Kendra Wright & Cassie Roberts
Saffire Events
BYOD: Grow Event
Revenue with
Online Marketing
saffireevents
Kendra Wright|Cassie Roberts
BYOD:
GROW EVENT REVENUE
WITH ONLINE MARKETING
saffireevents
Give us your business card at the end;
We’ll send you our slides.
GET OUT YOUR DEVICE
saffireevents
saffireevents
saffireevents
HISTORY
saffireevents
EVENT PORTFOLIO
Rodeo Austin
SouthTexas State Fair
Rodeo Belton/ 4th of July
Celebration
BrazosValley Fair
H...
saffireevents
saffireevents
PALAMINO FEST
saffireevents
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PALAMINO FEST
saffireevents
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SAFFIRE ASSOCIATION PARTNERS
saffireevents
saffireevents
saffireevents
CAN’T GET ENOUGH SAFFIRE?
This is a 3-Part Series
Next: Facebook
Last: Online Marketing Measurement
saffireevents
HOW DO YOU SPEND
MARKETING RESOURCES?
saffireevents
HOW DOPEOPLEHEAR
ABOUT YOUR FESTIVAL?
saffireevents
IF YOU MAPPED THEM,
WOULD THEY MATCH?
SPENT
RESULTS
0
1
2
3
4
5
Online
Newspaper
Radio
Television
Outdoor
saffireevents
INTERNET WINS POPULARITY
CONTEST
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MOBILE FOLLOWSSUIT
Source: Morgan Stanley Research
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OUR AGENDATODAY
•
•
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1
YOUR
WEBSITE
saffireevents
OUTSOURCE
How many of you
some part of
your website?
saffireevents
HOW DO YOU MANAGE YOUR SITE?
saffireevents
YOUR WEBGUY
saffireevents
THE BOTTOMLINE
saffireevents
WHY IT’S IMPORTANT
saffireevents
EVEN MOREDEPRESSING
saffireevents
YOU CAN HELP THIS!
• Clearnavigation
• Interactivity
• Relevant content
• Calls to action
• Goodsearch
• Fas...
saffireevents
saffireevents
FACTORS
The most important
saffireevents
LAYOUT
Clean
saffireevents
HOW TO GET THERE
EVENT DATES
HOW TO GET TICKETS
saffireevents
Imagery
Compelling
saffireevents
HERE’S HOWTHEY WORK TOGETHER
IMAGES
LAYOUT
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MAKE EVENT PAGES INTERACTIVE
saffireevents
MAKE EVENT PAGES INTERACTIVE
saffireevents
MAKE EVENT PAGES INTERACTIVE
saffireevents
HIGHLIGHT EVENT COMPONENTS
saffireevents
MAXIMIZE VIRAL SHARING
saffireevents
SELL
How many of you
online?
saffireevents
WHY DO ECOMMERCE?
saffireevents
ECOMMERCE=INSURANCE POLICY
saffireevents
ECOMMERCE=INCREMENTALREVENUE
saffireevents
DETERMININGPRICE: 80/20
saffireevents
HOW TO SELL MORE NOW
saffireevents
MAKE TIX EASY TO FIND
saffireevents
MAKE TIX EASY TO FIND
saffireevents
INTEGRATED DESIGN& FEWER CLICKS
saffireevents
2
TARGETING
TRENDS
saffireevents
MOMS?
Do you
market to
saffireevents
PINTEREST
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PINTEREST
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YOUNG?
Is your
audience
saffireevents
Instagram
Incorporate
saffireevents
Mainly
MOBILE
Knownfor image
DOCTORING
Trends
YOUNGER
saffireevents
TEXT MARKETING
Your customersare texting.
Consider joining the conversation.
Judiciouslytext deals and speci...
saffireevents
BROAD?
Is your
audience
saffireevents
YOUTUBE
Customersexposedto videos are 437%
more likelyto engage in your brand.
Engagement = Purchases
SAFFIR...
saffireevents
3
MOVING
MOBILE
saffireevents
MOBILE
Do you feel
good about your
Strategy?
saffireevents
MOBILE
saffireevents
IMPORTANT FORSANITY
saffireevents
Really Old Days
FairlyOld Days
Now
saffireevents
SOFA
MAXIMIZEthe
saffireevents
APP OR MOBILE SITE?
saffireevents
APP OR MOBILE SITE?
saffireevents
IMPORTANCE FOR REVENUE
Customers increasingly use mobilesearchto shop.
95% of all mobile searches are for lo...
saffireevents
1 2 $$$
Local Mobile  Mobile
SEARCH PURCHASE SUCCESS
+ =
The One-Two Punch
saffireevents
WHAT LEADS TO MOBILE PURCHASE?
saffireevents
4
EMAIL
MARKETING
saffireevents
EMAIL
How many of you
your customers?
saffireevents
ANATOMY OF SUCCESS
Big Email List
Lots Opened
Lots Clicked
$$$
saffireevents
Get a big email LIST
Get started, and keep it going
saffireevents
GET A BIGEMAIL LIST
Outlook contacts
Boardof Directors
Volunteers
Sponsors
Exhibitors
Past Purchasers
Etc.
saffireevents
EMAIL SIGNUP ON ALL PAGES
saffireevents
ONGOING- ONLINE
When people share anevent photo
When they complete an online form
When they PURCHASE somethi...
saffireevents
ONGOING- OFFLINE
Door prizeorsignup at events
Anytime they purchase something
saffireevents
Get lots of OPENS
Good subject line + Right send time
saffireevents
GOOD SUBJECTLINES
Something RECOGNIZABLE
Action words
Not too spammy
50 characters or less
saffireevents
BONUS POINTS
Turn into Tweet
120 characters, #and shortened URL
Turn into Facebook post
150 characters,image...
saffireevents
HIGHEST OPENRATES
Clients who sell online
Clients with a strong brand
Sent at the right time/day
• CHANGINGD...
saffireevents
Get lots of CLICKS
Good content & images
saffireevents
DON’T TELLTHE WHOLE STORY
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Goal:Clicks to website!
saffireevents
One that makes you click!
What makes a
good image?
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User Response
I wantto buya ticketso I canexperience that too!
saffireevents
one main
story
two smaller
features
TEST
AGAINST
EACH OTHER
two smaller
features
CONSIDER A PYRAMID
saffireevents
THE FORMULA
Headline
Image
Text(short,with links)
Callto action
e.g.,“Click here to enter now!”
“Click here ...
saffireevents
Encourage Sharing!
