1. Trends in Online Marketing
Cassie Roberts & Rebekah Hardage

2. Software for Events. Your Event.
Online.
www.saffireevents.com
PRESENTERS
Cassie Roberts Rebekah Hardage
Manager, Sales & Marketing Manager
Partnership
Experience: Experience:
• Received BS Public • Received a BA in
Relations, & Masters Journalism & Public
Sport Management, The Relations from Baylor
University of Texas University
• Born in Central City, NE • Expertise in email
• United States Olympic marketing, social media,
Committee analytics, etc.
• Rodeo Austin • Manages all marketing
efforts for Saffire
7/17/2012
© 2012 – Saffire Events

3. Software for Events. Your Event.
Online.
www.saffireevents.com
LEADERSHIP
Kendra Wright Aaron Jeremy
President Pederson Emerson
Technical Director Creative Director
Experience: Experience:
Experience:
• Leads a team of • A classically-trained
• Began building highly skilled
websites in 1995 programmers artist with 14 years of
for Fortune 1000 • Finds the perfect online design
company technology for the experience
• Started her own job • Oversees the
company in 1998 • A different breed of process of bringing
techie – speaks your brand to life
• Is a marketing English!
person at heart online
• In touch with client
needs and success
7/17/2012
© 2012 – Saffire Events

4. Software for Events. Your Event.
Online.
www.saffireevents.com
THE TEAM
Chris Lugar Chris Howard Daniel Bunn
Senior Software Front End Software Engineer
Engineer Developer
Jessica Bybee- Rebekah Jonathan Hope
Dziedzic Hardage Software Engineer
Senior Account Marketing Manager
Manager
Adam Cassie Roberts
Dispenza Manager, Sales &
QA Specialist Partnerships
7/17/2012
© 2012 – Saffire Events

5. Software for Events. Your Event.
Online.
www.saffireevents.com
HISTORY
7/17/2012
© 2012 – Saffire Events

6. Software for Events. Your Event.
Online.
www.saffireevents.com
SAFFIRE EVENTS
7/17/2012
© 2012 – Saffire Events

7. Software for Events. Your Event.
Online.
www.saffireevents.com
The Internet = Dog years
7/17/2012
© 2012 – Saffire Events

8. Software for Events. Your Event.
Online.
www.saffireevents.com
AGENDA
WEBSITE
ECOMMERCE
SOCIAL MEDIA
MOBILE
7/17/2012
© 2012 – Saffire Events

9. Software for Events. Your Event.
Online.
www.saffireevents.com
SETTING THE BAR
10
9
8
7
6 Fair A
Fair B
5 Sports Site
Activity Site
4
Retail Site
3 YOUR FAIR
?
2
1
0
Fair A Fair B Sports Site Activity Site Retail Site YOUR FAIR
7/17/2012
© 2012 – Saffire Events

10. Software for Events. Your Event.
Online.
www.saffireevents.com
7/17/2012
© 2012 – Saffire Events

11. Software for Events. Your Event.
Online.
www.saffireevents.com
7/17/2012
© 2012 – Saffire Events

12. Software for Events. Your Event.
Online.
www.saffireevents.com
7/17/2012
© 2012 – Saffire Events

13. Software for Events. Your Event.
Online.
www.saffireevents.com
So I Have A Website…
7/17/2012
© 2012 – Saffire Events

14. Software for Events. Your Event.
Online.
www.saffireevents.com
Make Homepage User-friendly
Fast and Easy to find information
• No more than 5-7 links in one place
• Make information hierarchical
Use categories and subcategories to organize your
7/17/2012
homepage information
© 2012 – Saffire Events

15. Software for Events. Your Event.
Online.
www.saffireevents.com
Make Homepage User-Friendly
Email Updates
• Have option to sign up for email list right on the homepage
7/17/2012
© 2012 – Saffire Events

16. Software for Events. Your Event.
Online.
www.saffireevents.com
Make Homepage User Friendly
Optimized Search
• Use a search tool that auto populates search terms of your pages
7/17/2012
© 2012 – Saffire Events

