Successfully reported this slideshow.

Strategic Online Marketing for Businesses & Events

333 views

Published on

Cassie Roberts' presentation to Dr. Heere's Strategic Management Class

  • Be the first to comment

  • Be the first to like this

Strategic Online Marketing for Businesses & Events

  1. 1. STRATEGIC ONLINE MARKETINGFOR BUSINESSES & CASSIE ROBERTS EVENTS
  2. 2. TO TAKE• I will post these slidesNOTES(PERFECT) to slide share and send the link to Dr. Heere & Amy
  3. 3. POPULARITY CONTEST
  4. 4. MOBILE IS GOING TO WIN TOO Source: Morgan Stanley Research
  5. 5. WHAT TO GET OUT OF THIS?SPEND YOUR MONEY WHERE IT COUNTS!
  6. 6. PRESENTER Cassie Roberts Manager, Sales & Partnership • Received BS Public Relations, & Masters Sport Management, The University of Texas • Born in Central City, NE • United States Olympic Committee • Rodeo Austin
  7. 7. COMPANY HISTORY
  8. 8. SAFFIRE CLIENTS
  9. 9. SAFFIRE CLIENTS
  10. 10. SAFFIRE CLIENTS www.saffireevents.com/customers.aspx
  11. 11. WHAT WE DODevelop event websites • CMS • Strategically planned LayoutsCreate Email Tactics • Customized HTML email campaignsProvide Tips & Tricks for Social Networking • Webinars on Social Media • Educating the older population
  12. 12. PALAMINO FEST
  13. 13. AGENDA• Prioritize your WEBSITE• Using SOCIAL MEDIA• Maximize your MOBILE presence• Important STATISTICS TO WATCH• How to make money with EMAIL• Specific ONLINE MARKETING
  14. 14. YOUR WEBSITE
  15. 15. MANANGE YOUR SITE
  16. 16. YOUR WEB GUY
  17. 17. THE GOALTo be the most successful and to maintain your sanity, you must be able tomarket your event on your website in real time.
  18. 18. BUT!Websites can be expensive!Maybe I can write the code to makemy own website!
  19. 19. LET’S FACE IT
  20. 20. JUST FOR• BLOGGERS! Manage all your own content• Pick or apply your own theme• Use a blog if you wish- good to help people find you on Google• Pick layouts/modules to best fit brand Click to learn about WordPress Websites
  21. 21. EXAMPLES OFWORDPRESS SITES www.run13.com
  22. 22. EXAMPLES OFWORDPRESS SITES www.watersportsguru.com
  23. 23. MAKE INFO QUICK TOthan 5-7 links in one• Don’t have more FIND place.• Make your information hierarchical.
  24. 24. MAKE IT FUN• Use photos- events are naturally photogenic• Give people features to click
  25. 25. MAXIMIZE WEBSITE SPONSORSHIPS • Sell prime real estate—but not banner ads • Take advantage of sub events and pages • If you sell a sponsorship to something already, add in the bonus of the website-your sponsors will appreciate it! • i.e., ―Look at these pictures from the HEB jumbotron!‖ or ―Check out the
  26. 26. ECOMMERCE
  27. 27. INSURANCE POLICY
  28. 28. ECOMMERCE ISSTILL GROWING SOURCE: emarketer & moderate
  29. 29. REDEMTION RATES• 80/20 rule – Approximately 80% of the tickets you sell online will be redeemed – Offer 20% discount – Come out even• Free shipping or print at home – ESPECIALLY when cheap to ship
  30. 30. MAKING IT MOBILE
  31. 31. MOBILE
  32. 32. APP OR MOBILE SITE? 0% BlackBerr y 24% Android Apple 46% iPhone 30%
  33. 33. APP OR MOBILE SITE?
  34. 34. WHY MOBILE?• Customers use mobile search to shop. – 95% of all mobile searches are for LOCAL products and services. – 61% of all local searches result in a purchase. – What are they looking for when they get to your mobile site? ECOMMERCE!
  35. 35. GOOD MOBILE• SITE? Big buttons• Most relevant items on top• Drive content from one source (don’t try to manage separately)• Same info as on the website if you can
  36. 36. ANALYTICS
  37. 37. GOOGLEANALYTICS
  38. 38. 4 IMPORTANTTHINGS TO WATCH • Low visits? SITE Improve SEO or online marketing VISITS of your site
  39. 39. 4 IMPORTANTTHINGS TO WATCH • High bounce rate? BOUNCE Improve your RATE homepage
  40. 40. 4 IMPORTANTTHINGS TO WATCH • Not enough action? ACTIONS/ Make your website CONVERSION more compelling RATE (good rate: 2%)
  41. 41. ONE MORE THING TO WATCH TIME • Low time? ON Add interactivity and other SITE ―stickiness‖
  42. 42. SOCIAL MEDIA
  43. 43. 2013: THE YEAR OF THE… Story!
  44. 44. VISUALSTORYTELLINGA marketing technique that can bring you increased exposure, bettercustomer engagement
