Bacon, Donuts, & Marketing™
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Whether you are increasing employee moral, promoting an event, or connecting with your online community, Mobloggy shows you the tips and tricks we have learned and the easiest ways to apply them. Rebecca Ruck of Mobloggy has attended the Social Media Success Summit the past 2 years and has learned directly from the world’s top social media marketing pros. Rebecca holds a degree in Mass Communications and has helped small businesses with marketing for 20 years. Learn marketing strategies for Facebook, LinkedIn, Google+, Twitter, Pinterest, Instagram and YouTube. We’ll discuss how electronic newsletters and blogging can help create trust, build a brand, and solidify YOU as the expert in your field. Learn types and goals for your promotions, and how to use these opportunities as part of your Engagement Marketing cycle. Learn the importance of listening and setting objectives for feedback. Develop good questions to ask and understand how to keep it simple. Intended Audience: The content is targeted at the beginner- to comfortable small-business marketer who is looking to build their marketing knowledge, or to reinforce what it is they already know.
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Bacon, Donuts, & Marketing™
- 1. Bacon, Donuts, & Marketing™ #BaconDonutsMktg © 2014
- 2. Social Media Strategist & Founder, Mobloggy® 2 Rebecca Ruck rebecca@mobloggy.com facebook.com/mobloggy @rebeccaruck @mobloggy
- 3. 3 Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Events & Registrations Offers & Promotions Newsletters & Announcements Feedback & Surveys
- 4. Facebook LinkedIn InstagramTwitter Pinterest Youtube WHERE ARE YOU TODAY?
- 5. First Steps 5 • Get your contact list together, even if it’s just five people. • Send email campaign monthly for engagement • New to social, fill in all fields, be consistent • Add starter content with FAQs & Pictures • Follow, Fan and Link to your best customers 1st
- 6. Grow your list 6 Add “Join My List” to your website Add a link to email signature Ask. Just Ask. Start somewhere. Even if it’s just friends and family. Set up Text To Join Get them on Facebook Create a Paper Form
- 7. • Set up “Welcome” & “Update” Emails • You can pre-schedule Email Campaigns • Create a Series using an Autoresponder • Use A Scheduling Tool for social engagement Automate What You Can 7 Make sure you listen and respond! 3 to 5 Times A Week, 20 mins at a time
- 8. 8 Marketing Small business marketing is Getting measureable results Delivering on your promise Nurturing relationships
- 9. 9 Marketing Engagement is the new word of mouth
- 10. Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
- 11. 11 marketing Types of events At its core, marketing is about eliciting a physical and measureable response
- 12. Measurable Response click or download come to the store or office schedule a session donate call
- 13. 13 You are not marketing. If you’re not measuring,
- 14. Pull response 14 Types of events What are campaigns? Push content
- 15. Pull registrations 15 Types of events What are campaigns? Push invitations
- 16. Types of events 16 Seminars and lectures Workshops and classes Social and networking Conferences Fundraisers and galas
- 17. Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
- 18. 18 Why run one? What’s your goal? Raise money or drive purchases Create engagement Celebrate milestones Reward loyalty Grow your list Educate
- 19. 19 A note about engagement… ENTICE to stay in touch ENGAGE People Engagement drives SOCIAL VISIBILITY Provide a “Wow!” EXPERIENCE
- 20. Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
- 21. 21 Promotion Communication schedule Maximize attendance (2 weeks out to event date)
- 22. 22 Promotion Communication schedule Maximize attendance (2 weeks out to event date) Provide tickets or confirmation Send email reminders Reminder on event website or homepage Updates and reminders on social media
- 23. Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
- 24. 24 Registration Information all in one place Easier. Available 24/7RSVPs and declinesPaymentsSell items, track donations
- 25. 25 Registration Keep it simple: invitation The subject line matters! Event details Logo or simple graphics Compelling message, why to attend
- 26. 26 Registration Keep it simple: registration page Event details Logo or simple graphics Brief description of event Event name Simple form fields Presentation Design Workshop Wondering how to make your next presentation the best you've ever delivered? Attend this workshop and learn how to approach developing your content, the design process (including some PowerPoint power tips) and the delivery of your story. Laptops and questions are welcome!
- 27. 27 Registration You have the information. Now what?
