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Latest and Greatest in Online Marketing - LAFF
 

Latest and Greatest in Online Marketing - LAFF

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Learn about the latest best practices for online marketing, including having a great website, efficient content management, ecommerce and interactivity with social media integration.

Learn about the latest best practices for online marketing, including having a great website, efficient content management, ecommerce and interactivity with social media integration.

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  • This is information about partnering with Saffire Events, a company that provides online marketing software to the fair, festival and rodeo industry. Saffire has offices in Austin, Texas and Portland, Oregon.
  • 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.
  • Since then, Saffire Events has addedalmost a dozen people, all to keep up with the ever-rising bar of online expectations.
  • Besides theirwork 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.
  • A few years ago, a phone call changed the trajectory of theircompany.Rodeo Austin called and asked them to build an immersive, online presence. Immediately, Saffire Events felt this was an industry they wanted to call home, because this was an industry they could help. And the best thing is, because of geographic disparity, Saffire can bring the experience of lots of fairs and give us functionality that we would never be able to afford from someone just building one event website.
  • 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! 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.
  • This brings up a question we’re often asked:How good does our website need to be? The truth is, you need to be as good as your customers expect you to be.User expectations are set by their aggregated user experience from around the web.
  • Kendra’s Law: Your customers spend the majority of their time on other sites than your fair website.It needs to be good enough to compare favorably against all the other sites your potential customers go to that day. Think about all the things vying for your customers’ attention just online (let alone everything else). Yours needs to stand out, not just against other fair websites, but against all these other websites they could go to.
  • Maybe they want to get the latest football scores
  • Or go to a movie
  • Or buy a book on Amazon
  • So when you’re asking yourself how good your site needs to be, keep in mind all the other sites people look at in a day, not just fair sites, to determine how high the bar is. You need to have a website that reflects your brand. And it needs to get people so excited about it that they tell other people about your event – in other words, do your marketing for you.
  • To do that, your customers need Engagement.Not that kind of engagement. Too many websites have a static list of events (or worse, a PDF!) and a big BUY button, and they wonder why they aren’t making money online. This is like going out on a first date and asking them to marry you.
  • You know when you go to a fancy store selling $600 coffee tables, and then they sell $10 stationery? Do you know why they do that? It’s to get you in the habit of interacting with them. Maybe you’ll even give them your email address so they can stay in touch with you. And that’s what you need to do on your website.
  • At Saffire Events, we call the marketing you do on your own website “hosting your own party.” And Cassie is going to share with you what you can do to make sure you’re hosting a great party on your website.Cassie:Like Kendra said, t’s extremely important to host a great party, one that inspires your guests to interact with you and one that’s a virtual front door to your event and gives them a taste of what’s to come.Here are some ideas of how you can do this.
  • Saffire helps with the organization of our homepage, which is critical to get people intrigued to delve further into our website.Designing a homepage is an art and a science. There has been a lot of research on how people read web pages (or don’t read them, which is more accurate!). A good homepageshould have a natural hierarchy, and the information should be in the shape of a capital F, because that follows people's natural eye patterns online. The most important information is across the top, then down the left side with a little bit across the middle, where the featured events reside. Research shows people can't remember more than 5-7 items in a list, so there should not be more than 5-7 links in any one place. Additionally, a homepage should have interactivity to involve the senses, like a music player to HEAR the sounds from an event, a countdown to raise excitement about itand photos to SEE the event.
  • The next most important thing about our website, after our homepage, is relaying engaging information to entice people to attend our event.Saffire includes an interactive event schedule that makes it easy for fairgoers to find activities to attend. It includes categories to help people quickly find their specific areas of interest. It’s easy to sort and filter by these categories to narrow down the list.We can designate events as “Our Picks,” which will automatically appear at the top of the list. Customers can also “Fan” events, post them by Facebook or Twitter, or email them to friends, getting more people engaged, thus helping us do more marketing at no cost. Customers can also create a custom event schedule and print it out to bring with them.
