CDX Presentation: Promoting events with social media

Connecting with

Y.U.M.A’s

How a mature brand repositioned itself using social media

5 key steps

1. Map out a strategy

2. Build the buzz

3. Increase interaction

4. Cross promote

5. Tie it all together

UWI Fete Case Study

• Start early

• Integrate offline and online

• Activate Influencers eg. Trinidad Carnival Diary,

Triniberry, Lime.tt, etc.

• Have a dedicated Social Media Activist

• Create custom graphics

• Say thank you

• Ask for feedback

Facebook Advertising

Facebook Advertising 2013 Dates: Dec/Jan 2013

Facebook Advertising 2012 Dates: Jan 2012 Impressions/Views: 10,084,699 Clicks: 14,103

Facebook Advertising 2011 Dates: Jan 2011-Feb 2011 Impressions/Views: 6,733,551 Clicks: 6,148

Google Advertising

Google Advertising 2012 Dates: 5 Jan 2012 – 21 Jan 2012 Impressions/Views: 496,805 Clicks: 878

Google Advertising 2011 Dates: 13 Jan 2011 – 5 Feb 2011 Impressions/Views: 1,640,706 Clicks: 2,303

Affiliate Advertising

Affiliate Advertising 2012 Affiliate: Trinidad Carnival Diary

Dates: Tue 15th Nov 2011 Mon 16th Jan 2012 Sun 22nd Jan 2012 Thurs 26th Jan 2012

Affiliate Advertising 2012 Affiliate: TriniScene Dates: Feb 2011

Facebook Fanpage

Facebook Fanpage 2013 facebook.com/uwifete

Custom Tab Features: • About the Fete • Performers • Venue • Menu • Email Subscription •Fan Gate Likes 10,492


Custom Tab Features: • About the Fete • Performers • Venue • Menu • Email Subscription • LiveStream • Fan Gate • Facebook Comments Fans: 7,493 Tab Views: 11,176


Custom Tab Features: • About the Fete • Performers • Venue • Menu • Contests • LiveStream Fans: 4,078

Facebook Event

Facebook Event 2013

Attendees: 2,629 Invitees: 2,129

Facebook Event 2012

Attendees: 653 Invitees: 418

Facebook Event 2011

Attendees: 731 Invitees: 1,675

Twitter

Twitter 2012 twitter.com/uwifetett

Features: • Automatically reposts Facebook Status updates Followers: 50

Email Marketing

Email Marketing 2013 Organic Subscribers: 1,463 UWI Listing: 858 Open Rate: 37.8% Click Rate: 9.1%

Email Marketing 2012 Organic Subscribers: 231 UWI Listing: 889

Email Marketing 2011 Organic Subscribers: 0 UWI Listing: 1,057

Reputation Management


2013 “It is without hesitation, I the D' Party Maco do endorse this yearly event, simply because partygoers always seems to get their monies worth, something all other promoters should note.”

This year UWI decided to take the party all the way to the Arabian peninsula for their 2k13 all-inclusive affair ... YALLA! Numerous patrons went along with the theme as they came out in their Arabian inspired wear. The annually themed event, as usual, went all out to entertain partygoers; variety seemed to be on top of organizers lists. Patrons were offered lots to choose from in every category, from food to music to drinks to dessert to live entertainment. There were foods of all kind, from popular Uncle Sam's Bake and Shark to Arabian themed full course meals partygoers were left with options evermore. Live performances ... Check! There were two stages, which entertained the crowd simultaneously from different parts of the venue. On one stage Kes the Band was

jamming out for the ‘younger’ folks, while on the other side, calypso/soca veterans like Black Stalin, Shadow, Ronnie McIntosh, The Mighty Trini and David Rudder serenading the ‘older’ folks backed by Blaxx and Roy Cape All-Stars. And let's not forget solid performances by Dil-E-Nadan and KI & 3veni on the day. Grog ... Check! Seven well stocked bars excluding the various promotional stalls including Grey Goose, Rum Cocktail and Yellow Tail. It is without hesitation, I the D' Party Maco do endorse this yearly event, simply because partygoers always seems to get their monies worth, something all other promoters should note. Did we forget anything? Add your 2 cents below...

