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Saffire Events Presentation: Trends in Online Marketing
 

Saffire Events Presentation: Trends in Online Marketing

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  • 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.
  • 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.
  • Wearen’t going to solve the problem that internet functionality changes so fast it’s like dog years.
  • 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.
  • The most important part of your website is your homepage. If you’re looking for a place to start, focus on that first
  • Due to the still struggling economy, people are willing to buy, but they may only be willing to buy if given a good deal: Give the impression they are getting a good deal before they even click
  • #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?
  • 1. Acknowledge their right to complain. Free speech may not be a founding principle of every country, but it certainly presides in communications online. If a customer has a run-in with your brand at any point and isn't satisfied, he or she can, and often should, tell someone with the company, or even just a friend.2. Apologize for their situation or your mistake, if warranted. The two most powerful words in diffusing a tense situation are, "I'm sorry." But you don't have to claim responsibility for the situation by doing so, especially if you don't have all the information to make that determination. Apologize for the detractors' trouble, the situation, or their experience and ask for more information on how you can help them or make the situation better.3. Assert clarity in your policy or reasons. Sometimes people are upset about a return policy or some rule you follow that can't be changed. It's perfectly fine to assert yourself to someone who is being negative about your brand, but do it politely, with compassion and by supplying the reasons your policy exists. Don't make the reasons about the detractors -- make it about the betterment of every customer's experience.4. Assess what will help them feel better. Comcast's Frank Eliason answered upset customers on Twitter in 2007 by asking the question, "How can I help?" What those four simple words do is turn the power of the conversation over to the customer and let him or her, if just for a moment, dictate the terms of what would help.When customers feel listened to and empowered, the company often earns credibility in their mind.5. Act accordingly. If you can, within your company's policies and within reason, do what the customer says will make him or her happy, do it. We understand there will be instances when a customer request is either beyond your individual power to enact or is just unreasonable. But putting out the flames of a detractor's fire quickly and sufficiently is the best way to turn that detractor into a fan. Or at least someone who isn't flaming you anymore.6. Abdicate. If you've exhausted all reasonable means of addressing the customer's issue and he or she still insists on unreasonable responses or refuses to quiet his or her claims, it's OK to step away. By politely offering the solution again and informing the customer that this is truly all you can do and you are happy to do so, but you have to move on to other customer issues.
  • Saffire blog post about cover photo
  • Answer: Everyone!
  • 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!
  • Rodeo Austin has been a great partner to develop Saffire into what it is today (and what it will become!).
  • This quoteepitomizes why Saffire exists… To help elevate the fair industry by improving its most important front door, the one so many people will see regardless of whether they ever come to ourevent (but hopefully they will!) – our website. And theydo it in such a way that makes our lives easier, because we’re empowered to manage it (and enjoydoing it!) without any outside help.

Saffire Events Presentation: Trends in Online Marketing Saffire Events Presentation: Trends in Online Marketing Presentation Transcript

