By Michael Kolowich published January 12, 2012

How Content Marketers Can Reinvent the Webinar for 2012

I recently spent time with one of the most prolific producers of webinars and online events for big companies (over 300 online events per year) and was startled to hear his confession: Traditional webinars just aren’t working as well as they once did. The erosion in sign-up rates and attendance, he said, was slow but unmistakable.

It’s certainly not time to pull the plug, since webinars are still a reasonably effective way to generate and nurture prospective customers, as well as to educate and engage those you already have. As noted in the recent B2B Content Marketing Benchmarks, Budgets and Trends report, 46 percent of marketers are using webinars, and of those users, 70 percent consider them to be effective. But it’s time to take a good hard look at the tried-and-true 60-minute live webinar formula and ask, “Can we do better?

And so I’ve set out on a personal mission to totally re-think the webinar this year, in the context of a world that has changed dramatically in the last four years. And I’d like to invite each of you, as a thoughtful content marketer, to take that journey with me.

According to my friend, the high-volume webinar producer, there are several important problems with the today’s standard webinar formula — that is, the audio-over-presentation slides format that is scheduled for an hour, with typed-in Q&As:

  • Webinars have a personality problem.
  • Webinars have a scheduling problem.
  • Webinars have a length problem.
  • Webinars have an engagement problem.

In light of this, is it any wonder that webinar sign-up rates are declining, attendance among sign-ups is flagging, and mid-session dropouts are increasing?

1. Employ video (not just audio) to add personality and energy

As I observed in a recent CMI post, audio-only webinars rob communicators of many of the natural communication and engagement tools they possess as human beings — their body language, their gestures and facial expressions, as well as props and visual aids. Psychologists will tell you that one of the earliest skills we learned as children was how to read facial expressions and to interpret them into feelings of trust and authority, so omitting this powerful communication mechanism can be a costly mistake.

When we listen to the faceless webinar voices talking over PowerPoint slides, we often fail to connect with the personality and authority of the speaker. And isn’t that why we’re there — to immerse ourselves in the knowledge, the stories, and the authority of the webinar host or guest?

This is the age of web video, and the audio-only webinar has not kept up. Fortunately, there are tools (like KnowledgeVision and ON24) that offer easy ways to stream video side-by-side with PowerPoint slides. And there are even ways to dial in remote guests via Skype to a conversation that’s almost like having the guest in the same room, as in these excerpts from a recent webinar on video content marketing.

2.“Flip” the webinar by pairing a presentation that’s on-demand with an interactive portion that’s truly live and interactive

Educators and online learning pros are discovering and applying a new model called the “flipped classroom”. Traditionally in education and training, a professor or trainer will stand in front of a room and give a lecture, reserving a few minutes at the end for questions and then sending everyone off to do exercises or homework.

In the “flipped” model, they put the lectures on video to be consumed before the classroom session, and then use class time for a highly interactive Q&A, discussions, or exercises.

Why not conduct webinars the same way? Distribute the highly-structured “lecture” material as an online video presentation, and then schedule one or more live conference calls or Google+ video hangouts with the guest and host to handle questions, discussions, and even explore a case study together.

This “flipped webinar” approach solves several problems at the same time:

  • The presentation material can be much more compact, since the host doesn’t have to structure the talk to try to fill an hour. Rarely have I seen a webinar topic that could not easily be delivered in 10-15 minutes, rather than the 40-minutes-plus-time-for-questions approach most common today.
  • More people can benefit from the material more quickly, since the “lecture” material can be viewed at the time of maximum interest — when the viewer signs up for the webinar.
  • By running a live follow-up via conference call or Google+ hangout, these sessions can be much more engaging and truly interactive — resembling a seminar set-up more than a sterile submit-a-question-and-give-the-answer approach.

Online event and content marketers can learn a lot from what’s going on in today’s most innovative classrooms, and 2012 would be a great year to start applying it.

3. Use interactive engagement mechanisms during the webinar to your best advantage

Online presentation platforms are notoriously one-dimensional when it comes to engaging viewers. In fact, an analog to the “couch potato” is establishing itself among webinar viewers who stare at their screens for an hour. Call them “mouse potatoes”, if you will.

