Post on 17-Oct-2014
description
how to promote your event using
DIGITAL MARKETING Plisskën Fes+val @ The Lab 13 May 2014 @ ΕΔΩ
socialab
But... before we get started...
! Who am I?
! Basic Concepts
! Event PromoHon
George Anagnostopoulos
§ Digital Content Creator since 1994 in the first Greek web-‐zine. § Digital Marketer since 1999, in a dot-‐com in the UK. § Search MarkeHng since 2002 § Blogger since 2004 § Mobile MarkeHng since 2006 § Social Media MarkeHng since 2009 § Judge at Ermis Awards -‐ Digital § Has worked with 50+ brands in the last 13 years.
socialab
§ Socialab offers a wide range of digital markeHng services: web, social, search, display, mobile & affiliate.
§ Socialab is reliable. We’ve been working with brands directly, as well as through other agencies who appreciate our consistently good quality of work.
§ We’ve earned both Awards and Recogni+on for our work. But, most of all, we’ve won our clients’ hearts, because we always bring Results.
§ We maintain the first and most popular Greek website about digital markeHng news & Hps, suit.gr, that educates marketers and also promotes our work in the last 4 years.
§ We also manage the biggest group for digital markeHng on LinkedIn with more than 3,000 members, most of which are in markeHng or adverHsing.
Clients
CredenHals: The blog
We run Suit, the #1 website for Digital MarkeHng news and Hps in Greek, with more than 200,000 visits in the last 4+ years, mostly marketers.
hdp://www.suit.gr/
CredenHals: The group
We own the biggest Greek group on digital markeHng on LinkedIn, with more than 3,000 professionals: Social Media GR
hdp://www.linkedin.com/groups?gid=3024911
CredenHals: Media
Academic: § ALBA (MSc & ExeD)
2014 (on-‐going) § Panteios (Media dept)
2013 § ALBA (Digital MarkeHng)
2013 § AUEB/ELTRUN
2012 & 2013 § Deree (MarkeHng Society)
2012 § SAE (Music Business)
2012 § AKTO (Social Media)
2012 & 2013
Professional: § Social Media Conference
2012, 2013 & 2014 § All Things Facebook
2011, 2012, 2013 § Online MarkeHng Conference
2013 § EEDE/EIP
2012 & 2013 § Entrepreneurship Panorama
2012
CredenHals: Congresses & Seminars
Relevant experience: PromoHon & Live Support for the STR8 Muzic Fest, a concert of more than 5,000 people and 7 music groups. Organizing groups to post content, live Facebook posts from the concert, streaming tweets, photo tags and photobooth.
Terminology
Display “ ”
Banners
Terminology
Banner blindness “ ”
Users not noHcing ads, even though they are being displayed on their screen.
Counter-‐acted by more aggressive (or just different / bigger) ad formats.
Terminology
Rich media “ ”
Audio, Video, AnimaHon. Also Expandable baners.
Terminology
Funnel “ ”
The process from making a stranger your customer
Terminology
Click “ ”
The way customers go from one stage to the next in a funnel. Can also mean Tap in Mobile or Tablets.
Terminology
Visit “ ”
The difference between visits, unique visitors, pageviews, hits.
Terminology
URL or URI “ ”
The web address of something. (e.g. h'p://www.suit.gr/tag/facebook)
Terminology
Conversion “ ”
ConverHng users from one stage of the funnel to the next
Terminology
On-‐Demand “ ”
Asynchronous communicaHon.
Personal story: I don’t like receiving or making calls.
Terminology
Campaign “ ”
Series of ads under the same umbrella. In digital, Hme is relaHve.
Terminology
CTR “ ”
Click-‐through rate.
20 years ago banner CTR was 44%, now it’s at less than 1%. Same for Email for CTR and Open Rate that was 90%.
Marketers ruin everything.
Terminology
Cookie “ ”
Small text file on user’s device that enables tracking.
Terminology
Social “ ”
Social Media: Facebook, Twider, LinkedIn, Google+ and more.
