REAL-TIME, ONLINE   MARKETING   CASSIE ROBERTS
SIT BACK AND RELAXLuckily you don’t have to write all this down!Leave me your business card and I’ll sendyou the slides
LET’S REFLECTWhat’s happened since we were here lastyear?• Conferences• Rodeos     • Met with committees, boards, executiv...
INTERNET WINS POPULARITY        CONTEST
A STEP FURTHER                 Source: Morgan Stanley Research
ARE YOU FOLLOWING THESE TRENDS?     ARE YOUR CUSTOMERS?
PRESENTER            Cassie Roberts            Manager, Sales & Partnership• Received BS Public Relations, & Masters Sport...
SAFFIRE EVENTS
SAFFIRE EVENTS--ARC MEMBERS
Our goal is to elevate the rodeo industry by enhancing its most important virtual front                    door –         ...
OUR AGENDA TODAYPrioritize how to make your website betterThe latest online trends and what to do aboutthemMaximize your m...
YOUR WEBSITE
HOW DO YOU MANAGE YOUR SITE?
YOUR WEB GUY
YOUR WEB GUY
YOUR WEB GUY
THE GOAL          You must be able tomarket your event on your website in real                 time.
MANAGE YOUR OWN WEBSITE
MANAGE IN REAL TIME
THE REALITY98% of anonymous online prospects enter a                    website          looking for something,        yet...
MAKE INFO QUICK TO FINDMake your information hierarchical.Use analytics to name your homepagebuttons.
MAKE EVENT PAGES INTERACTIVE
MAXIMIZE SOCIAL MEDIA BUTTONS    Facebook or Tweet your RODEO
MAXIMIZE SOCIAL MEDIA  Facebook or Tweet a rodeo      EVENT/FEATURE
MAXIMIZE SOCIAL MEDIAFacebook or Tweet a PHOTO of an         event/feature
ECOMMERCE=INCREMENTAL      REVENUE
3 THINGS TO SELL MORE NOW1. Make your tickets easy to find.2. Have minimum clicks to get to theshopping cart.3. Integrate ...
MOBILE MARKETING
IT’S A MUST
WHY MOBILE?Customers use mobile search to shop.  •   95% of all mobile searches are for local      products and services. ...
THE PERFECT STORM
MULTI-SCREEN MARKETING
TEXT MARKETINGYour customers are texting.Consider joining the conversation.Judiciously text deals and special announcement...
SCHEDULE TEXTS FROM MOBILE
EMAIL MARKETING
TARGET EMAILS FOR MOBILEEmail opens on smartphones and tablets have increased 80% over the last six               months.
WHEN TO EMAILStatistics are clear  •   Day of week: Tuesday (try Friday for fun!)  •   Time of day: Mid-morningUnless you’...
WHO TO EMAILIf you’re starting from scratch, GET GOING!  •   Outlook contacts  •   Volunteers  •   Sponsors  •   Vendors  ...
EMAIL SIGNUPS ON EVERY PAGE
WHAT TO SAY
CONSIDER A PYRAMID                  one main                    story                    TEST                   AGAINST   ...
WHAT (OR WHAT NOT) TO SAY    Don’t tell the whole story.    Goal: OPENS & CLICKS!
SAMPLE OPEN RATESVaries by client• 9-15% on low end• 30-35% on high endWho has the highest open rate?• Good subject line• ...
SAMPLE CLICK RATESAround 10-20% (not as much variance)Depends on call to action, so use actionwords  •   Get More Info!  •...
SOCIAL NETWORKING
SOCIAL MEDIA?Not the same!Social MEDIA is the outlet where you BUILDyour social NETWORK  The media itself has no value unl...
WHY SOCIAL NETWORKING?                   Traditional Networking Model                                Local Radio Ad:      ...
WHY SOCIAL NETWORKING?        Social Networking ModelME: 1                             My Friends’            My Friends: ...
TRUTH        People like themselves.Post things that get people to talk about themselves in relation to your event.
THE POWER OF FACEBOOKCoca-Cola has reported that Facebook fansare 2 times as likely to consume & 10 timesmore likely to pu...
FACEBOOK IN THE MOMENT
IDEA: FACEBOOK TAGGINGTake pictures of the crowd at concerts, postthem and encourage them to tag themselves           Your...
WHY TWEET? 17% of the top 1,000search terms on Twitter   alternate hourly.
WHY TWEET?Twitter is current on up-to-the minuteimportant news and cultural happenings.Ramp up your publishing frequency, ...
