Web Conferencing Tools

Recently while working for a client, they asked me to suggest them a Webconferencing tool and also build a strategy on how to really put the tool into the use within the organization. I started doing a lot of research on what are the tools available in the market. I am now sharing those tools we can use and also a brief synsopsis on each one of them.

Adobe Connect Pro. Adobe offers a hosted and an on-premises solution with the same host and participant experience. The product has the standard pre-meeting, in-meeting, post-meeting features, but it adds learning features. The meeting-centric product handles 100 participants, and the Web event product scales up to 1,500 participants. Adobe offers per-host, per-port (simultaneous participant), or per-minute pricing with the opportunity to prebuy blocks of minutes.

Cisco WebEx. WebEx was one of the early and most popular Web conferencing vendors, particularly for sales activities. WebEx is a hosted solution only, but Cisco has added a router add-in so that firms can keep internal conferencing traffic inside the corporate network to enhance security and save on roundtrip bandwidth. Cisco's Meeting Center can handle 500 participants, its Training Center supports 1,000 participants, and its Event module can scale to 3,000 participants. Cisco offers per-host, per-port (simultaneous participant), per-minute, or per-use pricing.

IBM LotusLive. IBM offers a hosted solution through its acquisition of WebDialogs that focuses on external meetings and Web events. The product has meeting capacity for 1,000 participants. Participants do not have a download, but the host must have a Microsoft Windows plug-in to use the application-sharing feature. The product provides the most common pre-, in-, and post-meeting features including Web touring and live video. Pricing is a per-host model.

IBM Lotus Sametime. Sametime is IBM's real-time collaboration tool kit, which includes presence, instant messaging, voice integration, video, and Web conferencing. The solution is targeted at internal meetings with support for up to 250 participants. Sametime clients are available for Windows, Macintosh, and Linux. The pricing model is per user with a perpetual license.

Microsoft Live Meeting. This hosted Web conferencing offering of Microsoft is sold through Microsoft Online Services or from partners. The solution provides pre-, in-, and post meeting features, as well as some learning features like breakout rooms, testing, and material distribution. The offering supports 1,250 participants, which allows use in small meetings, Webinars, and large events. Microsoft offers a per-user model with no charge to participants joining from outside the organization. It also has a per-minute pricing model.

Microsoft Office Communications Server. Microsoft's on-premises Web conferencing solution is part of its real-time collaboration platform. The "RC2" version of this product, when linked to the Office Communicator client, offers participant video, application-sharing, and the traditional features. While the product is typically used for internal meetings, it does allow external participants to join. The offering supports 250 participants. The pricing model is per user for internal users, though external participants can join at no cost.

Hope you find this information useful in case you are also considering to implement one Webconferencing tool in your company.

In my next blog I will now touch base on some of the strategies we should look into to make the use of Web Conferencing tool as well as the implementation within the organization successful.

Should we pay bloggers to talk about our brand?

Well, the answer is YES.

Nokia sent out there phones for the review last year and asked the bloggers to review and give their feedback. The phones got a huge response, and most of the bloggers appreciated Nokia's effort of being transparent and authentic in sharing the information with the consumers. Kmart gave some bloggers a free shopping spree in exchange for a blog post about the experience — a practice which is called sponsored conversation. With appropriate protections for disclosure and authenticity, this practice will take its place alongside public relations and advertising activities in the blogosphere. Marketers should take advantage of sponsored conversation as an entrée into the online conversation. To succeed, you should get to know the bloggers you plan to work with and set expectations across your organization.

Marketers already try to influence bloggers through public relations activity. They also pay for ads on blogs. Seen in this context, sponsored conversations are an extension of existing activities. As long as bloggers don't hide who's paying them and have freedom to write whatever they want, I think paying bloggers for the conversation about your brand will fit in well with the other forms of marketing through blogs.

Marketers buy ad space on popular blogs like TechCrunch and Huffington Post just as they would on any other site; Intel recently worked with blog ad network Federated Media to have 100% of the ads on a gaming blog created by Boing Boing's bloggers. Best Buy went further, working with Six Apart's blog network to deliver not just ad units but a sponsored question-of-the-day that inspired bloggers to respond to in their personal blogs.

Ford recently offered Jessica Smith of Jessica Knows a Ford Flex car for one year; she now blogs about her family's experience with the car and participates in Ford events. (View Source)

Why and How to Pay bloggers to start the conversations:

The blogosphere can be a powerful marketing channel — even consumer bloggers know they have more influence than their peers. That's why you should start now to recruit bloggers who will act as brand ambassadors for your brand. Working with bloggers is:

Cheap and scalable. Kmart worked with Izea, a company that manages the process of reaching out to bloggers for paid conversation. The payment to each blogger was only $500 in shopping credit.

Far-reaching. The number of people reading blogs alone has grown by 50% in the past year and now one in three Indians online are doing so at least once a month.

Great for search engine optimization. Because blogs generate links and change frequently, they rank high in organic search results.

Persuasive. Blogs represent relationships with communities of readers. Through blogs, marketers can listen to, talk to, energize, and support potential fans and new customers.

How To Do Paid Conversations Effectively

The rewards of paid conversations are promising, but there are risks as well, including brand backlash if you conceal your relationship with bloggers. To participate effectively:

Mandate disclosure. Require that any sponsored content includes disclosure of the paid sponsorship and that any sponsorship network you work with has similar requirements.

Ensure freedom of authenticity. It's tough to let go, but it's best to let bloggers you work with write whatever they feel is appropriate, rather than trying to coerce them to write positively about your brand.

Partner with popular blogs that are relevant to your brand. Relevance and context are the keys to working with bloggers. Behind every blogger there is a person, and each person is different. Some will work with marketers, and some won't. Some are personal, and some are professional.

Don't talk and then walk away. Your relationships with bloggers should be a long-term commitment used to listen to feedback to help improve marketing in other channels such as advertising, public relations, merchandizing, and CRM.