  • In fact, when you send out an email, you’ll be able to tell from your site statistics. The jumps in your website traffic are almost like a heart monitor, with dramatic jumps whenever you send an email. You can keep it in terms of KEEPING YOUR SITE ALIVE… DURING THE ENTIRE YEAR!
  • It is so important to have a solid online ticket sales strategy. Why? In 2011, we had major weather events that affected so many fairs. Advanced ticket sales are like money in the bank (before our event even starts). So we need to make our website interactive, to get people in the habit of clicking, which makes them much more likely to click to buy!
  • It is so important to have a solid online ticket sales strategy. Why? In 2011, we had major weather events that affected so many fairs. Advanced ticket sales are like money in the bank (before our event even starts). So we need to make our website interactive, to get people in the habit of clicking, which makes them much more likely to click to buy!
  • By 2014, more people will access our website via mobile devices than desktop computers!Looking at the trajectory on this graph, it is inevitable!
  • Mobile is becoming incredibly important, as smartphones proliferate our world. People are spending almost 3 hours a day on their phones, and mom-aged women (the ones that control the pocketbooks) are the most active group!So even if we aren’t thinking about our mobile site, our customers are already looking for us on mobile. We should provide them with a good experience!
  • 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!, which Kendra will talk more about in a minuteBalance the tradeoffs of effort/cost vs ROILots of talk about time spent on apps, but reality is that the apps consuming the time are:Facebook,Gmail,Google Maps, Google Search, YouTube, Android Market, Twitter, Angry Birds,Adobe Reader, Pandora, WeatherChanneland Words With FriendsIn fact, the top 10 Android apps account for 43 percent of all the time spent by Android consumers on mobile apps.http://www.onlinemarketing-trends.com/2011/09/mobile-apps-vs-mobile-web-state-of-us.html
  • Ease of engagement – mobile site is instant, and included on everyone’s smartphone right from a browser. Apps are searched for in a store, downloaded, installed and usually only hit your very top fansImplementation Cost – mobile sites are generally less costly and time-intensive to produce than apps. Platform dependability – Apps require multiple versions to support iPhone vs. Android, while mobile site can work on bothWith an app’s Push capability:Send you an update when sales or events are happening Using GPS to detect when you are near an event, send you a notification
  • You may have heard of things called QR codes (stands for Quick Response). There is a lot of buzz about these, and today, I’m going to demystify them for you. Really, they are just a quick way to get someone to your mobile website.
  • Simply put, they’re a way to bring people in the physical world (as opposed to people sitting in front of their computers) to your digital content without them even having to go type your URL, find you on Twitter/Facebook, or search for your offerings. Essentially, QR codes extend the hyperlink beyond the web, and into print, whether that be newspapers, magazines, business cards, clothing, signage, or other creative uses. Measuring Success: 5 Metrics you need to Monitor QR codes   Metrics to monitor how QR Codes are impacting your marketing goals:Impressions. This is the number of times the QR code is viewed in its original context or surface. This is usually the same as the number of impressions the ad, in which the QR code appears, gets.Snaps. This is the number of people who snap a shot of the QR code and are linked to the landing page or other content. Make sure the landing page is mobile friendly because users capture this information on a smartphone.  Snap-through rate. Calculate the percentage of people who take this next action by dividing the number of snaps by the number of impressions.Actions. This is the number of people who ultimately buy or take the next step. This should be in line with marketing goals.Conversion rate. Calculatethe percentage of people who convert from those who snap-through on your QR code or actions divided by snaps.Good infographic with more stats: http://www.onlinemarketing-trends.com/2011/04/smartphone-users-increasingly-using-qr.html
  • Tablets such as the iPad were the most popular holiday gift in 2011. So having a tablet-friendly website is becoming very important. Internet marketing experts feel that ecommerce statistics will be even more compelling on tablets than on smart phones, because of larger screen size.
  • But, is email dying? Cassie is “slightly” younger than I am, so let me ask her. Cassie, how often would you say you email your friends? Answer: Never.Rebekah is about Cassie’s age. Rebekah, how do you keep up with your friends? (Answer: Facebook)I am overloaded with email, and I rarely find time for Facebook; I prefer Twitter. So you need to go to the places people already are, and where they can share your event with hundreds of people!Being a good guest means you have a conversation with people, don’t dominate and also not in the corner.