  • Trends in Online Marketing Cassie Roberts & Rebekah Hardage
  • Software for Events. Your Event. Online. www.saffireevents.com PRESENTERS Cassie Roberts Rebekah Hardage Manager, Sales & Marketing Manager PartnershipExperience: Experience:• Received BS Public • Received a BA in Relations, & Masters Journalism & Public Sport Management, The Relations from Baylor University of Texas University• Born in Central City, NE • Expertise in email• United States Olympic marketing, social media, Committee analytics, etc.• Rodeo Austin • Manages all marketing efforts for Saffire 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com 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 7/17/2012 © 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 Cassie RobertsDispenza Manager, Sales &QA Specialist Partnerships 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comHISTORY 7/17/2012© 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comSAFFIRE EVENTS 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comThe Internet = Dog years 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comAGENDA WEBSITEECOMMERCESOCIAL MEDIA MOBILE 7/17/2012© 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com SETTING THE BAR10 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 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com 7/17/2012© 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com 7/17/2012© 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com 7/17/2012© 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comSo I Have A Website… 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Make Homepage User-friendlyFast and Easy to find information • No more than 5-7 links in one place • Make information hierarchical Use categories and subcategories to organize your 7/17/2012 homepage information © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Make Homepage User-FriendlyEmail Updates• Have option to sign up for email list right on the homepage 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Make Homepage User FriendlyOptimized Search• Use a search tool that auto populates search terms of your pages 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Make Homepage User Friendly4 Tips for Optimized Rotating Features • 1. Maximum of 5 slides in the rotation 2. Don’t rotate slides too fast – 3 seconds per slide is recommended. 3. Provide navigation for the slider content. Give visitors left/right buttons or tabs to help navigate the information. 4. Show your most important slide first 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Make Homepage User FriendlyMake it FUN!• Use photos to tell your story• Clickable features 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comMonitor Your Progress 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com 5 most important things to watch • High bounce rate? Redo your homepage High bounce rate • Improve SEO or online marketing of yourLow Visits to your site siteNo actions taken (email • Redo your website to make moresign ups, ecommerce) compelling Low Conversion rate • Redo your website to make more (actions to visits) compelling. (Good conversion rate: 2%) • Time on site: A good overall indicator of Low time on site stickiness: add more features if needed 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comSo I have ECOMMERCE… 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Let’s Make a Deal!Entice customers with the name of your ticket page• “Tickets and Deals”• “Deals and Discounts” example 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Let’s Make a Deal!Give customers a deal that costs you little to nothing • 80/20 rule • Only 80% of the tickets you sell online will be redeemed. • Offer a 20% discount for online purchases, and you make the same amount • Offer Free Shipping • ESPECIALLY when selling tickets 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Let’s Make a Deal!Selling tickets over the phone • This sure has a different meaning than it used to! • Mobile pull marketing means giving consumers ways to interact with your advertising over mobile devices, and pulling them closer to an online purchase decision. • Combine a mobile call-to-action with traditional advertising • More discussion on mobile later… Link QR codes on posters directly to mobile website purchase page 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Let’s Make a Deal!Still not a successful online seller? • Get to the heart of the issue • Figure out where you’re losing traffic • Revisit homepage features 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comSo I have Social Media… 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Be Socially ResponsibleThe Skinny:• eMarketer has reported that over 50% of Twitter followers are more likely to purchase from brands they follow• Coca-Cola has reported that Facebook fans are 2 times as likely to consume & 10 times more likely to purchase than non-fans 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Be Socially ResponsibleSocial EARNED media• Social Media outlets like Facebook and Twitter may be free, but don’t be mistaken…• Give customers lots of opportunities to interact with you in a way they feel comfortable REMEMBER: Social Media is only as good as the interaction you can get from your customers on it 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comThree LEVELS of Social Media Interaction Facebook or Tweet out the entire EVENT 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comThree LEVELS of Social Media Interaction Facebook or Tweet out a SUB EVENT 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comThree LEVELS of Social Media Interaction Facebook or Tweet out a PHOTO of a sub-event 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Be Socially ResponsibleOnce my customers get to my social media…• Do you know how to tweet to get clicks back to your website? Get customers and sponsors to repost/retweet • Mention them by name! 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Tricks and Tips for Tweets• Tweets between 120-130 characters get the highest click through rates• Tweets containing via, RT, please and check had higher click through rates• News of weird/human interest stories• Tweet on the weekends We don’t like to work on weekends either. Use: www.hootsuite.com to schedule social media in advance 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Be Socially ResponsibleWhat other social media do I need?• Okay, we admit it…we use “need” loosely…• If you’re looking to have more social media fun, the next most popular social media sites are Pinterest and YouTube 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Pinterest• Fastest growing website of all time – 1st to get 10 million unique visitors in a month• Pin A Photo – Tell your story• Pin A Quote- www.pinaquote.com 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comPINTEREST 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comPINTEREST 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com YouTube• Videos account for 50% of all online traffic as of January 2012• Customers exposed to videos are 437% more likely to engage in your brand – Engagement=ticket purchases Make your videos “raw and not too “produced” to help customers identify with your brand 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Be Socially ResponsibleGoogle Alerts• Use Google Alerts to keep track of what people are saying about you on the web • http://www.google.com/alerts• Respond to negative comments; keep your finger on the pulse 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com But what do I do if…• …someone says something bad about me on my social media? 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com And even worse…• What if they say something bad about me, and they’re RIGHT? 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com 6 A+ Steps to Combat Negative Social Media1. Acknowledge their right to complain.2. Apologize for their situation or your mistake, if warranted.3. Assert clarity in your policy or reasons.4. Assess what will help them feel better.5. Act accordingly.6. Abdicate if necessary 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Be Socially ResponsibleImportant Final Social Media Note• You must make sure you stay with the latest Facebook and Twitter fads • One click follow • Facebook cover image • Updated coding for “like” buttons, etc. 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comSo I have a mobile website… WAIT!…secretly, I don’t know if I have a mobile website… 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comA Mobile Website Is… 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comWho will this reach? 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com A Mobile MovementMobile Stats• It’s estimated that when you combine Android and Apple iPhone, there will be one billion phones in play sometime before the summer of 2013.• This does NOT count Blackberry users or other types of smart phone users.• Are you reaching these people? 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comApp or Mobile Site? Smart Phone Users 0% BlackBerry 24% Android 46% Apple iPhone 30% 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com A Mobile MovementMobile Search Stats• Customers are now using mobile search to do their shopping, especially for local products and services. • 95% of all mobile searches are for local products and services • 61% of all local searches result in a purchase 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com A Mobile MovementMobile Search Purchase Stats• 66% of all mobile shoppers make purchases while at home, a few feet away from a desktop computer.• More than 40% of smartphone users have already bought something using the phone.• More than 75% of all retail companies plan to invest in mobile site development this year. 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comThe Perfect Storm 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com A Mobile MovementThink LOCAL- Searches to Purchases• Revisit Search Engine Ranking and Search Engine Key Words • Make Sure they can find you• Proximity Marketing- Foursquare www.foursquare.com• Cross link with other local mobile sites- especially sponsors• Have an integrated ecommerce cart 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comIntegrated Cart 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com A Mobile MovementThree Screen Marketing• Are you guilty of consuming more than one type of media at once? • (We are. Don’t feel bad.)• If you’re doing it, so are your customers. Figure out ways to market that link different forms of technology• Tablet/Laptop/Phone/TV: Pick two and link them 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comOne More (FREE) Trend 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comWe’re Here to Help! 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comWe’re Here To Help! 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comBE A SAFFIRE EVENT! 7/17/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Sources• http://www.emarketer.com/Article.aspx?R=1008675• http://www.entrepreneur.com/article/222531• http://www.entrepreneur.com/article/220768• http://www.marketingpilgrim.com/2012/03/mobile-to-account-for-25-of-paid-search- clicks-by-end-of-2012.html• http://www.getelastic.com/how-people-use-facebook-infographic/• http://www.techjournal.org/2012/01/the-top-10-internet-marketing-trends-of-2012/• http://www.getelastic.com/6-tips-for-improving-twitter-link-click-through-rate/• http://www.getelastic.com/17-styles-of-twitter-updates-for-online-retailers/ 7/17/2012 © 2012 – Saffire Events