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STRATEGIC ONLINE
   MARKETING
FOR BUSINESSES &
     CASSIE ROBERTS

     EVENTS
TO TAKE
• I will post these slidesNOTES
(PERFECT) to slide
 share and send the link to Dr.
 Heere & Amy
POPULARITY
 CONTEST
MOBILE IS GOING
  TO WIN TOO



           Source: Morgan Stanley Research
WHAT TO GET OUT
   OF THIS?

SPEND YOUR MONEY
 WHERE IT COUNTS!
PRESENTER

   Cassie Roberts
      Manager, Sales &
        Partnership
 • Received BS Public
   Relations, & Masters Sport
   Management, The
   University of Texas
 • Born in Central City, NE
 • United States Olympic
   Committee
 • Rodeo Austin
COMPANY HISTORY
SAFFIRE CLIENTS
SAFFIRE CLIENTS
SAFFIRE CLIENTS



  www.saffireevents.com/customers.aspx
WHAT WE DO
Develop event websites
    •   CMS
    •   Strategically planned Layouts
Create Email Tactics
    •   Customized HTML email campaigns
Provide Tips & Tricks for Social
  Networking
    •   Webinars on Social Media
    •   Educating the older population
PALAMINO FEST
AGENDA
• Prioritize your WEBSITE
• Using SOCIAL MEDIA
• Maximize your MOBILE presence
• Important STATISTICS TO
  WATCH
• How to make money with EMAIL
• Specific ONLINE MARKETING
YOUR WEBSITE
MANANGE YOUR
    SITE
YOUR WEB GUY
THE GOAL
To be the most successful
   and to maintain your
          sanity,
   you must be able to
market your event on your
   website in real time.
BUT!
Websites can be expensive!
Maybe I can write the code to make
my own website!
LET’S FACE IT
JUST FOR
•    BLOGGERS!
  Manage all your own content
• Pick or apply your own theme
• Use a blog if you wish- good to
  help people find you on Google
• Pick layouts/modules to best fit
  brand

           Click to learn about WordPress Websites
EXAMPLES OF
WORDPRESS SITES




 www.run13.com
EXAMPLES OF
WORDPRESS SITES




           www.watersportsguru.com
MAKE INFO QUICK
            TOthan 5-7 links in one
• Don’t have more
                  FIND
  place.
• Make your information hierarchical.
MAKE IT FUN
• Use photos- events are naturally
  photogenic
• Give people features to click
MAXIMIZE WEBSITE
  SPONSORSHIPS
 • Sell prime real estate—but not
   banner ads
 • Take advantage of sub events and
   pages
 • If you sell a sponsorship to
   something already, add in the
   bonus of the website-your sponsors
   will appreciate it!
     •   i.e., ―Look at these pictures from the
         HEB jumbotron!‖ or ―Check out the
ECOMMERCE
INSURANCE
  POLICY
ECOMMERCE IS
STILL GROWING



       SOURCE: emarketer & moderate
REDEMTION RATES
• 80/20 rule
 – Approximately 80% of the tickets you sell
   online will be redeemed
 – Offer 20% discount
 – Come out even


• Free shipping or print at home
 – ESPECIALLY when cheap to ship
MAKING IT MOBILE
MOBILE
APP OR MOBILE
    SITE?
               0%
   BlackBerr
       y
      24%           Android
     Apple           46%
    iPhone
     30%
APP OR MOBILE
    SITE?
WHY MOBILE?
• Customers use mobile search to
  shop.
 – 95% of all mobile searches are for
   LOCAL products and services.
 – 61% of all local searches result in a
   purchase.
 – What are they looking for when they get
   to your mobile site? ECOMMERCE!
GOOD MOBILE
•           SITE?
  Big buttons
• Most relevant items on top
• Drive content from one source
  (don’t try to manage separately)
• Same info as on the website if
  you can
ANALYTICS
GOOGLE
ANALYTICS
4 IMPORTANT
THINGS TO WATCH
          • Low visits?
  SITE      Improve SEO or
            online marketing
 VISITS     of your site
4 IMPORTANT
THINGS TO WATCH
          • High bounce rate?
 BOUNCE     Improve your
  RATE      homepage
4 IMPORTANT
THINGS TO WATCH
            • Not enough action?
  ACTIONS/    Make your website
 CONVERSION more compelling
    RATE      (good rate: 2%)
ONE MORE THING
  TO WATCH
 TIME   • Low time?
  ON      Add interactivity
          and other
 SITE     ―stickiness‖
SOCIAL MEDIA
2013: THE YEAR OF
       THE…

