Kendra Wright & Cassie Roberts
Saffire Events
BYOD: Grow Event
Revenue with
Online Marketing
saffireevents
®
Kendra Wright| Cassie
BYOD:
GROW
EVENTWITH ONLINE
MARKETING
saffireevents
®
Give us your business
card at the end;
GET OUT
YOUR
saffireevents
®
saffireevents
®
saffireevents
®
HISTORY
saffireevents
®
EVENT
PORTFOLIO
Rodeo Austin
South Texas
State Fair
Rodeo Belton/ 4th
of July
Celebration
Brazos Valley Fa...
saffireevents
®
saffireevents
®
PALAMINO
FEST
saffireevents
®
saffireevents
®
PALAMINO
FEST
saffireevents
®
saffireevents
®
SAFFIRE
ASSOCIATION
PARTNERS
saffireevents
®
saffireevents
®
OUR GOAL
To get people excited
to come to festivals
&
To keep you sane
in the process.
saffireevents
®
CAN‘T GET
ENOUGH
SAFFIRE?
This is a 3-Part Series
Next: Facebook
Last: Online Marketing
Measurement
saffireevents
®
HOW DO YOU
SPEND
MARKETING
RESOURCES?
saffireevents
®
HOW DO
PEOPLE
HEAR ABOUT
YOUR
saffireevents
®
IF YOU
MAPPED
THEM, WOUL
D THEY SPENT
RESULTS
0
1
2
3
4
5
Online
Newspaper
Radio
Television
Outdoor
saffireevents
®
INTERNET WINS
POPULARITY
CONTEST
saffireevents
®
MOBILE
FOLLOWS SUIT
Source: Morgan Stanley Research
saffireevents
®
ARE YOU FOLLOWING
THESE TRENDS?
ARE YOUR CUSTOMERS?
saffireevents
®
OUR AGENDA
TODAY1. Prioritize how to make your website better
• Improving your event imagery
• Improving y...
saffireevents
®
1
YOU
RWEB
SITE
saffireevents
®
OUTSOURCE
How many of
you
some part of
your website?
saffireevents
®
HOW DO YOU
MANAGE YOUR
SITE?
saffireevents
®
YOUR WEB
GUY
saffireevents
®
THE BOTTOM
LINE
You must be able to
market your event on your
website in real time.
saffireevents
®
WHY IT‘S
IMPORTANT
98% of anonymous online
prospects enter a website
looking for something, yet
still leav...
saffireevents
®
EVEN MORE
DEPRESSING
40-60% of the people who
visit your website will only
visit the homepage before
leavi...
saffireevents
®
YOU CAN HELP
THIS!• Clear navigation
• Interactivity
• Relevant content
• Calls to action
• Good search
• ...
saffireevents
®
saffireevents
®
FACTORS
The most
important
saffireevents
®
LAYOUT
Clean
saffireevents
®
HOW TO GET THERE
EVENT DATES
HOW TO GET
TICKETS
saffireevents
®
Imagery
Compelling
saffireevents
®
HERE‘S HOW THEY
WORK TOGETHER
IMAGES
LAYOUT
saffireevents
®
saffireevents
®
saffireevents
®
saffireevents
®
saffireevents
®
saffireevents
®
saffireevents
®
saffireevents
®
saffireevents
®
saffireevents
®
saffireevents
®
saffireevents
®
saffireevents
®
saffireevents
®
saffireevents
®
Besides your
homepage, where do
people go on your
website?
Do you
know?
saffireevents
®
MAKE EVENT
PAGES
INTERACTIVE
saffireevents
®
MAKE EVENT
PAGES
INTERACTIVE
saffireevents
®
MAKE EVENT
PAGES
INTERACTIVE
saffireevents
®
HIGHLIGHT EVENT
COMPONENTS
saffireevents
®
MAXIMIZE
VIRAL SHARING
1. Event sharing. 2. Component sharing.
3. PHOTO SHARING.
saffireevents
®
SELL
How many of
you
online?
saffireevents
®
WHY DO
ECOMMERCE?
saffireevents
®
ECOMMERCE=INSU
RANCE POLICY
saffireevents
®
ECOMMERCE=INCR
EMENTAL REVENUE
saffireevents
®
DETERMINING
PRICE: 80/20Online ticket redemption is approximately
80%
Consider 20% discount
You could brea...
saffireevents
®
HOW TO SELL
MORE NOW
saffireevents
®
MAKE TIX EASY
TO FIND
saffireevents
®
MAKE TIX EASY
TO FIND
saffireevents
®
INTEGRATED
DESIGN & FEWER
CLICKS
saffireevents
®
2
TARG
ETIN
G
TRE
NDS
saffireevents
®
MOMS?
Do you
marke
t to
saffireevents
®
PINTEREST
saffireevents
®
PINTEREST
saffireevents
®
YOUNG?
Is your
audie
nce
saffireevents
®
Instagram
Incorporate
saffireevents
®
Mainly
MOBILE
Known for
image
DOCTO
RINGTrends
YOUNG
ER
saffireevents
®
TEXT
MARKETINGYour customers are texting.
Consider joining the conversation.
Judiciously text deals and sp...
saffireevents
®
BROAD?
Is your
audie
nce
saffireevents
®
YOUTUBE
Customers exposed to
videos are 437%
more likely to engage in
your brand.
Engagement =
SAFFIRE REC...
saffireevents
®
3
MOVI
NGMOBI
LE
saffireevents
®
MOBILE
Do you feel
good about
your
Strategy?
saffireevents
®
MOBILE
saffireevents
®
IMPORTANT
FOR SANITY
Single Source
Content
Management
saffireevents
®
Really Old
Days
Fairly Old Days
Now
saffireevents
®
SOFA
MAXI
MIZE
the
saffireevents
®
APP OR MOBILE
SITE?
Android
46%
Apple iPhone
30%
BlackBerry
24%
0%
saffireevents
®
APP OR MOBILE
SITE?
saffireevents
®
IMPORTANCE
FOR REVENUECustomers increasingly use
mobile search to shop.
95% of all mobile searches are
for...
saffireevents
®
1 2 $$
$Local Mobile

Mobile
SEA
RC
PURC
HAS
SUC
CES
+ =
The One-Two Punc
saffireevents
®
WHAT LEADS TO
MOBILE
PURCHASE?
saffireevents
®
4
EMAIL
MARK
ETING
saffireevents
®
EMAIL
How many of
you
your
customers?
saffireevents
®
ANATOMY OF
SUCCESSBig Email
List
Lots
Opened
Lots
Clicked
$$$
saffireevents
®
Get a big email
LISTGet started, and keep it
going
saffireevents
®
GET A BIG
EMAIL LISTOutlook contacts
Board of Directors
Volunteers
Sponsors
Exhibitors
Past Purchasers
Etc.
saffireevents
®
EMAIL SIGNUP ON
ALL PAGES
saffireevents
®
ONGOING -
ONLINEWhen people share an event photo
When they complete an online form
When they PURCHASE some...
saffireevents
®
ONGOING -
OFFLINEDoor prize or signup at events
Anytime they purchase something
saffireevents
®
Get lots of
OPENSGood subject line +
Right send time
saffireevents
®
GOOD
SUBJECT
LINES
Something RECOGNIZABLE
Action words
Not too spammy
50 characters or less
saffireevents
®
BONUS POINTS
Turn into Tweet
120 characters, # and
shortened URL
Turn into Facebook
saffireevents
®
HIGHEST OPEN
RATESClients who sell online
Clients with a strong brand
Sent at the right time/day
• CHANGIN...
saffireevents
®
Get lots of
CLICKSGood content &
images
saffireevents
®
DON‘T TELL THE
WHOLE STORY
saffireevents
®
Goal:Clicks to
website!
saffireevents
®
One that makes
you click!
What makes a
good image?
saffireevents
®
User Response
I want to buy a ticket so I can
experience that too!
saffireevents
®
one main
story
two smaller
features
TEST
AGAINST
EACH OTHER
two smaller
features
CONSIDER A
PYRAMID
saffireevents
®
THE FORMULA
Headline
Image
Text (short, with links)
Call to action
e.g., ―Click here to enter now!‖
―Click...
saffireevents
®
Encourage
Sharing!
LINKS TO
SOCIAL MEDIA
saffireevents
®
LEAVE US
YOUR CARDWe‘ll send you:
• These slides
• A free subscription to The Dirt
online marketing newsle...
saffireevents
®
FREE ONLINE
MARKETING TIPSFacebook Saffire Events
Twitter @SaffireEvents
Instagram saffireevents
Pinterest...
saffireevents
®
By: Cassie
BYOD:
GROW
EVENT
saffireevents
®
FACEBOOK
saffireevents
®
I know what you‘re
thinking…
saffireevents
®
KING
is
of social media.
saffireevents
®
YOU KNOW
THE STATS• Over 1 BILLION monthly
active users
• One in every seven humans
on earth is active on
...
saffireevents
®
$174
You make
an estimated
per Facebook like.
saffireevents
®
21%
After seeing
an item on Pinterest
make a purchase.
saffireevents
®
1000
A FREE piece
of pie for
Instagram followers
saffireevents
®
What?
saffireevents
®
1 2 3
Find
‗em:
Get
‗em:
Keep
‗em:
Ads Like
s
Enga
ge
AGENDA
saffireevents
®
CASE
STUDY
Using a
of…
saffireevents
®
saffireevents
®
saffireevents
®
saffireevents
®
THEY RAN A
HUGE
FACEBOOK
saffireevents
®
Likes went from
3757
to
8140
in about a month
saffireevents
®
98,901POPULATI
ON
TYLER, TE
XAS
213,3
81
POPULATION
SMITH
COUNTY
240,FAIR
ATTENDANCE
saffireevents
®
1
Part
ON
E
saffireevents
®
1 2 3
Find
‗em:
Get
‗em:
Keep
‗em:
Ads Like
s
Enga
ge
AGENDA
saffireevents
®
Only 30% of content on news
feed is from brands
Only about 16% of your fans
see your posts
saffireevents
®
HOW DOES
FACEBOOK
PICK?
saffireevents
®
If other people
like/share/co
mment on
your post…
FACEBOO
K
SHARES
saffireevents
®
POPULARITY
CONTEST
saffireevents
®
saffireevents
®
LIKES
However, unless you
already have
No one will see your
posts anyway.
saffireevents
®
THAT‘S
HARSH
saffireevents
®
HOW DO I GET
MORE LIKES?
saffireevents
®
FACEBOOK
ADVERTISING• Relatively inexpensive
• Can start campaigns for as little as
$5
• Many audience tar...
saffireevents
®
OPTIONS
Page
Ads
Promot
ed
saffireevents
®
PAGE ADS
• Promoting your PAGE will
get more LIKES.