LINKS TO SOCIALMEDIA
saffireevents
LEAVE US YOURCARD
We’ll send you:
• These slides
• A freesubscription to The Dirt online marketing
newslette...
saffireevents
FREE ONLINE MARKETING TIPS
Facebook Saffire Events
Twitter @SaffireEvents
Instagram saffireevents
Pinterest ...
saffireevents
By: Cassie Roberts
BYOD:
GROW EVENT REVENUE
with online marketing
saffireevents
FACEBOOK
saffireevents
I know what you’re thinking…
saffireevents
KING
is
of social media.
saffireevents
YOU KNOW THESTATS
• Over 1 BILLION monthly active users
• One in every seven humans on earth is active on
Fa...
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$174
You make
an estimated
per Facebook like.
saffireevents
21%
After seeing
an item on Pinterest
make a purchase.
saffireevents
1000
A FREE piece
of pie for
Instagram followers
saffireevents
What?
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1 2 3
Find ‘em: Get ‘em: Keep ‘em:
Ads Likes Engage
AGENDA
saffireevents
CASE STUDY
Using a
of…
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THEY RAN A HUGE
FACEBOOK CAMPAIGN
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Likeswent from
3757
to
8140
in about a month
saffireevents
98,901POPULATION
TYLER,TEXAS
213,381POPULATION
SMITH COUNTY
240,000FAIR ATTENDANCE
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1
Part
ONE
saffireevents
1 2 3
Find ‘em: Get ‘em: Keep ‘em:
Ads Likes Engage
AGENDA
saffireevents
Only 30% of content on news feed is from brands
Only about 16% of your fans see your posts
saffireevents
HOW DOESFACEBOOK PICK?
saffireevents
If other people
like/share/comment
on your post…
FACEBOOK SHARES
IT WITH MORE
PEOPLE
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POPULARITY CONTEST
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LIKES
However, unless you already have
No one will see your posts anyway.
saffireevents
THAT’S HARSH
saffireevents
HOW DO I GET MORE LIKES?
saffireevents
FACEBOOK ADVERTISING
• Relativelyinexpensive
• Can start campaigns for as little as $5
• Manyaudience target...
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OPTIONS
Page
Ads
Promoted
Posts
saffireevents
PAGE ADS
• Promoting your PAGE will getmore LIKES.
• This is done in twoways:
• ADS on the right hand side.
...
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HOW TO MAKE AN AD
saffireevents
FROM ADMIN PANEL
saffireevents
JUST A FEW OPTIONS
saffireevents
MANY MORE OPTIONS
www.facebook.com/advertising
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AUDIENCE
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COST FORCAMPAIGN
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EXAMPLES
saffireevents
PAGE AD- BEST PERFORMER
• 35-64yearolds within 50miles
• 43 clicks, 35 page likes
• $8.15-23cents/like
saffireevents
PAGE AD- 2nd Best
• 18-35 yearolds within 25 miles – 863 impressions
• 17 clicks, 13 page likes
• $2.09-16ce...
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VARIATIONS
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PROMOTED POSTS
• Promoting your POSTS will getENGAGEMENT
with your messages.
• This is alsodone in twoways:
...
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HOW TO PROMOTE A POST
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saffireevents
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MANY MORE OPTIONS
www.facebook.com/advertising
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EXAMPLES
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PROMOTED POST
• TOTALREACH:13,685
• TOTALCLICKS 454
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PROMOTED POST
“We made it to 6,000 Facebook
Fans so it's time for a giveaway! LIKE this
status before midnig...
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2
Part
TWO
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1 2 3
Find ‘em: Get ‘em: Keep ‘em:
Ads Likes Engage
AGENDA
saffireevents
CONTESTS
Facebook
saffireevents
THE DOS AND DON’TS
DO
• Collectentries by
comment/likes
• Collectentries by having
users message you
• Utili...
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TOP 5 CONTESTTIPS
1. SETGOALS
• What are you tryingto achieve?Ex: likes, email addresses,
comments,etc.
2. C...
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CONTEST TIPS,CONT.
4. CREATEAPRIZE PACKAGE
• If yourprize is bigger,you can ask for moreinformation
5. PLANT...
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CONTESTS FORINTERACTION
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EXAMPLE
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CONTESTS FOR MORE
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IFRAME IN TOFB
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THE BIGCONTEST
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USE FOR EMAILCOLLECTION
467 Entries
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LATER…
“We just drew the name of
the first winner of the ULTIMATE
FAIR EXPERIENCE! Are you ready to
know who...
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3
Part
THREE
saffireevents
1 2 3
Find ‘em: Get ‘em: Keep ‘em:
Ads Likes Engage
AGENDA
saffireevents
WHAT DO I POST?
saffireevents
Whatever gets action
from your audience.
SIMPLE ANSWER:
saffireevents
Ask questionsin your posts
that get peopleto talk about themselvesin
relationto your event.
ANOTHER DEEP THO...
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GRANDPARENTSDAY
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TEXT
“Happy GrandparentsDay! If
you have a specialmemory with
your grandparent or grandkidat the
fair, pleas...
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EXAMPLE COMMENT
“Playing washer pull ordraw a number. It
was something my family could afford & it
benefited...
saffireevents
Use the
Make 80% of your posts FUN, and
20% PROMOTIONAL
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FUN POSTS
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POST FROM MASCOT
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ADVICE POSTS
SHARED 522% MORE
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PROMOTIONALPOST
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PROMOTIONALPOST
“Don't miss ourCRAZYGOOD
DEALSon the WeekendPack and
Weekend SuperPack. Thesavings on
these ...
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Now. Let’s talk
about that pie &
what else you
should post.
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saffireevents
www.popularpays.com
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HOW IT WORKS
• With 1000 Instagramfollowers,Bang Bang Pie will give
you a free piece ofpie
• Afterfree desse...
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CHICAGO.
Right now Popular Pays is only in
BUT—what can we learn?
saffireevents
DO THIS YOURSELF
If you want…
saffireevents
EXAMPLE
“Are you a Facebook
Fanatic? LIKE our page, and tag
us in a photo while you’re here
and we’ll give y...
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PHOTOS
The engagement rate on Facebook posts with
averages .37%.
WITHOUT PHOTOS
The engagement rate on Faceb...
saffireevents
INSTAGRAM &
PINTEREST
Integrate
with your Facebook page
saffireevents
EVER TAKEN
10% of photos
Were taken in the last 12 months.
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Luckily, both are easy!
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PINTEREST
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INSTAGRAM
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HOW OFTEN TO POST?
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16%
Remember only
of your audience will see your post.
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IS INCREASING
Publishing frequency for businesses
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SEVERAL TIMES
You can post
about the same topic.
(Secret:Then you don’t have tocome up with new things to po...
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LABOR DAY EXAMPLE
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POST ONE:
“Take advantage of our
CRAZY Labor Day Special: Buy2 Adult
Tickets, Get 1 ChildTicket FREE! Offer
...
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POST TWO:
“Rememberour INCREDIBLE
Labor Day Special: Buy 2Adult Tickets,
Get 1 Child Ticket FREE!
http://buf...