MAKE PEOPLE FEEL LIKE INSIDERS  •   Be the first to know about X via social      media!  •   See behind-the-scenes looks a...
GRAB THEIR ATTENTION •   Consider funny – tweets from mascot, etc. •   Personal/human interest stories get a lot of     hi...
GETTING RETWEETSJudiciously promote big sponsors for retweetSame with vendors and entertainersPost thanks to people/groups...
TWEET AS YOU GO
IDEA: GET PEOPLE TALKINGShow live tweets on rodeo or concertscreensHave a vote or quiz  •   Answer on text, app, QR code, ...
What is the fastest growing website of all                  time?
PINTERESTPinterest was the first site to get 10 millionunique visitors in a month.Pin event photos (and more) and invite y...
PINTEREST
PINTEREST
PINTEREST
50% of all web content is…
YOUTUBECustomers exposed to videos are 437%more likely to engage in your brand.  •   Engagement = Purchases      Make your...
YOUTUBE FROM YOUR RODEO
CONCLUSIONLots of ideas, so little time!Find out where your customers are and whatgives the highest rate of return if you ...
KEEP IN TOUCH—WE CAN HELP!Leave me your business card, and we’llsend:• These slides• The Editorial Calendar template• A fr...
SOURCEShttp://www.insightera.com/blog/http://heidicohen.com/mobile-marketing-research-chart/http://www.business2community....
Real-Time Online Marketing - ARC
Real-Time Online Marketing - ARC
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  • I talk fast!
  • How many of you were here last time?I’ve done a bunch of these presentations; on social media, on online marketing…and I’ve BEEN to a bunch too at other conferences. I’m fairly certain most of you have been to other presentations too, on online marketing at other conferences. (And if not in other places, you probably heard me last year! ) What I don’t want this presentation to be is the same thing that you’ve heard in all those other places. Things have definitely changed since I was here last, but I want this to be different in the CONTENT from all the other online marketing presentations you’ve attended. What else have I done in the past year? Visited rodeos! We all have them…and if you don’t have a group of people to convince, then you can use this information to convince yourself.
  • 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!
  • 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.
  • Last year 4 clients
  • Cassie does website, mobile and social networking.
  • Sometimes, however, your guy isn’t available.
  • Next month, releasing mobile admin; people can update their sites from their smart phones
  • This is because information is not easy to find and interactivity is not present: the two reasons
  • Have PHOTOS that change often on the homepage…nothing sells an event like photos
  • Want to be interactive in the listing
  • #1 we all know nothing sells an event like photos. Photos are also an EXTREMELY personal way to share an event, especially if the photo is of them. This is one of the great things about localized eventsAbout half of young Americans find their news through Facebook. Do you make it easy for people to share content and articles?
  • Whole point Selling advanced tickets to your event is like an insurance policy against all these things. Things happen. People get busy. They use up all the money from their current paycheck. But if they have a ticket to your event, they will probably come. But not all of them will. People will spend incremental revenue.And because redemption won’t be 100%, you can even afford to discount tickets and/or offer free shipping off the gate price, and still make more than you would have.Will your website be a billboard or a business center?Selling advanced tickets to your event is like an insurance policy. Things happen. People get busy. They use up all the money from their current paycheck. But if they have a ticket to your event, they will probably come. But not all of them will. People will spend incremental revenue.And because redemption won’t be 100%, you can even afford to discount tickets and/or offer free shipping off the gate price, and still make more than you would have.
  • American Royal has a beautiful website. They have a great mobile site too. However, if they didn’t have the mobile site….it would look like this
  • If you’re doing it, so are your customers. Figure out ways to market that link different forms of technologyTablet/Laptop/Phone/TV: Pick two and link them
  • Videos account for 50% of all online traffic as of January 2012
  • Therefore, your emails, just like everything else must be mobile friendly. This produces a unique situation for email marketers because the LINKS in your emails must be mobile friendly to! What’s going to happen if your customer reads an email from you on his smart phone, and the stories in your email link to a site that is not mobile friendly? Right. You’ll lose followers. You may think “well it doesn’t matter because email is dead anyway….and that’s not necessarily the case; in fact, I’d almost argue the opposite from a personal standpoint. I don’t have statistics on it, and I’d challenge you to go find out, but I can almost guarantee people, especially people in their teens and 20s are using email MORE than they used to, due to the mobile factor! I subscribe to way more mailing lists than I used to because it’s easy for me to take 3 minutes and clear them off while I wait for my dinner order or sit in the car etc. Before, you’d have to take a specific time to do that. Since emails not dead, and you may be panicked because all of a sudden you realized you have to come up with an email marketing strategy, let’s go over some steps for what you can do with email.
