing, but currently transitioning. So if you follow me through the ticker, you'll see I'll be making an announcement in a couple weeks of where I'm going next. So super excited for that. And started my career never wanting to know what ROI was 20 years ago and now have moved into the world where that is the only thing that I want to figure out and learn more about as my career has evolved. So super excited to kinda say some best practices here, hear from you, the audience, and definitely hear from Stacy. Great. Love to hear it. Well, Stacy, you can come on back on stage because we're gonna start our final discussion. So, thank you both for taking time today. Super excited to jump into this. So we just have a few questions to kind of wet the whistle, wet the appetite before we jump into some of our slides. So first and foremost, today, really what we're talking about is 247 engagement. And so a lot of the times what that means is on demand. So, Matt, I'll have you start. Why is on demand an important part of the webinar strategies you developed over your career? Yeah. I think, you know, you even see it in the chat when people come on. They'll say, hey. Is this being recorded? We all you know, since COVID as well as, hey. What's going on with everything with even something like Netflix? We all wanna consume on our own timeline. But it's also timelines, all of that stuff, different time zones. We're all working with different things. You really have no choice but to incorporate that on demand strategy. You really wanna build something out and it can't just be, here it is afterwards, please go and watch it. Because sometimes you have really great content, and how do you make that content live out? How do you share it? How are you getting it out to your audience? So I've really, in the past few years and some of, you know, some of the new things that Goldcast is coming out with has made it so much easier. We were kind of pushed over the line when COVID hit of, we have to go to this virtual world. And I think the event industry was holding back on that for a long time and it's great to see us now really embracing it. We've embraced the live portion and now I think we're moving to that more on demand style. Stacy, what are your thoughts on why on demand? Why is that an important part of your strategy? I think Matt really hit the head, you know, the nail on the head there with people wanting to be able to get that on demand access. Things have changed over the years. They're evolving. It and it's really important to provide it because people are busy. We're all busy. We all have different things going on during the day. We see a webinar hit our inbox, we really wanna watch it, but we don't have time at that scheduled point to do it. And so the on demands are so critical because it allows people to access them on their time when they're able to. Another thing for us is being a global company and a team of 1, we don't always have the logistics to cover a world program. And so those on demands really help for us if we want to share that content in a different part of the world that they'll be able to still watch it. Oh, that's an excellent point, Stacy. I hadn't even really thought about the fact that on demand can really help you fuel a strategic global initiative, especially if you're a larger enterprise company. You likely have customers all over the world, but if you are based in one part of the world, you might not have staff members who are willing to be up at, you know, 1 AM to run a live webinar for them. So that's a great point. And I'll also add just from my own perspective, I always find it fascinating when people don't record their live events or their live webinars or things like that because there's so much value too, not even with the on demand portion of it, but the repurposing of it. I mean, that's like content gold and to not capture that and use it past the point of that live event. I think, like, our reg page on this said, you know, when your livestream ends, that's that's not the end. That's just almost really the beginning. So you both great, really great points today. So the next thing I wanna dive into is getting leadership buy in. There are a lot of companies that probably run webinars and they don't really put a lot of effort into their on demand strategy. It's probably, you know, you run it and then the it lives somewhere. Maybe it's in, you know, a video repository. Maybe it's on an on demand events page, but probably not a lot more is happening. So if someone's at an org like that and they really want to start investing in an on demand strategy, What's your advice for getting buy in or getting leadership or even like teammates to really invest the time and the effort to doing that? Stacy, I'll have you answer this one first. Data. I think that's really the biggest thing. It's it's very easy to say, oh, I think this would be a great webinar. Oh, I think we should do this strategy. But without data, concrete numbers, results to back you up, it's really hard to get leadership involved and to trust what you're trying to do. So if you don't have the data, then position it as a test or a pilot. I admit I'm a bit spoiled. My leadership totally understands the value of the webinar program that I'm running and the on demand side. So typically, I'll just present them with a couple ideas. If it's something new, I do position it as, hey. Let's just run a test, you know, and learn from it and see where we can go from there. And it tends to go over very well with leadership. And then, obviously, afterwards, you really need to know how to collect that data and then show the results to make sure that once it's all said and done, leadership is still on board for future ideas down the road. And I wanna go a little bit deeper into that. So how do you get that data and what data exactly are you mining to kind of give back to have your proposition. Right? Mhmm. Oh my gosh. I I probably collect more data than I need to, but I'm a bit crazy about it. I do I collect everything from your standard webinar performance, registration, attendance, what content is being clicked, how off how long somebody is in a webinar. I think that's really important. I also do a survey for every webinar and collect the information from there. That really helps develop my strategy for every year or even quarter by quarter because I can then take that and tell our leadership look I'm customer facing and this is what our customers are saying so I need to make sure that I'm delivering on that. Aside from that we have all kinds of business results that we look at from demo requests to trials to just overall monetary impact. Love it. Love it. So, Matt, when you are thinking about, advice to someone who might not have the buy in to do an on demand strategy, you know, what's your advice to them? How would you encourage, those marketing leaders to really, like, invest in, you know, past the live event and going into that on demand side of the house? Certainly. Yeah. And and, Stacy, I'll now say you hit the nail on the head with data. Right? You you need the data, but how do you get there? I think there is somewhat of an expectation for leadership. I've