Keynote: Webinars. Scaled.

Hello, everyone, and welcome so much to Webinar Days 2024. It's the annual event for everyone scaling webinars. Hi, everyone. It's a pleasure to have you all with me today. My name is Amelia, and in my everyday job, I actually work here at 23 as part of the marketing team, but I'm very excited that for the next two days, I will be together with you as your host, and I hope we can all come together and help take each other's webinar games up to the next level, and I'm so excited to be here. Webinar Days is hosted and organized by 23. Our video tools are used by marketers, growth companies, and at the largest enterprise companies to do video and webinars, and what we strive to do is to bring together all you need to get real with video and webinars in one integrated platform that is ready to scale up to hundreds of marketers, but also hundreds of marketing teams across the organization, and I'm very proud to say that this is the fifth consecutive year we are running Webinar Days. With Webinar Days, we want to move the market of webinars and digital video marketing forward. We want to inspire everyone. We want to make sure that the participants will take away some new learnings that they can bring into their organizations of how to really, really improve their webinars, but this year is a little bit different because the theme of Webinar Days 2024 is webinars scaled, so we are going to be exploring just that. Why is it important to scale your webinars? What does it even mean to scale your webinars, and how have some of the world's greatest brands already succeeded with this? These are some of the questions that we are going to get answered today and tomorrow, and I am just so excited for the amazing program that we have lined up for you guys over the next two days, so let's just take a quick look at it, shall we, if we bring up the agenda for day one. You can see that you will be started off with a webinar scaled keynote. We will then go on to scaling success stories. Third session of the day will be scaling webinar strategy, and to wrap up the day, we have webinars today with Anne Handley, but that's not all because day two will be just as exciting. We will start the session with state of webinars, a little sneak peek of our report launch. Second session for tomorrow will be scale your webinar formats and dynamic panel discussion where we talk all webinar formats. We will have a session to scale your webinar audience and end the day off with some reflections from a journey scaling webinars. So are you excited? Because I can promise you that I am. When we are exploring how webinars are kind of breaking out of the marketing department and helping companies really connect with their audiences throughout the entire funnel, whether it's a flagship brand building event, or it's that monthly thought leadership webinar, or your weekly customer briefings, webinars have become one of the most human ways to engage in a world becoming even more remote and digital. So let's make sure that you are ready with all the tips and tricks you need to scale your webinars for 2025. I would love to give you a little introduction to the platform. If you see the chat right here to my left, you can see that we have a questions button just above the chat. Please use the questions feature to share your questions with the speakers. It's a golden opportunity to get your question answered by the specific speaker. And it's a fun way to engage a little bit in this webinar. We also have a reaction feature. So I do encourage you to engage with our speakers. And if you don't have a specific questions, maybe the reaction feature is a little bit more for you. I know we're not sitting together physically in the same room, but over the next two days, I hope we can come together as a community and really walk away with feeling more enlightened and inspired by each other and ready to do wonderful things for the next year. Big special thanks to all of our speakers who are joining us today and tomorrow. They will be helping business leaders all over the world to really, really improve their webinar efforts. But I think that's enough for me. So without further ado, I think let's get kickstarted with our first session of the day, shall we? Please let me know in the chat which session you are most excited about today. Is there anything you're looking especially forward to? It's always fun to hear a little bit of feedback from our participants. So please let us know and then I'll have a look at it shortly. But to kickstart today, we have a powerful keynote from Thomas Mattson-Migdell, the co-founder and CEO of 23, the only European player in the global video software field. Thomas has founded one of Europe's first digital agencies. And as a digital pioneer, he has spent the last 30 years changing how organizations communicate and work in this vastly growing digital world. So let's see if we have Thomas with us today. And yes. Hi, Thomas. How are you doing today? Hey, Amelia. Good to see you. And thanks a lot for the invitation again. Looking forward to sharing a few things with you. It's always so good when we have everyone joining together here for webinar days. So as Amelia said, the theme for webinar days this year is webinar scale. And that's what I wanted to fly a little bit into you with today. Talking a little bit about how to scale webinars across the organization, how to scale your webinar format, how to scale your webinar organization, how to get more content out of your webinars, and a little bit on how to scale your tooling and a sneak peek from Stefan Fagerström-Christensen, our CTO and co-founder on the upcoming webinar six release. So you will get a few first also today. So I think let's kick it off a little bit with the most important thing on webinars that is scaling your perspective. Because I think really fundamentally that's why we all love webinars, us that I gathered here today. Webinars is this new frontier that we're all exploring, we're discovering, and we're unpacking it, we're unloading it. It's a little bit scary at times. And most of you are pioneers that are making leeway on a global level within your industries or within the craft of webinars, or at least definitely in your organizations on moving it a lot. Webinars, I think one of the interesting things is also this idea that it came from this kind of very open definition. It's a new term. There are so many things, especially in video, where we're unblocking old mental models of broadcast video or TV, with webinars is a little bit different. In the late 90s, this wonderful term came in the combination of web and seminar into the term webinar. What does it mean? It means a web based seminar, aka it's this great, open definition. Unlike a lot of other things in digital, webinars have never been on the Gartner hype