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EMS 2020 - Social Media Marketing: Understanding the Landscape, Benefits and Challenges


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EMS 2020 - Social Media Marketing: Understanding the Landscape, Benefits and Challenges

  1. 1. Cassie Dispenza Sr. Director of Marketing & Partnerships Saffire Social Media Marketing: Understanding the Landscape, Benefits & Challenges
  2. 2. I’ll send a link to the slides! NO NEED TO WRITE IT ALL DOWN
  3. 3. Travel Adam Layla
  4. 4. WEBSITES
  6. 6. Print-at-Home Tickets Include sponsor logos Include advertising
  7. 7. Advance Tickets
  8. 8. Scanning Pre-Sold Tickets
  9. 9. Selling at the Gate
  10. 10. First-This is our Smiirl. facebook.com/teamsaffire
  11. 11. How many of you manage your organization’s social media?
  12. 12. How Do People Get News?
  13. 13. Marketing Priorities 1. Have a great website that’s mobile-optimized & a revenue generator for your organization (Read: ONLINE SALES) 2. Use digital means to get people there-because that’s where their eyeballs are looking!
  14. 14. Most popular social media apps, by monthly users in US 2019 (in millions)
  15. 15. What’s Missing?
  16. 16. What’s Missing?
  17. 17. No New Accounts: April 2, 2019 Completely Shut Off: August 2019
  18. 18. Social Facebook 2020 Facebook Messenger Facebook Contests Instagram Snapchat Social Content
  19. 19. FACEBOOK IN 2020
  20. 20. Marketers What can expect this year?
  21. 21. It’s true that people will be seeing more content from their friends and family and less from brands and public pages. But: they will also be seeing content from pages and groups they care about.
  22. 22. Facebook Priorities 1. Share fan content & utilize ambassadors 2. Show your personality & use strong emotions 3. Video First 4. Ads & how to make the most of them
  23. 23. Share Fan Content, Utilize Ambassadors
  24. 24. People Value Peer Opinions
  25. 25. User Generated Content 92% of consumers trust online content from friends and family above all other forms of brand messaging 50% of consumers find UGC more memorable than brand produced content
  26. 26. 50% posts are UGC-LaCroix
  27. 27. Ben & Jerry’s
  28. 28. #ShareaCoke
  29. 29. am·bas·sa·dor amˈbasədər/ noun •a person who acts as a representative or promoter of a specified activity.
  30. 30. Brand Ambassadors • Include an element of testimonial & review • Customers trust peers more than brands • Can be a great way to get video of someone enjoying your brand!
  31. 31. 1. “Moms of the Festival” 2. Begin 6 weeks prior to event 3. Must post something each week (example) “In 2019, one particular key area where you can expect social ad spend to increase is in influencer marketing and creator utilization.” -Social Media Today Example Ambassador Program
  32. 32. “Have you purchased your mega pass for the Super Fun Festival? $35 for 5 days of unlimited rides! My kids can’t wait to see what the carnival has in store this year! I got my tickets on their website!” Example Ambassador Post
  33. 33. Sponsored Ambassador Events • Host an event before or during your main event • Invite local ambassadors-local “celebrities” or even fans who have a lot of followers • Create a VIP atmosphere that attendees will want to share
  34. 34. Negotiate Number of Posts • Include the number of social posts in which the ambassador will mention you • Give away tickets, food vouchers or whatever you can in exchange
  35. 35. Brand Ambassador-YouTube
  36. 36. Show Your Personality & Use Strong Emotions
  37. 37. GIFs & Other Fun • Check out the list of things you can do when you click “publish” on Facebook • Use popular GIFs, or GIFs that represent pop culture in your post to speak the language of your audience
  38. 38. Augmented Reality • Facebook, like Snapchat and Instagram, of course has plenty of AR & interactive options- they just redid it to look like Instagram • Go to create a post & add a photo-see the choices! • Use these to also seem like a real person as you’re posting!
  39. 39. Polls • Ask a yes or no question • Instagram also has this feature for stories • Example Question Ideas • Which food item do you miss more from the festival? • Which performance was better last night at the Grammys? (Doesn’t have to be about your festival!)
