Embed Size (px)
DESCRIPTION
Complete presentation from Kendra Wright and Cassie Roberts
Citation preview
Kendra Wright & Cassie Roberts
Saffire Events
BYOD: Grow Event
Revenue with
Online Marketing
saffireevents
Kendra Wright| Cassie Roberts
BYOD:
GROW EVENT REVENUE WITH ONLINE MARKETING
saffireevents
Give us your business card at the end;
We’ll send you our slides.
GET OUT YOUR DEVICE
saffireevents
saffireevents
saffireevents
HISTORY
saffireevents
EVENT PORTFOLIO Rodeo Austin
South Texas State Fair
Rodeo Belton/ 4th of July Celebration
Brazos Valley Fair
Heart O' Texas Fair & Rodeo
Amarillo Tri-State Fair
Fort Bend County Fair
Central Texas State Fair
Comal County Fair
Okeechobee County Fair
Amador County Fair
Chowchilla Fair
Palomino Fest
Lea County
Coors Cowboy Club
Washington County Fair
Texas State Forest Festival
American Royal
Colorado State Fair
Napa County Fair
Dodge City Round Up
Brazoria County Fair
San Angelo
Rogers County Fair
Greater Baton Rouge State Fair
Central States
Black Hills Stock Show/Rodeo
Los Fresnos
Twas the Lights
Reno Rodeo
Redding Rodeo
Northwest Washington Fair
Sikeston Rodeo
Delaware State Fair
Sangamon County Fair
East Texas
Park of East Texas
Laramie County Fair
Benton-Franklin Fair
Carroll County Fair
Pendleton Round-Up
Pony Express Days
Arizona National Livestock Show
Yolo County Fair
California Rodeo Salinas
Rio Grande Valley Livestock Show
Old Sorehead Trade Days
Cuero TurkeyFest
Fiesta San Antonio
Glenn County Fair
State Fair of Louisiana
Four States Fair
Montgomery County Fair
Agricultural Learning Center
Grant County Fair
North Texas State Fair
Rooftop Rodeo
West End Fair
Crabtree Amusements
Trinity Valley Exposition
Brackenridge Recreation Complex
Kitsap Rodeo Cowpokes
Refugio County Fair
Rockdale Fair & Rodeo
saffireevents
saffireevents
PALAMINO FEST
saffireevents
saffireevents
PALAMINO FEST
saffireevents
saffireevents
SAFFIRE ASSOCIATION PARTNERS
saffireevents
saffireevents
saffireevents
CAN’T GET ENOUGH SAFFIRE?
This is a 3-Part Series
Next: Facebook
Last: Online Marketing Measurement
saffireevents HOW DO YOU SPEND MARKETING RESOURCES?
saffireevents HOW DO PEOPLE HEAR ABOUT YOUR FESTIVAL?
saffireevents IF YOU MAPPED THEM, WOULD THEY MATCH?
SPENT
RESULTS0
1
2
3
4
5
OnlineNewspaper
RadioTelevision
Outdoor
saffireevents
INTERNET WINS POPULARITY CONTEST
saffireevents
MOBILE FOLLOWS SUIT
Source: Morgan Stanley Research
saffireevents
saffireevents
OUR AGENDA TODAY
•
•
saffireevents 1 YOUR
WEBSITE
saffireevents
OUTSOURCE How many of you
some part of your website?
saffireevents
HOW DO YOU MANAGE YOUR SITE?
saffireevents
YOUR WEB GUY
saffireevents
THE BOTTOM LINE
saffireevents
WHY IT’S IMPORTANT
saffireevents
EVEN MORE DEPRESSING
saffireevents
YOU CAN HELP THIS! • Clear navigation
• Interactivity
• Relevant content
• Calls to action
• Good search
• Fast load
• Clean layout
• Compelling imagery
saffireevents
saffireevents
FACTORS The most important
saffireevents
LAYOUT Clean
saffireevents
HOW TO GET THERE EVENT DATES
HOW TO GET TICKETS
saffireevents
Imagery Compelling
saffireevents
HERE’S HOW THEY WORK TOGETHER
IMAGES
LAYOUT
saffireevents
saffireevents
saffireevents
saffireevents
saffireevents
saffireevents
saffireevents
saffireevents
saffireevents
saffireevents
saffireevents
saffireevents
saffireevents
saffireevents
saffireevents
saffireevents
MAKE EVENT PAGES INTERACTIVE
saffireevents
MAKE EVENT PAGES INTERACTIVE
saffireevents
MAKE EVENT PAGES INTERACTIVE
saffireevents
HIGHLIGHT EVENT COMPONENTS
saffireevents
MAXIMIZE VIRAL SHARING
saffireevents
SELL How many of you
online?
