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Complete presentation from Kendra Wright and Cassie Roberts
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Kendra Wright & Cassie Roberts
Saffire Events
BYOD: Grow Event
Revenue with
Online Marketing
saffireevents
Kendra Wright| Cassie Roberts
BYOD:
GROW EVENT REVENUE WITH ONLINE MARKETING
saffireevents
Give us your business card at the end;
We’ll send you our slides.
GET OUT YOUR DEVICE
saffireevents
saffireevents
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HISTORY
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EVENT PORTFOLIO Rodeo Austin
South Texas State Fair
Rodeo Belton/ 4th of July Celebration
Brazos Valley Fair
Heart O' Texas Fair & Rodeo
Amarillo Tri-State Fair
Fort Bend County Fair
Central Texas State Fair
Comal County Fair
Okeechobee County Fair
Amador County Fair
Chowchilla Fair
Palomino Fest
Lea County
Coors Cowboy Club
Washington County Fair
Texas State Forest Festival
American Royal
Colorado State Fair
Napa County Fair
Dodge City Round Up
Brazoria County Fair
San Angelo
Rogers County Fair
Greater Baton Rouge State Fair
Central States
Black Hills Stock Show/Rodeo
Los Fresnos
Twas the Lights
Reno Rodeo
Redding Rodeo
Northwest Washington Fair
Sikeston Rodeo
Delaware State Fair
Sangamon County Fair
East Texas
Park of East Texas
Laramie County Fair
Benton-Franklin Fair
Carroll County Fair
Pendleton Round-Up
Pony Express Days
Arizona National Livestock Show
Yolo County Fair
California Rodeo Salinas
Rio Grande Valley Livestock Show
Old Sorehead Trade Days
Cuero TurkeyFest
Fiesta San Antonio
Glenn County Fair
State Fair of Louisiana
Four States Fair
Montgomery County Fair
Agricultural Learning Center
Grant County Fair
North Texas State Fair
Rooftop Rodeo
West End Fair
Crabtree Amusements
Trinity Valley Exposition
Brackenridge Recreation Complex
Kitsap Rodeo Cowpokes
Refugio County Fair
Rockdale Fair & Rodeo
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PALAMINO FEST
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PALAMINO FEST
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SAFFIRE ASSOCIATION PARTNERS
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CAN’T GET ENOUGH SAFFIRE?
This is a 3-Part Series
Next: Facebook
Last: Online Marketing Measurement
saffireevents HOW DO YOU SPEND MARKETING RESOURCES?
saffireevents HOW DO PEOPLE HEAR ABOUT YOUR FESTIVAL?
saffireevents IF YOU MAPPED THEM, WOULD THEY MATCH?
SPENT
RESULTS0
1
2
3
4
5
OnlineNewspaper
RadioTelevision
Outdoor
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INTERNET WINS POPULARITY CONTEST
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MOBILE FOLLOWS SUIT
Source: Morgan Stanley Research
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OUR AGENDA TODAY
•
•
saffireevents 1 YOUR
WEBSITE
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OUTSOURCE How many of you
some part of your website?
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HOW DO YOU MANAGE YOUR SITE?
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YOUR WEB GUY
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THE BOTTOM LINE
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WHY IT’S IMPORTANT
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EVEN MORE DEPRESSING
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YOU CAN HELP THIS! • Clear navigation
• Interactivity
• Relevant content
• Calls to action
• Good search
• Fast load
• Clean layout
• Compelling imagery
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FACTORS The most important
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LAYOUT Clean
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HOW TO GET THERE EVENT DATES
HOW TO GET TICKETS
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Imagery Compelling
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HERE’S HOW THEY WORK TOGETHER
IMAGES
LAYOUT
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MAKE EVENT PAGES INTERACTIVE
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MAKE EVENT PAGES INTERACTIVE
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MAKE EVENT PAGES INTERACTIVE
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HIGHLIGHT EVENT COMPONENTS
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MAXIMIZE VIRAL SHARING
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SELL How many of you
online?
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WHY DO ECOMMERCE?
