What exactly is a webinar? Explanation of the delivery method and Zoom webinar format / usage
The popularity of webinars is growing as working remotely
becomes more popular. In this article, we'll go over webinars, their benefits
and drawbacks, how to use Zoom webinars, and how to make your webinar a
success.
- What is a
webinar?
- List of
webinar holding procedures and distribution methods
- Features
and usage of Zoom webinar
- How to
connect webinars to results
- in
conclusion
What exactly is a webinar?
Webinar is a term that combines "Web" and
"seminar" and refers to online seminars. An online seminar, also
known as a webinar, is a type of online seminar.
Webinars are held using online conferencing tools like Zoom
as well as video distribution tools. It is common to gather participants in a
conference room or seminar room provided by the tool and proceeds while
projecting the instructor's appearance and seminar materials captured by the
camera online.
It is possible to have two-way communication between the
instructor and the participants by utilizing the chat tool and questionnaire
function built into the tool, and to hold a seminar of comparable quality to
the traditional offline format. It is conceivable.
Advantages of Webinars
Webinars have the following advantages:
Location is free.
Webinars can be held anywhere as long as they are connected
to the internet, regardless of where the participants are located. As a result,
you can broaden the range of customers to whom you want to appeal.
Costs can be cut.
Costs can be reduced when compared to offline seminars
because there are no venue usage fees or labor costs for management staff such
as reception. From the participant's perspective, there is no need to travel to
the venue, which lowers the barriers to attending the seminar.
Can be held without the need to worry about quotas for
attracting customers.
In the case of offline seminars, it is frequently necessary
to attract a certain number of customers in order to maximize cost
effectiveness. There is also the risk that if the empty seats are visible, the
participants will be embarrassed. In that regard, because the webinar can be
held without regard to the number of participants, it is possible to hold it
with a small number of people relatively easily.
Webinar disadvantages
It is difficult to see the viewer's reaction.
Webinars, like offline seminars, can be difficult to
navigate while watching the reactions of participants. They also tend to be
one-way communication. You can gauge the level of understanding and temperature
of the participants by utilizing two-way communication by distributing a
questionnaire, soliciting questions via chat, and raising your hand using the
call-and-response system.
Equipment and equipment malfunctions have an impact.
Because webinars use a variety of tools such as PCs,
cameras, microphones, and the Internet, there is a possibility that these flaws
will directly affect the quality of the webinar itself. Environmental issues on
the part of the participants may also cause similar issues. We want to make
sure that the environment is properly maintained ahead of time, and that we
will direct participants to the recommended environment.
Procedure for holding a webinar / List of webinar tools
Now, let's look at the steps to hosting a webinar and the
recommended tools for hosting a webinar.
The steps for hosting a webinar are broadly divided into the
five steps listed below.
(1) Tool selection
(2) Equipment preparation
(3) Operating system construction
(4) Customer attraction
(5) Participant guidance
Step 1: Choose your webinar tools.
First, decide on the tools you'll need to host the webinar.
"Zoom" is a well-known webinar tool, but there are
numerous other products and services available. Each tool has unique
characteristics, so choose the best one for the job based on the purpose and
characteristics of the webinar.
Furthermore, the tool comparison and webinar holding
procedure are explained in detail on the following page. Please read it aloud.
[Reference material] Introducing the webinar tool comparison
to the day's operation method What is the delivery method used to avoid
failure?
Webinar tool list
|
Tool name |
Features |
|
Originally a tool for web conferencing, it can also be used as
a webinar tool. With a paid license, webinar features such as the
ability of only the host to control the participants' voices are available. |
|
|
Equipped with a function to customize the screen configuration
at the time of distribution, a questionnaire collection function,
etc. The point is that you can participate from the browser without
installing a dedicated application. |
|
|
A tool that specializes in "webinars" rather than
web conferencing. It is easy to use for both the organizer and the
participants, and the generous support system is attractive. |
|
|
A web conferencing tool with a reputation for high sound
quality and stability. Although it is not a tool specialized for webins,
it has unique functions such as being able to hold multiple conference rooms
at the same time. |
|
|
Communication tool with Microsoft Office. It is often
used for in-house web conferences. It is convenient for seminars for
employees limited to the company, but it takes a lot of time to invite
participants from outside the organization, and it is a little unsuitable for
holding a webinar for an unspecified number of people. |
|
|
Although it is a video distribution platform, it also supports
live distribution and can be used as a webinar tool. Suitable for
delivery to a relatively small number of people |
|
|
Live distribution function of video distribution platform
YouTube. In addition to live streaming of seminars in one direction, you
can hold a webinar without worrying about the capacity by combining with
Zoom. |
Step
2: Equipment preparation / equipment
Next,
gather the necessary equipment and facilities, such as an internet connection,
a computer, a microphone, and a camera. As previously stated, the distribution
environment is directly related to the quality of the webinar, so please refer
to the following and prepare the necessary and sufficient equipment and
facilities.
