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BYOD: BRING YOUR OWN DEVICE ONLINE MARKETING
KENDRA WRIGHTCASSIE ROBERTS
LET’S HAVE A LITTLE FUN
Who has used Twitter?
Who has used Twitter from your smart phone?
Let’s do an experiment!
MAKE UP A TWEETHaving a great time watching <pick an entertainer> at #TESummit with @SaffireEvents• Weird Al• Elmo• Garth Brooks• Sumo wrestling• Wayne Newton
What if this was your eventand everyone was tweeting about you?
What would make them want to?
IF YOU HAVE A QUESTION…
Ask anytimeORTweet your question using the hashtag #TESummit
Please be kind!
YOU DON’T HAVE TO TAKE NOTES
Give us your business card at the end of the presentation. • We’ll send you our slides.• We’ll send you an invite to our
Hollywood Happy Hour.• We’ll send you The Dirt free online
marketing tips.
INTERNET WINS POPULARITY CONTEST
MOBILE IS GOING TO WIN TOO
Source: Morgan Stanley Research
ARE YOU FOLLOWING THESE TRENDS?ARE YOUR CUSTOMERS?
PRESENTERS
• First job managing events for non-profit
• Began building websites in 1995 for Fortune 1000 company
• Started own company in 1998
• Brings big-company experience to the event industry
Cassie RobertsManager, Sales &
Partnership
Kendra WrightPresident
• Received BS Public Relations, & Masters Sport Management, The University of Texas
• Born in Central City, NE• United States Olympic
Committee• Rodeo Austin
HISTORY
SAFFIRE CLIENTS
SAFFIRE CLIENTS
SAFFIRE ASSOCIATION
PARTNERS
PALAMINO FEST
Our goal is to elevate the event industry by enhancing its most important virtual
front door – its online presence.
OUR AGENDAHow to prioritize SOCIAL MEDIATips and trends for marketing on FACEBOOKWhat to do about TWITTERThe latest TRENDS and what to do about themPrioritize how to make your WEBSITE betterMaximize your MOBILE presenceImportant STATISTICS TO WATCH and what to do with the infoHow to make more money with EMAILTools to market your event FROM YOUR EVENT GROUNDSYour GAME PLAN for when you get homeSpecific ONLINE MARKETING IDEAS
YOUR SOCIAL MEDIA PRIORITIESSpend 70% of your time on FacebookUse an app that tweets when you post on Facebook (adding 10%)Spend 15% on YouTubeSpend 5% between Pinterest and Instagram (photo sharing)
WHAT TO SHARE & WHEREWhat to Share Where
Short blurbs Facebook, Twitter
Longer stories Facebook (and/or link to website or blog)
Photos Facebook, Twitter, Pinterest, Instagram
Videos Facebook, Twitter, YouTube
Contests Facebook, Twitter (website)
FACEBOOKYour top social media priority901 million monthly active usersOne in every seven humans on earth is an active Facebook userFacebook trends to know• People use it on mobile• People use it for photo sharing
FACEBOOK COVER PHOTO
Be creative! Use this space to make big announcements, i.e. event dates and upcoming performers.Change it daily during your event to highlight the day’s activities.You can’t put links on your cover photo.
FACEBOOK PROFILE PICTUREDon’t forget the profile picture!It will appear “solo” throughout Facebook; it needs to be able to stand alone and represent your brand
FACEBOOK MILESTONES
Facebook’s timeline automatically creates a history of your event. Call out important photos and events by clicking the star on a post to expand the photo to a widescreen view. You can even pin content so it will remain the top post for 7 days.
COOL FACEBOOK COVERS/PROFILES
COOL FACEBOOK COVERS/PROFILES
TAGGING IN FACEBOOK
Take pictures of the crowd at concerts, post them and encourage them to tag themselves
Your photo appears in
their Facebook feed!
TWITTERYour 2nd priority for social media530 million accounts340 million tweets a day1 million accounts addedto Twitter every day
WHY TWEET?Twitter is best for up-to-the minute important news and cultural happenings.
Ramp up your publishing frequency, and make timely content the focus of your Twitter activities in order to satisfy information-hungry users.
STEP 1: SET UP TWITTER
No more than 15 characters in UsernameExample: Amador County Fair• Too many characters:
@AmadorCountyFair• Use: @AmadorFair• Use your real business name so search
engines & customers can find youSAFFIRE RECOMMENDATIONInclude your state in your username if you need to
differentiate yourself!