• This is done in two ways:
• ADS on the right hand si...
saffireevents
®
HOW TO
MAKE AN AD
saffireevents
®
FROM ADMIN
PANEL
saffireevents
®
JUST A FEW
OPTIONS
saffireevents
®
MANY MORE
OPTIONSwww.facebook.com/adve
rtising
saffireevents
®
AUDIENCE
saffireevents
®
COST FOR
CAMPAIGN
saffireevents
®
EXAMPLES
saffireevents
®
PAGE AD-
BEST
PERFORMER
• 35-64 year olds within 50 miles
• 43 clicks, 35 page likes
• $8.15-23 cents/like
saffireevents
®
PAGE AD- 2nd
Best
• 18-35 year olds within 25 miles – 863
impressions
• 17 clicks, 13 page likes
• $2.09-1...
saffireevents
®
VARIATIONS
saffireevents
®
PROMOTED
POSTS• Promoting your POSTS will
get ENGAGEMENT with your
messages.
• This is also done in two
wa...
saffireevents
®
HOW TO
PROMOTE A
POST
saffireevents
®
saffireevents
®
saffireevents
®
MANY MORE
OPTIONSwww.facebook.com/advertisin
g
saffireevents
®
EXAMPLES
saffireevents
®
PROMOTED
POST
• TOTAL REACH: 13,685
• TOTAL CLICKS 454
saffireevents
®
PROMOTED
POST―We made it to 6,000
Facebook Fans so it's time
for a giveaway! LIKE this
status before midni...
saffireevents
®
2
Part
TW
O
saffireevents
®
1 2 3
Find
‗em:
Get
‗em:
Keep
‗em:
Ads Like
s
Enga
ge
AGENDA
saffireevents
®
CONTEST
S
Facebook
saffireevents
®
THE DOS AND
DON‘TSDO
• Collect entries by
comment/likes
• Collect entries by
having users
message you
• Ut...
saffireevents
®
TOP 5
CONTEST TIPS1. SET GOALS
• What are you trying to achieve? Ex:
likes, email addresses, comments, etc...
saffireevents
®
CONTEST
TIPS, CONT.4. CREATE A PRIZE PACKAGE
• If your prize is bigger, you can ask for
more information
5...
saffireevents
®
CONTESTS FOR
INTERACTION
saffireevents
®
saffireevents
®
EXAMPLE
saffireevents
®
CONTESTS
FOR MORE
saffireevents
®
IFRAME IN TO
FB
saffireevents
®
THE BIG
CONTEST
saffireevents
®
USE FOR
EMAIL
COLLECTION
467
Entries
saffireevents
®
LATER…
―We just drew the
name of the first
winner of the
ULTIMATE FAIR
EXPERIENCE! Are
saffireevents
®
3
Part
THR
EE
saffireevents
®
1 2 3
Find
‗em:
Get
‗em:
Keep
‗em:
Ads Like
s
Enga
ge
AGENDA
saffireevents
®
WHAT DO I
POST?
saffireevents
®
Whatever
gets action
SIMPLE ANSWER:
saffireevents
®
Ask questions in your posts
that get people to talk about
themselves in relation to
your event.
ANOTHER DE...
saffireevents
®
GRANDPARENT
S DAY
saffireevents
®
TEXT
―Happy
Grandparents Day! If
you have a special
memory with your
grandparent or
saffireevents
®
EXAMPLE
COMMENT―Playing washer pull or
draw a number. It was
something my family could
afford & it benefit...
saffireevents
®
Use the
Make 80% of your posts
FUN, and
20% PROMOTIONAL
saffireevents
®
FUN POSTS
saffireevents
®
saffireevents
®
POST FROM
MASCOT
saffireevents
®
ADVICE POSTS
SHARED 522%
saffireevents
®
PROMOTIONAL
POST
saffireevents
®
PROMOTIONAL
POST―Don't miss our
CRAZY GOOD DEALS
on the Weekend Pack
and Weekend Super
Pack. The savings on
saffireevents
®
Now. Let‘s talk
about that pie &
what else you
should post.
saffireevents
®
saffireevents
®
www.popularpay
saffireevents
®
HOW IT WORKS
• With 1000 Instagram
followers, Bang Bang Pie will give
you a free piece of pie
• After free...
saffireevents
®
CHICAGO.
Right now Popular Pays is
only in
BUT—what can we
saffireevents
®
DO THIS
YOURSEL
If you want…
saffireevents
®
EXAMPLE
―Are you a
Facebook Fanatic?
LIKE our page, and
tag us in a photo
while you‘re here
saffireevents
®
PHOTO
S
The engagement rate on
Facebook posts with
averages .37%.
WITHOUT
The engagement rate on
Facebook ...
saffireevents
®
INSTAGR
AM &
Integrate
with your
Facebook page
saffireevents
®
EVER
TAKEN
10% of photos
Were taken in the
last 12 months.
saffireevents
®
Luckily, both
are easy!
saffireevents
®
PINTEREST
saffireevents
®
INSTAGRAM
saffireevents
®
HOW OFTEN
TO POST?
saffireevents
®
16%
Remember only
of your audience will see
your post.
saffireevents
®
IS
INCREASI
Publishing frequency
for businesses
saffireevents
®
SEVERAL
TIMES
You can post
about the same
topic.
(Secret: Then you don‘t have to come up with
new things t...
saffireevents
®
LABOR DAY
EXAMPLE
saffireevents
®
POST ONE:
―Take advantage
of our CRAZY Labor
Day Special: Buy 2 Adult
Tickets, Get 1 Child
Ticket FREE! Of...
saffireevents
®
POST TWO:
―Remember our
INCREDIBLE Labor Day
Special: Buy 2 Adult
Tickets, Get 1 Child
Ticket FREE!
saffireevents
®
POST THREE:
―The rumors are
true, we are NOT selling
tickets at Brookshires and
Super One this year. All
p...
saffireevents
®
EDITORIAL
CALENDAR
www.saffireevents.com/
saffireevents
®
WHEN TO
POST?
saffireevents
®
DIVIDED
It‘s a house
saffireevents
®
EXPERIM
ENTING
to see what works
best for you.
Do some
saffireevents
®
SCHEDULING
POSTS
saffireevents
®
TAGGING
If you want to
use
Try using FACEBOOK
itself to schedule
posts!
saffireevents
®
Make sure
you are
acting as
your page!
saffireevents
®
BUFFER IS
GREAT
www.bufferapp.com
saffireevents
®
CASSIE
ROBERTSWWW.SAFFIREEVEN
TS.COM@SAFFIRE
EVENTS
Stay Tuned for PART 3:
Measuring your Marketing
saffireevents
®
SOURCES
http://socialmouths.com/blog/2013/05/14/facebook-ads-vs-promoted-
posts/
http://thenextweb.com/fac...
saffireevents
®
Kendra Wright & Cassie Roberts
Saffire Events
BYOD: Grow Event
Revenue with
Online Marketing
saffireevents
®
Kendra Wright| Cassie
BYOD:
GROW
EVENTWITH ONLINE
MARKETING
saffireevents
®
Give us your business
card at the end;
GET OUT
YOUR
saffireevents
®
saffireevents
®
saffireevents
®
HISTORY
saffireevents
®
EVENT
PORTFOLIO
Rodeo Austin
South Texas
State Fair
Rodeo Belton/ 4th
of July
Celebration
Brazos Valley Fa...
saffireevents
®
saffireevents
®
PALAMINO
FEST
saffireevents
®
saffireevents
®
PALAMINO
FEST
saffireevents
®
saffireevents
®
SAFFIRE
ASSOCIATION
PARTNERS
saffireevents
®
saffireevents
®
OUR GOAL
To get people excited
to come to festivals
&
To keep you sane
in the process.
saffireevents
®
ANALYTICS?
How often do
you
look at your
website
saffireevents
®
No Fear
How Do
I Start?
saffireevents
®
YOU‘RE NOT
MARKETING!
