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Considering hosting a webinar to promote your company?  I would recommend against doing it yourself.  Why?  Because this medium offers significant opportunity for failures.

While webinars have gained momentum recently, consider all of the points of contention that need to be navigated.

First there is the technology aspect.  The presenter is not only dependent on the presentation technology, but is also hostage to whatever technology deficiencies there might be on the viewers’ side.  If these technologies aren’t cohesive it makes for an inadequate experience.

Throw into the mix that audio may be received via the phone or the Internet, that videos, polls & slide presentations may be included in the delivery and that connection between the user and the viewers isn’t guaranteed; there are a myriad of technology pitfalls to avoid.

Next consider the presentation components.  This includes the content being distributed, the flow in which it’s distributed and the presenters ability to distribute.   Because webinars have a captive audience the content needs to be narrowly focused and pertinent to each viewer.  It needs to be organized in a manner that is easily digestible, but is interesting enough retain attention.  And after these two objectives are achieved it is up to the presenter to thrive in the medium and distribute the message effectively.  There is no “reading the audience” when using this platform.

Got a check mark by everything so far?  What about feedback?  Typically a webinar presentation is followed by Q&A.  Ready for the tough questions?  Prepared to make your answers public?

I have participated in quite a few webinars over the past year or so.  Each time my perception of the presenting company has been change, but rarely for the better.  Brands need to treat this dynamic communication medium for what it really is - a live event.  Continue treating it like an online powerpoint and risk losing the advocacy of those who volunteered to engage your brand.  Its simply not worth it.

So you want to build a mailing list?  Looking for creative ways to do that?

Maybe BIG is the new creative.  At least that’s what Coke Zero thinks with it’s new Facebook digital campaign inviting everyone to upload a photo of your face into a new facial recognition database, and then they will match your face with others around the world.  Maybe a bit bizarre, but hey, what was your great idea?

In the ad they specifically say they “will not release the results until the “database” is filled”.  No one really knows what that means, but everyone knows databases are not friendly concepts to ‘joe public’.  Is this just another way to capture your private data?  Well maybe - but then again, it might be just a great way to suck you in to the brand - in a BIG way.

The point here is that the technology exist, and building & launching a database site is really not that difficult.   The brilliance here is in the distraction whereby an experience and value exchange are compelling, and the consumer and the brand engage (both get what they want).

What’s most amazing is that I’m talking about it.   A win for Coke Zero!  (Anything’s better than those lame broadcast ads of the two supposedly ‘brand managers’ pitching the idea that Coke Zero stole the taste of Coke.)

FRIENDS ARE TO FACEBOOK WHAT CUSTOMERS ARE TO BRANDS

If you Twitter or Facebook, you are faced with the same dilemma several times a day; “what to write next”?  Social Media has introduced a new phenomena that I consider to be nothing more than “personal marketing”.   I am continually surprised at friends on FB who unknowingly degrade themselves by what they post (okay, yes I’ve done it too.).   FB, as with email, cannot express the emotion that is sometimes needed to communicate effectively.  And this can be dangerous to friendships (and/or customer relationships).   Just as you would update your FB or Twitter status, a brand needs to create an effective amount of ongoing content to remain relevant, and thereby hopefully brand champions find it interesting.

BUT WHY IS THIS MUCH MORE DIFFICULT FOR BRANDS?

Social media has certainly attained greater traction for personal application than it has for commercial or corporate brand use.  Why?  Because it’s easier to accomplish at a personal level.  Brands are too caught up in legalese for fear of saying or doing something wrong.  Sound familiar?   Individuals don’t worry about a “corporate legal department” when contributing content to their FB page; although I wish some  had the benefit of legal counsel, save they look so stupid by what they post.

The web is and will remain your best tool for ongoing message distribution?  It is now more important, valuable, and effective than any medium before.  Random, interrupting advertising is just not that attractive or convincing enough anymore; becoming less and less about “buy now” and more about brand awareness that begins a conversation which could result in a purchase or “opt in”.   And to do this effectively requires interesting content placed into the middle of ongoing consumer conversations.

In the last 10 years I have watched two significant business crafts become available to the masses.

1) Video.  With the advancement of technology, quality Video production is affordable to virtually anyone.  I have seen the million dollar editing suite reduced to a few hundred dollar investment.  The barrier to entry has been annihilated.  Some cell phones now shoot better quality than what broadcast cameras accomplished in the 1980’s.

2) Marketing.  With the onslaught of social media, Marketing is a reality for everyone.  The internet was supposed to be an open platform available to everyone, but in reality the barrier to entry did not fall until the introduction of Social Media sites, where anyone that can setup a free account has a personal marketing tool.

My hometown recently completed a new state of the art complex including soccer, football (American), and baseball fields.   The complex is stunning. The turf is no less equal to anything found in a NFL stadium. How is this possible?  Simple, it’s more affordable to accomplish now that it was 10 years ago.  Advancements in technology and efficiencies of labor makes it so. All of this is the result of innovation.  And if so, why not.

So what happens if everyone suddenly realized they could build their own house, or car, or ____?  What happens when something becomes more affordable and technologically attainable?  Right - we do it.

What’s next?