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CAFS 2014 Social media Marketing
This document provides an overview of social media and its benefits and challenges for marketing events. It focuses on strategies for using Facebook, including optimizing posts, engaging fans, advertising to gain greater reach and targeting, and tips for scheduling posts and integrating social media with a website. Other platforms discussed include Instagram, Pinterest, YouTube, Snapchat and using an editorial calendar for posting across channels.
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CAFS 2014 Social media Marketing
- 1. SOCIAL MEDIA LaMndsAcaRpKe,EBTeInNefGits & Challenges Brandi Jo Reilly
- 2. GET READY! It’sgoing to be a wild ride!
- 3. NO NEED FORShare your NOTES business card at the end; I’ll send you the slides.
- 5. BUT SOMETHING WASMISSING
- 6. We wanted to HELP MORE PEOPLE!
- 7. Over 120 Events,Venues & Destinations trust Saffire!
- 11. WE’RE GOING TO FOCUS MOST ON FACEBOOK TODAY! With insight into a few other social media avenues and applications.
- 12. How many ofyou use social media in your free time?
- 13. How many ofyou manage your fair’s social media?
- 14. HOW DO YOUSPEND MARKETING RESOURCES?
- 15. HOW DO PEOPLE HEAR ABOUT YOUR EVENTS?
- 16. IF YOU MAPPED THEM, WOULD THEY MATCH? RESULTS SPENT 5 3 2 1 0 4 Online Newspaper Radio Television Outdoor
- 17. INTERNET WINS POPULARITY CONTEST
- 18. MOBILE FOLLOWS SUIT Source: Morgan Stanley Research
- 19. ACCORDING TO FORBES 87% of connected device sales by 2017 will be tablets & smart phones!
- 20. ARE YOU FOLLOWING THESE TRENDS? ARE YOUR CUSTOMERS?
- 21.
- 22. How do youintegrate social media into your Is it like this? website?
- 24. MAKE EVENT PAGES INTERACTIVE
- 25. MAKE EVENT PAGES INTERACTIVE
- 26. MAKE EVENT PAGES INTERACTIVE
- 27.
- 28. MAXIMIZE VIRAL 1.Event SHARING sharing. 2. Component sharing. 3. PHOTO SHARING.
- 29.
- 30. is KING ofsocial media.
- 31. YOU KNOW THE • Over 1 BSILTLIOANT mSonthly active users • One in every seven humans on earth is active on Facebook • 461 Million users are on Facebook mobile
- 32. You make anestimated $174 per Facebook like.
- 33. You may have heard Facebook is dwindling.
- 34. ADVICE FOR A“yeNar aEgoW, Fac”eb oWok mOadeR a LD change to its algorithm, drastically reducing the reach of business posts. Now an estimated 3% of your followers will see your posts if you don’t advertise.
- 35. USER EXPERIENCE WHY? & CA$H
- 36. NEW FACEBOOK STRATEGIES1. Re-evaluate your Facebook investment. 2. Optimize posts for sharing. 3. Engage your fans elsewhere. 4. Pay up. (cheap… for now) Post and advertise, or
- 37. ADVANTAGES OF •Greater reach • Greater targeting • Protection against wasting money ADVERTISING • It won’t run if people don’t click
- 38. THE WHO OF •AYoDur FTacAeboRokG foElloTweIrNs G • Their friends • Your email list (or even your phone list!) • People who are “look-alikes” to your list • People who went to your website
- 39. EXAMPLE AD •PAGE POSTT EYNGPAEGESMENT – Image, video or text • PAGE LIKES – Get more Likes on your Facebook page • CLICKS TO WEBSITE – Drive traffic to your website • OFFER CLAIMS – Like a coupon, with “Get Offer”
- 40. TOP OPTIONS PagePost Engageme Page Likes
- 41. PAGE POST ENGAGEMENT • Promoting your POST will get more INTERACTION. • Why you should AD use it: • To get more video plays and engagement on photos • To let your customers know of sales and specials
- 42. DEEP THOUGHT Askquestions in your posts that get people to talk about themselves in relation to your event.
- 43.
- 44. PAGE LIKES AD • Promoting your PAGE will get more LIKES. • Why you should use it: • Important to have a consistent presence. • Now it is good so you can advertise to friends of your
- 45.
- 46. BOOSTING TIPS 1.Ride out the unpaid interaction • Let the post’s natural appeal work for you 2. Once the interaction slows, boost it! • You can spend as little as $5 and get engagement
- 47.
- 48.
- 49.
- 50.