17. Software for Events. Your Event.
Online.
www.saffireevents.com
Make Homepage User Friendly
4 Tips for Optimized Rotating Features
• 1. Maximum of 5 slides in the
rotation
2. Don’t rotate slides too fast –
3 seconds per slide is
recommended.
3. Provide navigation for the
slider content.
Give visitors left/right buttons or
tabs to
help navigate the information.
4. Show your most important
slide first
7/17/2012
© 2012 – Saffire Events

18. Software for Events. Your Event.
Online.
www.saffireevents.com
Make Homepage User Friendly
Make it FUN!
• Use photos to
tell your story
• Clickable
features
7/17/2012
© 2012 – Saffire Events

19. Software for Events. Your Event.
Online.
www.saffireevents.com
Monitor Your Progress
7/17/2012
© 2012 – Saffire Events

20. Software for Events. Your Event.
Online.
www.saffireevents.com
5 most important things to watch
• High bounce rate? Redo your homepage
High bounce rate
• Improve SEO or online marketing of your
Low Visits to your site site
No actions taken (email • Redo your website to make more
sign ups, ecommerce) compelling
Low Conversion rate • Redo your website to make more
(actions to visits) compelling. (Good conversion rate: 2%)
• Time on site: A good overall indicator of
Low time on site stickiness: add more features if needed
7/17/2012
© 2012 – Saffire Events

21. Software for Events. Your Event.
Online.
www.saffireevents.com
So I have ECOMMERCE…
7/17/2012
© 2012 – Saffire Events

22. Software for Events. Your Event.
Online.
www.saffireevents.com
Let’s Make a Deal!
Entice customers with the name of your ticket page
• “Tickets and Deals”
• “Deals and Discounts” example
7/17/2012
© 2012 – Saffire Events

23. Software for Events. Your Event.
Online.
www.saffireevents.com
Let’s Make a Deal!
Give customers a deal that costs you little to nothing
• 80/20 rule
• Only 80% of the tickets you sell online will be redeemed.
• Offer a 20% discount for online purchases, and you make the same amount
• Offer Free Shipping
• ESPECIALLY when selling tickets
7/17/2012
© 2012 – Saffire Events

24. Software for Events. Your Event.
Online.
www.saffireevents.com
Let’s Make a Deal!
Selling tickets over the phone
• This sure has a different meaning than it used to!
• Mobile pull marketing means giving consumers ways to interact with your
advertising over mobile devices, and pulling them closer to an online
purchase decision.
• Combine a mobile call-to-action with traditional advertising
• More discussion on mobile later…
Link QR codes on posters directly to mobile website
purchase page
7/17/2012
© 2012 – Saffire Events

25. Software for Events. Your Event.
Online.
www.saffireevents.com
Let’s Make a Deal!
Still not a successful online seller?
• Get to the heart of the issue
• Figure out where you’re losing traffic
• Revisit homepage features
7/17/2012
© 2012 – Saffire Events

26. Software for Events. Your Event.
Online.
www.saffireevents.com
So I have Social Media…
7/17/2012
© 2012 – Saffire Events

27. Software for Events. Your Event.
Online.
www.saffireevents.com
Be Socially Responsible
The Skinny:
• eMarketer has reported that over 50% of Twitter followers
are more likely to purchase from brands they follow
• Coca-Cola has reported that Facebook fans are 2 times as
likely to consume & 10 times more likely to purchase than
non-fans
7/17/2012
© 2012 – Saffire Events

28. Software for Events. Your Event.
Online.
www.saffireevents.com
Be Socially Responsible
Social EARNED media
• Social Media outlets like Facebook and Twitter may be
free, but don’t be mistaken…
• Give customers lots of opportunities to interact with you
in a way they feel comfortable
REMEMBER: Social Media is only as good as the
interaction you can get from your customers on it
7/17/2012
© 2012 – Saffire Events

29. Software for Events. Your Event.
Online.
www.saffireevents.com
Three LEVELS of Social Media Interaction
Facebook or Tweet out the entire EVENT
7/17/2012
© 2012 – Saffire Events

