How to promote your concert

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

ut

even

ts?

How do pe

ople find

out abo

ut

even

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 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/

How to promote your concert

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