This document provides an overview of social media and its benefits and challenges for marketing events. It focuses on strategies for using Facebook, including optimizing posts, engaging fans, advertising to gain greater reach and targeting, and tips for scheduling posts and integrating social media with a website. Other platforms discussed include Instagram, Pinterest, YouTube, Snapchat and using an editorial calendar for posting across channels.
31. YOU KNOW THE
• Over 1 BSILTLIOANT mSonthly
active users
• One in every seven humans
on earth is active on
Facebook
• 461 Million users are on
Facebook mobile
34. ADVICE FOR
A “yeNar aEgoW, Fac”eb oWok mOadeR a LD
change to its algorithm, drastically
reducing the reach of business
posts.
Now an estimated 3% of your
followers will see your posts if you
don’t advertise.
36. NEW FACEBOOK
STRATEGIES 1. Re-evaluate your Facebook
investment.
2. Optimize posts for sharing.
3. Engage your fans elsewhere.
4. Pay up. (cheap… for now)
Post and advertise, or
37. ADVANTAGES
OF
• Greater reach
• Greater targeting
• Protection against wasting
money
ADVERTISING
• It won’t run if people don’t click
38. THE WHO OF
•AYoDur FTacAeboRokG foElloTweIrNs G
• Their friends
• Your email list (or even your
phone list!)
• People who are “look-alikes” to
your list
• People who went to your
website
39. EXAMPLE AD
• PAGE POSTT EYNGPAEGESMENT –
Image, video or text
• PAGE LIKES – Get more Likes
on your Facebook page
• CLICKS TO WEBSITE – Drive
traffic to your website
• OFFER CLAIMS – Like a
coupon, with “Get Offer”
41. PAGE POST
ENGAGEMENT
• Promoting your POST will
get more INTERACTION.
• Why you should AD
use it:
• To get more video plays and
engagement on photos
• To let your customers know of
sales and specials
42. DEEP THOUGHT
Ask questions in your posts
that get people to talk
about themselves in
relation to your event.
44. PAGE LIKES AD
• Promoting your PAGE will
get more LIKES.
• Why you should use it:
• Important to have a
consistent presence.
• Now it is good so you can
advertise to friends of your
46. BOOSTING TIPS
1. Ride out the unpaid
interaction
• Let the post’s natural appeal
work for you
2. Once the interaction slows,
boost it!
• You can spend as little as $5 and
get engagement
62. TEXT
“Happy
Grandparents Day! If
you have a special
memory with your
grandparent or
grandkid at the fair,
63. EXAMPLE
“PClayOinMg wMashEerN puTll or
draw a number. It was
something my family
could afford & it benefited
a great group. We'd win a
small plant or something
& just could not walk
80. INSTAGRAM
• Choose phIoDtosE thAat bSring out the
“lifestyle” of your brand
• Launch a contest for people to
share brand-related photos; curate
on your website or Facebook
• Choose a unique hashtag
• Add humor and context with
captions
84. IDEAS FOR
• HaveS pNeopAle sPendC yoHu aA snTapchat
with themselves at your event
• Snapchat them back with a coupon
• Send coupon codes
• Send out behind-the-scenes
photos and videos
• Direct to YouTube or website
• Show people new event features
86. YOUTUBE
Customers exposed to
videos are 437%
more likely to engage in
your brand.
Engagement =
SAFFIRE RECOMMENDATION
Make your videos raw and not too
produced
to help customers identify with
Purchases
your brand.
We are going to give you lots of great info today you’ll be able to use to immediately increase revenue for your event. But you don’t need to take notes. Just come up afterwards and give us your business card, and we’ll send you a link to the slides right after the conference.
Let me tell you a little bit about us:
We do websites! We started building custom websites for small and major brands across the country – anyone heard of KEEN?
In fact, we’ve done this for lots of big brands including some that you may recognize here.
Even though we had a great thing going, we wanted to spread the wealth.
Custom development for websites is hard! We wanted to develop a platform that would change the life of millions!
ADD Colorado sites here!
So let’s have a show of hands
In today’s day in time you’re thinking about all of the different ways you spend your money. When you’re looking at your largest spending areas and are you getting your return on investment – where is your audience? Physically and age etc. Is newspaper really the best way to spend most of your money?
Where people are finding out about you and where you’re spending your money
Five years ago, most of us probably felt like we were spending a ton of time online. But internet usage has more than DOUBLED since then!
The amount of time people spend overall on the Internet has increased 121% over the past five years.
In 2010, for the first time ever, Internet usage surpassed television usage.
Even if we’re not personally following this trend, our customers are, and they are the ones we most need to reach in order to grow.
Are we following this trend?Do we think our customers are?
By 2014, more people will access your website via mobile devices than desktop computers. With our customers about 55-65% of their customers are coming to their website on mobile! (and we have 140+ websites) still talking about where you’re spending your money again web passed tv, mobile passed web. Hello mobile!
Based on the trajectory I’ve seen, I believe it!
I think this creates a challenge for marketers. It obviously requires near constant change to make sure you’re doing the things that will give you the biggest bang for the buck.
If this is true, this means social media is A MAJOR SOURCE of information for your event. Make sure your presence is strong.
