Real Time Online Marketing-CAFS

Editor's Notes

1. We are going to give you lots of great info today you’ll be able to use to immediately increase revenue for your event. But you don’t need to take notes. Just come up afterwards and give us your business card, and we’ll send you a link to the slides right after the conference.
2. They say put your money where your mouth is; let’s talk about these things.
3. Five years ago, most of us probably felt like we were spending a ton of time online. But internet usage has more than DOUBLED since then! 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.Even if we’re not personally following this trend, our customers are, and they are the ones we most need to reach in order to grow.Are we following this trend?Do we think our customers are?
4. By 2014, more people will access your website via mobile devices than desktop computers. Based on the trajectory I’ve seen, I believe it!
5. Saffire Events was founded by Kendra Wright, who has been building websites since 1995, when the internet began.In 2000, she joined forces with Aaron Pederson, Saffire Events’ technical director, and Jeremy Emerson, Saffire Events’ creative director.
6. Besides their work in the event industry, their team does work for large consumer companies in a lot of industries. This gives a breadth of experience that they bring to marketing events online.
7. Cassie does website, mobile and social networking.
8. Blog – you update and customers commentThe rest, both you and your customers can contribute.
9. This is a format I’ve loved and used for years. It’s super simple (and I can send it to you – just request it). Just put the dates down the left and the mediums across the top. Then start filling in things from your brainstorming session.
10. Sometimes, however, your guy isn’t available.
11. #1 we all know nothing sells an event like photos. Photos are also an EXTREMELY personal way to share an event, especially if the photo is of them. This is one of the great things about localized eventsAbout half of young Americans find their news through Facebook. Do you make it easy for people to share content and articles?
12. Selling advanced tickets to your event is like an insurance policy against all these things. Things happen. People get busy. They use up all the money from their current paycheck. But if they have a ticket to your event, they will probably come. But not all of them will. People will spend incremental revenue.And because redemption won’t be 100%, you can even afford to discount tickets and/or offer free shipping off the gate price, and still make more than you would have.
13. Selling advanced tickets to your event is like an insurance policy against all these things. Things happen. People get busy. They use up all the money from their current paycheck. But if they have a ticket to your event, they will probably come. But not all of them will. People will spend incremental revenue.And because redemption won’t be 100%, you can even afford to discount tickets and/or offer free shipping off the gate price, and still make more than you would have.
14. Videos account for 50% of all online traffic as of January 2012
15. Videos account for 50% of all online traffic as of January 2012
16. http://www.socialmediaexaminer.com/12-ways-to-market-your-event-with-social-media/http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.html Source Mashable.
17. http://www.socialmediaexaminer.com/12-ways-to-market-your-event-with-social-media/http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.html Source Mashable.
18. http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.html
19. http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.htmlPost - media section, event section, etc
20. So you know you need to be on Mobile, but what should you do- an app or a mobile site? And do you know the difference? App: Downloadable interface that installs Mobile site- DEFINITELY. You’ll reach MORE! That way you don’t have to guess which phone will “win!”The same technology you use to build mobile also works for tablets (no Flash)An app only reaches your most loyal followers while a mobile site reaches EVERYONEQR codes only go to mobile sites!
21. If you’re doing it, so are your customers. Figure out ways to market that link different forms of technologyTablet/Laptop/Phone/TV: Pick two and link them
22. Fascinating which things it doesn’t matter if it’s DURING the program even! Not just during commercials
23. Therefore, the use of personalization, smart timing, and enticing calls to action are essential in making your content stand out and receive the desired attention. These best practices and much more are detailed in our free guide to email success
24. Kendra – You can get statistics from your tool, so you should test, but Tuesdays mid-morning is the best time historically.Big events like Rodeo Austin can have a monthly newsletter, but especially for smaller events, we don’t recommend a publicized schedule. It’s the kiss of death for not having news at the moment you’re “supposed” to send it. Instead have an internal calendar.
25. I’m always surprised that events don’t have email lists that they email on a regular basis. Does anyone here not email yet?
26. The most important place to collect addresses on an ongoing basis is from your website. These people have self-selected that they like receiving information electronically.Don’t:LINK to an email signup (include it on the page)Put it on just the HOMEPAGE (put it on every page)
27. Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
28. This is a format I’ve loved and used for years. It’s super simple (and I can send it to you – just request it). Just put the dates down the left and the mediums across the top. Then start filling in things from your brainstorming session.
29. Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
30. Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
31. We talked about how your goal in your content is to get clicks to your website, blog or Facebook. But none of this means anything if people don’t open it in the first place! Make sure you have a good subject line!What is a good open rate?
32. So what’s the format? Simple. You just need a headline, some imagery, text and a call to action. Some research shows that Click Here gets lots more clicks, but I’d include it not as the link – make the link be the actual action you want them to take.