Saffire events presentation social media

Social Networking 101
Cassie Roberts & Rebekah Hardage

Software for Events. Your Event. Online.
www.saffireevents.com

PRESENTERS
Cassie Roberts Rebekah Hardage
Manager, Sales & Partnership Marketing Manager

Experience: Experience:
• Received BS Public Relations, • Received a BA in Journalism
& Masters Sport & Public Relations from
Management,The University Baylor University
of Texas • Expertise in email marketing,
• Born in Central City, NE social media, analytics, etc.
• United States Olympic • Manages all marketing
Committee efforts for Saffire
• Rodeo Austin
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© 2012 – Saffire Events


LEADERSHIP
Kendra Wright Aaron Pederson Jeremy Emerson
President Technical Director Creative Director

Experience: Experience:
Experience:
• Leads a team of highly • A classically-trained
• Began building skilled programmers
websites in 1995 artist with 14 years of
• Finds the perfect online design
for Fortune 1000 technology for the job
company • A different breed of experience
• Started her own techie – speaks • Oversees the process
company in 1998 English! of bringing your brand
• Is a marketing to life online
person at heart • In touch with client
needs and success
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THE TEAM
Chris Lugar Chris Howard Daniel Bunn
Senior Software Front End Developer Software Engineer
Engineer

Jessica Bybee- Rebekah Hardage Jonathan Hope
Dziedzic Marketing Manager Software Engineer
Senior Account
Manager

Adam Dispenza Cassie Roberts
QA Specialist Manager, Sales &
Partnerships

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HISTORY

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SAFFIRE EVENTS

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SAFFIRE EVENTS

More announcements coming soon!

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AGENDA

What is Social Networking?

Why do I need Social
Networking?

Which outlets should I use and
how do I use them?

How do I integrate Social
Networking in to my website?
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• The practice of expanding the number of
one's business and/or social contacts by
making connections through individuals.
– www.whatis.com

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• A social structure consisting of individuals
or groups who are connected to each
other, for example through friendship.
– www.Lexicon.com

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1. The development of social and
professional contacts; the sharing of
information and services among people
with a common interest.
2. The use of Web sites or other online
technologies to communicate with people
and share information, resources, etc.:
– www.dictionary.com
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• Our working definition:
– Social networking is the practice of connecting
your customers through social media outlets to
facilitate positive relationships that grow your
brand.

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Let’s clear something up…

• Social media and social networking are not
synonyms.
• Social media are the OUTLETS like Facebook,
Twitter, etc.
– Use social media outlets to create your social
network.
• The social NETWORK is what you create to
bring value to your event.
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For Visual Effect…

+
YOUR INTERACTIONS
______________________

SOCIAL NETWORK 1/24/2013


Be Socially Responsible
• Social EARNED networking
– Social Media outlets like Facebook and Twitter
may be free, but don’t be mistaken…
– Give customers lots of opportunities to interact
with you in a way they feel comfortable

REMEMBER: Social Media is only as good as the
interaction you can get from your customers on it

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Why use Social Networking?
Social Networking Levels the
Playing Field

• Marketing (in general) is one of
the largest expenses in any
company
• Social networking levels the
playing field with “the big boys”
• Compared to other forms of
marketing, the cost to market a
brand in social media is low.
• No matter the size of your
event, you can be an effective
social networker!

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Traditional Networking Model

Local Radio Ad:
5,000 people/
Local TV Ad commercial
Campaign: 200,000
people/commercial
Print:Varies
based on
Send
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*Based on midsized market © 2012 – Saffire Events



Social Networking Model

ME: 1 My Friends’
My Friends: Friends
500+
250,000+

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Social media helps to expand the reach of your message and has a
tremendous impact on the number of impressions that are generated for SEO.

Social media and SEO go hand in hand.

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Facebook

- 901 million monthly active users
- 250 million photos uploaded every day
- 425 million mobile users
- One in every seven humans on earth is an
active Facebook user

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Twitter

- 530 million accounts
- 340 million tweets a day
- 1 million accounts added to Twitter every day

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YouTube

- 3rd most visited site
- 4 billion videos are viewed a day
- 800 million unique users visit YouTube each
month
- 44% of YouTube’s users are aged between 12
and 34

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Pinterest

- One of the top 10 largest social networks
with 11 million visits per week
- 10.4 million registered users
- 3rd largest social network in the US

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In summary…

Use Social Networking to:
• Reach a different audience
• Level the playing field
• Take advantage of the viral effect

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Overwhelming?

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Company Plans to Increase Social Media

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Which Outlets Do I Use?
• Coca-Cola has reported that Facebook fans
are 2 times as likely to consume & 10 times
more likely to purchase than non-fans.

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Effective Facebooking
Cover Photo
 Be creative! Use this space to make big announcements, i.e.
event dates and upcoming performers.
 Change it daily during your event to highlight the day’s activities.
 You can’t put links on your cover photo.

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Profile Picture
 Don’t forget the profile picture!
 It will still appear throughout Facebook and needs to be
able to stand alone and represent your brand.