  • Pin your fair photos, then people will repin to their boards.App for it.
  • HootSuite can manage:FacebookTwitterWordpress blogFoursquareSchedule messagesMonitor mentionsCustom analytics$6/month for single user
  • We love this industry, and we’re in it for the long haul. And if we can make a bold statement, we really feel that this industry needs Saffire, so it can effectively grow and compete with all the other things and websites vying for our customers’ attention. I’m going to give you one more piece of evidence about how we want to support this industry. We have just partnered with IAFE to launch a website called www.FairsEverywhere.com.
  • There are so many reasons Saffire is a great choice for us, but two of the most important are increased dollars and efficiency. They bring so much experience from the fair industry, and they are helping so many fairs to be successful.We can use Saffire to upgrade our event’s virtual front door, the first impression for so many of our customers.

Latest and Greatest in Online Marketing - LAFF Latest and Greatest in Online Marketing - LAFF Presentation Transcript

  • LATEST AND GREATEST IN ONLINE MARKETING Kendra Wright
  • Software for Events. Your Event. Online. www.saffireevents.comTHANKS FOR COMING! 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com DON’T WORRY!• You don‟t need to take notes.• Give me your business card at the end of the presentation, and I‟ll send you the slides. 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com SAFFIRE EVENTS LEADERSHIP Kendra Wright Aaron Jeremy President Pederson Emerson Technical Director Creative Director Experience: Experience:Experience: • Leads a team of • A classically-trained• Began building highly skilled websites in 1995 programmers artist with 14 years of for Fortune 1000 • Finds the perfect online design company technology for the experience• Started her own job • Oversees the company in 1998 • A different breed of process of bringing techie – speaks your brand to life• Is a marketing English! person at heart online • In touch with client needs and success 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com THE TEAMChris Lugar Chris Howard Daniel BunnSenior Software Front End Software EngineerEngineer DeveloperJessica Bybee- Rebekah Jonathan HopeDziedzic Hardage Software EngineerSenior Account Marketing ManagerManagerAdam Kirk Wright Cassie RobertsDispenza Vice Manager, Sales &QA Specialist President, Marketin Partnerships g 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comHISTORY 2/6/2012© 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comFUTURE 2/6/2012© 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com INTERNET WINS POPULARITY CONTEST• 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. Are you following this trend? Do you think your customers are?Source: http://bits.blogs.nytimes.com 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com DOES YOUR MARKETING ADD UP?Rodeo Houston has asks people as theyleave the event how they heard about it.Here‟s what they say:6% - Newspaper & print ads9% - Radio10% - TV46% - Online 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comHOW GOOD DOES MY SITE NEED TO BE? User expectations are set by their aggregate experience from around the web. 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com KENDRA’S LAW Your customers spend themajority of their time on othersites than your fair or festival website. 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comCHECK OUT SPORTS SCORES 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comSEE A MOVIE 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comBUY A BOOK 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com MEASURING YOUR SITE10 9 8 7 6 Fair A Fair B 5 Sports Site Activity Site 4 Retail Site 3 YOUR FAIR ? 2 1 0 Fair A Fair B Sports Site Activity Site Retail Site YOUR FAIR 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comLET CUSTOMERS MARKET FOR YOU ENGAGEMENT 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comGET ENGAGEMENT 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comHERE’S HOW 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comSIMPLE, WELL-ORGANIZED HOMEPAGE 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com MAKE IT EASY TO SHARE• Put Facebook and Twitter logos on your homepage (at least)• Put an email signup ON your homepage• If you can, allow people to Facebook or tweet individual events• If you can, allow people to upload photos and/or videos 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comIS EMAIL DEAD? 