34 Tips, Tactics and Considerations for Using Webcasts to Expand Your Brand
Goals and Uses for Webcasts
1. To promote new and existing titles
2. To promote new authors
3. To promote other books by popular authors
4. To enable the audience to connect with the author
5. As new revenue streams (charging for educational webcasts)
6. To deliver revenue reports to investors
7. For publicity, to supplement or replace author tours
8. To supplement book content and add value
9. To present authors as experts
10. To present guest lecturers that coincide with current titles on the market to keep momentum/interest growing
11. To build an “experience” around the book for someone who is considering buying the book or is being introduced to a new author
12. For books based on timely events, to connect the book visually to news coverage of the author or event.
13. To show to your sales reps to generate internal enthusiasm for new titles and authors
14. To give to your sales reps to use as a sales tool
Tips for Producing Webcasts
15. Hire at least one staff person with webcast expertise.
16. Train existing staff extensively.
17. Find a full-service webcast solutions provider that is known for reliable customer service, will be available to address technical issues during live events, will be as hands-on as your company requires, and will have the technology to support your audio and video needs.
18. Consider hiring an outside company for production of video components.
19. Shop around, view samples and check references. There are many professional-quality videographers out there who won’t charge a Hollywood-style fee.
20. Start small. Work through the growing pains of the process on a manageable (in terms of both size and budget) project first.
21. Consider formats. Some video/media players will run only on PCs, and some webcast platforms may have limitations on Macs. Consider whether you should use Flash for video components to make them Mac-compatible.
22. Be aware of how different webcast solutions providers charge. Some may charge lower initial costs, but a per-view charge once the webcast is launched.
23. Make sure the authors or speakers you decide to feature are engaging.
24. Educate your authors/speakers on the process, deadlines and what will be required of them throughout.
25. Do dress rehearsals to make sure everyone is comfortable with the format, and even suggest that they practice for live events.
26. Have speakers check in for live events a half-hour early to allow time to answer any last-minute questions or address any technical difficulties.
27. At the outset, make a list of every step involved in the process, from finding a webcast solutions provider and technical help to training staff on the platform to shopping for videographers, whether you will be shooting footage on location, educating authors, writing and reviewing scripts, you name it.