Ritu Sharma: Leveraging Social Media for Nonprofit Events


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  • Ritu and Laura to both own
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  • Owner:RituEarly Bird SpecialsAllow people to buy tickets early for a 5 or 10% discountCreate a Referral ProgramAllow your audience to sell more tickets for you via affiliate / referral codes that gives them discounts or rewardsCan you give something away for a milestone ticket sale?T-Shirts for the first 30 people that buy their tickets?VIP Reception Upgrade Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
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  • Owner: Laura Donation Option
  • Owner: Laura There are lots of other ways to drive marketing too and the key is to have every touch tie back to your registration page.
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  • Owner:RituThis an example of well coordinated social media strategy:Eventbrite ticketing page with social media tools turned onFacebook Event Page where people can talk about the event, and includes Eventbrite for Pages
  • Owner: LauraKnow your Audience.- Gather information on your attendees - Geography - Demographics - Survey Questions- Access all data through our real time reports- View charts, graphs and heat maps for visual representation of ticket sales data - Page views - Overall ticket sales - Sales by ticket type- Track which buyers are buying through which channelsOne thing every organizer wants to know is who is their audience? Eventbrite empowers event organizers with visibility and control over your guest list with graphical dashboards to track sales and attendees. Some of the capabilities are:Capturing demographic information (city-level)Creating custom survey questions – how did you hear about this event? Capture email or any other data?Segmenting buyers based on ticket type (VIP, GA, Early Bird, etc.) – Send custom messages to different ticket buyersMembership Great way to gain insight on your attendeesThink about the long tail approach of your organizationWhat Data can I collect at my event to make this organization be more effective, responsive, and smarterMost organizations will choose the path of least resistance and then wish they were able to have collected certain information after the fact.Is Your Event Free?Ask for a donation!
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  • Owner: LauraClearly we have a thing about babies…ha! But in truth, I thought this was just another great example of a customer Event Page. And in this screenshot you can see what happens when someone shares their excitement about your event – before and after the purchase.In 2011 we completed a study where we actually measured the value of 1 share in Facebook, and what we found is that when the event is associated with fundraising, its quite impressive:1 “Share” equals $11 in future donations. In other words, on average, for all the people who like, comment and share out their excitement about this event – they are bringing new people into the fold and those people are buying tickets!Source: Eventbrite Social Commerce Report: http://blog.eventbrite.com/wp-content/uploads/Screen-shot-2011-03-16-at-10.02.57-AM.png
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  • Owner:RituTwitter is also a great tool in addition to Facebook and it doesn’t take a lot of time.- Create an account – if you don’t already have one. It’s easy and fast- Twitter allow you to search and catalogs your event- The hash tag unifies tweets from multiple people on the same subjectIn this example, we have a fundraiser who has created the hashtag #prouty and uses Twitter as a way to not only get people excited and committed to attending her fundraising event, but also to keep all her friends engaged from the beginning of her fundraising journey all the way to her experience crossing the finish line – both on the ride and in crushing her fundraising goals.
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  • Owner: LauraWith tracking links you’ll know what marketing channels are driving the most sales and be able to adapt your marketing strategy as needed. Eventbrite makes it easy to quickly create and assign unique tracking links for email campaigns, Facebook Advertisements, or anything else requiring online analytics.
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  • Ritu Sharma: Leveraging Social Media for Nonprofit Events

    1. 1. Leveraging Social Media forNonprofit Events
    2. 2. Ritu SharmaCo-Founder & Executive Directorritu@sm4np.org@ritusharma12SM4NP.org
    3. 3. 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 data3
    4. 4. Defining Event & Social MediaROIROI = Increasing donations+ Raising awareness +Maximizing ticket sales4
    5. 5. Ticketing LifecycleOn average, fundraisertickets go on sale 4-6weeks before the event.5(Hint: People procrastinate. Don’t let them.)
    6. 6. 6You caninfluence theticketinglifecycle!Ticketing Lifecycle
    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 data7
    8. 8. Be ProactiveSet an attendance goal and work backwardsCreate a marketing calendar• 88% of fundraisers sent invites when tickets go onsale, but too many fall silent until the eventthereafter• Over 50% of nonprofits say that frontloading ticketsales is important to them8
    9. 9. Communication & ContentCalendarCreate a communication plan• Work backwards from the date of the event until thefirst invite goes outWhat are the strategic times to email people?• 9-11am, Tuesday-Thursday (opposite for SocialMedia!)Where to post information?• Your website, Facebook, Twitter, LinkedIn, localcommunity calendars9
    10. 10. 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 data10
    11. 11. Create your Registration Page11
    12. 12. Drive Every “Touch” to RegistrationRegistration TwitterEmailFacebookLinkedInPro Tip: Bit.ly is agreat website to helpyou shorten links forposts acrossdifferent socialmedia channels 12
    13. 13. Create a Facebook Event13
    14. 14. Further your Facebook PresencePro Tip: Integrate ticket purchases in Facebook via apps.14
    15. 15. Don’t Think of Your Event as Justas an EventUse the event as a data collection opportunityConsider the long term vs. short term gainsCreate direct donation option for non-attendees15
    16. 16. Let 1,000 Flowers Bloom16Invite all your friends and followers on respectiveplatformsInvite via multiple channels:Email, LinkedIn, Facebook
    17. 17. 171 “Share” =$6.00in futuredonations+ 11 views of your event page17Understand the Value of a Share
    18. 18. pre-purchase40%post-purchase60%The motivation to share ishigher once the purchase hasbeen made.Facebook Shares18
    19. 19. Promote191. Post regular updates:Pictures, performers, VIPs, auction items, partnersand 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
    20. 20. • Post 6-7 times a day• Reach out to influencers• Retweet & thank!• Use a Hashtag- a wordpreceded by # sign – keep it short! (6 –8 characters)• Unifies tweets from multiplepeople on same subject#sm4np20
    21. 21. Keep the Conversation Going21During theevent:• Provide a twitter wall• Prominently display the #hashtag• Display the conversation• Use free services like tweetchat.comor twitterfall.com
    22. 22. The Conversation Lives On22After the event:• Ask for feedback, share asurvey• Create and share recaps• Post event pictures• Use platforms like Storify tosummarize event experience• Review your tracking andanalytics to know which socialchannels were most effective
    23. 23. 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 data23
    24. 24. Track your Sales Sources1 2 324• Create unique links for each ofyour sales sources• Monitor throughout thepromotion process• Review which sources not onlybrought in traffic, but ultimately salesand donations
    25. 25. 25HootsuiteAutomatic schedulingMass tweeting (Only when appropriate)Mass direct messaging (Be very selective)Do not use for Facebook!Productivity Tools:
    26. 26. 26Productivity Tools:
    27. 27. 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 effective27
    28. 28. 28Ritu Sharma@Ritusharma1Co-Founder and ExecutiveDirector ritu@sm4np.orgSocial Media for Nonprofits