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POST THREE:
“The rumors are true, we are NOT
selling tickets at Brookshires and Super One
this year. Allpre-...
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EDITORIALCALENDAR
www.saffireevents.com/calendar
saffireevents
WHEN TO POST?
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DIVIDED
It’s a house
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EXPERIMENTINGto see what works best for
you.
Do some
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SCHEDULING POSTS
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TAGGING
If you want to use
Try using FACEBOOK itself to schedule
posts!
saffireevents Make sure you are
actingas yourpage!
saffireevents
BUFFER ISGREATwww.bufferapp.com
saffireevents
CASSIE ROBERTS
WWW.SAFFIREEVENTS.COM
@SAFFIRE EVENTS
Stay Tuned for PART 3: Measuring your Marketing
saffireevents
SOURCES
http://socialmouths.com/blog/2013/05/14/facebook-ads-vs-promoted-posts/
http://thenextweb.com/facebo...
saffireevents
Kendra Wright & Cassie Roberts
Saffire Events
BYOD: Grow Event
Revenue with
Online Marketing
saffireevents
Kendra Wright|Cassie Roberts
BYOD:
GROW EVENT REVENUE
WITH ONLINE MARKETING
saffireevents
Give us your business card at the end;
We’ll send you our slides.
GET OUT YOUR DEVICE
saffireevents
saffireevents
saffireevents
HISTORY
saffireevents
EVENT PORTFOLIO
Rodeo Austin
SouthTexas State Fair
Rodeo Belton/ 4th of July
Celebration
BrazosValley Fair
H...
saffireevents
saffireevents
PALAMINO FEST
saffireevents
saffireevents
PALAMINO FEST
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SAFFIRE ASSOCIATION PARTNERS
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ANALYTICS?
How often do you
look at your website
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No Fear
How Do
I Start?
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YOU’RE NOT
MARKETING!
If you’re
not measuring,
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AWARENESS
INTEREST
DESIRE
ACTIO
N
saffireevents
•Social
media/
WOM/Offli
ne mktg
AWARENES
S
•Social media/
email
INTERES
T
•Email/
website
DESI
RE
•Website
...
saffireevents
But thisis evolving…
saffireevents
•Social
media/
WOM/Offli
ne mktg
AWARENES
S
•Social media/
email
INTERES
T
•Email/
website
DESI
RE
•Website
...
saffireevents
ACTION ONFACEBOOK
• Sign up for email
• Email signup formon tab
• Contest
• Buy tickets
• View event schedul...
saffireevents
LEGITIMIZE ONLINE MARKETING
Use marketing terms,not online terms
TV WEB EMAIL SOCIAL
Audience size Reach Sit...
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1 2 3
Measuring Measuring Measuring
Website Email Social
saffireevents
Let’s start at the bottom.
YOUR WEBSITE
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GOOGLEANALYTICS
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NERD ALERT!
saffireevents
YOU ARE BIG BROTHER
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WHERE THEYLIVE
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WHAT SITES THEY VISITED
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WHERE THEY GO ON YOUR SITE
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HOW LONG THEY STAY
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HOW MANY TIMES THEY VISITED
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WHAT BROWSER THEY USE
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WHAT DEVICE THEY USE
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WHAT THEY SEARCHED
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WHAT SOCIAL IMPACT WAS
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SEE IT GRAPHICALLY
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FOUR THINGSTO WATCH
site
visits
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SITE VISITS
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SITE VISITS
•Improve SEO and/or
online marketing of
your site
low
site
visits?
saffireevents
FOUR THINGSTO WATCH
bounce
rate
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BOUNCE RATE
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BOUNCE RATE
•Improve your homepage –
layout, images, navigation, etc.
•40-50% is average.
high
bounce
rate?
saffireevents
FOUR THINGSTO WATCH
actions/
conversion
rate
saffireevents
CONVERSIONRATE
(Number ofpeoplewho take action
÷
Number of site visitors)
* 100 to convert to %
saffireevents
CONVERSIONRATE
•Make your website
more compelling
(good rate: 2%)
Not enough
action/
conversions?
saffireevents
GOALS-EMAIL SIGNUP
saffireevents
GOALS-EMAIL SIGNUP
saffireevents
GOALS-EMAIL SIGNUP
saffireevents
GOALS-EMAIL SIGNUP
saffireevents
ECOMMERCE TRACKING
• Put a snippet of GAcode in your cartthat tracks
purchases
• If you sell online, you MUS...
saffireevents
FOUR THINGSTO WATCH
time on
site
saffireevents
TIME ON SITE
saffireevents
TIME ON SITE
•Add interactivity and
other “stickiness”
•Votes, music, social, etc.
low
time on
site
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AUTOMATING GOOGLE ANALYTICS
saffireevents
AUTOMATING GOOGLE ANALYTICS
saffireevents
TRACKING SOCIAL
saffireevents
TRACKING SOCIAL
saffireevents
TRACKING SOCIAL
saffireevents
TRACKING SOCIAL
saffireevents
Now your biggestrevenue producer.
EMAIL BLASTS
saffireevents
EMAIL BLASTS?
How many of
you do periodic
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1
Track
PER EMAIL
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Open Rate
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Click-Through Rate (CTR)
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Conversion Rate = REVENUE
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2
Track
OVER TIME
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House File Size
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Churn (% who leave your list)
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Cost/Email
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Revenue/Email
saffireevents
ROI CALCULATION
Added Revenue - Cost
÷
Cost
* 100 to convert to %
saffireevents
&
Sample
OPEN RATESVaries a lot by client
9-15% on low end
30-35% on high end
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HIGHEST OPENRATES
Good subject line
Clients who sell online
Clients with a strong brand
Sent at the right ti...
saffireevents
&
Sample
CLICK RATESNot as much variance by client
Around 10-20%
saffireevents
CALLS TO ACTIONCLICKS
Use action words
Get MoreInfo!
Sign Up!
Buy Now!
MorePhotos!
Be conversational. (take...
saffireevents
And lastly the top of the funnel
SOCIALMEDIA
saffireevents
ANALYTICS?
How often do you
look at your Facebook
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SOCIAL ANALYTICS ADVICE
Tryto get away from social-specificterminology
• Likes
• Shares
• Fans
• Followers
saffireevents
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FACEBOOK INSIGHTS
saffireevents
INSIGHTS – PAGE OVERVIEW
saffireevents
EXPORT-PAGE LEVEL DATA
On Facebook page, go to Insights  Export
Page level data
81 columns of data and man...
saffireevents
Now let’stalk about measuring posts.