Well, the dirty secret is out. During the webinar, most “mouse potatoes” are actually checking their email, taking phone calls, posting on Facebook, and discussing the latest movie with folks who drop by their cubicles. We increasingly deal with a distracted, short-attention-span audience — one that certainly multitasks during webinars.

Here’s the challenge: Why don’t you give your audience interesting things to multitask with that are related to your own webinar materials? Give them virtual hand-outs that amplify the lessons being given in the material. Maybe provide mini-worksheets for them to fill out with information on their own businesses, or give an interesting mini-survey or a poll.

The point is that the more you can channel that multitasking attention on-task to your webinar material, the more your audience will get out of it. And since every download and survey is a potential data point to measure interest and engagement, this approach carries a double benefit for the webinar host.

4. Embrace restlessness: Innovate continuously with your webinars

It’s all too easy at this point to settle into the comfortable-but-vanilla white-papers-and-webinars rut for lead generation. But with more B2B marketers spending more and more dollars on content marketing, we shouldn’t be surprised to see the traditional webinar supplanted by new, more innovative models that build on the traditional foundation with video, new scheduling and length models, and more engagement mechanisms.

I’m on a personal mission to reinvent the webinar in 2012, using a flipped video, high-engagement model. Will you join me? What ideas do you have to stand the conventional model on its head?

Photo credit to Terry Borton, Magic Lantern Shows

 

Author: Michael Kolowich

A 20-year pioneer in online content, Michael Kolowich is CEO and founder of KnowledgeVision, a platform for creating interactive video marketing assets from PowerPoint presentations. A former Emmy-winning TV news reporter, he went on to be Chief Marketing Officer at Lotus, founded ZDNet and NewsEdge, led AT&T's new media initiatives, and was CEO of Individual Incorporated, the first internet content IPO. You can follow him on Twitter @MichaelKolowich.

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  • http://www.marketingwu.com/ Robin

    Nice article Michael,
    I think you do right to advise on developing how webinars are conducted!
    I get so many invites to webinars that I don’t bother attending any at the moment. The reason being that 30 minutes to 1 hour of my day is too long, unless I know I will get definite benefit from attending.

    ‘Webinar Overkill’ has overtaken death by powerpoint in 2011 – the technology is cheaper and simplre – but people forget the most important thing…..

    Just because you can create a webinar, should you create a webinar?

    If the content is important, the message media should allow the viewer to access it with the least amount effort. Webinars are time consuming to many ‘time-stretched’ people, often requiring three to four sign in forms and logging in at specific times.
    A link or email out to a well produced 4 to 10 minute video still works wonder in my book!

    Let’s see how webinars develop throughout 2012.

    Thanks again for the ideas above.

  • http://about.me/johnrefford John Refford

    Thanks for rethinking webinars Michael. I’m wondering what vendor solutions most match your vision?
    @iamreff:twitter 

  • Anonymous

    Hi Michael,

    Love it!! Great advice here – especially the idea of a ‘flipped webinar’ with a Google+ hangout to follow up. Would be interested to see an example of how this works. By the way, is it possible to record a Google+ hangout and then broadcast it on your website?

    • Anonymous

      Maybe we should try one with the commenters on this post.  I’ll try to schedule one in the next couple of weeks and let everyone know.  We can learn together about how it works and feels.

      As for recording them, there was a Mashable article a few months ago about recording Google+ hangouts, but it’s recommended tools were all screen movie capture applications:

      http://mashable.com/2011/08/05/google-plus-record-hangouts/

      We all have our favorite ways to capture screen movies.  My, for the Mac, is Snapz Pro X, by Ambrosia Software:

      http://www.ambrosiasw.com/utilities/snapzprox/

      Michael

      • Anonymous

        I like that idea very much Michael – please be sure to count me in! And thanks for the additional info on screen capture tools. I’ll check them out! Cheers.

      • http://twitter.com/moniquew Monique Watkins

        Pls count me in too, would love to be part of testing it out.

