Networking 101 · Networking 101 John Cavazos University of Delaware. 2 About Me ... Networking Steps
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SOCIAL NETWORKING 101
KENDRA WRIGHTCASSIE ROBERTS
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SIT BACK AND RELAX
Give us your business card at the end of the presentation;
We’ll send you our slides
AND a chance at this gift basket!
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CAN’T GET ENOUGH SAFFIRE?
Come by our booth: L301Another chance at the gift basket AND a
chance to meet Cassie!
NEW TIME for Trends in Online Marketing: Friday, 2:15-3:45 in Cocoa 4-5
Social Media @ Cyber CaféThursday, 2:30-4 in Confection Lobby
Friday, 2-3:30 in Confection Lobby
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SOCIAL NETWORKING
Our working definition:• Social networking is the practice
of connecting your customers through social media outlets to facilitate positive relationships that grow your brand.
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SOCIAL MEDIA VS. SOCIAL
NETWORKINGSocial media and social networking are not synonyms.
Social media are the OUTLETS like Facebook, Twitter, etc.
• Use social media outlets to create your social network.
The social NETWORK is what you create to bring value to your event.
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Your social media outlets are only as good as the network you build
on them.
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PRESENTERS
• 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
• Received BS Public Relations, & Masters Sport Management, The University of Texas
• Born in Central City, NE• United States Olympic
Committee• Rodeo Austin
Cassie Roberts
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HISTORY
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SAFFIRE CLIENTS
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SAFFIRE CLIENTS
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SAFFIRE ASSOCIATION
PARTNERS
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PALAMINO FEST
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Our goal is to elevate the event industry by enhancing its most important virtual front
door – its online presence.
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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
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WHY USE SOCIAL NETWORKING?Social Networking Model
ME: 1
My Friends: 500+
My Friends’ Friends
250,000+
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WHICH OUTLETS TO USE?
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YOUR SOCIAL MEDIA PRIORITIESSpend 70% of your time on Facebook
Use an app that posts tweets when you post on Facebook (adding 0-10%)
Spend 15% on YouTube
Spend 5% between Pinterest and Instagram (photo sharing)
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WHICH OUTLETS DO I USE?
Focus your attention on key players.
DON’T try to have a presence on every social media outlet.
From the marketer’s standpoint, it’s much more effective to have a solid presence in one or two channels than it is to try to dominate every platform.
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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)
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POLL
How many of you have a personal Facebook account?
How many of you have a Facebook
account for your event?
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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
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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.
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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.
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COOL FACEBOOK COVERS/PROFILES
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COOL FACEBOOK COVERS/PROFILES
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COOL FACEBOOK COVER PHOTOS
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FACEBOOK MILESTONES
Facebook’s timeline automatically creates a history of your event.
Call out important photos and events by clicking the star on a post to expand the photo to a widescreen view.
You can even pin content so it will remain the top post for 7 days.
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TAGGING IN FACEBOOK
Let’s do an experiment.
Smile!
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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!
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Ask questions that get people to talk about themselves in
relation to your event
DEEP THOUGHT
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• 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
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POLL
How many of you have a personal Twitter account?
How many of you have a Twitter
account for your event?
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TWITTERYour 2nd priority for social media530 million accounts340 million tweets a day1 million accounts added to
Twitter every day
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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.
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STEP 1: SET 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!
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COMPLETE A FEW FIELDS
AmadorFair
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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
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STEP 2: CUSTOMIZE YOUR
PAGEEdit 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
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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
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Amador header
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STEP 3: DO A FEW RE-TWEETS
Re-tweet people you follow• Look through your timeline• At first, this is just to get your
feet wet• Give people a taste of what’s
to come
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STEP 4: FOLLOW SOME PEOPLE
Events 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!
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PEOPLE INVOLVED IN YOUR EVENT
SponsorsVendorsEntertainersVolunteersExhibitorsBoard members
SAFFIRE RECOMMENDATIONFollow people on a Tuesday morning;
there may be better chance they’ll follow you back.
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LOCAL BUSINESSESLocal businesses• Amador (county)• Plymouth (city)
Local press
SAFFIRE RECOMMENDATIONPilfer from those we are following & our
followers!