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INSIGHTS – POST REACH
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POST REACH
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INSIGHTS – MOST REACH
saffireevents
ENGAGEMENT
saffireevents
ENGAGEMENTINCLUDES:
Likes
Comments
Shares
Video views
Link clicks
Photo clicks
Clicked commenter’s name
Like...
saffireevents
TALKING ABOUT THIS
saffireevents
TALKING ABOUT INCLUDES:
Likes
Comments
Shares
Video views
Link clicks
Photo clicks
Clicked commenter’s name
...
saffireevents
INSIGHTS –POST VIRALITY
saffireevents
#3 MOST VIRALITY
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#2 MOST VIRALITY
saffireevents
#1 MOST VIRALITY
saffireevents
FACEBOOK INSIGHTS
saffireevents
ANALYZE WITH BUFFER
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ANALYZE WITH TWITONOMY
saffireevents
ANALYZE WITH TWITONOMY
saffireevents
YOUTUBE ANALYTICS
saffireevents
REVIEW
Measure your website, email and social
Think about tracking value (and cost, if youcan) for:
• Impres...
saffireevents
LEAVE US YOURCARD
We’ll send you:
• These slides
• A freesubscription to The Dirt online marketing
newslette...
saffireevents
FREE ONLINE MARKETING TIPS
Facebook Saffire Events
Twitter @SaffireEvents
Instagram saffireevents
Pinterest ...
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IFEA 2013 Bring Your Own Device

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IFEA 2013 Bring Your Own Device

  1. 1. Kendra Wright & Cassie Roberts Saffire Events BYOD: Grow Event Revenue with Online Marketing
  2. 2. saffireevents Kendra Wright|Cassie Roberts BYOD: GROW EVENT REVENUE WITH ONLINE MARKETING
  3. 3. saffireevents Give us your business card at the end; We’ll send you our slides. GET OUT YOUR DEVICE
  4. 4. saffireevents
  5. 5. saffireevents
  6. 6. saffireevents HISTORY
  7. 7. saffireevents EVENT PORTFOLIO Rodeo Austin SouthTexas State Fair Rodeo Belton/ 4th of July Celebration BrazosValley Fair Heart O' Texas Fair & Rodeo Amarillo Tri-State Fair FortBend CountyFair Central Texas State Fair Comal CountyFair Okeechobee CountyFair Amador CountyFair Chowchilla Fair Palomino Fest Lea County CoorsCowboy Club WashingtonCountyFair Texas State ForestFestival American Royal Colorado State Fair Napa CountyFair DodgeCity RoundUp Brazoria CountyFair SanAngelo Rogers CountyFair Greater Baton RougeState Fair Central States Black Hills StockShow/Rodeo Los Fresnos Twas the Lights Reno Rodeo Redding Rodeo NorthwestWashingtonFair SikestonRodeo Delaware State Fair SangamonCountyFair East Texas Park of East Texas Laramie CountyFair Benton-FranklinFair Carroll CountyFair Pendleton Round-Up PonyExpress Days Arizona National Livestock Show YoloCountyFair California Rodeo Salinas Rio Grande Valley Livestock Show Old Sorehead Trade Days Cuero TurkeyFest Fiesta San Antonio GlennCountyFair State Fair of Louisiana FourStates Fair MontgomeryCountyFair AgriculturalLearning Center GrantCountyFair NorthTexas State Fair Rooftop Rodeo West End Fair Crabtree Amusements Trinity Valley Exposition Brackenridge Recreation Complex Kitsap Rodeo Cowpokes Refugio CountyFair Rockdale Fair & Rodeo
  8. 8. saffireevents
  9. 9. saffireevents PALAMINO FEST
  10. 10. saffireevents
  11. 11. saffireevents PALAMINO FEST
  12. 12. saffireevents
  13. 13. saffireevents SAFFIRE ASSOCIATION PARTNERS
  14. 14. saffireevents
  15. 15. saffireevents
  16. 16. saffireevents CAN’T GET ENOUGH SAFFIRE? This is a 3-Part Series Next: Facebook Last: Online Marketing Measurement
  17. 17. saffireevents HOW DO YOU SPEND MARKETING RESOURCES?
  18. 18. saffireevents HOW DOPEOPLEHEAR ABOUT YOUR FESTIVAL?
  19. 19. saffireevents IF YOU MAPPED THEM, WOULD THEY MATCH? SPENT RESULTS 0 1 2 3 4 5 Online Newspaper Radio Television Outdoor
  20. 20. saffireevents INTERNET WINS POPULARITY CONTEST
  21. 21. saffireevents MOBILE FOLLOWSSUIT Source: Morgan Stanley Research
  22. 22. saffireevents
  23. 23. saffireevents OUR AGENDATODAY • •
  24. 24. saffireevents 1 YOUR WEBSITE
  25. 25. saffireevents OUTSOURCE How many of you some part of your website?
  26. 26. saffireevents HOW DO YOU MANAGE YOUR SITE?
  27. 27. saffireevents YOUR WEBGUY
  28. 28. saffireevents THE BOTTOMLINE
  29. 29. saffireevents WHY IT’S IMPORTANT
  30. 30. saffireevents EVEN MOREDEPRESSING
  31. 31. saffireevents YOU CAN HELP THIS! • Clearnavigation • Interactivity • Relevant content • Calls to action • Goodsearch • Fast load • Cleanlayout • Compelling imagery
  32. 32. saffireevents
  33. 33. saffireevents FACTORS The most important
  34. 34. saffireevents LAYOUT Clean
  35. 35. saffireevents HOW TO GET THERE EVENT DATES HOW TO GET TICKETS
  36. 36. saffireevents Imagery Compelling
  37. 37. saffireevents HERE’S HOWTHEY WORK TOGETHER IMAGES LAYOUT
  38. 38. saffireevents
  39. 39. saffireevents
  40. 40. saffireevents
  41. 41. saffireevents
  42. 42. saffireevents
  43. 43. saffireevents
  44. 44. saffireevents
  45. 45. saffireevents
  46. 46. saffireevents
  47. 47. saffireevents
  48. 48. saffireevents
  49. 49. saffireevents
  50. 50. saffireevents
  51. 51. saffireevents
  52. 52. saffireevents
  53. 53. saffireevents MAKE EVENT PAGES INTERACTIVE
  54. 54. saffireevents MAKE EVENT PAGES INTERACTIVE
  55. 55. saffireevents MAKE EVENT PAGES INTERACTIVE
  56. 56. saffireevents HIGHLIGHT EVENT COMPONENTS
  57. 57. saffireevents MAXIMIZE VIRAL SHARING
  58. 58. saffireevents SELL How many of you online?
  59. 59. saffireevents WHY DO ECOMMERCE?