- 51. ADS MANAGER www.facebook.com/ad vertising
- 52. STEP 1: SET Think about OBJECTIVE your goal and the type of post you’re advertising.
- 53.
- 54. STEP 2: SELECT AD PLACEMENT Where do you want your ad to show up?
- 55. STEP 3: DEFINE YOUR A more targeted AUDIENCE audience means more engagement.
- 56. STEP 4: SETYOUR BUDGET This can be done by day or overall.
- 57. WHAT DO I NEED TO SPEND? You can spend as little as $1.00/day for approximately 4000 impressions versus:
- 58. STEP 5: WATCH FOR RESULTS
- 59. FACEBOOK ADS Ithas never been cheaper or easier to see what gets results.
- 60.
- 61.
- 62. TEXT “Happy GrandparentsDay! If you have a special memory with your grandparent or grandkid at the fair,
- 63. EXAMPLE “PClayOinMg wMashEerNpuTll 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 could not walk
- 64.
- 66. IMAGES are so important.
- 67. 10% of photos EVER TAKEN Were taken in the last 12 months.
- 68. The engagement rate of Facebook POSTS WITH is so much greater PHOTOS than without.
- 70. What other SocialMedia should I use
- 71. Do you share NEWS?
- 72.
- 73. Do you marke t to MOMS?
- 74.
- 75.
- 76. Luckily, both areeasy!
- 77. Is your audie nce YOUNG?
- 78.
- 79. Mainly MOBILE Knownfor DOiCmTagOeRI TNrenGds YOUNGE R
- 80. INSTAGRAM • ChoosephIoDtosE thAat bSring out the “lifestyle” of your brand • Launch a contest for people to share brand-related photos; curate on your website or Facebook • Choose a unique hashtag • Add humor and context with captions
- 81.
- 82. We’ll give youX when we have X Instagram followers. Take a picture and
- 83. SNAPCHAT Great for13-25 year olds
- 84. IDEAS FOR •HaveS pNeopAle sPendC yoHu aA snTapchat with themselves at your event • Snapchat them back with a coupon • Send coupon codes • Send out behind-the-scenes photos and videos • Direct to YouTube or website • Show people new event features
- 85. Is your audie nce BROAD?
- 86. YOUTUBE Customers exposedto 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 Purchases your brand.
- 87. HOW DO WE ENGAGE?
- 90.
- 91. Do not post You have when news.
- 92. Do some EXPERIME to see what works best NTING for you.
- 93.
- 94.
- 95.
- 97.
- 98. Don’t forget to drop off your business cards.
- 99. FREE ONLINE WeMbsitAeRKETING TIPS www.saffireev ents.com Facebook Saffire Events Event Marketing Podcast Twitter The Amplifier @SaffireEvent Instagram saffireevents Pinterest saffireevents YouTube saffirestudio s Questions?
Editor's Notes
- #4 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.
- #5 Let me tell you a little bit about us: We do websites! We started building custom websites for small and major brands across the country – anyone heard of KEEN? In fact, we’ve done this for lots of big brands including some that you may recognize here.
- #6 Even though we had a great thing going, we wanted to spread the wealth.
- #7 Custom development for websites is hard! We wanted to develop a platform that would change the life of millions!
- #8 ADD Colorado sites here!
- #12 So let’s have a show of hands
- #15 In today’s day in time you’re thinking about all of the different ways you spend your money. When you’re looking at your largest spending areas and are you getting your return on investment – where is your audience? Physically and age etc. Is newspaper really the best way to spend most of your money?
- #17 Where people are finding out about you and where you’re spending your money
- #18 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?
- #19 By 2014, more people will access your website via mobile devices than desktop computers. With our customers about 55-65% of their customers are coming to their website on mobile! (and we have 140+ websites) still talking about where you’re spending your money again web passed tv, mobile passed web. Hello mobile! Based on the trajectory I’ve seen, I believe it!
- #21 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.
- #23 If this is true, this means social media is A MAJOR SOURCE of information for your event. Make sure your presence is strong.
- #24 It’s REALLY important to give people something to do on your homepage to get them excited about coming to your event. Include your social icons here. HEADER = every page!
- #25 Second most visited page on your website (this is the next step past the header) – facepile! One click like functionality, it’s free (BJR – find the link)
- #29 #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 events About half of young Americans find their news through Facebook. Do you make it easy for people to share content and articles?