cycle, even though they've consistently for 20 odd years at this point have been delivering 30, 40% of lead gen, 20, 40% of the engagement for a lot of companies. They started out mainly in software companies, mainly in the US originally, and have now spread throughout. And they're really, you know, probably should be on the hype cycle, but that's not the way the Gartner hype cycles and those human beings work because webinars is a long shift, right? It's one of these fundamental shifts that never is going to be the boss for 18 months. It's going to go long. When we look at webinars fundamentally, they are really sort of the digitalization of event marketing, the last area of digital that hadn't been touched, the last area where digital hadn't sort of changed the rules. Even though when we look at it, two of the largest brands the last 40 years have been built mainly on doing webinars as their marketing strategy for the inner part of the marketing distribution. Webinars are also exciting because nowadays in digital, everything is flat. Everything is accessible at all times, but webinars are orchestration, right? And that's so interesting when things really change the perspectives when we shift and when webinars is sort of that we need to shift our perspective on what a webinar can be. A webinar is not a thing. It's fundamentally a paradigm shift, just like the shift from textual communication to video communication. So I want you to really think about that. Webinars, just as video is a massive 400 year paradigm shift. Webinars is a paradigm because it touches all aspects of our organizations. It's a new perspective. It's not just sort of a format or a thing you do as most other simple things are, but that's also what makes it challenging, right? So the interesting thing about webinars is not only are they sort of shifting how we do events, how we do customer touch points, but they're even starting to change some of our core sort of digital platforms. With a lot of the things we've been working at at 23, we're even seeing sort of webinars changing the website, that there is a full takeover on your website when there's a live webinar running. So suddenly your website is live again, just like social media is live and there's always new things going on, just as the website is also becoming video based. So I think the most interesting thing for you on perspective is that really webinars is about the now, right? The big theme for us this year is video is now the theme of the 23 Summit that gathered 600 people from around the world here in June. And I think really that's the sort of perspective we need to have on it because what we're seeing with webinars is that it is really becoming the now. COVID changed everything, moved it ahead a lot, matured it, you know, seven years and seven weeks or something, whatever we normally say there. But really webinars is also the now, now getting permanently integrated in across your customer points and in your overall orchestration. So think about what perspective you put on webinars because that's really where you end up having your bias. And in a lot of companies, webinars is one thing, one format, one perspective, one team doing it. But webinars is really this broad and wide shift. And in perspective and possibilities, just as video is overall and digital and the internet was before that. At webinar days, we're also going to hear a lot about scaling your webinar format. So, you know, we won't really dive too deep into it, but I just wanted to quickly flag that, you know, the real key to do a webinar strategy is obviously that you map out all the different formats you're doing, at what velocity they're running. Some of the things you're doing might run once or twice a year, some of them run every week, some of them runs quarterly, but on very high scale because it's a format where you have a lot of people doing the same webinar. And really fundamentally, formats is also about really having all the different types of setups and the configurations for your formats, whether it's in-house production, whether it's external production, whether you're in your studio or you're out in the world meeting a customer, you know, think about how you change up all your formats as much as possible for your format and your webinar strategy definition. This year, we're seeing a lot of interesting formats from relational webinars, channel webinars, customer webinars, recurring webinars, exotic webinars, collaborative webinars, product webinars, exclusive webinars. And that's just some of the formats that you'll be able to hear about here also at webinar days, the next couple of days about how organizations are really going deep on webinars and is really getting into the business. One highlight perhaps also at this point is also that you don't remember the open architecture of your webinars also, right? The classic original webinar was the weekly recurring webinar on your website that anyone that stopped by could sign up for to be introduced to your company, right? An amazing, beautiful, you know, sort of having one open meeting per week where people can get to know your company, right? Or biweekly, whatever velocity you run it at. So, you know, we're going deep on webinars, but also remember the open overall architectures. Let's talk a little bit about scaling in your organization because I think that's the fundamental story we're seeing on webinars just now and why the theme of this year's webinar days is scaling and scaled. And that is this idea that webinars are really going deep into the organization. They're going into the everyday. They're going into the business, right? They're going into having, you know, if you have 100 large customers, you run a half-yearly webinar for each customer. Because there might be hundreds of stakeholders for that customer that you do a little bit contextualized, but obviously also with all the standard info that you're at that point updating your customers on, right? So we're really deep into the organization away from sort of mass marketing only, right? Once again, a challenge on perspective on webinars that we're covering a lot of ground here for the people that are really excelling. We're obviously seeing it across the organization from product to sales to marketing, to customers to service and support and to partners and product, right? So once again, if you're a webinar program manager, a webinar change agent, you're covering a lot of ground here or across the organization, enabling them to run their own webinars with their own production, their own gear for the everyday, for the high end and putting all these things greatly together, right? Another way to think about really going across is the funnel, right? That you're both running the big open positioning awareness webinars, but also the very tactical webinars for