Terminology
Search “ ”
SEM Comes in two flavors: SEO & PPC (which is someHmes also called SEM)
Terminology
PPC “ ”
Pay Per Click
Terminology
AnalyHcs “ ”
Any system that tracks and measures.
Terminology
FFF “ ”
Fans / Friends / Followers (not used really)
Terminology
FOAF “ ”
Friend of a Friend (used in WoMM)
Terminology
WoMM “ ”
Word of Mouth MarkeHng
Terminology
Blog “ ”
Web log that one or more users updates with content
Terminology
Forum “ ”
A discussion area or community. Plural: Fora.
Terminology
Hashtag “ ”
#pounasouleo Used in Events, or jokingly.
Started in Twider, expanded in Instagram & Facebook.
Terminology
Android vs. iOS
“ ”
Latest US stats: 52% Android, 42% iOS, 6% rest of the OperaHng Systems.
Terminology
Organic vs. Paid
“ ”
Geung seen for free; and not for free.
Terminology
Impression “ ”
Loading of an ad in a web page. Times an ad was displayed.
Not how many Hmes it was actually seen. Now comes the Hme of viewable impressions.
Terminology
CPM “ ”
Cost Per Thousand (Mille)
Terminology
CPC “ ”
Cost Per Click
Terminology
CPA “ ”
Cost Per AcquisiHon (Sale, Lead, RegistraHon etc.)
Terminology
RetargeHng RemarkeHng
“ ”
When an ad follows a user, usually because they have previously visited a certain web page, or acted a certain way on it (e.g. filled-‐in a form)
Terminology
Split TesHng “ ”
Making big or small changes on a webpage to see what works beder. In ads, it is used to see what gets beder CTR.
Terminology
AdenHon “ ”
The currency of digital markeHng
Terminology
ADD “ ”
AdenHon Deficit Disorder. Actual psychiatric disorder, used to describe short adenHon span of consumers today.
In the “old” world, you could communicate with movies, now you need to communicate with breaking news.
Terminology
Landing page “ ”
The page users see awer clicking on an ad or link.
Terminology
Link building “ ”
CulHvaHon of links poinHng to a website. Used for SEO and digital PR reasons.
Terminology
Keywords “ ”
Words or phrases for Search.
Terminology
Tweet “ ”
Single post on Twider, up to 140 characters in length. Picture or link counts for 20 characters only.
Terminology
Permission based “ ”
The only right way to communicate. The opposite of Spam.
Don’t tell your story in 2014 like it’s 2007. Let’s see what we can about that.
When to do it?
Remember to stay on target.
1Before 2During 3ARer
3 categories of digital media
Paid Social Ads, Display Advertising, SEM/PPC, Sponsored Posts
Owned Website, Mobile, Microsites, Social Media Accounts & Communities
Earned WoM, Listings, Ratings, Mentions, Recom’tions & Comments
€ ♥ ©
3 categories of digital media
Before your big event
Find the right people.
1
If this is your first Hme organizing your event, then you probably think you have your back against a wall: A lot of stuff to do, not a lot of Hme to do it in. Is it going to work? Are people going to find it interesHng? Are they coming?
Build awareness
How do pe
ople find
out abo
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even
ts?
How do pe
ople find
out abo
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ts?
How do pe
ople find
out abo
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ts?
How do pe
ople find
out abo
ut
even
ts?
How do pe
ople find
out abo
ut
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ts?
How do pe
ople find
out abo
ut
even
ts?
How do pe
ople find
out abo
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even
ts?
How do pe
ople find
out abo
ut
even
ts?
How do pe
ople find
out abo
ut
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ts?
Display Adver+sing: Banners If you can fit it your budget, adverHsing in some of the city’s media is a predy good way to reach people and create awareness. However, if you’re a new player, it’s easy to get lost among other bigger events adverHsing, some of which are usually sponsored by big brands and adverHse all year round.