  60. 60. saffireevents ECOMMERCE=INSURANCE POLICY
  61. 61. saffireevents ECOMMERCE=INCREMENTALREVENUE
  62. 62. saffireevents DETERMININGPRICE: 80/20
  63. 63. saffireevents HOW TO SELL MORE NOW
  64. 64. saffireevents MAKE TIX EASY TO FIND
  65. 65. saffireevents MAKE TIX EASY TO FIND
  66. 66. saffireevents INTEGRATED DESIGN& FEWER CLICKS
  67. 67. saffireevents 2 TARGETING TRENDS
  68. 68. saffireevents MOMS? Do you market to
  69. 69. saffireevents PINTEREST
  70. 70. saffireevents PINTEREST
  71. 71. saffireevents YOUNG? Is your audience
  72. 72. saffireevents Instagram Incorporate
  73. 73. saffireevents Mainly MOBILE Knownfor image DOCTORING Trends YOUNGER
  74. 74. saffireevents TEXT MARKETING Your customersare texting. Consider joining the conversation. Judiciouslytext deals and special announcements. RELEVANCY BAR IS HIGH! SAFFIRE RECOMMENDATION Offer people the opportunity to sign up for text, even if you don’t know what you’ll do with them.
  75. 75. saffireevents BROAD? Is your audience
  76. 76. saffireevents YOUTUBE Customersexposedto videos are 437% more likelyto engage in your brand. Engagement = Purchases SAFFIRE RECOMMENDATION Make your videos raw and not too produced to help customers identify with your brand.
  77. 77. saffireevents 3 MOVING MOBILE
  78. 78. saffireevents MOBILE Do you feel good about your Strategy?
  79. 79. saffireevents MOBILE
  80. 80. saffireevents IMPORTANT FORSANITY
  81. 81. saffireevents Really Old Days FairlyOld Days Now
  82. 82. saffireevents SOFA MAXIMIZEthe
  83. 83. saffireevents APP OR MOBILE SITE?
  84. 84. saffireevents APP OR MOBILE SITE?
  85. 85. saffireevents IMPORTANCE FOR REVENUE Customers increasingly use mobilesearchto shop. 95% of all mobile searches are for localproducts andservices. 61% of all local searches result in a purchase.
  86. 86. saffireevents 1 2 $$$ Local Mobile  Mobile SEARCH PURCHASE SUCCESS + = The One-Two Punch
  87. 87. saffireevents WHAT LEADS TO MOBILE PURCHASE?
  88. 88. saffireevents 4 EMAIL MARKETING
  89. 89. saffireevents EMAIL How many of you your customers?
  90. 90. saffireevents ANATOMY OF SUCCESS Big Email List Lots Opened Lots Clicked $$$
  91. 91. saffireevents Get a big email LIST Get started, and keep it going
  92. 92. saffireevents GET A BIGEMAIL LIST Outlook contacts Boardof Directors Volunteers Sponsors Exhibitors Past Purchasers Etc.
  93. 93. saffireevents EMAIL SIGNUP ON ALL PAGES
  94. 94. saffireevents ONGOING- ONLINE When people share anevent photo When they complete an online form When they PURCHASE something On Facebook, offer contests and email signup
  95. 95. saffireevents ONGOING- OFFLINE Door prizeorsignup at events Anytime they purchase something
  96. 96. saffireevents Get lots of OPENS Good subject line + Right send time
  97. 97. saffireevents GOOD SUBJECTLINES Something RECOGNIZABLE Action words Not too spammy 50 characters or less
  98. 98. saffireevents BONUS POINTS Turn into Tweet 120 characters, #and shortened URL Turn into Facebook post 150 characters,image and no #
  99. 99. saffireevents HIGHEST OPENRATES Clients who sell online Clients with a strong brand Sent at the right time/day • CHANGINGDRAMATICALLY • Tuesday mid-morning, evenings (9 pm) &weekends
  100. 100. saffireevents Get lots of CLICKS Good content & images
  101. 101. saffireevents DON’T TELLTHE WHOLE STORY
  102. 102. saffireevents Goal:Clicks to website!
  103. 103. saffireevents One that makes you click! What makes a good image?
  104. 104. saffireevents User Response I wantto buya ticketso I canexperience that too!
  105. 105. saffireevents one main story two smaller features TEST AGAINST EACH OTHER two smaller features CONSIDER A PYRAMID
  106. 106. saffireevents THE FORMULA Headline Image Text(short,with links) Callto action e.g.,“Click here to enter now!” “Click here to see more photos!”
  107. 107. saffireevents Encourage Sharing! LINKS TO SOCIALMEDIA
  108. 108. saffireevents LEAVE US YOURCARD We’ll send you: • These slides • A freesubscription to The Dirt online marketing newsletter • Invitation to ongoing educational webinars
  109. 109. saffireevents FREE ONLINE MARKETING TIPS Facebook Saffire Events Twitter @SaffireEvents Instagram saffireevents Pinterest saffireevents YouTube saffirestudio Questions?
  110. 110. saffireevents By: Cassie Roberts BYOD: GROW EVENT REVENUE with online marketing
  111. 111. saffireevents FACEBOOK
  112. 112. saffireevents I know what you’re thinking…
  113. 113. saffireevents KING is of social media.
  114. 114. saffireevents YOU KNOW THESTATS • Over 1 BILLION monthly active users • One in every seven humans on earth is active on Facebook • 461 Million users are on Facebook mobile • 10 Million Facebook Apps
  115. 115. saffireevents $174 You make an estimated per Facebook like.
  116. 116. saffireevents 21% After seeing an item on Pinterest make a purchase.
  117. 117. saffireevents 1000 A FREE piece of pie for Instagram followers
  118. 118. saffireevents What?
  119. 119. saffireevents 1 2 3 Find ‘em: Get ‘em: Keep ‘em: Ads Likes Engage AGENDA
  120. 120. saffireevents CASE STUDY Using a of…
  121. 121. saffireevents
  122. 122. saffireevents
  123. 123. saffireevents
  124. 124. saffireevents THEY RAN A HUGE FACEBOOK CAMPAIGN
  125. 125. saffireevents Likeswent from 3757 to 8140 in about a month
  126. 126. saffireevents 98,901POPULATION TYLER,TEXAS 213,381POPULATION SMITH COUNTY 240,000FAIR ATTENDANCE
  127. 127. saffireevents 1 Part ONE
  128. 128. saffireevents 1 2 3 Find ‘em: Get ‘em: Keep ‘em: Ads Likes Engage AGENDA
  129. 129. saffireevents Only 30% of content on news feed is from brands Only about 16% of your fans see your posts
  130. 130. saffireevents HOW DOESFACEBOOK PICK?
  131. 131. saffireevents If other people like/share/comment on your post… FACEBOOK SHARES IT WITH MORE PEOPLE
  132. 132. saffireevents POPULARITY CONTEST
  133. 133. saffireevents
  134. 134. saffireevents LIKES However, unless you already have No one will see your posts anyway.
