saffireevents

Kendra Wright

SOCIAL MEDIA MARKETING Landscape, Benefits & Challenges

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It’s going to be a wild ride!

GET READY!

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Share your business card at the end;

I’ll send you the slides.

NO NEED FOR NOTES

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HISTORY

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EVENT PORTFOLIO Rodeo Austin

South Texas State Fair

Rodeo Belton/ 4th of July Celebration

Brazos Valley Fair

Heart O' Texas Fair & Rodeo

Amarillo Tri-State Fair

Fort Bend County Fair

Central Texas State Fair

Comal County Fair

Okeechobee County Fair

Amador County Fair

Chowchilla Fair

Palomino Fest

Lea County

Coors Cowboy Club

Washington County Fair

Texas State Forest Festival

American Royal

Colorado State Fair

Napa County Fair

Dodge City Round Up

Brazoria County Fair

San Angelo

Rogers County Fair

Greater Baton Rouge State Fair

Central States

Black Hills Stock Show/Rodeo

Los Fresnos

Twas the Lights

Reno Rodeo

Redding Rodeo

Northwest Washington Fair

Sikeston Rodeo

Delaware State Fair

Sangamon County Fair

East Texas

Park of East Texas

Laramie County Fair

Benton-Franklin Fair

Carroll County Fair

Pendleton Round-Up

Pony Express Days

Arizona National Livestock Show

Yolo County Fair

California Rodeo Salinas

Rio Grande Valley Livestock Show

Old Sorehead Trade Days

Cuero TurkeyFest

Fiesta San Antonio

Glenn County Fair

State Fair of Louisiana

Four States Fair

Montgomery County Fair

Fiesta San Antonio

Glenn County Fair

State Fair of Louisiana

Four States Fair

Four States Fair

Montgomery County Fair

Agricultural Learning Center

Grant County Fair

North Texas State Fair

Rooftop Rodeo

West End Fair

Crabtree Amusements

Trinity Valley Exposition

Brackenridge Recreation Complex

Kitsap Rodeo Cowpokes

Refugio County Fair

Rockdale Fair & Rodeo

Children’s Center

NILE

MATE

Volusia County Fair

Firefighter’s Fair

Fayette County Fair

Extreme Tix

Salvation Army

Jerry Jones Education Town

Wings Stadium

Bradford County Fair

Pasco County Fair

Greeley Stampede

Sweetwater Events Complex

iFest

Hardee County Fair

Angelina Ccounty Fair/Expo

Midland Horseshoe Arena

Harborside Events Center

My River District

Taylor County Expo

Five State Fair

Western Heritage Classic

Extraco Events Center

Central Washington State Fair

El Paso County Fair

OVER

100 CLIENTS!

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PALAMINO FEST

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PALAMINO FEST

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SAFFIRE ASSOCIATION PARTNERS

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How many of you use social media in your free time?

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How many of you manage your city or event’s social media?

saffireevents HOW DO YOU SPEND MARKETING RESOURCES?

saffireevents HOW DO PEOPLE HEAR ABOUT YOUR EVENTS?

saffireevents IF YOU MAPPED THEM, WOULD THEY MATCH?

SPENT

RESULTS0

1

2

3

4

5

OnlineNewspaper

RadioTelevision

Outdoor

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INTERNET WINS POPULARITY CONTEST

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MOBILE FOLLOWS SUIT

Source: Morgan Stanley Research

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ACCORDING TO FORBES

87% of connected device sales by 2017 will be

tablets & smart phones!

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MAKE EVENT PAGES INTERACTIVE

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MAKE EVENT PAGES INTERACTIVE

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MAKE EVENT PAGES INTERACTIVE

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HIGHLIGHT EVENT COMPONENTS

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MAXIMIZE VIRAL SHARING

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FACEBOOK

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KING is

of social media.

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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

• 10 Million Facebook Apps

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$174 You make

an estimated

per Facebook like.

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Facebook is dwindling. You may have heard

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1 2 3 Find ‘em: Get ‘em: Keep ‘em:

Ads Likes Engage

FACEBOOK GOALS

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CASE STUDY Using a

of…

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98,901 POPULATION TYLER, TEXAS

213,381 POPULATION

SMITH COUNTY

240,000 FAIR ATTENDANCE

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THEY RAN A FACEBOOK CAMPAIGN

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Likes went from

3757

to

8140 in about a month

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ONE

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1 2 3 Find ‘em: Get ‘em: Keep ‘em:

Ads Likes Engage

FACEBOOK GOALS

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LATE Are you a

adopter?

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ADVICE FOR “NEW” WORLD In September, Facebook made a change to its algorythm,

drastically reducing the reach of business posts.

In December, they did it again.

Now an estimated only 3% of your followers will see your posts if you don’t advertise.

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WHY? USER EXPERIENCE

& CA$H

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ADVICE FOR “NEW” WORLD Simultaneously, they put out new ad plans for businesses.

Example ad types:

• PAGE POST AD – Can automatically advertise latest post (text, image or video)

• PAGE AD – Get more Likes by advertising your page

• OFFER AD – Like a coupon, with “Get Offer” button

• EVENT AD – Includes event details and RSVP link

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ADVICE FOR “NEW” WORLD Post, and advertise or don’t post.

Advantages:

• Greater reach

• Greater targeting

• Protection against wasting money

• It won’t run if people don’t click

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WWW.FACEBOOK.COM/ADVERTISING

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TOP OPTIONS

Promoted Page – Page Likes

Promoted Posts

– Engagement

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PROMOTED PAGE • Promoting your PAGE will get more LIKES.

• This is done in two ways: • In News Feed – “Ad”

• On right-hand side – “Sponsored Story”

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AD TEXT & IMAGE

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AUDIENCE

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AUDIENCE, CONT.

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BUDGET

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EXAMPLES

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PAGE AD- BEST PERFORMER

• 35-64 year olds within 50 miles

• 43 clicks, 35 page likes

• $8.15-23 cents/like

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PAGE AD- 2nd Best

• 18-35 year olds within 25 miles – 863 impressions

• 17 clicks, 13 page likes

• $2.09-16 cents/like

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VARIATIONS

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PROMOTED POSTS • Promoting your POSTS will get ENGAGEMENT

with your messages.

• This is also done in two ways: • In News Feed – “Ad”

• On right-hand side – “Sponsored Story”

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HOW TO PROMOTE A POST

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Targeting options are the same as Page Likes.

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EXAMPLES

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PROMOTED POST

• TOTAL REACH: 13,685

• TOTAL CLICKS 454

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PROMOTED POST “We made it to 6,000 Facebook

Fans so it's time for a giveaway! LIKE this status before midnight for a chance to win 1 of 6 Unlimited Ride Armbands! *Valid any one weekday (Monday-Friday)”

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1 2 3 Find ‘em: Get ‘em: Keep ‘em:

Ads Likes Engage

FACEBOOK GOALS

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CONTESTS Facebook

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THE DOS & DON’TS DO

• Utilize Likes and/or Comments as a voting mechanism

• Collect entries by having users message you

DON’T • Place contests on personal

Facebook timeline

• Require people to tag themselves in promotions

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TOP 5 CONTEST TIPS 1. SET GOALS • What are you trying to achieve? Ex: likes, email addresses,

comments, etc.

2. CONSIDER THE AUDIENCE • Important in determining your prize package

3. DETERMINE CONTEST TIMEFRAME • Run daily small contests for likes & comments or longer timeframe

for more personal information

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CONTEST TIPS, CONT. 4. CREATE A PRIZE PACKAGE • If your prize is bigger, you can ask for more information

5. PLAN THE FUFILLMENT • Know how quickly you can deliver and make sure it’s within the

expiration date

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CONTESTS FOR INTERACTION

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EXAMPLE

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CONTESTS FOR MORE DATA

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IFRAME IN TO FB

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THE BIG CONTEST

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USE FOR EMAIL COLLECTION

467 entries

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LATER… “We just drew the name of the first winner of the ULTIMATE FAIR EXPERIENCE! Are you ready to know who it is?”

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1 2 3 Find ‘em: Get ‘em: Keep ‘em:

Ads Likes Engage

FACEBOOK GOALS

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WHAT DO I POST?

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Whatever gets action from your audience.

SIMPLE ANSWER:

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If other people like/share/comment

on your post…

FACEBOOK SHARES IT WITH MORE

PEOPLE

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POPULARITY CONTEST

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ADVICE FOR “NEW” WORLD Mimic what you see on the platform. Content is King, but

context is even more important.

Don’t interrupt or be intrusive. Talk about what they’re talking about.

Example: My late talking son.

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ADVICE FOR “NEW” WORLD Share “jabs,” non-direct to what you sell. Aim to hit an

emotion so hard that the customer wants to share it, because it will say as much about them as your event.

Example: Remember when you were little and asked for ice cream. What happened?

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ADVICE FOR “NEW” WORLD Be a real person, like a friend. Share:

• Entertainment to help them escape

• Useful information they can utilize

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ADVICE FOR “NEW” WORLD Leverage pop culture

• Show customers you love the music, shows, etc. they do

• BE READY when something happens you can leverage

• Examples: Ponchos, Harlem Shake, Oreos, Sound of Music

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Ask questions in your posts

that get people to talk about themselves in relation to your event.

DEEP THOUGHT

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GRANDPARENTS DAY

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TEXT “Happy Grandparents Day! If you have a special memory with your grandparent or grandkid at the fair, please share!

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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.”

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FUN POSTS

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PROMOTIONAL POST

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PROMOTIONAL POST “Don't miss our CRAZY GOOD

DEALS on the Weekend Pack and Weekend Super Pack. The savings on these online only specials can't be beat! BUY NOW! http://buff.ly/1fKA1BQ”

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YOU CAN TRY THIS AT HOME. Don’t worry…

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EXAMPLE “Are you a Facebook Fanatic? LIKE our page, then tag us in a photo while you’re here and we’ll give you a free t-shirt if you show us your post!”

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NERDY Now, for a

Party Trick.

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IMAGES are so important.

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EVER TAKEN 10% of photos

Were taken in the last 12 months.

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POSTS WITH PHOTOS The engagement rate of Facebook

is so much greater than without.

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IMAGES are hard.

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NEWS?

Do you share

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MOMS?

Do you market to

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PINTEREST

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PINTEREST

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Luckily, both are easy!

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PINTEREST

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YOUNG?

Is your audience

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Instagram Incorporate

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Mainly

MOBILE

Known for image

DOCTORING

Trends

YOUNGER

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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

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INSTAGRAM

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We’ll give you X when we have X Instagram followers. Take a picture and win!

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SNAPCHAT Great for 13-25

year olds

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IDEAS FOR SNAPCHAT • Have people send you a snapchat with themselves at your

event • Snapchat them 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

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BROAD?

Is your audience

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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.

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WHEN TO POST?

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You have news. Do not post when

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EXPERIMENTING to see what works best for you.

Do some

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SCHEDULING POSTS

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www.bufferapp.com

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TWITONOMY

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TAGGING If you want to use

Use FACEBOOK to schedule posts!

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acting as your page!

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EDITORIAL CALENDAR

www.saffireevents.com/calendar

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Don’t forget to drop off your business cards.

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FREE ONLINE MARKETING TIPS

Website www.saffireevents.com

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Twitter @SaffireEvents

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Questions?