Transcript
WEBVTT
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Welcome back to be to be growth. I'm Logan lyles with sweet fish media.
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I'm joined today by Olga and Drinko. She is the head of global
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marketing over at Seem Rush Oga.
Welcome to the show. How are you
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today? Great, thanks for invite, inviting and great to be absolutely I'll
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go. We're going to be talking
a little bit about something that's very top
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of mine for folks. With so
many in person events being canceled for for
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now and for the foreseeable future,
no one really knows how long events will
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be affected by what's going on.
We're going to give people some practical advice
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for virtual events, something that you
guys are actively doing over at seem rush.
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Before we get into that practical advice
for folks for virtual events, give
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us a little bit of context on
yourself and what you and the seem rush
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team or up to these days.
Sure, so. I'm ahead of Global
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Marketing and I've been with a company
for six and a half years and we've
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grown from fifty people start up to
a hundred people giants. I think.
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Well, we would for me to
say it's a really big transition and we
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are software company providing and least six
and insights for a marketing professionals note for
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them to analyze the well competitors,
how they rank and Google, what adds
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they place and also and sure that
they their website has more visability. And
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I've grown from social media marketing manager
to one of the top marketing leaders in
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the company and now my teams are
in charge of from PR and content marketing,
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influence marketing, social media, podcasts
and yeah, so we trying to
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ensure that people discover about as in
Russia, and then, honestly, we
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try to grow market. Is Not
assume of clients so much. We have
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a well vision that we have one
billion marketers and for that we need to
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grow markets, not that the ones
who use this soft so I love that.
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I love that mentality of just giving
of helping marketers just be better marketers
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in general and hopefully to that in
today. Oh Go, you're going to
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help me unpack some some very practical
advice for folks looking at how do we
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take our in person events, take
them online, virtual events. We're going
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to be talking about choosing the platform, choosing the different direction that you might
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go with your virtual events, because
there's one kind of big fork in the
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road. You've got to decide on
some technical advice and then some thoughts on
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the content formats. Before we get
into that, you made a comment to
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me that I think will be encouraging
to folks today. You mentioned sometimes it
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can be easier than you think to
put on that online or virtual event.
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What are what is some of the
encouragement you want to offer two marketers out
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there, especially event marketers, that
are scrambling to take their on site event
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to online today. Yet well,
for us, and in our practice,
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weabiners, I'll probably the longest lasting
channel we're using, and we have started
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webinus and various languages, I think
in even twenty fifteen or so, and
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back then it was yeah, we
do, we use the different, different
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platform, but coming up with the
topic and then just sending newsletter and then
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inviting someone to speak was, I
wouldn't say that difficult if that person didn't
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need to come up with the new
presentation. So the I think the bottle
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neck could be asking someone to create
the presentation specifically for you. If you
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willing to use content that was already
built, then you basically just need a
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team to organize. Then the platform
you choose and what the software and the
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guest or expert within the company WHO's
willing to share the information to the audience.
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So that's that's the key Pilas and
I wouldn't say that it would take
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you a lot of time to yeah, absolutely. So we're going to dig
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into some of those technical aspects here
next and I like what you said.
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They're, if you're kind of in
this position, a Shin Right now.
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Look at where do we already have
some of our best content, what's applicable
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to our audience right now and how
can we repurpose that? I mean,
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don't just rehash something just to rehash
something. But if you do have that
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ability to kind of fast track,
you know, the Webinar or the virtual
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event or the Youtube series that you're
going to be putting out to replace some
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of your on site stuff, to
think about that, because it could help
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accelerate the process. So, as
you and I were talking a little bit
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offline over, you mentioned kind of
this big fork in the road. If
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you're going to do a virtual event, this is go going to determine a
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lot of things, even the platform
that you choose, and you mentioned one
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route is we're going to go for
exposure and the other route is we're going
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to go for leads. So as
you guys think about online events, Webinar
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or what have you, what are
some of the things that you think about?
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In okay, in this situation,
we're going to go down this path
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or we're going to go down this
path, and then what does that inform
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as far as the platform that you
use as you start to go down one
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route or the other? So we
were using go to Webina for many years.