30. Software for Events. Your Event.
Online.
www.saffireevents.com
Three LEVELS of Social Media Interaction
Facebook or Tweet out a SUB
EVENT
7/17/2012
© 2012 – Saffire Events

31. Software for Events. Your Event.
Online.
www.saffireevents.com
Three LEVELS of Social Media Interaction
Facebook or Tweet out a PHOTO of a sub-event
7/17/2012
© 2012 – Saffire Events

32. Software for Events. Your Event.
Online.
www.saffireevents.com
Be Socially Responsible
Once my customers get to my social media…
• Do you know how to tweet to get clicks back to your website?
Get customers and sponsors to repost/retweet
• Mention them by name!
7/17/2012
© 2012 – Saffire Events

33. Software for Events. Your Event.
Online.
www.saffireevents.com
Tricks and Tips for Tweets
• Tweets between 120-130 characters get
the highest click through rates
• Tweets containing via, RT, please and
check had higher click through rates
• News of weird/human interest stories
• Tweet on the weekends
We don’t like to work on weekends either. Use:
www.hootsuite.com to schedule social media in
advance
7/17/2012
© 2012 – Saffire Events

34. Software for Events. Your Event.
Online.
www.saffireevents.com
Be Socially Responsible
What other social media do I need?
• Okay, we admit it…we use “need” loosely…
• If you’re looking to have more social media fun, the next
most popular social media sites are Pinterest and YouTube
7/17/2012
© 2012 – Saffire Events

35. Software for Events. Your Event.
Online.
www.saffireevents.com
Pinterest
• Fastest growing website of all time
– 1st to get 10 million unique visitors in a month
• Pin A Photo
– Tell your story
• Pin A Quote- www.pinaquote.com
7/17/2012
© 2012 – Saffire Events

36. Software for Events. Your Event.
Online.
www.saffireevents.com
PINTEREST
7/17/2012
© 2012 – Saffire Events

37. Software for Events. Your Event.
Online.
www.saffireevents.com
PINTEREST
7/17/2012
© 2012 – Saffire Events

38. Software for Events. Your Event.
Online.
www.saffireevents.com
YouTube
• Videos account for 50% of all online traffic
as of January 2012
• Customers exposed to videos are 437%
more likely to engage in your brand
– Engagement=ticket purchases
Make your videos “raw and not too “produced” to
help customers identify with your brand
7/17/2012
© 2012 – Saffire Events

39. Software for Events. Your Event.
Online.
www.saffireevents.com
Be Socially Responsible
Google Alerts
• Use Google Alerts to keep track of what people are saying about
you on the web
• http://www.google.com/alerts
• Respond to negative comments; keep your finger on the pulse
7/17/2012
© 2012 – Saffire Events

40. Software for Events. Your Event.
Online.
www.saffireevents.com
But what do I do if…
• …someone says something bad about me
on my social media?
7/17/2012
© 2012 – Saffire Events

41. Software for Events. Your Event.
Online.
www.saffireevents.com
And even worse…
• What if they say something bad about
me, and they’re RIGHT?
7/17/2012
© 2012 – Saffire Events

42. Software for Events. Your Event.
Online.
www.saffireevents.com
6 A+ Steps to Combat Negative Social
Media
1. Acknowledge their right to complain.
2. Apologize for their situation or your
mistake, if warranted.
3. Assert clarity in your policy or reasons.
4. Assess what will help them feel better.
5. Act accordingly.
6. Abdicate if necessary
7/17/2012
© 2012 – Saffire Events

43. Software for Events. Your Event.
Online.
www.saffireevents.com
Be Socially Responsible
Important Final Social Media Note
• You must make sure you stay with the latest Facebook and Twitter
fads
• One click follow
• Facebook cover image
• Updated coding for “like” buttons, etc.
7/17/2012
© 2012 – Saffire Events

44. Software for Events. Your Event.
Online.
www.saffireevents.com
So I have a mobile website…
WAIT!…secretly, I don’t know if I have a mobile website…
7/17/2012
© 2012 – Saffire Events

