SIT BACK AND RELAX. Give me your business card at the end ofthe presentation, and I’ll send you my slides.
MARKETING YOUR EVENTWhat do you spend the most money on?How does it work for you?Is it getting you the best results?Is it helping you to grow?
PRESENTER Cassie Roberts Manager, Sales & Partnership• Received BS Public Relations, & Masters Sport Management, The University of Texas• Born in Central City, NE• United States Olympic Committee• Rodeo Austin
BEFORE WE START
WHO’D RATHER STAY AT THE FARM?
DON’T WORRY!Simple Agenda• Creating posts for social media• Where to put those posts and how to post them• Incorporating those posts with your website• Other specific ideas to make the most of your social media presence
TO CLARIFYSocial media and social networking are notsynonyms.Social media are the OUTLETS like Facebook,Twitter, etc. • Use social media outlets to create your social network.The social NETWORK is what you create tobring value to your event.
WHAT WILL YOU SAY? 1. determine your target audiences
WHAT WILL YOU SAY?2. get your team together -make sure to include all audiences
WHAT WILL YOU SAY?3. brainstorm all the reasons people come to your event
WHAT WILL YOU SAY? 4. come up with topics for all these reasons
WHAT WILL YOU SAY?Two things to tell people: 1. What we want them to hear 2. What people want to hear
CONSIDER THE “RULE OF THIRDS”1/3 about yourself and your brand1/3 about things people might be interestedin that aren’t self-promotional1/3 interact with people
CREATE AN EDITORIAL CALENDAR
FACEBOOKOVER 1 billion monthly active usersOne in every seven humans on earth is anactive Facebook userThe most important way to spend yoursocial networking energyFacebook trends to know• People use it on mobile• People use it for photo sharing
FACEBOOK COVER PHOTO Be creative! Use this space to make big announcements, i.e. event dates and upcoming performers. Change it daily during your event to highlight the day’s activities. You can’t put links on your cover photo.
FACEBOOK PROFILE PICTURE Don’t forget the profile picture! It will appear “solo” throughout Facebook; it needs to be able to stand alone and represent your brand.
COOL FACEBOOK COVER PHOTOS
POLLHow many of you have a Twitter account for your event?How many of you have a personal Twitter account?
TWITTERYour 2nd priority for social media530 million accounts340 million tweets a day1 million accounts added to Twitter everyday
WHY TWEET?Twitter is current on up-to-the minuteimportant news and cultural happenings.Ramp up your publishing frequency, andmake timely content the focus of yourTwitter activities in order to satisfyinformation-hungry users.
STEP 1: SET UP TWITTERNo more than 15 characters in UsernameExample: Amador County Fair • Too many characters: @AmadorCountyFair • Use: @AmadorFair • Use your real business name so search engines & customers can find you Include your state in your username if you need to differentiate yourself!
SET UP PERSONAL ACCOUNT TOOIt’s a good place to “practice”But be careful! • KitchenAid debate disasterFollow different people on personal vs.business, so it’s obvious what account
WHO TO FOLLOW IN SET UPWhen you set up your account, just followthe minimum - Industry associations &businesses • IAFE @IAFE • IFEA @IFEAworld • State/regional organization • Saffire Events @SaffireEvents
STEP 2: CUSTOMIZE YOUR PAGEEdit Profile • Add a photo (logo) o Get 10x more followers • Add a bio (mission – make it fun) o Get 8x more followersCustomize your design • Use your website background
NEW! ADD A HEADERMake a file that is1200 x 600It will be a background behind:• Twitter name• Bio• Location• URLJust another way to convey your brandUpload it to Profile/Design
STEP 3: DO A FEW RETWEETSRetweet people you follow • Look through your timeline • At first, this is just to get your feet wet • Give people a taste of what’s to come
STEP 4: FOLLOW SOME PEOPLE Events similar to yours Big events People involved in your event Local businesses Just for fun Don’t follow too many until you have tweeted and have a branded page!