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Milestones
 Facebook’s timeline
automatically creates a
history of your event.
 Mark when your
company was founded.
 Call out important
photos and events by
clicking the star on a
post to expand the
photo to a widescreen
view.
 You can even pin content
so it will remain the top
post for 7 days.
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• eMarketer has reported that over 50% of
Twitter followers are more likely to purchase
from brands they follow

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Setting up your Twitter

• No More than 15 characters in Username
– Ex: Amador County Fair
– @AmadorCountyFair = 16 Characters
– @AmadorCoFair
– Using your real business name makes it easier for Search
Engines, and therefore your customers, to find you

Include your state in your username if you need to
differentiate yourself!
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Setting up your Twitter

• Get 10x more followers when you add a
photo
• Get 8x more followers when you add a bio

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Tricks and Tips for Tweets
• Tweets between 120-130 characters get the
highest click through rates
• Tweets containing via, RT, please and check
had higher click through rates
• News of weird/human interest stories
• Tweet on the weekends

We don’t like to work on weekends either.
Use: www.hootsuite.com to schedule social media in advance.

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Stuck on What to Post?

• Blog Posts
• Questions
• Testimonials
• Contests
• Photos/Videos
• Retweet

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The Art of the Hashtag
Twitter Hashtag Definition (courtesy of Mashable):
The hashtag is a way for Twitter users to organize
themselves: if everyone uses a certain hashtag to tweet
about a topic, it becomes easier to find that topic in
search, and is more likely to appear in Twitter’s Trending
Topics.

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ENSURE ADOPTION OF A HASHTAG

Sorry!

You can't!

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The Art of the Hashtag: Example

• Hashtags preferred by Olympics:
#London2012 #Olympics #GoUSA

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What you can do:
• POST it – relevant places on your website/blog

• PRINT it – event materials, signage, scoreboards,
etc.

• PUBLICIZE it – Twitter feed, regularly and
consistently

It is vital to make it easy for your customers to find,
adopt and promote it.
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Social Media Management

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Experian reports that Pinterest had 21.5 million
visits the last week of January, which is 30 times
the number of visitors over July 2011.

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Pinterest

• Fastest growing website of all time
– 1st to get 10 million unique visitors in a month
• Pin A Photo
– Tell your story
• Pin A Quote- www.shareasimage.com

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PINTEREST

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What to Pin

• Pinterest=Personality
– Make pin boards that reflect your event’s
personality
• Food, Rodeo, Animals, Carnival Rides, Parades,
Fireworks, the possibilities are literally endless!

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Saffire Events

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American Royal

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Fort Worth Stock Show & Rodeo

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• 98 out of 100 of AdAge’s Top 100 advertisers
have run campaigns on YouTube

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YouTube

• Customers exposed to videos are 437%
more likely to engage in your brand
– Engagement = ticket purchases
• Videos account for 50% of all online traffic as
of January 2012

Make your videos “raw” and not too “produced” to help
customers identify with your brand

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Ideas for YouTube videos

• Be helpful: Provide advice, tips and tricks or
answer FAQ’s
– (BONUS: Customers may actually do what you
suggest!)
• Record people saying how great your event is
• Record Holiday greetings

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Integration with Website
• That’s where most of your information, email signup
information and ecommerce is located right?
• Do you know how to post on your social media to get clicks
back to your website?
• Get customers and sponsors to repost/retweet
• Mention them by name!

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Links to Website

• The ultimate goal of your posts is NOT simply
to get people to read them
– They’re short
– They don’t have ecommerce
• While it’s great to get people to share, it’s not
as powerful without a strong website
• www.bitly.com

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Three LEVELS of Social Media Interaction
Facebook or Tweet out the entire EVENT

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Facebook or Tweet out a SUB EVENT

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Facebook or Tweet out a PHOTO of a sub-event

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Stay up to Date

For easy updates on the social networking
world, we suggest:
• eMarketer: www.emarketer.com
• Mashable: www.mashable.com
• Ad Age: www.adage.com

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We’re Here To Help!

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BE A SAFFIRE EVENT!

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Sources
• http://www.amazinginfographics.com/how-to-use-twitter-for-beginners/
• http://seo-alien.com/articles/social-media-business-marketing/
• http://www.amazinginfographics.com/how-to-use-twitter-for-beginners/
• http://www.brandingpersonality.com/10-content-ideas-that-generate-engagement-on-social-
media/
• http://www.nimble.com/
• http://www.inc.com/guides/201103/how-to-create-an-effective-company-facebook-page.html
• http://www.socialnetworkingwatch.com/all_social_networking_statistics/
• http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.html
• http://informitv.com/news/2006/08/31/skyviewpanel/
• http://www.publishers-edge.com/index_files/Paper_vs_Radio.htm
• http://communities.washingtontimes.com/neighborhood/media-migraine/2012/apr/22/social-
media-trend-watch-get-board-pinterest/

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Saffire events presentation social media

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