If you‘re
not measuring,
saffireevents
®
AWARENESS
INTEREST
DESIRE
ACTIO
N
saffireevents
®
•Social
media/
WOM/Offli
ne mktg
AWARENES
S
•Social media/
email
INTERES
T
•Email/
website
DESI
RE
•Websit...
saffireevents
®
But this is
evolving…
saffireevents
®
•Social
media/
WOM/Offli
ne mktg
AWARENES
S
•Social media/
email
INTERES
T
•Email/
website
DESI
RE
•Websit...
saffireevents
®
ACTION ON
FACEBOOK• Sign up for email
• Email signup form on tab
• Contest
• Buy tickets
• View event sche...
saffireevents
®
LEGITIMIZE
ONLINE
MARKETING
Use marketing terms, not
online termsTV WEB EMAIL SOCIAL
Audience size Reach S...
saffireevents
®
1 2 3
Meas
uring
Meas
uring
Meas
uringWeb
site
Em
ail
Soci
al
saffireevents
®
Let‘s start at the
bottom.
YOUR
saffireevents
®
GOOGLE
ANALYTICS
saffireevents
®
NERD ALERT!
saffireevents
®
YOU ARE BIG
BROTHER
saffireevents
®
WHERE THEY
LIVE
saffireevents
®
WHAT SITES
THEY VISITED
saffireevents
®
WHERE THEY GO
ON YOUR SITE
saffireevents
®
HOW LONG
THEY STAY
saffireevents
®
HOW MANY TIMES
THEY VISITED
saffireevents
®
WHAT
BROWSER
THEY USE
saffireevents
®
WHAT DEVICE
THEY USE
saffireevents
®
WHAT THEY
SEARCHED
saffireevents
®
WHAT SOCIAL
IMPACT WAS
saffireevents
®
SEE IT
GRAPHICALLY
saffireevents
®
saffireevents
®
saffireevents
®
FOUR THINGS
TO WATCH
site
visits
saffireevents
®
SITE VISITS
saffireevents
®
SITE VISITS
•Improve SEO
and/or online
marketing of
your site
low
site
visits
?
saffireevents
®
FOUR THINGS
TO WATCH
bounc
e rate
saffireevents
®
BOUNCE RATE
saffireevents
®
BOUNCE RATE
•Improve your
homepage –
layout, images, nav
igation, etc.
•40-50% is average.
high
boun
ce
ra...
saffireevents
®
FOUR THINGS
TO WATCHactions
/
conver
sion
rate
saffireevents
®
CONVERSION
RATE
(Number of people
who take action
÷
Number of site
visitors)
saffireevents
®
CONVERSION
RATE•Make your
website
more
compelling
(good rate: 2%)
Not
enough
action/
convers
ions?
saffireevents
®
GOALS-EMAIL
SIGNUP
saffireevents
®
GOALS-EMAIL
SIGNUP
saffireevents
®
GOALS-EMAIL
SIGNUP
saffireevents
®
GOALS-EMAIL
SIGNUP
saffireevents
®
ECOMMERCE
TRACKING• Put a snippet of GA code in your
cart that tracks purchases
• If you sell online, you ...
saffireevents
®
FOUR THINGS
TO WATCHtime
on
site
saffireevents
®
TIME ON SITE
saffireevents
®
TIME ON SITE
•Add interactivity
and other
―stickiness‖
•Votes, music, s
ocial, etc.
low
time
on
site
saffireevents
®
AUTOMATING
GOOGLE
ANALYTICS
saffireevents
®
AUTOMATING
GOOGLE
ANALYTICS
saffireevents
®
TRACKING
SOCIAL
saffireevents
®
TRACKING
SOCIAL
saffireevents
®
TRACKING
SOCIAL
saffireevents
®
TRACKING
SOCIAL
saffireevents
®
Now your biggest
revenue producer.
EMAIL
saffireevents
®
EMAIL BLASTS?
How many of
you do periodic
saffireevents
®
1
Track
PER
EMAIL
saffireevents
®
Open Rate
saffireevents
®
Click-Through Rate
(CTR)
saffireevents
®
saffireevents
®
Conversion Rate =
REVENUE
saffireevents
®
2
Track
OVER
TIME
saffireevents
®
House File Size
saffireevents
®
Churn (% who leave
your list)
saffireevents
®
saffireevents
®
Cost/Email
saffireevents
®
Revenue/Email
saffireevents
®
ROI
CALCULATIONAdded Revenue -
Cost
÷
Cost
* 100 to convert to %
saffireevents
®
&
Samp
leOPEN
RATES
Varies a lot by client
9-15% on low end
30-35% on high end
saffireevents
®
HIGHEST OPEN
RATESGood subject line
Clients who sell online
Clients with a strong brand
Sent at the right ...
saffireevents
®
&
Samp
leCLICK
RATES
Not as much variance by client
Around 10-20%
saffireevents
®
CALLS TO
ACTIONCLIC
KS
Use action words
Get More Info!
Sign Up!
Buy Now!
More Photos!
Be conversational. ...
saffireevents
®
And lastly the top of
the funnel
SOCIAL
saffireevents
®
ANALYTICS?
How often do
you
look at your
Facebook
saffireevents
®
SOCIAL
ANALYTICS
ADVICE
Try to get away from social-specific
terminology
• Likes
• Shares
• Fans
• Followe...
saffireevents
®
saffireevents
®
FACEBOOK
INSIGHTS
saffireevents
®
INSIGHTS –
PAGE
OVERVIEW
saffireevents
®
EXPORT-PAGE
LEVEL DATAOn Facebook page, go to Insights 
Export 
Page level data
81 columns of data and m...
saffireevents
®
Now let‘s talk about
measuring posts.
saffireevents
®
INSIGHTS –
POST REACH
saffireevents
®
POST REACH
saffireevents
®
INSIGHTS –
MOST REACH
saffireevents
®
ENGAGEMENT
saffireevents
®
ENGAGEMENT
INCLUDES:Likes
Comments
Shares
Video views
Link clicks
Photo clicks
Clicked commenter‘s
name
Li...
saffireevents
®
TALKING ABOUT
THIS
saffireevents
®
TALKING ABOUT
INCLUDES:Likes
Comments
Shares
Video views
Link clicks
Photo clicks
Clicked commenter‘s
name...
saffireevents
®
INSIGHTS –
POST VIRALITY
saffireevents
®
#3 MOST
VIRALITY
saffireevents
®
#2 MOST
VIRALITY
saffireevents
®
#1 MOST
VIRALITY
saffireevents
®
FACEBOOK
INSIGHTS
saffireevents
®
ANALYZE WITH
BUFFER
saffireevents
®
ANALYZE WITH
TWITONOMY
saffireevents
®
ANALYZE WITH
TWITONOMY
saffireevents
®
YOUTUBE
ANALYTICS
saffireevents
®
REVIEW
Measure your website, email and
social
Think about tracking value (and
cost, if you can) for:
• Imp...
saffireevents
®
LEAVE US
YOUR CARDWe‘ll send you:
• These slides
• A free subscription to The Dirt
online marketing newsle...
saffireevents
®
FREE ONLINE
MARKETING TIPSFacebook Saffire Events
Twitter @SaffireEvents
Instagram saffireevents
Pinterest...
Upcoming SlideShare
Loading in …5
×

IFEA 2013 Bring Your Own Device

290 views

Published on

Complete Presentation by Kendra Wright and Cassie Roberts

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
290
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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.
  • This is me. I’m staunchly opposed to showing my picture, but I’ve had people say I seem less nerdy if I show my picture. (I’m not sure that’s a complement!)My first job managing events for non-profit; loved that job – hard but fun being on your side of the table!Began building websites in 1995 for Fortune 1000 companyStarted own company in 1998. We do a lot of talking about “the guy” who manages your website, but in truthI was the guy.
  • 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.
  • Which we started doing about 4 years ago!In the first half of this year, we brought on more clients than in the prior 3 years combined. It’s been a fun ride!
  • We are happy to work with some great industry associations
  • 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!
  • I think this creates a challenge for marketers. It obviously requires near constant change to make sure you’re doing the things that will give you the biggest bang for the buck.
  • Cassie does website, mobile and social networking.
  • Most of you have a “guy” or agency that manages your website. The thing I want to make sure is that you are able to manage your content. We find that this is one of the biggest problems with our websites, even if they are good, interactive marketing tools for customers. Managing content means not only your event information, but also your homepage features, sponsors, interactive map, etc.
  • This will protect you in the event your web guy isn’t available.
  • Remember your homepage is to get the interview, not the job.
  • If it doesn’t look nice, nobody will look further.
  • Show some examples of before and after
  • Show some examples of before and after
  • Show some examples of before and after
  • Show some examples of before and after
  • Show some examples of before and after
  • Show some examples of before and after
  • Show some examples of before and after
  • Show some examples of before and after
  • Show some examples of before and after
  • Show some examples of before and after
  • Show some examples of before and after
  • Show some examples of before and after
  • Show some examples of before and after
  • Show some examples of before and after
  • #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?
  • 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.
  • 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.
  • Not just on tix page
  • Not just on tix page
  • 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!
  • 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!
  • Videos account for 50% of all online traffic, and YouTube is the #2 search engine behind Google.
  • I’m noticing that more festivals are having better mobile presence. But another really important thing is how you manage your mobile site – same data source as desktop – and how you manage your customer site via mobile
  • But things have really changed with the way we market. In the Really Old DaysWe marketed to people on their sofasNewspapers, TV, magazinesThen in the Fairly Old DaysTV and print ads often linked to websites. We had to get people from their sofa to their computers to market to them online.We relied on inertia, which was really HARD!NowWe can market to people on their sofa.They see your information, either on TV or print or usually even ON their device.They can look it up right there.
  • Our advice is to maximize the sofa! Take advantage of this marketing location!Think about mobile in your email efforts, especially to moms, who are prime mobile users and who control the pocketbook of many families.
  • 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!
