Saffire Events Webinar: Social Networking 101
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Saffire Events Webinar: Social Networking 101

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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.
  • Facebook Twitter Pinterest YouTube, Linked In, Flikr, WHATEVER are just outlets for you to create your social network. These things do NOT stand alone. You can’t have a social network because you HAVE a facebook page.
  • This is social networking…being socially responsible.
  • Monika- can you put a slide here, like the graphic on the next page, but for traditional media…start it with Me: 1 and then some stats on how many people each one may reach? Like TV ads, Radio ads, direct mail pieces…you can kind of make up the #’s or just find an example. Obviously direct mail’s going to vary per campaign, so just guesstimate what you think…-Graphic from Mashable.com
  • Image: http://www.istockphoto.com/http://www.socialmediaexaminer.com/6-ways-to-track-the-impact-of-social-media-on-public-relations/
  • These are your customers in each of these places…they’re already there! If you want them to come back to your site you need to reach them where they are first. If you have others that are not listed here, don’t panic, it’s okay! As long as you are able to maintain a positive presence with your additional social media, you can’t HURT yourself…you just have to make sure you can keep up with it. If you have to pick, because you’re short on time like the rest of us, these are the ones we’d suggest.
  • Different: younger, moms
  • Your competitors are already doing this! The big boys are using these social media and have done the research for you already that this is where you should be
  • Look for other stats about FB
  • http://www.inc.com/guides/201103/how-to-create-an-effective-company-facebook-page.html
  • If you already have a twitter account, do you have these things? They each take 2 minutes!
  • The guy that examine 200,000 tweets
  • 1.    Share your Blog postsDoes your company blog? Why not take the time to share that wonderful content with your audience on Social Media? Sharing your blog posts with your Facebook and Twitter followers will not only help you engage with them, but it will also increase web traffic to your blog. If you increase this traffic you can then convert them into paying customers.2.   QuestionsAsk a question on Twitter, LinkedIn, Quora or Facebook and then share the answers you get. Create thought provoking and engaging questions based upon your area of expertise or industry that will produce great responses. Then share those answers with everyone on your company’s page. You can generate great feedback and start interesting discussions.3.   Highlight Customer Stories and TestimonialsLet your customers do the marketing for you! Share the stories and experiences that your customers have had with your company for all to see. This will show your company from different perspectives and show others what they can expect when doing business with you.4.   Local ActivitiesA great way to get people involved with your business and the community is to let them know about the things that are happening locally. Keeping your fans engaged with what’s going on in the community will not only look good for you but when they tell others where they heard about the event, they will be reminded of your company and that they heard it from you first! A good way to do this is to run a contest and give away something relevant to your community.5.   Fill in the BlankThis is a great way to get some conversations started. By creating fill in the blanks, you are setting yourself up for some interesting responses. These types of comments/ posts really get people to participate because when people see them they just can’t help themselves and feel the need to chime in with their two cents.6.   Organize a contestCreate a Contest that is both engaging and simple, but make sure that the prize is enticing as well! Simplicity goes very far when it comes to online contests. The fact of the matter is that people want to enter to win something for free, but are more reluctant to do so when they have to give out their information in fear of being spammed and contacted for services or products that they don’t need or want. Therefore use contests to create more visibility for your company and attract more followers and fans rather than trying to sell them something!7.    Top 10 ListsCreate top ten lists for different topics related to your industry. This is a great way to give your professional opinion on what you think is more important along with creating some discussion and engagement. Top ten lists usually draw a lot more attention because they are easier to read and people like to see how things rank in a list. This is why whenever you can create a list about a specific topic, you should. It’s also great for SEO (Search Engine Optimization)!8.   How-to VideosShow a video on how to do something specific that’s related to your business or industry. By making a step-by-step video, you not only improve SEO, but you’re also helping your online credibility. Just make sure that you pick something that you are an expert in and make sure it is done right. No one likes watching a how to video and not being able to do what it is you set out to show him or her. Since video is very popular on the Internet, it makes sense to be one step ahead of the competition and take the time to film out exactly what you are trying to show them.9.   Post Funny Photos or SayingsPeople love to laugh, so if you have something funny to say or something funny to show, then share it! Just make sure it’s appropriate for your audience and doesn’t pull in politics or religion. You don’t want to lose credibility for something you thought was funny but offended your audience.10.  Customer ContentDon’t put the entire burden on your own shoulders all the time. Let your customers and clients do the work for you! Allow them to upload and share their content with their friends and followers. Make sure that you respond accordingly to any negative content that may arise! Encourage your audience and provide them a place where they can share their content, to get all around engagement! Just be sure that it doesn’t turn off topic or become spammy.Leave us a comment below and let us know what has worked for you! We’re always curious to learn about what strategies work for particular businesses! You can leave a response, or trackback from your own site.