They Call me Mrs Fete :UWI Fete - The Review


2013 Once again I would put UWI Fete as one of the best Fetes you can choose to patronize for the season, if only for the excellent development and follow through with theme, variety of food options, choice of drinks and the fact that your contribution to the fete is also going to a good cause. I love the layout of the venue and the familiar faces you see in the crowd, so a solid 8.5 out of 10 for me.

Location: Held on Campus the layout was very similar to last year, this time we got parking on the field near to the entrance so that was not an issue. The main food court had flooring laid down, great improvement and seemed to be bigger than last year’s set up so there were no long lines at any of the food tents. Ambiance/Décor: The theme this year was “Yalla” and I really liked that they tried to be cohesive with the theme from the time you entered the venue. Complimentary scarves were given along with your wristband which many people used to accessorize their outfit. Hookas,henna, belly dancing and even a decorated photo tent were all in keeping with theme. Bar: Cocktails, scotch, vodka, rum, tequila shots, wine, champagne… you name it there was a tent for it with the exception of Nuvo! There was a deviated Johnnie Walker bar serving Double Black, several wine tents, a Patron Station, Grey Goose Tent, Carib Brewhouse and many more choices at the main bar as well. I liked the variety and the fact that you could find a drink station at any point throughout the venue, again well laid out for ease. Food: Keeping with the theme Arabian was the featured dish, I happen to love Arabian food and I also happen to LOVE Joseph’s Restaurant so I was very happy they were one of the options. In addition to Arabian the menu also included Creole, Indian, bake and shark, pulled pork sandwiches, crab stuffed dumplings, the BEST pork ribs ever, sweets and many more other dishes I did not have the time or inclination to sample as I was properly well stuffed! Performances: We arrived in time for David Rudder, a performance well appreciated by many of the patrons. Dil E Nadan also gave

a solid showing and Kes closed the night off with his band. The only thing caveat with the tw0 stage set up is that Blaxx was performing at the same time as Kes so you had to choose which stage to be at as you could not possibly see both artistes at the same time. Crowd Vibe: I personally thought the crowd was mellower than last year, possibly because it looked like there may have been a bit less patronage for Yalla as the venue did not feel crowded. However UWI Fete is THE networking and socializing Fete on the calender, lots of “who is who” spotted. Eye Candy Eye candy of ALL ages,it was very refreshing to see how well decked out some of the more mature patrons turned out as well as the younger ones. Overall Rating: Once again I would put UWI Fete as one of the best Fetes you can choose to patronize for the season, if only for the excellent development and follow through with theme, variety of food options, choice of drinks and the fact that your contribution to the fete is also going to a good cause. I love the layout of the venue and the familiar faces you see in the crowd, so a solid 8.5 out of 10 for me. Bathroom: Only used the ones in VIP. -Trinidad Carnival Diary

January 18, 2013

I am a Feter – UWI Fete The Saucy Review


2012 “and I must add I loved that maps were available for patrons on the day as well” “Wow, I know the menu was available on UWI Fete's Facebook page for weeks leading up to the event but I was still impressed by the variety of food in person.” “Having two stages I think is brilliant, since the stage often becomes the focal point at a fete with patrons standing around reserving a spot or staring at an empty stage waiting for the performances to begin.” “There is this myth perpetuated that UWI Fete is an "old people party", well that was not the case on Sunday as both mature and younger patrons attended the event”

