Selling Through Social Media
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With an emphasis on event marketing, Samantha Cuellar talks about the different ways to optimize your Facebook and Twitter account for conversions.
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Selling Through Social Media
- 1. SELLING THROUGH SOCIAL MEDIA BY: SAMANTHA CUELLAR Marketing Specialist
- 3. Hello! I’M SAMANTHA CUELLAR Marketing Specialist at ExtremeTix You can find me at: @its_samanthajc
- 4. Find the slides here: Also, check out ExtremeTix’s blog for a recap of my presentation. :) @its_samanthaj c #TFEA2017
- 5. WHERE DOES SOCIAL STAND THESE DAYS? Let’s start with a few stats... @its_samanthaj c #TFEA2017
- 6. “ There are currently 2.8 billion active social media users worldwide. 🌏 @its_samanthaj c #TFEA2017
- 7. 22%increase from last year @its_samanthaj c #TFEA2017
- 8. “It takes 6-8 touches to convert a lead into a sale. - SalesForce @its_samanthaj c #TFEA2017
- 9. I.9 billion Unique monthly users 20+ minutesThe time 75% of users spend on Facebook per day 83% females 71% males Predominantly female Facebook: Most Popular @its_samanthaj c #TFEA2017
- 10. 317 million Unique monthly users 2.7 minutesUsers spend on Twitter app per day 22% males 15% females Predominantly male Twitter: Most Oversaturated @its_samanthaj c #TFEA2017
- 11. WHAT IS YOUR GOAL? What are you trying to achieve on your social channels? @its_samanthaj c #TFEA2017
- 12. Create Engaging Content Increase your chances of selling by engaging. 1. @its_samanthaj c #TFEA2017
- 13. Anticipation
- 14. FOMO
- 17. What you need for the event
- 20. Contest
- 21. ● Don’t overdo it ● Retweet / share valuable posts by fans and partners ● Make sure your profiles and/or posts are public ● Add your event’s hashtag on print collateral Create a catchy, short, unique hashtag for your event for people to follow for information #TFEA2017
- 22. #TFEA2017
- 23. ○ Anticipation ○ FOMO ○ Ticket promotions ○ Early bird discounts ○ What you need for the event ○ Event announcements ○ Behind the scenes ○ Contests ○ #Hashtags Recap: CREATE ENGAGING CONTENT @its_samanthaj c #TFEA2017
- 25. TRANSFORM YOUR FACEBOOK PAGE TO BE A SELLING MACHINE @its_samanthaj c #TFEA2017
- 34. TRANSFORM YOUR TWITTER PROFILE TO BE A SELLING MACHINE @its_samanthaj c #TFEA2017
- 39. Create & Nurture an Event Page Why? @its_samanthaj c #TFEA2017
- 40. Create & Nurture an Event Page Why? #TFEA2017
- 41. Create & Nurture an Event Page Why?
- 42. Create & Nurture an Event Page Why?
