2. OPENING NOTES
Give me your business card at the
end of the presentation, and I’ll
send you my slides.
Come to our happy hour! Room
#2232 from 5-6:30pm.
3. PRESENTER
Cassie
Roberts
• Received BS Public
Relations, & Masters Sport
Management, The
University of Texas
• Born in Central City, NE
• United States Olympic
Committee
• Rodeo Austin
9. OUR AGENDA
Buzz Words: I’ve maybe heard of that, but what the
heck IS it?
Latest Trends in Online Marketing: Learn everything you
need to know about online trends even if you
made the choice not to use computers for the
past 15 years.
Priorities: There are only 24 hours in a day, and I’m
only willing to give a fraction of those to a
computer.
Next Steps: I’m giving YOU the knowledge & power
to help market your event online!
11. You don’t need to memorize this…
…there will not be a quiz.
Familiarize yourself with these
terms—Use them in
conversation!
(wait for your kids to faint)
12. URL (UNIFORM RESOURCE LOCATOR)
Address designating the
location of information on
the web; includes a
registered domain name.
21. COOKIE
A small piece of code downloaded
to a user’s machine to recognize
repeat visitors or track online
activity.
• Saves your search settings
• Remembers your browsing
preferences and history
22. CACHE
A storage of data so that future
that reduces load time of pages
• The Down Side: Can store out
of date site info
SAFFIRE RECOMMENDATION
Use Shift+Control+Delete to clear your cache
or clear your cookies.
25. ONLINE TICKET SALES
80/20 rule
• Approximately 80% of the tickets you sell
online will be redeemed
• Offer 20% discount
• Come out even
Free shipping or print at home
• ESPECIALLY when cheap to ship
26.
27.
28. TEXTING
• Trends to a younger audience
• A great way to get out a
message to a bunch of people
quickly
39. DON’T WORRY
From the marketer’s
standpoint, it’s it’s much more
effective to have a solid
presence in one or two channels
than it is to try to dominate every
platform.
40. FACEBOOK
Over 1 BILLION monthly active users
One in every seven humans on earth is
an active Facebook user
The most important way to spend your
social networking energy
Facebook trends to know
• People use it on mobile
• People use it for photo
sharing
41. TWITTER
How many of you have a Twitter
account for your event?
How many of you have a
personal Twitter account?
Don’t skip out on Twitter!
42. TWITTER
Your 2nd priority for social media
530 million accounts
340 million tweets a day
1 million accounts added to
Twitter every day
43. WHY TWEET?
Twitter is current on up-to-the minute
important news and cultural
happenings—Remember Blake Griffin!
Ramp up your publishing
frequency, and make timely content
the focus of your Twitter activities in
order to satisfy information-hungry
users.
44. PEOPLE INVOLVED IN YOUR EVENT
Sponsors
Vendors
Entertainers
Volunteers
Exhibitors
Board members
SAFFIRE RECOMMENDATION
Follow people on a Tuesday morning;
there may be better chance they’ll follow you back.
45. WRITE SOME TWEETS
It’s a chicken and the egg: people
don’t follow people without
tweets, but you’ll get better bang
for buck once you have more
followers
Tweet what you think will be helpful
to your target audience
• Don’t be too self-serving
46. WHAT TO POST
Website changes/blog posts/email
articles
Testimonials
Photos/Videos
News of weird/human interest
stories
Contests
Questions
47. TWEET ABOUT YOUR PEOPLE
Now you follow “your people”
You may have even retweeted
some of them
Now start writing original tweets
about them
49. THE ART OF THE HASHTAG
People start including a hashtag
when tweeting about a topic.
It becomes easier to find that
topic in search.
50. TES HASHTAG ADDENDUM
Do you tweet?
We’re using #TESummit this
weekend!
Tweet: The best part of Texas is
… @SaffireEvents #TESummit
51. What is the fastest growing
website of all time?
52. PINTEREST
Pinterest was the first site
to get 10 million unique
visitors in a month.
Pin event photos (and
more) and invite your
customers to follow your
boards!
Not your highest priority,
but do it! It’s fun!
56. YOUTUBE
Customers exposed to
videos are 437% more
likely to engage in your
brand.
• Engagement = Purchases
SAFFIRE RECOMMENDATION
Make your videos raw and not too produced to help
customers identify with your brand.
57. YOUTUBE
• 3rd in your social media
priorities
• 4 billion videos/day
viewed
• 800 million unique users
visit YouTube each month
• 44% of YouTube’s users
are aged between 12 & 34
59. INSTAGRAM
• Mainly for mobile
• Known for image
“doctoring”
• Trends younger
• Ease of use
lowers barriers to
content creation
and helps fuel
posts on other
networks.
64. FUN FACTS ABOUT INSTAGRAM
• Social media users plan to
increase their use of Instagram
at a rate higher than that of any
other network.
• Also, 85% of Instagrammers use
the platform at work, way
above any other social media
format.
65. USE HASHTAGS ON INSTAGRAM TOO!
SAFFIRE RECOMMENDATION
Use the same hashtags that you use on twitter
so people (and you) have less to remember.
67. FINAL WORD ON INSTAGRAM
The most important thing you can
do for your Instagram community is
to remain active, engaged and
provide value by responding to
comments.
69. VOLUNTEER!
• Become the social media guru
for your event!
• It’s an easy way to get involved
• Your over-stressed staff
member(s) will LOVE you
• IT IS FUN!
75. WHY MOBILE?
Customers use mobile search to
shop.