  40. 40. Keep content fresh and current • Insert yourself into current conversations and trending events to keep your brand fresh and top of mind. • Example: Netflix pokes fun at the Ihop debacle.
  41. 41. Post Content that Gets People Talking Harvard Business Review found that six emotions were common in highly shared content on social media: • Admiration • Amazement • Astonishment • Curiosity • Interest • Uncertainty If you focus on these emotions (without controversial topics!) you’re likely to see a boost in shares & comments!
  42. 42. Quotes are a Good Starter! • Quotes receive 19% more retweets on average • One of the most shared content categories on Pinterest • Can be famous quotes OR just quotes from a press release/article you’re sharing
  44. 44. 60% More Than Discover events via their news feed
  45. 45. OPTIMIZE FOR DISTRIBUTION • Choose an event photo - 1920 x 1080 pixels (16:9 ratio) or larger with little or no text • Use a clear and short event name • Add a location - Use a location that corresponds to a Facebook Page or a Facebook-suggested location so people nearby can discover and learn about your event through suggestions. • Set a specific date & time https://events.fb.com/#create-a-great-event
  46. 46. Video First
  47. 47. Facebook Priorities for Video in 2020 1. Loyalty & Intent – More weight in videos that people seek by searching for them specifically and return to more than once 2. Video duration – Facebook prioritizes videos that capture viewers’ attention for at least one minute; if you have a video that is 3 minutes or more, and people WATCH it for at least 3 minutes, you are also ranked higher 3. Originality – videos you create yourself rather than just share from another page, will get more news feed traction
  48. 48. 8 Billion Video Views There are over on Facebook each day
  49. 49. Why Go Live? • Builds trust • Increases Authenticity-Feels “real” to customers
  50. 50. Don’t Forget Your Captions! 82% of Facebook users watch videos with the sound off—videos with caption files included receive as much as a 367% increase in engagement!
  51. 51. Promo-Video Creation
  52. 52. Facebook Ads
  53. 53. What Makes a Good Facebook Ad? https://karolakarlson.com/best- facebook-ad-examples/
  54. 54. Tip #1: Use a CTA Button • Put a Call to Action (CTA) Button in your image • Make it easy to see what you’re selling • Use an Original Graphic or Photo- generates higher CTRs • FREE is a magic word in any ad
  55. 55. Tip #2: Limited Time Offer • Offer a deal that can only be redeemed for a limited time • Tickets $5 off, free T-Shirt with purchase of 2 tickets, sign up now and get free parking/free t-shirt, etc.
  56. 56. Tip #3: List Product Benefits • Gives people the information they really want to know • Use emoji to feel more real—The check mark instead of a bullet can be more effective! ✓
  57. 57. Carousel Ads • One ad can include multiple links/landing pages • Can use a combo of photo and video – or chop up one picture to make a slideshow • 30-50% lower Cost per Conversion than single image link ads
  58. 58. Apps to Slice Photos Panorama Crop – Google Play Store Free Panora – iPhone Can remove ads for $2.99
  59. 59. Upload Emails- Have You Done This?
  60. 60. Facebook Messenger
  61. 61. Easier Communication • “Native” content without having to develop your own app • Reach people where they already are • Automated/instant “bot” communication • Allows push notifications (aggressively)
  62. 62. MOST Getting the From Facebook Messenger
  63. 63. Set Your Welcome Greeting Having an informative “Welcome Greeting” will lower the number of messages that you receive. Limit of 160 characters so use wisely 1. Click Settings at the top of your Desktop FB Page. 2. Click Messaging 3. Click Response Assistant 4. Change your Messenger greeting
  64. 64. Instant Replies You can have your instant reply cover your most frequently asked questions, and give someone a response a few seconds after they write 1. From your Desktop Facebook Page, Click Inbox at the top 2. Click Automated Responses (With Atom Symbol) 3. Update any Automated Responses you’d like, including Away Message (You can even schedule your away message to be off & on based on when you are available to respond)
  65. 65. Saved Replies-Response Assistant For remaining FAQs or questions that need more explanation, you can create and save personalized responses, that then you can send back to someone based on their question 1. Click Settings at the top of your Desktop FB Page. 2.Click Messaging 3.Click Response Assistant 4.Change your Messenger greeting
  66. 66. ChatFuel https://chatfuel.com
  68. 68. Top 5 Contest Tips 1. SET GOALS • What are youtrying to achieve? Ex: likes, comments, email addresses 2. CONSIDER THE AUDIENCE • Important in determining your prize package Ex. Moms, teenagers, etc. 3. DETERMINE THE CONTEST TIME FRAME • Run daily small contests for Likes & Comments or longer timeframe for more info
  69. 69. Contest Tips, Cont. 4. CREATE A PRIZE PACKAGE • If your prize is bigger, you can ask for more information 5. PLAN THE FUFILLMENT • Know how quickly you can deliver & make sure it’s within the expiration date
  70. 70. Five Types of “Engagement Bait”
  71. 71. Still can be a success! • Pair with going live! • Great to show event set up in the background ¯_(ツ)_/¯
  73. 73. EXAMPLE
  75. 75. Even “Onsite” at Other Events!
