Playbook Webinars Live Events

Playbook — Webinars and Live Events

Use When

• Build or improve a repeatable Webinars Live Events workflow for a client or delivery team.
• Turn an approved objective into roles, controls, handoffs and measurable actions.

Do Not Use When

• The task is a single-channel presence plan; use the closest platform-* skill.
• The task is upstream positioning or channel choice; use the closest strategy-* skill.

Required Inputs

Capability and Permission Boundaries

Read supplied artefacts and search relevant evidence. Treat review, audit and planning as read-only. Editing the requested draft is allowed; publishing, messaging, production changes, personal-data processing, spending, destructive actions and certification claims require explicit authority. Use network access only for authorised verification.

Degraded Mode

If accounts, files, network, rendering or current evidence are unavailable, return the narrowest useful qualified Webinars Live Events playbook plus an evidence-gap list. Mark each unavailable check not assessed; never convert it into a pass.

Decision Rules

Workflow

1. Confirm the consumer, objective, market, decision owner and permission boundary; stop if the objective or owner is missing.
2. Inspect supplied evidence and verify volatile claims; record missing inputs rather than filling them with assumptions.
3. Apply the decision rules, preserve useful existing material and draft the Webinars Live Events playbook.
4. Test each action against platform, privacy, safeguarding, brand and approval constraints; stop and escalate a blocking risk.
5. Run the quality and anti-slop gates. If a check fails, correct the draft and rerun it before handoff.

Outputs

Evidence Produced

Quality Standards

Use British English and the specified market context. Recommendations must be executable with the stated capacity, current claims must be verified or qualified, and acceptance conditions must be observable. A worked example must use a labelled scenario, not fabricated client evidence.

Anti-Patterns

• Inventing a client fact, benchmark, budget or approval. Fix: cite the source or label the assumption and its effect.
• Copying one channel or client pattern unchanged. Fix: tie each choice to the named audience, objective and evidence.
• Stating volatile platform or legal details from memory. Fix: verify the current official source or omit the claim.
• Treating an inaccessible account, file or metric as healthy. Fix: mark it not assessed and bound the conclusion.
• Publishing, spending, messaging or changing production state from planning authority. Fix: obtain explicit action authority.
• Delivering actions without owner, timing or acceptance. Fix: assign all three or return the item as an unresolved gap.

References

• Anti-AI-slop production gate
• East African English standard
• Use the directly cited sources and companion skills in the domain guidance below; verify time-sensitive claims before use.

Required Input

Collect all of the following before generating any deliverable:

1. Client business name and industry
2. Country/city (default: Uganda / East Africa)
3. Event type — choose one or more: Facebook Live, Instagram Live, YouTube Live, Zoom Webinar, Google Meet, Hybrid (in-person + broadcast)
4. Topic and key session objectives — what must attendees know or be able to do after the event?
5. Target audience and estimated size — consumer, B2B, youth, professionals; expected headcount
6. Date, time, and duration — confirm time zone as EAT (UTC+3)
7. Panellists or speakers — full names and job titles
8. Budget — free tools only, or is a paid platform available?
9. Monetisation intent — free event, paid tickets (UGX), or lead generation?
10. Primary goal — brand awareness, lead generation, sales, community building, or thought leadership?

Section 1 — Event Type Selection

Use the table below to recommend the best platform for the client's context. Default to the EA bandwidth recommendation unless the client specifies otherwise.

EA recommendation: Facebook Live is the most accessible format for Uganda — viewers can watch on slow 3G/4G without buffering. For professional or B2B audiences, broadcast the Zoom Webinar simultaneously to Facebook Live (use Zoom's stream key feature) to combine structured interactivity with maximum reach.

Apply the RACE framework (Chaffey, 2024) to position the event:

• Reach — promotional posts and paid boosting to attract new audiences
• Act — registration or RSVP as the first conversion step
• Convert — the event itself drives the primary CTA (purchase, enquiry, sign-up)
• Engage — post-event replay, FAQ content, and follow-up nurture

Section 2 — Pre-Event Planning (4-Week Timeline)

Week 4 (28 days out)

• Lock the topic, date, and time. Default windows: 12:00–13:00 EAT (lunchtime) or 18:00–19:00 EAT (after work). Avoid before 10:00 EAT and after 20:00 EAT.
• Confirm all speakers; send a calendar invite with a one-page briefing document covering topic scope, session length, and technical requirements.
• Choose the platform; create the event page — Facebook Event, Eventbrite (free tier available), or a simple landing page.
• Write the event description: 150 words maximum. Include who it is for, what attendees will learn, and exactly how to join (link, app, or dial-in).
• Set a SMART objective (Chaffey, 2024) — e.g., "Register 200 attendees by D-1 and retain 60% for at least 30 minutes of the live session."

Week 3 (21 days out)

• Brief the designer to produce promotional graphics: landscape (1200×628 px) for Facebook/YouTube, square (1080×1080 px) for Instagram feed, portrait (1080×1920 px) for Stories and Reels. This skill does not produce graphic files — brief a designer.
• Launch the promotional campaign: 3 social posts, 1 email to the mailing list, 1 WhatsApp broadcast message.
• Open registrations and begin tracking RSVPs.
• Publish the first speaker spotlight post on Facebook and Instagram.

Week 2 (14 days out)

• Second promotional push: countdown Stories, "what you will learn" posts listing 3 key takeaways.
• Confirm panellist talking points; share a slide template if speakers are presenting.
• Run a full technical rehearsal: test internet connection speed (minimum 5 Mbps upload for live streaming), audio quality, camera framing, and screen share.
• Send speakers a technical guide covering camera, audio, lighting, and backup connection requirements.

