Scale your Webinar Formats

VALUES Thank you. Thank you. Hello, everyone, and welcome back if you joined us for the first session. And welcome to all new people if you are just tuning in to Webinar Days 2024, the annual event for everyone scaling webinars. Hello, my name is Amelia, and I'm very happy to be here with you all today. Some of you guys might know me from my day-to -day job at 23 as part of the marketing team, but I'm very excited that I get the pleasure and privilege to be your host for Webinar Days. I'm proud to announce that Webinar Days is hosted and organized by 23. If you don't happen to know us from before, our video tools are used by marketers from anything from growth companies to some of the largest enterprises in the world to do both video and webinar. And we are extremely proud that this is the fifth consecutive year. Five years, that's a long time that we've been able to bring Webinar Days to you. We do this with the motivation of moving the market of webinars, digital events, and video marketing forward. We are toolmakers. We love to build tools, but you guys are the real heroes who are actually succeeding and changing the world through video and webinars. There is no coincidence that the theme for Webinar Days 2024 is webinars scaled, and that is exactly what we are going to be exploring today. And have explored for day one yesterday. Why is it important to scale your webinars? What does scaling your webinars even mean to you? And how have some of the greatest brands in the world already succeeded with this mission? So hopefully those are some of the questions we are going to be able to answer throughout this event and get you ready so that you are able to scale your webinars in 2025. So if you want to get into the platform, please don't be shy and use our chat feature. It's so nice with a little bit of engagement from all of the participants. And please remember to use the questions feature on top of the chat if you want your questions answered by the speakers, because this way we can bring it on screen. And it's easier for the questions not to get lost. But if you want to engage and get to know each other, which I encourage you to do, then maybe drop a little line in the chat. Where are you tuning in from? What city are you located in? What time of day is it? Just some fun icebreakers to get to know your peers. So before we dig into the session, I just want to take a moment to thank all our wonderful speakers for joining and taking the time out of their busy calendars to educate and inspire marketers and video heroes all around the world. So without further ado, let's hop on in. Let's hop into session two. Today we are joined by Lev, Lubke, and Maurice for an interactive panel discussion on webinar formats. Which formats are they currently running and why? What are the next webinar formats they'll be scaling? And whether you're already exploring different formats, anything from episodic to lead generation to relational, or just looking for some inspiration on how you can scale your current program, this is going to be an essential session. Lev is the founder of Webinar Experts, a leading British agency specializing in live digital communication, working with global brands to build their webinar programs and strategies. Lubke has been a key player in developing Folien's webinar strategy, helping to build, execute, and optimize a successful customer education program that drives both engagement, but also business growth. And Maurice, you might have remembered him from yesterday. He is a valued member of the webinar team at Gaea, a leading supplier of systems and components to the food and beverage industry. And he has really played an important part in the company and how they scale their webinar programs globally and has become the internal hero, if you will. So I would love to invite all my speakers onto the screen. And I will... Hello, everyone. Looking great. How are we doing today? Thank you. Perfect. Hi. So I've given you guys a little bit of an introduction now, just with a little bit of background. But I would love to take a round so you guys can introduce yourselves if there was something I missed out on that I should have mentioned. But also give us a little bit more of an in-depth introduction to the companies that you work in. Because one of the reasons that this is a particular interesting panel is because you guys represent quite different companies. Lev, you are from an agency. And Maurice, Gaea is this huge global company located in, yeah, I don't even know how many countries. And Lubke working in a SaaS company out of the Netherlands, really doing next level stuff, within their webinar programs. So please let the audience know a little bit more about you. And I'm going to start with Maurice. If you can please give a little bit more meat on the bone to the introduction and what it is Gaea does. Well said, meat on the bones. What we do, we are a manufacturer and engineering company. And we create machinery for companies to, well, in 80% of the cases, create food. So, but to say it simple, everything you can buy in a supermarket, including packaging, can come out of our machines. It's not always the case, of course. But the fun facts we always shout around is that every second nugget in the world eaten is coming out of a Gaea machine. Every second beer drunk in the world is actually coming out of a Gaea machine. Yeah, we create lollipops at a staggering speed of 2000 lollipops a minute. Take out your calculators and tell me in chat how many that is a day and who's eating all those things. So that's what we do. But we are represented in 13 industries going from energy, environment, food, drink, dairy, dairy farming, pharmaceutical. So it's all across the board where we are active in. I'm working in the Netherlands. We have around 150 offices around the world. Our headquarters is in Germany, in Dusseldorf. And we have, I don't know if I mentioned that, 18,000 people running around in the world to make our magic happen. Yeah. And in terms of webinars, we started with Chem2Chem. And we grew slowly into having a big studio where we have four cameras and all kinds of screens and stuff like that. So we took the journey on and tried to do webinars in