9 Immutable Laws of Webcasting

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9 Immutable Laws of Webcasting
( and Five Critical Elements )
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(No Transcript)
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Content Strategy
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1
The Viewer is King
Talk about what your audience wants to learn,
not what you want to sell this is the foundation
of education based marketing
st Law
In order to attract and hold viewers, you must
offer value
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2
Focus your content on a narrow and well defined
audience
Webcasting is moving us from a broadcast world
to a narrowcast world
nd Law
Today vs. Golf Channel
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Content Strategy
(High value, focused content)
Content Development
Content Format
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3
This is TV not Hotel
Webcasting is not a brick and mortar medium, so
dont create brick and mortar content they wont
watch it on the web
rd Law
(How do I create content they will watch?)
If you held a marketing seminar at the local
Marriott.
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4
Tell me a story
The TV world calls it a package
th Law
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5
Let the viewer meet your heroes, luminaries, and
experts
The real power of TV is that in 1 minute and 42
seconds, I can go anywhere and meet anyone
akjdklalskjflkjsdfljasldkfjlasjdexperts experts

th Law
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Metaphors and Analogies make the complex simple
We become familiar with the unknown by relating
it to things we know metaphors help us create a
mental map akjdklalskjflkjsdflja
th Law
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Content Strategy
(High value, focused content)
Content Development
Content Format
(Stories, Heroes, Metaphors)
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7
The internet is interactive make sure your
content is too
Avoid long play, linear content
th Law
No one reads a website the way you read a book
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8
On Demand is More Important than Live
The primary drivers of the internet are speed
and convenience, make content available when its
wanted kklsljdflkjdkfjllkdsl
th Law
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9
Deliver a show, not a speech
TV is a highly refined medium that has evolved
over 50 years anytime you put video on a screen,
like it or not you will be judged by TV
standards the good news is that you dont have
to reinvent the wheel. alkdjlkfjasdjflkajsldjflas
jdlfja
th Law
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Anatomy of a TV Show
Tease 1 (How did a small Florida bank get the
jump on their competition?) Tease 2 (Hilton
saves millions with an optimized network, well
learn how) Tease 3 (and what are the top
questions you should ask before selecting a CRM
partner? Those stories and more are coming up
next ) Graphical/Musical show open Host welcome
(Hi Im ______________, welcome to our
show on converged voice and data
networks. Toss to first package (our first
story takes us to Boca Raton, where Peoples
First Bank just smoked the competition, I
talked to the CTO and heres what he told
me.gartner told me, expert told me) Tease
2 Segment break Host tosses to next package
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(High value, focused content)
Content Strategy
Content Development
Content Format
(Interactive, On-Demand, Show)
(Stories, Heroes, Metaphors)
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Five Critical Elements of a Successful Webcast
High
Low

• Production Value
• Interesting/Engaging
• Message Clarity
• Take Away Value
• Actionable

Typical Professional Production
Typical In-house Production
Goal for this Webcast
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9 Immutable Laws of Webcasting
( and Five Critical Elements )
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