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VenuWorks 2015 Keynote Speech
The document outlines the roles and expertise of Marisa Lather as a consultant in online marketing, focusing on event production and influencer relations. It discusses various marketing strategies, emphasizing the importance of storytelling, location-based marketing, and leveraging technology like mobile apps and augmented reality for brand awareness and consumer engagement. Additionally, the document highlights the significance of employee alignment with brand values and the effective use of social media and video content to communicate brand narratives.
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VenuWorks 2015 Keynote Speech
- 2. Marisa Lather - Basedin St. Louis, MO - Consultant for Online Marketing - Writer and Content Creator -
- 3. Event Focused - SeniorCampaign Coordinator and Board Member of the Midwest Influencer Network - Run several events, work with celebrities - PR & Influencer Relations for Saint Louis Fashion Week - Large scale event production - Founding Team Member of TEDxGatewayArch – Social Media and Marketing Lead - Large and small scale event production - Social Media Club - Small scale events and promotion - Business Marketing Association–St. Louis – Social Media Lead - Small monthly events and the Marketing Excellence Awards - Green Power Community Challenge – Marketing Lead - Several events throughout the year
- 4. Marketing a Venue Doublethe Marketing Yourself as a Venue Events
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- 7. Now What? Your Plan– Do you know who you are? • Identity Guide • Graphic Standards • Branding Guide • Media/Press Kit
- 8. Now What? Actively following: •Marketing Strategy • Content Strategy • Social Media Strategy Are other employees?
- 9. Employees Brand Confluence Studyat Arizona State University They hired actors to interact with customers in a way that was highly aligned or purposely misaligned with the attributes of the brand they were selling. Guess what? Consumers of the brand were highly influenced by what the study termed “conceptual fluency”—the ease of processing the brand’s meaning, which is influenced by—you guessed it—brand-aligned employee behavior. Customers’ ratings of the brand—including value for the money, desirability, trustworthiness.
- 10. Employees • Top toBottom Organizational Development – C-Suite must be on board (even if it’s their assistants). Marketing can’t do it alone. • Communicate brand to employees – often. • Empower employees: hire well, reward and treat people good. • When all else fails, incentivize.
- 11. Employees • Offer emailswith links to posts to share and retweet. • Ask them to invite people to Facebook events. • Have an employee act as an ambassador to help you collect content coverage. This is a perk for the employee and help you supplement material. • Aligning your brand with your employees and your brand with your employees benefits both.
- 12. Personal Brand Leverage yourselffor your company. Leverage the company for yourself.
- 13. Before You Begin •Strategy • Personal networks on board • Baselines and measurements
- 14. Metrics Simple version: As longas numbers go up, that good!
- 15. Metrics Follower growth Engagement rate Conversionrate Clicks to website Open rate Times spent on site Bounce rate Sharing rate Lead Potential Reach Paid Reach Organic Reach Impressions Visits v Unique Visits Inbound Links
- 16. Ready to Begin! Welcometo the land of SoLoMo…
- 17. Location Settings ON 58%of consumers who have a smart device use location-based applications, despite concerns about safety and use of their personal information for marketing purposes.
- 18. Location Settings ON Nearlyone-third (32%) of consumers in the survey use location-based apps more than they did a year ago; and location- based activities are most frequently done on a smartphone Information Systems Audit and Control Association ISACA® is a nonprofit, independent association that advocates for professionals involved in information security, assurance, risk management and governance.
- 19. Responsive Design Global mobiledata traffic grew 81% in 2013, with the numbers of smart phones outpacing all others and predicted to continue to increase through 2018. (Cisco) More and more people using their phones to take in information, so make sure everything from email templates to your website is designed for mobile compatibility.
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- 21. How Does DataHelp • Help predict future trend based upon historical facts • Makes better operational decisions • Developing new products and services based upon location and demographic
- 22. Hyper Local • Neighborhoods •Streets • Focused Groups • Meet-Ups • Ultra Niche Markets Main Goal: Brand Awareness Hyper local content is content that has a myopic focus on a specific locale, typically smaller than a metropolitan area.
- 23. Mobile Ordering Order yourStarbucks through an app and receive upon arrival Order your Domino’s by simple sending an emoji. (Ordering through tweets is SO last year.)
- 24. Mobile Ordering For Venues: •How can your fans order tickets? • Do people get event notifications when they are nearby? • Is there an app they can download?
- 25. Coupons If you donot have a coupon strategy, now’s the time to think about it. • Social Media Contests • Incentives • Low Attendance Days
- 26. Coupons Cisco noted thatcoupons are currently the most popular application of location-based marketing.
- 27. Give Customers What TheyWant • 47% of mobile consumers want retailers to send coupons to their devices when they are in or near the store • 53.2M US consumers will use mobile coupons by 2014 • 49% of US smartphone owners have used mobile coupons on their devices, compared to 10% for tablet owners Source: Cisco
- 28. Give Customers What TheyWant They want the coupon. They will use the coupon. Send them the coupon. Source: Cisco
- 29. Incentives What are greatoffers you can give to your users that are relevant to your brand? • Tickets • Personal Introductions • Tours • Coupons/Discounts = Elevated Experience
- 30. Incentives Incentives are whatlocation-based marketing is all about, so you must create unique rewards for your specific target audiences.
- 31. Word of Mouth Facebookor Foursquare? Facebook is the difference between telling your best friend where you’re hanging out versus telling a complete stranger. Your best friends are going to be far more likely to trust your recommendations. Encourage checking in.
