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! ...
PRESENTER        Cassie        Roberts• Received BS Public  Relations, & Masters Sport  Management, The  University of Tex...
ABOUT US: HISTORY
SAFFIRE CLIENTS
SAFFIRE CLIENTS
SAFFIRE ASSOCIATION PARTNERS
OUR AGENDABuzz Words: I’ve maybe heard of that, but what theheck IS it?Latest Trends in Online Marketing: Learn everything...
Buzz words
You don’t need to memorize this…  …there will not be a quiz. Familiarize yourself with these     terms—Use them in       ...
URL (UNIFORM RESOURCE LOCATOR)Address designating thelocation of information onthe web; includes aregistered domain name.
URL VS. GOOGLEURL                      SEARCH BOX            SEARCH BOX
RANGERS TICKETS
RANGERS TICKETS
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, e...
SEO MANAGEMENT
COOKIEA small piece of code downloadedto a user’s machine to recognizerepeat visitors or track onlineactivity.• Saves your...
CACHEA storage of data so that futurethat reduces load time of pages• The Down Side: Can store out  of date site info     ...
LATEST TRENDS
INTERNET WINS POPULARITY CONTEST
ONLINE TICKET SALES80/20 rule •   Approximately 80% of the tickets you sell     online will be redeemed •   Offer 20% disc...
TEXTING• Trends to a younger audience• A great way to get out a  message to a bunch of people  quickly
TEXTING
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 c...
PALAMINO FEST
HOW DO YOU MANAGE YOUR SITE?
YOUR WEB GUY
OTHER TRENDSOverwhelmed?
DON’T WORRYFrom the marketer’sstandpoint, it’s it’s much moreeffective to have a solidpresence in one or two channelsthan ...
FACEBOOKOver 1 BILLION monthly active usersOne in every seven humans on earth isan active Facebook userThe most important ...
TWITTERHow many of you have a Twitter   account for your event?   How many of you have a  personal Twitter account?   Don’...
TWITTERYour 2nd priority for social media530 million accounts340 million tweets a day1 million accounts added toTwitter ev...
WHY TWEET?Twitter is current on up-to-the minuteimportant news and culturalhappenings—Remember Blake Griffin!Ramp up your ...
PEOPLE INVOLVED IN YOUR EVENTSponsorsVendorsEntertainersVolunteersExhibitorsBoard members                    SAFFIRE RECOM...
WRITE SOME TWEETSIt’s a chicken and the egg: peopledon’t follow people withouttweets, but you’ll get better bangfor buck o...
WHAT TO POSTWebsite changes/blog posts/emailarticlesTestimonialsPhotos/VideosNews of weird/human intereststoriesContestsQu...
TWEET ABOUT YOUR PEOPLENow you follow “your people”You may have even retweetedsome of themNow start writing original tweet...
WHAT IS THIS?     #
THE ART OF THE HASHTAGPeople start including a hashtagwhen tweeting about a topic.It becomes easier to find thattopic in s...
TES HASHTAG ADDENDUMDo you tweet?We’re using #TESummit thisweekend!Tweet: The best part of Texas is… @SaffireEvents #TESum...
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 you...
PINTEREST
PINTEREST
50% of all web content is…
YOUTUBE            Customers exposed to            videos are 437% more            likely to engage in your            bra...
YOUTUBE• 3rd in your social media  priorities• 4 billion videos/day  viewed• 800 million unique users  visit YouTube each ...
The EASIEST socialnetworking website is…
INSTAGRAM • Mainly for mobile • Known for image   “doctoring” • Trends younger • Ease of use   lowers barriers to   conten...
1. CREATE AN ACCOUNT
2. TAKE A PHOTO
3. PICK A FILTER
4. POST!
FUN FACTS ABOUT INSTAGRAM• Social media users plan to  increase their use of Instagram  at a rate higher than that of any ...
USE HASHTAGS ON INSTAGRAM TOO!                SAFFIRE RECOMMENDATION Use the same hashtags that you use on twitter  so peo...
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 andprov...
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  mem...
MOBILE MARKETING
MOBILE
If you don’t have a mobile site…
APP OR MOBILE SITE?              0%  BlackBerr      y     24%           Android                    46%     Apple    iPhone...
APP OR MOBILE SITE?
WHY MOBILE?Customers use mobile search toshop. • 95% of all mobile searches are for   LOCAL products and services. • 61% o...
THE PERFECT STORM   LOCAL Search        +  Mobile PURCHASEMOBILE SUCCESS
A FINAL NOTE
FAIRS EVERYWHERE                   1   2
FAIRS EVERYWHERE
FAIRS EVERYWHERE
BULLS-EYELeave us your business card, and we’llsend:• These slides• A free subscription to The Dirt     • Ongoing webinars...
Online Marketing for Dummies TES
Online Marketing for Dummies TES
Online Marketing for Dummies TES
Online Marketing for Dummies TES
Online Marketing for Dummies TES
Online Marketing for Dummies TES
Online Marketing for Dummies TES
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  • 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.
