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CAFS 2014 Social Media Marketing

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CAFS 2014 Social Media Marketing

  1. 1. Brandi Jo Reilly SOCIAL MEDIA MARKETING Landscape, Benefits & Challenges
  2. 2. It’s going to be a wild ride! GET READY!
  3. 3. Share your business card at the end; I’ll send you the slides. NO NEED FOR NOTES
  4. 4. SOMETHING BUT WAS MISSING
  5. 5. HELP MORE PEOPLE! We wanted to
  6. 6. Over 120 Events, Venues & Destinations trust Saffire!
  7. 7. WE’RE GOING TO FOCUS MOST ON FACEBOOK TODAY! With insight into a few other social media avenues and applications.
  8. 8. How many of you use social media in your free time?
  9. 9. How many of you manage your fair’s social media?
  10. 10. HOW DO YOU SPEND MARKETING RESOURCES?
  11. 11. HOW DO PEOPLE HEAR ABOUT YOUR EVENTS?
  12. 12. IF YOU MAPPED THEM, WOULD THEY MATCH? SPENT RESULTS 0 1 2 3 4 5 Online Newspaper Radio Television Outdoor
  13. 13. INTERNET WINS POPULARITY CONTEST
  14. 14. MOBILE FOLLOWS SUIT Source: Morgan Stanley Research
  15. 15. ACCORDING TO FORBES 87% of connected device sales by 2017 will be tablets & smart phones!
  16. 16. ARE YOU FOLLOWING THESE TRENDS? ARE YOUR CUSTOMERS?
  17. 17. WEBSITE INTEGRATION
  18. 18. How do you integrate social media into your website?
  19. 19. MAKE EVENT PAGES INTERACTIVE
  20. 20. MAKE EVENT PAGES INTERACTIVE
  21. 21. MAKE EVENT PAGES INTERACTIVE
  22. 22. HIGHLIGHT EVENT COMPONENTS
  23. 23. MAXIMIZE VIRAL SHARING 1. Event sharing. 2. Component sharing. 3. PHOTO SHARING.
  24. 24. FACEBOOK
  25. 25. KING is of social media.
  26. 26. YOU KNOW THE STATS •Over 1 BILLION monthly active users •One in every seven humans on earth is active on Facebook •461 Million users are on Facebook mobile
  27. 27. $174 You make an estimated per Facebook like.
  28. 28. Facebook is dwindling. You may have heard
  29. 29. ADVICE FOR “NEW” WORLD A year ago, Facebook made a change to its algorithm, drastically reducing the reach of business posts. Now an estimated 3% of your followers will see your posts if you don’t advertise.
  30. 30. WHY? USER EXPERIENCE & CA$H
  31. 31. NEW FACEBOOK STRATEGIES 1.Re-evaluate your Facebook investment. 2.Optimize posts for sharing. 3.Engage your fans elsewhere. 4.Pay up. (cheap… for now) Post and advertise, or don’t post.
  32. 32. ADVANTAGES OF ADVERTISING •Greater reach •Greater targeting •Protection against wasting money •It won’t run if people don’t click
  33. 33. THE WHO OF AD TARGETING •Your Facebook followers •Their friends •Your email list (or even your phone list!) •People who are “look-alikes” to your list •People who went to your website •Even specific pages •People who are interested in related organizations
  34. 34. EXAMPLE AD TYPES •PAGE POST ENGAGEMENT –Image, video or text •PAGE LIKES –Get more Likes on your Facebook page •CLICKS TO WEBSITE –Drive traffic to your website •OFFER CLAIMS –Like a coupon, with “Get Offer” button •EVENT RESPONSES –Includes event details and RSVP link
  35. 35. Page Post Engagement TOP OPTIONS Page Likes
  36. 36. PAGE POST ENGAGEMENT AD •Promoting your POST will get more INTERACTION. •Why you should use it: •To get more video plays and engagement on photos •To let your customers know of sales and specials
  37. 37. Ask questions in your posts that get people to talk about themselves in relation to your event. DEEP THOUGHT
  38. 38. EXAMPLES
  39. 39. PAGE LIKES AD •Promoting your PAGE will get more LIKES. •Why you should use it: •Important to have a consistent presence. •Now it is good so you can advertise to friends of your fans.
