mfea 2014 - the best 25 ideas for online marketing
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CASSIE ROBERTS|SAFFIRE EVENTS
THE 25 BEST NEW IDEAS FOR
ONLINE MARKETING
SOMETHING BUT
WAS MISSING
HELP MORE PEOPLE! We wanted to
TODAY
OVER 140 EVENTS, VENUES
DESTINATIONS & ASSOCIATIONS
TRUST SAFFIRE
It’s going to be a wild ride!
GET READY!
We’ll send you the slides.
NO NEED
FOR NOTES
1 HOMEPAGE SIMPLICITY
Now more than ever, your homepage must be enticing.
• Users spend <10 seconds on a webpage.
• What would a user see in 10 seconds on your homepage?
• Could they find something they wanted to click,
or would they leave?
• Be “digestible”
CONSIDER BIG BRANDS
ADD PHOTO UPLOADS Use interactivity to increase time on site.
Allow your customers to upload their photos to your website. Have
a photo contest! (Later, use these photos for your marketing.)
2
OTHER INTERACTIVITY • Polls
• Photo galleries
• Video galleries
• Music players
Little clicks Big clicks
Big clicks Purchases
3
SIKESTON RODEO
ON SOCIAL: INCLUDE A PHOTO
• EVERY social platform reports higher
publishing rate and interaction when a photo
is included.
• Tweets get 2x more interaction.
• Facebook posts get .37% vs. .27 without.
4
EXAMPLE
PHOTO IN POST-NOT LINK • On social media, use the Upload Photos/Video function to
publish photo files directly into your post instead of posting a
link that shows a thumbnail.
5
The
Difference?
LINK TO PHOTO
PHOTO
CAN EVEN EXPAND POST
ALSO INCLUDE VIDEO • Include video on your website, email and social media.
• Link to YouTube or embed the video right in your page.
• Video is the most popular content on the web
• Consider This: 100 MILLION videos are watched every week on
YouTube.
6
6
12x MORE Videos are shared
than links/text posts
6.5 YOU CAN’T CONTROL FACEBOOK
FOR HELP WITH PHOTOS • USE CANVA!
• Really awesome online photo editing tool
• Can add text to photos
• Choose layouts based on what size picture you want to use
7
7
INSERT CANVA!
MAKE FOLLOWERS INSIDERS • Train people that they are the first to know if:
• They follow you on Facebook & Twitter followers
• They are on your email list
• Also share more behind-the-scenes information (that you
think is boring).
8
7
POST VENDOR DEALS • Ask your vendors to participate in a “2 for 1” or
other discount deal
• Post it to your website, social media, email and/or text it.
• Remember to include a photo if you’re sharing on
social media!
9
9
WEST END FAIR
EXAMPLE TEXTS
PARKING-GREAT FOR TEXTS
• If your event is notorious for bad parking/traffic, promote
your text list as an update mechanism. • Easy to send out as your situation change
• Put a volunteer in charge.
• Might want to include a “Don’t Text & Drive!” every so often for your civic duty.
10
10
98% OPENS Text Messages get
compared to 22% for emails
(Source: Venture Beat)
CREATE INTERACTIVE CONTESTS
• Use Facebook Likes and Comments as voting
mechanisms--it’s okay!
• You still can’t make people tag themselves or share the
post as part of a contest.
11
ASK FOR WHAT YOU WANT • Please SHARE!
• Please RT!
• COMMENT with your vote!
BE BIGGER THAN YOURSELF
• Post what people are talking about already! • Weather
• Local news stories
• Incidents or accidents
• Be a resource for things going on in the
community.
12
12
COLORADO STATE FAIR
INCORPORATE INSTAGRAM
Organized by
HASHTAGS Trends
YOUNGER
Mainly
MOBILE
13
WHO USES INSTAGRAM?
TRY IFTTT • It stands for: IF THIS THEN THAT.
• You create “recipes” to make something automatically
happen within your social media.