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FINDING MORE PEOPLE TO
FOLLOWWho to follow – View All (based on interests)Find friends – if you have:• Gmail• Yahoo• Hotmail• AOL
People you may know (who your friends follow)
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It’s a chicken and the egg: people don’t follow people without tweets, but you’ll get better bang for buck once you have more followers
Tweet what you think will be helpful to your target audience• Don’t be too self-serving
STEP 5: WRITE SOME TWEETS
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Deleting tweetsFavorites (from Profile page)Replying to tweets• People can track “conversation”
“ADVANCED” TWITTER MANEUVERS
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Website changes/blog posts/email articlesTestimonialsPhotos/Videos“Insider info”News of weird/human interest storiesContestsQuestions
WHAT TO POST
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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
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TRICKS & TIPS FOR TWEETS
For the highest click-through rates:
Tweet between 120-130 characters.
Write tweets containing “via,” “RT,” “please” and “check.”
Post weird/human interest stories.
Tweet on the weekends.
SAFFIRE RECOMMENDATIONUse: www.bufferapp.com or www.hootsuite.com
to schedule social media in advance.
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WHAT IS THIS?
#
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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.
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ENSURE ADOPTION OF A HASHTAG
You can’t!
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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.
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AN RECENT EXAMPLE
Many also use hashtags to add something parenthetical/funny at the end of a tweetManti Te’o hashtag: #catfished
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JIMMY FALLON EXAMPLE
Jimmy Fallon tweets out a hashtag, and people tweet funny responses#FactCheck
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STEP 7: MANAGE YOUR TWEETS
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TAKE IT A STEP FURTHER
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STEP 8: GO ABOUT YOUR DAY
Install Firefox extension• While you are online reading
articles, don’t just post them; highlight text and click Buffer icon at bottom right to tweet
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EVEN WHEN YOU’RE MOBILE
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STEP 9: TWEET ABOUT YOUR PEOPLE
Now you follow “your people”You may have even retweeted some of themNow start writing original tweets about them• Be ruthless: Keep track of how many followers
THEY have, and tweet about those who have the most followers – include @ (Twitter name)!e.g., @saffireevents
• Your goal, especially while you don’t have many followers, is to get retweeted. So think like people you tweet about. Hint: People tend to retweet when you say nice things about them.
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TWITONOMY
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STEP 10: TWEAK & REPEAT
Check 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.
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what is the fastest growing website of all time?
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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!
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50% of all web content is…
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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.
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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
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Reach younger customers with…
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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.
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1. CREATE AN ACCOUNT
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2. TAKE A PHOTO
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3. PICK A FILTER
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4. POST!
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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.
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USE HASHTAGS ON INSTAGRAM TOO!
SAFFIRE RECOMMENDATIONUse the same hashtags that you use on twitter so
people (and you) have less to remember.
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FINAL WORD ON INSTAGRAM
The most important thing you can do for your Instagram community is to remain active, engaged and provide value by responding to comments.
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Where is the best place to maximize your social media
presence?
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MOBILE NETWORKING
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YOUTUBE
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YOUR WEBSITE
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HOW DO YOU MANAGE YOUR
SITE?
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YOUR WEB GUY
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THE GOAL
you must be able to market your event on your
website in real time
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MAXIMIZE SOCIAL MEDIA ON WEBSITE Facebook or Tweet your FESTIVAL
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MAXIMIZE SOCIAL MEDIA ON WEBSITEFacebook/Tweet a festival EVENT/FEATURE
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MAXIMIZE SOCIAL MEDIA ON WEBSITEFacebook or Tweet a PHOTO of an event/feature
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OTHER SPECIFIC IDEAS
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• 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
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• 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
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Show live tweets on concert side screens
Have a vote or quiz• Answer on text, app, QR code,
etc.
GET PEOPLE TALKING
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Have a contest for front row concert seats• Text, tweet or post on FB page
NOW = publicity
Do giveaways with charitable tie-in
CONTESTS WITH PUBLICITY BONUS
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Judiciously promote big sponsors for retweet
Same with vendors and entertainers
Post thanks to people/groups; they’ll repost
GETTING RETWEETS
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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
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BULLS EYELeave your business card, and we’ll send:
• These slides
• A free subscription to The Dirt
• Invitation to educational webinars
• Chance to win the gift basket!