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com HOW TO EMAIL• Tools are inexpensive – Check out Constant Contact, Mail Chimp, others…• Set up your website so emails go there directly• Send out short emails more frequently• Try different days, but Friday mid-morning might be your best bet 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comMAKE IT EASY TO BUY 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comIT’S MONEY IN THE BANK 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comWHAT OVERTAKES DESKTOP IN 2014? Source: Morgan Stanley Research 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comTHE IMPORTANCE OF MOBILE 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comAPP OR MOBILE SITE? Smart Phone Users Microsoft 5% BlackBerry 17% Android Apple 48% iPhone 30% Source: Comscore, Nov. 11 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com PROS AND CONShttp://www.onlinemarketing-trends.com/2011/04/mobile-commerce-take-off-infographic.html 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comWHAT THE HECK IS THIS? 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com CONNECTS PRINT WITH MOBILE 2/6/2012Source: Google/IPSOS Reid 2011 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com HOW TO USE QR CODES• Use for general and more purposeful engagement – Track performance with Google Analytics – FREE and EASY to implement, e.g., http:/ /www.qrstuff.com/ 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comDON’T FORGET TABLETS 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comWHAT IF YOUR SITE IS HARD TO MAINTAIN? 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com SETTING UP WORDPRESS• Sign up for an account from your desktop• “Skin” it to match your website (or it can be your website!)• Use it for longer articles or more pictures, linked from Facebook, Twitter, etc. 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comUPDATING WORDPRESS 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Go to Other Peoples’ Parties• Be a good guest 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com FACEBOOK IDEAS• Make people feel like insiders – First to know – Behind the scenes (not too “professional”) – Consider funny – tweets from mascot, etc.• Ask questions that get people to talk about themselves in relation to your event• Do giveaways with charitable tie-in• Take pictures of crowd at concerts, post them and encourage them to tag themselves 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comUPDATING FACEBOOK 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com TWITTER IDEAS• Have a contest for front row concert seats – Text, tweet or post on FB page NOW = publicity• Judiciously promote big sponsors for retweet – Same with vendors and entertainers• Show live tweets on concert side screens – Give a hashtag 2/6/2012 © 2012 – Saffire Events
  • Software for Rodeos www.saffireevents.com WHO’S USING IT? Let‟s try it now: Watching <super fun> presentation by @saffireevents at #LAFFCopyright 2011 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comUPDATING TWITTER 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com FLICKR/YOUTUBE IDEAS• Give people lots of ways and reasons to share event photos and video – They tend to be very viral – You get great photos!• Contests! – Behold the power of a t-shirt 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comUPDATING YOUTUBE (VIDEO SHARING) 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comUPDATING FLICKR (PHOTO SHARING) 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comPINTEREST (NEW SOCIAL PHOTO SHARING) 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comPINTEREST 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comLOCATION-BASED MARKETING 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comCREATING LOCATION-BASED MARKETING 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comBE EFFICIENT WITH HOOTSUITE HootSuite manages: • Facebook • Twitter • Wordpress blog • Foursquare 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com WHAT’S MOST IMPORTANT?• 800M Facebook users (as of Dec „11) – 36M “likes” for Coca-Cola #1 brand• 100M+ Twitter users – 18M followers of Lady Gaga - #1• 131M viewed YouTube in Nov „11 alone – 48M Volkswagen “The Force” on YouTube – Rebecca Black‟s “Friday” - #1• 62M Google+ (but early adopter advantage)• 15M Foursquare (but great demo for fairs!) 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com OTHER IDEAS• Have a vote or quiz Answer on: mobile site text app QR code etc.• Allow groups to get $ for their orgs for advance sales; host trip for winners 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comWWW.FAIRSEVERYWHERE.COM 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com THANK YOU!• Give us your business card, we‟ll send you our slides!• We‟ll also give you a free subscription to The Dirt!• Write DEMO on your card if you‟d like to get a free demo of Saffire.• Write PINTEREST if you‟d like a Pinterest invite• We‟re having a webinar on February 15 2/6/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com WHAT WE PROVIDE• Increased revenue – When people click, they engage, and when they engage, they buy. We give them lots of reason to click!• Stretched marketing dollars – Social networking makes it easy for customers to tell all their friends about the fair. We give them lots of things to share!• Increased efficiency – Great content management with online forms means no waiting on “the guy” or data entry! 2/6/2012 © 2012 – Saffire Events