Whenever a new technology is introduced to the company, we always think about how to bring this technology to each employee. We want our new investment to be used and not forgotten. We invest in so many knowledge-sharing tools, learning and development tools, and collaboration tools. But without a clear path for adoption within the company, these are often forgotten and left behind. Webcasting is no different in this sense. It’s not enough to purchase a webcasting platform. You also need to have a clear path for driving adoption for webcasting across the company.
Step 1. Find your champions!
The first step is finding champion presenters. These are people that need webcasting to communicate with their teams and across the organization and are not afraid to try new things. This person could be the CEO or a regional VP, as long as they are enthusiastic about innovating in how they communicate with their teams. It’s important to bring someone who is not afraid of the camera and will not stress from the occasion. There are always small glitches in first events (finding extension cables, sudden network failures, etc.), so you need someone who’ll be calm and willing to work with you on those first events.
Step 2. Marketing! (Yes, even inside your own company)
The second step is creating visibility for successful events. Make sure even people who are not the target audience for the first event are aware of the experience. You have to create a positive buzz around the webcast event. Consider running a survey for the attendees at the end of the event. Share the good feedback broadly (and learn from the negative feedback for the next event). Make sure your champion presenter also helps create visibility for the event in other forums.
Step 3. Make it easy!
The third step is to lower the friction. What does that mean? It means making it easier to run events. Make sure you have a simple process for requesting and managing an event. Minimize the time required from presenters and moderators. Make sure the interface they use is intuitive, so you don’t have to spend time teaching them a new tool. Create a setup that’s easy to replicate and works every time. Make it easy for your team to scale up the number of events by documenting best practices. There are many more ideas, but the goal is to lower the friction and make sure you can scale the number of events easily.
Step X. Driving adoption for webcasting in the future
These three steps are not a one-time operation. You can also search for opportunities to introduce webcasting to existing events. Is there a leadership panel planned in the HQ? Offer to live stream it to the entire company! The takeaway is that you’ll need to continue showing success and proving the impact of webcasting events on the org. You’ll probably have to find a few champions and slowly introduce webcasting to more audiences. If done right, eventually, webcasting will become a part of any large event.