This document discusses strategies for using social media, particularly Facebook, to promote events. It provides tips on creating engaging Facebook posts with photos and questions, then boosting the posts with paid advertising. Other platforms discussed include Instagram, Snapchat, YouTube, and Pinterest. The document emphasizes testing different content and platforms to see what generates the most engagement for each event organizer's specific audience.

1. Brandi Jo Reilly
SOCIAL MEDIA MARKETING
Landscape, Benefits & Challenges

2. It’s going to be a wild ride!
GET READY!

3. Share your business card at the end;
I’ll send you the slides.
NO NEED FOR NOTES

5. SOMETHING
BUT
WAS MISSING

6. HELP MORE PEOPLE!
We wanted to

7. Over 120 Events, Venues & Destinations trust Saffire!

11. WE’RE GOING TO FOCUS MOST ON FACEBOOK TODAY!
With insight into a few other social media avenues and applications.

12. How many of you use social media in your free time?

13. How many of you manage your fair’s social media?

14. HOW DO YOU SPEND MARKETING RESOURCES?

15. HOW DO PEOPLE HEAR ABOUT YOUR EVENTS?

16. IF YOU MAPPED THEM, WOULD THEY MATCH?
SPENT
RESULTS
0
1
2
3
4
5
Online
Newspaper
Radio
Television
Outdoor

17. INTERNET WINS POPULARITY CONTEST

18. MOBILE FOLLOWS SUIT
Source: Morgan Stanley Research

19. ACCORDING TO FORBES
87% of connected device sales by 2017 will be tablets & smart phones!

20. ARE YOU FOLLOWING THESE TRENDS? ARE YOUR CUSTOMERS?

21. WEBSITE INTEGRATION

22. How do you integrate social media into your website?

24. MAKE EVENT PAGES INTERACTIVE

25. MAKE EVENT PAGES INTERACTIVE

26. MAKE EVENT PAGES INTERACTIVE

27. HIGHLIGHT EVENT COMPONENTS

28. MAXIMIZE VIRAL SHARING
1. Event sharing. 2. Component sharing. 3. PHOTO SHARING.

29. FACEBOOK

30. KING
is
of social media.

31. YOU KNOW THE STATS
•Over 1 BILLION monthly active users
•One in every seven humans on earth is active on Facebook
•461 Million users are on Facebook mobile

32. $174
You make
an estimated
per Facebook like.

33. Facebook is dwindling.
You may have heard

34. ADVICE FOR “NEW” WORLD
A year ago, Facebook made a change to its algorithm, drastically reducing the reach of business posts.
Now an estimated 3% of your followers will see your posts if you don’t advertise.

35. WHY?
USER EXPERIENCE
& CA$H

36. NEW FACEBOOK STRATEGIES
1.Re-evaluate your Facebook investment.
2.Optimize posts for sharing.
3.Engage your fans elsewhere.
4.Pay up. (cheap… for now)
Post and advertise, or don’t post.

37. ADVANTAGES OF ADVERTISING
•Greater reach
•Greater targeting
•Protection against wasting money
•It won’t run if people don’t click

38. THE WHO OF AD TARGETING
•Your Facebook followers
•Their friends
•Your email list (or even your phone list!)
•People who are “look-alikes” to your list
•People who went to your website
•Even specific pages
•People who are interested in related organizations

39. EXAMPLE AD TYPES
•PAGE POST ENGAGEMENT –Image, video or text
•PAGE LIKES –Get more Likes on your Facebook page
•CLICKS TO WEBSITE –Drive traffic to your website
•OFFER CLAIMS –Like a coupon, with “Get Offer” button
•EVENT RESPONSES –Includes event details and RSVP link

40. Page Post Engagement
TOP OPTIONS
Page Likes

41. PAGE POST ENGAGEMENT AD
•Promoting your POST will get more INTERACTION.
•Why you should use it:
•To get more video plays and engagement on photos
•To let your customers know of sales and specials

42. Ask questions in your posts
that get people to talk about themselves in relation to your event.
DEEP THOUGHT

43. EXAMPLES

44. PAGE LIKES AD
•Promoting your PAGE will get more LIKES.
•Why you should use it:
•Important to have a consistent presence.
•Now it is good so you can advertise to friends of your fans.

