Ritu Sharma: Leveraging Social Media for Events

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  • Laura
  • Owner: Laura Donation Option
  • Owner: Spark
  • Owner: SparkThis 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
  • Ritu Sharma: Leveraging Social Media for Events

    1. 1. Social Media for Your NextFundraising EventRitu SharmaCo-Founder & Executive Directorritu@sm4np.org@ritusharma1www.sm4np.org
    2. 2. The AgendaUnderstanding the event ticketing lifecycleSocial media tips, tricks and time savers to maximizeengagementLeveraging social media before, during and afteryour eventTying it all together with data2
    3. 3. Defining Event & Social Media ROIROI = Increasing donations + Raisingawareness + Maximizing ticket sales3
    4. 4. Average Ticketing Lifecycle4On average, fundraisertickets go on sale 4-6 weeksbefore the event.(Hint: People procrastinate. Don’t let them.)
    5. 5. Ticketing LifecycleYou can influencethe ticketinglifecycle!5
    6. 6. Communication & ContentCalendar6Create a communication plan• Work backwards from the date of the event until the first invite goesoutWhat are the strategic times to email people?• 9-11am, Tuesday-ThursdayWhere to post information?• Your website, Facebook, Twitter, LinkedIn, local communitycalendars
    7. 7. Sample Content CalendarEvent Date: June 25th, Calendar Highlights Content Plan Leading up to the Event.
    8. 8. Sample Content Calendar
    9. 9. Create your Registration Page9
    10. 10. Create a Facebook Event10
    11. 11. Further your Facebook PresencePro Tip: Integrate ticket purchases in Facebook via apps.11
    12. 12. The AgendaUnderstanding the event ticketing lifecycleSocial media tips, tricks and time savers to maximizeengagementLeveraging social media before, during and after your eventTying it all together with data12
    13. 13. Promote1. Post regular updates:Pictures, performers, VIPs, auction items, partners andeven 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 others13
    14. 14. pre-purchase40%post-purchase60%The motivation to share is higher oncethe purchase has been made.Facebook Shares14
    15. 15. • Post 6-7 times a day• Reach out to influencers• Retweet & thank!• Use a Hashtag- a word precededby # sign – keep it short! (6 – 8 characters)15#sm4np
    16. 16. Twitter Direct Message CampaignStep 1: Create Twitter ListHootsuite Publisher WindowDownload all your twitter followers in an excel sheet & segmentby location.
    17. 17. Step 2: Draft DirectMessageTwitter Direct Message Campaignd @Twitteruser Join us in Chicago for our 2nd Social Media Marketing Conf9/19, save $20 w/code SM4NP http://bit.ly/sfshoih33
    18. 18. Step 3: Upload toHootsuiteTwitter Direct Message Campaign
    19. 19. • Create Groups & Cultivate Community foryour 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 AgendaUnderstanding the event ticketing lifecycleSocial media tips, tricks and time savers to maximizeengagementLeveraging social media before, during and after youreventTying it all together with data20
    21. 21. Keep the Conversation GoingDuring the event:• Provide a twitter wall• Prominently display the #hashtag• Display the conversation• Use free services liketweetchat.com ortwitterfall.com to display tweetsabout the event21
    22. 22. The Conversation Lives OnAfter 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 effective22
    23. 23. The AgendaUnderstanding the event ticketing lifecycleSocial media tips, tricks and time savers to maximize engagementLeveraging social media before, during and after your eventTying it all together with data23
    24. 24. Track your Sales Sources1• Create unique links for each ofyour sales sources• Monitor throughout thepromotion process• Reviewwhich sources not onlybrought in traffic, but ultimatelysales and donations24
    25. 25. Productivity ToolsHootsuiteAutomatic schedulingMass tweeting (Only when appropriate)Mass direct messaging (Be very selective)25
    26. 26. Productivity Tools26www.simplymeasured.com
    27. 27. Wrap Up27• Decide which channels are right for you and your organization• Encourage early ticket purchasing to get the wheel in motion• Collect donations from those who can’t attend• Encourage post-purchase sharing• Give attendees reason to engage before, during and after yourevent• Analyze which social media efforts are most effective
    28. 28. 28Questions?Ritu SharmaCo-Founder and Executive Directorritu@sm4np.orgSocial Media for Nonprofits

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