TDA 2015 - New Digital Priorities: Digital Trends You Can Use

1. Kendra Wright | Saffire
NEW ONLINE PRIORITIES:
DIGTAL TRENDS
YOU CAN USE

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4. Our History

6. VISION
Saffire

7. A beautiful, unique,
engaging website
Integrated ticketing
if you need it
Manage it yourself &
quick, unlimited help

8. PORTFOLIO
SAFFIRE PARTNERS WITH
HUNDREDS OF EVENTS, VENUES
& DESTINATIONS

12. Beautiful, Unique Designs

13. PENDLETON ROUND UP

16. Dest Drip

17. Beautiful, Unique Designs

21. Branson Tracks

23. The Internet = Dog Years

24. BE RUDE
Feel free to follow Kendra_Wright

25. THREE LEVELS OF COMMUNITY
1. You talking to customers (& potential)
2. Customers talking back to the you
3. Customers talking to each other
(about you)

26. 1
MOBILE

27. Really Old Days
Fairly Old Days
Now

28. SOFA
MAXIMIZEthe

29. “CRAZY” STATISTIC
Source: Morgan Stanley Research

30. MOBILE IDEAS
1. Ensure all your content is designed for mobile, not just
desktop (one solution is “responsive design”)
• Google now penalizes websites that aren’t mobile-friendly
2. Make sure you have single-stream content management
3. Focus on mobile first (before an app)

31. APP OR MOBILE SITE?

32. 2
WEBSITE

33. WEBSITES?
What’s so important about

34. EVERY PART
Your online presence affects
of your marketing strategy.

35. YOUR BRAND
YOUR LAND?

36. A GREAT HOMEPAGE
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 they leave?
Be “digestible.”

37. A GREAT HOMEPAGE HAS…
• Clear navigation
• Relevant content
• Calls to action
• Good search
• Fast load
• Clean layout
• Compelling imagery
• Enticing interactivity

38. LAYOUT
1. Clean

39. THE BAD

40. TO USERS:

42. CONSIDER A PYRAMID
one big
story
smaller
features
smaller
features
smaller
features

43. THE GOOD

44. THE CAPITAL “F”

45. GOOGLE HEAT MAP
GO TO: BEHAVIOR>IN-PAGE ANALYTICS>SHOW COLOR

46. Imagery
2. Compelling

47. GREAT IMAGERY IS KEY

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

55. Interactivity
3. Enticing

57. SOMETHING.
Get them to do

58. 3
VIDEO

59. • 4 BILLION videos are watched every DAY on YouTube
• Include video on your homepage, email & social media
• YouTube is #2 search engine behind Google
• Other social media is scrambling to incorporate video
USE MORE VIDEO

60. 12 TIMES
Video watchers are
more likely to purchase.

61. VIDEOS NEAR BUYING OPPS

64. VIDEO IDEAS
• Keep videos short
• Vine – 6 seconds
• Instagram – 3-15 seconds
• Snapchat – 10 seconds
• Facebook – 20 minutes; grab attention as it scrolls
• NEW – Real time but live for 24 hours

65. LET’S TRY PERISCOPE

66. IDEAS FOR PERISCOPE
• Show & tell
• Behind the scenes
• Talk directly to your people (invite and/or tweet them)
• Repurpose video for other social media

67. 4
CONTENT

68. YOU MUST BE ABLE
TO MANAGE WHAT IS
ON YOUR WEBSITE.
CONTENT MANAGEMENT

69. MANAGE YOUR OWN CONTENT
The text on your pages
Your homepage features
Your navigation
Your images
Everything (but design)
…From desktop, tablet or mobile… Easily.

70. 5
EMAIL

71. EMAIL
How many of you
your prospects?

72. YOUR BRAND
YOUR LAND?

73. ANATOMY OF SUCCESS
Big Email List
Lots Opened
Lots Clicked
Engaged

74. Get a big email LIST
Get started, and keep it going

75. EMAIL SIGNUP ON ALL PAGES

76. Get lots of OPENS
Good subject line + Sent at right time

77. BEST PRACTICES
• Recognizable “Subject”
• Recognizable “From”
• Action words
• Not too spammy

78. Get lots of CLICKS
Good content & images

79. DON’T TELL THE WHOLE STORY

80. WHY GET THEM TO YOUR SITE?

81. CONSIDER A PYRAMID
one main
story
two smaller
features
TEST AGAINST
EACH OTHER
two smaller
features

82. 6
TEXTING

83. 98% OPENS
Text Messages get
compared to 22% for Emails
(Source: Venture Beat)
…in the first 3 minutes!