- 43. This info is what appears in News Feeds
- 44. Include your purchase link in every place possible! Create and nurture a Facebook event page Recap: CONVERSION RATE OPTIMIZATION @its_samanthaj c #TFEA2017
- 45. PAID ADS Sell to the Right Audience 3. @its_samanthaj c #TFEA2017
- 49. Facebook Ad Tips ○ Manage your ads through Facebook Ads Manager. ○ Include purchase link, nice image and one relevant hashtag ○ Audience: ● Demographics, behaviors or contact information. ● Create a lookalike audience. ● Target people who Like your competitors on Facebook. ● Target people and their friends who have responded to your event or any event from your Page. ● Exclude people who have already responded to your event. @its_samanthaj c #TFEA2017
- 51. Twitter Ad Tips ○ Pick a well-rounded tweet to promote ○ Target a specific audience ○ Don’t have distracting hashtags ○ Create urgency ○ Display value ○ Keep it under 120 characters ○ Include purchase link, nice image and one relevant hashtag @its_samanthaj c #TFEA2017
- 52. Recap: PAID ADS FACEBOOK: ○ There are many ad placement options on Facebook ○ Use Facebook Business Manager ○ Where is your audience? TWITTER: ○ Pick a well-rounded tweet to promote ○ Target a specific audience ○ Don’t have distracting hashtags ○ Create urgency ○ Display value ○ Keep it under 120 characters ○ Include purchase link, nice image and one relevant hashtag Create an ad to increase attendance and sell more tickets. Event ads are optimized to drive event responses or sales on your ticketing website. @its_samanthaj c #TFEA2017
- 53. MONITOR YOUR CHANNELS Be there for the moments that matter. 4. @its_samanthaj c #TFEA2017
- 54. Recap: MONITOR YOUR CHANNELS ○ Keep on top of what your fans are saying and asking on social media ○ Don’t be afraid to be friendly on social ○ Ask partners to repost @its_samanthaj c #TFEA2017
- 55. DIG INTO DATA Find the people most likely to attend your event. 5. @its_samanthaj c #TFEA2017
- 56. Go beyond just the tip of the iceberg with analytics. Age Gender Conversion Rates Popular Traffic Hours Reach Impressions Engagement Follows Likes Shares Retweets Top Posts Unlikes Competition Profile Visits Website Clicks User Source Mobile vs Desktop DIG INTO YOUR ANALYTICS TO KNOW YOUR AUDIENCE @its_samanthaj c #TFEA2017
- 61. Recap: DIG INTO DATA Facebook Events Insights Facebook Page Insights Twitter Analytics Google Analytics @its_samanthaj c #TFEA2017
- 62. 1.CREATE ENGAGING CONTENT 2.CONVERSION RATE OPTIMIZATION 3.PAID ADS 4.MONITOR YOUR CHANNELS 5.DIG INTO DATA Recap: FIVE WAYS TO SELL ON SOCIAL
- 63. EVERYONE LOVES A GOOD MARKETING TOOL Tool What it does Hootsuite Schedule & Post Sprout Social Schedule & Post Buffer Schedule & Post Pablo by Buffer Design & Images Canva Design & Images Social Jukebox for Twitter Recycle Evergreen Posts Google Tag Manager & Google Analytics Find Data & Track Sales @its_samanthaj c #TFEA2017
- 64. CREDITS ○ https://www.rocksdigital.com/2017-social-media-demographics/ ○ https://events.fb.com/#promote-your-event-with-ads ○ https://business.twitter.com/en/blog/5-tips-writing-effective-Twitter- Ads-copy.html ○ http://infinitymkt.com/7-best-practice-tips-for-twitter-ads/ ○ https://blog.hubspot.com/marketing/hashtags-twitter-facebook- instagram ○ https://www.hubspot.com/marketing-statistics ○ https://business.twitter.com/en/basics/what-to-tweet.html @its_samanthaj c #TFEA2017
- 65. THANKS! Any questions? You can find me at: @its_samanthajc scuellar@extremetix.com
Editor's Notes
- We all use it. Let’s talk about Facebook & Twitter since those are the most common social networks out there.
- The average social user has 7 social accounts. How many social sites does your business have a presence in?
- Social media is a great and inexpensive way to reach your audience. Move them along the buyers journey to get them that much closer to converting
- 1.9 billion unique monthly users (and counting) Predominantly female (83% of online women and 75% of men are online) Ages 18-49 (best network to reach Millennials and Generation X - Gen X spends 7 hrs / week on social) 75% of users spend 20+ minutes on Facebook per day
- 1.9 billion unique monthly users (and counting) Predominantly female (83% of online women and 75% of men are online) Ages 18-49 (best network to reach Millennials and Generation X - Gen X spends 7 hrs / week on social) 75% of users spend 20+ minutes on Facebook per day
- Once you decide what it is you’re trying to attain - ticket sales, leads, sign ups, etc, then you can focus on these 5 ways to get you to that goal. Let’s talk about the 5 ways you can sell on social
- I want to share some examples of popular engaging content. Engage = likes, shares, retweets, comments, private messages, etc.
- Game of thrones - enticing anticipation. Only 2 more nights until #WinterIsHere! Fans go wild!
- Rockets to a good job of keeping their fans in the loop. Getting them riled up for their event
- TRF went above and beyond. They made an event page for their 1 day “Sale of the Century”. Almost 13k people engaged. They made it easy and fun for fans to find and purchase tickets.