      Story!
VISUAL
STORYTELLING
A marketing technique
  that can bring you
       increased
   exposure, better
customer engagement
THE KEY TO
    SUCCESS
 Create visual features
            that
 tell a story about your
          event.
Share them everywhere.
FACEBOOK
• Your top social media priority
• 1 billion monthly active users
• One in every seven humans on
  earth is an active Facebook user
• Facebook trends to know
  – People use it on mobile
  – People use it for photo sharing
TWITTER
Your 2nd priority for social media
• 530 million accounts
• 340 million tweets a day
• 1 million accounts added
  to Twitter every day
WHY TWEET?
• Twitter is best for up-to-the minute
  important news and cultural
  happenings.

• Ramp up your publishing
  frequency, and make timely
  content the focus of your Twitter
  activities in order to satisfy
  information-hungry users.
MANAGE YOUR
  TWEETS
GO ABOUT YOUR
     DAY
• Install Firefox extension
TAKE IT A STEP
  FURTHER
TWITONOMY
50% of all web
 content is…
YOUTUBE
• 3rd in your social media
  priorities
• 4 billion videos/day
  viewed
• 800 million unique users
  visit YouTube each month
• 44% of YouTube’s users
  are aged
  between 12 and 34
YOUTUBE
           • Customers exposed to
             videos are 437% more
             likely to engage in your
             brand.

              – Engagement = Purchases
           RECOMMENDATION
Make your videos raw and not too produced to
                   help
    customers identify with your brand.
What is the fastest
     growing
website of all time?
PINTEREST
  Pinterest was the first site to
  get 10 million unique visitors
  in a month.

  Pin event photos (and more)
  and invite your customers to
  follow your boards!

  Not your highest priority, but
  do it! It’s fun!
EMAIL MARKETING
WHAT’S COOL
 ABOUT EMAIL?
EMAIL SEEMS NOT COOL:
    One of the oldest
 online marketing tactics
WHAT’S COOL
ABOUT EMAIL?
           COOL:
 67% of global marketers
            rated
email the most successful
  digital marketing tactic
          • Source: CMO Council, May 2012
EMAIL IS KEY FOR
 ONLINE SALES
REASONS TO
             EMAIL
• Email is the top revenue
  generator for many companies
  (even above social media)
• Email gives some of the fastest
  results, often within 24 hours
• Email is the most cost-effective
  marketing tool
START WITH YOUR
  STAKEHOLDERS
• Outlook contacts
•   Board of directors
•   Volunteers
•   Sponsors
•   Exhibitors
•   Past purchasers
•   Etc.
EMAIL SIGNUPS ON
  EVERY PAGE
EMAIL ARTICLES:
     THE FORMULA
•   Headline
•   Image
•   Text (short, with links)
•   Call to action
    – Consider ―Click here to enter now!‖
CONSIDER A
 PYRAMID

                one main
                  story



                  TEST
                 AGAINST
               EACH OTHER


 two smaller                two smaller
   features                   features
WHAT WILL WE
   SAY?

 Don’t tell the whole story.