existing customers, for customers that are just joining your company, for onboarding customers that just joined, that you really think across, right? Normally we have a bias and end up, we see on most customers being a little bit kind of not distributed evenly across the funnel. So that's a great place for your webinar strategy to start mapping it very simple in there and sort of see where the gaps and where are the potentials. And then lastly on organization, I always want to highlight the idea of the change makers, you, the people that are driving the change, right? The webinar program manager title is an amazing title. I think we a little bit saw during COVID that people got some even more fancy titles than that, but we still see it as this sort of core change maker title. And I think why we at 23 are excited about working with all of you on an everyday basis, is because you're creating change out there. This is not the everyday. The webinar program manager is just like the webmaster in the 90s, the head of digital in the zeros, the social media manager in the tens. And here in the 20s, we have all these video producer, webinar program manager, video marketer, the video people being the key change makers that are driving change, right? And just like the previous titles were tough because they were a paradigm shift across the organization that touched a lot of things, but now it's the same here. So these are the people that are going to be driving it. So really look at your organizational setup, whether it's a full-time person or whether it's part of an existing job, but really equip your people to be the change makers, right? The video producers are amazing change makers that are creating content formats that are driving strategy and producing the videos on a daily basis. And that's the same with the webinar program manager, right? The one that can drive the strategy, the one that can conceptualize the formats, the one that can scale your webinars, right? So as we all know, it's all about the people at the end of the day. So really keep checking that you have the right setup for this and the right orchestration, right? And also perhaps takes a little bit of risk in digital nowadays. We're so mature, we're 30 years in. A lot of it is fairly standardized, best practice, proven job titles. You can hire people that have done something for 15 years, 20 years. That's an amazing thing. That's where we are. And that comes with a lot of de-risking, right? But I also want to give you the idea that these are new roles. There's never been a strategic video producer in your company or a strategic webinar program manager or a strategic video marketer. So you're taking a bet on roles that people most often have not done often or only for a few years. And if they've done them for 20 years, they probably have too much bias on because it's been a very rapidly evolving field, right? So I think it's also organizationally and as leaders, an interesting field that this is one of these areas where we are betting on talent realistically and betting on people that are very entrepreneurial and very motivated. So that's part of getting a deep into your organization of really fixing your organizational setup, something you'll see a lot of interesting examples for. So look for deducing sort of who are these people? How do they think? What are they, the types of change makers in their organization? What are their conversations? As you see the next two days of webinar days. Then in terms of scaling, I think we have an all new field that I think we've always spoken about for webinars, but we often haven't really done it. And that's scaling your content generation because fundamentally webinars is an incredible video production format. It's all, it's most of the times, you know, one take as you get a lot of videos produced. And if you are doing hundreds or thousands of webinars a year, you are also producing hundreds of hours of content or thousands of hours of video content, right? So this is really webinars, not in and of themselves only, but fostering an overall video culture and overall video expression, a company that can be utilized in other areas than just the webinars alone, right? And I think it's an area where we all know that it's what we need to do, but it's been incredibly, incredibly hard. So nowadays, obviously generative AI and everything, you know, generating content is all the boss. And we all know it, but very few people have really done it because it's been so hard to do product sort of technically and process wise. It probably currently takes five times as long as long time to create the, generate the content out of the webinars as it took to do the webinar. And then you eventually end up not really doing it. So so I need one thing to really think about it is, you know, that we start with that kind of one clip, the classic webinar recording, right? That we're making, probably making available on demand as always. But how do we really start, you know, sort of generating all these different highlight packages out of it? Judging also ranging from being how we share to our internal team, what actually happened on the webinar to, to the highlights we want to put on social media or put on our, our video section on our website, sent to our team members so they can share them with customers. You know, something exciting that happened in a webinar yesterday, the 90 second highlight or the 20 highlights, right? So one of the pains before here has really been that, that has been very, very manual paper notes on time codes on when there might be a highlight. It's something you're doing while you're producing most of the times, or you have a dedicated person for it extra on staff that makes the webinar even more resourceful and exercise, right? So so there's a lot of product stuff that's happening here. We'll, we'll show that shortly also, but there's a fundamental shift happening on product and AI. Now that means that it's going to be really, really easy. And I think this is for the next year or two, still the frontier for anyone on webinars to really get this right. Because this literally doubles or quadruples the value of the webinar you're doing all by themselves, right? And also sort of getting it into this, to this shine, right? Whenever you do a 45 minute webinar, is your whole team realistically going to watch it through? No, that would probably be a waste of time, because you're doing a lot of webinars. But but if you give them that 60 second or those free 60 second bits, they're probably going to actually get to understand what was significant and what happened, right? So content generation can be a lot of things for SEO for your website, social media, enabling your organization, you know, promoting it internally, playing a highlight in the next webinar. So it's all sort of fostering sort