studios, but also on site. And occasionally we go back to where we started, one on one or one on 10 or like the smaller versions. Thank you so much for sharing your experience. I think it's a little bit more of an in-depth introduction. I think your profile is super interesting because I think some people hear when you're in so many different industries, when you're in so many different markets, it's just opportunity, opportunity, opportunity. And other people might hear, wow, with such a wide scope, challenges, challenges, challenges. So I'm really excited to dig into how you guys have solved this through your webinar strategy. But first, I want to hand it over to Loke, who is a representing Folien today. If you could give the audience a little bit more insight into what it is Folien does and how your webinar programs have come up, that would be excellent. Absolutely. Well, Maurice, great to learn about you as well. I've definitely had one of the beers from your machines and we're both in Ireland, so that's cool. I'm indeed with Folien, a SaaS company from the Netherlands. We also have an office in New York. And basically what our customers do, Folien is create content. So we're a content creation platform. And we know there are many of those, but what makes Folien unique is that the content is more engaging. You can have all your data and integrate it to, for example, your lead gen software, your CRM, and it's very scalable. So you can give multiple departments access to the platform and create content that's still on brand. It's all digital. So you have the data. So it's not a static PDF or anything that you can't update anymore once you send it out. And especially companies that do a lot in print save a lot in printing costs, plus have a wider audience. And yeah, in terms of industries we work in, that's super varied. So it's very horizontal. Many people can use Folien. And the great thing is that this year we're going to focus very specifically in my role as a community marketing manager on reaching our real customer profile and webinars are going to be a main pillar in that. Thank you so much, Lobkja. I'm sure that creates a little bit more perspective. As you mentioned, content platform can mean a lot of things. So the two of you are basically representing a more traditional industry versus the very modern SaaS company. So super interesting to compare your notes here. I think we lost Lev's picture just for a second. So let me give him a minute to get that back because I'm not sure if... Oh, he's already back. He didn't even need a minute. Because I would love to hear Lev's introduction. And the reason it's extra interesting that we have Lev on this panel is because representing an agency industry, he has a privilege to work with a lot of clients with their webinar programs or different webinar formats. And he's actually cheating a little bit and has a leg up on the rest of us because he gets insights from all other companies and clients that he's currently working with. So, Lev, if you could give us a little bit of an introduction, please, to webinar experts. Of course. I don't think anything compares to making nuggets beer and machines for nuggets beer and lollipops. But I'll try my best to be just as interesting. Yeah. So I run an agency called Webinar Experts, WebinarExperts.com. As you said, we work across industries with companies of all different kinds of sizes. A lot of them are larger enterprise organizations who run webinars at scale. And we typically either advise on how best to run them or we run the programs for them. And that extends also into kind of video production, podcast production, things like that. So really anything that is related to live digital communications, whether that's through audio, video, or various different formats. So we are based in the UK. We work with organizations in the UK, but also across Europe, Middle East, and Africa, and then obviously North America and elsewhere in the world. So everybody needs to run live streams and we're there to help them. Excellent. And you guys are the heroes for a lot of companies, I can assume. So you guys help companies with their webinar programs, formats, live streaming, a wide variety. But can you give us a little bit of insights into what type of webinars you run yourselves? And yeah, tell us a little bit about how you do webinars as experts. Yeah, of course. I mean, the majority of things we do, obviously, is for our customers. We always think if we can do it well for our customers, that's the best way of showing off what is possible. And we're very privileged and lucky to have customers who are very open to looking at different ways of doing things, innovating. And what we try and take them through really is not to think about webinars as just a series of different ways of communicating information, but it's actually how to match up content requirements that your audience has with how you communicate that content. Because if you think about it, the way we like to think about it is of level of maturity. If somebody that is interested in engaging with your organization, they might know very little to begin with about your company. They might not know enough about you to really know much of what the service offering is. And their content requirement in terms of how they want to engage with you and what they want to find out about you is very different to somebody who's either perhaps been a customer for many years or perhaps somebody who's on their journey and finding out whether this service offering is the right thing. And might be six months in to their research and knows everything already, but really needs in-depth technical detail. And anywhere in between, there's different content requirements. So trying to find the right way of communicating that content to that person so it's relevant and informative and helpful to them, that's the way we look at it. And then we can start looking at how do we create a webinar format that actually matches exactly that audience's requirements. And we can standardize some of those, but really it's important to have the customer or the attendee requirements at the center and then work your way backwards to create something that actually appeals and engages them. I love