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Webcasting Your Event

Can it work for your objectives?

By Debra D'Agostino

A decade ago, the thought of broadcasting a product launch or company meeting over the Internet would have been greeted with blank stares from the executive suite. The concept was simply too riddled with possible mishaps to be considered as a viable option: What if people didn't have the right software, or their processors were too slow to handle streaming video?

How times have changed. Advancements in bandwidth and high-speed Internet access have made what was once considered science fiction a reality. Companies of all shapes and sizes are now taking advantage of webcasting, broadcasting annual meetings, product launches and even employee training sessions across the web. Just how big is the trend? Research firm Gartner Group expects the market for real-time collaboration technologies, which includes webcasting, to exceed $1 billion by 2008.

Great benefits, huge savings

Of course, nothing can replace a face-to-face meeting. But the benefits of webcasting are too great for many companies to ignore. Imagine the savings a mid-size retail chain could realize from having its entire employee training program broadcast once over the Internet to employees across the country, instead of having to repeat the process in person at various store locations. And webcasting is a great way to reach potential clients who might be unwilling or otherwise unable to arrange an in-person briefing.

Are you a little behind on the webcasting revolution? Have no fear: These tips will help bring you up to speed.

Step one: The Basics

So what exactly is a webcast? Think of it as a digital broadcast of either live or pre-recorded video and/or audio over the Internet, to an audience that pre-registers to attend. Audience members participate during the event by asking questions via instant messaging tools or e-mails, or by answering survey questions posed by the hosts of the event. Sound complicated? Don't worry. Several webcasting companies, such as WebEx, Infinite Conferencing and Streamlogics, offer services that make connecting to and communicating with the audience a painless process. (These companies usually charge on a per minute/per viewer basis.)

The first step to a successful webcast is to figure out what you're going to broadcast. Is it a product launch? A tutorial for employees or customers? If you're planning to broadcast a meeting or panel discussion, you'll need a digital camera and, of course, adequate lighting. Depending on the focus of the webcast, you may want to hire a professional videographer to make sure the presentation looks professional and that sound levels are mixed adequately. If the event is pre-recorded, a video editor can smooth out rough spots and cut out unnecessary footage. Remember, this is just like broadcasting a news program over television; the end result should be lively and engaging.

Step Two: Create Marketing Buzz

A great webcast means nothing if no one watches it. Promote the forthcoming event on the company's website and wherever appropriate. Send e-mails to potential audience members at least a month in advance so they can schedule their attendance accordingly, and be sure to follow up with viewers as the date of the event nears to make sure that people remember to tune in.

Meanwhile, think about exactly how you will keep viewers interested during the webcast. In addition to actual video footage, consider how slides, PowerPoint presentations and other media might better illustrate key points in the webcast to keep the audience engaged. You might also consider taking real-time surveys of audience members and announcing the results during the broadcast, or awarding random prizes to those who stay tuned through the end of the event.

"In a face-to-face meeting, you can tell when you are losing people's attention," says Joe Buz, director of product development for Infinite Conferencing. "But in a webcast, you don't know what's going on out there across the Internet. So you have to make sure your presentation is interesting."

Step Three: The Show Goes On

On the day of the webcast, give audience members a few extra minutes to log in to the event, allowing for those who experience some technical glitches. Remember that most webcasts are viewed in a small window (sometimes as small as a pop-up advertisement), so close-up shots of no more than a few people at a time are best. Simple backgrounds and monochrome clothes are also a good idea—too much clutter in the shot is distracting and reduces the crispness of the overall product.

Another tip, says Colin Smith, director of corporate communications at WebEx: "Don't expect the host of the webcast to field all the questions and queries posed by participants. Have a producer screen the questions and then forward them over." That way the webcast host won't be distracted by a flurry of instant messages or e-mails.

Follow up: Get Feedback

After the webcast, be sure to follow up with participants for their feedback. Thank them for attending the broadcast, and provide appropriate links to additional information, as well as a link to where the webcast can be viewed in the future. You may even consider setting up an online messaging area or a blog where participants can share their thoughts.

The bottom line

Leave the technology and editing issues to the professionals. Your goal is to make sure the webcast is lively and engaging, and that participants are satisfied—and even impressed—with the experience. With a little planning and creative thinking, a webcast can be a truly memorable event.