never run into a struggle with leadership on the on demand portion in getting buy in. It's more, as you said, Lindsay, like, it's getting people bought in across the across the board. Right? Do we have enough resources? Am I giving you everything that you need? And so with some of the new tools out there, I'm able to help them get these things faster. So it's, hey. What are we doing with all of this? Where is this going? And really kind of showing them, hey. Here's what I can do. Here's what I can deliver for you. I will package all of this up. I will give it to you and all I need you to do is x, y, and z. You know, making it seamless, I think is the biggest thing. But how do you get that data to show it? You are just gonna have to go out on a limb and start proactively getting buy in at your level and then you can bring that up to leadership and say, hey. This is what's working. This is where I wanna expand. It's a little bit easier at a start up, I would say, where I've been the past couple jobs because, you know, the start up, everyone's wearing multiple different hats and leadership sometimes is great. Do whatever. You're the expert here. So building that trust in what you do and then bringing it, will help as well. Love it. And the next topic I wanna talk about is lead nurturing, personalizing those lead flows, integrating, you know, follow ups and touch bases and things like that with the people interacting with your content. Because we all know as people who are running virtual events, live events, hybrid events, whatever it might be, a lot of the focus goes on getting the butts in the seats at the beginning. But then you have to kind of have that same feeling and same thought process throughout the entirety of the event. Right? It's not just like the promos. It goes into also, once that that stage has closed on that kind of live version and you're using it in other functions and other streams and other channels, even past, like, the on demand. Right? You're probably sharing it in other places, other formats. How does lead nurturing fall into that? How does, like, the follow-up fall into that? Matt, I'll ask you this one first. Like, how does a follow-up strategy play into kind of your event and on demand strategy as well? Yeah. I think you have to drive that yourself. You have to, you know, I always make sure that I'm buddy buddy with our marketing ops team who's controlling all of the data and how everything is coming in. I think some of them might even be watching right now. But really kind of making sure that, hey, this is what we need to do, building out those reports and dashboards where it's very easily inaccessible, and then bringing that forth to sales. I don't want to rely 100% just on mass marketing emails or follow-up emails with the recording. You know, it's I've had good discussions with web teams on how are they accessing the recordings on our website. What is your web strategy to bring people here? And it's it's fun things like that where, you know, how am I getting people there? With an on demand component though, I think with lead nurture and all of that where you're wanting to gather additional information from new viewers, that has been a bit of a struggle for me and sometimes what we do because it's always that to gate or ungate is the question. How do you get people you know, because you want to give them this content. It's great content. So I think you really need to establish what does that look like and when are you gonna gate something, when are you not. But really, I lean a lot more on that sales component of it of use these as resources, but let us know that you're using them or you added this here. UTMs are our friends. Attach them to everything that you do. So if, you know, you have sales sending something out through whatever system they're they're using, you know, it's Outreach for a sequence, you know, I build that for them and I make sure, okay, here's the UTMs. If I have times, I will get UTMs for every single person so I can monitor who's doing best. But sometimes you just don't have that bandwidth. At least understanding it that way, I know it doesn't relate directly back to lead nurture, but you're still getting the data to say, hey, this is helping. For sure. If you're not tracking, you have no idea what's working and what's not, especially if you're testing different, you know, lead nurturing flows, different strategies. For instance, you know, a few weeks ago, we had our content resurrection event, and we had probably and Jill will drop in the chat, but I think we had 7 or 8 different specific sequences built out according to how people interacted with the content, whether during the live event or post event in the on demand content. And so being able to watch those different streams and know what's working and not is is super valuable because otherwise, you might just be redoing things that probably might not need to be redone if they're not really that successful. So I think that's a great point to bring up, Matt. Stacy, what else do you have to add here about lead nurture, following up with people, both from that kind of in the event and then onto the on demand experience as well? Yeah. You know, I I also have to point out the the gate versus the on the ungated. It's such an interesting question, you know, especially with webinars because a lot of our reporting starts at that registration level. And then from there, you're be you're able to then track what somebody is doing. So what do we do when we ungate that? So I'd be really curious to know if anybody in the audience ungates their webinars and how they track it too because that's always a question I have on should I ungate them? And if I do ungate them, how can I actually track the success of them? That's a big question that I'm trying to answer for next year. But for the lead routing, we again, I am best friends with marketing ops. They because they're the ones who essentially build them the back end programs for me for all the webinars, and they route the leads properly, whether it's to an account manager or a sales rep. So for our live webinars, we have a whole system in place with that. We typically do live attendees only, the butts and seats, it's super important. But with on demand, sometimes the viewers of those on demand also watched it live, and it's so it's not easy to route those people. So what we end up doing is we'll route people who register new for the on demand straight to sales, and then they'll let the sales work at on that side of things. The other thing that I take advantage of is and it's a little plug, Lindsay, for Goldcast, but the the Salesforce Slack integration is super valuable for us. Our account managers and our sales reps absolutely love this tool because it gives them the opportunity to see what their customers and their prospects were doing in the webinar. And so when that is post webinar and they get pushed those notifications, that really helps them build out their case and their narrative for their lead nurturing post webinar. And I I find you just set me up perfect kind of going into our next question. The gate or ungate is like the the tale as old as time, you know, of