Location Spread out over the northern grounds on Campus close to the Principal's office the space was utilized very well for layout and flow. On entering the gates the main food area and seating was at your left; along the right another food area, both stages and other bars/drink stations. See map for details (and I must add I loved that maps were available for patrons on the day as well) Ambiance/Decor The theme of UWI Fete this year was Africa specifically "Zangalewa" and there were appropriately attired dancers greeting you upon entry plus touches of "African" print and masks in the decor. The theme even carried out to the printed paper fans that were being handed out. Food Wow, I know the menu was available on UWI Fete's Facebook page for weeks leading up to the event but I was still impressed by the variety of food in person. I sampled the Caribbean and Italian food stations first then later on in the night , after two performances , we went back for Greek and Indian and in between we indulged in the "finger foods"; stuffed dumpling with crab, ribs, barbque pigtail and aloo pie from the Debe Delicacies. Everything I had tasted great, no complaints. Kudos to the "fancy" square disposable plates that were used. Bar There were two main bars where I found service to be a bit slow and we were just waiting to get water! The Johnny Walker Green drink station (it was way too small to be called a bar) was my spot for drinks for the day. The only issue was it was situated in a passage way so it got crowded and it was a small bar that was very popular so always a wait to get a drink. I also saw an Angostura Cocktail Bar, Yellow Tail Bar, Chivas Bar and Carib Brewery. On the map there were other bars that I missed on seeing in person. Performances Again I missed Roy Cape and only saw the ending of Karma's performance. Having two stages I think is brilliant, since the stage often becomes the focal point at a fete with patrons standing around reserving a spot or staring at an empty stage waiting for the performances to begin. With the two stages there was no gathering of the crowd in any one area so people were moving all over the grounds. Dil E Nadan, totally surprised me as the last time I saw them live I was not impressed. However the band was redeemed on Sunday giving a rousing performance that the crowd enjoyed. I don't know if it was the

fact that I was up front for Kes or that the space was a bit smaller and more intimate but I loved his set, full of energy and I really do appreciate a Soca Artiste who can SING! Kes is proving that last year was no fluke, very strong performance. Crowd Vibe There is this myth perpetuated that UWI Fete is an "old people party", well that was not the case on Sunday as both mature and younger patrons attended the event, a very nice mix of people who all came out to party. As far as I could see a good time was had my many, self included! Eye Candy On a scale of 1 to 10 eye candy rating would be around 8 , there were some good looking men (and women) at this fete! Everyone who dressed to theme looked fabulous as I saw some very interesting interpretations of "African Wear". Extras The VIP area hosted stars Tatyana Ali, CCH Pounder and Lyriq Bent all of whom I had the pleasure of meeting. Bathroom Andy Loos (or something of that same nature) were used. When I visited there were no lines, they were clean, air conditioned and pretty fancy for a mobile restroom. Overall Rating UWI fete gets a solid 8.5, it was a pretty good fete! The rain of Saturday and early Sunday was both a blessing and a curse. Because of the rain and overcast weather it was not as stiflingly humid and hot as if we had blazing sunshine as there are not that many shaded areas at UWI. The caveat however is that some of the areas were muddy and water logged so that was a slight bit challenging to navigate. Other than that, I had no major complaints and I look forward to theme 2013. -Trinidad Carnival Diary

Thursday, January 26, 2012

They Call me Mrs Fete :UWI Fete - The Review


2012 “a staple of the fete season and a mainstay in the T&T event calendar” “The event attracted a number of Trinibagonians who were in Trinidad just for the weekend for one of the most highly anticipated fetes for the Carnival Season.” “lauded the organizers’ ability to maintain a classy, upscale affair while simultaneously encompassing an authentic T&T experience for all”

The Carnival 2012 edition of this event brought a welcomed dosage of warmth to the university campus on a day plagued by unseasonal rainfall. Hundreds of fete-a-holics braved the rainy weather to come out to this all-inclusive affair that has become a staple of the fete season and a mainstay in the T&T event calendar. The bmobile-sponsored UWI Fete bore the theme “Zangalewa… It’s Time For Africa” and this theme was quite evident throughout the grounds of the principal’s office as several guests and performers held nothing back in adorning the appropriate ethnic wear inclusive of dashikis and African-patterned dresses, skirts and head-wraps. Although placing emphasis on the African continent this year, the UWI fete organizers kept the fete uniquely Trini by mixing East Indian, Arabic and Chinese cuisine amidst the traditional African food offerings served at the famed all-inclusive. The event attracted a number of Trinibagonians who were in Trinidad just for the weekend for one of the most highly anticipated fetes for the Carnival Season. One female patron from New York shared, “I’ve been coming to UWI for the past 8 years and every year it gets better. I flew into town just for this fete because it offers a diversity that I can’t encounter at any other party”. Senior Counsel, Martin Daly was present at the fete with his wife and friends and echoed similar sentiments as he acknowledged the evolution of this particular event over the past years and lauded the