Goal: CLICKS!
SAFFIRE
CAMPAIGNS
SUBJECT LINES
  LEAD TO recognizable
• Include something
                    OPENS
• Use action words
• Not too spammy
• 50 characters or less
  – Turn into Tweet, with 120 characters, # and
    shortened URL
  – Turn into Facebook, with 150 characters,
    graphic and no #
SPECIFIC ONLINE
MARKETING IDEAS
DEEP THOUGHT...
• Ask questions that get people
  to talk about themselves in
  relation to your event online
• Think about what YOU and YOUR
  AUDIENCE would want to click!
FEEL LIKE
• Be the INSIDERS X via
         first to know about
 social media!
• See behind-the-scenes looks at
  our event!
• Your customers feel special, and
  they are more likely to be long-
  term followers.
ARE SO GOOD-USE
            THEM!
 • Photo contests on website and
  Facebook
 • Caption that photo
 • Funny video upload
GET PEOPLE
      TALKING
• Show live tweets on concert side
  screens
• Have a vote or quiz
  – Answer on text, app, QR code, etc.
• Have a contest for front row
  concert seats
  – Text, tweet or post on FB page NOW =
    publicity
EDITORIAL
CALENDAR
TO REVIEW
• Your website is your first priority
• If you can, get a mobile website
• In this order, focus on this social
  media
    – Facebook, Twitter, YouTube, Pinterest/Inst
      agram
• Prioritize email, especially during
  your event
• Improve your tracking
THANK YOU
I will send…
• These slides
• The Editorial Calendar template
• Email me!
  Cassie@saffireevents.com
• Follow us on Facebook
  (SaffireEvent) and Twitter

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Strategic Online Marketing for Businesses & Events