AmadorFair
WHO TO FOLLOW IN SET UP
Follow the minimum - Industry associations & businesses• IAFE @IAFE• IFEA @IFEAworld• Texas Events Summit
@TXEventsSummit• Saffire Events @SaffireEvents
STEP 2: CUSTOMIZE YOUR
PAGEEdit Profile• Add a photo (logo)
o Get 10x more followers
• Add a bio (mission – make it fun)o Get 8x more followers
Customize your design• Use your website background
NEW! ADD A HEADER
Make a file that is 1200px wide by 600px tallIt will be a background behind:Twitter nameBioLocationURLJust another way to convey your brandUpload it to Profile/Design
Amador header
STEP 3: DO A FEW RE-TWEETS
Re-tweet people you followLook through your timelineAt first, this is just to get your feet wetGive people a taste of what’s to come
STEP 4: FOLLOW SOME PEOPLE
Events similar to yoursBig eventsPeople involved in your eventLocal businessesJust for fun
SAFFIRE RECOMMENDATIONDon’t follow too many until you have tweeted
and have a branded page!
PEOPLE INVOLVED IN YOUR EVENT
SponsorsVendorsEntertainersVolunteers
SAFFIRE RECOMMENDATIONFollow people on a Tuesday morning;
there may be better chance they’ll follow you back.
ExhibitorsBoard members
LOCAL BUSINESSESLocal businesses• Amador (county)• Plymouth (city)
Local press
SAFFIRE RECOMMENDATIONPilfer from those we are following & our
followers!
Website changes/blog posts/email articlesTestimonialsPhotos/Videos“Insider info”News of weird/human interest storiesContestsQuestions
WHAT TO POST
SPECIFIC IDEASSend opening day congrats to other fairs
Judiciously promote big sponsors for retweet
Same with vendors and entertainers
Post thanks to people/groups; they’ll repost
TRICKS & TIPS FOR TWEETS
For the highest click-through rates:
Tweet between 120-130 characters.
Write tweets containing “via,” “RT,” “please” and “check.”
Post weird/human interest stories.
Tweet on the weekends.
THE ART OF THE HASHTAG
A hashtag is how Twitter users organize themselves.
People start including a hashtag when tweeting about a topic.
It becomes easier to find that topic in search.
It is more likely to appear in Twitter’s Trending Topics.
ENSURE ADOPTION OF A HASHTAG
You can’t!
WHAT YOU CAN DOPOST it – relevant places on your website/blog
PRINT it – event materials, signage, scoreboards, etc.
PUBLICIZE it – Twitter feed, regularly and consistently
SAFFIRE’S HASHTAG
ADDENDUMMany also use hashtags to add something parenthetical/funny at the end of a tweetJimmy Fallon example
STEP 7: MANAGE YOUR TWEETS
TAKE IT A STEP FURTHER
STEP 8: GO ABOUT YOUR DAY
Install Firefox extension
EVEN WHEN YOU’RE MOBILE
STEP 9: TWEET ABOUT YOUR PEOPLE
Now you follow “your people”You may have even retweeted some of themNow start writing original tweets about them• Be ruthless: Keep track of how many followers
THEY have, and tweet about those who have the most followers – include @ (Twitter name)!e.g., @saffireevents
• Your 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.
TWITONOMY
STEP 10: TWEAK & REPEAT
Check BufferApp or Twitonomy analytics.
Write down topics that had the most reach. • Do more of those.
Write down topics that had the least reach.• Do less of those.
TARGETING TRENDS
50% of all web content is…
YOUTUBE
Customers exposed to videos are 437% more likely to engage in your brand.
• Engagement = Purchases
SAFFIRE RECOMMENDATIONMake your videos raw and not too produced to help
customers identify with your brand.
YOUTUBE
3rd in your social media priorities4 billion videos/day viewed800 million unique users visit YouTube each month44% of YouTube’s users are agedbetween 12 and 34
What is the fastest growing
website of all time?
PINTERESTPinterest 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!
INSTAGRAMMainly for mobileKnown for image “doctoring”Trends younger
TEXT MARKETINGYour customers are texting.
Consider joining the conversation.
Judiciously text deals and special announcements.
SAFFIRE RECOMMENDATIONStart offering people the opportunity to sign up for text,
even if you don’t know what you’ll do with them.
