This session will explore how to effectively harness social media to drive traffic and attendance for your nonprofit event. Dawn will share clear strategies, tactics, and resources for using social media to ensure maximum engagement from the community you serve using Facebook, LinkedIn, and Twitter.
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
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3. Defining Event & Social Media
ROI
ROI = Increasing donations
+ Raising awareness +
Maximizing ticket sales
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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%
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6. Events are Inherently Social
Increase your reach
Relatively low cost
Viral effect: Reach friends of
friends | Networks
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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
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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
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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
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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
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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
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15. Facebook Shares
pre-
purchase
post- 40%
purchase
60%
The motivation to share is
higher once the purchase has
been made.
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16. Promote
Create a hashtag for your event (“SM4NP”)
www.twubs.com
www.tagal.us
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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!
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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
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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
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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
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23. Productivity Tools:
Hootsuite
Automatic scheduling
Mass tweeting (Only when appropriate)
Mass direct messaging (Be very selective)
Do not use for Facebook!
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24. Productivity Tools:
Sprout Social
Manage conversations with one tool
Publish and schedule update across multiple social channels
Measure efforts with reporting and analytics
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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
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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.