saffireevents
WHY DO ECOMMERCE?
saffireevents
ECOMMERCE=INSURANCE POLICY
saffireevents
ECOMMERCE=INCREMENTAL REVENUE
saffireevents
DETERMINING PRICE: 80/20
saffireevents
HOW TO SELL MORE NOW
saffireevents
MAKE TIX EASY TO FIND
saffireevents
MAKE TIX EASY TO FIND
saffireevents
INTEGRATED DESIGN & FEWER CLICKS
saffireevents 2 TARGETING
TRENDS
saffireevents
MOMS?
Do you market to
saffireevents
saffireevents
saffireevents
YOUNG?
Is your audience
saffireevents
Instagram Incorporate
saffireevents
Mainly
MOBILE
Known for image
DOCTORING
Trends
YOUNGER
saffireevents
TEXT MARKETING Your customers are texting.
Consider joining the conversation.
Judiciously text deals and special announcements.
RELEVANCY BAR IS HIGH!
SAFFIRE RECOMMENDATION Offer people the opportunity to sign up for text, even if you don’t know what you’ll do with them.
saffireevents
BROAD?
Is your audience
saffireevents
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.
saffireevents 3 MOVING
MOBILE
saffireevents
MOBILE Do you feel
good about your
Strategy?
saffireevents
MOBILE
saffireevents
IMPORTANT FOR SANITY
saffireevents
Really Old Days
Fairly Old Days
Now
saffireevents
SOFA MAXIMIZE
the
saffireevents APP OR MOBILE SITE?
saffireevents APP OR MOBILE SITE?
saffireevents
IMPORTANCE FOR REVENUE Customers increasingly use mobile search to shop.
95% of all mobile searches are for local products and services.
61% of all local searches result in a purchase.
saffireevents
1 2 $$$ Local Mobile Mobile
SEARCH PURCHASE SUCCESS
+ =
The One-Two Punch
saffireevents
WHAT LEADS TO MOBILE PURCHASE?
saffireevents 4 EMAIL
MARKETING
saffireevents
EMAIL How many of you
your customers?
saffireevents
ANATOMY OF SUCCESS Big Email List
Lots Opened
Lots Clicked
$$$
saffireevents
Get a big email LIST Get started, and keep it going
saffireevents
GET A BIG EMAIL LIST Outlook contacts
Board of Directors
Volunteers
Sponsors
Exhibitors
Past Purchasers
Etc.
saffireevents
EMAIL SIGNUP ON ALL PAGES
saffireevents
ONGOING - ONLINE When people share an event photo
When they complete an online form
When they PURCHASE something
On Facebook, offer contests and email signup
saffireevents
ONGOING - OFFLINE Door prize or signup at events
Anytime they purchase something
saffireevents
Get lots of OPENS Good subject line + Right send time
saffireevents GOOD SUBJECT LINES Something RECOGNIZABLE
Action words
Not too spammy
50 characters or less
saffireevents
BONUS POINTS Turn into Tweet
120 characters, # and shortened URL
Turn into Facebook post 150 characters, image and no #
saffireevents
HIGHEST OPEN RATES Clients who sell online
Clients with a strong brand
Sent at the right time/day
• CHANGING DRAMATICALLY
• Tuesday mid-morning, evenings (9 pm) & weekends
saffireevents
Get lots of CLICKS Good content & images
saffireevents
DON’T TELL THE WHOLE STORY
saffireevents
Goal: Clicks to website!
saffireevents
One that makes you click! What makes a
good image?
saffireevents
User Response
I want to buy a ticket so I can experience that too!
saffireevents
one main story
two smaller features
TEST
AGAINST EACH OTHER
two smaller features
CONSIDER A PYRAMID
saffireevents
THE FORMULA Headline
Image
Text (short, with links)
Call to action e.g., “Click here to enter now!”
