Social media marketing is tough these days with all the different platforms out there - a lot of marketers devote too much time and effort to strategies that just don't work. Learn about platform demographics and apply what you know about your audience to see awesome return on your investment! Learn more at https://ticketbud.com

1. Find Your Event’s Social
Media Marke6ng Niche
Sean Burke
Marke+ng Maharaja,
Ticketbud
Megan Reardon
Social Media Savant,
Ticketbud

2. Social Media Niches
When this webinar is over, you should:
• Have a solid understanding of the different social media
pla7orms we talked about
• Know where your target audience hangs out (and doesn’t)
• Have the tools to start marke@ng in at least one channel we
men@oned

3. Social Media Niches
You won’t know what your ideal social media marke@ng suite is un@l you know
what your target audience looks like!
Here’s what you need
• Demographics (Age, gender, income)
• Psychology (Values, personality, behavior)
But first…you need your audience!
Further Reading: Find Your Target Market - Crazyegg

4. Social Media Niches
The PlaForms

5. Social Media Niches
Facebook
• Facebook Demographics
• 71% of all adults have a Facebook account
• 73% of all adults aged 30-49 have an account
• About 66% of any demographic you can think of has an account
• Facebook users are more likely to be college educated or in
college

6. Social Media Niches
Adver6sing on Facebook
• Advantages
• Target the people you want
• You need a Facebook page to get
started
• Great for geYng people interested in
your page or to buy @ckets to your
event

7. Social Media Niches
Let’s Create an Ad!
• On your sidebar, click on
“Ads Manager”
• Click the green “Create Ad”
bu]on on the top right
• Choose your objec@ve
(shown here)
• Enter in your Facebook page or
event website URL to con@nue.

8. Social Media Niches
Show me the clicks!
• Now here’s where you choose
your audience
• Don’t just choose your city,
choose ci@es around it
• The editor allows you to
perfect almost anything, down
to a small subset of people.

9. Social Media Niches
Choose your own adventure
• Choose a decent daily budget, the
Facebook ad algorithm will help you
• If you bid more, it’ll even out
• Choose single image or mul@ple,
it all comes down to what you want

10. Social Media Niches
Write your copy
• Write up text, headline, call to ac@on,
and more! Here’s where you get to test
your me]le.
• Create 2 ads to test out what will do
be]er (split tes@ng)
• Don’t do desktop right column,
everyone ignores it. We will talk about
Instagram later. :)

11. Social Media Niches
Facebook Tips & Tricks
• When wri@ng Facebook posts, don’t post links if you can avoid it. Won’t show up
as much.
• Throwing contests can be great depending on your target audience
• Na@ve photo and video is guaranteed to get more reach
• Facebook is about STORIES

12. Social Media Niches
• Twi]er Demographics
• 24% of males and 21% of females have a Twi]er account
• The majority of Twi]er users fall in the 18-29 demographic,
and are likely to be in college or be college educated.
• Twi]er users are more likely to be male
• A good por@on of Twi]er users enjoy tech

13. Social Media Niches
Adver6sing on TwiMer
• Target people like your followers (this
is the best if you don’t know your
target audience)
• Need a Twi]er Page to get started.
• Great for geYng people interested in
events and to buy @ckets.
• Ideal for workshops, social events,
startups, tech

14. Social Media Niches
Choose Your Player
• Click on your icon on the top right
hand corner on your homepage,
choose “Twi]er Ads” from the
dropdown
• Choose “Create New Campaign”, and in
the dropdown choose “website clicks”
• Choose start/end @mes

15. Social Media Niches
Audience Selec6on
• Time for targe@ng! Just like in last @me,
choose areas for your event.
• You can also target people like your
followers (highly highly recommended)
• Created a tailored audience based off
of your followers

16. Social Media Niches
Pay to Play
• Click on your icon on the top right
hand corner on your homepage,
choose “Twi]er Ads” from the
dropdown
• Choose “Create New Campaign”,
and in the dropdown choose “website
clicks”
• Choose start/end @mes

17. Social Media Niches
140 Characters
• Time for the fun part! Be sure to
include an image, url, headline,
and a call to ac@on.
• Or, choose 3 tweets.
• And, as always, split test!