  • To be successful, you first have to have a lot of people to market to, and I’m going to tell you how to help you grow your list.Then lots of people have to open your email. This is dependent on when you send and your subject line.Then you want to get lots of clicks on your email. Many emails forget this, but it’s important to get people to your site or as we talked about, to social media. So you have to have compelling offers and calls to action.All this leads to revenue for your event.
  • I’m always surprised that events don’t have email lists that they email on a regular basis. If you don’t do it, START NOW!!!
  • 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)
  • If your website is interactive, you should give people the chance to self-identify every time they interact with your site.
  • Then think of the other places you interact with potential customers, and start capturing them there too.
  • The power of wordsNow 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!
  • Research on what makes people click online images shows that the least likely photos to attract info are ones where there are no people, better are ones with people not looking at the camera, but the best are ones with people looking at the camera. Why? They ENGAGE! Try it!Early in my career, I was a writer, so it’s very dismaying to me that I work on a medium where people don’t read. But I work it by having short, punchy copy and lots of pictures. Use zoom/croppingUse photos of people looking at the camera
  • keep an eye out for vivid colors that pop. Photos that are monotonous tend to look sun-bleached or faded and not typical for web use. Scanned photos also tend to look “aged” and washed out compared to digitally sourced images.
  • Email Articles: The FormulaSo 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.Professional, branded templateClear title at the topUsually 3-5 main topicsVary with news, sales, promotional pieceTry to keep it shortLinks to website for more (HARD!)Good imageryFooter with links to website, social media, Text Insider Club
  • Don’t forget to integrate your email with not only your website, but with your social media where appropriate (at least with a general link on each email).Clicks without social sharing are 2.4%; with social sharing are 6.2%. This could be huge to your bottom line!
  • Just because we’re entirely focusing on facebook doesn’t mean we can’t talk about how a few other types of social media can be integrated in with your facebook efforts. Pinterest is one of these very important options. Value of pinterest from an SEO standpoint as well as from a purchasing standpoint
  • What is your strategy for getting people to learn about your page?- ADS, PostsWhat will you do to incentivize people to like your page? Contests, insider informationWhat will you do to keep people coming back to your page? A regular stream of posting
  • For reference, here is ETSF Website
  • And FB Page
  • 1 DUDE=20 lIKES
  • Information about Tyler Texas and the county size: Show it is a small town; need one more stat here. Add attendance
  • What is your strategy for getting people to learn about your page?- ADS, PostsWhat will you do to incentivize people to like your page? Contests, insider informationWhat will you do to keep people coming back to your page? A regular stream of posting
  • This obviously shows how ETSF got so many likes
  • It’s a fancy algorithm facebook uses called EdgeRank
  • Doesn’t it seem like once you get a few likes on a particular post (even on your personal page) that then the likes just escalate? That’s because the more likes you get, the more people Facebook sends it to, the more people have the CHANCE to like it without having to go to your page specifically
  • STORY BUMP
  • Time is also a factor; Story bump is if you’re getting a lot of comments and engagement, it will go to the top
  • HARSH.
  • So what can you do to get more likes? Seems like the classic problem. But remember how many likes ETSF has
  • Ad goes on right hand column—Sponsored story at the same time, especially if you’re doing get more likes, that in the newsfeed shows “Cassie Roberts” likes Saffire Events. LIKE PAGES. Different options from a targeting perspective; MORE GEOGRAPHICAL TARGETING with Ads; Promoted post Friends of Friends. Promoted posts outperform ads; looking at the reach, it seems promoted posts/stories have better reach. Friends of Fans 9983 people 275 clicks; When it was targeted to Fans: 2889 got 156 clicks
  • AUDIENCE: Can pick Country City or State with this optionSet a daily budget; you will spend this amount per day and get the estimated amount of likes shown, per day.
  • As you are setting this up you can choose to have this be a sponsored story as well, which will show your ad in the news feed.
  • Can do a LIFETIME budget of the ad that is optimized for clicks
  • 18-35 year olds within 25 miles 863 people 17 clicks, 13 page likes $2.09 16 cents a like
  • Figure out what works best for you; these are just a few things we tried; color, text, logo or no logo, in this case, it turned out that their RECOGNIZED logo worked best of all!
  • Picking out one of recent posts, typically one that you’ve already done. You can promote a post as an AD, and do targeting, or show up in the newsfeed. Gives you different levels, friends and friends of friends. Most of friends are geographic; makes more sense. 300 new likes from promoted post.
  • This is the EASIEST way to get in to the facebook advertising game. Budgets start at $5, and all you have to do is create a post, and then click this button.
  • Recommend this one.
  • We recommend using the “Friends of Friends” because they’re likely to be in geography, and interested in the same things as people that like your pageADD SAFFIRE REC
  • TICKETS AND DEALS PROMOTED POST: Friends of Fans 9983 people 275 clicks; When it was targeted to Fans: 2889 got 156 clicks, 13,685Promoted post and sponsored story for “Remember, adult tickets will be $8 at the gate, but you get them ONLINE now for only $6!” reached 13,685 people( fans & non-fans) since 9/12 and generated 454 clicks.
  • This is an example of a post you may want to boost. It is a promotion targeted toward your CURRENT likes
  • What is your strategy for getting people to learn about your page?- ADS, PostsWhat will you do to incentivize people to like your page? Contests, insider informationWhat will you do to keep people coming back to your page? A regular stream of posting
  • Facebook recently changed their rules about what you are allowed to do with contests. You CAN now use Facebook mechanisms as your method of entry. “Like” to enter, “Comment” to win.
  • Contest for people that already like your page; REMEMBER: The more interactions you get the more people will see your posts
  • Post related to contest
  • What is your strategy for getting people to learn about your page?- ADS, PostsWhat will you do to incentivize people to like your page? Contests, insider informationWhat will you do to keep people coming back to your page? A regular stream of posting
  • Why is it a sponsored story and not a promoted post? Because it’s going out to people that DO NOT already like your page. The purpose is to gain new fans.
  • People are more likely to keep following you and not “hide” your posts
  • Fair food; this gets action, and is in relation to THE PERSON. What do YOU like?
  • Fair food whenever you post with a link back to your site, always track it with google analytics
  • This is an example of a post you may want to boost. It is a promotion targeted toward your CURRENT likes
  • The company believes that everyone is their OWN media channel, and that people trust their friends more so than ads.
  • Cheyenne Frontier days I know does a lot of interesting promotions with Facebook, and you can do the same sort of thing
  • This is due to FB’s algorithm and because people respond better to photos.
  • An example of Facebook posts with photos
  • INTEGRATE ONE WHEN POSSIBLE! The more engagement you get the more people will see your post organically, the more people would have the chance to buy from you if you are linking back to your tickets.
  • AND you can get double the bang for your buck, because you’ll be posting in two places.
  • How to integrate instagram
  • Labor Day contest example
  • This is awesome beca
  • Exercized
  • You’ll find all kinds of stats—some say better weekdays, some say NEVER post on weekends, it’s really all over the board
  • You can add multiple accounts, like facebook twitter etc. Schedule posts in advance to “buffer” when most of your users are interacting online, OR schedule them to go out at a specific time!
  • 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.
  • This is me. I’m staunchly opposed to showing my picture, but I’ve had people say I seem less nerdy if I show my picture. (I’m not sure that’s a complement!)My first job managing events for non-profit; loved that job – hard but fun being on your side of the table!Began building websites in 1995 for Fortune 1000 companyStarted own company in 1998. We do a lot of talking about “the guy” who manages your website, but in truthI was the guy.
  • 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.
  • Which we started doing about 4 years ago!In the first half of this year, we brought on more clients than in the prior 3 years combined. It’s been a fun ride!
  • We are happy to work with some great industry associations
  • What do you use?
  • Hopefully you’re not like pinocchio and say of course you know.Don’t get overwhelmed – just use the information that is easy to access and keep it simple.
  • There is so much to learn from looking at your statistics.
  • TRADITIONALLY, let’s look at where things happen on the funnel.It’s important to set realistic goals for tracking. Unless you’re spamming, people aren’t hearing about you on email. And they don’t just know to come to your website. So they find out about you through hearing about you somehow. In the old days, this was if they saw you in offline advertising or maybe a friend told you about it. But increasingly, this is the place of social media, the new word of mouth. Since it is high up in the sales funnel, it creates the ability to make money but often doesn’t do the job itself. For action, ie deciding to buy or buying, the best media are email marketing and your website.
  • TRADITIONALLY, let’s look at where things happen on the funnel.It’s important to set realistic goals for tracking. Unless you’re spamming, people aren’t hearing about you on email. And they don’t just know to come to your website. So they find out about you through hearing about you somehow. In the old days, this was if they saw you in offline advertising or maybe a friend told you about it. But increasingly, this is the place of social media, the new word of mouth. Since it is high up in the sales funnel, it creates the ability to make money but often doesn’t do the job itself. For action, ie deciding to buy or buying, the best media are email marketing and your website.
  • If you want to push the envelope and extend the role of social media
  • Your website is the bottom of the funnel
  • This is where you can also begin to see the influence of social media sites on your traffic.
  • This is our site, and Google color codes all the links people click according to how popular they are. Red is the highest, then yell, green and finally blue.In our case, people really care about who our clients are and who we are. They really don’t care about our features.
  • You can also improve your offline marketing (e.g., billboards, print ads, TV, radio, direct mail, etc.), but you will see that this is an incredibly hard way to get a website visitor and is more expensive.
