1) The document provides tips and ideas for maximizing digital marketing efforts across multiple platforms including mobile, texting, websites, video, content, email, insiders, Facebook, targeting, Twitter, Pinterest, Instagram, testing, and emerging platforms. 2) It emphasizes the importance of having a content and marketing strategy that is integrated across all digital channels and devices. 3) Key recommendations include focusing on mobile first, using video and imagery to engage users, developing an email list and engaging followers as "insiders," using different platforms to maximize content reach, and testing content and creative elements.

1. The New Digital Priorities:
Trends You Can Use
Sponsored by:

2. SYTA Partners

3. Share your card at the end.
I’ll send you the slides.
NO NEED FOR NOTES

4. Branson Tracks

5. Branson Tracks

8. PORTFOLIO
SAFFIRE PARTNERS WITH
HUNDREDS OF EVENTS, VENUES
& DESTINATIONS

11. PENDLETON ROUND UP

14. Dest Drip

15. Beautiful, Unique Designs

16. Beautiful, Unique Designs

19. The Internet = Dog Years

20. BE RUDE
Feel free to follow Kendra_Wright

21. 1
MOBILE

22. Really Old Days
Fairly Old Days
Now

23. SOFA
MAXIMIZEthe

24. MOBILE IDEAS
1. Ensure all your content is designed for mobile, not just
desktop (one solution is “responsive design”)
• Google now penalizes websites that aren’t mobile-friendly
2. Make sure you have single-stream content management
3. Focus on mobile first (before an app)

25. APP OR MOBILE SITE?

26. 2
TEXTING

27. 98% OPENS
Text Messages get
compared to 22% for Emails
(Source: Venture Beat)
…in the first 3 minutes!

29. TEXTING IDEAS
• Texting signups will be your Crème de la crème
• Appeal to “insiders” – Announce to them first!
• Start it now, even if you don’t plan to use it for
awhile

30. 3
WEBSITE

31. WEBSITE?
Do you manage your

32. WEBSITES?
What’s so important about

33. EVERY PART
Your online presence affects
of your marketing strategy.

34. YOUR BRAND
YOUR LAND?

35. A GREAT HOMEPAGE
Users spend <10 seconds on a webpage.
What would a user see in 10 seconds on your homepage?
Could they find something they wanted to click,
or would they leave?
Be “digestible.”

36. A GREAT HOMEPAGE HAS…
• Clear navigation
• Relevant content
• Calls to action
• Good search
• Fast load
• Clean layout
• Compelling imagery
• Enticing interactivity

37. LAYOUT
1. Clean

38. THE BAD

39. TO USERS:

41. CONSIDER A PYRAMID
one big
story
smaller
features
smaller
features
smaller
features

42. THE GOOD

43. THE CAPITAL “F”

44. GOOGLE HEAT MAP
GO TO: BEHAVIOR>IN-PAGE ANALYTICS>SHOW COLOR

45. Imagery
2. Compelling

46. GREAT IMAGERY IS KEY

47. EVER TAKEN
10% of photos
Were taken in the last 12 months.

54. Interactivity
3. Enticing

56. 4
VIDEO

57. • 4 BILLION videos are watched every DAY on YouTube
• Include video on your homepage, email & social media
• YouTube is #2 search engine behind Google
• Now other social media is scrambling to incorporate video
USE MORE VIDEO

58. 12 TIMES
Video watchers are
more likely to purchase.

59. VIDEOS NEAR BUYING OPPS

61. VIDEO IDEAS
• Keep videos short
• Vine – 6 seconds
• Instagram – 3-15 seconds
• Snapchat – 10 seconds
• Facebook – 20 minutes; grab attention as it scrolls
• NEW – Real time but live for 24 hours

62. LET’S TRY PERISCOPE

63. IDEAS FOR PERISCOPE
• Show & tell
• Behind the scenes
• Talk directly to your people (invite and/or tweet them)
• Repurpose video for other social media

64. 5
CONTENT

65. YOU MUST BE ABLE
TO MANAGE WHAT IS
ON YOUR WEBSITE.
CONTENT MANAGEMENT

66. MANAGE YOUR OWN CONTENT
The text on your pages
Your homepage features
Your navigation
Your images
Everything (but design)
…From desktop, tablet or mobile… Easily.

67. 6
EMAIL

68. EMAIL
How many of you
your prospects?

69. YOUR BRAND
YOUR LAND?

70. ANATOMY OF SUCCESS
Big Email List
Lots Opened
Lots Clicked
Engaged

71. Get a big email LIST
Get started, and keep it going

72. EMAIL SIGNUP ON ALL PAGES

73. Get lots of OPENS
Good subject line + Sent at right time

74. BEST PRACTICES
• Recognizable “Subject”
• Recognizable “From”
• Action words
• Not too spammy

75. Get lots of CLICKS
Good content & images

76. DON’T TELL THE WHOLE STORY

77. WHY GET THEM TO YOUR SITE?

78. CONSIDER A PYRAMID
one main
story
two smaller
features
TEST AGAINST
EACH OTHER
two smaller
features

79. 7
INSIDERS

80. MAKE FOLLOWERS INSIDERS
Train people that they are the first to know if:
• They are on your email list
• They follow you on social media
Share obscure holidays that relate to your destination.
Share more behind-the-scenes information (that you think is
boring or too personal).