of this sort of ecosystem of content that's flowing around the webinars and your video, right, that everything starts intermixing and interrelating. We just here in June launched a lot of new things with webinars six, webinars five, sorry, on making really easy, I won't really have time here to go into it, but just sort of highlight that there's a big shift in the tools here that makes this really, really simple to do, and also deploy immediately, which, which fundamentally changes it, right? That's why we're excited as toolmakers, as people that build tools and designs products, engineers products, that we can really change something here that we know all along was the right thing to do. But we just didn't get it done. Even at 23. Realistically, I would say we haven't really been very good at this, this even though we knew it was the thing to do. But the minute it just becomes a natural part of completing your webinar, those 510 minutes extra at the tail end, or 30 minutes, perhaps, if you really want to make it perfect, then, then that just changes things, right? Because it becomes part of the everyday and not something you're going to invest five or 10 hours in after the webinar, right? So really think about scaling your content generation from your webinars, right? Even if it's just a highlight for the internally, it's the 20th time you've been running this webinar, but you just want to show what happened last night, or that you had a new person on that was trying out doing a webinar. Now, you're doing a positive sharing internally, right for your internal sort of ambassadorship, you know, every webinar you're running should have a highlight, right should have generating content, and some of them might really get up to 2030 clips. If it's a big thing, you've invested a lot of time and effort in. Then, that leads us perfectly a little into having scaling your tools, right? And I mean, tools are so important, right? First, we create the tools, then the tools creates us. Tools are a big part of the marketing spend. Also, nowadays, 26.6% of the latest Gartner CMO survey is tools, right? That's because tools change things. They generate value, they make you scale, just as we just spoke about with generating highlights, right? You know, you probably could have a three or four x value increase if you really were generating highlights from all your webinars, right? Not even for public consumption, even if you're doing an exclusive invite only webinar, or a relationship based webinar where a salesperson or an account manager is doing a webinar for their audience, right? Then even being able to send a few highlights to those 100 people, the account manager knew afterwards, right will fundamentally change the engagement. So there's huge business value in using tools properly, but I probably don't need to establish that to all of you because I think you know it. The challenge though, really on video tools and webinar tools is that there is still a very low percentage of the overall tooling. So even though we spend a lot of time and effort doing webinars in our organization, we see a lot of 23 customers spending hundreds of thousands of euro or millions of euro, even tens of thousands, or tens of millions of euro. When you count in total cost, all the people involved, all the time spent on all the people being on camera, etc, in an organization, right? It's incredibly how big these webinar efforts already are, right? And then we're not really investing in the tooling and having the right people to run out the tooling and run it, right? So there's a lot here to still sort of unleashed. There's also a big change overall in webinars shifting from being a software category on itself, to being this sort of overall part of a video platform, right? An effort we've been leading at 23 and then now has been copied by our major US competitors. So there's a lot of things that are moving in this area also because the minute it becomes just a click to put a video highlight, a webinar highlight out somewhere, or use your existing video content in the webinars, things change. There's just tremendous amount of value in it, in energy, creativity, better webinars, more business results, right? So there's also this change overall in the tooling that you need to think about, right? If you're still running a singular webinar product, you're probably losing out on a lot of things already at this point. And with the roadmaps we and our competitors are running, you're going to be losing out on a lot of things the next few years also. So at 23, our DNA is really about pioneering. In 2018, we launched the world's first second generation webinar tool that didn't require a browser to install or to produce the webinar. Still something that most of the people coming from video conferencing like Teams, Zoom, etc. are driving, even though they also say they can do real webinars, but mainly it is sort of that perspective, right? So there was a big shift back then. Webinars were also not really about video. They were about slide sharing and audio. So we moved very far here in six years, and we'll be moving very far here going ahead. So what we're working on is really a lot about scaling webinars across your organization, making it easy to do a lot of webinars, making it easy to repeat webinars, making it easy to scale and reduce the friction on spending 15, 20, 30 hours producing a webinar to taking it down to minutes or hours. Last year, we launched 23 Webinars 5, the fifth version. We run these big annual wheels because webinar software is really tough. It's carrier grade or telco grade, as we say as product people. Other things you're building, you might be releasing very fast. But for webinars, we're really testing very heavily to make sure that it always works right. It's probably one of the toughest software categories in the world to do. And I hope you appreciate the effort we do, but also please understand that it's very tough stuff what we're doing here. Just in a few months, we'll be gearing up for 23 webinars. We are six, the sixth release, and we're very excited about it. And to give you a quick demo and a run through of where we are on scaling webinars, I've invited along CTO and co-founder of 23, Stefan Fagerström-Christensen. Thanks, Thomas, and thanks for having me. And exactly, I want to show you quickly how we're building the tools that allow scaling both in terms of having more webinars, more different use cases, and also to go further in terms of how many audience and how large audience you can build. So this is the webinar screen that you know if you're a 23 user, even if you've looked at the product before. And we've introduced a lot of different tools in the last year and will be into 2025 that allows a lot more ways of doing webinars and a lot of ways of scaling around them. First of all, let