Now that you’ve got an account with Rokt Calendar, it’s time to get the most out of it. Rokt Calendar can be integrated across many of your marketing touch points including digital, television, social media, out of home, and radio.
This guide provides a series of examples as to how you can get the most out of these mediums to grow your calendar subscriber base.
If at any stage you need assistance, feel free to get in touch with your Rokt Calendar account manager.
Integrating calendar buttons into your website is one of the most effective ways to promote calendars and add subscribers. By embedding calendar buttons, you can convert website visitors into calendar subscribers and secure them for years to come. Customize the style and content of the buttons based on your own website design, or simply embed Rokt Calendar template buttons. A click on any calendar button triggers a calendar pop-up that enables customers to add all events to their calendars.
Add-to-calendar or set reminder buttons can be integrated anywhere on your site. You can use the Rokt Calendar button or create your own custom button. In addition, you can decide if you want the calendar pop-up to appear in a new window or as a lightbox on your show or schedule page.
Custom calendar button using a lightbox
Create custom buttons for your website according to your own design preferences and use Rokt Calendar's lightbox feature to provide your customers with a seamless add-to-calendar experience. The lightbox feature generates a pop-up overlay, so customers can subscribe and close the window, all while remaining on your website. This ensures that customers are never redirected off of your website, and that the embed windows are never affected by pop-up blockers.
Custom calendar button in a new browser window
Follow these steps to create a new window:
- Log in to your Rokt Calendar dashboard.
- From the top navigation, click Embed Code.
- Select Calendar Button from the drop-down menu.
- Select the calendar you are creating the button for.
- Select New Window from the Pop-up type drop-down menu.
- Apply the green highlighted text to the HTML anchor of your custom button.
- Copy and paste the provided code anywhere into the HTML for your website.
- Repeat this process for each calendar in your account.
The dimensions for the calendar pop-up must be 630 pixels high and 630 pixels wide (see example below).
Iframe of SmartCal page
Use an iframe of your calendar page on the schedule or events page of your website, enabling customers to click the add-to-calendar button to subscribe. Since Rokt Calendar pages are customized based on your brand guidelines, the customer experience should feel native to your site. Clicking the add-to-calendar button generates a pop-up window to subscribe, so customers are not redirected off of the web page.
Paid clicks and banner ads
Paid advertisements can be used to direct viewers to your calendar. You can use endemic ads (mobile and display), run of site, Google paid search, etc. For example, if you have a paid advertisement for your show on a website like CBS Sports, viewers can click the ad to go to the SmartCal page to subscribe.
Mobile calendar buttons
You can add calendar buttons to your mobile site, enabling visitors to add calendars from their mobile devices. Selecting the calendar button directs customers to the mobile SmartCal page where they can subscribe.
Mobile header navigation
You can add a calendar or schedule tab to the mobile website menu. When customers select the tab, they are directed to the SmartCal page, where they can subscribe.
Add an Alerts button and page in your app that calls a Rokt Calendar schedule feed to enable customers to add events to their native mobile calendar with a single tap.
All reminder data is powered by Rokt Calendar, and events within the reminder panel reflect calendars in your Rokt Calendar account. Implementation is as easy as calling a JSON feed URL and listing the calendar names and icons in your app. For more information about this, get in touch with your Rokt Calendar account manager.
Use an iframe of your SmartCal page on the Schedule or Events page of your native app. Include an add-to-calendar button that directs customers to an iframe of the calendar page where they can subscribe.
Social media integration
Compose Facebook wall posts instructing viewers to subscribe to your calendars. Include the URL for the calendar which, when selected, directs customers to the calendar page and enables them to subscribe. For example, a Facebook post may say, “Sign up for reminders on.syfy.com/lostgirl and never miss an episode.”
Promote Facebook posts that include calendar URLs to reach an even wider audience.
Facebook call-to-action buttons
Use the Facebook call-to-action feature to drive viewers directly from your official Facebook page to your Rokt Calendar page. This feature was designed to bring a business’s most important objectives to the forefront of its Facebook presence. Call-to-action buttons can link to any destination on or off Facebook and are an effective way to increase subscribers.