  • 1. STRATEGIC ONLINE MARKETING FOR BUSINESSES & CASSIE ROBERTS EVENTS
  • 2. TO TAKE • I will post these slidesNOTES (PERFECT) to slide share and send the link to Dr. Heere & Amy
  • 4. MOBILE IS GOING TO WIN TOO Source: Morgan Stanley Research
  • 5. WHAT TO GET OUT OF THIS? SPEND YOUR MONEY WHERE IT COUNTS!
  • 6. PRESENTER Cassie Roberts Manager, Sales & Partnership • Received BS Public Relations, & Masters Sport Management, The University of Texas • Born in Central City, NE • United States Olympic Committee • Rodeo Austin
  • 10. SAFFIRE CLIENTS www.saffireevents.com/customers.aspx
  • 11. WHAT WE DO Develop event websites • CMS • Strategically planned Layouts Create Email Tactics • Customized HTML email campaigns Provide Tips & Tricks for Social Networking • Webinars on Social Media • Educating the older population
  • 12.
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  • 17.
  • 18. AGENDA • Prioritize your WEBSITE • Using SOCIAL MEDIA • Maximize your MOBILE presence • Important STATISTICS TO WATCH • How to make money with EMAIL • Specific ONLINE MARKETING
  • 20. MANANGE YOUR SITE
  • 22. THE GOAL To be the most successful and to maintain your sanity, you must be able to market your event on your website in real time.
  • 23. BUT! Websites can be expensive! Maybe I can write the code to make my own website!
  • 25. JUST FOR • BLOGGERS! Manage all your own content • Pick or apply your own theme • Use a blog if you wish- good to help people find you on Google • Pick layouts/modules to best fit brand Click to learn about WordPress Websites
  • 27. EXAMPLES OF WORDPRESS SITES www.watersportsguru.com
  • 28. MAKE INFO QUICK TOthan 5-7 links in one • Don’t have more FIND place. • Make your information hierarchical.
  • 29. MAKE IT FUN • Use photos- events are naturally photogenic • Give people features to click
  • 30. MAXIMIZE WEBSITE SPONSORSHIPS • Sell prime real estate—but not banner ads • Take advantage of sub events and pages • If you sell a sponsorship to something already, add in the bonus of the website-your sponsors will appreciate it! • i.e., ―Look at these pictures from the HEB jumbotron!‖ or ―Check out the
  • 33. ECOMMERCE IS STILL GROWING SOURCE: emarketer & moderate
  • 34. REDEMTION RATES • 80/20 rule – Approximately 80% of the tickets you sell online will be redeemed – Offer 20% discount – Come out even • Free shipping or print at home – ESPECIALLY when cheap to ship
  • 37. APP OR MOBILE SITE? 0% BlackBerr y 24% Android Apple 46% iPhone 30%
  • 38. APP OR MOBILE SITE?
  • 39. WHY MOBILE? • Customers use mobile search to shop. – 95% of all mobile searches are for LOCAL products and services. – 61% of all local searches result in a purchase. – What are they looking for when they get to your mobile site? ECOMMERCE!
  • 40. GOOD MOBILE • SITE? Big buttons • Most relevant items on top • Drive content from one source (don’t try to manage separately) • Same info as on the website if you can
  • 43. 4 IMPORTANT THINGS TO WATCH • Low visits? SITE Improve SEO or online marketing VISITS of your site
  • 44. 4 IMPORTANT THINGS TO WATCH • High bounce rate? BOUNCE Improve your RATE homepage
  • 45. 4 IMPORTANT THINGS TO WATCH • Not enough action? ACTIONS/ Make your website CONVERSION more compelling RATE (good rate: 2%)
  • 46. ONE MORE THING TO WATCH TIME • Low time? ON Add interactivity and other SITE ―stickiness‖
  • 48. 2013: THE YEAR OF THE… Story!
  • 49. VISUAL STORYTELLING A marketing technique that can bring you increased exposure, better customer engagement
  • 50. THE KEY TO SUCCESS Create visual features that tell a story about your event. Share them everywhere.
  • 51. FACEBOOK • Your top social media priority • 1 billion monthly active users • One in every seven humans on earth is an active Facebook user • Facebook trends to know – People use it on mobile – People use it for photo sharing
  • 52. TWITTER Your 2nd priority for social media • 530 million accounts • 340 million tweets a day • 1 million accounts added to Twitter every day
  • 53. WHY TWEET? • Twitter is best for up-to-the minute important news and cultural happenings. • Ramp up your publishing frequency, and make timely content the focus of your Twitter activities in order to satisfy information-hungry users.
  • 54. MANAGE YOUR TWEETS
  • 55. GO ABOUT YOUR DAY • Install Firefox extension
  • 56. TAKE IT A STEP FURTHER
  • 58. 50% of all web content is…
  • 59. YOUTUBE • 3rd in your social media priorities • 4 billion videos/day viewed • 800 million unique users visit YouTube each month • 44% of YouTube’s users are aged between 12 and 34
  • 60. YOUTUBE • Customers exposed to videos are 437% more likely to engage in your brand. – Engagement = Purchases RECOMMENDATION Make your videos raw and not too produced to help customers identify with your brand.
  • 61. What is the fastest growing website of all time?
  • 62. PINTEREST Pinterest was the first site to get 10 million unique visitors in a month. Pin event photos (and more) and invite your customers to follow your boards! Not your highest priority, but do it! It’s fun!
  • 64. WHAT’S COOL ABOUT EMAIL? EMAIL SEEMS NOT COOL: One of the oldest online marketing tactics
  • 65. WHAT’S COOL ABOUT EMAIL? COOL: 67% of global marketers rated email the most successful digital marketing tactic • Source: CMO Council, May 2012
  • 66.
  • 67. EMAIL IS KEY FOR ONLINE SALES
  • 68. REASONS TO EMAIL • Email is the top revenue generator for many companies (even above social media) • Email gives some of the fastest results, often within 24 hours • Email is the most cost-effective marketing tool
  • 69. START WITH YOUR STAKEHOLDERS • Outlook contacts • Board of directors • Volunteers • Sponsors • Exhibitors • Past purchasers • Etc.
  • 70. EMAIL SIGNUPS ON EVERY PAGE
  • 71. EMAIL ARTICLES: THE FORMULA • Headline • Image • Text (short, with links) • Call to action – Consider ―Click here to enter now!‖
  • 72. CONSIDER A PYRAMID one main story TEST AGAINST EACH OTHER two smaller two smaller features features
  • 73. WHAT WILL WE SAY? Don’t tell the whole story. Goal: CLICKS!
  • 75. SUBJECT LINES LEAD TO recognizable • Include something OPENS • Use action words • Not too spammy • 50 characters or less – Turn into Tweet, with 120 characters, # and shortened URL – Turn into Facebook, with 150 characters, graphic and no #
  • 77. DEEP THOUGHT... • Ask questions that get people to talk about themselves in relation to your event online • Think about what YOU and YOUR AUDIENCE would want to click!
  • 78. FEEL LIKE • Be the INSIDERS X via first to know about social media! • See behind-the-scenes looks at our event! • Your customers feel special, and they are more likely to be long- term followers.
  • 79. ARE SO GOOD-USE THEM! • Photo contests on website and Facebook • Caption that photo • Funny video upload
  • 80. GET PEOPLE TALKING • Show live tweets on concert side screens • Have a vote or quiz – Answer on text, app, QR code, etc. • Have a contest for front row concert seats – Text, tweet or post on FB page NOW = publicity
  • 82. TO REVIEW • Your website is your first priority • If you can, get a mobile website • In this order, focus on this social media – Facebook, Twitter, YouTube, Pinterest/Inst agram • Prioritize email, especially during your event • Improve your tracking
  • 83. THANK YOU I will send… • These slides • The Editorial Calendar template • Email me! Cassie@saffireevents.com • Follow us on Facebook (SaffireEvent) and Twitter