  • http://twitter.com/StephanieTilton Stephanie Tilton

    Great ideas, Michael! Hopefully more companies will heed your advice and breathe new life into their webinars. I interviewed Fiberlink last year about its content strategy and successful bi-weekly webinar program. Each webinar is 30 minutes at most, and focused on education instead of sales pitches.
    Fiberlink feels these two elements make its webinars more
    appealing for its speakers and attendees. It would interesting to see the impact if Fiberlink employed some of the methods/technologies you suggest!

    • http://twitter.com/TheDigitalPost Jose Jimenez

      I agree with your point about keeping them to 30 mins max. All too often I attend a webinar and the speakers go on about this, that or the other for the first 10-15 minutes. By all means make an introduction and add some chit chat but they should appreciate that time is precious for many people.

      Some interesting suggestions and there would definitely be more engagement if the viewers could see the presenters.

    • http://twitter.com/TheDigitalPost Jose Jimenez

      I agree with your point about keeping them to 30 mins max. All too often I attend a webinar and the speakers go on about this, that or the other for the first 10-15 minutes. By all means make an introduction and add some chit chat but they should appreciate that time is precious for many people.

      Some interesting suggestions and there would definitely be more engagement if the viewers could see the presenters.

  • http://www.reportcontentwriter.com/ Rachel Agheyisi

    As a frequent webinar attendee, I’m glad to read that someone is on a personal mission to reinvent the webinar platform this year. Bravo, Michael! Score one for DIFFERENTIATE — as an important aspect of content creation strategy. I am sure our brain cells are ready for jazzier, more engaging learning.

    • Anonymous

      Hey Rachel, nice to ‘see’ you here :) 

  • http://www.killerwebinars.com/ Shelley Ryan

    I’m on a similar mission, Michael — rid the world of lousy webinars, one broadcast at a time.

    I have to disagree with your first suggestion.  Very few presenters have the skills of a TV journalist, so they have a difficult time keeping eye contact with their camera.  I’ve seen so many webinars this past year where the speaker’s webcam shows him looking at his laptop or keyboard the entire time, and it’s kinda creepy!  Not to mention distracting, unprofessional, and a bit alienating…

    Instead, I suggest that presenters turn their cameras on ONLY at the very beginning and end of a webinar.  It’s enough facetime to welcome the audience and thank them for attending.

    Regarding your “flip” idea, I’ve been producing many webinars sorta-kinda the way you describe.  The big difference is that I play a pre-recorded presentation to the live audience and gather their incoming questions (yes, by text) as they watch. When it ends, the presenter turns on his mic and handles the Q&A live.  It’s been a great way to make sure the audience gets high-quality content — and the speaker can fine-tune his presentation until it’s rock-solid.

    • Anonymous

      Interesting idea doing the pre-recorded presentation and playing it live, Shelley.  I’ll keep that in mind.  The thing I like about offering the on-demand version immediately, though, is that it gives the viewer instant gratification…right at the moment of maximum interest and intent.  There’s nothing so frustrating as to have to wait 2 weeks for a really interesting topic…

      With respect to the live camera issue, I agree that camera-shyness is sometimes an issue, as is awkwardness.  A certain amount of that goes away when you take the pressure off of a live presentation, but heck…it’s still a CAMERA.

      So how about this?  Why not tape someone giving the presentation to an audience of 3 or 4 people?  The camera is, in effect, just a member of the audience, and the experience of the viewer is one of being part of the audience, too.  That makes it much more natural for everyone, while not denying the visual satisfaction of seeing all of the presenter’s body language and expressions.

      • http://www.killerwebinars.com/ Shelley Ryan

        If I videotaped a speaker doing a live presentation in a room with actual human beings, I’d probably want to spend money on a videographer with at least two cameras and good sound and lighting equipment, then spend extra getting a professionally edited version of the presentation.  Done that before, and it looks great, but I think we’re stepping out of the “webinar” realm with this approach. 

  • http://twitter.com/biggercustomers Lawrence L. Smith

    Very helpful article, Michael. I’m both a producer and consumer of webinars, and I yearn for more interactivity. As a presenter, the problems with audio inhibit me from more interaction with the audience. As soon as I “unmute” more than a couple of people, the interference can be mind-numbing. Count me in for any experimentation that you take on.