“Click here to see more photos!”
saffireevents
Encourage Sharing!
LINKS TO SOCIAL MEDIA
saffireevents
LEAVE US YOUR CARD We’ll send you:
• These slides
• A free subscription to The Dirt online marketing newsletter
• Invitation to ongoing educational webinars
saffireevents
FREE ONLINE MARKETING TIPS
Facebook Saffire Events
Twitter @SaffireEvents
Instagram saffireevents
Pinterest saffireevents
YouTube saffirestudio
Questions?
saffireevents
By: Cassie Roberts
BYOD:
GROW EVENT REVENUE with online marketing
saffireevents
saffireevents
I know what you’re thinking…
saffireevents
KING is
of social media.
saffireevents
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
• 10 Million Facebook Apps
saffireevents
$174 You make
an estimated
per Facebook like.
saffireevents
21% After seeing
an item on Pinterest
make a purchase.
saffireevents
1000 A FREE piece
of pie for
Instagram followers
saffireevents
What?
saffireevents
1 2 3 Find ‘em: Get ‘em: Keep ‘em:
Ads Likes Engage
AGENDA
saffireevents
CASE STUDY Using a
of…
saffireevents
saffireevents
saffireevents
saffireevents
THEY RAN A HUGE
FACEBOOK CAMPAIGN
saffireevents
Likes went from
3757
to
8140 in about a month
saffireevents
98,901 POPULATION TYLER, TEXAS
213,381 POPULATION
SMITH COUNTY
240,000 FAIR ATTENDANCE
saffireevents 1 Part
ONE
saffireevents
1 2 3 Find ‘em: Get ‘em: Keep ‘em:
Ads Likes Engage
AGENDA
saffireevents
Only 30% of content on news feed is from brands
Only about 16% of your fans see your posts
saffireevents
HOW DOES FACEBOOK PICK?
saffireevents
If other people like/share/comment
on your post…
FACEBOOK SHARES IT WITH MORE
PEOPLE
saffireevents
POPULARITY CONTEST
saffireevents
saffireevents
LIKES However, unless you already have
No one will see your posts anyway.
saffireevents THAT’S HARSH
saffireevents
HOW DO I GET MORE LIKES?
saffireevents
FACEBOOK ADVERTISING • Relatively inexpensive • Can start campaigns for as little as $5
• Many audience targeting options
• Provides results tracking information
saffireevents
OPTIONS
Page
Ads
Promoted
Posts
saffireevents
PAGE ADS • Promoting your PAGE will get more LIKES.
• This is done in two ways: • ADS on the right hand side.
• SPONSORED STORIES, which appear in the newsfeed when their friend Likes (or checks in) to your page.
• When you make an ad, you can choose to do either or both.
saffireevents
HOW TO MAKE AN AD
saffireevents
FROM ADMIN PANEL
saffireevents
JUST A FEW OPTIONS
saffireevents
AUDIENCE
saffireevents
COST FOR CAMPAIGN
saffireevents
EXAMPLES
saffireevents
PAGE AD- BEST PERFORMER
• 35-64 year olds within 50 miles
• 43 clicks, 35 page likes
• $8.15-23 cents/like
saffireevents
PAGE AD- 2nd Best
• 18-35 year olds within 25 miles – 863 impressions
• 17 clicks, 13 page likes
• $2.09-16 cents/like
saffireevents
VARIATIONS
saffireevents
PROMOTED POSTS • Promoting your POSTS will get ENGAGEMENT
with your messages.
• This is also done in two ways: • ADS on the right hand side, which are the same except with the
message instead of page info.