  • Kendra – You can get statistics from your tool, so you should test, but Tuesdays mid-morning is the best time historically.Big events can have a monthly newsletter, but especially for smaller events, we don’t recommend a publicized schedule. It’s the kiss of death for not having news at the moment you’re “supposed” to send it. Instead have an internal calendar.
  • I’m always surprised that events don’t have email lists that they email on a regular basis. Does anyone here not email yet?
  • The most important place to collect addresses on an ongoing basis is from your website. These people have self-selected that they like receiving information electronically.Don’t:LINK to an email signup (include it on the page)Put it on just the HOMEPAGE (put it on every page)AND on mobile site! *Add slide for this
  • Just put the dates down the left and the mediums across the top. Then start filling in things from your brainstorming session.
  • Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
  • Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
  • -Graphic from Mashable.com
  • Same way as the photos
  • Crazy right? Those facebook likes that you have actually equal TICKET sales! Think about the groups you know from your rodeo that buy the most tickets. You treat them pretty well right? You have to do the same for your facebook followers!
  • Videos account for 50% of all online traffic as of January 2012
  • Real-Time Online Marketing - ARC

    1. 1. REAL-TIME, ONLINE MARKETING CASSIE ROBERTS
    2. 2. SIT BACK AND RELAXLuckily you don’t have to write all this down!Leave me your business card and I’ll sendyou the slides
    3. 3. LET’S REFLECTWhat’s happened since we were here lastyear?• Conferences• Rodeos • Met with committees, boards, executive directors and managers
    4. 4. INTERNET WINS POPULARITY CONTEST
    5. 5. A STEP FURTHER Source: Morgan Stanley Research
    6. 6. ARE YOU FOLLOWING THESE TRENDS? ARE YOUR CUSTOMERS?
    7. 7. PRESENTER Cassie Roberts Manager, Sales & Partnership• Received BS Public Relations, & Masters Sport Management, The University of Texas• Born in Central City, NE• United States Olympic Committee• Rodeo Austin
    8. 8. SAFFIRE EVENTS
    9. 9. SAFFIRE EVENTS--ARC MEMBERS
    10. 10. Our goal is to elevate the rodeo industry by enhancing its most important virtual front door – its online presence.
    11. 11. OUR AGENDA TODAYPrioritize how to make your website betterThe latest online trends and what to do aboutthemMaximize your mobile presenceHow to make more money with emailBest strategies for social networkingTools to market your event from your event
    12. 12. YOUR WEBSITE
    13. 13. HOW DO YOU MANAGE YOUR SITE?
    14. 14. YOUR WEB GUY
    15. 15. YOUR WEB GUY
    16. 16. YOUR WEB GUY
    17. 17. THE GOAL You must be able tomarket your event on your website in real time.
    18. 18. MANAGE YOUR OWN WEBSITE
    19. 19. MANAGE IN REAL TIME
    20. 20. THE REALITY98% of anonymous online prospects enter a website looking for something, yet still leave anonymous. Why?
    21. 21. MAKE INFO QUICK TO FINDMake your information hierarchical.Use analytics to name your homepagebuttons.
    22. 22. MAKE EVENT PAGES INTERACTIVE
    23. 23. MAXIMIZE SOCIAL MEDIA BUTTONS Facebook or Tweet your RODEO
    24. 24. MAXIMIZE SOCIAL MEDIA Facebook or Tweet a rodeo EVENT/FEATURE
    25. 25. MAXIMIZE SOCIAL MEDIAFacebook or Tweet a PHOTO of an event/feature
    26. 26. ECOMMERCE=INCREMENTAL REVENUE
    27. 27. 3 THINGS TO SELL MORE NOW1. Make your tickets easy to find.2. Have minimum clicks to get to theshopping cart.3. Integrate the design of your website withthe design of your cart so that the ―look‖doesn’t change at the buying moment.
    28. 28. MOBILE MARKETING
    29. 29. IT’S A MUST
    30. 30. 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.
    31. 31. THE PERFECT STORM
    32. 32. MULTI-SCREEN MARKETING
    33. 33. TEXT MARKETINGYour customers are texting.Consider joining the conversation.Judiciously text deals and special announcements.This can of course be done right from your mobilephone with the right software Start offering people the opportunity to sign up for text, even if you don’t know what you’ll do with them.
