Social Media Campaigns for Festivals and Events Texas Association of Fairs & Events Annual Conference and Trade Show Janua...
Social media isn’t the conversation.  It’s where the conversation takes place.
Benefits of Social Media <ul><li>Builds deeper relationships </li></ul><ul><li>Increases brand awareness  </li></ul><ul><l...
Basic Social Media Strategy <ul><li>Incorporate into existing marketing & PR plans </li></ul><ul><li>“Listen” to the conve...
Rules of Engagement <ul><li>Listen more than you talk </li></ul><ul><li>Remember: It’s about  them , not you. </li></ul><u...
Festival Case Studies
Savannah Craft Brew Fest September 4-5, 2009 Savannah, GA
Savannah Craft Brew Fest <ul><li>Increase awareness of the event </li></ul><ul><li>Drive ticket sales </li></ul>Goals Sour...
Savannah Craft Brew Fest <ul><li>Traditional advertising </li></ul><ul><li>Public relations </li></ul><ul><li>Social media...
Savannah Craft Brew Fest <ul><li>To generate interest & excitement about the festival </li></ul><ul><li>To aid in contests...
Savannah Craft Brew Fest <ul><li>Festival attendance > 5000 people </li></ul><ul><li>Facebook fans = 1,141 </li></ul><ul><...
Savannah Craft Brew Fest <ul><li>Before the festival:   </li></ul>Twitter Examples Source: Savannah Craft Brew Fest/Amy Br...
Savannah Craft Brew Fest <ul><li>Before the festival:   </li></ul>Twitter Examples Source: Savannah Craft Brew Fest/Amy Br...
Savannah Craft Brew Fest <ul><li>Before the festival:   </li></ul>Twitter Examples Source: Savannah Craft Brew Fest/Amy Br...
Savannah Craft Brew Fest <ul><li>During the festival:   </li></ul>Twitter Examples Source: Savannah Craft Brew Fest/Amy Br...
Savannah Craft Brew Fest <ul><li>During the festival:   </li></ul>Twitter Examples Source: Savannah Craft Brew Fest/Amy Br...
Savannah Craft Brew Fest <ul><li>During the festival:   </li></ul>Twitter Examples Source: Savannah Craft Brew Fest/Amy Br...
Savannah Craft Brew Fest <ul><li>After the festival:   </li></ul>Twitter Examples Source: Savannah Craft Brew Fest/Amy Brock
Savannah Craft Brew Fest <ul><li>After the festival:   </li></ul>Twitter Examples Source: Savannah Craft Brew Fest/Amy Brock
Savannah Craft Brew Fest <ul><li>After the festival:   </li></ul>Facebook Examples Source: Savannah Craft Brew Fest/Amy Br...
Savannah Craft Brew Fest Facebook Examples Source: Savannah Craft Brew Fest/Amy Brock After the event:
Smithville Music Festival November 7, 2009 Smithville, TX
Smithville Music Festival <ul><li>Get people through the gate </li></ul><ul><li>Make a profit </li></ul>Goals Source: Smit...
Smithville Music Festival <ul><li>Traditional advertising </li></ul><ul><li>Public/media relations </li></ul><ul><li>Socia...
Smithville Music Festival <ul><li>Festival success: </li></ul><ul><ul><li>Pre-event = < 30 tickets sold, $5k debt </li></u...
Smithville Music Festival <ul><li>Start promoting (with social media) earlier </li></ul><ul><ul><li>pre-sale tickets and p...
Smithville Music Festival <ul><li>Before the festival: </li></ul>Twitter Examples Source: Smithville Music Festival/James ...
Source: Smithville Music Festival/James Breeden
Smithville Music Festival Facebook Examples Before the event: Source: Smithville Music Festival/James Breeden
Smithville Music Festival Facebook Examples Source: Smithville Music Festival/James Breeden During the event:
Smithville Music Festival Facebook Examples Source: Smithville Music Festival/James Breeden After the event:
The Festival at St. Joseph Church July 18-19, 2009 St. Joseph, MO
<ul><li>Gain recognition </li></ul><ul><li>Build brand and attendance </li></ul>Goals The Festival at St. Joseph Church So...
The Festival at St. Joseph Church <ul><li>Some online advertising </li></ul><ul><li>Local promotion </li></ul><ul><li>Soci...