List of webinar equipment
|
equipment |
How to choose |
|
|
PC |
Processor (CPU): Dual core 2Ghz or higher (equivalent to Intel i3 / i5 / i7 or AMD) RAM (memory): 4GB * Zoom recommended
requirements |
|
|
Internet connection |
Wired connection is
recommended for distributors if possible |
|
|
Microphone |
A directional microphone is recommended to avoid picking up unwanted sounds |
|
|
camera |
If each instructor enters the panelist, the camera attached to the PC is OK. If multiple instructors are lined up, we recommend an external camera with a wide viewing angle. If you want to focus on image quality, check the resolution. |
|
|
Background screen |
If you want to make the image look good, prepare a screen to be installed behind the instructor. Some webinar tools allow you to customize the background image as you like, so it's a good idea to take advantage of these features and devise your own production. |
|
Step
3: Create an operating system
Webinars
are not taught by a single person. As the secretariat, we also require
personnel to deal with the moderator and participants, as well as technical
staff to deal with communication issues.
Create
an appropriate system based on the size and nature of the webinar, and define
each member's role. Furthermore, by establishing guidelines in advance for how
to deal with problems, you can deal with them without difficulty.
Step
4: Attract customers
Let's
work on attracting customers while we're preparing for the event. We will
consider how to attract customers based on the purpose of the webinar. For
example, if you want to gather new leads, post the webinar information on the
seminar information site; if you want to find out about existing customers,
approach them via e-mail newsletter or direct mail.
Please read the following materials as well, as they explain in detail how to attract customers to the seminar.
[Reference material] [Entire version] Textbook for attracting seminar participants- From tips and media to email writing-
Step 5: Participants' Instructions
It is also necessary to create a guide for webinar
attendees. In consideration of those who will be attending the webinar for the
first time, describe the holding guidelines and carefully announce the
participation method and procedure, just as you would for a regular seminar.
You should be especially cautious if you need to set up
tools to participate. People who are unable to participate due to
time-consuming preparation will miss out on opportunities, so it is recommended
that an inquiry window, etc., be included in case of emergency.
Zoom webinar features and applications
Next, I'll walk you through the process of actually
distributing a webinar using a webinar tool, using Zoom as an example because
it has the most clout.
Concerning the Zoom license form
Zoom was originally designed for web conferencing, and the
popular free version of the tool lacks a function specialized for webinar distribution.
Furthermore, there are limitations such as the limited amount of time that can
be used continuously, so if you want to use it as a webinar tool, we recommend
that you subscribe to a paid plan (*).
* The paid plan is required only for the organizer who
distributes the webinar. You are not required to have webinar attendees’ sign
up for a paid plan.
License comparison for Zoom
The free version of Zoom, which is widely used, has
limitations such as a maximum meeting time of 40 minutes and a maximum of 100
participants. The webinar feature, which allows the instructor to control the
participants' remarks and actions, is also unavailable.
These webinar features are available as add-ons.
* 2: Add-on: A mechanism for incorporating additional Zoom
functions. Zoom Rooms are used for conference systems.
* 3: What is the webinar function? Aside from webinar chat
and webinar voting, there is also a function that allows the instructor to
limit participant statements and reactions.
Furthermore, newer plans like Zoom Video Webinars and Zoom Events come pre-installed with webinar-specific features like ticketing, live voting, and transcription. If you intend to hold a webinar in the future, it's a good idea to invest in one of these licenses.
How to Use Zoom Preparation: Adding an Add-On
Purchase add-ons to enhance webinar features. After logging
in to the Zoom web portal, go to Account Management> Billing in the add-ons
navigation panel. The [Current Plan] tab will appear. [Would you like to see
other products?] Choose the one you require from the list of "Available
add-ons" and click "Add."
You cannot buy add-ons if you are on the free basic plan, so
you must upgrade to the paid plan ahead of time. To upgrade your plan, go to
the Current Plans tab and click the Upgrade Account button.
Calendar of Webinars
The procedure for registering a Zoom webinar schedule is
essentially the same as for registering for a regular web meeting. Open the
schedule setting screen after logging into Zoom and enter the date and time,
title, description, and so on. You can also set a password if you want it to be
visible only to pre-registered users.
As webinar-specific items, you can also specify the
requirement for QA (question and answer) and webinar recording (recording).
Provide webinars
When the date and time of the webinar arrive, log in to the
Zoom web portal and click Start from the schedule screen to begin the webinar.
