SOCIAL NETWORKING 101 KENDRA WRIGHT CASSIE ROBERTS
SIT BACK AND RELAXGive us your business card at the end of the presentation; We’ll send you our slidesAND a chance at this gift basket!
CAN’T GET ENOUGH SAFFIRE? Come by our booth: L301Another chance at the gift basket AND a chance to meet Cassie! NEW TIME for Trends in Online Marketing: Friday, 2:15-3:45 in Cocoa 4-5 Social Media @ Cyber Café Thursday, 2:30-4 in Confection Lobby
SOCIAL NETWORKINGOur working definition: • Social networking is the practice of connecting your customers through social media outlets to facilitate positive relationships that grow your brand.
SOCIAL MEDIA VS. SOCIAL NETWORKINGSocial media and social networking are notsynonyms.Social media are the OUTLETS likeFacebook, Twitter, etc. • Use social media outlets to create your social network.The social NETWORK is what you create tobring value to your event.
Your social media outlets are only as good as the network you build on them.
PRESENTERS Kendra Cassie Wright Roberts• First job managing events • Received BS Public for non-profit Relations, & Masters Sport• Began building websites in Management, The 1995 for Fortune 1000 University of Texas company • Born in Central City, NE• Started own company in • United States Olympic 1998 Committee• Brings big-company • Rodeo Austin
SAFFIRE ASSOCIATION PARTNERS
Our goal is to elevate the event industry byenhancing its most important virtual front door – its online presence.
WHY USE SOCIAL NETWORKING? Traditional Networking Model Local Radio Ad: 5,000 people/ Local TV Ad commercialCampaign: 200,000people/commercial Print: Varies based on Send*Based on midsized market
WHY USE SOCIAL NETWORKING? Social Networking ModelME: 1 My Friends’ My Friends: Friends 500+ 250,000+
WHICH OUTLETS TO USE?
YOUR SOCIAL MEDIA PRIORITIES• Spend 70% of your time on Facebook• Use an app that posts tweets when you post on Facebook (adding 0-10%)• Spend 15% on YouTube• Spend 5% between Pinterest and Instagram (photo sharing)
WHICH OUTLETS DO I USE?Focus your attention on key players.DON’T try to have a presence onevery social media outlet.From the marketer’s standpoint, it’smuch more effective to have a solidpresence in one or two channels than
WHAT TO SHARE & WHEREWhat to Share WhereShort blurbs Facebook, TwitterLonger stories Facebook (and/or link to website or blog)Photos Facebook, Twitter, Pinterest, InstagramVideos Facebook, Twitter, YouTubeContests Facebook, Twitter (website)
POLLHow many of you have a personal Facebook account?How many of you have a Facebook account for your event?
FACEBOOKOver 1 BILLION monthly active usersOne in every seven humans on earthis active on FacebookThe 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 COVERS/PROFILES
COOL FACEBOOK COVERS/PROFILES
COOL FACEBOOK COVER PHOTOS
FACEBOOK MILESTONES Facebook’s timeline automatically creates a history of your event. Call out important photos and events by clicking the star on a post to expand the photo to a widescreen view. You can even
TAGGING IN FACEBOOKLet’s do an experiment. Smile!
TAGGING IN FACEBOOKTake pictures of the crowd atconcerts, post them and encouragethem to tag themselves Your photo appears in their Facebook feed!
DEEP THOUGHT Ask questions that get people totalk about themselves in relation to your event
GRAB THEIR ATTENTION• Consider funny – posts from mascot, etc.• Personal/human interest stories get a lot of hits• Posts with photos get more views! Think about what YOU would want to click!
POLLHow many of you have a personal Twitter account?How many of you have a Twitter account for your event?
TWITTERYour 2nd priority for social media530 million accounts340 million tweets a day1 million accounts added to Twitter every day
WHY TWEET?Twitter is current on up-to-theminute important news and culturalhappenings.Ramp up your publishingfrequency, and make timelycontent the focus of your Twitteractivities in order to satisfy
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 SAFFIRE RECOMMENDATION Include your state in your username if you need to differentiate yourself!
COMPLETE A FEW FIELDS AmadorFair
WHO TO FOLLOW IN SET UPWhen you set up your account, justfollow the minimum - Industryassociations & 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 is 1200px wide by 600pxtallIt 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 RE-TWEETSRe-tweet 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 PEOPLEEvents similar to yoursBig eventsPeople involved in your eventLocal businessesJust for fun SAFFIRE RECOMMENDATION Don’t follow too many until you have tweeted and have a branded page!