The Festival at St. Joseph Church <ul><li>Facebook fans: 92 </li></ul><ul><li>Good click-through ratio on Facebook ads </l...
The Festival at St. Joseph Church <ul><li>Spend more $ on online advertising </li></ul><ul><li>Sponsorships on local paren...
The Festival at St. Joseph Church Facebook Examples Source: Festival at St. Joseph Church/David Serino Entertainment Ice c...
The Festival at St. Joseph Church Blog Examples Source: Festival at St. Joseph Church/David Serino
The Festival at St. Joseph Church Blog Examples Source: Festival at St. Joseph Church/David Serino
What to Measure (aka: Was social media successful?)
What To Measure <ul><li>Increases in … </li></ul><ul><ul><li>Website traffic </li></ul></ul><ul><ul><li>Blog traffic </li>...
Festival Websites
Festival Websites <ul><li>Savannah Craft Brew Fest </li></ul><ul><ul><li>http://twitter.com/SavCraftBrew </li></ul></ul><u...
Questions? Sarah Page 1-800-776-5272, Ext. 3513 512-914-8873 (cell) [email_address] @ColoradoRiverTr
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Social Media Campaigns for Festivals & Events

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  • Good solid case studies. I'm doing a presentation for a festivals organisation in the UK. I'd like to reference your case study content? How would you like to be credited. CJ
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  • Social media is the venue for all the messages and information you want to share about your destination or business.
  • Social media is a tool just like any other type of marketing or public relations outreach. It’s not meant to replace what you’re already doing to promote your event – merely to complement it. So it’s important to bring it in to your overall marketing &amp; PR strategy.
  • The Savannah Craft Brew Festival is a two-day event devoted to the craft beer lover. It features around 120 beers from all across the United States. The festival (in its 2 nd year) happened this past Labor Day weekend. It was the 1 st time social media was used, along with other marketing activities, to drive ticket sales.
  • MySpace page was killed.
  • Contests get followers to interact as well as generate interest in the festival.
  • Quote from Amy Brock: “ Something that’s easy to do is to retweet/repost articles, stories, factoids that might be of interest to our followers/fans. It&apos;s also fun to tap into your following when making plans for the festival by asking for feedback about the event such as &amp;quot;What kind of food would you suggest we add to next year&apos;s festival menu&amp;quot; or &amp;quot;Which t-shirt design do you like better&amp;quot;...just little fun questions where visitor feedback is important and you can garner some great interaction.”
  • The Smithville Music Festival was held in early November for the first time. The festival is a fund-raiser event for “Project Community” in Smithville, TX. The current project in need of funds is the effort to save an old school building for redevelopment into a facility the community can use and enjoy. The headliner for this festival was Jimmie Vaughn, brother of Stevie Ray Vaughn. Quite a coup for a small Texas town! This event went from conception of the idea to holding the event in just 6 weeks!
  • The Festival at St. Joseph Church can be traced back to 138 years ago. It features musical acts, kids activities, a car show, food &amp; drink, a flea market, and more.
  • Blog for content that was search engine friendly &amp; for posting information on specific acts and activities. Facebook to build a following they could communicate with on a consistent basis.
  • Targeted Facebook ads within a 25 mile radius of St. Joseph.
  • ** Insider tip: Post the event on as many local/regional online calendars as possible. It’s a great guerilla tactic.
  • Events listings, tie-in with National Ice Cream Day, preview of entertainment line-up
  • Social Media Campaigns for Festivals & Events

    1. 1. Social Media Campaigns for Festivals and Events Texas Association of Fairs & Events Annual Conference and Trade Show January 8, 2010
    2. 2. Social media isn’t the conversation. It’s where the conversation takes place.