  • http://www.elizabethadams.net/ Elizabeth Adams

    Thanks for a great post Michael. I’ve been using webinars as a means of lead generation for several years and agree that audience numbers are generally in decline. I believe this is because of the sheer quantity of great educational content freely available today. It’s more important than ever for webinar hosts to come up with original topics for discussion and then to deliver a highly interactive and engaging experience. In addition to your suggestions above (which I love!), I would also suggest having more than one speaker, where possible, or keeping sessions to just 30 mins. It’s very difficult to listen to one voice, however enthusiastic, for an hour.

  • http://twitter.com/mplanding Mary Planding

    Thanks Michael. A really good post. I often think that the problem lies not as much with the format as the quality of the information and its presentation. 

    Case in point: MEC Labs does a phenomenal job (IMO) of giving great webinars. Their information is meaty, useful and I always wish they lasted longer simply because the content is so rich and they do the standard, traditional webinar format, incorporating twitter as well (twitter now being de rigeur).I have found that incorporating video into a webinar is usually a disaster. By that I mean, playing a video as part of delivering a webinar live often doesn’t work well and only serves to piss-off the viewer. The video is jumpy … constantly skipping frames and audio bytes … because the bandwidth can’t keep up. Bottom line: Now that doing webinars is so easy, it’s inevitable that overall quality will suffer because of the lowest common denominator factor AND the novelty factor is wearing thin. Differentiation is always crucial as is refreshing / changing up the format now that it’s so commonplace. That’s inevitable. But without high *quality / substance* being delivered in a webinar, it’s all just lipstick on a pig and another shiny object to chase.

  • http://twitter.com/mplanding Mary Planding

    Thanks Michael. A really good post. I often think that the problem lies not as much with the format as the quality of the information and its presentation. 

    Case in point: MEC Labs does a phenomenal job (IMO) of giving great webinars. Their information is meaty, useful and I always wish they lasted longer simply because the content is so rich.They use the standard, traditional webinar format, incorporating twitter for Q&A and feedback (twitter now being de rigeur).I have found that incorporating video into a webinar is usually a disaster. By that I mean, playing a video as part of delivering a webinar live often doesn’t work well and only serves to piss-off the viewer. The video is jumpy … constantly skipping frames and audio bytes … because the bandwidth can’t keep up. Bottom line: Now that doing webinars is so easy, it’s inevitable that overall quality will suffer because of the lowest common denominator factor AND the novelty factor is wearing thin. Differentiation is always crucial as is refreshing / changing up the format now that it’s so commonplace. That’s inevitable. But without high *quality / substance* being delivered in a webinar, it’s all just lipstick on a pig and another shiny object to chase.

    • Anonymous

      Yep — that’s the key problem with trying to put video through a screen-sharing platform.  What happens is that the video plays on the presenter’s screen, and then the screen-sharing software tries to broadcast all the changes in the presenter’s screen, which totally does away with all of the things that video compression does to assure a crisp, smoothly-moving image.

      What we’ve done at KnowledgeVision is to work it out so we in effect push out the codes needed to play the video directly from its source to your browser, without having to be routed through the presenter’s screen and the webinar software.  It’s complicated technology, but the result is a much smoother, more satisfying experience.

  • CMPointer

    This is FABULOUS! Perhaps incorporating a site like Spreecast would be beneficial? Have the webinar already done for attendees to watch. Then use Spreecast for the Q & A? It’s a thought that I’ll be exploring. Thank you for such great forward-thinking ideas.

    ~Caroline Pointer

    • Anonymous

      Spreecast — that’s another possible alternative to Google+ hangouts.  The key is to be able to have live video connections among the host, guest, and maybe a handful of participants…but then to have a much larger audience be able to view and participate.  In the case of Spreecast, it looks like you have have 4 video hookups and unlimited viewers, while on Google Plus it looks like 10 on camera and unlimited viewers.

      Anyone have any other favorite tools like this to try for the interactive portion?

  • http://www.thewordchef.com Tea Silvestre

    Loved this, thank you! Will be attempting to incorporate some of these tips into my online classes immediately.

  • Swishest

    Thank you. I have actually avoided doing webinars so far. As an educator I know that there are many different learning styles and you need to offer all of them to get your message through to everyone. You have given me the inspiration to come up with better ideas for web communication.