of argument. And some people are very strong on one side or the other. Some are wishy washy. Some are like, do I do both? And one thing I find very interesting is that I think webinars and on demand webinars are like the last frontier where people might expect a gate and be okay with a gate. And I think one way you can also reestablish the value is by doing the repurposing workflows with, you know, sprinkling a 10 minute segment on YouTube and having some clips and a repurposed blog post from your event to be able to help people understand the value without having to do the buy in first. And then, okay, well, if you want the whole kit and caboodle, then that's when you have that gate up. So I think there are strategies you can implement to make it make sense in a way. And, of course, it just depends on the way your org is structured, the way your marketing team is structured, your flows. Like, there's so many other things too that go into it. So, but that leads me into a really fascinating question with social media and your events in on demand. So, obviously, social media is a huge driver both for getting people to register for your live events, but also watch that content on demand. But we're also in the era of zero click content. We know that they don't want your links up on their site and they they don't want you to push them off the platform. So what do you all do to adjust your strategies to address this? Matt, I'll have you kinda answer this one first. Yeah. I think how I always operate I'm not gonna say her age, but my mom was a little bit older. So I was trying to could my mom figure out how to get to this information? Right? So with 0 click, that's not gonna happen with a webinar. Especially if it's it's an email, you have to direct them to your site, whatever it may be. They've landed on your website. If there's registrations, portions of that. I always try and think, what is the simplest way to get the information? And once again, going back to marketing ops, it's, can I just have them give you an email? Can that you know, just to log in, can I use that? So putting it on social media, like you said, putting a clip, and then I think there's an something new with the algorithm on LinkedIn where if you put the link into the actual body that you're putting out there, it doesn't bring it up to the it's not leveling it up as much. I could be wrong. I apologize if I am. But a lot of people are now putting the links within a comment section to drive people there. So once you get them there, you wanna make sure you're directing people to the right spot. So what I'm always trying to do is I don't want an extra click. When When a company just wants me to land on their landing page, sorry people on the web team, I don't want them to have to go to a page on our website and then click into it for keeping it on Goldcast or wherever it's housed. That extra click, if I have to do that and then you get the little dot that says, hey. Chat with me if you have questions. Hey. Do you wanna watch this demo? Or, you know, whatever that may be that another pop up on the screen. It's overwhelming people. And so we have to work on educating not only just our our email teams, our marketing ops, but also the web team who is helping us drive all of this and how are we getting people there. So, you know, it's it's a difficult question to answer because we still need multiple clicks. But how do you make it simple and easy and not have to track all of the information? Is there certain things we can do afterwards where, hey, can I get them just to put their email address in? Then if they watch, maybe a white paper later on that's fully gated. Figure out another way to get them more involved. That's the approach that I've been taking. Yeah. You make a great point too that we've discussed on previous content too of trying to make it as frictionless as possible. There's lots of strategies you can enact to do that, but definitely minimizing your form fill fields, adding things onto LinkedIn where you can do the simple, like, one click register. Like, things like that can really boost both, like, getting people to your live event as well as watching that on demand content. And you also make such a valid point that I don't think a lot of people really make of if you have that one conversion point on that page, in this instance, what we're talking about is either your webinar registration form or your on demand gate. Like, don't muddy the waters with all these other things. Like, there's one focal point. Lead them to that focal point and make it as easy as possible for them to access that content. So great stuff there, and I could probably continue down that road. But, Stacy, what are your thoughts here in the world of the zero click content and how we need to keep people on, you know, the algorithms are are selfish. How are we adjusting our strategies, when it comes to, like, our webinar strategy? Yeah. So we include a lot of employee advocacy in our social strategy. In fact, I would say for social, that drives 99% of our social strategy. We have found through UTM, so please use your tracking codes if you're not using them, that the tool at Hootsuite that we have is called Amplify. Through Amplify, our promotion on webinars sometimes outperforms our email promotion, which is really big because our emails typically drive everything. And then the way we do is I change the way the messaging looks before the live versus the on demand. The live, you're trying to get them to click and to get into that webinar to register, obviously, to get to the live one there, but you don't have all the information yet. So I don't wanna say that they're click baity, but they definitely are a little bit more intriguing in the way that we write our social copy for those. But on our on demand side, the great thing about that is that we can now we have all the content and we can pull out the most important or captivating takeaways, and then we'll also include video clips. So I will put in and I've got a couple examples that I can I've got, I think, one linked in there right now, but, I'll pull out a really valuable piece from the webinar and then maybe a little bit of a caption above it, and then that would drive them, hey. If you wanna learn more about this or a product webinar, for example, if you wanna just see the other products that we just came out, now you can go and actually click on the fields from there. Deliver the value upfront. Right? That's what it's all about. Well, NICE, alluding there to, what's to come, Stacey. We are gonna jump into those slides. And for those watching, either live or on demand because smart events lets you do this, You can click into the docs and access the slides if you want to see the examples we're sharing in real life. So I'm gonna go ahead and bring up your slides, Stacey. So, Stacey, walk us through some of your real world success stories. Yeah. So we use on demand where I pretty much wherever I can. I'll be honest. We really like to try to get them into our newsletters. We send out the way our our organization is split up, it's by different, you know, sales buckets and and types of plans and what they're buying. And I'm