TAFE 2017 - Grow Event Revenue with Online Marketing

1. ONLINE MARKETING
Cassie Roberts Dispenza
GROW EVENT REVENUE WITH

10. Print-at-Home Tickets
Include sponsor logos
Include advertising

11. Advance Tickets

12. Scanning Pre-Sold Tickets

13. Gate Sales

14. Gate Sales

16. WE’LL SEND THE SLIDES IF YOU LEAVE
YOUR BUSINESS CARD!

17. Marketing Priorities
1. Have a great website
2. Make sure it’s mobile-optimized
3. Use digital means to get people there
a. Social
b. Email

18. Six Degrees of Separation?

19. Impact of Facebook & Social
• Each person in the world- At
least if you’re on Facebook!- is
connected to each other by an
average of 3.57 people. Within
the US, people are connected
by an average of 3.46 people.

20. My Separation
(TOO MANY TRADESHOWS)

21. People are SO Connected!

22. People Value Peers Opinions

24. User Generated Content
92% of consumers trust online content
from friends and family above all
other forms of brand messaging
50% of consumers find UGC more
memorable than brand produced
content

26. Ben & Jerry’s

28. #ShareaCoke

30. SOCIAL AMBASSADORS

31. Brand Ambassadors
• Includes an element of testimonial & review
• Can be a great way to get video of someone enjoying your brand!

32. Example Ambassador Program
1. Goal! “Moms of the Fair”
2. Begin 6 weeks prior to event
3. Must Post something each week (example)

33. Example Ambassador Program
“Have you purchased your mega pass for the Super Fun
Fair? $35 for 5 days of unlimited rides! My kids can’t
wait to see what the carnival has in store this year! I
got my tickets on their website!”

34. Example Ambassador Program
“The fair starts on Wednesday! We plan to go at 3
pm. I heard they have a couple of new acts!!
Who’s all going?”

35. Sponsored Ambassador Events
• Host an event before or during
your main event
• Invite local ambassadors-
local “celebrities” or even fans
who have a lot of followers
• Create a VIP atmosphere that
attendees will want to share

36. Negotiate Number of Posts
• Include the number of social posts in which
the ambassador will mention you
• Give away tickets, food vouchers or
whatever you can in exchange

37. @EatingATX

38. Compiles mentions from websites,
Facebook, Twitter, blogs, forums & more
Find When People are Talking
About You!
Mention

39. FACEBOOK
In2017

40. VIDEO & LIVE VIDEO

41. VIDEO, VIDEO, VIDEO
• Video posts have 135% greater organic reach than photo posts
• Facebook generates 8 billion video views on average per day
• That’s a 50% increase in 2016 compared to 2015
• People spend 3x longer watching Live video compared to video which is no
longer Live

42. Facebook Live

44. Why Go Live?
• Builds trust
• Increases authenticity-feels “real” & unedited
• Facebook is giving priority to videos!

47. Tips For Facebook Live
1. Promote that you’re going to broadcast with a post
2. Start with a warm smile and a few inviting welcome sentences
3. End with a call to action
4. Advertise/Boost your videos just like your other posts

48. Facebook Mobile Video Layout

49. Video Advertising
• Of the seven Facebook posts that brands share per week, less than
1% are videos
• Yet, video ads get much higher visibility
• Videos on the desktop and mobile news feed autoplay
• Only a video created as a Facebook ad can include the link to a call
to action

51. Video Advertising
• Grab their attention immediately
• Create a compelling offer – Early Bird, Limited Time Only, etc.
• Doesn’t require sound
• Captioned video increases view time by an average of 12%!
• Use iMovie or Movie Maker to add call-out text to your video
• Include a call to action

52. Video Advertising
• Use headlines that pique their attention
– engaging & informative
• Let your personality shine through
• Write an informative description
• Provide value

53. Monetization of Live Video
• Facebook testing ads in live streaming videos
• Not pre-roll: when there’s a “break” in the action, businesses have option to show an ad
• Banner ads are also in testing
• Facebook broadcasting rules state now:
• Paid for by sponsors/
read out a sponsored message
• Flash logos on the screen briefly
• Post an end card with a brand message

54. Video Advertising
Expectation for ads to have higher video quality than live
www.slide.ly/promo

57. Add filter and music to videos!

59. WeVideo

61. Videos Near Buy Button!

62. Narrow Down Your Ads
• Mimic what you see on the platform– context is important.
• Talk about what your audience is talking about.
• Show customers you love the music, shows, etc. they do
• BE READY when something happens you can leverage with Video
• Examples: Ice Bucket Challenge, Cat Videos

63. FACEBOOK MESSENGER

66. What does it do?

67. Message by Scan

69. Easier Communication
• “Native” content without having to develop your own app
• Reach people where they already are
• Potential for Automated/instant “bot”
communication
• Allows push notifications (aggressively)

70. Conversational Commerce

71. BUSINESS RATING

72. Easy to Include on Facebook
To allow or disable ratings and reviews on your Page, make sure you have an
address entered and then:
1. Click Settings at the top of your Page
2. From General, click Reviews
3. Select Allow visitors to review this Page
4. Click Save Changes