  45. 45. THE KEY TO SUCCESS Create visual features that tell a story about your event.Share them everywhere.
  46. 46. FACEBOOK• Your top social media priority• 1 billion monthly active users• One in every seven humans on earth is an active Facebook user• Facebook trends to know – People use it on mobile – People use it for photo sharing
  47. 47. TWITTERYour 2nd priority for social media• 530 million accounts• 340 million tweets a day• 1 million accounts added to Twitter every day
  48. 48. WHY TWEET?• Twitter is best for up-to-the minute important news and cultural happenings.• Ramp up your publishing frequency, and make timely content the focus of your Twitter activities in order to satisfy information-hungry users.
  49. 49. MANAGE YOUR TWEETS
  50. 50. GO ABOUT YOUR DAY• Install Firefox extension
  51. 51. TAKE IT A STEP FURTHER
  52. 52. TWITONOMY
  53. 53. 50% of all web content is…
  54. 54. YOUTUBE• 3rd in your social media priorities• 4 billion videos/day viewed• 800 million unique users visit YouTube each month• 44% of YouTube’s users are aged between 12 and 34
  55. 55. YOUTUBE • Customers exposed to videos are 437% more likely to engage in your brand. – Engagement = Purchases RECOMMENDATIONMake your videos raw and not too produced to help customers identify with your brand.
  56. 56. What is the fastest growingwebsite of all time?
  57. 57. PINTEREST Pinterest was the first site to get 10 million unique visitors in a month. Pin event photos (and more) and invite your customers to follow your boards! Not your highest priority, but do it! It’s fun!
  58. 58. EMAIL MARKETING
  59. 59. WHAT’S COOL ABOUT EMAIL?EMAIL SEEMS NOT COOL: One of the oldest online marketing tactics
  60. 60. WHAT’S COOLABOUT EMAIL? COOL: 67% of global marketers ratedemail the most successful digital marketing tactic • Source: CMO Council, May 2012
  61. 61. EMAIL IS KEY FOR ONLINE SALES
  62. 62. REASONS TO EMAIL• Email is the top revenue generator for many companies (even above social media)• Email gives some of the fastest results, often within 24 hours• Email is the most cost-effective marketing tool
  63. 63. START WITH YOUR STAKEHOLDERS• Outlook contacts• Board of directors• Volunteers• Sponsors• Exhibitors• Past purchasers• Etc.
  64. 64. EMAIL SIGNUPS ON EVERY PAGE
  65. 65. EMAIL ARTICLES: THE FORMULA• Headline• Image• Text (short, with links)• Call to action – Consider ―Click here to enter now!‖
  66. 66. CONSIDER A PYRAMID one main story TEST AGAINST EACH OTHER two smaller two smaller features features
  67. 67. WHAT WILL WE SAY? Don’t tell the whole story.Goal: CLICKS!
  68. 68. SAFFIRECAMPAIGNS
  69. 69. SUBJECT LINES LEAD TO recognizable• Include something OPENS• Use action words• Not too spammy• 50 characters or less – Turn into Tweet, with 120 characters, # and shortened URL – Turn into Facebook, with 150 characters, graphic and no #
  70. 70. SPECIFIC ONLINEMARKETING IDEAS
  71. 71. DEEP THOUGHT...• Ask questions that get people to talk about themselves in relation to your event online• Think about what YOU and YOUR AUDIENCE would want to click!
  72. 72. FEEL LIKE• Be the INSIDERS X via first to know about social media!• See behind-the-scenes looks at our event!• Your customers feel special, and they are more likely to be long- term followers.
  73. 73. ARE SO GOOD-USE THEM! • Photo contests on website and Facebook • Caption that photo • Funny video upload
  74. 74. GET PEOPLE TALKING• Show live tweets on concert side screens• Have a vote or quiz – Answer on text, app, QR code, etc.• Have a contest for front row concert seats – Text, tweet or post on FB page NOW = publicity
  75. 75. EDITORIALCALENDAR
  76. 76. TO REVIEW• Your website is your first priority• If you can, get a mobile website• In this order, focus on this social media – Facebook, Twitter, YouTube, Pinterest/Inst agram• Prioritize email, especially during your event• Improve your tracking
  77. 77. THANK YOUI will send…• These slides• The Editorial Calendar template• Email me! Cassie@saffireevents.com• Follow us on Facebook (SaffireEvent) and Twitter

×