sure a lot of the people listening do the same thing. So our newsletters are this are set up to reflect that. And what we have done is we have dedicated sections just for webinars in these newsletters that go out monthly, and we have found that the the overall newsletters are now performing even better because we've included the webinars in there. So that one is becoming a pretty good driver for us. Cross promotion in other webinars and other webinar emails, this is a really big one. We do a lot of webinars at Hootsuite. I do at least once a week, and it's going to increase. I've been there almost 8 years, and sometimes we do 3 weeks, sometimes it's once a week. So it fluctuates, but, you know, short story, we do a lot. And so because of that, we're able to cross promote other webinars that are happening or sometimes even just the webinar landing page that lists everything that's going on. That way people who are coming to them can really see what's been going on and pick up what they maybe they have missed. Let's see. Our highlighting on demand, yep, with tickers, and I love the ticker. You guys saw it when we were doing the intros. That's super great to use because again, when you're in a webinar and you're producing it, you've got the attention right then and there. This is the best place to try to drive more actions because you have the audience's attention. Those clickers are great because we're sitting here talking on a webinar right now. We've got the slide up, but there's no movement happening. That that ticker attracts the eye and gets you to look at it and most of the time it gets you to click it too. And then there you go. You've you've captured that lead in a different way, which is awesome. Employee advocacy, I talked about that. It's so important to look into doing some type of employee advocacy program. Again, I'm plugging Hootsuite. I work there. We have a great tool called Amplify. You don't have to use Amplify. You can use something else, but get your employees involved. Have them push out what you're doing on their channels, especially LinkedIn, and you'll be really surprised at the results that you get. And then the last one is on demand. Yeah. Go ahead. Oh, no. Stacy, you you finish out and then I'll I'll add my commentary. I forgot to add one last one here. Last one are the on demand demos. This is a newer, a pilot. It's a test that we're running and trying to figure out ways that we can make demos a lot easier for our sales team. So we'll create basically a webinar in a box type of program and we'll give the salespeople the tools that they need. We create these on demand promos, and then they can share those out without having to worry about somebody waiting to come to a live webinar. And I think that's important, especially when you're talking about a new product or something that's really awesome that's going on. Sometimes the anticipation kills the drive to see it. And so by giving it to somebody right then and there really boosts that performance. Oh, that's actually a real excellent point to think about because I oftentimes talk about why companies should have a virtual event strategy is because you always have something to invite them to. But I hadn't really thought about the fact that sometimes that sometimes that thing you're inviting them to might be a week out, 2, 3 weeks out, maybe even months if it's something like a large scale summit you're running. But if you use your on demand strategy the same way, you always have all this stuff you can invite anyone to at any time. So, like, mind blowing there. And I'll also just add before you jump into your next slide that what's really fascinating about your success stories here is these are all things I think people innately do to push to net new webinars and net new events, but they don't necessarily do the same workflows and functions and promotions for their on demand content. But it just makes so much sense because it already exists. You already have the promotional assets and everything. So why wouldn't you repurpose it in that way? So it's just kind of a very, interesting maybe meta moment here. I don't know. But, great stuff here. And now you have some examples to share, I think. Yeah. And just a tip, if you are working with your brand team and you're creating assets for your live webinar, ask for those on demand assets at the same time. That way, when they're working on it, they're working on everything all at once. You don't have to have them create additional bandwidth or resources for it. It's just and it's a time saver because when your webinar is over, you wanna flip it to on demand and you wanna get promoting on it as quick as possible. Okay. Okay. So cross promotion and customer newsletters. I just added in a couple of examples. This isn't the whole newsletter, but this is just the snippet. Above it are some product and some blog posts, but we do have a dedicated spot on our newsletters now, for our webinars, and these are just a couple of the ones that we put in here. So the copy is always very short. It's very clear to the point what the viewer is going to learn. We don't mess around with this stuff. I know with the live stuff it can get a little clicky at times, but when we're promoting the on demand, especially because we know exactly what the content is gonna be. Because I know we've all been there. We promote a webinar, and then our speakers come on and completely sidetrack from what the content is. It happens to us all. This way we know what is going to be presented to the audience and we can very black and white tell them this is what you're gonna learn. They love that. Click through rates on average are 9 to 10%, which are my email team has told me has just completely boosted since the webinars have come in, which is really, really great. And, yeah, I said newsletter performance has improved. I keep saying it because I just learned it myself when I asked them to give me an example, so I'm really excited about that. Okay. And then cross I have a really quick question for you. I'm interested. So in this view, you have on demand, like, in the title. And so I'm just interested in the the strategy here, the thinking here. Is that just for, like, clarity to your audience or have you seen, like, a difference between having that not having that? I'm just interested in, like, the strategy there because I I haven't seen that a lot. So what what your thoughts there? We do that again to be crystal clear on the expectations at this point. And also it it allows people to know that they can access this content immediately and they don't have to wait. If we were to put a live webinar in here, then they'll include live and then they'll even include the date in there. The CTA will also change for those, but we wanna make it crystal clear to our customers that this content and these webinars are ready for you now. Okay. Cross promotion and other webinars. So we do this a couple different ways. I know this might be a little hard for you guys to see, but we will put them in the slides themselves and try to drive people that way. We'll also put it into the docs tab on the webinar. So on the the left, I've got an on demand page view