- 28. 28 Registration You have the information. Now what? Social proof 2 1 3
- 29. 29 Registration Extend the “proof” Presentation Design Workshop
- 30. Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
- 31. The most important thing you have to do after the event Thank you.Say
- 32. 32 Post-event Review statistics and data Identify shows & no-shows Review revenue or funds raised Segment follow-up lists based on registration questions, activities participated in or behaviors %
- 33. 33 Post-event Collect pictures and videos
- 34. 34 Post-event Review social media activity Tweets over time
- 35. Post-event Get feedback with a survey Satisfaction score Number “very satisfied” Number “somewhat satisfied” Total responses
- 36. Make sure the host organization is very obvious, not just the logo Place your logo left or center, use a text link Checklist Invitations & Registration Include date/time/location/topic Sign-up link should be most obvious, if not ONLY option, and be above the scroll line Don’t give details that distract from signup
- 37. Reconfirm their registration Checklist Reminder Email Note if there is a waitlist or the event is full Describe check-in process, where to park, what to bring, emergency contact information… This can be a long email…really! Provide as much information as your attendees will need to ensure they have an enjoyable experience.
- 38. Say “Thank you”!! Checklist Follow-up email Include at least one photo from the event! Ask to participate in your survey Ask attendees to post, tweet, comment about their experience Provide links to your social media channels Provide them with sample content – write out some tweets for them Re-emphasize the call to action of the event: donate, visit your store, volunteer to help, etc.
- 39. What are offers & promotions? | Types of offers & promotions | 5 steps to creating a great offer | Next steps
- 40. 40 5 steps to creating a great offer 1. Goal of the offer Answer first… write them down! What will “success” look like? Who is the offer for? Who will your audience be?
- 41. 41 Are you… selling a product? offering a service? promoting a cause? 5 steps to creating a great offer 1. Goal of the offer Can you offer… a discount? exclusive content? a sweepstakes?
- 42. 42 5 steps to creating a great offer 2. Select the right type of offer If… you want to grow your list you want revenue coupon, product promotion, local deal social campaign, trackable coupon Special Offer
- 43. 43 Coupon or discount “How-to” guide related to your business Special discount for fans on social media Sweepstakes or contest 5 steps to creating a great offer 2. Select the right type of offer for Business-to-Consumer (B2C)
- 44. 44 Downloadable content Online event registrations Coupon or discount Sweepstakes or contest Free consult or demo 5 steps to creating a great offer 2. Select the right type of offer for Business-to-Business (B2B)
- 45. 45 Fundraising drive Sweepstakes or contest Downloadable PDF of resources or tips Online event registrations 5 steps to creating a great offer 2. Select the right type of offer for nonprofit organizations
- 46. 46 5 steps to creating a great offer 3. Create and control Price Expiration of offer # of offers Available Terms & Restrictions P.E.A.R.!
- 47. 47 5 steps to creating a great offer 4. Distribute, promote, share
- 48. 48 Share the link to your offer: promotion via your social networks Use a share bonus to showcase other parts of your business 5 steps to creating a great offer 4. Distribute, promote, share
- 49. 49 5 steps to creating a great offer 5. Results & follow-up % • Ensure staff is trained to redeem or honor offers and coupons. • Collect list sign-ups at redemption. • Collect information about their experience with the deal. • Use the same tools to follow up: email, social media and surveys.
- 50. 50 Next steps 5 don’ts of deals Don’t assume you have to offer a steep discount. Don’t assume getting someone through the door once is enough. Don’t use deals as a way just to sell unwanted inventory. Don’t forget to redeem the coupons! Don’t forget to say “Thank you!”
- 51. Can’t ignore | Your business & mobile | What to do today | Next steps
- 52. Mobilegeddon is Coming! Be ready & mobile-friendly by April 21st!