45. Software for Events. Your Event.
Online.
www.saffireevents.com
A Mobile Website Is…
7/17/2012
© 2012 – Saffire Events

46. Software for Events. Your Event.
Online.
www.saffireevents.com
Who will this reach?
7/17/2012
© 2012 – Saffire Events

47. Software for Events. Your Event.
Online.
www.saffireevents.com
A Mobile Movement
Mobile Stats
• It’s estimated that when you combine Android and Apple
iPhone, there will be one billion phones in play sometime
before the summer of 2013.
• This does NOT count Blackberry users or other types of
smart phone users.
• Are you reaching these people?
7/17/2012
© 2012 – Saffire Events

48. Software for Events. Your Event.
Online.
www.saffireevents.com
App or Mobile Site?
Smart Phone Users
0%
BlackBerry
24%
Android
46%
Apple
iPhone
30%
7/17/2012
© 2012 – Saffire Events

49. Software for Events. Your Event.
Online.
www.saffireevents.com
A Mobile Movement
Mobile Search Stats
• Customers are now using mobile search to do their
shopping, especially for local products and services.
• 95% of all mobile searches are for local products and
services
• 61% of all local searches result in a purchase
7/17/2012
© 2012 – Saffire Events

50. Software for Events. Your Event.
Online.
www.saffireevents.com
A Mobile Movement
Mobile Search Purchase Stats
• 66% of all mobile shoppers make purchases while at home, a few
feet away from a desktop computer.
• More than 40% of smartphone users have already bought
something using the phone.
• More than 75% of all retail companies plan to invest in mobile site
development this year.
7/17/2012
© 2012 – Saffire Events

51. Software for Events. Your Event.
Online.
www.saffireevents.com
The Perfect Storm
7/17/2012
© 2012 – Saffire Events

52. Software for Events. Your Event.
Online.
www.saffireevents.com
A Mobile Movement
Think LOCAL- Searches to Purchases
• Revisit Search Engine Ranking and Search Engine Key Words
• Make Sure they can find you
• Proximity Marketing- Foursquare www.foursquare.com
• Cross link with other local mobile sites- especially sponsors
• Have an integrated ecommerce cart
7/17/2012
© 2012 – Saffire Events

53. Software for Events. Your Event.
Online.
www.saffireevents.com
Integrated Cart
7/17/2012
© 2012 – Saffire Events

54. Software for Events. Your Event.
Online.
www.saffireevents.com
A Mobile Movement
Three Screen Marketing
• Are you guilty of consuming more than one type of media at once?
• (We are. Don’t feel bad.)
• If you’re doing it, so are your customers. Figure out ways to market
that link different forms of technology
• Tablet/Laptop/Phone/TV: Pick two and link them
7/17/2012
© 2012 – Saffire Events

55. Software for Events. Your Event.
Online.
www.saffireevents.com
One More (FREE) Trend
7/17/2012
© 2012 – Saffire Events

56. Software for Events. Your Event.
Online.
www.saffireevents.com
We’re Here to Help!
7/17/2012
© 2012 – Saffire Events

57. Software for Events. Your Event.
Online.
www.saffireevents.com
We’re Here To Help!
7/17/2012
© 2012 – Saffire Events

58. Software for Events. Your Event.
Online.
www.saffireevents.com
BE A SAFFIRE EVENT!
7/17/2012
© 2012 – Saffire Events

59. Software for Events. Your Event.
Online.
www.saffireevents.com
Sources
• http://www.emarketer.com/Article.aspx?R=1008675
• http://www.entrepreneur.com/article/222531
• http://www.entrepreneur.com/article/220768
• http://www.marketingpilgrim.com/2012/03/mobile-to-account-for-25-of-paid-search-
clicks-by-end-of-2012.html
• http://www.getelastic.com/how-people-use-facebook-infographic/
• http://www.techjournal.org/2012/01/the-top-10-internet-marketing-trends-of-2012/
• http://www.getelastic.com/6-tips-for-improving-twitter-link-click-through-rate/
• http://www.getelastic.com/17-styles-of-twitter-updates-for-online-retailers/
7/17/2012
© 2012 – Saffire Events