here. And you'll notice they look a little different because one's a smart event and one was not a smart event. That's why they look a little different. But both of them, as you can see, generated over a 100 on demand views pretty quickly after both of these events were over, which was pretty great. And then registration for those additional webinars also increased, that we am promoted. The one on the right is, it was a 3 week series we did, but each webinar was its own standalone form. And what we did here was we would promote the the next coming webinar or the one that happened and the next one just to make sure people caught everything involved in that series, and they weren't coming in in the middle of it saying what what's going on? I don't know. I missed half of it already. Genius. Let's see here. Oh, employee advocacy. Okay. So, again, shameless plug to Hootsuite, but I can't help it. They're awesome. Amplify is so easy to use. If you are a Hootsuite user and you have it, you know. It makes it easy for your employees to share the content out. Everything is connected. All of your social channels are connected into Amplify. And when you create these post in there, all that your employees and colleagues need to do is click on it, which platform they wanna schedule it to or post it right then and there. And that's it. Like, it is so easy to use a an employee advocacy tool to help promote your webinars. So with this one, what I did is I included a snippet from our social performance narrative that, I mentioned at the beginning with our great Sarah and Trish on here, and it's just a little snippet explaining what this new narrative is and then a little bit of an action say, hey. Come check out the whole social performance era tour. It works really, really great if you have struggles with your employees getting them to promote your webinars whether live or on demand, incentivize them, create a content, have small prizes. Everybody likes to win something. And then I create my clips in ContentLab, which is so easy. This is actually I'll be honest, ContentLab has allowed me to increase my on demand strategy because it has taken hours and hours weeks days of work in 2 minutes. And I mentioned before, I'm a team of 1, and I put on a ton of webinars. So I normally don't have a lot of time to sit back and try to edit and cut out an hour long video, so the content lab really helps me with that. And it also helps with highlighting quotes in the social and including that CTA. I don't remember if I have an extra slide here. I think not. End of the course. Back to Lindsay. Well, and I also wanna mention too for anyone who's not familiar. So ContentLab is actually our AI powered, video tool in the back end of the Goldcast platform. You can use it as a standalone product or alongside the Goldcast platform. And what it enables you to do is use AI to automatically clip videos, create emails, craft blog posts, all off your source video content, whether that's a webinar or a summit or even a video you just upload into ContentLab itself. So if you want to learn more kind of about how Stacy has used ContentLab, I'm gonna actually drop her customer story down here, and she talks more about how she's using ContentLab to, like you said, Stacey, speed up all the things that happen, you know, post event and with on demand and getting those promos out the door. So thanks for sharing about that and setting me up for a little promo. And, again, ContentLab also ties into those Smart Events. So if you want to learn more about that, either hit that ContentLab ticker. Yeah. Look at that ticker going on. Or you can hit that Smart Events demo button at the top. Stacy, I have one last question for you before we jump into Matt. For the incentives, I feel like anyone who has tried to get employees to share content, at sometimes, it's gonna not be as as effective or as much as you would hope for. And you go through, like, ebbs and flows. Right? So what kind of prizes have worked for you as far as incentivizing? We have it it really depends on the campaign and and budget. Let's be, you know, real about that. But it will go from a $50 Amazon gift card or a gift card with this monetary value of your choosing all the way up to bigger prizes like Apple headphones, or, you know, a a light or something. It just really depends on what we're trying to promote at that time. We've got one going on right now for our employees that I believe it's a they can win a $100 gift card to Amazon, whoever. And it's whoever post the amplify the most. It's not necessarily who brings in the most registrants because that's that I don't think that would be fair to to judge you off of how many followers you have. So it's how many employees have put out as much amplified content as they can in a certain amount of time. Love it. Genius. Great tips there. I know anyone who's running events is always trying to figure out more ways to get that, social media activation from employees. So appreciate you sharing. We've also found that aligning your kind of gifts and incentives with the content and the theme is also helpful. Just kind of kitschy and fun and stuff like that. So but now I'm gonna hand it on over to Matt, and, Matt, you're gonna share 5 of your real world success stories. So take it over for me. Yeah. So I think the first one that I've really embraced, especially I'm gonna another plug for ContentLab, what I've done is whenever we have a live event, so, you know, we'll do customer conferences and things like that. We record the main stage, not always the breakout sessions. But what that's allowed me to do now is I can easily get that information almost immediately after the event when you're super tired. It's been a long week. You've been on a plane. I can upload all of that in, and you can get those key highlights almost immediately. Right? So what I'm doing is I'm able to use the blog, you know, the blog generator, and we put that out there. And then I can send that to my content team to say, hey. Review this. Let me know what you think. They're moving a lot faster. They were super excited when I was showing them those features. So, really like being able to recycle that live recording or the the recording of a live event and being able to move pretty quickly on that because there's so many good things on stage, Especially if you have your leadership team there and they want videos of themselves, it becomes when are the videos coming? When are the videos coming? Partner marketing these days is huge. So if your partners are on stage, you can actually generate information from it them as well. That is one of the times where I do say, if you're going to share, you can generate a blog for them. The link you give them, to be quite honest, for the full recording, I would have it gated so that you can be gathering the information yourself. I know there's some GDPR and PII stuff, but found it to be very helpful when we're able to promote all everything that we talked about on stage. But how we do it, I don't wanna give the entire thing away. So the snippet parts really, really help. You want the full thing? Come attend live. For sales sequences, a lot of times as well, very similar. What