- 53. 53 How to prepare If your site is already mobile-friendly, you won’t have much to worry about. However, if you’ve not yet implemented a mobile strategy for your online presence, now is the critical time to get it done. Follow the steps: Ensure the mobile version of your site is active and functional. Responsive designs are the most popular, but you can also have a separate hosted mobile version of your site. Google doesn’t have a preference, as long as mobile users’ experience isn’t interrupted. Ensure Google’s mobile bots can crawl your site. If Google can’t see it, it may as well not even be there. Check each individual page of your site on a mobile device to ensure navigability. Just because your home page is mobile friendly doesn’t mean the rest of your site is. You may find the following resources helpful: The Definitive Guide to Mobile SEO 5 Wordpress Plugins to Help Create a Mobile-Friendly Website The Key Ingredients to a Winning Mobile Content Marketing Strategy
- 54. 54 Quick Review Less is more Focus – use less textTip 1 Use a single columnTip 2 Clear and easy calls to actionTip 3 No small fonts (test, test, test!)Tip 4 Use images carefully (don’t rely on them)Tip 5 Claim your listings: be found on local search! Bonus 1 Let your customers use their phonesBonus 2 Don’t ignore your phone (pics, video, social)Bonus 3
- 55. 55 Can’t ignore Local search 75% used phone to get real-time, location-based information Source: PewInternet.org 90% of mobile searches lead to an action Source: searchengineland.com 70% who ran a local search via mobile acted within one hour Source: CMO Council
- 56. 56 “You don't get to decide which device people use to access your content. Karen McGrane, author of Content Strategy for Mobile @karenmcgrane They do.”
- 57. 57 So, What do the buttons look like? Login to experience these easy-to-use engagement marketing tools for yourself. Events & Registrations Offers & Promotions Newsletters & Announcements Feedback & Surveys
- 58. Try it for free! 60 Day FREE Test Drive (value $90) Or, If you already use Constant Contact, or plan to start, Get a FREE 1 hour One-on-One Training with Mobloggy. (value $225) Rebecca Ruck Mobloggy® YOU R PHO TO HER E YOUR LOGO HERE
- 59. 59
- 60. Social Media Strategist & Founder, Mobloggy® 60 Rebecca Ruck rebecca@mobloggy.com facebook.com/mobloggy @rebeccaruck @mobloggy
Editor's Notes
- Hello, and welcome… Yes, we will cover events and online registration, but today is more about finding marketing opportunities and using best practices to promote them.
- i'm rr, and i am a technology addict. my habbit started innocently with a smith word processor in the late 80s for school papers, progressed to sony portable high 8 tv, and the high 8 video camera that went with it when i landed my first job in television w/ intermedia in '93. {mavica] I landed this beauty 1998, when I traveled around the west selling ads and webpages in ski resort towns. [demonstrate]. i even thought I needed a palm pilot shortly after surviving Y2K. I was introduced to my first virus with my toshiba laptop late in 2008. Then came the 3gs, my first iphone in 2009, it could do the work of all my previous gadgets and I thought I was cured. I even started my business, Mobloggy all on this beauty. A few ipads and an upgrade later…..today I’m still addicted to macs but can do so much more with less these days. THIS one thing does EVERYTHING that these did…..and fits in my pocket. we’ll get back to mobile revolution a little later in this presentation, but first I would like to explain my connection with ct ct. How many people in the room are small businesses or work for a small business? Any nonprofits? ….on purpose (they will laugh). ----- Meeting Notes (3/26/15 03:49) ----- i'm rr, and i am a technology addict. my habbit started innocentl with a smith word processor in the late 80s for schol papers, progressed to sony portable high 8 tv, and the high 8 video camera that went with it when i landed my first job in tv w/ intermedia in '93. I landed this beauty 1998, when i moved out west and began selling webpages in ski resort communities. demonstrate. i even thought I needed a palm pilot shortly after y2k. Now, THIS does EVERYTHING I just mentioned and stuff I don't even know about, and it's only a 4gs!
- Who has used ct ct? others?
