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ON24

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About ON24

Page in progress - Recently purchased. Marketing Operations is in the process of integrating and implementing. Follow along in epic.

Provisioning

We have a limited number of seats. Before putting in an Access Request, please open an issue for Marketing Operations to review your request. Once your request is approved, then proceed to open an Access Request

User Roles

ON24 licenses are only required for people who are building webinar programs (presenters/speakers do not need a license). We have a limited number of licenses and adding more comes with a price.

Platform Login: Administrative Access (may also be referred to as a license or seat)

Presenter Roles: URL/Link Access

The chart below outlines the user permissions for each role (Producer, Presenter, and Q&A moderator)

  Producer Presenter Q&A Moderator
Upload slide and videos x    
Add poll questions x    
Start/stop the webinar x    
Arrange presentation materials x    
Change webcam layouts x    
Mute and disconnect presenters x    
Advance slides x x  
Push poll questions to the audience x x  
Whiteboarding tools x x  
Screenshare x x  
Q&A x x x
Team chat x x x

Resources

Please note, you will not be able to access these trainings until you have an ON24 login. You can request access by opening a MOps issue.

Things to know

Use of tags

Current use of tags will not supercede use of marketing analytics filters elsewhere and will primarily be used within On24 Analytics to review virtual event performance. There is a limit of 10 tags per event. Each tag has an intended grouping, like workshops or webcasts or for tracking the intended target audience or the virtual event's primary or available languages.

Tags in On24 will only be available in the tag dropdown if they have already appeared in a previous console build. Due to this limitation, as the tags are used on live virtual events, they should be removed from the template and test consoles where they were initially placed - so those empty consoles do not affect analytics. MktgOps will own the task of periodically removing the tags from template and test consoles, but it is appreciated if others take the initiative.

Below are tags the teams have strategitically created, but feel free to create your own custom tag if you find a practical use for it. Current 40 tags in use for the teams:

Creating an ON24 Webcast

Note: Live webinars, the start time, duration, and present type, cannot be changed 1-hour prior. For simu-live and sim-2-live webinars, changes cannot be made 2 hours prior. The drop-down menus will become inactive to ensure the webinar is properly set up and the technical infrastructure is prepared. For on-demand recordings, the start time represents when you want the presentation to be available for the audience to view. It can be changed as long as the scheduled start time has not already passed.

Step-by-step guide

  1. Log in to ON24 by visiting https://wcc.on24.com/webcast/login
  2. To create a brand new event, click on Create Webcast in the top corner of your library.

Create a webcast screenshot

  1. Enter a title for your webcast and choose your Present Type. Keep in mind the webcast title will be used as a token on the registration confirmation and reminder emails, which are handled via On24 automatically, so make sure the title used is reader friendly.

Title and present type screenshot

  1. Choose the date and time your event is to go live. When choosing your time zone, we recommend using one with a city or country listed. The generic time zones do not update with time changes, such as Daylight Savings Time.
    • Note: If you change the time of a webinar, you will need to notify those already registered of the change. Webcast Elite will not automatically notify them of the change. You can access a list of registrants through the Reports URL.

Time and date screenshot

  1. Choose the duration of your event. The duration can be set in 15-minute increments for any webinar under two hours. Webinars longer than two hours may be set in 30-minute increments. The duration will display on the registration page and in the calendar reminders.

Duration screenshot

  1. Choose the audience language for your event. Choosing a language here will update the language for all of the system's static messages, buttons, and default email confirmations. You can switch languages as needed. Changing the language here will not update any other webcast in your library, and will not automatically translate any custom text you previously added to the event.

Language screenshot

  1. Tag your event with up to 10 custom tags by clicking on the "+", to help you filter your webcast library. These tags are for internal purposes and will not be shared with the public. Previously used tags will appear in the drop-down.
    • Please remember to remove the TEMPLATE tag from your On24 event as other users need to be able to easier fine the console templates.

Tagging screenshot

  1. Registration confirmation, 24 Hour Reminder and 1 Hour Reminder emails are handled through On24 rather than Marketo, for setup simplicity. Make sure Registration Confirmation Email, Reminder email and Reminder 2 email are all toggled on. You can also click Preview/Edit to view the email and check for any formatting you'd like to change or to review active tokens. If you make changes, remember to Save and send yourself a preview email to make sure nothing is broken.

Email toggles

  1. ON24 captures Benchmark data from all the webcasts run through Webcast Elite. Help them organize that data by choosing a Category and Application, if you'd like.

Benchmark data screenshot

  1. Once you've filled in all the required fields, click Create. The system will automatically generate an Event ID and Webcast URLs for your event.

Create screenshot

Event IDs

Each webinar will be given a unique Event ID. This number will be listed in your webcast library, as well as at the top of the screen throughout the platform. Provide this number when reaching out to ON24 about the event.