OTHER PARTIES TO ATTEND
2013: THE YEAR OF THE…
Story!
VISUAL STORYTELLING
A marketing technique that can bring you increased
exposure, better customer engagement and retention,
and more sales.
THE KEY TO SUCCESS
Create visual features that
tell a story about your event.
Share them everywhere.
EMAIL MARKETING
NOT COOL:One of the oldest
online marketing tactics
WHAT’S COOL ABOUT EMAIL?
COOL:67% of global marketers
rated email the most successful
digital marketing tacticSource: CMO Council, May 2012
WHAT’S COOL ABOUT EMAIL?
Email is the top revenue generator for many companies (even above social media)Email gives some of the fastest results, often within 24 hoursEmail is the most cost-effective marketing tool
COMPELLING REASONS TO
A Big Email ListLots
OpenedLots Clicked
$$$
ANATOMY OF SUCCESSFUL
GUIDE TO EMAIL MARKETING
MAKE A GAME PLAN
CREATE A LIST
OF RECIPIE
NTS
WRITE THE
MESSAGE
INCLUDE GOOD IMAGER
Y
USE A STRONG SUBJECT
LINE
TRACK THE
PERFORMANCE
LEARN AND
REPEAT
STEP 1: MAKE A GAME PLAN
MAKE A GAME PLAN
CREATE A LIST
OF RECIPIE
NTS
WRITE THE
MESSAGE
INCLUDE GOOD IMAGER
Y
USE A STRONG SUBJECT
LINE
TRACK THE
PERFORMANCE
LEARN AND
REPEAT
Plan for:• How often will you say it?• Unless you’re big, don’t publicize
schedule• What day of the week will you say it?
o Tuesday (try Wednesday or Friday for fun!)
• What time of day will you send it?o Mid-morning
MAKE A GAME PLAN
STEP 2: CREATE A LIST OF RECIPIENTS
MAKE A GAME PLAN
CREATE A LIST
OF RECIPIE
NTS
WRITE THE
MESSAGE
INCLUDE GOOD IMAGER
Y
USE A STRONG SUBJECT
LINE
TRACK THE
PERFORMANCE
LEARN AND
REPEAT
• Outlook contacts• Board of directors• Volunteers• Sponsors• Exhibitors• Past purchasers• Etc.
EMAIL YOUR PEEPS
EMAIL SIGNUPS ON EVERY PAGE
Online• On every webpage• When people share an event photo• When they complete an online form• On Facebook, offer Like and email signup• On Twitter, promote by teasing pending
campaign
Offline• Door prize or signup at events• Any time they purchase something
GET ADDRESSES ONGOING
STEP 3: WRITE THE MESSAGE
MAKE A GAME PLAN
CREATE A LIST
OF RECIPIE
NTS
WRITE THE
MESSAGE
INCLUDE GOOD IMAGER
Y
USE A STRONG SUBJECT
LINE
TRACK THE
PERFORMANCE
LEARN AND
REPEAT
Use ideas from your brainstorming/calendarConsider a “pyramid” approach• One main story• Two smaller features• Then you can test one against
others
WRITE THE MESSAGE
HeadlineImageText (short, with links)Call to action• Consider “Click here to enter
now!”
EMAIL ARTICLES: THE FORMULA
CONSIDER A PYRAMID
one main story
two smaller features
TEST AGAINST
EACH OTHER
two smaller features
Don’t tell the whole story.
Goal: CLICKS!
WHAT WILL WE SAY?
STEP 4: INCLUDE GOOD IMAGERY
MAKE A GAME PLAN
CREATE A LIST
OF RECIPIE
NTS
WRITE THE
MESSAGE
INCLUDE GOOD IMAGER
Y
USE A STRONG SUBJECT
LINE
TRACK THE
PERFORMANCE
LEARN AND
REPEAT
The best email images are the ones that make people click!
Use zoom/cropping
Use photos of people looking at the camera
WHAT MAKES A GOOD IMAGE?
STEP 5: USE A STRONG SUBJECT LINE
MAKE A GAME PLAN
CREATE A LIST
OF RECIPIE
NTS
WRITE THE
MESSAGE
INCLUDE GOOD IMAGER
Y
USE A STRONG SUBJECT
LINE
TRACK THE
PERFORMANCE
LEARN AND
REPEAT
Good content and images lead to CLICKS…
But a good subject line(sent at right time) leads to
OPENS!