- So, we all know that the world as we know it is changing. I want to get a sense of where you are with online marketing right now so let me just ask how many of you use [click to build] Facebook for business? How many are on Linked In? Twitter? Anyone tweeting right now? (remind them of your twitter handle) OK, hands down. Now [click to build] Who uses Pinterest? Instagram? YouTube? (do these one by one, if you have time you can ask people How they use instagram or pinterest ) [click to build] And how many have checked your email today? (all hands up) …. Anyone checking their email while I was speaking? (laughter) It’s fine, I completely understand. No worries. But it’s important to point out that many of you are on some of these channels. Some of you are on others. ALL of you are using email. Email remains the best way to reach people directly. We’re going to talk a lot about How to reach thru other channels like facebook and linked in and twitter today. But always remember that a At the core of all of it is the relationship you build with your clients, your customers, your followers and having their email address will help you manage and nurture that relationship in a big, big way. (additional notes - Email is hard to beat for real marketing value. And it’s very much a part of social media. Email is how you can monetize your social media activities. And it still has the highest delivery and response, much higher than social media. In addition to the actual email, there are a number of tools you can use to expand the reach of your emails and help you build your lists for the future.) [click to next slide]
- stock images will be purchased once approved
- stock images will be purchased once approved
- stock images will be purchased once approved
- RELATIONSHIPS. delivering on the promise you make when someone engages with you measurable results: show a screenshot of a results report… This will be the segue point to the next section…because if you’re focused on measurable results, the place to start is with goals and objectives…
- Think about what we’ve just laid out for you: WOM has always been #1 way to get new customers. What has changed is that now these conversations are no longer happening just over the kitchen island or the back fence…they now happen [click to build] on Facebook, Twitter, LinkedIn, Google& and Pinterest. That’s been one of the great shifts in recent years – those conversations are now happening on-line…when they happen on-line that changes everything. Not only are two people having that conversation, now tens, hundreds, even thousands of other people can “eavesdrop” on the conversation. Think about yourself – you may not be an active part of every conversation you see on-line, but you’re certainly seeing them. This “eavesdropping” is important because the advent of social networks has made it incredibly easy for us as consumers and business people to see those reviews and recommendations, whether we’re soliciting them directly or just looking at the conversations that are already happening
- Promotions Contests Events Sales What are some others? How can we find opportunities??? Anniversaries, moving, re-opening, new-products, services, hours, etc…
- simple definition, or a framework, for what marketing really is…. Here are three simple -you define an audience: a group of people that you want to target. -You reach out to them with a message that is specific to that audience. -And you seek to elicit a physical and measurable response. A click, a reply, a call, a purchase, a referral – these are all actions that represent a decision made by a human to react to your message. Keep this in mind as we discuss marketing and marketing campaigns and the ways to deliver the most effective campaigns. You’re doing these things because you want people – your customers, your clients, your donors or supporters – to DO SOMETHING. [click to next slide]
- [click to next slide]
- stock images will be purchased once approved
- First, let’s talk about “campaigns” - -what does that word really mean? Very simply there are two parts to a campaign First, you [click to build] push out some sort of to your followers, supporters, etc Second, you hope to [click to build] “pull” some sort of response from them – you want them to read, forward or share what you sent, show up, call, attend – you want them to take an action of some sort Think about a campaign in terms of push/pull and more importantly do not think about it as just putting an offer out there and making the sale … in this new marketing world, it’s more like a conversation – which lends itself to that advantage we talked about that you have over big business. You want to encourage and engage in a conversation that is more like nurturing a relationship and less like a sales pitch.
- In this example of an actual “event”, what you’re pushing out are invitations (and information about the event), and you’re hoping to pull in registrations. That’s the “campaign”!
- When we use the word “event,” the image that often comes to mind is that of a gala or dinner with entertainment in a reception hall. And that’s accurate, but there are other types as well…here are just a few… [click to build – all will build automatically] seminars/lectures workshops/classes (education or training) conferences social gatherings/networking fundraisers/galas What other types of events can you add to the list?…and if they think that these types of events are limited to any one particular industry or vertical. Try to find a retail operation that’s running one or doing something cool…or a nonprofit that has a unique twist on the traditional fundraiser…or even a B2B/services provider that has used events to help their business.]
- Now let’s go a little bit deeper into why an organization would want to even bother running an event.
- Think about they types of goals you might have for an event. Do any of these look familiar to you as goals that you’ve set for your events before? [click to build – all will build automatically…talk through these each or just a couple of them] raise money or drive purchases create face-to-face engagement reward loyalty celebrate milestones grow your list educate (and offer yourself as an expert) What are some other goals that we could add to the list???
- Quickly…the idea of engagement, how and where these events fit in…. There’s a concept I like to call The Engagement Marketing Donut. It outlines the connections between key elements of the relationship that you have with your customers, clients or donors. Events are definitely about the “Wow” experience, but they also have a place in each other part of the Engagement Marketing DONUT. They give organizations a reason to ask people to stay in touch (“Entice” – so followers can learn about other events!), the experience at the event creates a ready connection around which “Engagement” can be created (“remember at our gala when this happened?” with a picture, etc.), events provide opportunities for Social Visibility during the event or after/before with the sharing of stories, pictures, results, etc.; and finally, everyone loves to hear about a great party or gathering or a meaningful reason to get together (fundraiser) – so events supported by engagement and social visibility will draw new prospects to your business or your cause.