Event ID screenshot1

Event ID screenshot2

Webcast URLs

Click the globe icon in your webcast library or on the chain icon anywhere in an event to access the URLs for the webcast.

Console Builder

The Console Builder is at the heart of creating a custom webcast experience for your audience. The webcast console is what your audience will see when they attend your webcast. We currently have 2 console templates:

  1. Standard event template, which includes a media player, slides, Q&A, resources, and speaker bio modules
  2. XL Media Player, which is a media player with no slides. This template should be used if your presenter prefers to screenshare their slides, as opposed to uploading their deck into a separate module. This console also includes Q&A, resources, and speaker bio modules Note we are sticking to using specific templates for the time being while we build out integrations and test platform capabilities vs team use case.

Follow these steps to apply a console template:

  1. Click Console Builder from the left hand menu
  2. Open the Template Library, housed in the Select a Template drop-down
  3. Double click on the name of the desired template

Select a template screenshot

  1. When applying a console template, all setting and tools from the saved template will override the existing console. A confirmation dialogue will pop-up to prevent you from accidentally wiping out your current console.

confirmation dialogue screenshot

Connecting On24 Web Events to Marketo Programs

Marketo Program Templates and the Differences

Setting up Landing pages and email assets

Much of the landing page set up is controlled by program tokens, same as email assets.

Webcasts

After completing the creation of an On24 web event, the next step is to connect the webinar to Marketo. Something to note, only the workshop template has a difference in set up.

  1. From the previous event set up, please be sure to have the Event ID, Audience URL and key handy. The key is a several character long alphanumeric snippet and can be found at the end of the Audience URL as seen here.
  2. Navigate to the Marketo template folder Templates - On24. Located in this folder are program templates Designed with triggers to work with On24's Marketo cusom object. Make a copy of the needed program type template in the appropriate folder.
  3. Next step will be to connect the Marketo program to the On24 webcast. In the Smart Campaigns folder of the newly cloned program, add the On24 Event ID to the following smart campaigns on the ON24 Attendee is Updated trigger filter:
    1. 04 On24 Processing - Attended
    2. 04 On24 Processing - Follow Up Requested
    3. 04 On24 Processing - On Demand - On24
    4. 04 On24 Processing - No Show
      • This smart list filter uses Has On24 Attendee instead of On24 Attendee is Updated like the others
  4. Next activate the following smart trigger campaigns:
    1. 01 Registration Flow
    2. 00 Interesting Moments
    3. 01a Registration flow (single timeslot) or 01b Registration Flow (Multi-timeslot)
    4. 04 On24 Processing - Attended
    5. 04 On24 Processing - Follow Up Requested
    6. 04 On24 Processing - On Demand - On24
      • Only activate this smart campaign if it is appropriate for the webinar, such as in the event the webinar will be left available for on-demand viewing.
    7. 04 On24 Processing - No Show.
      • No Show will not be activated as a trigger, but as a batch campaign scheduled to run 6 hours after the event is scheduled to start. If event will go longer than 6 hours, make appropriate adjustments.
  5. Unlike other tools, the On24 room and Marketo program do not need to be connected via the Event Partner field on the Marketo program. All data transfer is done via the Event ID and smart campaigns.
  6. Before continuing on, check if it seems appropriate to set any of the local assets to expire. Appropriate items to set an expiration would be, for example, smart campaigns like the 04 On24 Processing - Attended campaign, which is no longer needed after the event ends.
  7. Update the program tokens as needed within the program. All email assets and landing pages are token dependent. Important tokens to review:
    • my.webcastDate, my.webcastTitle and my.event location are standard to update.
    • my.eventid and my.key need to be filled out to have seamless registration work correctly between Marketo and On24. The key is a several character long alphanumeric snippet and can be found at the end of the Audience URL as seen here.
    • my.bullet1 - my.bullet4 appear on the registration landing page so be sure to update either the tokens or the templates to accommodate. The series of tokens for my.InviteEmailBody1, my.InviteEmailBody2, my.InviteEmailBody3 and my.bullet1-4 also appear on the invitation email templates, with the InviteEmailBody# corresponding to which email in the series that text will appear on.
    • If speakers are to be shown on the landing page, be sure to update the series of speakers tokens. If there is no need to display the speakers, deactivate the speaker lists on the registration landing page template.
    • my.introParagraph and in some places my.2ndparagraph are utilized to fill in landing pages.
    • Update others as needed, but be sure to preview each asset to understanding what needs to be updated and where.
  8. Invitation email campaigns are supplied within the template.
  9. Utilize Waitlist email and smart campaigns as needed.
Attended On-Demand

After accomodations have been made to add the webcast recording in Pathfactory for Attended On-Demand purposes, some additional steps must be taken.

