DataLeaks 2010 Online Event Performance Revealed
DataLeaks 2010Online Event Performance
Revealed
2
@davepitta
HOST
David PittaDemand Generation Manager & Evangelist
SPECIAL GUEST
Brian StarkVP, Corporate Development
Online Events Academy#OEAevent
PROGRAM
BrightTALK™
ONLINE EVENTS ACADEMY@brighttalk
This presentation will use BrightTALK™data to answer two questions:
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1. What results can I expect from online events?
2. What are best practices to optimize performance?
4
DataLeaks 2010Online events performance benchmarks
BrightTALK hosted large online events in 2010
210
11276 66
2600
1700
1100
600
0
500
1000
1500
2000
2500
3000
0
50
100
150
200
250
Human resources Technology Financial services Professional services
Larg
est o
nlin
e ev
ent i
n th
e co
mm
unity
Aver
age
even
t atte
ndan
ce
Average and maximum attendance data for 2010 online events on BrightTALK (sorted by top communities)
Average number of attendees (in 2010) Largest event size (in 2010)
Source: BrightTALK™ data
Online events build communities
Source: BrightTALK™ data
0
500
1000
1500
2000
2500
0 1 2 3 4 5 6 7 8 9 10 11 12
Aver
age
num
ber o
f sub
scrib
ers
in c
hann
el
Months since channel launch
BrightTALK™ Channel growth by community in 2010Human resources Technology Professional services Financial services (b2b)
Company size influences community growth based on reach
7Source: BrightTALK™ data
0
200
400
600
800
1000
1200
1400
1600
1800
0 1 2 3 4 5 6 7 8 9 10 11 12
Aver
age
num
ber o
f sub
scrib
ers
in a
cha
nnel
Months since channel launch
Channel growth by company size in 2010Small business channels Large business channels
Successful programs generate repeat viewings
1 webcast, 57%2 webcasts, 18%
3 webcasts, 8%
4 webcasts, 5% 5+ webcasts, 12%
Number of webcasts viewed per channel subscriber in 2010
8Source: BrightTALK™ data
Frequency of repeat viewings varies by community
9
1 webcast, 44%
2 webcasts, 18%
3 webcasts, 9%
4 webcasts, 7%
5+ webcasts,
21%
Number of webcasts viewed per channel subscriber in
financial services
1 webcast, 67%
2 webcasts, 18%
3 webcasts, 7%
4 webcasts, 3%
5+ webcasts,
5%
Number of webcasts viewed per channel subscriber in
technology
Source: BrightTALK™ data
Your online event community is ~10 times more likely to interact with your communications
0%
5%
10%
15%
20%
25%
30%
35%
40%
BrightTALK™ Channel subscribers Unaffiliated email addresses
Per
cent
age
of e
mai
ls
2010 email performance by subscriber type Open rate Click rate
Source: BrightTALK™ data
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DataLeaks 2010Online events performance cost per lead
$13$8 $14
$25$3
$50
$75
$75
$2
$0
$20
$40
$60
$80
$100
$120
Online Events Academy CPC Whitepaper Distribution Trade Shows
Cos
t per
lead
Average cost per lead (CPL) for BrightTALK using different mechanisms
Technology
External marketing
Personnel
BrightTALK spends ~$18 to generate a lead in the Online Events Academy
leads of NumberMarketingHeadcountTechnologyCPL Internal ++
=
$13$8 $14
$25$3
$60
$75
$75
$2
$0
$20
$40
$60
$80
$100
$120
Online Events Academy CPC Whitepaper Distribution Trade Shows
Cos
t per
lead
Average cost per lead (CPL) for BrightTALK using different mechanisms
Technology
External marketing
Personnel
Which is less investment(for us) than paid search
CPC for our common keywords:Webcasting: $5Online events: $3
Conversion rates: 5%
leads of Numbercosts Personnel rate Conversion click per CostCPL search Paid +×=
$13$8 $14
$25$3
$60
$75
$75
$2
$0
$20
$40
$60
$80
$100
$120
Online Events Academy CPC Whitepaper Distribution Trade Shows
Cos
t per
lead
Average cost per lead (CPL) for BrightTALK using different mechanisms
Technology
External marketing
Personnel
And considerably less investment than content syndication
Typical cost for content syndication:$70-$80 per lead
leads of Numbercosts Personnel CPL Vendor CPL nSyndicatio +=
Physical mediums are the least cost effective lead generation tool