how you kicked us off here because you're not even talking about what webinar formats you run from your own perspective, but you're already switching the perspective around and saying you don't even consider what you would like to do yourselves. You consider what it is the audience is actually interested in. And I think that's a valid key point to kick us off on. Maurice, would you like to continue with what webinar formats are currently running at Gaea and why? Yeah, first of all, I want to jump on the left wagon. We also try to come up with content and formats which suits our speakers. Since we are in an engineering company, not everybody is very used to be in front of cameras. So sometimes we need to come up with a way that they can tell their story more than that we are focused on having the content right, maybe even. I yesterday shortly touched upon a guy who, was not very keen on looking at the camera, got very nervous of it, but then we plastered the wall with paper and he could start writing top left. And when he was down right, the webinar was done. He filled the wall with formulas and whatnot. And if that format suits his way of telling the story, I think that's a good thing to look at. In terms of formats, as I said before, we do smaller webinars, even one-to-one or one-to-two, really smaller ones where we use it also sometimes for trainings and getting people onboarded and, for example, help people with service. But if we look at, as we would call it, real webinars, we don't shy away from smaller groups. And we often use the link only option in 23 to reach out to those smaller groups. But then we know we have the right people in the room, which I think Lobke was also talking about and trying to discover next year to find the right groups with the right content and match that. We saw after COVID, though, that we had this huge boost in webinars that dropped when everybody could go back to their trade fairs and meet up with them. We have those bigger trade fairs with over 1,000 square meters, floor plans where we host up to 1,000 people. So everybody wanted to shake hands again. And then we thought, well, if we want to keep this thing going, then let's do webinars from the booth and make it a hybrid experience because we still want to tell people that we have new technology and new ways to treat applications. We were very much into the new food era, so cell-based and plant-based food. So we had a big story to tell. And we did some webinars with Chef Cox on the booth, which is nice for people attending, but also, how do you say that? With chefs. It's really weird what I just said. With chefs on the booth, cooking, preparing, preparing food, which was nice to look at because everybody looks to watch slow TV and people cooking dishes, but also really exciting for people in the booth. So that's an approach we did. And that also kept the webinar flow going. And now we actually see that it goes up again. But we do more series. So sequels, for example, we now have a sequel of 15. We have 15 webinars running from the chemical industry, people who do a biweekly webinar on a specific topic. And it could be service. It could be return of invest. It could be applications coming out of the machines, et cetera. So we really search for specific target groups. So for us, the KPI, having a lot of people in the webinar is no longer there, to be honest. I love that you're already challenging the status quo because I think that's a common perception that a lot of marketers especially have is growing those numbers, scaling your KPIs. And I guess it all depends a little bit on your format, doesn't it? And what is actually the business objective? And Maurice, I can tell you, if I were to be at the same fair, I would definitely come by and visit your booth. I think it's a really creative way also to almost create a sense of like a hybrid event. How do you kind of make that bridge? Between being at a physical event, but also communicating to a digital audience. It's definitely a little bit of a challenge. I don't think everyone has succeeded in how to do it. Yeah, well, in a way, you would say it costs a lot of money. But at the same time, it saves you money because else you need to set up a full online marketing campaign to bring out the technology and the novelties we have. And we would do the webinar anyway. But since we're there, we're there. So why not use that? And the money is spent by a different department. So that's a good thing. And we just ride on the wave with them. Yes, I appreciate that. I might actually also get my sales teams to start producing webinars for me while they're out at events. I'll think about that for next time. What about you, Lofke? Can you please shed some light on the webinar formats happening? I know you have an exceptional customer webinar that you guys do. And please give us a little bit of an introduction. Yeah, absolutely. The webinars we do, some of them are kind of like tried and proven. So we'll continue with them in 2025. The first one is the product update webinars. We used to do them quarterly. Now we make them kind of like more twice a year, part of a bigger launch. And we have our CEO talk at the end of January. We have one coming up. Also, our CTO is joining. And they're kind of like must attend for our customers. And we have a high registration rate, high attendance rate, and very good interaction. And all our webinars, we're trying to really build around what's the goal here. And I came from customer education. Now I'm in community marketing. And in marketing, of course, we want to constantly drive business. So we want to see where's an interest? Where can we potentially upsell? Can we sell maybe more plans to customers? So we're really trying to identify where are opportunities. And we really use our poll questions for that. A second format that works really well, indeed, our customer webinars, I call them more like customer education. What we did in the past, it's very much about how to use our product or how to do something with our product or achieve a result. So ones that have performed well is around making newsletters. We did a two-part series about creating brochures. And another one using Folien for event magazines and event content. That works