STEP 5: USE A STRONG SUBJECT LINE
Include something recognizableUse action wordsNot too spammy50 characters or less• Turn into Tweet, with 120 characters,
# and shortened URL• Turn into Facebook, with 150
characters, graphic and no #
WHAT MAKES A GOOD SUBJECT
LINE?
STEP 6: TRACK THE PERFORMANCE
MAKE A GAME PLAN
CREATE A LIST
OF RECIPIE
NTS
WRITE THE
MESSAGE
INCLUDE GOOD IMAGER
Y
USE A STRONG SUBJECT
LINE
TRACK THE
PERFORMANCE
LEARN AND
REPEAT
Kendra’s Law:If you’re not measuring marketing,
you’re not marketing!
TRACK THE PERFORMANCE
Per email• Open rate• Click-through rate (CTR)• Response rate – web visits, revenue
Over time• House file size• Churn (percentage who leave your list)• Cost/email• Revenue/email
WHAT TO TRACK
Varies by client• 9-15% on low end• 30-35% on high end
Who has the highest open rate?• Good subject line• Clients who sell online• Clients with a strong brand• Sent at right time/day (Tuesday mid-
morning)
SAMPLE OPEN RATES
Not as much variance
• Around 10-20%
Depends on call to action, so use action words
Get More Info! Sign Up! Buy Now! More Photos!
Again, don’t tell the whole story!
SAMPLE CLICK RATES
STEP 7: LEARN AND REPEAT
MAKE A GAME PLAN
CREATE A LIST
OF RECIPIE
NTS
WRITE THE
MESSAGE
INCLUDE GOOD IMAGER
Y
USE A STRONG SUBJECT
LINE
TRACK THE
PERFORMANCE
LEARN AND
REPEAT
YOUR WEBSITE
YOUR WEBSITE... YOUR PARTY
WHY???It’s a medium we aren’t 100% comfortable withWe don’t know where to startThings are changing so fast… It looked good a couple years ago!
HOW DO YOU MANAGE YOUR
SITE?
YOUR WEB GUY
THE GOALTo be the most successful
and to maintain your sanity,
you must be able to market your event on your website in real
time.
THE REALITY98% of anonymous
online prospects enter a website looking for
something…
yet still leave anonymous.
MAKE INFO QUICK TO FIND
Don’t have more than 5-7 links in one place.Make your information hierarchical.
SAFFIRE RECOMMENDATIONUse categories and subcategories to organize your event
information.
MAKE IT FUNUse photos to tell your story.Give people features to click.
Besides your homepage, where do people go on your
website?
(do you know?)
MAKE EVENT PAGES
INTERACTIVE
MAKE EVENT PAGES
INTERACTIVE
MAKE EVENT PAGES
INTERACTIVE
MAXIMIZE SOCIAL MEDIA
Facebook or Tweet your ENTIRE EVENT
MAXIMIZE SOCIAL MEDIAFacebook or Tweet an EVENT FEATURE
MAXIMIZE SOCIAL MEDIAFacebook or Tweet a PHOTO of an event
feature
WHY DO ECOMMERCE?
ECOMMERCE = INSURANCE POLICY
ECOMMERCE = INCREMENTAL REVENUE
DETERMINING PRICE
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
SELL MORE NOWMake your tickets easy to find.
Have minimum clicks to get to the shopping cart.
Integrate the design of your website with the design of your cart so that the “look” doesn’t change at the buying moment.
MAKING IT MOBILE
MOBILE
APP OR MOBILE SITE?
An-droid46%Apple
iPhone30%
BlackBerry24%
APP OR MOBILE SITE?
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.
WHY MOBILE?
THE PERFECT STORM
Mobile PURCHASE+
LOCAL Search
MOBILE SUCCESS
WHAT LEADS TO MOBILE PURCHASE?
As much as you can!A couple years ago, with Saffire, we debated how much to charge for mobile.
• Answer? Zero! Because everyone needs it!
Then we debated what info to duplicate from the desktop site.
• Answer? Everything! Because the bar is only getting higher for mobile!
