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Valentine's Day Special on Social Networking! Thanks for joining us!
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SOCIAL NETWORKING 101
KENDRA WRIGHTJESSICA BYBEE-DZIEDZIC
SIT BACK AND RELAX
We’ll send you our slides.
PRESENTER
• First job managing events for non-profit
• Began building websites in 1995 for Fortune 1000 company
• Started own company in 1998• Brings big-company experience to
the event industry
Kendra Wright
HISTORY
SAFFIRE CLIENTS
SAFFIRE CLIENTS
SAFFIRE CLIENTS
SAFFIRE ASSOCIATION
PARTNERS
PALAMINO FEST
Our goal is to elevate the event industry by enhancing its most important virtual front
door – its online presence.
WHY USE SOCIAL NETWORKING?
Local TV Ad Campaign: 200,000 people/commercial Print: Varies
based on Send
Traditional Networking Model
Local Radio Ad: 5,000 people/
commercial
*Based on midsized market
WHY USE SOCIAL NETWORKING?Social Networking Model
ME: 1
My Friends: 150-500+
My Friends’ Friends
250,000+
ANOTHER GOOD REASON
Google has increased the importance it places on social interaction to determine how you’re ranked.
• Likes• Shares/retweets
WHICH OUTLETS TO USE?
YOUR SOCIAL MEDIA PRIORITIESSpend 70% of your time on Facebook
Use app that posts to Twitter when you post on Facebook (adding 0-10%)
Spend 15% on YouTube
Spend 5% between Pinterest and Instagram (photo sharing)
Keep your eye on Google+ (could affect Google search results)
WHICH OUTLETS DO I USE?
DON’T try to dominate on every social media outlet.
Have a solid presence on the most important channels.
WHAT TO SHARE & WHEREWhat to Share Where
Short blurbs Facebook, Twitter
Longer stories Facebook (and/or link to website or blog)
Photos Facebook, Twitter, Pinterest, Instagram
Videos Facebook, Twitter, YouTube
Contests Facebook, Twitter (website)
WHEN TO SHAREPeople consume most of their entertainment media on nights and weekends.But most publishers publish… when? Publish when people are consuming.
POLL
How many of you have a Facebook
account for your event?
FACEBOOKOver 1 BILLION monthly active usersOne in every seven humans on earth is active on FacebookThe most important way to spend your social networking energyFacebook trends to know• People use it on mobile• People use it for photo sharing
FACEBOOK COVER PHOTO
Be creative! Use this space to make big announcements, i.e. event dates and upcoming performers.
Change it daily during your event to highlight the day’s activities.
You can’t put links on your cover photo.
FACEBOOK PROFILE PICTURE Don’t forget the profile picture! It will appear “solo” throughout
Facebook; it needs to be able to stand alone and represent your brand.
COOL FACEBOOK COVERS/PROFILES
COOL FACEBOOK COVERS/PROFILES
COOL FACEBOOK COVER PHOTOS
TAGGING IN FACEBOOK
TAGGING IN FACEBOOK
Take pictures of the crowd at concerts, post them and encourage them to tag themselves
Your photo appears in
their Facebook feed!
Ask questions that get people to talk about themselves in
relation to your event
DEEP THOUGHT
• Consider funny – posts from mascot, etc.
• Personal/human interest stories get a lot of hits
• Posts with photos get more views!
Think about what YOU would want to click!
GRAB THEIR ATTENTION
POLL
Do you have a Twitter account for your event?
TWITTERYour 2nd priority for social media530 million accounts340 million tweets a day1 million accounts added to
Twitter every day
WHY TWEET?Twitter is current on up-to-the minute, important news and cultural happenings.
Ramp up your publishing frequency, and make timely content the focus of your Twitter activities in order to satisfy information-hungry users.
SETTING UP TWITTER
No more than 15 characters in UsernameExample: Amador County Fair
• Too many characters: @AmadorCountyFair• Use: @AmadorFair• Use your real business name so search engines &
customers can find you
SAFFIRE RECOMMENDATIONInclude your state in your username if you need to
differentiate yourself!
COMPLETE A FEW FIELDS
AmadorFair
WHO TO FOLLOW IN SET UP
When you set up your account, just follow the minimum - Industry associations & businesses• IAFE @IAFE• IFEA @IFEAworld• State/regional organization• Saffire Events @SaffireEvents
CUSTOMIZING YOUR PAGE
Edit Profile• Add a photo (logo)
o Get 10x more followers
• Add a bio (mission – make it fun)o Get 8x more followers
Customize your design• Use your website background
NEW! ADD A HEADER
Make a file that is 1200px wide by 600px tallIt will be a background behind:• Twitter name• Bio• Location• URLJust another way to convey your brandUpload it to Profile/Design
Amador header
RE-TWEETING• Look through your timeline• Find tweets you wouldn’t
mind sharing• Give people a taste of what’s
to come
MORE TO FOLLOWEvents similar to yoursBig eventsPeople involved in your eventLocal businessesJust for fun
SAFFIRE RECOMMENDATIONDon’t follow too many until you have tweeted
and have a branded page!