well, but the reach is a little bit more narrow because we can only invite our customer base. Another, like a third category of webinars that does really well that we have done, but we definitely want to stretch and expand on next year, are kind of like our industry education thought leadership webinars. So we can have guest speakers, whether it's customers or industry thought leaders. And something we haven't tried yet, but might try next year is co-branded webinars. So with other companies where we have additional benefit from either each other's customer base, but also where we have complementary products. So yeah, those three product updates, industry education and customer education are the three proven webinars formats that we have done in the past and we continue doing next year. And an interesting question is that with your internal position in the company, you're currently moving from, as you mentioned, the customer team and like moving into marketing. How do you think that's going to reflect in what webinar formats and webinar programs that you're going to be directly working with? Great question. So, so far, all we did was host webinars that were interesting for our customers. And we did find some edge cases where we would also do industry education and industry interesting topics where in hindsight, we were like, Hmm, we could have maybe promoted it a little bit broader and also invited our prospects in the pipeline or even promoted bigger on LinkedIn or elsewhere. As my position at the time was very customer focused, that just, of course, was an opportunity, but not necessarily one that was something I was thinking about actively before webinars took place. But now in marketing, that is definitely something because I'm in a customer marketing team, but we work very closely with the demand gen generation team. And so I do now in my role also have a bit of accountability, both in creating leads within the new business for new business and leads for existing business. And that kind of makes like, if you can imagine a funnel, I then also want to do webinars higher on top of the funnel so we can have webinars that are still interesting for our customers, but are also reaching a wider audience to fill up our funnel. So in terms of webinar formats, we're going to stick to the ones that have worked in the past initially. But yeah, we want to become a little bit more, start webinars that are a little bit more thought leader webinars and industry education as I mentioned, where it could be that we invite a customer as a guest speaker, but then instead of talking about, for example, how to use our product, which is only interesting to our customers, could be how did they overcome a problem that others in the industry or other similar businesses or even other marketing departments have that could be inspired from their story and how they have maybe used Folien, but then our product doesn't need to be, it can be mentioned, but it doesn't need to be demoed or used specifically. Yeah, exactly. And I think it's an interesting correlation to this comparison between webinar formats used and teams and members within the organization and to see what type of webinar formats are often used by different departments. And I would like to take the opportunity to forward that question to Maurice. If you could highlight for us a little bit, what teams within Gaea is it that usually participates either directly or indirectly in the making of the webinars? Is it owned by marketing? Do you have a dedicated team? Is the customer team heavily involved? How does it work in such a large organization? So the setup we have is that we have four main divisions with business units underneath it. So there we go with the boring part of corporate, but let's go in there anyway. So on top, there's a layer with countries. So the marketing work closely together to localize content more or less for the local markets. And then on top of that, there's a area which we called, let's say a shared service center where there's HR, IT and like with a global role. And in there, there's also our team called GCB. It's a communication and branding team. And we are part of that as a digital team. And in that digital team, there is me and my two colleagues who are taking care of webinars and videos amongst others. So what we do is we are the more or less the strategic owner of the tool, 23 webinar system. And what we do is the best practices, train them both in techniques, but also content and also what to wear and what not to wear, how to put the lighting on and stuff like that. So it's kind of broad, but for the use of the systems, and that's what I talked about yesterday, I really like 23 because it's monkey proof. You can train somebody for half an hour and then they're good to go. And that's what I really like. You can go better and you can learn more of how to set up polls, how to use, when to do handouts and all that kind of stuff and switch people around like we are doing today. But for the basics, within half an hour, you can create your own webinar. So that's techniques and functionality out of the way. And then the marketing people in those countries and in the divisions and business units can only focus on content. And that's what we are aiming for, depending on the area, because we do a lot of things. We do them for a service. We do them for novelties, but also for like asset smaller groups. And yeah, so that's how we use it, how we roll it out. So we have key users and we are always there to technically support them. But that's on us. So if they encounter stuff, for example, we had a big issue with our VPN settings in several countries where we couldn't get the webinars into the offices, for example. That's what we then take care of. So they just focus on content, content, content. I see. I really like how you've solved this issue of having a centralized team that owns the experience or kind of the experts that can continuously train other team members. It's a great way to scale the enablement of the organization, but also keeping that ownership because it's a two way street. You want it to be available to everyone. But on the other hand, you need some people to feel that responsibility to continue to drive the