ONLINE MARKETING FOR DUMMIES

CASSIE ROBERTS

ABOUT US: HISTORY

SAFFIRE CLIENTS

SAFFIRE CLIENTS

SAFFIRE CLIENTS

SAFFIRE ASSOCIATION

PARTNERS

OUR AGENDABuzz Words: I’ve maybe heard of that, but what the heck IS it?

Latest Trends in Online Marketing: Learn everything you need to know about online trends even if you made the choice not to use computers for the past 15 years.

Make it mobile: How can I make my online efforts reach people where they are?

Take Charge: Well give YOU the knowledge & power to help market your event online!

Buzz words

You don’t need to memorize this……there will not be a quiz.

Familiarize yourself with these terms—Use them in

conversation!

(wait for your kids to faint)

Address designating the location of information on the web; includes a registered domain name.

URL (UNIFORM RESOURCE LOCATOR)

URL VS. GOOGLE

SEARCH BOX

SEARCH BOX

URL

RANGERS TICKETS

RANGERS TICKETS

The process of making a website search engine-friendly to improve ranking in search results.

SEO (SEARCH ENGINE

OPTIMIZATION)

• Google Keywords• Google Description• Page Title• Get other sites (sponsors,

vendors, etc.) to link to yours

HOW DO YOU ACHIEVE SEO?

SEO MANAGEMENT

A storage of data so that future that reduces load time of pages• The Down Side: Can store

out of date site info

CACHE

SAFFIRE RECOMMENDATIONUse Shift+Control+Delete to clear your cache or

clear your cookies.

LATEST TRENDS

INTERNET WINS POPULARITY CONTEST

WEBSITE• The MOST important

thing you should know about your event website is that you HAVE to be able to manage your content in REAL TIME.

HOW DO YOU MANAGE YOUR

SITE?

YOUR WEB GUY

ONLINE TICKET SALES

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

TEXTING• Trends to a younger

audience• A great way to get out a

message to a bunch of people quickly

TEXTING

OTHER TRENDS

Overwhelmed?

DON’T WORRYFrom the marketer’s standpoint, it’s much more effective to have a solid presence in one or two channels than it is to try to dominate every platform.

FACEBOOKOver 1 BILLION monthly active usersOne in every seven humans on earth is an active Facebook userThe most important way to spend your social networking energyFacebook trends to know• People use it on mobile• People use it for photo sharing

TWITTERHow many of you have a

Twitter account for your event?

How many of you have a personal Twitter account?

Don’t skip out on Twitter!

TWITTERYour 2nd priority for social media530 million accounts340 million tweets a day1 million accounts added to Twitter every day

WHY TWEET?Twitter is current on up-to-the minute important news and cultural happenings—Remember Blake Griffin!

Ramp up your publishing frequency, and make timely content the focus of your Twitter activities in order to satisfy information-hungry users.

WHAT IS THIS?

#

THE ART OF THE HASHTAG

People start including a hashtag when tweeting about a topic.

It becomes easier to find that topic in search.

PINTERESTPinterest 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!

PINTEREST

PINTEREST

YOUTUBECustomers exposed to videos are 437% more likely to engage in your brand.

• Engagement = Purchases

SAFFIRE RECOMMENDATIONMake your videos raw and not too produced to help

customers identify with your brand.

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 & 34

INSTAGRAM• Mainly for mobile• Known for image

“doctoring”• Trends younger• Ease of use lowers

barriers to content creation and helps fuel posts on other networks.

1. CREATE AN ACCOUNT

2. TAKE A PHOTO

3. PICK A FILTER

4. POST!

FUN FACTS ABOUT INSTAGRAM

• Social media users plan to increase their use of Instagram at a rate higher than that of any other network.

• Also, 85% of Instagrammers use the platform at work, way above any other social media format.

USE HASHTAGS ON INSTAGRAM TOO!

SAFFIRE RECOMMENDATIONUse the same hashtags that you use on twitter so

people (and you) have less to remember.

MAKE IT MOBILE

THE RISE OF MOBILE

Source: Morgan Stanley Research

…AND OF TABLET

MOBILE

If you don’t have a mobile site…

APP OR MOBILE SITE?

An-droid46%

Apple iPhone30%

BlackBerry24%

APP OR MOBILE SITE?

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.

WHY MOBILE?

THE PERFECT STORM

Mobile PURCHASE+

LOCAL Search

MOBILE SUCCESS

Take Charge!

BUILD YOUR NETWORKS

SponsorsVendorsEntertainersVolunteersExhibitorsBoard members

SAFFIRE RECOMMENDATIONFollow people on a Tuesday morning;

there may be better chance they’ll follow you back.

WHAT TO SEND OUT

Website changes/blog posts/email articlesTestimonialsPhotos/VideosNews of weird/human interest storiesContestsQuestions

ANOTHER WAY TO GET INVOLVED

FAIRS EVERYWHERE

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FAIRS EVERYWHERE

FAIRS EVERYWHERE