How2 hostwebinar

Editor's Notes

• #2: This session is about content marketing, how you can provide useful information to your target audience in a way that will support the business side of your company. And in particular, how you can use the benefits of technology to reach more people quicker and with less hassle and expense. For those who took my Facebook session, I think you may be surprised to see that many of the goals here are the same, many of the precepts. This is simply a way to use simpler technology to reach out and cultivate relationships with people who are not of the Facebook persuasion.
• #3: Often not directly associated with marketing. Frequently seen as a freebie. So why do it? Altruism of wanting to educate or help people. But also business reasons: Establish your company as the expert on a topic Communicate non-verbals about your company (compassionate, responsive, committed to the community, creative…) Name recognition and brand loyalty in a crowded marketplace is good. So many people think there is only one hospice. Don’t realize there is a choice. You want to Most powerful advantage is that you can collect contact information to extend the relationship beyond the event itself.
• #4: You probably already do some forms of content marketing. All of these are examples of content marketing. Follow the basic 80:20 rule, 80% about them, no more than 20% about you. (In some cases, like support groups, or possibly educational handouts, could be none of it is directly about you. But it all expresses, even indirectly, non-verbal information about what you are like as a company.)
• #5: Often not directly associated with marketing. Frequently seen as a freebie. So why do it? Altruism of wanting to educate or help people. But also business reasons: Establish your company as the expert on a topic Communicate non-verbals about your company (compassionate, responsive, committed to the community, creative…) Name recognition and brand loyalty in a crowded marketplace is good. So many people think there is only one hospice. Don’t realize there is a choice. You want to Most powerful advantage is that you can collect contact information to extend the relationship beyond the event itself.
• #6: So we’re going to talk about taking those benefits, and some of those educational activities, and presenting them over the airwaves presenting audio and visual information in a decentralized way. Let’s start with a few terms. I will probably say webinar most of the time to mean both. If I
• #8: 1. Simple to set up and execute no room to rent, chairs to setup and take down no projector and screen, anxiety if your computer will talk to their projector… no refreshments no travel time 2. All this makes very inexpensive to do. Cost is your time, service for connecting interactive features, advertising 3. Scheduling flexibility allows you to reach people you wouldn’t ordinarily time issues (working) family members who live far away
• #9: Need good match of tech to experience. If they get frustrated with the technology, they will associate you with those feelings of frustration. Requires a telephone. Computer ideal (Powerpoint) but do not HAVE to participate online Advantage of Webinar is that can do polls and watch the chat stream. Wakes people up and gives you a way to get feedback from the audience. People like telling their story
• #11: Glad to be here. Welcome everyone. E-newsletters are a medium near and dear to my heart as they allow hospices to very cost-effectively get the word out and promote important activities, like fund-raising, referrals and volunteer recruitment and retention. And they provide a convenient medium for readers to get the information that they want or need. One of those happy marriages of marketing and education. Pat yourselves on the back for taking the first step to learn about this new medium. Tell you a bit about myself. Research scientist, I spent 14 years working on NIA projects, specifically big multimedia interventions for family caregivers. In my private life, I have been a hospice volunteer since 1997 Disconnect. Realized this was a way that I could help. Can’t solve global warming, can’t fix the problems in Iraq. But I can help families get better access to information and services, specifically the fantastic support that is offered by hospices. So, my personal mission is to help hospices make better use of the Internet for outreach, fund-raising, community education, etc. Enough about me. I want to learn more about you.
• #12: ACTION PLAN: What does yoru website do now? In the future? Advertising vehicle? Community Education Marketing tool? Sales tool? Public Relations: Use it to work with the press Fund-raising vehicle: Means to attract new donors and nurture existing Community engagement: Networking Advocacy: Are you wanting to promote grass roots organizing around public policy issues? If so, then who you are target and what you put on your site will be very different from what you would do if you were primarily trying to attract and engage donors, or families in need of services. IDENTIFY what you want your website to support you in doing.
• #14: General demographics: Age, big determinant Patients, no Family caregivers (Boomer daughters & sons), yes Would not rule out spousal caregivers. Volunteers Donors
• #15: Education and Income Donors! Avg online donor gave $114/year, vs. $82/yr for offline
• #16: Remember I said Boomer daughters and sons are the ones to watch. This is why Family caregivers turn to the Internet first. 39% of ALL Internet users report using the Internet to find info for a sick friend or relative. Typically Boomer children. 26% of Internet seekers say Internet played a crucial role One out of 3 said it helped them to find professional service. You want that to be YOU, not your competition.
• #17: From Pew Internet and American Life Project, broke down activities by subpopulations How tech savvy is your group? Teleconference, is low tech. Mostly need email (high penetration there) and ability to download a Powerpoint Ability to sign in to a webinar service, more like blogs or social media. Bit more sophisticated/adventurous Note: If one objective is to get email addresses for future communications, VERY high penetration in this medium, even for seniors
• #19: Topics: Family caregivers • What services are available • How to pay for care? • How to deal with stress Time: Think about working individuals: Lunch or evenings are probably easier More and more, people are wanting to listen to the recording later, at their own time
• #31: Depending on how you want to make yourself more visible, you’ll want to choose a service that allows you to create, possibly store, your recordings.