project. Otherwise, you'll never develop your webinars or grow your volume. But I'm really interested to hear from Lev. What is it? Which types of webinars is it that is most often requested? What is it that you hear about the most when a client approaches you and says, Lev, I would really love to do a webinar? What are their reasonings? What is it that they think they want? And is webinars actually or do they have the right webinar format in mind? Because sometimes I think it's an interesting question if the client is asking, oh, can you help me with this? Okay, but is that actually what the right solution to solve what it is they're actually asking for? Yeah, absolutely. I think the most common format people have in mind when they think about webinars is the kind of your, especially if you're sort of in technology software, something that is sort of software based is your sort of presentation, perhaps a demo and then a Q&A. And I think it's the kind of format that most people start rolling their eyes thinking, oh, right, that's why that's exactly the reason why I don't like webinars is because it's that format so overused and it's just death by PowerPoint. But often that's the starting point because that's the most commonly used one. I think we're starting to see a change and shift in that. I think it's helped by actually influence and examples, good examples, from sort of area of podcasting and video podcasts. But that's the starting point. And our favorite conversations are when somebody comes to us and says, this is the outcome we want to achieve. How do we do it? Rather than coming with, we've worked on this for the last six months. This is how we think it should be. Can you help us do it? Because then everything is already set in motion and it's harder for us to kind of influence that. So typically where we start to encourage folks away from this traditional, you know, lots of PowerPoint slides and then perhaps a little demo, and then some Q&A is into, again, taking the approach of who's the audience and what do they want? And, you know, what are we trying to communicate accordingly? Because we can communicate all the facts we want. If that's not what the audience wants, they're not going to stay. So we need to look at what is the audience actually interested in and what are their challenges? And then look at, as I said to begin with, look at a format that addresses that. So it could be, for example, a fireside chat or kind of an interview style with a subject matter expert. Or we could even further to say, well, actually for an audience who is really informed, but perhaps not ready to buy yet, or even who is an existing customer, what can we offer them to really add value to their day? So they're going to take and commit an hour of their day to listening to this webinar. We need to give them something in return. Otherwise, they're never going to come back. So can we do, can we bring an expert in? And can we say, well, look, there's going to be no slides whatsoever. We're just here to answer your questions today. So pre-submit your questions on this particular topic. It's a topic that obviously is good for questions. And then we're just going to talk about the answers. And while you're watching and while you're listening to the answers and you feel inspired to ask something else, keep asking those questions. And it becomes a conversation. And ultimately, as humans, that's what we are all about, having conversations, not just sitting and consuming. You know, we're not at home watching Netflix. We are at work trying to learn something and trying to kind of solve problems. So if we can, on this live streaming format, which is this kind of one-on-one to many, if we can create a sense of conversation, that resonates really well. And that's, I think, typically where we try and take our customers to say, you can move on from the slide where you can do other things and then match it with what your audience is trying to achieve as well. Very interesting perspective. And I think you had an excellent point with starting with the outcome instead of starting with the format. Why are we doing this? What do we want to get out of it? What are our goals? What are our set KPIs? And then defining what webinar format fits that approach is a very good way to build the process. Also, in terms of working smarter, not harder, so you don't start on one project that you think is actually the right fit and then you realize that it doesn't match your goals or is actually the best way to achieve your goals. Absolutely. I think often what that can lead to is that people think, okay, well, we have 12 months. We need about a three-week, four-week promotional period so we can run 12 webinars a year. Exactly. But that's not the case. You start thinking about formats and you start thinking about target audiences and you start thinking about outcomes. And much as Maurice said as well, you start targeting much more specifically the audiences that are interested in specific areas of what you want to communicate and your product and offering. And all of a sudden you create this matrix of where you have, not even considering languages, but you have different maturity levels, different areas of interest, different product lines. And all of a sudden you have 12 times six. And that might sound like a lot more work, but actually it's work going into creating value and engaging the audience. And for every hour spent with you, they're not spending it with somebody else. So if you can do that and create real value, then I think you're onto a winner. And that's worth the effort, putting that in and creating that content. Love it. You also brought up an interesting keyword that sometimes pops up when we talk about webinars. Because you said podcasts. If a podcast is recorded, is it a webinar? Why? Why not? Do we have any inputs, challenges? I'll start with Lev and I would love to hear from Maurice and Lopke right after. Yeah. Ever since COVID, terms are being used sort of across, you know, it could be, is it a webinar? Is it a live stream? Is it a podcast? And, you know, a vodcast, whatever it might be. And it is, I mean, if we look at traditionally, a podcast is pre-recorded audio. You know, you get it by your podcast provider. But