Hinweis der Redaktion

  1. 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.
  2. Five years ago, most of us probably felt like we were spending a ton of time online. But internet usage has more than DOUBLED since then! The amount of time people spend overall on the Internet has increased 121% over the past five years.In 2010, for the first time ever, Internet usage surpassed television usage.Even if we’re not personally following this trend, our customers are, and they are the ones we most need to reach in order to grow.Are we following this trend?Do we think our customers are?
  3. By 2014, more people will access your website via mobile devices than desktop computers. Based on the trajectory I’ve seen, I believe it!
  4. Saffire Events was founded by Kendra Wright, who has been building websites since 1995, when the internet began.In 2000, she joined forces with Aaron Pederson, Saffire Events’ technical director, and Jeremy Emerson, Saffire Events’ creative director.
  5. 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.
  6. Cassie does website, mobile and social networking.
  7. Sometimes, however, your guy isn’t available.
  8. Sometimes, however, your guy isn’t available.
  9. Selling advanced tickets to your event is like an insurance policy against all these things. Things happen. People get busy. They use up all the money from their current paycheck. But if they have a ticket to your event, they will probably come. But not all of them will. People will spend incremental revenue.And because redemption won’t be 100%, you can even afford to discount tickets and/or offer free shipping off the gate price, and still make more than you would have.
  10. So you know you need to be on Mobile, but what should you do- an app or a mobile site? And do you know the difference? App: Downloadable interface that installs Mobile site- DEFINITELY. You’ll reach MORE! That way you don’t have to guess which phone will “win!”The same technology you use to build mobile also works for tablets (no Flash)An app only reaches your most loyal followers while a mobile site reaches EVERYONEQR codes only go to mobile sites!
  11. Schedule up to 10 posts for each account you set up for FREEFacebook, Twitter, LinkedIn“GO AWESOME” and for $10 a month, you can schedule up to 100 posts per account
  12. Different for weekends and weekdays
  13. Videos account for 50% of all online traffic as of January 2012
  14. You can see it’s not, just by the numbers of accounts and messages sent every day!
  15. I’m always surprised that events don’t have email lists that they email on a regular basis. Does anyone here not email yet?
  16. The most important place to collect addresses on an ongoing basis is from your website. These people have self-selected that they like receiving information electronically.Don’t:LINK to an email signup (include it on the page)Put it on just the HOMEPAGE (put it on every page)
  17. So what’s the format? Simple. You just need a headline, some imagery, text and a call to action. Some research shows that Click Here gets lots more clicks, but I’d include it not as the link – make the link be the actual action you want them to take.
  18. Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
  19. Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
  20. This is a format I’ve loved and used for years. It’s super simple (and I can send it to you – just request it). Just put the dates down the left and the mediums across the top. Then start filling in things from your brainstorming session.