• SPONSORED STORIES, which are also the same with the message in the news feed.
saffireevents
HOW TO PROMOTE A POST
saffireevents
saffireevents
saffireevents
EXAMPLES
saffireevents
PROMOTED POST
• TOTAL REACH: 13,685
• TOTAL CLICKS 454
saffireevents
PROMOTED POST “We made it to 6,000 Facebook
Fans so it's time for a giveaway! LIKE this status before midnight for a chance to win 1 of 6 Unlimited Ride Armbands! *Valid any one weekday (Monday-Friday)”
saffireevents 2 Part
TWO
saffireevents
1 2 3 Find ‘em: Get ‘em: Keep ‘em:
Ads Likes Engage
AGENDA
saffireevents
CONTESTS Facebook
saffireevents
THE DOS AND DON’TS DO
• Collect entries by comment/likes
• Collect entries by having users message you
• Utilize likes as a voting mechanism
DON’T • Place contests on personal
Facebook timeline
• Require people to tag themselves in promotions
saffireevents
TOP 5 CONTEST TIPS 1. SET GOALS • What are you trying to achieve? Ex: likes, email addresses,
comments, etc.
2. CONSIDER THE AUDIENCE • Important in determining your prize package
3. Determine the Contest Time Frame • Remember Story Bump! Can run daily small contests for likes &
comments or longer timeframe for more personal information
saffireevents
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 and make sure it’s within the
expiration date
saffireevents
CONTESTS FOR INTERACTION
saffireevents
saffireevents
EXAMPLE
saffireevents
CONTESTS FOR MORE
saffireevents
IFRAME IN TO FB
saffireevents
THE BIG CONTEST
saffireevents
USE FOR EMAIL COLLECTION
467 Entries
saffireevents
LATER… “We just drew the name of the first winner of the ULTIMATE FAIR EXPERIENCE! Are you ready to know who it is?”
saffireevents 3 Part
THREE
saffireevents
1 2 3 Find ‘em: Get ‘em: Keep ‘em:
Ads Likes Engage
AGENDA
saffireevents
WHAT DO I POST?
saffireevents
Whatever gets action from your audience.
SIMPLE ANSWER:
saffireevents
Ask questions in your posts
that get people to talk about themselves in relation to your event.
ANOTHER DEEP THOUGHT
saffireevents
GRANDPARENTS DAY
saffireevents
TEXT “Happy Grandparents Day! If you have a special memory with your grandparent or grandkid at the fair, please share!
saffireevents
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.”
saffireevents
Use the
Make 80% of your posts FUN, and
20% PROMOTIONAL
saffireevents
FUN POSTS
saffireevents
saffireevents
POST FROM MASCOT
saffireevents
ADVICE POSTS
SHARED 522% MORE
saffireevents
PROMOTIONAL POST
saffireevents
PROMOTIONAL POST “Don't miss our CRAZY GOOD
DEALS on the Weekend Pack and Weekend Super Pack. The savings on these online only specials can't be beat! BUY NOW! http://buff.ly/1fKA1BQ”
saffireevents
Now. Let’s talk about that pie & what else you should post.
saffireevents
saffireevents
www.popularpays.com
saffireevents
HOW IT WORKS • With 1000 Instagram followers, Bang Bang Pie will give
you a free piece of pie
• After free dessert, users are encouraged (not forced) to post a picture to their Instagram.
• Other businesses are joining in. For 40,000 followers, you can get a free skydive!
saffireevents
CHICAGO. Right now Popular Pays is only in
BUT—what can we learn?
saffireevents
DO THIS YOURSELF If you want…
saffireevents
EXAMPLE “Are you a Facebook Fanatic? LIKE our page, and tag us in a photo while you’re here and we’ll give you a free t-shirt if you show us your post!”
saffireevents
PHOTOS The engagement rate on Facebook posts with
averages .37%.
WITHOUT PHOTOS The engagement rate on Facebook posts
averages .27%.
saffireevents
INSTAGRAM & PINTEREST
Integrate
with your Facebook page
saffireevents
EVER TAKEN 10% of photos
Were taken in the last 12 months.
saffireevents
Luckily, both are easy!
saffireevents
saffireevents
saffireevents
HOW OFTEN TO POST?
saffireevents
16% Remember only
of your audience will see your post.
saffireevents
IS INCREASING Publishing frequency for businesses
saffireevents
SEVERAL TIMES You can post
about the same topic.