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ECOMMERCE=INSURANCE POLICY
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ECOMMERCE=INCREMENTAL REVENUE
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DETERMINING PRICE: 80/20
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HOW TO SELL MORE NOW
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MAKE TIX EASY TO FIND
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MAKE TIX EASY TO FIND
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INTEGRATED DESIGN & FEWER CLICKS
saffireevents 2 TARGETING
TRENDS
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MOMS?
Do you market to
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YOUNG?
Is your audience
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Instagram Incorporate
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Mainly
MOBILE
Known for image
DOCTORING
Trends
YOUNGER
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TEXT MARKETING Your customers are texting.
Consider joining the conversation.
Judiciously text deals and special announcements.
RELEVANCY BAR IS HIGH!
SAFFIRE RECOMMENDATION Offer people the opportunity to sign up for text, even if you don’t know what you’ll do with them.
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BROAD?
Is your audience
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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.
saffireevents 3 MOVING
MOBILE
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MOBILE Do you feel
good about your
Strategy?
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MOBILE
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IMPORTANT FOR SANITY
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Really Old Days
Fairly Old Days
Now
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SOFA MAXIMIZE
the
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saffireevents APP OR MOBILE SITE?
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IMPORTANCE FOR REVENUE Customers increasingly 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.
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1 2 $$$ Local Mobile Mobile
SEARCH PURCHASE SUCCESS
+ =
The One-Two Punch
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WHAT LEADS TO MOBILE PURCHASE?
saffireevents 4 EMAIL
MARKETING
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EMAIL How many of you
your customers?
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ANATOMY OF SUCCESS Big Email List
Lots Opened
Lots Clicked
$$$
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Get a big email LIST Get started, and keep it going
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GET A BIG EMAIL LIST Outlook contacts
Board of Directors
Volunteers
Sponsors
Exhibitors
Past Purchasers
Etc.
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EMAIL SIGNUP ON ALL PAGES
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ONGOING - ONLINE When people share an event photo
When they complete an online form
When they PURCHASE something
On Facebook, offer contests and email signup
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ONGOING - OFFLINE Door prize or signup at events
Anytime they purchase something
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Get lots of OPENS Good subject line + Right send time
saffireevents GOOD SUBJECT LINES Something RECOGNIZABLE
Action words
Not too spammy
50 characters or less
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BONUS POINTS Turn into Tweet
120 characters, # and shortened URL
Turn into Facebook post 150 characters, image and no #
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HIGHEST OPEN RATES Clients who sell online
Clients with a strong brand
Sent at the right time/day
• CHANGING DRAMATICALLY
• Tuesday mid-morning, evenings (9 pm) & weekends
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Get lots of CLICKS Good content & images
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DON’T TELL THE WHOLE STORY
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Goal: Clicks to website!
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One that makes you click! What makes a
good image?
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User Response
I want to buy a ticket so I can experience that too!
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one main story
two smaller features
TEST
AGAINST EACH OTHER
two smaller features
CONSIDER A PYRAMID
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THE FORMULA Headline
Image
Text (short, with links)
Call to action e.g., “Click here to enter now!”
“Click here to see more photos!”
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Encourage Sharing!
LINKS TO SOCIAL MEDIA
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LEAVE US YOUR CARD We’ll send you:
• These slides
• A free subscription to The Dirt online marketing newsletter
• Invitation to ongoing educational webinars
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FREE ONLINE MARKETING TIPS
Facebook Saffire Events
Twitter @SaffireEvents
Instagram saffireevents
Pinterest saffireevents
YouTube saffirestudio
Questions?
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By: Cassie Roberts
BYOD:
GROW EVENT REVENUE with online marketing
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I know what you’re thinking…
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KING is
of social media.
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YOU KNOW THE STATS • Over 1 BILLION monthly active users
• One in every seven humans on earth is active on Facebook
• 461 Million users are on Facebook mobile
• 10 Million Facebook Apps
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$174 You make
an estimated
per Facebook like.
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21% After seeing
an item on Pinterest
make a purchase.
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1000 A FREE piece
of pie for
Instagram followers
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What?