  • http://www.socialmediaexaminer.com/12-ways-to-market-your-event-with-social-media/http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.html
  • http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.html
  • Use the tips and tricks we went over to get people to click on your links and take advantage of
  • #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?
  • Saffire blog post about cover photo
  • 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 Webinar: Social Networking 101 Saffire Events Webinar: Social Networking 101 Presentation Transcript

  • Social Networking 101 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 5/15/2012 © 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 5/15/2012 © 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 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comHISTORY 5/15/2012© 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comSAFFIRE EVENTS 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com AGENDA What is Social Networking? Why do I need Social Networking?Which outlets should I use and how do I use them? How do I integrate SocialNetworking in to my website? 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com What is Social Networking?• The practice of expanding the number of ones business and/or social contacts by making connections through individuals. – www.whatis.com 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com What is Social Networking?• A social structure consisting of individuals or groups who are connected to each other, for example through friendship. – www.Lexicon.com 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com What is Social Networking?1. The development of social and professional contacts; the sharing of information and services among people with a common interest.2. The use of Web sites or other online technologies to communicate with people and share information, resources, etc.: – www.dictionary.com 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com What is Social Networking?• Our working definition: – Social networking is the practice of connecting your customers through social media outlets to facilitate positive relationships that grow your brand. 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Let’s clear something up…• Social media and social networking are not synonyms.• Social media are the OUTLETS like Facebook, Twitter, etc. – Use social media outlets to create your social network.• The social NETWORK is what you create to bring value to your event. 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com For Visual Effect… + YOUR INTERACTIONS______________________ SOCIAL NETWORK 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Be Socially Responsible• Social EARNED networking – 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 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com AGENDA What is Social Networking? Why do I need Social Networking?Which outlets should I use and how do I use them? How do I integrate SocialNetworking in to my website? 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Why use Social Networking? Social Networking Levels the Playing Field• Marketing (in general) is one of the largest expenses in any company• Social networking levels the playing field with “the big boys”• Compared to other forms of marketing, the cost to market a brand in social media is low.• No matter the size of your event, you can be an effective social networker! 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Why use Social Networking? Traditional Networking Model Local Radio Ad: 5,000 Local TV Ad people/ Campaign: commercial 200,000people/commercial Print: Varies based on Send 5/15/2012 *Based on midsized market © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Why use Social Networking? Social Networking ModelME:1 My Friends’ My Friends: Friends 500+ 250,000+ 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Why use Social Networking?Social media helps to expand the reach of your message and has atremendous impact on the number of impressions that are generated for SEO. Social media and SEO go hand in hand. 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Why use Social Networking?Facebook- 850M monthly active users- 250M photos uploaded every day- 425M mobile usersTwitter- 465M accounts- 175M tweets a day- 1M accounts are added to Twitter every dayYouTube- 3rd most visited site- 2 billion views per day- 44% of YouTube’s users are aged between 12 and 34Pinterest- One of the top 10 largest social networks with 11M visits per week- 10.4M registered users 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com In summary…Use Social Networking to:• Reach a different audience• Level the playing field• Take advantage of the viral effect 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com AGENDA What is Social Networking? Why do I need Social Networking?Which outlets should I use and how do I use them? How do I integrate SocialNetworking in to my website? 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comOverwhelming? 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comCompany Plans to Increase Social Media 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Which Outlets Do I Use?• Coca-Cola has reported that Facebook fans are 2 times as likely to consume & 10 times more likely to purchase than non- fans. 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Effective FacebookingCover 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. 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Effective FacebookingProfile Picture Don’t forget the profile picture! It will still appear throughout Facebook and needs to be able to stand alone and represent your brand. 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Effective FacebookingMilestones  Facebook’s timeline automatically creates a history of your event.  Mark when your company was founded.  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. 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comEffective Facebooking 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comEffective Facebooking 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comEffective Facebooking 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Which Outlets Do I Use?