New Online Priorities: Trends in Online Marketing

2. Share your card at the end.
I’ll send you the slides.

3. SAFFIRE PARTNERS WITH
HUNDREDS OF EVENTS, VENUES
DESTINATIONS & ASSOCIATIONS
WITH A SIMPLE, INTEGRATED
WEBSITE AND TICKETING
PLATFORM.

4. and a 99% retention rate.

6. WE CALL IT THE SAFFIRE MULLET

21. Really Old Days
Fairly Old Days
Now

22. the

23. Up to
are coming from mobile.

25. 1. Ensureall your content is designed for mobile, not just
desktop (sometimes called “responsive design”)
• Google now penalizes websites that aren’t mobile-friendly
2. Ensuresingle-stream content management
3. Focus on mobile first (before an app)

26. What’s so important about

27. Your online presence affects
of your marketing strategy.

28. YOUR BRAND
YOUR LAND?

29. Users spend <10 seconds on a webpage.
What would a user see in 10 seconds on your homepage?
Could they find something they wanted to click,
or would theyleave?
Be “digestible.”

30. CLEAN LAYOUT COMPELLING IMAGERY
ENTICING INTERACTIVITY

31. 1. Clean

35. one big
story
smaller
features
smaller
features
smaller
features

36. THE GOOD

38. GO TO: BEHAVIOR>IN-PAGE ANALYTICS>SHOW COLOR

39. 2. Compelling

41. 10% of photos
Were taken in the last 12 months.

48. • Really awesomeonline photo editing tool
• Can add text to photos
• Choose from lots of layout templates
• Now Canva for Work

50. 3. Enticing

52. Get them to do

53. Your website is like hosting your own party.
Make sure it has the BEST info about your event.
Make it interactive and fun!
Ecommerceis the “ultimate interactivity”
Don’t ask them to get married before your first date!

54. Video watchers are
more likely to purchase.

58. Putting your content aroundthe web is like going to parties.
Be a good guest!
Make it enticing!

60. • Search-oriented
• 2nd largest search engine
• Lower organic reach
• Very interactive
• World’s largest social network
• Higher organic reach (!)
VIDEO IS IMPORTANT FOR BOTH!

61. Social referrals now outnumber search referrals.
And guess which social networkis dominating?
FACEBOOK
Facebook users account for 79% of all social referrals, accounting for 24%
of ALL time users spend on mobile.

63. As you determine topics,
note who the audience is

64. ANATOMY OF A FACEBOOK POST
• It has an “audience”
• Human tone
• Separated messages (no long paragraphs)
• Call to action
• Compelling image or video

67. How many of you
on Facebook?

68. • Greater reach
• Greater targeting
• Protectionagainst wasting money
• It won’t run if people don’t click

69. WWW.FACEBOOK.COM/ADVERTISING

72. This is great for

73. Take it a step further
• People who LOOK LIKE email list or website visitors
• People who LOOK LIKE your Facebookfans

74. 181 MILLION 117 MILLION

75. PEOPLE TRAVELING TO LOCATION
Narrow your audience to people TRAVELING in a location!

77. • Make them quick and fun
• Use a tripod
• Get a $20 external microphone
• How-totutorials
• Content with testimonials

79. YOUR BRAND
YOUR LAND?

80. How many of you
your prospects?

81. Big Email List
Lots Opened
Lots Clicked
Engaged

82. Get started, and keep it going

83. EMAIL SIGNUP ON ALL PAGES

84. Good subject line + Sent at right time

85. Good content & images

86. one big
story
smaller
features
smaller
features
smaller
features

87. Text blasts get
compared to 22% for Emails
…in the first 3 minutes!

89. • 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

91. • Start with LIVE Periscope video, and repurpose for other
• Show & tell
• Behind thescenes
• Talk directly to your people (invite and/or tweet them)

92. FOR TWITTER TOPICS, USE TWITONOMY

93. ON PINTEREST, SHOW WHO YOU ARE

94. • Photos and 15-second videos. Feeds into YouTube, etc. Use hashtags and location tags
• Show the “lifestyle” of your festival through images and captions
• Launch a contest for people to upload photos with your hashtag
• Have people Share to enter!
• Better than Twitter- NO CHARACTER LIMIT
• Better than Facebook- NOT AS MANY RESTRICTIONS

95. • Weather
• Vanishing points
• Blue (bad on Facebook)
• Reflecting water (could be mud puddle – most popular)
• “Right Now” in a location

97. 1. Write a blog post or content on your website
2. Make the headline the subject of your email
3. Turn into a Facebook post – 150 chars, image, link
4. Turn into a Tweet – 100-120 chars, image, link, #
5. Reuse on other social media

99. www.saffirecom/calendar

100. Start with
Facebook
Post
Post to
Instagram
Maybe do a
few
Pins/week
Do a few
Tweets on
this theme
When you
have video,
YouTube!

101. 11 am
TWEET
Facebooktopic
2 pm
TWEET related
Instagram
3 pm
TWEET
Pinterest board
After 6 pm
Post to
FACEBOOK
After 8 pm
Post to
INSTAGRAM
maybe
ANYTIME
Post to
YOUTUBE

102. CONNECT PLATFORMS WITH IFTTT.COM
IF you post to Instagram,
THEN it can automatically post to Facebook, Twitter, Google+ & LinkedIn.
OR automaticallypost to BufferApp, which includes those things.

104. IF AUTOMATES DIGITAL LIFE
Email or text me when:
• Craigslist item goes on sale
• The weather report
• Allergens or rain predicted
Automatically:
• Save cell phone photos on
Dropbox
• Log how much time you
spend at work
• Wish people happy
birthday on Facebook

107. Kendra@Saffire.com
@teamsaffire