  • http://twitter.com/cammipham CamMi Pham

    This is a great post love it. We need more interactive webinar. communication is no longer one way street

  • http://www.thewebinarblog.com/ Ken Molay

    Nice post, Michael. I wrote up a long post with my additional views and opinions extending yours. It has more content than could fit in a comment, so I hope you don’t mind me posting a link instead:
    http://wsuccess.typepad.com/webinarblog/2012/01/reinvent-the-webinar.html

    Onward to better, more effective marketing webinars!

    • Anonymous

      Loved your post and amplification at http://wsuccess.typepad.com/webinarblog/2012/01/reinvent-the-webinar.html.  And definitely I think we don’t need to stage a cage match!

      I think we can all benefit from the kinds of experimentation that you and others are offering.  My intent was to stir up the water and get us all thinking in just the way you suggest, and I’ll try some of your ideas, too…and maybe build some of them into KnowledgeVision during the year.  Thank you!

  • Leslie Weller

    Thanks Michael, for all the reasons you mentioned, I too believe the traditional Webinar format is outdated (people are reticent to spend a few minutes viewing a YouTube video, much less 60 minutes on a PPT yawn-fest).  But what I love are your suggestions for shifting the Webinar format.  Brilliant.  I love the flipped idea.  Will try to get that incorporated into my 2012 plans.

    • Anonymous

      Thanks for your enthusiasm, Leslie.  As I mentioned in the post, the “flipped” concept has taken off in learning (it was one of the hottest topics at Elliott Masie’s Learning 2011 conference in November), but has not taken hold in marketing.  I think it has merit, though, and at KnowledgeVision we plan to test extensively both on the product and marketing side this year.

      Based on the interest here at CMI, I plan to follow up with some practical posts advising exactly the steps to take to make it happen successfully.

  • Sarah Fazendin

    Great post and great discussion. As marketers of high-end, experiential travel products we do a few webinars a week and they are a great way for our clients in Africa to reach the travel trade here in the U.S., however we’ve seen big drops in numbers in webinar participation over the past 6 months.

    We’re currently experimenting with products like BrainShark and the like to see if we can communicate what we did in a 30 minute webinar in 2-3 minutes.

    I like the idea of playing these short pre-recorded presentations live and fielding questions for a real-time discussion, we’ll give that a try!

    • Anonymous

      Great — and definitely put KnowledgeVision on your list to try — it does everything Brainshark does, plus video, synchronized calls to action, etc.

  • Amy

    Great post and I really like the suggestions.  Michael – if applicable to your business, do you have clients who “sponsor” webinars and if so, are you finding a decrease in what they are willing to invest?  As the Sales Director of a media property, it is difficult to get ‘buy-in’ from my clients to pay our rate for a sole-sponsored webinar (the old tradiational way).  Pehaps by incorporating many of the elements you recommend to make the Webinar more appealing, interactive and interesting, we as media company can provide addtional benefits not only to the participants, but to our sponsor who may feel better about the investment. I’d love to hear any thoughts anyone has re: this dilema.  

  • Bekergashev

    These are all great ideas. However, before I can flip the webinar I need to get people to sign up for mine. Any tips or ideas as to how to get people to sign up for webinars?

  • Taylor

    Great read. We are thinking about doing webinars this year and I have challenged my staff to make sure the content is compelling and short 20-25 minutes. I like the idea of adding video and a more engaging approach

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  • Anonymous

    Hi Michael, 

    We do webinars on Spin Sucks monthly and are playing with ways to change it up as well. This post and the comments are extremely helpful. If I’m not too late, I would definitely love to experiment with the google+ hangout as you mention in the comments below. Count me in for any of it. Thanks!!!

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  • Ed Youngblood

    Hi Michael, No secret I agree with your premise and goal of reaching an increasingly ADD audience.  Thanks for the post and see you at the Business Video Expo.
    /ed

    • Anonymous

      The work you guys are doing at Alcatel-Lucent is fantastic, Ed.  A great example of using new content types like online presentations to broaden the definition of engaging content.  Would love to see you combining this notion of short, digestible presentation content paired with live discussions with the community.

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