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1 2 3 Find ‘em: Get ‘em: Keep ‘em:
Ads Likes Engage
AGENDA
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CASE STUDY Using a
of…
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THEY RAN A HUGE
FACEBOOK CAMPAIGN
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Likes went from
3757
to
8140 in about a month
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98,901 POPULATION TYLER, TEXAS
213,381 POPULATION
SMITH COUNTY
240,000 FAIR ATTENDANCE
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ONE
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1 2 3 Find ‘em: Get ‘em: Keep ‘em:
Ads Likes Engage
AGENDA
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Only 30% of content on news feed is from brands
Only about 16% of your fans see your posts
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HOW DOES FACEBOOK PICK?
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If other people like/share/comment
on your post…
FACEBOOK SHARES IT WITH MORE
PEOPLE
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POPULARITY CONTEST
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LIKES However, unless you already have
No one will see your posts anyway.
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HOW DO I GET MORE LIKES?
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FACEBOOK ADVERTISING • Relatively inexpensive • Can start campaigns for as little as $5
• Many audience targeting options
• Provides results tracking information
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OPTIONS
Page
Ads
Promoted
Posts
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PAGE ADS • Promoting your PAGE will get more LIKES.
• This is done in two ways: • ADS on the right hand side.
• SPONSORED STORIES, which appear in the newsfeed when their friend Likes (or checks in) to your page.
• When you make an ad, you can choose to do either or both.
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HOW TO MAKE AN AD
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FROM ADMIN PANEL
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JUST A FEW OPTIONS
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AUDIENCE
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COST FOR CAMPAIGN
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EXAMPLES
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PAGE AD- BEST PERFORMER
• 35-64 year olds within 50 miles
• 43 clicks, 35 page likes
• $8.15-23 cents/like
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PAGE AD- 2nd Best
• 18-35 year olds within 25 miles – 863 impressions
• 17 clicks, 13 page likes
• $2.09-16 cents/like
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VARIATIONS
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PROMOTED POSTS • Promoting your POSTS will get ENGAGEMENT
with your messages.
• This is also done in two ways: • ADS on the right hand side, which are the same except with the
message instead of page info.
• SPONSORED STORIES, which are also the same with the message in the news feed.
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HOW TO PROMOTE A POST
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EXAMPLES
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PROMOTED POST
• TOTAL REACH: 13,685
• TOTAL CLICKS 454
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PROMOTED POST “We made it to 6,000 Facebook
Fans so it's time for a giveaway! LIKE this status before midnight for a chance to win 1 of 6 Unlimited Ride Armbands! *Valid any one weekday (Monday-Friday)”
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TWO
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1 2 3 Find ‘em: Get ‘em: Keep ‘em:
Ads Likes Engage
AGENDA
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CONTESTS Facebook
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THE DOS AND DON’TS DO
• Collect entries by comment/likes
• Collect entries by having users message you
• Utilize likes as a voting mechanism
DON’T • Place contests on personal
Facebook timeline
• Require people to tag themselves in promotions
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TOP 5 CONTEST TIPS 1. SET GOALS • What are you trying to achieve? Ex: likes, email addresses,
comments, etc.
2. CONSIDER THE AUDIENCE • Important in determining your prize package
3. Determine the Contest Time Frame • Remember Story Bump! Can run daily small contests for likes &
comments or longer timeframe for more personal information
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CONTEST TIPS, CONT. 4. CREATE A PRIZE PACKAGE • If your prize is bigger, you can ask for more information
5. PLAN THE FUFILLMENT • Know how quickly you can deliver and make sure it’s within the
expiration date
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CONTESTS FOR INTERACTION
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EXAMPLE
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CONTESTS FOR MORE
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IFRAME IN TO FB
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THE BIG CONTEST
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USE FOR EMAIL COLLECTION
467 Entries
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LATER… “We just drew the name of the first winner of the ULTIMATE FAIR EXPERIENCE! Are you ready to know who it is?”
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THREE
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1 2 3 Find ‘em: Get ‘em: Keep ‘em:
Ads Likes Engage
AGENDA
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WHAT DO I POST?
