latest and greatest in online marketing - laff

LATEST AND GREATEST IN ONLINE

MARKETINGKendra Wright

Software for Events. Your Event. Online.

www.saffireevents.com

2/5/2012 © 2012 – Saffire Events

THANKS FOR COMING!




DON’T WORRY!

• You don’t need to take notes.• Give me your business card at the

end of the presentation, and I’ll send you the slides.




SAFFIRE EVENTS LEADERSHIPKendra WrightPresident

Aaron PedersonTechnical Director

Jeremy EmersonCreative Director

Experience:• Leads a team of

highly skilled programmers

• Finds the perfect technology for the job

• A different breed of techie – speaks English!

Experience:• A classically-

trained artist with 14 years of online design experience

• Oversees the process of bringing your brand to life online

• In touch with client needs and success

Experience:• Began building

websites in 1995 for Fortune 1000 company

• Started her own company in 1998

• Is a marketing person at heart




THE TEAMChris LugarSenior Software Engineer

Jessica Bybee-DziedzicSenior Account Manager

Adam DispenzaQA Specialist

Chris HowardFront End Developer

Rebekah HardageMarketing Manager

Kirk WrightVice President, Marketing

Daniel BunnSoftware Engineer

Jonathan HopeSoftware Engineer

Cassie RobertsManager, Sales & Partnerships




HISTORY




FUTURE




INTERNET WINS POPULARITY CONTEST

• 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.

Are you following this trend?Do you think your customers are?

Source: http://bits.blogs.nytimes.com




DOES YOUR MARKETING ADD UP?

Rodeo Houston has asks people as they leave the event how they heard about it. Here’s what they say:

6% - Newspaper & print ads9% - Radio 10% - TV46% - Online




HOW GOOD DOES MY SITE NEED TO BE?

User expectations are set by

their aggregate experience from around the web.




KENDRA’S LAW

Your customers spend the majority of their time on

other sites than your fair or festival website.




CHECK OUT SPORTS SCORES




SEE A MOVIE




BUY A BOOK




MEASURING YOUR SITE

Fair A Fair B Sports Site Activity Site Retail Site YOUR FAIR0

1

2

3

4

5

6

7

8

9

10

Series1

?




ENGAGEMENT

LET CUSTOMERS MARKET FOR YOU




GET ENGAGEMENT




HERE’S HOW




SIMPLE, WELL-ORGANIZED HOMEPAGE




MAKE IT EASY TO SHARE

• Put Facebook and Twitter logos on your homepage (at least)

• Put an email signup ON your homepage

• If you can, allow people to Facebook or tweet individual events

• If you can, allow people to upload photos and/or videos




IS EMAIL DEAD?




HOW TO EMAIL

• Tools are inexpensive – Check out Constant Contact, Mail Chimp, others…

• Set up your website so emails go there directly

• Send out short emails more frequently

• Try different days, but Friday mid-morning might be your best bet




MAKE IT EASY TO BUY




IT’S MONEY IN THE BANK




WHAT OVERTAKES DESKTOP IN 2014?

Source: Morgan Stanley Research




THE IMPORTANCE OF MOBILE




APP OR MOBILE SITE?

Android48%

Apple iPhone29%

BlackBerry17%

Microsoft5%

Smart Phone Users

Source: Comscore, Nov. 11




PROS AND CONS

http://www.onlinemarketing-trends.com/2011/04/mobile-commerce-take-off-infographic.html




WHAT THE HECK IS THIS?




CONNECTS PRINT WITH MOBILE

Source: Google/IPSOS Reid 2011




HOW TO USE QR CODES

• Use for general and more purposeful engagement– Track performance

with Google Analytics – FREE and EASY to

implement, e.g., http://www.qrstuff.com/

http://www.qrstuff.com/

http://www.qrstuff.com/




DON’T FORGET TABLETS




WHAT IF YOUR SITE IS HARD TO MAINTAIN?




SETTING UP WORDPRESS

• Sign up for an account from your desktop

• “Skin” it to match your website (or it can be your website!)

• Use it for longer articles or more pictures, linked from Facebook, Twitter, etc.




UPDATING WORDPRESS




Go to Other Peoples’ Parties

• Be a good guest




FACEBOOK IDEAS

• Make people feel like insiders– First to know– Behind the scenes (not too “professional”)– Consider funny – tweets from mascot, etc.

• Ask questions that get people to talk about themselves in relation to your event

• Do giveaways with charitable tie-in• Take pictures of crowd at concerts, post them

and encourage them to tag themselves




UPDATING FACEBOOK




TWITTER IDEAS

• Have a contest for front row concert seats– Text, tweet or post on FB page NOW =

publicity

• Judiciously promote big sponsors for retweet– Same with vendors and entertainers

• Show live tweets on concert side screens– Give a hashtag

Software for Rodeoswww.saffireevents.com

Copyright 2011 – Saffire Events

WHO’S USING IT?

Let’s try it now:Watching <super fun> presentation by @saffireevents at #LAFF




UPDATING TWITTER




FLICKR/YOUTUBE IDEAS

• Give people lots of ways and reasons to share event photos and video– They tend to be very viral– You get great photos!

• Contests!– Behold the power of a t-shirt




UPDATING YOUTUBE (VIDEO SHARING)




UPDATING FLICKR (PHOTO SHARING)




PINTEREST (NEW SOCIAL PHOTO SHARING)




LOCATION-BASED MARKETING




CREATING LOCATION-BASED MARKETING




BE EFFICIENT WITH HOOTSUITE

HootSuite manages: • Facebook• Twitter• Wordpress blog• Foursquare




WHAT’S MOST IMPORTANT?

• 800M Facebook users (as of Dec ‘11)– 36M “likes” for Coca-Cola #1 brand

• 100M+ Twitter users– 18M followers of Lady Gaga - #1

• 131M viewed YouTube in Nov ‘11 alone– 48M Volkswagen “The Force” on YouTube– Rebecca Black’s “Friday” - #1

• 62M Google+ (but early adopter advantage)• 15M Foursquare (but great demo for fairs!)




OTHER IDEAS

• Have a vote or quizAnswer on:mobile sitetextappQR codeetc.

• Allow groups to get $ for their orgs for advance sales; host trip for winners




WWW.FAIRSEVERYWHERE.COM




THANK YOU!

• Give us your business card, we’ll send you our slides!

• We’ll also give you a free subscription to The Dirt!

• Write DEMO on your card if you’d like to get a free demo of Saffire.

• Write PINTEREST if you’d like a Pinterest invite

• We’re having a webinar on February 15




WHAT WE PROVIDE

• Increased revenue – When people click, they engage, and when they engage, they buy. We give them lots of reason to click!

• Stretched marketing dollars – Social networking makes it easy for customers to tell all their friends about the fair. We give them lots of things to share!

• Increased efficiency – Great content management with online forms means no waiting on “the guy” or data entry!

latest and greatest in online marketing - laff

Documents