PEOPLE INVOLVED IN YOUR EVENT
SponsorsVendorsEntertainersVolunteersExhibitorsBoard members
SAFFIRE RECOMMENDATIONFollow people on a Tuesday morning;
there may be better chance they’ll follow you back.
LOCAL BUSINESSESLocal businesses• Amador (county)• Plymouth (city)
Local press
SAFFIRE RECOMMENDATIONPilfer from those we are following & our
followers!
TIPS & TRICKS FOR TWEETS
Tweet between 120-130 characters
Write tweets containing “via,” “RT,” “please” and “check”
Post weird/human interest stories
Tweet on the weekendsSAFFIRE RECOMMENDATIONUse: www.bufferapp.com or www.hootsuite.com
to schedule social media in advance.
WHAT IS THIS?
#
THE ART OF THE HASHTAG
A hashtag is how Twitter users organize themselves.
People start including a hashtag when tweeting about a topic.
It becomes easier to find that topic in search.
It is more likely to appear in Twitter’s Trending Topics.
ENSURE ADOPTION OF A HASHTAG
You can’t!
WHAT YOU CAN DO
POST it – relevant places on your website/blog
PRINT it – event materials, signage, scoreboards, etc.
PUBLICIZE it – Twitter feed, regularly and consistently
SAFFIRE RECOMMENDATIONMake it easy and enticing for customers to find, adopt
and promote hashtags.
AN RECENT EXAMPLE
Many also use hashtags to add something parenthetical/funny at the end of a tweetManti Te’o hashtag: #catfished
STEP 6: MANAGE YOUR TWEETS
TAKE IT A STEP FURTHER
TWEET AS YOU GO ABOUT YOUR DAYInstall Firefox extension• While you are online reading
articles, don’t just post them; highlight text and click Buffer icon at bottom right to tweet
TWITONOMY
TWEAK & REPEATCheck BufferApp or Twitonomy analytics.
Write down topics that had the most reach. • Do more of those.
Write down topics that had the least reach.• Do less of those.
what is the fastest growing website of all time?
PINTERESTPinterest was the first site to get 10 million unique visitors in a month.
Pin event photos (and more) and invite your customers to follow your boards!
Not your highest priority, but do it! It’s fun!
50% of all web content is…
YOUTUBE
Customers exposed to videos are 437% more likely to engage in your brand.
• Engagement = Purchases
SAFFIRE RECOMMENDATIONMake your videos raw and not too produced to help
customers identify with your brand.
YOUTUBE
3rd in your social media priorities4 billion videos/day viewed800 million unique users visit YouTube each month44% of YouTube’s users are agedbetween 12 and 34
INSTAGRAM• Mainly for mobile• Known for image
“doctoring”• Trends younger• Ease of use lowers
barriers to content creation and helps fuel posts on other networks.
Reach younger customers with…
1. CREATE AN ACCOUNT
2. TAKE A PHOTO
3. PICK A FILTER
4. POST!
FUN FACTS ABOUT INSTAGRAM
• Social media users plan to increase their use of Instagram at a rate higher than that of any other network.
• 85% of Instagrammers use the platform at work, way above any other social media format.
USE HASHTAGS ON INSTAGRAM TOO!
SAFFIRE RECOMMENDATIONUse the same hashtags that you use on twitter so
people (and you) have less to remember.
Where is the best place to maximize your social media
presence?
MOBILE NETWORKING
BUFFERAPP
YOUTUBE
MAKING YOUR WEBSITE SOCIAL
MAXIMIZE SOCIAL MEDIA ON WEBSITE Facebook or Tweet your EVENT
MAXIMIZE SOCIAL MEDIA ON WEBSITEFacebook/Tweet an EVENT FEATURE
MAXIMIZE SOCIAL MEDIA ON WEBSITEFacebook or Tweet a PHOTO of an event/feature
SPECIFIC IDEAS
Website changes/blog posts/email articlesTestimonialsPhotos/Videos“Insider info”News of weird/human interest storiesContestsQuestions
WHAT TO POST
SPECIFIC IDEASSend opening day congrats to other fairs
Judiciously promote big sponsors for retweet
Same with vendors and entertainers
Post thanks to people/groups; they’ll repost
• Be the first to know about X via social media!
• See behind-the-scenes looks at our event!
Your customers feel special, and they are more likely to be long term
followers.
MAKE PEOPLE FEEL LIKE INSIDERS
• Photo contests on website and Facebook
• Caption that photo
• Funny video upload
Photos and video are naturally VIRAL and give you more event
photos!
MULTIMEDIA
Show live tweets on concert side screens
Have a vote or quiz• Answer on text, app, QR code,
etc.
GET PEOPLE TALKING
RECAPDon’t try to spread yourself too thin over social media outlets-pick a few and be successfulDon’t prioritize social media at the expense of your website
THANK YOU
Any questions?