85. TEXTING IDEAS
• 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

86. 7
INSIDERS

87. MAKE FOLLOWERS INSIDERS
Train people that they are the first to know if:
• They are on your email/text list
• They follow you on social media

90. 8
FACEBOOK

91. SOCIAL REFERRALS
For the first time EVER, social referrals outnumber search referrals for
website traffic.
And guess which social network is dominating?
FACEBOOK
Facebook users account for 79% of all social referrals, accounting for 24%
of ALL time users spend on mobile.

92. ADVERTISE
How many of you
on Facebook?

93. THE OLD WORLD

94. THE NEW WORLD
Organic (non-paid) reach has dwindled.
“Overly promotional” organic reach declined starting in January.
You can still:
• Share links to your site
• Invite people to visit your site to sign up for offers

95. WHY?
USER EXPERIENCE
& CA$H

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

97. ADVERTISING PLANS
• BOOST POST AD – Can automatically advertise latest post (text,
image or video)
• PROMOTE PAGE AD – Get more Likes by advertising your page
• WEBSITE AD - Get more people to your site
• OFFER AD – Like a coupon, with “Get Offer” button
• VIDEO VIEW AD – NEW!
• REACH PEOPLE NEAR YOUR BUSINESS – NEW!

98. WWW.FACEBOOK.COM/ADVERTISING

99. 9
TARGETING

100. INTEREST TARGETING
181 MILLION 117 MILLION

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

102. SAVE AUDIENCES

103. CUSTOM AUDIENCES
• An existing customer email or phone list
• People who have visited your website
Great for extra “touches” to the same people!

104. LOOKALIKE AUDIENCES
Take it a step further
• People who LOOK LIKE email list or website visitors
• People who LOOK LIKE your Facebook fans

105. 10
TWITTER

106. TWEET SHORTER
• No need to use all 140 Characters!
• Tweets under 100 characters get 17% higher engagement than
longer tweets.
• Allow “space” for them to be retweeted.

107. ASK FOR A RETWEET
Increase retweet by 311%

108. ASK FOR A FOLLOW
Increase follows by an average of 85%

109. TWEET ABOUT BIGWIGS: TWITONOMY

110. 11
PINTEREST

111. FUN WITH PINTEREST
Potential boards:
• Things to do at your destination
• Places to stay
• Places to eat
Remember, find ways to CONNECT (“Hey, they like what I like!”)
and be BIGGER than you are!

112. SHOW WHO YOU ARE

113. 12
INSTAGRAM

114. INSTAGRAM IDEAS
Choose photos & captions to out the “lifestyle” of your brand
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

115. 13
MAXIMIZE

116. MAXIMIZATION EXAMPLE
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

117. CONNECT PLATFORMS WITH IFTTT.COM

118. 14
CANVA

119. FOR HELP WITH PHOTOS
• USE CANVA!
• Really awesome online photo editing tool
• Can add text to photos
• Choose from lots of layout templates
• Now Canva for Work

121. 15
WHAT’S NEW

122. DABBLE IN THESE
• Periscope
• Snapchat
• Phhhoto
• Shazam new functionality

123. 16
TESTING, TESTING…

124. YOU CAN TEST WHAT
WORKS BEST!

125. FACEBOOK AD CONTENT & ART

126. EMAIL CONTENT
one main
story
two smaller
features
TEST AGAINST
EACH OTHER
two smaller
features

127. THEN APPLY EVERYWHERE!

128. PUT IT HERE

129. …AND HERE

130. AND MOST IMPORTANTLY…

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

132. FREE ONLINE MARKETING TIPS
Website www.saffire.com
The Amplifier www.saffire.com/podcast
Facebook Saffire
Twitter @SaffireLLC
Instagram saffirellc
Pinterest saffireevents
YouTube saffirestudio
Questions?

133. FREE ONLINE MARKETING TIPS
Website www.saffire.com
Facebook Saffire Events
Twitter @SaffireEvents
Instagram saffireevents
Pinterest saffireevents
YouTube saffirestudio
Questions?