Social Media Marketing:
Understanding the Landscape,
Benefits & Challenges
Cassie Dispenza
Sr. Director of Marketing & Partnerships,
Saffire

I’ll send a link to the slides!
NO NEED TO WRITE IT ALL DOWN

Travel Adam Layla

WEBSITES

INTEGRATED TICKETING

Print-at-Home Tickets
Include sponsor logos
Include advertising

Advance Tickets

Scanning Pre-Sold Tickets

Selling at the Gate

First-Smiirl.
facebook.com/teamsaffire

How many of you manage your
organization’s social media?

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!

Most popular social media apps,
by monthly users in US 2019 (in millions)

What’s Missing?

What’s Missing?

No New Accounts: April 2, 2019
Completely Shut Off: August 2019

Social
Facebook
2020
Facebook
Messenger
Facebook
Contests
Instagram
Snapchat
Social
Content

FACEBOOK IN 2020

MARKETERS
What can
expect this year?

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.

How Does Someone Show They Care?
• Likes/Shares/Comments
• Seeking out your page
• Video Views
• Repeat Video Views

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

Share Fan Content, Utilize Ambassadors

People Value Peer Opinions

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

50% posts are UGC-LaCroix

Ben & Jerry’s

#ShareaCoke

am·bas·sa·dor
amˈbasədər/
noun
•a person who acts as a
representative or promoter of a
specified activity.

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!

1. “Moms of the Event”
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

“Have you purchased your mega pass for the Event? $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

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—Great
for Millennial & Younger Ambassadors

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

Brand Ambassador-YouTube

Show Your Personality & Use Strong
Emotions

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

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!

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!)

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.

Post Content that Gets People Talking
Harvard Business Review found that these 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!

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

Video First

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
The Family Tree
Facebook
Instagram

• 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
The Family Tree
Facebook
Instagram
Google
YouTube

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

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.

Video Marketing Advice from Google

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

8 Billion Video Views
There are over
on Facebook each day

Why Go Live?
• Builds trust
• Increases Authenticity-Feels “real” to customers
• Video doesn’t have to be professional

PICS OR IT DIDN’T HAPPEN
VIDEO OR IT DIDN’T HAPPEN

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!

Promo-Video Creation

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

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

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

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.

Can Exclude Certain Brand Categories

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

Add filter and music to videos!

• Includes Stock Photo/Video
options-links with iStock
• Can easily piece together
photos & videos of your own
with the stock options

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)

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

EX: Fun Tours

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!

Videos Near Buy Button!

Facebook Ads

What Makes a Good Facebook Ad?
https://karolakarlson.com/best-
facebook-ad-examples/

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

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.

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
increase authenticity of real person
behind the ad
✓

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

Apps to Slice Photos
Panorama Crop – Google Play Store
Free
Panora – iPhone
Can remove ads for $2.99

Upload Emails- Have You Done This?

Facebook Messenger

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)

MOST
Getting the
From Facebook Messenger

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

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)

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

ChatFuel
https://chatfuel.com

Changing Rules
As with everything it seems on Facebook, the rules are changing for when you
can respond to someone who messages you
• 24 hour rule as a page (you can only message someone up to 24 hours after
they message you)

FACEBOOK CONTESTS & GIVEAWAYS

Top 5 Contest Tips
1. SET GOALS
• What are youtrying to achieve? Ex: more likes, email addresses (Should your contest be
paired with an ad?
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

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

Five Types of “Engagement Bait”

Still can be successful!
• Pair with going live!
• Great to show event set up in
the background
¯_(ツ)_/¯

ON SITE
PROMOTE DEALS THAT ARE ONLY AVAILABLE

EXAMPLE

POST THE
FOLLOW UP!

Even “Onsite” at Other Events!

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

EXAMPLE

VS.
Holiday Specific

CAPS.
You may have noticed the
We see more interaction!

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.

Smaller Contests
Two posts:
1. Announce contest
2. Announce winners

Example

THE BIGCONTEST

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

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

Instagram

Who Doesn’t Have Instagram?
(For their Event?)

In the US

Instagram Active Users

• 71% of Snapchat users are under age 34
• 68% of Instagram users are under age 34
Age of Users

Why do Brands Love Instagram?

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!

Most Popular For Stories

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!

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!

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!

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.

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!

Connected App-Boomerang

Connected App-Hyperlapse

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!

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 or special events

Create Mode-BRAND NEW
• New story options:
• Pre-created countdowns
• Pre-created quizzes
• “On this day” feature
• Add background GIFs
• And More!

Instagram Rainbow Text

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!

Over – Good for Insta Story-building!

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!

Save to Collection

Advertising & Ecommerce

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

Set up Through Facebook

Ads in Instagram Stories

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

Keep ads interactive-
fun to use “pinch and
zoom” feature

Instagram Ecommerce: Easy A/B Testing

Shoppable Posts

Snapchat

Who has Used Snapchat (For their
Event?)

What about Snap Ads?

(The ONLY way I’d recommend using
Snapchat for your Event!)

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

Audience Exclusivity

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

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.

forbusiness.snapchat.com

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 

Easier than EVER to Set Up on your Phone!

Paid is the Only Way

ELEVATING YOUR CONTENT

“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

Most Cost-Effective
Top Revenue Generator
Fastest Results

44% of email recipients made at least
one purchase last year based on a
promotional email.

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

Quantifiable Benefits

“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

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

COMPARE TO YOUR CORE VALUES

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)

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

MY BEST RECOMMENDATION
TO “KEEP UP”

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

What’s Important for Your Social Media?

Thank you.
cassie@saffire.com
More Online Marketing Tips
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