(Secret: Then you don’t have to come up with new things to post all the time!)
saffireevents
LABOR DAY EXAMPLE
saffireevents
POST ONE: “Take advantage of our
CRAZY Labor Day Special: Buy 2 Adult Tickets, Get 1 Child Ticket FREE! Offer valid only through 9/2, so BUY NOW! http://buff.ly/1dYMMdW”
saffireevents
POST TWO: “Remember our INCREDIBLE
Labor Day Special: Buy 2 Adult Tickets, Get 1 Child Ticket FREE! http://buff.ly/1e4qozK”
saffireevents
POST THREE: “The rumors are true, we are NOT
selling tickets at Brookshires and Super One this year. All pre-sale tickets are online, but we have some GREAT deals for you, including a Labor Day Special! http://buff.ly/19Za1So”
saffireevents
EDITORIAL CALENDAR
www.saffireevents.com/calendar
saffireevents
WHEN TO POST?
saffireevents
DIVIDED It’s a house
saffireevents
EXPERIMENTING to see what works best for
you.
Do some
saffireevents
SCHEDULING POSTS
saffireevents
TAGGING If you want to use
Try using FACEBOOK itself to schedule posts!
saffireevents Make sure you are
acting as your page!
saffireevents
BUFFER IS GREAT www.bufferapp.com
saffireevents
CASSIE ROBERTS WWW.SAFFIREEVENTS.COM
@SAFFIRE EVENTS
Stay Tuned for PART 3: Measuring your Marketing
saffireevents SOURCES http://socialmouths.com/blog/2013/05/14/facebook-ads-vs-promoted-posts/
http://thenextweb.com/facebook/2013/08/27/facebook-eases-up-on-brand-promotions-by-removing-third-party-app-requirement/
http://coopervision.com/practitioner/blog/facebook-advertising-showdown-sponsored-stories-vs-promoted-posts
http://www.digitalinformationworld.com/2013/09/infographic-25-facebook-stats-as-of.html
saffireevents
Kendra Wright & Cassie Roberts
Saffire Events
BYOD: Grow Event
Revenue with
Online Marketing
saffireevents
Kendra Wright| Cassie Roberts
BYOD:
GROW EVENT REVENUE WITH ONLINE MARKETING
saffireevents
Give us your business card at the end;
We’ll send you our slides.
GET OUT YOUR DEVICE
saffireevents
saffireevents
saffireevents
HISTORY
saffireevents
EVENT PORTFOLIO Rodeo Austin
South Texas State Fair
Rodeo Belton/ 4th of July Celebration
Brazos Valley Fair
Heart O' Texas Fair & Rodeo
Amarillo Tri-State Fair
Fort Bend County Fair
Central Texas State Fair
Comal County Fair
Okeechobee County Fair
Amador County Fair
Chowchilla Fair
Palomino Fest
Lea County
Coors Cowboy Club
Washington County Fair
Texas State Forest Festival
American Royal
Colorado State Fair
Napa County Fair
Dodge City Round Up
Brazoria County Fair
San Angelo
Rogers County Fair
Greater Baton Rouge State Fair
Central States
Black Hills Stock Show/Rodeo
Los Fresnos
Twas the Lights
Reno Rodeo
Redding Rodeo
Northwest Washington Fair
Sikeston Rodeo
Delaware State Fair
Sangamon County Fair
East Texas
Park of East Texas
Laramie County Fair
Benton-Franklin Fair
Carroll County Fair
Pendleton Round-Up
Pony Express Days
Arizona National Livestock Show
Yolo County Fair
California Rodeo Salinas
Rio Grande Valley Livestock Show
Old Sorehead Trade Days
Cuero TurkeyFest
Fiesta San Antonio
Glenn County Fair
State Fair of Louisiana
Four States Fair
Montgomery County Fair
Agricultural Learning Center
Grant County Fair
North Texas State Fair
Rooftop Rodeo
West End Fair
Crabtree Amusements
Trinity Valley Exposition
Brackenridge Recreation Complex
Kitsap Rodeo Cowpokes
Refugio County Fair
Rockdale Fair & Rodeo
saffireevents
saffireevents
PALAMINO FEST
saffireevents
saffireevents
PALAMINO FEST
saffireevents
saffireevents
SAFFIRE ASSOCIATION PARTNERS
saffireevents
saffireevents
saffireevents
ANALYTICS?