I think the kind of the formats and the platforms are merging a little bit in terms of how people are learning from, you know, webinar organizers, how are they learning from podcasts? Hosts and those formats. And that's just a natural evolution of content. You know, it's the same as how corporate video is learning from YouTubers. You know, trends in the sort of personal space, personal video space are being transferred into the kind of corporate video space. And the same thing is happening, I think, with podcasts, which have to be, because often they're not corporate. Often they don't have big budgets. They have to be a bit more creative in terms of how they communicate and what they do. And they have to be engaging in order to kind of tie the audience in. And often they have the benefit of being a bit more fun too. So, but the corporate side of that can learn from that as well. And I think that's what we're seeing. So there's a bit of merging of formats a little bit. Exactly. And there's also something, I think, around the definition. Lobkia, have you guys spoken about podcasts as webinars? Do you believe that a podcast could replace a webinar? What is the difference? Do you have any thoughts on the subject? I'm going to be the best person to ask, but I think the way I see it is that it's got to do with repurposing your content as well. So, of course, you could take your webinar and upload it as an audio file to a podcast stream or the other way around, record while your podcast is being recorded and place it on YouTube or somewhere else. I don't see it that way. I do like what Lev was saying about getting more creative. And I think maybe the being a bit more personal comes into play. Maybe what I just want to add there is that I do think that for us, the value in webinars is to also add a face to our brand. And that's why we think doing webinars works so well for us. Yes, definitely. Very interesting approach to creating a face to the brand. I agree with that a lot. Authentic. And yeah, it could be more produced or it could be less produced. Our webinars in general, a bit lower production quality, kind of like the laptop. And just normal setting, no studio or anything. And that could be similar and can feel as to lower production quality podcasts. I see. Maurice, I'm curious, have you ever discussed podcasts as a way to create a little bit more of a face to the brand idea? Or what are your thoughts around this? Well, we discussed it, but we are very corporate. And very German, I must say, in terms of being conservative in that. We are looking into it. The difficulty is we had quite a challenge to set up. I really think if you start doing a podcast, you will have to have a plan for the longer term. So what I hate most about podcasts is that there are three times and all of a sudden they're on a four-month holiday and then one comes. And so you need to be consistent in that. So yeah, there needs to go a lot of thinking in a series of podcasts as well as in webinars, I think. But I think in the tone of voice, maybe in podcasts, there's a little bit more freedom, a little bit more fun, maybe. And I'm not sure if we are quite ready for that, to be honest. There's also so many topics to talk about that we might also be hindered by that, maybe. But yeah. It's in our minds. So let's say it like that. And I think it's in all of our minds, not necessarily because we've considered it from a strategic perspective, but it's a word that we constantly hear as consumers. And I do think I agree with you, Maurice, that for me, I would say a podcast is maybe something I would consume as a consumer in my personal life. And a webinar is more the answer that I would consume looking for brand information, looking for thought leadership talks, looking for that new knowledge on trends, being a little bit more industry specific. Go ahead, please. Yeah, we did at some point some research in the Japanese market because we saw that they didn't watch a lot of our videos as well as they did maybe in other countries. And it seemed that they not actually look at videos, but they just put their headsets on in the metro or while traveling from home to work, et cetera. They listen to videos. So it might not be that far off, but maybe, well, it was very specific for the Japanese market, I must say. But that's also why I asked earlier about like differences in countries. And it's yeah, it is very interesting to compare the webinar formats across the cross markets and see if there's any differentiation. Yeah, so yeah, yeah, I think podcast is it's a new new path to tread for us as well, I think. But yeah, we definitely think about it. We tried a few. But yeah, I really don't think if you don't come up with a series or like a biweekly or weekly thing that it's it's not going to survive because you lose listeners when when. Yeah, exactly. I have an interesting question from one of our audience members that I would love to get Lopke to answer. It is Marta who is asking about engagement. So let me see if I can. Yeah, thank you for the help here getting it on screen. What are any tips on webinar formats to drive engagement? And you mentioned that you guys currently run the web product webinars. You have the customer education and a little bit of industry thought leadership webinars as well. Are there any differentiations in the performance in terms of which webinar formats really drive that engagement on behalf of Folium? That's a that's a really good question. I think in terms of the formats we run, the engagement is quite similar. The difference where we do see what engagement where engagement works better than in others, I think is if we ask a question that's relevant, like a poll question that's relevant for an audience to actually answer. So they're interested in answering it. It drives more engagement. We do get a lot of chat activity, a lot of questions coming in through both the question field on the top right. What I notice is that really asking repeatedly or just reminding the audience about, hey, ask your questions. And sometimes already answering a question quite early on to see that, hey, we're actually doing something with your questions. We're welcoming them really helps drive that engagement just in terms of