45. EXAMPLE

46. BOOSTING TIPS
1.Ride out the unpaid interaction
•Let the post’s natural appeal work for you
2.Once the interaction slows, boost it!
•You can spend as little as $5 and get engagement

47. POST SOMETHING ENGAGING

48. …THEN BOOST IT

49. AUDIENCE TARGETING

50. BETTER

51. ADS MANAGER
www.facebook.com/advertising

52. STEP 1: SET OBJECTIVE
Think about your goal and the type of post you’re advertising.

53. OBJECTIVE

54. STEP 2: SELECT AD PLACEMENT
Where do you want your ad to show up?

55. STEP 3: DEFINE YOUR AUDIENCE
A more targeted audience means more engagement.

56. STEP 4: SET YOUR BUDGET
This can be done by day or overall.

57. WHAT DO I NEED TO SPEND?
You can spend as little as $1.00/day for approximately 4000 impressions versus:

58. STEP 5: WATCH FOR RESULTS

59. FACEBOOK ADS
It has never been cheaper or easier to see what gets results.

60. Past successes

61. GRANDPARENTS DAY

62. TEXT
“Happy Grandparents Day! If you have a special memory with your grandparent or grandkid at the fair, please share!

63. EXAMPLE COMMENT
“Playing washer pull or draw a number. It was something my family could afford & it benefited a great group. We'd win a small plant or something & just could not walk away. We would just keep playing.” 

64. FUN POSTS

66. IMAGES
are so important.

67. EVER TAKEN
10% of photos
Were taken in the last 12 months.

68. POSTS WITH PHOTOS
The engagement rate of Facebook
is so much greater than without.

70. What other Social Media should I use besides Facebook?

71. NEWS?
Do youshare

72. BIT.LY

73. MOMS?
Do you market to

74. PINTEREST

75. PINTEREST

76. Luckily, both are easy!

77. YOUNG?
Is your audience

78. Instagram
Incorporate

79. Mainly
MOBILE
Known for image
DOCTORING
Trends
YOUNGER

80. INSTAGRAM IDEAS
•Choose photos that bring out the “lifestyle” of your brand
•Launch a contest for people to share brand-related photos; curate on your website or Facebook
•Choose a unique hashtag
•Add humor and context with captions

81. INSTAGRAM

82. We’ll give you Xwhen we have XInstagram followers. Take a picture and win!

83. SNAPCHAT
Great for 13-25year olds

84. IDEAS FOR SNAPCHAT
•Have people send you a snapchatwith themselves at your event
•Snapchatthem back with a coupon
•Send coupon codes
•Send out behind-the-scenes photos and videos
•Direct to YouTube or website
•Show people new event features

85. BROAD?
Is your audience

86. YOUTUBE
Customers exposed to videos are 437% more likely to engage in your brand. Engagement = Purchases
SAFFIRE RECOMMENDATION
Make your videos raw and not too produced to help customers identify with your brand.

87. HOW DO WE ENGAGE?

90. WHEN TO POST?

91. You have news.
Do not post when

92. EXPERIMENTING
to see what works best for you.
Do some

93. SCHEDULING POSTS

94. www.bufferapp.com

95. TWITONOMY

97. EDITORIAL CALENDAR
www.saffireevents.com/calendar

98. Don’t forget to drop off your business cards.

99. FREE ONLINE MARKETING TIPS
Websitewww.saffireevents.com
Facebook Saffire Events
Twitter @SaffireEvents
Questions?
Instagram saffireevents
Pinterest saffireevents
YouTube saffirestudio
Event Marketing Podcast
The Amplifier