  • Saffire Events was founded by Kendra Wright, who has been building websites since 1995, when the internet began.In 2000, she joined forces with Aaron Pederson, Saffire Events’ technical director, and Jeremy Emerson, Saffire Events’ creative director.
  • Besides their work in the event industry, their team does work for large consumer companies in a lot of industries. This gives a breadth of experience that they bring to marketing events online.
  • Cassie does website, mobile and social networking.
  • Some of these are for your knowledge, and just to learn—some are things that you can help with at your fair!
  • 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. Based on the trajectory I’ve seen, I believe it!
  • In the past, we all had a “guy.” Someone to keep our site updated.
  • Sometimes, however, your guy isn’t available.
  • 1.    Share your Blog postsDoes your company blog? Why not take the time to share that wonderful content with your audience on Social Media? Sharing your blog posts with your Facebook and Twitter followers will not only help you engage with them, but it will also increase web traffic to your blog. If you increase this traffic you can then convert them into paying customers.2.   QuestionsAsk a question on Twitter, LinkedIn, Quora or Facebook and then share the answers you get. Create thought provoking and engaging questions based upon your area of expertise or industry that will produce great responses. Then share those answers with everyone on your company’s page. You can generate great feedback and start interesting discussions.3.   Highlight Customer Stories and TestimonialsLet your customers do the marketing for you! Share the stories and experiences that your customers have had with your company for all to see. This will show your company from different perspectives and show others what they can expect when doing business with you.4.   Local ActivitiesA great way to get people involved with your business and the community is to let them know about the things that are happening locally. Keeping your fans engaged with what’s going on in the community will not only look good for you but when they tell others where they heard about the event, they will be reminded of your company and that they heard it from you first! A good way to do this is to run a contest and give away something relevant to your community.5.   Fill in the BlankThis is a great way to get some conversations started. By creating fill in the blanks, you are setting yourself up for some interesting responses. These types of comments/ posts really get people to participate because when people see them they just can’t help themselves and feel the need to chime in with their two cents.6.   Organize a contestCreate a Contest that is both engaging and simple, but make sure that the prize is enticing as well! Simplicity goes very far when it comes to online contests. The fact of the matter is that people want to enter to win something for free, but are more reluctant to do so when they have to give out their information in fear of being spammed and contacted for services or products that they don’t need or want. Therefore use contests to create more visibility for your company and attract more followers and fans rather than trying to sell them something!7.    Top 10 ListsCreate top ten lists for different topics related to your industry. This is a great way to give your professional opinion on what you think is more important along with creating some discussion and engagement. Top ten lists usually draw a lot more attention because they are easier to read and people like to see how things rank in a list. This is why whenever you can create a list about a specific topic, you should. It’s also great for SEO (Search Engine Optimization)!8.   How-to VideosShow a video on how to do something specific that’s related to your business or industry. By making a step-by-step video, you not only improve SEO, but you’re also helping your online credibility. Just make sure that you pick something that you are an expert in and make sure it is done right. No one likes watching a how to video and not being able to do what it is you set out to show him or her. Since video is very popular on the Internet, it makes sense to be one step ahead of the competition and take the time to film out exactly what you are trying to show them.9.   Post Funny Photos or SayingsPeople love to laugh, so if you have something funny to say or something funny to show, then share it! Just make sure it’s appropriate for your audience and doesn’t pull in politics or religion. You don’t want to lose credibility for something you thought was funny but offended your audience.10.  Customer ContentDon’t put the entire burden on your own shoulders all the time. Let your customers and clients do the work for you! Allow them to upload and share their content with their friends and followers. Make sure that you respond accordingly to any negative content that may arise! Encourage your audience and provide them a place where they can share their content, to get all around engagement! Just be sure that it doesn’t turn off topic or become spammy.Leave us a comment below and let us know what has worked for you! We’re always curious to learn about what strategies work for particular businesses! You can leave a response, or trackback from your own site.
  • Be ruthless: Keep track of how many followers THEY have, and tweet about those who have the most followers – include @ (Twitter name)!e.g., @saffireeventsYour goal, especially while you don’t have many followers, is to get retweeted. So think like people you tweet about. Hint: People tend to retweet when you say nice things about them.
  • http://www.socialmediaexaminer.com/12-ways-to-market-your-event-with-social-media/http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.html Source Mashable.
  • http://www.socialmediaexaminer.com/12-ways-to-market-your-event-with-social-media/http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.html Source Mashable.
  • Videos account for 50% of all online traffic as of January 2012
  • So you know you need to be on Mobile, but what should you do- an app or a mobile site? And do you know the difference? App: Downloadable interface that installs Mobile site- DEFINITELY. You’ll reach MORE! That way you don’t have to guess which phone will “win!”The same technology you use to build mobile also works for tablets (no Flash)An app only reaches your most loyal followers while a mobile site reaches EVERYONEQR codes only go to mobile sites!
