Developer Relations: What makes a Good Webinar Strategy?

  • Webinar Frequency — how often should you do a webinar, how often should you repeat content previously presented in a webinar.
  • Live vs. Pre-recorded
  • Software
  • Scheduling

WEBINAR FREQUENCY

  • Create new content (2–3 weeks)
  • Marketing for an upcoming webinar (1–2 days)
  • Deliver content at the scheduled time (1–2 hours)
  • Some cannot attend due to a scheduling conflict no matter when you schedule it
  • Some cannot attend because they were unaware it was happening until after the fact
  • Human behavior is to commit to spending time in a scheduled webinar but less likely to watching a recording of one on-demand that can be viewed anytime
  • Some will find significant value in the opportunity to participate and ask the host questions which doesn’t happen with recorded session
  • Incremental cost of repeating a session is smaller than the effort of creating it the first time or creating new content for a separate webinar
  • One can more successfully promote future upcoming webinars than recordings of past webinars — through newsletters, social media, web sites, etc. even if we’ve done the topic of that webinar in the past
  • If the webinar was valuable, those who attended the first time will send news of a second occurrence to colleagues
  • Attendance (as with meetups) would be 1/3 of registrations though some that missed will probably watch the recording later
  • For n attendees, there is a factor for each subsequent event of new registrations. I’d expect the second instance to be better attended than the first if announced at the same time for instance. I’m using 1.0, 1.25, 0.75, and 0.5 as factors against n if running same content each quarter.

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Manage Developer Relations @Dolby; Maker at Robot Garden; Previously HERE, GE, Rackspace, DreamWorks Animation, MathWorks, Carnegie Mellon

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Jayson DeLancey

Jayson DeLancey

Manage Developer Relations @Dolby; Maker at Robot Garden; Previously HERE, GE, Rackspace, DreamWorks Animation, MathWorks, Carnegie Mellon

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