- Now, Let’s now talk about promotion.
- Registration is great, but event attendance is an even more important. Let’s take a look now at the best practices you can apply to maximize attendance. There’s no question why you should send a reminder. However, you don’t want to just settle for resending the event invitation. Don’t pass up this great opportunity to get them excited about attending especially because it will be seen my a large portion of your registrants. Each of our customers had over a 60% open rate. Be sure to include a link to a pre-event survey or poll, show event count down, provide speaker info and make it easy to share [click to build] If your event requires a ticket for entry, make sure to include a reminder for registrants to print it out ahead of time. It’s a great reminder for them to attend and will make your check in process much easier. [click to build] Although your event homepage link remains static, you can still update the page. Make sure it has the most up to date information. Keep rotating the content so people want to come back. get registrants excited about the event! You can provide additional event info, you get more promotional real estate, etc. [click to build] And don’t forget to take advantage of your social channels…we’ll talk about the concept of “social proof” in a few minutes…and you’ll see why leveraging the social visibility of your organization and your followers is so important.
- Now let’s look at the benefits of and some best practices around Online Registration
- So, you may be wondering why you should use online registration tools, especially if you’ve already got a mix of tools that work for you. That’s a great question!! The reality of on-line registration tools is that they'll make life easier for you and your invitees. “EASIER” REFERS TO THE FACT THAT YOUR REGISTRATION PROCESS IS NOW AN ENGINE/SWITCH THAT IS ALWAYS “ON” – AND ALLOWS FOR THE COLLECTION OF MORE INFORMATION THAN A SIMPLE YES / NO / MAYBE ON AN RSVP from an INVITATION.. It will be "easier" for you and/or your invitees, and here’s how it will: [click to build] invitation acceptances and declines can all be pulled together quickly in one place [click to build] if you’re charging fees a lot of online tools allow you to collect fees as part of the registration process [click to build] “you” can be collecting information 24 hours a day, 7 days a week. Of course, the best part is that you don’t actually have to collect, enter or handle the information – it all goes directly into your database. Think of this like being part of a conversation with your invitees, except you don’t actually have to be there, and it happens at a time when your invitees want it to…which increases the likelihood that they’ll register because it happens on their schedule. [click to build] all of the information you’ll collect will be in one central location – responses to questions you ask in the registration process, billing information, etc. – all in one place rather than in different places, on paper or in the computer, etc. Another benefit is that if you host your registration online most tools will allow you to automatically update registrants with any event changes (time, venue, speakers, etc) even after they’ve registered – all with the click of a button. [click to build] if you want, or your event requires it, you can also sell items related to the event, or collect donations related to your cause, again, with all of that information ending up in one place from which you can do with it what you need. In one word, online registration tools will make your life EASIER. In addition to being easier, you’re also going to find that expectations around where registration takes place have been changing. [click to next slide]
- We mentioned the invitation earlier. A great online registration tool is one that also allows you to streamline the sending of invitations (to your list) and brings together the information for the event with your email list to send it out to your audience. There are a couple of things to keep in mind as you build your invitation: [click to build] use simple graphics [click to build] include ALL the basics [click to build] write a compelling message anticipate questions, like: can they bring a friend? will parking be validated? should I bring my invitation with me? etc. [click to build] write a subject line for your email that will ensure that you’re recognizable: combine your organization’s name with a person’s name when possible…improve your chances of the invitation being opened
- As with the invitation, there are some basics to consider for your registration form or page. Don’t worry…we'll get to the information you want to collect in just a moment. Don’t forget the basics… [click to build – all call-out boxes will build automatically and you can speak to each] first, make sure that everything you create has your logo on it, or the logo for the event. Don’t assume that just because they clicked on a link or found themselves on the registration page that they know or remember who you are provide all of the pertinent details – date, time, location (and a map if that feature is available) make sure the name of the event is on the form!! Again, don’t assume anything! you should provide a brief description of the event to remind them of what it’s all about keep your form fields as simple as possible Recognize that with the amount of information flying at people these days you want to take every opportunity to remind them of who you are and what they're signing up for. Again, keep it simple!! So, what information should you seek to collect? Let’s talk about that now… [click to next slide]