me click on webinar templates. So templates are this way that we allow ourselves to repeat the same things, repeat the best practice, but also to set up our colleagues and different people in the organizations to be running webinars in a way that's structured and that can scale for our businesses. When we look at webinar templates in this workspace, I can see that we have a lot. There's the weekly webinar. There are launch webinars on how we build sustainable cities. We even have exclusive webinars that we might have run for different audiences. Each of these, I can see how they're performing, how often they've been used, how they're working for attendees. So I can also start figuring out what are the different use cases that actually are scaling for our organizations. When I go create a new webinar, obviously I can start from scratch, but I can also take one of these webinars, for example, this weekly webinar of how this example customer Rangu is transforming cities. And when I start out this webinar, I'll obviously want to say, well, let's run this on Friday and I'll create it. The cool thing about templates is that now we're not just bringing the idea of a webinar alone. We're actually bringing all the context of all the things that we want to be doing around that webinar. And that will go for everything that I'm doing. So here I have a set of speakers. I have a description. I might even have dedicated landing pages and a lot of more things to go around. This will go for everything I'm creating. So when I'm creating a different webinar here, I get a whole new context with me. Again, different speakers, different landing pages, different registration flows, webinar trailers, and a lot more. Obviously, I could go live immediately and say, I just want to run this webinar. But one of the things that we've been really happy to launch this year as well has been our speaker pool. So the webinar template will come with some speakers. It might be that Ulysse is not on for joining me today, but instead I'll want Michael Reynolds and Sarah Thompson. So this is another good example of how we're wanting to not just kind of repeat ourselves, but repeat ourselves in a really kind of serious fashion, also in a way that allows us to bring best practices forward. So if I already wrote up a really nice introduction of Michael Reynolds, of Sarah Thompson, of myself, I can keep reusing that for how we are scaling out. Obviously, this comes with a very nice landing page where now the speakers are present, the right photos are present, and the right webinar trailers and so on. So I get this kind of ability to just click a button, take all the context with me, and start driving new audiences for the webinar. One more thing I wanted to show you when I now start the webinar, and I'll kick off a webinar room here, and I'll run this quickly in our demo mode so I get some interaction and some content in here. We also have not only a webinar where I'm talking, that's always nice, but I also have this webinar tray. And the webinar tray is, again, a way of repeating the best practices, of preparing, of actually getting really good about how we do webinars, in this case at Rango, but this would be applicable for every customer. So in this case, I can see all of my planning cards. I can click go live. I can start the webinar by introducing myself, but I can also take a lot of content with me, including the ability to play out videos in the webinar room. I can obviously show TV cards that are pre-prepared ahead of time, and I can even bring in polls, start those. I can show slides in this webinar room as well. So there's a lot of these things that allow me to actually take what we've done together and keep building on that best practice with webinar tray. When a webinar is over, we want to be taking, well, basically the thing that nobody's doing. We want to take the fact that we've done a really good webinar, and we want to be reusing that content in different cases. And that's what webinar highlights afford you. So webinar highlights is, well, a full recording of the webinar, yes, but also the magic that tells you actually what happened in the webinar. I can see the full webinar, but I can also see the different participants along the way. What are the most iconic parts of it when people were commenting? What are the points in the webinar where I was reminding myself about, well, I need to make a clip out of it. And now I can take all of these parts of the webinar, and I can repurpose them and make clips out of them. So a really nice way of going from, well, having this kind of blank slate of a webinar all the way to now having ways of repeating the right webinars, knowing what is working, keep your speaker pool in a way where all of the best speakers are repeated again and scaled. And finally, also ways of running the webinars with webinar tray that allows me to prepare and set up everyone else in the company for doing it. It might be that you're running the same demo every week, might be different people, but if you prep it, everyone can do that. And finally, also, obviously, the ability to run highlights. We are building for a lot of this future. We're building new ways of running webinars. We're running new ways of building out for organizations that actually do want to scale and want to, well, not only scale on the same webinar, but also on a lot of different formats. And if you were quick when I showed you the screen before, you'll see that I have a new type of thumbnail here that shows a webinar Wednesday. So this is something that's coming to our next upcoming release of the new year and something that you can actually already try betaing now, which is going to be webinar series. So webinar series are a way of having a lot of different webinars that are running on a repeated cadence. So whenever I create a webinar now, I can obviously create my webinar, but I will always be able to also create a new series for it. And when I've created that series, I can have many webinars that are the same. So this will be great for that weekly webinar where you have different speakers come in, but you have the same audience. So when you sign up for that, the entire audience actually gets not only to sign up for a single webinar, but for the entire series. So we're really, really excited to launch this to all of our customers. And it is something that you can actually try in beta as we speak. That's it. That's a quick preview of all the things that we've made happen around scaling webinars and also the things that will be coming for webinar scaling with Webinar 6 in a few months. Back to you, Thomas. Thanks, Stefan. And as you see, I mean, there's something incredible product shifts happening here in the category overall that's really fundamentally going to change. And the ones that are on the forefront of