18. Social Media Niches
TwiMer Tips & Tricks
• Save @me by scheduling your tweets (and social media in general) with Buffer or
Hootsuite
• To determine the hashtags that are important, see what your followers are talking
about
• Twi]er is about BREVITY

19. Social Media Niches
• LinkedIn Demographics
• 27% of males and 26% of females use LinkedIn
• LinkedIn users are college educated or currently in
college
• They tend to be older (30-49, 50-64) and commonly
make $50,000 + a year

20. Social Media Niches
Adver6sing on LinkedIn
• Advantages:
• Target people by job @tle and seniority
• You need a LinkedIn page to get
started
• Ideal if you want certain types/levels of
people going to your trade show,
conference, or conven@on

21. Social Media Niches
Let’s Get Started (Again)
• Click/hover on Business Services,
select Adver@se.
• You need a LinkedIn page to get
started
• Create Campaign, then choose
Sponsored Updates or Text Ads
(Sponsored shows up in newsfeed, ads
show up on side.)
• Enter campaign name and choose
language

22. Social Media Niches
Sponsoring Content
• Choose “Create New Sponsored
Content” on the top right corner.
• Create your copy - and be sure to split
test.
• Add a @tle and a picture of your choice.
You need a picture.

23. Social Media Niches
I have them in my sights…
• Choose the items that ma]er for you -
age, gender, industry, seniority, job
@tles
• Choose loca@ons
• You can choose to uncheck the two
boxes at the bo]om if you’d like

24. Social Media Niches
Pinterest
• Pinterest Demographics
• 13% of men and 42% of women use Pinterest
• Most Pinterest users are in the 18-29 or 30-49 age categories,
and most are college graduates or in college
• Obviously, Pinterest users tend to be female

25. Social Media Niches
• Pinterest - we’ve found that while you can’t necessarily use
promoted pins as well on other networks, there are other uses
Two main ways to utilize Pinterest
depending on which category you fall
in.
For organizations,
brands and companies
For events, planning
purposes

26. Social Media Niches
Pinterest
● Rich Pins
○ offer additional
information
○ add legitimacy to pins
which translates to higher
pin numbers
● Promoted Pins
○ pay for targeted keywords
where your pin will appear

27. Social Media Niches
Pinterest Promoted Pins
The best campaigns to start with are ones
that will increase click throughs to your site.

28. Social Media Niches
Pinterest - Promoted Pins
You can have up to 150
keywords with each
promoted pin.
Be sure to pick words that
fit your audience and start
broad, don’t go so targeted
you miss people.
You can also target based on location,
devices used and gender.

29. Social Media Niches
Pinterest - Promoted Pins
Pinterest ads need
to look NATIVE.
Thumbtack here
doesn’t look native
at all.
This one is by
Banana Republic
and looks like
something that
belongs on my
feed. I’m more
likely to click
through because of
that.

30. Social Media Niches
Pinterest - Boards
If you have just single events, take advantage of boards and focus
ideas and how-to’s in one place for your audience.

31. Social Media Niches
Instagram
• Instagram Demographics
• 22% of males and 29% of females use Instagram

32. Social Media Niches
Instagram
• SXSW stays in the
conversa@on
• #Hashtagsareimportant
• Con@nue to engage and
re-engage as
appropriate

33. Social Media Niches
Instagram
• Example of an Instagram
ad
• #Hashtagsareimportant
• Pictures need to stand
out

34. Social Media Niches
Snapchat
• Snapchat Demographics
• 50% of college males and 77% of college females use Snapchat
• Majority of users are under 24
• Snapchat users tend to heavily skew female
h]p://expandedramblings.com/index.php/snapchat-sta@s@cs/
2/
re

35. Social Media Niches
Snapchat
re
Live Stories and Discover
only available for select
companies
Geofilters

36. Social Media Niches
Periscope
• Periscope Demographics
• Not very many people use periscope, but most fit the 16-24
year old category

37. Social Media Niches
Periscope
● You need a title before you broadcast.
Otherwise you won’t have one.
● The first thing you point your camera at is
going to be your thumbnail. Make sure it’s
not just a face. Something bright or
informative or a small fluffy animal.
● Make your title less than 97 characters so it
will show up completely on Twitter.
● Periscope will automatically tweet a link
with a Periscope hashtag.
● Make sure to answer questions! This is
what makes this platform fun and engaging
for your audience!

38. Social Media Niches
Where to go from here?
Now that you know your ideal social media
for your event and you have the tools to get
in touch with them, the last step is the
easiest: do it.
If you’d like to learn more about marke@ng for events,
visit h]p://blog.@cketbud.com
Click here for a free infographic on the best @me to
post for each social media pla7orm!

39. Thanks!
Sean Burke
Marke@ng Maharaja,
Ticketbud
Megan Reardon
Social Media Savant,
Ticketbud