  76. 76. A Good Rule Of Thumb Create a sense of urgency • Set a deadline • Use a countdown • Make contests holiday-specific—feels like a natural deadline
  77. 77. EXAMPLE
  78. 78. VS. Holiday Specific
  79. 79. CAPS. You may have noticed the We see more interaction!
  80. 80. Prize Ideas • Gate admission tickets • Unlimited ride wristbands • Season passes • Experiences/meet and greets • Behind the scenes tours (on a golf cart!) • T-shirts and/or other promotional items • Giveaways from sponsors NOTE: We’ve found that 70—80% claim prizes.
  81. 81. Smaller Contests Two posts: 1. Announce contest 2. Announce winners
  82. 82. Example
  84. 84. Bigger Contests Four posts: 1. Announce that you’re going to have a contest “4 MORE DAYS! We'll be giving away 1 sheet of 24 carnival tickets to 5 lucky people later today! #FinalCountdown” 2. Announce contest 3. Announce that you’re going to announce the winners “We just drew the name of the first winner of the ULTIMATE FAIR EXPERIENCE! Are you ready to know who it is?” 4. Announce winners
  85. 85. Best Tools to Create Social Contests • Woobox: create user-generated contests, landing pages, interactive games and more! • Shortstack: Integrates with Facebook, Instagram and Twitter to easily track and measure contests • Rafflecopter: Very simple – only takes 2 minutes to create engaging giveaway contests
  86. 86. Instagram
  87. 87. Who Doesn’t Have Instagram? (For their Event?)
  88. 88. In the US
  89. 89. Instagram Active Users
  90. 90. • 71% of Snapchat users are under age 34 • 68% of Instagram users are under age 34 Age of Users
  91. 91. Why do Brands Love Instagram?
  92. 92. Your Audience is Already Here! • Create story content without building a Snapchat following • Connections with Facebook mean most brands already have more people following them on Instagram • Easy to incorporate ads— you build them in the same tool!
  93. 93. Most Popular For Stories
  94. 94. Stories for Business • 1 in 4 Millennials & Gen Z-ers look for Stories of the things they want to buy. • 15%–25% of people swipe up on a link in branded Stories. • The average posting frequency for IG Stories for business is 2.3 posts per week. • Remember to cross promote your stories on Facebook!
  95. 95. Poll Your Audience 1. Snap a photo 2. Find the poll sticker in the stickers tab 3. Ask your followers to vote 4. Post your results!
  96. 96. Ask a Question • Snap a picture and find the ? sticker • Host a Q&A that allows your followers to ask you anything about your company, product, event, etc. • Post the questions you receive and include your answers!
  97. 97. Capture Behind the Scenes Shots • Show your personality • Be real and candid • Capture scenes that would spark interest and give insight into a new product not released yet, or set-up for a festival.
  98. 98. Share Music • Choose songs for artists performing at your event • Ask attendees to tag you while they’re sharing songs of artists they want to hear • Host fun dance parties while Live!
  99. 99. Connected App-Boomerang
  100. 100. Connected App-Hyperlapse
  101. 101. Follow Hashtags • Follow a hashtag and it will show up in your feed • You can “teach” Instagram what type of posts you want to see by telling it not to show certain images for a hashtag • Encourage fans to follow your festival hashtag along with your festival!
