saffire events presentation social media

Social Networking 101

Cassie Roberts & Rebekah Hardage

Software for Events. Your Event. Online.

www.saffireevents.com

1/24/2013

© 2012 – Saffire Events

PRESENTERS

Cassie RobertsManager, Sales & Partnership

Experience:

• Received BS Public Relations,

& Masters Sport

Management, The University

of Texas

• Born in Central City, NE

• United States Olympic

Committee

• Rodeo Austin

Rebekah HardageMarketing Manager

Experience:

• Received a BA in Journalism

& Public Relations from

Baylor University

• Expertise in email marketing,

social media, analytics, etc.

• Manages all marketing

efforts for Saffire



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LEADERSHIP

Kendra 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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THE TEAM

Chris LugarSenior Software

Engineer

Jessica Bybee-

DziedzicSenior Account

Manager

Adam DispenzaQA Specialist

Chris HowardFront End Developer

Rebekah HardageMarketing Manager

Daniel BunnSoftware Engineer

Jonathan HopeSoftware Engineer

Cassie RobertsManager, Sales &

Partnerships



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HISTORY



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SAFFIRE EVENTS



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SAFFIRE EVENTS

More announcements coming soon!



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AGENDA

What is Social Networking?

Why do I need Social Networking?

Which outlets should I use and how do I use them?

How do I integrate Social Networking in to my website?



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• The practice of expanding the number of

one's business and/or social contacts by

making connections through individuals.

– www.whatis.com

http://www.whatis.com/



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• A social structure consisting of individuals

or groups who are connected to each

other, for example through friendship.

– www.Lexicon.com

http://www.lexicon.com/



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1. The development of social and professional contacts; the sharing of information and services among people with a common interest.

2. The use of Web sites or other online technologies to communicate with people and share information, resources, etc.:

– www.dictionary.com

http://www.dictionary.com/



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• Our working definition:

– Social networking is the practice of connecting

your customers through social media outlets to

facilitate positive relationships that grow your

brand.



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Let’s clear something up…

• Social media and social networking are not

synonyms.

• Social media are the OUTLETS like Facebook,

Twitter, etc.

– Use social media outlets to create your social

network.

• The social NETWORK is what you create to

bring value to your event.



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For Visual Effect…

+YOUR INTERACTIONS

SOCIAL NETWORK

______________________



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Be Socially Responsible

REMEMBER: Social Media is only as good as the

interaction you can get from your customers on it

• Social EARNED networking

– Social Media outlets like Facebook and Twitter

may be free, but don’t be mistaken…

– Give customers lots of opportunities to interact

with you in a way they feel comfortable



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AGENDA







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Why use Social Networking?

Social Networking Levels the Playing Field

• Marketing (in general) is one of the largest expenses in any company

• Social networking levels the playing field with “the big boys”

• Compared to other forms of marketing, the cost to market a brand in social media is low.

• No matter the size of your event, you can be an effective social networker!



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Local TV Ad

Campaign: 200,000

people/commercialPrint: Varies

based on

Send

Traditional Networking Model

Local Radio Ad:

5,000 people/

commercial

*Based on midsized market



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Social Networking Model

ME: 1

My Friends: 500+

My Friends’ Friends

250,000+



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Social media helps to expand the reach of your message and has a

tremendous impact on the number of impressions that are generated for SEO.

Social media and SEO go hand in hand.



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Facebook

- 901 million monthly active users

- 250 million photos uploaded every day

- 425 million mobile users

- One in every seven humans on earth is an

active Facebook user



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Twitter

- 530 million accounts

- 340 million tweets a day

- 1 million accounts added to Twitter every day



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YouTube

- 3rd most visited site

- 4 billion videos are viewed a day

- 800 million unique users visit YouTube each

month

- 44% of YouTube’s users are aged between 12

and 34



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Pinterest

- One of the top 10 largest social networks

with 11 million visits per week

- 10.4 million registered users

- 3rd largest social network in the US



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In summary…

Use Social Networking to:

• Reach a different audience

• Level the playing field

• Take advantage of the viral effect



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AGENDA







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Overwhelming?



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Company Plans to Increase Social Media



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Which Outlets Do I Use?

• Coca-Cola has reported that Facebook fans

are 2 times as likely to consume & 10 times

more likely to purchase than non-fans.



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Effective Facebooking

Cover Photo Be creative! Use this space to make big announcements, i.e.

event dates and upcoming performers.

Change it daily during your event to highlight the day’s activities.

You can’t put links on your cover photo.



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Profile Picture Don’t forget the profile picture!

It will still appear throughout Facebook and needs to be able to stand alone and represent your brand.



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Milestones Facebook’s timeline

automatically creates a history of your event.

Mark when your company was founded.

Call out important photos and events by clicking the star on a post to expand the photo to a widescreen view.

You can even pin content so it will remain the top post for 7 days.



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• eMarketer has reported that over 50% of

Twitter followers are more likely to purchase

from brands they follow



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Setting up your Twitter

• No More than 15 characters in Username

– Ex: Amador County Fair

– @AmadorCountyFair = 16 Characters

– @AmadorCoFair

– Using your real business name makes it easier for Search

Engines, and therefore your customers, to find you

Include your state in your username if you need to

differentiate yourself!



