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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 & 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's also fun to tap into your following when making plans for the festival by asking for feedback about the event such as "What kind of food would you suggest we add to next year's festival menu" or "Which t-shirt design do you like better"...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 & drink, a flea market, and more.
  • Blog for content that was search engine friendly & 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
  • Transcript

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