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And how go to Webinar works is
that you sent the you create as
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well. Maybe. Well, the
same as zoom, when you create a
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time and while a link. You
send your audience a link and then they
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should register and you get the email
and everything happens only within that room,
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virtual room. So I then go
to Webin or zoom or anything else,
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and then the audience is not able
to share the link. Well, what,
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they could share link, but then
the person would need to register.
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So it won't be open. And, for example, and go to Webiner,
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you would know everyone who's joined.
If they ask any question, go
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to Webin, I would give you
the email of a person who actually ask
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the question. You are able to
see that in export well, Excel file.
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So it has a lot of detailed
information on who actually attended the Webinar.
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If you run a poll of where
the people are from and or whether
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they would want to receive the information, extra information after the Webiner and people
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click yes, you'll be able to
see who clicked yes and send them the
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information. So yeah, there are
a lot of engagement within a closed,
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a private space, and there you
definitely get all of the leads and you
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would know who miss the Webiner who
didn't, and that's where you interact with
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certain audience and you're in it for
leads. If you want the exposure you
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do, you just send the announcement
that you will be doing a Webinar on
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Youtube and what you do is like
you create link and Google hang out room
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for the experts and also the link
for the view won't for people to view
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it, and then at this point
you will not even understand who has joined
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the Webinar on who didn't. You
will have the open discussion and open presentation
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that will be saved on you youtube
channel and people will be able to share
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it without making their friends leave any
information and also when and a people will
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be able to leave comments. Pretty
easily. So those this is really different
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format and I would say if I
watch something on Youtube then I'm much more
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likely to send it to people,
while if I'm on the Webinar I don't
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want to make my friends or colleagues
or partners to up to leave any information
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to the company. So it's just
yeah of virality and exposure versus leads for
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the company, and that's the biggest
decision that. What have you seen?
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have been some of the the tradeoffs
or what has been you know? Do
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you do you think, as you
guys have done online events in both ways,
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in in in the closed format,
obviously you get more information, you're
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able to tactically follow up with each
of those and nurture those leads and progress
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them, but the attendance might not
be as high, the exposure might not
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be as high. Versus. Okay, I want to make exposure super easy,
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but I don't necessarily know who these
folks are, but they could share
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it with the right people that could
then come in bound right. Where have
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you guys kind of made that decision? Do you lean heavily one way or
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the other in your ex variances?
Use tested out both Oga. We sticked
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with Youtube because we wanted people with
more authority joining us and obviously, what
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with US having a strong brand within
marketing space, experts are much more inclined
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to join if they know that they
will be public on our channels, while
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if that's just closed webiner, then
it would mean that they are exposed to
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really weigh smaller audience. So yeah, we picked youtube because we wanted also
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with the vision that we need to
educate more people. All of the content
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is fry and it's free, not
only for our users but just for everyone.
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I believe that in this state,
when people are just transitioning from well,
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from offline to online, or they
didn't have anything and they want to
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engage the audience, then I would
encourage maybe testing and seeing how engage the
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existing audiences. And for that you
would need emails, and then I would
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then encourage and also if they already
have the zoom access and and account,
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then it's easy just to test.
It's not only within the team but for
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the for the audience too. So
I would encourage standing the well and arranging
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something in zoom and seeing how many
people would join. Well, this is
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a good idea just for testing when
you do something on Youtube, then it's
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forever there and you don't need to
edit anything. If you have a Webin
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uh in zoom, then you and
order go to Webina. Then you will
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export the video, but then you
need to edit it and Upload Youtube,
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which is an extra effort, and
if you don't have that experience in the
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team then it would make it just
a bit more difficult to finalize this step
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will actually having the video in the
open space. Hey, everybody logan with
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sweet fish here. I had to
take just a second today to share with
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you another podcast that's in my regular
listening rotation. The sales engagement podcast has
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some great interviews and you pick up
a lot of best practices from revenue leaders
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that are doing the job day in
and day out. I've picked up so
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much learning from other sales leaders that
are featured on the show. One of
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my favorites is seven things marketing wish
sales knew about nurturing leads. So check
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out the sales engagement podcast wherever you
do, you're listening and by the way,
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if you're not following Scott Barker on
Linkedin, you should do that too.