  • Online Marketing for Dummies TES

    1. 1. ONLINE MARKETING FOR DUMMIES CASSIE ROBERTS
    2. 2. 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.
    3. 3. 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
    4. 4. ABOUT US: HISTORY
    5. 5. SAFFIRE CLIENTS
    6. 6. SAFFIRE CLIENTS
    7. 7. SAFFIRE ASSOCIATION PARTNERS
    8. 8. 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!
    9. 9. Buzz words
    10. 10. 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)
    11. 11. URL (UNIFORM RESOURCE LOCATOR)Address designating thelocation of information onthe web; includes aregistered domain name.
    12. 12. URL VS. GOOGLEURL SEARCH BOX SEARCH BOX
    13. 13. RANGERS TICKETS
    14. 14. RANGERS TICKETS
    15. 15. SEO (SEARCH ENGINE OPTIMIZATION)The process of making awebsite search engine-friendly to improve rankingin search results.
    16. 16. HOW DO YOU ACHIEVE SEO?• Google Keywords• Google Description• Page Title• Get other sites (sponsors, vendors, etc.) to link to yours
    17. 17. SEO MANAGEMENT
    18. 18. 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
    19. 19. 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.
    20. 20. LATEST TRENDS
    21. 21. INTERNET WINS POPULARITY CONTEST
    22. 22. 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
    23. 23. TEXTING• Trends to a younger audience• A great way to get out a message to a bunch of people quickly
    24. 24. TEXTING
    25. 25. THE RISE OF MOBILE Source: Morgan Stanley Research
    26. 26. …AND OF TABLET
    27. 27. 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.
    28. 28. PALAMINO FEST
    29. 29. HOW DO YOU MANAGE YOUR SITE?
    30. 30. YOUR WEB GUY
    31. 31. OTHER TRENDSOverwhelmed?
    32. 32. 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.
    33. 33. 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
    34. 34. 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!
    35. 35. TWITTERYour 2nd priority for social media530 million accounts340 million tweets a day1 million accounts added toTwitter every day
    36. 36. 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.
    37. 37. PEOPLE INVOLVED IN YOUR EVENTSponsorsVendorsEntertainersVolunteersExhibitorsBoard members SAFFIRE RECOMMENDATION Follow people on a Tuesday morning; there may be better chance they’ll follow you back.
    38. 38. 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
    39. 39. WHAT TO POSTWebsite changes/blog posts/emailarticlesTestimonialsPhotos/VideosNews of weird/human intereststoriesContestsQuestions
    40. 40. TWEET ABOUT YOUR PEOPLENow you follow “your people”You may have even retweetedsome of themNow start writing original tweetsabout them
    41. 41. WHAT IS THIS? #
    42. 42. THE ART OF THE HASHTAGPeople start including a hashtagwhen tweeting about a topic.It becomes easier to find thattopic in search.
    43. 43. TES HASHTAG ADDENDUMDo you tweet?We’re using #TESummit thisweekend!Tweet: The best part of Texas is… @SaffireEvents #TESummit
    44. 44. What is the fastest growing website of all time?
    45. 45. 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!
    46. 46. PINTEREST
    47. 47. PINTEREST
    48. 48. 50% of all web content is…
    49. 49. 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.
    50. 50. 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
    51. 51. The EASIEST socialnetworking website is…
    52. 52. 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.
    53. 53. 1. CREATE AN ACCOUNT
    54. 54. 2. TAKE A PHOTO
    55. 55. 3. PICK A FILTER
    56. 56. 4. POST!
    57. 57. 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.
    58. 58. USE HASHTAGS ON INSTAGRAM TOO! SAFFIRE RECOMMENDATION Use the same hashtags that you use on twitter so people (and you) have less to remember.
    59. 59. HASHTAGS FOR INSTAGRAM• Use them in the same way as on twitter!
    60. 60. FINAL WORD ON INSTAGRAMThe most important thing you cando for your Instagram community isto remain active, engaged andprovide value by responding tocomments.
    61. 61. ARE YOU FOLLOWING THESE TRENDS? ARE YOUR CUSTOMERS?
    62. 62. 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!
    63. 63. MOBILE MARKETING
    64. 64. MOBILE
    65. 65. If you don’t have a mobile site…
    66. 66. APP OR MOBILE SITE? 0% BlackBerr y 24% Android 46% Apple iPhone 30%
    67. 67. APP OR MOBILE SITE?
    68. 68. 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.
    69. 69. THE PERFECT STORM LOCAL Search + Mobile PURCHASEMOBILE SUCCESS
    70. 70. A FINAL NOTE
    71. 71. FAIRS EVERYWHERE 1 2
    72. 72. FAIRS EVERYWHERE
    73. 73. FAIRS EVERYWHERE
    74. 74. 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)

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