  • Bounce rate is
  • Not compelling imageryToo much textToo much navigation – overwhelmed and leaveNot enough enticing offers
  • Actions are things like email or purchase
  • Then we need to calculate the VALUE of those actions.Obviously an email signup is not worth as much as a purchase,Which is why you need to sell online!
  • To set a goal, go to Admin, then click your site name, then Goals tab.
  • To set a goal, go to Admin, then click your site name, then Goals tab.
  • So you can see not only where people came from to go to your site, but where they came from to actually convert.
  • Within Google Analytics, you can even track the effect of social media. To do this, go to Admin > Social Settings, and you add the URLs for all your social media accounts.
  • You can see Visits, Pageviews, Visit Duration, Pages/Visit.And you can use this for ammo for how you’re spending your social media efforts. Here, you can see that Facebook and Twitter bring by far the most visits.Not only that, but they spend the longest when they’re on our website.This could be because this is where I’m putting the most energy, but you can determine if you want to spend money other places or how successful the things are that you’re doing.
  • And if you want to see why I say don’t get distracted away from your focus on Facebook, here’s a graphical representation. For many of you, it will be even more drastic.
  • You can even see where people went on your site when referred to by social media. This one is funny. #1 is our homepage, but #2 is a blog I did about marketing lessons from Justin Timberlake. Never be afraid to post unique content. It gets hit the most!
  • Your biggest revenue days will be email.
  • What do you use?
  • How to do this – count online revenue for 24 hours as email revenue. It will even out.
  • Your biggest revenue days will be email.
  • What do you use?
  • To determine cost, you need to know what you’re spending over a given period and then what you get out of it.
  • Just as a reminder, like I said, Facebook is king. Don’t be diverted. 901 million monthly active usersOne in every seven humans on earth is an active Facebook userThe most important way to spend your social networking energyThis holds true for analytics too
  • This gives you a general idea of what is happening on your page over time. But what you really want to look at is your total weekly reach, which is the total number of people who have seen your content.If you want to get this data for more than a week, you click Export Data.
  • The most important thing to look at here is your daily total reach.If you see a big bump, go look at that day to see what you did!
  • This is the number of people who have seen your post. In other marketing media, it’s called Impressions.
  • You can also see this stat under each post if you’re logged into your Page.
  • Now if you’re curious, the post we’ve recently having the most reach is… you guessed itA CONTEST. Think about how to apply this to your event. We have to go BUY cowboy boots – you have so much to give away!! (Second highest reach - @EAMCaustin post about “It’s party time…” with the Charlie’s Angels pose. Included a contact with larger reach and was tweeted with the event hashtag)
  • It’s the most important metric to know after your reach metric. Reach tells you how many people have potentially seen your content; engagement is the number of people who have interacted with your content.
  • (after reading slide)Why is Engagement better than reach? Because you can watch this over time and try to improve this by providing more compelling posts, which will in turn tell Facebook to put your content into peoples’ feedsIf you’re an overachiever, you could actually take Engaged Users/Reach to get a percentage. Using a percentage is the only way to compare over time and takes the exposure of the post into account.
  • Next is talking about this.
  • (After reading slide)Remember, when a user likes, comments on or shares a post on your Page, Facebook may decide to publish this to this user’s friends to show that this user liked, commented on or shared a piece of content from your Page. I emphasize the “may” because Facebook is limiting the reach of these stories. Although Facebook is still the best place to leverage viral stories like these, it’s not what it used to be. You used to frequently see in your newsfeed that a friend had liked, or commented on content from a Page. Chances are that you see fewerikes and commentstoday.
  • Virality is the percentage of people who saw it who are Talking about your post, as a percentage of how many saw it.Again, this is important both to get more people to see your post as well as it is an important metric for Facebook to determine how much to show your post.This is very similar to how google works, by the way. Getting other websites to link to your page is very important to get more visits to your website; but it’s also an important metric for Google to determine how high to rank you!
  • And the one that was the 3rd most viral. (6.7% virality, 18 talking about it out of 194 reach) Of course, this was extremely mortifying for me. But there’s a point to this. Post things that are PERSONAL. I am not Saffire. But for whatever reason, people are fascinated with the people behind the company. Please use this.
  • And second most viral. (7.5% - 18 people talking about it out of 240 reach)Of course, this was extremely mortifying for me. But there’s a point to this. Post things that are PERSONAL. Kirk is not Saffire. But for whatever reason, people are fascinated with the people behind the company. Please use this.
  • And the one that was the most viral. (8.62% - 60 people talking about it out of 696 reach)You have access to great talent; take advantage of it. It benefits them and your event.
  • If you click Likes, you can see the Gender and Age of your fans (and geography, which will be less important for most of you).What do you do with this info? This is a great example of how your online analytics can inform your offline marketing. When picking media sponsors or advertising, consider using these demographics of fans you already have, to market to fans you want.
  • 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 accountTwitter – See the potential audience that could see your tweet. See how many people retweeted, favorited, mentioned or clicked on your tweet. For people that retweeted or Favorited, you can actually see who they are and follow them if you aren’t already.Similarly on Facebook – See Comments, Likes, Clicks, Reach and Shares. You can see who Liked, and Commented.
  • My favorite thing to do with Twitonomy is actually to figure out who and what to post about.You view your followers and sort by the number of followers THEY have. Your goal with Twitter (and everything) is REACH.If you want reach, tweet about people (and things they are interested in, e.g., themselves) who have the most REACH (i.e. followers)
  • Get detailed and visual analytics on tweets, retweets, replies, mentions, hashtags, etc.
  • IFEA 2013 Bring Your Own Device

    1. 1. Kendra Wright & Cassie Roberts Saffire Events BYOD: Grow Event Revenue with Online Marketing
    2. 2. saffireevents ® Kendra Wright| Cassie BYOD: GROW EVENTWITH ONLINE MARKETING
    3. 3. saffireevents ® Give us your business card at the end; GET OUT YOUR
    4. 4. saffireevents ®
    5. 5. saffireevents ®
    6. 6. saffireevents ® HISTORY
    7. 7. saffireevents ® EVENT PORTFOLIO Rodeo Austin South Texas State Fair Rodeo Belton/ 4th of July Celebration Brazos Valley Fair Heart O' Texas Fair & Rodeo Amarillo Tri-State Fair Fort Bend County Fair Central Texas State Fair Comal County Fair Okeechobee County Fair Texas State Forest Festival American Royal Colorado State Fair Napa County Fair Dodge City Round Up Brazoria County Fair San Angelo Rogers County Fair Greater Baton Rouge State Fair Central States Black Hills Stock Show/Rodeo Los Fresnos Delaware State Fair Sangamon County Fair East Texas Park of East Texas Laramie County Fair Benton- Franklin Fair Carroll County Fair Pendleton Round-Up Pony Express Days Arizona National Livestock Show Fiesta San Antonio Glenn County Fair State Fair of Louisiana Four States Fair Montgomery County Fair Agricultural Learning Center Grant County Fair North Texas State Fair Rooftop Rodeo West End Fair Crabtree Amusements Trinity Valley Exposition Brackenridge
    8. 8. saffireevents ®
    9. 9. saffireevents ® PALAMINO FEST
    10. 10. saffireevents ®
    11. 11. saffireevents ® PALAMINO FEST
    12. 12. saffireevents ®
    13. 13. saffireevents ® SAFFIRE ASSOCIATION PARTNERS
    14. 14. saffireevents ®
    15. 15. saffireevents ® OUR GOAL To get people excited to come to festivals & To keep you sane in the process.
    16. 16. saffireevents ® CAN‘T GET ENOUGH SAFFIRE? This is a 3-Part Series Next: Facebook Last: Online Marketing Measurement
    17. 17. saffireevents ® HOW DO YOU SPEND MARKETING RESOURCES?
    18. 18. saffireevents ® HOW DO PEOPLE HEAR ABOUT YOUR
    19. 19. saffireevents ® IF YOU MAPPED THEM, WOUL D THEY SPENT RESULTS 0 1 2 3 4 5 Online Newspaper Radio Television Outdoor
    20. 20. saffireevents ® INTERNET WINS POPULARITY CONTEST
    21. 21. saffireevents ® MOBILE FOLLOWS SUIT Source: Morgan Stanley Research
    22. 22. saffireevents ® ARE YOU FOLLOWING THESE TRENDS? ARE YOUR CUSTOMERS?
    23. 23. saffireevents ® OUR AGENDA TODAY1. Prioritize how to make your website better • Improving your event imagery • Improving your online revenue 2. The latest trends and what to do about them 3. Maximize your mobile presence 4. How to make more money with email
    24. 24. saffireevents ® 1 YOU RWEB SITE
    25. 25. saffireevents ® OUTSOURCE How many of you some part of your website?
    26. 26. saffireevents ® HOW DO YOU MANAGE YOUR SITE?
    27. 27. saffireevents ® YOUR WEB GUY
    28. 28. saffireevents ® THE BOTTOM LINE You must be able to market your event on your website in real time.
    29. 29. saffireevents ® WHY IT‘S IMPORTANT 98% of anonymous online prospects enter a website looking for something, yet still leave anonymous.
    30. 30. saffireevents ® EVEN MORE DEPRESSING 40-60% of the people who visit your website will only visit the homepage before leaving your website.
