Leveraging Social Media for
Nonprofit Events
Ritu Sharma
Co-Founder & Executive
Director
Ritu@sm4np.org
@RituSharma1
The Agenda
Understanding the event
ticketing lifecycle
Social media tips, tricks and time
savers to maximize engagement
Le...
Defining Event & Social Media
ROI
ROI =
Increasing donations +
Raising awareness +
Maximizing ticket sales
3
Average Ticketing Lifecycle
4
On average,
fundraiser
tickets go on
sale 4-6
weeks before
the event.
(Hint: People procrast...
Ticketing Lifecycle
You can
influence the
ticketing
lifecycle!
5
Communication Calendar
6
Create a communication plan
•  Work backwards from the date of the
event until the first invite g...
Sample Content Calendar
Event Date: June 25th— Calendar Highlights
Content Plan Leading up to the Event
Sample Content Calendar
Create your Registration Page
9
Create a Facebook Event
10
Further your Facebook Presence
Pro Tip: Integrate ticket purchases in Facebook via apps
11
The Agenda
Understanding the event
ticketing lifecycle
Social media tips, tricks & time
savers to maximize engagement
Leve...
Promote
1. Post regular updates: Pictures,
performers, VIPs, auction items,
partners & even attendee stories
2. Post more ...
pre-
purchase
40%post-
purchase
60%
The motivation to share
is higher once the
purchase has been made
Facebook Shares
14
•  Post 6-7 times a
day
•  Reach out to
influencers
•  Retweet & thank!
•  Use a Hashtag-
word preceded by # sign –
keep i...
Twitter Direct Message
Campaign
Step 1: Create
Twitter List
Hootsuite Publisher Window
Download all your twitter followers...
Step 2: Draft
Direct Message
Twitter Direct Message Campaign
d @Twitteruser Join us in Vancouver for Our Social Media Mark...
Step 3: Upload
to Hootsuite
Twitter Direct Message Campaign
•  Create Groups & Cultivate
Community for your Members
•  Pre-approve/Invite all Attendees
to LI
•  Share Exclusive Conte...
The Agenda
Understanding the event
ticketing lifecycle
Social media tips, tricks and
time savers to maximize
engagement
Le...
Keep the
Conversation Going
During the event:
•  Provide a twitter wall
•  Prominently display the
#hashtag
•  Display the...
The Conversation Lives On
After the event:
•  Ask for feedback,
share a survey
•  Create and share
recaps
•  Post event pi...
The Agenda
Understanding the event
ticketing lifecycle
Social media tips, tricks and
time savers to maximize
engagement
Le...
Track your Sales Sources
1•  Create unique links
for each of your sales
sources
•  Monitor throughout
the promotion proces...
Productivity Tools
Hootsuite
Automatic scheduling
Mass tweeting (Only when
appropriate)
Mass direct messaging
(Be very sel...
Productivity Tools
26
www.simplymeasured.com
Wrap Up
27
•  Decide which channels are right for
your Organization
•  Encourage post-purchase sharing
•  Give attendees A...
28
Questions?
Ritu Sharma
Co-Founder &
Executive Director
Ritu@sm4np.org
@RituSharma1
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Leveraging Social Media for Nonprofit Events

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Ritu Sharma, Co-Founder & Executive Director, Social Media for Nonprofits

Explore how to effectively harness social media to drive traffic and attendance for your nonprofit event, plus maximize the on-site experience. Learn practical strategies, tactics, and resources to ensure maximum engagement from the communities you serve using Facebook, LinkedIn, and Twitter.

Published in: Social Media, Technology, Business
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Transcript of "Leveraging Social Media for Nonprofit Events"

  1. 1. Leveraging Social Media for Nonprofit Events Ritu Sharma Co-Founder & Executive Director Ritu@sm4np.org @RituSharma1
  2. 2. The Agenda Understanding the event ticketing lifecycle Social media tips, tricks and time savers to maximize engagement Leveraging social media before, during and after your event Tying it all together with data 2
  3. 3. Defining Event & Social Media ROI ROI = Increasing donations + Raising awareness + Maximizing ticket sales 3
  4. 4. Average Ticketing Lifecycle 4 On average, fundraiser tickets go on sale 4-6 weeks before the event. (Hint: People procrastinate. Don’t let them.)
  5. 5. Ticketing Lifecycle You can influence the ticketing lifecycle! 5
  6. 6. Communication Calendar 6 Create a communication plan •  Work backwards from the date of the event until the first invite goes out strategic times to email? •  9-11am, Tuesday-Thursday Where to post information? •  Your website, Facebook, Twitter, LinkedIn, local community calendars
  7. 7. Sample Content Calendar Event Date: June 25th— Calendar Highlights Content Plan Leading up to the Event
  8. 8. Sample Content Calendar
  9. 9. Create your Registration Page 9
  10. 10. Create a Facebook Event 10
  11. 11. Further your Facebook Presence Pro Tip: Integrate ticket purchases in Facebook via apps 11
  12. 12. The Agenda Understanding the event ticketing lifecycle Social media tips, tricks & time savers to maximize engagement Leveraging social media before, during and after your event Tying it all together with data 12
  13. 13. Promote 1. Post regular updates: Pictures, performers, VIPs, auction items, partners & 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. 14. pre- purchase 40%post- purchase 60% The motivation to share is higher once the purchase has been made Facebook Shares 14
  15. 15. •  Post 6-7 times a day •  Reach out to influencers •  Retweet & thank! •  Use a Hashtag- word preceded by # sign – keep it short! (6 – 8 characters) 15 #sm4np
  16. 16. Twitter Direct Message Campaign Step 1: Create Twitter List Hootsuite Publisher Window Download all your twitter followers in an excel sheet & segment by location
  17. 17. Step 2: Draft Direct Message Twitter Direct Message Campaign d @Twitteruser Join us in Vancouver for Our Social Media Marketing Conf 6/25, save $20 w/code SM4NP http://bit.ly/sfshoih33
  18. 18. Step 3: Upload to Hootsuite Twitter Direct Message Campaign
  19. 19. •  Create Groups & Cultivate Community for your Members •  Pre-approve/Invite all Attendees to LI •  Share Exclusive Content on LI •  Host Post Event Chats/ Discussions •  Participate in Industry Groups
  20. 20. The Agenda Understanding the event ticketing lifecycle Social media tips, tricks and time savers to maximize engagement Leveraging social media before, during and after your event Tying it all together with data20
  21. 21. 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 to display tweets about the event 21
  22. 22. 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 22
  23. 23. The Agenda Understanding the event ticketing lifecycle Social media tips, tricks and time savers to maximize engagement Leveraging social media before, during and after your event Tying it all together with data 23
  24. 24. Track your Sales Sources 1•  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) 25
  26. 26. Productivity Tools 26 www.simplymeasured.com
  27. 27. Wrap Up 27 •  Decide which channels are right for your Organization •  Encourage post-purchase sharing •  Give attendees A reason to engage before, during, & after your event •  Analyze which social media efforts Work
  28. 28. 28 Questions? Ritu Sharma Co-Founder & Executive Director Ritu@sm4np.org @RituSharma1

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