- #32 More than people have a tootbrush!! So you may think facebook is fading in social media – let me tell you why it’s not to your customers
- #35 So why did FB do this? NEXT
- #36 Facebook is taking businesses/ads out of the way so that users enjoy their social time and they’re making more money
- #37 In March, there was the most drastic decline ever in Facebook organic reach for businesses. Now you can take the number of followers you have and multiply by .03, and that’s how many people will see your posts. It’s depressing, and I’m going to tell you 4 options for what to do about it. It has never been free to market on Facebook. It took lots of time for content development, monitoring, etc. Depending on your fan base and their engagement rates, it may be time to scale back. Optimize posts for sharing. If you’re only reaching 3%, then how can you get those 3% to share your posts? Make them super engaging; we find contests work the best for this. You could consider other platforms like Twitter. I’d also recommend Google+ just because they’re google. When Facebook decreased reach, they also added great new ad targeting options. Facebook can be a great, extremely targeted channel if you use it correctly.
- #38 People outside of who like you More specific for your customer type People have to respond for you to have to pay
- #39 http://searchenginewatch.com/article/2297158/How-123-Fortune-500s-Use-Instagram-Marketing-3-Tips-for-Success
- #40 Facebook will have you pick a category. We’re only going to talk about the two we think most important – page post eng/page likes!
- #41 Make it personal, YOU, ask a question! So what can you do to get more likes? Seems like the classic problem.
- #42 Like share and comment is organically boosting your traffic on that post. If there are sales, coupons etc it just adds fuel to the fire. Use this to get the word out to get people to consume the content.
- #44 Can promote a video, text, hyperlink or photos (but don’t promote only text it’s less engaging)
- #45 Right hand and news feed at the same time, especially if you’re doing get more likes, that in the newsfeed shows “Cassie Roberts” likes Saffire Events. News feed outperforms right side ads
- #46 News feed ads get a lot more engagement on news feed ads, since they are bigger and more noticable. Here’s an example of each.
- #47 As soon as you create a post you do not need to boost it immediately – some posts will have their own momentum and may go viral on their own!
- #48 You’ll notice that some posts naturally get more action than others, well take that and run with it!
- #49 Notice the radio buttons – you have the options to fine tune your targeting Your maximum budget is for the life of a campaign (ads manager will give you a lot more options)
- #50 Although the options are minimal, you can choose which audience to target. You can choose to target people who like your page and their friends, or create an audience based on location, age, gender, or interests – they’re minimal but this may be a good way to increase those likes as well!
- #51 While boosting can keep you in front of your customers and is incredibly convenient, a better way…
- #52 When you go to this link, this is what you get! Click on the green button
- #53 Select what type. – Page Post for example
- #54 In September, Facebook added new advertising methods and changed their choices – you’ll need to have already created a post that you want to advertise – it’ll be in this dropdown here
- #55 You’re paying for each placement so think about how you want people to see your information and what you think will get them to click.
- #56 “This is my boost audience” where you can save the targeting for future posts.
- #57 Schedule – set a start and end date You don’t want to forget about a post – use an editorial calendar to keep track of when certain posts are being advertised (facebook won’t turn this off)
- #58 Facebook ads have the lowest cost per impression of ANY advertising option in history. In addition, they are extremely targeted, and you can choose to spend as little as $1.00 per day.
- #60 See what works best and use that to your advantage and implement the specific best one in your mktg strategy
- #61 The following slides are good examples of what “tested well”
- #63 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. Good for off season, people thinking about your event – we’re real people that work here!
- #65 Fair food; this gets action, and is in relation to THE PERSON. What do YOU like? – people are liking and commenting continuously on these organically promoting your event
- #68 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.
- #69 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. We recommend a website link canva….GET LINK
- #71 I know we spent a good chunk of time on facebook but that’s because we feel like it’s the best place to reach your customer, the one with the pocket book so it’s your best investment as far as money and time goes. In a little bit I’m going to show you some tricks to integrating all of your social media at once so that you’re capitalizing on your efforts.
- #72 Based on what you share, use these outlets avenues
- #73 Upcoming events, fairgrounds, community news, news source (people already go to twitter for this purpose)
- #76 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!
- #77 AND you can get double the bang for your buck, because you’ll be posting in two places.
- #82 How to integrate instagram
- #83 We’ll give away THIS price, once 20 people have shared a picture of fair food at OUR fair!
- #86 Lastly
- #87 Videos account for 50% of all online traffic, and YouTube is the #2 search engine behind Google.
- #89 Create hashtags and promote your handles – create a buzz! Tag yourself, add your hashtag – search that hashtag and like it/share it!
- #93 You’ll find all kinds of stats—some say better weekdays, some say NEVER post on weekends, it’s really all over the board
- #95 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!
- #96 Kendra
- #100 Kendra