How do pe
ople find
out abo
ut
even
ts?
How do pe
ople find
out abo
ut
even
ts?
Main ways for people to see your page on Facebook: Organically: • Users have a natural interest. The more of a lovebrand you
are, the greater the chances. Paid: • Promoted posts: appear on Facebook Newsfeed • Right-‐side ads: appear on the right side.
How do pe
ople find
out abo
ut
even
ts?
Main ways for people to see your event on Facebook: • Videos are one of the best forms of promoHon for any event
or product in the entertainment industry. You can: • Rebrand arHsts’ exisHng videos (check IP rights first) • Create a mashup of your videos • Publish interviews and “personal invites” from your
arHsts • Create count-‐down videos to promote early bird Hckets
or the event itself.
• Get the publishers who publish your arHcle to promote it. If they don’t, ask if you can pay to promote their post to their audience. It’s a win-‐win.
How do pe
ople find
out abo
ut
even
ts?
Main ways for people to see your event on Facebook: • Create a Facebook App:
• A game that intrigues: Remember to get people to invite one another (not just share the event).
• A contest for free Hckets: Remember than only a few people win free Hckets. The rest should end-‐up on your mailing list. It’s OK, as long as it’s your contest’s terms.
• Create a Facebook Event: • Not everybody is going, but it does create buzz. And you
can always promote your Facebook event to get more adenHon.
How do pe
ople find
out abo
ut
even
ts?
Reach out: • CommuniHes:
• Music CommuniHes: • musicheaven.gr • tralala.gr
• Blogs: • Among 6 million people with Internet access, someone
is bound to be a possible ambassador for your event, given the right incenHve.
How do pe
ople buy +ckets for
your event?
Can you get affiliates?
How do pe
ople buy +ckets for
your event?
Don’t forget the #1 conversion medium: Email Email is the #1 driver of sales, when your mailing list has been organically grown. You can include: • Friends • Colleagues • PotenHal ambassadors • Contacts from your acHvaHons • Press • Bloggers
Make sure you don’t spam people, and give them a quick way to unsubscribe.
You need to make it all come together in such a way that it will make sense to everybody, so make sure you have a schedule that you and your team can follow! And before you begin, make sure everyone knows what is expected of the DURING and RIGHT AFTER the event!
Have a schedule!
2 During the concert
Enhance the experience!
Your audience will want to
share the experience
... so make sure you add a map that people can look for online in one click:
A great experience starts by being there on +me
A
Don’t forget to allow people to check things last-‐minute
Add a photobooth
Add a photobooth
Add a VIP backwall
The #1 way for people to discover other people in your event and to beder find material related to it is to use a relevant hashtag. Hastags can be used on Facebook, Instagram, Google+, but they are mostly used on Twi_er. This will also make it easier for press / bloggers / ambassadors to write about your event later.
#YourEvent
Live stream it!
(If you really need to)
3 ARer it’s over
Make sure everybody remembers!
Your first move is to gather up the materials from all your sources:
» Photobooths » Audience / Social Media » Photographers » Cameramen » Media / Journalists
and evaluate it. You have to move quickly.
GATHER UP
Make sure that everybody has access to the content:
» Photographs
» Videos
» Backstage material
on all media. People are going to want to tag themselves.
SHARE THE LOVE
Make sure you let your close stakeholders: • Press • Bloggers • VIPs • Your own team • SPONSORS know that it went well and thank them. A press release would be nice. You will want to cash in with your next event.
Spread the Message!
Time to measure your success
How do pe
ople find
out abo
ut
even
ts?
Save your resources: Make sure you have: • all the materials • the fans / followers / friends on all social media • the emails • the contacts of all the people • the a_en+on of your sponsors for next year! They are going to be your shortcuts to doing things beder!
What’s Your Message? Feel free to add me: facebook.com/george123 LinkedIn.com/in/Anagnostopoulos
Thank you!
If you are interested for an internship at Socialab, please check: h_p://www.socialab.gr/educa+on/