iafe zone 3/6 - new digital priorities: trends in digital marketing
TRANSCRIPT
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SAFFIRE PARTNERS WITH HUNDREDS OF EVENTS, VENUES DESTINATIONS & ASSOCIATIONSWITH A SIMPLE, INTEGRATED WEBSITE AND TICKETING PLATFORM.
and a 99% retention rate.
Up toare coming from mobile.
Ensure all your content is designed for all screen sizes, not just desktop (sometimes called “responsive design”)• Google penalizes websites that aren’t mobile-friendly
What’s so important about
YOUR BRAND
YOUR LAND?
Your homepage is to get the interview…
one big story
smaller features
smaller featuressmaller features
THE GOOD
Video watchers aremore likely to purchase.
• Make them quick and fun• Get a $20 external microphone• Use a (little) tripod• Content with testimonials, fun tutorials, interesting stories• YOU HAVE SO MUCH MATERIAL!
The Family Tree
YouTube
The Family Tree
YouTube
• Search-oriented• 2nd largest search engine• Lower organic reach
• Feed-oriented• World’s largest social network• Higher organic reach
VIDEO IS IMPORTANT FOR BOTH!
• Appear on Google Display Network & YouTube• Lots of targeting – age, gender, location, interests, etc.• Video is causing mobile ad spending to surpass desktop ad spending in 2016
Social referrals now outnumber search referrals.And guess which social network is dominating?
FACEBOOKFacebook users account for 79% of all social referrals, accounting for 24% of ALL time users spend on mobile.
If you know who your audience is, APPEAL to THEM.
WHAT • What do you want to promote or share?WHO • Who will likely be interested?
WHY • What will get them there? What senses can you engage?
HOW • How do they redeem? Explain it well!
ANATOMY OF A FACEBOOK POST• It has a human tone• Compelling image or video• Separated messages (no long paragraphs)• Call to action word in all CAPS.• Don’t be scared of exclamation points!!
How many of you
on Facebook?
WWW.FACEBOOK.COM/BUSINESS
This is great for
Take it a step further• People who LOOK LIKE email list or website visitors• People who LOOK LIKE your Facebook fans
181 MILLION 117 MILLION
PEOPLE TRAVELING TO LOCATIONNarrow your audience to people TRAVELING in a location!
• Post photos and videos that show the “lifestyle” of your organization• Captions are key!• Use hashtags and location tags!
• Feed Instagram posts into YouTube, Facebook, etc.
• Ask people to upload photos with your hashtag• Have a Selfie contest – a scavenger hunt to win something!
• Have people Share to enter!• Better than Twitter- NO CHARACTER LIMIT• Better than Facebook- NOT AS MANY RESTRICTIONS
NOW INTEGRATED WITH FACEBOOK!
• Weather• Vanishing points• Blue (bad on Facebook)• Reflecting water (could be mud puddle – most popular)• “Right Now” in a location
• Start with LIVE PERISCOPE video, and repurpose for other social• Show & tell• Behind the scenes• Talk directly to your people (invite and/or tweet them)
FOR TWITTER TOPICS, USE TWITONOMY
How many of you
your prospects?
Please don’t forget about
EMAIL SIGNUP ON ALL PAGES
Text blasts getcompared to 22% for Emails
…in the first 3 minutes!
• Texting signups will be your Crème de la crème • The fastest way to get butts in seats• Appeal to “insiders” – Announce to them first!• Start it now, even if you don’t plan to use it for awhile
Isn’told news?
• You can’t increase sales online if they pay MORE with online fees!• Go back to the 80% rule• You can offer bigger discount because some won’t show
• Consider raising your gate fees, to incentivize getting better deal online• One client sells gate tickets for 2x online fees, and they sell 70-80% in advance!
Nine is the magic number! • $39 deals will outperform $34 deals!Make sure your commerce is mobile• Many think mobile commerce will overtake desktop in 2016Include “flash sales”• Deals of the day to keep people coming… and buying!Don’t forget to do sales-specific promotions (early bird, last chance, SAVE, etc.)
• Appeals to rich AND millennials• Makes individual tickets seem likeBARGAINS!• Brainstorm offerings!• Backstage tours• Exclusive meet & greets• Pre-event sneak peeks• Private clubs/restrooms
Start with blog or website content
Turn into email.Headline=Subject
ImageShort text
Link
Post on Facebook150 characters
ImageLink#
Post to Instagram100-120 chars
ImageLink#
Reuse best images on Pinterest &/or TwitterReuse videos on YouTube &/or Instagra
CONNECT PLATFORMS WITH IFTTT.COMIF you post to Instagram, THEN it can automatically post to Facebook, Twitter, Google+ & LinkedIn.
OR automatically post to BufferApp, which includes those things.
www.saffirecom/calendar
• Really awesome online photo editing tool• Can add text to photos• Choose from lots of layout templates• Now Canva for Work
[email protected]@teamsaffire