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Whatever gets action from your audience.
SIMPLE ANSWER:
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Ask questions in your posts
that get people to talk about themselves in relation to your event.
ANOTHER DEEP THOUGHT
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GRANDPARENTS DAY
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TEXT “Happy Grandparents Day! If you have a special memory with your grandparent or grandkid at the fair, please share!
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EXAMPLE COMMENT “Playing washer pull or draw a number. It
was something my family could afford & it benefited a great group. We'd win a small plant or something & just could not walk away. We would just keep playing.”
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Use the
Make 80% of your posts FUN, and
20% PROMOTIONAL
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FUN POSTS
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POST FROM MASCOT
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ADVICE POSTS
SHARED 522% MORE
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PROMOTIONAL POST
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PROMOTIONAL POST “Don't miss our CRAZY GOOD
DEALS on the Weekend Pack and Weekend Super Pack. The savings on these online only specials can't be beat! BUY NOW! http://buff.ly/1fKA1BQ”
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Now. Let’s talk about that pie & what else you should post.
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www.popularpays.com
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HOW IT WORKS • With 1000 Instagram followers, Bang Bang Pie will give
you a free piece of pie
• After free dessert, users are encouraged (not forced) to post a picture to their Instagram.
• Other businesses are joining in. For 40,000 followers, you can get a free skydive!
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CHICAGO. Right now Popular Pays is only in
BUT—what can we learn?
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DO THIS YOURSELF If you want…
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EXAMPLE “Are you a Facebook Fanatic? LIKE our page, and tag us in a photo while you’re here and we’ll give you a free t-shirt if you show us your post!”
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PHOTOS The engagement rate on Facebook posts with
averages .37%.
WITHOUT PHOTOS The engagement rate on Facebook posts
averages .27%.
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INSTAGRAM & PINTEREST
Integrate
with your Facebook page
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EVER TAKEN 10% of photos
Were taken in the last 12 months.
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Luckily, both are easy!
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HOW OFTEN TO POST?
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16% Remember only
of your audience will see your post.
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IS INCREASING Publishing frequency for businesses
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SEVERAL TIMES You can post
about the same topic.
(Secret: Then you don’t have to come up with new things to post all the time!)
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LABOR DAY EXAMPLE
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POST ONE: “Take advantage of our
CRAZY Labor Day Special: Buy 2 Adult Tickets, Get 1 Child Ticket FREE! Offer valid only through 9/2, so BUY NOW! http://buff.ly/1dYMMdW”
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POST TWO: “Remember our INCREDIBLE
Labor Day Special: Buy 2 Adult Tickets, Get 1 Child Ticket FREE! http://buff.ly/1e4qozK”
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POST THREE: “The rumors are true, we are NOT
selling tickets at Brookshires and Super One this year. All pre-sale tickets are online, but we have some GREAT deals for you, including a Labor Day Special! http://buff.ly/19Za1So”
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EDITORIAL CALENDAR
www.saffireevents.com/calendar
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WHEN TO POST?
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DIVIDED It’s a house
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EXPERIMENTING to see what works best for
you.
Do some
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SCHEDULING POSTS
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TAGGING If you want to use
Try using FACEBOOK itself to schedule posts!
saffireevents Make sure you are
acting as your page!
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BUFFER IS GREAT www.bufferapp.com
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CASSIE ROBERTS WWW.SAFFIREEVENTS.COM
@SAFFIRE EVENTS
Stay Tuned for PART 3: Measuring your Marketing
saffireevents SOURCES http://socialmouths.com/blog/2013/05/14/facebook-ads-vs-promoted-posts/
http://thenextweb.com/facebook/2013/08/27/facebook-eases-up-on-brand-promotions-by-removing-third-party-app-requirement/
http://coopervision.com/practitioner/blog/facebook-advertising-showdown-sponsored-stories-vs-promoted-posts
http://www.digitalinformationworld.com/2013/09/infographic-25-facebook-stats-as-of.html
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Kendra Wright & Cassie Roberts
Saffire Events
BYOD: Grow Event
Revenue with
Online Marketing
saffireevents
Kendra Wright| Cassie Roberts
BYOD:
GROW EVENT REVENUE WITH ONLINE MARKETING
saffireevents
Give us your business card at the end;
We’ll send you our slides.
