The document provides strategic online marketing tips for businesses and events, emphasizing the importance of prioritizing a responsive website, using social media like Facebook and Twitter to engage customers, and leveraging email marketing to generate sales. Specific tactics discussed include optimizing web and mobile presences, using visual storytelling on social media, and developing targeted email campaigns with compelling subject lines and article formats.
5. WHAT TO GET OUT
OF THIS?
SPEND YOUR MONEY
WHERE IT COUNTS!
6. 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
11. WHAT WE DO
Develop event websites
• CMS
• Strategically planned Layouts
Create Email Tactics
• Customized HTML email campaigns
Provide Tips & Tricks for Social
Networking
• Webinars on Social Media
• Educating the older population
18. AGENDA
• Prioritize your WEBSITE
• Using SOCIAL MEDIA
• Maximize your MOBILE presence
• Important STATISTICS TO
WATCH
• How to make money with EMAIL
• Specific ONLINE MARKETING
25. JUST FOR
• BLOGGERS!
Manage all your own content
• Pick or apply your own theme
• Use a blog if you wish- good to
help people find you on Google
• Pick layouts/modules to best fit
brand
Click to learn about WordPress Websites
28. MAKE INFO QUICK
TOthan 5-7 links in one
• Don’t have more
FIND
place.
• Make your information hierarchical.
29. MAKE IT FUN
• Use photos- events are naturally
photogenic
• Give people features to click
30. MAXIMIZE WEBSITE
SPONSORSHIPS
• Sell prime real estate—but not
banner ads
• Take advantage of sub events and
pages
• If you sell a sponsorship to
something already, add in the
bonus of the website-your sponsors
will appreciate it!
• i.e., ―Look at these pictures from the
HEB jumbotron!‖ or ―Check out the
34. REDEMTION RATES
• 80/20 rule
– Approximately 80% of the tickets you sell
online will be redeemed
– Offer 20% discount
– Come out even
• Free shipping or print at home
– ESPECIALLY when cheap to ship
39. WHY MOBILE?
• Customers use mobile search to
shop.
– 95% of all mobile searches are for
LOCAL products and services.
– 61% of all local searches result in a
purchase.
– What are they looking for when they get
to your mobile site? ECOMMERCE!
40. GOOD MOBILE
• SITE?
Big buttons
• Most relevant items on top
• Drive content from one source
(don’t try to manage separately)
• Same info as on the website if
you can
50. THE KEY TO
SUCCESS
Create visual features
that
tell a story about your
event.
Share them everywhere.
51. FACEBOOK
• Your top social media priority
• 1 billion monthly active users
• One in every seven humans on
earth is an active Facebook user
• Facebook trends to know
– People use it on mobile
– People use it for photo sharing
52. TWITTER
Your 2nd priority for social media
• 530 million accounts
• 340 million tweets a day
• 1 million accounts added
to Twitter every day
53. WHY TWEET?
• Twitter is best for up-to-the minute
important news and cultural
happenings.
• Ramp up your publishing
frequency, and make timely
content the focus of your Twitter
activities in order to satisfy
information-hungry users.
59. 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 and 34
60. YOUTUBE
• Customers exposed to
videos are 437% more
likely to engage in your
brand.
– Engagement = Purchases
RECOMMENDATION
Make your videos raw and not too produced to
help
customers identify with your brand.
61. What is the fastest
growing
website of all time?
62. PINTEREST
Pinterest was the first site to
get 10 million unique visitors
in a month.
Pin event photos (and more)
and invite your customers to
follow your boards!
Not your highest priority, but
do it! It’s fun!
68. REASONS TO
EMAIL
• Email is the top revenue
generator for many companies
(even above social media)
• Email gives some of the fastest
results, often within 24 hours
• Email is the most cost-effective
marketing tool
69. START WITH YOUR
STAKEHOLDERS
• Outlook contacts
• Board of directors
• Volunteers
• Sponsors
• Exhibitors
• Past purchasers
• Etc.
75. SUBJECT LINES
LEAD TO recognizable
• Include something
OPENS
• Use action words
• Not too spammy
• 50 characters or less
– Turn into Tweet, with 120 characters, # and
shortened URL
– Turn into Facebook, with 150 characters,
graphic and no #
77. DEEP THOUGHT...
• Ask questions that get people
to talk about themselves in
relation to your event online
• Think about what YOU and YOUR
AUDIENCE would want to click!
78. FEEL LIKE
• Be the INSIDERS X via
first to know about
social media!
• See behind-the-scenes looks at
our event!
• Your customers feel special, and
they are more likely to be long-
term followers.
79. ARE SO GOOD-USE
THEM!
• Photo contests on website and
Facebook
• Caption that photo
• Funny video upload
80. GET PEOPLE
TALKING
• Show live tweets on concert side
screens
• Have a vote or quiz
– Answer on text, app, QR code, etc.
• Have a contest for front row
concert seats
– Text, tweet or post on FB page NOW =
publicity
82. TO REVIEW
• Your website is your first priority
• If you can, get a mobile website
• In this order, focus on this social
media
– Facebook, Twitter, YouTube, Pinterest/Inst
agram
• Prioritize email, especially during
your event
• Improve your tracking
83. THANK YOU
I will send…
• These slides
• The Editorial Calendar template
• Email me!
Cassie@saffireevents.com
• Follow us on Facebook
(SaffireEvent) and Twitter
Editor's Notes
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.
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!
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.
Sometimes, however, your guy isn’t available.
Sometimes, however, your guy isn’t available.
Selling advanced tickets to your event is like an insurance policy against all these things. Things happen. People get busy. They use up all the money from their current paycheck. But if they have a ticket to your event, they will probably come. But not all of them will. People will spend incremental revenue.And because redemption won’t be 100%, you can even afford to discount tickets and/or offer free shipping off the gate price, and still make more than you would have.
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!
Schedule up to 10 posts for each account you set up for FREEFacebook, Twitter, LinkedIn“GO AWESOME” and for $10 a month, you can schedule up to 100 posts per account
Different for weekends and weekdays
Videos account for 50% of all online traffic as of January 2012
You can see it’s not, just by the numbers of accounts and messages sent every day!
I’m always surprised that events don’t have email lists that they email on a regular basis. Does anyone here not email yet?
The most important place to collect addresses on an ongoing basis is from your website. These people have self-selected that they like receiving information electronically.Don’t:LINK to an email signup (include it on the page)Put it on just the HOMEPAGE (put it on every page)
So what’s the format? Simple. You just need a headline, some imagery, text and a call to action. Some research shows that Click Here gets lots more clicks, but I’d include it not as the link – make the link be the actual action you want them to take.
Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
This is a format I’ve loved and used for years. It’s super simple (and I can send it to you – just request it). Just put the dates down the left and the mediums across the top. Then start filling in things from your brainstorming session.