---
name: "webinar_production"
description: "Plan and run a webinar end to end: the registration funnel, live Q&A handling, and repurposing the recording into a content engine. Use when someone asks to run a webinar, design a webinar funnel, manage live Q&A, or turn a webinar recording into clips, blogs, or other content."
---

# Webinar Production

## Purpose

Turn a webinar from a one-off event into a compounding asset: fill registration, run a tight live session with real Q&A, then convert the recording into 10+ content pieces. Covers the full lifecycle in three moves — funnel, live show, repurposing.

## Workflow

### Phase 1 — Funnel design (before anything else)

1. Define the **one promise** the webinar makes. A strong promise is a specific outcome ("How [audience] can [result] in [timeframe]"), not a topic ("Q3 product update"). The promise is the headline; everything else hangs off it.
2. Build the registration page per `references/registration-page.md`. Short form: name + email (+ company/job title for B2B). Include "Can't make it? Register to get the recording" — a large share of registrants never attend live but still enter the funnel.
3. Wire registrations into the CRM/email tool **with traffic source attached** at signup. Without source attribution you can never know which channel paid for itself.
4. Write the reminder sequence per `references/email-sequences.md`: confirm + calendar invite at signup, then reminders at T-3 days, T-1 day, T-1 hour, and "starting in 10 minutes." Under-reminded registrants don't show up — the show-up rate is the funnel's most common leak.
5. Dry-run the tech: run-of-show per `references/run-of-show.md`, full rehearsal ≥24h before, tech check ≥30 min before go-live.

### Phase 2 — Live session and Q&A

6. Assign roles before the session: **presenter** (content), **moderator** (Q&A + chat), **producer** (tech, recording, polls). One person should never wear two hats on a session with a real audience.
7. Interaction cadence: plan one trigger (poll, prompt, resource share) every 8–10 minutes, mapped to the agenda in advance. A 60-minute session has 5–7 structured interaction points.
8. Q&A rules (see `references/qa-moderation.md` for the moderator script):
   - Open the Q&A channel from minute 1 and tell attendees to submit questions anytime.
   - Moderate **throughout**, not just at the end: answer 2–3 questions at natural transition points, save the final segment for deeper discussion.
   - The moderator filters, groups similar questions, and reads them out; the presenter never reads chat and presents at the same time.
   - Pre-seed 2–3 questions (submitted by the team) so the Q&A never cold-starts. Collect real audience questions in the registration form too.
   - Don't know the answer? Say so and commit to a follow-up. A vague answer costs more credibility than a deferred one.
9. End with one specific CTA in the final 3–5 minutes ("Download the checklist," "Book the demo"), not a generic thank-you.

### Phase 3 — Replay + repurposing

10. Within 24h: send the replay to ALL registrants (attendees and no-shows). The replay window is where 30–50% of total webinar-driven sales land — treat it as a second premiere, not an afterthought.
11. Run the replay email sequence per `references/email-sequences.md` (replay + offer, case study, FAQ, last-chance), with real urgency only — a fake deadline burns the list for the next cycle.
12. Repurpose per `references/repurpose-map.md`: full recording as gated on-demand webinar (highest-converting long-tail lead asset), transcript → SEO blog recap, Q&A highlights → short-form clips, audio → podcast episode, plus quote graphics, carousels, sizzle reel, deck. Start within 48h while the material is fresh.

### Phase 4 — Diagnose

13. Compute the funnel table with `bin/funnel_math.py` and compare against the benchmark bands in `references/metrics.md`. Fix the first leaking stage before optimizing anything else — a weak promise or broken reminder sequence outweighs perfect live delivery.

## Output Contract

When asked to produce a webinar plan, deliver a funnel specification containing:

- **Promise block**: the one-sentence outcome promise, 3–5 learning bullets, speaker bio + photo note.
- **Registration spec**: page checklist (from references), form fields, traffic-source attribution plan.
- **Email calendar**: every reminder and follow-up email with send time, subject, and job (what each one does in the sequence).
- **Run-of-show**: minute-by-minute live agenda with interaction triggers, polls, and Q&A windows.
- **Q&A plan**: moderator script, seeded questions, plan for unanswered questions (post-event doc).
- **Repurposing list**: each asset, format spec, publish channel, owner, due date (within 14 days).
- **Metrics table**: current numbers (or target projections), benchmark bands, fix-first signal per stage.

## Operating Rules

1. Run it live first; only automate (evergreen) a webinar that already converts live.
2. Never invent numbers: every benchmark in this skill is a practitioner range (2025–2026 guides) — a diagnostic band, never a guarantee. Present them as ranges and tell the user to replace them with their own trailing averages after two cycles.
3. Registration page conversion is tested in this order: headline → form length → speaker positioning → social proof → layout.
4. The presenter never moderates their own Q&A. The producer never presents.
5. If quality or cadence conflict, quality wins: a thin funnel or an under-rehearsed live session is worse than a delayed one.
6. Accessibility is part of quality: captions on all published clips, full transcript for the recording, alt text on quote graphics.