We recommend adding a sign-up button that links viewers to your subscription page, where they can subscribe to receive reminders. The call-to-action appears in the header of your Facebook page, to the left of the Like button.
Adding the button is a simple process within your account. If you are interested, contact your Rokt Calendar account manager for further instructions.
Compose tweets instructing fans to subscribe to your show or sports calendars. Include the URL for the calendar, enabling customers to go to the SmartCal page to subscribe. For example, a tweet may say, “ 3 days until Nascar season starts—mark your calendars!”
The pinned tweets feature on Twitter gives you the ability to pin a tweet at the top of your profile. Any visitor to your Twitter page sees the pinned tweet at the top of your page, and all other tweets, including newer ones, appear below. Pinning tweets to the top of your profile ensures that the calendar URL is always visible and accessible to viewers, even as you continue to push out other content.
Promote your tweets with calendar URLs to reach an even wider audience on Twitter.
Add the URL for your calendar to your profile description on Twitter.
Twitter website cards
Use Twitter website cards to promote your show calendars. With Twitter cards, you can attach rich photos, videos, and media experience to tweets that drive traffic to your website.
To create a website card:
- Log in to the Cards Manager section of your Twitter Ads account (ads.twitter.com).
- From the Creatives menu choose Cards.
- Select Website.
- Choose Create Website Card.
- Enter your calendar URL as the Website URL.
- Use the URL that is generated for this card in your tweet or promoted tweets.
Benefits of Twitter website cards:
- Allow followers to easily discover interesting content.
- Give advertisers the ability to drive a higher volume of URL clicks since followers are able to preview an image, related context, and clear call to action in their timeline before tapping.
- Drive qualified traffic from the right audience at precisely the right time.
The auto-reply once feature can be used to promote your show calendars to anyone who mentions your Twitter handle, regardless of the tweet content.
If a follower mentions your Twitter handle in a tweet, Rokt Calendar can automatically reply with a calendar URL, enabling followers to subscribe. The follower only receives the reply once within a time period specified in your account (e.g., six months). For example, you can configure your account to reply once during the season of your show or sport.
You can do this for both your Shows page and for individual show calendars. If you set up an auto-reply for your network, we recommend linking to the Shows page.
If the viewer tweets to a specific show handle (for example “Last night’s @Helix was so epic!”), Rokt Calendar automatically replies with a URL for the show SmartCal page, enabling fans to subscribe to the show.
To set up auto-reply once, contact your account manager.
Compose Instagram posts that include calendar URLs to promote your calendars.
Include the calendar URL (e.g., bit.ly/CBCSportsLink) in the profile bio of your official Instagram account. Viewers can click the hyperlink in your profile bio to go directly to the subscription page.
Social promotion automation
Promotion automation allows you to compose numerous Facebook posts and tweets at one time, and schedule them to be automatically sent by Rokt Calendar. This feature makes it easy and efficient to keep your social media accounts consistently updated with calendar URLs.
It's important to optimize your promotion automation schedule so that you get the highest engagement for every post.
Generally you can promote more frequently via Twitter versus Facebook as tweets move through the stream over time. Approximately 4–6% of your followers see any given tweet, so it is recommend to promote frequently on Twitter, especially if you have a lot of other content.
For Facebook, we recommend scheduling a dedicated calendar post each day to promote upcoming content and increasing the frequency of the promotion closer to the event.
It's important to use imagery that captures the viewers attention and draws them in to reading the caption. Here are some example promotions:
"Don't miss the UFC Fight Night: Machida vs Dollaway! Watch it LIVE at 1pm/10am ETPT on FOX Sports 1—add it to your calendar http://rokt.calendar/UFC."
Before a show or sport (e.g., 6:45 P.M. before the 7 P.M. lineup starts): "Catch all the action on Sportsnet tonight. Set a calendar reminder to watch your team—cal.sportsnet.ca/nhl"
During a show or sport (e.g., 8pm during lineup): "Loving the NHL action on Sportsnet? Add it to your calendar now—cal.sportsnet.ca/nhl"
After a show or sport (e.g., 9:30pm during highlights etc.): "Don’t miss another NHL game on Sportsnet—Add NHL to your calendar now cal.sportsnet.ca/nhl"
How to configure promotion automation:
- Log in to the Merchant Center.