• eMarketer has reported that over 50% of Twitter followers are more likely to purchase from brands they follow 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Setting up your Twitter• No More than 15 characters in Username – Ex: Amador County Fair – @AmadorCountyFair = 16 Characters – @AmadorCoFair – Using your real business name makes it easier for Search Engines, and therefore your customers, to find you Include your state in your username if you need to differentiate yourself! 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Setting up your Twitter• Get 10x more followers when you add a photo• Get 8x more followers when you add a bio 5/15/2012 © 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. 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Stuck on What to Post?• Blog Posts• Questions• Testimonials• Contests• Photos/Videos• Retweet 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com The Art of the HashtagTwitter Hashtag Definition (courtesy of Mashable): The hashtag is a way for Twitter users to organize themselves: if everyone uses a certain hashtag to tweet about a topic, it becomes easier to find that topic in search, and is more likely to appear in Twitter’s Trending Topics. 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com The Art of the Hashtag: Example• NCAA Basketball Tournament: Some of the hashtags used were #NCAA, #NCAABB, #FinalFour, #Final4, and #MarchMadness. 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com The Art of the HashtagHow do you ensure mass adoption/use of myhashtag?The answer is that you cant (sorry!), but you can• POST it in relevant places on your event website and blog, i.e. media section, event section, etc.• PRINT it in the tangible materials at the event i.e. signage, printed materials, scoreboards, etc.• PUBLICIZE its existence via the official event Twitter channel, regularly and consistently It is vital to make it easy for your customers to find, adopt and promote it. 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Which Outlets Do I Use? Experian reports that Pinterest had 21.5million visits the last week of January, whichis 30 times the number of visitors over July 2011. 5/15/2012 © 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.shareasimage.com 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comPINTEREST 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comPINTEREST 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com What to Pin• Pinterest=Personality – Make pin boards that reflect your event’s personality• Food, Rodeo, Animals, Carnival Rides, Parades, Fireworks, the possibilities are literally endless! 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comSaffire Events 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comAmerican Royal 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comFort Worth Stock Show & Rodeo 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Which Outlets Do I Use?• 98 out of 100 of AdAge’s Top 100 advertisers have run campaigns on YouTube 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com YouTube• Customers exposed to videos are 437% more likely to engage in your brand – Engagement = ticket purchases• Videos account for 50% of all online traffic as of January 2012 Make your videos “raw” and not too “produced” to help customers identify with your brand 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Ideas for YouTube videos• Be helpful: Provide advice, tips and tricks or answer FAQ’s – (BONUS: Customers may actually do what you suggest!)• Record people saying how great your event is• Record Holiday greetings 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com AGENDA What is Social Networking? Why do I need Social Networking?Which outlets should I use and how do I use them? How do I integrate SocialNetworking in to my website? 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Integration with Website• That’s where most of your information, email signup information and ecommerce is located right?• Do you know how to post on your social media to get clicks back to your website?• Get customers and sponsors to repost/retweet • Mention them by name! 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Links to Website• The ultimate goal of your posts is NOT simply to get people to read them – They’re short – They don’t have ecommerce• While it’s great to get people to share, it’s not as powerful without a strong website• www.bitly.com 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comThree LEVELS of Social Media Interaction Facebook or Tweet out the entire EVENT 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comThree LEVELS of Social Media Interaction Facebook or Tweet out a SUB EVENT 5/15/2012 © 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 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Google 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 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Stay up to Date• You must make sure you stay with the latest Facebook and Twitter fads. • One click follow • Updated coding for “like” buttons, etc. 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Stay up to DateFor easy updates on the social networkingworld, we suggest:• eMarketer: www.emarketer.com• Mashable: www.mashable.com• Ad Age: www.adage.com 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comWe’re Here to Help! 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comWe’re Here To Help! 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.comBE A SAFFIRE EVENT! 5/15/2012 © 2012 – Saffire Events
  • Software for Events. Your Event. Online. www.saffireevents.com Sources• http://www.amazinginfographics.com/how-to-use-twitter-for-beginners/• http://seo-alien.com/articles/social-media-business-marketing/• http://www.amazinginfographics.com/how-to-use-twitter-for-beginners/• http://www.brandingpersonality.com/10-content-ideas-that-generate-engagement-on- social-media/• http://www.nimble.com/• http://www.inc.com/guides/201103/how-to-create-an-effective-company-facebook- page.html• http://www.socialnetworkingwatch.com/all_social_networking_statistics/• http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.html• http://informitv.com/news/2006/08/31/skyviewpanel/• http://www.publishers-edge.com/index_files/Paper_vs_Radio.htm• http://communities.washingtontimes.com/neighborhood/media- migraine/2012/apr/22/social-media-trend-watch-get-board-pinterest/ 5/15/2012 © 2012 – Saffire Events