OAFF 2015 - Top 20 New Ideas For Online Marketing
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The document provides 20 new online marketing ideas for events and venues. Some of the key ideas discussed include optimizing websites with compelling content like photos and video on the homepage; using social media platforms like Facebook, Twitter, Instagram and Pinterest to engage followers, run contests and promote events; leveraging mobile and email marketing strategies; and how to promote events year-round through creative campaigns. The document emphasizes the importance of quality, engaging content over quantity and being responsive to followers across all online channels.
OAFF 2015 - Top 20 New Ideas For Online Marketing
- 1. CASSIE ROBERTS|SAFFIRE EVENTS THE TOP 20 NEW IDEAS FOR ONLINE MARKETING
- 6. HELP MORE PEOPLE! We wanted to
- 7. TODAY ALMOST 200 EVENTS, VENUES DESTINATIONS & ASSOCIATIONS TRUST SAFFIRE
- 13. It’s going to be a wild ride! GET READY!
- 14. We’ll send you the slides. NO NEED FOR NOTES
- 15. 1WEBSITE HOMEPAGE KISS Now more than ever, your homepage must be enticing. • 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”
- 24. VISITED WHAT’S THE MOST BESIDES HOMEPAGE? EVENT SCHEDULE
- 25. ADD INTERACTIVITY HERE 2
- 27. SPEAKING OF PHOTOS… • EVERY social platform reports higher publishing rate and interaction when a photo is included. • Tweets get 2x more interaction. • Facebook posts get .37% vs. .27 without. 3
- 29. EXAMPLE
- 30. FOR HELP WITH PHOTOS • USE CANVA! • Really awesome online photo editing tool • Can add text to photos • Choose layouts based on what size picture you want to use 7 4
- 31. CANVA
- 32. ALSO INCLUDE VIDEO • Include video on your website, email and social media. • 2015- The Year of Video Marketing • Consider This: 100 MILLION videos are watched every week on YouTube. 6 5
- 33. 12 TIMES Video watchers are more likely to purchase.
- 34. VIDEOS NEAR BUYING OPPS
- 35. OTHER VIDEO IDEAS • Customer Generated Content • Invite your customers to create videos to post • Short videos are great • Think about Vine!- 6 seconds! • On Facebook, videos automatically play as you scroll past. Make them compelling in the first few seconds!
- 38. MAKE FOLLOWERS INSIDERS • Train people that they are the first to know if: • They follow you on Facebook & Twitter • They are on your email list • Also share more behind-the-scenes information (that you think is boring). 8 6
- 41. POST VENDOR DEALS • Ask your vendors to participate in a “2 for 1” or other discount deal • Post it to your website, social media, email and/or text it. • Remember to include a photo if you’re sharing on social media! 9 7
- 42. WEST END FAIR
- 43. EXAMPLE TEXTS
- 44. OTHER TEXTING IDEAS • Mobile marketing strategy! • Make it an insider club- encourage people to join by giving something away & sending announcements to that list first! • Start it now, even if you don’t plan to use it for awhile 10 8
- 45. 98% OPENS Text Messages get compared to 22% for emails (Source: Venture Beat) …in the first 3 minutes!
- 46. CREATE INTERACTIVE CONTESTS • Use Facebook Likes and Comments as voting mechanisms--it’s okay! • You still can’t make people tag themselves or share the post as part of a contest. 9
- 49. ASK FOR WHAT YOU WANT • Please SHARE! • Please RT! • COMMENT with your vote!
- 52. There are 64.2 million people in the US on Instagram—This passed Twitter in 2014, which has 48.4 million users.
- 53. INSTAGRAM CONTESTS • Don’t forget to run contests on Instagram! • Have people upload a photo with your hashtag • Better than Twitter- NO CHARACTER LIMIT • Better than Facebook- NOT AS MANY RESTRICTIONS • You can make people share to enter!
- 54. TRY IF by IFTTT • It stands for: IF THIS THEN THAT. • You create “recipes” to make something automatically happen within your social media. • For Saffire: If we post to Instagram, automatically post it on Facebook, Twitter and Google+. • Search IFTTT in your App store or go to www.ifttt.com. 11
- 56. NEW FACEBOOK STRATEGIES There has been a decline in “organic reach” for Facebook posts from >20% to <1%. 1. Re-evaluate your Facebook investment. 2. Optimize posts for sharing. 3. Pay up. 12
- 58. WHAT DO I NEED TO SPEND? You can spend as little as $1.00/day for approximately 4000 impressions versus:
- 59. LIVE IN THE MOMENT • Show your live twitter feed on side screens • Guests tweet with #YourEventName • Their tweets show up on the big screen • Snapchat is another way to capture the NOW • Have to share snaps as they’re taken 13
- 62. PROMOTE ALL YEAR LONG • Start selling NOW. • Can you sell fair packages as a Christmas promotion? • Parents can use carnival passes as stocking stuffers • End of school year handout for summer events • Countdown to ticket launch • Offer cheaper prices the further out you purchase 14
- 64. SERIOUSLY-ALL YEAR • Keep up your social presence in the offseason • What do you miss most about the fair? (With a winter picture) • Everyone loves a random holiday. • Schedule these in advance 15
- 65. GRANDPARENTS DAY
- 66. Make sure to “act” as your page!