- 32. Locations Will Inform Notifications Tryto find relevant locations—not just the venue, but also other places where the customer is likely to be receptive to the offers. • Walking by for an hour up to show time, a notification informs passersby about walk-in options. • Midway through the third quarter, a half priced beer notifications come through. • Midway through a conference, new sessions are added.
- 33. Navigation Sophistication Navigation is themost popular use of a phone's GPS technology and in 2015, marketers will find more ways to use it to their advantage; monetization opportunities are wrapped up in the navigation services used by businesses across the world Tip: Sign up for Apple Maps Connect!
- 34. Where Tech Blurs Reality Withthe emergence of wearable technology like smart watches and Google Glass, 2015 will be the year businesses realize the importance of location-based notification. This is especially true of Google Glass, which has the ability to point out points of interests along the way as wearers walk down the street. Businesses will learn to use Google Glass's accessibility to their advantage. Source: hipgenius.com
- 35. Augmented Reality Augmented reality(AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. As a result, the technology functions by enhancing one’s current perception of reality. With the help of advanced AR technology (e.g. adding computer vision and object recognition) the information about the surrounding real world of the user becomes interactive and digitally manipulable. Artificial information about the environment and its objects can be overlaid on the real world. Defined by Mashable
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- 37. Key Location Based Metrics Someof their suggestions for metrics include: • Daily check-ins • Check-ins cross-posted to Twitter • Comments • Tips, photos and number of offers/deals redeemed
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- 39. You are theProtagonist Relatability is key to character formation and identity. The people who read your story must be able to identify with the character that is your business. You might be funny, casual, laid-back, sexy, aggressive, driven, or even exclusive, as long as your target audience can relate to that identity.
- 40. Have a Storyto Tell In order to tell a story, you must have a story to tell. The typical story has the following elements: • Introduction, to set the stage • Rising action, to get things going • Conflict, to stir up emotion and engage a reader’s suspense • Climax, to make it really exciting • Falling action, to get things settled down • Resolution, so everyone can live happily ever after
- 41. Have a Storyto Tell Your business builds a story at every point in its existence. Your origins are a powerful way of shaping your story. Your challenges are part of what humanize your brand and engage your audience. Your losses are what endear your customers and inspire your fans. Your testimonials are what validate your claims and attract new buyers.
- 42. Have a Storyto Tell Every story needs the 5 C’s – Circumstance, Curiosity, Characters, Conversations and Conflict Set the scene and give the vital information that will provide context for your reader. Use curiosity to leave the reader wanting more (this trick works in headlines, too).
- 43. Who Do ITell? It comes down to having a content strategy. You can only tell your story by publishing content. Everywhere you publish — YouTube, your blog, Slideshare, wherever — use the elements of story to communicate whatever it is you want to communicate. Stories can be incorporated into all your forms of content: • Blogs • E-books • Whitepapers • “About us”
- 44. Communicating Your Story What doyou communicate? You share events and experiences from your business. It’s important to tell it all — the good, the bad, and the ugly. Every story has conflict. The story of your business is no different. Share what you’re proud of. Share what you’re ashamed of.
- 45. Use Video to TellYour Story
- 46. Use Video to TellYour Story
- 47. Use Video to TellYour Story
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- 49. Snapchat Source: wearesocial.sgSource: sports-forum.comSource: adweek.com
- 50. Periscope Periscope lets you broadcastlive video to the world. Going live will instantly notify your followers, who can join, comment and send you hearts in real time. Source: triplem.com
- 51. Video Strategy Before YouStart: • Your setting/workspace—Make sure you have a nice space with good lighting and there’s nothing embarrassing in the background like dirty dishes. • Your props—Make sure you have whatever you’re animating handy, as well as any other items you want to include or feature in your video. • A storyline—You don’t need to plan every single frame, but you should have the basics of a story: the beginning, the middle, the end and what happens in between. • Your phone and/or stand—Make sure your phone is charged and you have your tripod or stand handy if you’re using one.
- 52. Types of Videos Vlog Testimonial Timelapse Culturevideo Prepromotional videos Tutorial Reviews Animation Webinar Talking Head Video Tips-Series Best Practices
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- 54. Video SEO Did youknow… YouTube channel as a whole can rank independently from individual videos? • Brand awareness • Virality potential
- 55. Before You GetStarted 1. What do I want to accomplish through social media? 2. How much do I want to spend? 3. Who will execute my social media strategy? 4. Which platforms are best for my business? 5. How do I know if my efforts are working?
- 56. Wrapping Up Getting yourbasics down Value of a strategy Activating employees How to measure
- 57. Wrapping Up SoLoMo Location-based marketing MobileValue Incentivizing customers Technological advancements
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- 59. Learn More Comprehensive MarketingStrategy Social Media Strategies for each network Campaign Examples
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- 61. Optimize Your YouTubeChannel Title: Include your company name in the title. Visibility: Check the visibility box to make your channel visible. Email location: Check the box so others can find your channel via email.
- 62. Optimize Your YouTubeChannel Channel tags: This is the most important part of channel optimization. Choose three to five relevant keywords that are the same ones you use on your website. Separate each keyword with quotation marks to look like this: ”Grand Rapids theater dance" ”Iowa amphitheater concert" ”music theatre Iowa"
- 63. Optimize Your YouTubeChannel Add Modules. Any modules are fine, but these three are necessary for optimization: Commenting Subscriptions Friends
- 64. Optimize Your YouTubeChannel Profile Use your business name as the name of the profile. Write your exact website URL in the website section—this is the only followable link you can obtain through YouTube. In your channel description, summarize the content of the channel and include a link to your company's Facebook or Twitter page. (These will be no-follow links.) In the "About Me" section, give a brief description of your company using targeted keywords. All other sections of the profile are great to have, but they will not help optimize the channel.