receiving questions. And then we do always introduce the person that manages the chat. So we always have one person dedicated to that and they introduce themselves on the camera. So we feel like that helps drive the engagement. Anything specifically to do to drive engagement? Yeah, we use poll questions strategically to be able to then have a follow up. Hello, like, do we need to reach out one on one? Do we need to add them to our email? Are they interested in getting a conversation with us on the calendar? Yeah, as long as it's like a question that we have thought about, what do we want to learn from that answer? And what is like a fun question? Not so much fun to answer, but what is a question that actually people want to answer that helps us get that engagement throughout the webinar? And other than that, having little videos or GIFs on the slides or things like that, just keep the screen a little bit interesting. So not sure if that fully answers your question, Marta, but I hope it does. It very much does. And I almost wish you or maybe you actually were in the session because I did see you at some point in the comments. Maurice actually took one of those tips while he was holding his presentation yesterday because he added this little, you know, art element to his slides. So he had, you know, some beautiful art that had absolutely nothing to do with, you know, the point of the slide. But it was so fun because it was something to look at. And, you know, I love the term death by PowerPoint, by the way, but it was the opposite. It was, you know, you're looking at the slide, but there's so much to look at because it's so much to look at. There's actually artwork on it. So well done to you, Maurice. I think definitely think the audience enjoyed that. Yeah, I think the engagement could be raised as well by being really concrete about what your webinar is about. Sometimes you see like this really fancy titles and then you go in and then think, hmm, this is not what I expected. So be really upfront. And again, find the audience you actually want to talk to because that always raises engagement. And keep them a little bit on their toes. So I see, for example, that they already answered my lollipop question. But that's one of those things where you can get people engaged in. I think we once had, I think two or three years ago that somebody had a handout and asking a question and the first one answering in a chat got the prize. It was kind of silly, but it's one of those things which keep people on their toes as well. Yeah, it does. And it might be silly, but it does work, you know? Yeah. And I really like to go on camera, I think, these days in 23 because you can actually invite people in and have like not the Q&A, but there's a Q&A and that's it. Instead of like a little back and forth and then kick them out. But that's not nice of me. But yeah, I think that really enhances engagement that people actually can be part of the thing. And be, you know, actually be engaged. So, yeah. Maybe if I could ask one question there, Amelia, if there is time. Of course. But I would be curious, Maurice, and as you brought up that video feature, how do you use it? Because we've experimented with it, turned it on and we asked people to use it, but then no one can select that as an option. How does it work? How does it work for you all? We ask people to do that question in the Q&A. Mostly. I think that's 90% at the moment. We want, because we know we have not only visitors, but also people from Gaya in the room. And we needed an expert vision on a question we weren't prepared for. So, and then it was nice to get the expert in and have him talk about it. So that was a lucky strike, let's say it like that. But it's mostly Q&A where we use it now. Yeah, I don't see him necessarily adding to content on the spot. So, because they can screw up the whole story or storyline or timeline for that matter. So for us, it's mostly Q&A where we use it. Cool. Thanks. I like that input. It's, I guess, their dedicated time on screen also depends a little bit on the, what they contribute with, which is very hard to know. Before you let them on camera. Well, what we do is we see that they ask the question, like for example, Martha did. But then instead of putting the question on, we send her the link and then invite her in to do the question. So that's more or less how we treat it. But it takes some double moderation or hosting. That's not the moderation, but the hosting. Yeah. Yeah, definitely. I could understand that. I have another question. Actually from Simon on the screen. And it's a very specific question. So I think we can give him a little bit of a concise answer. Lev, I know that you work with a lot of clients. So I'm going to direct this one towards you. He's asking if any formats are especially good for small budgets. And then it sounds a little bit like he's getting started. This is someone who, you know, might have to go to an internal stakeholder and, you know, pitch the idea. Where, do you have any advice when it comes to budgeting for your webinars? And what do you see from your own clients? Yeah, I think at the core of this is really the value of sharing information. Sharing knowledge is free. You know, if you have somebody who can share the knowledge, who's got the knowledge, and that's not going to cost you anything. So what that means then, and this is going back to my comparison to podcasts, often podcasts, many podcasts don't have a lot of budget. And the ones that we all know have a lot of budget. And there's, you know, quite a big difference. So the way the smaller ones do it is collaborations, bringing other speakers in, either other podcast hosts or other experts in something. And, you know, I think what Lopka was talking about before as well, you kind of then start sharing your target audience, your kind of your database, your reach, and you both benefit from that. And if your budget is small, you know, the main thing is, you know, a decent webcam isn't expensive. A decent mic isn't expensive. So as long as you look at the sound good, and your internet connection is fine, then after that is knowledge. What are you communicating? And you either have that yourself, or you collaborate with somebody who