    31. 31. saffireevents ® YOU CAN HELP THIS!• Clear navigation • Interactivity • Relevant content • Calls to action • Good search • Fast load • Clean layout • Compelling imagery
    32. 32. saffireevents ®
    33. 33. saffireevents ® FACTORS The most important
    34. 34. saffireevents ® LAYOUT Clean
    35. 35. saffireevents ® HOW TO GET THERE EVENT DATES HOW TO GET TICKETS
    36. 36. saffireevents ® Imagery Compelling
    37. 37. saffireevents ® HERE‘S HOW THEY WORK TOGETHER IMAGES LAYOUT
    38. 38. saffireevents ®
    39. 39. saffireevents ®
    40. 40. saffireevents ®
    41. 41. saffireevents ®
    42. 42. saffireevents ®
    43. 43. saffireevents ®
    44. 44. saffireevents ®
    45. 45. saffireevents ®
    46. 46. saffireevents ®
    47. 47. saffireevents ®
    48. 48. saffireevents ®
    49. 49. saffireevents ®
    50. 50. saffireevents ®
    51. 51. saffireevents ®
    52. 52. saffireevents ® Besides your homepage, where do people go on your website? Do you know?
    53. 53. saffireevents ® MAKE EVENT PAGES INTERACTIVE
    54. 54. saffireevents ® MAKE EVENT PAGES INTERACTIVE
    55. 55. saffireevents ® MAKE EVENT PAGES INTERACTIVE
    56. 56. saffireevents ® HIGHLIGHT EVENT COMPONENTS
    57. 57. saffireevents ® MAXIMIZE VIRAL SHARING 1. Event sharing. 2. Component sharing. 3. PHOTO SHARING.
    58. 58. saffireevents ® SELL How many of you online?
    59. 59. saffireevents ® WHY DO ECOMMERCE?
    60. 60. saffireevents ® ECOMMERCE=INSU RANCE POLICY
    61. 61. saffireevents ® ECOMMERCE=INCR EMENTAL REVENUE
    62. 62. saffireevents ® DETERMINING PRICE: 80/20Online ticket redemption is approximately 80% Consider 20% discount You could break even
    63. 63. saffireevents ® HOW TO SELL MORE NOW
    64. 64. saffireevents ® MAKE TIX EASY TO FIND
    65. 65. saffireevents ® MAKE TIX EASY TO FIND
    66. 66. saffireevents ® INTEGRATED DESIGN & FEWER CLICKS
    67. 67. saffireevents ® 2 TARG ETIN G TRE NDS
    68. 68. saffireevents ® MOMS? Do you marke t to
    69. 69. saffireevents ® PINTEREST
    70. 70. saffireevents ® PINTEREST
    71. 71. saffireevents ® YOUNG? Is your audie nce
    72. 72. saffireevents ® Instagram Incorporate
    73. 73. saffireevents ® Mainly MOBILE Known for image DOCTO RINGTrends YOUNG ER
    74. 74. saffireevents ® TEXT MARKETINGYour customers are texting. Consider joining the conversation. Judiciously text deals and special announcements. RELEVANCY BAR IS HIGH!SAFFIRE RECOMMENDATION Offer people the opportunity to sign up for text, even if you don‘t know what you‘ll do
    75. 75. saffireevents ® BROAD? Is your audie nce
    76. 76. saffireevents ® YOUTUBE Customers exposed to videos are 437% more likely to engage in your brand. Engagement = SAFFIRE RECOMMENDATION Make your videos raw and not too produced to help customers identify with
    77. 77. saffireevents ® 3 MOVI NGMOBI LE
    78. 78. saffireevents ® MOBILE Do you feel good about your Strategy?
    79. 79. saffireevents ® MOBILE
    80. 80. saffireevents ® IMPORTANT FOR SANITY Single Source Content Management
    81. 81. saffireevents ® Really Old Days Fairly Old Days Now
    82. 82. saffireevents ® SOFA MAXI MIZE the
    83. 83. saffireevents ® APP OR MOBILE SITE? Android 46% Apple iPhone 30% BlackBerry 24% 0%
    84. 84. saffireevents ® APP OR MOBILE SITE?
    85. 85. saffireevents ® IMPORTANCE FOR REVENUECustomers increasingly use mobile search to shop. 95% of all mobile searches are for local products and services. 61% of all local searches result
    86. 86. saffireevents ® 1 2 $$ $Local Mobile  Mobile SEA RC PURC HAS SUC CES + = The One-Two Punc
    87. 87. saffireevents ® WHAT LEADS TO MOBILE PURCHASE?
    88. 88. saffireevents ® 4 EMAIL MARK ETING
    89. 89. saffireevents ® EMAIL How many of you your customers?
    90. 90. saffireevents ® ANATOMY OF SUCCESSBig Email List Lots Opened Lots Clicked $$$
    91. 91. saffireevents ® Get a big email LISTGet started, and keep it going
    92. 92. saffireevents ® GET A BIG EMAIL LISTOutlook contacts Board of Directors Volunteers Sponsors Exhibitors Past Purchasers Etc.
    93. 93. saffireevents ® EMAIL SIGNUP ON ALL PAGES
    94. 94. saffireevents ® ONGOING - ONLINEWhen people share an event photo When they complete an online form When they PURCHASE something On Facebook, offer contests and email signup
    95. 95. saffireevents ® ONGOING - OFFLINEDoor prize or signup at events Anytime they purchase something
    96. 96. saffireevents ® Get lots of OPENSGood subject line + Right send time
    97. 97. saffireevents ® GOOD SUBJECT LINES Something RECOGNIZABLE Action words Not too spammy 50 characters or less
    98. 98. saffireevents ® BONUS POINTS Turn into Tweet 120 characters, # and shortened URL Turn into Facebook
    99. 99. saffireevents ® HIGHEST OPEN RATESClients who sell online Clients with a strong brand Sent at the right time/day • CHANGING DRAMATICALLY • Tuesday mid-morning, evenings (9 pm) & weekends
    100. 100. saffireevents ® Get lots of CLICKSGood content & images
    101. 101. saffireevents ® DON‘T TELL THE WHOLE STORY
    102. 102. saffireevents ® Goal:Clicks to website!
    103. 103. saffireevents ® One that makes you click! What makes a good image?
    104. 104. saffireevents ® User Response I want to buy a ticket so I can experience that too!
    105. 105. saffireevents ® one main story two smaller features TEST AGAINST EACH OTHER two smaller features CONSIDER A PYRAMID
    106. 106. saffireevents ® THE FORMULA Headline Image Text (short, with links) Call to action e.g., ―Click here to enter now!‖ ―Click here to see more photos!‖
    107. 107. saffireevents ® Encourage Sharing! LINKS TO SOCIAL MEDIA
    108. 108. saffireevents ® LEAVE US YOUR CARDWe‘ll send you: • These slides • A free subscription to The Dirt online marketing newsletter • Invitation to ongoing educational webinars
    109. 109. saffireevents ® FREE ONLINE MARKETING TIPSFacebook Saffire Events Twitter @SaffireEvents Instagram saffireevents Pinterest saffireevents YouTube saffirestudio Questions?
    110. 110. saffireevents ® By: Cassie BYOD: GROW EVENT
    111. 111. saffireevents ® FACEBOOK
    112. 112. saffireevents ® I know what you‘re thinking…
    113. 113. saffireevents ® KING is of social media.
    114. 114. saffireevents ® YOU KNOW THE STATS• Over 1 BILLION monthly active users • One in every seven humans on earth is active on Facebook • 461 Million users are on Facebook mobile
    115. 115. saffireevents ® $174 You make an estimated per Facebook like.
    116. 116. saffireevents ® 21% After seeing an item on Pinterest make a purchase.
    117. 117. saffireevents ® 1000 A FREE piece of pie for Instagram followers
    118. 118. saffireevents ® What?
    119. 119. saffireevents ® 1 2 3 Find ‗em: Get ‗em: Keep ‗em: Ads Like s Enga ge AGENDA
    120. 120. saffireevents ® CASE STUDY Using a of…
    121. 121. saffireevents ®
    122. 122. saffireevents ®
    123. 123. saffireevents ®
    124. 124. saffireevents ® THEY RAN A HUGE FACEBOOK
    125. 125. saffireevents ® Likes went from 3757 to 8140 in about a month
    126. 126. saffireevents ® 98,901POPULATI ON TYLER, TE XAS 213,3 81 POPULATION SMITH COUNTY 240,FAIR ATTENDANCE
    127. 127. saffireevents ® 1 Part ON E
    128. 128. saffireevents ® 1 2 3 Find ‗em: Get ‗em: Keep ‗em: Ads Like s Enga ge AGENDA
    129. 129. saffireevents ® Only 30% of content on news feed is from brands Only about 16% of your fans see your posts
    130. 130. saffireevents ® HOW DOES FACEBOOK PICK?
    131. 131. saffireevents ® If other people like/share/co mment on your post… FACEBOO K SHARES
    132. 132. saffireevents ® POPULARITY CONTEST
    133. 133. saffireevents ®
    134. 134. saffireevents ® LIKES However, unless you already have No one will see your posts anyway.
    135. 135. saffireevents ® THAT‘S HARSH
    136. 136. saffireevents ® HOW DO I GET MORE LIKES?