It’s REALLY important to give people something to do on your homepage to get them excited about coming to your event. Include your social icons here. HEADER = every page!
Second most visited page on your website (this is the next step past the header) – facepile! One click like functionality, it’s free (BJR – find the link)
#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 events
About half of young Americans find their news through Facebook. Do you make it easy for people to share content and articles?
More than people have a tootbrush!! So you may think facebook is fading in social media – let me tell you why it’s not to your customers
So why did FB do this? NEXT
Facebook is taking businesses/ads out of the way so that users enjoy their social time and they’re making more money
In March, there was the most drastic decline ever in Facebook organic reach for businesses. Now you can take the number of followers you have and multiply by .03, and that’s how many people will see your posts. It’s depressing, and I’m going to tell you 4 options for what to do about it.
It has never been free to market on Facebook. It took lots of time for content development, monitoring, etc. Depending on your fan base and their engagement rates, it may be time to scale back.
Optimize posts for sharing. If you’re only reaching 3%, then how can you get those 3% to share your posts? Make them super engaging; we find contests work the best for this.
You could consider other platforms like Twitter. I’d also recommend Google+ just because they’re google.
When Facebook decreased reach, they also added great new ad targeting options. Facebook can be a great, extremely targeted channel if you use it correctly.
People outside of who like you
More specific for your customer type
People have to respond for you to have to pay
Facebook will have you pick a category. We’re only going to talk about the two we think most important – page post eng/page likes!
Make it personal, YOU, ask a question!
So what can you do to get more likes? Seems like the classic problem.
Like share and comment is organically boosting your traffic on that post. If there are sales, coupons etc it just adds fuel to the fire.
Use this to get the word out to get people to consume the content.
Can promote a video, text, hyperlink or photos (but don’t promote only text it’s less engaging)
Right hand and news feed at the same time, especially if you’re doing get more likes, that in the newsfeed shows “Cassie Roberts” likes Saffire Events. News feed outperforms right side ads
News feed ads get a lot more engagement on news feed ads, since they are bigger and more noticable.
Here’s an example of each.
As soon as you create a post you do not need to boost it immediately – some posts will have their own momentum and may go viral on their own!
You’ll notice that some posts naturally get more action than others, well take that and run with it!
Notice the radio buttons – you have the options to fine tune your targeting
Your maximum budget is for the life of a campaign (ads manager will give you a lot more options)
Although the options are minimal, you can choose which audience to target. You can choose to target people who like your page and their friends, or create an audience based on location, age, gender, or interests – they’re minimal but this may be a good way to increase those likes as well!
While boosting can keep you in front of your customers and is incredibly convenient, a better way…
When you go to this link, this is what you get! Click on the green button
Select what type. – Page Post for example
In September, Facebook added new advertising methods and changed their choices – you’ll need to have already created a post that you want to advertise – it’ll be in this dropdown here
You’re paying for each placement so think about how you want people to see your information and what you think will get them to click.
“This is my boost audience” where you can save the targeting for future posts.
Schedule – set a start and end date
You don’t want to forget about a post – use an editorial calendar to keep track of when certain posts are being advertised (facebook won’t turn this off)
Facebook ads have the lowest cost per impression of ANY advertising option in history. In addition, they are extremely targeted, and you can choose to spend as little as $1.00 per day.
See what works best and use that to your advantage and implement the specific best one in your mktg strategy
The following slides are good examples of what “tested well”
Why is it a sponsored story and not a promoted post? Because it’s going out to people that DO NOT already like your page. The purpose is to gain new fans. Good for off season, people thinking about your event – we’re real people that work here!
Fair food; this gets action, and is in relation to THE PERSON. What do YOU like? – people are liking and commenting continuously on these organically promoting your event
INTEGRATE ONE WHEN POSSIBLE! The more engagement you get the more people will see your post organically, the more people would have the chance to buy from you if you are linking back to your tickets.
INTEGRATE ONE WHEN POSSIBLE! The more engagement you get the more people will see your post organically, the more people would have the chance to buy from you if you are linking back to your tickets. We recommend a website link canva….GET LINK
I know we spent a good chunk of time on facebook but that’s because we feel like it’s the best place to reach your customer, the one with the pocket book so it’s your best investment as far as money and time goes. In a little bit I’m going to show you some tricks to integrating all of your social media at once so that you’re capitalizing on your efforts.
Based on what you share, use these outlets avenues
Upcoming events, fairgrounds, community news, news source (people already go to twitter for this purpose)
Pinterest was the first site to get 10 million unique visitors in a month.
Pin event photos (and more) and invite your customers to follow your boards!
AND you can get double the bang for your buck, because you’ll be posting in two places.
How to integrate instagram
We’ll give away THIS price, once 20 people have shared a picture of fair food at OUR fair!
Lastly
Videos account for 50% of all online traffic, and YouTube is the #2 search engine behind Google.
Create hashtags and promote your handles – create a buzz! Tag yourself, add your hashtag – search that hashtag and like it/share it!
You’ll find all kinds of stats—some say better weekdays, some say NEVER post on weekends, it’s really all over the board
You can add multiple accounts, like facebook twitter etc. Schedule posts in advance to “buffer” when most of your users are interacting online, OR schedule them to go out at a specific time!