  135. 135. saffireevents THAT’S HARSH
  136. 136. saffireevents HOW DO I GET MORE LIKES?
  137. 137. saffireevents FACEBOOK ADVERTISING • Relativelyinexpensive • Can start campaigns for as little as $5 • Manyaudience targetingoptions • Provides results tracking information
  138. 138. saffireevents OPTIONS Page Ads Promoted Posts
  139. 139. saffireevents PAGE ADS • Promoting your PAGE will getmore LIKES. • This is done in twoways: • ADS on the right hand side. • SPONSORED STORIES, which appearin the newsfeed when their friend Likes(orchecks in) to your page. • When you make an ad, you can choose to doeither or both.
  140. 140. saffireevents HOW TO MAKE AN AD
  141. 141. saffireevents FROM ADMIN PANEL
  142. 142. saffireevents JUST A FEW OPTIONS
  143. 143. saffireevents MANY MORE OPTIONS www.facebook.com/advertising
  144. 144. saffireevents AUDIENCE
  145. 145. saffireevents COST FORCAMPAIGN
  146. 146. saffireevents EXAMPLES
  147. 147. saffireevents PAGE AD- BEST PERFORMER • 35-64yearolds within 50miles • 43 clicks, 35 page likes • $8.15-23cents/like
  148. 148. saffireevents PAGE AD- 2nd Best • 18-35 yearolds within 25 miles – 863 impressions • 17 clicks, 13 page likes • $2.09-16cents/like
  149. 149. saffireevents VARIATIONS
  150. 150. saffireevents PROMOTED POSTS • Promoting your POSTS will getENGAGEMENT with your messages. • This is alsodone in twoways: • ADS on the righthand side, whichare the same except with the message insteadof page info. • SPONSORED STORIES, whichare also the same with the message in the news feed.
  151. 151. saffireevents HOW TO PROMOTE A POST
  152. 152. saffireevents
  153. 153. saffireevents
  154. 154. saffireevents MANY MORE OPTIONS www.facebook.com/advertising
  155. 155. saffireevents EXAMPLES
  156. 156. saffireevents PROMOTED POST • TOTALREACH:13,685 • TOTALCLICKS 454
  157. 157. saffireevents PROMOTED POST “We made it to 6,000 Facebook Fans so it's time for a giveaway! LIKE this status before midnight for a chance towin 1 of 6 Unlimited Ride Armbands! *Valid any one weekday (Monday-Friday)”
  158. 158. saffireevents 2 Part TWO
  159. 159. saffireevents 1 2 3 Find ‘em: Get ‘em: Keep ‘em: Ads Likes Engage AGENDA
  160. 160. saffireevents CONTESTS Facebook
  161. 161. saffireevents THE DOS AND DON’TS DO • Collectentries by comment/likes • Collectentries by having users message you • Utilize likes as a voting mechanism DON’T • Place contests onpersonal Facebooktimeline • Require peopleto tag themselves in promotions
  162. 162. saffireevents TOP 5 CONTESTTIPS 1. SETGOALS • What are you tryingto achieve?Ex: likes, email addresses, comments,etc. 2. CONSIDERTHEAUDIENCE • Importantin determiningyour prize package 3. Determine the Contest Time Frame • RememberStoryBump! Can run daily small contestsfor likes & commentsorlongertimeframe formorepersonalinformation
  163. 163. saffireevents CONTEST TIPS,CONT. 4. CREATEAPRIZE PACKAGE • If yourprize is bigger,you can ask for moreinformation 5. PLANTHEFUFILLMENT • Know how quickly you can deliverand make sureit’swithin the expiration date
  164. 164. saffireevents CONTESTS FORINTERACTION
  165. 165. saffireevents
  166. 166. saffireevents EXAMPLE
  167. 167. saffireevents CONTESTS FOR MORE
  168. 168. saffireevents IFRAME IN TOFB
  169. 169. saffireevents THE BIGCONTEST
  170. 170. saffireevents USE FOR EMAILCOLLECTION 467 Entries
  171. 171. saffireevents LATER… “We just drew the name of the first winner of the ULTIMATE FAIR EXPERIENCE! Are you ready to know who itis?”
  172. 172. saffireevents 3 Part THREE
  173. 173. saffireevents 1 2 3 Find ‘em: Get ‘em: Keep ‘em: Ads Likes Engage AGENDA
  174. 174. saffireevents WHAT DO I POST?
  175. 175. saffireevents Whatever gets action from your audience. SIMPLE ANSWER:
  176. 176. saffireevents Ask questionsin your posts that get peopleto talk about themselvesin relationto your event. ANOTHER DEEP THOUGHT
  177. 177. saffireevents GRANDPARENTSDAY
  178. 178. saffireevents TEXT “Happy GrandparentsDay! If you have a specialmemory with your grandparent or grandkidat the fair, please share!
  179. 179. saffireevents EXAMPLE COMMENT “Playing washer pull ordraw 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 away. We would just keep playing.” 
  180. 180. saffireevents Use the Make 80% of your posts FUN, and 20% PROMOTIONAL
  181. 181. saffireevents FUN POSTS
  182. 182. saffireevents
  183. 183. saffireevents POST FROM MASCOT
  184. 184. saffireevents ADVICE POSTS SHARED 522% MORE
  185. 185. saffireevents PROMOTIONALPOST
  186. 186. saffireevents PROMOTIONALPOST “Don't miss ourCRAZYGOOD DEALSon the WeekendPack and Weekend SuperPack. Thesavings on these online only specials can't be beat! BUY NOW! http://buff.ly/1fKA1BQ”
  187. 187. saffireevents Now. Let’s talk about that pie & what else you should post.
  188. 188. saffireevents
  189. 189. saffireevents www.popularpays.com
  190. 190. saffireevents HOW IT WORKS • With 1000 Instagramfollowers,Bang Bang Pie will give you a free piece ofpie • Afterfree dessert, users are encouraged(not forced) to post a picture to their Instagram. • Other businesses are joining in. For 40,000 followers, you can get a free skydive!
  191. 191. saffireevents CHICAGO. Right now Popular Pays is only in BUT—what can we learn?
  192. 192. saffireevents DO THIS YOURSELF If you want…
  193. 193. saffireevents EXAMPLE “Are you a Facebook Fanatic? LIKE our page, and tag us in a photo while you’re here and we’ll give you a free t-shirtif you show us your post!”
  194. 194. saffireevents PHOTOS The engagement rate on Facebook posts with averages .37%. WITHOUT PHOTOS The engagement rate on Facebook posts averages .27%.
  195. 195. saffireevents INSTAGRAM & PINTEREST Integrate with your Facebook page
  196. 196. saffireevents EVER TAKEN 10% of photos Were taken in the last 12 months.
  197. 197. saffireevents Luckily, both are easy!