    137. 137. saffireevents ® FACEBOOK ADVERTISING• Relatively inexpensive • Can start campaigns for as little as $5 • Many audience targeting options • Provides results tracking information
    138. 138. saffireevents ® OPTIONS Page Ads Promot ed
    139. 139. saffireevents ® PAGE ADS • Promoting your PAGE will get more LIKES. • This is done in two ways: • ADS on the right hand side. • SPONSORED STORIES, which appear in the newsfeed when their friend Likes (or checks in) to your
    140. 140. saffireevents ® HOW TO MAKE AN AD
    141. 141. saffireevents ® FROM ADMIN PANEL
    142. 142. saffireevents ® JUST A FEW OPTIONS
    143. 143. saffireevents ® MANY MORE OPTIONSwww.facebook.com/adve rtising
    144. 144. saffireevents ® AUDIENCE
    145. 145. saffireevents ® COST FOR CAMPAIGN
    146. 146. saffireevents ® EXAMPLES
    147. 147. saffireevents ® PAGE AD- BEST PERFORMER • 35-64 year olds within 50 miles • 43 clicks, 35 page likes • $8.15-23 cents/like
    148. 148. saffireevents ® PAGE AD- 2nd Best • 18-35 year olds within 25 miles – 863 impressions • 17 clicks, 13 page likes • $2.09-16 cents/like
    149. 149. saffireevents ® VARIATIONS
    150. 150. saffireevents ® PROMOTED POSTS• Promoting your POSTS will get ENGAGEMENT with your messages. • This is also done in two ways: • ADS on the right hand side, which are the same except with the message
    151. 151. saffireevents ® HOW TO PROMOTE A POST
    152. 152. saffireevents ®
    153. 153. saffireevents ®
    154. 154. saffireevents ® MANY MORE OPTIONSwww.facebook.com/advertisin g
    155. 155. saffireevents ® EXAMPLES
    156. 156. saffireevents ® PROMOTED POST • TOTAL REACH: 13,685 • TOTAL CLICKS 454
    157. 157. saffireevents ® PROMOTED POST―We made it to 6,000 Facebook Fans so it's time for a giveaway! LIKE this status before midnight for a chance to win 1 of 6 Unlimited Ride Armbands!
    158. 158. saffireevents ® 2 Part TW O
    159. 159. saffireevents ® 1 2 3 Find ‗em: Get ‗em: Keep ‗em: Ads Like s Enga ge AGENDA
    160. 160. saffireevents ® CONTEST S Facebook
    161. 161. saffireevents ® THE DOS AND DON‘TSDO • Collect entries by comment/likes • Collect entries by having users message you • Utilize likes as a voting DON‘T • Place contests on personal Facebook timeline • Require people to tag themselves in
    162. 162. saffireevents ® TOP 5 CONTEST TIPS1. SET GOALS • What are you trying to achieve? Ex: likes, email addresses, comments, etc. 2. CONSIDER THE AUDIENCE • Important in determining your prize package 3. Determine the Contest Time Frame • Remember Story Bump! Can run daily small contests for likes & comments or
    163. 163. saffireevents ® CONTEST TIPS, CONT.4. CREATE A PRIZE PACKAGE • If your prize is bigger, you can ask for more information 5. PLAN THE FUFILLMENT • Know how quickly you can deliver and make sure it‘s within the expiration date
    164. 164. saffireevents ® CONTESTS FOR INTERACTION
    165. 165. saffireevents ®
    166. 166. saffireevents ® EXAMPLE
    167. 167. saffireevents ® CONTESTS FOR MORE
    168. 168. saffireevents ® IFRAME IN TO FB
    169. 169. saffireevents ® THE BIG CONTEST
    170. 170. saffireevents ® USE FOR EMAIL COLLECTION 467 Entries
    171. 171. saffireevents ® LATER… ―We just drew the name of the first winner of the ULTIMATE FAIR EXPERIENCE! Are
    172. 172. saffireevents ® 3 Part THR EE
    173. 173. saffireevents ® 1 2 3 Find ‗em: Get ‗em: Keep ‗em: Ads Like s Enga ge AGENDA
    174. 174. saffireevents ® WHAT DO I POST?
    175. 175. saffireevents ® Whatever gets action SIMPLE ANSWER:
    176. 176. saffireevents ® Ask questions in your posts that get people to talk about themselves in relation to your event. ANOTHER DEEP THOUGHT
    177. 177. saffireevents ® GRANDPARENT S DAY
    178. 178. saffireevents ® TEXT ―Happy Grandparents Day! If you have a special memory with your grandparent or
    179. 179. saffireevents ® EXAMPLE COMMENT―Playing washer pull or draw a number. It was something my family could afford & it benefited a great group. We'd win a small plant or something & just
    180. 180. saffireevents ® Use the Make 80% of your posts FUN, and 20% PROMOTIONAL
    181. 181. saffireevents ® FUN POSTS
    182. 182. saffireevents ®
    183. 183. saffireevents ® POST FROM MASCOT
    184. 184. saffireevents ® ADVICE POSTS SHARED 522%
    185. 185. saffireevents ® PROMOTIONAL POST
    186. 186. saffireevents ® PROMOTIONAL POST―Don't miss our CRAZY GOOD DEALS on the Weekend Pack and Weekend Super Pack. The savings on
    187. 187. saffireevents ® Now. Let‘s talk about that pie & what else you should post.
    188. 188. saffireevents ®
    189. 189. saffireevents ® www.popularpay
    190. 190. saffireevents ® HOW IT WORKS • With 1000 Instagram followers, Bang Bang Pie will give you a free piece of pie • After free dessert, users are encouraged (not forced) to post a picture to their Instagram. • Other businesses are joining in. For 40,000 followers, you can get a free
    191. 191. saffireevents ® CHICAGO. Right now Popular Pays is only in BUT—what can we
    192. 192. saffireevents ® DO THIS YOURSEL If you want…
    193. 193. saffireevents ® EXAMPLE ―Are you a Facebook Fanatic? LIKE our page, and tag us in a photo while you‘re here
    194. 194. saffireevents ® PHOTO S The engagement rate on Facebook posts with averages .37%. WITHOUT The engagement rate on Facebook posts averages .27%.
    195. 195. saffireevents ® INSTAGR AM & Integrate with your Facebook page
    196. 196. saffireevents ® EVER TAKEN 10% of photos Were taken in the last 12 months.
    197. 197. saffireevents ® Luckily, both are easy!
    198. 198. saffireevents ® PINTEREST
    199. 199. saffireevents ® INSTAGRAM
    200. 200. saffireevents ® HOW OFTEN TO POST?
    201. 201. saffireevents ® 16% Remember only of your audience will see your post.
    202. 202. saffireevents ® IS INCREASI Publishing frequency for businesses
    203. 203. saffireevents ® SEVERAL TIMES You can post about the same topic. (Secret: Then you don‘t have to come up with new things to post all the time!)
    204. 204. saffireevents ® LABOR DAY EXAMPLE
    205. 205. saffireevents ® POST ONE: ―Take advantage of our CRAZY Labor Day Special: Buy 2 Adult Tickets, Get 1 Child Ticket FREE! Offer valid
    206. 206. saffireevents ® POST TWO: ―Remember our INCREDIBLE Labor Day Special: Buy 2 Adult Tickets, Get 1 Child Ticket FREE!
    207. 207. saffireevents ® POST THREE: ―The rumors are true, we are NOT selling tickets at Brookshires and Super One this year. All pre-sale tickets are online, but we have some
    208. 208. saffireevents ® EDITORIAL CALENDAR www.saffireevents.com/
    209. 209. saffireevents ® WHEN TO POST?
    210. 210. saffireevents ® DIVIDED It‘s a house
    211. 211. saffireevents ® EXPERIM ENTING to see what works best for you. Do some
    212. 212. saffireevents ® SCHEDULING POSTS
    213. 213. saffireevents ® TAGGING If you want to use Try using FACEBOOK itself to schedule posts!
    214. 214. saffireevents ® Make sure you are acting as your page!
    215. 215. saffireevents ® BUFFER IS GREAT www.bufferapp.com
    216. 216. saffireevents ® CASSIE ROBERTSWWW.SAFFIREEVEN TS.COM@SAFFIRE EVENTS Stay Tuned for PART 3: Measuring your Marketing
    217. 217. saffireevents ® SOURCES http://socialmouths.com/blog/2013/05/14/facebook-ads-vs-promoted- posts/ http://thenextweb.com/facebook/2013/08/27/facebook-eases-up-on- brand-promotions-by-removing-third-party-app-requirement/ http://coopervision.com/practitioner/blog/facebook-advertising- showdown-sponsored-stories-vs-promoted-posts http://www.digitalinformationworld.com/2013/09/infographic-25- facebook-stats-as-of.html
    218. 218. saffireevents ® Kendra Wright & Cassie Roberts Saffire Events BYOD: Grow Event Revenue with Online Marketing
    219. 219. saffireevents ® Kendra Wright| Cassie BYOD: GROW EVENTWITH ONLINE MARKETING
    220. 220. saffireevents ® Give us your business card at the end; GET OUT YOUR
    221. 221. saffireevents ®
    222. 222. saffireevents ®
    223. 223. saffireevents ® HISTORY
    224. 224. saffireevents ® EVENT PORTFOLIO Rodeo Austin South Texas State Fair Rodeo Belton/ 4th of July Celebration Brazos Valley Fair Heart O' Texas Fair & Rodeo Amarillo Tri-State Fair Fort Bend County Fair Central Texas State Fair Comal County Fair Okeechobee County Fair Texas State Forest Festival American Royal Colorado State Fair Napa County Fair Dodge City Round Up Brazoria County Fair San Angelo Rogers County Fair Greater Baton Rouge State Fair Central States Black Hills Stock Show/Rodeo Los Fresnos Delaware State Fair Sangamon County Fair East Texas Park of East Texas Laramie County Fair Benton- Franklin Fair Carroll County Fair Pendleton Round-Up Pony Express Days Arizona National Livestock Show Fiesta San Antonio Glenn County Fair State Fair of Louisiana Four States Fair Montgomery County Fair Agricultural Learning Center Grant County Fair North Texas State Fair Rooftop Rodeo West End Fair Crabtree Amusements Trinity Valley Exposition Brackenridge
    225. 225. saffireevents ®
    226. 226. saffireevents ® PALAMINO FEST
    227. 227. saffireevents ®
    228. 228. saffireevents ® PALAMINO FEST
    229. 229. saffireevents ®
    230. 230. saffireevents ® SAFFIRE ASSOCIATION PARTNERS
    231. 231. saffireevents ®
    232. 232. saffireevents ® OUR GOAL To get people excited to come to festivals & To keep you sane in the process.
