latest and greatest in online marketing - laff
DESCRIPTION
Learn about the latest best practices for online marketing, including having a great website, efficient content management, ecommerce and interactivity with social media integration.TRANSCRIPT
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LATEST AND GREATEST IN ONLINE
MARKETINGKendra Wright
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
THANKS FOR COMING!
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
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.
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
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
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
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
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
HISTORY
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
FUTURE
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
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
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
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
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
HOW GOOD DOES MY SITE NEED TO BE?
User expectations are set by
their aggregate experience from around the web.
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
KENDRA’S LAW
Your customers spend the majority of their time on
other sites than your fair or festival website.
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
CHECK OUT SPORTS SCORES
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
SEE A MOVIE
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
BUY A BOOK
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
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
?
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
ENGAGEMENT
LET CUSTOMERS MARKET FOR YOU
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
GET ENGAGEMENT
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
HERE’S HOW
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
SIMPLE, WELL-ORGANIZED HOMEPAGE
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
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
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
IS EMAIL DEAD?
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
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
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
MAKE IT EASY TO BUY
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
IT’S MONEY IN THE BANK
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
WHAT OVERTAKES DESKTOP IN 2014?
Source: Morgan Stanley Research
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
THE IMPORTANCE OF MOBILE
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
APP OR MOBILE SITE?
Android48%
Apple iPhone29%
BlackBerry17%
Microsoft5%
Smart Phone Users
Source: Comscore, Nov. 11
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
PROS AND CONS
http://www.onlinemarketing-trends.com/2011/04/mobile-commerce-take-off-infographic.html
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
WHAT THE HECK IS THIS?
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
CONNECTS PRINT WITH MOBILE
Source: Google/IPSOS Reid 2011
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
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/
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
DON’T FORGET TABLETS
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
WHAT IF YOUR SITE IS HARD TO MAINTAIN?
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
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.
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
UPDATING WORDPRESS
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
Go to Other Peoples’ Parties
• Be a good guest
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
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
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
UPDATING FACEBOOK
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
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
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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
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
UPDATING TWITTER
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
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
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
UPDATING YOUTUBE (VIDEO SHARING)
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
UPDATING FLICKR (PHOTO SHARING)
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
PINTEREST (NEW SOCIAL PHOTO SHARING)
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
LOCATION-BASED MARKETING
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
CREATING LOCATION-BASED MARKETING
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
BE EFFICIENT WITH HOOTSUITE
HootSuite manages: • Facebook• Twitter• Wordpress blog• Foursquare
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
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!)
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
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
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
WWW.FAIRSEVERYWHERE.COM
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
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
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Software for Events. Your Event. Online.
www.saffireevents.com
2/5/2012 © 2012 – Saffire Events
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!