  198. 198. saffireevents PINTEREST
  199. 199. saffireevents INSTAGRAM
  200. 200. saffireevents HOW OFTEN TO POST?
  201. 201. saffireevents 16% Remember only of your audience will see your post.
  202. 202. saffireevents IS INCREASING Publishing frequency for businesses
  203. 203. saffireevents SEVERAL TIMES You can post about the same topic. (Secret:Then you don’t have tocome up with new things to postall the time!)
  204. 204. saffireevents LABOR DAY EXAMPLE
  205. 205. saffireevents POST ONE: “Take advantage of our CRAZY Labor Day Special: Buy2 Adult Tickets, Get 1 ChildTicket FREE! Offer valid only through 9/2, so BUYNOW! http://buff.ly/1dYMMdW”
  206. 206. saffireevents POST TWO: “Rememberour INCREDIBLE Labor Day Special: Buy 2Adult Tickets, Get 1 Child Ticket FREE! http://buff.ly/1e4qozK”
  207. 207. saffireevents POST THREE: “The rumors are true, we are NOT selling tickets at Brookshires and Super One this year. Allpre-sale tickets are online, but we have some GREAT deals for you, including a Labor Day Special! http://buff.ly/19Za1So”
  208. 208. saffireevents EDITORIALCALENDAR www.saffireevents.com/calendar
  209. 209. saffireevents WHEN TO POST?
  210. 210. saffireevents DIVIDED It’s a house
  211. 211. saffireevents EXPERIMENTINGto see what works best for you. Do some
  212. 212. saffireevents SCHEDULING POSTS
  213. 213. saffireevents TAGGING If you want to use Try using FACEBOOK itself to schedule posts!
  214. 214. saffireevents Make sure you are actingas yourpage!
  215. 215. saffireevents BUFFER ISGREATwww.bufferapp.com
  216. 216. saffireevents CASSIE ROBERTS WWW.SAFFIREEVENTS.COM @SAFFIRE EVENTS Stay Tuned for PART 3: Measuring your Marketing
  217. 217. saffireevents SOURCES http://socialmouths.com/blog/2013/05/14/facebook-ads-vs-promoted-posts/ http://thenextweb.com/facebook/2013/08/27/facebook-eases-up-on-brand-promotions-by-removing-third- party-app-requirement/ http://coopervision.com/practitioner/blog/facebook-advertising-showdown-sponsored-stories-vs-promoted- posts http://www.digitalinformationworld.com/2013/09/infographic-25-facebook-stats-as-of.html
  218. 218. saffireevents Kendra Wright & Cassie Roberts Saffire Events BYOD: Grow Event Revenue with Online Marketing
  219. 219. saffireevents Kendra Wright|Cassie Roberts BYOD: GROW EVENT REVENUE WITH ONLINE MARKETING
  220. 220. saffireevents Give us your business card at the end; We’ll send you our slides. GET OUT YOUR DEVICE
  221. 221. saffireevents
  222. 222. saffireevents
  223. 223. saffireevents HISTORY
  224. 224. saffireevents EVENT PORTFOLIO Rodeo Austin SouthTexas State Fair Rodeo Belton/ 4th of July Celebration BrazosValley Fair Heart O' Texas Fair & Rodeo Amarillo Tri-State Fair FortBend CountyFair Central Texas State Fair Comal CountyFair Okeechobee CountyFair Amador CountyFair Chowchilla Fair Palomino Fest Lea County CoorsCowboy Club WashingtonCountyFair Texas State ForestFestival American Royal Colorado State Fair Napa CountyFair DodgeCity RoundUp Brazoria CountyFair SanAngelo Rogers CountyFair Greater Baton RougeState Fair Central States Black Hills StockShow/Rodeo Los Fresnos Twas the Lights Reno Rodeo Redding Rodeo NorthwestWashingtonFair SikestonRodeo Delaware State Fair SangamonCountyFair East Texas Park of East Texas Laramie CountyFair Benton-FranklinFair Carroll CountyFair Pendleton Round-Up PonyExpress Days Arizona National Livestock Show YoloCountyFair California Rodeo Salinas Rio Grande Valley Livestock Show Old Sorehead Trade Days Cuero TurkeyFest Fiesta San Antonio GlennCountyFair State Fair of Louisiana FourStates Fair MontgomeryCountyFair AgriculturalLearning Center GrantCountyFair NorthTexas State Fair Rooftop Rodeo West End Fair Crabtree Amusements Trinity Valley Exposition Brackenridge Recreation Complex Kitsap Rodeo Cowpokes Refugio CountyFair Rockdale Fair & Rodeo
  225. 225. saffireevents
  226. 226. saffireevents PALAMINO FEST
  227. 227. saffireevents
  228. 228. saffireevents PALAMINO FEST
  229. 229. saffireevents
  230. 230. saffireevents SAFFIRE ASSOCIATION PARTNERS
  231. 231. saffireevents
  232. 232. saffireevents
  233. 233. saffireevents ANALYTICS? How often do you look at your website
  234. 234. saffireevents No Fear How Do I Start?
  235. 235. saffireevents YOU’RE NOT MARKETING! If you’re not measuring,
  236. 236. saffireevents AWARENESS INTEREST DESIRE ACTIO N
  237. 237. saffireevents •Social media/ WOM/Offli ne mktg AWARENES S •Social media/ email INTERES T •Email/ website DESI RE •Website ACT ION
  238. 238. saffireevents But thisis evolving…
  239. 239. saffireevents •Social media/ WOM/Offli ne mktg AWARENES S •Social media/ email INTERES T •Email/ website DESI RE •Website ACT ION
  240. 240. saffireevents ACTION ONFACEBOOK • Sign up for email • Email signup formon tab • Contest • Buy tickets • View event schedule • Linkto purchase page
  241. 241. saffireevents LEGITIMIZE ONLINE MARKETING Use marketing terms,not online terms TV WEB EMAIL SOCIAL Audience size Reach Site visitors List size Impressions Interaction “How did you hear” Actions/Conversions Clicks Engagement Conversion Rate Source ÷ Reach Actions ÷ Visitors Clicks ÷ List size Engagement ÷ Impressions
  242. 242. saffireevents 1 2 3 Measuring Measuring Measuring Website Email Social
  243. 243. saffireevents Let’s start at the bottom. YOUR WEBSITE
  244. 244. saffireevents GOOGLEANALYTICS
  245. 245. saffireevents NERD ALERT!