GET OUT YOUR DEVICE
saffireevents
saffireevents
saffireevents
HISTORY
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EVENT PORTFOLIO Rodeo Austin
South Texas State Fair
Rodeo Belton/ 4th of July Celebration
Brazos Valley Fair
Heart O' Texas Fair & Rodeo
Amarillo Tri-State Fair
Fort Bend County Fair
Central Texas State Fair
Comal County Fair
Okeechobee County Fair
Amador County Fair
Chowchilla Fair
Palomino Fest
Lea County
Coors Cowboy Club
Washington County Fair
Texas State Forest Festival
American Royal
Colorado State Fair
Napa County Fair
Dodge City Round Up
Brazoria County Fair
San Angelo
Rogers County Fair
Greater Baton Rouge State Fair
Central States
Black Hills Stock Show/Rodeo
Los Fresnos
Twas the Lights
Reno Rodeo
Redding Rodeo
Northwest Washington Fair
Sikeston Rodeo
Delaware State Fair
Sangamon County Fair
East Texas
Park of East Texas
Laramie County Fair
Benton-Franklin Fair
Carroll County Fair
Pendleton Round-Up
Pony Express Days
Arizona National Livestock Show
Yolo County Fair
California Rodeo Salinas
Rio Grande Valley Livestock Show
Old Sorehead Trade Days
Cuero TurkeyFest
Fiesta San Antonio
Glenn County Fair
State Fair of Louisiana
Four States Fair
Montgomery County Fair
Agricultural Learning Center
Grant County Fair
North Texas State Fair
Rooftop Rodeo
West End Fair
Crabtree Amusements
Trinity Valley Exposition
Brackenridge Recreation Complex
Kitsap Rodeo Cowpokes
Refugio County Fair
Rockdale Fair & Rodeo
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PALAMINO FEST
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PALAMINO FEST
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SAFFIRE ASSOCIATION PARTNERS
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ANALYTICS?
How often do you look at your website
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No Fear How Do
I Start?
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YOU’RE NOT MARKETING!
If you’re
not measuring,
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AWARENESS
INTEREST
DESIRE
ACTION
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•Social media/
WOM/Offline mktg
AWARENESS
•Social media/ email
INTEREST
•Email/ website
DESIRE
•Website ACTION
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But this is evolving…
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•Social media/
WOM/Offline mktg
AWARENESS
•Social media/ email
INTEREST
•Email/ website
DESIRE
•Website ACTION
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ACTION ON FACEBOOK • Sign up for email • Email signup form on tab
• Contest
• Buy tickets • View event schedule
• Link to purchase page
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LEGITIMIZE ONLINE MARKETING
Use marketing terms, not online terms
TV WEB EMAIL SOCIAL
Audience size Reach Site visitors List size Impressions
Interaction “How did you hear” Actions/Conversions Clicks Engagement
Conversion Rate Source ÷ Reach Actions ÷ Visitors Clicks ÷ List size Engagement ÷
Impressions
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1 2 3 Measuring Measuring Measuring
Website Email Social
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Let’s start at the bottom.
YOUR WEBSITE
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GOOGLE ANALYTICS
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NERD ALERT!
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YOU ARE BIG BROTHER
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WHERE THEY LIVE
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WHAT SITES THEY VISITED
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WHERE THEY GO ON YOUR SITE
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HOW LONG THEY STAY
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HOW MANY TIMES THEY VISITED
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WHAT BROWSER THEY USE
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WHAT DEVICE THEY USE
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WHAT THEY SEARCHED
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WHAT SOCIAL IMPACT WAS
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SEE IT GRAPHICALLY
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FOUR THINGS TO WATCH
site visits
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SITE VISITS
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SITE VISITS
• Improve SEO and/or online marketing of your site
low site
visits?
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FOUR THINGS TO WATCH
bounce rate
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BOUNCE RATE
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BOUNCE RATE
• Improve your homepage –layout, images, navigation, etc.