• 95% of all mobile searches are for
LOCAL products and services.
• 61% of all local searches result in a
purchase.
81. BULLS-EYE
Leave us your business card, and we’ll
send:
• These slides
• A free subscription to The Dirt
• Ongoing webinars
• Follow us on Facebook (SaffireEvent) and
Twitter (@saffireevents)
Notas del editor
We are going to give you lots of great info today you’ll be able to use to immediately increase revenue for your event. But you don’t need to take notes. Just come up afterwards and give us your business card, and we’ll send you a link to the slides right after the conference.
Saffire Events was founded by Kendra Wright, who has been building websites since 1995, when the internet began.In 2000, she joined forces with Aaron Pederson, Saffire Events’ technical director, and Jeremy Emerson, Saffire Events’ creative director.
Besides their work in the event industry, their team does work for large consumer companies in a lot of industries. This gives a breadth of experience that they bring to marketing events online.
Cassie does website, mobile and social networking.
Some of these are for your knowledge, and just to learn—some are things that you can help with at your fair!
Five years ago, most of us probably felt like we were spending a ton of time online. But internet usage has more than DOUBLED since then! The amount of time people spend overall on the Internet has increased 121% over the past five years.In 2010, for the first time ever, Internet usage surpassed television usage.Even if we’re not personally following this trend, our customers are, and they are the ones we most need to reach in order to grow.Are we following this trend?Do we think our customers are?
By 2014, more people will access your website via mobile devices than desktop computers. Based on the trajectory I’ve seen, I believe it!
In the past, we all had a “guy.” Someone to keep our site updated.
Sometimes, however, your guy isn’t available.
1. Share your Blog postsDoes your company blog? Why not take the time to share that wonderful content with your audience on Social Media? Sharing your blog posts with your Facebook and Twitter followers will not only help you engage with them, but it will also increase web traffic to your blog. If you increase this traffic you can then convert them into paying customers.2. QuestionsAsk a question on Twitter, LinkedIn, Quora or Facebook and then share the answers you get. Create thought provoking and engaging questions based upon your area of expertise or industry that will produce great responses. Then share those answers with everyone on your company’s page. You can generate great feedback and start interesting discussions.3. Highlight Customer Stories and TestimonialsLet your customers do the marketing for you! Share the stories and experiences that your customers have had with your company for all to see. This will show your company from different perspectives and show others what they can expect when doing business with you.4. Local ActivitiesA great way to get people involved with your business and the community is to let them know about the things that are happening locally. Keeping your fans engaged with what’s going on in the community will not only look good for you but when they tell others where they heard about the event, they will be reminded of your company and that they heard it from you first! A good way to do this is to run a contest and give away something relevant to your community.5. Fill in the BlankThis is a great way to get some conversations started. By creating fill in the blanks, you are setting yourself up for some interesting responses. These types of comments/ posts really get people to participate because when people see them they just can’t help themselves and feel the need to chime in with their two cents.6. Organize a contestCreate a Contest that is both engaging and simple, but make sure that the prize is enticing as well! Simplicity goes very far when it comes to online contests. The fact of the matter is that people want to enter to win something for free, but are more reluctant to do so when they have to give out their information in fear of being spammed and contacted for services or products that they don’t need or want. Therefore use contests to create more visibility for your company and attract more followers and fans rather than trying to sell them something!7. Top 10 ListsCreate top ten lists for different topics related to your industry. This is a great way to give your professional opinion on what you think is more important along with creating some discussion and engagement. Top ten lists usually draw a lot more attention because they are easier to read and people like to see how things rank in a list. This is why whenever you can create a list about a specific topic, you should. It’s also great for SEO (Search Engine Optimization)!8. How-to VideosShow a video on how to do something specific that’s related to your business or industry. By making a step-by-step video, you not only improve SEO, but you’re also helping your online credibility. Just make sure that you pick something that you are an expert in and make sure it is done right. No one likes watching a how to video and not being able to do what it is you set out to show him or her. Since video is very popular on the Internet, it makes sense to be one step ahead of the competition and take the time to film out exactly what you are trying to show them.9. Post Funny Photos or SayingsPeople love to laugh, so if you have something funny to say or something funny to show, then share it! Just make sure it’s appropriate for your audience and doesn’t pull in politics or religion. You don’t want to lose credibility for something you thought was funny but offended your audience.10. Customer ContentDon’t put the entire burden on your own shoulders all the time. Let your customers and clients do the work for you! Allow them to upload and share their content with their friends and followers. Make sure that you respond accordingly to any negative content that may arise! Encourage your audience and provide them a place where they can share their content, to get all around engagement! Just be sure that it doesn’t turn off topic or become spammy.Leave us a comment below and let us know what has worked for you! We’re always curious to learn about what strategies work for particular businesses! You can leave a response, or trackback from your own site.
Be ruthless: Keep track of how many followers THEY have, and tweet about those who have the most followers – include @ (Twitter name)!e.g., @saffireeventsYour goal, especially while you don’t have many followers, is to get retweeted. So think like people you tweet about. Hint: People tend to retweet when you say nice things about them.
Videos account for 50% of all online traffic as of January 2012
So you know you need to be on Mobile, but what should you do- an app or a mobile site? And do you know the difference? App: Downloadable interface that installs Mobile site- DEFINITELY. You’ll reach MORE! That way you don’t have to guess which phone will “win!”The same technology you use to build mobile also works for tablets (no Flash)An app only reaches your most loyal followers while a mobile site reaches EVERYONEQR codes only go to mobile sites!
