Leveraging Social Media For Events

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Darian Rodriguez Heyman from Social Media for Nonprofits and Laura Coltrin from Eventbrite co-present on using social media for events.

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Leveraging Social Media For Events

  1. 1. Leveraging Social Media for Faith-Based Fundraising Events
  2. 2.            Who  are  we?   Darian Rodriguez Heyman Co-Founder darian@sm4np.org @dheyman Laura Huddle Sr. Marketing Manager laura@eventbrite.com @lauracoltrin www.sm4np.org Eventbrite.com/npo 2  
  3. 3. 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 3  
  4. 4. Defining  Event  &  Social  Media  ROI   ROI = Increasing donations + Raising awareness + Maximizing ticket sales 4  
  5. 5. Average  Ticke>ng  Lifecycle   On average, fundraiser tickets go on sale 4-6 weeks before the event. (Hint: People procrastinate. Don’t let them.) 5  
  6. 6. Ticke>ng  Lifecycle   You  can  influence   the  1cke1ng   lifecycle! 6  
  7. 7. Editorial/Content  Calendar   Create a communication plan •  Work backwards from the date of the event until the first invite goes out What are the strategic times to email people? •  9-11am, Tuesday-Thursday Where to post information? •  Your website, Facebook, Twitter, LinkedIn, local community calendars 7  
  8. 8. Sample  Content  Calendar   Event Date: June 25th, Calendar Highlights Content Plan Leading up to the Event.
  9. 9. Create  your  Registra>on  Page   9  
  10. 10. Drive Every “Touch” to Registration Facebook LinkedIn Registration Twitter Email 10
  11. 11. Create  a  Facebook  Event   11  
  12. 12. Further  your  Facebook  Presence   Pro Tip: Integrate ticket purchases in Facebook via apps 12
  13. 13. 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 13  
  14. 14. Promote   1.  Post  regular  updates:  Pictures,  performers,  VIPs,   auc1on  items,  partners  and  even  aHendee  stories   2.  Post  more  pictures  &  videos  (cute  stuff  helps!)   3.  Invite  aHendees  to  RSVP  as  they  register   4.  Be  sure  to  tag  aHendees,  VIPs,  partners,  and  others   14  
  15. 15. Facebook  Shares   post-purchase 60% pre-purchase 40% The motivation to share is higher once the purchase has been made. 15  
  16. 16. •  Post 6-7 times a day •  Reach out to influencers #sm4np •  Retweet & thank! •  Use a Hashtag- a word preceded by # sign – keep it short! (6 – 8 characters) 16  
  17. 17. TwiKer  Direct  Message  Campaign   Hootsuite  Publisher  Window     Download  all  your  twiHer  followers  in  an  excel  sheet  &  segment   by  loca1on.   Step 1: Create Twitter List
  18. 18. TwiKer  Direct  Message  Campaign   d  @TwiHeruser  Join  us  in  Chicago  for  our  2nd  Social  Media  Marke1ng  Conf   9/19,  save  $20  w/code  SM4NP  hHp://bit.ly/sfshoih33   Step 2: Draft Direct Message
  19. 19. TwiKer  Direct  Message  Campaign   Step 3: Upload to Hootsuite
  20. 20. •  Create  Groups  &  Cul1vate  Community  for     your  Members   •  Pre-­‐approve/Invite  all  AHendees  to  LI   •  Share  Exclusive  Content  on  LI   •  Host  Post  Event  Chats/Discussions   •  Par1cipate  in  Industry  Groups  
  21. 21. Ask Questions
  22. 22. Become a Curator Think     50/50  
  23. 23. Timing is Everything • Morning:  8  –  9AM   • Lunch:  12  –  1PM   • End  of  Day:  4:30  –  6PM   • Night:  9:30  –  11PM   • Weekends  vs.  Wednesday  
  24. 24. Committees & Captains • Goals,  Training,  Materials   • 5  Minutes/Week   • Mapped  to  Impact   • Facebook   • TwiKer   • TBD  
  25. 25. 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 25  
  26. 26. Keep  the  Conversa>on  Going   During the event: •  •  •  •  Provide a twitter wall Prominently display the #hashtag Display the conversation Use free services like tweetchat.com or twiHerfall.com  to display tweets about the event 26  
  27. 27. The  Conversa>on  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 27  
  28. 28. 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 28  
  29. 29. 1 Track your Sales Sources •  Create  unique links for each of your sales sources •  Monitor  throughout  the   promo1on  process   •  Review  which  sources  not  only   brought  in  traffic,  but  ul1mately   sales  and  dona1ons   29  
  30. 30. Produc>vity  Tools   Hootsuite Automatic scheduling Mass tweeting (Only when appropriate) Mass direct messaging (Be very selective) 30  
  31. 31. Facebook Scheduling Schedule  icon  
  32. 32. Produc>vity  Tools   32  
  33. 33. Wrap  Up   •  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 your event •  Analyze which social media efforts are most effective 33  
  34. 34. Laura Coltrin Product Marketing Manager laura@eventbrite.com Eventbrite Darian Rodriguez Heyman Co-Founder darian@sm4np.org Social Media for Nonprofits 34  

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