How often do you look at your website
saffireevents
No Fear How Do
I Start?
saffireevents
YOU’RE NOT MARKETING!
If you’re
not measuring,
saffireevents
AWARENESS
INTEREST
DESIRE
ACTION
saffireevents
•Social media/
WOM/Offline mktg
AWARENESS
•Social media/ email
INTEREST
•Email/ website
DESIRE
•Website ACTION
saffireevents
But this is evolving…
saffireevents
•Social media/
WOM/Offline mktg
AWARENESS
•Social media/ email
INTEREST
•Email/ website
DESIRE
•Website ACTION
saffireevents
ACTION ON FACEBOOK • Sign up for email • Email signup form on tab
• Contest
• Buy tickets • View event schedule
• Link to purchase page
saffireevents
LEGITIMIZE ONLINE MARKETING
Use marketing terms, not online terms
TV WEB EMAIL SOCIAL
Audience size Reach Site visitors List size Impressions
Interaction “How did you hear” Actions/Conversions Clicks Engagement
Conversion Rate Source ÷ Reach Actions ÷ Visitors Clicks ÷ List size Engagement ÷
Impressions
saffireevents
1 2 3 Measuring Measuring Measuring
Website Email Social
saffireevents
Let’s start at the bottom.
YOUR WEBSITE
saffireevents
GOOGLE ANALYTICS
saffireevents
NERD ALERT!
saffireevents
YOU ARE BIG BROTHER
saffireevents
WHERE THEY LIVE
saffireevents
WHAT SITES THEY VISITED
saffireevents
WHERE THEY GO ON YOUR SITE
saffireevents
HOW LONG THEY STAY
saffireevents
HOW MANY TIMES THEY VISITED
saffireevents
WHAT BROWSER THEY USE
saffireevents
WHAT DEVICE THEY USE
saffireevents
WHAT THEY SEARCHED
saffireevents
WHAT SOCIAL IMPACT WAS
saffireevents
SEE IT GRAPHICALLY
saffireevents
saffireevents
saffireevents
FOUR THINGS TO WATCH
site visits
saffireevents
SITE VISITS
saffireevents
SITE VISITS
• Improve SEO and/or online marketing of your site
low site
visits?
saffireevents
FOUR THINGS TO WATCH
bounce rate
saffireevents
BOUNCE RATE
saffireevents
BOUNCE RATE
• Improve your homepage –layout, images, navigation, etc.
• 40-50% is average.
high bounce rate?
saffireevents
FOUR THINGS TO WATCH
actions/ conversion
rate
saffireevents
CONVERSION RATE
(Number of people who take action ÷
Number of site visitors)
* 100 to convert to %
saffireevents
CONVERSION RATE
• Make your website more compelling (good rate: 2%)
Not enough action/
conversions?
saffireevents
GOALS-EMAIL SIGNUP
saffireevents
GOALS-EMAIL SIGNUP
saffireevents
GOALS-EMAIL SIGNUP
saffireevents
GOALS-EMAIL SIGNUP
saffireevents
ECOMMERCE TRACKING • Put a snippet of GA code in your cart that tracks
purchases
• If you sell online, you MUST put this code on your site.
• If you have 3rd party shopping cart (e.g., ExtremeTix), you should insist they put it on your shopping cart pages.
saffireevents
FOUR THINGS TO WATCH
time on site
saffireevents
TIME ON SITE
saffireevents
TIME ON SITE
• Add interactivity and other “stickiness”
• Votes, music, social, etc.
low time on
site
saffireevents
AUTOMATING GOOGLE ANALYTICS
saffireevents
AUTOMATING GOOGLE ANALYTICS
saffireevents TRACKING SOCIAL
saffireevents TRACKING SOCIAL
saffireevents TRACKING SOCIAL
saffireevents TRACKING SOCIAL
saffireevents
Now your biggest revenue producer.