I've done is I've taken those snippets. I put them in. We make sure we get the right ones. What I do is then I export them and we use Outreach for our sequences. What I do is I just easily build that. I put it into a sequence within there or into Vidyard and they can easily share those snippets and then say, hey, if you wanna talk even more about this, capture someone's attention. It's right there in the email. So I'm building that out for them, and that's just another way that we're keeping that content going. We're taking that on demand to the next level. And you can do that for webinar recordings or live recordings as well. So super fun way to share that with them. It is sales, so you need to push it a little bit harder. But, giving the instructions and making it super easy as well and having those conversations that it's out there. Slack channels, I jump on meetings with them. We talk about it. And once again, sales leadership gets super excited where, you know, I've had sales leaders say, how is the content doing? And I say, no one's sharing it. They get mad on the all sales calls. We have what you've been asking for. Start using it. So, it's good to see that. Like I already talked about with blog development, we're moving so much faster these days with AI. It's really, really helping. I know my content team is always happy with me when I can say, you know, previously, we never really did blogs after a webinar because it took too long. That team's working on something else. There's something more relevant coming on. Now that's part of the on demand strategy afterwards. It's baked into that. It becomes part of we're not gonna you know, we select this one. We don't wanna do a blog series afterwards. Right? There's nothing really to talk about. It's more just something that wouldn't resonate with an audience to go to a blog for. If there's something out there though, they're too busy. I can now move a lot faster and get that produced for them, send it over. And I'll talk a little bit later about, the brand and tone feature, which I love. Reporting and engagement data, I think, has been super helpful for me working with product marketing. It's actually increased the number of webinars that they wanna do when when they realized what I can do with a webinar and what we can track and the numbers because we're seeing so many different things. So it's I can track performance of click through rates on mass emails or sales sequences, all of that fun stuff. I also love taking the engagement data that you get from the live portion, whatever talking about in chat, how the polls look, what the questions are. Take what your audience the audience is telling you the content they want. They are telling you point blank. That is why I love the Goldcast system and webinars these days. You have an engaged audience that wants to give you that information. So, really, what I do is I like to bundle all that up, take you to my product marketing team and say, hey. On a silver platter, here is what everyone wants to talk about. This is performing really well. You know, this webinar didn't do that great because there's an engagement drop off at a certain point. They weren't interested in it. Hey. You know, the on demand is being viewed a lot more. There's a lot more click throughs. So taking all of that and bundling it and figuring out what additional content can come next, really, I think keeps you ahead of the game and also drives more attendance to live and on demand. It's giving you more. So take what you're learning and actually apply it. I think I always say that. I'm like, stop. They're telling us. They don't wanna hear about this. They wanna hear about that. And then finally, one thing that I really, really enjoyed that we were coming up with, when I was at a previous company was this training content hubs. Right? So let's say, I'll use Goldcast as an example. I would bring someone in after we've already been onboarded. Yes. I have all the recordings, but is that still current? How does that work? What I've seen with other organizations that we've worked with where if it's a bigger technology tool and you get bits and pieces of it, what I've worked with customer success on or the implementation team is, can we take some basic recordings and put them into a hub and then give them all the other ones? Because once you have someone new onboard, how is that person getting that knowledge? How is that knowledge transferred? I know when I have people brought online, it's a new employee that starts for me. It's, you know, I have to go and teach you how to do this, and I have to remember how to do all these different things. And, yeah, here's the recordings from that. Either go and watch that. How do we make that easier? How do we build those hubs for our customers that make them actually learn how to use the software in the correct way and do it from more of the company and the customer's perspective, where this is the information that they want to succeed in their role. You may use you know, I look at different project management tools every time you change a job. Oh, we have Monday.com. Oh, we have Asana. Whatever it may be, I feel like I've used every single one and I lost knowledge in between or something new is rolled out, with smart events here. You know, when I moved from Stack Overflow over here to Drata, we moved back on the Goldcast, but I've been away from it so long. You launched a whole new look and feel. First webinar I put together, I go, where is everything? And thank goodness we had implementation when I watched it, because it was so beneficial just because everything had changed in the greatest way, but it still had changed. I was like, I told them I was an expert in this and I have no idea what I'm doing at the moment. So That's just another way that, you know, you can really advocate and get people using your information even more, using your platform. Adoption is always what we talk about in the tech world. How are you getting more people to adopt your product? That's how you do it, is you make them confident in what they're doing and how they use it. I think you also make a good point too about bringing back the idea of like how to extend the life of your content, whether an event, a webinar, a podcast even, is the idea of finding those similar threads and bringing them together in those hub pages and weaving together those videos, snippets, recordings, whatever it is, so that if someone is, you know, interested in x y z and they tell you that whether in a sales call or during an event or, in, you know, some kind of in person event. You can actually, like, give them that content, and it's all there. So you make a great point with that, and I think it's one that people kinda sleep on sometimes. So great stuff here, Matt. Thanks for sharing your world real world that's hard to say. Real world success stories. Stacy, I think you have a few more examples to share through. And for anyone wondering, the deck is over in the docs. So if you do wanna click links, that, presentation is over in the docs. You can get them all right there. Nothing really new per se to share. I did link out an example of a video clip as a social