$13$8 $14
$25$3
$60
$75
$75
$2
$0
$20
$40
$60
$80
$100
$120
Online Events Academy CPC Whitepaper Distribution Trade Shows
Cos
t per
lead
Average cost per lead (CPL) for BrightTALK using different mechanisms
Technology
External marketing
Personnel
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DataLeaks 2010Online events best practices
Activity is the single biggest indicator of success
0
1000
2000
3000
4000
5000
6000
7000
1 - 10 11 - 20 21 - 30 31 - 40 41 - 50 51 - 60 61 - 70 71+
Aver
age
num
ber o
f sub
scrib
ers
in a
cha
nnel
Number of webcasts produced
Average number of subscribers in BrightTALK™ Channels by webcast activity
Source: BrightTALK™ data
Attracting a large live audience increases engagement
18
On demand
60%
Live40%
Number of views in 2010 by type for BrightTALK webcasts
14.5
31.3
0
5
10
15
20
25
30
35
On demandLive
Aver
age
view
ing
time
(min
)
Average viewing time in 2010 for all webcasts on BrightTALK
by viewing type
Source: BrightTALK™ data
Viewing preference varies by community
19
On demand
59%
Live41%
Number of views in 2010 by type for financial services webcasts
On demand
70%
Live30%
Number of views in 2010 by type for technology webcasts
Source: BrightTALK™ data
17%
34%
49%
0
25
50
75
100
-30 -28 -26 -24 -22 -20 -18 -16 -14 -12 -10 -8 -6 -4 -2 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30
Nor
mal
ized
aud
ienc
e si
ze
Days
Normalized audience development for 2010 IT webcasts featured in BrightTALK™ Summits
Registration only Live viewers On demand viewers
Prior to live event After live event
Source: BrightTALK™ data
How does the audience develop pre, during and post for
a 100 person event?
The build-up of registration and viewing over time
~60% of the audience registers before the event
17%
34%
49%
0
25
50
75
100
-30 -28 -26 -24 -22 -20 -18 -16 -14 -12 -10 -8 -6 -4 -2 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30
Nor
mal
ized
aud
ienc
e si
ze
Days
Normalized audience development for 2010 IT webcasts featured in BrightTALK™ Summits
Registration only Live viewers On demand viewers
Prior to live event
After live event
Source: BrightTALK™ data
58%
On the event day, 34% of the total audience is captured live; 15% comes in on demand
17%
34%
49%
0
25
50
75
100
-30 -28 -26 -24 -22 -20 -18 -16 -14 -12 -10 -8 -6 -4 -2 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30
Nor
mal
ized
aud
ienc
e si
ze
Days
Normalized audience development for 2010 IT webcasts featured in BrightTALK™ Summits
Registration only Live viewers On demand viewers
After live event
15%
34%
Source: BrightTALK™ data
22%
Live day
Over the following 72 hours, 20% of the total audience watches on demand
17%
34%
49%
0
25
50
75
100
-30 -28 -26 -24 -22 -20 -18 -16 -14 -12 -10 -8 -6 -4 -2 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30
Nor
mal
ized
aud
ienc
e si
ze
Days
Normalized audience development for 2010 IT webcasts featured in BrightTALK™ Summits
Registration only Live viewers On demand viewers
20%
34%
After live event
Source: BrightTALK™ data
21%
The final 30% of the audience arrives 3-30 days after the event
0
25
50
75
100
-30 -28 -26 -24 -22 -20 -18 -16 -14 -12 -10 -8 -6 -4 -2 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30
Nor
mal
ized
aud
ienc
e si
ze
Days
Normalized audience development for 2010 IT webcasts featured in BrightTALK™ Summits
Registration only Live viewers On demand viewers
After live event
Source: BrightTALK™ data
34%
17%
49%
Providing instant on demand is critical for broad reach
17%
34%
49%
0
25
50
75
100
-30 -28 -26 -24 -22 -20 -18 -16 -14 -12 -10 -8 -6 -4 -2 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30
Nor
mal
ized
aud
ienc
e si
ze
Days
Normalized audience development for 2010 IT webcasts featured in BrightTALK™ Summits
Registration only Live viewers On demand viewers
Prior to live event After live event
~40% of the total on demand audience views the content within 3 days after the live
event.
