Online Marketing for Dummies TESPresentation Transcript
ONLINE MARKETING FOR DUMMIES CASSIE ROBERTS
OPENING NOTESGive me your business card at theend of the presentation, and I’llsend you my slides.Come to our happy hour! Room#2232 from 5-6:30pm.
PRESENTER Cassie Roberts• Received BS Public Relations, & Masters Sport Management, The University of Texas• Born in Central City, NE• United States Olympic Committee• Rodeo Austin
ABOUT US: HISTORY
SAFFIRE ASSOCIATION PARTNERS
OUR AGENDABuzz Words: I’ve maybe heard of that, but what theheck IS it?Latest Trends in Online Marketing: Learn everything youneed to know about online trends even if youmade the choice not to use computers for thepast 15 years.Priorities: There are only 24 hours in a day, and I’monly willing to give a fraction of those to acomputer.Next Steps: I’m giving YOU the knowledge & powerto help market your event online!
You don’t need to memorize this… …there will not be a quiz. Familiarize yourself with these terms—Use them in conversation! (wait for your kids to faint)
URL (UNIFORM RESOURCE LOCATOR)Address designating thelocation of information onthe web; includes aregistered domain name.
URL VS. GOOGLEURL SEARCH BOX SEARCH BOX
SEO (SEARCH ENGINE OPTIMIZATION)The process of making awebsite search engine-friendly to improve rankingin search results.
HOW DO YOU ACHIEVE SEO?• Google Keywords• Google Description• Page Title• Get other sites (sponsors, vendors, etc.) to link to yours
COOKIEA small piece of code downloadedto a user’s machine to recognizerepeat visitors or track onlineactivity.• Saves your search settings• Remembers your browsing preferences and history
CACHEA storage of data so that futurethat reduces load time of pages• The Down Side: Can store out of date site info SAFFIRE RECOMMENDATION Use Shift+Control+Delete to clear your cache or clear your cookies.
INTERNET WINS POPULARITY CONTEST
ONLINE TICKET SALES80/20 rule • Approximately 80% of the tickets you sell online will be redeemed • Offer 20% discount • Come out evenFree shipping or print at home • ESPECIALLY when cheap to ship
TEXTING• Trends to a younger audience• A great way to get out a message to a bunch of people quickly
THE RISE OF MOBILE Source: Morgan Stanley Research
…AND OF TABLET
WEBSITE• The MOST important thing you should know about your event website is that you HAVE to be able to manage your content in REAL TIME.
HOW DO YOU MANAGE YOUR SITE?
YOUR WEB GUY
DON’T WORRYFrom the marketer’sstandpoint, it’s it’s much moreeffective to have a solidpresence in one or two channelsthan it is to try to dominate everyplatform.
FACEBOOKOver 1 BILLION monthly active usersOne in every seven humans on earth isan active Facebook userThe most important way to spend yoursocial networking energyFacebook trends to know• People use it on mobile• People use it for photosharing
TWITTERHow many of you have a Twitter account for your event? How many of you have a personal Twitter account? Don’t skip out on Twitter!
TWITTERYour 2nd priority for social media530 million accounts340 million tweets a day1 million accounts added toTwitter every day
WHY TWEET?Twitter is current on up-to-the minuteimportant news and culturalhappenings—Remember Blake Griffin!Ramp up your publishingfrequency, and make timely contentthe focus of your Twitter activities inorder to satisfy information-hungryusers.
PEOPLE INVOLVED IN YOUR EVENTSponsorsVendorsEntertainersVolunteersExhibitorsBoard members SAFFIRE RECOMMENDATION Follow people on a Tuesday morning; there may be better chance they’ll follow you back.
WRITE SOME TWEETSIt’s a chicken and the egg: peopledon’t follow people withouttweets, but you’ll get better bangfor buck once you have morefollowersTweet what you think will be helpfulto your target audience • Don’t be too self-serving
WHAT TO POSTWebsite changes/blog posts/emailarticlesTestimonialsPhotos/VideosNews of weird/human intereststoriesContestsQuestions
TWEET ABOUT YOUR PEOPLENow you follow “your people”You may have even retweetedsome of themNow start writing original tweetsabout them
WHAT IS THIS? #
THE ART OF THE HASHTAGPeople start including a hashtagwhen tweeting about a topic.It becomes easier to find thattopic in search.
TES HASHTAG ADDENDUMDo you tweet?We’re using #TESummit thisweekend!Tweet: The best part of Texas is… @SaffireEvents #TESummit
What is the fastest growing website of all time?
PINTERESTPinterest was the first siteto get 10 million uniquevisitors in a month.Pin event photos (andmore) and invite yourcustomers to follow yourboards!Not your highest priority,but do it! It’s fun!
50% of all web content is…
YOUTUBE Customers exposed to videos are 437% more likely to engage in your brand. • Engagement = Purchases SAFFIRE RECOMMENDATIONMake your videos raw and not too produced to help customers identify with your brand.
YOUTUBE• 3rd in your social media priorities• 4 billion videos/day viewed• 800 million unique users visit YouTube each month• 44% of YouTube’s users are aged between 12 & 34
The EASIEST socialnetworking website is…
INSTAGRAM • Mainly for mobile • Known for image “doctoring” • Trends younger • Ease of use lowers barriers to content creation and helps fuel posts on other networks.
1. CREATE AN ACCOUNT
2. TAKE A PHOTO
3. PICK A FILTER
FUN FACTS ABOUT INSTAGRAM• Social media users plan to increase their use of Instagram at a rate higher than that of any other network.• Also, 85% of Instagrammers use the platform at work, way above any other social media format.
USE HASHTAGS ON INSTAGRAM TOO! SAFFIRE RECOMMENDATION Use the same hashtags that you use on twitter so people (and you) have less to remember.
HASHTAGS FOR INSTAGRAM• Use them in the same way as on twitter!
FINAL WORD ON INSTAGRAMThe most important thing you cando for your Instagram community isto remain active, engaged andprovide value by responding tocomments.
ARE YOU FOLLOWING THESE TRENDS? ARE YOUR CUSTOMERS?
VOLUNTEER!• Become the social media guru for your event!• It’s an easy way to get involved• Your over-stressed staff member(s) will LOVE you• IT IS FUN!
If you don’t have a mobile site…
APP OR MOBILE SITE? 0% BlackBerr y 24% Android 46% Apple iPhone 30%
APP OR MOBILE SITE?
WHY MOBILE?Customers use mobile search toshop. • 95% of all mobile searches are for LOCAL products and services. • 61% of all local searches result in a purchase.
THE PERFECT STORM LOCAL Search + Mobile PURCHASEMOBILE SUCCESS
A FINAL NOTE
FAIRS EVERYWHERE 1 2
BULLS-EYELeave us your business card, and we’llsend:• These slides• A free subscription to The Dirt • Ongoing webinars• Follow us on Facebook (SaffireEvent) and Twitter (@saffireevents)