View stunning SlideShares in full-screen with the new iOS app!Introducing SlideShare for AndroidExplore all your favorite topics in the SlideShare appGet the SlideShare app to Save for Later — even offline
View stunning SlideShares in full-screen with the new Android app!View stunning SlideShares in full-screen with the new iOS app!
Today We’ll Cover … Social media strategy Social media measurement Festival case studies New tools to try
Social Media User Statistics Sources: http://www.facebook.com/press/info.php?statistics; http://www.observer.com/2011/media/foursquare-user-no-6000000-signs; http://blog.hubspot.com; http://www.digitalbuzzblog.com/infographic-facebook-vs-twitter-demographics-2010-2011/
“ Authenticity, honest, and personal voice underlie much of what’s successful on the Web.
First, Some Questions Can you describe your event? What are your goals? Generate sales Brand enthusiasm Loyalty What is your relationship with your audience? Awareness Interest Action Advocacy Source: Jay Baer (http://convinceandconvert.com)
First, Some Questions How does your audience use social media? Who will be your community managers? What social media platforms will you use? (Hint: Where is your audience?) How will you be human (what is your “voice”)? How will you know when/if you’re successful? Source: Jay Baer (http://convinceandconvert.com)
Remember! Social media is not an island. Photo: lisbokt
Do You Need a Social Media Policy? Maybe. Just keep these basics in mind: Be polite Be honest Be open Be inclusive Be forthright Be legal Be helpful Don’t try to control the conversation Accept, respond, and be gracious to negative feedback Source: The Potluck Guide To Social Media Strategy
The Measurment Hierarchy Goal >>> Objectives >>> Strategies >>> Tactics Goal: To increase the brand footprint of the Brown-Eyed Girl Festival through participation in social media. Objectives: Increase ticket sales by 15% in the first month. Establish a Facebook fan page with 500 fans before the festival start date. Strategies: Design a SMS (texting) promotion. Offer “insider perks” discounts to Facebook fans. Tactics: Run spots on cable TV with “text to win” messaging. Offer promo code in a “thank you” text message for discounted tickets. Source: Brass Tack Thinking (http://www.brasstackthinking.com)
So What Can You Measure? Financial return Conversions via unique links Sales via social media promo codes Social media-specific coupon redemption (e.g. Groupon, Living Social, etc.) Total coupon downloads (signals interest/intent to buy) Reduced per-call customer service costs Decreased customer attrition rate Cost per dollar raised Source: Brass Tack Thinking (http://www.brasstackthinking.com)
So What Can You Measure? Value, Awareness, Customer Satisfaction Increase positive sentiment over time Overall brand awareness across social media channels (via mentions) Number of referrals or recommendations Positive trends on key website stats (e.g. unique visitors, time on site, downloads, etc.) Increased lead generation through social media Clicks on shortened, unique links Source: Brass Tack Thinking (http://www.brasstackthinking.com)
Um … okay. How? Google Analytics: http://www.google.com/analytics Campaign codes URL shorteners Bit.ly Owl.ly Is.gd BudURL Incoming links http://backtweets.com Facebook & Twitter Facebook Insights http://klout.com http://twittergrader.com http://addictomatic.com http://socialmention.com What do you do?
“ Companies need connections to their markets to create long-term loyalty.
Why Use QR Codes? Consumers don’t have to type or text Engage consumers on the go, on THEIR terms Drive them to mobile commerce sites, and digital experiences Provide quick access to useful (RELEVANT) information Costs nothing to produce a QR Code Source: Tim Hayden (http://www.44doors.com)
Savannah Craft Brew Fest September 2-4, 2011 Savannah, GA
Savannah Craft Brew Fest Goals Increase awareness of the event Drive ticket sales Why social media? To generate interest & excitement about the festival To aid in contests & ticket giveaways To stay in touch with attendees Source: Savannah Craft Brew Fest/Amy Brock
Savannah Craft Brew Fest Marketing Mix Traditional advertising Public relations Social media Twitter Facebook Flickr Source: Savannah Craft Brew Fest/Amy Brock
Savannah Craft Brew Fest Results Festival attendance > 5000 people Facebook fans = 2,471 (up 116.6% since ‘09) Twitter followers = 1,704 (up 138.7% since ’09 Fans and followers are highly engaged year-round. Source: Savannah Craft Brew Fest/Amy Brock
Smithville Music Festival October 22, 2011 Smithville, TX
Smithville Music Festival Goals Get people through the gate Make a profit Photo: gordonflood.com Source: Smithville Music Festival/James Breeden
Smithville Music Festival Marketing mix Traditional advertising Public/media relations Social media Facebook Twitter Source: Smithville Music Festival/James Breeden
Smithville Music Festival Results Festival success (1st year): 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); 682 in 2011 (241% increase) Twitter followers = 20; 58 in 2011 (190% increase) Source: Smithville Music Festival/James Breeden
Smithville Music Festival Plans for the next 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: #SMF11) Use “live-tweeters” during the event Source: Smithville Music Festival/James Breeden