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All right, let's get back to
the show. Yeah, that makes
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total sense some really good things to
think about, just tactically with the bandwidth
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on your team, which you know
some teams are moving to moving remotely,
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and in figuring out how do we
work efficiently. So definitely only think about,
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you know, those ramifications for your
team. I like what you're saying
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there. You know, it reminds
me of a few different conversations I've had
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here on the podcast and episodes coming
up. I was chatting with Kathleen booth
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over at Attila Security about you know
what, if we're really believers that we
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are adding value with our content,
then we shouldn't be afraid to ungate that,
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whether that's a podcast, whether that
is a downloadable, whether that is
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a, you know, an open
Webinar, so to speak, or virtual
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event or virtual conference, whatever you
want to call it, on Youtube,
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versus a closed Webinar. Sounds like
you guys lean not that way as well.
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And obviously we believe a lot in
ungated content here at sweet fish because
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podcasts are naturally ungated and and we
do see that that overall easier sharing effect
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come back around. So lots of
things to think about their. Old Guy,
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think you bring some really great perspective
in all that you guys are doing
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in marketing. Let's get to some
technical advice again. You started to speak
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a little bit of, like,
you know, differences this platform, how
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your team's going to have to handle
what you talked about keeping in mind these
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three key components, your camera,
the sound and your lighting when it comes
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to virtual events, whether they're open
and ungated or a closed webinar. What
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are some tips, things that maybe
you guys ran into that you wish you
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would have learned earlier that might help
some other marketers out there? Sure so.
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Probably, if you're the host,
then you will be broadcasting from the
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office. Well, now a lot
of teams are working remotely, so that
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might be a problem, where we
now will be stuck in the apartment and
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you broadcasting from the kitchen. Well, the background is actually matters, and
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then people will be just seeing your
home and ensure that you maybe order a
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banner that will block the room or
if you maybe have a green screen and
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then you can just project something like
I'll skip or office on back there.
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And also, if you invite the
guests, then please breathe them on on
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the background and also on the light
and definitely do a sound check before so
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definitely invite and arrange the ten minute
meeting somewhere prior to their wealth official Webina
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and ensure that they they're lighting the
camera and the sound is all fine and
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their background is also fine. So
I think while sometimes I've just seen experts
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and then they share great information,
the sound is okay, but then they're
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sitting in the room and then everything
is a mess back there. So it
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just if you invite an expert then
despite the day, well, they have
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to share great knowledge, but also
people want to see just, I think,
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more of an official space or and
not the mess that they have an
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apartment. So that's just not probably
that's simple but not obvious. Yeah,
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simple but not obvious is sometimes where
the great advice lies. You know,
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I think right now, you know, I posted on Linkedin this week,
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that we all need to show each
other grace as we're trying to figure out
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this balance with with everything that's going
on in the world right now. And
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so I do think that folks will
show a little bit more grace and and
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you know, whether that's a sales
call or a Webinar or a virtual event,
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people will be completely, you know, a good bit more understanding.
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I still think you don't want to
be, you know, sitting on your
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bed with the sheets thrown everywhere and
things like that, but I do think
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that it will be interesting to see
how those kind of norms shift a little
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bit in the short term as well
as in the long term. And you
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know, if you're using zoom and
you're really concerned about your background, they
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have the ability to do those custom
backgrounds without investing in a green screen or
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a banner. So you might be
able to kind of hack the system there.
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I think what two of the the
bigger things that you mentioned there too.
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On sound, you know, get
a good dynamic usb microphone. A
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dynamic versus a condens or microphone will
isolate to the area that you're talking about.
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You know the type of microphone we
use for for this podcast. Logitech
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has some great webcams that just give
you HD quality prop that up above eye
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level as opposed to looking down when
when you can. And also I have
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a nice little ring light that's just
always making sure that I'm frontlet that I'm
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not, you know, don't have
a window behind me and I look like
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I'm purposefully sitting in shadow like a
date line special or something like that.
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So some tips and tricks from from
our perspective as well. They're Olga.
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Let's round it out with thinking about
formats, depending on the content, depending
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on your host, not just platform, but the format of the content,
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in the way that you presented in
an online event, where a virtual meeting.
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Give us some thoughts here in the
different formats you've seen and kind of
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pros and cons what you might want
to consider here as we close out the
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conversation. So it could be just
someone from your company, like a spokesperson,
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presenting and then with no one else, and that that could also be
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a format. And then the most, I think, traditional, is where
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someone from the company is a host
and then there's a guest sharing the information.