post just talking about the employee advocacy. The other additional thing I added in here is we have been testing out taking our transcripts and creating, like, a blog style transcript, so as much information as we can in there, and putting that in the registration page of our on demand webinars to help boost SEO. When we did this before really AI became the big search engine kinda killer, it boosted substantially high for our on demand. Now we're kind of as we're learning how the AI is at the forefront of all those searches, people aren't clicking into your websites as much. We're kinda revising how we're going to do this and what's gonna work the best for us, but I did include two examples of how we've been using that too. And I will tell you all the results Stacy has seen with this is wild. Again, it's in that customer story link I dropped, but they have really seen phenomenal results on that SEO side. And I think that's another discussion point that I have heard across our customers and our audience is, you know, how do we integrate the content and the content strategy that we are having from our events and our webinars and things like that alongside, like, our organic and our SEO side? And is there a way to, like, mingle the 2 together? And I think you make a great case study about how the content you're already creating through the source video content can actually fuel the SEO value for your on demand strategy. So I think it's just really great strong, use case there, Stacy. And I think it's one that people are gonna start looking more into, as we look to try to get the most juice out of organic as things are fluctuating and changing so much. So love that you shared those. And, Matt, I think you have a few more to share too before we jump into our q and a. So if anyone has any questions for either of our panelists, please drop that over in that q and a, for us to answer at the end of the, webinar. So, Matt, you have a few things here to talk about. Yeah. As I alluded to earlier, the new brand, brand voice and tone feature within ContentLab is great. I know when it first launched, I had questions about it and I asked our customer success person. They actually got someone on the technical team to join in a quick little call where we kinda just went through for a half hour, 45 minutes. Am I able to do this? How does this work? Hey. What features are available? What's launching later on? It was a great dialogue. So I always encourage people to do that. Whenever I'm working with a technology partner, I always I always try to provide as much feedback as I possibly can because because it only helps the product. I'll put it into some of the resources, but if someone asks me specifically, and that's been a really big help, in being able to build the trust across other lines where they're like, well, we don't want a system writing that for us, which I'm going to jump down to internal cross functional demos because that is how I get people bought in. I will show them the back end of everything that's going on. One from a back end of the live videos of how everything's working. Here's what docs do, here's this. Want everyone to understand because then they can come to me and say, hey. I know you have that docs tab. I want to promote this during your webinar or, hey. There's that ticker feature. If they don't know it's out there and you're working with the product team, now they know that they have the ability to do that. But also things on the back end where I'll meet with the content team, they were just wowed at everything we could do with ContentLab. Like, wait. You can write the blog for us. You know, then there's the conversation of, well, what if we want a different snippet? Like, we can customize it. Here's what I put in our brand tone and voice. So building that all out, you know, make sure the team is involved. Just go through and show them what the system can do. Then they get jazzed. They really wanna participate in anymore. And then also, it helps increase the number of valid webinars that you're putting out there. When I say develop on demand SLAs, it goes along with that gated and that understanding of how are we what are we doing with this afterwards? Is this one that we're gonna put on YouTube afterwards? Is it that type of information, or do we house it on our own site for SEO? Are we gating it? So things like, the the product releases for the next quarter pipeline and all that, I'm not I'm gating that and then it goes away after a certain amount of time. Right? So I have worked with the team to say, how long do you want this available? When can I shut it down? If it's new product release 1, I you know, we don't want our competitors to know about it without having to fill out a form. We don't wanna make it easily accessible. So build those out in the beginning. It helps move you you move through the beginning part of the webinar process a lot faster. And then faster speed to follow-up with all of the new stuff that we with all the new AI and the snippets and all that stuff. I'm able to move a lot faster. We're all doing less with more or we're doing more with less. Excuse me. Not less with more. So really kind of love bringing that through. And then, increase website traffic. That's you know, I talked about it earlier when I said, sorry, web team, not everything with a zero click. But also, you know, what they've taught me is you have to think about web traffic and how are you bringing that. So, Stacy, I think it was great when you were showing examples of your website and all that stuff, and I love what you can do with filters on your content pages now where it's like, here's what the conversation was about. K. Here's the on demand. Here's a white paper. It's all there at their fingertips so they can go through and they can select what they wanna watch. I love when a company has good content like that because then I can find what I'm looking for very easily, instead of having to go and search. And 9 times out of 10, if I can't find it on their site, I go to YouTube and it's a user of the platform that I'm talking about or whatever the product may be, and someone else is educating me on it. So, really being able to bring them to your site and have you talk about it is helpful as well. I really like your idea of bringing other employees into your webinar video platform because I think that is super powerful to be able to extend creativity, the engagement, the opportunities, the content you're putting into both your live and your on demand content. So that's a great pro tip there, Matt. Thank you for sharing. So now we're gonna jump into q and a in our last, like, you know, 7, 8 minutes here. So I'm gonna bring up, our first questions. We're gonna share this one on stage. So have either of use either of you used in app messaging via AppCues, etcetera to promote clips from your on demand content? If So can you share what you observe in terms of engagement and or product adoption? So matter, Stacy, have either of you tried a strategy like this? We do in product promotions for our some of our webinars. We use a tool called Pendo. Not sure if anybody's heard of it or not, but we have found that Pendo for