• 40-50% is average.
high bounce rate?
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FOUR THINGS TO WATCH
actions/ conversion
rate
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CONVERSION RATE
(Number of people who take action ÷
Number of site visitors)
* 100 to convert to %
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CONVERSION RATE
• Make your website more compelling (good rate: 2%)
Not enough action/
conversions?
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GOALS-EMAIL SIGNUP
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GOALS-EMAIL SIGNUP
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GOALS-EMAIL SIGNUP
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GOALS-EMAIL SIGNUP
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ECOMMERCE TRACKING • Put a snippet of GA code in your cart that tracks
purchases
• If you sell online, you MUST put this code on your site.
• If you have 3rd party shopping cart (e.g., ExtremeTix), you should insist they put it on your shopping cart pages.
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FOUR THINGS TO WATCH
time on site
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TIME ON SITE
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TIME ON SITE
• Add interactivity and other “stickiness”
• Votes, music, social, etc.
low time on
site
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AUTOMATING GOOGLE ANALYTICS
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AUTOMATING GOOGLE ANALYTICS
saffireevents TRACKING SOCIAL
saffireevents TRACKING SOCIAL
saffireevents TRACKING SOCIAL
saffireevents TRACKING SOCIAL
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Now your biggest revenue producer.
EMAIL BLASTS
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EMAIL BLASTS?
How many of you do periodic
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Track
PER EMAIL
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Open Rate
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Click-Through Rate (CTR)
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Conversion Rate = REVENUE
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Track
OVER TIME
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House File Size
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Churn (% who leave your list)
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Cost/Email
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Revenue/Email
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ROI CALCULATION
Added Revenue - Cost ÷
Cost
* 100 to convert to %
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OPEN RATES Varies a lot by client
9-15% on low end
30-35% on high end
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HIGHEST OPEN RATES Good subject line
Clients who sell online
Clients with a strong brand
Sent at the right time/day
Tuesday mid-morning, evenings & weekends
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CLICK RATES Not as much variance by client
Around 10-20%
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CALLS TO ACTIONCLICKS Use action words
Get More Info!
Sign Up!
Buy Now!
More Photos!
Be conversational. (take a look, check it out, etc.)
Don’t tell the whole story!
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And lastly the top of the funnel
SOCIAL MEDIA
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ANALYTICS?
How often do you look at your Facebook
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SOCIAL ANALYTICS ADVICE Try to get away from social-specific terminology
• Likes
• Shares
• Fans
• Followers
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FACEBOOK INSIGHTS
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INSIGHTS – PAGE OVERVIEW
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EXPORT-PAGE LEVEL DATA On Facebook page, go to Insights Export Page level data
81 columns of data and many tabs
Impressions = Column AA (Daily Total Impressions – Total) Engagement = Column L (Daily Page Engaged Users – Total)
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Now let’s talk about measuring posts.
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INSIGHTS – POST REACH
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POST REACH
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INSIGHTS – MOST REACH
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ENGAGEMENT
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ENGAGEMENT INCLUDES: Likes
Comments
Shares
Video views
Link clicks
Photo clicks
Clicked commenter’s name
Liked a comment
Clicked your page name
Gave negative feedback
Engagement IS A SIGN
OF
INTEREST IN YOUR
CONTENT.
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TALKING ABOUT THIS
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TALKING ABOUT INCLUDES: Likes
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Talking About MEASURES
HOW MANY PEOPLE ARE
WILLING TO SPREAD THE
WORD.
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INSIGHTS –POST VIRALITY
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#3 MOST VIRALITY
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#2 MOST VIRALITY
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#1 MOST VIRALITY
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FACEBOOK INSIGHTS
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ANALYZE WITH BUFFER
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saffireevents ANALYZE WITH TWITONOMY
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YOUTUBE ANALYTICS
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REVIEW Measure your website, email and social
Think about tracking value (and cost, if you can) for:
• Impressions/Reach – how many people saw it
• Engagement – how many did something
• Conversion Rate
• Revenue
Use analytics to market smarter. Start somewhere.
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