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Leveraging Social Media for
     Nonprofit Events
The Agenda
Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize
event engagement
Tying it all together with data




                                                    2
Defining Event & Social Media
            ROI
 ROI = Increasing donations
  + Raising awareness +
  Maximizing ticket sales



                                3
Ticketing Lifecycle
On average, fundraiser tickets go on sale 4-6
         weeks before the event.




                                                4
Ticket Lifecycle
At 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%

                                                  5
Events are Inherently Social
 Increase your reach
 Relatively low cost
 Viral effect: Reach friends of
 friends | Networks




                                  6
The Agenda
Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize
event engagement
Tying it all together with data




                                                    7
Open Communication
Create a communication plan
• Work backwards from the date of the event until the
  first invite goes out
• 88% of fundraisers sent invites when tickets go on
  sale, but too many fall silent until the event thereafter
What are the strategic times to email people?
• 9-11am, Tuesday-Thursday

Where to post information?
• Your website, Facebook, Twitter, LinkedIn, local
  community calendars

                                                              8
The Agenda
Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize
event engagement
Tying it all together with data




                                                    9
Create your Registration Page




                                10
Create a Facebook Event




                          11
Create a LinkedIn Event




                          12
Promote
1. Post regular updates: Pictures, performers, VIPs,
auction items, partners and even attendee stories
2. Post more pictures & videos (cute stuff helps!)
3. Invite attendees to RSVP as they register
4. Be sure to tag attendees, VIPs, partners, and others




                                                       13
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 action
Ticket sales per share




                                                     Event type
                                                                                                      14
Facebook Shares

                   pre-
                 purchase
        post-      40%
      purchase
        60%




   The motivation to share is
   higher once the purchase has
   been made.

                                  15
Promote
  Create a hashtag for your event (“SM4NP”)



www.twubs.com



 www.tagal.us




                                              16
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!




                                                                     17
Keep the Conversation Going
During the event:
•   Provide a twitter wall
•   Prominently display the #hashtag
•   Display the conversation
•   Use free services like tweetchat.com
    or twitterfall.com




                                           18
The Conversation Lives On
After 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




                                     19
Capture the Experience:
      Build social stories into a coherent narrative




                                                       20
The Agenda
Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize
event engagement
Tying it all together with data




                                                    21
Track your Sales Sources
1          2         3




                               22
Productivity Tools:
    Hootsuite
       Automatic scheduling

       Mass tweeting (Only when appropriate)

       Mass direct messaging (Be very selective)

       Do not use for Facebook!




                                                   23
Productivity Tools:
    Sprout Social
       Manage conversations with one tool

       Publish and schedule update across multiple social channels

       Measure efforts with reporting and analytics




                                                                     24
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




                                                                     25
Questions?
Dawn Andreas
Marketing Program Manager
dawn@eventbrite.com
Eventbrite
@eventbrite
@britedawn


Eventbrite.com/npo

                                 26

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Dawn Andreas: Leveraging Social Media for Events

  • 1. Leveraging Social Media for Nonprofit Events
  • 2. The Agenda Understanding the event ticketing lifecycle Social media tips, tricks and time savers to maximize event engagement Tying it all together with data 2
  • 3. Defining Event & Social Media ROI ROI = Increasing donations + Raising awareness + Maximizing ticket sales 3
  • 4. Ticketing Lifecycle On average, fundraiser tickets go on sale 4-6 weeks before the event. 4
  • 5. Ticket Lifecycle At 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% 5
  • 6. Events are Inherently Social Increase your reach Relatively low cost Viral effect: Reach friends of friends | Networks 6
  • 7. The Agenda Understanding the event ticketing lifecycle Social media tips, tricks and time savers to maximize event engagement Tying it all together with data 7
  • 8. Open Communication Create a communication plan • Work backwards from the date of the event until the first invite goes out • 88% of fundraisers sent invites when tickets go on sale, but too many fall silent until the event thereafter What are the strategic times to email people? • 9-11am, Tuesday-Thursday Where to post information? • Your website, Facebook, Twitter, LinkedIn, local community calendars 8
  • 9. The Agenda Understanding the event ticketing lifecycle Social media tips, tricks and time savers to maximize event engagement Tying it all together with data 9
  • 11. Create a Facebook Event 11
  • 12. Create a LinkedIn Event 12
  • 13. Promote 1. Post regular updates: Pictures, performers, VIPs, auction items, partners and even attendee stories 2. Post more pictures & videos (cute stuff helps!) 3. Invite attendees to RSVP as they register 4. Be sure to tag attendees, VIPs, partners, and others 13
  • 14. 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 action Ticket sales per share Event type 14
  • 15. Facebook Shares pre- purchase post- 40% purchase 60% The motivation to share is higher once the purchase has been made. 15
  • 16. Promote Create a hashtag for your event (“SM4NP”) www.twubs.com www.tagal.us 16
  • 17. 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! 17
  • 18. Keep the Conversation Going During the event: • Provide a twitter wall • Prominently display the #hashtag • Display the conversation • Use free services like tweetchat.com or twitterfall.com 18
  • 19. The Conversation Lives On After 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 19
  • 20. Capture the Experience: Build social stories into a coherent narrative 20
  • 21. The Agenda Understanding the event ticketing lifecycle Social media tips, tricks and time savers to maximize event engagement Tying it all together with data 21
  • 22. Track your Sales Sources 1 2 3 22
  • 23. Productivity Tools: Hootsuite Automatic scheduling Mass tweeting (Only when appropriate) Mass direct messaging (Be very selective) Do not use for Facebook! 23
  • 24. Productivity Tools: Sprout Social Manage conversations with one tool Publish and schedule update across multiple social channels Measure efforts with reporting and analytics 24
  • 25. 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 25
  • 26. Questions? Dawn Andreas Marketing Program Manager dawn@eventbrite.com Eventbrite @eventbrite @britedawn Eventbrite.com/npo 26

Editor's Notes

  1. Add transitions
  2. Copy is your friend!
  3. With 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.