While meeting live is obviously the most fun, online sessions are often a very valuable alternative. A professionally designed talk show, interview or webinar will give your brand a positive boost. With my extensive experience in online event design, scripting and moderation, here are my 10 tips for a valuable online session!
1. Keep the message compact
Perhaps it is the most challenging element of a webinar: time management. Whereas during live events you can still get away with a few minutes' delay, online your audience is long gone. Online, people are more easily distracted. Keep this in mind as a moderator, but also as a webinar guest or speaker.
To make it concrete:
- Set up an online programme that lasts no longer than 60-90 minutes.
- Together with the moderator, draw up a detailed script with clear transitions.
- Use a countdown timer for speakers giving a short presentation.
- Determine with speakers which issues can also be covered during a Q&A.
- Think of time management as a good exercise to get to the point.
2. Approach your online session like a TV production
Because the attention span of an online audience is limited and fewer social etiquettes apply during online meetings , it is best to approach an online programme like a TV talk show. So in addition to good content, make sure it is engaging. Script the whole thing in such a way that it contains an enjoyable flow.
To make it concrete:
- Introduce a speaker or theme with a short video.
- Have a guest dial in from outside .
- Have a table guest support the moderator with smart and fun questions.
- Surprise a studio guest with a short vlog of an acquaintance.
- Show an image to the audience .
- Have an artist or a band perform.
3. Ensure diversity in your speaker line-up
The topic of workplace diversity is fortunately gaining more and more attention. An online session reflects, consciously or unconsciously, the way you deal with this topic as an organisation. Therefore, make sure diversity shines through in the choice of your speaker line-up. Ideally, different ages, genders and cultural backgrounds should be represented. Not because of "window dressing", but out of the conviction that certain topics stand out better when approached from diverse perspectives.
To make it concrete:
- Approach speakers who are not among the safe and obvious choices.
- Let a speaker agency and/or your LinkedIn network advise you on this.
4. Prepare speakers for "lifetime web presence"
Speaking in front of a live audience is different from speaking in front of a camera. On top of that, everything you do online and on camera is often captured forever. Thus, livestreams are often viewed many times more afterwards, than during the actual live broadcast. In short, it is important for speakers to come across well on camera and therefore prepare accordingly.
To make it concrete:
- Have speakers practise their story in advance: in terms of content, time management and flow.
- Advise speakers to record themselves on their smartphone camera and look back.
- Advise speakers to ask an acquaintance to give feedback on the presentation.
- Work with a speaker coach to set the storyline and practise presentations.
5. Reassure speakers in studios that impress
Lights, sound, cameras and the production team: for many guests, a studio setting can be quite impressive. For some, even more so than an event venue with a live audience. Tense guests unfortunately come off less strongly. It is therefore important to be aware of this and remove any tension in good time.
To make it concrete:
- Share a photo of the set in advance so speakers know what the studio looks like.
- Consider interviewing inexperienced speakers rather than having them present.
- Appoint a studio host to welcome speakers and show them around the studio.
- Make sure the moderator can do a timely briefing and walk-through with speakers and crew.
6. Treat the cameras as your friends
A professional livestream has a minimum of three cameras: the eyes of the audience. Speakers only need to consider it when they have to present something and address the audience directly. The moderator regularly seeks contact with the camera. On camera, a calm energy in terms of body language helps so that speakers remain well visible in the camera frame. Further, remember that cameras often magnify everything.
To make it concrete:
- During the walk-through, coordinate camera lines between moderator, speakers and camera crew.
- Brief speakers on the right colour clothes so that they contrast sufficiently with the décor.
- Studio lighting gives off heat: use foundation against shiny heads.
- Make sure a cut-off screen is at camera height.
- Use an autocue for announcement texts to keep the energy high at these important moments.
7. Engage online audiences
Unlike with live events and TV, with online sessions you often have good ways of keeping in touch with your audience digitally. Essential because contact with them largely determines the success of an online session. The more engagement is experienced, the more positive an audience is and the greater the likelihood of concrete follow-up actions.
To make it concrete:
- Hold a pre-event survey and discuss the results at the start of the online session.
- Facilitate "satellite sessions": small groups following the session together from one place.
- Appoint a chat moderator to answer and/or forward questions to the moderator.
- Use an interaction tool for live audience responses to statements or multiple-choice questions.
- Ask participants to respond with their own name for a personal touch.
- Alert participants to keep in touch among themselves via LinkedIn after the event.
- Offer a separate Zoom of Teams session to talk and network afterward.
- Don't forget to save the chat responses for possible follow-up :)
Remember that an online session is not just one contact moment! Before, during and after the online session, you can connect with a wide audience in various ways. Map this out well in advance, so that the investment for an online session , can pay for itself over a longer period of time.
To make it concrete:
- Provide different types of event announcements .
- Afterwards, create short snippet "snippets" from the online session: e.g. a quote from the CEO, a funny situation or results from a live poll.
- Unlock these snippets via social media and according to a social media calendar.
- Tag others to give everyone credit and ensure a viral effect.
- Also incorporate the snippets in e.g. training materials, a website or in newsletters.
9. Interpret ratings smartly
Viewing figures in themselves do not say much about the success of an online session. You may have lots of viewers at the start of your session, but will they stay until the end? And how do you know they are paying attention for an hour? At the same time, a small number of viewers does not necessarily mean everything: many livestreams are actually watched again at a later time. In short, viewing figures should be interpreted with caution.
To make it concrete:
- Check the level of engagement by using an interaction tool. The speed and quantity of responses say something about the level of engagement.
- In a script, keep in mind that there are 15-20 seconds processing time is between the question and the results on the screen.
- Ask studio guests and stakeholders to share the online session via social media immediately after the event.
10. Repeat, improve and repeat!
Just as it is with building a brand, setting up successful online series, talk shows and webinars also takes time. For many organisations, online sessions are mostly new. Therefore, find out what works, fine-tune expectations with speakers, make sure you have a recognisable signature in the message and analyse every broadcast afterwards. Even with a second online session, you will notice that your production is even smarter, more creative and more effective!
To make it concrete:
- Let participants register for your online series via a separate registration tool.
- This way, you can approach participants afterwards with a short survey.
- Discuss the results with the right people and include improvement in a subsequent online session.
Do you have further questions or would you like me to help you with your upcoming online session? Then please non-binding contact up!
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