this one is going to gain huge strategic advantages compared to people stuck in the old ways of doing webinars. So that was the scaling of the product side. Just wanted to highlight that there's a lot of things moving, right? We're literally almost changing the categories here around by the way the webinar software is shifting with webinar training. A lot of the innovations that's been coming from our side there, but also overall that the webinar software plays together with the overall software that you can distribute the recording of the webinar to all your team members to use in meetings, the minutes after the webinar is done that they can post the highlight to social media. All these distribution capabilities that you're not going to have if you're still stuck running sort of singular webinar software, even running video conferencing software, video meeting software, as a lot of people are still doing. So the ones that are going to be able to do this is really going to leap forward compared to the competition. The last thing I wanted to leave off on was really about scaling with someone. And you might find that to be a little bit of a peculiar term, scaling with someone. I know there's a European football club that has the slogan, never walk alone, right? Or at least the anthem that they stand by. But I think it's really sort of one of the gaps we're still seeing in webinars. Is that the best companies in the world that are doing webinars are not using any external people. And if they're using external people, they're only using them for production of specific things or for setting up their video studio or things like that, right? So we have sort of an overall gap that the best companies in the world are not working together with agencies and vice versa, right? So there's a huge sort of gap between these people we really want to connect. So this is a little bit call for arms here today for all of you. The last years we've been seeing this sort of development of this new shift from the video production company to the video agency, right? So sort of shifting from the perspective of a company that produces video and webinars or live production to a strategic video agency, right? And we're tracking hundreds of them across the world. We're seeing some markets that are already sort of market standard. I think the Netherlands, for example, has plus 20 video agencies. And why agencies matters is that they get to see hundreds of customers every year, right? And that is just a very big unfair advantage. Your problem internally as a company is that you only get to see one context, your own. And perhaps the second one, if you're good at inviting a colleague from a different company by, right? Or you get to see events like this where you get to see a little bit of inspiration from others, right? One of the big purposes of doing webinar days for us. But overall, imagine you had somebody that had seen a hundred webinar programs, webinar formats, production methods, templates, business strategy for how to integrate it in, knows what best practices on results can drive more participants overall, right? That's an incredible asset to be on a journey together with somebody to have a partner on your strategy, right? So it's very sort of an interesting paradox that webinars are so significant, but so undeveloped on the video agency side, right? So the problem is really this sort of video production mindset that a lot of people have been in, right? But it's for a company doing webinars, it's not really just about doing the production. It's also really about scaling the production of building studios and enabling the organization, right? And if you look at it, there are all these different things you know working in a company that are real challenges of moving on video or moving on webinars, right? And that's the shift we're seeing that these video agencies can cater to all that. They can go in and do a strategy. They can go in and do a concept. They can spar with you. They can run best practice. They can also shift and run on retainers, right? So we're really seeing this sort of new agency that combines these three elements together, that they can do the creative production, but they can also do the whole enablement. They understand the software, how to run tools like 23, how to get the most out of them. They understand how to help you recruit people, how to work continuously on your strategy, on your formats, your video plans, your webinar formats, etc. And it's the combination of these three skill sets in one that makes them, you know, these big change agents that we're starting to see them be. But we're still seeing that literally none of them are working with you. And vice versa. So just a big call for action on, you know, never walk alone and try to scale together with someone because that other someone will be seeing a lot of other companies that are also scaling and will be a great partner for you. Put them on retainers, right? Doing one-off productions is also one of the big shifts from video production company to video agency. Put them on. Buy 10 hours a month. Buy 100 hours. Buy 500 hours a month or whatever you want to be buying. And make best use out of that continuous improvement, etc. Right? So I hope we're definitely already on the video side seeing a lot of things, but the gap is probably the biggest on the webinar side that the best companies in the world with a lot of webinar people internally, etc. are not sort of in their own bubble and not connected to these agencies and vice versa. Also, the video agencies probably have some way to really move here to step up to the game because most of the time, most of them don't even see all the stuff that's going on on webinars because it's happening deep inside the business. So that was a few ways of scaling webinars from scaling your tools to scaling into your organization, scaling your formats, scaling your content generation, and perhaps overall scaling your perspective on webinars is because I think that's the biggest challenge for us of really seeing this wide open field, seeing all it can be. I hope for the next two days of webinar days that you'll enjoy all of this. I hope you'll find all the inspiration, but I'll end on a little bit of an invitation. Because in May next year, we are doing the largest conference on video in the world. The 23 Summit next year for the third time, will gather 1200 people from around the world more than 30 countries to explore the human side of digital, aka video and webinars. We're going to be doing it in an incredible beautiful venue. The radio house in Copenhagen, beautiful Wilhelm Lauritsen building. That's the perfect setting for it. It's also where some of the very first TV was done in the Nordics as TV started within the radio sort of companies, the national broadcasters. We're going to be