83. 8
FACEBOOK

84. SOCIAL REFERRALS
For the first time EVER, social referrals outnumber search referrals for
website traffic.
And guess which social network is dominating?
FACEBOOK
Facebook users account for 79% of all social referrals, accounting for 24%
of ALL time users spend on mobile.

85. ADVERTISE
How many of you
on Facebook?

86. THE OLD WORLD

87. THE NEW WORLD
Organic (non-paid) reach has dwindled.
“Overly promotional” organic reach declined starting in January.
You can still:
• Share links to your site
• Invite people to visit your site to sign up for offers

88. WHY?
USER EXPERIENCE
& CA$H

89. ADVERTISING ADVANTAGES
• Greater reach
• Greater targeting
• Protection against wasting money
• It won’t run if people don’t click

90. ADVERTISING PLANS
• BOOST POST AD – Can automatically advertise latest post (text,
image or video)
• PROMOTE PAGE AD – Get more Likes by advertising your page
• WEBSITE AD - Get more people to your site
• OFFER AD – Like a coupon, with “Get Offer” button
• VIDEO VIEW AD – NEW!
• REACH PEOPLE NEAR YOUR BUSINESS – NEW!

91. WWW.FACEBOOK.COM/ADVERTISING

92. 9
TARGETING

93. INTEREST TARGETING
181 MILLION 117 MILLION

94. PEOPLE TRAVELING TO LOCATIONNarrow your audience to people TRAVELING in a location!

95. SAVE AUDIENCES

96. CUSTOM AUDIENCES
• An existing customer email or phone list
• People who have visited your website
Great for extra “touches” to the same people!

97. LOOKALIKE AUDIENCES
Take it a step further
• People who LOOK LIKE email list or website visitors
• People who LOOK LIKE your Facebook fans

98. ORGANIC TARGETING
You can even do targeting for organic posts.
1. Go to Page Settings / General tab.
2. Select Targeting.
3. Check “Allow targeting and privacy options when I create posts on
my page.”
4. Target posts by gender, relationship status, education, age, location,
interests, etc.

99. 10
TWITTER

100. TWEET SHORTER
• No need to use all 140 Characters!
• Tweets under 100 characters get 17% higher engagement than
longer tweets.
• Allow “space” for them to be retweeted.

101. ASK FOR A RETWEET
Increase retweet by 311%

102. ASK FOR A FOLLOW
Increase follows by an average of 85%

103. TWEET ABOUT BIGWIGS: TWITONOMY

104. 11
PINTEREST

105. FUN WITH PINTEREST
Potential boards:
• Things to do at your destination
• Places to stay
• Restaurants
• Shops
Remember, find ways to CONNECT (“Hey, they like what I like!”)

106. SHOW WHO YOU ARE

107. 12
INSTAGRAM

108. INSTAGRAM IDEAS
Choose photos & captions to out the “lifestyle” of your brand
Launch a contest for people to upload photos with your hashtag
• Have people Share to enter!
Better than Twitter- NO CHARACTER LIMIT
Better than Facebook- NOT AS MANY RESTRICTIONS

109. 13
MAXIMIZE

110. MAXIMIZATION EXAMPLE
1. Write a blog post or content on your website
2. Make the headline the subject of your email
3. Turn into a Facebook post – 150 chars, image, link
4. Turn into a Tweet – 100-120 chars, image, link, #
5. Reuse on other social media

111. CONNECT PLATFORMS WITH IFTTT.COM

112. 14
CANVA

113. FOR HELP WITH PHOTOS
• USE CANVA!
• Really awesome online photo editing tool
• Can add text to photos
• Choose from lots of layout templates
• Now Canva for Work

115. 15
WHAT’S NEW

116. DABBLE IN THESE
• Periscope
• Snapchat
• Phhhoto
• Shazam new functionality

117. 16
TESTING, TESTING…

118. YOU CAN TEST WHAT
WORKS BEST!

119. FACEBOOK AD CONTENT & ART

120. EMAIL CONTENT
one main
story
two smaller
features
TEST AGAINST
EACH OTHER
two smaller
features

121. THEN APPLY EVERYWHERE!

122. PUT IT HERE

123. …AND HERE

124. AND MOST IMPORTANTLY…

125. Don’t forget to drop off your
business cards.

126. FREE ONLINE MARKETING TIPS
Website www.saffireevents.com
The Amplifier www.saffireevents.com/podcast
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Questions?