  102. 102. Link in Bio • You’ve got one link on Instagram you can tout without an ad • Mention it in your posts & update it often to advertise sales
  103. 103. Create Mode-BRAND NEW • New story options: • Pre-created countdowns • Pre-created quizzes • “On this day” feature • Add bg GIFs • And More!
  104. 104. Instagram Rainbow Text
  105. 105. Instagram Highlights • Don’t forget about this important feature! • Press the “+” to add highlights to your page. You can select anything that has been on your story in the past! • You can also edit your “cover” of your highlight with icons or matching photos like FWSSR! (Long click on existing highlight for option to Edit) • Familiarize new attendees with this feature!
  106. 106. Over – Good for Insta Story-building!
  107. 107. Over is a partner of…Later.com One of the best tools we’ve found for scheduling posts- Shows you when the best time to post is each day of the week!
  108. 108. Save to Collection
  109. 109. Advertising & Ecommerce
  110. 110. Instagram Quick Ad Adoption • $6.8 billion in Ad Revenue from Instagram in 2018 75% of Instagrammers take action after being inspired by a post • Uses Facebook ad targeting- all benefits repeat
  111. 111. Set up Through Facebook
  112. 112. Ads in Instagram Stories
  113. 113. What Ad? -Authenticity • Ads on Instagram have a “native” feel so play to that • Showing real people feels more authentic Remember what you know about User Generated Content—it’s more believable! • Include your hashtag—it is clickable
  114. 114. Keep ads interactive- fun to use “pinch and zoom” feature
  115. 115. Instagram Ecommerce: Easy A/B Testing
  116. 116. Shoppable Posts
  117. 117. Snapchat
  118. 118. Who has Used Snapchat (For their Event?)
  119. 119. What about Snap Ads?
  120. 120. (The ONLY way I’d recommend using Snapchat for your Event!)
  121. 121. Why? Best Attention Span Snapchat video ads capture over 2X visual attention than Facebook video ads, over 1.5X than Instagram, and 1.3X than YouTube
  122. 122. Audience Exclusivity
  123. 123. Snapchat Ad Options Snapchat ads used to be EXPENSIVE! • A one-day “discovery” pane ad- $50,000 • Sponsored lenses can be as much as $700,000! • NOW—there are much better options
  124. 124. Snap Ads • Newest available offering from Snapchat • Two pricing structures: • CPM-Cost you’re willing to pay to have your ad displayed 1000 times • Goal Based Bidding-how much do I want to pay to have 100 people click, etc. • Swipe-up rate for Snap Ads is 5X higher than the average click-through rate for comparable social platforms.
  125. 125. forbusiness.snapchat.com
  126. 126. Sponsored Geofilters • Cheapest option of all ad offerings • Offers “Annual” geofilters, where you can buy a certain amount of geofilter time “in bulk” • Users are very familiar with the offering, and so often times not seen as “in your face” as other ad options • Downside: Snapchat can charge you more during key events at key locations 
  127. 127. Easier than EVER to Set Up on your Phone!
  128. 128. Paid is the Only Way
  130. 130. Video Marketing
  131. 131. Facebook is the #1 used social media • Facebook bought Instagram in 2012 • Instagram launched Video Sharing • Increased video length to 60 Seconds • Added Live Video • Added stories with video Do you think FB thinks video is important? The Family Tree Facebook Instagram
  132. 132. • Google is the #1 used search engine • Bought YouTube in 2006 • YouTube became the #2 search engine • YouTube is the most used search engine by Generation Z • Do you think Google thinks video is important? The Family Tree Facebook Instagram Google YouTube
  133. 133. 64% of consumers say watching a marketing video on Facebook has influenced a purchase decision in the last month. Why it Matters Video watchers are 12 times more likely to purchase. Source: Animoto 84% of consumers watch on mobile devices.
  135. 135. Micro Moments • When creating videos, think about the reason consumers turn to YouTube: • I Want to Go • I Want to Know • I Want to Do • I Want to Buy
  136. 136. Video Marketing Advice from Google
  137. 137. Is Longer Stronger?