• For Saffire: If we post to Instagram, automatically post
it on Facebook, Twitter and Google+.
• Search IFTTT in your App store or go to www.ifttt.com.
14
BUFFER-FOR NON-IMAGE POSTS
NEW FACEBOOK STRATEGIES
There has been a decline in “organic reach”
for Facebook posts from >20% to <3%.
1. Re-evaluate your Facebook investment.
2. Optimize posts for sharing.
3. Engage your fans elsewhere.
4. Pay up.
15
FACEBOOK AD TARGETING • Your Facebook followers and people like them
• Your email list and people like them
• People who like certain organizations, TV shows, movies, music
• People of certain age, marital status, kids
• People who give to certain causes
16
17 PROMOTE YOUR SPONSORS
• Interact with sponsors - especially big ones - on social
media.
• Post their deals.
• They will retweet and favorite you.
EVERYBODY WINS.
EDITORIAL CALENDAR
www.SaffireEvents.com/calendar
LIVE TWEETS
• Show your live twitter feed on side screens
• Guests tweet with #YourEventName
• Their tweets show up on the big screen
18
PROMOTE ALL YEAR LONG
• Post photos of your grounds in the winter, covered
in snow…or rain as the case may be!
• Say something creative like, “We’re in hibernation!
What do you miss most about the festival?”
19
SERIOUSLY-ALL YEAR • Everyone loves a random holiday. Look them up in
advance, and post about them. You can even
schedule it in advance through Facebook!
19.5
GRANDPARENTS DAY
Make sure to “act”
as your page!
TWEET SHORTER • No need to use all 140 Characters!
• Tweets under 100 characters get 17% higher
engagement than longer tweets.
• Allow “space” for them to be retweeted.
20
QUALITY NOT QUANTITY Most effective tweets ask for:
1. A Download:
Increase clicks by 11%
QUALITY NOT QUANTITY 2. A Retweet:
Increase retweet by 311%
QUALITY NOT QUANTITY 3. A Follow:
Increase follows by an average of 85%
TWITTER ANALYTICS
• You can now view analytics from your twitter account!
• http://analytics.twitter.com/
• May have to enter payment information, but don’t
have to pay to access analytics.
21
ANOTHER NERD TOOL: TWITONOMY
INCORPORATING PINTEREST
• Add boards of things to do in your city, links to
your vendors pages, places to stay
• Craft projects, ‘how to’ cooking boards, etc.
22
COOL PINTEREST IDEAS
JOIN THE (EMAIL) CLUB
• Everybody loves to be a part of a club.
• Make your email list or text list a “club” sign up or
encourage people to pay to join with perks.
• Can do kids & adults!
23
MOBILE IS A MUST
• According to Forbes:
“87% of connected devices sales by 2017 will
be tablets and smartphones.”
ARE YOU READY?
24
I DON’T HAVE THE MONEY! • ONE-TWO PUNCH: 9 of 10 smartphone shoppers have used their
devices to buy products while at a brick-and-mortar store.
• MAKE A QUICK BUCK: 70% of mobile browser searches lead to action
within an hour
• KEEP ‘EM COMING: 50% smartphone users say, “If a retailer’s
technology isn’t easy the first time, I’ll stop using it.”
IF YOU CAN’T AFFORD AN APP:
EXAMPLE MOBILE STATS
40% Mobile Visits
43% Mobile Pageviews
54% Mobile Visits
40% Mobile Pageviews
47% Mobile Visits
44% Mobile Pageviews
ONLY WRONG TO BE SILENT
• The internet is fast moving; people are quick to forget.
Today’s story is yesterday’s history.
• ALWAYS RESPOND to comments, even negative. The worst
thing you can do is not be a part of the conversation.
25
FREE ONLINE MARKETING TIPS
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Twitter @SaffireEvents
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YouTube saffirestudio
iTunes The Amplifier Event Marketing Podcast
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