    3. 3. Benefits of Social Media <ul><li>Builds deeper relationships </li></ul><ul><li>Increases brand awareness </li></ul><ul><li>Broadens your network </li></ul><ul><li>Helps SEO </li></ul><ul><li>Increases website traffic </li></ul><ul><li>Can help reach journalists/media/travel writers </li></ul><ul><li>Empowers fans to be viral ambassadors for your event </li></ul><ul><li>Drives attendance </li></ul><ul><li>Generates revenue </li></ul>Source: Social Media for Tourism Pros
    4. 4. Basic Social Media Strategy <ul><li>Incorporate into existing marketing & PR plans </li></ul><ul><li>“Listen” to the conversation </li></ul><ul><li>Review and analyze what you learn </li></ul><ul><li>Engage and participate </li></ul><ul><li>Monitor and adjust </li></ul><ul><li>Measure results </li></ul>Source: Social Media for Tourism Pros
    5. 5. Rules of Engagement <ul><li>Listen more than you talk </li></ul><ul><li>Remember: It’s about them , not you. </li></ul><ul><li>Always monitor (listen) and respond (interact/engage). </li></ul><ul><li>Provide value far beyond your festival or event itself. </li></ul>Source: Social Media for Tourism Pros
    6. 6. Festival Case Studies
    7. 7. Savannah Craft Brew Fest September 4-5, 2009 Savannah, GA
    8. 8. Savannah Craft Brew Fest <ul><li>Increase awareness of the event </li></ul><ul><li>Drive ticket sales </li></ul>Goals Source: Savannah Craft Brew Fest/Amy Brock
    9. 9. Savannah Craft Brew Fest <ul><li>Traditional advertising </li></ul><ul><li>Public relations </li></ul><ul><li>Social media </li></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul>Marketing Mix Source: Savannah Craft Brew Fest/Amy Brock
    10. 10. Savannah Craft Brew Fest <ul><li>To generate interest & excitement about the festival </li></ul><ul><li>To aid in contests & ticket giveaways </li></ul><ul><ul><li>Facebook: “Perfect Toast” contest </li></ul></ul><ul><li>To stay in touch with attendees </li></ul>Why Social Media? Source: Savannah Craft Brew Fest/Amy Brock
    11. 11. Savannah Craft Brew Fest <ul><li>Festival attendance > 5000 people </li></ul><ul><li>Facebook fans = 1,141 </li></ul><ul><li>Twitter followers = 714 </li></ul>Results Source: Savannah Craft Brew Fest/Amy Brock
    12. 12. Savannah Craft Brew Fest <ul><li>Before the festival: </li></ul>Twitter Examples Source: Savannah Craft Brew Fest/Amy Brock
    13. 13. Savannah Craft Brew Fest <ul><li>Before the festival: </li></ul>Twitter Examples Source: Savannah Craft Brew Fest/Amy Brock
    14. 14. Savannah Craft Brew Fest <ul><li>Before the festival: </li></ul>Twitter Examples Source: Savannah Craft Brew Fest/Amy Brock
    15. 15. Savannah Craft Brew Fest <ul><li>During the festival: </li></ul>Twitter Examples Source: Savannah Craft Brew Fest/Amy Brock
    16. 16. Savannah Craft Brew Fest <ul><li>During the festival: </li></ul>Twitter Examples Source: Savannah Craft Brew Fest/Amy Brock
    17. 17. Savannah Craft Brew Fest <ul><li>During the festival: </li></ul>Twitter Examples Source: Savannah Craft Brew Fest/Amy Brock
    18. 18. Savannah Craft Brew Fest <ul><li>After the festival: </li></ul>Twitter Examples Source: Savannah Craft Brew Fest/Amy Brock
    19. 19. Savannah Craft Brew Fest <ul><li>After the festival: </li></ul>Twitter Examples Source: Savannah Craft Brew Fest/Amy Brock
    20. 20. Savannah Craft Brew Fest <ul><li>After the festival: </li></ul>Facebook Examples Source: Savannah Craft Brew Fest/Amy Brock
    21. 21. Savannah Craft Brew Fest Facebook Examples Source: Savannah Craft Brew Fest/Amy Brock After the event:
    22. 22. Smithville Music Festival November 7, 2009 Smithville, TX
    23. 23. Smithville Music Festival <ul><li>Get people through the gate </li></ul><ul><li>Make a profit </li></ul>Goals Source: Smithville Music Festival/James Breeden
    24. 24. Smithville Music Festival <ul><li>Traditional advertising </li></ul><ul><li>Public/media relations </li></ul><ul><li>Social media </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul>Marketing Mix Source: Smithville Music Festival/James Breeden