can share that as long as you're not competing with each other, obviously. So that would be my tip. I appreciate those tips, because it's so concrete. I think everyone can relate to that. And I think it's another misperception maybe out there that when you hear webinar, you think studio production, Hollywood production, multi-camera, moving, and it puts people off. It's intimidating, right? We are getting close to the end of the session. So I would like to bring up kind of the final question for us to think about a little bit. If you guys were to expand in your webinar formats, and either scale the ones you're currently working with, or explore some new formats, can we do a little bit of a round and discuss some of the things you would be curious about for 2025? And maybe I will start with Lopke this time, and you can share. You've talked a little bit about, you know, the three webinar formats you currently run, and maybe improving these or scaling these. What are the plans for Follyen in 2025? Great. Yeah, for us, it's going to be very important to scale our webinars, and mainly through others. So I'm the owner of all webinars and the webinar platform at the moment. But definitely, we want to get the customer success managers, account managers, maybe our professional services team to do their own webinars next year. However, even though it's easy to learn 23, we're even considering to scaling webinars in multiple ways, maybe not even using an official webinar platform. If it's just like a smaller audience they target, maybe we can invite them on a Zoom call or something more similar as an intermediate step before maybe getting them all used to this platform to first really overcome the discomfort and maybe a little bit the fear around doing webinars. So definitely scale through others is a pillar for next year. And besides that, we've been doing customer webinars. We want to scale in having other types of webinars in the buyer's journey. Where can we include on-demand webinars? Maybe on our website or in certain automated email flows. So that's a second way where we want to scale by having webinars on different topics in different phases of the buyer's journey. And I think just like a final thing where we want to scale our webinars is scaling by making webinars the pillar of a campaign where that will be definitely focused on getting a bigger number of registrations. But we'll have an entire campaign about a topic where attending the webinar is the highlight. And yeah, those I would say are the main three areas where we can scale our webinars next year. Very in-depth answer. Thank you so much for outlining all of that. What are your thoughts, Lev, for 2025 webinars? Well, I think the kind of ask the expert format I described earlier, that's one I think that we often see resonating well, but often not being executed compared in terms of volume as much as perhaps more standard or more sort of, I guess, established format. So I think if I were to put out a challenge is try and get experts to answer questions, have that conversational format and bring audiences in that way. Because it is a really, really engaging format because we've run these a lot in the past and the feedback has always been, this was great. Can we do it for longer next time? This is from the audience asking, please keep me for longer in this webinar because it's so informative. So it is really worth investing in that. If you're asking me about 2025, I would put down the challenge to lean in more towards what we see video producers and influencers and podcasters are doing because that will come through the pipeline. And you can either start playing with it now and be sort of part of that wave in terms of just new things coming into corporate live streaming, not saying we all need to be like influencers and we all need to be like, just like YouTubers, but there are certain elements of that that we can all learn from. And that is going to come in 2025. Play around with it now, try it, test it, see how it resonates and find the right way for you to do that and just take the elements that work for your company. Yes, I love those tips. Explore, explore, explore, as we say. Maurice, what are your thoughts for scaling the webinars and 2025? Well, we are, yeah, to be honest, we are in a good place. As Lev just said, so that is getting a resonation in my head. So that would be interesting to have a look at. We are, I think we are more looking in how we bring the webinars to people at the moment because we have this separate platform where we have all the webinars and all the on-demand stuff so that we need to clean up and bring some functionality in there. But I think we want to embed that into our website of all the events. So now it's more or less living as a separate event from all the trade fairs and customer events and stuff like that. So I think that's a big one we want to work on. Getting the analytics right, I think, is another one we want to look at. And in terms of scaling, I think we're going to head more into the hybrid area. So on-site webinars, walking around with cameras around machines and stuff like that. Thank you so much for sharing your insights. And Maurice, if you do another hybrid webinar, please let me know which physical event you're at because I would love to come and see that in person. Will do, will do. Super, it's a deal. But I cannot believe how quickly the time went, guys, for this session. It's already three o'clock. And thank you all so much for joining, participating, and the jamming together with me. It's been so fun. And if you've seen me down here, it's because I've been taking some notes myself. So thank you guys so much for your time and participation. And I look forward to bump into you at either a digital or a physical event shortly. But before we are completely done for the day, we are going to move into session three, which is also with our favorite Lev Curb webinar experts. He is going to be talking about how you can scale your webinar audience. And we are starting now at 3 p.m. So please stay in this room and then you'll be redirected. And Lev and I will meet you in the next webinar room in a short minute. Bye-bye. Bye-bye. Bye-bye. Bye-bye. Bye-bye. Bye-bye. Bye-bye. Bye-bye. Bye-bye.