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Setting up your Twitter

• Get 10x more followers when you add a

photo

• Get 8x more followers when you add a bio



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Tricks and Tips for Tweets

• Tweets between 120-130 characters get the highest click through rates

• Tweets containing via, RT, please and check had higher click through rates

• News of weird/human interest stories• Tweet on the weekends

We don’t like to work on weekends either.

Use: www.hootsuite.com to schedule social media in advance.

http://www.hootsuite.com/



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Stuck on What to Post?

• Blog Posts

• Questions

• Testimonials

• Contests

• Photos/Videos

• Retweet



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The Art of the Hashtag

Twitter Hashtag Definition (courtesy of Mashable):

The hashtag is a way for Twitter users to organize

themselves: if everyone uses a certain hashtag to tweet

about a topic, it becomes easier to find that topic in

search, and is more likely to appear in Twitter’s Trending

Topics.



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ENSURE ADOPTION OF A HASHTAG

Sorry!

You can't!



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The Art of the Hashtag: Example

• Hashtags preferred by Olympics:

#London2012 #Olympics #GoUSA



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What you can do:• POST it – relevant places on your website/blog

• PRINT it – event materials, signage, scoreboards, etc.

• PUBLICIZE it – Twitter feed, regularly and consistently

It is vital to make it easy for your customers to find, adopt and promote it.



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Social Media Management



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Experian reports that Pinterest had 21.5 million

visits the last week of January, which is 30 times

the number of visitors over July 2011.



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Pinterest

• Fastest growing website of all time

– 1st to get 10 million unique visitors in a month

• Pin A Photo

– Tell your story

• Pin A Quote- www.shareasimage.com

http://www.shareasimage.com/



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PINTEREST



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What to Pin

• Pinterest=Personality

– Make pin boards that reflect your event’s

personality

• Food, Rodeo, Animals, Carnival Rides, Parades,

Fireworks, the possibilities are literally endless!



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Saffire Events



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American Royal



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Fort Worth Stock Show & Rodeo



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• 98 out of 100 of AdAge’s Top 100 advertisers

have run campaigns on YouTube



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YouTube

• Customers exposed to videos are 437% more likely to engage in your brand

– Engagement = ticket purchases

• Videos account for 50% of all online traffic as of January 2012

Make your videos “raw” and not too “produced” to help

customers identify with your brand



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Ideas for YouTube videos

• Be helpful: Provide advice, tips and tricks or

answer FAQ’s

– (BONUS: Customers may actually do what you

suggest!)

• Record people saying how great your event is

• Record Holiday greetings



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AGENDA







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Integration with Website

• That’s where most of your information, email signup information and ecommerce is located right?

• Do you know how to post on your social media to get clicks back to your website?

• Get customers and sponsors to repost/retweet• Mention them by name!



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Links to Website

• The ultimate goal of your posts is NOT simply

to get people to read them

– They’re short

– They don’t have ecommerce

• While it’s great to get people to share, it’s not

as powerful without a strong website

• www.bitly.com

http://www.bitly.com/



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Three LEVELS of Social Media InteractionFacebook or Tweet out the entire EVENT



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Facebook or Tweet out a SUB EVENTThree LEVELS of Social Media Interaction



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Facebook or Tweet out a PHOTO of a sub-event

Three LEVELS of Social Media Interaction



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Stay up to Date

For easy updates on the social networking

world, we suggest:

• eMarketer: www.emarketer.com

• Mashable: www.mashable.com

• Ad Age: www.adage.com

http://www.emarketer.com/

http://www.mashable.com/

http://www.adage.com/



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We’re Here To Help!



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BE A SAFFIRE EVENT!



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Sources

• http://www.amazinginfographics.com/how-to-use-twitter-for-beginners/

• http://seo-alien.com/articles/social-media-business-marketing/

• http://www.amazinginfographics.com/how-to-use-twitter-for-beginners/

• http://www.brandingpersonality.com/10-content-ideas-that-generate-engagement-on-social-

media/

• http://www.nimble.com/

• http://www.inc.com/guides/201103/how-to-create-an-effective-company-facebook-page.html

• http://www.socialnetworkingwatch.com/all_social_networking_statistics/

• http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.html

• http://informitv.com/news/2006/08/31/skyviewpanel/

• http://www.publishers-edge.com/index_files/Paper_vs_Radio.htm

• http://communities.washingtontimes.com/neighborhood/media-migraine/2012/apr/22/social-

media-trend-watch-get-board-pinterest/

http://www.amazinginfographics.com/how-to-use-twitter-for-beginners/












http://seo-alien.com/articles/social-media-business-marketing/






















http://www.brandingpersonality.com/10-content-ideas-that-generate-engagement-on-social-media/


















http://www.nimble.com/

http://www.nimble.com/

http://www.inc.com/guides/201103/how-to-create-an-effective-company-facebook-page.html
















http://www.socialnetworkingwatch.com/all_social_networking_statistics/

http://www.socialnetworkingwatch.com/all_social_networking_statistics/

http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.html












http://informitv.com/news/2006/08/31/skyviewpanel/

http://informitv.com/news/2006/08/31/skyviewpanel/

http://www.publishers-edge.com/index_files/Paper_vs_Radio.htm




http://communities.washingtontimes.com/neighborhood/media-migraine/2012/apr/22/social-media-trend-watch-get-board-pinterest/
















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