PEOPLE INVOLVED IN YOUR EVENTSponsorsVendorsEntertainersVolunteersExhibitorsBoard members SAFFIRE RECOMMENDATION 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 SAFFIRE RECOMMENDATION Pilfer from those we are following & our followers!
FINDING MORE PEOPLE TO FOLLOWWho to follow – View All (based oninterests)Find friends – if you have: • Gmail • Yahoo • Hotmail • AOLPeople you may know (who your
STEP 5: WRITE SOME TWEETSIt’s a chicken and the egg: peopledon’t follow people without tweets,but you’ll get better bang for buckonce you have more followersTweet what you think will be helpfulto your target audience • Don’t be too self-serving
“ADVANCED” TWITTER MANEUVERSDeleting tweetsFavorites (from Profile page)Replying to tweets • People can track “conversation”
WHAT TO POSTWebsite changes/blog posts/emailarticlesTestimonialsPhotos/Videos“Insider info”News of weird/human interest storiesContestsQuestions
SPECIFIC IDEASSend opening day congrats toother fairsJudiciously promote big sponsorsfor retweetSame with vendors andentertainersPost thanks to people/groups;
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. SAFFIRE RECOMMENDATION Use: www.bufferapp.com or www.hootsuite.com to schedule social media in advance.
WHAT IS THIS? #
THE ART OF THE HASHTAGA hashtag is how Twitter usersorganize themselves.People start including a hashtag whentweeting about a topic.It becomes easier to find that topic insearch.It is more likely to appear in Twitter’s
ENSURE ADOPTION OF A HASHTAG You can’t!
WHAT YOU CAN DOPOST it – relevant places on yourwebsite/blogPRINT it – eventmaterials, signage, scoreboards, etc. SAFFIRE RECOMMENDATION Make it easy and enticing for customers to find, adopt and – TwitterPUBLICIZE itpromote hashtags.
AN RECENT EXAMPLEMany also use hashtags to add somethingparenthetical/funnyat the end of a tweetManti Te’o hashtag: #catfished
JIMMY FALLON EXAMPLEJimmy Fallon tweets out ahashtag, and people tweet funnyresponses#FactCheck
STEP 7: MANAGE YOUR TWEETS
TAKE IT A STEP FURTHER
STEP 8: GO ABOUT YOUR DAYInstall Firefox extension • While you are online reading articles, don’t just post them; highlight text and click Buffer icon at bottom right to tweet
EVEN WHEN YOU’RE MOBILE
STEP 9: TWEET ABOUT YOUR PEOPLENow you follow “your people”You may have even retweeted someof themNow start writing original tweets aboutthem • Be ruthless: Keep track of how many followers THEY have, and tweet about those who have the most followers – include @ (Twitter name)! e.g., @saffireevents • Your goal, especially while you don’t have many followers, is to get retweeted. So
STEP 10: TWEAK & REPEATCheck BufferApp or Twitonomyanalytics.Write down topics that had themost reach. • Do more of those.Write down topics that had the leastreach.
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,
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.
YOUTUBE3rd in your social mediapriorities4 billion videos/dayviewed800 million unique usersvisit YouTube eachmonth
Reach younger customers with…
INSTAGRAM • Mainly for mobile • Known for image “doctoring” • Trends younger • Ease of use lowers barriers to content creation and helps fuel posts
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.• 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.
FINAL WORD ON INSTAGRAMThe most important thing you cando for your Instagram community isto remain active, engaged andprovide value by responding tocomments.
Where is the best place tomaximize your social media presence?
HOW DO YOU MANAGE YOUR SITE?
YOUR WEB GUY
THE GOAL you must be able tomarket your event on your website in real time
MAXIMIZE SOCIAL MEDIA ON WEBSITE Facebook or Tweet your FESTIVAL
MAXIMIZE SOCIAL MEDIA ON WEBSITE Facebook/Tweet a festival EVENT/FEATURE
MAXIMIZE SOCIAL MEDIA ON WEBSITEFacebook or Tweet a PHOTO of an event/feature
OTHER SPECIFIC IDEAS
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 sidescreensHave a vote or quiz • Answer on text, app, QR code, etc.
CONTESTS WITH PUBLICITY BONUSHave a contest for front rowconcert seats • Text, tweet or post on FB page NOW = publicityDo giveaways with charitable tie-in
GETTING RETWEETSJudiciously promote big sponsorsfor retweetSame with vendors andentertainersPost thanks to people/groups;they’ll repost
RECAPDon’t try to spread yourself too thinover social media outlets-pick a fewand be successfulDon’t prioritize social media at theexpense of your website
BULLS EYELeave your business card, andwe’ll send:• These slides• A free subscription to The Dirt• Invitation to educational webinars• Chance to win the gift basket!