- You came up with questions, you built a good form to collect the information, you tested it and now it’s “live.” Now what? One thing you can do is ask your registrants if they’d like others to see that they’re attending. With most online registration tools you would [click to build] set this up as you set up everything else for your event and your registration form. Then, when the registrant gets to the end of the form [click to build], they will be asked if they want to share their registration with others (with limited information). If and when they allow that, other registrants will see how your event’s audience is shaping up, resulting in an experience that looks like this [click to build], with the names visible to registrants. This is actually a great practice, as it will help create something known as… [click to next slide
- …social proof. What is social proof? It’s a phenomenon by which someone looks to see how others are responding to a particular situation, decision, etc. before they make their own. Think of when you’ve driven to a restaurant and found the parking lot empty – do you wonder if the food is any good? Will you drive on to one with a full parking lot? What happens is that one of your invitees will get to the registration form, and see that list of names. She’ll look at that list of names [click to build] and try to find people that she knows, that have similar interests, etc. – all as part of the process of deciding whether or not she wants to attend. [click to build] If she see’s enough of that “social proof,” she’ll be more inclined to think that this is an event worth attending and she’ll complete the registration. She’ll also be more likely to show up…. [click to next slide]
- You can also extend how this social proof can work for you. Give your registrants an option [click to build] to share their registration and a link to the event through their social networks. You should also leverage your own social media channels to try to generate that proof…by posting the event on Facebook [click to build] as these businesses did. Notice the use of information, images and even video to promote the events…and since these were posted on Facebook, followers of these businesses had commented and liked those posts…increasing the “social proof” and driving registrants to the registration page. [click to next slide]
- Now flash-forward to the day after your event. You’re all done, right? You cleaned up and now you get to go on that vacation you’ve been putting off while you worked on the event, right? Not yet! There are still some important steps to take to make sure you close out the event as a marketing campaign…
- Some of the tools you can use to plan and promote events return your results instantaneously, and others take 24 hours – some tools used to run webinars will take that long for the recording and list of attendees and non-attendees. Make sure you know which option your tool is so you can plan accordingly. In either case, once the event is concluded, [click to build] you can go ahead and check your results and reporting and get a few different things. You can pull a list of attendees and no-shows. Once you have your list, send an email to attendees and to registrants that didn’t attend. To attendees, send all the resources. If you had a live event, photos videos, results like who won raffle prizes or silent auction prizes, additional info you’ll be sharing on your webpage – send a link. Make sure to nurture them to the next step, whatever step you decide, with a call to action. And make sure that next step stands out. Some common CTA are to ask questions on a Facebook page, purchase a product, start a trial, attending the next event. For non-attendees, send a Sorry-you-couldn’t-attend, Here’s-what-you-missed email, provide a recording or photos or videos, and let them know when the next event is. Use the follow up email to drive registrations. You can use the reporting features to check on revenue from ticket sales or donations (if the tool you’re using allowed you to collect them) And if you asked questions during the registration process and that information can be synced with your attendee lists, you can go ahead and start segmenting your lists of names based on responses. This will help you with your follow-up over time.
- Soon after your event, connect with your attendees, staff and volunteers – [click to build] ask them to share any multimedia they captured. Make it easy for them to share, by inviting them to [click to build] post photos to Facebook or other any social channel you utilize. Create albums where you can, and then send a link to your online albums in your follow up email and your next email newsletter, and link to it from your social media posts.
- If you provided your event attendees with a hashtag (#) for your event as well as the key social media addresses, you’ve provided them with a great tool to share their experience…and a great way for you to check on social visibility that took place during the event. You can review the results of your event social media activity pretty easily through most of the social channels and the reporting they offer. [click to build] You can take a look at when the tweets were posted and compare them to the times different activities took place – what parts of your event or sessions, speakers got the most attention on Twitter. It will help you determine which speakers or topics or parts of the event were most popular. And take a look at who your top participants were on Twitter. [click to build] If you’re not following them already, start doing it. Send them direct messages to thank them or send a tweet that publicly thanks everyone who tweeted about your event – list their Twitter handles. These people are loyal followers or brand ambassadors – keep track of them and engage with them.
