Leveraging Social Media for Nonprofit Events

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Social Media for Nonprofits and Eventbrite will present clear strategies, tactics, and resources for using social media to ensure the success of nonprofit events.

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Leveraging Social Media for Nonprofit Events

  1. 1. Leveraging Social Media for Nonprofit Events Dawn Andreas & Ritu Sharma August 15, 2012A Service Of: Sponsored by:
  2. 2. INTEGRATED PLANNING Advising nonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
  3. 3. www.mission.doA Service Of: Sponsored by:
  4. 4. Today’s Speakers Dawn Andreas Ritu Sharma Event Evanglist Program Manager Co-Founder & Executive Director Eventbrite Social Media for NonprofitsAssisting with chat questions: Hosting:Jamie Maloney, Nonprofit Webinars Tara Jensen, Good Done GreatA Service Of: Sponsored by:
  5. 5. Leveraging Social Media for Nonprofit Events
  6. 6. Who are we?Ritu Sharma Dawn AndreasCo-Founder & Executive Director Marketing Program Managerritu@sm4np.org dawn@eventbrite.com@ritusharma1 @britedawnSM4NP.org Eventbrite.com/npo 6
  7. 7. The AgendaUnderstanding the event ticketing lifecycleSocial media tips, tricks and time savers to maximizeengagementLeveraging social media before, during and after youreventTying it all together with data 7
  8. 8. Defining Event & Social Media ROI ROI = Increasing donations + Raising awareness + Maximizing ticket sales 8
  9. 9. Ticketing LifecycleOn average, fundraiser tickets go on sale 4-6 weeks before the event. 9
  10. 10. Ticket LifecycleAt what point has an event sold ½ its tickets? 2 weeks prior In the week to the event prior to the event 29% 38% 1 week prior to the event 33% 10
  11. 11. Events are Inherently Social Increase your reach Relatively low cost Viral effect: Reach friends of friends | Networks 11
  12. 12. The AgendaUnderstanding the event ticketing lifecycleSocial media tips, tricks and time savers to maximizeengagementLeveraging social media before, during and after youreventTying it all together with data 12
  13. 13. Be ProactiveSet an attendance goal and work backwardsCreate a marketing calendar• 88% of fundraisers sent invites when tickets go on sale, but too many fall silent until the event thereafter• Over 50% of nonprofits say that frontloading ticket sales is important to them 13
  14. 14. Open CommunicationCreate a communication plan• Work backwards from the date of the event until the first invite goes outWhat are the strategic times to email people?• 9-11am, Tuesday-ThursdayWhere to post information?• Your website, Facebook, Twitter, LinkedIn, local community calendars 14
  15. 15. The AgendaUnderstanding the event ticketing lifecycleSocial media tips, tricks and time savers to maximizeengagementLeveraging social media before, during and after youreventTying it all together with data 15
  16. 16. Create your Registration Page 16
  17. 17. Create a Facebook Event 17
  18. 18. Create a LinkedIn Event 18
  19. 19. Don’t Think of Your Event as Just as an EventUse the event as a data collection opportunityConsider the long term vs. short term gainsCreate direct donation option for non-attendees 2 19
  20. 20. Let 1,000 Flowers BloomInvite all your friends and followers on respectiveplatformsInvite via multiple channels: Email, LinkedIn,Facebook 20
  21. 21. More Social, More Revenue On average, 1 Facebook share generates $2.52 in future sales and 11 page views back to your event page; however… Prompt attendees to share event information with a powerful call to actionTicket sales per share Event type 21
  22. 22. Promote1. Post regular updates: Pictures, performers, VIPs,auction items, partners and even attendee stories2. Post more pictures & videos (cute stuff helps!)3. Invite attendees to RSVP as they register4. Be sure to tag attendees, VIPs, partners, and others 22
  23. 23. PromoteFacebook AdsTarget your demographic narrowlyTarget each VIP / Key partner organizationTarget all nonprofits (relevant)Target based on Facebook Insights 23
  24. 24. Facebook Shares pre- purchase post- 40% purchase 60% The motivation to share is higher once the purchase has been made. 24
  25. 25. Promote Create a hashtag for your event (“SM4NP”)www.twubs.com www.tagal.us 25
  26. 26. Hashtag =• A word preceded by a #sign – Used to unify tweets from multiple people on the same subject• Easy to search and catalogs your event• Keep it short!• Brand all posts about your event with the same hashtag• Encourage attendee participation!• 26
  27. 27. It’s About the ConversationSchedule regular event or important deadline-related tweetsPost tweets that showcase the work/organizations of yourpartners, speakers, attendees and sponsorsReTweet and reply (@) religiously! 27
  28. 28. Keep the Conversation GoingDuring the event:• Provide a twitter wall• Prominently display the #hashtag• Display the conversation• Use free services like tweetchat.com or twitterfall.com 28
  29. 29. The Conversation Lives OnAfter the event:• Ask for feedback, share a survey• Create and share recaps• Post event pictures• Use platforms like Storify to summarize event experience• Review your tracking and analytics to know which social channels were most effective 29
  30. 30. The AgendaUnderstanding the event ticketing lifecycleSocial media tips, tricks and time savers to maximizeengagementLeveraging social media before, during and after youreventTying it all together with data 30
  31. 31. Track your Sales Sources1 2 3 31
  32. 32. Productivity Tools: Hootsuite Automatic scheduling Mass tweeting (Only when appropriate) Mass direct messaging (Be very selective) Do not use for Facebook! 32
  33. 33. Productivity Tools: Sprout Social Manage conversations with one tool Publish and schedule update across multiple social channels Measure efforts with reporting and analytics 33
  34. 34. Productivity Tools: Simply Measured/RowFeeder/Exportly Gather data rich worksheets See who is following you 34
  35. 35. Wrap Up• Decide which channels are right for you and your organization• Incent early ticket purchasing to get the wheel in motion• Collect donations from those who can’t attend• Encourage post-purchase sharing – it is most powerful• Give attendees reason to engage before, during and after your event• Analyze which social media efforts are most effective 35
  36. 36. Dawn AndreasMarketing Program Managerdawn@eventbrite.comEventbriteRitu SharmaCo-Founder and ExecutiveDirector ritu@sm4np.orgSocial Media for Nonprofits 36
  37. 37. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by:

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