75. BEYOND FACEBOOK

76. Twitter
Did you know you can watch Thursday night NFL games on Twitter?

77. Don’t Give Up on Twitter!
• Customer-ServiceOriented
• Businesses can indicate they provide support & display their hours
• Live Video integration with Periscope (only reason to use
Periscope,except for fun!)
• Best Network for Quick News

78. ads.twitter.com

79. Twitter Advertising
• Why you may want to check it out
• Twitter is naturally geared towards Live events
• Less competition = Less expensive
• Interface to create ads is MUCH easier to use than Facebook
• Option to have your ads seen in the Twitter Audience Platform

80. What is the Twitter Audience Platform?
• Connect with audiences beyond Twitter in thousandsof mobile apps
• Access to powerful measurement, targeting, and creative tools
• Reach over 700 million people on and off of Twitter
• Results showed businesses who opted to also have their ads shown in the
TAP doubled their reach

81. Use # to Increase Exposure
Twitter was the birth of the #!
• First #: YOUR BRAND
• Second #: Something commonly searched
• Your contest hashtags come up in people’s searches!
EX: #bestshoes and #nikefootwear, #bestfestival and

82. Twitter Polls
Great to get interaction on Twitter!

83. Instagram vs. Snapchat

84. Instagram Still Edges out # of Users

85. Younger Users?

87. Snapchat Best for “Stories”

88. Uses for Both Stories Features?

89. Snapchat Gets More Mobile Minutes

90. Better for Ads?

91. Instagram Ads
• Launched in September 2015
• Uses Facebook ad targeting- so you’re likely close to starting!
• Huge reach, especially to the millennial market
• Only way to add a link is through a paid ad

92. Quick Adoption
• $1.85 billion in Ad Revenue from Instagram in 2016  on track
to be $6.8 billion by 2018
• 75% of Instagrammers take action after being
inspired by a post

93. Connecting Accounts

94. CHOOSE YOUR OBJECTIVE

95. Select Instagram

96. What To Post
• Behind-the-scenes shots & videos
• Repost shots from fans
• Timely posts
• Funny posts
• Contests & giveaways

97. Instagram Business Account

98. The Pluses & Minuses
• PLUS - Insights on your Followers
• PLUS – Insights on your Posts
• PLUS – You can create ads from within the Instagram App!
• MINUS – Just like Facebook, they may start limiting your presence in your
followers feed without paid advertising

99. Insights

100. • Straightforward way to do an
Instagram Ad, without having to go to
Facebook!
• Not as many targeting options as using
Facebook’sAd manager, but still can
define & save custom audiences based
on Instagram insights
Insta Ads

101. Snapchat Ads
Ads on Snapchat are EXPENSIVE! (At least right now)
• A one-day “discovery” panead is $50,000
• Sponsored lenses can be as much as $750,000!
• Snap to Unlock Codes- believed to have the 2nd
lowest point of entry, exact cost unknown/probably
varies in the low $1000s

103. Snapchat Geofilter-Cheapest Option!

104. Snapchat Geofilter

105. Cassie’s Wedding Filter

112. Get The Word Out
• Post about Snapchat on other social media sites
• Encourage Fans to use your Snapchat filter and share their Snaps with you-
contesting is coming!
• Repost your Fan snaps on your Story

114. Interactive & User-generated content
Snapchat Quizzes

115. Did we talk about video?

116. 300 HOURS A MINUTE
USERS ARE ADDING
OF VIDEO CONTENT ON YOUTUBE

117. Most is Millennial/Teen
Teens use YouTube more than any social networks!

119. PICS OR IT DIDN’T HAPPEN
VIDEO OR IT DIDN’T HAPPEN

120. Video Marketing Advice from Google

121. Micro Moments
When creating videos, think about the reason consumers turn to YouTube:
• I Want to Go
• I Want to Know
• I Want to Do
• I Want to Buy

122. Use Vertical Video
• No more vertical video shaming!
• Big brands, like AT&T & NBC have noticed an 80% increase in ad
completion when videos are vertical
• Snapchatusers watch 3 Billion vertical videos daily
• YouTuberecently updatedits interface to allow for full-screen play of
vertical videos

123. What to Skip
• Long intros to your videos—no one has time for that (Think of TV show
opening credits now vs. a long time ago!)
• Shaky Camera Shots—A Stabilizer may be worth
the investment! $30-75
• Videos that are too long without real content

124. YouTube Watermark

125. YouTube Watermark

128. EMAIL

129. Most Cost-Effective
Top Revenue Generator
Fastest Results

130. 44% of email recipients made at
least one purchase last year based
on a promotional email.

134. Offer Sign Up Incentives
• Sign up for exclusive deals and discounts! (Even if you DON’T offer a
specific discount)
• Sign up for your chance to win!
• Sign up & get X% off your first purchase

135. When to Send Email
• Strategically plan emails to go out before the morning news
• Allows local news station to talk about your event
• Check your open rates, but most see
success on Tuesday & Friday mornings

136. More Free Online Marketing Tips!
Website www.saffire.com
Facebook TeamSaffire
Twitter @TeamSaffire
Instagram TeamSaffire
Pinterest saffire
YouTube saffirestudio
The Amplifier www.saffire.com/podcast
Questions?

137. THANK YOU!
Cassie Roberts Dispenza
cassie@saffire.com
www.saffire.com