- Hype up your event, give some helpful information, and remind them that they can save money if they BUY NOW!
- Who doesn’t appreciate helpful info that makes their experience more enjoyable? Let your fans know what they need to they’ll be excited and prepared for your event
- Don’t you love being one of the first to know about the newest event info!? Keep your fans informed and surprise them with the latest information about your event. Announce BIG news.
- Milwaukee Air and Water Show’s fans and partners help spread the word about the show this weekend.
- Free ticket giveaways work wonders once fans get their hands on them. Every thing is better when it’s free! Participants are likely to buy anyway even if they lose because they’re interested
- These are informative and entertaining. You’re giving your fans what they like and want rather than sounding like a pushy sales script. I suggest creating a social media calendar with these topics so that you’ll have an organized post schedule full of engaging content that focus on the goal that you are trying to achieve.
- This is mostly used for websites but we’ll use it for our social practices today. How optimized if your twitter or facebook for conversions?
- Let’s check out a few examples of quick wins to optimize for conversions
- You may not recognize this tab because the process of adding this tab is a little more complex and you can’t find it in the tab section of your facebook page. We help clients all the time with adding this tab to facebook. It really helps increase ticket sales by making it that much easier for fans to make a purchase. What can it be used for? donation, sponsorships, partnership, drawing for a free event, selling merchandise,
- Here are 7 places to start optimizing if you haven’t already.
- Here are a few places on Twitter.
- Here are 3 places to start optimizing if you haven’t already Imagine the questions and paths your audience takes when navigating through your social accounts. How can you help them smoothly make a purchase?
- I always see people “interested in events” and “going to an event” in my news feed. I constantly get “invited” or receive a notification “let NAME know if you’re going to their event”.
- I always see people “interested in events” and “going to an event” in my news feed. I constantly get “invited” or receive a notification “let NAME know if you’re going to their event”.
- I always see people “interested in events” and “going to an event” in my news feed. I constantly get “invited” or receive a notification “let NAME know if you’re going to their event”.
- I always see people “interested in events” and “going to an event” in my news feed. I constantly get “invited” or receive a notification “let NAME know if you’re going to their event”.
- Why? Create the opportunity to have an open community of fans. Post event updates and information Answer questions and provide helpful links Tips: Include all relevant information and imagery, invite anyone and everyone to your event page, engage with them, post event updates Use Facebook-recognized venues for location (rather than an address) If your event lasts longer than 5 days, create multiple events Never check “Only admins can post to the event wall.” this is supposed to be a place to interact Have only 1 event page per event.
- Turn your social profiles into 24/7 selling machines.
- Ads are now a common and regular part of our online activity. You almost can’t avoid ads. The good thing is, is we can tailor the audience so that only people who are interested in your event will see your ad. Save money and get your ad in front of the right people - people who will buy
- Facebook ads manager gives you more autonomy to choose a specific audience, better ad format options, just better in my opinion. Promote a well rounded facebook post or create a brand new one from scratch Here are a few examples of the audience you can create of Facebook I suggest Facebook as the one for all platform because it has the biggest number of users so the chances of your audience being on Facebook are high. They are fairly cost effective too. Now let’s talk a little about creating Twitter ads to sell.
- ExtremeTix is being targeted by this ad because we’re interested in the beverage industry and we keep up with events such as the beer and wine festivals.
- Short but sweet way to find selling opportunities.
- When you know your audience, you have a better idea of how to market to them to increase sales.
- This is your Facebook page insights. This gives you a real pulse of how your audience is responding to your posts. You can look at your pages’ activity and also see how your page is performing compared to your competitors.
- This is an example of what your Event page insights look like. Boost a popular post or use the data to strategize your next post. Reach Responds Demographics
- This is buzzfeeds Twitter dashboard. You can see popular days to posts, see which tweet was the most popular to create other variations of it or to boost that particular tweet.
- Google Analytics is amazing!
- Using data from these platforms gives you a better idea of who you’re marketing to. Having a better idea about your audience will help you create the right message to them. You’ll entice them to engage and make it easier for them to make a purchase.