Week 1 (7 days out)

• Final reminder campaign: post 3 days before, 1 day before, and on the morning of the event.
• Prepare and circulate the run sheet (see Section 4) to all speakers and co-hosts.
• Conduct a live-stream test from the actual broadcast location — not just a home office test.
• Confirm the WhatsApp broadcast list is populated and the day-of message is drafted and ready to send.

Section 3 — Promotion Calendar

Generate a day-by-day content schedule using this template. Fill in client-specific copy for each entry.

Apply the POEM model (Chaffey, 2024) to classify each channel: Facebook Page posts and WhatsApp broadcasts are Owned; organic shares and word-of-mouth are Earned; boosted posts are Paid. Recommend a small paid boost (UGX 30,000–50,000 per post) on the D-7 and D-1 posts if the client has budget.

Section 4 — Run Sheet Template

Populate with the client's actual speaker names and topic titles. The host manages time; a co-host monitors comments and questions throughout.

For single-speaker events, replace the panel block with an extended Q&A or a live demonstration. Keep total duration at or under 60 minutes — EA audiences on mobile data are sensitive to session length.

Section 5 — EA Technical Checklist

Complete this checklist at the broadcast location at least 30 minutes before going live.

Internet and connectivity

• Use a wired ethernet connection where possible — do not rely on Wi-Fi alone
• If using mobile data, confirm full 4G signal at the exact broadcast spot — signal varies by room and floor
• Have a second mobile data hotspot (different network — e.g., MTN as primary, Airtel as backup) ready to switch within 60 seconds
• Test upload speed: minimum 5 Mbps for Facebook Live or YouTube Live; minimum 10 Mbps for Zoom Webinar with video

Power

• Charge all devices (laptop, phone, ring light) to 100% before the event
• Plug into mains power during broadcast — do not run on battery
• Have a UPS (uninterruptible power supply) or generator on standby for events longer than 30 minutes; Uganda load-shedding is unpredictable
• Confirm the venue has a reliable power supply; for hybrid events, brief the venue on UPS requirements

Audio

• Use a wired lapel microphone or a USB headset — built-in laptop microphones pick up background noise and echo
• Test audio with a colleague on the same platform before the live broadcast
• Reduce background noise: close windows, silence phones, post a "Recording in Progress" notice outside the room

Video and lighting

• Face a window or use a ring light — never sit with a window or bright light source behind you
• Frame the camera at eye level; avoid looking down into the lens
• Use a clean, professional background; a branded backdrop is recommended for client events
• Set camera resolution to 720p minimum; 1080p where bandwidth allows

Pre-broadcast test

• Go live in a private or unlisted test stream 30 minutes before the real broadcast
• Have a co-host: one person presents, one monitors comments, questions, and technical issues — do not attempt both roles simultaneously
• Prepare a contingency message to post on social media if the stream drops: "We are experiencing a technical issue — we will be back in 5 minutes. Watch here: [backup link]"

Section 6 — Post-Event Actions (Within 24 Hours)

Complete all of the following within 24 hours of the event ending.

Recording and distribution

• Download the recording: Facebook video manager, YouTube Studio, or Zoom recording dashboard.
• If the event was not on YouTube, upload the recording there immediately. Optimise the title (include the topic keyword), description (250 words minimum with timestamps), and tags.
• Trim the intro and outro if there is dead air at the start or end — brief a video editor; this skill does not produce edited video files.

Follow-up communications

• Send a follow-up email to all registrants within 6 hours: thank-you message + replay link + 3 bullet-point key takeaways + one clear next CTA (book a call, download a resource, register for the next event).
• Send a WhatsApp broadcast to the broadcast list with the replay link and a one-line summary.
• Post the replay on Facebook, Instagram, LinkedIn (if B2B), and YouTube with a highlight caption of 100–150 words.

Content repurposing

• Identify the top 5 questions asked during the event. Turn each question into a standalone social media post, a FAQ blog post, or a short video clip — refer to meta-content-repurposing/SKILL.md for the full repurposing workflow.
• Extract 2–3 strong quote or statistic moments from the recording. Use these as pull-quote graphics for Instagram and LinkedIn (brief a designer for the graphic; provide the text).
• Add the event recording to the client's YouTube playlist and embed it in a blog post — refer to blog-writer/SKILL.md for the post structure.

Reporting

• Record the following metrics within 48 hours and add to the monthly report: peak concurrent viewers, total replay views (at 7 days), registrations vs. attendees (show-up rate), top questions, and CTA click-through rate.
• Update the Media Contacts Log if journalists, influencers, or public figures attended or shared the event.
• Refer to meta-reporting/SKILL.md for the standard reporting template.

Quality Criteria

Output from this skill meets the standard when it:

1. Platform selection is justified with explicit reference to EA bandwidth conditions and the client's target audience — not a generic recommendation.
2. Pre-event timeline is complete across all four weeks with specific, dated tasks assigned to named owners (host, co-host, designer, speakers).
3. Promotion calendar is day-by-day with channel, content type, and message focus specified for every entry from D-28 to D+1.
4. Run sheet includes exact timings in EAT with each segment, speaker name, duration, and host/co-host responsibilities clearly defined.
5. EA technical checklist is location-specific and includes power backup (UPS/generator), dual-network internet redundancy, and audio hardware — not generic advice.
6. Post-event actions are time-bound (within 24 hours, within 48 hours) and include recording upload, follow-up email, WhatsApp broadcast, and replay posts.
7. Content repurposing plan is included converting the recording into at least 5 derivative content assets (social posts, FAQ blog, quote graphics).

References

Cited works:

• Chaffey, D. (2024) Digital Marketing: Strategy, Implementation and Practice. 8th edn. Pearson.
• Bodnar, K. and Cohen, J. (2012) The B2B Social Media Book. Wiley.