Webinars to Facilitate Corporate Training,

¶ … Webinars to Facilitate Corporate Training, Communications and Brand Awareness

Like 'em or hate 'em, webinars are here to stay. -- Johanna Riddle, 2010

Innovations in telecommunications in recent years have introduce a wide array of new ways for companies to keep in contact with their existing and potential customers, as well as delivering training services to their employees. An increasingly popular online approach is the use of so-called "webinars" for these purposes. To determine how webinars are currently being used and to identify future trends using these technologies, this paper provides a review of the relevant literature, followed by a summary of the research and important findings in the conclusion.

Review and Discussion

The definition provided by Hutson indicates that webinars are, as the term suggests, simply "online seminars." According to Hutson, "The underlying principle is to inform, but a Webinar may have branding or advertising components" (2010, p. 42). There are two basic types of webinars as follows:

1. The first type of webinar involves a video feed with a moderator and a presenter that can include slides (shown) or documents as well as a Q&a segment.

2. The second type of webinar allows more interactivity between presenters and attendees, with participants asking questions throughout; presentation materials are distributed beforehand; most webinars use elements of both types (Hutson, 2010, p. 42).

There are a number of benefits available through the use of webinars for business owners today. For instance, according to Hutson, "Webinars offer small business owners a platform to market themselves as an authority, strengthen their brand, and attract more clients -- when executed properly" (2010, p. 42). Some companies have also used webinars to develop brand awareness. For instance, Anklam reports that, "Businesses are likely to use industry media or conferences to generate interest among potential members. They may convene special conferences or 'webinars' to develop awareness and create connectivity" (2007, p. 151). It turns out, though, that the proper execution of webinars involves far more than simply placing existing promotional literature or training resources in an online format and expecting positive outcomes. In this regard, Hutson adds that, "The biggest mistake is thinking a Webinar is an ad when it is really a value-add. This is not a direct advertisement for your company. Briefly introduce yourself -- then get right into presenting information that will directly help your audience. Remember, you are there to offer expertise" (2010, p. 42).

Indeed, when it comes to webinars, it is axiomatic that "prior planning prevents poor performance," and the need for an engaging presentation is essential. Without prior planning and fine-tuned delivery, audiences will likely lose interest quickly and resort to the other offerings available online while the webinar is still be presented. For instance, Riddle emphasizes that, "Not everyone is a fan of webinar delivery. Complaints range from inept presenters to the conspicuous absence of real, face-to-face interaction. it's true that webinar formats are, shall we say, lacking in human dynamics. Devoid of the signals that let presenters know whether their audience is engaged, confused, or bored, facilitators tend to plow through their material relentlessly and without pause" (2006, p. 57).

Some of the common types of problems that have been experienced with webinars in the past that detract from their effectiveness include various technical problems such as inexperienced presenters who are unsure how to use the technology and poor audio and video quality. These types of problems can represent a deathblow to even the most compelling presentation, sending attendees running for something else to do while the problems are worked out. In this regard, Riddle adds that, "There are some attendees who freely admit to getting through webinar sessions only by opening another window and dividing their time between Facebook and FarmVille. Bottom line: efficient and convenient do not an engaging presentation make" (Riddle, 2010, p. 28).

Fortunately, there is a growing body of experience concerning how to deliver webinars in an effective fashion. For example, Riddle notes that, "A successful webinar requires team effort. There is just too much activity and interaction going on for a webinar to be successful and meaningful as a one-man show" (2010, p. 29). Other webinar authorities emphasize the need to customize the material to the intended audience rather than attempting a "one-size-fits-all" approach. As Riddle points out, "Perhaps the most important thing we discovered about creating and delivering webinars is that they must be thoughtfully tailored. Webinars, like any form of education, simply cannot be effective when dished out as fixed scripts delivered to a faceless audience" (2010, p. 29).

Although companies can develop the in-house expertise and technological support needed to deliver webinars, there are a number of vendors who provide webinar services, including Microsoft (Live Meeting), Webex and Genesys, as well as many others (Rudolph, 2006). According to Rudolph, "They all offer application sharing, white boarding (demonstrations), chat and real-time question-and-answer capabilities and have the ability to tailor delivery by group size" (2006, p. 57). The specific type of webinar used will likely depend on the material being presented and the size of the targeted audience. For example, Rudolph notes that, "Small webinar meetings usually are interactive, for example, while larger ones (20 or more participants) likely will follow a teacher/student lecture format" (2006, p. 57).

One of the main attributes of webinars is the ability to share information in a real-time fashion. According to Rudolph, application-sharing features involve two primary tasks:

1. Viewing. This feature allows all webinar participants in remote locations to see an application, even if it is not installed on their local hard drive.

2. Sharing. This feature allows the collaborative editing of documents in real time, again without needing local software. Another notable function is the presenter's capacity to conduct online polls, tabulate the data right away and share the results with the audience -- or let them remain anonymous (Rudolph, 2006, p. 58).

Another key advantage of webinars is their relatively low cost compared to conventional seminars and training sessions. Although costs differ by vendor, the length of the webinar and the number of participants, typical costs run between $21 to $30 per hour or person (Rudolph, 2006). In addition, Rudolph reports that, "A user also can purchase a license for a specific number of 'seats' for a year and pay one lump sum" (2006, p. 58). Companies that are interested in using these emerging technologies for their own purposes should take several factors into account in their design and implementation, including the following: