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STRATEGIC ONLINE MARKETING FOR BUSINESSES & EVENTS CASSIE ROBERTS
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STRATEGIC ONLINE MARKETING FOR BUSINESSES & EVENTS
CASSIE ROBERTS
YOU DON’T HAVE TO TAKE
(PERFECT) NOTESI will post these slides to slide share and send the link to Dr. Heere & Amy
INTERNET WINS 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 RobertsManager, 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 DODevelop 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
AGENDAPrioritize your WEBSITE Using SOCIAL MEDIAMaximize your MOBILE presenceImportant STATISTICS TO WATCH How to make money with EMAILSpecific ONLINE MARKETING IDEAS
YOUR WEBSITE
HOW DO YOU MANANGE YOUR
SITE
YOUR WEB GUY
THE GOALTo 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
WORDPRESS-NOT 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 TO FIND
Don’t have more than 5-7 links in one place.Make your information hierarchical.
MAKE IT FUNUse photos- events are naturally photogenicGive 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 O’Reilly Auto Parts Fun Run!”
ECOMMERCE
ECOMMERCE = INSURANCE POLICY
ECOMMERCE IS STILL GROWING
SOURCE: emarketer & moderate
REDEMTION RATES80/20 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?
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.• What are they looking for when
they get to your mobile site? ECOMMERCE!
WHY MOBILE?
WHAT MAKES A 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? Improve SEO or online marketing of your site
SITE VISIT
S
4 IMPORTANT THINGS TO WATCH
• High bounce rate? Improve your homepage
BOUNCE
RATE
4 IMPORTANT THINGS TO WATCH
• Not enough action? Make your website more compelling (good rate: 2%)
ACTIONS/
CONVERSION RATE
ONE MORE THING TO WATCH
• Low time?Add interactivity and other “stickiness”
TIME ON
SITE
SOCIAL MEDIA
2013: THE YEAR OF THE…
Story!
VISUAL STORYTELLING
A marketing technique that can bring you increased
exposure, better customer engagement and retention,
and more sales.
THE KEY TO SUCCESS
Create visual features that
tell a story about your event.
Share them everywhere.
FACEBOOKYour top social media priority1 billion monthly active usersOne in every seven humans on earth is an active Facebook userFacebook trends to know• People use it on mobile• People use it for photo sharing
TWITTERYour 2nd priority for social media530 million accounts340 million tweets a day1 million accounts addedto 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 priorities4 billion videos/day viewed800 million unique users visit YouTube each month44% of YouTube’s users are agedbetween 12 and 34
YOUTUBE
Customers exposed to videos are 437% more likely to engage in your brand.
• Engagement = Purchases
RECOMMENDATIONMake your videos raw and not too produced to help
customers identify with your brand.
What is the fastest growing
website of all time?
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!
EMAIL MARKETING
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 tacticSource: CMO Council, May 2012
WHAT’S COOL ABOUT EMAIL?
EMAIL IS KEY FOR ONLINE SALES
Email is the top revenue generator for many companies (even above social media)Email gives some of the fastest results, often within 24 hoursEmail is the most cost-effective marketing tool
COMPELLING REASONS TO
• Outlook contacts• Board of directors• Volunteers• Sponsors• Exhibitors• Past purchasers• Etc.
START WITH YOUR STAKEHOLDERS
EMAIL SIGNUPS ON EVERY PAGE
HeadlineImageText (short, with links)Call to action• Consider “Click here to enter
now!”
EMAIL ARTICLES: THE FORMULA
CONSIDER A PYRAMID
one main story
two smaller features
TEST AGAINST
EACH OTHER
two smaller features
Don’t tell the whole story.
Goal: CLICKS!
WHAT WILL WE SAY?
EXAMPLE OF SAFFIRE
CAMPAIGNS
Include something recognizableUse action wordsNot too spammy50 characters or less• Turn into Tweet, with 120 characters,
# and shortened URL• Turn into Facebook, with 150
characters, graphic and no #
SUBJECT LINES LEAD TO OPENS
SPECIFIC ONLINE MARKETING IDEAS
Ask questions that get people to talk about themselves in relation to your event onlineThink about what YOU and YOUR AUDIENCE would want to click!
DEEP THOUGHT...
MAKE PEOPLE FEEL LIKE INSIDERS
Be the first to know about X via social media!
See behind-the-scenes looks at our event!
Your customers feel special, and they are more likely to be long-term followers.
SINCE PHOTOS 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
CREATE AN EDITORIAL CALENDAR
Your website is your first priorityIf you can, get a mobile websiteIn this order, focus on this social media
• Facebook, Twitter, YouTube, Pinterest/Instagram
Prioritize email, especially during your eventImprove your trackingCreate an editorial calendar
TO REVIEW
THANK YOUI will send…
These slides
The Editorial Calendar template
Email me! [email protected]
Follow us on Facebook (SaffireEvent) and Twitter (@saffireevents)