- You can use surveys to gain insights into how much people enjoyed the event, what they’d like to see done differently, etc. You can develop a “satisfaction score,” [click to build through the equation] Over time, this score can help you calibrate your efforts and planning as you make changes to elements of your events and as you strive to provide the best experience.
- [click to build out each item on the Invitations/Registration checklist]
- [click to build out each item on the Reminder email checklist]
- [click to build out each item on the follow-up email checklist]
- So how do you create a great offer? We have 5 steps that will help you achieve success with your offer or promotion
- So now you know more about offers and promotions. You know that there are standard, traditional promotions you can create – like printable coupons and a product or service promotion via email – and you can take your offers and promotions to the next level with Facebook promotions, local deals and trackable coupons. Now let’s create an offer you can share with your customer base. The first step is to consider the goal of your offer [click to build] What will “success” look like? [click to build] Who is the offer for? [click to build] Who will your audience be?
- [click to build] Whether you are selling products, services, or promoting a cause, you want to build your campaign around something that connects to the goals you’ve outlined that will get people to like and share your Page with their friends. Think about what you can offer. [click to build] For a B2C that might be a discount or coupon. B2Bs might consider offering exclusive content like whitepapers, tips or guides. A nonprofit could run a sweepstakes or contest.
- and clear calls to action Next, select the right type of offer for that goal [click to build] Is it revenue? Try a simple coupon, product promotion or a local deal [click to build] Is it List growth? Use a social campaign (Facebook promotion) or a trackable coupon… Make it clear in your offer what you want your audience to do next – tell them about what you want them to do with that offer. Don’t dance around the issue, tell them that you want them to “like” your Facebook Page to get that special offer. Tell them to print out a coupon and bring it in to your store. Ask them to share your offer with their friends and family so you’ll get exposure to potential new customers.
- Are you a B2C (business to consumer)? Here’s some ideas for you when creating your offer: You can create promotions that give fans incentives like a coupon or discount, how-to information, and a sweepstakes or contest.
- If you are a B2B (business to business), your knowledge is your best asset. Consider using Facebook promotions to offer special downloads or whitepapers that give tips or insight into your industry or products. There might be seasonal offers you could create for fans who are need your services at different times of the year. If you have the option, you can offer fans a coupon or discount. You can also give them a taste of what you do with a free consultation or demo.
- Nonprofits can use offers to promote their cause, tell their story, increase fundraising and encourage fans to attend their events
- Building a successful offer is an art AND a science. What do I mean by that? Here are 4 things to consider: [click to build] You choose the discount amount, which is the price. [click to build] You choose when the offer runs, meaning when it expires. The offer won’t last forever… [click to build] Next, figure how many you want to offer – do you have the manpower and inventory to support it? We’ll call this the amount, also known as the total number of offers.[Click to Build] [click to build] Then, the terms of the offer, known as the restrictions. These are what will help structure a successful offer for your business. If you want to remember this easily, just tell yourself to consider the [click to build] PEAR!!
- [click to build] It’s extremely important to use all of the tools at your disposal to promote your deal…including e-mail, Facebook, Twitter and other social networks. Here’s two considerations: You can select which list of your customers or supporters you want to send the deal to…which allows you to further connect the right opportunity to the right segment of your customer base. And with respect to “collecting contact information” (remember how much we’ve been pushing that), you can choose to add the information of purchasers of the deal to a specific list (which will make it easier to follow up with them later) Start by promoting your offer by emailing your list about it, and schedule an email reminder. You can also publish it to your Facebook page and schedule a series of posts to run throughout the duration of your campaign. Include it in your email newsletter, promote it in your store, post it on all of your social networks, share it on your other social networks, and write a blog post about it. You never know who might catch your messages on these other channels – your followers can easily share them and pass them on to their networks. So every tweet, email, and blog post is another chance to get yourself in front of new customers.
- Encourage sharing You want your customers that have purchased the deal the tools to further promote it for you. This is the personal recommendation of your business, from one friend or family member to another. There are tools that make it easy for them to share the deal on their social networks or to a select group of people by email. What do you use as a bonus to get buyers to share your deal with others? It really depends on your business, but offering $5, $10, or 10% off the “next” visit coupon is recommended. The best part is YOU get to choose, so if you have other products, services, or a whole other side of the business you want to showcase, use the share bonus to introduce your deal buyers to that aspect of your business. For example, you as a salon may offer a discount on a mani/pedi if you customers purchase a massage deal and share the massage deal with their connections. A restaurant may offer a free appetizer, dessert, or 10% off the “next” visit bonus coupon for those who buy then share the deal. Make the incentive for sharing attractive to encourage sharing the deal with others.