- 67. 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. 16
- 68. QUALITY NOT QUANTITY Most effective tweets ask for: 1. A Download: Increase clicks by 11%
- 69. QUALITY NOT QUANTITY 2. A Retweet: Increase retweet by 311%
- 70. QUALITY NOT QUANTITY 3. A Follow: Increase follows by an average of 85%
- 71. FUN WITH PINTEREST • Add boards: • Things to do in your city • Links to your vendors pages • Places to stay • Craft projects, ‘how to’ cooking boards, etc. • Increase your competitive events entries! 17
- 74. JOIN THE (EMAIL) CLUB • Everybody loves to be a part of a club. • Make your email list or text list a “club” sign up or encourage people to pay to join with perks. • If you don’t do adults, at least do Kids! 18
- 75. KID’S CLUB
- 76. HOW MANY EMAILS ARE SENT PER DAY? A. 673 million B. 926 million C. 14 billion D. 191 billion Hint: 400 million tweets and 4.75 billion Facebook updates are done per day. ANSWER!
- 77. Most Cost-Effective Top Revenue Generator Fastest Results
- 78. MOBILE IS A MUST • According to Forbes: “87% of connected devices sales by 2017 will be tablets and smartphones.” ARE YOU READY? 19
- 79. I DON’T HAVE THE MONEY! • MAKE A QUICK BUCK: 70% of mobile browser searches lead to action within an hour • KEEP ‘EM COMING: 50% smartphone users say, “If a retailer’s technology isn’t easy the first time, I’ll stop using it.”
- 80. IF YOU CAN’T AFFORD AN APP:
- 81. EXAMPLE MOBILE STATS 40% Mobile Visits 43% Mobile Pageviews 54% Mobile Visits 40% Mobile Pageviews 47% Mobile Visits 44% Mobile Pageviews
- 82. ONLY WRONG TO BE SILENT • The internet is fast moving; people are quick to forget. Today’s story is yesterday’s history. • ALWAYS RESPOND to comments, even negative. The worst thing you can do is not be a part of the conversation. 20
- 83. FREE ONLINE MARKETING TIPS Facebook Saffire Events Twitter @SaffireEvents Instagram saffireevents Pinterest saffireevents YouTube saffirestudio iTunes The Amplifier Event Marketing Podcast
Editor's Notes
- #4: If you haven’t heard of us until now or relatively recently, we actually know a lot about earning more revenue online. Before we did websites for events, venues & destinations, we did LOTS of work with big brands & in fact, we still do this site for KEEN footwear, which sells billions of dollars in ecommerce. In addition to KEEN…
- #5: 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: Besides their work in the event industry, their team does work for large consumer companies in a lot of industries. This gives a breadth of experience that they bring to marketing events online.
- #14: 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.
- #15: 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.
- #16: Make sure people get an impression of your event in 10 seconds – this is usually done in the design. Also your information should be hierarchical, so they know what to click! The problem we see is that people usually have too much, not too little. http://www.forbes.com/sites/jaysondemers/2013/09/17/the-top-7-online-marketing-trends-that-will-dominate-2014/
- #17: Does your website look like this? Does anyone know where to click? Does anyone find that yellow NEW button annoying?
- #18: To users, it looks like this. WHERE SHOULD I GO?
- #19: Big, successful brands have a lot to say, right? It must be really hard for them to keep their pages organized, with so much information to share. Well here’s a pretty successful brand.
- #20: Here’s another.
- #21: Show some examples of before and after
- #22: Show some examples of before and after
- #23: Show some examples of before and after
- #24: Show some examples of before and after
- #26: For most, it’s whatever product or service you offer. Whatever page it is, make sure it has lots of opportunities for interactivity as well.
- #27: Photo galleries Social: People like to feel like you run an event just for them. It may be hard to get them to “like” the entire venue. But get them to facebook about the ONE event they care about. OR you can get them to Facebook one PHOTO they like or even PIN one photo that they like. Not only does this make that person feel special, but they are also creating thousands of links out there on SM back to your site. Add music button
- #29: You don’t have to have the most perfect photo ever. This is a contest for people who are winning a VIP pass, but they included a fun, colorful photo.
- #30: This photo got 1200 likes (of 6000 followers), and it’s not even that great of a photo.
- #31: Have you used this yet? It is slightly creepy but awesome. Let’s try it out!