gathering all of you again. It was such a journey last year and we're so blessed for all of you. All the feedback and the raving reviews and we take it with great care and heart when people tell us it was the best event they ever attended. Because that was really all we put into heart and soul from the whole 23 team to do it. So we're going to do it again, double in size. I feel potentially it could be a landmark event. And those landmarks events you never want to miss out on. Because that's the ones you 10 years from now will say that you were at because that's when things really changed. And that's the feeling overall we're really seeing in webinars just now on the tooling, on the perspectives, on all these elements of scaling we're seeing. So consider that an invitation. Go to 23.com slash summit where you can read more and you can also sign up to get an email when we open up ticket sales very shortly. It's also an invitation to come to Copenhagen. We'll also invite you to our HQ building for a special event also. So it's really going to be an incredible time to build relationships and inspire each other and build this overall world of video and webinars even more forward. So hope to see you in person in May 22nd to 23rd, Thursday and Friday. But for now, please enjoy the next two days of webinar days. Thank you. Thank you so much, Thomas, for coming with your insights. I find it really inspiring that there's so much potential yet in the webinar space and so much that we can still do together to really grow our webinar strategies and yeah, do more. So I see it as such a positive problem to have. The sky is really the limit here. I've seen some questions pop up. Should we see if we can have time to answer any of those? Answer at least one question from the audience. I think I'll have my producers bring question from Aska up to the screen. Let's see. Yes. So yeah, okay. We can start off with Mikkel's question. What do you see as the future of webinars? Speaking of this huge potential that we have in front of us. So Mikkel, thanks for the question. I think the future I see is this explosion of the term webinars, right? And the scaling of the perspective in our minds and in your mind that webinars is a lot of different things. And I think that's what we're really driving just now, all of us. So really think about these concepts of account-based webinars, relational webinars, channel webinars. I mean, create that vocabulary. These are some of the terms that we've heard you guys using and we're trying to sort of map it and orchestrate it. There's a lot on it in our state of webinars report with inspiration for different formats also, right? But really paint up the bigger picture of the map of you might be running eight, 10 different formats in your company, probably across a lot of different teams in your company. So that's really where things start happening, right? So I think the future of webinars is really about not seeing them as one thing, but as this sort of basic orchestration of something that's an event, whether it's a small meeting as event or big conference or big event. So really think about that, I think is the future that we're driving towards and we're designing for and we're building product for every day. Exactly. And I think that's really interesting that you're alluding to, because I also want to make our audience aware of that we are running a session dedicated to webinar formats tomorrow at 2 p.m. So if you want to dig a little bit deeper into webinar formats or different use cases, so on and so forth, write a little check mark in your calendar for tomorrow at 2 p.m. I think we have time for one more question from Aska in the audience. He was asking about, yes, what advice would you give to organizations just getting started scaling their webinar programs? Now, I think there are a couple of good tips and tricks throughout this keynote, but if you have to highlight just one or two tips, do you have any advice for organizations playing with this thought of really scaling? I think the best piece of advice would be really make sure you formalize a webinar strategy, not a strategy that is going to be a two or three year strategy because it's probably going to change and move. You need to iterate a little bit more than that. Right. But to actually formalize it and formulate it. Right. These are the formats we're doing. We're going to do them across these different teams. These are the pace, the velocity we're running, the different formats on this. We run weekly. This we run monthly. This we run quarterly. Perhaps you don't get there the first year of really running the pacing you want, but at least set the ambition. Right. So I think really formalizing a webinar strategy and then put that into the, you know, evolving and developing the webinar formats is really key. Right. And then I think the second piece of advice would be play around with formats. Right. You often also get locked into only doing it in a studio or in the same setting, but really play around and make sure you have the gear to be somewhat flexible on joining a customer, trying out doing webinars from a conference from the first time. An incredible way to get a lot of people that already are together on camera and into your webinars or just make your webinars a little bit more exciting by reporting from the field. Right. So every time think about not getting stuck in the box. Right. But I think mainly get a webinar strategy. I think we see still very few companies actually sort of would be able to say, here's our formalized webinar strategy and here's how we've been iterating on it. And here's our roadmap of the things we're going to be doing ahead, et cetera. Thank you for those insights, Thomas. I think a really good tip is to remain agile in this fast paced world and remember to react and always stay relevant to your audience out there. You actually put me up for the perfect layup of thinking outside the box. And, you know, exploring a little bit with different ways to check in and communicate during a webinar. So the next step that we have in the session is actually a little check in from one of our field reporters who's currently out in the market. So I think with that layup, we are going to move over to our check in with Cecilia. But before we do, thank you so much to Thomas for all your wonderful insights and a little bit of a sneak peek into the future of webinars. Thank you so much for joining us. Thank you, Amelia. Perfect. And then without any further ado, we are checking in with our colleague Cecilia. She's currently out in the market with a customer. So hi, Cecilia. Can you can you hear us over there? Yes, I can. Can you hear us? Yes. Loud and clear. Exciting. Please tell me a little bit about where you are and who you're currently with. I'm sure the audience is curious. Yes, absolutely. So