  1. 04 On24 Processing - On Demand - On24 should already be activated and it will remain so as long as the webcast is available to registrants in On24. Only registrants who have signed up via the original webcast registration form should be able to view this in On24.
  2. Add in additional tokens as needed to send out the On-demand auto responder asset via the 04 On24 Processing - On Demand - Pathfactory smart campaign. The main token to fill in is {{my.ondemandURL}}, which is the link to the on-demand PF track. Also fill-in the filters present on the smart list for this program's specifications.
  3. Trade out the form on the landing page when switching to Attended On-Demand. In most cases, this means trade FORM 1592: Webcast for FORM 2076: On-demand Webcast.
  4. Activate 04 On24 Processing - On Demand - Pathfactory when preparations are complete. This smart campaign will email a link to the Pathfactory track where viewers can watch the webcast.
Workshops

Much of the process to set up On24 and Marketo for Workshops is similar to the Webcast setup previously explained. A few differences to note:

  1. There are multple Marketo templates to accommodate different workshop types. Please select the template best suited for your workshop. Primary differences between these templates is the content found in the invitation emails and landing pages:
  2. Workshops utilize a few more program tokens, namely my.agendaTime and my.agendaTopic. my.heroImage has also been updated for each program to suit its topic. Feel free to update the tokens, as needed. Do not worry about updating the my.speaker... series of tokens. They are not used in workshops.
    • Please note the invite emails are mostly prewritten for workshops and do not utilize tokens quite as heavily as the webcast template. Review and change them, as desired.
  3. Workshops utilize the Week prior - Code for registrants (operational) email campaign to distribute information vital for the user's success during the upcoming workshop. These emails notify the user of workshop prerequisties: a) create a GitLab.com account b) create an Instrupt account. Schedule these emails to distribute one week prior to the event.

Contact Us widget form data collection

The contact us widget on the On24 console requires the use of email. In order to accommodate this and get contact us form fills to sales faster, we are utilizing the email address On24questions@gitlab.com. Once requests are received, Zapier is being utilized to append the email contents to the Last Event Notes field. The custom object trigger found on the Follow Up Requested smart campaign is being utilzied to change program status

Adding Event Notes to Marketo/SFDC

In order to get Q&A, poll and survey data into Marketo from On24, a list upload will be required. Because this is a manual process, before attempting to upload webinar notes into Marketo ask yourself: Will Sales or BDRs/SDRs use this data? If the answer to this question is No, do not proceed with adding notes to Marketo. If there is a mixture of useful and not useful notes taken from the webinar, only pull the useful data into the spreadsheet for upload. Use your best judgment when deciding what leads need notes added and which notes to leave out.

Steps to upload data (subject to change after introducing more automation)
  1. Export the data from the webinar into a spreadsheet. Access the report export feature by selecting the webinar's options button, found on the list of webinars page in the On24 interface (the 3 dots under the Actions column). The dropdown option is titled Report.
  2. Once in the webinar Report area, there is a spreadsheet download button next to the Dashboards page header. It looks like a downward arrow.
  3. Here is the link to the On24 list upload template. Similar to the regular list upload spreadsheet, do not make changes to the orignal spreadsheet. Make a duplicate of the spreadsheet to be used specifically for your upload.
  4. Only upload the data shown in the spreadsheet column headers. Pick and choose from the exported On24 spreadsheet what notes you want uploaded and add them to their appropriate columns on the freshly duplicated On24 Notes Upload Doc. It is okay if some of the columns are left blank.
    • On24 Note Upload Activate should should be filled in with True.
    • The Marketo Program Name must match 1:1 with what is in Marketo.
    • For every poll or survey answer uploaded, be sure to include the question asked.
  5. To start, these will be treated the same as manual list uploads to be completed by MktgOps. Please follow the regular process of sharing the spreadsheet with MktgOps to have them upload via a list upload issue. Soon this will be moved to more of a drag-and-drop process, similar to the self-service list import process. This page will be updated when that is ready.
Field Matching Instructions for Marketing Ops

The smart campaign being used to compile the notes is found here: Compile On24 fields into Last Event Notes. This flow can only be triggered once per hour. The field matching for the upload spreadsheet is as follows:

Reporting

The On24 Engagement Score is an aggregate of all of the activities that an attendee could do while viewing on of your events. It will give you an idea of how often the engagement tools you’ve added to the console of the event are being used. Each individual attendee will have their own engagement score, and there is an average engagement score for your entire webcast program that is available on the Analytics Dashboard in the platform. Read more about Engagement Scores here

ON24 FAQ

The campaigns team has started a FAQ document here. *Once it is completed, the text will be added to this page.

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