- #33: What percentage of those do you think are professionally produced? VERY few. So you can be part of that party very easily.
- #34: If you don’t have these elements your customers will search for them elsewhere! They will leave your site and go to YouTube
- #37: This is a fun thing Heart O Texas did to promote a concert they were afraid wouldn’t do well. It isn’t professionally produced, but it’s fun and clever.
- #38: These are other ideas for videos. Their YouTube page is Extraco Events Center – you should look it up. They do a great job.
- #39: You have to train people on this, and always make sure they feel important and special and will get the best deal if they follow you. This could be entertainers, ticket sales and other big event announcements. Special offers drive lots of followers. I challenge you to share more behind-the scenes information. Sometimes the things that people care about will SHOCK you.
- #40: This was the most viral photo we had on Facebook last year.
- #41: And these two got the most engagement. This is humiliating, because it was approximately 109 degrees and I was so sweaty, plus it has nothing to do with my company, but people love behind the scenes, personal stuff. So keep that in mind when choosing topics. You will be amazed at how much interaction photos of a hot sweaty mess will get.
- #43: They got almost every food vendor to participate in this, and then texted a deal of the day. It gave vendors great publicity and got customers thinking about festival food!
- #44: How much do you think their vendors loved them for this? How much do you think their customers loved them?
- #45: While we’re on the subject of texts, you can use this for parking and traffic issues. If you don’t text, social media can work for this too. You might also want to include a Don’t Text and Drive ever so often as your civic duty!
- #47: Now I want to show you one of the most successful things we’ve done on social media.
- #48: The beauty is it gave us LOTS of interactivity, and LOTS of posting fodder. People got really into it.
- #49: In this case, it was Fair Food Friday, but it could also be Festival Food Friday. Do it leading up to your event.
- #50: On social media, ask often for people to SHARE your post. Facebook cares more about this even than Likes and Comments, and it will lead to your posts being seen by more people. As far as formatting, use Capital letters on the action you want them to do and don’t be scared of exclamation points
- #51: Instagram is the fastest growing site globally. Engage teenagers with stories and visuals that show how other teens like them are interacting with your brand. Create short videos on Instagram – teens love sharing videos Ask them questions about themselves in relation to your brand. Have a selfie contest
- #52: Facebook is still king, but among 18-29 year olds, Instagram is #2. If they went down to pre-teen and teenagers, Instagram would even be higher. You are probably hearing teens are leaving Facebook, but that’s not true. Facebook has lost its exclusive grip on teens. Young audiences are flocking to more visual platforms like Snapchat, Instagram and Vine, but teens and young audiences are still the largest demographic using Facebook. Like everybody else, teens and younger audiences have become multiple-platform users. That doesn’t mean they’re done with Facebook, it just means that their social interests are broadening.
- #56: You can use for your personal life too! High pollen count Weather nightly Craigslist for concert tickets
- #57: 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. Especially if you target teens, you should consider other platforms like Instagram, Twitter and Snapchat, or pinterest if you target women. 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.
- #59: 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. If you can’t afford to spend $30 a month, maybe you shouldn’t be in business!
- #61: Here’s what it looks like
- #62: You can make them scroll with Tweetwally. You can search for the hashtag you’re promoting, Then customize the look to be your brand. This is the preview, but it will automatically scroll on the live version.
- #66: This one, they tied in an emotional connection and memories about their event.
- #67: Push the clock button. It’s easy to miss, and then the year comes up and so on and you can be as specific as you want.
- #68: (140 characters would be crazy long!)
- #72: Heavy with women. Amarillo Tri-State does a great job of this.
- #76: Rodeo Austin has a Kids Club where they get a monthly email, a t-shirt, invitation to participate in the 5K. This gets kids to come, then adults to come out to the event.
- #77: How many emails are sent per day? Hint: 400 million tweets and 4.75 billion Facebook updates are done per day. 673 million 926 million 14 billion 191 billion - ANSWER
- #78: WHY EMAIL? Here are three compelling reasons. - Email makes the most revenue generator for our clients and most companies around the world (even above social media) - Email costs the least. High revenue with low costs make it a very cost-effective marketing tool - Email gives some of the fastest results, often within 24 hours; this is especially impressive next to traditional media
- #79: http://www.forbes.com/sites/jaysondemers/2013/09/17/the-top-7-online-marketing-trends-that-will-dominate-2014/
- #81: People have to be able to buy tickets from mobile, interact with you on social media via mobile, find your schedule, etc. etc. etc. Think of it as if you DID NOT HAVE a regular website, because a chances are, many people may never see your regular desktop website.
- #82: These stats are from our clients website. On average, our clients are seeing between 40 and 54% of their customers come from mobile.
- #83: The worst thing you can do is not try, learn and evolve. Have to talk and listen and respond to the good and the bad.
- #84: Questions?