    34. 34. SCHEDULE TEXTS FROM MOBILE
    35. 35. EMAIL MARKETING
    36. 36. TARGET EMAILS FOR MOBILEEmail opens on smartphones and tablets have increased 80% over the last six months.
    37. 37. WHEN TO EMAILStatistics are clear • Day of week: Tuesday (try Friday for fun!) • Time of day: Mid-morningUnless you’re big, don’t publicize schedule
    38. 38. WHO TO EMAILIf you’re starting from scratch, GET GOING! • Outlook contacts • Volunteers • Sponsors • Vendors • Performers • Past purchasers • Etc.
    39. 39. EMAIL SIGNUPS ON EVERY PAGE
    40. 40. WHAT TO SAY
    41. 41. CONSIDER A PYRAMID one main story TEST AGAINST EACH OTHER two smaller two smaller features features
    42. 42. WHAT (OR WHAT NOT) TO SAY Don’t tell the whole story. Goal: OPENS & CLICKS!
    43. 43. SAMPLE OPEN RATESVaries by client• 9-15% on low end• 30-35% on high endWho 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)
    44. 44. SAMPLE CLICK RATESAround 10-20% (not as much variance)Depends on call to action, so use actionwords • Get More Info! • Sign Up! • Buy Now! • More Photos!Again, don’t tell the whole story.
    45. 45. SOCIAL NETWORKING
    46. 46. SOCIAL MEDIA?Not the same!Social MEDIA is the outlet where you BUILDyour social NETWORK The media itself has no value unless you’re using it properly.
    47. 47. WHY SOCIAL NETWORKING? Traditional Networking Model Local Radio Ad: 5,000 people/ Local TV Ad commercialCampaign: 200,000people/commercial Print: Varies based on Send*Based on midsized market
    48. 48. WHY SOCIAL NETWORKING? Social Networking ModelME: 1 My Friends’ My Friends: 130 - 500+ Friends 250,000+
    49. 49. TRUTH People like themselves.Post things that get people to talk about themselves in relation to your event.
    50. 50. THE POWER OF FACEBOOKCoca-Cola has reported that Facebook fansare 2 times as likely to consume & 10 timesmore likely to purchase than non-fans.
    51. 51. FACEBOOK IN THE MOMENT
    52. 52. IDEA: FACEBOOK TAGGINGTake pictures of the crowd at concerts, postthem and encourage them to tag themselves Your photo appears in their Facebook feed!
    53. 53. WHY TWEET? 17% of the top 1,000search terms on Twitter alternate hourly.
    54. 54. WHY TWEET?Twitter is current on up-to-the minuteimportant news and cultural happenings.Ramp up your publishing frequency, andmake timely content the focus of yourTwitter activities in order to satisfyinformation-hungry users.
    55. 55. 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.
    56. 56. 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 YOU would want to click!
    57. 57. GETTING RETWEETSJudiciously promote big sponsors for retweetSame with vendors and entertainersPost thanks to people/groups; they’ll repost
    58. 58. TWEET AS YOU GO
    59. 59. IDEA: GET PEOPLE TALKINGShow live tweets on rodeo or concertscreensHave a vote or quiz • Answer on text, app, QR code, etc.
    60. 60. What is the fastest growing website of all time?
    61. 61. PINTERESTPinterest was the first site to get 10 millionunique visitors in a month.Pin event photos (and more) and invite yourcustomers to follow your boards!
    62. 62. PINTEREST
    63. 63. PINTEREST
    64. 64. PINTEREST
    65. 65. 50% of all web content is…
    66. 66. YOUTUBECustomers exposed to videos are 437%more likely to engage in your brand. • Engagement = Purchases Make your videos raw and not too produced to help customers identify with your brand.
    67. 67. YOUTUBE FROM YOUR RODEO
    68. 68. CONCLUSIONLots of ideas, so little time!Find out where your customers are and whatgives the highest rate of return if you don’thave the resources.Survey your customers, find out how theyfound you.
    69. 69. KEEP IN TOUCH—WE CAN HELP!Leave me your business card, and we’llsend:• These slides• The Editorial Calendar template• A free subscription to The Dirt
    70. 70. SOURCEShttp://www.insightera.com/blog/http://heidicohen.com/mobile-marketing-research-chart/http://www.business2community.com/online-marketing/11-statistics-to-turbocharge-your-targeted-online-marketing-0235544
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