  40. 40. EXAMPLE
  41. 41. BOOSTING TIPS 1.Ride out the unpaid interaction •Let the post’s natural appeal work for you 2.Once the interaction slows, boost it! •You can spend as little as $5 and get engagement
  42. 42. POST SOMETHING ENGAGING
  43. 43. …THEN BOOST IT
  44. 44. AUDIENCE TARGETING
  45. 45. BETTER
  46. 46. ADS MANAGER www.facebook.com/advertising
  47. 47. STEP 1: SET OBJECTIVE Think about your goal and the type of post you’re advertising.
  48. 48. OBJECTIVE
  49. 49. STEP 2: SELECT AD PLACEMENT Where do you want your ad to show up?
  50. 50. STEP 3: DEFINE YOUR AUDIENCE A more targeted audience means more engagement.
  51. 51. STEP 4: SET YOUR BUDGET This can be done by day or overall.
  52. 52. WHAT DO I NEED TO SPEND? You can spend as little as $1.00/day for approximately 4000 impressions versus:
  53. 53. STEP 5: WATCH FOR RESULTS
  54. 54. FACEBOOK ADS It has never been cheaper or easier to see what gets results.
  55. 55. Past successes
  56. 56. GRANDPARENTS DAY
  57. 57. TEXT “Happy Grandparents Day! If you have a special memory with your grandparent or grandkid at the fair, please share!
  58. 58. EXAMPLE COMMENT “Playing washer pull or draw a number. It was something my family could afford & it benefited a great group. We'd win a small plant or something & just could not walk away. We would just keep playing.” 
  59. 59. FUN POSTS
  60. 60. IMAGES are so important.
  61. 61. EVER TAKEN 10% of photos Were taken in the last 12 months.
  62. 62. POSTS WITH PHOTOS The engagement rate of Facebook is so much greater than without.
  63. 63. What other Social Media should I use besides Facebook?
  64. 64. NEWS? Do youshare
  65. 65. BIT.LY
  66. 66. MOMS? Do you market to
  67. 67. PINTEREST
  68. 68. PINTEREST
  69. 69. Luckily, both are easy!
  70. 70. YOUNG? Is your audience
  71. 71. Instagram Incorporate
  72. 72. Mainly MOBILE Known for image DOCTORING Trends YOUNGER
  73. 73. INSTAGRAM IDEAS •Choose photos that bring out the “lifestyle” of your brand •Launch a contest for people to share brand-related photos; curate on your website or Facebook •Choose a unique hashtag •Add humor and context with captions
  74. 74. INSTAGRAM
  75. 75. We’ll give you Xwhen we have XInstagram followers. Take a picture and win!
  76. 76. SNAPCHAT Great for 13-25year olds
  77. 77. IDEAS FOR SNAPCHAT •Have people send you a snapchatwith themselves at your event •Snapchatthem back with a coupon •Send coupon codes •Send out behind-the-scenes photos and videos •Direct to YouTube or website •Show people new event features
  78. 78. BROAD? Is your audience
  79. 79. YOUTUBE Customers exposed to videos are 437% more likely to engage in your brand. Engagement = Purchases SAFFIRE RECOMMENDATION Make your videos raw and not too produced to help customers identify with your brand.
  80. 80. HOW DO WE ENGAGE?
  81. 81. WHEN TO POST?
  82. 82. You have news. Do not post when
  83. 83. EXPERIMENTING to see what works best for you. Do some
  84. 84. SCHEDULING POSTS
  85. 85. www.bufferapp.com
  86. 86. TWITONOMY
  87. 87. EDITORIAL CALENDAR www.saffireevents.com/calendar
  88. 88. Don’t forget to drop off your business cards.
  89. 89. FREE ONLINE MARKETING TIPS Websitewww.saffireevents.com Facebook Saffire Events Twitter @SaffireEvents Questions? Instagram saffireevents Pinterest saffireevents YouTube saffirestudio Event Marketing Podcast The Amplifier

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