our customers has actually increased the number of registrants more than some of our emails will. So I I do find success in doing that. I haven't done it as much for our on demand content yet. We've just recently discovered how well Pendle works for our live registration. So we're looking in how to now incorporate it on an end on demand standpoint. Matt, how about you? Yeah. We've and and much like Stacy, I, you know, I haven't used it for on demand as much. A lot of times I try and limit how much we're pushing out there. So, you know, it's not and from from an ROI perspective and lead generation, you know, if it's in app, I'm not getting a ton of new fresh leads from that. Great. You know, it's a if it's a product launch, it's probably a good idea to actually put the recording, share it with them afterwards. But I think we're already communicating with them in so many different ways. Sometimes when you step back, a lot of times I'll go to our customer marketing team and say, how many actual emails do we have going out right now? You know, we did an experiment once at one company I worked at where we ended up calling it our wall of shame and they actually put up every email that was sent out for an entire year and used a string to highlight, I think 4 or 5 different people and they're like, one person got 425 emails in 1 year. It's like, we are communicating too much. So just you you're finding that right balance as well. But I will say with Stacy, especially when I'm doing hybrid events, that you see registration for your virtual portion of it skyrocket once you launch it on an in app. It performs much better than, than email. Great. Yeah. I think considering the content type, with what your messaging in app is very important because it needs to be a very tight fit, I think, for the audience and for that experience. So okay. So I'm gonna share our next question. So what has been the most surprising or unexpectedly successful channel you used to promote and drive registrations for on demand webinars? For example, channels like Reddit, influencers, paid social. Matt, do you wanna answer this one first? Yeah. I think I learned quickly. I I worked at a company called Stack Overflow. And if you know coders or programmers, it was the gold standard, for, you know, building your career and understanding what's going on, what it's a Reddit for that type of person. Well, it was such a good platform that the CEO had a huge following on Twitter. So we learned that if he promoted any of our webinars that he thought were great, our numbers would skyrocket directly from that post. So we got to the point where we're like, is this something we really wanna hit home? Are we driving ROI with this one? We would say, hey, Prashant. We're gonna can you post this? Oh, he was always happy to do it. He was always excited to do everything for the company. I think that was the biggest surprise that the CEO had so many followers on Twitter that it would just we never saw anything. I don't wanna say anything, but we saw just such a big spike for when he would promote it. Stacy, how about you? For me, I would say, using our Amplify tool for LinkedIn specifically, we have found that when we promote our webinars on LinkedIn, we see a a bigger spike in registration for the on demand webinars. Nice. And I think, one thing that'd be interesting too is just looking into the channels you're already using for your upcoming events and testing some of them for on demand. And, honestly, when I think about it, sometimes I wonder if it would even be a higher conversion rate for on demand because it's in the moment. Right? So I think there's a lot of opportunity to chest oh, chest test the channels you're already using to see how you can also use those for your on demand. So we have time for one more question, so I'm actually gonna share Kathy's question. So Kathy asked, do you find that ContentLab is accurate and pulls the best key takeaways on its own, or do you spend time sifting through it yourself and pulling what you want to focus on? Stacy, you wanna answer this one first? I think it's pretty accurate, but I think the big thing to remember is that AI helps us. It doesn't replace us. And so even though we use the ContentLab to create these really great blog post, we still, as the person, have to go in there and review it to make sure that it actually is speaking to the points that we wanted to. With the content lab being pretty accurate, that speeds up that process really fast. So the tweaking or the and the things that we need to do go from, you know, an hour or 2 when it doesn't know you, but as it learns you and it learns your voice, it takes just a few minutes to scroll through it and make sure it's got exactly what you need out of it. And I completely agree. I think, you know, I think still the biggest thing now the one that takes up more time than the video editing and all that used to take is just, you know, updating the transcript. I think now that takes me more time than it's actually reading through everything that AI is pumping out just because it primarily doesn't understand certain names or things that you're saying or if there's an accent or a pause in a different spot. You know, that transcript part. I always wanna make sure the company's name is right, that the presenters' names are right. And that is actually now what takes me a lot longer than the actual going through and betting through everything. Because that used to take so long, and I I hated video editing just because you'd edit something and then it wouldn't save properly or do something. It's already there and done ready for you and you can change it yourself. I love the drag tool where, oh, I want to move it over here because I want a little bit more of what they're saying over here or cut off at the wrong spot. It makes it so much easier. Well, thank you both for sharing about that. And I will say our take has always been that you always need to be around alongside your AI. Don't let your AI run wild. It's a buddy. It's not the end all be all. You know, it's your starting point. So definitely agree with both of you where it helps you speed up and get you a scalability you would never be able to do on your own, but it's not ready to go out in the wild just out of the box. Right? No matter what AI tool you're using. Right? Whether it's Goldcast or something else, always needs that human editor around. So appreciate you both sharing not only about ContentLab and Goldcast, but all of your tips and tricks for driving 247 webinar engagement. Matt, Stacy, it's been great. Thank you audience for engaging, asking questions, making the chat pop off. It's really been a blast watching these over. And I did see there was at least one person from Indianapolis. So, yes, exciting. But, Matt, Stacey, appreciate you so much. Thank you everyone for joining us. As a reminder, Goldcast Insider is our monthly webinar series where we host, content around AI video events webinars. So hopefully, we will see you next month in December. So we'll see you all later. Thank you so much, everybody. Have a wonderful afternoon or evening or morning depending where you're watching from. Right? Bye, everyone.