Q: Who are you, and what do you do?
A: Roger Courville, Principal at 1080 Group and blogger at TheVirtualPresenter.com, where we teach people how to create and deliver engaging online presentations.

Q: What is a web conference?
A: Web conferences, webinars, or webcasts are online presentations used to synchronously engage remote audiences. The terms are often used interchangeably, and the content can be anything from a computer desktop. However, a webinar is usually a more interactive format with several tools for audience participation—like a seminar—where a webcast tends to be more like a broadcast over the Web. It, too, can include technologies that allow an audience to submit questions, but rarely includes other interactivity.

The software itself works the same as logging into a website. Trainees participate aurally with audio conferencing, using their telephones or computers with headsets. Many solutions also offer video to enhance the visual connection between presenters and attendees.

Q: Do you think webinars will replace other presentations?
A: Communication is evolving, whether we like it or not. The fact that webinars are live and have real-time visual content makes them a powerful advance over simple conference calls. Presenters can control the flow of the presentation and keep everybody on the same page.

However, while they make a great alternative to some in-person sessions, they’re not a replacement for everything. Television didn’t put the movie industry out of business, just like this won’t put meeting planners out of business.

People should help their clients understand what the tradeoffs are and think through the value of that which can only be done in person. By focusing on when those benefits outweigh the web for meetings, conferences, etc., they’ll serve themselves by serving clients’ overall strategies.

Q: How do you help people decide when to use webinars vs. not?
A: I always approach it from an audience-centric perspective. To play devil’s advocate, I ask clients if they’re trying to host a webinar when the information might be better delivered in another form.

For instance, in-person meetings have social benefits that you don’t get in a webinar. Part of the value at a national sales meeting is the teambuilding exercises or the camaraderie built in after-hours functions. A trade show might facilitate relationship development or other benefits of high value.

That said, I think webinars are a great part of any company’s overall plan. As you help your client get clear on their meeting goals, you might discover that some parts of their agenda could, in fact, be effectively delivered online. Good examples include things like information updates or any number of training or sales and marketing presentations. 

I’ve also had clients who’ve hosted webinars in advance of tradeshows or meetings as a means of prep work or a sneak peak. I know others who’ve used them as a skills reinforcement to follow up a previous training session. Approached this way, you can actually help a client optimize their face-to-face meetings and shows.

Webinars can be attractive relative to the cost of travel, obviously. Plus, they also bring other benefits like the ability to include people—attendees and presenters alike—who might not have been able to travel in the first place, regardless of cost.

Q: What’s the best way to plan for a webinar?
A: First, get an understanding of your client’s objectives and aspirations. It’s the same place you’re used to starting, even though they’re often clear as mud on this.

Then drill more deeply into what they’re trying to accomplish. Assume that cost is a pain point, as it always is, and listen for potential pitfalls, like cramming too much into one day. Listen for anything that would risk making a program ineffective.

By starting with these discussions, you can arrive at a clear set of requirements for logistics and can choose a provider accordingly. Thus, you’ll improve the overall result.

Q: What sort of logistical information do people need to give a provider?
A: First, provide them enough details about the objective of the presentation or presentations you want to do and how those fit into the bigger picture. Don’t ask them about their role before you tell them what you want. The “what” always affects the “how.” If it helps, write it down in an RFP to help you stay focused and not get distracted by bells and whistles. Don’t make it long or complicated. Vendors will ask you plenty of questions that you won’t have the answer to—expect it and be at peace with it.

However, once you have told them the “what,” ask them how they’ll help you accomplish your objectives. See if they talk about solutions or if they want to tell you about technology. Personally, I’d lean toward a vendor who tells you how they’re going to help you reach your goal. It should be their job to worry about the technical stuff, not yours.

Q: What other advice would you give to help people get started?
A: First, I’d attend some webinars. You’ll find great presentations and bad presentations in webinars, just like in the conference room down the hall. You can search online and find plenty, or if you go to my blog at TheVirtualPresenter.com, under "appearances," you’ll find recordings of many of my past presentations. Both can be a great way to start. 

Second, remember that sitting in the audience doesn’t give you the behind-the-scenes view online any more than offline. Most vendors have free trials for their software. Even if you have no interest in producing online events, you will understand more by “walking backstage” and hosting an online meeting among friends.

Q: What are some ideas for more advanced webinar people?
A: Two quick ideas... One, there are webcasting vendors who specialize or have deep practice in doing live webcasts from a live event, to help further blend the venues.

Another is that virtual tradeshows are coming of age. Virtual attendees can “walk” into a hall, have live chat conversations with each other, visit booths from vendors, speak to their reps and download their handouts, visit an auditorium for a keynote, or attend a breakout session.

Jenny Davis is a freelance writer and journalist working with Portland Monthly and Portland Bride & Groom magazines. Over the course of nearly 10 years, her marketing clients have included TenAsys Corporation, Phoseon Technology, and Pacific Biodiesel, among others. She can be found at www.saucycommunications.com.

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