- Some of the tools you can use to plan and promote events return your results instantaneously, and others take 24 hours – some tools used to run webinars will take that long for the recording and list of attendees and non-attendees. Make sure you know which option your tool is so you can plan accordingly. In either case, once the event is concluded, [click to build] you can go ahead and check your results and reporting and get a few different things. You can pull a list of attendees and no-shows. Once you have your list, send an email to attendees and to registrants that didn’t attend. To attendees, send all the resources. If you had a live event, photos videos, results like who won raffle prizes or silent auction prizes, additional info you’ll be sharing on your webpage – send a link. Make sure to nurture them to the next step, whatever step you decide, with a call to action. And make sure that next step stands out. Some common CTA are to ask questions on a Facebook page, purchase a product, start a trial, attending the next event. For non-attendees, send a Sorry-you-couldn’t-attend, Here’s-what-you-missed email, provide a recording or photos or videos, and let them know when the next event is. Use the follow up email to drive registrations. You can use the reporting features to check on revenue from ticket sales or donations (if the tool you’re using allowed you to collect them) And if you asked questions during the registration process and that information can be synced with your attendee lists, you can go ahead and start segmenting your lists of names based on responses. This will help you with your follow-up over time.
- As you get started on your promotion or offer, here’s some don’ts to keep in mind: [click to build] Don’t assume you have to offer a steep discount. What’s important is the type of offer that will generate the most attention from your audience. What have you done in the past? What will make them excited and want to share it with their friends and family? [click to build] Don’t assume getting someone through the door once is enough. Growing your business takes a commitment to building relationships with your target audience. It takes more than just a positive deal experience to get people to come back. Follow up with an exclusive offer or piece of content and ask them to follow you on social media or join your email list. [click to build] Don’t use deals as a way just to sell unwanted inventory. While it may make sense on paper to move unwanted inventory, if you’re selling a product no on wants in the first place, you could be undermining the success of your deal and the success of your business. [click to build] Don’t forget to redeem the coupons! Not only will keeping track of redemption keep you more organized and prevent errors, it will also enable you to learn more from each deal you run. [click to build] Don’t forget to thank the people that participate. This will add to their experience with you and make it a positive one!
- Starting April 21, Google will be expanding the use of “mobile-friendliness” as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices. [click to next slide]
- Finally, we gave you a lot of tips to keep in mind as you start to think about how to make mobile a part of your communication strategy… [click to build] have more focused content; use single-column layouts; make it EASY for people to click on the links or buttons that you create for them to take an action [click to build] use the largest fonts reasonably can (don’t forget to test on yourself and your devices first); be careful with image use; be sure to visit local search sites like Yelp or Yellow Pages and claim your listings…or better yet, use a solution like SinglePlatform to manage your presence on multiple listing sites all at once [click to build] finally, encourage your customes, supporters, event attendees, clients to use their mobile phone when they’re in your shop, at your event, after a client meeting. Let them become a part of the voice of your organization. And don’t forget the power you hold in your hands with a mobile device…take pictures and video, post to social networks when you’re inspired In short, start to make “mobile” a part of your professional life and your thinking, and you’ll be off and running. [click to next slide]
- One area in which behavior has clearly been influenced and aided by mobile has to do with what is referred to as “local search” – essentially, finding something you need. It could be food (restaurants) or stuff (goods and services), but there’s no denying mobile has become a part of our search for what we want. [click to build] 75% of mobile users are looking for real-time, location based information on their phones [click to build] 90% of those mobile searches lead to an action (gomonews.com) [click to build] and 70% of those actions take place within an hour of the search (CMO Council) -- which makes sense, because we search for something when we need it…and finding a solution to that need, especially one that is close by, makes taking action incredibly compelling… [click to next slide]
- read the quotation… Ibelieve this so much that I’ve built my company around it, and would love for any of you that want to give the toolkit a test drive do so for free. No strings attached. [click to next slide]
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