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And, for example, now there
are a lot of speakers in every
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niche that are not going to the
conferences, but they've built the presentations and
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then they would be happy to share
it with the audience. So, as
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I said, if you don't make
them build something new free for you guys,
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then they would be happy to share
something that they've prepared. And also
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another format is post from your company
and the panel discussion, and then maybe
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someone will be presenting for fifteen minutes
and then others just chiming and discuss questions
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from the audience or the questions that
host is asking. And also the format
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that we're using mostly is that we
inviting their host. So the host is
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external and that's also an opinion leader, and then they're choosing the expert that
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we're going to invite for the topic. So host is super, super also
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well experienced in whatever is being discussed. And Yeah, and it's like everybody
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that is on the Webinar, who
is on the Webinar are not affiliated with
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sea rush and we are just powering
and then ensuring that there's well, everything's
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technically solid. So this is,
I think, the most yeah, these
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are the formats and what I actually
would suggest is that if you want to
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invite some guests and it's a celebrity, guess, or well, it's a
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celebrity your niche, so it's wellknown
person, but and you're not sure that
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there have time to build forty minute
worth slides, then what I would suggest
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is asking them to create or select
ten slides on the topic or your choice
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that they would just start the presentation
with, and then there is like thirty
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or forty minutes Q and a session. That way your audience will still get
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a feeling of what they expert can
talk about and then the questions will just
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naturally slow and this these types of
Webinos were really successful and also they don't
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really require a lot of time from
the speaker. Yeah, I love that.
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Thinking about, you know, what
is the content that we want to
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deliver? How much prep time do
we have? What sort of what sort
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of speaker or presenter do we have? What content do they have writ ready?
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I think all of those questions are
good to keep in mind. Is
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as you prepare and you think about
what the format's going to be. That
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sort of greater percentage of Qa we've
seen work well. You know, Gary
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V has been doing it over the
past year plus in a lot of events.
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who'll keep his keynote shorter and then
do a lot of Qa, which
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works out really well. He did
that, obviously for a long time with
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ask Gary v one thing I would
you know that's kind of springing to my
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mind because we've been thinking about doing
this around podcasting between James, our founder
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and CEO, and myself doing some
sort of you know, ask me anything.
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If we did linkedin live or if
we did a linkedin video and collected
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questions ahead of time. If you're
worried about Oh, we're not sure what
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sort of attendance we're going to have, we're not sure what the engagement will
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be. What if we don't get
enough questions? Pull your audience, either
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via email or on Linkedin or whatever
platform you're getting the most engagement today,
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and start to gather those questions.
That way you have a fodder of questions
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that you could pose to the host, even if you're not getting engagement,
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to last you through that Qa session
something like that. So just another idea
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to think about. There are a
lot of ways that you can bring these
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virtual events together. Oh God,
I like what you talked about in that
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big fork in the road talk.
Just think through with your team. Do
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you want to go for exposure?
Do you want to go for leads?
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Do you want to test out Bolton
and see the impact? Think about the
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surrounding, think about how you are
prepping the host and then set yourself up
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for the different formats that you laid
out. I'll get if anybody listening to
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this would like to take next steps
and stay connected with you or learn more
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about what you and the team and
seem rusher up to these days. What's
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the best way for them to stay
connected with you guys? Right now it's
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at sem rush and every social media
well Linkedin facebook, instagram, twitter.
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We're most active on twitter, and
with me, just yeah, I'm also
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well facebook Linkedon Algundreyanco and happy to
connect the awesome I'll get. Thank you
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so much for adding some value to
folks today breaking down some very tactical stuff
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that's timely on virtual events. I
really appreciate you being on the show today.
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Happy. I hope it was useful. I hate it when podcast incessantly
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00:21:48.359 --> 00:21:51.680
ask their listeners for reviews, but
I get why they do it, because
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00:21:51.759 --> 00:21:56.000
reviews are enormously helpful when you're trying
to grow podcast audience. So here's what
280
00:21:56.039 --> 00:21:57.880
we decided to do. If you
leave a review for be to be growth
281
00:21:57.960 --> 00:22:03.630
and apple podcasts and email me a
screenshot of the review to James At sweetfish
282
00:22:03.710 --> 00:22:07.509
Mediacom, I'll send you a signed
copy of my new book, content based
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networking, how to instantly connect with
anyone you want to know. We get
284
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a review, you get a free
book. We both win.