- Click Promotion Automation from menu.
- Click Create post and select an account type for the post (Facebook or Twitter).
- Select the account you want to post in.
- Select the calendar.
- Compose message and insert the calendar link.
- Upload a photo.
- Schedule date and time for post to be sent.
- Click Enable Multiple Posts to choose how often the post will be sent out, and how many times it will repeat.
We recommend posting on Twitter and Facebook at least every 24–72 hours, depending how much other content you are producing.
Promotion countdown strategy
Use the promotion countdown strategy to build excitement and encourage viewers to subscribe before the event. Include a daily countdown with the calendar URL on all of your social media pages including Facebook and Twitter. For example, a post may say, “Empire premieres in just 3 days—it’s going to be the best season yet! Add every episode to your calendar now so you don’t miss a minute! on.fox.com/Empire.”
Set reminder URLs
Add a set reminder URL (e.g., fox.com/SetReminder) to your TV watermarks to drive viewers to the page where you list current and upcoming content. Because the purpose of these commercials is to advertise a day, date, and time, we recommend closing the loop by adding a call-to-action that enables viewers to add events to their calendar, as opposed to relying solely on memory.
The benefits include:
- Short URL that can fit on an end-cap or under a day/date/time watermark.
- URL includes the text “/SetReminder” which explains what it does and is easy for viewers to remember.
- Viewers can set reminders for all of your programming, facilitating cross-promotion of your events.
- You can activate television-sized audiences at scale, driving subscriber growth and helping you reach your goals.
- A perpetual URL ensures you can always promote, even as your content and scheduling change over time.
Banners on tickers
Use the “/SetReminder” URL on the ticker that runs on the bottom of the screen during your show or sporting event. Viewers can enter the URL on their mobile or desktop device to go to your subscription page. You can also use the Twitter mechanic to prompt viewers to Tweet to receive the calendar link. For example, "Tweet #Schedule to @CFLONTSN." When the viewer sends the tweet, Rokt Calendar automatically replies with a URL for the show calendar.
During live broadcasts, have announcers verbally instruct viewers to go to the “/SetReminder” URL to add your show or sports to their calendar. For example, announcers can say, “The MLB Season is starting next week, and we know you don’t want to miss a game! Go to Mlb.com/SetReminder to download your favorite team’s schedule to your calendar.”
Include the “/SetReminder” URL in on-air commercials for your shows and sports. The URL should direct viewers to your subscription page.
Print media integration
Include the URL for your calendars in print media advertisements. Viewers can enter the URL on their desktop or mobile device and go directly to the subscription page.
Outdoor advertising integration
Include the URL for your calendars in outdoor advertisements. Viewers can enter the URL on their desktop or mobile device to go directly to the subscription page.
Venue advertising integration
Include the URL for your calendars in venue advertisements. Viewers can enter the URL on their desktop or mobile device and go directly to the subscription page.
Email direct marketing
Leverage your existing email base by sending subscribers a direct email that encourages them to subscribe to your calendars.
For example, send an email with an image of a mobile phone displaying a notification for an upcoming event. The email subject line can say something like “Add the NFL Draft schedule to your calendar!” In the body of the email, include a prominent “Add to calendar” or “Set reminder” button that links directly to your subscription page.
If you have a weekly or monthly newsletter to fans, include your calendar URL or an add-to-calendar button so fans can subscribe.
Promote your calendars in YouTube videos and trailers by including the calendar URL (e.g. cal.amc.com/saul) in the video description. Instruct viewers to click the link and subscribe to the calendar.
Use your online blog to promote calendars by including the calendar URL in the blog post. Instruct viewers to click the link and subscribe to the calendar.
During live broadcasts, have radio announcers verbally instruct listeners to go to the “/Set Reminder” URL to add your show or sport to their calendar. For example, announcers can say, “The MLB season is starting tomorrow, and we know you don’t want to miss a single game! Go to mlb.com/SetReminder to download your team’s schedule to your calendar.”