    25. 25. Smithville Music Festival <ul><li>Festival success: </li></ul><ul><ul><li>Pre-event = < 30 tickets sold, $5k debt </li></ul></ul><ul><ul><li>Post-event = event paid for itself & generated $5k profit for fund-raiser </li></ul></ul><ul><li>Facebook fans: From 200 (pre-event) to 405 (post-event) </li></ul><ul><li>Twitter followers = 20 </li></ul>Results Source: Smithville Music Festival/James Breeden
    26. 26. Smithville Music Festival <ul><li>Start promoting (with social media) earlier </li></ul><ul><ul><li>pre-sale tickets and packages </li></ul></ul><ul><li>“ Tweet to Win” & “Fan to Win” ticket giveaways </li></ul><ul><li>Use photos during the event to generate fan involvement </li></ul><ul><li>YouTube videos </li></ul><ul><li>Hashtags (ex: #SMF10) </li></ul><ul><li>Use “live-tweeters” during the event </li></ul>Plans for Next Year Source: Smithville Music Festival/James Breeden
    27. 27. Smithville Music Festival <ul><li>Before the festival: </li></ul>Twitter Examples Source: Smithville Music Festival/James Breeden
    28. 28. Source: Smithville Music Festival/James Breeden
    29. 29. Smithville Music Festival Facebook Examples Before the event: Source: Smithville Music Festival/James Breeden
    30. 30. Smithville Music Festival Facebook Examples Source: Smithville Music Festival/James Breeden During the event:
    31. 31. Smithville Music Festival Facebook Examples Source: Smithville Music Festival/James Breeden After the event:
    32. 32. The Festival at St. Joseph Church July 18-19, 2009 St. Joseph, MO
    33. 33. <ul><li>Gain recognition </li></ul><ul><li>Build brand and attendance </li></ul>Goals The Festival at St. Joseph Church Source: Festival at St. Joseph Church/David Serino
    34. 34. The Festival at St. Joseph Church <ul><li>Some online advertising </li></ul><ul><li>Local promotion </li></ul><ul><li>Social media </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Blog </li></ul></ul>Marketing Mix Source: Festival at St. Joseph Church/David Serino
    35. 35. The Festival at St. Joseph Church <ul><li>Facebook fans: 92 </li></ul><ul><li>Good click-through ratio on Facebook ads </li></ul><ul><li>Volume of traffic on blog </li></ul><ul><li>Review & click-back on a “Mom” forum </li></ul>Results Source: Festival at St. Joseph Church/David Serino
    36. 36. The Festival at St. Joseph Church <ul><li>Spend more $ on online advertising </li></ul><ul><li>Sponsorships on local parent/mom websites and forums </li></ul><ul><li>Sponsorships on local entertainment website </li></ul>Plans for Next Year Source: Festival at St. Joseph Church/David Serino
    37. 37. The Festival at St. Joseph Church Facebook Examples Source: Festival at St. Joseph Church/David Serino Entertainment Ice cream day tie-in Events listings
    38. 38. The Festival at St. Joseph Church Blog Examples Source: Festival at St. Joseph Church/David Serino
    39. 39. The Festival at St. Joseph Church Blog Examples Source: Festival at St. Joseph Church/David Serino
    40. 40. What to Measure (aka: Was social media successful?)
    41. 41. What To Measure <ul><li>Increases in … </li></ul><ul><ul><li>Website traffic </li></ul></ul><ul><ul><li>Blog traffic </li></ul></ul><ul><li>Growth in # of fans/followers </li></ul><ul><li>Link click-through rate (http://bit.ly) </li></ul><ul><li>Ad click-through rate </li></ul><ul><li>Click-backs from other sources </li></ul><ul><li># of re-tweets, mentions, other posts </li></ul>
    42. 42. Festival Websites
    43. 43. Festival Websites <ul><li>Savannah Craft Brew Fest </li></ul><ul><ul><li>http://twitter.com/SavCraftBrew </li></ul></ul><ul><ul><li>http://Facebook.com/SavannahCraftBrewFest </li></ul></ul><ul><li>Smithville Music Festival </li></ul><ul><ul><li>http://www.facebook.com/smithvillemusic </li></ul></ul><ul><ul><li>http://twitter.com/smithvillemusic </li></ul></ul><ul><li>Festival at St. Joseph Church </li></ul><ul><ul><li>http://www.stjosfestival.com/ </li></ul></ul><ul><ul><li>http://www.facebook.com/home.php?#/pages/Dexter-MI/The-Festival-at-St-Joseph-Church/88056193209?ref=search&sid=1439505495.191291127..1 </li></ul></ul>
    44. 44. Questions? Sarah Page 1-800-776-5272, Ext. 3513 512-914-8873 (cell) [email_address] @ColoradoRiverTr
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