  138. 138. Use Vertical Video • No more vertical video shaming! • Big brands, like AT&T & NBC have noticed an 80% increase in ad completion when videos are vertical • Snapchat users watch 3 Billion vertical videos daily • YouTube recently updated its interface to allow for full-screen play of vertical videos
  139. 139. What to Skip • Long intros to your videos—no one has time for that (Think of TV show opening credits now vs. a long time ago!) • Shaky Camera Shots—A Stabilizer may be worth the investment! $75-150 (We use the one on Amazon called a Gimbal~$99) • Videos that are too long without real content
  140. 140. Tips for Video Advertising • Grab attention immediately • Create a compelling offer – Early Bird, Limited Time Only, etc. • Doesn’t require sound • Captioned video increases view time by an average of 12%! • Use iMovie or Movie Maker to add call-out text to your video • Include a call to action
  141. 141. Fun Tours
  142. 142. In-Stream Video Ads • “Ad starting Soon” messaging on Videos • Facebook claims impression is 92% of the people watching the video in the first place. Hmm… • These placements are ideal to generate brand awareness, but are not as useful for direct response as you will not be able to provide a link for users to click
  143. 143. How To Use In-Stream Video • Utilizes Facebook Audience Network • In-stream ads are available as a placement in Ads Manager and Power Editor. In-stream ads are available for the Video Views, Brand Awareness, Reach and Post Engagement objectives.
  144. 144. Can Exclude Certain Brand Categories
  145. 145. Add filter and music to videos!
  146. 146. • Includes Stock Photo/Video options-links with iStock • Can easily piece together photos & videos of your own with the stock options
  147. 147. Clips • iPhone users are in luck with Clips—it’s probably already on your phone! • String together photos, short video clips, text blocks, etc. with cool effects • Even includes automatic transcription if you want users to be able to read your video rather than watching (GREAT for “sound off” viewing)
  148. 148. Hire a Pro! • Find a friend—ask on Facebook if any of your friends do video editing • Find a student—many colleges have Film Departments, even some high schools! • Consider the cost/benefit for having good videos to use in your marketing
  149. 149. If All Else Fails… • Download your stories from Instagram and post them to other platforms as your video marketing! • Don’t skip out on video because it’s too hard!
  150. 150. Videos Near Buy Button!
  151. 151. “Email and owned platforms will see a resurgence, as social media platforms continue to deliver declining and even questionable results.” SCOTT MONTY – Scott Monty Strategies
  152. 152. Most Cost-Effective Top Revenue Generator Fastest Results
  153. 153. 44% of email recipients made at least one purchase last year based on a promotional email.
  154. 154. 74% of U.S. adults think content that contains data is more trustworthy than content without data. Including data in content will become a requirement for brands looking to build trust with their readers. MORGAN MOLNAR –Survey Monkey
  155. 155. Quantifiable Benefits
  156. 156. “Content marketers need to find their brand voice, and stick to it. Consistency is key in a saturated market, as it helps consumers to remember your brand across different platforms & campaigns.” CASSIE DISPENZA -- Saffire
  157. 157. IDENTIFY YOUR BRAND IN WORDS • Think of your brand as a person. What would your brand say? • If your logo wasn’t with your content, could your audience identify the content as coming from your brand? • Wordclouds can help! – www.wordclouds.com
  159. 159. SAFFIRE CORE VALUES 1. Smart and creative innovators (Upcoming, Success, Digital, Launches, New, Future) 2. Make nerdy fun (Launches, Summit, Educational, Presentations, Fun, Exciting) 3. Dedicated team players (Together, Tips, Join, Team, Us) 4. We treat clients like family (Love, Shout Out, Clients, Friends, Family)
  160. 160. In 2019, content marketers will realize the power of frequency (which has been a necessary approach since the dawn of advertising), especially when coupled with useful, well-executed content. The most effective content marketers in the future will adhere to the motto, “Quality content, often.” SEAN CALLAHAN --LinkedIn
  162. 162. Narrow Down Your Content • Mimic what you see on the platform. Content is King, but context is even more important. • Don’t interrupt or be intrusive. Talk about what your audience is sharing • Show customers you love the music, shows, etc. they do • BE READY when something happens you can leverage
  163. 163. What’s Important for Your Social Media?
  164. 164. Thank you. cassie@saffire.com More Online Marketing Tips Website www.saffire.com Facebook TeamSaffire Twitter @TeamSaffire Instagram teamsaffire YouTube saffirestudio