PEOPLE INVOLVED IN YOUR EVENT Sponsors Vendors Entertainers Volunteers Exhibitors Board members Follow people on a Tuesday morning; there may be better chance they’ll follow you back.
LOCAL BUSINESSESLocal businesses • Amador (county) • Plymouth (city)Local press Pilfer from those we are following & our followers!
STEP 5: WRITE SOME TWEETSIt’s a chicken and the egg: people don’tfollow people without tweets, but you’ll getbetter bang for buck once you have morefollowersTweet what you think will be helpful to yourtarget audience • Don’t be too self-serving
WHAT TO POSTWebsite changes/blog posts/email articlesTestimonialsPhotos/Videos“Insider info”News of weird/human interest storiesContestsQuestions
TRICKS & TIPS FOR TWEETSFor the highest click-through rates:Tweet between 120-130 characters.Write tweets containing “via,” “RT,” “please” and“check.”Post weird/human interest stories.Tweet on the weekends. Use: www.bufferapp.com or www.hootsuite.com to schedule social media in advance.
EVEN WHEN YOU’RE MOBILE
MANAGING YOUR ACCOUNTS
TAKE IT A STEP FURTHER
what is the fastest growing website of all time?
PINTERESTPinterest was the first site to get 10 millionunique visitors in a month.Pin event photos (and more) and invite yourcustomers to follow your boards!Not your highest priority, but do it! It’s fun!
50% of all web content is…
YOUTUBECustomers exposed to videos are 437%more likely to engage in your brand. • Engagement = Purchases Make your videos raw and not too produced to help customers identify with your brand.
YOUTUBE3rd in your social media priorities4 billion videos/day viewed800 million unique users visit YouTube eachmonth44% of YouTube’s users are aged between12 and 34
INSTAGRAMMainly for mobileKnown for image “doctoring”Trends younger
MAXIMIZING SOCIAL MEDIA ON YOUR WEBSITE
MAXIMIZE SOCIAL MEDIAFacebook or Tweet your ENTIRE EVENT
MAXIMIZE SOCIAL MEDIAFacebook or Tweet an EVENT FEATURE
MAXIMIZE SOCIAL MEDIAFacebook or Tweet a PHOTO of an event feature
SPECIFIC SOCIAL MEDIA MARKETING IDEAS
DEEP THOUGHT… Ask questions that get peopleto talk about themselves in relation to your event
GRAB THEIR ATTENTION• Consider funny – tweets from mascot, etc.• Personal/human interest stories get a lot of hits• Posts with photos get more views! Think about what YOUR AUDIENCE would want to click!
MAKE PEOPLE FEEL LIKE INSIDERS • Be the first to know about X via social media! • See behind-the-scenes looks at our event! Your customers feel special, and they are more likely to be long-term followers.
MULTIMEDIA• Photo contests on website and Facebook• Caption that photo• Funny video upload Photos and video are naturally VIRAL and give you more event photos!
GET PEOPLE TALKINGShow live tweets on concert side screensHave a vote or quiz • Answer on text, app, QR code, etc.
CONTESTS WITH PUBLICITY BONUS Have a contest for front row concert seats • Text, tweet or post on FB page NOW = publicity Do giveaways with charitable tie-in Allow groups to get $ for their orgs for advance sales; host trip for winners
TAGGING IN FACEBOOKTake pictures of the crowd at concerts, postthem and encourage them to tag themselves Your photo appears in their Facebook feed!
TO REVIEW• Create an editorial calendar• Get your website up to snuff• In this order, focus on this social media • Facebook, Twitter, YouTube, Pinterest/Instagram
BULLS EYELeave us your business card, and we’ll send:• These slides• The Editorial Calendar template• A free subscription to The Dirt• Follow us on Facebook (SaffireEvent) and Twitter (@saffireevents)• Ongoing webinars