Webinar formats are broadly classified as one-way and workshop formats. Each
point will be discussed in detail below.
[Formula 1] When it comes to a one-way webinar,
A one-way webinar is essentially a one-way conversation
between the instructor and the attendees. As a result, participants will be
muted by default and will only be able to speak once the instructor unmutes
them.
In addition, if you want to hold a Q&A session during
the lecture, you must select "Q&A" when configuring the webinar.
You will be able to accept chat questions from webinar participants if you
complete the "Questions and Answers" setting.
[2nd Format] Workshop-style webinars
It is convenient to use a function called breakout room in a
workshop-style webinar where participants form a team and perform group work. A
breakout room is a separate sub-room that is created as part of an ongoing
meeting. Webinar hosts can divide attendees into smaller groups and move them
to their respective breakout rooms for work.
Because the meeting controls the breakout room function, all
participants can speak in the default state. If you want to start the meeting
with the participants muted, check the box next to "Mute participants when
entering the room" when configuring the meeting.
You can create up to 50 breakout rooms at once, and each
room can accommodate up to 200 people.
As you can see, there are a few things to keep in mind
depending on the format of the webinar, and the preset setting method also
varies. Make the necessary settings based on the purpose and format of the
webinar you intend to hold.
When using a breakout room, it is especially important to
practice a few times ahead of time so that you do not get confused when
creating a room or assigning participants.
To link webinars to results
Whether it's an offline seminar or a webinar, it's critical
to define your objectives ahead of time in order to achieve results. This is
due to the fact that the most effective method of attracting customers, the
lecture content, and the handouts (materials) will vary depending on the
purpose of the event.
Furthermore, follow-up to connect the webinar's holding to
the next action and measurement of the results by holding it are important
points.
Considerations to make when hosting a webinar
|
timing |
point |
|
When planning a webinar |
Clarification of purpose (acquisition of new customers /
discovery of existing customers / development of partners, etc.) |
|
Clarification of target (existing customer / existing customer
/ partner candidate, etc.) |
|
|
After the seminar |
Questionnaire to participants (do not end with "keep
doing", but devise ways to connect to the next) |
Getting Customers
Webinar attracts customers by acquiring new customers and
reactivating existing customers through the use of the following strategies.
If you want to gain new clients,
Use the "pop-up (* 1)," "push notification (*
2)," and "personalization (* 3)" functions, as well as SNS, to
approach new customers who are not yet on the house list.
Example 1: If you've already arrived at our website, Customers
who have arrived at our website but have not applied for a webinar will see a
banner in a pop-up directing them to the seminar application page.
Furthermore, if the application is not reached at that time,
we will remind the customer by sending another push notification or displaying
a banner directing the customer to the seminar page in an article on the
company's blog.
* 1) Pop-up: A function that promotes inquiries and web web
transitions by displaying pop-ups such as forms and banners to visitors to the
company's website.
* 2) Push notification: While browsing the company's
website. A feature that displays push notifications to customers who do not
have them and directs them to their own website.
Customers who have not yet visited our website will first
attract customers to the website by utilizing advertisement distribution and
SNS. Customers who have flowed into the website but left the seminar page will
see the seminar application form displayed again using the pop-up to remind
them to apply the next time they return to the TOP page.
When looking for existing customers,
If you want to approach existing customers or dormant
customers in your room list, use the segment function to identify the target,
and then use the scenario function to send the seminar notification email to
only the relevant segment.
Depending on the seminar's purpose and target audience, we
may use a method such as telephone contact from a sales representative or a
suggestion during a customer visit.
Until the event's day
Because webinars have lower participation hurdles, they are
easier to attract customers than offline seminars, but cancellations are common
because you can easily apply, and the participation rate (actual participation
number / registration number) is low. There is one. As a result, we are
attempting to increase participation by sending out reminder emails in batches.
You can avoid the risk of erroneous sending and increased
workload by using the scenario function. For example, you could do a scenario
branch like "label leads who are known to be non-participating ahead of
time, and do not send reminders just before the seminar."
After-event follow-up
After the webinar, we will send you a questionnaire to help
us improve the seminar in the future and gauge the level of interest shown by
the customers who attended. We are grateful to the materials that can only be
used for business by questionnaire respondents in order to increase the
collection rate of the questionnaire. Using the form function of
"SATORI," questionnaire response score materials will be automatically
distributed to respondents via automatic reply email. We are attempting to
improve efficiency by automating work by utilizing the functions of MA tools in
this manner.
In Conclusion
What were your thoughts?
With remote work becoming more common, webinars are becoming
an indispensable tool for marketers. We hope that all readers of this article
will take advantage of the webinar to find the best marketing solution.
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