organizers’ ability to maintain a classy, upscale affair while simultaneously encompassing an authentic T&T experience for all. bmobile’s super Chutney-Soca band, Dil-E-Nadan kept the day’s theme alive in their musical set as frontliners Raymond Ramnarine and Derrick Seales played African drums while vocalists Candy Hoyte and Imran Beharry performed African folk dances. Also adding to the entertainment was The Roy Cape All-Stars with Blaxx, JW and Blaze, Kerwin Dubois, Karma, Lord Nelson and Ronnie McIntosh. Since 1990 this annual all inclusive has been the cornerstone for the UWI Development & Endowment Fund that awards scholarships to undergraduates. Over 3,000 bursaries have been awarded since its’ inception. bmobile continues to pledge its support to this event and is also committed to the provision of scholarships to the university and by extension the general development of professionals in society. - Chooseavirb.com

Friday, January 27, 2012

Trinbagonians Unite at UWI Fete 2012


2012 “You know a party bess when you and the President of the nation in the middle of the crowd rubbing shoulders” “They had 2 stages, except this year they did a better job in keeping the live entertainment moving along with a new band kicking off their set on one stage as the other wrapped up theirs on the next.” “UWI Fete delivered everything we have come to expect from an All Inclusive.”

You know a party bess when you and the President of the nation in the middle of the crowd rubbing shoulders, cause Big Max knows how to fete! This year UWI Fete took us deep in heart of the Baluba to a mythical location called "Zangalewa". Numerous patrons went along with the theme as they came out in their African inspired wear. Variety seemed to be on top of organizers lists as patrons were offered lots to choose from in every category, from food to music to drinks to dessert to live entertainment. Food ... Check! Whatever you were craving for, bet you're bottom dollar they had IT, this event closely resembled a 5 star cruise. My taste buds were feeling adventures so I tried the “peanut chicken rice soup”, well let’s just say the adventure stopped there and stock to familiar. Live performances ... Check! They had 2 stages, except this year they did a better job in keeping the live entertainment moving along with a new band kicking off their set on one stage as the other wrapped up theirs on the next. On the main stage, Kes the Band was jamming out for the ‘younger’ folks (well young at heart), while on the other side

veterans like Black Stalin, Shadow, Ronnie McIntosh and Lord Nelson serenading the ‘older’ folks. And that wasn't all ... Karma, Roy Cape All Stars, Dil-E-Nadan and more all put on energetic performances on the evening. Grog ... Check! 7 well stocked bars excluding the various promotional stalls including Grey Goose, Rumcocktail and Yellow Tail. Once again, UWI Fete delivered everything we have come to expect from an All Inclusive. And after journeying through China and Bollywood in the past couple years we're excited to see where next year's journey will take us. -D' Party Maco, TriniJungleJuice

Sunday, January 22, 2012

U.W.I. All Inclusive 2012 "Zangalewa" Review


2012 “Last year I was very impressed with UWI Fete's interactive Facebook Page to market their Fete Bollywood and this year I am still pleased at their social media presence” “Also new is a MAP of the venue. I am really liking the map idea, now you can print it and study the venue before you arrive if you wish so no need to ask anyone if they know where anything is. ”

Last year I was very impressed with UWI Fete's interactive Facebook Page to market their Fete Bollywood and this year I am still pleased at their social media presence. For 2012 UWIF Fete have added, in addition to the menu, a listing of all the performances, times and which stage. Rhapsody New Generation 2.00 pm to 3.00 pm Stage 1 Roy Cape All Stars: 3:00 pm to 4:00 pm Stage 2 Karma : 4:00 pm to 5:00 pm Stage 1 Dil-e-Nadan: 5:00pm to 6:00pm Stage 2 Kes: 6:30 pm to 7:30 pm Stage 1 Shadow/Nelson/Ronnie McIntosh: 6:30 to 7:30 Stage 2 Also new is a MAP of the venue. I am really liking the map idea, now you can print it and study the venue before you arrive if

you wish so no need to ask anyone if they know where anything is. I am hoping on the day there are also maps available when you arrive, now that would be cool! And to maximize the all day affair there will be two meal servings; Brunch from 12noon - 2pm and Lunch from 2pm - 6pm. Take a look at the menu and learn some more about this year's theme and what is in store, I cannot wait for UWI Fete on Sunday... Carnival diet will be on pause. - Trinidad Carnival Diary

Monday, January 16, 2012

UWI Fete 2012 - Zangawela


2011 “Today I want to highlight one Fete Fanpage on Facebook where I am impressed by how much time, dedication, updates and relevant information is constantly, timely and accurately shared to it's members!” “UWI Fete is getting my praise today for doing an excellent job at promoting their Bollywood themed All Inclusive Fete on their Facebook Page.” “UWI Fete really blew me away with their special Bollywood Tab!”

