Embed Size (px)
DESCRIPTION
An overview of social media for events to increase their reach and find efficient way to market online.
Citation preview
Brandi Jo Reilly
SOCIAL MEDIA MARKETINGLandscape, Benefits & Challenges
It’s going to be a wild ride!
GET READY!
Share your business card at the end;
I’ll send you the slides.
NO NEED FOR NOTES
SOMETHINGBUT
WAS MISSING
HELP MORE PEOPLE!We wanted to
Over 120 Events, Venues & Destinations trust Saffire!
WE’RE GOING TO FOCUS MOST ON
FACEBOOK TODAY! With insight into a few other social media avenues and applications.
How many of you use
social media in your free time?
How many of you manage your
fair’s social media?
HOW DO YOU SPEND
MARKETING RESOURCES?
HOW DO PEOPLE HEAR
ABOUT YOUR EVENTS?
IF YOU MAPPED THEM,
WOULD THEY MATCH?
SPENT
RESULTS0
1
2
3
4
5
OnlineNewspaper
RadioTelevision
Outdoor
INTERNET WINS POPULARITY CONTEST
MOBILE FOLLOWS SUIT
Source: Morgan Stanley Research
ACCORDING TO FORBES
87% of connected device
sales by 2017 will be
tablets & smart phones!
ARE YOU FOLLOWING
THESE TRENDS?
ARE YOUR CUSTOMERS?
WEBSITE INTEGRATION
How do you integrate social media into your
website?
MAKE EVENT PAGES INTERACTIVE
MAKE EVENT PAGES INTERACTIVE
MAKE EVENT PAGES INTERACTIVE
HIGHLIGHT EVENT COMPONENTS
MAXIMIZE VIRAL SHARING1. Event sharing. 2. Component sharing.
3. PHOTO SHARING.
KINGis
of social media.
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
$174
You make
an estimated
per Facebook like.
Facebook is dwindling.You may have heard
ADVICE FOR “NEW” WORLDA year ago, Facebook made a change to its algorithm, drastically reducing
the reach of business posts.
Now an estimated 3% of your followers will see your posts if you don’t
advertise.
WHY?USER EXPERIENCE
& CA$H
NEW FACEBOOK STRATEGIES
1. Re-evaluate your Facebook investment.
2. Optimize posts for sharing.
3. Engage your fans elsewhere.
4. Pay up. (cheap… for now)
Post and advertise, or don’t post.
ADVANTAGES OF ADVERTISING• Greater reach
• Greater targeting
• Protection against wasting money
• It won’t run if people don’t click
THE WHO OF AD TARGETING• Your Facebook followers
• Their friends
• Your email list (or even your phone list!)• People who are “look-alikes” to your list
• People who went to your website
• Even specific pages
• People who are interested in related organizations
EXAMPLE AD TYPES• PAGE POST ENGAGEMENT – Image, video or text
• PAGE LIKES – Get more Likes on your Facebook page
• CLICKS TO WEBSITE – Drive traffic to your website
• OFFER CLAIMS – Like a coupon, with “Get Offer” button
• EVENT RESPONSES – Includes event details and RSVP link
Page Post Engagement
TOP OPTIONS
Page Likes
PAGE POST ENGAGEMENT AD• Promoting your POST will get more INTERACTION.
• Why you should use it:
• To get more video plays and engagement on photos
• To let your customers know of sales and specials
Ask questions in your posts
that get people to talk about themselves in relation to
your event.
DEEP THOUGHT
EXAMPLES
PAGE LIKES AD• Promoting your PAGE will get more LIKES.
• Why you should use it:
• Important to have a consistent presence.
• Now it is good so you can advertise to friends of your fans.
EXAMPLE
BOOSTING TIPS1. Ride out the unpaid interaction
• Let the post’s natural appeal work for you
2. Once the interaction slows, boost it!
• You can spend as little as $5 and get engagement
POST SOMETHING ENGAGING
…THEN BOOST IT
AUDIENCE TARGETING
BETTER
ADS MANAGER
www.facebook.com/advertising
STEP 1: SET OBJECTIVEThink about your goal and the type of post you’re advertising.
OBJECTIVE
STEP 2: SELECT AD PLACEMENTWhere do you want your ad to show up?
STEP 3: DEFINE YOUR AUDIENCEA more targeted audience means more engagement.
STEP 4: SET YOUR BUDGETThis can be done by day or overall.
WHAT DO I NEED TO SPEND?You can spend as little as $1.00/day for approximately 4000 impressions versus:
STEP 5: WATCH FOR RESULTS
FACEBOOK ADSIt has never been cheaper or easier to see what gets results.
Past successes
GRANDPARENTS DAY
TEXT
“Happy Grandparents Day! If you
have a special memory with your
grandparent or grandkid at the fair, please
share!
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.”
FUN POSTS
IMAGESare so important.
EVER TAKEN10% of photos
Were taken in the last 12 months.
POSTS WITH PHOTOSThe engagement rate of Facebook
is so much greater than without.
What other Social Media
should I use besides Facebook?
NEWS?
Do you
share
BIT.LY
MOMS?
Do you
market to
Luckily, both are easy!
YOUNG?
Is your
audience
InstagramIncorporate
Mainly
MOBILE
Known for image
DOCTORINGTrends
YOUNGER
INSTAGRAM IDEAS• Choose photos that bring out the “lifestyle” of your brand
• Launch a contest for people to share brand-related photos; curate on
your website or Facebook
• Choose a unique hashtag
• Add humor and context with captions
We’ll give you X
when we have X
Instagram followers.
Take a picture and win!
SNAPCHATGreat for 13-25
year olds
IDEAS FOR SNAPCHAT• Have people send you a snapchat with themselves at your event
• Snapchat them back with a coupon
• Send coupon codes
• Send out behind-the-scenes photos and videos
• Direct to YouTube or website
• Show people new event features
BROAD?
Is your
audience
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.
HOW DO WE ENGAGE?
WHEN TO POST?
You have news.Do not post when
EXPERIMENTINGto see what works best for you.
Do some
SCHEDULING POSTS
www.bufferapp.com
TWITONOMY
EDITORIAL CALENDAR
www.saffireevents.com/calendar
Don’t forget to drop off your
business cards.
FREE ONLINE MARKETING TIPSWebsite www.saffireevents.com
Facebook Saffire Events
Twitter @SaffireEvents
Questions?
Instagram saffireevents
Pinterest saffireevents
YouTube saffirestudio
Event Marketing Podcast
The Amplifier