  246. 246. saffireevents YOU ARE BIG BROTHER
  247. 247. saffireevents WHERE THEYLIVE
  248. 248. saffireevents WHAT SITES THEY VISITED
  249. 249. saffireevents WHERE THEY GO ON YOUR SITE
  250. 250. saffireevents HOW LONG THEY STAY
  251. 251. saffireevents HOW MANY TIMES THEY VISITED
  252. 252. saffireevents WHAT BROWSER THEY USE
  253. 253. saffireevents WHAT DEVICE THEY USE
  254. 254. saffireevents WHAT THEY SEARCHED
  255. 255. saffireevents WHAT SOCIAL IMPACT WAS
  256. 256. saffireevents SEE IT GRAPHICALLY
  257. 257. saffireevents
  258. 258. saffireevents
  259. 259. saffireevents FOUR THINGSTO WATCH site visits
  260. 260. saffireevents SITE VISITS
  261. 261. saffireevents SITE VISITS •Improve SEO and/or online marketing of your site low site visits?
  262. 262. saffireevents FOUR THINGSTO WATCH bounce rate
  263. 263. saffireevents BOUNCE RATE
  264. 264. saffireevents BOUNCE RATE •Improve your homepage – layout, images, navigation, etc. •40-50% is average. high bounce rate?
  265. 265. saffireevents FOUR THINGSTO WATCH actions/ conversion rate
  266. 266. saffireevents CONVERSIONRATE (Number ofpeoplewho take action ÷ Number of site visitors) * 100 to convert to %
  267. 267. saffireevents CONVERSIONRATE •Make your website more compelling (good rate: 2%) Not enough action/ conversions?
  268. 268. saffireevents GOALS-EMAIL SIGNUP
  269. 269. saffireevents GOALS-EMAIL SIGNUP
  270. 270. saffireevents GOALS-EMAIL SIGNUP
  271. 271. saffireevents GOALS-EMAIL SIGNUP
  272. 272. saffireevents ECOMMERCE TRACKING • Put a snippet of GAcode in your cartthat tracks purchases • If you sell online, you MUST put this code on your site. • If you have 3rd party shopping cart (e.g., ExtremeTix),you should insist they put it onyour shopping cart pages.
  273. 273. saffireevents FOUR THINGSTO WATCH time on site
  274. 274. saffireevents TIME ON SITE
  275. 275. saffireevents TIME ON SITE •Add interactivity and other “stickiness” •Votes, music, social, etc. low time on site
  276. 276. saffireevents AUTOMATING GOOGLE ANALYTICS
  277. 277. saffireevents AUTOMATING GOOGLE ANALYTICS
  278. 278. saffireevents TRACKING SOCIAL
  279. 279. saffireevents TRACKING SOCIAL
  280. 280. saffireevents TRACKING SOCIAL
  281. 281. saffireevents TRACKING SOCIAL
  282. 282. saffireevents Now your biggestrevenue producer. EMAIL BLASTS
  283. 283. saffireevents EMAIL BLASTS? How many of you do periodic
  284. 284. saffireevents 1 Track PER EMAIL
  285. 285. saffireevents Open Rate
  286. 286. saffireevents Click-Through Rate (CTR)
  287. 287. saffireevents
  288. 288. saffireevents Conversion Rate = REVENUE
  289. 289. saffireevents 2 Track OVER TIME
  290. 290. saffireevents House File Size
  291. 291. saffireevents Churn (% who leave your list)
  292. 292. saffireevents
  293. 293. saffireevents Cost/Email
  294. 294. saffireevents Revenue/Email
  295. 295. saffireevents ROI CALCULATION Added Revenue - Cost ÷ Cost * 100 to convert to %
  296. 296. saffireevents & Sample OPEN RATESVaries a lot by client 9-15% on low end 30-35% on high end
  297. 297. saffireevents HIGHEST OPENRATES Good subject line Clients who sell online Clients with a strong brand Sent at the right time/day Tuesday mid-morning, evenings & weekends
  298. 298. saffireevents & Sample CLICK RATESNot as much variance by client Around 10-20%
  299. 299. saffireevents CALLS TO ACTIONCLICKS Use action words Get MoreInfo! Sign Up! Buy Now! MorePhotos! Be conversational. (take a look, check it out,etc.) Don’t tell the whole story!
  300. 300. saffireevents And lastly the top of the funnel SOCIALMEDIA
  301. 301. saffireevents ANALYTICS? How often do you look at your Facebook
  302. 302. saffireevents SOCIAL ANALYTICS ADVICE Tryto get away from social-specificterminology • Likes • Shares • Fans • Followers
  303. 303. saffireevents
  304. 304. saffireevents FACEBOOK INSIGHTS
  305. 305. saffireevents INSIGHTS – PAGE OVERVIEW
  306. 306. saffireevents EXPORT-PAGE LEVEL DATA On Facebook page, go to Insights  Export Page level data 81 columns of data and many tabs Impressions = ColumnAA(Daily TotalImpressions – Total) Engagement =Column L(Daily Page Engaged Users – Total)
  307. 307. saffireevents Now let’stalk about measuring posts.
  308. 308. saffireevents INSIGHTS – POST REACH
  309. 309. saffireevents POST REACH
  310. 310. saffireevents INSIGHTS – MOST REACH
  311. 311. saffireevents ENGAGEMENT
  312. 312. saffireevents ENGAGEMENTINCLUDES: Likes Comments Shares Video views Link clicks Photo clicks Clicked commenter’s name Liked a comment Clicked your page name Gave negative feedback Engagement IS A SIGN OF INTEREST IN YOUR
  313. 313. saffireevents TALKING ABOUT THIS
  314. 314. saffireevents TALKING ABOUT INCLUDES: Likes Comments Shares Video views Link clicks Photo clicks Clicked commenter’s name Liked a comment Clicked your page name Gave negative feedback Talking About MEASURES HOW MANY PEOPLE ARE WILLING TO SPREAD THE
  315. 315. saffireevents INSIGHTS –POST VIRALITY
  316. 316. saffireevents #3 MOST VIRALITY
  317. 317. saffireevents #2 MOST VIRALITY
  318. 318. saffireevents #1 MOST VIRALITY
  319. 319. saffireevents FACEBOOK INSIGHTS
  320. 320. saffireevents ANALYZE WITH BUFFER
  321. 321. saffireevents ANALYZE WITH TWITONOMY
  322. 322. saffireevents ANALYZE WITH TWITONOMY
  323. 323. saffireevents YOUTUBE ANALYTICS
  324. 324. saffireevents REVIEW Measure your website, email and social Think about tracking value (and cost, if youcan) for: • Impressions/Reach – how many peoplesaw it • Engagement – how many did something • Conversion Rate • Revenue Use analytics to market smarter. Start somewhere.
  325. 325. saffireevents LEAVE US YOURCARD We’ll send you: • These slides • A freesubscription to The Dirt online marketing newsletter • Invitation to ongoing educational webinars
  326. 326. saffireevents FREE ONLINE MARKETING TIPS Facebook Saffire Events Twitter @SaffireEvents Instagram saffireevents Pinterest saffireevents YouTube saffirestudio Questions?

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