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Oct 17, 2019

Five tips to get the most out of webcasting

Webcasting continues to grow in popularity and here we share some best practices

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There are many benefits to webcasting, including cost savings, efficiency and expanded reach. This is evidenced by the growing number of public companies that are using webcasting tools for a variety of different investor and analyst events. In this article we outline some best practices and top tips that can help you enhance your webcasting use.

Give them something to look at

Historically a lot of webcasts have been audio broadcasts. But as the streaming bandwidth improves, there is much more opportunity – and expectation – to include a video stream to your webcast. In Germany, there are many public companies that are now using the video format to livestream the remarks by senior management, followed by the more standard webcast format of a slide deck and an audio discussion.

Fully virtual AGMs have been controversial with some investors – most notably the US investor network the Council of Institutional Investors. In Germany the most common application of webcasting is by offering a hybrid approach to the AGM – allowing local investors to attend the traditional in–person meeting, while opening up attendance to a new audience further afield.

Top tip: In addition to AGMs, there are some companies that are beginning to experiment with livestreaming their capital markets day on a webcasting platform. We expect this trend to continue.

Around the world

Virtual meetings provide a great opportunity to reach investors and analysts all around the world. We suggest that you consider the value of webcasting as a tool to access international audiences, especially if you have recently spent time on the road in another country or continent. Webcasting can be a great way to stay in touch with those investors and prospects that you might have met during your latest roadshow or conference appearance.

Top tip: Think about the languages spoken by the audiences you’re hoping to engage. For instance, if you recently participated in a roadshow in South East Asia, you might consider offering simultaneous translation services.

A webcast in your pocket

Only a few years ago it wasn’t possible for audiences to access webcasts on their mobile devices – the technology wasn’t sophisticated enough to support reliable mobile streaming. But now, it’s possible to provide your audience with the option of tuning into your webcast while on–the–go. During earnings and AGM season, your investors and analysts are working long hours, often trying to tune into multiple calls at the same time. By offering mobile streaming, you grant your key stakeholders greater flexibility and increase the likelihood that they’ll join your call.

Top tip: Ask your webcasting provider whether they support mobile livestreaming. Many providers now do, but do your research on the providers that have a proven track record of delivering consistently good results.

Increase the shelf life

By offering a webcast of your AGM, capital markets day or earnings call, you also have the opportunity to record the broadcast and post it on your website afterwards. We recommend that all webcast users do this, but it’s especially important if you have a large audience in a different time zone – rather than making someone get up in the middle of the night to tune into your webcast, you can direct them to the recording so that they catch up at their own convenience. We recommend that companies publish the recording of their webcast within two hours of it finishing.

Top tip: Think about adding a section for webcast recordings on your IR website. This archive can provide extremely useful to your investors and analysts.

An inhouse tool

In the last two years, we have seen an increase in the number of our clients using webcasting technology to broadcast within their company. Webcasting has proven to be a useful tool for strategic updates, town halls, and broadcasting to large international workforces. We see a variety of approaches taken – such as having your senior management team record in a meeting room and broadcast solely via the webcast, to having them present in a hybrid format where they might be addressing a room of colleagues and streaming to many more around the world.

Top tip: Think about having two cameras filming the webcast, so that you can switch between different angles. This makes the webcast more dynamic and engaging for the audience.

Katrin Pohl

Katrin Pohl

Head of account management, investor relations, EQS Group