    233. 233. saffireevents ® ANALYTICS? How often do you look at your website
    234. 234. saffireevents ® No Fear How Do I Start?
    235. 235. saffireevents ® YOU‘RE NOT MARKETING! If you‘re not measuring,
    236. 236. saffireevents ® AWARENESS INTEREST DESIRE ACTIO N
    237. 237. saffireevents ® •Social media/ WOM/Offli ne mktg AWARENES S •Social media/ email INTERES T •Email/ website DESI RE •Website ACT ION
    238. 238. saffireevents ® But this is evolving…
    239. 239. saffireevents ® •Social media/ WOM/Offli ne mktg AWARENES S •Social media/ email INTERES T •Email/ website DESI RE •Website ACT ION
    240. 240. saffireevents ® ACTION ON FACEBOOK• Sign up for email • Email signup form on tab • Contest • Buy tickets • View event schedule • Link to purchase page
    241. 241. saffireevents ® LEGITIMIZE ONLINE MARKETING Use marketing terms, not online termsTV WEB EMAIL SOCIAL Audience size Reach Site visitors List size Impressions Interaction ―How did you hear‖ Actions/Conversions Clicks Engagement Conversion Rate Source ÷ Reach Actions ÷ Visitors Clicks ÷ List size Engagement ÷ Impressions
    242. 242. saffireevents ® 1 2 3 Meas uring Meas uring Meas uringWeb site Em ail Soci al
    243. 243. saffireevents ® Let‘s start at the bottom. YOUR
    244. 244. saffireevents ® GOOGLE ANALYTICS
    245. 245. saffireevents ® NERD ALERT!
    246. 246. saffireevents ® YOU ARE BIG BROTHER
    247. 247. saffireevents ® WHERE THEY LIVE
    248. 248. saffireevents ® WHAT SITES THEY VISITED
    249. 249. saffireevents ® WHERE THEY GO ON YOUR SITE
    250. 250. saffireevents ® HOW LONG THEY STAY
    251. 251. saffireevents ® HOW MANY TIMES THEY VISITED
    252. 252. saffireevents ® WHAT BROWSER THEY USE
    253. 253. saffireevents ® WHAT DEVICE THEY USE
    254. 254. saffireevents ® WHAT THEY SEARCHED
    255. 255. saffireevents ® WHAT SOCIAL IMPACT WAS
    256. 256. saffireevents ® SEE IT GRAPHICALLY
    257. 257. saffireevents ®
    258. 258. saffireevents ®
    259. 259. saffireevents ® FOUR THINGS TO WATCH site visits
    260. 260. saffireevents ® SITE VISITS
    261. 261. saffireevents ® SITE VISITS •Improve SEO and/or online marketing of your site low site visits ?
    262. 262. saffireevents ® FOUR THINGS TO WATCH bounc e rate
    263. 263. saffireevents ® BOUNCE RATE
    264. 264. saffireevents ® BOUNCE RATE •Improve your homepage – layout, images, nav igation, etc. •40-50% is average. high boun ce rate?
    265. 265. saffireevents ® FOUR THINGS TO WATCHactions / conver sion rate
    266. 266. saffireevents ® CONVERSION RATE (Number of people who take action ÷ Number of site visitors)
    267. 267. saffireevents ® CONVERSION RATE•Make your website more compelling (good rate: 2%) Not enough action/ convers ions?
    268. 268. saffireevents ® GOALS-EMAIL SIGNUP
    269. 269. saffireevents ® GOALS-EMAIL SIGNUP
    270. 270. saffireevents ® GOALS-EMAIL SIGNUP
    271. 271. saffireevents ® GOALS-EMAIL SIGNUP
    272. 272. saffireevents ® ECOMMERCE TRACKING• Put a snippet of GA code in your cart that tracks purchases • If you sell online, you MUST put this code on your site. • If you have 3rd party shopping cart (e.g., ExtremeTix), you should insist they put it on your shopping cart pages.
    273. 273. saffireevents ® FOUR THINGS TO WATCHtime on site
    274. 274. saffireevents ® TIME ON SITE
    275. 275. saffireevents ® TIME ON SITE •Add interactivity and other ―stickiness‖ •Votes, music, s ocial, etc. low time on site
    276. 276. saffireevents ® AUTOMATING GOOGLE ANALYTICS
    277. 277. saffireevents ® AUTOMATING GOOGLE ANALYTICS
    278. 278. saffireevents ® TRACKING SOCIAL
    279. 279. saffireevents ® TRACKING SOCIAL
    280. 280. saffireevents ® TRACKING SOCIAL
    281. 281. saffireevents ® TRACKING SOCIAL
    282. 282. saffireevents ® Now your biggest revenue producer. EMAIL
    283. 283. saffireevents ® EMAIL BLASTS? How many of you do periodic
    284. 284. saffireevents ® 1 Track PER EMAIL
    285. 285. saffireevents ® Open Rate
    286. 286. saffireevents ® Click-Through Rate (CTR)
    287. 287. saffireevents ®
    288. 288. saffireevents ® Conversion Rate = REVENUE
    289. 289. saffireevents ® 2 Track OVER TIME
    290. 290. saffireevents ® House File Size
    291. 291. saffireevents ® Churn (% who leave your list)
    292. 292. saffireevents ®
    293. 293. saffireevents ® Cost/Email
    294. 294. saffireevents ® Revenue/Email
    295. 295. saffireevents ® ROI CALCULATIONAdded Revenue - Cost ÷ Cost * 100 to convert to %
    296. 296. saffireevents ® & Samp leOPEN RATES Varies a lot by client 9-15% on low end 30-35% on high end
    297. 297. saffireevents ® HIGHEST OPEN RATESGood subject line Clients who sell online Clients with a strong brand Sent at the right time/day Tuesday mid-morning, evenings & weekends
    298. 298. saffireevents ® & Samp leCLICK RATES Not as much variance by client Around 10-20%
    299. 299. saffireevents ® CALLS TO ACTIONCLIC KS Use action words Get More Info! Sign Up! Buy Now! More Photos! Be conversational. (take a look, check it out, etc.) Don‘t tell the whole story!
    300. 300. saffireevents ® And lastly the top of the funnel SOCIAL
    301. 301. saffireevents ® ANALYTICS? How often do you look at your Facebook
    302. 302. saffireevents ® SOCIAL ANALYTICS ADVICE Try to get away from social-specific terminology • Likes • Shares • Fans • Followers
    303. 303. saffireevents ®
    304. 304. saffireevents ® FACEBOOK INSIGHTS
    305. 305. saffireevents ® INSIGHTS – PAGE OVERVIEW
    306. 306. saffireevents ® EXPORT-PAGE LEVEL DATAOn Facebook page, go to Insights  Export  Page level data 81 columns of data and many tabs Impressions = Column AA (Daily Total Impressions – Total) Engagement = Column L (Daily Page
    307. 307. saffireevents ® Now let‘s talk about measuring posts.
    308. 308. saffireevents ® INSIGHTS – POST REACH
    309. 309. saffireevents ® POST REACH
    310. 310. saffireevents ® INSIGHTS – MOST REACH
    311. 311. saffireevents ® ENGAGEMENT
    312. 312. saffireevents ® ENGAGEMENT INCLUDES:Likes Comments Shares Video views Link clicks Photo clicks Clicked commenter‘s name Liked a comment Clicked your page name Gave negative feedbackEngagement IS A SIGN OF INTEREST IN YOUR
    313. 313. saffireevents ® TALKING ABOUT THIS
    314. 314. saffireevents ® TALKING ABOUT INCLUDES:Likes Comments Shares Video views Link clicks Photo clicks Clicked commenter‘s name Liked a comment Clicked your page name Gave negative feedbackTalking About MEASURES HOW MANY PEOPLE ARE WILLING TO SPREAD THE
    315. 315. saffireevents ® INSIGHTS – POST VIRALITY
    316. 316. saffireevents ® #3 MOST VIRALITY
    317. 317. saffireevents ® #2 MOST VIRALITY
    318. 318. saffireevents ® #1 MOST VIRALITY
    319. 319. saffireevents ® FACEBOOK INSIGHTS
    320. 320. saffireevents ® ANALYZE WITH BUFFER
    321. 321. saffireevents ® ANALYZE WITH TWITONOMY
    322. 322. saffireevents ® ANALYZE WITH TWITONOMY
    323. 323. saffireevents ® YOUTUBE ANALYTICS
    324. 324. saffireevents ® REVIEW Measure your website, email and social Think about tracking value (and cost, if you can) for: • Impressions/Reach – how many people saw it • Engagement – how many did
    325. 325. saffireevents ® LEAVE US YOUR CARDWe‘ll send you: • These slides • A free subscription to The Dirt online marketing newsletter • Invitation to ongoing educational webinars
    326. 326. saffireevents ® FREE ONLINE MARKETING TIPSFacebook Saffire Events Twitter @SaffireEvents Instagram saffireevents Pinterest saffireevents YouTube saffirestudio Questions?

    ×