For the past few years I have noticed the growing trend of some Carnival fetes having their own websites and Facebook groups or Fanpage. For instance The Vale Vibe, Sunny Side Up and Ultimate Lime all provide websites where you can purchase tickets to their fetes. And you can find a Fanpage or Group for Jamboree, Beach House, Island People and TRIBE among others where information about their events can be found. Though this use of Social Media applies to only a handful of fetes, it has to be one of the most effective, and underused, tools of promoting your event that is not being taken advantage of by many. I cannot tell you how many emails I get daily asking information about various fetes, it would be nice to be able to direct these questions to a website or online presence where all the information can be found! Today I want to highlight one Fete Fanpage on Facebook where I am impressed by how much time, dedication, updates and relevant information is constantly, timely and accurately shared to it's members! All this is done without having to flood my in box with silly messages either, kudos to UWI Fete, already a popular staple on the Carnival Calender they are taking full advantage of Social Media on Facebook. UWI Fete is getting my praise today for doing an excellent job at promoting their Bollywood themed All Inclusive Fete on their Facebook Page. Regular status updates keeps everyone in the loop, from when tickets go on sale to who are the bands playing at the fete. They have also included video and photographs of past UWI Fetes on their page and when I thought I it was pretty cool how they were showing people examples of Bollywood style by putting together a clothing set, UWI Fete really blew me away with their special Bollywood Tab! The Bollywood Tab is an addition on Facebook that is wholly created for this fete, on this tab you have options to view an interactive page of sorts. You can learn more about the Fete,

Bands, Menu and Venue in detail: I also like that UWI Fete is running a promotion to win Fete Tickets and there are three different "competitions" that you can enter. To sweeten the deal the winners will be pampered by being treated to the "Maharaja Experience", full details of what that entails listed below, just click to enlarge: I wish more fetes would get on board this trend! When one is spending so much money you really want to see what this money is giving you! It is nice to know the menu, what is on the drinks list, who is performing and about all the extras (in this case a free taxi service from the fete) beforehand. Not to mention as a possible patron you have a place where you can ask questions, get timely answers and be interactive. So job well done UWI Fete, I am always impressed. -Trinidad Carnival Diary

Wednesday, January 12, 2011

Social Media Spotlight - UWI Fete Does Bollywood and Does It Right!

UWI Fete dedicated website

www.uwifetett.com

Mobile Devices

Period 1st November 2012 to 1st March 2013

Statistics

www.uwifetett.com

UWI Fete is back! – Johnny Soong

Trinidad and Tobago Drinks Festival

Website The week of Oct 28 - Nov 3 site received 2,618 visits 9,763 unique visitors over the 3 month period - 1 Oct to 15 Dec Traffic Sources: 31.94%- Search Traffic, 46.48% - Referral Traffic, 16.79% - Direct Traffic, 4.79% - Campaigns

Email 673 Subscribers Average Open Rate: 37.3% (Industry Avg: 21.7%) Our first email performed the best with and Open Rate of 54.0%

Social Media / Facebook Fans: 6,141 Weekly Total Reach: 2,293 Gender: 71.7% Female / 26.4% Male Largest group are females 25 - 34 at 23.4%

Social Media / Twitter Followers: 234 Mentions: 98

Advertising / Facebook Campaign reach: 164,963 Actions: 50,793 Clicks:10,555 CTR: 0.441%

Contact Us

Liliana Ragbir

622-2762

[email protected] 9 Warner Street, Newtown

Port of Spain

www.peppertt.com

Copyright © 2013 Pepper Advertising Limited. All Rights Reserved. All persons in possession or who read this document acknowledge Pepper Advertising Limited’s ownership of the copyright and Intellectual Property.

CDX Presentation: Promoting events with social media

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Transcript of CDX Presentation: Promoting events with social media