EMAIL BLASTS
saffireevents
EMAIL BLASTS?
How many of you do periodic
saffireevents 1
Track
PER EMAIL
saffireevents
Open Rate
saffireevents
Click-Through Rate (CTR)
saffireevents
saffireevents
Conversion Rate = REVENUE
saffireevents 2
Track
OVER TIME
saffireevents
House File Size
saffireevents
Churn (% who leave your list)
saffireevents
saffireevents
Cost/Email
saffireevents
Revenue/Email
saffireevents
ROI CALCULATION
Added Revenue - Cost ÷
Cost
* 100 to convert to %
saffireevents & Sample
OPEN RATES Varies a lot by client
9-15% on low end
30-35% on high end
saffireevents
HIGHEST OPEN RATES Good subject line
Clients who sell online
Clients with a strong brand
Sent at the right time/day
Tuesday mid-morning, evenings & weekends
saffireevents & Sample
CLICK RATES Not as much variance by client
Around 10-20%
saffireevents
CALLS TO ACTIONCLICKS Use action words
Get More Info!
Sign Up!
Buy Now!
More Photos!
Be conversational. (take a look, check it out, etc.)
Don’t tell the whole story!
saffireevents
And lastly the top of the funnel
SOCIAL MEDIA
saffireevents
ANALYTICS?
How often do you look at your Facebook
saffireevents
SOCIAL ANALYTICS ADVICE Try to get away from social-specific terminology
• Likes
• Shares
• Fans
• Followers
saffireevents
saffireevents
FACEBOOK INSIGHTS
saffireevents
INSIGHTS – PAGE OVERVIEW
saffireevents
EXPORT-PAGE LEVEL DATA On Facebook page, go to Insights Export Page level data
81 columns of data and many tabs
Impressions = Column AA (Daily Total Impressions – Total) Engagement = Column L (Daily Page Engaged Users – Total)
saffireevents
Now let’s talk about measuring posts.
saffireevents
INSIGHTS – POST REACH
saffireevents
POST REACH
saffireevents
INSIGHTS – MOST REACH
saffireevents
ENGAGEMENT
saffireevents
ENGAGEMENT INCLUDES: Likes
Comments
Shares
Video views
Link clicks
Photo clicks
Clicked commenter’s name
Liked a comment
Clicked your page name
Gave negative feedback
Engagement IS A SIGN
OF
INTEREST IN YOUR
CONTENT.
saffireevents
TALKING ABOUT THIS
saffireevents
TALKING ABOUT INCLUDES: Likes
Comments
Shares
Video views
Link clicks
Photo clicks
Clicked commenter’s name
Liked a comment
Clicked your page name
Gave negative feedback
Talking About MEASURES
HOW MANY PEOPLE ARE
WILLING TO SPREAD THE
WORD.
saffireevents
INSIGHTS –POST VIRALITY
saffireevents
#3 MOST VIRALITY
saffireevents
#2 MOST VIRALITY
saffireevents
#1 MOST VIRALITY
saffireevents
FACEBOOK INSIGHTS
saffireevents
ANALYZE WITH BUFFER
saffireevents ANALYZE WITH TWITONOMY
saffireevents ANALYZE WITH TWITONOMY
saffireevents
YOUTUBE ANALYTICS
saffireevents
REVIEW Measure your website, email and social
Think about tracking value (and cost, if you can) for:
• Impressions/Reach – how many people saw it
• Engagement – how many did something
• Conversion Rate
• Revenue
Use analytics to market smarter. Start somewhere.
saffireevents
LEAVE US YOUR CARD We’ll send you:
• These slides
• A free subscription to The Dirt online marketing newsletter
• Invitation to ongoing educational webinars
saffireevents
FREE ONLINE MARKETING TIPS
Facebook Saffire Events
Twitter @SaffireEvents
Instagram saffireevents
Pinterest saffireevents
YouTube saffirestudio
Questions?