WHAT TO MAKE MOBILE
MULTI-SCREEN MARKETING
MULTI-SCREEN MARKETING
REALLY OLD DAYSWe marketed to people on their sofasNewspapers, TV, magazinesFAIRLY OLD DAYSWe relied on inertia!We had to get people from their sofa to their computers to market to them online.This was HARD!NOWWe can market to people on their sofa.Take advantage of this marketing location!
MAXIMIZE THE SOFA
REAL-TIME MARKETING
TOOLS
YOUR WEBSITE
YOUR WEBSITE
YOUTUBE
ANALYTICS
GOOGLE ANALYTICS
GOOGLE ANALYTICS
4 IMPORTANT THINGS TO WATCH
• Low visits? Improve SEO or online marketing of your site
SITE VISIT
S
4 IMPORTANT THINGS TO WATCH
• High bounce rate? Improve your homepage
BOUNCE
RATE
4 IMPORTANT THINGS TO WATCH
• Not enough action? Make your website more compelling (good rate: 2%)
actions/ conversion
rate
ONE MORE THING TO WATCH
• Low time?Add interactivity and other “stickiness”
TIME ON
SITE
BLOGGING
Wordpress & Blogger are the biggest free blogging toolsTumbler is the fastest growingWe recommend Wordpress• Not quite as “basic” as Blogger
but better in the long run• You can host it on your own
domain• You have lots of design control
BLOGGING OPTIONS
Simple to update content• Particularly important if Website
isn’t so easy
Can do 100% from phoneGreat for search engine optimization
ADVANTAGES OF A BLOG
Sign up at www.wordpress.comClick “Get Started”Complete contact info and blog URLStart posting
HOW TO GET STARTED
BLOGGING
START WRITING POSTS
MAKE A GAME PLAN
WHAT WILL YOU SAY?
1. Determine Your Target Audiences
WHAT WILL YOU SAY?
2. Get your team together – make sure to include all
audiences
WHAT WILL YOU SAY?
3. Brainstorm all the reasons people come to your event
WHAT WILL YOU SAY?
4. Come up with topics for all these reasons
WHAT WILL YOU SAY?
Two things to tell people:1. What we want them to hear2. What people want to hear
PICK YOUR POISONWebsiteMobile EmailFacebookTwitterYouTubePinterestBlogFlickr
CREATE AN EDITORIAL CALENDAR
SPECIFIC ONLINE MARKETING IDEAS
Ask questions that get people to talk about themselves in relation to your event
DEEP THOUGHT...
GRAB THEIR ATTENTION
Consider funny – tweets from mascot, etc.
Personal/human interest stories get a lot of hits
Posts with photos get more views!
Think about what YOUR AUDIENCE would want to click!
MAKE PEOPLE FEEL LIKE INSIDERS
Be the first to know about X via social media!
See behind-the-scenes looks at our event!
Your customers feel special, and they are more likely to be long-term followers.
MULTIMEDIAPhoto contests on website and Facebook
Caption that photo
Funny video upload
Photos and video are naturally VIRAL and give you more event photos!
GET PEOPLE TALKING
Show live tweets on concert side screens
Have a vote or quiz• Answer on text, app, QR code,
etc.
CONTESTS WITH PUBLICITY BONUSHave a contest for front row concert seats• Text, tweet or post on FB page NOW =
publicity
Do giveaways with charitable tie-in
Allow groups to get $ for their orgs for advance sales; host trip for winners
CONTESTS WITH PUBLICITY BONUSDo giveaways with charitable tie-in
Allow groups to get $ for their orgs for advance sales; host trip for winners
FAIRS EVERYWHERE
FAIRS EVERYWHERE
1
2
FAIRS EVERYWHERE
FAIRS EVERYWHERE
In this order, focus on this social media• Facebook, Twitter, YouTube, Pinterest/Instagram
Prioritize email, especially during your eventGet your website up to snuffGet on getting a mobile websiteImprove your trackingCreate an editorial calendar
TO REVIEW
Today 2:20 & 3:20 - Secret Sauce for Your Event with HOT Fair
(nothing to do with online, but awesome!)
Saturday 10:30 - Exponentially Grow with Online Marketing
(repeat info but shorter if someone else should see this)
Saturday 4:15 - Online Marketing for Dummies (for board members)
MORE TALKS
BULLS-EYELeave us your business card, and we’ll send:
These slides
The Editorial Calendar template
A free subscription to The Dirt
Follow us on Facebook (SaffireEvent) and Twitter (@saffireevents)
Ongoing webinars
