Social Media 101-Association of Connecticut Fairs


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Cassie Roberts' presentation at the ACF Convention.

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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.
  • They say put your money where your mouth is; let’s talk about these things.
  • 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.
  • 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.
  • Troy, I had to unfollow Saffire Events so we can show these people how to do a follow. 
  • Since we do the Amador website, we’re the perfect people to supply these graphics, so we’re going to add a heading now; it’s basically a background for the top part of the page.
  • Looks pretty snazzy, doesn’t it, Troy?
  • Don’t follow too many until you have tweeted and have a branded page!
  • Troy, do any of these look legit, like you’d want to follow them?
  • 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.
  • 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
  • HootSuite can manage:FacebookTwitterWordpress blogFoursquareSchedule messagesMonitor mentionsCustom analytics$6/month for single user
  • Videos account for 50% of all online traffic as of January 2012
  • #1 we all know nothing sells an event like photos. Photos are also an EXTREMELY personal way to share an event, especially if the photo is of them. This is one of the great things about localized eventsAbout half of young Americans find their news through Facebook. Do you make it easy for people to share content and articles?
  • Social Media 101-Association of Connecticut Fairs

    2. 2. SIT BACK AND RELAX. Give me your business card at the end ofthe presentation, and I’ll send you my slides.
    3. 3. 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?
    4. 4. 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
    6. 6. SOCIAL MEDIA
    8. 8. 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
    9. 9. 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.
    10. 10. CREATING POSTS
    11. 11. WHAT WILL YOU SAY? 1. determine your target audiences
    12. 12. WHAT WILL YOU SAY?2. get your team together -make sure to include all audiences
    13. 13. WHAT WILL YOU SAY?3. brainstorm all the reasons people come to your event
    14. 14. WHAT WILL YOU SAY? 4. come up with topics for all these reasons
    15. 15. WHAT WILL YOU SAY?Two things to tell people: 1. What we want them to hear 2. What people want to hear
    16. 16. 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
    18. 18. FACEBOOK
    19. 19. 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
    20. 20. 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.
    21. 21. 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.
    25. 25. TWITTER
    26. 26. POLLHow many of you have a Twitter account for your event?How many of you have a personal Twitter account?
    27. 27. TWITTERYour 2nd priority for social media530 million accounts340 million tweets a day1 million accounts added to Twitter everyday
    28. 28. 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.
    29. 29. 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!
    30. 30. SET UP PERSONAL ACCOUNT TOOIt’s a good place to “practice”But be careful! • KitchenAid debate disasterFollow different people on personal, so it’s obvious what account
    31. 31. 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
    32. 32. 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
    33. 33. 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
    34. 34. Amador header
    35. 35. 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
    36. 36. 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!
    37. 37. 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.
    38. 38. LOCAL BUSINESSESLocal businesses • Amador (county) • Plymouth (city)Local press Pilfer from those we are following & our followers!
    39. 39. 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
    40. 40. WHAT TO POSTWebsite changes/blog posts/email articlesTestimonialsPhotos/Videos“Insider info”News of weird/human interest storiesContestsQuestions
    41. 41. 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: or to schedule social media in advance.
    44. 44. BUFFER APP
    46. 46. what is the fastest growing website of all time?
    47. 47. 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!
    48. 48. PINTEREST
    49. 49. PINTEREST
    50. 50. 50% of all web content is…
    51. 51. 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.
    52. 52. 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
    53. 53. INSTAGRAMMainly for mobileKnown for image “doctoring”Trends younger
    55. 55. MAXIMIZE SOCIAL MEDIAFacebook or Tweet your ENTIRE EVENT
    56. 56. MAXIMIZE SOCIAL MEDIAFacebook or Tweet an EVENT FEATURE
    57. 57. MAXIMIZE SOCIAL MEDIAFacebook or Tweet a PHOTO of an event feature
    59. 59. DEEP THOUGHT… Ask questions that get peopleto talk about themselves in relation to your event
    60. 60. 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!
    61. 61. 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.
    62. 62. 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!
    63. 63. GET PEOPLE TALKINGShow live tweets on concert side screensHave a vote or quiz • Answer on text, app, QR code, etc.
    64. 64. 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
    65. 65. TAGGING IN FACEBOOKTake pictures of the crowd at concerts, postthem and encourage them to tag themselves Your photo appears in their Facebook feed!
    66. 66. TO REVIEW• Create an editorial calendar• Get your website up to snuff• In this order, focus on this social media • Facebook, Twitter, YouTube, Pinterest/Instag ram
    67. 67. 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