Leveraging Social Media for 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 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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  • Leveraging Social Media for Events

    1. 1. Leveraging Social Media for Nonprofit Events
    2. 2. Who are we?Ritu Sharma Laura ColtrinCo-Founder & Executive Director Product Marketing Managerritu@sm4np.org laura@eventbrite.com@ritusharma1 @lauracoltrinSM4NP.org Eventbrite.com/npo 2
    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 data 3
    4. 4. Defining Event & Social Media ROI ROI = Increasing donations + Raising awareness + Maximizing ticket sales 4
    5. 5. Ticketing Lifecycle On average, fundraiser tickets go on sale 4-6 weeks before the event.(Hint: People procrastinate. Don’t let them.) 5
    6. 6. Ticketing LifecycleYou caninfluence theticketinglifecycle! 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. 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 8
    9. 9. Communication & Content CalendarCreate 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-Thursday (opposite for Social Media!)Where to post information?• Your website, Facebook, Twitter, LinkedIn, local community calendars 9
    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 data 10
    11. 11. Create your Registration Page 11
    12. 12. Drive Every “Touch” to Registration Facebook Twitter LinkedIn RegistrationPro Tip: Bit.ly is agreat website to helpyou shorten links for Emailposts acrossdifferent socialmedia channels 12
    13. 13. Create a Facebook Event 13
    14. 14. Further your Facebook PresencePro Tip: Integrate ticket purchases in Facebook via apps. 14
    15. 15. Don’t Think of Your Event as Just as an Event Use the event as a data collection opportunity Consider the long term vs. short term gains Create direct donation option for non-attendees 15
    16. 16. Let 1,000 Flowers BloomInvite all your friends and followers on respectiveplatformsInvite via multiple channels: Email, LinkedIn,Facebook 16
    17. 17. Understand the Value of a Share 1 “Share” = $6.00 in future donations + 11 views of your event page 17 17
    18. 18. Facebook Shares pre- purchase post- 40% purchase 60% The motivation to share is higher once the purchase has been made. 18
    19. 19. 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 19
    20. 20. • Post 6-7 times a day• Reach out to influencers• Retweet & thank!• Use Hashtag- a word #sm4np preceded by # sign – keep it short! (6 – 8 characters)• Unifies tweets from multiple people on same subject 20
    21. 21. Keep the Conversation GoingDuring theevent:• Provide a twitter wall• Prominently display the #hashtag• Display the conversation• Use free services like tweetchat.com or twitterfall.com 21
    22. 22. 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 22
    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 data 23
    24. 24. Track your Sales Sources 1 2 3• Create unique links for each of your sales sources• Monitor throughout the promotion process• Review which sources not only brought in traffic, but ultimately sales and donations 24
    25. 25. Productivity Tools:Hootsuite Automatic scheduling Mass tweeting (Only when appropriate) Mass direct messaging (Be very selective) Do not use for Facebook! 25
    26. 26. Productivity Tools: 26
    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 effective 27
    28. 28. Laura Coltrin @lcoltrinProduct Marketing Managerlaura@eventbrite.comEventbriteRitu Sharma @Ritusharma1Co-Founder and ExecutiveDirector ritu@sm4np.orgSocial Media for Nonprofits 28

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