this has been such an interesting keynote on webinars and their history and scaling. So to talk a little bit more about that, I am here with Lars Mathiessen. Would you introduce yourself, please? Yeah, sure. My name is Lars Mathiessen. I'm the video producer at BL, which is the non-profit housing providers of Denmark. We're the interest group of all the non-profit housing providers in Denmark, which is roughly about a million people that lives non-profit in Denmark. So, yeah, we do a lot of video content. Also webinars and stuff like that. That's so cool. And as you can see here, we are in a super nice studio. But before talking about that and scaling, can you tell me a little bit more on how was how is your webinar strategy? How was it when you started here in the company and how does it look nowadays? How does it support your goals? Well, we started when I started about four years ago. Everybody knows the cusp of the corona. So I don't want to mention them all, but it was a myriad of places and we wanted to gather everything. So last year, about last year, we signed up for 23 and gathered everything here. Before that, it was very hands on. What kind of webinar do you have? And sometimes it was with a lot of people. We had up to hundreds of people and pushed the limits on some of the platforms. So we wanted to go on a platform with no limits and with a better interface and a better user face and also a better data collection that we have here. So the strategy is very much to be present with a better video platform. Before it was more meeting platforms and that's not very good for, as we all know, for webinars. So we wanted to go somewhere where we could do a better webinar video experience for our customers. I see. And we do everything from, well, informative. We have a lot of educational things we have to do because we are the nonprofit housing providers and we have a lot of knowledge that are very exclusive for our business, for our sector. How do you run all the housing? How do you manage all the legal obligations we have? We are restricted by law. We are made mandatory by law. So we have a lot of legal stuff we have to inform about. We have to tell the new developments or whatever we do. It could be anything from climate security, how to get water away from your building because we are drowning slowly here. So all these things, there's a lot of things that the regards to housing, just think about if you have your own house or apartment, how much you have to do there. We have to do it for a million people in Denmark, right? So there's a lot of information we have to distribute via webinars, for example. Absolutely. And in terms of gears and setting the studio, how did it look like before? And how was the process to getting this super nice studio have nowadays? Well, when I came in, we didn't have a studio per se. We had a room that was allocated to webinars. It looked like a dentist's reception. It was not very nice. To be fair, there was no video people. I was the first one to enter the house. So we tried to set up a little bit more professional lighting and to make a better sound. And then we had a shuffle in the house a few years ago. And this old storage space in the basement, which nobody wanted to use, it was allocated to make a video studio or like a multi-studio, agile multi-studio. And I have to say that we're not just the only tenants here in this house. We are three different organizations that have different purposes. We are all in the realm of non-profit housing provided. So we have a common denominator, which is the non-profit housing. But we do it in different ways. And this studio is for all three inhabitants of this house. So you can book it like a regular conference room, but for the purpose of making videos or podcasts or whatever you want to do. It's a multi-purpose studio. And you want to go into details? Yes, because something that I thought was quite interesting when I arrived here to start this interview is that, as you can see, this studio is super nice and super well produced and customized for this room and for your needs, right? But they actually have phones as cameras. So I will hold this for you to take a look. So here you see it's a mix of almost like a high-low approach for the studio. Consumer products, but for professional video. Exactly. So here's more of the background. So you can take a look on how it actually works. And you mentioned that you have like the professional lighting and also IKEA lighting. The spot you can see here is full of IKEA, just to make some warmth on the walls down here. The walls are brick, wood brick, made from used wood here in Denmark. So that's made like brick, but it also has an acoustic advantage. So that comes from there. And we made the light columns. And yeah, we had a commenter making this place, but I designed it. And these are all from Denmark. It's a Danish product. Like I told you before, the TV is actually the most expensive down here because they are frame TVs from Samsung. There's less glare from that. Then we have three spots up here. It's professional video spots. And that's basically it. If somebody wants to come down here with PTC cameras or whatever, their own video production or with a different setup, we can just clear the place and they can start from scratch. But the basic setup down here is made from a production company. So it's an in-app iOS device app called Switcher Studio. So it's a multi-camera production setup. And how many webinars are you running here on average? A couple of per week. So like three to four per month in average. Sometimes there's like in the winter, there's a little bit more. And sometimes it's to round up some knowledge that we want to share around the country. Non-profit housing providers are all over the country. And not all of them can spend a day to come to a central location. So we do webinars instead. Okay. That is a great example of how to use gear and softwares and technology and systems, as also we were talking about, to scale your webinars efforts. So that was so interesting. Thank you so much. Thank you. Thank you. Bye-bye. Hi, Amelia. We're back to you. Perfect. Thank you both for tuning in and joining. I can't believe we were able to get a sneak peek even behind the scenes in the studio. I'm standing here with my curtain backdrop and I am considering moving to wooden bricks. I'm feeling a little inspired. Thank you both so much for joining. To everyone who is currently in the webinar room, I would like to make you aware that session two is starting right now. So if you want to hear about success stories from people who have scaled their webinars, please stay tuned in this room and you will be automatically redirected into the next session. And I will meet you over there shortly. See you soon. Bye-bye. Bye-bye. Bye-bye. Bye-bye. Bye-bye.