Nearly 80% of that viewing happens in the first 24 hours
Source: BrightTALK™ data
Whereas other approaches limit viewing growth
Source: BrightTALK™ data
22%
43%
35%
0
25
50
75
100
-30 -28 -26 -24 -22 -20 -18 -16 -14 -12 -10 -8 -6 -4 -2 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30
Nor
mal
ized
aud
ienc
e si
ze
Days
Audience development for platforms that don't support instant on demand
Registration only Live viewers On demand viewers
Prior to live event After live event
The best time of day to broadcastis community dependent
2727
0500
100015002000250030003500400045005000
Num
ber o
f vie
ws
Hour of day (viewer's local time)
Viewings by hour of day for financial services
Live On Demand
0
5000
10000
15000
20000
25000
30000
Num
ber o
f vie
ws
Hour of day (viewer's local time)
Viewings by hour of day for technology
Live On DemandLive On demand
Source: BrightTALK™ data
Live On demand
Mondays are underutilized for webcasting
0
500
1,000
1,500
2,000
2,500
3,000
3,500
Sun Mon Tue Wed Thu Fri Sat
Num
ber o
f vie
win
gs
Viewings by day of the week for 2010 financial services webcasts
On demand Live
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
Sun Mon Tue Wed Thu Fri Sat
Num
ber o
f vie
win
gs
Viewings by day of the week for 2010 technology webcasts
On demand Live
Source: BrightTALK™ data
On demand audiences prefer off-peak times, live prefers mid-week
0
5
10
15
20
25
30
35
40
Sun Mon Tue Wed Thu Fri Sat
Aver
age
view
ing
time
(min
utes
)
Average viewing time by day of week in technology
Live On demand
Source: BrightTALK™ data
0
5
10
15
20
25
30
Sun Mon Tue Wed Thu Fri Sat
Aver
age
View
ing
Tim
e (M
inut
es)
Average viewing time by day of week in financial services
Live On demand
Longer webcasts tend to attract bigger audiences…
0102030405060708090
Aver
age
num
ber o
f vie
wer
s
Webcast length
Average number of event attendees by webcast length in
financial servicesLive On demand
020406080
100120140160180
Aver
age
num
ber o
f vie
wer
s
Webcast length
Average number of event attendees by webcast length in
technologyLive On demand
Source: BrightTALK™ data
…but are less likely to retain them
0%
10%
20%
30%
40%
50%
60%
Perc
enta
ge o
f vie
wer
s w
atch
ing
mor
e th
an 9
0%
of th
e w
ebca
st
Webcast length
Percentage of technology viewers watching more than 90% of the webcast by event
lengthLive On demand
0%
10%
20%
30%
40%
50%
60%
Perc
enta
ge o
f vie
wer
s w
atch
ing
mor
e th
an 9
0%
of th
e w
ebca
st
Webcast length
Percentage of financial services viewers watching
more than 90% of the webcast by event length
Live On demand
Source: BrightTALK™ data
Cloud was the hottest topic in 2010
0
5000
10000
15000
20000
25000
30000
Num
ber o
f vie
ws
Number of views on BrightTALK in 2010 by tag
Social media topics are drawing the C-suite
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
twitterfacebook
searchSEOgifts
smallProspectingCold Calling
Outboundbusiness
marketingmobile
SocietyProbate
emailstrategy
customerSocial Media
Online EventsROI
Percentage of Viewers
Top 20 most popular tags by level of the viewerC-Suite VP Director Manager Other
Embedding may convert 1-2% of your website traffic to registrations
Source: BrightTALK™ data, Compete.com, BrightTALK Analysis
1.9%
1.1%1.0%
0.8%
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
1.8%
2.0%
Financial advisor portal Professional services content library
HR webinar repository Technology resource library
Perc
enta
ge o
f tot
al u
niqu
e vi
sito
rs
regi
ster
ing
for w
ebca
sts
Estimated conversion rates from webcast content embedded in different locations on the web
Number of survey questions asked is not a strong driver of attendance on BrightTALK
0
20
40
60
80
100
120
BrightTAK Minimum (8)
1 additional 2 additional 3 additional 4 additional 5+ additional questions
Aver
age
num
ber o
f pre
-eve
nt re
gist
rant
s
Number of registration questions
Average number of pre-event registrations by number of questions asked
(2010 data)
Conclusions
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Online events can develop large, engaged audienceConstant activity helps accelerate community developmentFocusing on live attendance will improve program performance
Webcasting platforms can aid community developmentInstant on demand can increase viewings by ~20% during the 72 hours following the eventEmbedding may, on average, capture 1-2% of your total website traffic
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DataLeaks 2010Questions?
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